Xella BIMobject LIVe San Francisco

Xella – Steps towards a digitalXella Steps towards a digital building world of tomorrow

BIMobject® LIVe

S F iSan Francisco

Thursday, 29th of October 2015

Markus Heße, Xella International GmbH, Duisburg

SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP

Xella – well known brands for raw & building materials

Xella Group (2014: Sales 1,273 m€, FTE 6.686)

LIMEBUILDING MATERIALS DRY LINING SYSTEMS LIME BUILDING MATERIALS DRY LINING SYSTEMS

Ytong and Hebel AAC blocks Fermacell Gypsum fibre b d

Fels Lime Silka Calcium Silicate blocks Multipor Mineral Insulation

boards Hebel AAC elements

boards Aestuver Fire protection

boards Fermacell Cement-bonded

Fels Limestone

Hebel AAC elementsdrywall system boards

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BIM will change the way you BIM enables you to

create new salescommunicate with your customers

create new sales leads

BIM is becoming mainstream

BIM content is your business card

towards the customer

BIM is for manufacturers BIM creates more

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marketing that pays for itself

trust in your products


Internet affects your business more and more –depending on materials you offerdepending on materials you offer

Internet in the building industry - for (almost) everyone profitableMarket survey August – October 2015

Tools

Sanitary articles (visible, in front of the wall)

strongly affected

Electrical / Home automation

Building materials (with exhibition relevance)

less affected

Building materials (with exhibition relevance)

Building materials (without exhibition relevance)

Sanitary articles (invisible behind the wall)Sanitary articles (invisible, behind the wall)

Other

1 2 3 4 5 6 7 8 9 10

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How strong the product areas are affected(1 less affected / 10 strongly affected)

1 2 3 4 5 6 7 8 9 10


Some important fact about BIM and the challenges – NBS UK National BIM Report 2015challenges NBS UK National BIM Report 2015

83%92% 95%

80%

100%

50%

20%

40%

60%

0%

20%

We currently use BIM

In one year's time we will use

In three year's time we will use

In five year's time we will useBIM time we will use

BIMtime we will use

BIMtime we will use

BIM

77 % of participants 76 % of participantsThe design p pin the market investigation

believes that BIM is the future of project

76 % of participants emphasize the need

for digital product information by

gcommunity is looking to manufacturers to help in the creation and implementation

5

the future of project information

ymanufacturer and implementation

of BIM


Trend DigitalizationEarly-Stage collaboration will

i i i t

Trend Energy efficiencyBuildings as key element to

d ti

Trend UrbanizationHigher number of multi-family

h i i b k t increase in importancereduce energy consumptionhomes in growing urban markets

Increasing data collection & sharing (Building Info Modeling)

Increasing awareness of energy consumption

Urban population will grow by ≈3.5B people until 20501pt

ion

g ( g g)

Early supplier integration and stronger collaboration)

p

Buildings consume high amount of energy

p p

67% of population will live in urban areas by 2050D

escr

ip

Early stage collaboration with suppliers more importantHigh comparability of different

suppliers

Increasing demand for energy saving materials Importance of insulation

characteristics of building

High demand for infrastructure

Trend towards high-volume/low-cost housingpl

icat

ions

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supplierscharacteristics of building materials

low cost housing

Imp

1. Growth of 44% from 2010 until 2050Source: World Urbanization Prospects: 2011 Revision Population Database; press research; Boston Consulting Group analysis

Xella’s way to be prepared forXella s way to be prepared for new business approach ff t d b BIMaffected by BIM

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10/201305-10/2013

03/2013Management attention

“Buy this kind of software”First meeting with BIMobject

and discussion about technical solution

Market assessment towards “BIM trend or need?”

Local and global

Buy this kind of software

01-06/2014 01-12/2014Decision making process

and preparation of the first Xella BIM strategy

Workshops technical and marketing together with

BIMobject

04-05/2015R i i f X ll BIM

01/2015Fi t l ti f YtRevision of Xella BIM

strategy in cooperation with BIMobject

First solution for Ytong masonry walls presented on

BAU2015 fair in Munich09/2015

Ytong masonry unitizationCreation Fermacell walls

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Xella’s digital building in the future

Worldwidedigital cloud

based product ranges

Local digital marketing

under company guideline

Local technical services with

digital customer advisory

Central E-Commerce

services

Digital on site support in

logistic and execution

Full chain software integration – invisible for our customers (SAP, CRM, XPPS, etc.)

10

g ( , , , )

Worldwide digital cloud basedWorldwide digital cloud based product ranges







Central E-Commerce

services



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Digital objects – container of all informationLinks to additionalProduct information

GeometriesTechnical values

Classification systems

Links to additional information like

certifications, instruction videos, technical and marketing brochuresy marketing brochures

Web based digital interlinked productinterlinked product

information and communication container

P L

U S

Usability information about availability in

different countries and

Software related information e.g. PDF-

documentation or BIM-A li ti i R it

12

different countries and regions Application in Revit,

Vectorworks, Archicad


Digital image of the product with integrated complete informationinformation

13


Object description Manufacturers links Materials and Origin

Classification systems Availability in regions Sustainability systems

Download options Contact to manufacturer Request for more BIM files

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Be digital visible with your product container

Publishing BIMobject public cloud

Private single brand cloud

Private multi brand cloud

Private project cloudPrivate project cloud

Sharing E Mail and social media

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Sharing E-Mail and social media


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17


18


19


20


21


22


23


24


25


26


27


28


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Local digital marketing underLocal digital marketing under company guideline







Central E-Commerce

services



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Internet affects your business more and more –a new focus sales and marketing mixa new focus sales and marketing mix Strengthening pull activities of investors, planners and architects

Intensification of building materials user support 81%

88%

Launching more product innovations

Start/intensify end customer marketing activities

Support Internet activities of intermediaries 69%

74%

78%

Individualize prices

Networking in e-commerce merchants/processors/customer

Assortments / brands differentiate between online and classical channel 58%

67%

67%

Intensify cooperation with Internet platforms

Create own Internet shop / extend it

Dynamizing prices 46%

52%

56%

Increase non-internet savvy products in the price

Promotion of businesses with mega-dealers

Position products in Internet marketing attractively priced 23%

27%

38%

31Source: Internet in the building industry - for (almost) everyone profitable, Simon-Kucher & Partners,

Frankfurt, Market survey August – October 2015

Perform more surcharge actions 15%


Let's t lktalk

about BIM!

32


BIM a worldwide topic for a manufacturer

BuildingInformationModeling

The 1. choice for smart architects

33


Company internet news

Planificación y creación digital con nuestros nuevos objetos BIM

Descargas

B I M

j

Hotel Residencia de Est diantes en B I MBuilding

InformationModeling

Hotel Residencia de Estudiantes en Vic

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Information towards customer in different level of detail

35


Integration in Internet presence

Digitale Planungshilfeng ta e a u gs e

BIM – Objekte >

36


Integration in Internet presence

B I MBuilding

InformationModeling

37

Modeling


Presence in portals for Building materials

B I MBuilding

InformationModeling

Digitale Planungshilfen jetzt live erleben

www.xella.com/de/content/bim.php

38


Presence and information in portals for architects

Building

Information

Digitale Produktinformationen tagesaktuell

rund um die Uhr für Ihre Planung und

B I MModeling

g

Ausschreibung unter www.xella.com/BIM

39


Social media advertisement – example LinkedIn

BIM! Ytong presenta para el mercado español la gama completa como BIM digital de objetos Ytong.

B I M Experimente Ayudas PlanificaciónB I MBuilding

InformationModeling

Experimente Ayudas Planificación

Digital viven ahora

www.ytong.es/es/content/noticias.php

40

Local technical services withLocal technical services with digital customer advisory







Central E-Commerce

services



41



From information on paper towards digital value

42


Digital information customer tailored

Architects Constructors

Engineers Craftsmen

43

House-Owner


Shifting processes in daily work

Print Media Internet Digital mediafor BIM Sales Reps Technicians

Tools PeopleInformation

Today Traditional Traditional

Tomorrow DigitalDigital

Benefits: up-to date-information, focus on project business, efficient internal workflowsand better accessibility towards customers

S i it l t d lli T l t d ti CO E i i

44

Savings: unit related selling expenses, Travel costs and time, paper, CO2-Emissions


The way of communication with BIM for Xella – digital and personaland personal

Digital objectsArchitect / Engineer (AEC)

XellaBIManalytics-Pro User

Direct customer contact via Xales

BIManalytics Pro User

45Xella DATA PRIVACY (XDP) rules!


Daily use of BIManalytics for creating sales leads

Sales Force and technical field support team

Marketing und Product Management departmentsupport team

Identify new customer in sales area

Pre sales intelligence with personal

Management department Marketing analysis of products

Communication in view of marketing g pcontact to architects and engineers

Personal digital communication via BIMmail like social media

ginformation e.g. invitation to fairs in modern social media style

Selected information towardsBIMmail like social media communication to engage collaboration in a project

Selected information towards classified customers together with sales force

Priorization of customers for collaboration with marketing

Information about actual changes in product range

46

Digital on site support inDigital on site support in execution







Central E-Commerce

services



47



Digital on site support for engineers and craftsmen

48


Labeling with additional on site information

“Digital Paper” Instruction video

49


All digital product information whenever you need them

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Lessons learned forLessons learned for success in BIM

51


First steps and lessons learned

Prepare a digital strategy and be brave to change it over the time

BIM is an ongoing process with a high speed of evolution

Be open minded towards the technology development

Without a strategy, it does

not work!

52



Be BIM digital visible

Estimate the grade of quality of your digital information

Start on a low level and improve your product visibility

The customer must see you

on the Internet!

53



Add digital value to your information

Be unique and provide to all customer tailored information

Create digital interaction to your customers

Be your customer’scustomer s preferred

partner in BIM!

54



Work on digital integration

BIM for manufacturers is an added tool towards the internet presence

One stop solution for the presentation of the product offering and the daily

product guidancep g

Digital integrationintegration

reduces change management!

55



Communicate on all levels internally and externally

Motivate all involved people in your company and explain them simple and

easy BIM and companies activities

Use all channels to communicate

with your customers to see the Keep it simple

use of your BIM objects and stupid! BIM is easy!

56



Understand internet as multi level marketing instrument in construction

industry

Information about materials and their applications are increasingly networked

Customers expect simple solutions Customers expect simple solutions

and always have access to the Digital networking is

latest product data and the

applications on the site

networking is everyday

networking!pp

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