During the last years, oil Majors have been struggling trying to make the unconventional business profitable. Indeed, the strategy to build an unconventional portfolio by means of merges and acquisitions is not giving enough return of investment. This is mainly due to internal processes, which contrary to Independents, are customized on a very different business model.

In addition, it is becoming clear that unconventional resources cannot be considered and developed as "statistical" ones. Nowadays, several publications are stating that only a small percentage of fractured wells is generating positive return. Even though unconventional reservoirs are considered more complex than conventional ones, less efforts are unjustifiably applied for their understanding. Hence, there is a need to switch from a "drill baby drill" to a "more from less" approach. This implies to address several issues such as: a better understanding of shale gas production mechanism at nano-scale, sweet spots identification, proper fracture placement and treatment, realistic full field simulation of fractured wells.

This paper describes how seismic-reservoir integration, advanced production analysis, accurate nano-scale and 3D full field simulations may address the above issues and help oil Companies to be more efficient in developing their unconventional portfolio. This new approach, based on placing and fraccing wells only where needed, is already providing interesting results in mature plays like the Barnett Shale and will be even more crucial for sustainable unconventional developments outside US.

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