Internet of Things (IoT), machine learning, cyber-physical systems and other recent technological innovations offer new opportunities for enterprises in the context of Digital Transformation (DT) but also cause new challenges for Enterprise Architecture Management (EAM), which traditionally deals with enterprise-IT planning and coordination. Based on an industrial case of a power garden products manufacturer that is exploring potentials and facing challenges in DT, this article investigates the integration of product-IT into EAM. Product-IT includes the embedded IT-systems in physical products and services, components for operations, maintenance or evaluation purposes. In this article we discuss product-IT and enterprise-IT integration in the context of EAM observed in the industrial practice. The main contributions are (1) positioning of the product-IT in the field of EAM, and (2) identification of the challenges from real-world case regarding integration of product-IT into EAM.