The aftermarket is no longer just about maintenance, it's one of the most resilient and scalable revenue engines in the business. As install bases age and equipment lifecycles stretch across decades, customers increasingly expect modernisation, cybersecurity, and digital upgrades as part of the service relationship. Panellists from leading organisations will discuss how they're repositioning aftermarket services to capture new value across the lifecycle. From cybersecurity and digital intelligence to modernisation programs, hear how service leaders are shifting the value proposition beyond repairs and into long-term partnership while proving relevance to customers whose priorities and budgets are evolving. Hear lessons learned to help you:

• Reposition aftermarket services as a strategic growth engine, not a support function
• Shift customer conversations from shrinking maintenance budgets to future-ready investments
• Align service, product, and digital initiatives around lifecycle value
• Demonstrate progress and credibility in customers' digital transformation journeys 

While modernised aftermarket strategies unlock revenue, long-term customer loyalty is earned by executing flawlessly across the equipment lifecycle. Service organisations must move beyond reactive maintenance to proactively manage the customer journey, from installation and off-season planning to peak readiness and continuous optimisation.

• Identify critical touchpoints and plan service interventions that prevent issues before they occur to proactively manage the customer journey
• Optimise lifecycle operations through the coordination of off-season maintenance, peak readiness, and preventive actions to maximise uptime and performance
• Align spare parts, field technicians, and remote support to deliver the right service at the right time to ensure availability and responsiveness
• Use insights from field operations and performance metrics to continually improve lifecycle execution, turning service data into action
• Build trust and confidence by delivering consistent, high-quality service across the full equipment lifecycle 

This session empowers service leaders to rethink how contracts and pricing strategies can deliver both customer value and organisational profitability. Attendees will explore ways to standardise contract frameworks, harmonise service definitions, and build pricing strategies that balance flexibility, risk mitigation, and competitive differentiation. By the end of the discussion, participants will have actionable ideas for aligning their teams, leveraging tools, and communicating value effectively to customers.

• How can we create a contract framework that is standardised enough to scale, yet flexible enough to accommodate the unique needs and legal requirements of each customer?
• What are the most effective ways to describe services in contracts so customers understand value without creating overly inclusive obligations?
• How can we harmonise pricing strategies across regions, business units, and independent service providers while ensuring everyone in the organisation can confidently justify the value?
• What strategies can we use to mitigate contractual, operational, and legal risks while remaining competitive in a market with independent service providers and OEMs?
• How can IT tools and AI support contract management, pricing decisions, and customer communication to make service offerings more efficient and transparent?
• How should we design contracts today to allow for evolving offerings, digital services, and outcome-based models over the next 3–5 years?