Satisified customers are the ones that ensure the success of a business. Having said this, I want to take a look at producteering from the perspective of a service provider that help an ISV build products.

As far as the service provider is concerned, which is typically Outsourced Product Development companies, the customer is the ISV and the end-user dynamics are not involved in their engineering activity. This probably is an approach that is fraught with many pitfalls that may result in the product not being really successful.

In one of my earlier posts, I had written that service providers need to think about customer’s customers (end-users) and this becomes critical towards adding value to the ISV engagement. It definitely becomes essential for the service provider to understand the end-users wants, needs, and desires.

How best can we ensure that the end-users get what they want, as customized and as quickly as possible? This can be achieved only by involving the end-users directly in the engineering process. End-users definitely are the biggest source of talent, engagement, innovation and agility. It becomes imperative to connect to the end-users and those that interact with their end-users stand to reap the competitive advantage.

How does a OPD company do this? Because, their point of contact and exit is the ISV themselves and not the end-users. Primarily, OPD companies need to engage with ISVs at a higher-level and be a part of their engineering team. The best way to start would be asking relevant questions that are connected to end-users feedback. OPD companies should also try to be a part of the professional services team of the ISV in their beta, alpha and interact with the end-users.

Engineering a product, this way, will definitely qualify to being called Producteering 2.0