The document discusses the implementation of virtual techniques in the aviation industry, focusing on areas such as virtual prototyping, factory planning, and training. It outlines various applications and benefits of virtual reality (VR) in aircraft design, manufacturing processes, and maintenance training, emphasizing improvements in efficiency and safety. Additionally, it addresses the integration of augmented reality (AR) for quality assurance and operational training in simulations, highlighting the impact of these technologies on various aspects of aviation engineering.

1. © Competence Centre for Virtual Reality and Cooperative Engineering w. V. – Virtual Dimension Center (VDC)
Dr.-Ing. Dipl.-Kfm. Christoph Runde
Virtual Dimension Center (VDC) Fellbach
Auberlenstr. 13
70736 Fellbach
www.vdc-fellbach.de
Whitepaper
Virtual Techniques in the Aviation Industry

2. VP Aircraft VT in MarketingVP Manufacturing Training Production
Virtual Techniques in Aviation
2
Virtual Prototyping Aircraft Virtual Prototyping
Manufacturing
Training Marketing
 Factory planning: target setting
 Basic evaluation
o Inventory
 Factory concept planning
o Architecture, media systems
o General construction planning
o Layout planning
o Material flow, logistics
 Factory detailed planning
o Safety at work
o Automation technology
o DMU integration
o Manufacturing processes
o Materials handling
o Assembly planning
 Implementation preparation
 Implementation monitoring
o Monitoring, verification
 Initial support
o Commissioning ramp-up
o Commissioning training
 Project completion
o Knowledge management
 Hedging design
o Form finding, design
o Haptics
 Functional protection
o Virtual Mock-Up
o Functional product
• Structural mechanics, fatique,
crash
• Fluid mechanics
• …
• Flight simulation
• Ergonomics, usability,
MMI design
• Assistance systems
o Acceptance:
• Virtual certification
o Service:
• Documentation
• Repairability, maintainability
o Manufacturability
• Mountability
• Constructability
• Process ergonomics
 Training production
 Training operation
 Training maintenance
and repair
 Market research and environmental
analysis
o Competitive analysis
o Customer analysis
 Target definition
o Support of different target
indicators through virtual
techniques
 Strategy definition
o Virtual techniques in product
development
o Customer integration with virtual
techniques
 Marketing-Mix
o Variant development
o Virtual techniques for print, web,
point-of-sales, digital signage in
communication
o Virtual sell-in, virtual training and
virtual store in distribution
 Marketing control
o Virtual store/ test/ training to
verify target achievement
Production
 Assistance systems
 Quality assurance
and documentation

3. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: Ethiopian Airlines
Design study
in 3D
Image: Uni Groningen
Design review in a
4-sided-CAVE
(projection room)
Design study
aircraft cabin
Virtual Prototyping Aircraft: Hedging design
Form finding, design
 Term design: Design of all kinds of objects
according to criteria of functionality (e.g.
ergonomics) and aesthetics [according to
http://www.designlexikon.net]
 Design classes [according to P. Gorb]:
o Product (e.g. industrial design, packaging
design, service design)
o Information (e.g. graphic design, branding,
media design, web design)
o Environment (e.g. retail design, exhibition
design, interior design)
Image: Airbus
3
VP Aircraft

4. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: Fraunhofer IPK
Image: Immersion
Flap simulator:
programming force-path
behaviour
Programmable knob
User interface
Virtual Prototyping Aircraft: Hedging design
Haptics
 Quality impression through haptics
 Requirement: "blind" operation (-> averted
gaze)
 Central:
o Haptic feedback during actuation and
o Gaining usable data for ergonomics and the
design of operating haptics
 Haptic free programmable interfaces available
 Rotary knobs interchangeable via plug-in
system
 Test the influence of button size, weight,
shape and material on the respective
operating behavior
4
Images: Immersion
VP Aircraft

5. VP Aircraft VT in MarketingVP Manufacturing Training Production
Virtual mock-up model
for VR
Virtual Prototyping Aircraft: Functional protection
Virtual Mock-Up
 Digital overall model of the aircraft
 Consideration of all planning trades – MCA
(major component assembly), interior
construction, electrics, hydraulics, ...
 Collision investigations
 Double occupancy of assembly space
 Interactive examination of flexible
components (cables, hoses) possible
 Minimum distances
 Basis for feasibility studies
(installation/ dismounting investigations)
Image: Embraer
Image: ESI
Image: ESI
Interactive examination
of flexible components
(cables, hoses) in front of
VR-Powerwall
Interactive control of
section panes for
investigation of assembly
space
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VP Aircraft

6. VP Aircraft VT in MarketingVP Manufacturing Training Production
Virtual bird strike
examination
Virtual Prototyping Aircraft: Functional hedging
Functional capability – structural mechanics
 VR-applications: often postprocessing of data
from physical simulation, such as Computational
Fluid Dynamics (CFD) or Finite-Elemente-Analysis
(FEM)
o Rigidity
o Impact loads
o Vibrations
o Crash
o Airbag
o …
 Strong use of interaction metaphors
 Support local or distributed cooperative work
with VR
 Augmented Reality (AR) for comparisons
model - trial
Image: CEI
Image: Lauer & Weiss
Image: ITV Denkendorf
Stability simulation of
screw connections
Simulation of a biaxial
tensile load of a fabric for
the use of composites
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VP Aircraft

7. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: CEI
Simulation of suction of
dirt particles when
starting the engines
Functional capability – Fluid mechanics:
 Post-processing of simulation data from fluid
mechanics:
o Outer flow, aerodynamics, uplift and drag
o Heat exchanger, simulation of the cooling
module
o Electromagnetic fields, hydraulics, emission
propagation
o Air conditioning and air flow aircraft interior:
HVAC (heating, ventilation and air
conditioning)
o Thermal design, thermal analysis, defrost
Aerodynamics-
examinations on virtual
prototype
HAVAC- and breathing
simulation with avatar
7
Image: xx
Image: CEI
Image: CEI
VP Aircraft
Virtual Prototyping Aircraft: Functional hedging

8. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: Barco
Image: Lufthansa
Modern flight simulator
at Lufthansa
Functional capability – Flight simulation:
 Flight behavior
 Safe offline testing of new assistance systems
 Testing novel human-machine interfaces
 Behavioral research
 Head-up display development
 Design information interface
 Design Reviews
 Acoustics / NVH
 …
Image: British Aerospace
VECTA Flight Simulator
(late 1980s)
8
Interior view flight
simulator
VP Aircraft
Virtual Prototyping Aircraft: Functional hedging

9. VP Aircraft VT in MarketingVP Manufacturing Training Production
ESIs Virtual Seat Solution:
evaluation seat comfort,
evaluation of legroom
and freedom of
movement, absorption of
vibrations
Virtual hedging of display
visibility
Virtual hedging of
manual reachability of all
control elements
Image: ESI
Image: ESI
Image: Optis
Virtual Prototyping Aircraft: Functional hedging
Functionality capability – Ergonomics &
Usability
 Early verification of accessibility and visibility
of control elements
 Hedging visibility of safety-relevant control
and display elements, safety at work
 Virtual examination of comfort
 Consideration of ergonomic aspects for age
groups, percentiles, somatotypes (securing
product functionality for large part of the
population)
 Consideration of human as a physical factor
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VP Aircraft

10. VP Aircraft VT in MarketingVP Manufacturing Training Production
Virtual hedging of
reachability and usability
with haptic interfaceImage: Optis
Functional capability – Ergonomics & Usability
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VP Aircraft
Virtual Prototyping Aircraft: Functional hedging

11. VP Aircraft VT in MarketingVP Manufacturing Training Production
Virtual pre-certification of
aircraft seats with Virtual
Seat Solution (EuroNCA,
JNCAP)
Image: CEI
Image: DLR
Virtual crash test with
3D dummy
11
Image: ESI
Virtual certification
 Objective: acceptance of parts of the aircraft
without a physical prototype
 Aviation:
o Virtual pre-certification of aircraft seats
(according to EuroNCA, JNCAP, ChinaNCAP)
o Numerical experiments and analysis have long
been part of approval processes
o For impact simulations (of the aircraft or bird
strike)
o Simulation of realistic environmental
conditions, which are difficult to simulate in
the laboratory (vibration, temperature,
altitude, flow velocity, real loading condition
wing) Image: DLR
Ditching of a commercial
aircraft
VP Aircraft
Virtual Prototyping Aircraft: Functional hedging

12. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: ESI
Image: Virtalis
Virtual examination
maintainability in direct
interaction
Installation/ disassembly
examination with haptics
(position setting and
force-feedback via
mechanical articulated
arm system)
Image: ESI
Virtual examination
maintainability with
avatar
Virtual Prototyping Aircraft: Functional hedging
Service – Maintainability, repairability:
 Service Engineering: Checking accessibility
visually and manually
 Inspection of the accessibility of assembly
groups, fasteners, lubrication points, etc.
o Visually
o Manually
o with respective tool
 All variants testable
 All perspectives and positions can be
considered
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VP Aircraft

13. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: Fraunhofer IPA
Simulation of industrial
component cleansing
Image: Visenso
Simulation of a
casting process
Image: Visenso
Comparative
representation of
differently configured
milling processes
Virtual Prototyping Aircraft: Functional hedging
Manufacturability:
 Design of manufacturing processes: often a
complex spacial task
 VR-application: postprocessing of CFD or
FEM data
 Simulative design of manufacturing
processes
 Analysis of alternative manufacturing process
configurations
13
VP Aircraft

14. VP Aircraft VT in MarketingVP Manufacturing Training Production
Assembly investigation
with ambidextrous
interaction VR
Virtual Prototyping Aircraft: Functional hedging
Manufacturability – Constructability and
mountability:
 Virtual environments with collision detection
and slipping simulation are used in the
investigation of assembly and disassembly
 For this purpose, the position and orientation
of a component which has to be installed/
disassembled is specified with a spatial input
system
 Examination of assembly aids
 Also use of geometry prototype (e.g. 3D print)
mounted on 1 or 2 haptic terminals (force
feedback)
 Collision output acoustic, graphic or haptic
Image: Optis
Image: ESI
Image: xxx
Subjective assessment of
buildability through
interactive navigation
through the model
Virtual examination of
the use of lifting gear
14
Image: ESI
VP Aircraft

15. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: Bharathiar University
Image: Optis
Image: ESI
Virtual Prototyping Aircraft: Functional hedging
Manufacturability – Process ergonomics
(product immanent):
 Comfort and accessibility analyses
 Visibility analyses
 Collision checks
 Realistic motion simulation
 Human models from anthropometry database
for statistical body shape sizing
 Powerwall with flysticks
[but: accommodative conflict]
 Use of Head Mounted Displays
Ergonomics examination
through direct
interaction in VR
15
Ergonomics examination
with 3D human model
Investigation of assembly
ergonomics with avatar,
which is controlled by a
real user by means of
motion capturing
VP Aircraft

16. VP Aircraft VT in MarketingVP Manufacturing Training Production
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 Phase 4 – Detail planning
o Industrial safety
o Automation technology
o DMU integration
o Manufacturing processes
o Conveyor technology
o Assembly planning
 Phase 5 – Preparation implementation
 Phase 6 – Monitoring implementation
 Phase 7 – Ramp-up support
o Commissioning: Ramp-up
o Commissioning: Training
 Phase 8 – Project completion
o Knowledge management
Virtual Prototyping Manufacturing: Overview
 Factory planning:
 Types of projects:
o Factory replanning
o Extension
o Reorganisation of an existing factory
 Phase 1 – Target definition
 Phase 2 – Basics determination
o Inventory
 Phase 3 – Concept planning
o Architecture/ media systems
o General construction
o Layout planning
o Material flow/ logistics
VP Manufacturing

17. VP Aircraft VT in MarketingVP Manufacturing Training Production
17
Image: Visenso
Extrusion:
Simulation
Virtual Prototyping Manufacturing: Basics determination
 Information acquisition and evaluation as
basis for the following plannings
 Creation of the quantity structure for
following process simulation
 In the case of replanning (Brown Field
projects): documentation and validation of
current level of implementation (CAD plans,
3D-documentation, etc.) and target/ actual-
comparison for validation
 Simulative feasibility studies for suitable
manufacturing processes (see VDC
Whitepaper “Virtual Reality in manufacturing
processes”)
Image: Scantec 3D
Laser scan of a
complete plant
Image: Scantec 3D
Mixed data processing:
laser scan (grey) and CAD
(colored) for prevention of
double occupancy of
assembly space
VP Manufacturing

18. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: xxx
Decision aspects of an
aircraft manufacturer:
dock vs. flow production,
transport system, working
platforms
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Image: Fh-IPA
Virtual Prototyping Manufacturing: Concept planning
 General construction: 3D- variant visualization
of general construction and factory building
 Planning building infrastructure
 Layout planning: dimensioning and structuring
of areas and warehouses (rough layout) in 2D/
3D with interactive planning desk: 2D-layout
on desk surface, 3D on wall; interactive cube
for positioning of objects (machines, etc.) on
desk
 Hedging through material flow and logistics
simulation
 Virtual walk through factory
Image: xxxxxxxImage: Fh-PA
Visualization general
construction
Daimler Rastatt
Image: VDC
Meeting for layout
planning at factory
planning desk
VP Manufacturing

19. VP Aircraft VT in MarketingVP Manufacturing Training Production
Determination of target
times by processing a "VR
scene" (assembly engine);
Entries appear
automatically in the left
table
Simulation extrusion
Virtual Prototyping Manufacturing: Detail planning
 Planning of conveyor, assembly and automation
technology with regard to efficiency, safety and
ergonomics
 Virtual commissioning of geometric-logical
models
 Process security through production simulation
 Manual assembly tasks can be simulated through
o 3D human models or
o VR (tracking, motion capturing)
 Industrial safety: Hedging with an interactive 3D
model
 Integration in factory DMUs
o Geometric integration
o Functional integration
o Procedural integration
Image: xxx
Image: Altran
19
Image: Visenso
Virtual workplace
planning with visTABLE®
Image: xxxImage: PlaVis
VP Manufacturing

20. VP Aircraft VT in MarketingVP Manufacturing Training Production
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Virtual Prototyping Manufacturing: Monitoring implementation
Image: RE'FLEKT
Image: TU
München
Image: Scantec 3D
Extracted 3D-model
from laser scan of a
transformer station
AR-planning in existing
plant:
conveyor technology
AR-based
planning
of new
objects in
existing
system
 Coordination, control and
documentation of implementation
 VR for target/ actual-comparison of
implemented status by means of mixed
data processing (laser scans vs. 3D-
construction)
 Augmented Reality (fade-in target-
planning on current status)
 Targets:
o Quality control
o Project control
(e.g. billing of performed work)
VP Manufacturing

21. VP Aircraft VT in MarketingVP Manufacturing Training Production
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Virtual Prototyping Manufacturing: Ramp-up support
Commissioning: Virtual Ramp-Up
 Virtual design of sensors, actuators
 Avoidance of collisions, deadlocks
 Hardware-in-the-loop simulations
 Transmission of control code (offline
programming) to physical plants
 Shortening the ramp-up time by simulation-
based preliminary tests with simultaneously
improved level of planning maturity of
robotics and automation systems
Commissioning: Training
 [see slide „Training production“]
Image: Fh-IPA
Image: RIF
3D-model of a
automated assembly line
Hardware-in-the-loop:
physical control vs.
virtual model
Image: ESI
Operating safety and
handling can be
inspected early due to
digital model
VP Manufacturing

22. VP Aircraft VT in MarketingVP Manufacturing Training Production
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VP Manufacturing
Virtual Prototyping Manufacturing: Project completion
 Evaluation of the past project and securing the
gained knowledge
 Backing up 3D geometry data from phase 2 (basic
determination) and phase 6 (implementation
monitoring)
 Backing up factory DMU model and all simulation
models from phase 4 (detail planning)
 Backing up 3D knowledge management system
from phase 7 (ramp-up support)
 4 types of knowledge in virtual environments:
position, structure, behavior, procedural
knowledge
 4 opportunities for learning in virtual
environments:
spatial, conceptual, motoric, procedural learning Image: Fh-IPA
Image: VRMMP
Image: VRMMP
Position and meaning of
a display
Functionality of a process
Integral, total 3D-model
consisting of layout,
conveyor technology and
robotics

23. VP Aircraft VT in MarketingVP Manufacturing Training Production
Representation of a
night scene in a flight
simulator
Training – Operation
 Flight simulators:
safe training for future pilots
o Understanding of all displays
o Operation, handling
o Special aircraft behaviour
o Big vehicles, high seating positions
o Unclear aircraft areas
 Safe simulation and training of critical
situations
 Obstructions (also night vision)
 Communication with others (e.g. traffic
control)
Image: xxx
23
Image: Halldale
Use of a flight
simulator
Image: Barco
Image: Barco
Spheric projection
for a flight simulator
Training

24. VP Aircraft VT in MarketingVP Manufacturing Training Production
View in the simulator of
an airport tower
Training – Operation
 Simulators for airport towers and
control centers
o Understanding of all displays
o Operation, handling
o Working procedures
o Monitoring and recording the situation at
the airport (simulated windows)
o Dealing with obstructions
o Communication (mainly with pilots)
Image: xxx
24
Image: Barco
View in the simulator of
an airport towerImage: Barco
Image: Barco
View in the simulator of
an airport tower
Training

25. VP Aircraft VT in MarketingVP Manufacturing Training Production
Virtual repair training
with Head Mounted
Display and haptic
interface
25
Image: NASA
Tactile supported training
Image: Haption
Instructions in
interactive environment
Training – Maintenance/ Repair
 Processes, process knowledge, dangers of
damage
 Learning concepts: demonstrate - accompany –
examine
 Resource/ tool applications
 All variations
 All perspectives
 [Animated] AR projection (hidden installations
on real vehicle)
Image: xxxImage: Altran
Training

26. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: Haption
Assembly training in a
CAVE of PSA Peugeot
Citroën
Coating trainer
SimSpray
Training – Manufacturing
 In case of non-availability of factory/ plant/
device
 Also in advance
 Safe (for man and machine)
 Possibly cheaper
 3D-based Operator Training Simulators
(OTS)
26
Image: SimSpray
Image: Optis
Assembly training with
avatar, which is
controlled by a real user
by means of motion
capturing
Training

27. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: Altran/CenterlineDesign
Scheme of LASER
projection
Image: Altran/CenterlineDesign
Photograph of the
view on a projection
area
Production: Assistance systems
LASER projection
 For quality assurance
 Display of mounting positions for brackets,
wiring harness and other systems
 Guide function for drilling and cutting
27
Production

28. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: Testia
Assembly of a bracket at
the projected position
Image: Testia
Overall projection and
display of the next
working steps
3D capturing and
projection unit
Production: Assistance systems
Augmented Reality projection
 SART-Augmented Reality projection
system for
o Inspection
o Quality assurance (target/ actual
comparison)
o Installation instructions
o Guides via video projection (also film
with instructions)
 3D capture unit (depth imaging camera)
is used for referencing the projection
relative to the 3D object
Image: Testia
28
Production

29. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: Testia
DMU Browser with
guiding function
Image: Boeing
AR-based harness
assembly with data
glasses (1992)
Tracking the
A350 wing mounting
Tablet PC based Augmented Reality
 DMU viewer
 In-place display of meta information by means
of AR via DMU
 Correct display of product and process
information by means of AR via DMU
Smart glasses based Augmented Reality
 Wishful thinking for a long time
 Hardware (smart glasses) currently not yet
practically usable for Augmented Reality
Image: Testia
29
Production
Production: Assistance systems

30. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: xxx
Detect changes
Comparison 3D scan
with CAD
MCAx –measuring arm
Production: Quality assurance and documentation
Scanning and Reverse Engineering
 MCAx: 3D capture of small to medium sized
parts
 MCAx-coordinate measuring arm:
o Precise,
o Reliable,
o Easy to use
(manual),
o Transportable
 7-axis measuring system
30
3D scan to CAD
Imageer: Altran/CenterlineDesign
Production

31. VP Aircraft VT in MarketingVP Manufacturing Training Production
Structure tests and
measurements
Structure scanning
Optical scanner
Scanning and Reverse Engineering
 K-series: capture medium sized to large
components
 Portable system K-series, optical coordinate
measuring system
 No mechanical restrictions: set up freely and
capture desired points or surfaces
o Structure tests and measurements
o Damage control
o Door tension
o Structure scanning
31
Images:
Altran/CenterlineDesign
Production
Production: Quality assurance and documentation

32. VP Aircraft VT in MarketingVP Manufacturing Training Production
Optical measuring
system in use
Deviations of panels in
2 axis
Optical
3D object detection
Scanning and Reverse Engineering
 LASER radar: spacious measuring
technology
 No confusion between adjacent interior
lining
 Automatic part measurement
 Automatic tool measurement
 Thickness calculation
 Verification of the profile of the outer shell
 Scripts possible
for automatic
measurement
of many
components
32
Images:
Altran/CenterlineDesign
2D section through
3D scan of the wing
Production
Production: Quality assurance and documentation

33. VP Aircraft VT in MarketingVP Manufacturing Training Production
Assembly of MCAs
Images:
Altran/CenterlineDesign
Measurement of the overall assembly
Laser scan unit
Scanning and Reverse Engineering
 iGPS– large-scale measurement technology
 MCA (major component assembly)-
preparation and assembly
 MCA assembly
 Verification of aerodynamics and
symmetry
33
Production
Production: Quality assurance and documentation

34. VP Aircraft VT in MarketingVP Manufacturing Training Production
Scanned 3D model of a
helicopter
Images:
Altran/CenterlineDesign
Scanned 3D model of a
part of an aircraft
Surphaser
Scanning and Reverse Engineering
 Surphaser: large-scale measurement
technology
 The surphaser scans both short and medium
distances: 1m to 130m
 Thus suitable for reverse engineering
 Submillimeter accuracy
 Scan rate of up to 1 million points per
second
34
Production
Production: Quality assurance and documentation

35. VP Aircraft VT in MarketingVP Manufacturing Training Production
Marker positions
Images:
Altran/CenterlineDesign
Graphical overlay of real
perspective and 3D
computer graphics
Marker
Mobile CAD usage and Augmented Reality
 Graphical overlay of real objects with virtual 3D
data for quality assurance
 For documentation: screenshots
 Paperless assembly
35
Production
Production: Quality assurance and documentation

36. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: Testia
Graphical overlay
target specifications
on current status
Image: Altran/CenterlineDesign
Detailled view on
serving trolley
Fixed tablet PC with
AR scene
Use of Augmented Reality
 Use of tablet PCs: camera records real image;
display of the composite image on the tablet
 Possibly mounting for fixing the tablet
 Target-actual comparisons
 Display of missing components
 Digitizing new knowledge about mobile devices
(camera recording, sensor data acquisition,
etc.); filing for documentation and sharing with
others (such as knowledge management
systems and social media)
 [Knowledge types in virtual environments:
position, structural, behavioral and procedural
knowledge]
Image: Altran/CenterlineDesign
36
Production
Production: Quality assurance and documentation

37. VP Aircraft VT in MarketingVP Manufacturing Training Production
37
Marketing: Virtual techniques in marketing process: 5 steps
1. Market and environmental analysis
 Competitive analysis: Benchmarks
 Customer analysis
 Virtual Store
 Tests & Presentations
 Customer dialogue
2. Target definition
 Order hedging and
mass customization
 Creativity support
 Customer integration with VR
 Overcoming digital gap
 High-tech image
3. Strategy definition
 Virtual engineering in product development
 Customer integration with VR
4. Marketing-Mix
 Variant development
 3D and VR for print, web,
point-of-sales, digital signage
in communication
 Virtual sell-in, virtual training and
virtual store in distribution
5. Marketing mapping
 Virtual store/ test/ training for verifying
target achievement
VT in Marketing

38. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: SensoMotoric Instruments
Examination of
competitor products by
means of Reverse
Engineering
Interactive comparison of
interior design variants by
means of a 3D
configurator
Image: Altran/CenterlineDesign
38
Image: NIAR
Marketing: Market and environmental analysis
 Variant comparisons prior to the creation of
physical, haptic prototypes (thinning variants)
 Virtual benchmarks: comparison of own (still
virtual) designs with competitive products
 Product tests and acceptance tests on the basis
of virtual prototypes: gaze analyses, dialogue,
recording critique and suggestions
 Secret tests of new products, hidden from
competitors, failed approaches remain
confidential
 Virtual customer dialogue via 3D web
platforms or virtual worlds
 Statistical evaluation of preferences using 3D
configurators
Gaze analyses:
stereo-3D-glasses with
integrated eye tracking
VT in Marketing

39. VP Aircraft VT in MarketingVP Manufacturing Training Production
Increase customer
orientation and customer
satisfaction: Virtual
comfort examinations for
the passengers: does the
product meet the
requirements of the
market?
Image: NIAR
Image: Gravity
Innovative capability:
creative working
environment in the form
of a augmented reality
based sketching (with
GravitySketch)
Image: ESI
39
Marketing: Target definition
 The achievement of goals in marketing is
measured on the basis of so-called target
indicators
o Indicator customer satisfaction
o Indicator innovation capability
o Indicator customer orientation
o Indicator engagement/ satisfaction employees
o Indicator image
 Question: contribution of virtual techniques to
target indicators?
Increase of employee
satisfaction: integration
of employees in
development process
VT in Marketing

40. VP Aircraft VT in MarketingVP Manufacturing Training Production
Image: Ethiopian Airlines
For good customer
relations:
design visualization
interior to ensure a
common understanding
Estimation of the
efficiency of the use of
AR
Image: Rapex
Image: xxx
40
Image: Testia
Marketing: Strategy definition
Strategy „superior, attractive products“
 Offer impeccable products designed for their complete
life cycle: massive frontloading
 Desired products of the customer
 Minimization of product recalls
Strategy „superior, efficient processes“
 VR/ AR based fast and secure product development that
takes all relevant aspects into account
Strategy “superior, customer relations”
 Preparation of the offer jointly with the customer
 Inclusion of all wishes
 Immediate statements on feasibility, price,
delivery time, ...
 Integrated solutions: initial configuration at
home, detailing on site
Product recalls of
respective product group
in the European Union
VT in Marketing

41. VP Aircraft VT in MarketingVP Manufacturing Training Production
Design representation
aircraft constructionImage: ESI
Image: bitmanagement
Product configuration
in 3D
Image: ESI
Virtual development at
Boeing
41
VT in Marketing
Marketing: Marketing-Mix
Product policy:
 Pursuit objectives of virtual engineering
 Further pursuit of promising product variants
in development
Communication:
 Supply of print, web, PoS, digital signage,
trade fair presence with 3D data for:
(interactive, animated, custom, multimodal)
presentation
 Reduction of time-to-campaign
 Reduction of costs for cross media content
Distribution:
 Sales support with virtual techniques (e.g.
configuration, immersion)

42. © Competence Centre for Virtual Reality and Cooperative Engineering w. V. – Virtual Dimension Center (VDC)
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