"Service rights" looks like Cettire's stock based compensation, so essentially replacing some of the cash wage bill with a right to stock at a future point in time. This is explained on page four. Over a long period of time stock based comp will dillute shareholders, unless the company buys back stock. This is very common in the US, just be careful when company's report "adjusted EBITDA" which excludes this cost, because it is a real cost to shareholders, best to add back this cost for a truer picture of profits.
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