AD&P; > March 2013 > FEATURE > PLM and the Importance of Experience > Lawrence S. Gould > lsg@lsgould.com
PLM and the Importance
of Experience
People���s experiences���the product property
that can lead to greater pro���tability���should
be part of product lifecycle management,
says Dassault Syst��mes.
by Lawrence S. Gould
> Contributing Editor
Experiences have value, says Joseph
Pine II, cofounder of Strategic Horizons
LLP (strategichorizons.com). Case in
point: Starbucks has created a place
where people want to spend their time.
And lots of money. Or consider the
depths of customer loyalty in Apple
mobile devices. So, Pine continues,
���innovate in experiences, using digital
technology to augment our reality���
because ���we can now build things
digitally out of digital substances.
When going from atoms to bits, there
truly is in���nite possibility. You de���ne
30
exactly the right opportunity amidst
that in���nite possibility by envisioning
and engendering and encountering
experiences that were never before
possible.��� That���s the basis of the 3D from
Dassault Syst��mes (3ds.com).
Virtual + Real
���It is clear today that when you buy
a smartphone, the object itself has a
certain value,��� says Bernard Charl��s,
Dassault���s president and CEO. ���But
the physical object���as it is connected
to a collection of services���is the real
��� ���The 3DExperience
is not only to improve
products and services,
but to also understand
the efect of what
we do on people and
society at large,���
says Bernard Charl��s,
president and CEO of
Dassault Syst��mes.
experience you get from it.��� However, ���do
you create experience with PLM program
management?��� asks Monica Menghini
rhetorically. She is Dassault���s executive
vice president for industry, marketing &
corporate communications. Her answer:
���No. You have to create everything with
a speci���c platform that is meant to
provide you everything that is needed to
simulate, think, and craft an experience
in the virtual world before you put it into
the real world.���
As Charl��s puts it, the auto industry has