Niels-Axel Berthelsen

Offering ad-hoc advisory services to small to medium size companies, to assist leadership to improve in Product Management and Strategy & Business Development. At Irdeto: Committed to develop a business in Cybersecurity for Critical Infrastructure. Berbrick is an additional activity. No interest conflicts. Focus: • New Solutions & PLM • Market, Competitive & Customer Intel. • Pricing & Margin control • Route to market Other activities: Alphazetta, Zurich. Connect companies with data analytics expertise.

Am responsible for building a new business for Edge Endpoint IoT, ICS, and OT related Cybersecurity, in Critical Infrastructure for Energy and Industrial business sectors. Defense included. Responsible for: • Identify technology opportunities, business models & revenue streams • Develop & implement business strategies & plans • Develop business cases & obtain the investments • Build ecosystems for technology partnerships, channel, JV, & M&A • Work across internal & external functional value chain

• Drive new business initiatives, strategy and market access for IoT Cyber Security solutions in various sectors • Perform financial evaluation, set up strategic alliances & partnerships for technology development & distribution of technology solutions and services - including M&A involvement • Identify new IoT Cyber Security business and pricing models optimizing profitability • Leaise with multiple internal & external stakeholders and fundctional groups

• Temporary business consulting, project management & volunteer work for technology startup • Continuous education via qualification program for Specialists & Executives at Focus Arbeit Umfeld, SECO Zurich (Staatssekretariat für Wirtschaft und Arbeit)

Drove long term and profitable growth plans of a > $ 100M product & technology portfolio; setting up new processes enhancing performance; business strategies & roadmaps; customer VoCs, market & competitive analysis; pricing & cost optimization; segmentation; NPIs; business case studies for continuous investments. Global market expansion was a key interest. Managed cross-cultural team of 9 employees.

Drive and lead business case analysis, recommendations, strategies & business plans with validated value propositions, segmentation & cash flow evaluation to ensure a business focus on new profitable growth incubation opportunities.

Set up a Business Competitive Intelligence department driving the development of new processes and intercompany services targeted at delivering market, competitive and technology analysis with recommendations & content for strategic business decisions and direction. Efforts assisted sales, business development & R&D in focusing on competitive edge value propositions & profitable growth for single & broader opportunities. 2 direct reports.

Drove change in go-to-market strategies, to a market driven value based focus across the division whilst ensuring global strategic alignment. The challenge of an end-of-cycle product portfolio called for new offerings, improving customer value proposition vs. competition, increased margins via better forecasting and value based engineering exercises to reduce cost structures. 2 direct reports.

Led change management efforts to turn a business entity profitable by driving new go-to market strategies through to sales and distributors, whilst implementing VOC initiatives, segmentation and detailed competitive landscape analysis. Efforts led to improved value based solution pricing, pursuit of new regional/industrial growth opportunities and profitability. 1 report. Worked with ADI distribution offices: Benelux, Nordics, Eastern Europe, DACH, CIS & Russia.

Increased raw material prices and competition, called for GE Plastics to identify new global strategic growth and high barrier opportunities for polycarbonate compounds. Efforts led to identify plastic security solutions for global document security manufacturers. Via analysis and business case evaluation, I obtained funding for production technologies, R&D and testing capabilities. Key to success: direct access to clients, vendors and industry stakeholders. The team reached 10 members world-wide.

External Consultant, market research for growth opportunities

Responsible for the following: • European Vehicle Safety Systems segment pursuing strategic growth opportunities. Working with clients, vendors and industry stakeholder cross functional teams • Establish growth strategy for head impact protection airbags • New polypropylene composite material: cost reduction by 50% • Obtaining investments for production line upgrades

Responsible for the following: • Market assessment of strategic growth opportunities in security printing for governments, transportation and postal services. Also, Pharmaceutical brand protection • Leading business assessment, strategy and business plan creation in the pursuit of new security market growth • Government security tender preparation: 1st tender filed • Singlehandedly wrote and implemented the Business Continuity Plans, Scandinavia

Strategy, Entrepreneurship, Banking and Management

Strategy, Organization & Management

Finance - 1 year studies