Frank Frohmann has 24 years of leadership experience in marketing, sales and pricing. Frank Frohmann gained extensive pricing competencies covering inhouse consulting (Bosch, Lufthansa Cargo, Evonik), operative pricing and yield management (Lufthansa Passenger Business) and management consulting (like Simon-Kucher, Homburg & Partner, Roll & Pastuch). His book “Digital Pricing” is the very first work that combines “Digitalisation” (as the most important megatrend) and “Pricing” (as the most effective profit lever). Frank Frohmann will tackle digitalisation trends and pricing challenges. His presentation is based on the insights of his Webinar for the EPP in October (“Digital transformation and Pricing). Frank´s examples on digital pricing aspects (Dynamic Pricing, Price model optimization, linkage of Behavioral Pricing and the Pricing process) are based on his cross-industry experience, including automotive, industrial goods and machinery and many service sectors like transportation, tourism, telecommunications and software. Frank Frohmann started his career at Simon-Kucher & Partners in 1996. He wrote his diploma thesis “Pricing in the airline industry” at the professorship of Hermann Simon.