Servitization at ASML: Rethinking Business Models through Value-Based Pricing of Diagnostic Services

In an era of digital transformation, original equipment manufacturers (OEMs) are increasingly adopting servitization strategies to differentiate their offerings and unlock new revenue streams. This thesis explores the commercialization potential of diagnostic services in the context of ASML, a global leader in semiconductor lithography systems. The study examines how advanced diagnostics can transition from being internal cost-saving tools to externally valued service components by applying value-based pricing strategies. Combining literature insights, industry benchmarking, and a dedicated case study with empirical modeling, the thesis examines the gap between the internal value of diagnostics and their external monetization. It proposes a structured framework for measuring and monetizing customer value. The findings highlight a strong yet underleveraged connection between diagnostics and customer value, offering pathways for strategic contract innovation. A shift toward yield-based service contracts is proposed, aligning diagnostic services with customer production efficiency and profitability. Results contribute to servitization research, pricing theory, and the practical deployment of customer-centric business models in high-tech B2B industries.