Digitalization places new demands on product managers. Whereas product development, production, quality and functionality used to be more or less isolated dimensions, today service offerings, customer benefits and product experience are becoming increasingly critical to success. Networked products, digital platforms and services, big data, smart factories, new production processes, cross-industry cooperation, intelligent supply chains and decreasing customer loyalty are reinforcing the paradigm shift away from the pure product and towards on-demand service. This applies to both B2C and B2B.