Aftermarket Business Platform 2014

October 22nd – 24th 2014, The Grand Hotel Huis ter Duin, The Netherlands
PLUS
2014
DRIVERS
GROWTH
a
FOR
event
Join us on:
#ameurope
Presents
@ Find out more at
Aftermarket Europe Group
www.aftermarketeurope.com Twitter: @Prod_Lifecycle
8th Edition

2 Aftermarket Business Platform 2014
Content page
Conference programme 10
4
4
The World of Manufacturing
19
21
Regulars
6 Testimonials
Read what our past delegates and partners had to say about last
year’s event, which was held in Copenhagen.
20 Become a partner
Interested in partnering with us? Senior Business Advisor Åsa
Karphammar gives you the key reasons why, ROI guaranteed.
22 Calendar of Events
Copperberg is dedicated in bringing high quality events to the
Manufacturing Industry. Take a look at what’s coming later this year.
Features
3 Conference Features
Understand the features of this year’s event, what’s new, and for
whom the event is researched and developed for.
4 Editor’s Note
Read the editorial text and understand the theme for this year’s
event: Drivers for Growth.
Editorial Director Thomas Igou, thomas.igou@copperberg.com, Creative Director and Website Development Robert Dahlqvist, robert.dahlqvist@
coordinatum.com, Marketing Director Malin Petterson, +46 8 000 92 91, malin.petterson@copperberg.com, Senior Business Advisor Åsa
karphammar, +46 8 120 505 53, asa.karphammar@copperberg.com, Copperberg AB, Lützengatan 2, 115 20 Stockholm, Sweden, Tel: +46 8 651 11
90, Fax:+46 8 441 07 93, Email: info@copperberg.com, www.copperberg.com
Copyright© Copperberg 2013. All rights Reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in
any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the copyright owner.
All views expressed in this journal are those of the respective contributors and are not necessarily the opinions of the publisher, neither do the
publishers endorse any of the claims made in the articles or the advertisements. Printed in Sweden
www.aftermarketeurope.com

Aftermarket Business Platform 2014 3
Conference – at a Glance
How can you be more efficient in your workplace?
Day 1
14.45 Workshop Registration
15.00-17.00 How to achieve profitable and sustainable growth with services
17.00 Registration & Networking Cocktail
Day 2
08.15 Late Registration
08.35 Chairman Opening
08.40 Creating, Calculating, Communicating value
09.20 Growth readiness in the manufacturing industry
09.30 How to create a Service Strategy for profitable growth
10.00 Case Study: Change Management
10.30 Networking Coffee Break & 1-2-1 meetings
11.00 Tracks Servitization Competence & Knowledge Management Process & Framework
11.00 Made to service: compete through servitization A successful cultural transformation towards service Service as integral of CAPEX investment
11.25 Corporate Performance Management Containing information through KM Automation of the Service Process
11.50 From service innovators to mature market Mobile Workforce Management Vacon Wheel of Fortune
12.15 Q&A Panel Q&A Panel Q&A Panel
12.40 Networking Lunch and Thought Leader Luncheons
13.50 Executive Circles
15.00 Tracks Spare Parts Pricing Smart Services
15.30 Case Study India Value Based Pricing Proactive & Condition Based Maintenance
15.55 Availability: the KEY driver for growth Sales Growth Initiatives Leveraging consumer insight to enable IoT
16.20 Proactive Spare Parts Sales Availability: the KEY driver for growth Remote Service Management
16.45 Service Dealer Development Starting the Pricing Journey Strategic Smart Service
17.10 Q&A Panel Q&A Panel Q&A Panel
17:30 Networking Cocktail and 1-to-1 Meetings
19.30 Evening Networking Dinner
Day 3
08.50 Why the Internet of Things really is all about Service
09.30 From “box” to solution - it can’t be that difficult … right?
10.30 Tracks Service Innovation Data in the Aftermarket
10.30 Global Operate & Maintain business Installed Base
11.00 Growth through service agreements Master Data Management
11.30 Value of an Engineering Team Business Intelligence
12.00 Networking Lunch and Thought Leader Luncheons
12.55 Prize Draw and Winner Announced
13.00 Executive Circles
14.15 Exploring economic value
14.45 Customer Experience Management
15.15 Conclusions from the Chairman Kraft Schumann, Chairman ISLA e. V.

“Create a
strategy
for profitable
growth
By: Thomas Igou
A note from the editor
Manufacturers have all engaged on a similar quest: grow their service revenues by expanding
their market share. There is a clear and common understanding that working on more
efficient processes and reducing internal costs is a good step, but not sustainable
enough for the long term.
The main theme of the 8th edition of the
Aftermarket Business Platform is Drivers for
Growth. Over the course of three days and
through a series of workshops, keynotes,
case studies, best practices, roundtable
discussions and networking opportunities
for benchmarking, the platform will offer you
the tools to continue your Service Business’
transformation by getting ideas on how to
develop, sell, and standardize your service
all the while offering personalization to your
customers with the most efficiency, scalabil-ity
and reliability.
The program is designed in a way for you to
custom-make your conference experience
by attending the sessions of your choice.
Also take the opportunity to learn what you
need to do now in order to compete tomor-row
through insights of the digitalization of
services. Listen how trends like Internet of
Things, 3D Printing, Gamification or MOOC’s
can offer opportunities for you to gain the
competitive edge by optimizing predictive
maintenance, temporary solutions for critical
parts, or training programs for competence
development initiatives.
What are your pressing issues for the year?
Continue the conversation with me on LinkedIn
or Twitter.
There are many opportunities for
service-oriented manufacturers to devise
new and growth-oriented strategies
by looking further into innovative
service designs, value based selling,
competence development, better usage
of data and knowledge, and smart
services.
Sincerely,
http://www.linkedin.com/in/thomasigou
https://twitter.com/tomigou
Thomas Igou
The Editor
“

2014 - Features
Pre-Conference Workshops
This year, we will be hosting workshops on the Pre-Conference Day, to accommodate your needs to learn more and
delve deeper into the topics. The workshops will approach strategic ways to achieve profitable and sustainable
growth and innovative ways to sell services. Limited participants; cannot miss out!
Keynotes
Each keynote is carefully selected
for the breadth of experience in
the Service business and their
great story telling and futuristic
views. Expect fresh and innovative
ideas coupled with practical tools
to implement straight back in the
office.
Tracks
Most of the conference days will
consist of topic focused, parallel
tracks. These enable you to
custom-make your conference
experience according to your
needs. Each track sessions will
delve deep into a topic and end
with a Q&A panel for intense
interaction. Feel free to jump in
and out of tracks, as well!
Executive Circles
One of the most appreciated
feature, the executive circles are
where you can get your voice
heard. Discuss and share your
challenges, and build scenario
solutions with your peers based
on their experiences. The executive
circles will take place both on Day
2 and Day 3 of the conference.
Firestarters
A feature that was launched last
year, designed for greater inter-action
around rapid, visionary
content. This year’s Firestarters
will focus on futuristic trends
that can already implemented to
support your service offerings:
3D printing, Internet of Things,
and Gamification.
Dinner Banquet
At the end of Day, we treat you to
an exclusive and exquisite dinner
with all of your peers. This feature
allows you to continue discussion
over great food and late into
the evening, in a more relaxed
atmosphere.
Networking
Priceless. The event gathers
senior professionals from several
industry verticals that you would
meet nowhere else; the event
is designed to offer you great
content to start networking with
your peers. This year, we will offer
you a platform on LinkedIn to
continue the discussions post
event.
This event is
researched and
developed
For Heads/VPs/Directors:
• Aftermarket
• Services
• Aftersales
• Spare Parts
• Field Service
• Customer Support
• Business Development
• Sales
• MRO
• Service Networks
• Field Operations
• Preventive Maintenance
• Sales & Marketing
From:
• Automotive
• Marine
• Industrial Equipment
• Oil & Gas
• Process Automation
• Aerospace & Defence
• Consumer Electronics
• Railway
• HVAC
• Healthcare
• Mining
• Energy
• Pulp & Paper

“If you haven’t at least found 10 new fruitful Business Contacts and one
dozen new Ideas how to approach your business challenges, you have
not been to the same conference ;-)”
- Michael Kübel, Vaillant Group
“The quality of information presented was exceptional. Individual who
attended possess extensive knowledge related to aftermarket support”
- Patricia Miller, Thermo Fisher Scientific
“Very good conference. Well organized, networking was really very good.
Enjoyed the discussions and different industries that were represented.”
- John Lynly, KONE Corporation
“The well architected program delivers valuable information from suppliers
and consumers point of view. It provides all participants many opportunities
to learn from other participants’ experience.”
- Bernd Stibi, Voith Paper
“Unique and inspirational set-up. Great to learn from peers in a
collaborative environment.”
- Jo Pauwels, ABB
“The content of the conference was extremely relative to the conditions
we are experiencing. I left the conference with a refreshed perspective
and the encouragement to execute change.”
- Kelly Diedrich, JBT FoodTech
“The networking was my personal highlight due to a lot of very interesting
people.”
- Jen Schiring, Siemens Switzerland Ltd.
“I sincerely appreciate the efforts put in by the Copperberg Team. The
reception was wonderful”
- Sivaramakrishna Challa, Volvo India Pvt Ltd.
“Well organised event!”
- Ana Rita Dias, GE Power & Water
“Great congress, learned a lot and got new inspiration for
growing my service and aftermarket business”
- Geert Hendriks, Eaton Industries B.V.
“Time well spent, thought provoking presentations, well-structured
breakouts and networking opportunities”
- Ian Dowdle, Pall Europe
“Excellent opportunity to stay abreast of latest developments in the
aftermarket space and to connect with peers in the industry.”
- Eric Zahrai, Eaton Corporation – Vehicle Group
“Professionally organized, good content with high networking focus.
Good conference.”
- Steffen Saur, Vaillant
“This was my first attendance and was really impressed. Networking is
so valuable, exchanging experiences, ideas, creating opportunities”
- Olivier Legrand, BouMatic
“All aspects are very good. Contents as well as organization.”
- Haijo Leeuwis, Goss Contiweb
“The right level of people to exchange ideas and gaining ideas to
develop the future.”
- Thomas Radau, Deutz AG
“Great meeting with many interesting people and experience to share.
Going to participate again.”
- Ketil Græe, TTS Marine AS
“High level of speakers and attendees make this a worthwhile experience”
- Rutger Jansen, Goss Contiweb

Speakers 2014
Kraft Schumann, Founding Member &
Chairman, ISLA
Since 2008, Kraft has worked with many organizations
as consultant doing jobs such as Interim Head of
wind turbine service, consulting work in Service,
Transport, Factoy Layout, Contracting etc; new
structure for service department of a solar panel
manufacturer, service/customer support systematic
for a high-speed transportation company,
complete new service unit for an electric engine
producer to enter wind market Manifold Service
/ Service Logistics / transport optimisation
projects as Senior Advisor, Service carve-out for
a swiss manufacturer of oven-/heating-systems.
Kraft also has a vast experience in logistics, having
held senior positions in leading organizations
within home appliance and machinery industries.
Rory Moore, B.Tech, MBA, Aftermarket
Business Process Manager, Bosch Rexroth
Rory has worked for Hägglunds Drives and Bosch
Rexroth for the past 6 years developing and
implementing Aftermarket business approaches,
campaigns and strategies. Currently, Rory is working
for a central organisation in Bosch Rexroth with
responsibility for the global development of service
solutions and strategies across the world. He has
designed and implemented systems to support
market development and commercial target setting.
The common thread for all these system has been
Installed Base and how it can be capitalized to ensure
sustainable growth along with understanding the
end-user and customer needs. Rory also works with
the development of Global Service Sales campaigns
for Bosch Rexroth and the design and implementa-tion
of a Service Sales CRM system and business
approach for Bosch Rexroth.
Thomas Radau, Head of Business Team
Service, Deutz AG
Thomas Radau started his career as Service Techni-cian
and electronic expert. After several year of
experience with service jobs around the world and
further education, he has more than 18 years of lead-ing
Service & After Sales Teams. He spent the first
10 years in the compressed air and gas purification
sector, where uptime is critical for customer. From
2006 till today, he has lead the After Sales of DEUTZ,
a leading industrial Diesel Engine Manufacturer, with
a Global Service Network of independent Distribu-tor
and own Subsidiaries. Thomas picked up the
challenge of the aftermarket of an industrial Engine
Manufacturer where you compete with your engine
customers, suppliers and a lot of other companies.
Thomas managed sustained growth by providing
more value for DEUTZ Customer and implement
strategies to provide better Services and sell more
Products around the world.
Matti Vappula, Director, Operations
Development, Outotec Minerals Processing
Matti Vappula has been working at Outotec since
the beginning of 2011. During this time he has
been contributing to establishment of Operate and
Maintain business. In this his main contribution
has initially been as enterprise architect to ensure
remotely located sites can be supported for both
their Operations and Maintenance needs. Overall
Service Platform architectural strategy was created
during this period, including remote support concept
and related processes and tools. After building up the
supporting teams he has transferred into Global Op-erations
development role to ensure intact operating
models are deployed across new and existing sites
across various geographies. As Operate and Maintain
is new business initiative to Outotec, development is
ongoing and new practices are being developed and
deployed constantly. Prior to Outotec Matti Vappula
was working in various positions at Nokia, including
4,5 years of being based in Far East Asia establishing
multiple off-shore deliveries for Nokia IT. Matti’s last
assignment at Nokia was in Customer Care, in Online
and Interactive Support. Matti Vappula holds Master
of Science degree from the Finnish Military Academy.
Alexandre Marrot, Customer Service
Director Business Solutions, Xerox Public
Transport
I started my career as customer service engineer in
1998 in the parking industry. During several years,
I’ve operated on site in many countries for field
operations. In 2001, I moved to Madrid as head of
customer service for Schlumberger Urban Terminals
and system for Spain and Portugal. In 2005, I took
in charge the deployment and maintenance activity
for parking enhanced solutions as program manager
in Rome. From 2007 to 2008, as site manager in
Copenhagen, I was managing the deployment of a
ticketing system in Denmark. And since June 2008,
I have been managing the customer service for
Xerox Business services France, including after sales
service, deployment service, (workshop and on site)
maintenance, and service sales. I therefore am used
to manage field operation and teams from a remote
location, with customer satisfaction and service level
agreement as main focus.
Frank Bunge, Global After Sales Service
Director, Leica Microsystems
As Global After Sales Services Director, Frank has
P&L responsibility for the After Sales business at
Leica Microsystems. As important part of this role
he is in charge for all service related initiatives and
projects driving after sales services as corporate
break thru initiative regarding quality and growth.
In addition Frank is heading the company’s remote
service program in optimizing customer satisfaction
and reducing the equipment life-time costs as well
as increasing efficiency and profitability of the Leica
service organisation. Frank earned a master degree
in economics from the University of the Army in
Germany.
Timo Okkonen, Vice President Aftermarket
Services, Vacon
Timo is an experienced aftermarket leader. He
has been leading the Finnish sales team at Vacon
for 4 years and global service for another 4 years,
with a focus on service transformation and service
business growth. He also has 10 years experience
at ABB drives and motors in various positions within
service, production, R&D, and sales. Timo has eMBA,
qualification in engineering, marketing and business
information technology.
Antony Bourne, Global Industry Director
Manufacturing, IFS
As the Global Industry Director for Manufacturing
at IFS, Antony’s responsibilities include monitoring
trends within the industry, regularly updating industry
analysts and working with customers/prospects to
develop the application roadmap. Antony has over 20
years’ experience in the IT industry, including working
in the manufacturing sector. Prior to joining IFS in
1997, he held Business Analyst positions with Ford
Motor Company and AlliedSignal. During this time he
implemented ERP applications as well as business
process improvements.
Tony Abouzolof, Co-Founder & Global Sales,
Syncron
Tony Abouzolof is one of the founders of the
Syncron group and has more than 30 years’
experience in aftermarket supply chain man-agement.
Over the years, he has enabled many
leading manufacturing organizations to formulate
global aftermarket supply chain strategies and
managed successful implementations of large
scale supply chain solutions. Mr. Abouzolof is a
regular presenter at many conferences and seminars
and he is well known for his leading views on various
aspects of global aftermarket supply chain
management.

Speakers 2014
Tim Baines, Professor, Aston Business School
Professor Tim Baines leads Aston University’s
research on servitization. He is an international
authority on servitization, and works extensively with
manufacturers to transformation their operations to
compete through Product-Service Systems (PSS).
Professor Baines has co-authored a book ‘Made to
Serve: How manufacturers can compete through
servitization and product-service systems’ and over
200 academic papers across the disciplines of man-agement
and engineering. He is amongst the most
frequently-cited authors on servitization and Product-
Service Systems. Experienced in a wide range of
industrial engineering, technology management, and
manufacturing management disciplines, he works
with the leading companies in his field including
Rolls-Royce, Caterpillar, Alstom, MAN and Xerox. His
career started with a technician apprenticeship, and
has progressed through a variety of industrial and
academic positions, including that of Visiting Scholar
within the Centre for Technology, Policy and Industrial
Development at the Massachusetts Institute of
Technology. He is a Chartered Engineer and a Fellow
of both the Institution of Mechanical Engineers and
the Institution of Engineers and Technologists.
Markus Kellermann, Product & Price
Management, MAN Trucks & Bus
Markus holds a degree in business administration
and has 17+ years of experience within the spare
parts business. He served in several positions
in sales, marketing and product management
at major companies in the automotive business
including Bosch, ThyssenKrupp, Bilstein and Knorr-
Bremse. At MAN Truck & Bus headquarters in
Munich he heads the product management and
pricing of MAN Genuine Parts covering strategic
development, positioning and optimization of
MAN Genuine Parts worldwide. In this function he
is responsible for a turnover of more than 1.4 bn€
and is the largest contributor to the company’s
profit. Markus now works for more than seven
years for MAN Truck & Bus AG.
Karl Geffken, Director of Marketing, Medtronic
Global Services
Karl Geffken is a marketing director for Medtron-ic’s
Surgical Technologies business. At Medtron-ic,
he leads worldwide marketing strategies for
Global Services. Karl started his career in 1984 as
a financial analyst at Hewlett-Packard Company’s
Medical Products Group. Since then, he has
held management positions in finance, business
development, sales and marketing while at HP,
Agilent Technologies, Smith & Nephew Endoscopy
and Medtronic. Karl has been involved in services
sales and marketing for the past 20 years. Karl
received a bachelor’s degree in economics from
Muhlenberg College and an MBA from Lehigh Uni-versity;
both located in Pennsylvania. He currently
resides near Boston, Massachusetts.
Koen D’Haeyer, Senior Manager Technical
Service Support & Service Development, Lely
Ir. Koen D’Haeyer MBA, (*1975, BE) started his
carreer in several management positions in small or
medium sized companies in food and environmental
industries. From 2005 to 2009 he turned over the
company of his family (subcontracting, mecha-tronica)
and brought it into a group of companies. In
2010 he joined Lely out of his passion for innovation
in agriculture and its challenges on servitization.
Juha Ojala, Senior Manager, Concept
Development, Valmet
Juha Ojala is an industrial services business
development professional with over ten years
of experience in Valmet’s global service opera-tions.
He is a strong proponent of agreement
based business models as a means to escape
the commodity trap and to create new business
opportunities. In his current position he is the key
person in agreement business strategy execution
in Valmet Services. Previously in Valmet Juha has
contributed to e.g. conceptualizing services for
new lines, development of value quantification
methods and tools, and maintenance outsourcing
business development (as a management team
member of maintenance outsourcing business
unit). Juha is also a management group member
of Future Industrial Services – 40 M€ research
program of FIMECC promoting the adoption and
expansion of service business in technology-based
industrial firms. Juha enjoyes business trips
and also visiting new countries in his free time. He
holds a Master of Science degree from Helsinki
University of Technology. You can reach him at
juha.s.ojala@valmet.com.
Stefan Hatt, Group Vice President - Global Head
of Service, ABB Power Systems
Stefan Hatt holds a MSc in Engineering from the
Swiss Federal Institute of Technology (ETHZ),
Zurich and an MBA from HSG St Gallen/University
of Michigan, Ann Arbor. He started his career in
1989 with Mazda Motor Corporation, Sulzer and
ABB, where he was in various operational and
functional roles. After moving to Alstom in 2000,
he held positions in sales/tendering, his last one
with global responsibility for turn-key power plants.
Starting 2004, Stefan Hatt led the service unit of
Atel-Alpiq, a European utility with focus on utilities
and industries in generation, transmission and
distribution. From 2006 to 2009, he was heading
global sales & marketing of ABB’s power & water
business with focus on electrical, instrumentation
and controls. Presently, he has the global respon-sibility
for the service business of ABB’s Power
Systems Division.
Maarten Wijnheijmer, Global Aftermarket
Director, Howden Compressors Division
Maarten joined Howden with the acquisition of
Thomassen Compression Systems in 2011. He joined
Thomassen in 2003, where he started as Business
Unit Manager Service and later was appointed Direc-tor
Sales & Service. Previously he was the General
Manager of HITT Traffic. He has also worked at Thales
Nederland as a Director for industrial cooperation
programs and Business Unit Manager Electro-
Optics. He has a MA Public Management with a
specialization in international affairs.
Rohan Richards, Director of Business
Innovation & Principal Consultant, Ericsson
Mr. Rohan Richards is a Director of Innovation and
Principal Consultant in Ericsson’s Strategic Initiative
Xeleration Group. He is committed to supporting tele-communication
operators, governments and enter-prises
in adopting of information and communication
technology (ICT) to enable a sustainable, low-carbon
economy. He works collaboratively with research
agencies and industry partners to define, realize and
commercialize innovations related to Internet of Tim-ing
(IoT) to enable a sustainable, networked society.
His experience has included smart cities, connected
homes, connected transport, connected utilities,
connected agriculture. Mr. Richards has over 15 years
in strategy consulting, business development and
marketing roles within the IT, telecommunications
and services industries. Currently based in Melbourne
Australia, he works globally and has had experi-ence
at working with customers across Asia Pacific,
Europe, Americas, Middle East and Africa.
Måns Isacsson, Service Development Manager
Nordic, SKF
Måns Isacsson has been working in SKF sales and
service organization for 11 years where he has held
different roles such as application engineering
manager, service manager and the last 3 years
as service sales development manager in Nordic.
Måns has a M. Sc. In Physics and Tech. Lic. in Fracture
Mechanics. Previous positions has been as
development manager and techinical manager at
Ericsson Network Technologies. Måns has through
the years in SKF worked with documentation of
value of SKF solutions using SKF special designed
software, SKF Documented Solutions Program.

Speakers 2014
Wojtek Bulatowicz, Senior Manager of Services
& Solutions, Welch Allyn
For over 15 years Wojtek Bulatowicz has been
managing global services through all stages of the
lifecycle – strategic planning, design, implementation,
delivery, and sales. When with Hewlett Packard he has
been WW Product Manager for eSupport and Case
Exchange, and managing Global Business Process
Architecture team. Currently, he is with Welch Allyn
managing its Services and Solutions organization in
Europe, Middle East, and Indian Subcontinent. He is
Polish national, after spending 20 year in the United
States, he just moved to the Netherlands and is based
in Leiden – Welch Allyn’s European and Middle East
Headquarters.
Oscar Sanz de Acedo, Aftermarket Engineering
Leader EMEA, Thermo King - Ingersoll Rand
Oscar is an industrial engineer from the public Univer-sity
of Navarra. In his current role he leads a team of
4 people as part of a global team of 14, who work on
two main areas: any projects related with Aftermarket
(supersessions, productivity, different tier offering);
work with product development groups to assure
aftermarket goals are created and met. He has been
at Ingersoll Rand since 2005. Previously, he worked
with Vaillant Group and BSH Home Appliances.
Harish Gera, Parts Head, CLAAS India
Harish has been Involved in aftermarket support for
the last 25 years. He has made customer satisfaction
level reach 95%, repeat customers are 50% ,and
organization balance sheet healthier. He is capable
of improving image of the organization and ensuring
exceptionality in support against competition. He
has worked in construction and agriculture industries
(JCB, TEREX and CLAAS INDIA). Being business
head, he has ensured through innovation ideas to
bring down employees cost by 50%.
Prof. Dr. Elgar Fleisch, ETH Zurich
Elgar Fleisch, Professor of Information and Tech-nology
Management at the University of St. Gallen
(HSG) and director at the Institute of Technology
Management, as well as Professor of Information
Management at the Department for Management,
Technology und Economy at the ETH Zurich. In
his research, Elgar Fleisch and his team aim at
understanding and designing the ongoing merge
between the physical and digital world, a vision
that was recently coined the “Internet of Things /
Cyber Physical Systems.”
Johan Östlin, Pricing Consultancy Manager,
Syncron
Johan Östlin has developed his pricing expertise
in aftermarket operations at multinational manu-facturing
companies managing the implementation
of value-based pricing solutions. Johan is specialized
in strategic and operational pricing, margin leakage
management, governance, process optimization
and change management. Over the years, he has
designed and implemented a variety of pricing
processes systems and since 2011 he act as the
Pricing Consultancy manager of Syncron. Johan
holds a Ph.D. in Aftermarket Solutions from the
Institute of Technology at Linköping University.

Program 2014
The Opening Cocktail
+
Day 1 is a great opportunity to break the ice and focus on networking, all in a relaxed atmosphere. Fun networking activities
are planned for you to meet as many peers as possible, and you will also have the possibility to begin your 1-to-1 meetings.
We start with
Day 1 - 22nd October
14.45 Workshop Registration
15.00 Workshops A & B
n A: How to achieve profitable and sustainable
growth with services
During this Executive Forum Session senior service
executives will be discussing their key challenges and
successes in their transformation towards becoming
a profitable and sustainable service business. Service
Executives will have the unique opportunity to share
their challenges with a panel of other executives and
experienced consultants. In addition, key success
formula’s such as the brand driven service strategy
and the service transformation methodology will be
used to answer the key questions. Topics may include:
+
17.00 Registration & Networking Cocktail
In this opening networking session, participants will be involved in ice-breaking activities. Cocktails and nibbles
will be served. Business casual and business cards required.
Hosted by: HCL
n B: How can you be more efficient in your work-place?
This is a common question, and in this workshop you
will see practical examples of where modern applications
can be used to increase efficiency and possibly open up
new types of aftermarket services, including Augmented
Reality, Corporate Performance Management and Mobile
Service Management.
Antony Bourne, Global Industry Director
Manufacturing, IFS
Discussion Points:
• How to get buy-in from the C-suite for a service transformation
• How to assess the market potential for advanced services
• How to develop a profitable and sustainable service strategy
• How to define and implement a service transformation
programme
• Participants will be interviewed prior to the Executive Forum
Session to ensure the most relevant challenges will be
discussed
Hilbrand Rustema, Managing Director of
Noventum Service Management

Keynote sessions
Day 2 - 23rd October
08.15 Late Registration
08.35 Chairman Kraft Schumann, Chairman ISLA e. V. Opening Remarks
Discussion Points:
+
• An Aftermarket Strategy is not only about selling replacement
parts; how to create even more value for customers through the
life cycle of your products or services for that customer
• Companies who have a value-based sales strategy are 30 percent
more profitable than ones that have weak execution on value, and
are 35 percent better off than those that follow a cost or market
share driven strategy
• Customers who are convinced to buy on value are happier, and
customers that buy based on best value are 36% more profitable
n 08.40 Creating, Calculating, Communicating
your value in the Aftermarket so that you can
profit from Value Created
How does one get paid for value created? Since the
financial benefits of value creation and pricing are well
known, why is it that so many companies do not achieve
the results they want after they have done the work to
create something that is of value? For those that do
invest and create customer value, it is time to do the
work to capture that value!
n 09.20 Growth readiness in the manufacturing industry
Noventum’s 2013 Research on Drivers for Growth showed that companies that have, on top of the ‘’common’’ growth
strategies, services on their strategic agenda, achieve higher growth rates and profit margins. As a next step Noventum
and Copperberg decided to join forces to find out to what extent today’s manufacturing companies are ready to
uncover their growth potential. The research was based on the nine elements of a successful service strategy.
Hilbrand Rustema, Managing Director, Noventum
n 09.30 How to create a Service Strategy for
profitable growth
In 2012, Aftermarket leadership of Howden’s compressor
division recognized that the aftermarket business rep-resented
an area of growth and profit potential that can
only be realized through the definition of a good service
strategy followed by successful implementation and the
achievement of operational excellence in service opera-tions.
The session will explain how the leadership team
defined the strategy and how they started the Service
Transformation journey.
Discussion Points:
+
• The process of defining a good strategy requires developing a
deep understanding of the potential for growth and productivity
improvement as well as the potential challenges or risks, by
all stakeholders involved
• The vision and mission of the service business may be driven
by a different logic than the product or technology that
managers of the company may see as its core competency
• The service transformation plan consist of a series of
projects ran in parallel which should be ambitious enough
to deliver quick results but should also result in the structural
changes needed to achieve sustainable success
n 10.00 Case Study: Change Management
towards a full Service company
Changing from a product oriented manufacturer to a
customer centric service provider is a challenge. Change
management is a necessary tool to approach a shift in
mentality within the organization and truly balance out
revenue growth from the product and aftersales divisions.
Discussion Points:
+
• Challenges of building up a Service Division and develop
from a product-oriented manufacturer to a customer-focused
network
• Strategy behind the transformation
• Competence development: how to develop training initiatives
to spread internally a culture of world class service
Måns Isacsson, Service Development Manager
Nordic Region, SKF
Maarten Wijnheijmer,
Global Aftermarket Director,
Howden Compressors Division

n 10.30 Networking Break and 1-to-1 Meetings
Room 1 Room 2 Room 3
n 11.00 Made to serve: How manu-facturers
can compete through
servitization and product-service systems
Manufacturing and service industries are
often seen as largely independent. Whether
discussing national economies, business
classifications, education, training or
employment, they tend to be thought of as
separate. Yet manufacturers themselves
can base their competitive strategies on
services, and the process through which
this is achieved is commonly known as ser-vitization.
Icons in this world are companies
such as Rolls Royce Aerospace, Xerox and
Alstom. These all offer advanced services
incorporating maintenance, repair and over-haul
contracts where revenue generation is
directly linked to asset availability, reliability
and performance.
• Servitization: convincing commercial
benefits, compelling environmental
arguments, and immense opportunities
• What are the leading practices and
technologies that deliver success?
• How relevant is this concept beyond a
few large organizations?
Tim Baines, Professor, Aston
Business School
n 11.25 Corporate Performance
Management
Combining enterprise management and enter-prise
intelligence, CPM enables organizations
to map, monitor and manage business strategy
& processes coherently across multiple
divisions, sites and a fragmented IT landscape.
The benefits of this include:
• Unique management cockpits
• Powerful complex event processing
• Actionable management information
Antony Bourne,
Global Industry
Director Manufacturing,
IFS
n 11.00 Case Study - A successful cultural
transformation towards service at ABB
Manufacturers strive to change their cultural
mindset to truly transform from product
manufacturer to service provider. However,
what are the opportunities and challenges
to transform an industrial company into a
service-oriented enterprise? How to over-come
the roadblocks, including a cultural
change process? Listen in on ABB’s key steps
to observe.
• How can additional business be created
beyond the existing business offerings?
• Direct and indirect benefits for an
industrial company to increase service
business
• Learnings from ABB’s roadmap
Stefan Hatt, Group Vice President
- Global Head of Service, ABB
Power Systems
n 11.25 Containing information through
Knowledge Management
With global expansion and increasing
systems and technologies that enable us
to analyze everything, manufacturers are
faced with an increasing amount of data.
Knowledge Management is is essential to
ensure that no information is lost.
• What it knowledge management, and
what is its importance in relation to
aftersales activities?
• What are knowledge management
tools that support the aftermarket
function?
• How can you map out a process to ensure
clear roles and responsibilities and
ensure the right knowledge is captured,
organized, shared and analysed?
n 11.00 Service as integral of CAPEX
investment
Service is starting at the time when the
project is in feasibility phase. But we often
forget the importance of engagement of
service providers at this time. An early
engagement allows a better analysis of the
operational costs, the resource requirements,
and continuous improvement models to
be applied. Starting with Service Partner-ships
early impact the effectiveness and
efficiency.
• Transactional relationships versa
partnerships
• When shall the Service discussions
start in a project?
• Cost reduction versa improved
efficiency
• Product supplier and remote service/
diagnostics as part of the CAPEX
investment
Regina Roos,
Account Management Sales
Service Management
n 11.25 Automation of the Service
Process
How to standardize your process in order to
avoid exploding costs, eroding profit mar-gins,
increased operational complexity and
risk, and underleveraged partnerships. And
how to adopt a continuous improvement
mentality to always stay on top.
• Developing and tracking a common
strategy covering various Service
Business Models
• Continuous Improvement and bench-marking
efforts to always stay on stop
• Executive Leadership: the need for visible
leadership that displays behaviour and
holds people accountable
+ 11.00 - 12.40 Track 1:
Servitization
+ 11.00 - 12.40 Track 2:
Competence & Knowledge Management
+ 11.00 - 12.40 Track 3:
Process & Framework
Track sessions

Track sessions
n 11.50 From service innovators to mature
market service leadership, through seg-mentation
and continuous improvement
This session brings a testimonial of servitization
in a fast moving environment. Through
successful innovations, Lely has grown rapidly
towards market leadership in some significant
segments of agricultural automated solu-tions.
The aftermarket services offered by Lely
needed to develop from being oriented on early
adoption towards meeting the demand of the
majority. Pro-active segmentation and contin-uous
improvement programs were and are key
in offering Lely a healthy recurrent business and
market leadership on service. Big Data analysis
formed a base for smart decision making.
• Investments on pro-active design for
service and continuous improvements
processes pay off
• Basic Big Data analysis offer you a
good base for smart, fast and effective
decision making
• Aftermarket segmentation models
helps management and organizations
to understand the need to speed up change
Koen D’Haeyer, Senior Manager
Technical Service Support and
Service Development,
Lely
n 12.15 Q&A Panel
In this session, the speakers from the track
will be back on stage to answer questions
from the audience and from the track leader.
This is your opportunity to dig deeper and
get the answers you want.
n 11.50 Mobile Workforce Management at
Xerox Public Transport
Modern technology allows field engineers
on the front line to be constantly connected
to the back office. However, what are the
true constraints and benefits of a mobile
workforce, and how to set up the tools and
the organization? And, how to manage a
team from a remote location?
• Is Mobile Workforce a constraint to en
sure SLA’s or an opportunity to improve a
service offer and customer retention?
• How to ensure management and
communication with the team and correct
reporting?
• How to provide the relevant tools and
information to the field engineer for
efficient operations?
• Mobile Workforce as part of a service
offer: tools and opportunity to integrate
the field service in a global support and
service offer and how to involve more
the customer to decrease field operation
costs
Alexandre Marrot, Customer
Service Director Business
Solutions, Xerox Public Transport
n 12.15 Q&A Panel
n 11.50 Vacon Wheel of Fortune: Services
as strategic perspective
Vacon recognizes that to retain and even
get new customers, they must focus on
the customer experience throughout and
beyond the lifecycle of their drive and solu-tions.
It’s all about the experience Vacon
delivers through product, services, and
people. Services as a strategic perspec-tive
introduces tools to develop services
supply (products + services) that match the
customer need.
• Services as strategic perspective to
help customers generate value in
different phases of their processes
• How to create a specific approach for
each channel so that service supply
can match customer needs
• Strategic Development for Ecosystem:
Vacon, subsidiaries, partners and
customers
Timo Okkonen, Vice President
Aftermarket Services, Vacon
n 12.15 Q&A Panel
+ Track 1:
Servitization
+ Track 2:
Competence & Knowledge Management
+ Track 3:
Process & Framework
n 12.40 Networking Lunch and Thought Leader Luncheons
+ 13.50 Executive Circles
The Roundtable Discussions are your opportunity to get your voice heard. In a stimulating work atmosphere,
the participants discuss new perspectives and ideas. After 40 minutes at one table, the discussions end and the
participants move on to the next discussion table of their choice. You will experience intensive discussions, share
innovative ideas and identify practical solutions. Some of the topics that will be discussed (subject to change):
Design for Service Parts Forecasting Value Based Pricing Spare Parts Inventory Management
Business Transformation – from product
to service minded
Master Data Management in the
Aftermarket
Demonstrating your Total Cost of
Ownership
Aftermarket Supply Chain
Optimization

Track sessions
n 15.30 Case Study India - Improving
availability with minimum logistic cost
Spare parts logistics is a complex and costly
challenge to many organizations. Being able
to enhancing the inventory management is a
great tool to lower the costs associated with
spare parts logistics.
• How to improve availability reach
and revenue and reduce your logistic
(inbound & outbound) cost
• Best Practice from spare parts operations
in a complex Indian market
• How to challenge logistic costs and
inventory management
Harish Gera,
Parts Head,
CLAAS India
n 15.30 Value Based Pricing - from sketch
to value
From a simple cable strap to a complete
engine - how to transform a not even remotely
comprehensible variety of 200 000+ products
with historically grown prices into a sustain-able
and structured value based pricing.
• Initial situation and challenges - how to
start the journey?
• How to transform a strategy paper into
reality?
• How to handle quantity and complexity
of a spare parts portfolio?
• What is the market value for each of
the 200 000+ parts?
• Is there something like a price elasticity
of demand for spare parts?
Markus Kellermann, Head of
Product & Price Management,
MAN Truck & Bus AG
n 15.55 Sales Growth Initiatives: Linking
Customer Value to Pricing Excellence
One of the most important factors in sales
growth initiatives is understand how to
present value to customers. However,
pricing should not be neglected. No matter
the perception of value, pricing will always
remain an enabler for revenue growth.
• Steps to consider for becoming a more
customer facing organization
• Tools, tips and techniques to identify
and quantify real customer value
• Training the organization to move the
discussion from price to value
n 15.30 From Reactive & Scheduled to
Proactive & Condition Based
Predictive maintenance is a key function of
great customer service. The ability to forecast
when a product will be down, and being able
to be proactive in maintenance and repairs will
offer great value to your customers.
• How to be more proactive and increase
uptime for greater customer satisfaction
• How to calculate the value of a proactive
maintenance action?
• Win-Win Situation: pro-active break down
avoidance and predictable service events
+ Track 4:
Spare Parts
+ Track 5:
Pricing
+ Track 6:
Smart Services
n 15.55 Leveraging consumer insight to
enable Internet of Things service growth
in a sustainable, networked society
The Internet of Things is a new trend that is
affecting how we live, and how we work. It
offers great opportunities for manufacturers,
as machines and products get connected to the
internet, to help improve their service offerings.
• Changing consumer trends and mobile
device habits driving the growth on
Internet of Things
• Smart city applications and case studies
for the IOT opportunity
• Applications and business opportunities
of Internet of things to drive sustainable
networked society
• How Ericsson identifies and incubates
business Innovations in this space
Rohan Richards, Director of
Business Innovation & Principal
Consultant, Ericsson
n 15.55 Availability: the KEY driver for
growth
Manufacturers feel an increasing pressure
on their supply chains to support growing
global and complex spare parts operations.
The challenge lies in how to reduce the costs
and complexities of their service chain all
the while improving the operational speed of
their parts supply chain in order to increase
parts availability
• Why availability matters and how it can
help with aftermarket growth
• Focus should be on availability across the
whole supply chain
• Availability at the point of use i.e. at the
service station, the maintenance station
or dealer
• How to supplement availability with
speed, i.e. fast deliveries of urgent parts
when needed
• How to achieve high levels of availability
with minimum investment in people and
inventories
• Real customer examples
Tony Abouzolof,
Co-Founder & Global Sales,
Syncron

n 16.20 Sales growth initiatives using a
proactive approach on spare parts
Manufacturers have understood the
potential of the aftermarket and many are
steering their growth strategies towards
this direction. However, how do you bridge
the gap between strategy and reality? How
to develop aftermarket to the next level?
What are the tools to enable your sales
force to have a proactive approach and truly
increase revenue from the aftermarket?
• How transparency of the installed fleet
helps to identify low hanging fruits for
aftermarket business
• Estimation of current market penetration
• Facts driven sales approach and applied
methods
n 16.45 Service Dealer Development
Having the right part at the right place at the
right time is of great essence. To accomplish
this cycle, it is also critical to have a well
planned out dealer development to support
the spare parts supply chain.
• How to line integrate a 3rd party owned
dealer network in the Aftermarket Strategy
• What KPI’s are measured to ensure the
dealers work along the goals?
• What measures are launched to gaining
market share?
Thomas Radau, Head of Business
Team Service, Deutz AG
n 17.10 Q&A Panel
n 16.45 Starting the “Pricing Journey”:
how to change the mindset in the Service
Division
Pricing is a topic many people have done
for years and they got used to the existing
processes and tools. Getting them out of
their comfort-zone and changing their way
to work is a challenge in every company.
• Create awareness for the impact of
pricing
• Increase pricing capabilities
• Make the change sustainable
n 17.10 Q&A Panel
n 17.30 Networking Cocktail and 1-to-1 Meetings
n 16.20 Strategies for the deployment of
remote services with pro-active break-down
avoidance and value added services
Implementation of remote service and Con-nected
Product initiatives require a program
approach to manage internal and external
stakeholders, like R&D, Product Manage-ment,
Marketing, IT, software and hardware
suppliers and customers. Key to a successful
program is that the right KPI’s are identified
and can be measured to obtain information
and alerts avoiding break-downs pro-actively
and to become predicted with service require-ments.
Roles, responsibilities and ownership
need to be defined in an early stage of the
project and regularly amended if required.
• How and when to define KPI’s
• Who should take what role in the process
• How to get buy-in from all stake-holders
Frank Bunge, Global After
Sales Service Director,
Leica Microsystems
n 16.45 Strategic Smart Services
Technological breakthroughs allow manu-facturers
to truly develop their service offer-ings
and offer unique value propositions.
However, a revenue generating Service
Division will be successful depending on the
strategy decided.
• Self Service: what should you let your
customers do, without losing potential
service revenue
• What type of smart services should you
incorporate in your service level agree-ments,
and how to price them?
• Do you have the workforce to support
smart service offerings?
n 17.10 Q&A Panel
+ Track 4:
Spare Parts
+ Track 5:
Pricing
+ Track 6:
Smart Services
19.30 Evening Networking Dinner
Join our evening networking dinner. In a relaxed atmosphere, continue the discussion from the
day’s sessions and roundtables, exchange business cards and build your personal network around a
splendid meal.
+
Track sessions
n 16.20 Where and how to take a pricing
advantage of superior inventory availability
Many of us knnow the power of pricing and
the huge impact pricing can have on the
bottom line. Unfortunately, many times we
fail to turn this knowledge into profitable
initiatives. What is required to be successful
in pricing?
• Why Global Pricing is necessary and
beneficial for companies
• How to develop and implement a
Global Pricing operation
• How to define the right processes
• How to choose the right software
Johan Östlin,
Pricing Consultancy Manager,
Syncron

Day 3 - 24th October
+ n 08.50 Why the Internet of Things really is all
about Service
The Internet of Things, or IoT, is one of the buzz words
of the moment while at the same time many analysts
predict how many devices will be connected to the
internet in the near future (reaching staggering numbers,
in the billions). IoT is a phenomenon that is expected
to impact many, or all, industry verticals from home
entertainment to retail, and healthcare to smart cities.
However, what is really the Internet of Things, and how
can it benefit the manufacturing industry?
Wojtek Bulatowicz, Senior Manager of Services
& Solutions, Welch Allyn
Discussion Points:
+
• Service commercialization for some companies may be a
matter of survival
• Move into sales of services must be supported throughout all
levels and functions within the entire company
• Solution lifecycle tends to be longer than selling “a box”
Keynote sessions
n 09.30 From “box” to solution - it can’t be that
difficult … right?
Many manufacturers, including medical device com-panies
evolve their products and recognize that their
business has changed - in order to stay on the top
they must provide solutions and that means they have
to productize services. The session will focus on what
it takes to move from a “box focus” - focus on sale of
devices only, to selling solutions including services.
Discussion Points:
• The role of IT in Business Model Innovation
• A brief non-tech intro to the Internet of Things - guided by
case examples
• The Internet of Things Business Model Formula
• Outlook
Prof. Dr. Elgar Fleisch, ETH Zurich, D-MTEC

Track sessions
Room 1 Room 2
n 11.00 Growth through service agreements
Agreement based business models offer a way to differentiate and to
grow in industrial services. This session covers the best examples and
lessons learnt from Valmet Services.
• Add value with agreements and escape the commodity trap
• Create new business opportunities and top customerships with
agreement based business models
• Lessons learnt: how to succeed in agreement business
Juha Ojala, Senior Manager Concept
Development, Valmet
n 11.30 Added value of a dedicated Aftermarket Engineering
Team - Thermo King Case Study
The session will provide an insight into Thermo King’s aftermarket
business and the added value of having a dedicated Engineering Team.
• Importance of including aftermarket at product and service
conception
• Creating value for customer with parts: captivity associated to
value
• Good practices to reduce part numbers on offer
Oscar Sanz de Acedo, Aftermarket Engineering
Leader, EMEA, Thermo King - Ingersoll Rand
n 11.00 Effective aftermarket strategy through Master Data
Management
Data is a central part of a successful aftermarket strategy. In
order to have World Class Service and better serve customers, to
offer value based pricing, to optimize spare parts process, or any
functionality of the aftermarket, it is essential to have the tools and
support to collect, aggregate, match, consolidate, quality-assure,
persist and distribute.
• Devising a master data process to support the collection,
aggregation and distribution of data
• IT Solutions and tools for a successful master data
management
• Benefits of centrally administered information to synchronize
key information needed in the end-to-end process
n 11.30 Business Intelligence as a tool to capture customer value
from Data
Because of modern technology, data is now everywhere. The challenge
lies in how to filter and use the data on a strategic level. Big Data is
a tool that supports the aftermarket function by analysing enormous
amounts of data such as sales history, POS data, product attribute
data, social media “noise” and online forum chatter.
• Social media and Big Data to collect customer needs and
expectations
• How to reap the benefit from a proper BI function in the
aftermarket and grow the spare parts business
• How to create value added assets from existing data
n 10.30 Establishing a global Operate & Maintain business in the
metals and minerals industry
During the session, Outotec will share its journey from technology
provider to establishing the Operate and Maintain business. The
focus is on global management of geographically scattered sites in
challenging environments and the role of information management.
• Ramping up long term service contract business models
• Key drivers for the Operate and Maintain business
• The role of information management
Matti Vappula, Director, Operations Development,
Outotec Minerals Processing
n 10.30 Installed Base - Revenue Target Setting and Market
Modelling
The session will explain how Installed Base information can be used
as a basis for calculating your market potential for Service and Af-termarket
revenues. It will also demonstrate how such data can be
used to create a market model in which the users can play around
with various different market variables and scenarios thus assist-ing
with defining realistic growth targets based on specific product,
industry and market approaches.
• What is Installed Base ...
• Where do I get this information?
• How do I use it to ‘model’ my actual service market?
• How do I capitalize on this?
Rory Moore, Aftermarket Business Process Manager,
Bosch Rexroth
+ 10.30 - 12.00 Track 7:
Service Innovation
+ 10.30 - 12.00 Track 7:
Data in the Aftermarket
n 12.00 Networking Lunch and Thought Leader Luncheons
n 12.55 Prize Draw and Winner Announced

Keynote sessions
+ 13.00 Executive Circles
The Roundtable Discussions are your opportunity to get your voice heard. In a stimulating work atmosphere,
the participants discuss new perspectives and ideas. After 40 minutes at one table, the discussions end and the
participants move on to the next discussion table of their choice. You will experience intensive discussions, share
innovative ideas and identify practical solutions. Some of the topics that will be discussed (subject to change):
Global Training of Service Engineers How can aftersales get more weight in the organization Strategies behind Service Transformation
Selling services in growth markets How to manage smart devices Implementation of a value based pricing approach
Guidelines for an efficient roundtable discussion:
1. Come prepared – have a few thoughts or questions before you sit down
2. Network – exchange business cards with your peers at the table in case you want to follow up post event
3. Be engaged – don’t just sit and listen; being part of the discussion and sharing your thoughts is the only way you will get value
4. Don´t rush - if you don’t find a seat at your preferred table, you will have another opportunity in the second round
n 14.15 Exploring economic value to enhance your
service offerings
This presentation will explore how economic value is
defined and used in the context of enhancing service
offerings at Medtronic Global Services. A case study
approach will be used to explore aspects of economic
value from a strategic marketing initiative to the practical
applications in existing service products.
Discussion Points:
+
• Defining economic value
• Using a multi-step process for exploring economic value
• Prioritizing current and new services
• Articulating economic value
Karl Geffken, Director of Marketing,
Medtronic Global Services
n 14.45 Customer Experience Management
Manufacturers understand that their greatest
strength comes from their installed base. As such,
being able to enhance the customer experience of an
organization’s installed base is critical to pave the way
for long term success.
Discussion Points:
+
• Learn how to develop a strategy that nurtures customer
experiences for long term success
• How to change the mindset internally, from the front line to
the back office, and put the customer in focus
• How to harness service delivery to create a sustainable
competitive advantage
15.15 Conclusions from the Chairman
Kraft Schumann, Chairman ISLA e. V.

About us
World for Manufacturing
Copperberg is the specialist events organiser
for the Global Manufacturing industry. Created
for senior executives from global organisations -
our events are giving you the tools to improve
short term results whilst simultaneously
designing robust future strategies.
Power of Knowledge
Our platforms provide you with the perfect
combination of networking and education. We
give you leading edge ideas, innovative case
studies filled with key insights from leading
organizations combined with hundreds of
minutes of organized networking.
Building for the
future “As long as no human,
no organization, is 100%
satisfied, our strive to
create the best business
platforms continues “
Herbert Spencer once said: “The great aim of education is not knowledge, but action”
On a daily basis we work hard to improve,
develop and innovate our conference
concepts in order to ensure the best
hands-on, real life strategies for all our
attendees.
When you exit the door after attending one
of our events our ambition is that you should
know how to convert the ideas, networking and
thought leadership sessions into real life action
and organizational growth, and that you have
created a network of industry peers that lasts a
lifetime.
Our team is headquartered in Stockholm,
Sweden, or as one of our key note speakers once
said – “the epicenter of Industrial manufacturing”.
The Copperberg team is characterized by its
experienced members with great knowledge
who design events to make a difference.
And we do make a difference.
It is a privilege to work with all the organizations
that are in our network and for every day we
grow more and more humble to the fact that
there is so much to learn. As long as no human,
no organization, is 100% satisfied, our strive to
create the best business platforms continues.
Sincerely,
Lisa Bergström
Managing Director
Copperberg
http://LinkedIn: se.linkedin.com/in/lisabergstrom Twitter: www.twitter.com/LisaBergstroem

Sponsor our 8th Aftermarket
Business Platform
Following the great success of last year’s event, attended by 200+ participants, we are extremely proud to present
the 8th edition of our Aftermarket Business Platform series, for the first time taking place in the city of Amsterdam.
Besides the content that is fully focusing on the real challenges within service divisions of manufacturing organizations,
in order to fulfill your expectations and getting maximum ROI from attending the conference, we have increased
the time for networking to more than 1000 minutes and incorporated new interactive sessions and tools so you
can have the opportunity to have numerous business critical conversations with the attendees and present your
solutions to an audience which really counts.
Why should you become a partner?
1Associate your brand
with the #1 Aftermarket
event
2
Limited Partner Oppor-tunities;
We are inviting a
limited number of part-ners,
all well evaluated for
the best matchmaking
effect
3
Benefit from the Global
Marketing coverage
through our extensive
manufacturing industry
database
4Generate new business
opportunities with leading
manufacturing
organizations
5Be a part of business
critical conversations
that take this industry
forward
6
Show your solutions to
an audience that really
counts
7
By invitation only; All
attendees are carefully
screened for business
critical issues
Partners 2014
We tailor make your
individual business
suit to fit your
specific business
objectives
Åsa Karphammar
Senior Business Advisor
Phone: +46 8 120 505 53
E-mail: asa.karphammar@
copperberg.com

Peer - to - Peer meetings
Start networking
pre-event
Networking is many times one of the main interests of going to conferences. We have
understood that and put in place a system to facilitate networking between delegates.
It all starts with a request Don’t forget your business cards
A week before the event, you will have access to our online
meeting system. From there, you will be able to see all registered
participants and send requests for private meetings.
Upon registration during the event, you will receive your nametag
as well as your personalized, printed meeting schedule, which will
let you know all the meetings you have scheduled and for which you
have been requested during the course of the conference.
All just for you Success is a state of mind
At the venue, we will have a dedicated area for 1-to-1 meetings, away
from the frenzy of the hectic exhibition area, where you can have
more private discussions with your peers. The allocated slots are
also carefully arranged not to collide with the educational program.
The rest is all up to you. The 1-to-1 meeting is open to all delegates,
and to pre-selected partners. Meetings are on average 15 minutes
long, and to not interfere with the program, we will keep a strict time
management. Don’t forget your business cards.

Manufacturing Business Platforms 2014/2015
Calendar of Events
Copperberg is the specialist events organiser for the Global Manufacturing industry. Dedicated for senior executives from global organisations
- our events are giving you the tools to improve short term results whilst simultaneously designing robust future strategies.
8th Annual Aftermarket Business Platform 2014
October 22nd - 24th, Amsterdam, The Netherlands
The Aftermarket Business Platform is the leading European event for senior aftermarket executives, attracting 150+ participants from global
organizations. Now in its 7th edition, it focuses on current market challenges on how manufacturing companies can increase growth revenues from
their service divisions through success stories on the following topics: remote service management , spare parts, value based pricing/selling, value
proposition and total cost of ownership, data in the aftermarket, BRIC market strategies. Over the course of three days and plenty of networking
opportunities, participants will be confronted with tools and solutions to current challenges as well megatrends of the future.
2nd Enterprise Asset Management 2014
November 11th - 12th, Copenhagen, Denmark
The Enterprise Asset Management is designed to meet the challenges and needs of Asset Management experts and maintenance design managers from
Europe and beyond. Packed with practical case studies from leading organizations in process and manufacturing industry, this two day conference will bring
up-to date topics that any asset professional can relay to. Emerging ISO standards, Asset management holistic approach, Change Management, EAM KPI’s,
Asset Lifecycle Management, Predictive Maintenance, M2M, Mobile EAM are only few of the topics that are going to be discussed at the conference.
www.eameurope.com
www.sparepartseurope.com
3nd Annual Spare Parts Business Platform 2015
February 4th - 5th, Stockholm, Sweden
Spare Parts Business Platform will return in February 2015 for its third edition. Following an extremely successful event, the conference will once again
gather senior spare parts executives for a two day event on how to optimize the spare parts process. The event will delve into topics such as parts pricing,
logistics and forecast, piracy, obsolescence, centralization vs. decentralization of warehouses, inventory management. Participants last year came from
all corners of Europe and offered plenty of networking opportunities to enhance sharing of experiences between peers.
www.copperberg.com
1st Annual Nordic Enterprise Mobility 2015
February, Stockholm, Sweden
The inaugural Nordic Enterprise Mobility will be the first of its kind for large Scandinavian organizations from all sectors, where CIOs and Enterprise
Architects will meet to discuss the challenges and solutions to implement an enterprise mobility strategy across the organization by coordinating and
aligning across business units, setting BYOD/COPE standards, securing the mobile infrastructure, and understanding the business value of mobility as a
supporting technology.
www.defencesupplychain.org
5th Annual Defence Collaboration and Logistics 2015
April, Amsterdam, The Netherlands
The Defence Collaboration and Logistics conference is coming back for the 5th time and this time in Amsterdam. This unique annual 3 day conference is
the only one in Europe and beyond gathering all the relevant stakeholders from the Defence sector and focusing on the current challenges that the Armed
Forces are facing regarding multinational logistics and collaboration, SmartDefence, policies, PPP, outsourcing, supply chain and logistic, trends in
technology and much more.
www.pricingeurope.com
3nd Annual Manufacturing Pricing Excellence Platform 2015
May, Amsterdam, The Netherlands
The Manufacturing Pricing Excellence is designed to meet the needs of pricing decision makers from the Manufacturing industry from Europe and beyond.
Packed with practical case studies from leading organizations across like BMW, LEGO, Eaton, Whirlpool, Assa Abloy, Monsanto, Novozymes, the conference
brings up-to.date topics that any pricing professional can rely on. Effective Pricing Strategies, Change Management, Value Based Pricing, Pricing Confidence
and Price Optimization are only few of the topics that are going to be discussed at the conference.
2nd Annual Field Service Business Platform 2015
June 2015, Amsterdam, Netherlands
The Field Service Business Platform is designed to meet the challenges and needs of service and aftersales professionals from Europe and beyond. Packed
with practical case studies from leading organizations within the manufacturing industry, this two day conference will focus on how to optimize the service
division to turn it into a sustainable profit center. Topics discussed will revolve around mobility, workforce scheduling, predictive maintenance, and knowledge
management to support field technicians and increase customer loyalty.
www.fieldserviceexcellence.com

Information - stay updated
Registration Fees - Please use the chart below to determine your registration fee
All prices are excluding tax
+
Standard Rate
2090 EUR
1790 EUR
Join our
LinkedIn Group!
(Aftermarket Europe Group)
+
Follow us
on Twitter!
Twitter: @Prod_Lifecycle
+
3 Easy ways
to register:
Phone:
+46 8 651 10 90
Email:
registration@copperberg.com
Website:
3-Day Conference incl. dinner + Workshop (limited to 20 delegates)
3-Day Conference incl. Dinner
Team Send Program
Our agenda is the perfect opportunity for you to bring a cross-functional team.
When attending as a team of five or more you’ll receive additional benefits,
including complimentary registrations or discounts.
Group Booking Offer!
Book 3 get 1 free = 4 delegates
Use code BOOK3, BOOK5 or BOOK8 in the message field and we will contact
you for the additional attendees
Email: registration@copperberg.com
or call hotline: + 46 8 651 10 90
TERMS & CONDITIONS
+
Your booking is binding. You may substitute a delegate at any time. Please note that substitutions are not permitted unless approved by the
organizers. For all cancellations (without an approved substituted delegate) received in writing more than 5 business days prior to the event and,
a €120 (+VAT) administrative fee will be charged and a credit voucher for the remaining amount will be issued. Credit vouchers may be used at
any Midfield Media conference within one year of issuance. For cancellations less than 5 business days prior to the event, the full amount of the
delegate pass is non-refundable. Full payment is due 10 days upon invoice and no later than 5 business days prior to the event. Delegates that
have NOT submitted payment prior to the event will not be admitted to the event. Admittance is then only granted upon approval of credit card
payment directly onsite.

Venue - Grand Hotel Huis ter Duin
Conference Venue – Grand Hotel Huis ter Duin, Noordwijk
(20 minutes from Amsterdam Airport)
Grand Hotel Huis ter Duin, a 5-star luxury hotel on the Noordwijk coast,
has belonged to the Noorlander family for more than 30 years. The hotel is
located only 20 minutes from Amsterdam Airport.
Hotel history:
In 1880 the local population in Noordwijk depended on fishing. The then mayor, Pické, thought
that Noordwijk had more to offer than just fish. An elegant seaside resort would result in a
better catch. In 1883 Pické broke ground on the highest point of the dunes and the Grand Hotel
Huis ter Duin was opened in 1885.
Today Grand Hotel Huis ter Duin consists of two parts: the Grand Hotel and the Nouvel Hotel.
The Grand Hotel has five floors, of which four are equipped with hotel rooms. The Nouvel Hotel
sprung up in 1990s and consists of 11 floors, of which nine are equipped with hotel rooms.
Address:
Grand Hotel Huis ter Duin
Koningin Astrid Boulevard 5
2202 BK Noordwijk aan zee,
The Netherlands
Tel: +31 (0)71-361 9220
Website: www.huisterduin.com
Accommodation at Conference Venue: We have negotiated preferred rates at the conference
hotel. Please note all delegates are responsible for booking their own accommodation. Due to
the limited availability we recommend booking as soon as you have received final confirmation
that your conference registration has been successfully processed. Use the recommended link in
your booking confirmation or at the website.
Hotel Booking: A room block at Grand Hotel Huis ter Duin from the 22nd – 24th October is
reserved.
The room price is:
Deluxe room single use: € 160.00 per room per night
Deluxe room double use: € 180.00 per room per night
City tax not included in the room rate: € 3.65 per person per night
International breakfast buffet included. Free wifi.
How to book your accommodation Grand Hotel Huis ter Duin:
1. Go to: http://huisterduin.com/en/rooms
2. Insert the Access code: 2547 and press “submit”
3. Select the dates on which you would like to stay at the hotel and press “check”
4. Choose your preferred room type and click “book”
5. Fill in your personal details and guarantee with credit card
n CONFERENCE LOGISTICS
General Information: The conference and
evening events, including refreshments, is free
of charge to invited delegates. Other costs
such as travel, accommodation and general
expenses are the responsibility of the individual
delegate. Accomodation can be booked (if
rooms are available) at the recommended
Grand Hotel Huis ter Duin.
Registration: To register for the conference go
to www.aftermarketeurope.com/register. Once
you have submitted your information, we will
send you final confirmation that your application
has been successfully processed providing you
meet our delegate criteria. Please note, we do
reserve the right to refuse applications from
companies considered as “vendors” in this
space.
Conference logistics – General Information:
The conference and evening events, including
refreshments, is free of charge to invited delegates.
Other costs such as travel, accommodation
and general expenses are the responsibility of
the individual delegate. Accommodation can
be booked at the recommended hotel.
Attire: Business casual attire is recommended
for the conference and evening events.
Event Coordination: If you have any general
queries about the logistics of the conference,
please contact:
Malcolm Larri
Email: malcolm.larri@coordinatum.com
Tel: +46 8 650 02 70
Emilia Rollan
Email: emilia.rollan@coordinatum.com
Tel: +46 8 650 02 70

© 2014 Copperberg. All rights reserved.
For more information, email info@copperberg.com or visit www.copperberg.com.
Copperberg
Lützengatan 2
115 20 Stockholm, Sweden
Phone: +46 8 650 02 70
Fax: +46 8 441 07 93
Email: info@copperberg.com
www.copperberg.com
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