The Advanced Services Group

What The Advanced Services Group does

The Advanced Services Group Ltd is a UK-based boutique advisory firm headquartered in Birmingham that helps industrial manufacturers transition from transactional product sales to outcome-based, service-led business models (servitization). Incorporated in England (company number 09834758) and founded around 2005-2006 in connection with Aston Business School, ASG describes itself as the world's leading authority on servitization and counts multinational manufacturers such as Rolls-Royce Electrical, Leonardo, Thales, Diageo, DHL, Mazak, Omron, Huisman, Legrand, Nederman, BAXI, Donaldson, Domino, and Ishida among its clients and case studies.\n\nThe firm monetizes across four revenue streams: enterprise partnership retainers (the Advanced Services Partnership with dedicated Servitization Mentors, peer networks, and a Partnership Library), bespoke advisory engagements (Explore & Engage, the Service Transformation Accelerator, Custom Projects), training programs (Skills for Servitization courses, bootcamps, executive education including bespoke work for clients like Rolls-Royce Electrical), and content/events (the Spring Servitization Conference, Services Week, the Servitization Awards, and a catalogue of mini-guides and the Servitization Strategy book sold through an online store at £27.99 per title). Its intellectual property centers on proprietary consulting frameworks (Services Staircase, Service Transformation Roadmap, Servitization Route Planner, Nine-Component Business Model Framework, Value Network Modeling) rather than a technology product. ASG operates European and North American chapters, is closely anchored to Aston Business School (where co-founders Tim Baines and Ali Bigdeli are based), and partners with Black Winch on execution, with universities including Lucerne and Copenhagen Business School on its flagship SSC conference, and with firms like Servicemax and Noventum on joint research and webinars.

Name

The Advanced Services Group

Legal name

The Advanced Services Group Ltd

Website

https://advancedservicesgroup.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

The Advanced Services Group is a UK-based boutique advisory firm that helps industrial manufacturers transition from product sales to service-led business models, serving multinational clients such as Rolls-Royce, Leonardo, Thales, and Diageo through partnerships, bespoke advisory, training, and proprietary servitization frameworks.

Ownership category

akta.pro rank

Product category

Management Consulting for Servitization

NAICS

Administrative Management and General Management Consulting Services (541611), Management Consulting Services (54161), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741)

akta.pro primary industry

Strategy & Corporate Development Consulting (BPAHACAA)

akta.pro secondary industries

Digital & Technology Transformation Consulting (BPAHACAH), Strategic Partnerships, Alliances & JVs Advisory (BPAHADAI)

Keywords

• Servitization consulting
• Advanced services advisory
• Service-led transformation
• Manufacturing business models
• Industrial services strategy

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Advisory Services: The core revenue stream comes from strategic advisory services including The Partnership (ongoing coaching and benchmarking program), custom consulting projects, and The Service Transformation Accelerator. These are typically delivered through multi-year contractual relationships with manufacturing clients.
2. Training Programs: Revenue from Skills for Servitization courses and bootcamps, executive education, and bespoke training programs developed for specific clients like Rolls-Royce Electrical. Programs are delivered in-person and virtually.
3. Publications and Products: Sale of books, mini-guides (digital and hardcopy formats), and practical tools through the ASG store. Products include titles like 'Advanced Service Business Models' (£27.99), 'Servitization Playbook', and specialized guides on topics like storytelling for servitization, coalition building, and business model blueprints.
4. Events and Conferences: Revenue from hosting the Spring Servitization Conference, Services Week, roundtables, keynotes, and partner forums. Events bring together academics and industry practitioners to share servitization best practices.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Advanced Services Group is a Birmingham, UK-based consulting and advisory firm that helps industrial manufacturers transition from product-centric to service-led business models (servitization). It sells strategic partnerships, bespoke advisory engagements, training programs (bootcamps and executive courses), and an online store of publications, mini-guides, books, frameworks and tools used to guide servitization transformation.

Product overview

The Advanced Services Group is a consulting and advisory services firm specializing in servitization and advanced services transformation for manufacturing organizations. The company offers a portfolio of services including strategic partnerships with dedicated servitization mentors, advisory services (Explore & Engage, Service Transformation Accelerator, Custom Projects), training programs (including bootcamps and executive courses), and peer networking communities. The firm also provides a range of intellectual property products including mini-guides (Advanced Service Business Models, Building winning Coalitions for Servitization, Business Model Blueprint for Services, Creating Compelling Stories of Servitization, Value Networks for Servitization, Servitization Visioning, Servitization Playbook in English and Italian), a comprehensive book (Servitization Strategy), and various frameworks/tools (Services Staircase, Types Of Services, Service Transformation Roadmap, Route Planner, Unlock Your Insight, Business Model Framework, Drilling For Success). The company publishes industry whitepapers covering AI preparedness, HVAC, process equipment, FMCG, and general servitization business cases. The product portfolio is delivered through consulting engagements, training programs, membership partnerships, and an online store for publications.

Differentiator

Problem solved

Functional benefit

Products and services

• The Advanced Services Partnership Exclusive multi-year strategic partnership program providing coaching, tailored support, benchmarking against industry leaders, and dedicated Servitization Mentors for manufacturing organizations pursuing advanced services growth.
• Explore & Engage Advisory service that helps manufacturers explore servitization opportunities and engage with customer outcomes, turning strategy into action.
• The Service Transformation Accelerator Accelerated transformation program designed to deliver measurable outcomes for organizations undergoing servitization journeys.
• Custom Projects Bespoke consulting projects tailored to specific organizational needs and servitization objectives, including diagnostic assessments, capability mapping, roadmap development, and implementation support.
• Training Skills development programs that equip teams with capabilities to design and deliver service-led growth, including Skills for Servitization courses, executive education, and bespoke in-house training developed for specific clients.
• Connections Peer networks and communities connecting executives, thought leaders, and subject matter experts to accelerate digital transformation and service innovation.
• Servitization Bootcamp Intensive training program combining practical and academic perspectives on servitization with peer learning and hands-on application.
• Servitization Strategy (book) Comprehensive book on servitization and advanced services covering foundational concepts, real-world case studies, and practical implementation frameworks; part of the Palgrave Executive Essentials series.
• ASG Mini-Guides (Publications Store) Catalog of mini-guides and specialized books sold in digital and hardcopy formats covering servitization frameworks, business model design, coalition building, storytelling, value networks, and visioning; most priced at £27.99.
• Spring Servitization Conference (SSC) Annual international academic conference bringing together researchers and practitioners to discuss servitization, held in collaboration with partner universities in the UK, Switzerland, and Denmark.
• Servitization White Papers & Industry Reports Industry-specific white papers and research reports covering servitization business cases, AI preparedness, and sector analyses for HVAC, process equipment, and FMCG manufacturers.

Quantifiable outcome

• Every 1 percentage point increase in services revenue share boosts total revenue by an average of 2% (the source text states 2.3% elsewhere)
• +3 more outcomes

Named customers19 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Black WinchcoreStrategic or Co-development PartnerASG and Black Winch have aligned to make servitization work at scale for manufacturers. ASG defines the strategy and vision, using diagnostics, capability mapping and a clear roadmap for advanced service business models. Black Winch concentrates on practical, hands-on execution - delivery, trade-offs and the hard decisions required to make services work in practice. Together they support manufacturers from initial diagnosis through to services operating successfully in the field.
• Aston Business SchoolcoreStrategic or Co-development PartnerASG is closely associated with Aston Business School in Birmingham. Professor Tim Baines and Dr Ali Bigdeli are based at Aston Business School. The partnership enables ASG to combine world-leading academic research with practical industry application, and provides access to academic resources, doctoral researchers, and university facilities for events and programs.
• ServicemaxminorGTM or Marketing PartnerASG partnered with Servicemax to host a webinar on the strategic drivers and benefits to manufacturers of competing through services, sharing examples and practical tips from companies successfully implementing servitization. The partnership provided joint thought leadership content to the manufacturing and service industries.
• Noventum Service ManagementminorStrategic or Co-development PartnerASG collaborated with Noventum Service Management on research exploring megatrends that provide opportunities for business growth through advanced services. The joint research studied five key societal megatrends impacting manufacturers and produced a whitepaper on the topic.
• Lucerne University of Applied Sciences and ArtsminorStrategic or Co-development PartnerASG partnered with Lucerne University of Applied Sciences and Arts to host the 6th Spring Servitization Conference in Switzerland. The collaboration supported the international nature of the conference and bridged research theory with industrial practice.
• Copenhagen Business SchoolminorStrategic or Co-development PartnerASG partnered with Copenhagen Business School (CBS) to host the 7th Spring Servitization Conference in Denmark. The conference was co-chaired by ASG researchers and CBS colleagues Thomas Frandsen and Jawwad Raja, focusing on competitiveness and servitization.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Accenture: Large digital and consulting services firm with industrial transformation offerings, including servitization, smart connected operations, and outcome-based service design for global manufacturers.
• McKinsey & Company: Global top-tier strategy firm whose Operations and Industrial practices engage on servitization, outcome-based contracts, and service transformation for major manufacturers, often as anchor competitor on enterprise RFPs.
• Roland Berger: Global strategy consultancy with a strong industrial and operations practice that frequently advises manufacturers on service-led business model transformations, competing with ASG for senior executive mandates at large industrial OEMs.
• Bain & Company: Global strategy consultancy with deep industrial and aftermarket services expertise, advising manufacturers on recurring-revenue and service business model strategies that overlap directly with ASG's mandate.
• Capgemini Engineering: Industrial digital and engineering services arm of Capgemini, advising manufacturers on smart industry, connected services, and servitization strategies, competing for similar transformation budgets.
• Siemens Advanta: Consulting arm of Siemens focused on industrial digital transformation, including servitization and digital services for manufacturers, leveraging deep industrial domain expertise comparable to ASG's.
• Oliver Wyman: Management consultancy with strong industrial, automotive, and aerospace practices that advises on service-led business model design and aftermarket monetization, overlapping with ASG's target buyer profile.
• Deloitte (Industrial Products & Services practice): Big Four advisory practice serving industrial OEMs on digital transformation, servitization, and outcome-based services with a delivery footprint comparable in scope to ASG's enterprise clients.

Emerging players

• Noventum Service Management: European service management consultancy that has jointly published servitization research with ASG, serving overlapping manufacturing clients in DACH and EMEA on service-led transformation initiatives.

Others

• ServiceMax (a PTC company): Field service management software provider focused on asset-intensive manufacturers' service operations; ASG partnered with ServiceMax on servitization thought leadership, indicating adjacent ecosystem relevance rather than direct advisory competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TheASGroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Advanced Services Group