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Looking into modern consumer markets today it is obvious that rather software than hardware has become a major contributor in defining the success – or the failure- of almost every electronic on the market. Another trend in modern business which is visible today is the fact that more and more manufacturers want to spend no or little efforts for non-differentiating software features and instead focus on the differentiating parts (added value) while more and more chipset manufacturers add reference software implementations to their hardware platforms. With more and more manufacturers basing their products on the same hardware and software platforms, the key to success is obviously defined by having the right, differentiating product in the market in a time when the market actually wants the features. And it is not necessarily the most technically accomplished product that wins but the one which, amongst others, satisfies the customer needs best, on the promised product launch date (time to market) with low development costs and a high product selling price. Unlike in a classical business it is not the ‘big, settled companies ’ which will dominate the consumer market in the future – it is the companies which manage best to adopt thei