software product management: strategic success factor

1 | © Dr. Samuel Fricker | accelerator GmbH

accelerator

Software Product Management (SPM):Strategic Success Factor

|Dr. Samuel A. Fricker

October 2014


Dr. Samuel A. Fricker

• Blekinge Institute of Technology:Assistant Professor

• Doctoral Students

• Farnaz Fotrousi: KPI for Software Products

• Indira Nurdiani: Flexibility of IT Organizations

• 10y+ in Industry:

• SPM training

• Coaching of product managers

• 8y+ in Research:

• www.fi-star.eu: Future Internet for European Healthcare

• Elected ISPMA ChairpersonInnoTivum

http://www.fi-star.eu/


Who are You?

• Name

• Company

• Position


Challenges by Our Society

https://ec.europa.eu/digital-agenda/en/news/mhealth-what-it-infographic

• Example Healthcare

We will not be able to affordhealthcare anymore

…without software



Software Business




XIFI: Computing Infrastructure

www.fi-xifi.eu6

http://www.fi-xifi.eu/

7 | © Dr. Samuel Fricker | accelerator GmbH7

www.fi-star.eu



www.fi-star.eu



Some of the Values Software Products can Provide


Operating Theatre Monitor

www.fi-star.eu



Product Management

• First occurrence: Procter & Gamble 1931 forconsumer goods (soap)

• Explicit management of products as sustainableassets of a company, i.e.

• Management and coordination of all relevant areaswithin and outside of the company

• Objective: sustainable optimization of productsuccess


Software Products

• High Complexity:• Some of the most complex systems mankind has produced.

• Great Flexibility:• Software products can be changed or updated relatively

easily with patches and updates.• High Rate of Change:

• Release frequency is high, since the product can be alteredeasily.

• Simple Copying:• Irrelevance of production and logistics.

• Marginal Cost Close to 0:• Manufacturing and distributing extra copies do not mean

extra cost for the company.• Any additional license goes directly to the bottom line.

• Stickiness:• Once a software product is installed and widely used in a

company, it is difficult and costly to replace.• Law of Increasing Returns:

• Market leadership as a key success factor.

1. Introduction and Foundations:Characteristics of Software Products


SPM Objective + Role: The Mini-CEO

• Objective: sustainable success of the software product across its life cycle

• Measurements (long term and delayed):• Market penetration• Profit • Customer satisfaction

• Central leadership role for all aspects that concern the product

• Typically without (full) hierarchical management responsibilities

• Convincing (persuading) moderator

Kittlaus, Clough (2009): Software Product Management and Pricing. Springer.


BoardMarket

Sales

Development

Partners Customers

R&D

SPM Role


Growing Importance of SPM

R. Fuchs, ZHAW (2014): „Swiss Product Management 2013/2014“

0. EinleitungWachsende Bedeutung von Produktmanagement


Growing Amount of SPM Research

Scopus, February 26, 2012.

28 10

17 20

48 50

0

20

40

60

2005 2006 2007 2008 2009 2010 2011

Number of SPM and Referring Publications

Number of Publications in Given Calendar Year

Growth of SPM as ascientific field


ISPMA.org

• Europe’s #1 knowledge network in software product management.


ISPMA.org

• VisionFoster software product management excellence across industries by establishing software product management as a discipline of its own in both academia and industry

• MissionEstablish, disseminate and maintain a certifiable body of knowledge on SPM (SPM BoK) that is recognized as the premier source on SPM by all stakeholders

Oktober 201418


Software Product Management (SPM)

• Product Strategyhow do we get attractive?

• Product Planninghow do we earn more than you spend?

• Orchestrationhow do we make the product fly?

… in the context of business with software.


Reference Models forSoftware Product Management

• Fragmented views of scope and contents of SPM

H. Kittlaus (2009): Software Product Management and Pricing. Springer.C. Ebert (2009): ”Software Product Management”, CrossTalk (January 2009).W. Bekkers et al (2010): “A Framework for Process Improvement in Software Product Management”, System, Software and Service Process Improvement. Springer.


ISPMA Dialogue

• Consensus of established SPM reference models

S. Fricker (2012). "Software Product Management", in A. Maedche, A. Botzenhardt, L. Neer (eds.): Software for People. Springer.

Strategy ConceptMarket EntryDevelopment

Evolution

Strategic Tactical

Market Analysis

ProductAnalysis

ProductStrategy

ProductPlanning

Development MarketingSales and

DistributionSupport and

Services

Corporate Level

ProductLevelB

usi

nes

sTe

chn

olo

gy

Portfolio

Product

Release

Require-ment

28 to 68 software product managementcapabilities, processes, activities, or competences


ISPMAReferenceModel

www.ispma.org

http://www.ispma.org/


ISPMA.org

• ISPMA products• SPM body of knowledge: unification of SPM knowledge

• SPM syllabi: structure and guidance for SPM education

• ISPMA services• Presentation of experts: training opportunities

• People certification: definition of SPM exams and certification process

• Central repository: access to SPM-related publications

• Sponsoring of SPM-related events and prices

• Leave your card here to get access


ISPMA Curriculum

Foundation Level

Product Managers / Interested Professionals / Students

Excellence Level

Product Planning

Excellence Level

Product Strategy

Excellence Level

Strategic Mgmt.Excellence Level

Orchestration

Expert Level


ISPMA Curriculum

Foundation Level

Product Managers / Interested Professionals / Students

Excellence Level

Product Planning

Excellence Level

Product Strategy

Excellence Level

Strategic Mgmt.Excellence Level

Orchestration

Expert Level

FL Syllabus V1.2Dozends of successful trainings

Pilots ongoingRoll-out in 2015

Fellow membersCompany membersFree membership for individuals


How to Interact

• Become an ISPMA Member

• Participate at Conferences

• Enagage with SPM Professionals

• Develop your organizationand position yourself

• Contact: bit.ly/samuelafricker

http://bit.ly/samuelafricker

software product management: strategic success factor

Software

swiss product management

product fly

product planninghow

spm objective

spm research16

spm spmbok

company objective

sustainable success