The race to get smart connected products is unprecedented. The ever emerging possibilities and newer technologies in the areas of Data, Analytics, Digital and IOTare making goal post evasive. End consumer is detached and experience savvy, demand the right pace of product refreshes. Amidst this rapid race to innovate and grow, there is a growing concern over summative assessment. Ability to take rapid decision has improved, but bringing changes to fundamental constructs of business remains very difficult. The use cases of connected product and eco-system are innumerable but is organization learning equally rapidly to continuously keep emerging as relevant. The aspects of Configuration Management and System Engineering are very fundamental and must be managed with this rapid race of Information based management. The risk of escalating costs, rising complexities, failing business case, Data security are to be addressed. Collaboration, mind set change setting a sustainable business model and processes is key to stay ahead. This presentation will lead into enquiries and art of possibilities around managing the complexity of business of product and service management with principles of Configuration Management, amidst Digital forces.