Dassault Systèmes Provides a Telling Experience in Orlando
James D. Sawyer
“Experiences are a distinct economic offering,” said B. Joseph Pine during his keynote presentation at Dassault Systemes’ 3D Experience Forum, held in Orlando Nov. 6-7.
DS's annual customer event focused on the company’s evolution beyond PLM to 3D experiences that allow customers to combine social technology, realistic 3D virtual experiences and intelligent search-based technologies to innovate. Author of The Experience Economy: Work Is Theatre & Every Business a Stage, Pine was a more than appropriate choice as keynoter.
His contention is that as the commodity economy (farming, mining,etc.) gave way to the product (manufacturing) economy and the product economy gave way to the service economy, so, too, is the service economy giving way to the experience economy. The reason for this, he said, is that all products eventually become commoditized and that service itself is a product and hence destined to be commoditized. Experiences, Pine opined, are memorable events that engage people in inherently personal ways and as such are a value-adding benefit in both B-to-B and B-to-C relations. Helping to move this evolution along, he said, is the fact that digital technology, especially 3D, is greatly expanding the universe of experiences that companies can create.
For its part, “Dassault Systèmes provides businesses and people with 3D Experience universes to imagine sustainable innovations capable of harmonizing products, nature and life,” explained Bernard Charlès, DS president and CEO.
To make this point, a number of DS customers were on hand to provide examples:
- Christoph Erbelding, lead structural analysis and composite implementation engineer for Oracle Team USA, explained how the America's Cup champion and defending team is using 3D software to design cutting-edge boats
- Glenn E. Isbell Jr., director of Systems Engineering and Engineering Operations for Bell Helicopter, told how the company innovated its business processes and consumer experience using the 3D Experience platform;
- F. Paul Lomangino, director of Engineering Operations, Tesla Motors, shared how his company used tools from DS to design, create, produce and collaborate.
The Orlando event was the North American stop in the global 3D Experience Forum series. The previous event in the series was Oct. 19 in Moscow.