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Jim Heppelmann (PTC): The New Essential Capabilities of an AR Strategy
- 1. THE NEW ESSENTIAL CAPABILITIES OF AN AR STRATEGY May 29, 2019 Jim Heppelmann President & CEO, PTC
- 2. 2 Machine Advantages: • Physical Power • Consistency • Resistance to harsh environments • Calculating Power Human Advantages: • Ideation/Creativity/ Innovation • Broad sensory pattern recognition • Complex communication • Sophisticated sensorimotor skills MACHINE AND HUMAN ADVANTAGES
- 3. 3 ANALYTICSDIGITAL TWIN Smart, Connected Products IOT ADVANCES THE CAPABILITY OF MACHINES 01001100101
- 4. 4 ANALYTICSDIGITAL TWIN Smart, Connected People AR ADVANCES THE CAPABILITY OF WORKERS 10101001100101
- 5. 5 Digital Design Review Maintenance Work Instructions Operator & Assembly Work Instructions Performance Dashboards Augmented Service Manuals Service Inspection & Verification Remote Expert Guidance Augmented Operator Manual Job-Specific Training Virtual Product Companions Manufacturing Service & Support Operate Train Survey of PTC customers, January 2019. n = 134 6% 3% 6% 5%5% 6% 5% 4% 6% 5% Product Development Sales & Market ADOPTION OF AR USE CASES ACROSS FUNCTIONS
- 7. 7CONFIDENTIAL – NOT FOR DISTRIBUTION - COPYRIGHT 2018 © MICHAEL E. PORTER AND JIM HEPPELMANN Operating Equipment
- 8. 8CONFIDENTIAL – NOT FOR DISTRIBUTION - COPYRIGHT 2018 © MICHAEL E. PORTER AND JIM HEPPELMANN 8CONFIDENTIAL – NOT FOR DISTRIBUTION - COPYRIGHT 2018 © MICHAEL E. PORTER AND JIM HEPPELMANN Assembling Components
- 9. Video – J2062_Waypoint_CAPTURE_PPT.mp4 : 1 min Capturing Manufacturing Expertise
- 10. Video – J2062_Waypoint_DELIVER_PPT.mp4 : 1 min Training Operators Just-In-Time
- 13. 13COPYRIGHT 2019 © MICHAEL E. PORTER AND JIM HEPPELMANN Supporting Field Operators
- 14. 14 Smart, Connected Humans ANALYTICSDIGITAL TWIN Smart, Connected Products OPTIMIZING WORK OF MAN AND MACHINE IN HARMONY 1011 1100
- 15. 15 ENTERPRISE AR FRAMEWORKContent 3D REF How will you map physical objects and the setting? INFORMATION What information do you need? SOURCE How will you source your content? CONFIGURATION How will you configure your information? AUTHORING How will you author the experience? None Surface Marker Object Spatial Text Images Sound Video Holograms Logic AI Voice AI Media Haptics Purpose Built IoT/OT Data Simulation Human Assistance AI Hard Coded File System Content Server PLM/BIM Code Author Capture Ad Hoc Integrate IoT/OT Repurposed Content Strategy REALITY Which type of reality will your experience utilize? CAPABILIITIES What AR capabilities will you leverage? SENSES What human senses will you stimulate? DEVICE Which type of device will you use? PLATFORM What platform will you support? Assisted Virtual Visualize Instruct Guide Interact Program Sense Recognize Sight Sound Touch Monocular Mobile Projection HUD HMD Proprietary iOS Android Windows UWP Cross Platform Multi Platform Augmented Hard Coded Delivery MAPPING How will you place content in the physical setting? LOCALIZATION How will you track location and content? INITIALIZATION How will you initiate your experience? TRANSPORT How will you send info from device to user? FEEDBACK How will you provide feedback to the user? None Unregistered Waypoint Surface Re-tetherable Manual GPS Beacons Image Object Terrain Triangulation AI None Manual Marker Wireless Triangulate Cached Downloaded Streaming None Touchscreen Voice Gesture Virtual Screen Eye Tracking Location IoT Sensors Marker Object Hard Coded
- 16. 16 TYPES OF AR REALITY Which type of reality will your experience utilize? Strategy Assisted Virtual CAPABILIITIES What AR capabilities will you leverage? Visualize Instruct Guide Interact Program Sense Recognize SENSES What human senses will you stimulate? Sight Sound Touch DEVICE Which type of device will you use? Monocular Mobile Projection HUD HMD PLATFORM What platform will you support? Proprietary iOS Android Windows UWP Cross Platform Multi Platform AugmentedAugmented Visualize Instruct Sight HMD Windows UWP
- 17. 17 DEVICES & PLATFORMS REALITY Which type of reality will your experience utilize? Strategy CAPABILIITIES What AR capabilities will you leverage? SENSES What human senses will you stimulate? DEVICE Which type of device will you use? PLATFORM What platform will you support? Assisted Virtual Visualize Instruct Guide Interact Program Sense Recognize Sight Sound Touch Augmented Monocular Mobile Projection HUD HMD Proprietary iOS Android HoloLens Cross Platform Multi Platform
- 18. 18 AUTHOR AND ORIENT Marker Spatial Targets Object recognition 3D REF How will you map physical objects and the setting? Content None Surface Marker Object Spatial INFORMATION What information do you need? Text Images Sound Video Holograms Logic AI Voice SOURCE How will you source your content? Purpose Built IoT/OT Data Simulation Human Assistance AI CONFIGURATION How will you configure your information? Hard Coded File System Content Server PLM/BIM AUTHORING How will you author the experience? Code Author Capture Ad Hoc Integrate IoT/OT Repurposed Content Marker Sound Holograms Repurposed Content IoT/OT Data Content Server Code Author
- 19. 19 CONTENT Haptics AI Digital Thread 3D REF How will you map physical objects and the setting? Content None Surface Marker Object Spatial INFORMATION What information do you need? Text Images Sound Video Holograms Logic AI Voice AI Media Haptics SOURCE How will you source your content? Purpose Built IoT/OT Data Simulation Human Assistance AI CONFIGURATION How will you configure your information? Hard Coded File System Content Server PLM/BIM AUTHORING How will you author the experience? Code Author Capture Ad Hoc Integrate IoT/OT Repurposed Content Marker Sound Holograms Repurposed Content IoT/OT Data Content Server Code Author
- 20. 20 None Unregistered Waypoint Surface Re-tetherable Manual GPS Beacons Image Object Terrain Triangulation AI Marker Object INTERACTION Triangulate Gesture Eye tracking MAPPING How will you place content in the physical setting? Delivery LOCALIZATION How will you track location and content? INITIALIZATION How will you initiate your experience? None Manual Hard Coded Marker Wireless Triangulate TRANSPORT How will you send info from device to user? Cached Downloaded Streaming FEEDBACK How will you provide feedback to the user? None Touchscreen Voice Gesture Virtual Screen Eye Tracking Location IoT Sensors
- 21. 21 PLACE AND TRACK Waypoint Beacons MAPPING How will you place content in the physical setting? Delivery None Unregistered Waypoint Surface Re-tetherable LOCALIZATION How will you track location and content? Manual GPS Beacons Image Object Terrain Triangulation AI INITIALIZATION How will you initiate your experience? None Manual Hard Coded Marker Wireless Triangulate TRANSPORT How will you send info from device to user? Cached Downloaded Streaming FEEDBACK How will you provide feedback to the user? None Touchscreen Voice Gesture Virtual Screen Eye Tracking Location IoT Sensors Marker Object
- 22. 22 DeliveryContent ENTERPRISE AR FRAMEWORKStrategy MAPPING How will you place content in the physical setting? LOCALIZATION How will you track location and content? INITIALIZATION How will you initiate your experience? TRANSPORT How will you send info from device to user? FEEDBACK How will you provide feedback to the user? 3D REF How will you map physical objects and the setting? INFORMATION What information do you need? SOURCE How will you source your content? CONFIGURATION How will you configure your information? AUTHORING How will you author the experience? REALITY Which type of reality will your experience utilize? CAPABILIITIES What AR capabilities will you leverage? SENSES What human senses will you stimulate? DEVICE Which type of device will you use? PLATFORM What platform will you support? None Unregistered Waypoint Surface Re-tetherable Manual GPS Beacons Image Object Terrain Triangulation AI None Manual Hard Coded Marker Wireless Triangulate Cached Downloaded Streaming None Touchscreen Voice Gesture Virtual Screen Eye Tracking Location IoT Sensors Marker Object None Surface Marker Object Spatial Text Images Sound Video Holograms Logic AI Voice AI Media Haptics Purpose Built IoT/OT Data Simulation Human Assistance AI Hard Coded File System Content Server PLM/BIM Code Author Capture Ad Hoc Integrate IoT/OT Repurposed Content Assisted Virtual Visualize Instruct Guide Interact Program Sense Recognize Sight Sound Touch Monocular Mobile Projection HUD HMD Proprietary iOS Android Windows UWP Cross Platform Multi Platform Augmented
- 23. 23 MAPPING How will you place content in the physical setting? Delivery None Unregistered Waypoint Surface Re-tetherable LOCALIZATION How will you track location and content? Manual GPS Beacons Image Object Terrain Triangulation AI INITIALIZATION How will you initiate your experience? None Manual Hard Coded Marker Wireless Triangulate TRANSPORT How will you send info from device to user? Cached Downloaded Streaming FEEDBACK How will you provide feedback to the user? None Touchscreen Voice Gesture Virtual Screen Eye Tracking Location IoT Sensors Marker Object 3D REF How will you map physical objects and the setting? Content None Surface Marker Object Spatial INFORMATION What information do you need? Text Images Sound Video Holograms Logic AI Voice AI Media Haptics SOURCE How will you source your content? Purpose Built IoT/OT Data Simulation Human Assistance AI CONFIGURATION How will you configure your information? Hard Coded File System Content Server PLM/BIM AUTHORING How will you author the experience? Code Author Capture Ad Hoc Integrate IoT/OT Repurposed Content MARKETING FURNITURE REALITY Which type of reality will your experience utilize? Strategy Assisted Virtual CAPABILIITIES What AR capabilities will you leverage? Visualize Instruct Guide Interact Program Sense Recognize SENSES What human senses will you stimulate? Sight Sound Touch DEVICE Which type of device will you use? Monocular Mobile Projection HUD HMD PLATFORM What platform will you support? Proprietary iOS Android Windows UWP Cross Platform Multi Platform Augmented
- 24. 24 OPERATING EQUIPMENT MAPPING How will you place content in the physical setting? Delivery None Unregistered Waypoint Surface Re-tetherable LOCALIZATION How will you track location and content? Manual GPS Beacons Image Object Terrain Triangulation AI INITIALIZATION How will you initiate your experience? None Manual Hard Coded Marker Wireless Triangulate TRANSPORT How will you send info from device to user? Cached Downloaded Streaming FEEDBACK How will you provide feedback to the user? None Touchscreen Voice Gesture Virtual Screen Eye Tracking Location IoT Sensors Marker Object 3D REF How will you map physical objects and the setting? Content None Surface Marker Object Spatial INFORMATION What information do you need? Text Images Sound Video Holograms Logic AI Voice AI Media Haptics SOURCE How will you source your content? Purpose Built IoT/OT Data Simulation Human Assistance AI CONFIGURATION How will you configure your information? Hard Coded File System Content Server PLM/BIM AUTHORING How will you author the experience? Code Author Capture Ad Hoc Integrate IoT/OT Repurposed Content REALITY Which type of reality will your experience utilize? Strategy Assisted Virtual CAPABILIITIES What AR capabilities will you leverage? Visualize Instruct Guide Interact Program Sense Recognize SENSES What human senses will you stimulate? Sight Sound Touch DEVICE Which type of device will you use? Monocular Mobile Projection HUD HMD PLATFORM What platform will you support? Proprietary iOS Android Windows UWP Cross Platform Multi Platform AugmentedAugmented Visualize Instruct Sight HMD Windows UWP Image Manual Cached Voice Object Marker Sound Holograms Repurposed Content IoT/OT Data Content Server Code Author
- 25. 25 MAPPING How will you place content in the physical setting? Delivery None Unregistered Waypoint Surface Re-tetherable LOCALIZATION How will you track location and content? Manual GPS Beacons Image Object Terrain Triangulation AI INITIALIZATION How will you initiate your experience? None Manual Hard Coded Marker Wireless Triangulate TRANSPORT How will you send info from device to user? Cached Downloaded Streaming FEEDBACK How will you provide feedback to the user? None Touchscreen Voice Gesture Virtual Screen Eye Tracking Location IoT Sensors Marker Object 3D REF How will you map physical objects and the setting? Content None Surface Marker Object Spatial INFORMATION What information do you need? Text Images Sound Video Holograms Logic AI Voice AI Media Haptics SOURCE How will you source your content? Purpose Built IoT/OT Data Simulation Human Assistance AI CONFIGURATION How will you configure your information? Hard Coded File System Content Server PLM/BIM AUTHORING How will you author the experience? Code Author Capture Ad Hoc Integrate IoT/OT Repurposed Content ASSEMBLING COMPONENTS REALITY Which type of reality will your experience utilize? Strategy Assisted Virtual CAPABILIITIES What AR capabilities will you leverage? Visualize Instruct Guide Interact Program Sense Recognize SENSES What human senses will you stimulate? Sight Sound Touch DEVICE Which type of device will you use? Monocular Mobile Projection HUD HMD PLATFORM What platform will you support? Proprietary iOS Android Windows UWP Cross Platform Multi Platform Augmented
- 26. 26 MAPPING How will you place content in the physical setting? Delivery None Unregistered Waypoint Surface Re-tetherable LOCALIZATION How will you track location and content? Manual GPS Beacons Image Object Terrain Triangulation AI INITIALIZATION How will you initiate your experience? None Manual Hard Coded Marker Wireless Triangulate TRANSPORT How will you send info from device to user? Cached Downloaded Streaming FEEDBACK How will you provide feedback to the user? None Touchscreen Voice Gesture Virtual Screen Eye Tracking Location IoT Sensors Marker Object 3D REF How will you map physical objects and the setting? Content None Surface Marker Object Spatial INFORMATION What information do you need? Text Images Sound Video Holograms Logic AI Voice AI Media Haptics SOURCE How will you source your content? Purpose Built IoT/OT Data Simulation Human Assistance AI CONFIGURATION How will you configure your information? Hard Coded File System Content Server PLM/BIM AUTHORING How will you author the experience? Code Author Capture Ad Hoc Integrate IoT/OT Repurposed Content CAPTURING MANUFACTURING EXPERTISE REALITY Which type of reality will your experience utilize? Strategy Assisted Virtual CAPABILIITIES What AR capabilities will you leverage? Visualize Instruct Guide Interact Program Sense Recognize SENSES What human senses will you stimulate? Sight Sound Touch DEVICE Which type of device will you use? Monocular Mobile Projection HUD HMD PLATFORM What platform will you support? Proprietary iOS Android Windows UWP Cross Platform Multi Platform Augmented
- 27. 27 MAPPING How will you place content in the physical setting? Delivery None Unregistered Waypoint Surface Re-tetherable LOCALIZATION How will you track location and content? Manual GPS Beacons Image Object Terrain Triangulation AI INITIALIZATION How will you initiate your experience? None Manual Hard Coded Marker Wireless Triangulate TRANSPORT How will you send info from device to user? Cached Downloaded Streaming FEEDBACK How will you provide feedback to the user? None Touchscreen Voice Gesture Virtual Screen Eye Tracking Location IoT Sensors Marker Object 3D REF How will you map physical objects and the setting? Content None Surface Marker Object Spatial INFORMATION What information do you need? Text Images Sound Video Holograms Logic AI Voice AI Media Haptics SOURCE How will you source your content? Purpose Built IoT/OT Data Simulation Human Assistance AI CONFIGURATION How will you configure your information? Hard Coded File System Content Server PLM/BIM AUTHORING How will you author the experience? Code Author Capture Ad Hoc Integrate IoT/OT Repurposed Content TRAINING OPERATORS JUST-IN-TIME REALITY Which type of reality will your experience utilize? Strategy Assisted Virtual CAPABILIITIES What AR capabilities will you leverage? Visualize Instruct Guide Interact Program Sense Recognize SENSES What human senses will you stimulate? Sight Sound Touch DEVICE Which type of device will you use? Monocular Mobile Projection HUD HMD PLATFORM What platform will you support? Proprietary iOS Android Windows UWP Cross Platform Multi Platform Augmented
- 28. 28 MAPPING How will you place content in the physical setting? Delivery None Unregistered Waypoint Surface Re-tetherable LOCALIZATION How will you track location and content? Manual GPS Beacons Image Object Terrain Triangulation AI INITIALIZATION How will you initiate your experience? None Manual Hard Coded Marker Wireless Triangulate TRANSPORT How will you send info from device to user? Cached Downloaded Streaming FEEDBACK How will you provide feedback to the user? None Touchscreen Voice Gesture Virtual Screen Eye Tracking Location IoT Sensors Marker Object 3D REF How will you map physical objects and the setting? Content None Surface Marker Object Spatial INFORMATION What information do you need? Text Images Sound Video Holograms Logic AI Voice AI Media Haptics SOURCE How will you source your content? Purpose Built IoT/OT Data Simulation Human Assistance AI CONFIGURATION How will you configure your information? Hard Coded File System Content Server PLM/BIM AUTHORING How will you author the experience? Code Author Capture Ad Hoc Integrate IoT/OT Repurposed Content GUIDING WAREHOUSE WORKERS REALITY Which type of reality will your experience utilize? Strategy Assisted Virtual CAPABILIITIES What AR capabilities will you leverage? Visualize Instruct Guide Interact Program Sense Recognize SENSES What human senses will you stimulate? Sight Sound Touch DEVICE Which type of device will you use? Monocular Mobile Projection HUD HMD PLATFORM What platform will you support? Proprietary iOS Android Windows UWP Cross Platform Multi Platform Augmented
- 29. 29 MAPPING How will you place content in the physical setting? Delivery None Unregistered Waypoint Surface Re-tetherable LOCALIZATION How will you track location and content? Manual GPS Beacons Image Object Terrain Triangulation AI INITIALIZATION How will you initiate your experience? None Manual Hard Coded Marker Wireless Triangulate TRANSPORT How will you send info from device to user? Cached Downloaded Streaming FEEDBACK How will you provide feedback to the user? None Touchscreen Voice Gesture Virtual Screen Eye Tracking Location IoT Sensors Marker Object 3D REF How will you map physical objects and the setting? Content None Surface Marker Object Spatial INFORMATION What information do you need? Text Images Sound Video Holograms Logic AI Voice AI Media Haptics SOURCE How will you source your content? Purpose Built IoT/OT Data Simulation Human Assistance AI CONFIGURATION How will you configure your information? Hard Coded File System Content Server PLM/BIM AUTHORING How will you author the experience? Code Author Capture Ad Hoc Integrate IoT/OT Repurposed Content SERVICING MED DEVICES REALITY Which type of reality will your experience utilize? Strategy Assisted Virtual CAPABILIITIES What AR capabilities will you leverage? Visualize Instruct Guide Interact Program Sense Recognize SENSES What human senses will you stimulate? Sight Sound Touch DEVICE Which type of device will you use? Monocular Mobile Projection HUD HMD PLATFORM What platform will you support? Proprietary iOS Android Windows UWP Cross Platform Multi Platform Augmented
- 30. 30 MAPPING How will you place content in the physical setting? Delivery None Unregistered Waypoint Surface Re-tetherable LOCALIZATION How will you track location and content? Manual GPS Beacons Image Object Terrain Triangulation AI INITIALIZATION How will you initiate your experience? None Manual Hard Coded Marker Wireless Triangulate TRANSPORT How will you send info from device to user? Cached Downloaded Streaming FEEDBACK How will you provide feedback to the user? None Touchscreen Voice Gesture Virtual Screen Eye Tracking Location IoT Sensors Marker Object 3D REF How will you map physical objects and the setting? Content None Surface Marker Object Spatial INFORMATION What information do you need? Text Images Sound Video Holograms Logic AI Voice AI Media Haptics SOURCE How will you source your content? Purpose Built IoT/OT Data Simulation Human Assistance AI CONFIGURATION How will you configure your information? Hard Coded File System Content Server PLM/BIM AUTHORING How will you author the experience? Code Author Capture Ad Hoc Integrate IoT/OT Repurposed Content SUPPORTING FIELD OPERATORS REALITY Which type of reality will your experience utilize? Strategy Assisted Virtual CAPABILIITIES What AR capabilities will you leverage? Visualize Instruct Guide Interact Program Sense Recognize SENSES What human senses will you stimulate? Sight Sound Touch DEVICE Which type of device will you use? Monocular Mobile Projection HUD HMD PLATFORM What platform will you support? Proprietary iOS Android Windows UWP Cross Platform Multi Platform Augmented
- 31. 31 CLOSING THOUGHTS • AR is the most natural way to deliver digital information to front-line workers – More effective training and guidance to deal with turnover and an expected millions shortage of skilled front-line workers • AR enables people, as IoT enables products – Allows human work to be monitored, guided, and optimized – Significantly enhancing worker productivity through better collaboration with machines • Connecting people to the internet, via AR, counterbalances the threat from automation by empowering human workers • Both IoT and AR change the competitive environment, requiring new strategic choices and organizational models
- 32. 32