Traditionally, hardware and software product companies have been quite different with regard to processes, structures, product design, time-to-market, KPIs, pricing. With software turning into the number 1 value driver even for hardware companies in the era of IoT, a combined approach is needed. In this interactive session, we compare typical traditional models and an IoT approach based on servitization.

After the introduction of the challenge, participants can interactively describe and discuss their own situations. Approaches for improvement are developed interactively. Session addresses the following topics in the topics of interest list:

·        Product Management in an IOT Environment

·        The successful product manager: Benchmarks, Organization Targets and KPIs

·        Product Management in the Automotive Environment

·        Product Market Fit Analysis

·        Pricing as part of the Product Manager’s role

Hans-Bernd Kittlaus is the chairman of ISPMA e.V. He is also the owner and general

manager of InnoTivum Consulting (www.innotivum.com) which he founded in 2001. Before, he was Director of SIZ GmbH (Computing Center of the German Savings Banks Organization, Germany) and Head of Software Product Management and Development units of IBM. His main focus area is software product management. Hans-Bernd has been working as a trainer, coach and consultant for both corporate IT organizations and companies in a number of industries. He has trained hundreds of product managers in more than 70 SPM trainings including all five ISPMA-based training modules. He is a frequent presenter at conferences and has published numerous books and articles, his latest being “Software Product Management: The ISPMA-Compliant Study Guide and Handbook” (with Samuel Fricker, Springer 2017). He is Diplom-Informatiker (corresponds to M.S. in Computer Science) and certified as ISPMA Certified Software Product Manager, Certified Scrum Product Owner (CSPO), and PRINCE2 Practitioner. He is the head of the SPM group in ASQF (Arbeitskreis für Software-Qualität und Fortbildung e. V., Germany), a member of ACM (Association for Computing Machinery, USA) and GI (Gesellschaft für Informatik, Germany).