Your experience

I have worked amost 20 years in private sector (sales & marketing) before joining public sector. For 8 years now I participate in the creation and implementation of some ICT aspects of the European Single Market.

Your ideas

Member States have done great work in setting up pilots to build and test some cross-border services (cfr. STORK, PEPPOL, epSOS,SPOCS,...). We noticed that we needed a common legal playing field, so the eIDAS regulation was created, voted and published. Unfortunately, the Commission nor the Member States now have enough marketing skills to understand how to launch those cross-border services (DSI's) at EU scale, that permits  Governments, Industry and/or citizens to understand it, trust it and start using it. In order to make these cross-border services "easy to use", "easy to connect to" and appealing enough (read: constitute a mimimum volume of users), I suggest some "must do's":

- the way you go from country A to country B must always be the same

- during launching phase (at least) these services must be for free for the end-users

- back-to-back liability must be clear (and understandable for the end-user)

- Member States need to agree on a timeline on when to start G2G services and when to allow industry to join

- Member States need urgently to agree on a Governance model (now and in 3 years from now)

- Member States + the Commission urgently need to hire key marketing experts with such a knowledge