Xella BIMobject LIVe San Francisco

Xella – Steps towards a digitalXella Steps towards a digital
building world of tomorrow
BIMobject® LIVe
S F iSan Francisco
Thursday, 29th of October 2015
Markus Heße, Xella International GmbH, Duisburg

SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Xella – well known brands for raw & building materials
Xella Group (2014: Sales 1,273 m€, FTE 6.686)
LIMEBUILDING MATERIALS DRY LINING SYSTEMS LIMEBUILDING MATERIALS DRY LINING SYSTEMS
 Ytong and Hebel AAC blocks  Fermacell Gypsum fibre
b d
 Fels Lime
 Silka Calcium Silicate blocks
 Multipor Mineral Insulation
boards
 Hebel AAC elements
boards
 Aestuver Fire protection
boards
 Fermacell Cement-bonded
 Fels Limestone
 Hebel AAC elements
drywall
system boards
2

BIM will change the
way you
BIM enables you to
create new sales
communicate with
your customers
create new sales
leads
BIM is becoming
mainstream
BIM content is your
business card
towards the customer
BIM is for
manufacturersBIM creates more
3
marketing that pays
for itself
trust in your products

Internet affects your business more and more –
depending on materials you offerdepending on materials you offer
Internet in the building industry - for (almost) everyone profitable
Market survey August – October 2015
Tools
Sanitary articles (visible, in front of the wall)
strongly
affected
Electrical / Home automation
Building materials (with exhibition relevance)
less
affected
Building materials (with exhibition relevance)
Building materials (without exhibition relevance)
Sanitary articles (invisible behind the wall)Sanitary articles (invisible, behind the wall)
Other
1 2 3 4 5 6 7 8 9 10
4
How strong the product areas are affected
(1 less affected / 10 strongly affected)
1 2 3 4 5 6 7 8 9 10

Some important fact about BIM and the
challenges – NBS UK National BIM Report 2015challenges NBS UK National BIM Report 2015
83%
92% 95%
80%
100%
50%
20%
40%
60%
0%
20%
We currently use
BIM
In one year's
time we will use
In three year's
time we will use
In five year's
time we will useBIM time we will use
BIM
time we will use
BIM
time we will use
BIM
77 % of participants
The designp p
in the market
investigation
believes that BIM is
the future of project
emphasize the need
for digital product
information by
g
community is looking
to manufacturers to
help in the creation
and implementation
5
the future of project
information
y
manufacturer
and implementation
of BIM

Trend Digitalization
Early-Stage collaboration will
i i i t
Trend Energy efficiency
Buildings as key element to
d ti
Trend Urbanization
Higher number of multi-family
h i i b k t increase in importancereduce energy consumptionhomes in growing urban markets
Increasing data collection &
sharing (Building Info Modeling)
Increasing awareness of energy
consumption
Urban population will grow by
≈3.5B people until 20501
ption
g ( g g)
Early supplier integration and
stronger collaboration)
p
Buildings consume high amount
of energy
p p
67% of population will live in
urban areas by 2050
Descrip
Early stage collaboration with
suppliers more important
High comparability of different
suppliers
Increasing demand for energy
saving materials
Importance of insulation
characteristics of building
High demand for infrastructure
Trend towards high-volume/
low-cost housing
plications
6
supplierscharacteristics of building
materials
low cost housing
Imp
1. Growth of 44% from 2010 until 2050
Source: World Urbanization Prospects: 2011 Revision Population Database; press research; Boston Consulting Group analysis

Xella’s way to be prepared forXella s way to be prepared for
new business approach
ff t d b BIMaffected by BIM
7

8

10/201305-10/2013
03/2013
Management attention
“Buy this kind of software”
First meeting with BIMobject
and discussion about
technical solution
Market assessment towards
“BIM trend or need?”
Local and global
Buy this kind of software
01-06/2014 01-12/2014
Decision making process
and preparation of the first
Xella BIM strategy
Workshops technical and
marketing together with
BIMobject
04-05/2015
R i i f X ll BIM
01/2015
Fi t l ti f YtRevision of Xella BIM
strategy in cooperation with
BIMobject
First solution for Ytong
masonry walls presented on
BAU2015 fair in Munich
09/2015
Ytong masonry unitization
Creation Fermacell walls
9

Xella’s digital building in the future
Worldwide
digital cloud
based product
ranges
Local digital
marketing
under company
guideline
Local technical
services with
digital customer
advisory
Central E-
Commerce
services
Digital on site
support in
logistic and
execution
Full chain software integration – invisible for our customers (SAP, CRM, XPPS, etc.)
10
g ( , , , )

Worldwide digital cloud basedWorldwide digital cloud based
product ranges
Worldwide
digital cloud
based
product
ranges
Local digital
marketing
under
company
guideline
Local technical
services with
digital
customer
advisory
Central E-
Commerce
services
Digital on site
support in
logistic and
execution
11

Digital objects – container of all information
Links to additional
Product information
Geometries
Technical values
Classification systems
Links to additional
information like
certifications, instruction
videos, technical and
marketing brochures
y
marketing brochures
Web based digital
interlinked productinterlinked product
information and
communication container
P L
U S
Usability information
about availability in
different countries and
Software related
information e.g. PDF-
documentation or BIM-
A li ti i R it
12
different countries and
regions
Application in Revit,
Vectorworks, Archicad

Digital image of the product with integrated complete
informationinformation
13

Object description Manufacturers links Materials and Origin
Classification systems Availability in regions Sustainability systems
Download options Contact to manufacturer Request for more BIM files
14

Be digital visible with your product container
Publishing BIMobject public cloud
Private single brand cloud
Private multi brand cloud
Private project cloudPrivate project cloud
Sharing E Mail and social media
15
Sharing E-Mail and social media

16

17

18

19

20

21

22

23

24

25

26

27

28

29

Local digital marketing underLocal digital marketing under
company guideline
Worldwide
digital cloud
based
product
ranges
Local digital
marketing
under
company
guideline
Local technical
services with
digital
customer
advisory
Central E-
Commerce
services
Digital on site
support in
logistic and
execution
30

Internet affects your business more and more –
a new focus sales and marketing mixa new focus sales and marketing mix
Strengthening pull activities of investors, planners and architects
Intensification of building materials user support 81%
88%
Launching more product innovations
Start/intensify end customer marketing activities
Support Internet activities of intermediaries 69%
74%
78%
Individualize prices
Networking in e-commerce merchants/processors/customer
Assortments / brands differentiate between online and classical channel 58%
67%
67%
Intensify cooperation with Internet platforms
Create own Internet shop / extend it
Dynamizing prices 46%
52%
56%
Increase non-internet savvy products in the price
Promotion of businesses with mega-dealers
Position products in Internet marketing attractively priced 23%
27%
38%
31
Source: Internet in the building industry - for (almost) everyone profitable, Simon-Kucher & Partners,
Frankfurt, Market survey August – October 2015
Perform more surcharge actions 15%

Let's
t lktalk
about
BIM!
32

BIM a worldwide topic for a manufacturer
Building
Information
Modeling
The 1. choice for smart architects
33

Company internet news
Planificación y creación digital con
nuestros nuevos objetos BIM
Descargas
B I M
j
Hotel Residencia de Est diantes en B I M
Building
Information
Modeling
Hotel Residencia de Estudiantes en
Vic
34

Information towards customer in different level of detail
35

Integration in Internet presence
Digitale Planungshilfeng ta e a u gs e
BIM – Objekte >
36

Integration in Internet presence
B I MBuilding
Information
Modeling
37
Modeling

Presence in portals for Building materials
B I M
Building
Information
Modeling
Digitale Planungshilfen jetzt live erleben
www.xella.com/de/content/bim.php
38

Presence and information in portals for architects
Building
Information
Digitale Produktinformationen tagesaktuell
rund um die Uhr für Ihre Planung und
B I MModeling
g
Ausschreibung unter www.xella.com/BIM
39

Social media advertisement – example LinkedIn
BIM! Ytong presenta para el mercado español la gama completa como BIM digital de
objetos Ytong.
B I M Experimente Ayudas Planificación
B I M
Building
Information
Modeling
Experimente Ayudas Planificación
Digital viven ahora
www.ytong.es/es/content/noticias.php
40

Local technical services withLocal technical services with
digital customer advisory
Worldwide
digital cloud
based
product
ranges
Local digital
marketing
under
company
guideline
Local technical
services with
digital
customer
advisory
Central E-
Commerce
services
Digital on site
support in
logistic and
execution
41

From information on paper towards digital value
42

Digital information customer tailored
Architects Constructors
Engineers Craftsmen
43
House-Owner

Shifting processes in daily work
Print Media Internet
Digital media
for BIM
Sales Reps Technicians
Tools PeopleInformation
Today Traditional Traditional
Tomorrow DigitalDigital
Benefits: up-to date-information, focus on project business, efficient internal workflows
and better accessibility towards customers
S i it l t d lli T l t d ti CO E i i
44
Savings: unit related selling expenses, Travel costs and time, paper, CO2-Emissions

The way of communication with BIM for Xella – digital
and personaland personal
Digital objects
Architect / Engineer (AEC)
Xella
BIManalytics-Pro User
Direct customer
contact via Xales
BIManalytics Pro User
45Xella DATA PRIVACY (XDP) rules!

Daily use of BIManalytics for creating sales leads
Sales Force and technical field
support team
Marketing und Product
Management departmentsupport team
 Identify new customer in sales area
 Pre sales intelligence with personal
Management department
 Marketing analysis of products
 Communication in view of marketingg p
contact to architects and engineers
 Personal digital communication via
BIMmail like social media
g
information e.g. invitation to fairs in
modern social media style
 Selected information towardsBIMmail like social media
communication to engage
collaboration in a project
 Selected information towards
classified customers together with
sales force
 Priorization of customers for
collaboration with marketing
 Information about actual changes in
product range
46

Digital on site support inDigital on site support in
execution
Worldwide
digital cloud
based
product
ranges
Local digital
marketing
under
company
guideline
Local technical
services with
digital
customer
advisory
Central E-
Commerce
services
Digital on site
support in
logistic and
execution
47

Digital on site support for engineers and craftsmen
48

Labeling with additional on site information
“Digital Paper” Instruction video
49

All digital product information whenever you need them
50

Lessons learned forLessons learned for
success in BIM
51

First steps and lessons learned
 Prepare a digital strategy and be brave to change it over the time
 BIM is an ongoing process with a high speed of evolution
 Be open minded towards the technology development
Without a
strategy, it does
not work!
52

 Be BIM digital visible
 Estimate the grade of quality of your digital information
 Start on a low level and improve your product visibility
The customer
must see you
on the Internet!
53

 Add digital value to your information
 Be unique and provide to all customer tailored information
 Create digital interaction to your customers
Be your
customer’scustomer s
preferred
partner in BIM!
54

 Work on digital integration
 BIM for manufacturers is an added tool towards the internet presence
 One stop solution for the presentation of the product offering and the daily
product guidancep g
Digital
integrationintegration
reduces change
management!
55

 Communicate on all levels internally and externally
 Motivate all involved people in your company and explain them simple and
easy BIM and companies activities
 Use all channels to communicate
with your customers to see the
Keep it simple
use of your BIM objects and stupid!
BIM is easy!
56

 Understand internet as multi level marketing instrument in construction
industry
 Information about materials and their applications are increasingly networked
 Customers expect simple solutions Customers expect simple solutions
and always have access to the Digital
networking is
latest product data and the
applications on the site
networking is
everyday
networking!
pp
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Xella BIMobject LIVe San Francisco

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