Gartner Research

2019 Strategic Imperatives for Software Product Managers

Published: 21 May 2019

ID: G00389340

Analyst(s): John Santoro


Software product managers must adapt to meet the challenges presented by evolving business models, technologies and customer expectations of value. Gartner identifies four key trends and the associated imperatives to drive product innovation and competitive advantage in the software market.

Table Of Contents


  • Introduction
  • Four Technology Trends Driving Software Product Manager Imperatives
    • Trend 1 — Subscription Emerges as the Preferred Business Model for All Software, Including On-Premises
    • Trend 2 — Customer Application Data Becomes a New Source of Value
    • Trend 3 — Software Providers Increasingly Exploit API-Driven Business Models
    • Trend 4 — “Expertise as a Service” Provides a Path to Monetize Business Knowledge Beyond the Application

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