The smarter E Europe Conference Opening - Flexibility Drives Change

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Markus Elsässer studied mechanical engineering at the University of Stuttgart. He worked for a German manufacturer of solar thermal systems before he founded several companies all in the field of renewable energies. Markus Elsässer is the founder and CEO of the company Solar Promotion GmbH, an internationally operating exhibition company with a focus on renewable energy, energy storage technologies, electric transportation and energy efficiency. In 1991 he founded Intersolar, the world´s leading exhibition series for the solar industry with events spanning four continents. In 2014 the ees (electrical energy storage) exhibition was started, which has become Europe's largest exhibition for batteries and energy storage systems. In 2018 he founded The smarter E, an innovation hub for events and topics driving the new energy world: renewable energies, decentralization, digitalization and electric transportation. Solar Promotion has currently 50+ employees in Germany and has representation offices in 14 countries.

Michael is Executive Advisor to the CEO and a member of the leadership team. Alongside his business development work, Michael heads SolarPower Europe's award-winning market intelligence team. He is lead author of the annually published Global Market Outlook and EU Market Outlook, and works closely with Policy Analyst Raffaele operating the Solar & Storage workstream. Michael has been working in solar for over 20 years. After co-founding Photon-Magazine in 1996, he served in various positions within the Photon group, primarily as Editor-in-Chief of Photon International. In 2014, Michael started MISCHCO, a company offering strategy consulting and communication services to solar companies. In 2016, TaiyangNews, a digital news platform for the solar industry that Michael founded, went online. Michael studied Geology/Palaeontology at Bonn University, Geology at RWTH Aachen, and Mineralogy at Frankfurt University. He speaks German and English.

Florian Mayr is a recognized expert in deals strategy, with a particular focus on energy transition and storage. As a Partner at Strategy&, the global strategy consultancy of PwC, Florian guides clients through the complexities of the energy transition landscape. His expertise for renewables and cleantech is invaluable to financial investors, major corporations, and cleantech innovators, offering insights through due diligence processes, value creation strategies, and strategic development. Florian is also active in authoring industry publications and social media content and is a sought-after speaker, especially on topics related to energy storage. Before joining Strategy&, Florian spent two decades in senior roles at cleantech advisory boutique Apricum, RWE, and McKinsey, consistently focusing on the energy sector, particularly on renewables and cleantech. He holds master's degrees both in engineering and business administration from the Technical University of Berlin.