So says PhD student Amna Saeed Akkas, whose research project examines the difficult early stages of digital servitization.

Her mission is to help companies look beyond the physical product and develop services that create value for customers. Because in a world that is becoming increasingly digital and connected, simply selling machines is no longer enough.

According to Amna, digital servitization is important because it is where many companies can find future growth. She points out that companies that have succeeded with the transformation can now generate large parts of their revenue from services.

We live in an interdependent world where more and more companies are becoming part of digital ecosystems. It is about differentiating yourself and finding new ways to become indispensable to the customer, she explains.

Companies need to believe in the potential

According to Amna, one of the biggest barriers is companies own self-image. Many are proud manufacturers, and the idea that the physical product is what really matters is deeply embedded in their culture.

This can lead to an underestimation of how demanding the transformation is.

Many people think: Service is just something we do on the side, and we do not expect much from it. It only makes up 12 percent of our revenue. That attitude stands in the way of the necessary transformation. If you want to make real progress, you need to dare to believe that services can become one of the pillars of the business.

Find your champions

When Amna analyses a company, she does not only look at its machinery, but at the organisation as a whole. She looks for what she calls champions: internal driving forces who dare to challenge the status quo.

In every company, there are frontrunners with big ideas. They are people with a particular curiosity who dare to look beyond the traditional product mindset, she explains.

At the same time, she stresses that success requires the right internal communication.

It is not enough to convince the customer. You need to bring the whole organisation with you from sales to R&D. Everyone needs to understand what the service is and why it is worth spending time and effort on it in a busy working day. Otherwise, it just ends up as a paper exercise. 

Not a sprint

Based on her experience, Amna sees digital servitization as a journey and much more as a marathon than a sprint.

You need to respect the time horizon. I have seen companies plan for six months only to discover that it can take six years before they truly reach the finish line. But even though it is difficult, it is necessary. It is about breaking everyday patterns and daring to ask: Can we become something more than we are today?

Let me come and visit.

That is her immediate response when asked whether she has any advice for companies working with servitization. Benedictes research focuses on this very field, and she explains that companies are often surprised when they open their doors to her.

I find that when I reach out, they are often surprised that I understand their challenges, even though Im based at a university, she explains.

Benedicte has a background in product development, and today she uses her knowledge to help companies crack the code of servitization. It is about the journey from selling only a physical product to delivering integrated service solutions, where value is created through data and in close collaboration with the customer.

Like waste

To illustrate the complexity introduced by circular thinking, Benedicte uses an example from everyday life:

We all pay close attention to filling up our fridges. But 20 years ago, we did not consider the waste that was generated; everything went into the same bin. Today, we have to sort it, maintain an overview, and actively participate in ensuring that the parts are passed on.

Benedicte finds that companies have control over what they purchase and produce, but that there is now a growing demand for data that provides an overview of the product and its residual waste once it leaves the premises.

Guesswork can be costly

So far, Benedictes research has enabled her to analyse 50 company cases to examine how companies can extract more value by making better use of their data. Her experience shows that when less informed decisions are made or when guesstimations are used significant sums of money are at stake.

Indtil videre har Benedicte i sin forskning haft mulighed for at analysere 50 konkrete virksomhedscases for at undersøge, hvordan virksomheder kan hente mere værdi ved at bruge deres data bedre. Hendes erfaring er, at når man træffer mindre informerede valg eller laver guesstimations er der mange penge i spil.

You get a much better outcome from having even a small amount of data to help form a picture, rather than relying on guesswork, she explains.

IT is important

Benedictes research points to a critical need to anchor IT capabilities internally within the organisation rather than viewing IT merely as a support function.

IT should be seen as a core element that supports the entire production process, Benedicte explains.

She often identifies a missing link between management ambitions and actual technical capabilities. It is about aligning digital initiatives with the companys current level of maturity before embarking on major investments.

The overall focus is on exploring how emerging technologies can create tangible business value. 

This years cases include, among others: 

• development of AI solutions and chatbots to support internal processes 
• optimisation of production and business processes 
• organisational development in connection with growth and acquisitions 
• establishment of CO infrastructure and logistics solutions  

The TBMI Challenge provides students with hands-on experience of complex, real-world business challenges, while also offering companies concrete analyses and solution proposals that they can continue to build upon. 

For companies, the collaboration is not only about immediate innovation, but also about gaining insight into the competencies and working methods of future engineers. 

A big thanks to the 17 companies that have participated and opened their doors to the students. 

The anniversary celebrations at Business Factory started in the early afternoon with a welcome and official opening in the canteen. Here, attention was drawn to 20 years of work supporting entrepreneurship and student-led businesses, before the ribbon was cut to mark the opening of the new facilities in MakerStreet.

Afterwards, guests moved on through Business Factory and the new workshop areas. Along the way, stories were shared by both former and current Business Factory start-ups, who spoke about the journey from idea to business and the importance of having access to professional guidance, networks and physical facilities close to their studies.

The guided tours provided an insight into MakerStreets new prototyping and workshop environments, which will support students in turning ideas into tangible solutions in the future. The atmosphere was informal, and conversations arose spontaneously between entrepreneurs, students, lecturers and partners.

Later in the afternoon, the anniversary programme continued with networking and informal socialising in the student bar, Jigsaw.

Open day event with a focus on student life and study choices

At the same time, prospective students and curious visitors began arriving for the open day event. At the education fair in the canteen, students, lecturers and student guidance counsellors were ready to answer questions and provide an insight into everyday life at AU Herning.

The programme included presentations on the bachelors degree programmes, giving participants an overview of academic content, teaching formats and career opportunities. Guided tours offered the chance to see teaching facilities, communal areas and the student bar. The informal conversations also created space for the kinds of questions that often only arise when you are standing right in the middle of the student environment.

A day offering many perspectives on AU Herning

Holding the anniversary celebrations and the open day event at the same time gave the campus a distinctive atmosphere on this winter Wednesday in February. For some, the focus was on entrepreneurship and collaboration with the business community. For others, it was their first encounter with the university and the beginning of reflections on a future choice of study.

Overall, the day provided a glimpse into AU Herning close to knowledge, friendships and businesses.

Now, with support from InnoFounder, a programme under the Innovation Fund Denmark that enables entrepreneurs to work full-time on developing their ideas, they can gain additional momentum. For David and Mads, the funding means they can focus on making the platform even smarter through self-service onboarding, flexible templates and integrations, so more companies can get started quickly without heavy implementation.

From an idea at Business Factory to InnoFounder support, David and Mads are well on their way to creating a more digital and efficient daily workflow for catering companies.

According to Jan Kvist Martinsen, Associate Professor and Head of the Business Factory, it was a natural next step:

Our students already work with digital designs in software such as SolidWorks. With the CNC machine, they can now take their design all the way from screen to physical prototype. This provides both solid academic grounding and the confidence to experiment with new ideas.

The new CNC machine is part of the development of MakerStreet AU Hernings new workshop environment for innovation and product development. Here, students and entrepreneurs gain access to modern industrial tools that strengthen skills in design, prototyping and product development.

LINDLARSEN A/S has supplied the machine. Read more about the technology behind it here.

The canteen area was filled to the very last seat as graduates from the Bachelor's and Master's of engineering programmes gathered with family and friends to celebrate the completion of their studies and the beginning of the next chapter. Head of Department Anders Frederiksen opened the celebrations with a warm welcome and emphasised the importance of community and collaboration throughout their years of study.

Keynote speech by Kenneth Rønne Jensen

This years keynote speaker, Kenneth Rønne Jensen, Chief Supply Chain Officer at Spectre, shared experiences and advice with the graduates. He emphasised that the courage to take responsibility, the ability to collaborate and the willingness to believe in people are essential to achieving results in the business world.

Choose to be positive towards those around you. If you approach people with trust and goodwill, you will not only be happier yourself but also earn deep respect from others.

Graduate speech of the year

With a smile on her face and confident steps, Malin Schneider took to the podium as the graduates representative. As a newly qualified Master of Engineering in Technology Based Business Development (cand.polyt.), she reflected on a period of study shaped by collaboration, responsibility and practice-oriented projects in close cooperation with companies.

In her speech, she pointed out that the programme had not only been about theory and textbooks, but about becoming an active part of the real-world challenges faced by companies in practice:

We didnt just study case examples. We became part of them. We collaborated with world-class companies such as LEGO, Siemens, Vestas, Kamstrup, LINAK and many more."

In closing, Malin addressed the transition from student life to the next chapter. Some graduates are leaving AU Herning with a job already secured, others with plans in the making, and some still weighing their options. What they all share is that they are now standing on their own feet:

Leaving through this door today, some of us already have our first full-time position waiting, or a concrete plan for the next steps we want to take. Some of us are still figuring it out. But regardless of where we start, what unites us is this: We are all leaving behind a life with a clear structure, clear milestones and a clear path forward.

Congratulary letters and awards 

Following the speeches and the musical performance, all graduates were presented with congratulatory letters and a handshake in recognition of their efforts throughout their time at university.

In addition, awards were presented to three students in recognition of outstanding achievements:

• The Bachelor of Engineering Award went to Victoria Bolther Rugaard. The award was sponsored by Beattr.
• The Master of Engineering Award went to Simon Schou Sørensen. It was sponsored by Kyocera Unimerco.
• The Winter Graduate Award of the Year was awarded to Christian Rimmerhus Vestergaard and was sponsored by SMV Herning. 

Ready for the next step

The graduates leave AU Herning with hands-on experience from real-world engineering projects and close collaboration with companies as an integral part of their education. This equips them with both the skills and the confidence to take the next step, whether that be employment, further study or new projects.

This year's winter graduates are from the following programmes:

• Bachelor of Engineering in Business Development, BDE
• Bachelor of Engineering in Global Management and Manufacturing, GMM
• Bachelor of Engineering in Electronics
• Bachelor of Engineering in Electrical Energy Technology
• Bachelor of Engineering in Mechanical Engineering
• MSc in Engineering (Technology Based Business Development)

We extend our warmest and well-deserved congratulations to all of this years winter graduates. Thank you for your time at AU Herning and we wish you all the very best for the future.

What happens when technologies capable of affecting the Earths entire climate are deployed without shared rules? In 2025, a worst-case scenario became real when a private actor planned to release particles into the atmosphere without regulation or transparency. 

Their pitches addressed questions such as: How can B&O evolve from a design brand to an experience brand? Could hotels serve as showrooms? And how can the company optimise production while strengthening sustainability?

The day was about more than just presentations. It sparked a lively professional dialogue, with B&O representatives providing feedback, asking questions and sharing insights, while students had the chance to discuss and refine their proposals. Theories such as SWOT, Porters Five Forces and benchmarking strategies were transformed into actionable suggestions, demonstrating how academic knowledge can be applied directly in practice.

Its impressive to see how quickly the students take on complex challenges, analyse them and present well-considered proposals, says Fabien Rezac, lecturer in Business Administration and coordinator of the collaboration with B&O.

The day concluded with networking, a campus tour and a cosy cake break.

A big thank you to Bang & Olufsen for their strong commitment and for helping our students gain hands-on experience with real business issues from their very first year of study. The event clearly illustrates how our BSc programme combines theory with practice and gives students the opportunity to work closely with the business community both locally and internationally.