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'PLM'에 해당되는 글 9

  1. 2008.08.02 Boeing To Roll Out Product-Management Software Companywide 1
  2. 2008.06.17 PLM-MES
  3. 2007.10.22 top gun 2007 모델
  4. 2007.10.19 3D XML Test
  5. 2007.01.25 Siemens, UGS인수
  6. 2006.10.24 Airbus vs Boeing 1
  7. 2006.09.21 PLM기사
  8. 2006.09.02 The future of engineering
  9. 2006.09.02 Is Toyota's Product Development System in Trouble?

Boeing To Roll Out Product-Management Software Companywide

2008. 8. 2. 07:42 | Posted by 알 수 없는 사용자
Boeing has customers lining up to buy its aircraft, with a backlog of 3,600 commercial orders worth $271 billion. Its problem has been getting planes built and delivered.

In an ongoing effort to improve its product development process, Boeing is standardizing on Siemens' Teamcenter product life-cycle management software, a move that affects tens of thousands of employees, mostly engineers. Boeing has used Siemens PLM for more than a year on some newer projects, but now it plans to make it the de facto software for managing data related to each part and every engineering change for commercial and military aircraft, including replacing legacy product life-cycle management systems used for older model aircraft.

It's a big move from the status quo at Boeing, which has customized an IT and manufacturing infrastructure around each new aircraft model. That approach sets up silos of development and hinders global collaboration. "Big companies like Boeing are very serious about going forward with as much commonization and standardization solution sets across as many products and programs as soon as they can," said Dick Slansky, a PLM analyst with ARC Advisory Group and a former Boeing engineer, in an interview. "They need to bite the bullet now with significant migration issues, rather than continue to go forward with all the disparate systems for every airplane out there."

The Siemens move won't address Boeing's biggest current problem: the new Dreamliner 787, a more fuel-efficient passenger jet that's running 15 months behind schedule, and for which Boeing holds 900 orders from airlines getting clobbered by high fuel prices. There's no plan to migrate the 787 work from the Dassault Systemes' PLM software Boeing's using, given the "sensitive" state of development, said Tim Nichols, managing director of PLM for aerospace and defense at Siemens, in an interview.

It's clear why the aeronautics industry, along with automotive, is among the biggest users of PLM software. There are some 2 million parts that go into each plane, Nichols said Siemen's Teamcenter -- essentially a master data warehouse that runs on an Oracle database -- holds the data on parts and materials and manages the workflow of the product development process, so that engineers working on different pieces of a project have visibility into engineering decisions such as project-wide changes to parts specifications. Some 30,000 Boeing employees already tap into Siemens PLM from their desktops, and most users of other PLM systems will be migrated over to Siemens Teamcenter, Nichols said.

Boeing declined to answer questions on whether it would link its suppliers into the PLM system, or perhaps even service providers and its airline customers. With Siemens PLM, since Boeing's building "an archive for each plane," Nichols said, service personnel could conceivably make decisions based on each plane's history.

The problems faced by the 787 show that collaborative software efforts are only one step toward process improvement.

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PLM-MES

2008. 6. 17. 11:29 | Posted by 알 수 없는 사용자

Intercim LLC, a purveyor of manufacturing operations management software, and Dassault Systèmes, a leader in product lifecycle management tools, today announced a memorandum of understanding that extends an existing technology integration partnership. Under the terms of the agreement, the companies will integrate Intercim’s Pertinence Powered by Velocity software with Dassault’s V6 platform to create a Web-based PLM/MES suite for the aerospace and defense industry, bringing the two technologies together in the quest for the so-called digital factory.

The two companies began collaborating in 2005 after Boeing — a mutual customer — requested their help in eliminating paper from its shop floor. The solution, delivered three years ago, was one-way communication from the PLM system to the MES to provide 3D work instructions to a tablet PC carried by workers on the factory floor. That integration enabled end users to view work instructions tied to a 3D design of the part.

Today’s agreement represents phase two, according to Intercim officials, through which the two companies will extend the PLM value chain to include part delivery, manufacturing, and on-site maintenance. The memorandum of understanding, which was outlined in March prior to today’s detailed announcement, will add new applications to provide a closed loop between the MES and PLM systems.

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top gun 2007 모델

2007. 10. 22. 23:29 | Posted by 알 수 없는 사용자

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3D XML Test

2007. 10. 19. 23:14 | Posted by 알 수 없는 사용자

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Siemens, UGS인수

2007. 1. 25. 23:15 | Posted by 알 수 없는 사용자
Siemens Profit Beats Estimates on Revamp; Shares Rise (Update8)

By Simon Thiel

Jan. 25 (Bloomberg) -- Siemens AG, the maker of products ranging from gas turbines to medical scanners, posted profit and sales that beat analysts' estimates, boosting the German company's stock as shareholders prepared to confront executives over bribery allegations.

Operating profit rose 51 percent to 1.63 billion euros ($2.1 billion), topping an estimate of 1.51 billion euros. Net income fell 16 percent to 788 million euros because of a European Union fine for price-fixing. Sales rose 6.1 percent to 19.1 billion euros, the company said today.

Chief Executive Officer Klaus Kleinfeld said Siemens, Europe's largest engineering company, is ``off to a strong start'' in the period. Siemens agreed yesterday to buy U.S. software maker UGS Corp. for $2.1 billion and said it will sell shares in its VDO automotive unit.

``We see the signs of a momentum shift which is pushing the company in the right direction,'' Boris Boehm, a fund manager at Nordinvest in Hamburg, which oversees $7 billion including Siemens shares. ``With the economic cycle in the upswing, Siemens is in the right sector.''

Siemens shares rose as much as 6.6 percent to 83.12 euros, their biggest gain in seven months, and traded at 82.98 euros at 1:50 p.m. in Frankfurt. Before today, they were up 11 percent in the past year, trailing a 26 percent increase in Germany's DAX 30 index.

Price-Fixing Fine

The acquisition of UGS, a supplier of production software to General Motors Corp., adds to $10 billion of takeovers since Kleinfeld took charge two years ago. A two-month bribery probe and the EU fine delayed the start of a networks venture with Nokia Oyj.

Siemens and nine other companies were fined yesterday by the European Commission, the EU's antitrust regulator, for fixing the price of equipment used to control electricity flow. Siemens said today it booked a charge of 423 million euros for the fine.

``While it's disappointing to see our net income growth reversed by an impact from events in the past, we are moving on with our operations tremendously improved year-over-year,'' Kleinfeld said in the statement. A reorganization, which has included 5,400 job cuts at the computer services division and purchases for the industrial units, is making Siemens ``more profitable and growth-oriented,'' he said.

The company's board is holding its annual shareholders' meeting at the Olympic hall in Munich.

Bribery Investigation

The median estimates of 14 analysts surveyed by Bloomberg were profit of 1.03 billion euros on sales of 18.47 billion euros. The estimates exclude the EU fine. It's the first quarter Siemens reported under International Financial Reporting Standards. Year-earlier figures were adjusted for IFRS.

``It's important for Kleinfeld to have something to put against the negative topics surrounding corruption and the EU fine today,'' said Frank Rothauge, an analyst at Sal. Oppenheim Jr & Cie. in Frankfurt, who rates the stock ``buy.''

A bribery investigation has rocked the 160-year-old company since Siemens made the allegations public in November. Police and prosecutors searched company buildings and employee homes at 30 German locations, and Siemens is reviewing the legality of 420 million euros of payments.

Kleinfeld and Chairman Heinrich von Pierer, Siemens' former CEO, say they didn't know about the bribes. They said in December that Siemens probably fell victim to a ``sophisticated'' criminal scheme by rogue employees in the telecommunications unit.

`Exceptional' Bad News

``This is a combination of bad news which is pretty exceptional,'' Kleinfeld said in an interview today, when asked about the bribery allegations and the EU cartel fine.

Kleinfeld also said he's ``very optimistic'' that the planned phone network venture between Nokia and Siemens will start in the first calendar quarter of 2007. The start of the venture was postponed because of the probe.

The investigation has grabbed Kleinfeld's attention as he works on a plan to reach profit targets that Siemens has so far missed. Kleinfeld scaled back the technology units and combined the unprofitable computer-services operations, called SBS, with the software units to form a new division.

In the first quarter, four of the 10 units didn't reach their margin target. Eight units reported rising profit. Kleinfeld reiterated today that he expects all units to reach their targets by April.

Acquisition, IPO

Siemens said earlier today it agreed to buy UGS and to sell shares in a car-equipment unit. UGS, based in Plano, Texas, makes software to plan and design production.

Siemens will retain majority control of VDO Automotive after an initial public offering, Siemens said. VDO is the world's largest maker of electronic systems that help deploy car air bags.

The share sale ``could be one of the biggest IPOs in 2007,'' Finance Chief Joe Kaeser told reporters in Munich today. He declined to give financial details and said Siemens aims to keep a ``long-term'' majority stake in the business because VDO ``will continue to grow profitably.''

The UGS acquisition comprises $1.4 billion of debt. UGS's software is used by customers including General Motors to design cars.

``After all the acquisitions in the last couple of months, we'll now focus on organic growth,'' Kleinfeld told reporters today. Kaeser said UGS might be Siemens' biggest purchase this year, ``although meaningful purchases are always possible.''

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Airbus vs Boeing

2006. 10. 24. 07:56 | Posted by 알 수 없는 사용자

A tough quarter for Airbus, whichhas announced two-year delays on its A380 aircraft and the causeappears to be out-of-sync design practices.
Airbus announced the delays after finding that its designs do not match in final assembly, particularly in the case of wiring.

Atough quarter for Airbus, which has announced two-year delays on itsA380 aircraft and the cause appears to be out-of-sync design practices.

Airbus announced the delays after finding that its designs do not match in final assembly, particularly in the case of wiring. To its credit, Airbus blames itself versus suppliers or vendors like Dassault, stating they were tardy in implementing Dassault’s 3D digital mock-up applications. As AMR Research Vice President MikeBurkett described to us, “Airbus has said themselves, they had four different European sites, particularly the one between Germany and France, with different versions of the design applications, and they’ve run into challenges of sharing data between sites. The challenge Airbus had was keeping track of deployment, as much as the technology itself.”

Boeing uses the same Dassault applications, but deploys them more uniformly. And they do so across their supply chain.Says Burkett, “I believe, and it’s an estimate, that 80 percent of the[Dreamliner] is being manufactured externally, which is a first forBoeing. They’re doing most of the design, but they have partners doing a lot of the design as well, and at least key partners in that process need to be leveraging similar applications.

“So a take away is that as companies start to move design into outsourced partners, they need to move to more modular design to make sure the parts interchange.”

“The interoperability challenge in CAD systems has existed for years,” says Burkett, and described how in Aerospace,infrastructures can be hastily built to support a new program. “So if you’re tying the future success of your company to new product introduction, you’d better be paying attention to the underlying infrastructure to support that strategic decision.”

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PLM기사

2006. 9. 21. 06:45 | Posted by 알 수 없는 사용자
.

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The future of engineering

2006. 9. 2. 06:37 | Posted by 알 수 없는 사용자
As Test & Measurement World reaches its 25th anniversary, we editors are looking to the future.

And that future resides in the young men and women considering technical careers, their teachers and mentors, and the industry leaders who work with the academic community.

Electrical engineering can be a rewarding career. You learn how things work, you solve problems, and you use your knowledge to create products that enhance—and even save—lives. The field changes rapidly, providing new opportunities for engineers to grow professionally, be creative, and make a difference in the world. For these and other reasons, many engineers wouldn't dream of doing anything else.

The engineering profession in the US, however, is at a crossroads. New technologies offer the promise of rewarding careers, and there are infinite products yet to invent. But despite these limitless opportunities, enrollment in engineering programs at American universities is flat at best.

The numbers speak for themselves. Figure 1 shows the number of US electrical and computer engineering (ECE) degrees earned from 1971 through 2003. From the late 1970s though the 1980s, ECE degrees rose steadily, and salaries went right along with them as employers snatched every ECE graduate in sight. By the 1990s, ECE degrees dropped steadily.

Figure 1. Electrical and computer engineering degrees rose in the 1980s and dropped through the 1990s, with master’s degrees becoming a larger portion of the total. Source: National Center for Education Statistics

To find out why people choose—or do not choose—engineering as a career, what employers look for, and industry's role in engineering education, we spoke with professors, students, and professionals.

From our interviews, we found numerous reasons why young people enter engineering, the most prominent being that they already know an engineer, usually a parent or relative. Knowing someone in the field gives young people the introduction they need to pursue engineering as a career. Furthermore, teachers and shop courses may pique someone's interest in engineering. Conversely, many bright students never study engineering because they don't know anything about what engineers do.

Math and science: just the beginning

Gary S. May, ECE professor and chair, Georgia Tech, said: "We have to show that engineers are normal people with normal lives with the same sorts of concerns as everyone."

Many students consider engineering careers because they're good at math and science and receive encouragement to enter the field from their parents, teachers, and guidance counselors. “I think that's a reasonable thing to do,” said Professor Gary S. May, ECE department chair at Georgia Institute of Technology (Georgia Tech). “It doesn't mean that it's the only career that's available to you, or you'd be a perfect engineer because of that. But I think it's a reasonable thing to tell students that engineering is an option for you because you have this aptitude.”

An aptitude for math and science is certainly a requirement for an engineering career, but is it enough? Not according to Professor Richard Vaz of Worcester Polytechnic Institute (WPI). Vaz, who is associate dean of the Interdisciplinary and Global Studies Division at WPI, said that the best engineers also have a passion for solving problems.

UCSB Professor Steve Long also cited “the willingness to do critical thinking” that makes good engineers. He argued that engineers are naturally curious and they want to know about something that's not necessarily in a textbook.

Not everyone, though, has a clear reason for studying engineering. “When I ask students why they want to study engineering, very rarely can they articulate a reason,” said Vaz. “If they can, it usually doesn't line up well with what engineers really do, which is solve problems and make the world a better place.” Some people, we learned, go into engineering because of the prospect of earning a decent living with just a bachelor's degree. (See “Is engineering a profession?”) “That [belief] won't get you very far,” added Long. He also cited “pushy parents” as another wrong reason that some young people study engineering.

Moshe Kam, ECE professor at Drexel, is working with the IEEE to educate the public about the advantages of an engineering career.

While some people study engineering who might have been better at something else, many people who could make good engineers miss the opportunity because they don't know what engineers do. “We don't see enough of the brightest people coming into engineering because early in their educational paths, they get advice that essentially blocks their way,” said Moshe Kam, professor of ECE at Drexel University and VP of the IEEE Educational Activities Board (EAB). “There is a feeling that we won't have enough people, we won't have the right people, and because of that, we won't have enough innovation,” he added.

Kam based his conclusions on meetings with representatives from 53 companies that hire electrical engineers. He also found that high school guidance counselors may unconsciously steer women with the ability and prerequisites for studying engineering into other fields because, “It's not something that women do, and that's a myth that we need to shatter.” (See “Where are the women?”)

Georgia Tech's May noted that some of the issues that divert women away from engineering also apply to minorities. “We have to show that engineers are normal people with normal lives with the same sorts of concerns as everyone,” he said. “This also affects our ability to recruit minority students. I say that from experience.”

Educate the public

Kam and others within IEEE's EAB are working to educate the public about the rewards of an engineering career. The most visible effort is the Web site TryEngineering.org. Launched on June 5, 2006, the site goes beyond electrical and computer engineering, with interviews of chemical engineers, civil engineers, and mechanical engineers. The site provides information for students, parents, guidance counselors, and teachers. It also provides a search engine for finding engineering schools. Kam explained that the site shows engineering in a positive light, showing the “can do” attitude of engineers. Using the site, prospective engineering students can ask questions of, and get replies from, working engineers and undergraduates.

Kam also acknowledged that engineering schools can do a better job of attracting and keeping good students. For one thing, he said that some engineering schools still operate with a “boot camp” mentality. “It's not that students can't cope with the curriculum,” he explained. “They transfer out of engineering because of a 'weed out the weak' atmosphere. It not only chases away women and minorities, it also chases away a good chunk of the male population.”

The media plays a role, too. Talk of outsourcing may lead young people to believe that there's no future in engineering, particularly ECE, because of today's worldwide communications. Many companies have moved manufacturing and some engineering offshore. Software engineering is the most obvious, but some hardware-engineering functions have moved, too. Still, everyone we interviewed said that there are, and will always be, many engineering opportunities in the US. Engineers innovate, which creates new products as well as the jobs needed to design and produce them.

Although a great deal of semiconductor manufacturing has moved offshore, by no means has all of it gone. “I don't think the bleak views are justified,” added Professor Fred Looft, ECE department head at WPI. “A lot of manufacturing is coming back because of quality issues. I've talked to people who have done it.” One such company is Cypress Semiconductor, which recently moved some testing operations back to Minnesota from Asia (Ref. 1).

Doug Williams, professor and ECE associate chair, Georgia Tech, sees engineering enrollment increasing, but ECE enrollment is holding steady.

UCSB's Long and Professor Doug Williams, ECE associate chair at Georgia Tech, differ on the area of microelectronics. Long tends to steer students away from IC fabrication, arguing that these jobs are moving to places like Taiwan and Korea. “You can probably count on the fingers of one hand the companies in the US that are doing much fabrication work.”

Williams, however, stated that the microelectronics program at Georgia Tech is “booming.” He sees an increase in companies looking for graduates with microelectronic experience. With that, he sees a corresponding increase in research dollars that companies are putting into semiconductors.

One person who sees a bright future in ECE is Andrew DuPont, a graduate student at WPI. “Just because you get an electrical engineering degree doesn't mean that you have to be an electrical engineer,” he said enthusiastically. “The degree can lead to many opportunities.”

Broad field

Indeed, a degree in electrical engineering can open many doors, in part because electrical engineering is so broad. Electrical engineers have taken on many tasks that you might expect people with other technical degrees to do. Semiconductor processing, for example, is highly populated by electrical engineers, but its basis is in physics and chemistry. Other areas include optics (as applied to communications), aerospace engineering, and even life sciences. “A lot of people don't realize that a lot of biomedical devices are actually electrical devices,” noted Georgia Tech's May.

Engineering jobs also cut across technical disciplines. More and more, mechanical, chemical, and biomedical engineers use electronics to measure a product's performance. “Who says you're not going to do test and measurement on a chemical process for drug manufacturing?” asked Looft. “That's a huge area. And you better know a little bit about chemical processing when you go into that job.”

Some people with engineering degrees move out of engineering jobs but stay in their respective industries by moving into sales, marketing, and management (a few even become editors covering the industries from which they came). Others move into fields such as law and medicine. Law firms, looking for patent lawyers with technical backgrounds, may hire engineers or engineering graduates and pay for law school.

Those who choose to enter the engineering work force may find that they need skills beyond math, science, engineering basics, and problem solving. We asked the participants what additional skills employers now look for in engineering graduates. While we received some differing answers, everyone agreed that communications skills sit atop the list.

No longer is it enough to design circuits and get test results. You must communicate those results through written reports and presentations. Georgia Tech's Williams noted that the university has integrated writing of technical documents into several courses, which UCSB's Long echoed. WPI has even created an interdisciplinary major or double major in technical writing.

While schools have responded to employers looking for better communications skills, some in academia remain skeptical. One such person is Professor John Orr of WPI. “The standard example is if you hear an after dinner speech from the VP of company xyz, [he or she] will describe that employers need graduates with good communications skills, good teamwork skills, and some global experience. But when hiring managers come to campus, they look for skills such as experience with the latest Cadence software release. They're looking for engineers who can be productive from day one.”

Regardless of whether communication courses are included, it's becoming virtually impossible for schools to provide all of the required engineering skills at the undergraduate level. In fact, some people have begun to question if you should be able to enter the engineering work force with just a bachelor's degree. Employers are looking more and more for graduates with master's degrees, and the number of master's degrees relative to bachelor's degrees has risen in the past 30 years (Figure 1). (continued)

At the same time, the number of PhDs has remained relatively flat. During the last business downturn, companies may have scaled back their research budgets, relying on universities to do the work. “There's a lot less research going on in industry than there used to be,” said UCSB's Long. “Most companies have decimated their research labs.” Long argued that companies are looking for fewer PhDs than they did 10 or 15 years ago because they don't have the facilities and don't want to pay the higher salaries.

In recent years, industry has become more involved with academia. That's good for the most part, as long as industry lets the teachers teach. Often, companies sponsor student projects or contribute to the funding of research labs. Students benefit from having worked on real-world projects and by making industry contacts, which can lead to employment upon graduation. Employers benefit because they can hire graduates with practical experience.

Overall, industry involvement in projects is welcome, because the companies provide equipment, materials, and sometimes funds for student projects. “If they're paying for a project, then they should have the say over the project,” said WPI's Looft. “But it can get too involved. I have companies that want to tell us what we're going to do, educationally.”

Drexel's Kam doesn't agree. “I'm sure that there are horror stories here and there of companies who donated the equipment and wanted to control the curriculum,” he said. “But I wouldn't call it a trend nor would I say this is widespread.” Georgia Tech's May agreed that a few companies want too much involvement, but he doesn't think it's excessive. Companies are, after all, stakeholders in the graduates that these universities produce.

Looft said that companies go over the line when they say “you didn't get it done” meaning that a student project didn't produce a marketable product. When that occurs, he reminds companies that a student project is an educational endeavor that may not produce a working product.

Kam takes a different approach. He argued that companies need to get more involved in the educational process. “Industry is absent from the accreditation process,” he said. He wants to see greater participation from industry so universities can produce the engineers best qualified to keep companies competitive.

Whether you think the world has too many or too few electrical engineers, you'll probably agree that engineers make an impact on people's lives every day. Engineering has proven to be a satisfying career for many. Your work makes a difference in the world. Now, go out and tell someone how engineers contribute to society.

Acknowledgements

We would like to thank the following students, who participated in our interviews but whom we did not quote: Molly Finn, civil engineering student at Syracuse University, and Alexander Koulet, engineering student at the University of New Hampshire.

In addition, we would also like to thank the following staff members at Worcester Polytechnic Institute for taking time to talk to us: John McNeil, associate professor ECE; Peder Pederson, director, Denmark Project Center; and Sergey N. Makarov, associate professor.

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Is Toyota's Product Development System in Trouble?

2006. 9. 2. 06:27 | Posted by 알 수 없는 사용자
For many years, most of us have looked to Toyota as the leader in automotive product development “know-how.” In fact, The Toyota Way – a term used to describe the methods and techniques employed by Toyota to ensure product quality – has been a must-learn management strategy for many in the industry for a number of years. But there’s trouble in Toyota land these days. And, according to the company, the blame rests – at least in part – on the engineering and design tools being used by the manufacturer.

Specifically, as noted in the recent article, Toyota May Delay New Models to Address Rising Quality Issues, Toyota vehicles are being recalled – in record numbers - for quality problems. And that’s giving Toyota cause for concern. In fact, the company is reportedly considering adding as many as three to six more months to projects that typically require two to three years of development lead time, in order to stem the growing tide of quality problems.

The question is, what’s really going on? Toyota engineers claim that mistakes are happening “because computer-aided engineering tools have limitations that allow potential design flaws to slip through.” But are the design tools really to blame, or is it something else?

No doubt, the pressures imposed by Toyota’s aggressive production schedule over the past several years are a key factor. In its quest to earn the top spot in the auto sector worldwide, the company has reportedly been pushing its engineers hard to compress vehicle development times and has been relying more heavily on virtual prototypes – rather than physical prototypes—in order to do so. In fact, according to officials at the Toyota product-development and engineering center in Ann Arbor, Mich., virtual-engineering tools have helped the company slash the number of prototypes per project from 60 to fewer than 20.

But such “shortcuts” on the front-end of the design and development process are ultimately responsible for causing the quality problems in production vehicles, claim some of those familiar with the matter. That’s bad news for engineering software providers like Dassault Systemes, which less than a handful of years ago, excitedly reported that it had earned Toyota’s business.

Specifically, IBM and Dassault Systemes announced in March 2002 the signing of a strategic agreement with Toyota Motor Corporation, to build a world-class collaboration around PLM Solutions covering “end-to-end vehicle development processes.”

In fact, in a press release on the subject, Ed Petrozelli, then general manager, IBM Product Lifecycle Management, is quoted as saying that, “IBM’s history of pacesetting contributions and investments in automotive technology combined with the unparalleled reach of our resources worldwide, including our world-class Virtual Product Innovation (VPI) teams, will help ensure Toyota’s success in setting new global standards for automobile manufacturing.”

Not surprisingly, the one making the apologies for any product failures today is Toyota President Katsuaki Watanabe. True to form, Toyota is taking complete responsibility for any defects in workmanship that may have resulted from its use of virtual-engineering tools.

The bottom line is that Toyota is going to great lengths presently to insure that any quality issues be resolved in short order. Undoubtedly, such a move will go a long way towards keeping Toyota customers happy. In the end, such a customer-centric view is what has enabled Toyota to be so successful to date – not its technology. Technology, after all, is only as powerful as the people behind it.

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