Agnès Trad Sleiman

Agnès Trad Sleiman Email and Phone Number

CCSO • COO • SVP | Strategy, Products, Services, AIOps Execution and Orchestration | Founder @ Pinnacle Transformation Group
Paris, FR
Agnès Trad Sleiman's Location
Paris, Île-de-France, France, France
Agnès Trad Sleiman's Contact Details

Agnès Trad Sleiman work email

Agnès Trad Sleiman personal email

n/a
About Agnès Trad Sleiman

Transforming Complex Challenges into Strategic Growth with a Customer-Centric ApproachI’m Agnès Trad-Sleiman, a forward-thinking executive with 25+ years in Customer Success, Operations, Service Excellence, Digital Transformation, and Portfolio Leadership. I specialize in turning complex challenges into scalable, customer-focused solutions, driving double-digit growth across multi-billion-euro P&Ls in sectors like Telecom, Smart Cities, Energy, Financial Services, Industry 4.0, Transport, and Defense.Known for strategic, commercially driven leadership, I align customer strategies with advanced technologies - 5G, IoT, and AI - to deliver sustainable growth. My approach is rooted in integrity, resilience, and a passion for innovation.Key Achievements:🔹 Nokia’s ISEM Initiative: Reduced time-to-market by 99% (from 14 weeks to 1 day) through digital “Lego” solutions, driving €2.1B in new revenue potential.🔹 €3.1B P&L Leadership with Targeted Programs: Achieved 24% growth via sales programs, leading global teams of 2,000+ in customer success and network services.🔹 Operational & Network Services Excellence: Boosted network performance by 35% and reduced costs by 15% with Lean Six Sigma, optimizing telecom, smart city, and industrial operations.🔹 Smart City Innovation Award: Awarded for Smart Pole and City-as-a-Platform projects, including 5G-enabled emergency drones for urban safety.🔹 C-Level Escalation Leadership: Managed critical escalations, securing hundreds of millions of euros, such as €22M in additional revenue from SEMPRA, and raising NPS by 30% with clients like Vodafone.As Founder of Pinnacle Transformation Group, I help organizations harness AI, IoT, 5G, and a commitment to Service Excellence for transformative, customer-centric growth. Our approach emphasizes actionable strategies and measurable outcomes to elevate client relationships, service models, and operational performance. Open to C-level and senior leadership roles where I can drive Customer Success, Operational and Service Excellence, and Digital Transformation.Let’s connect if you’re looking for a strategic, customer-focused leader who delivers visionary growth and drives transformation at scale.

Agnès Trad Sleiman's Current Company Details
Pinnacle Transformation Group

Pinnacle Transformation Group

View
CCSO • COO • SVP | Strategy, Products, Services, AIOps Execution and Orchestration | Founder
Paris, FR
Employees:
1
Agnès Trad Sleiman Work Experience Details
  • Pinnacle Transformation Group
    Ccso • Coo • Svp | Strategy, Products, Services, Aiops Execution And Orchestration | Founder
    Pinnacle Transformation Group
    Paris, Fr
    View
  • Pinnacle Transformation Group
    Exec Consultant | Chief Customer Success, Services, Digital Transformation & Ops Officer (Founder)
    Pinnacle Transformation Group Oct 2021 - Present
    Founded Pinnacle Transformation Group to drive Digital Transformation, Customer Success, & Operational Excellence in Telecom, Energy, Public/Defense, Financial Services, Manufacturing, & Smart City sectors. Partnering with clients to implement AI, 5G, & IoT strategies for growth & resilience.🔹 Customer Success & Service Strategy: Developing VoC-driven frameworks across Professional, Managed, & Implementation Services. Using CRM & predictive analytics to improve service performance, retention, & satisfaction.🔹 Digital Transformation Leadership: Leading AI, IoT, & 5G initiatives for secure, scalable infrastructure & optimized operational costs.🔹 Nagravision Achievement: Conducted Business & Organizational Due Diligence, enhancing R&D efficiency, KPIs, & ISO 9000 compliance—recognized by CEO for impactful improvements.🔹 STEM Mentorship: Guided 30 STEM graduates in the FINOMENA Curate project, focusing on collaboration, communication, & growth.🔹 Advisory Cloud Board Advisor: Advised eight startups on operational strategies & customer engagement in technology & analytics sectors.🔹 Open to C-Level Roles (CCSO, COO, CDO, VP) to lead & scale transformative initiatives.CONSULTING SERVICES: 🌍 Digital Transformation & AI: Implementing AI, 5G, & IoT for future-ready ecosystems.📊 Customer Success & Predictive Analytics: Enhancing satisfaction w/ predictive insights.🔧 Ops Excellence: Driving efficiency w/ Lean Six Sigma.🔗 NTWK Services: Building secure 5G & Private LTE networks.🏙️ Smart City & IoT Infrastructure: Enhancing urban safety, connectivity, & services.🚀 NPI: Accelerating market entry.✅ Quality Mgmt: Ensuring QMS compliance.🔍 Vendor Audits: Streamlining supply chains.💻 SW Development: Agile, Waterfall, CMMI solutions.⚠️ Risk Mgmt & BCP: Establishing resilience frameworks.📈 Strategic Execution Framework (SEF): Aligning strategy & execution.🌐 Global Ops: Strengthening operations & supply chains.📦 Managed Services: End-to-end support.
    View
  • Nokia
    Vice President Enterprise Execution Management (Global) - Cloud & Networks Services Division
    Nokia Mar 2019 - Sep 2021
    Espoo, Southern Finland, Fi
    🌐 Scope: Led global P&L management and PROFESSIONAL SERVICES for a €2.1 BILLION PORTFOLIO in Nokia’s ENTERPRISE BUSINESS UNIT, overseeing delivery of complex projects across TELECOM, SMART CITIES, ENERGY, BANKING & FINANCIAL SERVICES, INDUSTRY 4.0, TRANSPORTATION, PUBLIC SAFETY, and IT/OT CONVERGENCE sectors. Directed a team of 2,000+ employees globally to execute multi-million-euro projects for clients like SEMPRA, BHP, VALE, and HITACHI RAIL.🔹 P&L & REVENUE LEADERSHIP: Owned and managed a €2.1B P&L, collaborating closely with the CFO on risk analysis, forecasting, and financial optimization. Achieved DOUBLE-DIGIT QUARTERLY GROWTH over two consecutive years by refining service models and delivering tailored client solutions.🔹 SIGNATURE ACHIEVEMENT – ISEM DIGITAL TRANSFORMATION: Co-developed and led Nokia’s INTEGRATED SOLUTION AND EXECUTION MODEL (ISEM), creating six scalable, digitalized solutions that achieved 90% time-to-market reduction. Positioned Nokia for an additional €3B IN REVENUE POTENTIAL through innovative service offerings, winning industry acclaim.🔹 SERVICE INNOVATION & CUSTOMER SUCCESS: Led the development of 5G and IoT service offerings, resolving critical client issues and managing C-level escalations. Secured €22M IN ADDITIONAL REVENUE for Sempra and improved BHP’s operational efficiency by 35% through tailored solutions.🔹 ENTERPRISE EXECUTION LEADERSHIP: Directed regional ENTERPRISE EXECUTION LEADERS to align P&L management and service delivery with key client needs. Oversaw complex, cross-border projects for clients like Sempra and Vale, ensuring high-quality, timely execution.🔹 CROSS-FUNCTIONAL TEAM LEADERSHIP: Managed cross-functional teams across AMERICAS, EUROPE, APAC, and MEA, aligning operational and sales strategies to deliver profitable services to clients such as VOLKSWAGEN and TENCENT.
    View
  • Nokia
    Vice President Network Implementation Services Portfolio Sales (Global) - Global Services Division
    Nokia Jan 2016 - Feb 2019
    Espoo, Southern Finland, Fi
    🌐 Scope: Led global P&L and innovation for a €3.1B NETWORK IMPLEMENTATION (NI) PRACTICE, delivering 5G, IoT, and network infrastructure services to clients like AT&T, VODAFONE, MTN, STC, and TELSTRA. Managed global service centers with a team of 200+ experts, including consultants and solution architects.🔹 SALES GROWTH: Increased orders by 24% through SALES PUSH PROGRAMS for 5G, SMART CITY, IoT, ENERGY, HetNet, and PREDICTIVE CARE offerings, expanding high-margin services with regional sales support.🔹 P&L & SERVICE ALIGNMENT: Managed a €3.1B P&L, achieving 24% growth over targets by aligning services with market needs and strategic goals for AT&T, Vodafone, and Bharti Airtel.🔹 SERVICE INNOVATION: Integrated AR-driven maintenance systems for real-time, remote support, reducing network downtime and enhancing real-time service efficiency.🔹 SMART CITY AWARD: Led SMART CITY PROJECTS across EUROPE, APAC, AFRICA, and MIDDLE EAST, earning the award for IoT-enabled solutions like smart poles and urban connectivity in India.🔹 VENDOR MANAGEMENT & 5G DEPLOYMENT: Partnered with SAC WIRELESS to speed 5G deployment across the U.S., cutting rollout time by 30% and enhancing permitting processes.🔹 GLOBAL SERVICE DELIVERY: Directed service centers in INDIA, EUROPE, and the AMERICAS, overseeing projects for VERIZON, MTN, ETISALAT, and TELSTRA with improved consistency.🔹 CROSS-FUNCTIONAL LEADERSHIP: Led teams across AMERICAS, EUROPE, EMEA, and APAC for seamless execution of complex projects and increased client satisfaction.
    View
  • Alcatel-Lucent (Company No Longer Exists)
    Vice President Customer Delivery (Meta) - Wireless Division
    Alcatel-Lucent (Company No Longer Exists) Oct 2013 - Dec 2015
    🌐 Accepted an expat assignment in Abu Dhabi to lead Customer Delivery, Professional Services, and P&L management for Tier 1 operators, including Etisalat, STC, Vodafone Qatar, Mobily, and MTN. Managed complex 2G, 3G, LTE, and 4G network upgrades across 28+ countries, enabling operators to advance roaming and mobility capabilities. Leveraged global Alcatel-Lucent R&D expertise to empower local teams, resolve deployment challenges, and deliver scalable solutions. Drove cross-border strategy, operational excellence, and customer satisfaction to achieve business growth and strengthen operator partnerships.🔹 Driving Profitability: Delivered 14% revenue growth over targets, managing a multi-million-euro P&L and optimizing delivery models for Tier 1 operators.🔹 Etisalat UAE Transformation: Directed a €67M 4G/LTE modernization project, improving network performance by 60%, enhancing quality of service, and aligning with Etisalat’s long-term mobility and roaming goals.🔹 Enabling Roaming Growth: Led a €50M 4G/LTE expansion for Mobily, ensuring scalability and readiness for future roaming and interconnectivity needs.🔹 Streamlining Operations: Designed and implemented Integrated Operations Centers (IOC) for regional operators, reducing costs by 15%, improving Mean Time to Resolution (MTTR) by 30%, and achieving a 98% on-time completion rate.🔹 Resolving Escalations: Addressed high-impact challenges, including a critical swap threat, securing a €30M agreement and strengthening partnerships with Etisalat and STC.🔹 Global-to-Local Enablement: Bridged global R&D expertise with regional teams, empowering local execution on high-stakes projects while ensuring alignment with customer expectations.🔹 Leadership Across Borders: Directed a 1,000+ strong team across META, navigating geopolitical complexities to deliver impactful solutions for operators in politically sensitive environments.
    View
  • Alcatel-Lucent (Company No Longer Exists)
    Vice President Change Management (Global) - Software, Solutions, & Services (S3G) Division
    Alcatel-Lucent (Company No Longer Exists) Oct 2011 - Sep 2013
    🌐 Scope: Spearheaded global CHANGE MANAGEMENT and DIGITAL TRANSFORMATION initiatives across PROFESSIONAL SERVICES, MANAGED SERVICES, CONSULTING, CUSTOMER EXPERIENCE SOLUTIONS, and MOBILE COMMERCE. Led alignment between business strategies and digital advancements, engaging stakeholders to ensure customer satisfaction throughout transformation projects.🔹 STRATEGIC REVENUE IMPACT: Led digital transformation initiatives affecting 75% OF DIVISION REVENUE, aligning strategies with digital tools to enhance service offerings. Improved client outcomes and processes to drive sustainable growth.🔹 OPERATIONAL EFFICIENCY & CLIENT ALIGNMENT: Industrialized SERVICE EXPANSION PACKAGES (SEPs) and SMART APPLICATIONS, enhancing project management capabilities, operational efficiency, and client alignment. Reduced delivery times achieving significant CSAT improvements.🔹 LEAN SIX SIGMA CENTER OF EXCELLENCE: Established a CENTER OF EXCELLENCE (CoE), implementing DMAIC methodologies for consistent process improvement and high-quality service delivery.🔹 LEADERSHIP & TEAM DEVELOPMENT: Trained 4 BLACK BELTS and 40+ GREEN BELTS in Lean Six Sigma, fostering leadership in continuous improvement and embedding a data-driven culture.🔹 STAKEHOLDER COLLABORATION & DEAL QUALIFICATION: Achieved a 60% boost in contract revenue through stakeholder-aligned deal strategies.
    View
  • Alcatel-Lucent (Company No Longer Exists)
    Vice President Quality & Customer Satisfaction (Global) - Multi Core & Operations Divisions
    Alcatel-Lucent (Company No Longer Exists) Jul 2008 - Sep 2011
    🌐 Scope: Led GLOBAL QUALITY AND CUSTOMER SATISFACTION INITIATIVES across OPERATIONS AND MULTI-CORE BUSINESS DIVISIONS, managing teams in R&D, SUPPLY CHAIN, MANUFACTURING, TECH SUPPORT, IS/IT, REAL ESTATE, and TRANSFORMATION. Directed DevOps for NEXT-GEN NETWORK SOFTWARE across 11 R&D platforms, aligning product development with customer expectations.🔹 SOFTWARE DEVELOPMENT & CUSTOMER ALIGNMENT: Enhanced DevOps across 11 R&D platforms, reducing cycle times by 20% and increasing customer satisfaction by 15% for clients such as AT&T, VERIZON, STC, BHARTIAIRTEL, and ORANGE.🔹 GLOBAL QUALITY STANDARDS: Built a quality infrastructure that reduced defect density by 30%, improved manufacturing and supply chain operations, and led to a 15% reduction in upgrade downtime.🔹 METRICS-DRIVEN PERFORMANCE: Deployed TOP 10 PERFORMANCE METRICS across R&D platforms, linking incentives to customer operations outcomes, reducing defects by 25% and increasing client satisfaction by 10%.🔹 STRATEGIC OPERATIONS ASSESSMENT: Conducted assessments of ALCATEL SHANGHAI BELL OPERATIONS, implementing a MAKE/BUY STRATEGY that optimized efficiency and reduced operational costs by 20%.🔹 INCIDENT MANAGEMENT & CLIENT RETENTION: Led 24/7 crisis management, cutting downtime by 50%. Implemented rapid escalation protocols, achieving a 90%+ CLIENT RETENTION RATE for providers such as T-MOBILE, SPTEL, and BSNL.
    View
  • Alcatel-Lucent (Company No Longer Exists)
    Leader Portfolio Management Team, Quality, & Customer Experience (Global) - Wireless Access Division
    Alcatel-Lucent (Company No Longer Exists) Jan 2007 - Jun 2008
    🌐 SCOPE: Led GLOBAL PORTFOLIO MANAGEMENT for 2G/3G/LTE TECHNOLOGIES and directed the seamless integration of processes, tools, and operations during the NORTEL AND ALCATEL-LUCENT MERGER. Managed the migration of 3TB+ OF DATA and coordinated 3,000+ EMPLOYEES across NEW PRODUCT INTRODUCTION (NPI), OPERATIONS, SERVICES, and IT/IS to maintain stability and continuity.🔹 PROCESSES, TOOLS, AND OPERATIONS INTEGRATION: Oversaw the integration of NORTEL AND ALCATEL-LUCENT’S PROCESSES, tools, and operations, ensuring a successful merger that safeguarded over 3,000 JOBS. Coordinated cross-functional teams for smooth data migration and zero disruption in service.🔹 SOFTWARE DEVELOPMENT & QUALITY: Partnered with Tier 1 clients, including O2, VODAFONE, and AT&T, to implement a SOFTWARE QUALITY IMPROVEMENT PLAN. This initiative improved availability, reduced defect density, and shortened upgrade downtimes, securing critical contracts and bolstering the merger’s success.🔹 END-TO-END CERTIFICATION & INDUSTRY LEADERSHIP: Led the industry’s first END-TO-END UMTS TL 9000 CERTIFICATION, establishing quality benchmarks that boosted customer trust and accelerated market adoption.🔹 PRODUCT LIFECYCLE & GO-TO-MARKET STRATEGY: Developed PRODUCT LIFECYCLE (PLC) MODELS and achieved TL 9000 AND QMS CERTIFICATIONS within six months, facilitating portfolio integration and positioning ALCATEL-LUCENT for future market growth.
    View
  • Nortel Networks
    Leader Portfolio Management Team, Quality, & Customer Experience (Global) - Wireless Division
    Nortel Networks Mar 2003 - Dec 2006
    Ca
    🌐 Scope: Held global leadership across end-to-end solutions, portfolio management, operations, and services for Voice & Packet Core, UTRAN, WNMS, and GSM Access (SGSN, GGSN, HLR, MSC, RNC, Bsce3, BTS, OAM). Enhanced Nortel’s competitive positioning through innovation and customer-focused quality initiatives.🔹 UMTS Solution Certification: Spearheaded the industry’s first end-to-end UMTS solution TL 9000 certification, setting quality benchmarks that strategically positioned Nortel for market launch.🔹 Portfolio Management Excellence: Directed Portfolio Management across multiple Business Divisions, consistently meeting business reviews and delivery targets with high-quality outcomes.🔹 Product Life Cycle (PLC) Strategy: Tailored the PLC PRTM model globally, focusing on Core Strategic Vision, Portfolio Management, and Project Excellence to support successful product and solution rollouts.🔹 Supplier Management Collaboration: Partnered with Vodafone Supplier C-Level to design and implement cross-OpCo and Vendor CSR Scorecard initiatives, recognized as 'The Quality Reference' and maximizing competitive advantage.🔹 Customer Engagement & Quality Metrics: Collaborated with Tier 1 customers like O2, Vodafone, and AT&T to drive software quality improvements, focusing on availability, defect density, upgrade downtime, and post-GA fixes. Initiated designers’ bonus programs linked to client operational metrics, which significantly exceeded performance goals and established Nortel WCDMA as a quality leader, contributing to merger success.🔹 Audit & Contract Qualifications: Led global Customer Technical & Quality Audits for new portfolios, securing multiple contract qualifications and client acceptances.🔹 Business Continuity Planning (BCP): Defined and led global BCP for major incidents like the Canadian Power Crash and Hurricane Rita, ensuring zero business loss and operational resilience.
    View
  • Nortel Networks
    Director Portfolio Solutions & Services Customer Delivery - Data & Optical Divisions
    Nortel Networks Jan 2000 - Feb 2003
    Ca
    Led portfolio solutions and network deployments across EMEA, CALA, and Asia, increasing market penetration by 25% and network efficiency through successful commercialization of products like PP8600, Passport, Shasta, and Versalar. Drove cross-functional teams to achieve 20% revenue growth and reduced product development time by 20%. Spearheaded Go-To-Market strategies, ensuring a 95% product launch success rate.
    View
  • Nortel Networks
    Senior Manager System, Release, & Regional Customer Delivery (Europe) - Enterprise Networks Division
    Nortel Networks Jan 1996 - Dec 1999
    Ca
    Led Meridian1 system business management across Europe, CIS, and MEA, overseeing program management, product introduction, and lifecycle management. Drove a 50% reduction in product acceptance cycles, streamlined supply chain and distributor partnerships, and introduced customized portfolio roadmaps, increasing annual software releases and market readiness.
    View
  • Northern Telecom, Inc.
    New Product Introduction Lead (Global) - Enterprise Networks Division
    Northern Telecom, Inc. Jan 1994 - Dec 1995
    Richardson, Tx, Us
    Oversaw global operations and led NPI functional teams across multiple regions, optimizing program management and product introduction. Spearheaded tailored portfolio roadmaps for distributors like ASCOM, Kapsch, and BT, achieving a 75% reduction in testing resource usage and improving global process efficiency. Ensured quality assurance for major product releases, reducing launch delays and enhancing market readiness.
    View
  • Northern Telecom, Inc.
    Staff Advisor New Product Introduction (Global) - Enterprise Networks Division
    Northern Telecom, Inc. Jul 1992 - Dec 1993
    Richardson, Tx, Us
    Directed global Enterprise NPI Project Core Teams, overseeing product lifecycle management from design to market delivery across multiple regions. Spearheaded quality improvements that reduced software defects by 60% and standardized NPI processes, resulting in a 30% increase in operational efficiency. Developed and deployed a refined global NPI process, reducing product launch timelines by 25%.
    View
  • Northern Telecom, Inc.
    Manager Quality Assurance (Europe) - Enterprise Networks Division
    Northern Telecom, Inc. Jan 1993 - Jul 1993
    Richardson, Tx, Us
    Led the Quality Assurance Department in Europe, overseeing inspection, supply chain, system quality, and customer acceptance testing. Developed and implemented the “Out of Box” process, recognized as Best-in-Class (BIC), and replicated in Canada, improving operational consistency and quality standards across regions.
    View
  • Philips Engineering Solutions
    Technical Group Leader Vendor Engineering (Global)
    Philips Engineering Solutions Jul 1988 - Jun 1992
    Eindhoven, Brabant, Nl
    Global Domain Leader, Vendor & Sub-Contractor Engineering – Philips Consumer ElectronicsScarborough, Canada | July 1988 – June 1992Led global Vendor & Sub-Contractor Engineering and quality inspection for Base Station Manufacturing, supporting high-profile clients like Apple and Sun. Optimized supply chain operations, implementing Just-In-Time (JIT) Inventory Management, reducing inventory holding costs by 20%. Spearheaded a strategic shift to Dock-to-Stock, reducing inspection workload by 80% and enhancing operational efficiency. Scope included: Semiconductors, Electrical Components, Mechanical parts, PCBs, sub-contracted SMTs, Injected Plastics, Metal Frames, Workstations.
    View

Agnès Trad Sleiman Skills

Leadership Quality Management Enterprise Personal Development Agile Development Digital Transformation Executive Management Agile Project Management Disaster Response Post Sales Organizational Change Management Channel Partners Customer Satisfaction Telecommunications Collaborative Environment Agile Methodologies Cloud Native Architecture Negotiation Customer Service Management Team Leadership Homologation Internet Of Things Customer Relationship Management Innovation Management Quality Assurance Channel Partner Development Strategy Core Network Virtualization Operations Gsm Artificial Intelligence Customer Experience Management Operations Management Wireless Networking Services Strategy P&l Management Program Management Big Data Testing Cross Functional Team Leadership Professional Services Change Management High Performer Product Management Executive Leadership Customer Service Customer Escalation Management Blockchain Business Process Improvement Internet Protocol Quantum Computing Business Strategy Management Documentation Project Management Analytical Skills Problem Solving Network Deployment Alcatel Machine Learning Wireless Organizational Leadership Wireless Technologies Pre Sales Mobile Devices Service Delivery Cloud Computing Customer Service Operations Integration Industry 4.0 Performance Management

Agnès Trad Sleiman Education Details

  • Florida Institute Of Technology
    Florida Institute Of Technology
    Computer Engineering
  • Philips Electronics Canada
    Philips Electronics Canada
    Management Development Program

Frequently Asked Questions about Agnès Trad Sleiman

What company does Agnès Trad Sleiman work for?

Agnès Trad Sleiman works for Pinnacle Transformation Group

What is Agnès Trad Sleiman's role at the current company?

Agnès Trad Sleiman's current role is CCSO • COO • SVP | Strategy, Products, Services, AIOps Execution and Orchestration | Founder.

What is Agnès Trad Sleiman's email address?

Agnès Trad Sleiman's email address is ag****@****kia.com

What schools did Agnès Trad Sleiman attend?

Agnès Trad Sleiman attended Florida Institute Of Technology, Philips Electronics Canada.

What skills is Agnès Trad Sleiman known for?

Agnès Trad Sleiman has skills like Leadership, Quality Management, Enterprise, Personal Development, Agile Development, Digital Transformation, Executive Management, Agile Project Management, Disaster Response, Post Sales, Organizational Change Management, Channel Partners.

Free Chrome Extension

Find emails, phones & company data instantly

Find verified emails from LinkedIn profiles
Get direct phone numbers & mobile contacts
Access company data & employee information
Works directly on LinkedIn - no copy/paste needed
Get Chrome Extension - Free

Aero Online

Your AI prospecting assistant

Download 750 million emails and 100 million phone numbers

Access emails and phone numbers of over 750 million business users. Instantly download verified profiles using 20+ filters, including location, job title, company, function, and industry.