Business Issues -> Innovation
Released: 12th June 2013
Publisher: Dassault Systèmes
Innovation goes far beyond doing more of the same things and my company, Dassault Systèmes, has evolved from a software business to The 3DExperience company to reflect that in a 21st century social enterprise world, customer experiences are paramount. As innovation progresses our, customers are looking at how to deliver 'experiences' to their consumers and we have adapted accordingly.
Our customers are in the business of creating the best consumer experiences for their products and we has evolved with them and for them. On-site, on line, mobile and in the cloud the 3DExperience Platform helps businesses understand, at any stage of product or service creation, what experience it brings. This delivers unprecedented commercial and social advantages to users.
What does 3DExperience mean?
3DExperience is a journey helping create the experiences to let people, businesses and their customers innovate together in social enterprises. It leverages and adapts multiple products and technologies including Product Lifecycle Management (PLM) and social networks, and it captures human emotions.
When companies create a new product or service they go through multiple processes of ideation. These involve ideas, emotions, technologies, social and business interaction, promotion and marketing. 3DExperience supports each of these innovation process elements. It digitizes them and makes them accessible through the extended enterprise, and beyond into the social and personal realm. It creates a multi channel, multi level dialogue across business, society, education and research. And it helps make companies, cities and establishments more sustainable.
We replicate customers’ emotions and experiences. What will customers think and feel when they encounter products and what is important to them. If you get into a car or use a smart phone or buy clothes the experience is both physical and emotional. The product is not just a product. It means different things to different people and they react to it accordingly. With 3DExperience these differences can be understood and incorporated into the innovation process.
The first stages of innovation for business or consumers with 3DExperience can be expressed very intuitively and simply through color, pictures or shapes. It allows people to see and share through networking what they want or need and what they love about products and services.
Further down the line product ideas have to be defined, specified, efficiently manufactured and put into their usage context.
What does it involve?
To innovate companies must put the experience of consumers at the heart of their business and that is what we have also done.
‘What experiences do people want and how can we satisfy them?’ is the key question of many businesses. Customers want experiences as well as products. 3DExperiences are catalysts for innovation because they enable stakeholder to participate in the innovation process and drive up the value that end consumers receive.
The technology itself is has been created to incorporate the following elements:
Social and collaboration apps that deal with structured or unstructured information. Unstructured information is just a chat or casual conversation it could be a picture for reference or a rough sketch, a free form idea or a social interaction. Once you have an idea that is worth capitalizing it can be put into a structured context to develop, explore, exploit, retrieve and manage.
3D modeling apps help create ideas and make them real. It puts them into the world and digitally shows their impact, performance and effect.
Content and simulation apps for scientific simulations that reproduce actions including production environments and factories.
Information intelligence apps allow searching and the gathering of complex information on any topic, in any format, from any source in an efficient and easy to see way.
Leading through History
I believe that the launch of this new technology is an important breakthrough that builds on 3D, technology that we invented, developed and very successfully brought to the market for the past 3 decades; by adding experiences and social dimensions to innovation journeys.
By looking through their eyes we are facilitating customers’ migration from product attributes to product experiences. That’s what customers want and the company’s purpose it to support them in getting closer to their customers with intuitive, non-technical technology that everyone can use.
All products need to be made in a way that is respectful to the planet. Dassault Systèmes is developing to help companies lead the world to a better future. That is at the heart of everything that the company stands for. The dream is that the 3DExperience Platform lets people foresee the impact on the planet, the environment and the economy of any product or service while giving businesses a sustainable competitive advantage. Technology achieves this with an integrated software system that enables ultra efficient development of products making the best use of materials, energy, capital and labor. It lets people easily understand and experience how products, services and even whole cities interact with and affect other systems and the overall environment. This provides the means for better risk assessment and management using the universally understood language of 3D.
In the past products have been made, cities built and resources used with little consideration for environmental wellbeing. The 3DExperience Platform lets people see the things they are making, buying or using in both a personal and a global context. This is helping progress innovations that improve our lives and our world. Enhancing and then incorporating our understanding of these interactions at many levels rapidly delivers evolutions that demonstrate respect for people, business and the natural world.
Technology is connecting designers, engineers, marketers and consumers into a unified social enterprise helping them to see products in life.
The First Moment
The First Moment of Truth (FMoT) is the emotional response that consumers experience for a few seconds when they connect with a product. It is often the deciding factor that makes them to buy it or to leave it behind. It’s an emotional moment. Technology now captures that moment, digitizes it, optimizes it and lets companies use it commercially.
Reproducing that unique moment and putting it at our customers’ disposal offers them a massive competitive advantage. For example, in retail buying a product such as shaving foam or cosmetics the shelf positioning of products, their color, shape and packaging graphics influence purchase decisions. 3DExperience can track and record thousands of shoppers and their eye and body movements; capture how they react to products, how they pick them up and their responses. Do they turn the product over, do they smell it, weigh it in their hand…
It is possible to assess the experience that people most value when they travel. For example surveying people and capturing their preferences is a high value input for aerospace companies. Do customers want a big screen, what is their preferred air moisture level, how much legroom do they appreciate. These factors can make the difference between deciding to use one carrier or another and are therefore crucial considerations for airline companies.
Extending the reach of what we offers gives companies more input for their designs and their thinking. It lets them include customer’s experiences in their designs and plans. This goes way beyond what has been known and available before and puts us all in a new context.
Another example can be found in the fashion industry. It’s a business that moves so fast that it can lose 20% of profits by not responding to trend changes quickly enough. The question they need to answer is - how to capture and capitalize trends? Social and collaboration apps help them connect to consumers and see trends emerging on the web by region, age or economic group. There is also a technology that can show in ‘magic mirror’ what clothes would look like if worn. 3DExperience allows consumers to share that look with their friends on social networks who can help them make better choices. Some of the biggest apparel customers are using this technology today because it lets them design better, connect better and ultimately have more positive interaction with their customers.
Industry and academic partnerships and others with its own leading customers, complement our work by giving it more precision, value and relevance.
From Philosophy to Profit
The competitive edge that this technology delivers, results from going beyond simple, (or complex) design and production issues into customers’ minds. It has become possible to capture and record customers’ emotions, choices and feelings, and use them for competitive advantage. Feeding these nuggets of information into products and services greatly increases their desirability.
Companies that have partnered us in developing 3DExperience are currently using it to innovate in new ways. Users discover that the dimension that they have entered contains commercial jewels. All enterprises want to know what their customers think. This new technology lets companies understand and react to what customers expect and what experiences they need to choose certain products in preference to others
How do companies capitalize 3D Experience
Advanced technologies make this technology easy to use for consumers but very powerful for businesses. Because it is easy for anyone to be part of it and connect to it 3DExperience extends the scope of designers, engineers and marketing people. It makes their work more effective, efficient and productive. Companies can start anywhere, use any apps and build valuable IP as they progress in their 3D experiential journey.
These applications encourage advancement of a social enterprise within and beyond company departments. Because experience is the ultimate value perceived and enjoyed by end consumers the technology platform releases the creative potential of all stakeholders, including end customers, and helps shape solutions and meet commercial challenges.
Provides experiences that customers use to accurately ‘foresee’ the experiential values of products and to share these with consumers lets them realistically experience and more accurately evaluate the relative commercial or personal benefits of products before they are physically made
A Better Society?
Technology allows people and business to anticipate the impact of their actions on the planet. It lets us see our carbon footprint and develop clear strategies that allow it to be reduced. Choices about materials, utilization of resources and labor, how to assemble and how to recycle can be based on better information and a more universal outlook. It improves the way organizations respond to, and respect our environment now and tomorrow. It helps businesses, and society cross boundaries, connect via social innovation and work together to invent a better future.
Because virtual universes make it easier to innovate and share information, communities are using our technology to accelerate discovery in research, learning education and other societal experiences.
Speaking together with the universal language of 3D communities can easily share and reuse ideas and content. This results in new concepts that are transforming the way social and sustainable innovation processes are initiated and conducted.
We are currently working in partnership with major cities around the world. Mexico City, Seoul, Hong Kong, Tokyo, have massive atmospheric and noise pollution problems. Dassault Systèmes has formed partnerships with energy, water conservation, city planning and waste management companies in these and many more places. They use the out technology platform to simulate current and future situations that show how the city looks now and how it will be in 30 years time. They can see the impact of past decisions and how today’s decisions will impact tomorrow’s habitation, pollution and waste management, transportation and technological provision. All services are included and planners have the ability to realistically simulate the complete urban picture. This helps mitigate planning risk by allowing many more factors and greater breadth and depth of detail to be considered. This precision view can also digitally demonstrate the effects of potential natural disasters and assist in the development of more effective and better-understood plans for the future events.
In heath and life sciences the 3DExperience Platform models infection, operations, systems within systems and the interactions of pharmaceutical drugs in the body. Adapting the technology that models how the systems of a complex product interact and applying it to the human body delivers great insight into life sciences and presents more information for training, research and progress. In biotechnology, life sciences and R&D, 3DExperience accurately visualises information on complex organic science at all levels of understanding. 3D technologies are helping scientists, students, business and people revolutionise the way that the life sciences industry operates, communicates, and develops to enhance people’s lives.
This new technology is simple and friendly for consumers, efficient and productive for professionals and a new power for commercial and social enterprise. It makes innovation something that anyone and everyone can take part in for their mutual benefit and the improvement of our world.
About Dassault Systèmes
Dassault Systèmes provides people and business with 3DExperience universes to imagine sustainable innovations capable of harmonizing products nature and life.”
Bernard Charles President and Chief Executive Officer
Combining art, science and technology Dassault Systèmes serves more than 170,000 customers across 12 industries in 80 countries. It has 31 research and development labs around the world. and 30% of its revenue is devoted to R+D; that’s the biggest in the industry. It has more codes than the whole of Microsoft. There are also 3500 partner companies that add their own industry or usage specific IP and specialized expertise to Dassault Systèmes 3DExperience software.
Published by: IT Analysis Communications Ltd.
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