On 9^th January, we hosted our Productization in B2B Industry seminar in Helsinki, bringing together professionals from different sectors to discuss how companies can more effectively turn expertise into scalable solutions. 

Welcome and Opening Remarks 

The seminar was opened by Anders Jungar, Manager, Strategy Consulting at PBI. Anders framed the topic of productization as increasingly essential in B2B markets, where technological sophistication alone is no longer enough – companies must articulate, validate, and operationalize the quantified customer value they bring. PBI’s+20 years practical experience from working with technology and solution providers in the B2B industry shows, that many companies struggle with productizing and commercializing their offerings.   

Research Insights: Productizing Industrial Solutions 

Our first keynote was delivered by Tino Kaukanen from Tampere University of Technology, who presented key findings from his master’s thesis on how industrial companies productize and commercialize their solutions. Tino conducted interviews with industry leaders to understand both successes and bottlenecks. The thesis was funded by the PBI Foundation. 

His research highlighted several recurring themes: 

• Value propositions and their development processes are often unclear or inconsistent, making it difficult for customers to grasp the benefits. 

• Technical development and business operations can drift apart, especially in highly techdriven environments (Tech push vs. Market pull). 

• Validation is underused, even though early and continuous feedback is essential for aligning solutions with market needs. 

• Internal ownership of the value proposition is often ambiguous, which complicates scaling and product portfolio management. 

Tino emphasized that productization should be seen as a continuous, iterative process, not a onetime exercise – value propositions evolve as the organization learns and markets change. 

Productization in Practice: Lessons from Kempower 

The second presentation was delivered by Timo Korpela, Head of Development Excellence at Kempower. Timo brought a practical industry perspective from the fastgrowing EV charging market, where technologies, standards, and customer expectations are changing rapidly. 

Timo explained how Kempower: 

• Maintains close collaboration with customers to understand their business cases, needs, and priorities. 

• Uses value propositions to guide strategic decisions, particularly when deciding which new segments or solutions to pursue. 

• Balances standardization with necessary customization, an ongoing challenge in markets where customers may demand tailored interfaces, branding, or technical adaptations. 

• Applies validation throughout development, ensuring that both incremental improvements and new concepts remain aligned with market realities. 

He also highlighted that different customers and stakeholders within customer organizations require different value propositions. Customers may value some benefits of a solution differently and stakeholders within customer organizations may have different priorities. 

Interactive Discussion and Closing 

Following the presentations, Anders moderated an open discussion where attendees exchanged experiences from their own organizations. Topics ranged from balancing technology driven strategies with market needs, to managing internal handovers in new product development processes, to defining responsibilities for maintaining value propositions as portfolios grow. 

A warm thank you to everyone who attended, whether in person or online, and to our speakers for sharing valuable perspectives from both research and applied B2B industry practice! 

Interested to learn more about how PBI can support your organization in productization and value proposition development? Contact: 

Anders Jungar 

anders.jungar@pbi.fi 

+358 40 77 57 918