The embedded market is currently experiencing a number of disruptive forces. It is moving into a world of connectivity and inter connectivity, where the information and the data produced by embedded systems are essential. In parallel, and as a result of the consumerization of the industry, user expectations are increasing in terms of ergonomics, user experience and performance. This complexity significantly impacts the way embedded systems and connected devices are designed and developed, and moves the primary success factor from a main dependency on technical expertise to the optimization of the system integration. This implies the need of a strong know how about architecture design, hardware and software compatibility, interaction testing, IP integration, and a deep multi OS and multi technologies expertise. This creates the need for a new kind a player, the system software integrator.