Download
the Brochure:
PLC03_brochure.pdf
Supporting Organizations:
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Pre-Conference Workshops
Monday, June 16
Workshop A -
Morning Workshop
Managing Product Families and Platforms: Maximizing Profit and
Performance Across the Lifecycle
Excellent, practical overview of product family and platform
management
For many companies, a great deal of
attention is placed on the development of new products and new
platforms. Well-tuned processes, methodologies, and organization
approaches help ensure rapid time to market and improve hit rates.
But once a product is launched, how is it managed for ongoing
profitability? This half-day workshop will provide a practical
overview of Lifecycle Management best practices addressing topics
such as:
- Product family and platform definitions – correctly defining
platforms and products
- Definition and scope of Product Lifecycle Management –
activities encompassed and decisions required
- Using lifecycle analysis to guide product and platform
decisions
- Product platform management – planning and managing the life
of a product family and its underlying platform for maximum
customer and business value
- Product line rationalization – managing end of life and
customer migration proactively to preserve profits
- Coordinating product management, market management, supply
chain management, and asset management
- Making lifecycle management more dependable and repeatable:
process structure, organization approaches, roles and
responsibilities, and metrics
- Implementation approaches and lessons learned
The workshop will include case examples and hands on exercises to
ensure practical take-aways for all attendees. |
Instructors:  Scott
Campbell
Director
PRTM
Scott Campbell is a Director in the
Communications and Electronics Practice at global management
consulting firm PRTM. He has worked with high-technology companies
throughout the US, Asia, and Europe to improve their performance in
product development and marketing and sales. Prior to joining PRTM,
Mr. Campbell held posts as a product design manager for Apple
Computer and as a manager of mechanical engineering for
AT&T/Paradyne.
 Daniel
Bowman
Principal
PRTM
Daniel Bowman is a Principal in the
Communications and Electronics Practice at global management
consulting firm PRTM. Mr. Bowman’s expertise includes strategy,
marketing and sales, product strategy, and product development.
Prior to joining PRTM, he worked in the Consumer Electronics Group
of Sony Electronics, in the areas of strategic planning and home
audio marketing. Following Sony, Mr. Bowman helped launch T-Mobile,
a wireless communications provider in the US, where he worked in a
marketing and sales capacity. |
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Workshop B - Afternoon Workshop
Product and Technology Roadmapping: Managing Platform and Portfolio
Complexities
Recommended for cross-functional teams and collaborative
decision-making
Ever faster product cycles mean that
you and your product development teams must look beyond current
development cycle to make sure you know where you are headed -- and
what features, capabilities, and technologies you need to get there.
This workshop introduces product and technology mapping tools that
enable decision-makers to sequence technology and product
development to meet portfolio objectives.
By participating, you will be able to take the first steps toward
implementing roadmapping and to apply more sophisticated methods as
the maturity of their processes increases. The workshop illustrates
the value of composite "pictures" as devices for data gathering,
documenting, and updating, and for group/ team/ collaborative
decision-making.
This half-day, highly interactive roadmapping workshop combines
lecture with a case-based learning experience to provide you with
the knowledge and skills to "roadmap" a product line, industry or
technology area. Working in small teams, you will create a roadmap
for a new product line as learning activity. You will learn about
key features of several types of maps, from early "back of the
envelope" maps to the more sophisticated maps now used in many
companies, You will also learn how to use roadmaps in portfolio and
technology management and how to communicate plans and strategies to
customers, suppliers and development team members.
"In its simplest form, a
Product-Technology Roadmap lays out the evolution and timing of
platform products to serve multiple, changing market segment needs…"
-- Richard Albright, in PDMA Visions, Oct. 2002 |
Instructors:  Richard
Albright
Principal
The Albright Strategy Group LLC
Dr. Richard E. Albright, Principal of
The Albright Strategy Group, LLC, works with corporations, industry
groups and government organizations on roadmapping, technology
futures, and strategy development. He was previously Director,
Technology Strategy and Assessment at Bell Laboratories where he was
responsible for development of technology management strategy for
Lucent Technologies. He chairs the Roadmapping Task Force of MATI
(Management of Accelerated Technology Innovation), a leading
industry and academic consortium identifying and developing best
practices in technology management.
 Beebe
Nelson
President
Working Forums
Beebe Nelson, Founder & President of
Working Forums, is a consultant in innovation specializing in
Portfolio Management, Life Cycle Management, Market Segmentation,
Technology Mapping, Product Definition and Voice of the Customer.
She has contributed many articles to professional journals, and
"Product and Technology Roadmapping," co-authored
with Rich Albright, will appear in the PDMA Toolbook next year. She
is also on the faculty of Sequent Learning Networks. |
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