Digitally Enhanced Advanced Services (DEAS) are a cluster of high-value disruptive business models.  They focus on delivering ‘outcomes’ to customers rather simply selling a product – for example in manufacturing it’s about customers ‘buying a hole’ rather than ‘buying a drill’, in transport ‘buying mobility’ rather than ‘buying a car’, and in financial service ‘buying assurance’ rather than buying insurance’. Pioneering examples of advanced services exist in industry; Rolls-Royce sell ‘power-by-the-hour’ to airlines rather than just jet engines, Alstom’s Train Life Services sell ‘passenger movement’ rather than just trains.  These exploit digital innovations and embrace society’s increasing appetite for services, and help to deliver business growth, productivity and resilience.