Evolution of secondary software product businesses: Momentum of concurrent enterprising

A growing part of commercial software production is provided by the so-called secondary software industry, involving both software products and services offered by other industries than the actual software industry, i.e. the primary industry. We have been investigating the evolution of businesses in the secondary software industry in two phases, first by developing a framework to analyse the change of host industries from closed and vertical to open and horizontal especially in terms of software products. Secondly, we have studied a set of selected industries in a pivotal era called the momentum of concurrent enterprising in this paper. The key finding is: the value creation is moving towards service offerings - which are product-based, but so that products are designed and built by the other network parties. For the OEM company it is thus essential to estimate how the market opening process will affect the success of its emerging service businesses, including the role of software products in this process.