elena iancu. … describe future targets and the means to achieve them … describe future targets...

Roadmapping for global platform

products

Elena Iancu

Roadmaps

… describe future targets and the means to achieve them

… facilitate collaboration, communication and execution of plans

First used by Motorola, late 1970s

Product line platform roadmaps: Underlying architecture Multiple market segments =>

multiple models, versions, release

Market driven vs. Technology driven

The method

Four topics linked by customer needs, product drivers and anticipated architectural elements

Template developed by The Albright Society Group, LLC

The PDD

Main deliverables:Competitive strategyProduct roadmapTechnology roadmapStrategic summary

The PDDProduct roadmap definition

The PDDTechnology roadmap definition

ExampleConsider a social learning tool

Desktop applicationInterface between a user and a global

repository

Why roadmapping?Different targets depending on areasScalability & flexibility through a good

technology planning

Market drivenSuccess depends on customer reaction

Steps 1. Analyze competitive landscape and determine customer needs

2. Derive associated product features, prioritize

3. Choose technology

4. Assess risks and develop the platform roadmap

LiteratureProduct line roadmapping description and

guidelinesHow to use roadmapping for global platform

products? (Albright, 2002)Roadmapping in the corporation (Albright, 2002)An architectural framework for roadmapping:

Towards visual strategy (Phaal & Muller, 2008)

Case-studiesValue Driven Technology Road Mapping (VTRM)

process integrating decision making and marketing tools: Case of Internet security technologies. (Fenwick, Dalm & Gerdsri, 2009)

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