With the digital transformation, the manufacturing industry is faced with new technological opportunities and business models. Digital has opened new ways to organise production, logistics and delivery, and offers better means to serve and satisfy consumers. Mass production is increasingly flexible, individualised and resourcefriendly to be able to serve the “long tail” of the customer markets. Production is monitored and controlled in real-time to reflect dynamically changing customer demands. At the other end of the chain, real-time consumer trends are collected with increasing levels of granularity. Big data is produced, traded and shared. A major share of the value of the whole business domain is contained in this big data.