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June 10, 2007

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Alex Mackenzie

Disclosure - I work at PTC and I work on PTC's process framework.

Allow me to add a little of PTC's perspective on the process work we are doing. As you state, design engineers do a whole lot more than creating CAD models. The main idea behind taking a process-oriented approach is to try to understand product development from the customer's and user's perspective. Rather than coming up with some neat new product feature that will demo well but really be that useful in the big picture, we are trying to fundamentally understand how product development processes (such as detailed design, system design, verification & validation) work. Then to understand what are the key pain points experienced by users in executing those processes and therefore what software capabilities would be of most VALUE to the customer. The process study can point to the need for new capabilities inside an application or the need for better interaction BETWEEN applications or easier ways to manage data or manage business processes.

In addition, the process framework turns out to be a great way to connect customer business initiatives (such as modular product architecture) to the processes that would need to be improved to execute on those initiatives to the capabilities that would be the most useful. This helps engineering managers explain and justify their need for tools in the language that the business people in the company can understand. And it helps executives to create a roadmap for improving their business.

We don't claim to have every capability required for every process. But the process framework gives PTC a roadmap for what we should do and what we should not and, more to the point, will hopefully ensure that what we do provides meaningful value to our customers. Yes, that will help us sell more software, but it helps our customers just as much.

Alex Mackenzie

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