Software providers increasingly need to focus on the optimisation of their services, including the ability to react to customer preferences. Through its flexible framework and algorithms, the ITEA project Flex4Apps, led by NXP, creates a full loop that allows companies to offer more complex services while advancing the digital transition. For this unique result, the project partners have received the ITEA Award of Excellence during the Online ITEA PO Days 2020, from Vice-chairman Philippe Letellier.