INDUSTRY UPDATE: Design and PLM Software

Embracing Mobility

When asked about how their customers are embracing the idea of using CAD online, in the cloud, or on mobile devices, most of our executives indicated that while customers are expressing interest in accessing models and files via these means, there is some hesitation.

“Online data access from the device of choice is becoming prevalent,” stated Paul Sicking, Chief Technology Officer of Siemens PLM Software. “We see strong interest in using mobile devices for 3D visualization, review, and markup, but not yet for full-feature design, which usually requires large, high-resolution screens, and rich, precise interaction. It’s not surprising that small enterprises would be attracted to the cloud, but we are seeing broad interest by companies of all sizes.”

Brian Thompson, Vice President of Creo Product Management for PTC, agrees that full-feature design via mobile devices is not a top priority. “Customers have continued to show an interest in mobile devices, but primarily for access to product and process information, instead of for actual detailed design.” Thompson added that PTC sees an increasing interest in virtualization of its CAD software in its customer base. “Most of them are primarily interested in making PTC Creo available to multiple users in multiple, potentially geographically dispersed locations from a small number of centralized locations. In addition to the benefits of centralized administration, they also see value in enhanced data security with this virtualization strategy.”

Based on feedback from their users, Autodesk customers are using mobile devices primarily for three specific areas: design, function, and collaboration. According to Oleg Shilovitsky, Senior Director of PLM and Data Management for Autodesk, “We are seeing a definite shift in designers’ adoption of, and willingness to use, mobile and cloud-based solutions. We have witnessed a rapid adoption of cloud solutions by architects, designers, and engineers.” And, adds Shilovitsky, “Mobile devices enable users to easily bring their tools and work with them on-site, reducing lead time and enhancing team collaboration.”

Bertrand Sicot, CEO of Dassault Systèmes SolidWorks, said that while their customers may not be asking for online products directly, “they have told us that they want to be able to access their data away from their offices, to leverage mobile platforms, and ultimately to reduce their hardware spending. Migrating resources to the cloud is one way to make this possible.”

Introducing SolidWorks eDrawings software for the Apple iPad enables customers to share and mark-up design ideas today, said Sicot. “We believe that in the near future, the iPad, for example, will follow the same path as the laptop and grow in computing power to be able to support full-function modeling.”

What’s in the Cloud?

As designers and engineers begin using mobile devices and other collaboration tools to access and modify their designs, they will be looking to “the cloud” to enable these functions. And while most users recognize the benefits of the cloud, questions regarding security of their designs remain. Software vendors are working to address these needs.

“Our customers have expressed different levels of concern on this topic, depending upon whether you are considering the CAD application or the CAD data,” said Thompson. “They almost universally express strong concerns about their data being stored in the ‘public’ cloud. They simply don’t like the idea of intellectual property (IP) being stored on any server that is not company-owned. Private cloud CAD data storage, combined with virtualized access to the CAD software, is very appealing to them.” Sicking added that his customers are open to the concept of the CAD application being stored on the cloud, as long as they maintain strict control over their licenses to run the application.

Security of data also falls to the cloud provider. “Data security is a critical concern with any deployment, whether it is on-premises or in the cloud,” said Sicking. “Ultimately, it is up to each cloud supplier to install confidence in their security. ‘Path to production’ deployments, where development and testing environments are deployed in the cloud, but the production environment resides on-premises, is one way for a company to become comfortable with all aspects of cloud deployment, including security,” he added.

Sicot agrees that people still have some insecurity about information in the cloud, but they will grow more comfortable about using it. “Regardless of the platform, our customers are always ensuring their IP is protected,” Sicot stated. “This becomes a bigger concern when you talk about the data residing outside their infrastructure. However, just as we were unsure about online banking only a few years ago and have now come to embrace it, people will become more comfortable with the security put in place to protect their designs.”

According to Chris Randles, President and CEO of SpaceClaim, their online software can be combined with online collaboration tools such as GoToMeeting that work with mobile devices. “When you use collaboration tools like GoToMeeting, the worst security risk is that your audience can take screenshots of what you are presenting. That is acceptable to most of our customers,” he said. “Some companies distribute graphics- only representations of their models, but we’ve developed technology that makes it easy to convert those back to precise solids.” Frankly, Randles stated, “If your mechanical designs are a valuable part of your IP portfolio, you should probably keep that data inside your firewall.”

The Morphing of 3D CAD

A few years ago, software vendors were viewed as either CAD providers, or simulation and analysis providers. That line has become blurred to the point that many software vendors do not position themselves as CAD software companies. We asked our executives what factors have led to the shift towards digital prototyping, model-based design, and other terms for what CAD used to be.

According to Thompson, this trend has grown because simulation and analysis tools have improved so much over the past decade that, for many, analyses can be completed with current tools that address the requirement fairly well. “One important way to improve the efficiency of the development process is to make the model information flow seamlessly from one product development task to another. If a vendor can do this, and provide a common user experience across all the applications used throughout that development pro cess, then the customer will have a very flexible, efficient, model-based process for product development,” Thompson stated.

Simulation and analysis tools, in particular, are being used more and more by designers because they have become easier to use and provide information essential to the designer. Said Sicot, “Our customers are doing tasks throughout the design process — such as FEA, CFD, and data management — that used to be handled by analysis professionals or other IT staff. This is partly due to economic reasons, and also because vendors have been making those specialized applications easier to use.” Sicot explained that SolidWorks added simulation to its portfolio in 2003, betting that it would become mainstream. “This technology, that was once so complex that it took a PhD to understand, now runs in the background of our design software for everyone to use.”

Model-based design offers designers an alternative path that lets them choose best-in-class tools for what they need. “They can have the best FEA, the best CFD, and the best CAM, because model-based design allows for the best possible interoperability between systems,” according to Randles.

Sicking agrees that design and analysis have become interwoven, so the associated software and the software industries have become interwoven as well. “Increased computing power and simpler approaches to analysis have made it feasible for a broader group of people to do analysis during design,” he said. “The purpose of a digital prototype is to answer questions. Will the design meet performance and durability requirements, will it look nice, and can it be manufactured economically? Simulation and analysis tools provide one way to answer these questions.”

Trends for 2013

Not surprisingly, the trends mentioned by our panel for 2013 focus on productivity — how they can provide their customers with new tools or capabilities that will enable them to be more productive.

“We are hearing a common theme around improved productivity in 2013,” stated Thompson. “Many customers have plans to grow revenue through new product introductions, but they are charged with delivering these new products at a faster pace with the same, or even fewer, resources.”

These tools include mobile devices, which can help shorten the time it takes designers to get from concept to reality, according to Sicot. “We see the promise of mobility becoming more of a reality. As more people are using mobile devices as tools to conduct personal business, they will expect to use these devices throughout the day. Another important aspect of mobility is the desire to access data anytime, anywhere. This will drive more enhancements in 2013.”

Shilovitsky sees 2013 as the “Year of the Designer,” meaning the world of design is shifting its focus to the needs and impact of the individual designer, encouraging the development of intuitive and collaborative tools that maximize personal contributions to the creative process.

“The definition of what it means to be a designer is in flux,” stated Shilovitsky. “As design tools make their way into the hands of the consumer, and 3D printing becomes an affordable option, everyone has the ability to design and to assert their influence on the world around them.”