ServiceMax Presents – The Premier, Global Field Service Event

Maximize 2017

Las Vegas Encore at Wynn 18-20 September

Tokyo Toranomon Hills Forum 17 October

Berlin Grand Hyatt 7-8 November

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*Early Bird Rate expires 8th September

Maximize Berlin

Early Bird Registration Expires 8th September!

Thank you to our Maximize Europe 2016 speakers!

Keynote Speakers

Mussy Kurt-Elli
Chief Executive Officer, QubeGB LTD

Mussy Kurt-Elli is Chief Executive Officer for QubeGB Ltd, specialists in field engineering and managed services to the telecoms and ISP industries. With overall responsibility for the company’s strategic direction and success, he has deep sector expertise and insights about the challenges and opportunities in the service industry.

Mussy has more than 40 years’ international management experience, ranging from start-ups and SMEs to multi-national organisations. He is both an inventor and entrepreneur, founding a number of successful businesses, including the development and manufacture of a visual telephone for the deaf, which he invented, as well as financing and running a number of companies, including a software development consultancy, and B2B ISP through to exit.

Prior to taking on his current post of CEO of QubeGB, Mussy mentored smaller organisations as well as being a Non-Executive Director. Mussy holds a B.Sc. in Electronics from University of Sussex.

Martin Gilday
Senior Vice President, Global Service, Elekta

Martin Gilday is Senior Vice President of Global Service for Elekta. Elekta is a human care company pioneering significant innovations in medical technology and clinical solutions for treating cancer and brain disorders.

Martin is responsible for leading the global service organization and implementing service initiatives that support global customer service operations for enhanced customer experience and improved service business profitability.

Prior to joining Elekta in 2012, Martin was Vice President of Global Service Delivery for KPN/Getronics responsible for setting up the global network of service desk and network management operations in the ICT environment. He previously also worked for Unisys in IT services, where he led many functions including EMEA field services, IT outsourcing, service Account Management and finally as VP for Infrastructure and Outsourcing Services across EMEA.

Martin lives in the UK and is actively involved in several service industry associations including the Technology Services Industry Association (TSIA) where he is a member of the Technology Services Advisory Board.

Eduard Crits
Chief Information Officer & VP Operational Excellence at IBA

Eduard Crits is the Chief Information Officer & VP Operational Excellence at IBA. With more than 20 years of experience working different roles within global companies (R&D, manufacturing, operations, international project management, 3rd parties…) he has a deep sector expertise and experience in the service industry.

He managed complex international integration and acquisition projects, worked in different businesses and market environments, plus he also has a global expertise with a strong focus on North America.

Lucio Golinelli
Senior Director Service & Delivery at Sky Italia

Lucio Golinelli is the Senior Director Service & Delivery at Sky Italia. Lucio Golinelli is Senior Director of Service & Delivery at Sky Italia, an Italian digital satellite television platform owned by 21 st Century Fox. He is responsible for field operations and leading the sales and post sales process including supply chain. Golinelli has over 20 years of experience in sales and services within the telecommunications industry. Prior to Sky Italia he held senior positions at Telecom Italia, Mobilkom Austria and Bouygues Telecom France.

Jean-Pierre Samilo
VP for Field Services IT Domain at Schneider Electric

Jean-Pierre Samilo is VP for Field Services IT Domain at Schneider Electric. Since joining the company in 2011, he has been responsible for project portfolio management, resource and software vendor management and quality and processes. He has over 30 years of experience in IT and project management and previously worked for Areva and GE.

Matthew Syed

Matthew Syed is a columnist for The Times, and the author of two acclaimed books on the science of high performance. Bounce, published in April 2010, has been described as “one of the most intelligent and thought-provoking books about sport ever written” and Black Box Thinking, published in 2015, is a UK bestseller, and has been translated into multiple languages.

Before becoming a writer, Matthew was the England table tennis number one for almost a decade, three-times Commonwealth Champion, and twice competed for Great Britain in the Olympic Games (in Barcelona in 1992 and Sydney in 2000). His style was unusually defensive, playing strokes from the back of the court described as “spectacular roof threatening parabolas”.

Matthew is a regular contributor to radio and television. His film for the BBC, China and Table Tennis, won bronze medal at the Olympic Golden Rings ceremony in Lausanne. He was also one of the co-founders of Greenhouse, a charity which “empowers youngsters through sport” and which supports more than 10,000 young people on 31 full-time school programmes.

David Yarnold
CEO – ServiceMax

David Yarnold is the chief executive officer of ServiceMax. A veteran in the Software as a Service (SaaS) and Field Service industries, Yarnold has contributed to the success of some of the fastest growing companies in the enterprise software business over the past two decades.

Athani Krishnaprasad
Co-Founder & Chief Strategy Officer – ServiceMax

In his role, Athani is responsible for creating, communicating and executing strategic initiatives around growth & innovation, and creating strategic alignment behind the vision. Since founding ServiceMax, Athani has led ServiceMax’s product vision and strategy, product design, and product marketing and management functions. With his intimate understanding of customer needs and pain points, as well as technology and industry trends, Athani has played a key role in driving growth & positioning ServiceMax as a leader in the market.

Rei Kasai
Senior Vice President of Products – ServiceMax

Rei is a seasoned product leader who has created, launched, and managed enterprise software products. Most recently he was the head of product for SAP’s Cloud for Customer solutions for field service and customer service. Under his leadership, he started the product line from the ground up and grew it into one of the fastest growing product lines in SAP.

Rick Gustafson
Chief Financial Officer – ServiceMax

As Chief Financial Officer, Rick Gustafson is a key contributor to the company's business strategy and oversees all financial operations. Rick brings over 25 years of financial management and leadership experience guiding emerging growth technology companies through key growth and transition stages. Prior to ServiceMax, Rick was the CFO of, a cloud based marketing automation company, and Ketera Technologies, a pioneer in the B2B SaaS market. Over the years, Rick has helped guide more than a dozen emerging growth venture-backed technology companies. Earlier in his career, he held financial management roles at IBM and Ernst & Young.

Breakout Tracks Speakers

Trausti Arnason
Global Head of Services

Trausti Arnason is Global Head of Services for Marel, a leading global provider of advanced equipment, solutions and services for the food industry.

Marel's state-of-the-art equipment and systems help food processors of all sizes, in all markets, to operate at peak productivity, with strong global service network counting more than 900 service representatives, engineers and specialists. Trausti has extensive experience in various roles over last 19 years within the industry. In his current job, Trausti is responsible for global service operations and service transformation program for Marel, covering alignment of field service operations, support centers, supply chain, commercial activities and growth plan.

Nabil El Abed
Director - IPO, Schneider Electric

Nabil El Abed is the field services program architect at Schneider Electric. Nabil has 20+ years experience in software implementations and project management and prior to Schneider Electric, Nabil worked as an SAP consultant.

Russell Jacobs
Business Analyst - Service

Russell Jacobs is the Business Analyst for Service at Domino UK Ltd, a designer, manufacturer and supplier of industrial printing and labelling solutions.

Russell is responsible for all aspects of Servicemax system, including, but not limited to SFM user interfaces development for helpdesk and mobile devices, synchronisation set up for iPads, iPhones and PC's, back end integration and Salesforce administration. With over 400 users live on the system (soon be increased to 800), Russell has been involved with the ServiceMax deployment since 2009 working closely with the end user community, business management and ServiceMax teams to ensure successful service transformation.

Tim Baines
Professor of Operations Strategy and Executive Director

Tim is the leading international authority on servitization and spends much of his time working hands-on with both global and local manufacturing companies to understand servitization in practice and help to transform businesses.

He spent ten years working in manufacturing businesses, beginning his career as an apprentice. His background gives him a personal understanding of the challenges faced by the industry and of the need for practical, relevant guidance on implementing change strategies.

His book Made to Serve: How manufacturers can compete through servitization and product service systems described as, ‘Essential reading for any companies or executives looking to explore this option for their business’ provides a practical guide to servitization, based on in-depth research with leading corporations such as Xerox, Caterpillar, Alstom and MAN Truck & Bus UK.

Nick Frank

Nick Frank is co-founder and Managing Partner at Si2 Partners. Nick has more than 25 years international experience ranging from start-up service businesses to leading transformation within large global manufacturing and technology organizations. After working as a Professional Engineer and Launch Manager at Xerox, he went on to be Director of Full Service Provider Programmes at Textron Fastening Systems and then later General Manager After-Market Sales EMEA at Husky Injection Molding Systems.

Having worked as an international consultant for over 6 years, Nick’s focus is on service strategy development, servitization business models, ecosystems, innovation management, service operations and service business development. He works with companies in a diverse range of industries including engineering, high volume manufacturing, equipment manufacturers and technology. His expertise includes the development of strategic methodologies, initiatives, and appropriate strategic support mechanisms including technological, organizational and process redesign, as well as the delivery of service innovation and transformation, in particular how to leverage the capabilities of the Internet of Things and achieving the needs of the Circular Economy. Most recently he has been on the steering group led by Rolls-Royce, sponsored by Parliament to develop a National Strategy for Engineering services.

John Oude Egbrink
Global Customer Support Director

PANalytical is a leading company in the field of material characterization. They provide solutions for highly reliable and robust chemical and structural analysis of a wide variety of materials.

In his role, John is responsible for leading the global service organization and implementing service initiatives to achieve lean and agile global customer service processes, high customer satisfaction and improved service business performance. With his team he managed the initial implementation and deployment of ServiceMax within the global organization back in 2011 and in his presentation he will be discussing how to implement a global implementation of lean standard processes and performance metrics.

Before joining the customer support team 8 years ago, John held several management positions in Operations and Supply Chain Management, also within PANalytical.

Dr John ahmet Erkoyuncu
Lecturer in Service Simulation & Visualisation

Dr. Erkoyuncu’s post doc activities included building software to assist with optimising design decision making across multiple targets. This was achieved in collaboration with organisations such as Rolls-Royce, Bombardier and IBM. He was also involved in an EU funded project focusing on use of visualisation (including virtual and augmented reality) across healthcare and industrial contexts.

John’s PhD focused on simulation of maintenance related uncertainties for cost estimation in Product-Service Systems within the UK defence sector. The research focused on applying Monte Carlo Simulation and Agent Based Simulation. The Monte Carlo side aimed to build a link between uncertainties and cost drivers and simulating the aggregated impact of uncertainties on cost estimates. The agent based side focused on demonstrating the cost impact of uncertainty on failure rate across the supply chain in terms of shift in the amount of incentive, penalty and profit.

John’s session at Maximize will focus on the impact and cost implications of no-fault found events on service and manufacturing companies.

Terry Cavender
Senior Global Project Manager

With over 30 years of industry experience, Terry leads the Pitney Bowes deployment of Field Service Systems. Pitney Bowes has a global footprint of around 10,000 field service transactions daily across 2,500 personnel using ServiceMax on iOS devices across EMEA, AMER and APAC. Terry will review how multiple aspects of global compliance, data security, device performance and adoption have driven their mobile device management journey. Pitney Bowes powers billions of transactions across the world of commerce.

Christopher Riau
Director of Global Service

Christopher Riau is Director of Global Service for Nilfisk, a leading global provider of professional cleaning equipment and solutions, leading a team of over 700 field-service technicians. He is responsible for leading the global service organization and implementing service initiatives worldwide. Prior to his global position, Christopher was Director of Service and Operations in France. He has a double Master’s degree in Business and Industrial Engineering.

Mark Homer
Vice President of Global Customer Transformation - ServiceMax

Mark Homer is Vice President of Global Customer Transformation at ServiceMax where he focuses on working with prospects and existing customers to understand and unlock the true value of their field service organizations. Mark is known as a dynamic, innovative and highly successful IT and digital sector director with technological vision, commercial acumen and an outstanding record for driving sales, partner channels and business development. With 25 years in the software and technology industry of which the last ten have been focused on the global service sector. Prior to joining ServiceMax, Mark was the Chief Operating Officer at Service Power Business Solutions (SVR). In this role he headed software development across offshore partners and agile development teams over three time zones. He spearheaded technological strategic vision, product development for Service Power scheduling, optimisation and field service operations and led the digital strategy for M2M and IoT connected services. Mark was educated at Oxford Brookes University and was one of the first Fellows of the Institute of IT Training.

Pavaman Athani
Co-founder & CEO, SparkPerform

Pavaman Athani is a co-founder & CEO of SparkPerform, a unit of Bit Order Inc. He is a serial entrepreneur, with deep experience in the enterprise apps ecosystem. Besides being a long-time partner of ServiceMax, Pavaman has helped scores of app companies in’s AppExchange ecosystem in shaping their business apps to achieve high user engagement. He is a strong advocate of positive employee engagement in the workplace and is currently driving the adoption of gamification techniques in the field service industry with the help of their purpose-built app.

Patrice Eberline
VP, Global Customer Transformation & Author

As Vice President of Global Customer Transformation, Patrice brings over 20 years of services and leadership experience to ServiceMax. Focused on delivering high impact and long-term customer success, Patrice has a broad background in all aspects of customer transformation, from implementation methodology and tool development, to creating/implementing best practice strategies for successful deployment, training, and adoption across large and complex organisations.

As author of the book ‘A Diamond in the Rough’, she provides a solid foundation of understanding on the domain and the impact Field Service Organisations can have.

Previous Experience:
ServiceMax – SVP Global Services
SuccessFactors – Global Director University and SMB Services
Infor – Vice President Professional Services