Question
A new IT manager tells a stakeholder that her team handles 'IT service management.' Her director corrects her, saying the organization now practices 'digital product and service management' instead. The stakeholder asks what actually changed in scope. What is the real difference the director is pointing to?
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Digital product and service management is broader than traditional IT service management: it covers the creation, delivery, and support of both digital products (which consumers use directly, often without ongoing provider involvement) and digital services (which consumers experience through provider action), across the whole organization's value activities. IT service management historically focused narrowly on running and supporting internal IT systems. The director is signaling that the team's remit now includes product-style offerings and cross-organizational value co-creation, not just keeping IT infrastructure running.
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