International Product Management 4.0 Strategy Day Online -

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)

Martin Pattera, Managing Partner, Edizon Innovation

How to Transform a Classical Product into an Integrated Digital Business Model? A Real Case Example from a Leading Medical Technology Company

How to prioritize customers in a complex market ecosystem
How to discover long-term opportunities for value creation in an increasingly dynamic market
How to design a value proposition that combines classical products and digital services
How to orchestrate board, marketing, sales, R&D and external partners on value creation
Keywords: Business Model Innovation, Jobs-to-be-Done, Outcome-Driven Innovation, Design Thinking

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

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

Michael Hänni, Digital Product Lead Analytics, Payment & Ecosystems, Viseca Payment Services

User Centered Product Design Based on Behavior Economics and Financial Literacy

Use Case: Introduction of the new feature “Spending Target” in “one” App (Credit / Debit card payment app)
Introduction to behavior economics
Go on a journey with your customers: Analytics step-by-step vs. information overkill
Optimize by framing & nudging
Discussion of services using behavior economics in other industries

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

CET
9:00-9:30	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 Carlotta Bonafini, Product Owner SEO, Vodafone
9:30-10:00	Finding the Value in Small B2B Customers through New Digital Business Models The old paradigm tells B2B service companies to focus on large customers with stable volumes Digital models allow us to target smaller companies in smart, efficient and profitable ways Identifying and developing use cases Giulia Greppi, Director, Global Product Head - Maersk Flow, A.P. Moller - Maersk
10:00-10:30	How to Transform a Classical Product into an Integrated Digital Business Model? A Real Case Example from a Leading Medical Technology Company How to prioritize customers in a complex market ecosystem How to discover long-term opportunities for value creation in an increasingly dynamic market How to design a value proposition that combines classical products and digital services How to orchestrate board, marketing, sales, R&D and external partners on value creation Keywords: Business Model Innovation, Jobs-to-be-Done, Outcome-Driven Innovation, Design Thinking Martin Pattera, Managing Partner, Edizon Innovation
10:30-11:00	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 Lasse Faurby Christensen, Vice President Products, IMMO Investment Technologies
11:00-11:15	Break
11:15-11:45	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 Damien Rolland, Global Product Line Manager Flow Control Digital Services, Vesuvius
11:45-12:15	User Centered Product Design Based on Behavior Economics and Financial Literacy Use Case: Introduction of the new feature “Spending Target” in “one” App (Credit / Debit card payment app) Introduction to behavior economics Go on a journey with your customers: Analytics step-by-step vs. information overkill Optimize by framing & nudging Discussion of services using behavior economics in other industries Michael Hänni, Digital Product Lead Analytics, Payment & Ecosystems, Viseca Payment Services
12:15-12:45	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 Stylianos Taxidis, Head of Data Science & Products, CDP
12:45-13:45	Break
13:45-14:15	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 Bediss Cherif, Head of Product, Kaiko
14:15-14:45	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 Marie Petit, Chief Product Officer, La Fabrique (Crédit Agricole)
14:45-15:15	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 Teemu Uusitalo, Director Service Concepts, Lindström Group

CET
9:00-9:30	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 Carlotta Bonafini, Product Owner SEO, Vodafone
9:30-10:00	Finding the Value in Small B2B Customers through New Digital Business Models The old paradigm tells B2B service companies to focus on large customers with stable volumes Digital models allow us to target smaller companies in smart, efficient and profitable ways Identifying and developing use cases Giulia Greppi, Director, Global Product Head - Maersk Flow, A.P. Moller - Maersk
10:00-10:30	How to Transform a Classical Product into an Integrated Digital Business Model? A Real Case Example from a Leading Medical Technology Company How to prioritize customers in a complex market ecosystem How to discover long-term opportunities for value creation in an increasingly dynamic market How to design a value proposition that combines classical products and digital services How to orchestrate board, marketing, sales, R&D and external partners on value creation Keywords: Business Model Innovation, Jobs-to-be-Done, Outcome-Driven Innovation, Design Thinking Martin Pattera, Managing Partner, Edizon Innovation
10:30-11:00	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 Lasse Faurby Christensen, Vice President Products, IMMO Investment Technologies
11:00-11:15	Break
11:15-11:45	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 Damien Rolland, Global Product Line Manager Flow Control Digital Services, Vesuvius
11:45-12:15	User Centered Product Design Based on Behavior Economics and Financial Literacy Use Case: Introduction of the new feature “Spending Target” in “one” App (Credit / Debit card payment app) Introduction to behavior economics Go on a journey with your customers: Analytics step-by-step vs. information overkill Optimize by framing & nudging Discussion of services using behavior economics in other industries Michael Hänni, Digital Product Lead Analytics, Payment & Ecosystems, Viseca Payment Services
12:15-12:45	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 Stylianos Taxidis, Head of Data Science & Products, CDP
12:45-13:45	Break
13:45-14:15	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 Bediss Cherif, Head of Product, Kaiko
14:15-14:45	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 Marie Petit, Chief Product Officer, La Fabrique (Crédit Agricole)
14:45-15:15	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 Teemu Uusitalo, Director Service Concepts, Lindström Group

Digitalization Is Fundamentally Changing Product Management

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