In the digital convergence era, new products are created at ever faster pace by combining and integrating existing and new technologies in innovative ways. Designers of these products are already facing immense productivity and quality demands. We need new architectural thinking to address the demands of the future. We need to achieve very high-level of reuse and at the same time manage the system complexity. Platformization and modularity are the key to do this. The key to true system modularity is an architectural model where the functional and physical architecture are aligned.