Marc Schuetz (Thingworx Studio): Enterprise AR Success with 3D-CAD, Animation, and IoT Data

Marc Schuetz Sr. Director ThingWorx Product Management

October 30, 2017

Enterprise AR Success with 3D-CAD, Animation, and IoT Data

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PHYSICAL WORLD

$1B Invested

to Build Leading AR and IOT Brands

DIGITAL WORLD 30 Years Pioneering the Digital Twin

PTC AT A GLANCE

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PHYSICAL WORLD

DIGITAL WORLD

AR IOT

PTC AT A GLANCE

4

Ove

r 5,

000+

Tr

ial P

rog

ram

Pa

rtic

ipa

nts

Compass Intelligence named PTC as IoT Innovative Product of the Year Vendor for ThingWorx Studio.

ThingWorx Studio receives Connected World IoT

Innovation Award 2017

Source: Aeon Mobile, May 2017. Includes CV AR apps found in the App Store and Google Play; Others include vendors with <1% share.

App Store Share

350K+ REGISTERED DEVELOPERS

45K+ COMMERCIAL APPS

450M+ APP

INSTALLS

INDUSTRIES WIDELY ADOPTED AUGMENTED REALITY TECHNOLOGY

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Market Perception

•  AR is still in early stages of adoption

•  Don’t really understand the value or the use cases

•  It requires significant level of upfront investment

•  ROI justification is challenging because people are enamored with the cool factor – but do not equate the business value

Lengthy Time-to-Value

•  Costly to hire skilled programming resources

•  Difficult and time consuming to create compelling content

•  Overwhelming to manage the explosion of purpose-built apps

•  Complex to leverage IoT and business system data

CURRENT STATE OF THE AUGMENTED REALITY MARKET

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Market Perception











How do we get

from cool to

meaningful?

7

Service 20%

Manufacture [PERCENTAGE]

Sell & Market [PERCENTAGE]

Design 16%

Train [PERCENTAGE]

Operate [PERCENTAGE]

Other 2%

WHERE AR IS BEING USED TODAY

ThingWorx Studio July 2017 Global AR Survey

Top 3 High-Value Use Cases

Service Manual & Instructions

Operator & Assembly Work Instructions

Virtual Product Demonstration

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DESIGN SELL & MARKET SERVICE MANUFACTURE OPERATE TRAIN

Collaborative Design Review

Digital Design Review

Maintenance Work Instructions

Performance Dashboards

Operator & Assembly Work

Instructions


Augmented Brand Experience

Retail Space Optimization


Remote Expertise

Service Inspection & Verification

Job-specific Training

Safety & Security Training

Expert Coaching

Head-up Display

Augmented Operator Manual

Augmented Interface

Augmented Interface

VALUE OF AUGMENTED REALITY ACROSS THE ENTERPRISE

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“Smart, connected products will give rise to the next era of IT-driven productivity growth

at a time when the impact of earlier waves of IT has largely

played itself out.”

“Data now stands on par with people, technology, and capital as a corporation’s core assets.” “Data now

stands on par with people, technology, and capital as a

corporation’s core assets.”

“There is a fundamental disconnect between the

wealth of digital data available to us and the

physical world in which we apply it.”

November 2014 October 2015 November 2017

THE DEFINITIVE ARTICLES ON DIGITAL INNOVATION

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DESIGN SELL & MARKET SERVICE MANUFACTURE OPERATE TRAIN

Collaborative Design Review

Digital Design Review

Maintenance Work Instructions

Performance Dashboards

Operator & Assembly Work

Instructions


Augmented Brand Experience

Retail Space Optimization


Remote Expertise

Service Inspection & Verification

Job-specific Training

Safety & Security Training

Expert Coaching

Head-up Display

Augmented Operator Manual

Augmented Interface

Augmented Interface

VALUE OF AUGMENTED REALITY ACROSS THE ENTERPRISE

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TAKING ADVANTAGE OF THE MARKET OPPORTUNITY

AR digital-physical overlays virtually illustrate step-by-step instructions

to repair products.

Overlay in-context detailed assembly and

manufacturing instructions demonstrating how to

perform processes, operate machinery, or assemble

parts.

AR provides customers new means to experience products

through immersive product demos, visualizations, and

digital showrooms.

Sell & Market Service Manufacture Operator & Assembly Work Instructions Virtual Product Demonstration Service Manual & Instructions

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BUSINESS CHALLENGES FOR COMPANIES

Sell & Market Service Manufacture

•  Lost sales from not being able to

virtually display your products

•  Expense of multiple onsite visits and

expensive prototypes

•  Customer indecision due to

complex proposals & requirements

•  Costly mistakes due to misinterpretation of instructions

•  Resource constraints from

fewer experts & limited skills transfer

•  Low productivity and efficiency of operation

•  Obsolete / incorrect service

information slows resolution time

•  Lower productivity and

scalability from aging workforce

•  Eroded service margins from

downtime and dissatisfaction

Operator & Assembly Work Instructions Virtual Product Demonstration Service Manual & Instructions

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Content Source

Dev Approach

AR Hardware

AR Capabilities Tracking 3D

MODEL

2D TARGET

VISUALIZE

INTERACT

INSTRUCT/GUIDE

PURPOSE-BUILT

REAL-TIME

PHONE/TABLET

HEAD-UP DISPLAY

OUTSOURCED

PLATFORM

SDK

WEARABLES

REPURPOSED

SPATIAL

AR EXPERIENCE USE CASE MAPPING




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Content Source

Dev Approach

AR Hardware


MODEL

2D TARGET

VISUALIZE

INTERACT

INSTRUCT/GUIDE

PURPOSE-BUILT

REAL-TIME

PHONE/TABLET

HEAD-UP DISPLAY

OUTSOURCED

PLATFORM

SDK

WEARABLES

REPURPOSED

SPATIAL



•  3D CAD Model

•  Spatial and 3D Model tracking

•  Recipe based Decimation Pipeline

•  Access to System of Record

•  Physically based Rendering

•  GPU Streaming

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Content Source

Dev Approach

AR Hardware


MODEL

2D TARGET

VISUALIZE

INTERACT

INSTRUCT/GUIDE

PURPOSE-BUILT

REAL-TIME

PHONE/TABLET

HEAD-UP DISPLAY

OUTSOURCED

PLATFORM

SDK

WEARABLES

REPURPOSED

SPATIAL



•  3D CAD Model

•  Step by Step Instructions

•  3D Model tracking



•  Process Verification & Documentation

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Content Source

Dev Approach

AR Hardware


MODEL

2D TARGET

VISUALIZE

INTERACT

INSTRUCT/GUIDE

PURPOSE-BUILT

REAL-TIME

PHONE/TABLET

HEAD-UP DISPLAY

OUTSOURCED

PLATFORM

SDK

WEARABLES

REPURPOSED

SPATIAL


Service Manual & Instructions •  Identify product instance

•  3D CAD Model

•  Step by Step Instructions

•  3D Model tracking



•  Access to Real-Time IoT data

•  Process Verification & Documentation

•  Wearables

•  Offline data support

•  AR Remote Assistant / 3D Markup

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AR IMPROVES BUSINESS OUTCOMES

Sell & Market Service Manufacture

•  Higher win rates as customers are

able to easily visualize products

•  Reduce travel costs through

sharable AR experiences

•  Shorter sales cycles with access to

products everywhere at anytime

•  Better fix rates with instructions in-

front of the physical product

•  Unlock knowledge from subject

matter experts

•  High service contract renewals,

and upsell opportunities

•  Avoid costly mistakes and

prolonged downtime

•  Bridge the gap between

training and operations

•  Speed complex or unfamiliar

tasks

Operator & Assembly Work Instructions Virtual Product Demonstration Service Manual & Instructions

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MANUFACTURE Improve Process Efficiency

SELL & MARKET Increase Sales Revenue

90% Better Quality

30% Faster Assembly

VALUE DRIVERS

ü  Reduce Service Event Time

ü  Improve Quality of Service

ü  First-Time Fix Rate

“Sales and Marketing … it just not about providing a graphic, you can provide customers with [virtual] products that have yet to be manufactured and not having to send a unit to location, but still have a to-scale examples that you can walk around and see all the information.”

– Sandra Humphreys

SERVICE Decrease costs

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Delivering the right information, at the right time, at the right place, and in the right format improving employee productivity

VALUE DRIVERS

GE ENERGY

Faster simulated wing assembly

30% BOEING & IOWA STATE

Source: AREA

Faster comprehending training instructions

47% SRI

Source: SRI

Faster wiring a turbine control box

34% Source: HBR

Faster installing wiring harnesses

25% BOEING

Source: AREA

Faster completing a warehouse picklist

46% GE HEALTHCARE

Source: HBR

AugmentedRealityforEnterpriseAlliance

MeasuringEnterpriseARReturn

onInvestment

AMember-ExclusiveReport:

comingsoon

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Market Perception











How do we

shorten the

Time-to-Value?

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•  Reduce Development Costs –  Eliminate the need to code with a visual authoring tool –  Optimize resources with built-in HoloLens, ARKit & ARCore support

•  Accelerate Content Creation –  Efficiently reuse 3D CAD geometries –  Incorporate existing step-by-step animations

•  Leverage Real-Time Insight –  Easily integrate sensor and contextualized IoT data –  Enhance experiences with enterprise systems data

•  Streamline Enterprise Scalability –  Access and view experiences across the enterprise from a single app –  Chose flexible cloud or on-premises deployment options

SHORTEN TIME-TO-VALUE

Faster AR Authoring Rapidly create content without programming

Geared For 3D

Reuse existing models & animated sequences

Real-Time Insights

Easily integrate IoT and business systems data

Cutting-Edge Scalability View experiences on smart

devices across the enterprise

Author AR without Writing

Any Code

Easily Re-use Existing 3D

Content

Accelerate Delivery IoT

Data

Single App Experience

Viewing

Present Compelling AR

Sequences

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THINGWORX STUDIO SHORTENS TIME-TO-VALUE

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THINGWORX STUDIO – TOP AR USE CASES




LESSONS LEARNED

•  Every organization needs an AR strategy

•  Understand use cases and challenges to clearly define today’s value and ROI

•  Leverage AR Technology (Hardware & Software) for what it is doing best today

•  Don’t get hung up on a tracking technology… you will need them all

•  There is a right development approach for every use case (the long tail)

•  Start now, move fast, iterate a lot… It will be different than you expect

Content Source

Dev Approach

AR Hardware

AR Capabilities Tracking 3D MODEL

2D TARGET

VISUALIZE

INTERACT

INSTRUCT/GUIDE

PURPOSE-BUILT

REAL-TIME

PHONE/TABLET

HEAD-UP DISPLAY

OUTSOURCED

PLATFORM

SDK

WEARABLES

REPURPOSED

SPATIAL

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Marc Schuetz (Thingworx Studio): Enterprise AR Success with 3D-CAD, Animation, and IoT Data

Technology

Transcript of Marc Schuetz (Thingworx Studio): Enterprise AR Success with 3D-CAD, Animation, and IoT Data