This session will explore the business and technical challenges faced by suppliers when navigating the evolution of hardware products to a world of SDV and data. For hardware and software suppliers, SDV necessitates that suppliers develop new business models that focus on software value instead of hardware. Whilst this presents opportunities for monetization over the whole lifetime of the vehicle, it comes at a cost.  Building a business case for software only products aimed at multiple OEMs relies on new shared architecture, collaboration and stability. From a technical point of view the product also relies on vehicle capabilities that provide an equivalent user experience to the existing hardware-based product. The role of data and standardisation of models such as COVESA VSS is one important element. However, we also need to consider data as one element of a larger capability description. Capabilities are abstractions on sets of functionality exposed through hardware components and have qualities which cannot be ignored.   We will explore these ideas with reference to a real camera and data product.