Digitalization is moving from a fuzzy concept to the newest data-driven derailment of the status quo as new sources of information speed up innovation throughout the product lifecycle.
In many ways, digitalization is the logical next step in representing anything and everything in 1s and 0s. Digitalization is transforming products from physical goods and tangible services. In fact, in many cases data is displacing them as the "product."
In today's world of nearly total information digitalization, products and services are often bought and installed as much for the information they generate or collect as for the nominal benefits spelled out in requirements, designs, product datasheets, and advertising.
In our view, the emergence of the product innovation platform has the potential to not only enable the end-to-end digitalization required to be successful in today's highly competitive environment, but to thrive.