What are Product Modules & Platforms ?
- MODULES are individual “black box” type pieces of a product.
- These can can be tangible components like hardware components of a product
- These can also be intangible components which might include features of a product that help customer fulfill a need or the terms and conditions of product usage (license limitations or extra access rights) that help consumer derive the value they paid for
- A balance of both results in an optimal product that is appealing to the end customer
- PLATFORMS represent the underlying foundations, technology frameworks, base architectures and interfaces upon which products are built.
- This provides a commonality so that a higher degree of standardization can be achieved across a portfolio.
- Such standardization might contribute to larger economies of scale and greater flexibility in designing and styling products
- Above two will allow a copany to meet needs of different market segments of customers by building similar products based on the platform but just tweaking the parts that customers interact with
- E.g. Microsoft Office in different languages.
An understanding of above can help better understand pieces of products at the functional level (modules) and at a higher level (platform) and understand where to innovate to create the most value for which customers will be willing to pay across multiple need segments.
Source: Haines, S. (n.d.). The Product Manager’s Desk Reference.