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Mike Campbell (PTC): Delivering Value with AR in the Industrial Enterprise
- 1. DELIVERING VALUE WITH AR IN THE INDUSTRIAL ENTERPRISE EVP, Augmented Reality Products Mike Campbell
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- 20. 20 STOP BY STAND #205
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Notas del editor
- Good morning, everyone! It’s great to be here today. It’s absolutely amazing to see how AR has grown over the past few years – the size of the crowd here this week speaks for itself. Vuforia and PTC have been big supporters of AWE for the past few years and I’m sure many of you know the Vuforia name well.
- However, you may not know the company behind Vuforia – PTC. Our CEO, Jim Heppelmann, a thought leader on the topic of the value of AR in Industrial Enterprises gave a keynote here last year, but if you missed it, you should know that PTC is a billion dollar software company that offers technologies to make it easier to design, manufacture, service and operate industrial “things”. PTC pioneered 3D CAD nearly 30 years ago, we changed the way businesses manage & service their products with ground-breaking Product Life Management software and most recently tackled the industrial IoT market with the market-leading industrial innovation platform, ThingWorx.
- PTC’ mission it to help unlock the value that’s created by the convergence of the physical and digital worlds. PTC is a company focused on Industrial Enterprises. From our CAD software, Creo, to our industrial innovation platform, ThingWorx, all of our products are designed to make industrial enterprises more successful. And AR is no exception. In fact, we’re engaged with over 10,000 industrial companies, and every day we’re discussing how to generate meaningful value with AR in industrial enterprise settings. There are some key use cases that are emerging in these discussions. Let’s take a look…
- First is in the DESIGN of new products. Companies are using AR to visualize up-to-date, accurate product designs in real-scale before any mock-ups or costly physical prototypes are built. Industrial enterprises have long needed to share scale models of new designs internally, and with suppliers and customers, and with AR, they can understand how a product will perform in the context of the physical world before it’s ever built, and save time, money and resources along the way. Second, AR is having a huge impact in the MANUFACTURING environment. The technology delivers enables line workers to perform their jobs more efficiently, effectively and even safer. These workers can be trained faster, and become more productive, faster – resulting in higher yield at lower cost. Next let’s talk about product and system OPERATION. Many companies are embracing the use of AR to train end-users on how to operate and actually interact & control physical products and systems. And finally, SERVICE. We believe that service is THE killer use case for AR in Industrial settings. Companies are already training field workers faster, increasing first time-fix rates and integrating real-time data into AR experiences. All of this results in less downtown and increased productivity for people and the machines they rely on.
- At PTC, we see a direct connection between these use cases and the markets where we’ve helped companies for the past 30 years. That is why we’ve been hard at work, investing in & building groundbreaking AR technologies to enable businesses to bridge the physical and digital worlds. We’re ramping our investment and increasing our focus – we’re doubling down on industrial AR …
- And Vuforia is the key element in that strategy. In fact, we’re repositioning the Vuforia brand from a technology brand, associated with our Computer Vision SDK, to an overarching brand for all thing Augmented Reality at PTC. Now, the Vuforia family includes three key offerings. Let’s take a look at each of them.
- Vuforia Engine is the market-leading AR technology - It’s the original SKD from Vuforia that powers the majority of AR apps developed by all of you. Vuforia Engine delivers ultimate flexibility when designing AR Apps, putting you, the designers and developers in the driver seat. You are able to create and build exactly what you imagine, and ensure it works on any platform. And we continue to expand the capabilities of Vuforia Engine in many ways, but one recent update I’d like to call out is Model Targets. Introduced in December of last year, Model Targets provide the ability to detect and track an object based on its shape, without the need for visual markers. Model Targets are easily generated by processing a digital 3D representation of the object, and CAD models, of course, are a brilliant way to train these targets.
- We have already seen a lot of interesting apps built with Model Targets, but one that we are particularly excited about is the Ask Mercedes app from Daimler. This app uses Model Targets to place content that can replace the physical instruction manual that comes with your E-Class or S-Class. What? You don’t have one? Me neither, but PTC brought one here to AWE, and if you come by our booth you can try the App out.
- And I am happy to tell you that Model Targets are getting even better, with the introduction of advanced recognition capabilities powered by deep learning. This is a big deal, and its going to provide a ton of flexibility. Thanks to our new training pipeline, you’ll be able to recognize many different objects in the same app. That means you can recognize an object from any direction or many different objects all in one App. In this example, we’ve recognized the spacecraft, and are tracking against it, and also recognizing the motorcycle from two different sides, and tracking against it – in one experience. In a future version of the Ask Mercedes App, you can imagine that you’d still point the device at dash for in-car instructions, but you might also be able to point at the tire for helping putting on a spare, or at the engine for an oil change. Model Targets with advanced recognition are available now as part of the Vuforia Engine Early Access Program. Go to developer.vuforia.com to learn more.
- Another AR authoring approach from PTC is called Studio. Studio is the key to scaling AR in the Industrial Enterprise. It’s a powerful AR authoring solution that provides industrial enterprises with the fastest, most cost-effective way to build, deploy and consume AR experiences.
- Studio provides a codeless environment so that subject matter experts can share their knowledge with the broader enterprise, using the language of AR. With Studio, you can avoid costly, specialized development resources, reuse existing 3D content (like design data in CAD) and even connect your industrial AR experiences to streaming sensor data via the ThingWorx Industrial Innovation Platform. Experiences created in Studio are consumed with an App called View. View is a universal AR experience browser that allows users to activate and access industrial AR experiences specific to their tasks and role in the organization. View runs on a variety of mobile phones, and tablets on iOS, Android, and Windows. It runs great on digital eyewear, including the Vuzix glasses, and even on your HoloLens.
- Speaking of HoloLens, PTC and Microsoft have a very close partnership around Studio and HoloLens, and Studio is the go-to offering for Industrial Enterprises that want to take advantage of this great device. Studio offers the only codeless authoring environment for native HoloLens experiences. All gestures and voice commands are fully exposed in Studio so you can easily author AR & MR experiences that take full advantage of the power of HoloLens. Let’s hear from one of the companies that are already taking advantage of this amazing combination of technologies.
- VIDEO – BAE-STUDIO-HOLOLENS Video
- PTC also has an outstanding partnership with Vuzix. Using Studio, it is easier than ever to take advantage of the comfort, battery-life, and increased productivity that these devices provide. Stop by our booth to see how easy it is to develop and consume AR experiences on the M300 from Vuzix.
- With Vuforia Engine and Studio, you have two different ways to build your AR experiences from the ground-up, delivering the greatest flexibility for you the developer, or with a codeless authoring tool built specifically for subject-matter experts that want to use AR to communicate what they know about Designing, Manufacturing, Operating, or Servicing products in Industrial Enterprises. We’re building this collection of tools to help you succeed – with flexibility, speed and scale that is unmatched in the AR industry today.
- Finally, we’ve also recently delivered a powerful AR solution that’s key to driving better remote service and collaboration – Vuforia Chalk. Vuforia Chalk gives your team an intuitive, powerful communication, collaboration and remote assistance tool, so that you can solve problems more effectively and efficiently. Chalk is an out-of-the-box application – no development required. Simply download, run, connect and start collaborating with your experts from around the world. Let’s see how it works.
- All of this technology is available for you to take advantage of today. But thus far, everything that I have talked about has largely been focused on allowing you to augment products or objects. PTC is also researching technology that will allow you to more easily augment “spaces”, and to help you do that, we’re working with a key partner - Matterport. For those of you that don’t know about Matterport, they provide some amazing technology. Matterport develops a camera that can scan a location and automatically create a 3D model. Together, we’re working on allowing our customers to leverage those scanned 3D environments, and to use them to author amazing AR experiences. While this technology is in the R&D labs right now, I’d like to show you how it might work. Let’s take a look.
- The Matterport technology is a revolutionary camera that begins by taking a 3D scan of the environment where it sits – in this case a factory. As you can see, it begins to render the environment where you can manipulate and edit the physical environment in the digital world. From there you can do things like customize the image and tag different areas of the factory that you want to call out in your experiences. From there, you can use this mapping to power your AR experiences that interact with larger, more open spaces like a factory. Amazing technology from Matterport and we’re really excited about what can be done with to help us better create AR experiences.
- You can learn more about all of this technology at our booth (#205), and whether it’s Vuforia Engine, Studio, Chalk, HoloLens or Matterport – PTC is at the leading edge of driving value out of AR for industrial innovation. We’re investing more time, money and resources in an effort to accelerate the development of groundbreaking AR technologies and solutions so that industrial companies can continue to better design, manufacture, service and operate their “things”.
- And if you want to learn and experience much more about how PTC is driving Industrial Innovation, with AR and beyond, you should join us next month at LiveWorx18 in Boston from June 17-20. LiveWorx is the world’s most respected digital transformation conference for the industrial enterprise, and we’ll be showcasing the latest and greatest advancements in all of our products at PTC including the latest technologies from our industrial AR portfolio. Until then, thanks for your time this morning, and enjoy the show here at AWE!