Altair: "Added Value Emerges from Interaction"
Together with Voxeljet and other partners, the simulation specialist Altair allowed visitors to experience complete process chains at HANNOVER MESSE 2015. It paid off despite the great effort involved.6 Nov 2015
"This was our fourth exhibition at Digital Factory – but our first on this scale," says Mirko Bromberger, Director of Marketing & Additive Manufacturing Strategy at Altair Engineering GmbH, Böblingen. According to Bromberger, there was a simple reason for the fact that the company’s exhibition in 2015 was larger. "HANNOVER MESSE's focus on lightweight construction and additive manufacturing corresponds more and more to our portfolio."
“Design for innovative Manufacturing” was at the heart of Altair’s stand in Hall 7. Developed for a good 5000 customers from various industries, the company supports simulation technology that allows designs, processes and decisions to be optimized. "Without a paradigm shift in development and construction, too much potential is wasted, especially in terms of fiber composite components and products created with additive manufacturing," says Mirko Bromberger. "The possibilities inherent in the freedom of design cannot be exploited using conventional construction methods."
The casting simulation Click2Cast, the concept design tool Inspire and the hybrid modeling environment Evolve formed the centerpiece of Altair’s exhibition. For conventional manufacturing processes such as welded construction, Altair also presented its Weld Certification Director. However, according to Mirko Bromberger the stand’s highlights were two joint exhibits: a carbon wheel that Altair and the Swedish company Rolo Bikes presented together, and a "technology demonstrator": Altair and its partners nCode, Click2Cast and the major 3D printer company Voxeljet presented the entire development and manufacturing process of an aluminum casting component using a wheel carrier as an example. “We enjoyed being able to carry out such an innovative project with our partners,” explains Bromberger. "In addition to an efficient development process – because it was simulation-driven – our joint exhibit demonstrated how one can use 3D printing for series production."
In order to address as large a target group as possible, Altair focused on Deutsche Messe’s interactive newsletter along with its own press communications. "Of course it is difficult to gauge an exhibition on immediate sales. In comparison to other communication channels it is a cost-intensive affair. However, in order to allow people to experience the technology directly, it is perfect," says Bromberger. For that reason, Altair wants to use the HANNOVER MESSE platform even more extensively to demonstrate entire process chain together with other exhibitors. "At the end of the day, added value that can actually be realized only emerges through the interaction between solutions," says Mirko Bromberger.
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