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COFES Blog
Feb
10
Written by:
Brian Seitz
2/10/2008 9:00 AM
For the past few decades, the Engineering Software Industry has been experiencing a consolidation like many other markets. If you read the trade press and analyst reports, the signs are that, like the Aerospace Industry, Engineering Software is consolidating down to a few major players in the geometry creation and capture (i.e., CAD) market segment.
Under a CAD is the Engineering Market's major segment backdrop the industry is ripe for a radical disruption. The business model most major CAD vendors operate under --market share and maintenance annuities-- is showing its age. It will not be long before an innovative company will introduce a new business model and value proposition; one that is more closely aligned to current engineering and business priorities.
This "Slywotzkyian" disruption is likely to drag this sleepy industry, content with advertising new CAD features with the zeal of GM and Ford discussing cup-holders in the 90s, full throttle from the 1970s into the 2000s as vendors seek to transform or be marginalized.
There are several low-key experiments testing various attributes of a potential new business model. One new model that is gathering momentum in other related software markets is Software as a Service (SaaS).
SaaS provides many benefits to the Engineering community. First, all the procurement and maintenance costs are put back on the vendor’s lap. Second, Engineers need not worry about the process of updating their workstations and are freed to focus on design issues. Engineering departments will be freed from having to have a fulltime CAD system manager and programmer. Third, the fixed costs of some hardware and software become variable expense; thus, as utility needs rise and fall, so do the costs freeing funds for other business initiatives.
This model is not without perceived pitfalls to be addressed before engineering firms and departments make it the dominant business model.
While upgrades and maintenance costs shift to vendors, this is not done without some loss of control and flexibility by the end user. Those customizations engineering departments do on a regular basis will be significantly more difficult to achieve unless a major change to the code vendors provide enables Engineers to dynamically link their code to the base code in a loosely coupled environment.
Two other issues that may stall this model’s acceptance center on intellectual property:
First and foremost, who will own the information and data put into these applications? Will a vendor guarantee the safety, security, and reliability of the service and ensure only your company or designate has rights and access to it?
With monthly scandals about identity theft, unauthorized data access and theft in the financial community, it does not appear that information technology has sufficiently addressed this issue yet.
Second, information transparency or data access; long a major point of contention between user and vendor, this issue is likely to become even more sensitive. If a company stores its engineering information in a vendor’s system, what assurances are there that it can be taken out or migrated to another system should the need arise?
In today’s current model, data is locked up in proprietary formats in a vendor’s system with some minimal export capabilities. For an Engineering firm to place its faith that all the information will be accessible, given today’s experiences, may be a bit optimistic. Perhaps requiring a vendor to keep an up to date copy of the source code in an escrow account may mitigate the risk enough in a user’s mind, or maybe the industry will, like the financial industry, adopt a common medium of exchange. ISO 10303 echoed such an objective but became mired in politics and missed its window to deliver.
With the advent of XML technologies and other graphical display standards it may now be possible to enable engineering models' true transparency between systems by dividing the representation, presentation, and manipulation of engineering data into three loosely coupled technology stacks. Some of these design approaches were proposed in the ISO 10303 Architecture Principles and Concepts Draft in the 1990s, but did not survive the vendor and time pressures to be implemented. That could change given today’s open technologies orientation.
With these two major issues addressed, the SaaS model for vendors to host CAD services could provide a great opportunity to grow their business and reduce maintenance and support costs. Vendors could gain a more intimate understanding of their customer’s utilization, needs, and priorities on a daily rather than monthly or quarterly basis, thus cementing a relationship between user and vendor, making it much harder for competitors to unseat the current vendor than what proprietary standards provide.
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15 comment(s) so far...
Re: Is SaaS the Killer App for the CAD Industry?
Didn't Revit try this, only to be converted to a local install after Autodesk bought the company? And I suspect if SaaS really worked, Microsoft's experiment with Office SaaS would have received greater acceptance. SaaS might seem to be great for the vendor, but not for the user. Imagine the first time a sudden heavy load causes "rolling blackouts" and you see a return back to keeping the apps and hardware local.
Heck, I'm having a hard enough time getting the vendors to support all my RAM and multiple cores. Windows NT has supported multiple cores since day 1, so it would seem to be pure laziness (or worse) on the part of the vendors. I'll keep my apps, hardware and data local, thank you.
By Ken Elliott on
2/12/2008 11:51 AM
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Re: Is SaaS the Killer App for the CAD Industry?
I would agree that there is a history of failed attempts, even earlier than Revit. There has also been a history of great timeshare (just another model of SaaS) successes also. Currently, there is a trend in the I.T. Industry towards SaaS. I do not know a single CIO / CTO that isn't investigating such options --both as provider or consumer.
If done well, SaaS could have a significant value proposition for both parties. That is a big if and the caution infered in my comments. Before offering SaaS vendors really need to examine just what the value being delivered is to users. Before users buy into the SaaS model, they need to look at just what trade-offs and risks are under the covers.
By bseitz on
2/12/2008 11:59 AM
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Re: Is SaaS the Killer App for the CAD Industry?
I think the IP protection issue is already working itself out in the SaaS community, with the widespread adoption of CRM Saas and now other key business processes (SCM, risk managment, even financials & business intelligence). CAD SaaS (when available) will follow the same IP protection schema, and vendors will have to guarantee the same service levels to stay in business.
Simarily, tenancy and architecture can be ascribed according to a clients wishes, so you can control (to a degree) the security risk of your data store and application access.
My questions around adoption in the AEC space are:
1. You need a services based architecture to deploy SaaS; where are the major CAD vendors in this area of product development and future committment?
2. Bandwidth: many firms share files and workshare across multiple offices globally, with a wide array of infrastructure (dial up to T1). This is a problem regardles of whether you adopt SaaS or not, but it could be a huge hinderance if your users can't get to their files in a expedited manner competing for bandwidth over the internet
3. And, Culture: it took the rest of the tech world quite a while to warm up to SaaS, and that was only with the release of CRM! How long will it take the AEC industry, which is very conservative, to adopt a new model?
Scott Boutwell (blog: www.scottboutwell.blogspot.com)
By Scott Boutwell on
2/13/2008 8:41 AM
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Re: Is SaaS the Killer App for the CAD Industry?
I read your article as someone who has worked in the construction industry delivering SaaS applications for project team collaboration for eight years. Our experiences suggest that several of the pitfalls you mention can be readily overcome, and that there is a ready appetite for SaaS in the construction sector (already a big CAD user), particularly where designers have to share information outside their firewalls with other authorised team members - I have just written about it at www.extanetevolution.com.
However, for 'CADaaS' to become a viable product, vendors will need to sell it as a compelling alternative to an in-house hosted system. Here, I think, we have the opportunity for designers to focus on their core activity, designing things, rather than managing IT hardware and software infrastructure overheads. By putting CAD 'in the cloud' and handling all the processing in their data centres, vendors deliver an application that allows designers to work on less expensive hardware, to work anywhere ("work is what you do rather than a place you go to" somebody told me the other day), to eradicate time-wasting activities such as software upgrading and patching, etc, etc.
CADaaS might also need to be developed by either an existing SaaS business or by a new start-up. It would be difficult for conventional CAD vendors (and their investors/shareholders) to make the transition from businesses based on large up-front license payments and regular maintenance income to being reliant on subscription incomes. There are also substantial fixed costs involved in managing the hosted infrastructure; different approaches will be needed to incentivise sales teams; a constant focus on quality of service will be needed to manage customer 'churn'... you probably get the picture.
Finally, Ken Elliott's point about Microsoft would be well-made if Microsoft was committed to SaaS. It isn't - preferring instead a hybrid software-plus-services model that doesn't threaten its installed software revenues. SaaS is successful deployed in the project collaboration space, in customer relationship management (think Salesforce.com) and in conferencing applications (think WebEx) - to name but three - and is one of the reasons that Google poses a threat to Microsoft.
By Paul Wilkinson on
2/13/2008 8:43 AM
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Re: Is SaaS the Killer App for the CAD Industry?
In regard to IP protection, I think the ownership of the model issues have been settled, it the access to how the model is stored that remains in question. If your vendor today suddenly closed its doors and you couldn't get any technical support or means or migrating all your data. What's the business loss? What’s the cost to contract another company to create a translator to get all the IP you've created over the years.
This is not a unlikely situation. During the mid-1970s one of my projects for a now absorbed Aerospace firm in Southern California was to create and manage a migration of all possible IP from one system now defunct to a new CAD system purchased to replace the failed system. The cost was not insignificant. One alternative was to manually recreate all the data again in the new system. The translation effort turned out to be just slightly more than the cost of hiring and training a team of college interns to spend a year reentering the data. At Lockheed –which had a backlog of manual drawings, they choose a as needed approach to conversion or reentry. If a assembly drawing or part needed to be redesigned, the next revision was created in a CAD system from the old printout. This too is expensive –it just spreads the cost of a longer period of time.
When it comes to open access to the data we still have a way to go in the industry.
By bseitz on
2/13/2008 9:00 AM
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Re: Is SaaS the Killer App for the CAD Industry?
In my opinion Bandwidth in the broadest sense will always be an issue. Whether is it local resource or response time through a network, working with graphical and engineering model data creates huge flows of information. I remember shocking an IBM Systems Engineer the first day I put a new CADAM installation on a 3033AP Mainframe through its paces. I entered in a few commands and got up to get a coffee. The SE looked at me puzzled asking me what I was doing. I told him I’d be back in about 10 or 15 minutes when the computer caught up to me. He looked at the main console to see I literately max’d out both the main and attached processors. I was the only terminal attached to the system. The point of this is that it doesn’t matter how much power you have engineer’s will always be able to use more. The question become how to enable a balance of power between the design task and the information flow requirements. A much more difficult topic to discuss on the blog. If you’re attending COFES 2008 I’d be happy to have some table talk with you and anyone else.
By bseitz on
2/13/2008 9:17 AM
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Re: Is SaaS the Killer App for the CAD Industry?
The cultural issue surrounding SaaS I find fascinating, especially since twenty+ years ago most organizations were fighting tooth and nail against distributed computing and engineering workstations. The model was a central mainframe and terminals. Now you’ll be hard pressed to find such systems. The question become what are the trade-offs organizations and engineers make and are willing to accept in order to perform their tasks. The assertion that AEC is very conservative the question become not how long, but, if SaaS becomes a viable strategy. If Skidmore switches over and blows the doors off of the industry because of a lower overhead and faster response time world-wide. How quickly do you think it will take others to switch over? When I presented at the CIPF years ago, this topic came up. I found the AEC CEOs, Presidents and CIOs thoroughly engaged looking for any edge or competitive advantage they could get.
So the question becomes what needs to be in place to make it viable. SaaS in Engineering is not a foregone conclusion but one of many alternative scenarios.
By bseitz on
2/13/2008 9:38 AM
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Re: Is SaaS the Killer App for the CAD Industry?
I spent much time deciding whether or not to take the leap into the SaaS model for CAD. Lost on how to proceed, I picked a company at random and have been thrilled. I can't speak for the industry as a whole, but my experience with ShareCAD has been completely positive. It's worth checking out. http://www.phase2int.com/saas/sharecad/overview.html
By Trent Alpine on
3/2/2008 7:39 PM
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Re: Is SaaS the Killer App for the CAD Industry?
I've been researching and working with various vendors the past 6 months on various incarnations of SaaS. What I’m seeing out of Microsoft as a model “Software + Service” appears to me to be the rational approach (i.e. render unto Caesar that which is…) I can see where a highbred model of both Service and Thick Client in a cooperative manner is a useful way to go. If you take a look at EMAIL of all things, both IBM and Microsoft have a Thick Client and Service solution (e.g., NOTES and EXCHANGE/OUTLOOK). Another company for S/W Developers to look at is Preemptive Solutions. They provide a rather strong set of tools for building a “S+S” architecture. I’m very impressed with their approach.
By bseitz on
3/2/2008 7:47 PM
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Re: Is SaaS the Killer App for the CAD Industry?
I spent much time deciding whether or not to take the leap into the SaaS model for CAD. Lost on how to proceed, I picked a company at random and have been thrilled. I can't speak for the industry as a whole, but my experience with ShareCAD has been completely positive. It's worth checking out. http://www.phase2int.com/saas/sharecad/overview.html
By Trent Alpine on
3/6/2008 10:12 AM
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Re: Is SaaS the Killer App for the CAD Industry?
Well its a little like seeing the tsunami coming and debating on how wet we may or may not get. I think the issue is economic - if your client wants to use a SaaS approach on their next AEC or MCAD project - will you say no? In addition to share cad, pls check out http://www.aftercadonline.com. The CAD SaaS pieces are coming together!
By Chris Boothroyd on
4/15/2008 8:51 PM
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Re: Is SaaS the Killer App for the CAD Industry?
I've read the comments on the SaaS story and am wondering what world you're all living in (although I believe that at least one individual is with a SaaS vendor - so objectivity is lost). The Tech world is like many other industries - we tend to rehash old ideas by calling them something else and talking ourselves into thinking we've actually developed a new approach. Does anyone remember the old ASP model?
The idea that we can compare an application like WebEx to something as complicated both technically and process-wise as Revit is simply ludicrous.
By tjohnson on
8/15/2008 8:19 AM
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Re: Is SaaS the Killer App for the CAD Industry?
"Welcome to the real world NEO" Yes SaaS looks a lot like ASP which looks a lot like Mainframe Timeshare hosting..... The story has not made any declarations that this is a new or original concept. It only infers that a new business model is becoming viable in the engineering market.
If we include Microsoft's brand of SaaS aka S+S (Software plus Services) we have a more cooperative model between Host and Client. Again it looks like client/server --not an exceptionally new idea, but, it holds the promise of moving processing power anywhere on the grid as needed. Hmm I seem to remember presenting a White Paper at IBM's Guide/Share conference in the early to mid 80s suggesting that processing functions would be fulid in the future and that various functions could/would be allocated to the appropriate resources as needed (i.e., a real virtual machine).
While this forecast is being realized other aspects that make the technology useful and manageable are still in early stages of development. PLM in the 60s was a drawing crib with Frank the intern acting as index and check-in/out monitor and you lead’s memory for similar products and components, in the 70s & 80s the drawing crib became files on a computer and various tools to help classify and index products and components (Group Technology, etc) on other systems. In the late 90s we started to see the same functions migrate to a client/server or shared storage model we use today. Is PLM where it should be today –hardly, is it a new concept –not quite (See Systems Engineering text in the 1950s/60s or slightly more recent B. Blanchard’s book 1990s.
Other recent examples, Bill Gate’s book credited at one time as coining the term “Digital Nervous System”. The book never claims ownership just uses the term to explain systems in enterprises simply. Was it a new idea –no, it the same White Paper (called The Body Enterprise) above I used the analogy. When the book was being authored I was interviewed for several hours about my perspectives on enterprise architecture [I had just left Microsoft after laying down the initial concepts for Active Directory]. Did I invent the “digital nervous system” –hardly. I got the idea from reading von Bertalanffy’s book General Systems Theory and applied it to Corporate or Enterprise Architecture.
I was once told by a mentor that good engineers design well for the future, brilliant engineer’s do the same by stealing from the past. Is SaaS just a rebranding of ASP by slick marketers? Not exactly, sure it has similar attributes, but then one would have to claim ASP is nothing more than timesharing services also (get that royalty payment checkbook out –there is bound to be a patent out there somewhere). If that’s not enough fuel for the fire, think about what corporations are branding innovative these days: 15 different colors of cell phone? Stylish yes, Innovative? You decide I’ll keep my opinion on this one to myself.
In the end SaaS & S+S look like a rebranding of ASP which looks like a rebranding of Timeshare Services but there are differences and it’s those differences that Marketers try to explain and exploit as benefits so there will be customers so engineers can stay employed continuing to design and build products.
“I have reached great heights because I have stood on the shoulders of those before me”
By bseitz on
8/15/2008 9:06 AM
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Re: Is SaaS the Killer App for the CAD Industry?
Its been several months since asking the question will SaaS, S+S and Cloud gain a foothold. Recent announcements from Microsoft, Google and IBM seem to indicate movement by corporations, medium and small business alike. Possibly becuase of a disenchantment of local resources, possibly a reduction in internal support, and possibly due to the ability to turn a CAPEX into OPEX. A powerful option in this economy.
While bandwidth may still be a problem, a S+S solution where CAD model creation and analysi is done local and storage, routing, and workflow --a hybrid model-- may be the wave of the future.
By bseitz on
11/23/2008 2:59 PM
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Re: Is SaaS the Killer App for the CAD Industry?
Well written post. Thanks for sharing new informations. Regards www.sblgis.com/cad-services.aspx
By CAD services on
8/2/2009 12:35 PM
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