Choose your location to get a site experience tailored for you.

Remember my region and language settings

Making the Transition from Hardware to Software

Now that sensors can be embedded into products to connect them to the Internet of Things, any company offering products traditionally designed with mechanical and electric engineering can also consider embracing data and software strategies. But hardware companies moving into software businesses will need to adapt their business model and develop new capabilities, explains BCG’s Massimo Russo. They will need to consider on which platform they will build their new offerings, how can they can monetize their new offerings, and which capabilities they will need to build in house.

Massimo Russo is a core member of the Technology Advantage practice at The Boston Consulting Group, and a member of the firm’s Industrial Goods; Operations; Technology, Media & Telecommunications; and Strategy practices.

Massimo helps clients build competitive advantage through technology, with a focus on industrial clients. Since joining BCG in 2001, he has advised clients across a number of sectors, including automotive, engineered products, and technology. He played a lead role in supporting the Presidential Task Force on the Auto Industry in evaluating the restructuring of General Motors and Chrysler.

Before joining BCG, Massimo worked at GE Aircraft Engines, leading its group. He started his career as a product development engineer for Product Genesis.

Areas of Expertise

  • Technology-driven innovation
  • Business transformation
  • Digital and IT strategy
  • Operating-model design
  • Implementation
  • Organizational efficiency and delayering


  • MBA, Harvard Business School
  • MSc, mechanical engineering, Massachusetts Institute of Technology
  • BS, mechanical engineering, Massachusetts Institute of Technology

Honors and Awards

  • Three patents for 3-D printing, medical, and automotive products
  • Led research at MIT Media Lab on 3-D tactile interfaces for virtual environments
Previous Page