With the rapidly increasing prevalence of IoT smart devices, most user experiences are now digital, making modern software the ultimate product differentiator. However, for the product developer, perfecting software is more than just updating user features and functionality; the challenge is creating unique user interactions that result in increased adoption and sales. This talk will explore how differentiating your product UI/UX through software can maximize your overall business outcomes. We’ll also explore how innovative strategies like embedded digital advertising can turn devices into continuous revenue generators.