Driven by developments in the Internet of Things, more and more physical products are digitalized by adding sensors, algorithms and software. In this way, products are connected to the digital communicative processes. In this context, we are investigating the types of product digitalizations possible and how digitalized products can be connected to existing and new digital communication channels. A further thematic focus is the 'digitalization of customer processes'. Here, we examine how a customer relationship has to be built up in a digital form in order to be able to run profitably for companies and customers.