Companies should design products to gather context-aware data and draw insights from it. Companies need to shift from purely analog products to digitally enhanced ones that allow to observe and analyse the usage of the product alone and across other products in order to improve the product with these insights.

Companies should manage digital ecosystem beyond their industry. Nowadays, product is highly connected with other products through APIs, which allows for products to interact with one another in new and often unexpected ways beyond the traditional understanding of the industry. This means that the company is not only impacted by events in its ecosystem but also by the extended ecosystem of complementary products. Hence, these ecosystems should also be managed to respond to threats and opportunities.