Barry Jaruzelski of PwC emphasises the point that its not just media, electronics and consumer good companies- it is heavy industry as well that must make software central to its innovation plans.
Equally important, I have made the case that every solution should be an analytics solution . Combining Barry's and my articles and digital transformation is key to every industry and market and product. Not least because the IoT will be in the background of most products, processes and solutions
Companies are moving away from their traditional, narrow focus on product innovation and into software and services innovation aimed at providing more comprehensive customer experiences. Are you selling smartphones, or are you selling connectivity and a media interface? Are you selling automobiles, or are you selling mobility? The investments companies are making — as well as the kinds of engineers and other innovation personnel they are seeking — are changing as a result. This upheaval in R&D is affecting not only companies that make electronics and consumer goods, but traditional “heavy” industries that make everything from aircraft engines to industrial pumps and valves.
http://www.strategy-business.com/blog/Innovation-Shifts-from-Products-to-Solutions?gko=08156
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