Monday, November 12, 2012

Dassault Conference, Pt 3 - Dassault Mines for Credibility

Dassault Conference, Pt 3 - Dassault Mines for Credibility:
Nov 11, 2012, ORLANDO, FL
(3DEXPERIENCE FORUM North America) – CEO Bernard Charles gave a hint of how he hopes Dassault will achieve credibility as he targets new
industries with the recent Gemcom acquisition (see

press release
)
CATIA and SolidWorks were probably in use for the design of earth mining
machinery. But what of the geologic analysis, the planning and management of the
mines, etc.? Dassault was only scratching the surface (ha ha, get it?).
Dassault solved this problem by going out and buying the mining software market leader,
Gemcom (its product will be renamed GEOVIA by the time you read this). Gemcom
was such a force to be reckoned with that mining terms are named after the
founder of the company, according to Bernard. Everyone in mining knows Gemcom, like everyone in airplanes knows CATIA. With this acquisition, Dassault bought
itself instant credibility.
Can Dassault keep buying market leading software? The company reports $1.6
billion of cash and cash equivalents. It could buy 4 more companies the size of
Gemcom outright.
Still miners don’t know the Dassault name. But that is slated
to change. Dassault is targeting corporate name recognition from the high
vantage of national advertising campaigns (remember the iceberg commercial) along with a
marketing maverick – more on that later.
If Gemcom serves as an example, look for Dassault to try to achieve market
penetration and leadership by buying industry leading software while at the same
time increasing its name recognition to the world at large, Impressing the
public, which includes stockholders, other approvers, as well as targeted
industries. Why not establish the ideas that that Dassault is a huge company with a world vision,
one that acts with the whole world in mind? This 2 pronged approach, which
relies on establishing name familiarity, would be vital in prevent skeptics from
asking “Who the heck is Dassault. Don’t they make software that designs
airplanes?” Instead, they would remember a company that is good,
green, benign, friendly, smiling… a personification of Bernard Charles himself,
intent on saving the world – and, incidentaly, a comany you can
count on to do your job. 

DIGITAL JUICE

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