Autodesk - Movement Forward
Since Autodesk first entered the market of computer-aided design it has passed more than thirty years. Over the years the industry has changed a lot, but today Autodesk remains the world leader in 2D- and 3D-design. Autodesk Vice President of Global Services Callan Carpenter answered the questions of Tall Buildings magazine.
Mr. Callan, it has been long since we last mentioned Autodesk in our publications. What characterizes the company today?
As you know, there are three main scopes of activities Autodesk specializes in: architecture and construction, manufacturing, graphics and animation. We develop and grow in all three business profiles, and certain technologies are used in each of these fields. For instance, what we developed for graphics and animation is now used in industrial design. It is actually not new. But today I would like to mention entirely new aspects for us. First, Autodesk is currently implementing major changes in respect of its business model, similar changes do not only take place at Autodesk, but also at other vendors. What are the changes about? In the past we would sell the license for the software, and it would cost quite a lot. Now we are turning to another model - we sell subscriptions, temporary licenses.
What are the benefits for the participants of the business process – the vendor and the final consumer?
The change of the business model triggers a lot. The consumers can easily attribute the cost of the software to the budget of a specific project. For example, if the customer works in construction, let’s say, highrise building, he or she can buy a temporary license for the software effective during the operational period. Consequently, the relationship with our customers changes significantly. To us it is especially important that they renew their subscription, thus, we need to develop additional ways to support customers, we need to maintain a relationship with them. And the risks move; if earlier it was mainly the customer who would bear them, then now it is Autodesk that bears more risks as the client pays only when the software is used. In this regard, there have been some organizational changes - in particular, four years ago my unit was created; it deals with services and consulting.