Tuesday, October 28, 2008

Sloppy Marketing #2: SpaceClaim pull another one



You have to love it when a 3D company gets all comfortable and happy. Silly things start to happen. Last time I posted about SpaceClaim was to talk about its somewhat foolish crediting and usage of imagery on its web-site, which was at best misleading to say the least. I was pointed back at the web-site with the words "what's going on?" What's all the fuss about? well, simply, the company is claiming to be the "first 3D Direct Modeling system."

Now, I get that marketing is often about stretching things a touch, but do the powers honestly believe that people are going to buy it? Yes, SpaceClaim is a Direct Modelling system, but claiming to be the first? Seriously? The new CEO (Chris Randles) sold MathCAD to PTC. PTC also own CoCreate, one of the handful of Direct Modelling applications out there. There's also IronCAD and CADkey.

SpaceClaim is an impressive system, but the complete and utter lack of clarity, and to be honest and more increasingly, lack of truth surrounding the product, is doing it NO favours whatsoever.

Just thought I'd add Blake's (one of the founders of SpaceClaim) comment to the front page:

As I mentioned on SpaceClaiming, "this mistake was caused by an overaggressive search and replace on a recent web site update and has been corrected. Thanks for keeping us honest, Al! We are well aware that SpaceClaim is not the first direct modeler, but we are confident that we are the fastest and most capable."

Thanks again,
-Blake

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Friday, August 1, 2008

Spangly new SpaceClaim website - sloppy marketing 101

Motorola RAZR - probably not designed in SpaceClaim

Looks like SpaceClaim has been spending some more of that VC cash with the web-designers again and there's a brand new SpaceClaim web-site on the block. I like it, its shiny and has lots of nice things in there.
There are a couple of bits and bobs that aren't quite right. I love it when people tag that annoying little TM trademark thing after something that really doesn't need it. Particularly when the company in question, according to a USPTO search, doesn't even own the trademark (I'd love to stand corrected) or its been owned and abandoned by someone else.
I'm specifically thinking about "Natural 3D design" which was previously owned by Metatools and "Design the way you think" which was owned and abandoned by Ceira Technologies in 2005.
What's also often interesting is the models that CAD vendors choose to illustrate their web-site, brouchures and such. Perfect example of this are two of the images featured there.
A Motorola RAZR and an Aston Martin. The RAZR is pretty fair game, model something up and use it as a demo. What's really... Ummm.. what's the word? Irritating, is the Aston Martin image.
Aston Martin: Not designed by Pininfarina and not designed with SpaceClaim - allegedly
It reads Credit: Bunkspeed/Pininfarina. Unless I'm very much mistaken, Pininfarina had nothing to do with the design of any Aston Martin and certainly not the model shown - and I'd bet the house on the fact that SpaceClaim wasn't involved. Could it be that this the 3D model that appears in this Youtube video?

A model that was created in SolidWorks, at the turn of the century. And modelling by the talented Mark Biasotti, who was working at IDEO at the time I seem to recall. Guess where he works now? Yes, he works for a company based on Baker Avenue, Concorde, Mass - but it ain't SpaceClaim.

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Tuesday, July 1, 2008

Blue Ridge launches CFdesign v10

The image above shows simulation results from a Quick Natural Convection on LED light design shown with CFdesign v10 new user interface - nifty looking eh?
Blue Ridge Numerics (at 1pm, UK time today to be exact), released details of the latest release of its CFD application, CFDesign. The big ticket items for this rev seem to be a new user interface, greater CAD integration, better design review features and interactive void filling and external volume creation.
Interesting, UI changes aside (which look pretty good as you can see), the CAD associativity interested me. There are two schools of thought here. To built the app directly within the CAD interface, or to build it standalone and provide tight links. The two are not always as clear-cut as they seem. In all fairness, CFDesign has always been in the Standalone/integrated camp and this release sees that worked on with the ability to extract much more from the CAD data, such as model orientation, part and background, part names and material properties. Blue Ridge also talks about mapping of mouse functions. I guess that this means the user will load CAD data from their workhorse tool and the system can be set to mimic the user interaction methods of that CAD system. Also of interest is the new multi-view mode, which allows you to work with different analysis results sets and have the system synchronise the panning, zooming and rotation of the views. Other updates include interactive void filling and external volume creation meaning you don't have to do it your CAD system.
Lastly, Blue Ridge has also introduce CFD-tv which provides users with "on-demand, task-specific training in a Web 2.0 format that will appeal to multi-tasking engineers who want to add CFD to their armory." Apparently, each CFD-tv episode is a short video segment led by a CFdesign power user intended to answer commonly asked questions.
There will of course be a full, indepth review of CFDesign 10 in the next issue of DEVELOP3D - so make sure you sign up for a subscription.

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Friday, May 30, 2008

The Ribbon of Doom

Solid Edge is now fully Ribbon'ed up
I've spent the last ten years or so writing about the technology we use day-in-day-out. What's interesting is that as my career transitioned from designer to writer to publisher, the software within this space also went through a transition, from the UNIX-based hardware to the more cost effective Windows platform. 
With that shift brought about a transition in user interface design. When CAD software ran on SGI, IBM-AIX or Sun Solaris systems, the user interface was pretty much up the development teams, they designed it (or didn't in some cases) to fit the purpose it was intended for; hence, I-deas looked nothing like Unigraphics which looked nothing like AliasStudio. Which definitely looked nothing like Pro/Engineer. But things changed when CAD vendors adopted the Windows platform and things started to standardise -but even still, every application retained its own look and feel.
SpaceClaim was one of the first to adopt the Ribbon UI
But now, we're seeing an even greater process of commonisation across the software within this magazine. The Windows Vista UI style, specifically, the Ribbon toolbar, is become the de facto standard for software vendors and user interaction. Look at the images on this pages, can you tell them apart at first or even second glance.
EFD.Lab from Flomerics latest release adopts the ribbon toolbar
In there we not only have SolidWorks, Solid Edge and SpaceClaim but also Flomerics' EFD.Lab. The Ribbon toolbar is everywhere and seemingly omnipresent. So what's my point?
I can understand the argument that familiarity with user interaction methods is a healthy thing. That if you use Word and Excel then you have immediate familiarity with the 3D design software and it eases the learning curve. This can be argued back and forth and I'm personally not convinced. Much of it, I'm sure, is the vendor appealing to the lowest common denominator. The majority of users, particularly within our readership, have adopted 3D design tools, but the vendors are still chasing the laggards, those slowest to adopt 3D and drive forward with it - and for those, the "its just like Word" might be a good sales line.
But if you look at each application, look at the technologies they use, there are common components; many use Parasolid, many user D-cubed, many use other libraries to provide their features and functions. If UI design is also standardised, where can the vendors find the room for innovation, for differentiation and how can they truly support the 3D-based design workflow? I guess the answer is that the Devil is truly in the details. How does your system allow you to work directly, but intelligently with your geometry and parameters of design? How do you use on-model interaction and context sensitivity to its fullest. Does your design system enable that? What additional tools has your vendor developed to assist with design, to make it more fluid - are things like SpaceClaim's direct modelling approach, Siemens Synchronous Technology, the future or is there something else required? Personally, one of the most impressive UI updates I've seen in some time is the forthcoming NX 6 release that Siemens has just shown off.
The new NX UI which sees no ribbon action whatsoever
Yes, it has the Sync Tech behind it, but more impressively than that, the UI is stripped down and minimised. Use of Roles allows you to have the commands you need for the task you re working, at hand and switch able, and the level of at cursor interaction and command/operation access is unbelievable and will make users way more productive.
And guess what, there's not a ribbon in sight.
it seems that its not just me that's been considering these things - Ralph Grabowski's been pondering the same thing over at WorldCADaccess.

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