diff --git a/.chloggen/jpkroehling_fix-servicename-own-telemetry.yaml b/.chloggen/jpkroehling_fix-servicename-own-telemetry.yaml
new file mode 100644
index 00000000000..0fe7a6f6685
--- /dev/null
+++ b/.chloggen/jpkroehling_fix-servicename-own-telemetry.yaml
@@ -0,0 +1,4 @@
+change_type: bug_fix
+component: service/telemetry
+note: Add ability to set service.name for spans emitted by the Collector
+issues: [10489]
diff --git a/service/telemetry/factory.go b/service/telemetry/factory.go
index c236d3c5733..edcca9e373f 100644
--- a/service/telemetry/factory.go
+++ b/service/telemetry/factory.go
@@ -51,9 +51,9 @@ func NewFactory() Factory {
 			c := *cfg.(*Config)
 			return newLogger(c.Logs, set.ZapOptions)
 		}),
-		internal.WithTracerProvider(func(ctx context.Context, _ Settings, cfg component.Config) (trace.TracerProvider, error) {
+		internal.WithTracerProvider(func(ctx context.Context, set Settings, cfg component.Config) (trace.TracerProvider, error) {
 			c := *cfg.(*Config)
-			return newTracerProvider(ctx, c)
+			return newTracerProvider(ctx, set, c)
 		}),
 	)
 }
diff --git a/service/telemetry/tracer.go b/service/telemetry/tracer.go
index d235ca3aaf2..85fd89e8c6a 100644
--- a/service/telemetry/tracer.go
+++ b/service/telemetry/tracer.go
@@ -11,6 +11,7 @@ import (
 	"go.opentelemetry.io/contrib/propagators/b3"
 	"go.opentelemetry.io/otel"
 	"go.opentelemetry.io/otel/propagation"
+	semconv "go.opentelemetry.io/otel/semconv/v1.26.0"
 	"go.opentelemetry.io/otel/trace"
 )
 
@@ -25,11 +26,31 @@ var (
 )
 
 // New creates a new Telemetry from Config.
-func newTracerProvider(ctx context.Context, cfg Config) (trace.TracerProvider, error) {
+func newTracerProvider(ctx context.Context, set Settings, cfg Config) (trace.TracerProvider, error) {
+	attrs := map[string]interface{}{
+		string(semconv.ServiceNameKey): set.BuildInfo.Version,
+	}
+	for k, v := range cfg.Resource {
+		if v != nil {
+			attrs[k] = *v
+		}
+
+		// the new value is nil, delete the existing key
+		if _, ok := attrs[k]; ok && v == nil {
+			delete(attrs, k)
+		}
+	}
+	sch := semconv.SchemaURL
+	res := config.Resource{
+		SchemaUrl:  &sch,
+		Attributes: attrs,
+	}
+
 	sdk, err := config.NewSDK(
 		config.WithContext(ctx),
 		config.WithOpenTelemetryConfiguration(
 			config.OpenTelemetryConfiguration{
+				Resource: &res,
 				TracerProvider: &config.TracerProvider{
 					Processors: cfg.Traces.Processors,
 					// TODO: once https://github.com/open-telemetry/opentelemetry-configuration/issues/83 is resolved,