Shaun West lectures in Smart Service Innovation at Lucerne University of Applied Sciences and Arts (Switzerland). In his role, Shaun works closely with industry to better understand the application and development of Smart Services in industrial environments. He collaborates with several universities, including Stanford, Aston Business School, Florence, and Bergamo. He is leading a Swiss 1MUSD project that is focused on the application of Smart Twins in complex industrial application. He worked for GE Energy Services (Italy), as VP Business Development at Sulzer (Switzerland) and for RWE (UK). Shaun holds an M.B.A. from HEC (Paris) and a Ph.D. from Imperial College (London).  Jürg Meierhofer holds a Ph.D. from ETH Zurich and Executive M.B.A. from the University of Fribourg (Switzerland). He is Head of the Smart Services group of the data innovation alliance, Industry 4.0 Coordinator at Zurich University of Applied Sciences (ZHAW), and Board Member of the Swiss Customer Service Association (SKDV). The optimization and design of Smart Services are the red thread through his activities in various industries, and he is director of studies for continuing education in the field of Smart Service Engineering and Industry 4.0.   Utpal Mangla is Vice President and Senior Partner in IBM Global Business Services (GBS). He is Global Leader of IBM’s Telecommunications, Media, and Entertainment (TME) Industry’s Center of Competency (Toronto, Canada). In addition, he leads the 'Innovation Competency' focusing on AI, 5G EDGE, Hybrid Cloud, and Blockchain Innovations for TME clients worldwide. In his role as Senior Executive in  the business and thought leader in emerging technologies, Utpal’s mission is to fuel growth by building, selling, and implementing differentiated competitive market service solution offerings  to meeting critical business imperatives of customers.