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s.mueller

Decoded Conference 2011

Last Saturday I happened to be in Munich and took over tickets for the conference from a colleague.
It was not huge conference but a nice young crowd of people from various disciplines and backgrounds: students, coders, employed and freelance, UXAs, art directors and accounters. Some presentations such as that from eboy.com or fluid forms vere visually interesting and also showed that there is a way to also market creative ideas. Others were rather theoretic (reminded me of university lectures :-)) or somewhat confusing. But all in all a nice little conference in an ideal location. I had to leave earlier so I am sure I missed something.

decoded conference trailer 2011 from decoded conference on Vimeo.

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s.mueller

RTT Excite 2011, Munich

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The Munich-based RTT AG is a pioneer in 3D visualization and maintains offices around the world and employs more than 450 experts. Each year RTT invites its clients and prospects to the RTT Excite, a standout event which showcases the latest technologies across the industry and their diverse areas of application in the world of 3D realtime visualization.


The lectures and breakout sessions included speakers from companies such as Siemens, Adidas, McKinsey, Opel, Ford, Porsche, Pixar and of course RTT.

3D visualization offers huge possibilities to reduce costs and increase time-to-market in a number of industries. Up front of course is the automotive sector which still has some of the biggest expenditures when it comes to developing new parts or even entire vehicles. This became obvious when looking around in the audience. Almost every major automaker had sent staff to the RTT Excite to learn about the latest trends and the new opportunities in this fast developing field.


The case studies nicely explained the strong need for 3D visualization, the various usages and the cost effect visualization has compared to producing real models – whether of cars, Atomic ski boots or fashion. In the product development process visualization enables to quickly change product features and immediately send a new model to team members all around the world in order to decide how the next car, shoe or connector should look like.

Once a product has been finalized, 3D visualization makes it available to a gigantic audience – for example online in a car configurator, a virtual online shop, or at the POS. We live in times of huge product ranges. Premium brands such as BMW or Audi fill up every product niche out there which makes it harder every day for the consumer to decide what product fits best. At the same time this is also a challenge to the POS: The model range of an automaker often grows faster than the showroom capacity and the number of possible configurations are enormous. Thus auto showrooms increasingly rely on visualizers to show the customer in a most realisitic way, how his dream car would look like. CGI materials are often faster to produce and cheaper than entire photo shootings for a new campaign.

3D visualization increases time-to-market, allows to react faster to changing customer needs, supports the customer purchasing process and make shopping more interactive and more exciting.

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