A talk from the Enterprise Track at AWE Europe 2017 - the largest conference for AR+VR in Munich, Germany October 19-20, 2017 Marc Schuetz (Thingworx Studio): Enterprise AR Success with 3D-CAD, Animation, and IoT Data Augmented Reality (AR) has the power to fundamentally transform the way we work and interact with each other and our surroundings. It is changing the industrial enterprise landscape by enabling developers, manufacturers, operators, technicians, and consumers to experience products and services in a completely new way. This presentation will help demonstrate some of the leading use cases for augmented reality being implemented today, in a variety of enterprise environments. You will learn the value that a combined Augmented Reality and IoT strategy can provide and best practices for successfully implementing AR in your company.

1. Marc Schuetz
Sr. Director ThingWorx Product Management
October 30, 2017
Enterprise AR Success
with 3D-CAD, Animation,
and IoT Data

2. 2
PHYSICAL
WORLD
$1B Invested
to Build Leading
AR and IOT Brands
DIGITAL
WORLD
30 Years Pioneering
the Digital Twin
PTC AT A GLANCE

3. 3
PHYSICAL
WORLD
DIGITAL
WORLD
AR IOT
PTC AT A GLANCE

4. 4
Over5,000+
TrialProgramParticipants
Compass Intelligence named PTC
as IoT Innovative Product of the
Year Vendor for ThingWorx Studio.
ThingWorx Studio receives
Connected World IoT
Innovation Award 2017
Source: Aeon Mobile, May 2017. Includes CV AR apps found in the
App Store and Google Play; Others include vendors with <1% share.
App Store Share
350K+
REGISTERED
DEVELOPERS
45K+
COMMERCIAL APPS
450M+
APP
INSTALLS
INDUSTRIES WIDELY ADOPTED AUGMENTED REALITY TECHNOLOGY

5. 5
Market Perception
• AR is still in early stages of
adoption
• Don’t really understand the
value or the use cases
• It requires significant level of
upfront investment
• ROI justification is challenging
because people are enamored
with the cool factor – but do not
equate the business value
Lengthy Time-to-Value
• Costly to hire skilled programming
resources
• Difficult and time consuming to
create compelling content
• Overwhelming to manage the
explosion of purpose-built apps
• Complex to leverage IoT and
business system data
CURRENT STATE OF THE AUGMENTED REALITY MARKET

6. 6
Market Perception
• AR is still in early stages of
adoption
• Don’t really understand the
value or the use cases
• It requires significant level of
upfront investment
• ROI justification is challenging
because people are enamored
with the cool factor – but do not
equate the business value
Lengthy Time-to-Value
• Costly to hire skilled programming
resources
• Difficult and time consuming to
create compelling content
• Overwhelming to manage the
explosion of purpose-built apps
• Complex to leverage IoT and
business system data
CURRENT STATE OF THE AUGMENTED REALITY MARKET
How do we get
from cool to
meaningful?

7. 7
Service
20%
Manufacture
[PERCENTAGE]
Sell & Market
[PERCENTAGE]
Design
16%
Train
[PERCENTAGE]
Operate
[PERCENTAGE]
Other
2%
WHERE AR IS BEING USED TODAY
ThingWorx Studio July 2017 Global AR Survey
Top 3 High-Value Use Cases
Service Manual & Instructions
Operator & Assembly Work
Instructions
Virtual Product Demonstration

8. 8
DESIGN SELL & MARKET SERVICEMANUFACTURE OPERATETRAIN
Collaborative
Design Review
Digital Design
Review
Maintenance
Work Instructions
Performance
Dashboards
Operator &
Assembly Work
Instructions
Virtual Product
Demonstration
Augmented
Brand Experience
Retail Space
Optimization
Service Manual &
Instructions
Remote Expertise
Service
Inspection &
Verification
Job-specific
Training
Safety & Security
Training
Expert Coaching
Head-up
Display
Augmented
Operator Manual
Augmented
Interface
Augmented
Interface
VALUE OF AUGMENTED REALITY ACROSS THE ENTERPRISE

9. 9
“Smart, connected products
will give rise to the next era of
IT-driven productivity growth
at a time when the impact of
earlier waves of IT has largely
played itself out.”
“Data now stands on par with
people, technology, and
capital as a corporation’s
core assets.” “Data now
stands on par with people,
technology, and capital as a
corporation’s core assets.”
“There is a fundamental
disconnect between the
wealth of digital data
available to us and the
physical world in which we
apply it.”
November 2014 October 2015 November 2017
THE DEFINITIVE ARTICLES ON DIGITAL INNOVATION

10. 10
DESIGN SELL & MARKET SERVICEMANUFACTURE OPERATETRAIN
Collaborative
Design Review
Digital Design
Review
Maintenance
Work Instructions
Performance
Dashboards
Operator &
Assembly Work
Instructions
Virtual Product
Demonstration
Augmented
Brand Experience
Retail Space
Optimization
Service Manual &
Instructions
Remote Expertise
Service
Inspection &
Verification
Job-specific
Training
Safety & Security
Training
Expert Coaching
Head-up
Display
Augmented
Operator Manual
Augmented
Interface
Augmented
Interface
VALUE OF AUGMENTED REALITY ACROSS THE ENTERPRISE

11. 11
TAKING ADVANTAGE OF THE MARKET OPPORTUNITY
AR digital-physical
overlays virtually illustrate
step-by-step instructions
to repair products.
Overlay in-context detailed
assembly and
manufacturing instructions
demonstrating how to
perform processes, operate
machinery, or assemble
parts.
AR provides customers new
means to experience products
through immersive product
demos, visualizations, and
digital showrooms.
Sell & Market ServiceManufacture
Operator & Assembly Work Instructions Virtual Product Demonstration Service Manual & Instructions

12. 12
BUSINESS CHALLENGES FOR COMPANIES
Sell & Market ServiceManufacture
• Lost sales from not being able to
virtually display your products
• Expense of multiple onsite visits and
expensive prototypes
• Customer indecision due to
complex proposals & requirements
• Costly mistakes due to
misinterpretation of
instructions
• Resource constraints from
fewer experts & limited skills
transfer
• Low productivity and
efficiency of operation
• Obsolete / incorrect service
information slows resolution time
• Lower productivity and
scalability from aging workforce
• Eroded service margins from
downtime and dissatisfaction
Operator & Assembly Work Instructions Virtual Product Demonstration Service Manual & Instructions

13. 13
Content Source
Dev Approach
AR Hardware
AR CapabilitiesTracking 3D
MODEL
2D
TARGET
VISUALIZE
INTERACT
INSTRUCT/GUIDE
PURPOSE-BUILT
REAL-TIME
PHONE/TABLET
HEAD-UP DISPLAY
OUTSOURCED
PLATFORM
SDK
WEARABLES
REPURPOSED
SPATIAL
AR EXPERIENCE USE CASE MAPPING
Operator & Assembly
Work Instructions
Virtual Product
Demonstration
Service Manual & Instructions

14. 14
Content Source
Dev Approach
AR Hardware
AR CapabilitiesTracking 3D
MODEL
2D
TARGET
VISUALIZE
INTERACT
INSTRUCT/GUIDE
PURPOSE-BUILT
REAL-TIME
PHONE/TABLET
HEAD-UP DISPLAY
OUTSOURCED
PLATFORM
SDK
WEARABLES
REPURPOSED
SPATIAL
AR EXPERIENCE USE CASE MAPPING
Virtual Product Demonstration
• 3D CAD Model
• Spatial and 3D Model
tracking
• Recipe based Decimation
Pipeline
• Access to System of Record
• Physically based Rendering
• GPU Streaming

15. 15
Content Source
Dev Approach
AR Hardware
AR CapabilitiesTracking 3D
MODEL
2D
TARGET
VISUALIZE
INTERACT
INSTRUCT/GUIDE
PURPOSE-BUILT
REAL-TIME
PHONE/TABLET
HEAD-UP DISPLAY
OUTSOURCED
PLATFORM
SDK
WEARABLES
REPURPOSED
SPATIAL
AR EXPERIENCE USE CASE MAPPING
Operator & Assembly Work Instructions
• 3D CAD Model
• Step by Step Instructions
• 3D Model tracking
• Recipe based Decimation
Pipeline
• Access to System of Record
• Process Verification &
Documentation

16. 16
Content Source
Dev Approach
AR Hardware
AR CapabilitiesTracking 3D
MODEL
2D
TARGET
VISUALIZE
INTERACT
INSTRUCT/GUIDE
PURPOSE-BUILT
REAL-TIME
PHONE/TABLET
HEAD-UP DISPLAY
OUTSOURCED
PLATFORM
SDK
WEARABLES
REPURPOSED
SPATIAL
AR EXPERIENCE USE CASE MAPPING
Service Manual & Instructions
• Identify product instance
• 3D CAD Model
• Step by Step Instructions
• 3D Model tracking
• Recipe based Decimation Pipeline
• Access to System of Record
• Access to Real-Time IoT data
• Process Verification & Documentation
• Wearables
• Offline data support
• AR Remote Assistant / 3D Markup

17. 17
AR IMPROVES BUSINESS OUTCOMES
Sell & Market ServiceManufacture
• Higher win rates as customers are
able to easily visualize products
• Reduce travel costs through
sharable AR experiences
• Shorter sales cycles with access to
products everywhere at anytime
• Better fix rates with instructions in-
front of the physical product
• Unlock knowledge from subject
matter experts
• High service contract renewals,
and upsell opportunities
• Avoid costly mistakes and
prolonged downtime
• Bridge the gap between
training and operations
• Speed complex or unfamiliar
tasks
Operator & Assembly Work Instructions Virtual Product Demonstration Service Manual & Instructions

18. 18
MANUFACTURE
Improve Process Efficiency
SELL & MARKET
Increase Sales Revenue
90%
Better Quality
30%
Faster Assembly
VALUE DRIVERS
ü Reduce Service Event Time
ü Improve Quality of Service
ü First-Time Fix Rate
“Sales and Marketing … it just not about
providing a graphic, you can provide
customers with [virtual] products that have yet
to be manufactured and not having to send a
unit to location, but still have a to-scale
examples that you can walk around and see
all the information.”
– Sandra Humphreys
SERVICE
Decrease costs

19. 19
Delivering the right information, at the right time, at the right place, and in the right
format improving employee productivity
VALUE DRIVERS
GE ENERGY
Faster simulated
wing assembly
30%
BOEING & IOWA STATE
Source: AREA
Faster comprehending
training instructions
47%
SRI
Source: SRI
Faster wiring a
turbine control box
34%
Source: HBR
Faster installing
wiring harnesses
25%
BOEING
Source: AREA
Faster completing a
warehouse picklist
46%
GE HEALTHCARE
Source: HBR

20. Augmented Reality for
Enterprise Alliance
Measuring
Enterprise AR Return
on Investment
A Member-Exclusive Report:
coming soon

21. 21
Market Perception
• AR is still in early stages of
adoption
• Don’t really understand the
value or the use cases
• It requires significant level of
upfront investment
• ROI justification is challenging
because people are enamored
with the cool factor – but do not
equate the business value
Lengthy Time-to-Value
• Costly to hire skilled programming
resources
• Difficult and time consuming to
create compelling content
• Overwhelming to manage the
explosion of purpose-built apps
• Complex to leverage IoT and
business system data
CURRENT STATE OF THE AUGMENTED REALITY MARKET
How do we
shorten the
Time-to-Value?

22. 22
• Reduce Development Costs
– Eliminate the need to code with a visual authoring tool
– Optimize resources with built-in HoloLens, ARKit & ARCore support
• Accelerate Content Creation
– Efficiently reuse 3D CAD geometries
– Incorporate existing step-by-step animations
• Leverage Real-Time Insight
– Easily integrate sensor and contextualized IoT data
– Enhance experiences with enterprise systems data
• Streamline Enterprise Scalability
– Access and view experiences across the enterprise from a single app
– Chose flexible cloud or on-premises deployment options
SHORTEN TIME-TO-VALUE

23. Faster AR Authoring
Rapidly create content
without programming
Geared For 3D
Reuse existing models
& animated sequences
Real-Time Insights
Easily integrate IoT and
business systems data
Cutting-Edge Scalability
View experiences on smart
devices across the enterprise
Author AR
without Writing
Any Code
Easily Re-use
Existing 3D
Content
Accelerate
Delivery IoT
Data
Single App
Experience
Viewing
Present
Compelling AR
Sequences

24. 24
THINGWORX STUDIO SHORTENS TIME-TO-VALUE

25. 25
THINGWORX STUDIO – TOP AR USE CASES
Operator & Assembly
Work Instructions
Virtual Product
Demonstration
Service Manual & Instructions

26. LESSONS LEARNED
• Every organization needs an AR strategy
• Understand use cases and challenges to
clearly define today’s value and ROI
• Leverage AR Technology (Hardware &
Software) for what it is doing best today
• Don’t get hung up on a tracking
technology… you will need them all
• There is a right development approach for
every use case (the long tail)
• Start now, move fast, iterate a lot… It will
be different than you expect
Content Source
Dev Approach
AR Hardware
AR CapabilitiesTracking 3D MODEL
2D
TARGET
VISUALIZE
INTERACT
INSTRUCT/GUIDE
PURPOSE-BUILT
REAL-TIME
PHONE/TABLET
HEAD-UP DISPLAY
OUTSOURCED
PLATFORM
SDK
WEARABLES
REPURPOSED
SPATIAL

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