Expert Perspective: Anne Bedacht on power semiconductor product management.

What does your role as Head of Product Management for power semiconductors at Bosch involve?

In power semiconductor product management, our primary focus is on portfolio management, product marketing, and strategic business processes. We continuously monitor market trends and work closely with our customers to define the right products for future requirements. Our goal is to maximize value for each customer’s system. This requires striking the right balance between commercial and technical expectations and inspiring customers with high-performance, future-ready products.

How has your area of activity evolved in recent years?

Product management for power semiconductors has become significantly more complex and, at the same time, more exciting. While electrification is now firmly embedded in everyday life, it is developing very differently across regions. This diversity results in a wide range of requirements that demand innovative and differentiated solutions.

What are the most important decisions you make in your role on a daily basis?

The most important decisions relate to the product portfolio and the product roadmap – determining which customers need which products at which time. On this basis, we define the go-to-market strategy, including differentiating features, target applications, and markets. Some decisions have an immediate impact, especially in acquisition activities or new marketing formats. Others are more strategic and only show their effects five to ten years down the line, such as the prioritization of innovation fields.

Anne Bedacht exchanging with a colleague in front of a screen

Which skills are essential for your role?

Curiosity about new trends, enthusiasm for new technologies and products, and the ability to look beyond one’s immediate area are essential. This applies to both technical and non-technical topics. In addition, strong communication skills and a genuine interest in collaborating with customers and numerous internal interfaces are key.

What makes this job special, and what motivates you most?

In product management, many threads come together, which requires a very broad perspective. At the beginning of my career, I was deeply involved in developing semiconductor processes in the cleanroom. I later worked closely with customers as a key account manager in sales. In my current role, I can combine the best of both worlds: shaping innovative products, actively following market trends, and working in close exchange with a wide range of stakeholders. This combination motivates me most.

How do customers benefit from this function?

We translate market and technology trends into an innovative, targeted product portfolio. This enables our customers to gain early access to the right power semiconductors to optimize efficiency, package size, and cost in their systems.

How does your role contribute to making customer projects more successful?

By aligning requirements with customers at an early stage, we enable fast and well-founded decisions when trade-offs are necessary, for example between performance and cost. This creates a reliable foundation for successful customer projects.

Which technological trends or developments currently have the greatest impact on your work?

Our work is currently shaped primarily by the accelerated innovation cycle in silicon carbide, with new generations emerging approximately every two to two and a half years. Advancements in cell architecture, along with additional features such as integrated sensing, go hand in hand with a strong focus on robustness and reliability. At the same time, packaging and module integration are becoming increasingly important to fully realize the system level benefits of ongoing SiC technology improvements.

How do you collaborate with other areas to successfully implement your projects?

From an early stage, I work very closely and at an early stage with our global sales organization and the product areas. We also collaborate with development and manufacturing. This broad network is essential to address all relevant topics across the entire product lifecycle effectively.

What is particularly important to you when working with internal and external stakeholders?

Building a trusting and long term collaboration is especially important to me. This includes aligning on goals and responsibilities together at an early stage. I highly value open and timely feedback, even when something does not work perfectly. Joint decision making should be data driven yet pragmatic, with a clear focus on customer value, quality, and on time delivery.

Turning market trends into powerful, customer-focused semiconductor solutions