Shaun West lectures in Smart Service Innovation at Lucerne University of Applied Sciences and Arts. 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. His experience in digital services dates from the 1990s when National Power was selling its power plant improvement services to other power companies. He worked for GE Energy Services (Italy), as the VP Business Development at Sulzer (Switzerland) and for RWE (UK). Shaun holds an MBA from HEC (Paris) and a Ph.D. from Imperial College (London). He lives close to Zurich in Switzerland. Jürg Meierhofer holds a Ph.D. from ETH Zurich and an executive MBA from the University of Fribourg. He is Head of the Smart Services group of the Swiss Alliance for Data-Intensive Services, Industry 4.0 Coordinator at Zurich University of Applied Sciences (ZHAW) and a 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. He leads several projects with numerous industrial companies and regularly writes publications on these topics. Christopher Ganz is the founder of C. Ganz Innovation Services, advising companies in innovation, servitization, and digitalization. Before that, he was Group Vice President, Head of Solutions and Standards at ABB Future Labs, responsible for the conception of solutions for the future needs of future customers of ABB, as well as for standardization strategies for ABB Future Labs. He holds a doctoral degree from ETH Zurich with a focus on Automatic Control and an undergraduate degree in electrical engineering from the same institute. Focus areas are autonomous industries, and industrial artificial intelligence (AI).