The document discusses how digital technologies like building information modeling (BIM) are disrupting the construction industry and reshaping its value chain into a platform model. BIM aims to improve information flow through 3D modeling of buildings that contains embedded data on geometry, performance, costs, and lifecycle. This allows digital objects like materials and systems to be exchanged. The construction value chain is becoming similar to the PC/internet sector, with BIM software as the operating system, BIM libraries as app stores, and BIM objects as digital content. This shifts power from traditional intermediaries to BIM platform owners and allows for quicker decision making, price transparency, and system integration in construction projects.

1. The “Platformization” of
the Construction industry
Shifting ecosystem and emerging
platforms

2. 2
Digital Disruption is coming to heavy industries
Already
disrupted
Media
Telecom
Retail
Mobility and
transportation
Hospitality
Currently
under assault
Financial Services
Agriculture
Utilities
Next to be
threatened
Construction
Others
Industries that are
most vulnerable to the
platform revolution:
§ Information-intensive
industries
§ Industries with non-
scalable gatekeepers
§ Highly fragmented
industries
§ Industries characterized
by extreme information
asymmetries
Music

3. 3
BIM aims to dramatically improve the information/data flow
BIM main advantages: reduced errors and clashes, better collaboration, better cost/time control
Traditional model BIM (Building Information Modelling)
2D 3D and beyond (up to 6D)
Only basic bi-dimensional geometry Full Geometry, Performances, Time (4D), Costs
(5D), Lifecycle (6D)
Static Parametric
Dumb graphic Intelligent objects (data)
No modularity LEGO bricks
Limited coordination Virtual collaboration (cloud)

4. 4
BIM is reshaping the value chain into a platform where digital
objects are exchanged
Product and System
Manufacturers
BIM user
(e.g. architects,
planners, engineers)
Create BIM objects Search BIM objects
Offer
geosystem,
sensors,
drones,…
Build
add-ons
BIM
Software
BIM
Libraries
App
developers
Hardware
providers
Download BIM objectsProvide visibility and
services
§ Construction materials
§ Systems (e.g. roofing,
flooring, façade, glazing)
§ Appliances, lighting; wall
panels, MEP, HVAC,
Electronics

5. 5
We may draw an analogy to the PC/internet sector
PC/Internet (the winners) Digital construction (?)
Windows (operating system) Autodesk Revit/360 Suite
Android/Apple (app stores) Autodesk Forge
Google (search engine) Seek/BIMobject.com (BIM library and search)
Internet content BIM objects
Amazon (e-commerce marketplace) Future development of BIM libraries?

6. 6
BIM: main implications for the value chain
§ Less relevance of the traditional (physical) sales channels and
intermediaries/distributors
§ Quicker decision making, which will move early on in the process (with just few clicks
by the architect/planner)
§ Higher price transparency, limiting information asymmetries and related extra margins
§ Higher performance transparency of materials and systems along all life cycle
§ Acceleration of system integration as BIM can bundle more elements into one system that
is easier to apply and choose with a click for the architect
§ Systems and LEGO like approach favors (automated) off-site prefab and modularization.
Fewer sub-contractors on site

7. 7
Examples of strategic moves that are possible for producers
§ “Intel-Inside”: own products in third party BIM Objects for proved high-performance
§ “1-click convenience”: valuable architectural templates pre-populated with a range of
default products/systems (default can be changed but tend to anchor)
§ “System Objects”: bundling own and partners’ co-created products into a solution
§ “Performance-based”: own or partners’ App(s) that create transparency on the impact of
materials choices on long-term payback (6D BIM)
§ “Vertical category leader”: ‘top-of-mind’ App for specific segments, to get data about
users’ needs and preferences
§ “New materials to fit generative design”: additive manufacturing, computational
computing will require/enable new materials and processes
§ …

8. 8
Thank you!
Contact: grosani@ecsi-consulting.com