Photo: VMware
That’s all well and good. However, it is often overlooked that, especially in the development of products a large growth and innovation opportunity lies. On top of that, new digital business models usually only think and can be implemented, even though the products are intelligent and networked.
Especially in saturated markets, it is also a technology leader and more difficult to grow profitably and to offer their own customers “true innovations”. As a new, real value or even a completely new product can be of incremental innovations, is the crucial question for many product developers and product managers.
And here, the new digital technologies a virtually unlimited space on ways to make the use and benefit range of classic products to rethink and expand. And this is true now for almost all product categories from toothbrushes to car
Software Defined Products:. The benefit is programmable
Photo: BMW
Whether toothbrush, chainsaw, kitchen appliance or premium car. The products of the future are “software defined”. Software Defined Products can be based on the following characteristics describe:
• product benefit is programmable: width part of the function and benefits spectrum of a product will become apparent only digitally and via apps or digital Displays controlled. Thus, the product benefit is programmable
• product release = Software Update:. New features are recorded as a future software update and provided. The customer no longer needs to a new device or hardware generation waiting
• differentiation through software features and usability:. The hardware and material properties of products occur successively in the Background. An essential part of the product benefit arises in the future from the software-based functionality, the sensors and the networking of the devices to a holistic solution IoT.
As a result, the software development is a key aspect of the product lifecycle. Because from prototyping through to the productive phase in the software is the essential control variable that affects the product development decisively.
Software Defined Products: Superstars of the digital age
Photo:. Crisp Research 2015, imagery Vorwerk
To develop, for example, the manufacturer of chainsaws their devices to Software Defined Products on. The Swedish manufacturer Husqvarna has the Husqvarna Fleet Services launched the post among other information at runtime, speed and temperature directly in the cloud. The duration of the machine utilization, service intervals for maintenance and the user’s exposure to vibrations can also be accessed.
In this way, the user so that information provided that interest him, in order to optimize the use of the device. Conversely recorded Husqvarna also a major success. Because in particular the producers of chainsaws make their money decisively with the maintenance of the equipment. If the service intervals now requested per active, an important line of business for the company is still secured.
Also, Vorwerk has increased its investments during a major offensive in digitizing software-defined products. With the Thermomix the former pure vacuum cleaner manufacturer has developed an intelligent kitchen helper who mix, weigh, knead, cook and can dampen. The Thermomix itself is additionally recipe book and takes the user from many tasks that would otherwise need to be done manually or require high concentration. New recipes can be connected by means of dongles (recipe chips) to the Thermomix, so that versatility is made possible in the kitchen without much hassle.
Product IT and corporate IT are merging
In order to meet the demands of the digital world, CIOs need to revive skills and qualities which in recent years in most companies in the course the big wave of outsourcing are increasingly degenerate. The ability to create new applications and processes quickly in PoCs or an “MVP” (Minimal Viable Product) to prototype and test. The possibility of applications on cloud platforms to scale quickly – or even einzustampfen again. The ability to create new IT applications from the user’s perspective (“Design Thinking”) to design and put the focus on the user experience.
All of this is critical to success in the age of mobile, social and cloud. In addition to traditional IT management disciplines (Governance, sourcing, project management, etc.) Therefore, application developers, data analysts, interface programmers and cloud architects are in demand, on the one hand familiar with the new technologies and on the other hand are capable of interdisciplinary teams to . work
In addition, the development of “Software Defined Products” and IoT-based solutions usually emanating from the so-called “IT Product”. Say the engineers, mechanical engineers or physicists from the fields of product development and R & D that define the capabilities and the technical characteristics of its products by means of sensors and embedded devices. But these are the development of complete solution of the Corporate IT or external service providers depends to develop, for example, those components and apps and to operate, which will be necessary for the Digital Customer Experience and Service.
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