Services are eating the world. Why your customers don't care about your product at all. And how you can change that.

Services are eating the world. Why your customers don't care about your product at all. And how you can change that.

Without the iTunes Store and the ecosystem developed by Apple, the iPod would have remained just an expensive hard drive. Only apps and cloud services can turn a smart into a car2go. Based on research on service dominant logic as well as on practical and pragmatic examples, the lecture will show how your company's success depends on the discovery of customer benefits and utility value and thus increasingly on digital products and services. The good news is that you can use this to your advantage. And on the way not only to secure your existing business model with digital services, but also to develop new, highly scalable models in parallel

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Bastian Scherbeck

Bastian Scherbeck has been working in the digital industry for 12 years. After a trainee and the subsequent establishment of the social media team at achtung! in Hamburg and Munich, he was responsible for the strategic development and global roll-out of the BMW Group's social media presence on the agency side for several years before founding the German branch of the worldwide network "We Are Social". In the following five years, adidas AG was one of the intensively supported clients. In 2016, he founded "LiveCycle", Germany's leading service provider for sustainable urban mobility, where he was responsible for digital strategy, marketing and sales. As Principal Consultant in Ray Sono's team, he now advises clients on all strategic issues related to the digital value chain, focusing on the development of digital products and services.

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