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Software Product Management (SPM): 
Strategic Success Factor 
1 | © Dr. Samuel Fricker | accelerator GmbH 
accelerator 
|D...
2 | © Dr. Samuel Fricker | accelerator GmbH 
Dr. Samuel A. Fricker 
• Blekinge Institute of Technology: 
Assistant Profess...
3 | © Dr. Samuel Fricker | accelerator GmbH 
Who are You? 
• Name 
• Company 
• Position
4 | © Dr. Samuel Fricker | accelerator GmbH 
Challenges by 
Our Society 
• Example Healthcare 
We will not be able to affo...
5 | © Dr. Samuel Fricker | accelerator GmbH 
Software 
Business 
https://ec.europa.eu/digital-agenda/en/news/mhealth-what-...
6 | © Dr. Samuel Fricker | accelerator GmbH 
XIFI: 
Computing 
Infrastructure 
www.fi-xifi.eu 
6
7 | © Dr. Samuel 7Fricker | accelerator GmbH 
www.fi-star.eu
8 | © Dr. Samuel Fricker | accelerator GmbH 
www.fi-star.eu
9 | © Dr. Samuel Fricker | accelerator GmbH 
Some of the 
Values 
Software 
Products can 
Provide
10 | © Dr. Samuel Fricker | accelerator GmbH 
Operating 
Theatre 
Monitor 
www.fi-star.eu
11 | © Dr. Samuel Fricker | accelerator GmbH 
Product Management 
• First occurrence: Procter & Gamble 1931 for 
consumer ...
12 | © Dr. Samuel Fricker | accelerator GmbH 
1. Introduction and Foundations: 
Characteristics of Software Products 
Soft...
SPM Objective + Role: The Mini-CEO 
• Objective: sustainable success of the software product across its life 
cycle 
• Mea...
Board 
14 | © Dr. Samuel Fricker | accelerator GmbH 
Market 
Sales 
Development 
Partners Customers 
R&D 
SPM Role
15 | © Dr. Samuel Fricker | accelerator GmbH 
Growing 
Importance 
of SPM 
0. Einleitung 
Wachsende Bedeutung von Produktm...
Growing Amount of SPM Research 
16 | © Dr. Samuel Fricker | accelerator GmbH 
2 
60 
40 
20 
Number of SPM and Referring P...
17 | © Dr. Samuel Fricker | accelerator GmbH 
ISPMA.org 
• Europe’s #1 knowledge network in software product management.
18 | © Dr. Samuel Fricker | accelerator GmbH 
ISPMA.org 
• Vision 
Foster software product management excellence across in...
Software Product Management (SPM) 
19 | © Dr. Samuel Fricker | accelerator GmbH 
• Product Strategy 
how do we get attract...
Reference Models for 
Software Product Management 
• Fragmented views of scope and contents of SPM 
H. Kittlaus (2009): So...
Strategic Tactical 
Market Entry 
Development 
Evolution 
Development Marketing 
Sales and 
Distribution 
21 | © Dr. Samue...
22 | © Dr. Samuel Fricker | accelerator GmbH 
ISPMA 
Reference 
Model 
www.ispma.org
23 | © Dr. Samuel Fricker | accelerator GmbH 
ISPMA.org 
• ISPMA products 
• SPM body of knowledge: unification of SPM kno...
Excellence Level 
Orchestration 
24 | © Dr. Samuel Fricker | accelerator GmbH 
ISPMA Curriculum 
Expert Level 
Excellence ...
Excellence Level 
Orchestration 
Pilots ongoing 
Roll-out in 2015 
25 | © Dr. Samuel Fricker | accelerator GmbH 
ISPMA Cur...
26 | © Dr. Samuel Fricker | accelerator GmbH 
How to Interact 
• Become an ISPMA Member 
• Participate at Conferences 
• E...
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Software Product Management: Strategic Success Factor

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Motivation and Overview of Software Product Management. Presented at joint ISPMA and ASQF event on October 10, 2104 in Munich, Germany.

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Software Product Management: Strategic Success Factor

  1. 1. Software Product Management (SPM): Strategic Success Factor 1 | © Dr. Samuel Fricker | accelerator GmbH accelerator |Dr. Samuel A. Fricker October 2014
  2. 2. 2 | © Dr. Samuel Fricker | accelerator GmbH 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 Chairperson InnoTivum
  3. 3. 3 | © Dr. Samuel Fricker | accelerator GmbH Who are You? • Name • Company • Position
  4. 4. 4 | © Dr. Samuel Fricker | accelerator GmbH Challenges by Our Society • Example Healthcare We will not be able to afford healthcare anymore …without software https://ec.europa.eu/digital-agenda/en/news/mhealth-what-it-infographic
  5. 5. 5 | © Dr. Samuel Fricker | accelerator GmbH Software Business https://ec.europa.eu/digital-agenda/en/news/mhealth-what-it-infographic
  6. 6. 6 | © Dr. Samuel Fricker | accelerator GmbH XIFI: Computing Infrastructure www.fi-xifi.eu 6
  7. 7. 7 | © Dr. Samuel 7Fricker | accelerator GmbH www.fi-star.eu
  8. 8. 8 | © Dr. Samuel Fricker | accelerator GmbH www.fi-star.eu
  9. 9. 9 | © Dr. Samuel Fricker | accelerator GmbH Some of the Values Software Products can Provide
  10. 10. 10 | © Dr. Samuel Fricker | accelerator GmbH Operating Theatre Monitor www.fi-star.eu
  11. 11. 11 | © Dr. Samuel Fricker | accelerator GmbH Product Management • First occurrence: Procter & Gamble 1931 for consumer goods (soap) • Explicit management of products as sustainable assets of a company, i.e. • Management and coordination of all relevant areas within and outside of the company • Objective: sustainable optimization of product success
  12. 12. 12 | © Dr. Samuel Fricker | accelerator GmbH 1. Introduction and Foundations: Characteristics of Software Products 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 altered easily. • 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.
  13. 13. SPM Objective + Role: The Mini-CEO • Objective: sustainable success of the software product across its life cycle • Measurements (long term and delayed): 13 | © Dr. Samuel Fricker | accelerator GmbH • 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.
  14. 14. Board 14 | © Dr. Samuel Fricker | accelerator GmbH Market Sales Development Partners Customers R&D SPM Role
  15. 15. 15 | © Dr. Samuel Fricker | accelerator GmbH Growing Importance of SPM 0. Einleitung Wachsende Bedeutung von Produktmanagement R. Fuchs, ZHAW (2014): „Swiss Product Management 2013/2014“
  16. 16. Growing Amount of SPM Research 16 | © Dr. Samuel Fricker | accelerator GmbH 2 60 40 20 Number of SPM and Referring Publications Scopus, February 26, 2012. 8 10 17 20 48 50 0 2005 2006 2007 2008 2009 2010 2011 Number of Publications in Given Calendar Year Growth of SPM as a scientific field
  17. 17. 17 | © Dr. Samuel Fricker | accelerator GmbH ISPMA.org • Europe’s #1 knowledge network in software product management.
  18. 18. 18 | © Dr. Samuel Fricker | accelerator GmbH ISPMA.org • Vision Foster software product management excellence across industries by establishing software product management as a discipline of its own in both academia and industry • Mission Establish, disseminate and maintain a certifiable body of knowledge on SPM (SPM BoK) that is recognized as the premier source on SPM by all stakeholders 18 Oktober 2014
  19. 19. Software Product Management (SPM) 19 | © Dr. Samuel Fricker | accelerator GmbH • Product Strategy how do we get attractive? • Product Planning how do we earn more than you spend? • Orchestration how do we make the product fly? … in the context of business with software.
  20. 20. Reference Models for Software 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. 20 | © Dr. Samuel Fricker | accelerator GmbH
  21. 21. Strategic Tactical Market Entry Development Evolution Development Marketing Sales and Distribution 21 | © Dr. Samuel Fricker | accelerator GmbH ISPMA Dialogue • Consensus of established SPM reference models Strategy Concept Market Analysis Product Analysis Product Strategy Product Planning S. Fricker (2012). "Software Product Management", in A. Maedche, A. Botzenhardt, L. Neer (eds.): Software for People. Springer. Support and Services Corporate Level Product Level Technology Business Portfolio Product Release Require-ment 28 to 68 software productmanagement capabilities, processes, activities, or competences
  22. 22. 22 | © Dr. Samuel Fricker | accelerator GmbH ISPMA Reference Model www.ispma.org
  23. 23. 23 | © Dr. Samuel Fricker | accelerator GmbH 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
  24. 24. Excellence Level Orchestration 24 | © Dr. Samuel Fricker | accelerator GmbH ISPMA Curriculum Expert Level Excellence Level Product Planning Excellence Level Product Strategy Foundation Level Excellence Level Strategic Mgmt. Product Managers / Interested Professionals / Students
  25. 25. Excellence Level Orchestration Pilots ongoing Roll-out in 2015 25 | © Dr. Samuel Fricker | accelerator GmbH ISPMA Curriculum Expert Level Excellence Level Product Planning Excellence Level Product Strategy Foundation Level Excellence Level Strategic Mgmt. Product Managers / Interested Professionals / Students FL Syllabus V1.2 Dozends of successful trainings Fellow members Company members Free membership for individuals
  26. 26. 26 | © Dr. Samuel Fricker | accelerator GmbH How to Interact • Become an ISPMA Member • Participate at Conferences • Enagage with SPM Professionals • Develop your organization and position yourself • Contact: bit.ly/samuelafricker

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