Introducing flexible consumers to electricity markets is beneficial to the power system and offers them potential economic savings. Industrial consumers are pioneer candidates due to their high energy demand and interest in reducing energy costs. This paper addresses the battery storage and photovoltaics investment problem, which includes five revenue streams for industrial consumers, such as participation in the day-ahead and intraday energy markets as well as the primary control reserve market peak shaving and optimized self-consumption. The uncertainty is considered using correlated scenarios of the local load, primary reserve market and day-ahead market prices, as well as generation from photovoltaics. The uncertainty of the pay-as-bid intraday market with continuous trading is modeled using robust optimization. Credibility and applicability of the model is achieved by using market settings and prices from three European countries (Germany, Denmark and Croatia) and comparing their suitability for encompassing the end-user flexibility. Results shed light on national energy-political and climatic differences, highlighting opportunities for active market participation through individual or aggregated industrial plants.