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Hannover Messe covers Digital Factory

November 30, 2009 - Under the umbrella of HANNOVER MESSE 2010 (19 to 23 April) the trade show "Digital Factory" (Hall 17) will focus on the topic of visualization. In so doing it will reflect current developments in industrial IT and create an effective platform for networking and knowledge transfer.

"In the current period of economic upheaval a key function of HANNOVER MESSE is to prepare the ground for a renewed upswing. Visualization technology can make an important contribution. The special display 'Technology Cinema 3D' will open up new perspectives at Digital Factory," says Wolfgang Pech, Senior Vice President HANNOVER MESSE at Deutsche Messe AG.

Under the general heading "Visualization" the trade show Digital Factory will showcase systems which transform engineering data into viewable computer images. A major highlight will be the special display entitled 'Technology Cinema 3D'. For the first time Digital Factory will present live 3D applications for industrial users. Product planners, developers, sourcing specialists and other users will have a unique opportunity to swap ideas and get to grip with the key issues - for example, process visualization and virtual reality, marketing and product-planning software, as well as cost-effective software solutions for small and medium-sized enterprises.

"In the current crisis many small and medium-sized enterprises are under pressure to adopt the latest technology and cut costs. Visualization technology enjoys top priority in this context," explains Rainer Glatz, Managing Director of the Software Association within the German Engineering Federation (VDMA).

NEW: special display 'Technology Cinema 3D'
According to the old saying, a picture says more than a thousand words. Which technology is suitable for which specific application? How can images (moving or still; 2D or 3D) be deployed in such a way that they streamline business processes?

These and other questions will be on the agenda at 'Technology Cinema 3D'. The four sections of this special display (Marketing, Planning' Virtual Reality and Solutions for SMEs) will accurately reflect the day-to-day challenges facing engineers, sourcing specialists and production planners.

A darkened showroom located in Hall 17 will allow the exhibitors to present visualizations which would otherwise be impossible under normal daylight conditions. 'Technology Cinema 3D' will be augmented by conventional product presentations featuring the latest developments in visualization technology.

'Technology Cinema 3D' will attract additional exhibitors to Digital Factory. The display concept has been developed in collaboration with the Fellbach-based Virtual Dimension Center (VDC). The visualizations will be staged with the assistance of numerous companies such as ICIDO (Stuttgart), imsys (Leonberg), Madness (Göppingen) and projectiondesign (Gamle Fredrikstad, Norway).

Digitized processes firmly established throughout industry
Digitized processes are now standard throughout the industrial world. Software systems control almost every step in the product development and manufacturing process. Digital models of products, production installations and factories provide a dependable basis for decision-making. Tests performed on virtual prototypes assure the quality of the finished products. Process visualization helps companies to manage and maintain their production systems.

Visualization is an important communication tool
Digital systems have paved the way to products and processes that display an unprecedented degree of complexity and sophistication. However, these systems are not always compatible due to their different languages and formats. Against this background visualization is an important communication tool across system boundaries and corporate demarcation lines.

Marketing
In most cases SMEs already have access to three-dimensional CAD/CAM models of their products. But how can these models be harnessed directly to corporate marketing objectives? What possibilities are there for creating presentations, advertising material and animations? Which formats are the most efficient? What in-house resources are required? What do external service providers have to offer? These questions will be under discussion at the "Marketing" section of 'Technology Cinema 3D'. Large-formal 3D projection facilities will be available.

Planning
To an increasing extent manufacturers now deploy digital models to speed up the product planning process and minimize production costs. In other words, all the details and functions of the product can be verified before it enters production. Digital planning methods are also applied to components and to the virtual commissioning of production installations. Sophisticated augmented reality (AR) systems play a key role in the planning of complex subassemblies. Last but not least, digital technology is a prerequisite for planning the deployment of machinery, racking systems, industrial trucks and human resources.

Virtual Reality (VR)
For a long time VR was regarded as an expensive toy for big companies. In the meantime, however, a lot has happened on the technological front. It is now possible to create highly realistic 3D models that allow the viewer to enter into a self-contained virtual world. This form of 'immersive' VR (with and without special 3D goggles) will be on the agenda at Digital Factory. Visitors will have the chance to enter a multi-sided cave, where they can assess the potential of VR in the field of ergonomics testing and functional analysis.

Solutions for SMEs
If they are to succeed in the marketplace industrial IT systems must be within the investment budget of small and medium-sized enterprises. Digital Factory will present affordable hardware and software solutions geared precisely to the specific requirements of SMEs.

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