'I am not a visionary, my customers are'

Ibrahim Ahmad, Group Editor, Dataquest, in conversation with Jeff Ray, CEO, Dassault Systemes SolidWorks Corp

Dataquest : What is new and different happening at at SolidWorks at a time when markets are undergoing some fundamental changes?

Jeff Ray: On the technology direction front, we are bringing significant changes in our portfolio. We believe that sustainability is becoming a key consideration for design engineers. Therefore we are working on three fronts. One, the database management on all the aspects of manufacturing is important, and we are making that feature of our products much stronger. Finding similar production material is the next thing in our products that we are strengthening. And third, all our solutions will have a feature that will give a report on every product or project being worked upon, as to how it is environmentally better.

Dataquest : You have announced your intention to come out with a cloud/SaaS model for your products. Could we have some details of that?

Jeff: Cloud computing and SaaS-based solutions are a very powerful message. We had decided on it three years ago, and have been working in the background. We have learnt a lot from what others are doing in the market. So our offering will be the latest and the most validated. We will have our own clouds and we will also use the service of cloud operators. As far as cloud licensing tariffs and policies are concerned, or the availability of applications on the cloud is concerned, we are still working out the details.

Dataquest: But would there not be resistance to a cloud model for something like design that is considered very complex and strategic?

Jeff: The economics behind the cloud model is too strong for users to resist it for long. Even many Japanese organizations, often considered conservative, are adopting cloud. For instance Panasonic has shifted all its Lotus Notes users around the world to the cloud model. In the US alone, there are 16 million servers in cloud space. But our customers will have the option of cloud as well as desktop. Users will decide when they want to migrate to the cloud.

Dataquest: What about your resellers? Would they not resist the cloud model fearing dip in revenues?

Jeff: Resellers are prepared for it. They understand that the entry barriers will collapse but at the same time know that this model will give them access to lots of new markets.

Dataquest : How do you think life has changed for design engineers in the current scenario?

Jeff: The pressure for innovation has never been greater; specially after the current economic downturn and the thrust on protecting the environment. Customers want to build better products but at reduced costs. They want the products faster, and they want products that are sustainable environmentally. Unfortunately the industry is forcing the engineers to go one way or the other, but that is not right. That way engineers cannot focus on designing good products. We do not want engineers to worry about technology. They should focus on design.

Dataquest: It has been 13 years since your integration with Dassault Systemes. How is it going?

Jeff : One big decision we have taken now is to bring the R&D of the two organizations closer. This means there will be deeper collaboration between the two. The channel teams which includes direct sales, value sellers and resellers, and the professional channel will work together now. We are sure that in the background this will give us economies of scale, and help bring costs down.

Dataquest : What is your vision of the future of engineering design?

Jeff: I don't want to be the visionary. My customers are the inventors and the visionaries. They are working on products which are better designed, cheaper, safer, and environmentally sustainable. They are working in every sphere - on zero emission automobiles, mobile offices, safe and cheaper skydiving solutions, economic and efficient garbage disposal systems, and highly imaginative movies like Avatar. I want to be able to come out with technology that helps such visionaries.

Dataquest: Like all engineering and design software companies, SolidWorks also talks a lot about helping and promoting the education sector. What is new happening there?

Jeff : We want to give our teachers and professors technologies and tools that will make engineering education a fun and exciting experience. We want the students spark to be ignited. And we are doing this not just for engineering, but also for teachers and students of other vocational courses.

Dataquest: Will CAD software continue to be something that is of use only to automobile, manufacturing and engineering companies? Or do you think that it will be relevant for newer industry sectors?

Jeff: You will be amazed to know the type of applications that CAD is being used for. Blade and battery companies now want to come up with design which are environmentally friendly, more aesthetically appealing, and cheaper. Layout of IKEA stores is now done on SolidWorks to ensure that more buyers come in and buy stuff. Entrepreneurs are designing mobile bedrooms and offices. One company has designed a lightweight plane that can be converted in to a car once on the ground. And skydiving companies are designing gear that will make skydiving cheaper and safer. There seems to be no end to the applications.