ENN (Engineering Network) Magazine, Vol. 312, 25 May 2013  

Opinion Piece: Rick Allen, Senior Vice President, Intergraph PP&M

Intergraph CADWorx & Analysis Solutions gaining recognition as Intergraph products Focus on market opportunities with small and mid-sized companies; strengthen sales of CADWorx in Japan

Over three years have passed since Intergraph acquired COADE’s CAD and stress analysis software in 2010. The company has continued to develop Intergraph CADWorx & Analysis Solutions (ICAS), while also improving the integration between ICAS products and other Intergraph solutions. By overcoming these technical challenges, sales of ICAS products have increased. Through these efforts, the number of CAESAR II users continues to grow, but sales of CADWorx need to be strengthened in the Japanese market. SmartPlant Enterprise solutions are targeted to users for large-scale projects, while CADWorx is suited for users managing small to mid-sized projects. We had an interview with Mr. Rick Allen, Senior Vice President of Intergraph’s Process, Power & Marine (PP&M) division, and President and CEO of Intergraph CADWorx & Analysis Solutions.

Focus on localization of software since acquisition

ENN: Three years have passed since the acquisition of COADE – how is the progress?

Allen: We are consistently growing our profit. When Intergraph acquired COADE, we concentrated on keeping the employees and products, and not take any drastic action. This went on for about 18 months after the acquisition, keeping our customers satisfied.

Under these circumstances, we have also addressed the challenges regarding the integration with other Intergraph products. These are the four issues we addressed to improve the productivity of our software:

1. Encourage design work by integrating interactive graphics between CAESAR II and SmartPlant 3D

2. Produce the interference and drawings based on CADWorx 3D models inside SmartPlant 3D 3. Integrate Leica Cloudworx into CADWorx fieldPipe to support laser scanning point cloud data

from the existing facility 4. Enable SmartPlant users to utilize the specification data of the existing CADWorx project via

the interface between CADWorx Spec Editor and SmartPlant Reference Data

Originally, ICAS products offer integration between CADWorx, CAESAR II, and PV Elite, therefore delivering drawings with plant design and engineering analysis working together. CADWorx is developed for small and mid-sized engineering companies, but its integrated functionality with analysis has expanded the market. Since the acquisition, Intergraph has enhanced the integration between SmartPlant Enterprise and analysis solutions, and will keep improving this integration to satisfy our customers’ needs. If we can continue to enhance the integration between ICAS products and the SmartPlant Enterprise suite, this will boost users’ productivity and improve customer satisfaction.

ENN: SmartPlant Enterprise is targeted towards large-scale projects while CADWorx is suitable for smaller and mid-scale projects?

Allen: Yes, SmartPlant Enterprise should be for what we refer to as capital projects, while CADWorx is well suited for small and mid-scale projects. Some areas do overlap depending on the situation, but generally it is based on this policy.

ENN: Since the acquisition of COADE, in terms of improving product functionality, what action has Intergraph taken?

ENN (Engineering Network) Magazine, Vol. 312, 25 May 2013  

Allen: We have focused on localizing the software. CADWorx can be localized easily and now supports Portugese and Chinese. If we receive a request to have it in Thai, we can take care of it within three to six weeks.

ENN: Can you see the difference between regions for the sales growth of CADWorx and CAESAR II?

Allen: Thanks to the localization in Chinese, CADWorx is getting popular in North America and China. In addition, as our analysis software supports integration with SmartPlant Enterprise solutions, this has boosted profits of our analysis solutions all over the world.

Strengthening point cloud technology with 3D measurement

ENN: ICAS products include a solution that processes point cloud data received from 3D measure. How can this be utilized for businesses?

Allen: One of our solutions can produce CADWorx models directly from point cloud data acquired from laser scanning. Conversion of point cloud data to CAD is usually achieved via an intermediate file, but it does not reflect the real state accurately. This should be a significant point to differentiate us from other solutions in the market.

ENN: How can we produce CAD data from point cloud data?

Allen: You first import the information from point cloud data into CADWorx, and process pipe routing based on that to produce CAD data.

Intergraph is part of Hexagon, a Swedish company of precision measurement technology systems. Leica Geosystems is also a member of this group and owns 3D measurement scanners and point cloud processing technology, Leica Cloudworx. By introducing Cloudworx into CADWorx, processing point cloud data will be much more feasible and easier for users. Thanks to being a member of the Hexagon Group, we can utilize two kinds of point cloud technology solutions, depending on our customers’ demands.

ENN: Are you planning to establish integration between CADWorx and EYECAD, or the SmartPlant Enterprise suite?

Allen: Our analysis software, CAESAR II and PV Elite, already have bi-directional interfaces with the SmartPlant Enterprise suite. You can refer to CADWorx models in CAESAR II, as well as CADWorx and CAESAR II models in SmartPlant 3D, where we can connect nozzles to pipes.

ENN: Is CADWorx competing against EYECAD?

Allen: EYECAD is targeted towards the design market, while CADWorx is suitable for DWR files and the AutoCAD series, so there is no overlap from the market’s point of view.

ENN: What is the market you find for CADWorx?

Allen: US sales indicate CADWorx and CAESAR II users at the rate of 10 to one compared to the rest of the market, while this is the opposite in Japan. We aim to proactively proceed with the education of CADWorx so that users in the Japanese market gain a better understanding and help to increase sales of CADWorx in Japan. Our competitors will remain in the market but we aim to make our technology popular and find other market opportunities.

ENN: What do you think of the Japan market?

Allen: The Japan market provides strong opportunities for CADWorx. Intergraph has made a significant investment in localizing ICAS products in Japanese. AutoCAD users are dispersed within

ENN (Engineering Network) Magazine, Vol. 312, 25 May 2013  

the Japanese market, which truly shows the potential for CADWorx. There is also a strong demand for CAESAR II. We will target small and mid-sized engineering companies, who also face similar challenges as the larger organizations. CADWorx is imperative for these companies who need to process many tasks with a limited work force. Intergraph will continue to focus on finding new opportunities in supporting these companies.

ENN: Thank you.

Rick Allen – Biography

Rick Allen is a Senior Vice President, Intergraph’s Process Power & Marine division, and President and CEO of Intergraph CADWorx & Analysis Solutions. His 24 years of experience with Intergraph gives him the insight and knowledge to work with the owner operators, engineering companies, and suppliers to help improve their business.

Rick was previously the Senior Vice President of Global Industries for Intergraph, focused on the power, mining, and life sciences industries and the companies that serve them. In 1998 and 1999, Rick served as the first Executive Director for Asia-Pacific for Intergraph Process, Power & Marine. Prior to this assignment, he served as a sales manager and sales representative since joining Intergraph in 1988.

Rick has the motivation and dedication it takes to meet the business and regulatory needs of industrial organisations adopting solutions to better manage their operations and safeguard their infrastructures. Through his vision, Rick brings his innovative ideas to the table and makes them a reality for complicated engineering systems.

Rick has a Bachelor of Science in Chemical Engineering from Texas A&M University, a Master of Science in Petroleum Engineering from University of Houston, and has several patents in Enhanced Oil Recovery methods during his employment at Texaco’s research facilities in Bellaire, Texas.