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Patrick Comboeuf, M.Econs, has been Director E-Business at the SBB, Swiss Federal Railways since 2006. Together with his team of 50-odd experts he was the driving force behind a vast array of digital transformation initiatives, most of them successful like SBB Mobile, with 4,3 million users the most downloaded app in Switzerland. Patrick is a regular blogger and keynote speaker at conferences on topics like E-Business, Mobile Commerce, Customer Experience, Innovation Management, Intrapreneurship and how to create a sustainable digital lifeline for dinosaurs in the corporate world. Prior to his tenure at SBB he held various leadership roles in the ICT, Consulting and Financial Services at companies like Siemens, Ericsson, Credit Agricole & Sun Microsystems to name a few.