In automotive, it’s called a “software-defined vehicle,” but the move toward software-defined products is also happening in aerospace, industrial systems, medical devices, and other industries. Until now, most customer-visible capabilities in products have been implemented as mechanical and electronic subsystems, with certain critical operational functions implemented using embedded software. As a result, much of the functionality has been set at production. Going forward, the features that represent brand-distinctive attributes and customer-perceived value will be defined through software, providing the ability to generate new value throughout the lifespan of the system. This transformation to “software defined” requires changes in development processes, new synergies between teams, and new ways to leverage products like MATLAB® and Simulink®. In this talk, discover key approaches to capturing the value while mitigating the risks associated with the disruptive changes.
Richard Rovner
MathWorks
Richard Rovner is vice president of marketing for MathWorks. He leads the worldwide marketing organization of 400+ people responsible for strategic planning; product and technology strategy; industry, higher education, and field marketing; digital marketing and creative services; corporate communications; and marketing planning and operations. He spent the first part of his career developing applications in computer vision and image processing, machine learning and artificial intelligence, simulation, and statistical analysis. He has a B.S. in applied mathematics from Carnegie Mellon University and an M.S. in computer science from George Washington University.