Your Place or Mine?

By Remi
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atol ad augmented reality glasses 3DS dassault systèmes

No this is not a line from a cheesy movie but a question girls may ask themselves when they discover Atol’s last advertising campaign.

Recently, we published something for kids: an augmented reality game to go with their cereals! It was only fair that we share something for their mothers! ;-)

French optician company Atol has developed an augmented reality application on its website that allows you to try its glasses right from your computer! Good thing is you can personalize them to create your own. Take a look at their TV ad to better understand how it works… it’s in French but totally understandable visually speaking:

YouTube Preview Image

Feel like trying it, this way please!

Looking at this and other applications you can find on the Web, there’s no doubt that augmented reality is becoming more and more central to B2C communications. Plus, if it is fun and easy to use like Atol’s application, you can bet it’s going to be a hit! For sure, this application is much less tedious than trying on countless glasses in the store!

The only question is: after children and women, what about the augmented reality application for us, men? :’(

Cheers,

Rémi

Hannover Messe and Digital Intellectual Property

By Kate
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German Chancelor Angela Merkel French Prime Minister François Fillon Eric Besson Bernard Charlès augmented reality 3DS dassault systèmes systemes systems system intellectual property hannover fair messe

Yesterday Bernard Charlès attended the world’s largest industrial trade show Hannover Messe.  European politicians such as Chancelor Angela Merkel, PM François Fillon and Minister Eric Besson ended up meeting with Bernard and discussed preeminent issues.  Notably how to live up to our growing energy needs.

Many of us agree that only through collaboration and digital experimentation can we innovate at the level required for real breakthroughs.  In fact it’s difficult to be an industrial today without doing so.

But this begs the question:  what about digital intellectual property?  Are there appropriate policies in place that align with practices like co-creation, crowdsourcing, or more traditional processes?

Bernard shared his thoughts on Hannover Messe and intellectual property (IP) protection at the 3DS stand.  Please watch this little video to hear what he thinks:

Virtual goods or physical products, do you think current IP policies stand up to our needs?

Best,

Kate

Intercultural Analysis of PLM

By Remi
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culture cultural difference trompenaars hofstede d'iribarne

Hey guys!

I’m crazy about sociological and intercultural theories. So analyzing 3DS’ sector this way is kind of second nature to me and I basically woke up one morning with the question: could PLM be a tool to help different cultures better work together? I thought about it and the answer is… come on did you think I would spill it that easily?! Let’s start with the beginning first! ;-)

Something interesting among cultural differences is varying attitudes regarding action. Without being stereotyped (there have been very serious studies made by Hofstede and Trompenaars) we can say that Anglo-Saxon people tend to be more action-oriented, while Asian people spend more time thinking what to do before acting.

To give you a quick example, Philippe d’Iribarne elaborates on a merger between two companies that failed because of conflicting decision making approaches:

• The French company wanted the deal executed quickly, because the French hierarchal system only put a few people in the decision loop, thus shortening the decision process.

• On the other hand, the Swedish company was slower at making decisions as they were more into a collaborative system. Democracy was more important to them and led to decisions made by a larger group of people, which took much longer than the French.

This quick summary of the case study reveals that, depending on our culture, we will approach Decision and Action very differently. And because in this example the merger failed, it illustrates how powerful these differences can be.

What’s the link with PLM?

This strategic business technology allows its users to see what they want without actually doing things for real. Consequently, people can think and do at the same time.

It allows action-oriented people to get results quickly, and thinking-oriented people to take the time they need. Both will see what they create very accurately, and at the same time it will still give enough time to think things through.

To me, it seems that in this way PLM brings different cultures closer in the working process… Maybe it is the early days of a bridge-building for cultures that goes beyond 3D as a universal language!

What do you think?

Cheers,

Rémi



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