Advisory Council

Mike Oitzman
Mike Oitzman

The Market Spec Group

For over 25 years, Mike Oitzman has passionately pursued a career in both inbound and outbound product marketing. As a product manager, Mike honed his skills in competitive research, market specification, strategy development and product team leadership. As a product marketer, Mike developed his skills in channel development, digital marketing, sales enablement, public speaking and product launch activities. During his career, Mike has worked for several market leading companies such as Adept Technology, Remedy/BMC Software and Hewlett Packard where he helped those companies develop and introduce innovative products to market, notably:

Adept AIMTM Robot Programming application
Adept Lynx Cart Transporter
Remedy Crisis Response System
BMC AtriumTM Configuration Management database
HP Cloud Service Automation solution.
Mike was fortunate to be involved in the enterprise software market during the period in which software development best practices and software licensing evolved from the classic on-premise licensing model to the innovation of software solutions delivered via the cloud. At HP, Mike was responsible for a $50M “software-as-a-service” (SaaS) product line, and he helped introduce the first generation of HP’s cloud-based solutions.

As an expert in software licensing and software delivery business models, Mike immediately recognized the application for an “as-a-service” business model to the emerging service robotics areas when he returned to his roots in robotics to lead the Lynx mobile robot business at Adept Technology. The Robots-as-a-Service (RaaS) concept requires that vendors change the way that they develop and sell products as much as it changes the way that end users consume RaaS services.

The Market Spec group was founded to deliver best practices, market insights and strategic guidance to vendors in the industrial automation and service robotics markets, while helping buyers and end users make wise and informed choices in their industrial automation and service robotics purchases. With more than 2300 different companies bringing their unique robotics-based solutions to market, never has there been a greater demand for clarity in how these new markets will advance. The Market Spec group exists to support this demand.

When he’s not helping clients optimize their solutions, Mike is an avid photographer and he also makes time to coach the FIRST Robotics team at the local high school.