Enterprise Architecture Management (EAM) is a practice for planning and governance of IT assets in an organization. Today, in the era of digital transformation, new digital opportunities and technological advancements are changing how companies create products and deliver services. Enormous potential for business value generation lies in product-IT - built-in software and digital services enhancing physical products. In this paper we discuss the need to approach product-IT and enterprise-IT in an integrated manner based on the findings from an exploratory case study. Particularly, we outline how to integrate these two in the context of EAM, considering the challenges that traditional EAM is facing in relation to the digital transformation. The main results of the paper are a set of high-level requirements for EAM that would enable product-IT and enterprise-IT integration. These requirements can serve as a basis for future development of methodological support in the outlined context.