Keynote Speakers


Jan Bosch, Chalmers University Technology, Sweden

Talk: The Three Layer Product Model: An Alternative View on SPLs and Variability

Abstract: Despite more than 20 years on research on software product lines and variability, industry continues to experience the topic of strategic intra-organizational reuse and variability management as a challenge. This challenge is exacerbated by the adoption of software ecosystems. The keynote introduces an alternative perspective on this area using the Three Layer Product Model (3LPM). The 3LPM categorizes organizes functionality into three categories, i.e. commodity, differentiating and innovative. Our research shows that organizations, on average, spend 80-90% of their R&D resources on commodity functionality. Also, variability in the commodity layer provides no or little business value. Consequently, the keynote focuses on analyzing this challenge, presenting internal strategies and ecosystem strategies to address this and industrial experiences of using 3LPM.

Bio: Jan Bosch is professor of software engineering at Chalmers University Technology in Gothenburg, Sweden. He is director of the Software Center (, a strategic partner-funded collaboration between 11 large European companies (including Ericsson, Volvo Cars, Volvo Trucks, Saab Defense, Jeppesen (Boeing), Siemens and Bosch) and five universities focused on software engineering excellence. Earlier, he worked as Vice President Engineering Process at Intuit Inc where he also led Intuit’s Open Innovation efforts and headed the central mobile technologies team. Before Intuit, he was head of the Software and Application Technologies Laboratory at Nokia Research Center, Finland. Prior to joining Nokia, he headed the software engineering research group at the University of Groningen, The Netherlands. He received a MSc degree from the University of Twente, The Netherlands, and a PhD degree from Lund University, Sweden. His research activities include evidence-based development, software architecture, innovation experiment systems, compositional software engineering, software ecosystems, software product families and software variability management. He is the author of several books including “Design and Use of Software Architectures: Adopting and Evolving a Product Line Approach” published by Pearson Education (Addison-Wesley & ACM Press) and Speed, Data and Ecosystems: Excelling in a Software-Driven World published by Taylor and Francis, editor of several books and volumes and author of a significant number of research articles. He is editor for Journal of Systems and Software as well as Science of Computer Programming, chaired several conferences as general and program chair, served on numerous program committees and organized countless workshops.

In the startup space, Jan is chairman of the board of Auqtus AB and, until recently, Fidesmo in Stockholm, Remente, in Gothenburg, Sweden. He serves on the advisory board of Assia Inc. in Redwood City, CA, Peltarion AB in Stockholm and Burt AB in Gothenburg, Sweden. Jan also runs a boutique consulting firm, Boschonian AB, that offers its clients support around the implications of digitalization including the management of R&D and innovation. For more information see his website: