Kamp, BartIribarren, Ibon2025-10-082025-10-082024Kamp, B., & Iribarren, I. (2024). Industrial service – the red pill. Digital Maintenance in the Digital Twin Era: Proceedings of the 64th ESReDA Seminar& Doctoral Workshop, 131-146.9788413252285https://hdl.handle.net/20.500.14454/3888Ponencia presentada en el 64th ESReDA Seminar on Digital Maintenance in the Digital Twin Era, celebrado en Bilbao entre el 30 y el 31 de mayo de 2024This work focuses on the concept of servitization, emphasizing the transformation of traditional business models to incorporate service-oriented solutions. It addresses the challenges entrepreneurs face when implementing new service offerings, particularly the common customer perceptions that services should be free or not worth the effort. This servitized RAMS oriented presentation outlines a structured approach for entrepreneurs to identify and articulate cus-tomer problems, propose effective solutions, and link their service offerings to these needs. By understanding the customer’s perspective and effectively communicating the value of services,businesses can enhance customer satisfaction and drive revenue growth. The key take-away is the importance of thorough preparation and customer engagement in successfully transitioning to a service-based model.eng© University of Deustoconference paper2025-10-08