Innovate In The 4IR

H&C-Business Transformation 4.0 Solution Brief
Product Innovation & 3DEXPERIENCE
Product Lifecycle Management
Innovation Landscape Product Lifecycle 4.0 3DEXPERIENCE Competes
4IR: The Landscape, The Drivers & Opportunities

Thriving in the 4th Industrial Revolution
Major competition is coming and its subtle as each adapts to the changing
wants of the customer and their workforces. Before you know it, the small and
agile have grabbed the attention and stolen market share.
We're living through the most amazing time; a time when because of the
internet, someone and in fact anyone with the right desire who's prepared to
put in the time/effort, can go from “zero to hero”. It's something we've seen
many times over recent years. In fact over the last century it's been happening
more and more, as consistently 85% of our large enterprise disappear as the
newcomers come through to take their place as they fail to adapt to changes in
the market.
Thriving in the 4IR
Not only is it large enterprise under threat, but the
large consultancies living in the past. From a Systems
Integration perspective I enjoyed the anti-climax of
the "millennium bug" in the run-up to Y2K and the
huge attempts to stop the disaster, care of ERP projects
(SAP in my case).
The large enterprise world scrambled to avoid disaster
and we thrived on the hustle and bustle of those years.
Not since that time, have we seen such emerging
demand for a series of information management
systems as we are doing today.
But there is confusion over the priorities with so
much noise in the market…..

It’s Broken
Things are broken! We're surrounded by a world of short-term thinking.
The vast majority of executives in our largest companies around the world are
focused on keeping hungry equity markets happy - quarterly results, and
annualized/incentivized remuneration. Sustainability over the long-term
demands brand (awareness & reputation) built around great products and
services.
We're either on Offense or Defense and the majority are in defense in order to
achieve short-term results. What do I mean by Defense? It's merely defending
the bottom-line each quarter and each year; cutting costs, increasing
efficiencies and in sales mode at all times.
The future and the 4IR demands Offense -
productivity and above all else, innovation of products
and services both physically and as an operating
culture.
Innovate Or Stagnate
The 4th Industrial Revolution when you cut through
the noise surrounding various technologies, really
comes down to delivering to the B2C and B2B
Customer, new cutting-edge, time saving and
frictionless products and service solutions. Innovation
must run throughout the
enterprise. It's not a departmental thing, it's a
vertically and horizontally integrated collaborative
ecosystem thing!
I have to remind you of Toys'R'Us, the dominant,
humungous force in kid's toys and they disappeared
because firstly they handed over fulfillment to
Amazon and in so doing handed over customer
familiarity of purchasing to Amazon online. Secondly,
they failed to innovate - huge and prime located stores
that could have been the lifestyle place for kids to visit.
It could have been amazing.

Your CEO Knows, No One Is Safe
But, the good news is, according to Forbes: "72% of global CEOs
believe the next 3-years will be more critical for their industry than
the last 50-years"
In other words, 3/4 of your large enterprise leaders do know they
need to adapt fast. Let's hope they keep responsibility and don't
abdicate it to a project or Chief Innovation Officer. Innovation needs
driving from the top and throughout the enterprise and ecosystem.
Because, no one can hide as disruption is everywhere.
As start-ups enter your market share, OEMs extend
their reach (Direct to Consumer), your existing
competitors evolve, no industry sector is safe from
disruption.
As disruptive companies leverage breakthroughs in
Social Media, Mobile, Artificial Intelligence, Cloud and
IoT technologies they are delivering personalized,
valuable and immediate experiences, giving customers
more choice than ever.
As a result, they grow to expect this superior
experience from any business they engage with.
It was only a few weeks ago, the ex-CMO of Dassault
Systemes said to me, "it's no longer the experience
economy, but instead the expectation economy".
There are consistently four changes your customers
expect right now……

The Customer-Centric Wants
While innovating, there are four major expectations that are now expected,
including Data Protection, a journey, service and product that’s personal and
comfort that they’re being at the forefront of innovation.
Data Protection
The customer needs to trust you 100% and expects
privacy along with data protection. At the same time, it
is often compromised for the sake of speed and less
friction. Nevertheless, it remains up there and is part
of good practice.
Connected Journeys
70% of customers say connected processes — such as
seamless handoffs or contextualized engagement
based on earlier interactions — are very important to
winning their business.
Personalization
The vast majority of customers want to be treated like
a person, not a number. Furthermore customers say
understanding how they use products and services,
along with tailored engagement based on past
interactions is very important to keeping their
business.
Innovation
Over half of customers actively seek to buy from the
most innovative companies (that is, those that
consistently introduce new products and services
based on customer needs and new technology). 2/3rds
of customers expect companies to provide new
products/services more frequently than ever before.
It starts and is delivered via culture and the realisation
that there's no quick fix:

Surviving & Thriving
It starts and is delivered via culture and the realisation that there's no quick
fix:
Companies Realise No One Can Own Innovation
It's madness to think a company can transform its
products and services through an innovation
department or by assigning a few people. Every
company wants a CX like Amazon without
understanding what it takes. The great news is there's
really no secret; it's just everyone it incredibly focused
on customer service. Everyone is thinking Customer-
centric.
Today you should be thinking about your customer
experience in everything you do, from hiring and
leadership to marketing, supply, logistics, systems
infrastructure, product design, lifecycle and
continuous improvement. Involve every employee in
how their work impacts the customer and aim toward
providing the best experience possible.
Business Transformation 4.0
Each day I am confronted by the term Digital
Transformation and each day it's a harsh reminder
that through that title it departmentalizes
transformation. Someone is talking Business
Transformation, another Digital and another is on the
Innovation path. Unless you transform your business
digitally and innovate products and services digitally,
you will not have a business for long.
As a result, it's merely business transformation and
digital and innovation needs to be at the top of the
agenda.
2/3rds of CEOs, according to Gartner plan to change
their business model within the next three years.
Successful companies transcend.

PLM 4.0
A recent large enterprise global study details 67% of global executive
dissatisfied with their company's:
Performance in converting ideas into market-ready products, services or
business models | Effectiveness in capturing ideas from outside their company
| Time-to-market (& one of the top reasons for innovation failure).
As a result, there are 4 large opportunities in the PLM 4.0 market. 4
opportunities that can originate from 4IR Customer-centric product
innovation drivers:
The Next Generation of PLM
The Digital Twin
It was only a few months ago when the only people
talking about it were at the Industry 4.0 conferences.
Today, however any quality enterprise looking at a
new PLM projects is discussing. To date, I am unaware
of any end-to-end Digital Twin, however in part they
can
be seen as part of the entire lifecycle.
Digital twins drive innovation and performance,
giving potential reliability of predictive analytics.
Furthermore, the aim for an improved customer
experience through a better understanding of
customer needs, enhanced products, streamlined
operations, and improved service-after-sales; all
while creating an efficient platform for new products
and services. Using data captured by IoT sensors, the
simulation model (digital twin), is continuously
updated and gives designers and engineers the insight
they need to improve future product development
efforts. By studying the digital twin under actual
working conditions, companies can see the product in
action. Engineers can make more informed choices
during the design process and use digital twins to
make their simulations more accurate.
Over the years to come, I can already see it will be the
standard for all, but for now it is something to which
we all aspire.

PLM 4.0 continued…
Intelligent Products
Intelligent products can be personalized and remote-
controlled, along with enabling new services.
PLM manages the product data and control processes,
including requirements management, change and
approvals. Furthermore the integration care of
Applications and UI need developing in order to
deliver services, big data solutions and analytics.
Integrated Factories & Plants
Connectivity across the manufacturing process has
been around for years, however with the arrival of
industry4.0 technologies, the convergence of the
digital and physical worlds—including information
technology (IT) and operations technology (OT)—have
made the transformation of the supply chain
increasingly possible. Shifting from linear, sequential
supply chain operations to an interconnected, open
system of supply operations. However, to realize this,
manufacturers will need to unlock several capabilities:
horizontal integration through the .
web of operational systems that power the
organization; vertical integration through connected
manufacturing systems; and end-to-end, ecosystem
integration through the entire value chain.
Smart Service
As manufacturers move to new business models
including intelligence after-sales services, so PLM
must adapt and include integrated services and
embeds product data for technical documentation,
replacement part management or maintenance
planning.
The cost of the potential service more than pays for
itself care of preventative maintenance, optimized
replacement part logistics, warranty processing,
upgrades, and error fixing.

Platformization 4.0
The PLM sector is in the midst of an extended value-chain platform
enablement era. This shift toward the enablement of robust platforms requires
a fundamental change for the solution providers.
The solution providers need to continue to evolve existing platforms, and how
they remain open and integrated with third parties and how all they adhere to
standards and the openness of interfaces that permit platforms to be reliable
over multiple upgrade cycles.
The Platformization of PLM is sitting atop various
ever-evolving trends that are integrated and already
touching the product lifecycle:
o Project Management tools and integration.
Migration of end-to-end lifecycle management
capabilities to the extended enterprise level
o Greater cross-functional and extended enterprise
collaboration
o Product design and simulation tools
o Greater lifecycle data intelligence from production
through maintenance
o Everything required by users, when they need it
And so, in summary the total platform comprises an
innovation platform that cultivates continuous
creativity, yielding improvements in products and
processes plus inspiring new and better ones
throughout full lifecycles and across generations of
products.

Enabling The Digital Thread
As digital transformation is disrupting more and more industries, companies
look for ways to manage what is becoming an entirely digital thread, from the
first conception of an idea for a product, through the enterprise, to the
customer and looping back again.
The potential business benefits of this transformation
are huge: more efficient product design and
development, new revenue streams based on services
and predictive maintenance, and solid compliance and
regulatory tracking, to just get us started.
Combine it all with the aforementioned customer
demand for smarter products; the data collected is
pushing digital transformation faster than most can
handle.
Rather than go through the costly and painful
disruption of replacing existing PDM/PLM systems, a
platform Product Innovation and Lifecycle
Management approach promises the fastest approach
to the Digital Twin - the mirror image of the physical
world.
The PLM sector is in the midst of an extended value-
chain platform enablement era.
This shift toward the enablement of robust platforms
requires a fundamental change for the solution
providers. The solution providers need to continue to
evolve existing platforms, and how they remain open
and integrated with third parties and how all they
adhere to standards and the openness of interfaces
that permit platforms to be reliable over multiple
upgrade cycles.
The innovation platform provides potentially so much,
be that: a cohesive approach to product innovation,
product development and engineering, right through
manufacturing and service. A single data model so
everyone works on the same information in real-time,
creating a cohesive digital twin. A single digital thread
that connects information and people across the
product lifecycle, providing the foundation for
manufacturers to fundamentally transform their
business and their relationships with customers.

Solution Options
Today’s digital enterprises are moving from a product-centric business to offer
extended value. They’re redefining their value streams to deliver more than
just a commodity to instead finding ways to offer value across the entire
customer relationship.
These integrated solutions provide business value as the next step in the
evolution of product lifecycle management (PLM) software suites:
The Favorites
Knowing the right PIP and the vendors is important as
most are moving fast to take a strong lead in the
market share rankings. Deciding which partners to
consider is critical and getting it right can save a lot of
time and headaches. Before jumping into the Product
Innovation / PLM choice, it's always best to listen to
some analysts and systems integrators and to discuss
your future product plans.
You will want to make sure that the consultants you
engage work with multiple Platformization systems as
you'll need someone with a breadth of software
experience to help define your early list.
When getting started, start by understanding not all
vendors are right for your industry.
Next, understand what functions of the entire
product lifecycle you want to manage, from
envisioning, design, development, manufacture,
assembly, logistics, maintenance and service. Then,
let's look at integration across the product innovation
platform, connecting data across the ecosystem, from
requirements through conceptual design all the way
through engineering to verification and validation --
and beyond. It starts with CAD and looking toward the
ease of integration of the various designs into the
platform.
Look at your Enterprise Management applications
(ERP, CRM, SCM), many of the vendors for which
carry their own PLM solutions. But, keep in mind they
start and finish from a different perspective than that
of the Product Innovation / PLM specialists.
Innovation Landscape Product Lifecycle 4.0 3DEXPERIENCE Economy

3DEXPERIENCE Economy
And finally we come to thinking strategically about what your Product
Innovation Platform (PIP) should be doing for you.
1st up, if you feel the IOT is important, and I for one do, then you really should
take a look at ThingWorx. I believe strongly IoT is an essential part of products,
supply chain and manufacturing in order to deliver smart, connected, more
personalised and faster delivered products. In addition to the strong PTC
offering are the recent developments from Autodesk and power of the Siemens
offering, Mindsphere.
Then, I'm a big believer in the Dassault Systemes ongoing vision and
development of Exalead and its AI that's harnessing data extracted by the IoT
and many other sources, in order to assist ecosystem collaboration. In addition,
it takes Business Intelligence to another level surrounding product design,
development and performance. Siemens Omneo also can't be ignored, built on
its robust and functional Teamcenter suite.
Given, we know the 4IR is driven by customers
expectations, so integration with Digital
Manufacturing and Manufacturing Operations has to
be one of your visions. Both Siemens and Dassault are
leading the charge.
And lastly and currently one of the most talked about
due to its strong commercial viability is the
3DExperience platform, the DS vision surrounding the
experience economy and starts to take PLM beyond
the core of what most people imagine.
The 4IR Expectation Economy

3DEXPERIENCE Economy
And finally we come to thinking strategically about what your Product
Innovation Platform (PIP) should be doing for you.
1st up, if you feel the IOT is important, and I for one do, then you really should
take a look at ThingWorx. I believe strongly IoT is an essential part of products,
supply chain and manufacturing in order to deliver smart, connected, more
personalised and faster delivered products. In addition to the strong PTC
offering are the recent developments from Autodesk and power of the Siemens
offering, Mindsphere.
Then, I'm a big believer in the Dassault Systemes ongoing vision and
development of Exalead and its AI that's harnessing data extracted by the IoT
and many other sources, in order to assist ecosystem collaboration. In addition,
it takes Business Intelligence to another level surrounding product design,
development and performance. Siemens Omneo also can't be ignored, built on
its robust and functional Teamcenter suite.
Given, we know the 4IR is driven by customers
expectations, so integration with Digital
Manufacturing and Manufacturing Operations has to
be one of your visions. Both Siemens and Dassault are
leading the charge.
And lastly and currently one of the most talked about
due to its strong commercial viability is the
3DExperience platform, the DS vision surrounding the
experience economy and starts to take PLM beyond
the core of what most people imagine.

3DEXPERIENCE Community Feedback
I understand there around 2900 3DEXPERIENCE experienced individuals
around the world today and I am delighted to say that I have the honor of
being connected to just less than 2000. There are so many projects underway,
so much "fail-fast, learn-quick" (learning) going on and future projects in
discussion that we are all enjoying a journey full of twists and turns.
I thought the other week it a good idea to reach out to most and seek their
opinions on the platform; be that good, bad or indifferent and a big thank you
to all who responded. I asked three questions:
1. On your recent 3DEXPERIENCE project, what was the main business benefit
hoping to be gained from the platform?
2. What was the greatest challenge in installing the platform?
3. In your experience, how would improve the existing 3DEXPERIENCE
Solution?
Answers came in thick and fast across the customers, systems integrators and
some of the Dassault people.

3DEXPERIENCE Community Feedback continued
On your recent 3DEXPERIENCE project, what was the
main business benefit hoping to be gained from the
platform?
Across the many answers we were able to summarise
the answers into the following:
Build Internal Best Practice: the platform gives a
central point for everyone to track and trace methods,
styles and approaches across the organisation in order
to understand future best practices.
Improve Internal Collaboration & Trust In The Process
Of Innovation: a platformization approach helps to
breakdown the silos and brings multi-functional and
purpose teams together in order to collaborate in a
trusted, single-source-of-truth platform.
Design & Manufacture Faster: ultimately, the platform
is there to help collaborate across the ecosystem in
order to design and manufacture better, smarter and
more flexible products.
What was the greatest challenge in installing the
platform?
Nothing unsurmountable but all in their own ways
very challenging in order to breakthrough into new
ways of working and producing:
1. People Change / Business Process / Training in the
Platform: By far the most common challenge
surrounded the people and getting them to adapt both
personally and in what they do, day-to-day. Shifting
an enterprise culture and the personalities within has
to be always the greatest and the first focus of the
organisation. While the 3DEXPERIENCE is relatively
intuitive, everyone needs different levels of training
and in different ways.
2. Server Installation: understanding the technical and
infrastructure aspects of the platform remain one of
the greatest challenges.
3. Data Migration & Multi-CAD Integration: most
enterprises wish to wrap in the legacy product data
that can go back many years and in many different
formats and structures, combined with multiple-CAD
softwares. Pulling those together in a fast and agile
implementation remains one of the greatest workloads
for the team.
4. Speed Of Install: I think most of us have learnt

it's about empowering the workforce to new ways of
working in bit size chunks and building momentum
through quick wins. Agile, Scrum, DevOps all are
needed to bring success to the business and platform.
Whether you're the customer or a systems integrator,
the opportunities in the market have been unrivaled
for at least twenty years.
We understand people do far more to avoid pain than
they do to gain pleasure and the 4IR provides both. To
focus on your customer and to provide them better
products and services, not only potentially ensures
your survival, but offers tremendous prosperity.
We have meandered our way through the macro
opportunities for large enterprise, uncovered product
optimisation through Platformization 4.0, considered
some of the advantages and challenges and now we
get real tactical by looking at the opportunities to
thrive and take one of the pole positions, care of
3DEXPERIENCE and arguable market leader in
enabling all that we've discussed.
Improvement Opportunities - 3DEXPERIENCE
No one or no solution is perfect and I've heard many
arguments for & against the 3DEXPERIENCE Platform
for Product Innovation; be that integration issues,
complexity of install, the Enovia PLM versus others etc
etc.
However, what I know is the Dassault Systemes' drive
to be at the forefront of the Customer
Experience/Expectation Economy is unrivaled. It's that
drive that has acquired some of the very best
independent solutions from around the world that
Dassault is bundling beneath the attractive and user
friendly hood of the 3DEXPERIENCE Platform. Today it
can sometimes feel like a "mish mash" of solutions that
demands support from some of the brightest people
from Velizy and around the world in order for it to fit
your business, however I'll choose 1st movers with a
strongly aligned passion, preparedness to work with
me to meet my goals and determination to learn best
practice and share over anything.
That's what I'm seeing from DS and some of their
partners.

Looking out for or waiting for the perfect solution to
come along is always the enemy of delivery and so
agility and speed in installing the platform has often
led Dassault to win the big tenders over the last year.
From our recent community survey we found there to
be 4 main opportunities for advancement in both the
solution and installation:
Implementation Approaches
Theories, frameworks and methodologies are great,
but really there's no escaping the need for "battle
scars". Trying, failing and learning rely of course on
the determination to win-through in the end, and
finding people who have been there and learnt the
quirkiness of the 3DEXPERIENCE Platform is a good
start.
What's important is to document the experiences, to
build up a list of "what ifs" and "what's next" in order
to quickly create the Formula for Success.
Without talking too much about Agile, most often it's
this speed to empowering the business that's needed
asap on installation. Sprinting to mini successes that
can then be scaled, builds momentum and customers
are looking for how to achieve these from integrators.
Intuitivity
[Degree of the effort rate required by a user in using a
product for the first time]
There's no doubt using the 3DEXPERIENCE Platform is
one of the most intuitive in the market, however our
survey often requested more training was needed in
using it beyond the compass and that it wasn't always
as intuitive as people would like.
In my conversations with Velizy (Dassault Systemes'
HQ) it's very apparenent that the various solution
teams are constantly focused on the user experience
and improving our natural approach to usage.
Configuration & Change Management
As the consumer world demands not only smarter and
faster delivered products, it's the ability to mass
personalise that's fast becoming the expectation.
As part of the 3DEXPERIENCE Solution, the PLM and
CAD are the tools to automate the management of
product data to make productive use of the design and
data parts. The automation of data comes from a set of
rules embedded in the original designs, however it
remains difficult to

change or recreate these rules later as they are not
contained within either of the CAD or PLM tools. With
a Modular PLM Architecture, these rules are created
and documented ahead of time, especially given
product personalization is today and will be more and
more relevant in the 4IR, adapting this is critical.
Be ready as this will be one of the main tasks to adapt
to us the changing customer.
Customer Marketing & Supplier Integration for
Collaboration
To initiate and prove the MVP, to learn from the "field
of play" means the extraction of data from the
customer and suppliers and most probably from the
CRM, SRM & SCM Applications.
One of the biggest demands moving forward is the
ability to integrate Customers and Suppliers into the
Product Innovation Platform for the betterment of
product and service design.

Building Your 3DEXPERIENCE Capabilities
Putting aside the actual 3DEXPERIENCE solution for the time being, the other
main focus has to reside in the acquisition of good people for your projects. I
know it's a little "chicken or egg"…..what comes first?
Delivery
Getting through that first project and building
capabilities for the future demands the building of a
Center of Excellence (CoE) in order to create the 3DS
Application, Delivery and Enablement capabilities.
The 3DEx CoE enables projects to share practices and
assets and improves project quality. It provides best
practices, knowledge transfer, expertise, experience,
guidance, and re-useable assets to improve the success
of project teams and the enterprise as a whole. In
addition, the 3DEx CoE supports application
development across the lifecycle of each initiative,
from evaluating projects to providing guidelines,
standards, and best practice for application design and
implementation. [please see my article: Building The
3DExperience CoE-
https://www.linkedin.com/pulse/building-
3dexperience-coe-andrew-sparrow/]
Brand
Let me clarify what I mean by branding; it's the
blending of awareness and reputation. To attract the
best people you need both. Getting your company
known in the market takes attentive and daily
marketing! Adding Value each day in the market is the
critical component.
Culture
With approximately 47% of 3DEXPERIENCE resources
available to meet the project demand, creating a
strategy for your business in order to deliver is
essential.
Upskilling existing and new people in the solution,
along with attracting the very best from around the
world is needed.
This is one of my recent articles that starts to address
some of the solutions: How We're Attacking The
Dassault 3DExperience Resource Shortage -
https://www.linkedin.com/pulse/how-were-
attacking-dassault-3dexperience-resource-shortage-
sparrow/

Andrew Sparrow,
Partner - DigitalTransformation
EMail: asparrow@haigand.co
LinkedIn: www.linkedin.com/in/andrew-sparrow-4ir
blog: https://andrewdjsparrow.wixsite.com/4ir-recruitment
And so we finally draw to a close the combined series
surrounding Product Innovation and the 4th Industrial
Revolution.
This is the most amazing time for us to be living as the internet
is at scale, bringing with it an entirely new set of Customer
Experience / Expectation rules.The opportunities across the
world are vast but rely on a vision and a why, built upon passion
and good values and hard, hard work, in order to realize the
incredible market shares that can be obtained.
I hope you'll join me in trying each day to make a difference in
this world and if nothing else loving the journey while we try.
My best wishes to you, Andrew

Innovate In The 4IR

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