Based on lessons learned from recent research projects and a number of concrete case studies from companies such as Adidas, BMW or Spreadshirt, Frank Piller will explain the key components of Industry 4.U and how new data-driven business models can take customization and personalisation companies to the next level. ? How Industry 4.U ("for you") is shifting the focus in the current Industry 4.0 debate ? How pioneering companies are using Industry 4.U to create a new class of business models for customization and personalisation ? What the key success factors are to profit from Industry 4.U