The IBM keynote presentation at the Siemens PLM conference in Phoenix, Arizona. Presented by Paul Brody on 12 March 2012.
This document contains a view of how I think product development strategy is changing in the electronics industry, particularly in my role as the electronics industry leader.
These are my personal views and while they are presented in my capacity as an IBMer, this document shouldn't be considered an official viewpoint on the industry from IBM or an official statement of IBM's corporate strategy. The view expressed in this document is just one perspective among many that exist within such a large and diverse consulting & technology organization.
The summary message of the document is that we are entering a new era of product development - one in which our old certainties are no longer reliable.
In the past, we really focused on developing products - specific physical items. More recently, companies like IBM and others moved to develop systems and services - networks of products and solutions.
Today, we are about to enter a new era - one where we design solutions targeted at business models. Thinking not just about performance metrics of a device or results of a business process in a system - but end-to-end business performance.
This is very very difficult to accomplish, but if we can do so, we can reap enormous rewards, face few competitors, and generate enormous value for our clients.