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It's not about products or services any more, says Bernard Charlès, President and CEO, Dassault Systèmes. During a visit to Singapore, Charlès said that the way to success is to focus on the experience in an "experience economy" instead. "The value is in the experience," he said.
The experience economy is all about disrupting traditional ways of doing things. One trend in the experience economy is the application of big data to the real world through "digital twins", creating a digital counterpart of something in real life that leverages on data to create new insights. Dassault Systèmes is working on creating such a digital twin for Singapore in the Virtual Singapore project, for example. Charlès says digital twins are much more than simple visualisations of the real world. "It's not a question of viewing, it's a question of understanding," he said.
The concept of digital twins is perhaps most developed in the aerospace industry, where airplanes have been created at Airbus without physical prototyping, as well as in architecture, where Frank Gehry's Louis Vuitton Foundation for Creation in Paris,was built through a similar digital prototype, Charlès shared.
"We demonstrated that by coordinating the entire supply chain for construction we could make extremely sophisticated, artistic designs affordable," he commented. "The cost of doing the initial setup has been significantly reduced. It becomes a reference to (the) big data you have. You can now use this master model, this digital twin, to put in context a massive set of information."
Another phenomenon in the experience economy revolves around 3D printing, which is already becoming a commodity for consumers, Charlès said. "(3D printing) has created an incredible catalyst for highly sophisticated industries to think about the impact for their own industry. Now we're thinking about an entire engine being printed without assembly," he said, pointing out that there is no need to stockpile spare parts when they can be produced whenever and wherever they are needed.
In one case study, 3D printing made a component lighter by 30%, and replaced warehouses as parts are 3D-printed on demand. "The value is in the design of the part. (Think of) how the world of engineering and design is going to evolve in this new evolution of the way things are produced. This is core of what Dassault Systèmes is doing," he said.
The concept of digital twins is perhaps most developed in the aerospace industry, where airplanes have been created at Airbus without physical prototyping, as well as in architecture, where Frank Gehry's Louis Vuitton Foundation for Creation in Paris,was built through a similar digital prototype, Charlès shared.
"We demonstrated that by coordinating the entire supply chain for construction we could make extremely sophisticated, artistic designs affordable," he commented. "The cost of doing the initial setup has been significantly reduced. It becomes a reference to (the) big data you have. You can now use this master model, this digital twin, to put in context a massive set of information."
Another phenomenon in the experience economy revolves around 3D printing, which is already becoming a commodity for consumers, Charlès said. "(3D printing) has created an incredible catalyst for highly sophisticated industries to think about the impact for their own industry. Now we're thinking about an entire engine being printed without assembly," he said, pointing out that there is no need to stockpile spare parts when they can be produced whenever and wherever they are needed.
In one case study, 3D printing made a component lighter by 30%, and replaced warehouses as parts are 3D-printed on demand. "The value is in the design of the part. (Think of) how the world of engineering and design is going to evolve in this new evolution of the way things are produced. This is core of what Dassault Systèmes is doing," he said.
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