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The Challenge for ABB Motion Services

Mari Emilia Haapala
ABB Motion Digital Lead


Winner award: Collaboration project worth $30,000 


B2B gamification – let’s make energy efficiency fun
Making industrial applications as energy efficient as possible through gamification as a mean to reach sustainability targets

>> Learn more about electrical motors’ energy efficiency (Video)

We see an opportunity in applying concepts from gamification. Which is a proven way of motivating humans to accomplish tedious tasks, e. g. forums on the internet where you can earn reputation/ranks when sharing knowledge or planning poker in Scrum planning sessions. 

ABB already explored models that incorporate gamification elements, e. g. bet-like agreements with the customers. Such models bear several challenges:

  • They are based on contracts, which need to be agreed and adjusted case by case and therefore tend to not scale well. 

  • In B2B fun is officially not a thing, we need to set a professional and serious framework to maintain ABB’s reputation as reliable partner.

  • How to best engage with multiple stakeholders of the customer, that it considers different needs (site manager, maintenance, procurement, etc.)?

Also, we believe that there might be alternative solutions out there which we are not aware of and might add gamification to our B2B relationships.

Main requirements:

  • Solution shall use elements of gamification to push energy-efficiency-based business models (outcome-based models) in a B2B relation

  • Solution shall support “assessments during qualification round to play with us”. Assessment of customer and application, e. g. credit risk, predictable assets, energy monitoring system, …

  • Solution shall support “data sharing as part of the game”. Customer needs to agree to share with us their energy data (bills, prices, runtime), solution shall enable sharing of data in a reliable way (certification?)

  • Solution shall ensure and maintain “fair play”. Some potential for manipulation of the process by customer to reduce payment as data becomes dependent on selected information sharing

Deliverables (neither inclusive nor exhaustive):

  • An integrated business concept to accelerate implementation of energy efficiency projects covering specific parts of or even entire customer journey  

  • A platform that scales and leverages on existing ABB tools and capabilities speeding up the energy efficiency journey 

  • A gamified solution making energy efficiency projects attractive and appealing to various stakeholders in the customer organization


Depending on the proposed solutions could be legal aspects, financial solution, sales / eCommerce / Contract and Customer Management platform,…

We are open for out of the box solutions and startups on every step on their growth journey – still we will select the proposed solution according to the following criteria:

  • Is the proposed solution and as much as possible integrated business concept to accelerate implementation of energy efficiency projects covering specific parts of or even entire customer journey? 

  • Is the proposed solution desirable (voice of customers, success stories) / feasible (can we imagine that we can build, integrate, use this solution) / viable (business case)?

  • Is the proposed solution gamifying our B2B relations? Does is motivate humans to accomplish tedious tasks

  • Customer needs to agree to share with us their energy data (bills, prices, runtime), solution shall enable sharing of data in a reliable way (certification?)

  • Does it support to qualify the customer company (e. g. credit risk, predictable assets), and their energy monitoring system (EMS) needs to be appropriate – to “pass the qualifying round to play with us”?

  • Does it support that customers in sharing their energy data (bills, prices, runtime) – support “data sharing as part of the game”?

  • Is it a professional and serious solution maintaining ABB’s reputation as reliable partner? Does it mitigate manipulation of the process by customer to reduce payment – how to ensure “fair play”?

  • Does it scale well? E.g. contracts to be agreed and adjusted case by case or rather self-service

  • Does it help with engaging with multiple stakeholders of the customer, and their differing needs (site manager, maintenance, procurement, etc.)?

  • Novelty: is it a new idea with a wow-factor, approaching the topic in a creative way?

Awards for the winner: 

  • $30,000 for a collaboration with ABB Motion to develop an MVP that can be productized and offered to ABB customers

  • 6 month free SynerLeap Special Membership, ABB's startup accelerator, which will boost your growth and visibility across ABB, our partners and customers (Value $10'000)

  • Exclusive mentoring sessions with Microsoft startup advisors

Collaborate with ABB experts

  • You will receive expert support from ABB during the 10 days of competition


Armin Wallnoefer

Global Head of Smart Lab,
ABB Motion Services


Adrian Tresch

Business Development Manager, ABB Motion Services


Pallavi Hujband

Smart Sensor R&D,
Motion Services


Andres Decormis Leon

Smart Lab Junior,
Motion Services

MOSE Challenge anchor

Introduction to the challenge

MOSE video

ABB Motion Services energy efficiency and circularity

How are you driving energy efficiency and circularity? At ABB Motion Services, we go beyond product and solution delivery. Partnering with our customers, we help to maximize the value of motors, generators and drives, and improve energy efficiency to reduce carbon emissions and waste.


Electrical motors play a vital role in our path towards “net-zero carbon emissions”. It is estimated that they consume over 45% of the world’s electricity and it is expected that by 2040 their number will double. If all of the more than 300 million industrial electric motor-driven systems currently in operation were replaced with optimized, high-efficiency equipment, global electricity consumption could be reduced by up to 10%. 

ABB Motion keeps the world turning, while saving energy every day. Our pioneering drives, motors, generators products and integrated digital powertrain solutions are driving the low-carbon future for industries, cities, infrastructure and transportation. Through our global presence we are always close to our customers. We help them optimize energy efficiency, improve safety and reliability and achieve precise control.


The idea of upgrading upgrading hundreds of motors with more efficient industrial motion technology is daunting. It’s no surprise that in a recent global energy efficiency survey of 2,294 industrial companies commissioned by ABB, an overwhelming majority of industry leaders (97 per cent) reported that they are already investing or plan to invest in improving energy efficiency. They cited cost savings as the most important reason for investing, closely followed by corporate sustainability commitments.


However, this is easier said than done. It is not easy to convince the customers to make the leap of faith and actually enter energy efficiency projects, due to multiple reasons from being a complex decision making, lack of information or expertise, broken communication, to budget restraints or out of yearly planning.


ABB Motion Services – overview


About ABB Motion Services

ABB Motion Services helps customers around the globe by maximizing uptime, extending product life cycle, and enhancing the performance and energy efficiency of electrical motion solutions.

We enable innovation and success through digitalization by securely connecting and monitoring our customers’ motors and drives, increasing operational uptime, and improving efficiency. We make the difference for our customers and partners every day by keeping their operations running profitably, safely and reliably. 


Join the Energy Efficiency Movement

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