Digitalization Is Fundamentally Changing Product Management

Digitalization enriches product management with new technological, organizational, social and cultural dimensions. The development of digital services with new revenue streams and added value is a key of future competitiveness in B2B and B2C. The shift from classical products towards value-adding digital services requires PMs to to think even more connected and out-of-the-box. Collaboration with board, marketing, sales, R&D, manufacturing and IT is intensifying. New internal and external teams in fields like innovation, creation, digitalization or data analytics add to a matrix that has been complex even before. As “CEOs of the product” PMs orchestrate the productive exchange of all these players.

Digital experiences and service offers around the product have been becoming more and more business-critical in a society which is online 24/7. This is true for all industries, though dynamics differ. Connected products, digital platforms, big data, smart factories, new production processes, cross-industry cooperation, intelligent supply chains and decreasing customer loyalty foster the paradigm shift from products to on-demand-services.

By presenting selected use cases and business models the webinar teaches strategies, methods and tools of Product Management 4.0. It helps you to improve your personal digital competences quickly as well as the digital maturity level of your organization.

Topics

  • Changing profile and role of the product manager
  • Product management = business development?
  • Servitization: From products to digital services
  • Digital value creation
  • Digital value chains
  • Marketing of digital business models
  • Per-per-use and subscription models
  • Product Management 4.0 – CEO of the product?
  • How to increase acceptance for cloud-based service models
  • Methods for identifying use cases
  • Organisational and cultural change
  • Agile management methods (Design thinking, Scrum, Holacracy, ….)
  • Individualization and customer centricity
  • Methods for developing digital business models
  • Management methods in the 4.0 world
  • Platform economy
  • PM toolset of the future
  • Data management: Quality, interoperability, analytics, visualization
  • Big data analytics in product management
  • Market analytics / business analytics
  • Portfolio management
  • Complexity and variant management
  • Service 4.0 / Digital after sales processes
  • Digital twins: Creation and usage
  • Blockchain: Potential and outlook
  • How to increase customers willingness to share data
  • UX/CX (User Experience/Customer Experience)

Thanks a lot for the organization and the great speakers, really a nice and productive conference.

Antonio Cuadros Sanchez, VP Secured and Unsecured Lending, ING España & Portugal

Congratulations! Your performance in realising Product Management Strategy Day 4.0 was outstanding. Very informative and will help us with our tasks as product managers in the future.

Martin Hunkeler, Manager Sales/Marketing and Product Management, SCHNEEBERGER AG

Thank you for organising this event, the high quality of the presentations really surprised me in a positive way.

Patrick Berchtold, Product Marketing Manager, hubware

A highly educational event, with an excellent variety of speakers from multiple industries, geographies, and backgrounds.

David Tolley, Director Industry Strategy, Vocalink

It was a pleasure to share my insights with the attendees both whilst presenting and in the match meetings. Also, the open sessions were very engaging and really encouraged debate amongst the participants which was really interesting and engaging.

Winston Pearson, Product Manager – Cash Management, AccessPay

Giulia Greppi, Director, Global Product Head - Maersk Flow, A.P. Moller - Maersk

New Digital Business Models for Large B2B Companies

  • Old focus: Large accounts with large volumes and customized solutions
  • New focus: Digitalization creates profitable B2B markets in small and medium-sized customer segments
  • Identifying and developing use cases

Bediss Cherif, Head of Product, Kaiko

Pitfalls of Data-Driven Product Development in Fast Changing Environments

  • Product manager 4.0 vs data driven decision making model (DDDM) - or: how to make talent flee from your organization
  • 4th industrial revolution, innovation and value creation vs risk-averse DDDM: Who is accountable for what is happening in your product organisation?
  • How to use data in your product development and design processes the optimal way: towards informed decisions

Lasse Faurby Christensen, Vice President Products, IMMO Investment Technologies

Learnings from Building a New Data-driven Real Estate Investment Solution for Institutional Investors

  • Developing, productising and launching machine learning models in a conservative industry
  • Opening the black box of automated valuation models in the real estate industry
  • Automating real estate investment decisions based on traditional and non-traditional market information

Carlotta Bonafini, Product Owner SEO, Vodafone

Why is SEO Moving from Marketing to Product

  • What product managers should know about SEO in 2021
  • How has SEO evolved from marketing to product
  • Why product development needs to consider search from the start
  • What are the SEO opportunities and threats over 2021

Marie Petit, Chief Product Officer, La Fabrique (Crédit Agricole)

User Centricity and UX Design in the Product Strategy

  • User experience principles as a starting point and guiding principle
  • Importance of user research and methodologies that you can activate to gather qualitative and quantitative insights
  • How powerful a design system can be to improve UX consistency, time to market, collaboration btw designers and developers
  • Possible ways to organize and allocate UX/UI resources into your squads/tribes/feature teams

Damien Rolland, Global Product Line Manager Flow Control Digital Services, Vesuvius

Industry 4.0: Multiple Benefits a New SaaS Business Model in a Traditional Industry

  • AI based smart maintenance as a subscription service for liquid steel flow valves
  • Around the smart maintenance solution many more (non-maintenance) value-added services for are being generated for the customer: Some examples
  • Beside subscription fees as a new revenue stream the business model also helps the supplier to secure and extend market shares for consumable parts
  • Licensing the solution to competitors
  • Using the data for better product development and consulting
  • Paving the way to full consumables replacement robotisation

Teemu Uusitalo, Director Service Concepts, Lindström Group

Productizing Digital Services at a Major Texitle Rental Company

  • Mistakes we’ve made in the productization
  • Our use cases and my advice for product managers
  • Capabilities you need to take into account for product development
  • Agile product management methods with 360 degree view on the product

Stylianos Taxidis, Head of Data Science & Products, CDP

Developing Information Products Based On Data Science

  • The role of the product owner in a data science product team
  • Collaboration with technical lead and developers (differences to traditional software teams)
  • The ideation, discovery and proof of value cycle
  • Designing for augmented intelligence
  • The interaction with end users and the product manager's role
  • Engagement with senior leadership and the intricacies introduced in data science products

Annebe Dalmijn, Product Owner B2B, Ziggo

Developing Value-adding Digital Services for Improved Customer Satisfaction

  • Understanding the digital value chain
  • Digital value creation via Design Thinking
  • Use Cases: Wifi optimisation app and  digital maturity scan
  • Organisational line-up

CET
9:00-9:30Why is SEO Moving from Marketing to Product
  • What product managers should know about SEO in 2021
  • How has SEO evolved from marketing to product
  • Why product development needs to consider search from the start
  • What are the SEO opportunities and threats over 2021
    Carlotta Bonafini, Product Owner SEO, Vodafone
  • 9:30-10:00New Digital Business Models for Large B2B Companies
  • Old focus: Large accounts with large volumes and customized solutions
  • New focus: Digitalization creates profitable B2B markets in small and medium-sized customer segments
  • Identifying and developing use cases
    Giulia Greppi, Director, Global Product Head - Maersk Flow, A.P. Moller - Maersk
  • 10:00-10:30Learnings from Building a New Data-driven Real Estate Investment Solution for Institutional Investors
  • Developing, productising and launching machine learning models in a conservative industry
  • Opening the black box of automated valuation models in the real estate industry
  • Automating real estate investment decisions based on traditional and non-traditional market information
    Lasse Faurby Christensen, Vice President Products, IMMO Investment Technologies
  • 10:30-10:45Break
    10:45-11:15Industry 4.0: Multiple Benefits a New SaaS Business Model in a Traditional Industry
  • AI based smart maintenance as a subscription service for liquid steel flow valves
  • Around the smart maintenance solution many more (non-maintenance) value-added services for are being generated for the customer: Some examples
  • Beside subscription fees as a new revenue stream the business model also helps the supplier to secure and extend market shares for consumable parts
  • Licensing the solution to competitors
  • Using the data for better product development and consulting
  • Paving the way to full consumables replacement robotisation
    Damien Rolland, Global Product Line Manager Flow Control Digital Services, Vesuvius
  • 11:15-11:45Developing Value-adding Digital Services for Improved Customer Satisfaction
  • Understanding the digital value chain
  • Digital value creation via Design Thinking
  • Use Cases: Wifi optimisation app and digital maturity scan
  • Organisational line-up
    Annebe Dalmijn, Product Owner B2B, Ziggo
  • 11:45-12:15Developing Information Products Based On Data Science
  • The role of the product owner in a data science product team
  • Collaboration with technical lead and developers (differences to traditional software teams)
  • The ideation, discovery and proof of value cycle
  • Designing for augmented intelligence
  • The interaction with end users and the product manager's role
  • Engagement with senior leadership and the intricacies introduced in data science products
    Stylianos Taxidis, Head of Data Science & Products, CDP
  • 12:15-13:15Break
    13:15-13:45Pitfalls of Data-Driven Product Development in Fast Changing Environments
  • Product manager 4.0 vs data driven decision making model (DDDM) - or: how to make talent flee from your organization
  • 4th industrial revolution, innovation and value creation vs risk-averse DDDM: Who is accountable for what is happening in your product organisation?
  • How to use data in your product development and design processes the optimal way: towards informed decisions
    Bediss Cherif, Head of Product, Kaiko
  • 13:45-14:15User Centricity and UX Design in the Product Strategy
  • User experience principles as a starting point and guiding principle
  • Importance of user research and methodologies that you can activate to gather qualitative and quantitative insights
  • How powerful a design system can be to improve UX consistency, time to market, collaboration btw designers and developers
  • Possible ways to organize and allocate UX/UI resources into your squads/tribes/feature teams
    Marie Petit, Chief Product Officer, La Fabrique (Crédit Agricole)
  • 14:15-14:45Productizing Digital Services at a Major Texitle Rental Company
  • Mistakes we’ve made in the productization
  • Our use cases and my advice for product managers
  • Capabilities you need to take into account for product development
  • Agile product management methods with 360 degree view on the product
    Teemu Uusitalo, Director Service Concepts, Lindström Group
  • CET
    9:00-9:30Why is SEO Moving from Marketing to Product
  • What product managers should know about SEO in 2021
  • How has SEO evolved from marketing to product
  • Why product development needs to consider search from the start
  • What are the SEO opportunities and threats over 2021
    Carlotta Bonafini, Product Owner SEO, Vodafone
  • 9:30-10:00New Digital Business Models for Large B2B Companies
  • Old focus: Large accounts with large volumes and customized solutions
  • New focus: Digitalization creates profitable B2B markets in small and medium-sized customer segments
  • Identifying and developing use cases
    Giulia Greppi, Director, Global Product Head - Maersk Flow, A.P. Moller - Maersk
  • 10:00-10:30Learnings from Building a New Data-driven Real Estate Investment Solution for Institutional Investors
  • Developing, productising and launching machine learning models in a conservative industry
  • Opening the black box of automated valuation models in the real estate industry
  • Automating real estate investment decisions based on traditional and non-traditional market information
    Lasse Faurby Christensen, Vice President Products, IMMO Investment Technologies
  • 10:30-10:45Break
    10:45-11:15Industry 4.0: Multiple Benefits a New SaaS Business Model in a Traditional Industry
  • AI based smart maintenance as a subscription service for liquid steel flow valves
  • Around the smart maintenance solution many more (non-maintenance) value-added services for are being generated for the customer: Some examples
  • Beside subscription fees as a new revenue stream the business model also helps the supplier to secure and extend market shares for consumable parts
  • Licensing the solution to competitors
  • Using the data for better product development and consulting
  • Paving the way to full consumables replacement robotisation
    Damien Rolland, Global Product Line Manager Flow Control Digital Services, Vesuvius
  • 11:15-11:45Developing Value-adding Digital Services for Improved Customer Satisfaction
  • Understanding the digital value chain
  • Digital value creation via Design Thinking
  • Use Cases: Wifi optimisation app and digital maturity scan
  • Organisational line-up
    Annebe Dalmijn, Product Owner B2B, Ziggo
  • 11:45-12:15Developing Information Products Based On Data Science
  • The role of the product owner in a data science product team
  • Collaboration with technical lead and developers (differences to traditional software teams)
  • The ideation, discovery and proof of value cycle
  • Designing for augmented intelligence
  • The interaction with end users and the product manager's role
  • Engagement with senior leadership and the intricacies introduced in data science products
    Stylianos Taxidis, Head of Data Science & Products, CDP
  • 12:15-13:15Break
    13:15-13:45Pitfalls of Data-Driven Product Development in Fast Changing Environments
  • Product manager 4.0 vs data driven decision making model (DDDM) - or: how to make talent flee from your organization
  • 4th industrial revolution, innovation and value creation vs risk-averse DDDM: Who is accountable for what is happening in your product organisation?
  • How to use data in your product development and design processes the optimal way: towards informed decisions
    Bediss Cherif, Head of Product, Kaiko
  • 13:45-14:15User Centricity and UX Design in the Product Strategy
  • User experience principles as a starting point and guiding principle
  • Importance of user research and methodologies that you can activate to gather qualitative and quantitative insights
  • How powerful a design system can be to improve UX consistency, time to market, collaboration btw designers and developers
  • Possible ways to organize and allocate UX/UI resources into your squads/tribes/feature teams
    Marie Petit, Chief Product Officer, La Fabrique (Crédit Agricole)
  • 14:15-14:45Productizing Digital Services at a Major Texitle Rental Company
  • Mistakes we’ve made in the productization
  • Our use cases and my advice for product managers
  • Capabilities you need to take into account for product development
  • Agile product management methods with 360 degree view on the product
    Teemu Uusitalo, Director Service Concepts, Lindström Group
  • Your ticket includes
    • Access to live webinar
    • Access to webinar recordings (in our online community)
    • Access to Product Management 4.0 Online Community with all presentation decks
    • Certificate

    Cintona Ltd.  •  Hauptstrasse 14 A  •  8280 Kreuzlingen  •  Switzerland  • +41 78 334 26 66  • info @ cintona.com

    Data Privacy

    Send us a message