Clarity through Diversity
During last week's conference call with financial analysts, Dassault Systemes' ceo introduced new software with spellings nearly as dreadful as upFront.eZine:
- 3DEXPERIENCity for virtual cities
- 3DVIA HomeByMe for virtual furniture
- NETVIBES Dashboard Intelligence for virtual things
Their marketing people writing copy are going to be getting writer's cramp from hitting the Shift and CapsLock buttons so often in so short a time.
Switching from what concerns editors to the concerns of financial types, let's hear how the company defends all the software titles is has...
Jay Vleeschhouwer (Griffin Securities): I'd like to ask you to elaborate on your comments earlier regarding the diversification of Dassault's business, particularly in the context of the many brands that you now have.
And the question is this. How do you think about managing the complexity of the product line, particularly with respect to selling it through the [sales] channel?
What I mean is that from time to time in the past you've spoken of trying to simplify the product line through configurations and, in effect, trying to make it easier for the channel to sell the many different products that you have.
On the other hand, of course, you now have more products. You have a more diverse number of end markets.
Bernard Charles (Dassault Systemes): I think we keep the brand structure as a way to have very strong clarity about how we grew application portfolio. That is a well known brand, so it work as a well known brand: SIMULIA is a very strong identity, DELMIA, ENOVIA, and so on.
However we clearly announced in the last three years at what we are delivering now on the brands, but we are delivering now are industry solutions and processes and this is what we are doing.
For example Perfect Shelf, My Collection, or Bid to Win are actually the names of the business solutions we provide to the market. And those are based on application sets which create roles, those roles are put together to improve our processes on solutions.
So in short we have all the framework to take advantage of the business value of industry solutions because decision markers by the business value, while at the same time, creates a branded mark because our SolidWorks users love SolidWorks, our CATIA users love CATIA and this is user experience. So we have the business experience and the user experience.
And I think this is really getting well understood by the suite channel and you are very familiar with. And that trademark is unique I think for us and the industry recover and its working very well and we plan to continue to strengthen it.
BIOVIA represent now life science portfolio. The life science solution that call License to Cure for example, because it contains more than BIOVIA. And last but not least, everything is based on the one common platform called the 3DEXPERIENCE platform that is really that collaborative platform for all the applications.