Скачать или смотреть Why is Product Lifecycle Essential for my Digital Transformation?

By Oscar Olvera Irigoyen Ph.D.

Product Management requires more than ever a holistic view of all the internal and external processes involved in a product's lifecycle. That is fundamental for technology-based brands to survive in a context of sustained digital transformations and global disruption. COVID19 pandemic crisis illustrates entirely environmental factors affecting product lifecycle, where churn and customer relationships, in many sectors, are also in crisis. In this context, the lifecycle view is especially critical in the ICT (Information and Communications Technologies) space, where digital hyperconvergence pushes the ICT product lifecycle to be mapped in real-time and in line with the customer needs and customer business processes. ICT products include hardware, smartphones, network devices, software, and services including cloud-based applications. The better the alignment between the product outputs and the customers' expectations, the better the product's health and the shorter the time-to-value perceived by the customer. That will ultimately result in healthy relationships between the product and its “digital” market.
But what is the Product Lifecycle paradigm?
A product lifecycle paradigm is a holistic approach that considers the product's lifecycle as a complete time framework of the product-value-creation chain. The value-creation-chain processes include product development, product launch, product adaption, and all product transformation phases. In this context, the value-creation chain requires integrating digital capabilities to optimize processes and minimize operational bottlenecks.
The idea is to ensure customers obtain the value and experiences they are looking for through the end of the product's lifetime.
The value-creation-chain inputs and outputs must be in sync through its components and supported by a digital infrastructure from the product's brand perspective. Those components include :
a. Internal elements and processes: product-related divisions, R&D, Engineering, Product Management, Product Marketing, Support, Marketing, and Sales, etc.
b. External market trends defining evolving customer profiles.
c. External partner's ecosystems, technology, social, economic, and environmental components, affecting the product sustainability.
In such a complex enterprise ecosystem, only ICT brands embracing digital transformation at the core of their business processes and aligned with their external ecosystem can follow holistic lifecycle capabilities.