http://www.ibm.com/software/rational/info/innovation/?cm_mmc=agus_itesdrat-20090909-usitn220-_-n-_-sh2-_-d

Scott Hebner, marketing lead for Rational Software, discusses the challenge of IBM customers to differentiate their products in an environment where buyer demand is so dynamic and quick-changing that they have to update their products almost in real-time. To face this challenge, manufacturers must make products that can adapt to the customer's need--more intelligent products that can interconnect with other products and other applications, and are instrumented so they can respond and sense what’s going on around them.