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笔者评:第三次全球Hexagon用户大会在拉斯维加斯举办,Hexagon是全球测量、设计、可视化的跨国集团,旗下三个组织分别是Leica Geosystems, Intergraph Corporation, and Hexagon Metrology,此次盛会参加人数增长到3000人,这三个组织旗下产品应用于地理空间、勘探、能源电力、建筑、航空和国防安全等诸多领域。此次会上展示了最新的集成全球定位、点云获取、图像数据于一身的MS50新设备,同时领导们也对未来在点云等3D领域的应用和市场布局进行了展望。
Hexagon sure knows how to put on a show. I’m at the MGM Grand Hotel & Casino in Las Vegas this week attending HxGN LIVE, the third annual international user’s conference for Hexagon AB, the global supplier of design, measurement and visualisation technologies. And, believe me, it’s certainly impressive. Over 3,500 professionals working with Hexagon’s three businesses - Leica Geosystems, Intergraph Corporation, and Hexagon Metrology - are attending. That’s up from just over 3,000 last year and about 2,500 in 2011, the company said.
The industries represented include geospatial, surveying, power and energy, construction, aerospace and defense, public safety and security, automotive and manufacturing. Kicking off the event, Hexagon CEO Ola Rollén’s keynote laid out what’s in store for the company’s future, including autonomous robotics, in-line inspection for manufacturing, mobile applications for smartphones and tablets, and computing and storing data in the cloud.
The conference’s four tracks cover:
Metrology - as applied to manufacturing metrology such as the integration of scanning into marine ship building workflows
Process, Power & Marine - industrial facilities
Security, Government & Infrastructure (SG&I) - integrates city planning and operations - including GIS - with emergency preparation/response
Geosystems - surveying, mapping, and laser scanning, also known as high-definition surveying or HDS
For the first time, the most popular sessions, discussions and keynote presentations are streamed live on HxGN LIVE TV. HxGN is short for Hexagon Global Network.
At the event, Leica, the world’s leading manufacturer of 3D laser scanners with U.S. headquarters in Norcross, Ga., unveiled its new Nova MS50 MultiStation, the first to combine 3D scanning, total station, imaging and GNSS positioning in one instrument. Users can measure objects on a construction site, calculate volumes, monitor a bridge, capture an accident scene with digital imaging or scan the exterior side of a building, according to the company.
The MS50 ties 3D scans into total station point cloud measurements, which are fed into regular survey work?ows, allowing the user to verify the data’s integrity in the field, avoiding the costs of reworking and returns. The company calls the MS50 a “game-changing measurement solution” - from capturing and visualizing data to creating deliverables. Adding to the pomp, Rollén even had wine served to the audience to join him in toasting Nova’s debut.
Leica also rolled out its Leica Pegasus One mobile mapping instrument, which captures calibrated imagery and point cloud data, then allows users to process, visualize and deliver through a GIS-based software platform, whether capturing a highway topo view or recording city road assets. I sat down with Ken Mooyman, president of Leica Geosystems (NAFTA), to find out more about the new products and the company’s strategy for growth, including a new approach to target customers in distinct regions effective July 1.
Leica's new segment approach Mooyman said about three years ago, Leica began taking a different look at the way it approached selling to verticals, or what he calls segments. He explained that, in the past, Leica would develop a new survey instrument, but overlook its application in other verticals, such as construction and forensics. “We would build a total station and try to force fit that into different applications,” Mooyman said. “What we really want is to go to these types of verticals and understand what they need, so we can bring that back into the development of the solutions to better penetrate all the different applications where these instruments could be used.”
He said the NOVA MS50 MultiStation is a perfect example of that.
“Here’s a product, that instead of just being built and thrown over the fence, it was designed to use several application-based softwares to make it more customer-centric,” he said.
The Pegasus mobile mapping system is another example of the new strategy being followed at Leica.
“The MS50 was about ease of use, really an extension of the traditional surveying application, and Pegasus is really for us no different,” Mooyman said. “That’s why we call it mobile scanning, instead of a mobile scanner, because we feel that a company doesn’t just buy a Pegasus to do mobile mapping. So, we’re trying to penetrate the larger engineering firms and geospatial firms that do aerial imagery.”
To do that, Leica needs to emphasize the versatility of capturing 3D data, Mooyman explained, pointing to the Pegasus’ ability to fit on any vehicle.
“It’s called vehicle independent. That’s the marketing phrase, but it goes back to the ease of use and making sure these solutions get utilized more broadly,” he said.
The mobile mapping instrument can be used on cars, boats and ATV’s. Mooyman said one customer has already expressed interest in using it on a golf cart for a very, large construction site.
Some of Leica’s competitors also focus on verticals, but Mooyman said they “fall short” by not allowing the verticals to interact with each other.
As examples, he said one competitor doesn’t allow verticals to interact with each other, while another “big” competitor does not
have any verticals at all, relying instead on a more open, one-size-fits all sales strategy.
Once Leica recognized what it - and its competitors - were doing, it decided to change strategies and install segment managers to oversee a sales approach for specific verticals, while working collaboratively with others. Leica’s new sales structure includes dividing its NAFTA market into regions, including U.S. East, U.S. West, Canada and Mexico, to target the following verticals, or segments:
Agriculture
Plant Process
Building and Construction - BIM
Interior and Finishing
Monitoring and Control
Forensics and Public Safety
Mapping - aerial and mobile
Surveying
Engineering and Infrastructure - aka Machine Control in the United States
GIS - Asset Collection and Management
“Now, segment managers decide which products are best to penetrate that vertical and how best to do that,” Mooyman said. “It’s about developing customer-centric solutions.”
参考:
http://www.sparpointgroup.com