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From innovation to transformation

The industry is changing. A technology-driven structural transformation is re-framing business models, shifting the need of competence and creates new customer behaviors. It is critical for the industry to understand the driving trends behind this transformation to be able to manage accordingly and stay competitive.

The first day of the International Conference on Emerging Technologies and Factory Automation (ETFA) is called the Industry Day. It is organized by Automation Region and focuses on the development of the industry – From innovation to transformation. During this day we gather representatives from both industry and academia to explore and define critical areas related to the transformative trends that effect the industry today and in the near future.

By exploring transformative trends for industrial transformation, the Industry Day adds the industry’s needs and conditions as input for the technical tracks during the ETFA conference.


Conference program

Hi and welcome


Ola Norén

Chair of Automation Region, and Head of Channel Management at ABB Process Automation

Ola Norén, Chair of Automation Region, opens the conference.

Beata Wickbom


Our moderator Beata Wickbom has more than 25 years of experience as advisor to corporations and organizations on digital strategy, business development and innovation. She will guide us through the conference from start to finish.

Keynote – Ron Bodkin

VP of AI Engineering and CIO, Vector Institute

Ron Bodkin is VP of AI Engineering and CIO at Vector Institute, and he is also the Engineering Lead at the Schwartz Reisman Institute for Technology and Society. Previously, he was responsible for Applied Artificial Intelligence in the Google Cloud CTO office where he spearheaded collaborative innovation efforts working with strategic customers and Google AI research and engineering teams. He will talk about how Vector Institute applies AI research to transforms different industries.

At Vector Institute, Ron is responsible for leading engineering teams that apply Vector’s leading AI research to industry and health care problems for Canada, establishing and supporting world class scientific computing infrastructure to scale the adoption of beneficial AI, and ensuring that all users, sponsor participants and partners are upskilled to use it effectively.

Ron was the founding CEO of Think Big Analytics. Think Big Analytics provided enterprise data science and engineering services and software such as Kylo for enterprise data lakes and data science and was acquired by Teradata in 2014. After the acquisition, Ron led Think Big’s global expansion and created an Artificial Intelligence incubator at Teradata.

Ron was also VP Engineering at Quantcast where he led data science and engineering teams that applied Machine Learning for real-time advertising and audience insights. Ron was also Co-Founder and CTO of C-Bridge Internet Solutions. Ron has an honors B.Sc. in Math and Computer Science from McGill University and a Master’s in Computer Science from MIT.


Guest commentator Fredrik Bruhn (see below) reflects with input from the audience.

Fredrik Bruhn

Chief Evangelist in digital transformation, Unibap

Fredrik Bruhn has served in a variety of leadership, entrepreneurial, and research roles during the past two decades. He is currently Chief Evangelist in digital transformation at Unibap, a Swedish scale-up bringing innovative automation solutions to the smart industry in partnership with global actors such as GE Digital, Intel Corporation, ABB and AMD.

Fredrik was named as a global leader in digital transformation on the Constellation Research’s BT150 list in 2020.

Fredrik has previously co-founded the satellite company AAC – Clyde Space and the mobile surveillance robot company Rotundus AB. Fredrik serves as an adjunct professor in robotics & avionics at Mälardalen University since 2013. He also was chosen to be an Eisenhower Fellow to meet with leaders around the U.S. on “AI, robotics and automation in 2047” in 2017. Fredrik’s passions includes commercializing academic research, Future of Work and societal transformations.

Fredrik enjoys creative problem solving and have received Uppsala University’s distinguished innovation award “Brain apple” and has been awarded regional entrepreneur of the year by EY.

He did his Ph.D. thesis in MEMS for space applications at Uppsala University in partnership with Caltech/NASA Jet Propulsion Laboratory (JPL). He also did his M.Sc. thesis at Uppsala University in atomic & molecular physics under Prof. Leif Karlsson and Prof. Kai Siegbahn (Nobel laureate in Physics 1981). He is a graduate of the International Space University (ISU) and Stockholm School of Economics Executive Management Program.

Keynote – Ödgärd Andersson

CEO Zenseact AB

Ödgärd Andersson is the CEO of Zenseact, a company with the mission to create software for autonomous cars and next generation advanced driver support enabling the next big step in automotive safety.

Zenseact is approximately 500 people in Göteborg, Shanghai and Silicon Valley developing and launching advanced algorithms based on artificial intelligence and machine learning, with their owner Volvo Car Group as the lead customer. Zenseact is also opening up for new software players to innovate and integrate on the Zenseact platform.

Ödgärd joined Zenseact in November 2020, and prior to that was the Chief Digital Officer at Volvo Cars, with the mission to create the digital solutions to move the business online, to redefine partnerships strategies and to rearchitect electronics and software to enable a car that keeps improving over its lifetime with the new business models in mind. This resulted in the world’s first android system embedded into the cars which was developed in collaboration with Google, enabling built in and real time updated google maps, google assistant and playstore. This in combination with a radical simplification of the user interface puts the user rather than the car in focus. It also resulted in a new electronics and software architecture supporting the massive growth of software functionality, downloaded over the air, which is the foundation of the future software defined car and autonomous drive.

Before moving into the automotive industry in 2016, Ödgärd was the head of Ericsson in Göteborg as well as the global VP of packet core, with developers in Sweden, China and Spain. Ödgärd spent 20 years in telecommunications in Ericsson AB located in Sweden and Silicon Valley and was a part of the journey of telecom networks transforming from hardware based products to software and services, embedded as well as cloud based. As the industry transformed focus was on leading development organizations in the transformation of competence and processes to agility in development of products and business. Moving from large customer projects to a software pipeline with continuous deployment of customer value.

Ödgärd holds a Master of Science Degree from Chalmers University of Technology and is a member of the Royal Swedish Academy of Engineering Sciences (IVA).


Guest commentator Fredrik Bruhn reflects with input from the audience.

Coffe break

10:30 - 10:40

Short break for coffee, fruit, or gymnastics.

Keynote – Jan Söderström

10:40 · Head of Advanced Technology and Industry, U.S., Ericsson

Jan Söderström is Head of Advanced Technology and Industry, U.S., based in Silicon Valley California reporting to Ericsson Group CTO. In this capacity he drives the technology leadership work in 5G, Cloud and IOT including co-creation with ecosystem partners. He will share how Ericsson works with industry applications for 5G and how he thinks that 5G will impact different industries.

Jan Söderström has built up the Ericsson D-fifteen Lab network platform for use case innovation and testing. He is also engaged in the quest for American leadership in 5G and 6G – he serves as the Vice chair of the NextG Alliance and as a board member of ATIS.

From 2013 to 2017 Jan was driving the NFV and cloud transformation program at Ericsson. Prior to this Jan had a decade long engagement at Ericsson Research heading the research in IP and Cloud, including three years in San Jose building up the Ericsson lab there. Jan has a PhD in Applied Physics from Chalmers University of Technology and spent his early career working with optoelectronic devices and optical networking.


Guest commentator Fredrik Bruhn reflects with input from the audience.


Panel discussion with Jenny Larsson, Hampus Londögård and Elin Nordmark (presentations below).

Jenny Larsson

CEO of Hitachi ABB Power Grids

Jenny Larsson has been the CEO of Hitachi ABB Power Grids in Sweden since January 2020. She has extensive experience in the energy industry and began her career as a trainee at Vattenfall, where she has held many leading positions.

Jenny Larsson joined ABB Power Grids on June 1 2018 as sales and marketing manager for the Swedish operations. She recently became a member of the government’s newly appointed Electrification Commission, which aims to accelerate electrification in the transport sector, and she is also chair of the Business Transport Council. Jenny Larsson has a master’s degree in environmental and water technology from Uppsala University and in 2016 was named Power Woman of the Year by the female network Kraftkvinnorna.

Hampus Londögård

Team Leader - Future Technologies AFRY South

Hampus Londögård is currently a consultant at the intersection of Big Data and Machine Learning at one of the worlds most well known Fortune 100 Companies, which has a secret office here in Sweden.

Meanwhile, Hampus have been responsible for Competence Sharing and AI Competence at AFRY IT South the past years. He is also a core contributor of the the nation wide initiative ”AI Global Competence Group” at AFRY, which reaches all 16 000+ employees. On his free time, Hampus is maintaining an AI Open Source, doing a Natural Language Processing Toolkit for the JVM.

His aspiration is to apply Machine Learning in a way that will accelerate processes and simplify our every day lives, and is a true believer in AI for all – “there’s so much left to do if people were simply aware of what is possible!”

Elin Nordmark

Head of Promotion and Product Management at Siemens Sweden

Elin Nordmark works with digitalization of the Swedish manufacturing industry. She is, as of 1st of August, the Head of Promotion and Product Management Factory Automation Siemens Sweden.


Announcement of talent attraction program and information about the ETFA conference with Jenny Elfsberg, Head of innovation management, Vinnova, and Prof. Moris Behnam, Mälardalen University, host of the ETFA conference.

Closing remarks by Ola Norén.

Social lunch discussion

12:00 - 13:00

Welcome to a social lunch, where we reflect and share insights from the day, from an innovation perspective. Moderated by PhD. Helena Blackbright, Project Manager at Automation Region, Researcher at Mälardalen University, and leader of the AI and IM SIG at ISPIM, the worlds’ largest innovation management conference.


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