One of the more interesting questions is; how has Autodesk developed to become the leader of manufacturing? For those unfamiliar with Autodesk, the company’s rise and current leadership developing design and engineering software has improved the technical tools and helped manufacturing.
Most people who are in the business of manufacturing know Autodesk created the groundbreaking 2D Autocad, the first real mainstream CAD system. This started the growth and development into today’s use of 3D CAD and CAM for design and manufacturing. From here the company started to go in a new direction. Anyone who has looked at the Autodesk portfolio will see that Autodesk is focusing on providing both width and depth in a total solution of software for their customer base. Autodesk is setting the gold standard for selling and supporting the entire manufacturing and fabrication world.
There are plenty of individuals at Autodesk who have been a big part of shaping this new industry leadership. The engineers who are creating Autodesk products have switched attention to making a better solution, and CEO, Carl Bass, is the chief “user” of Autodesk products himself.
I would like to suggest that the reason the company is successful can be boiled down to three key principles that make it hard for competitors to compete with Autodesk.
1. The products that Autodesk creates are in sync with what the market needs.
So many times with other software companies, the goal is almost always based around the technology first, followed by the question, do people want to use it? Geeky engineers are dazzled by technology at their disposal and often create something because they can. However, Autodesk is taking a hard look at this. The company is creating ease of use software that can easily be implemented either as a total product solution or as bits and pieces depending on the customer’s needs. The engineers are not sitting in deep hidden caves, but are often spotted testing and making products with their creations at Autodesk’s state of the art manufacturing and fabrication place on San Francisco’s Pier9.
2. Offer great customer service and Product flexibility.
Even if you create products that are easy to use, the variety of things that people want to make creates complexity. Because of this, users may need some hand holding from time to time. Besides relying on their big partner network for support, Autodesk has created a network of support in places like social media. Listening to customer request and concerns has pushed Autodesk to be the front runner offering such things as Desktop Subscription (Pay-as-you-go). Big companies might not value this at the same level as small manufacturing companies, but that is not a coincidence as the company is just as focused on small business. If you want to be a leader, it is not just about keeping the stock market happy, but also to help and support smaller companies into growth. Autodesk does many things to push the design world in a better direction. Most notable is their decision to provide all educational institutions with all their software at no cost. This is helping to create an entire new generation of makers. But also such things as sponsoring free workshops and making software free, such as 2.5D integrated CAM that runs inside SolidWorks and Inventor with support.
3. Autodesk stays ahead of its competitors.
Every industry has their giants, but no one looks at companies such as GM or Ford for direction and innovation in the automotive industry today. They were once considered leaders and might still be giants. This should be one of the fears of Autodesk’s competitors. Those competitors are the GMs and Fords, who have spent enormous resources protecting their customer base. When you spend more time playing defense than listening to your customers, and innovate, there will be a point where customers will look elsewhere for better solutions. With Autodesk’s approach, they are building an exceptional set of tools for everyone in the manufacturing and fabrication industry.
Some of these are:
- Trusted, high-end CAM such as Partmaker and Powermill from Delcam. HSM, the fully integrated CAM inside Inventor and SolidWorks.
- Best in class, nesting, waterjet, laser cutting and the magic power of composite from Majestic.
- The only released CAD in the cloud, Fusion 360, a full CAD package including CAM and 3D Print layout capabilities inside the software.
These three principles may seem a bit simplistic, but as long as they adhere to them, it is pretty likely that will Autodesk continue to grow and command a large share of the manufacturing market.