P334 - 1st International Conference on Software Product Management
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- KonferenzbeitragA competency model for the Product Management in Software-intensive Business(1st International Conference on Software Product Management 2023, 2023) Wagner, Katharina; Schönhofen, Felix; Herzwurm, GeorgAs digitization continues, nearly all industries have become software-developing entities. The distinction between software companies and the manufacturing industry is becoming increasingly blurred. This poses major challenges, especially for the product management of companies. Once un-disputed competencies of a company are threatening to become irrelevant, while others are becoming more significant. This contribution takes this development into account, by examining the influence of the Software-intensive Business on the necessary enterprise competencies and deriving a competency model from it. This competency model forms the basis for a competency matrix that allows practitioners to measure the specific competencies of their enterprise and can provide implications for their improvement. The competency model and the competency matrix were evaluated by experts from several industries in terms of relevance and applicability.
- KonferenzbeitragWhat Got You Here Won’t Get You There. A multi-case study on the challenges in the transition from traditional towards continuous data practices in the embedded systems domain(1st International Conference on Software Product Management 2023, 2023) Olsson, Helena; Bosch, JanFor decades, product data has been collected and used for quality assurance, for post-deployment defect detection and for informing the next generation of products. Across industry domains, and with the online domain leading the way, companies have adopted experimentation and data driven practices such as A/B testing to evaluate product performance, customer behaviors and for determining what adds value to customers. However, with the rapid changes that new digital technologies bring, companies are moving towards continuous value delivery and monetization models in which they offer their products as-a-service or offer services to complement and extend their existing products. In this transition, the traditional way of post-deployment data collection and use is no longer sufficient. While companies realize this, they experience difficulties in making the changes they need to transition towards continuous practices and new ways of working with data. As a result, companies risk wasting development efforts on functionality that have little or no customer value and they lose out on the competitive advantages that come with insights derived from continuous collection and use of data. In this paper, we explore the challenges companies experience in the transition from traditional towards continuous practices and the implications this shift has on their ways of working with data.
- KonferenzbeitragHow does the role of a Product Owner relate to the role of a Software Product Manager?(1st International Conference on Software Product Management 2023, 2023) Toikkanen, Timo; Hyrynsalmi, Sami; Paasivaara, MariaIn the Scrum Guide, the Product Owner (PO) is defined as being accountable for maximizing the value of the product they are responsible for. Thus, a Product Owner shares many responsibilities with a Software Product Manager (SPM), who is defined as a role governing the creation of the highest possible value to the business from the product. Despite the vast popularity of Scrum and other software development methods based on it, the role of a Product Owner has not received much academic research yet. This study contributes to the literature by assessing the similarities and differences between Product Owners and Software Product Managers using exploratory semi-structured interviews with 16 Agile software professionals. The study shows that the concept of product value is not always evident to Product Owners responsible for maximizing it. In addition, we identify five Product Owner Scenarios. Depending on the Product Owner Scenario, Product Owners’ responsibilities overlap to a varying degree with Software Product Manager’s responsibilities defined in the ISPMA SPM framework. Overall, further work is required to clarify the role and responsibilities of a Product Owner in various types of real-life organisations.
- Konferenzbeitrag1st International Conference on Software Product Management 2023 - Complete volume(1st International Conference on Software Product Management 2023, 2023)
- KonferenzbeitragFramework für Geschäftsmodelle von Unternehmenssoftwareplattformen(1st International Conference on Software Product Management 2023, 2023) Pietzker, Marcus; Schönhofen, Felix; Herzwurm, GeorgMegatrends like Digitization, Globalization and Customer Empowerment drive companies in the IT Industry to constantly change their business models. In particular, the term “Software Platforms” is still gaining significance in this context. This contribution suggests a fromwork for exploring business models of software platforms for enterprise software. This framework could then represent the basis for an industry comparision and a first step towards the formulation of practical recommendations.
- KonferenzbeitragPerception of Social Costs of Digitalization: Profiling Top Managers, Middle Managers, and Front-line Employees(1st International Conference on Software Product Management 2023, 2023) Bogodistov, Yevgen; Schwaiger, Antonia; Beimborn, DanielAlthough information technology has become advanced in profiling users, we often offer this knowledge to marketing and forget that profiling is needed for information technology implementation itself. If digitalization is introduced in a firm, it may encounter internal resistance. Top managers, middle managers, and front-line employees may have different expectations with regard to digitalization initiatives in their firms. Having different visions of what digitalization is about may result in conflicts with regard to digital solutions selection and implementation and, consequently, lead to digitalization failure. In this paper, we look at differences in digitalization cost perception using a Discrete Choice Experiment. Based on our findings, we propose to approach firms by profiling top managers, middle managers, and front-line employees.
- KonferenzbeitragProduct Ops: Understanding and Defining an Emerging Discipline(1st International Conference on Software Product Management 2023, 2023) Moroz, Bogdan; Saltan, Andrey; Hyrynsalmi, SamiProduct Operations (Product Ops) is a concept gaining momentum among product management practitioners in the software domain. Practitioners share success stories and describe various benefits of implementing Product Ops in software organizations. However, there is a lack of consensus on a definition and areas of responsibility of the role, which may lead to inconsistencies and flaws in its implementation. An abundance of practitioner publications on the subject with varying descriptions of the discipline calls for standardization and the development of a systematic approach to discussing Product Ops. Moreover, only a handful of academic publications have briefly touched upon this concept. In response to this research gap, the paper reports the results of a grey literature review and proposes a definition of the Product Ops concept emerging in the software product management practitioner literature. The tasks and responsibilities of the function are described, alongside the expected positive outcomes of implementing the Product Ops. The risks of flawed implementations are also acknowledged. Furthermore, the paper outlines potential avenues for future research in this domain.
- KonferenzbeitragSoftware Product Management: from opinions to data-driven experimentation(1st International Conference on Software Product Management 2023, 2023) Bosch, JanWith the digitalization of industry and society, product management of digital technologies such as software, data and AI is rapidly becoming critically important. Digitalization offers new tools for product managers to increase the return on investment of R&D including DevOps, DataOps and MLOps. These fast feedback loops allow product managers to adopt a much more experiment- and data-driven approach, e.g. using A/B testing and other experimental approaches. Product management is at the transition point from “what to build” to “what outcomes to accomplish”. The keynote addresses this transformation, the challenges that one has to address while transitioning, the benefits as well as the new techniques available. The talk will share numerous examples from industry based on our research in the context of Software Center (www.software-center.se), a collaboration between 15 international companies and 5 Swedish universities focused on accelerating the digital transformation of the European software intensive industry.
- KonferenzbeitragTheory vs. Practice of Product Portfolio Management – views from real life of a major corporation(1st International Conference on Software Product Management 2023, 2023) Sickinger, PatriziaHave you ever discussed the topic of necessarity having a comprehensive portfolio Management for classical IT products, -services and –solutions? Or still more: Implementing that task? This is the mission that Patrizia and her staff have been working on since end of 2021 – during Corona, big organizational changes and new working models like agile, scrum or right now SAFe. And not only are they working on conceptual tasks, but also implementation and future operation, additionally Marketing for the products and starting to build up more quality in their processes. This presentation shows why and how they want to do this, where there are still issues and how they try to change this: tackling the challenges to change an old traditional automotive company into a very modern innovative data-driven automotive software enterprise.