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.

Interactive Networking Format

  • Inspiring talks (Cutting-edge business cases, strategies, technology, best management practices, analysis, methods)
  • Workshops
  • Networking meetings
  • Online archive and community

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

Vikrant Rampal, Global Product Manager, Siemens Mobility

Customizing Product Lifecycle and Product Management for Digital-Physical Products

  • How does the product lifecycle of digital-physical products differ from the product lifecycle of physical products?
  • What challenges do digital-physical products pose to the product manager?
  • How does product management have to change in order to optimally manage digital-physical products?

Dylan Tooch, Director of Product Analytics, Elsevier

Data Analytics in Product Management

  • Utilizing analytics to identify and optimize digital product use cases
  • Data management: Quality, interoperability, analytics, visualization
  • How to increase customers willingness to share data

David Mourato, Senior Product Owner, Swiss Re

Broader View on Optimizing Value Creation for Product Management

  • The different angles of value creation – mind all the incoming streams
  • Indirect value creation: Positive impact of PM on other functions and processes
  • Identifying value in various dynamic company structures with customized approaches
  • Transformation as digital value driver: Digitalisation, Agile, etc
  • Spotlight on Swiss Re use case

Robert Sumpf, Vice President Business Development, One Logic

The Role of Data and Analytics in the Manufacturing and Distribution of Covid Vaccines

  • How we are using data to reliably scale the Covid vaccine production and distribution
  • Large scale forecasting
  • Shortage prevention
  • Supply chain digital twins
  • Sales recommendations

Daljeet Sandu, Product Manager, Datadog

Necessary Transition from Engineering to Product Management in the Software Industry

  • "Why?" and "No" are your best friends – these small words have huge power
  • “Regular” setup: Engineers own the "How?" and product managers own the "What?" and "Why?"
  • Why we have to overcome this old setup
  • Engineers turning into product management learn to become problem-oriented, rather than solution-oriented
  • Engineers need to get used to receive for direct and sometimes brutal customer feedbacks

Vincent Ligt, Product Manager, Ultimo Software Solutions

Implementing Pragmatic Marketing Framework as New Product Management Approach

  • Why did we change our Product Management approach?
  • Product owner vs. product Manager
  • Product development vs. Marketing
  • Combining Pragmatic Marketing with Agile Scrum
  • Our experiences so far and outlook

Marek Kopeć, Group Product Director, Ringier Axel Springer Poland

Product Management as Business Development in the Media Industry

  • Evolution of digitalization in the publishing industry
  • How we invent new digital products and business models
  • Organisational and cultural change as prerequisites

Yariv Sade, Director of Product Applications, Stratasys

Product Design Management 4.0

  • A 'Design Growth Engine' for Industry 4.0 companies
  • The role of design management in Industry 4.0
  • A data-driven approach to product design
  • A guide to implementing Product Design Management 4.0

Mehmet Perk, Innovation Expert. Evosoft

Product OKRs that Don’t Suck

  • Set your product goals with the OKR framework
  • Why is it important?
  • Overcome the common OKR traps
  • Write OKRs and goals that don’t suck

Matthias Barth, Global VP and Head of Product Management, Solution Business in SAP S/4HANA, SAP

Business Model Transformation as Part of Product Management at SAP

  • Types of business models
  • Relevant dimensions for mastering the transformation to a new business model
  • Productization of services: a case study of system integrator Infosys
  • Transformation from standardized products to RISE solutions in the case of SAP

Martin Pattera, Managing Partner, Edizon Innovation

Design a Customer-Centric Ecosystem with Jobs-to-be-Done Theory

  • 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

Jonas Tittel, Head of Complexity and Product Management, RWTH University Machine Tool Lab

Sustainability in Product Management – Creating Lasting Values

  • Customer demands are shifting towards ecological, economic and social benefits
  • How targeted functionalities based on usage data enable sustainable product life cycles
  • Use-based business models lead to a change in complexity and variant management

Alexander Gijsbers, Senior Product Owner, City of Rotterdam

How to Use Product Discovery to Identify and Match Real Customers Needs

  • What is Product discovery and how can it help the organisation?
  • What are the key elements of Product Discovery and how to navigate them?
  • How to structure the Product Discovery process

TimeActivity
08:00Start Registration
08:30Opening
08:45Implementing Pragmatic Marketing Framework as New Product Management Approach
  • Why did we change our Product Management approach?
  • Product owner vs. product Manager
  • Product development vs. Marketing
  • Combining Pragmatic Marketing with Agile Scrum
  • Our experiences so far and outlook
    Vincent Ligt, Product Manager, Ultimo Software Solutions
    		•
    09:15Broader View on Optimizing Value Creation for Product Management
  • The different angles of value creation – mind all the incoming streams
  • Indirect value creation: Positive impact of PM on other functions and processes
  • Identifying value in various dynamic company structures with customized approaches
  • Transformation as digital value driver: Digitalisation, Agile, etc
    Spotlight on Swiss Re use case
    David Mourato, Senior Product Owner, Swiss Re
    		•
    09:45Coffee Break with Networking
    10:00
    10:15
    10:30Customizing Product Lifecycle and Product Management for Digital-Physical Products
  • How does the product lifecycle of digital-physical products differ from the product lifecycle of physical products?
  • What challenges do digital-physical products pose to the product manager?
  • How does product management have to change in order to optimally manage digital-physical products?
    Vikrant Rampal, Global Product Manager, Siemens Mobility
    		•
    11:00Design a Customer-Centric Ecosystem with Jobs-to-be-Done Theory
  • 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
    		•
    11:30Deep Dive: Sustainability in Product Management – Creating Lasting Values
  • Customer demands are shifting towards ecological, economic and social benefits
  • How targeted functionalities based on usage data enable sustainable product life cycles
  • Use-based business models lead to a change in complexity and variant management
    Jonas Tittel, Head of Complexity and Product Management, RWTH University Machine Tool Lab
    		•
    12:00Lunch with Networking
    13:00Product OKRs that Don’t Suck
  • Set your product goals with the OKR framework
  • Why is it important?
  • Overcome the common OKR traps
  • Write OKRs and goals that don’t suck
    Mehmet Perk, Innovation Expert, Evosoft
    		•
    13:30The Role of Data and Analytics in the Manufacturing and Distribution of Covid Vaccines
  • How we are using data to reliably scale the Covid vaccine production and distribution
  • Large scale forecasting
  • Shortage prevention
  • Supply chain digital twins
  • Sales recommendations
    Robert Sumpf, Vice President Business Development, One Logic
    		•
    14:00Coffee Break with Networking
    14:15
    14:30
    14:45How to Use Product Discovery to Identify and Match Real Customers Needs
  • What is Product discovery and how can it help the organisation?
  • What are the key elements of Product Discovery and how to navigate them?
  • How to structure the Product Discovery process
    Alexander Gijsbers, Senior Product Owner, City of Rotterdam
    		•
    15:15Business Model Transformation as Part of Product Management at SAP
  • Types of business models
  • Relevant dimensions for mastering the transformation to a new business model
  • Productization of services: a case study of system integrator Infosys
  • Transformation from standardized products to RISE solutions in the case of SAP
    Matthias Barth, Global VP and Head of Product Management, Solution Business in SAP S/4HANA, SAP
    		•
    15:45Data Analytics in Product Management
  • Utilizing analytics to identify and optimize digital product use cases
  • Data management: Quality, interoperability, analytics, visualization
  • How to increase customers willingness to share data
    Dylan Tooch, Director of Product Analytics, Elsevier
    		•
    16:15Closing Discussion and Wrap-up
    TimeActivity
    08:00Start Registration
    08:30Opening
    08:45Implementing Pragmatic Marketing Framework as New Product Management Approach
  • Why did we change our Product Management approach?
  • Product owner vs. product Manager
  • Product development vs. Marketing
  • Combining Pragmatic Marketing with Agile Scrum
  • Our experiences so far and outlook
    Vincent Ligt, Product Manager, Ultimo Software Solutions
    		•
    09:15Broader View on Optimizing Value Creation for Product Management
  • The different angles of value creation – mind all the incoming streams
  • Indirect value creation: Positive impact of PM on other functions and processes
  • Identifying value in various dynamic company structures with customized approaches
  • Transformation as digital value driver: Digitalisation, Agile, etc
    Spotlight on Swiss Re use case
    David Mourato, Senior Product Owner, Swiss Re
    		•
    09:45Coffee Break with Networking
    10:00
    10:15
    10:30Customizing Product Lifecycle and Product Management for Digital-Physical Products
  • How does the product lifecycle of digital-physical products differ from the product lifecycle of physical products?
  • What challenges do digital-physical products pose to the product manager?
  • How does product management have to change in order to optimally manage digital-physical products?
    Vikrant Rampal, Global Product Manager, Siemens Mobility
    		•
    11:00Design a Customer-Centric Ecosystem with Jobs-to-be-Done Theory
  • 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
    		•
    11:30Deep Dive: Sustainability in Product Management – Creating Lasting Values
  • Customer demands are shifting towards ecological, economic and social benefits
  • How targeted functionalities based on usage data enable sustainable product life cycles
  • Use-based business models lead to a change in complexity and variant management
    Jonas Tittel, Head of Complexity and Product Management, RWTH University Machine Tool Lab
    		•
    12:00Lunch with Networking
    13:00Product OKRs that Don’t Suck
  • Set your product goals with the OKR framework
  • Why is it important?
  • Overcome the common OKR traps
  • Write OKRs and goals that don’t suck
    Mehmet Perk, Innovation Expert, Evosoft
    		•
    13:30The Role of Data and Analytics in the Manufacturing and Distribution of Covid Vaccines
  • How we are using data to reliably scale the Covid vaccine production and distribution
  • Large scale forecasting
  • Shortage prevention
  • Supply chain digital twins
  • Sales recommendations
    Robert Sumpf, Vice President Business Development, One Logic
    		•
    14:00Coffee Break with Networking
    14:15
    14:30
    14:45How to Use Product Discovery to Identify and Match Real Customers Needs
  • What is Product discovery and how can it help the organisation?
  • What are the key elements of Product Discovery and how to navigate them?
  • How to structure the Product Discovery process
    Alexander Gijsbers, Senior Product Owner, City of Rotterdam
    		•
    15:15Business Model Transformation as Part of Product Management at SAP
  • Types of business models
  • Relevant dimensions for mastering the transformation to a new business model
  • Productization of services: a case study of system integrator Infosys
  • Transformation from standardized products to RISE solutions in the case of SAP
    Matthias Barth, Global VP and Head of Product Management, Solution Business in SAP S/4HANA, SAP
    		•
    15:45Data Analytics in Product Management
  • Utilizing analytics to identify and optimize digital product use cases
  • Data management: Quality, interoperability, analytics, visualization
  • How to increase customers willingness to share data
    Dylan Tooch, Director of Product Analytics, Elsevier
    		•
    16:15Closing Discussion and Wrap-up

    Mövenpick Hotel Amsterdam City Centre, Piet Heinkade 11, 1019 BR Amsterdam, Netherlands, phone +31 205191200, hotel.amsterdam@movenpick.com


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