Today's fast pace of the market and the technology development
forces the product creators to rethink their development approach.
One of the directions is to maximize the return on investments
of frequently used functions, for instance by re-use, component based design or
by a platform approach.
The architecting effort is a key success factor to combine
re-use approaches with fast and innovative product creation.

In this presentation we will present a case, discuss the role of the architecture,
and elaborate the essential architecture ingredients for a successful
platform creation, and evolution, and innovative product creation.
