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Afaik OSRAM/Ledvance haven't published their firmware, so I'm afraid the only answer is: through their gateway.
Unlike Hue, OSRAM use a manufacturer-specific cluster for the power-on settings, see #102. They have been for as long as I remember (over several years), so I doubt you'd actually need a firmware update for this functionality.
I have only tested this on an OSRAM Classic B40 TW - LIGHTIFY with firmware V1.05.10.