The role of product owner is essential in involving customers and users in the agile software development. In an exploratory case study, six product owners and managers working in a global software development within one company were interviewed, in order to understand how they get to know customers’ needs, how they elicit and transfer these insights into the development. As a result, many information intermediaries, overloaded product backlog and informal feedback mechanisms impeded every day user involvement in product owners’ work. Product owners did not involve or communicate with customers in their daily work, but in special development cases, such as major software renewal and business enlargement projects, which followed common user-centered design practices. However, the other, daily global software production, not realizing as a project and lending itself to standard user-centered life cycle, deserves more attention when researching, studying and improving user involvement.