This document discusses the vision for Vestas, a wind turbine manufacturer, to become a digital leader in sustainable energy solutions. It outlines Vestas' strengths, including its large size and global reach, deep industry knowledge and experience, vast data repository from wind turbines, and history of pioneering digital solutions. The document also examines how Vestas is transitioning from manufacturing to providing more services and digital solutions over the life cycle of wind farms. It acknowledges that customer wind turbine data is not directly controlled by Vestas and discusses how to incentivize customers to share more data to fuel the development of new digital products and services.

2. ME
Martin Baastrup
Director, Digital Strategy & Business Development
Vestas, Global Service
mabaa@vestas.com
20+ years in the business of business
Born and raised in .com
Been in sustainable energy for 10y
Product Management
Market Management
Marketing
Management consulting
Customer experience
Strategy development
Business development
Cyber Security
….

3. REVOLUTION?
DIGITAL..
DISRUPTION?
EVOLUTION?

4. ”Fra produktion over service til værdiskabende innovation”

5. VISION
Scale Market Reach
Industry
Knowledge
Data
Repository
Digital
Track Record
Vestas has the size
and profitability to
invest and truly scale
digital solutions
Vestas has an
unmatched global reach
and customer base
Vestas has the deep
industry knowledge
and experience to
create transformative
digital solutions
Vestas has the biggest
data repository in the
industry and a wealth of
live data feeds
Vestas is the pioneer
of the industry and
have a history of being
digital first movers
Become the digital leader in sustainable energy solutions

6. MANUFACTORING
HIGH TECH HARDWARE
SERVICE
PEOPLE INTENCE
SERVICES
LIFE CYCLE MANAGEMENT
Engineering
Sourcing
Production floor
Intellectual Property
Waterfall
Regional markets
Commoditization/CM
One-off project sales
Vendor management
Materials
Processes
Labour
Time & place
Knowhow & skills
Repeatability
Regional market
Commoditization/CM
Multi year contract
Sub contractors
Parts
Data Scientists
Technical infrastructure
24/7/365 Global
Methods & models
Agile
Global market
Constant re-innovation
Living value add services
Ecosystem
Data
Revenue/earnings mix

7. MANUFACTORING
HIGH TECH HARDWARE
SERVICE
PEOPLE INTENCE
SERVICES
LIFE CYCLE MANAGEMENT
Engineering
Sourcing
Production floor
Intellectual Property
Waterfall
Regional markets
Commoditization/CM
One-off project sales
Vendor management
Materials
Processes
Labour
Time & place
Knowhow & skills
Repeatability
Regional market
Commoditization/CM
Multi year contract
Sub contractors
Parts
Data Scientists
Technical infrastructure
24/7/365 Global
Methods & models
Agile
Global market
Constant re-innovation
Living value add services
Ecosystem
Data
Revenue/earnings mix

8. SERVICES
LIFE CYCLE MANAGEMENT
Data Scientists
Technical infrastructure
24/7/365 Global
Methods & models
Agile
Global market
Constant re-innovation
Living value add services
Ecosystem
Data
DATA
Data fuels the digital engine. Even more, it drives all three areas of
our future business, from design of new turbines, efficient operation
and service to value add digital services
THE CHALLENGE
The predominant data producer is the assets (wind turbines)
which is not our property, hence outside our direct control
We have 26 Peta byte, and need more

9. SERVICES
LIFE CYCLE MANAGEMENT
Data Scientists
Technical infrastructure
24/7/365 Global
Methods & models
Agile
Global market
Constant re-innovation
Living value add services
Ecosystem
Data
DATA
If you're not paying for the product, you are the product.
INCENTIVES

10. SERVICES
LIFE CYCLE MANAGEMENT
Data Scientists
Technical infrastructure
24/7/365 Global
Methods & models
Agile
Global market
Constant re-innovation
Living value add services
Ecosystem
Data

11. *Accenture Digital Strategy Framework 2017
Digital Leadership
New Business Models
Digitization
Disrupt
Industry
Foundation
Business
as usual
VISION
Become the digital
leader in sustainable
energy solutions
DISRUPTION?

12. Q&A

13. Thank you