Anarkik3D presentation at Thrive 11022110


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Presentation and hands-on haptic demo by Ann Marie Shillito, CEO of Anarkik3D, at B2B networking breakfast, describing own brand software package, Cloud9, using Novint's haptic device (Falcon) and showing how intuitive this 3D modelling product is for anyone and everyone.

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  • Spin out 2007: Edinburgh College of Art/ Edinburgh University Research into haptics for 3D object creation IP: Patent (PTC in US) SMART Award and SE Business Support Business model : 2008: bespoke to own brand 2010: Sales/marketing is now through our distributor with growing sales from Education, Companies, artists, designers
  • Introduce myself Frans Johansson talks about growing creativity happening at the intersection of ideas, concepts and cultures as the result of the movement of people; the convergence of sientific disciplines; and the leap in computational power … Dr ogle’s 9 laws of creativity which are also network laws – because creativity is ultimately a structural network effect of the ‘smsrt world’ and not something limited to the insides of the heads of a brtilliant few Cloud9 for use in Schools:bundled with the off shelf device. Shortlisted for an educational Bett Award In current economic climate target sectors c an easily justify cost Direct access to 3D printing technology Quick and dirty concept generation for designers
  • Steep learning curves need more than excitement for motivation to overcome ‘hard’. Sketchup and blender are designer to produce viewable 3D scenes rather than 3D objects. They are usable for but not optimised for 3D printing (Fabbaloo 07/11/2010)
  • Cloud9 competes well with its inclusivity, lower price, functionality, ease of learning and use, and retention of know-how. These two illustrations are from SketchUp Presentation and aligned up to show the proportion of professionals using costly CAD to users of free products such as sketchup and Blender. Jon Peddie Research : Actual CAD users: yearly upgrade/purchase numbers at 4.22 million for 2009 -- down considerably from 2008 at 5.47 million. Don't think there's going to be a huge increase in 2010, but 2011 should see a rise as industries recover.
  • This is what is happening: Generally - major shift in digital media from 2D to 3D, Opportunity - 3D printing . This is not a ‘new’ technology – it is mainly used in industry and by professional designers for final prototyping using bespoke bureaux services (Materialise, Ogle, Laserlines, Fab3D,etc) . It is generally expensive, high end, offering high quality finishes. The technologies involved are developing rapidly: different methods and materials (Examples: photoset resins, nylon, paper ceramics, glass, metals). What is new is the democratisation of this digital technology affordability: cost coming down, growth, growing competition. design your own/construct it yourself/easy to use/low cost (Ponoko, 100KGarages) 3D printing: easy online upload, click & pay Hybrid services: Shapeways, Sculpteo, Growing demand, DIY: RapMan, MakerBot, UP requires 3D digital models to access In Sept 2010 the activity in this sector hotted up ......
  • Virtual to Tangible, that is digital model to 3D printed artefact, is now ‘tipping’, the evidence as follows: The New York Times had a major article about 3D printing ……. 3D Systems acquires Bits From Bytes Bits from Bytes is an SME based in Bristol and they manufacture the RapMan low cost 3D printer kit and the BfB3000 desktop 3D printer. Bits from Bytes were acquired by major US Company, 3D Systems to expand their 3D printer range into hobbyists/’fabber’ market. Shapeways is a 3D printing service, based in Holland, that has succeeded within 4 years at “easy online ‘click and pay” facility for both professionals and hobbyists alike. They recently received a massive USD$5M investment from top-ranked venture capital firms (Union Square Ventures and Index Ventures) and will move their headquarters to New York. On a monthly basis, Shapeways produce more than 10,000 unique products and these numbers are growing fast. Shapeways has a vibrant, friendly, passionate, community of 50,000 members! There are now more than 20,000 makeable products publicly available on Shapeways ,more than 1,000 ‘shops’ and close to 800 customizable products. 3D software maker NetFabb launched their new easy to use beta Cloud Service to assist modellers in making sure their model is watertight for efficient 3D printing process, cutting time and cost. Ponoko has spread their ‘associates’ group from New Zealand, through the US into Europe. They teamed up with ShopBot in the US to create the 100Kgarages facility to match the needs of makers and hobbyists with the excess capacity that small companies have for laser cutting, machining and 3D printing to create the smallest foot print possible. Materialise , based in Belgium and the largest 3D printing service for professionals and Companies, launched imaterialise, an online 3D print service to make the whole process from digitable to tangible as smooth as possible. Sculpteo, based in France is also entering the US market and offers a friendly, simple approach that seems to address the needs of different audiences to SHapeways.
  • Cloud9 - Mass market potential for sales: Education: primary, secondary, Further, Higher Consumer package/bundle: Haptic games from Novint, EA, Valve etc creative persons of all ages Amateurs, fabbers Global appeal Experience and expertise within Anarkik3D transferable Haptic devices (Sensable’s, Novint’s) Haptic systems (Reachin API, HaptX, H3D …) Virtual environments (Virtual Worlds, SL, OpenSIm) Haptics with Stereovision Bespoke applications (design, visualisations, simulations)
  • Challenge for early stage business is to develop revenue and profitability while maintaining value for founders and first-round investors. Anarkik3D is achieving this, albeit slowly, with an experienced core development team and consultants prepared to support flexibly on an as-needs basis as demand dictates. To grow and develop robust products effectively Anarkik3D must recruit more programmers, particularly to assist testing and customer support. To be able to recruit Anarkik3D must increase revenues substantially and it is recognised that marketing expertise is central to achieving this.
  • These advantages are outweighed by the complexity of use and cognitive load imposed on the user through steep learning curves and by the WIMP interface.
  • Objectives : To survey research and current practice regarding: Design processes, creativity and manual skills in the applied arts Multi-sensory applications in the applied arts. Haptic, stereo, audio and virtual environment technologies. Psychophysical aspects of design, manipulation and human computer interaction in virtual spaces. Identification of user groups and their needs. Identification of dextrous skills within these user groups. Development of appropriate human computer interfaces to support the use of these skills within a haptic virtual space. Evolution of novel techniques within this new virtual medium. Dissemination of project findings to the applied arts community
  • Anarkik3D presentation at Thrive 11022110

    1. 1. <ul><li>Anarkik3D Ltd: </li></ul><ul><li>SMART Award , SE Business Support </li></ul><ul><li>2008-2011: move from bespoke to own brand : </li></ul><ul><li>On brand - Cloud9 haptic sketch/modelling application </li></ul><ul><li>Markets: Creative sector: Education, Companies, professionals, amateurs </li></ul><ul><li>sales, via distributor with joint marketing </li></ul><ul><li>Spin out 2006/ 2007: </li></ul><ul><li>Edinburgh College of Art/ Edinburgh University </li></ul>Presentation at Thrive. Design and models by: Wytze, Caspar & friend, Birgit, Helen, Farah Bandookwala, Ann Marie Shillito,
    2. 2. <ul><li>Innovation: combining concept with novel technology: blending together in new ways </li></ul><ul><li>3D haptic technology + different approach to software development: </li></ul><ul><li>Leading with applied arts perspective </li></ul><ul><ul><li>Priority: user friendly </li></ul></ul><ul><ul><li>serendipity as default </li></ul></ul><ul><li>Result re. own brand </li></ul><ul><li>easy, fast and FUN to learn and use </li></ul><ul><li>immersive, playful </li></ul><ul><li>accessible, inclusive: </li></ul><ul><li>all ages, learning styles, gender </li></ul><ul><li>affordable </li></ul>Top: Farah Bandookwala Below: Sandra Wilson
    3. 3. <ul><li>Own brand, Cloud9 for 3D sketch modelling </li></ul><ul><li>Beta - end 2008 to stakeholders </li></ul><ul><li>version1 Oct 2009 </li></ul><ul><li>Version2 July 2010 </li></ul><ul><li>Version2.1 - Feb 2011 </li></ul><ul><li>Haptic device: Falcon from Novint </li></ul><ul><li>‘ off the shelf’ </li></ul><ul><li>3D device replaces 2D mouse </li></ul><ul><li>Robust, for games sector </li></ul><ul><li>3 degrees of freedom </li></ul><ul><li>good touch sensation </li></ul><ul><li>plug and play </li></ul><ul><li>imported into UK/EU by A1 </li></ul><ul><li>Technologies </li></ul>Top: Ann Marie Shillito
    4. 4. Cloud9 for professionals and amateurs, designers, applied artists, artists: <ul><ul><li>Un-CAD like, not engineered: </li></ul></ul><ul><li>suits different thinking, working, learning styles </li></ul><ul><li>taps into natural 3D interactions: </li></ul><ul><ul><li>retain ‘how to’ </li></ul></ul><ul><li>Compliments CAD: </li></ul><ul><li>non prescriptive, organic forms </li></ul><ul><li>Fills gap: ‘back of envelope’ and CAD </li></ul><ul><li>quick and dirty’ concept modelling </li></ul><ul><ul><li>fail fast and cheaply </li></ul></ul><ul><ul><li>easy export to 3D printers </li></ul></ul>CAD Cloud9
    5. 5. Differentiation: usability <ul><li>Freebies: CAD-like </li></ul><ul><ul><li>steep learning curve, </li></ul></ul><ul><ul><li>complex interfaces </li></ul></ul><ul><li>Professional packages: </li></ul><ul><ul><li>steep learning curves </li></ul></ul><ul><ul><li>complex interfaces </li></ul></ul><ul><ul><li>expensive </li></ul></ul>? Illustration adapted from Sketchup Presentation for i.materialise conference. Can be seen here SketchUp Position of Cloud9
    6. 6. Illustration taken from Sketchup Presentation for i.materialise conference. Can be seen here Cloud9: differentiation on price: (Cloud9 Software + haptic device £495)
    7. 7. <ul><li>‘ Virtual to tangible’ market now tipping: 3D Technology: </li></ul><ul><li>Growing demandeasy online access </li></ul><ul><li>click & pay: Shapeways, imaterialise, Sculpteo, Ponoko, etc </li></ul><ul><li>Cloud9 : easy, fun access in to 3D printing </li></ul>
    8. 8. <ul><li>Exciting happenings in 3D printing </li></ul><ul><li>Shapeways received a massive USD$5M investment (top-ranked venture capital firms) </li></ul><ul><li>‘ 3-D Printing Spurs a Manufacturing Revolution’ - New York Times - Published: September 13, 2010 </li></ul><ul><li>3D Systems acquires Bits From Bytes </li></ul><ul><li>NetFabb: new free beta Cloud Service to repairs 3D object files for 3D printing  </li></ul><ul><li>Other events: </li></ul><ul><li>Ponoko teams up with US ShopBot for ‘100Kgarages’ </li></ul><ul><li>Materialise launch ‘iMaterialise’, now 3D print titanium </li></ul><ul><li>France-based Sculpteo, shipping to the USA too </li></ul>
    9. 9. Farah Bandookwala for her Master Degree 2010: Cloud9/Rhino/3D printing by Shapeways
    10. 10. Collaborative Research Project: Science and Art: Cloud9/3D printing of red blood corpuscles by Mcor. Design: Dr Sandra Wilson, Jewellery Dept at Duncan of Jordanstone College of Art, Dundee University
    11. 11. <ul><li>Scottish Schools Curriculum for Excellence </li></ul><ul><li>Art/design/technology </li></ul><ul><ul><ul><li>Access for all to 3D technologies </li></ul></ul></ul><ul><ul><li>Learning Teaching Scotland: 3 Cloud kits being evaluated </li></ul></ul><ul><ul><li>2 kits in all 17 Aberdeenshire Academies </li></ul></ul><ul><li>Distributor: UK educational connections </li></ul><ul><li>Bundle kit with low cost 3D printer, scanner, CNC miller </li></ul><ul><li>Cloud9 shortlisted for </li></ul><ul><li>educational Bett Award 2011 </li></ul>LTS evaluation: S2 jewellery design at Islay High School: picture tweeted by Derek Robertson, Head of Tech at LTS
    12. 12. <ul><li>Company experience & expertise </li></ul><ul><li>Haptic systems, Haptics with Stereovision: </li></ul><ul><ul><li>Sensable and Reachin products </li></ul></ul><ul><li>Bespoke applications: </li></ul><ul><ul><li>BMW, Novint </li></ul></ul><ul><li>Virtual environments </li></ul><ul><ul><li>HapNav & Surreal for Virtual Worlds: beta in 2010 </li></ul></ul><ul><li>Advisors / support (formal & informal): </li></ul><ul><ul><li>Technical, Math/haptics, Management </li></ul></ul><ul><li>Anarkikangels: stakeholders, professional users for feedback into development </li></ul>
    13. 13. <ul><li>Business model: bootstrapping: </li></ul><ul><li>‘ think big, start small, fail fast & cheaply, scale fast …’ </li></ul><ul><li>Founders investments/loans, F&F </li></ul><ul><li>crowdsourcing/stakeholders </li></ul><ul><li>revenue from sales </li></ul><ul><li>Next: Kickstarter? Investor? Dragons’ Den??? </li></ul><ul><li>Founder/CEO/MD: Ann Marie Shillito </li></ul><ul><li>Background: design/applied arts, Research </li></ul><ul><li>Founder/Consultant: Xiaoqing Cao </li></ul><ul><ul><li>Software Engineer, Masters (Edinburgh University), Haptics: 6 years </li></ul></ul>
    14. 14. Ann Marie Shillito Anarkik3D CEO. Background: digital/ fabbing/research fellow/ Designer jeweller/maker
    15. 15. <ul><li>Struggle with conventional computer interfaces. </li></ul><ul><li>Examples: </li></ul><ul><li>complicated, overcrowded </li></ul><ul><li>non-intuitive, constraining? </li></ul>Conventional hardware for designing = 2 DoF: Up/Down, Left/ Right research fellow at eca
    16. 16. One solution: haptic (force-feedback) device with 6 degrees of freedom , combined with stereovision and co-located environment (Reachin Interface) Tacitus Research Project at eca (2000 – 2004): investigating haptic technology as a more intuitive way of working on computer 6 DoF: Up/Down, Left/Right, Forward/Back Haptic 6 DoF devices from Sensable
    17. 17. Skills Constraints Affordances Tacit knowledge co-location stereovision 2 handedness CAD digital drawing Precision Rigid Geometry Sensory Feedback Touch, sight sound smell Creative Process Germinal phase - divergent Exploring, Playing, Experimenting, Thinking, Searching Practical phase –convergent Sketching & Modelling Haptic devices: gloves, force feedback Rapid prototyping Layer manufacture Laser cutting 3D printing CAM Intuitive digital applications with transmodal and spatial interaction Technology ( quantifiable) Design (qualitative) Transformations Tools Texture, compliance, size & shape, mass Physical Properties of materials: Working Practice shutter glasses, Motion capture, VR Selecting, visualising rendering 2/3D dimensions Coherence 6DOF computer, mouse, keyboard Scope of Tacitus Project to provide solid research as base for haptic application:
    18. 18. <ul><li>Thank you </li></ul>