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Autodesk CEO: Cost-effective technology key to sustainable design

By | November 7, 2011, 4:34 AM PST

SAN FRANCISCO - Forces in technology are converging to make environmentally sensitive, smart design accessible to virtually everyone with a vision. That’s not a surprising position from the chief executive of the world’s most established computer-aided design software developer.

Those forces include the rise of tools that allow designers to simulate the impact of multiple design and materials choices for each project they tackle; the rise of “infinite computing” power that enables designers to tap into databases and processing power previously available only to those with expensive workstation computers; the proliferation of sensors that feed building analytics software; and the emergence of prototyping service bureaus that allow designers to “rent” manufacturing technologies previously priced out of their reach.

“Designers can better understand the things they are building before they build them,” said Autodesk President and CEO Carl Bass, addressing attendees of the BSR Conference 2011 here last week. “The earlier in the process, the greater the impact can be. … Increasingly, we are seeing our tools used in sustainable designs.”

That, in itself, is by design. Several years ago Autodesk began wooing designers interested in green or cleantech issues through its Autodesk Clean Tech Partner program, an initiative that provides up to $150,000 in software licenses to help explore environmental impact considerations ahead of time.

Bass said design software by itself isn’t enough to bring smarter design to life. The ability of designers to “rent” or subscribe to information processing or prototyping resources is a development that has helped spur the sustainable design movement.

“I have never seen any idea galvanize the workforce so much,” he said.

One example is TechShop, which Bass described like a “gym membership for people who want to make things.” The is for designers, robotics engineers, engineers, hackers, and do-it-yourselfers who want to rent access to machine tools to work on projects. Instead of having to buy all these tools, you can rent access to all sorts of equipment. If you already know how to use them, great. If not, you can take classes.

Bass said sensor technologies that keep track of temperature, air conditions, humidity and other factors will be increasingly key for smart designs of all sorts, not just buildings. “People don’t understand design implications of certain materials choices and their lifetime interaction, particularly when you have buildings that interact in a cityscape,” Bass said.

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Heather Clancy

About Heather Clancy

Heather Clancy is a contributing editor for SmartPlanet.

Heather Clancy

Heather Clancy

Contributing Editor

Heather Clancy has written for United Press International, ZDNet, Entrepreneur, Fortune Small Business, the International Herald Tribune and the New York Times. She holds a degree from McGill University. She is based in New Jersey.

Follow her on Twitter.

Heather Clancy

Heather Clancy

I am fascinated about how businesses of all sizes can transform their operations through technology -- not just to make themselves more efficient, but to rise above their competitors. That's the theme for my two ZDNet blogs, Small Business Matters and Next-Gen Partner. For SmartPlanet, I'm focused on profiling inspirational and controversial business leaders who have great leadership lessons to share. I also write regularly and passionately about corporate social responsibility and sustainability issues for GreenBiz.com.

Occasionally, I will pop up at an industry conference in some sort of speaking capacity. In cases where an engagement involves a sponsor that may be covered in this blog, that fact will be disclosed in coverage as appropriate.

My corporate writing work usually consists of crafting research white papers about some aspect of technology or moderating Webcasts. In the event that my commentary (in written, audio or video form) mentions a company for which I have provided consulting advice, I will disclose that fact. However, there is no connection between these projects and topics that I cover in my blogs.

She writes for SmartPlanet and is not an employee of CBS.

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Skewed logic
I find it humorous if not ironic that cost-effective technology statements are coming from AutoDesk. A company that has over-charged and gouged their customers for years! Their business model is built on their current high margin structure and he wants to maintain that revenue by providing a rental system. All this does is prop up pricing that restricts people from using their software tools. What they really need to do is look at their own structure and find ways of lowering costs to make their products more accessible and competitive.
Posted by tstone@...
7th Nov 2011
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