Software-Defined Products

  • Responsive design
  • Products where value is defined in part (or fully) by software, so that value evolves over time
  • Requires the ability to upgrade hardware devices over the air (OTA), usually via the internet and/or mobile networks


  • Smartphones
  • Tesla upgradeable vehicle features
  • BMW ConnectedDrive
  • Nest Thermostat
  • Software-defined networks (eg, upgradeable firewalls and routers)