April 29, 2025 • 19 mins
In this edition, AREA Executive Director Mark Sage chats with Ryan Orwoll, VP Product Management of the Vuforia Enterprise AR Group at PTC.
Ryan breaks down how enterprises are turning augmented reality (AR) into real business wins, despite ongoing challenges such as integration complexity and change management.
The conversation dives into high-impact use cases across manufacturing, field service, and training, showing where AR is driving efficiency, accuracy, and ROI. Please visit thearea.org.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:09):
Hello, I'm Karen Quatromoni,
Director of Public Relations forObject Management Group, OMG,
and welcome to our OMGPodcast series. At OMG,
we're known for driving industrystandards and building tech communities.
Today we're focusing on the AugmentedReality for Enterprise Alliance,
AREA,
(00:29):
the only global nonprofit member-basedorganization dedicated to the widespread
adoption of interoperableAR-enabled enterprise systems.
Today we have the area's executivedirector Mark Sage who will
lead the podcast. Mark?
Hi everybody, it's Mark Sage,
executive director of theAR for Enterprise Alliance,
(00:52):
or better known as the AREA.
And we're here with anotherindustry leading podcast
and an industry leader, indeed,
Ryan from PTC.
You guys have been an area memberfrom almost the very start. Ryan,
it's really great to have you on. Reallyalways interested to speak to you.
(01:14):
You've really got your fingers kind ofon the pulse of what's happening in the
industry.
So maybe if I can just ask you tointroduce yourself and your role at PTC.
Yeah, you bet. Thanks,mark. At PTC, we're very,
very proud of our involvement in beingwith the area from almost the very,
very beginning.
So happy to be here and happy tobe discussing some of the latest
(01:37):
trends and things happeningwhen it comes to AR and R.
So I'm Ryan Orwolll.
I lead our product managementteam for Vuforia at PTC.
So Vuforia is PTCs lineof augmented reality or XR
solutions.
So we focus on industrialmanufacturing and really bringing
(01:57):
the ability to customers that arelooking to leverage AR and get the
value out of it that theycan for their use cases,
for their verticals and really,
really proud to support what they'relooking to do and see the value that
they're getting out of it.
Yeah, thanks Ryan. You do a great job.So let me start with the first question.
(02:19):
As we both know XR has seen wavesof adoption across industries.
We've got lots of early pilots,
but also I know you've got huge amountof experience of mature deployments.
From your perspective atPTC, where do we stand today?
How have enterprises attitudes towardsXR evolved and what trends are shaping
the next phase of adoption?
Great. Yeah, great question Mark.
(02:41):
So where we stand today isactually really exciting.
So we're seeing a lotof great adoption really
across the board from alot of different angles.
So what's exciting is thatcustomers are more and more
realizing through going through initialinvestigations, proof of concepts,
(03:03):
pilots, and the full onin production rollouts,
just how XR just greatly improvestheir workforce productivity.
I mentioned we're focused on theindustrial manufacturing side,
and so seeing customers be able tomove away from their paper-based
instructions to more of a in context,
(03:25):
have the information when they need it,
where they need it through digital workinstructions and really enabling their
workers to be much more of a connectedworker, having that information,
having that data readilyavailable to them.
And so when I said we're excited tosee this across so many different
angles adoption happening,
(03:47):
what I mean by that is we'reseeing it really in so many
different industries, so many differentverticals. We see it in aerospace,
in defense, automotive,
it's really picking up just generalindustrial manufacturers originally
equipment manufacturers,
but then even medical device companiesand electronics and in high tech
(04:12):
also are all really coming on board with
understanding
how AR and Vuforia productlines can really help them,
help their frontline workersbe much more digital,
much more connected to what they're doing.
And by providing them those workers,
(04:34):
the tools that they need throughnew digital new cutting edge
tools, we see the excitement. We see
the realization of, oh,
their companies care and really arefocused on ensuring that they have
everything that theyneed to be successful.
(04:55):
We see it a lot of times we focus onthe desk worker and making sure that we
have all the software and thetools that those workers need,
but most of the workers atall these companies are on the frontline. They're out
doing service, they'reon the factory floor.
And now with what's changingwhen it comes to devices and XR
(05:19):
really getting new advancedcapabilities and technology into
their hands. And so notonly across those verticals,
we're seeing it across so manydifferent use cases as well. At PTC,
we tend to break it down into threemain use cases when it comes to
engineering or design and thenmanufacturing and service.
(05:43):
And it's across all of those as well.
I'm sure we'll dig into morespecifics on each of those,
but what's really cool is how it really
applies.
The capabilities and technology of ARapplies to so many different areas,
so many different verticalsand the value can be seen
(06:05):
across all of those things.A couple of examples
on the manufacturing side a little bit.
We have one large OEM orindustrial manufacturer that is
really focused and taken offon using XR for inspection.
And they've recently justrolled this out and have
(06:29):
brought on 1500 active users on using
these capabilities andit's across 140 sites.
So this is not just simpleand localized to one area.
This is across countrieswhere they're rolling this out
and they just hit their 10000th
(06:50):
run of using XR to do an inspectionof guiding the user to the
right place,
looking at the right thing and thevalue that they're getting is what's
really impressive and excitingfor us to see and hear
because what they're finding isthat that they're averaging by
using XR,
(07:10):
they're finding 2.1defects per inspection run.
So just imagine the increase inquality of the products that they're
putting out as a result of giving the
frontline workers thetools that they need.
Amazing. Yeah. Thank you Ryan. And it'sgreat to hear some numbers like that.
(07:34):
Yeah,
we know PTC has been a major playerand the player in driving kind of
industry and enterprise solutions,
particularly through your workwith euphoria and stuff like that.
You've mentioned the inspection use case.
Maybe it'd be good to touchon maybe a couple of others,
and especially as you've mentionedbefore about the delivering of tangible
business benefits, whyenterprises use this technology,
(07:57):
they need to solve a problemand offer some real benefits.
So maybe you could touch on saytwo more different use cases.
Yeah, absolutely. So if we break down,
let's focus on manufacturing and service,
that's where we see the biggest return,
the biggest value acrossour customer base.
(08:19):
To be honest though, in both ofthose areas, it starts with training.
Training by far the best placeto start when it comes to
digging into andrealizing and rolling out,
how can we use XR to get thesevalues? Training is great.
It's a perfect starting point becauseit's a little bit more controlled.
(08:40):
We know we've got new workers comingin or we've got new procedures,
new processes that need to be followed.
And you can use XR as a new better
way to ensure that the workers,
the new people coming ontothe team can retain that
knowledge. By seeing itin XR, it resonates much,
(09:04):
much more than it does through readingpaper-based instructions or even watching
videos.So we have customers like Volvo who using
training and they're seeing a 60% timesavings on getting those that are quality
operators. So inspectors up to speedto know where they need to be looking,
where they need to beworking for each step.
(09:26):
And that's a very common resultthat we're seeing from many
different customers.
The flip side about what's reallycool about using XR for training
is proven. A good exampleof this comes from Merck,
one of our other customersin a very, very different
(09:47):
vertical or industry than Volvo.
But what they found is that becausethey're creating these training
procedures and the curriculum around that,
it's increased their subjectmatter experts time by
70% that they can be focusedon doing actual work out on the
floor instead of training the new people.
(10:11):
So by having that contentavailable that can be pushed out,
shared to wherever,
it allows the subject matter experts tokeep doing what they're doing and those
are the people that you want on the floor,on the factory or out doing service.
So that's a really cool byproduct ofnot only getting the people up to speed
faster,
but ensuring that your experts thatwould've been doing that training can be
(10:32):
doing the work that you want andgetting the most value out of them.
I think it's a really good point becausea lots of people think that AR is going
to actually take over their jobs,
but what they're doing is allowing thekind of people to work on the really
valuable and important stuff andbeing able to come, like you say,
to training or the simple kind of thing.
So I think it's really importantthat people understand that XR allows
(10:56):
people to, as I say,
really solve the difficultproblems and use XR to do the
mundane stuff.
Exactly right. We talkabout this a lot with AI,
is that AI is not goingto take all of our jobs,
but for the people that arereally good at using ai,
they're going to be the ones thattake jobs from others. Same with ar,
(11:19):
those that can use AR andapply AR correctly are going
to see the value out of that andget the opportunities as a result.
Going back to the other usecases that you mentioned there,
so if we switch then fromtraining into manufacturing,
obviously training for manufacturingpurposes is a very common,
(11:42):
but then also for assembly andinspection as you mentioned
earlier.
So we see a ton of value for ourcustomers realizing a of value
in assembly and inspection as well,
of ensuring that as theproducts are being put together
on the floor are being done correctly.
(12:03):
So Harpak-ULMA a is another one of ourcustomers using Vuforia products in this
way. They're doing it for a,it's a really complex process of,
it's a complete tool rebuild thatthey're doing that normally can take
multiple hours to do oreven up to 24 hours to do
this complete rebuild ofthe tooling on the floor.
(12:27):
They're seeing this oftentimes nowbeing completed 80% faster than it was
before, but the number oferrors has gone way down.
And so that's super, super exciting.
And one of the reasonsfor seeing the errors
go way down is because actuallygoing back to your first
(12:49):
question is around what are thetrends that we're seeing in XR
is the combination of xr AR with ai.
And so for example,
we have built up that combinationthe best of both of those
technologies in one of our productscalled Vufoia Expert Capture with a
(13:11):
feature in expert capturethat is called Stepcheck,
that as the worker is being guidedwhere they need to look and inspect
in an end of line inspectionscenario, is this,
is wire properly connected?Is this bolt tightened in
all the way that there's nogaps there, whatever it may be.
(13:33):
We can now use AI to visuallyidentify that just through the
camera,
through the device that's beingused and give real time feedback on
if they've done thatstep correctly or not.
All that is trained throughAI on previous runs.
And so now that as the worker is doing it,
they can be informed and alerted thatthey didn't do something correct before
(13:55):
they go on to the next step or beforethat product goes out the door.
So seeing that combination ofthose two technologies come
together of not onlyworking in the right place,
but doing the work correctlyhas yielded massive
return on investments for our customers,not only in just getting the work done,
(14:17):
but also on warranty costs,
service costs down the road by puttingout a high quality right in the
first time.
No, absolutely. We're doing, as youprobably know, maybe in the area,
quite a lot of work on thatinteraction or AI and xr,
so trying to understand the key usecases, developing talk leadership,
(14:40):
also looking at some ofthe challenges around that,
a little bit more specific toprobably AI than XR in terms of data
quality and ethics and stufflike that. Cool. Well, Ryan,
let me ask you one last question andmaybe you can give us a few bullet points
on this. We both know there arehuge benefits of deploying XR,
(15:00):
but enterprises are still facing hurdlesand we don't see as many deployments as
we would like at scale,
as do you see are the biggestchallenges that your organizations are
encountering and how are you at PTChelping them overcome these barriers?
Yeah, another great question.
This is something that customersrun into every day when it
(15:21):
comes to rolling out newsoftware, new technology.
So some of the challengesthat we see are just getting
buy-in, getting sponsorship.
So what we always say is start small,
pick one use case, pick oneplant, pick one assembly line,
(15:44):
and focus on
one end-to-end processand prove out the value
on how XR makes a big difference on either
improving the efficiency of the worker,
reducing scrap or rework orputting out those high quality
(16:05):
products like we mentioned earlier.
And then make sure you capturethe value of what it was before,
how long did it take when theuser wasn't trained using XR
or was using a paper-basedinstructions to follow that procedure.
And compared to what it is nowwith the new technology and
(16:26):
it becomes very obvious thenhow much value that you're
getting. And then you canextrapolate that out to the other
lines in the plant, the other locations,
the other products thatalso need to be serviced.
And then use that to getexecutive buy-in and sponsorship,
(16:47):
making sure that not only
have you proved out the value,
but you've got executives inyour corner in your court that
are backing you and supportingyou to make sure that the
company is behind this.
And then what I would say is onceyou have that is find a passionate
(17:08):
champion,
somebody that is realizing thevalue, understands the value,
and is a vocal and energetic supporter
of using the technologyand adopting to the
changes.
There's always going tobe resistance to change
(17:30):
no matter what walk of life or what area.
And so telling somebody that has worked
for decades on the floor orout in the field and knows
what they're doing,
how to do it can have somepushback or there can be
(17:51):
hesitation just on trying somethingnew or adopting something new.
But with a passionate championthat is pushing it and
creating that excitement andgetting people bought in,
it becomes much easier to get over thathurdle of that organizational change and
adoption that has to go with it.
So I would say to recap that,
(18:14):
start small and then make sure you've gotbuy-in from that executive sponsorship
and then somebody that's really passionateabout pushing it out and making sure
that the whole organization,the whole company,
can also get in on thevalue that XR can provide.
That's some amazing words,
and I think you almost taughtme those things many years ago,
(18:35):
and that's something we certainly echothroughout the area and then when we talk
about it. So Brian, just want to thankyou again for your insights and again,
let's catch up again as PTC continuesto deliver some leading edge
products and it'd be greatto get your updates there.
But today thank you very much and thankyou for all the work that you do for our
(18:56):
industry.
You bet. Thanks Mark. And thanks toeverything that the AREA is doing,
happy to be part of it.
Hello, I'm Karen Quatromoni,
Director of Public Relations forObject Management Group, OMG,
and welcome to our OMGPodcast series. At OMG,
we're known for driving industrystandards and building tech communities.
Today we're focusing on the AugmentedReality for Enterprise Alliance,
AREA,
(00:29):
the only global nonprofit member-basedorganization dedicated to the widespread
adoption of interoperableAR-enabled enterprise systems.
Today we have the area's executivedirector Mark Sage who will
lead the podcast. Mark?
Hi everybody, it's Mark Sage,
executive director of theAR for Enterprise Alliance,
(00:52):
or better known as the AREA.
And we're here with anotherindustry leading podcast
and an industry leader, indeed,
Ryan from PTC.
You guys have been an area memberfrom almost the very start. Ryan,
it's really great to have you on. Reallyalways interested to speak to you.
(01:14):
You've really got your fingers kind ofon the pulse of what's happening in the
industry.
So maybe if I can just ask you tointroduce yourself and your role at PTC.
Yeah, you bet. Thanks,mark. At PTC, we're very,
very proud of our involvement in beingwith the area from almost the very,
very beginning.
So happy to be here and happy tobe discussing some of the latest
(01:37):
trends and things happeningwhen it comes to AR and R.
So I'm Ryan Orwolll.
I lead our product managementteam for Vuforia at PTC.
So Vuforia is PTCs lineof augmented reality or XR
solutions.
So we focus on industrialmanufacturing and really bringing
(01:57):
the ability to customers that arelooking to leverage AR and get the
value out of it that theycan for their use cases,
for their verticals and really,
really proud to support what they'relooking to do and see the value that
they're getting out of it.
Yeah, thanks Ryan. You do a great job.So let me start with the first question.
(02:19):
As we both know XR has seen wavesof adoption across industries.
We've got lots of early pilots,
but also I know you've got huge amountof experience of mature deployments.
From your perspective atPTC, where do we stand today?
How have enterprises attitudes towardsXR evolved and what trends are shaping
the next phase of adoption?
Great. Yeah, great question Mark.
(02:41):
So where we stand today isactually really exciting.
So we're seeing a lotof great adoption really
across the board from alot of different angles.
So what's exciting is thatcustomers are more and more
realizing through going through initialinvestigations, proof of concepts,
(03:03):
pilots, and the full onin production rollouts,
just how XR just greatly improvestheir workforce productivity.
I mentioned we're focused on theindustrial manufacturing side,
and so seeing customers be able tomove away from their paper-based
instructions to more of a in context,
(03:25):
have the information when they need it,
where they need it through digital workinstructions and really enabling their
workers to be much more of a connectedworker, having that information,
having that data readilyavailable to them.
And so when I said we're excited tosee this across so many different
angles adoption happening,
(03:47):
what I mean by that is we'reseeing it really in so many
different industries, so many differentverticals. We see it in aerospace,
in defense, automotive,
it's really picking up just generalindustrial manufacturers originally
equipment manufacturers,
but then even medical device companiesand electronics and in high tech
(04:12):
also are all really coming on board with
understanding
how AR and Vuforia productlines can really help them,
help their frontline workersbe much more digital,
much more connected to what they're doing.
And by providing them those workers,
(04:34):
the tools that they need throughnew digital new cutting edge
tools, we see the excitement. We see
the realization of, oh,
their companies care and really arefocused on ensuring that they have
everything that theyneed to be successful.
(04:55):
We see it a lot of times we focus onthe desk worker and making sure that we
have all the software and thetools that those workers need,
but most of the workers atall these companies are on the frontline. They're out
doing service, they'reon the factory floor.
And now with what's changingwhen it comes to devices and XR
(05:19):
really getting new advancedcapabilities and technology into
their hands. And so notonly across those verticals,
we're seeing it across so manydifferent use cases as well. At PTC,
we tend to break it down into threemain use cases when it comes to
engineering or design and thenmanufacturing and service.
(05:43):
And it's across all of those as well.
I'm sure we'll dig into morespecifics on each of those,
but what's really cool is how it really
applies.
The capabilities and technology of ARapplies to so many different areas,
so many different verticalsand the value can be seen
(06:05):
across all of those things.A couple of examples
on the manufacturing side a little bit.
We have one large OEM orindustrial manufacturer that is
really focused and taken offon using XR for inspection.
And they've recently justrolled this out and have
(06:29):
brought on 1500 active users on using
these capabilities andit's across 140 sites.
So this is not just simpleand localized to one area.
This is across countrieswhere they're rolling this out
and they just hit their 10000th
(06:50):
run of using XR to do an inspectionof guiding the user to the
right place,
looking at the right thing and thevalue that they're getting is what's
really impressive and excitingfor us to see and hear
because what they're finding isthat that they're averaging by
using XR,
(07:10):
they're finding 2.1defects per inspection run.
So just imagine the increase inquality of the products that they're
putting out as a result of giving the
frontline workers thetools that they need.
Amazing. Yeah. Thank you Ryan. And it'sgreat to hear some numbers like that.
(07:34):
Yeah,
we know PTC has been a major playerand the player in driving kind of
industry and enterprise solutions,
particularly through your workwith euphoria and stuff like that.
You've mentioned the inspection use case.
Maybe it'd be good to touchon maybe a couple of others,
and especially as you've mentionedbefore about the delivering of tangible
business benefits, whyenterprises use this technology,
(07:57):
they need to solve a problemand offer some real benefits.
So maybe you could touch on saytwo more different use cases.
Yeah, absolutely. So if we break down,
let's focus on manufacturing and service,
that's where we see the biggest return,
the biggest value acrossour customer base.
(08:19):
To be honest though, in both ofthose areas, it starts with training.
Training by far the best placeto start when it comes to
digging into andrealizing and rolling out,
how can we use XR to get thesevalues? Training is great.
It's a perfect starting point becauseit's a little bit more controlled.
(08:40):
We know we've got new workers comingin or we've got new procedures,
new processes that need to be followed.
And you can use XR as a new better
way to ensure that the workers,
the new people coming ontothe team can retain that
knowledge. By seeing itin XR, it resonates much,
(09:04):
much more than it does through readingpaper-based instructions or even watching
videos.So we have customers like Volvo who using
training and they're seeing a 60% timesavings on getting those that are quality
operators. So inspectors up to speedto know where they need to be looking,
where they need to beworking for each step.
(09:26):
And that's a very common resultthat we're seeing from many
different customers.
The flip side about what's reallycool about using XR for training
is proven. A good exampleof this comes from Merck,
one of our other customersin a very, very different
(09:47):
vertical or industry than Volvo.
But what they found is that becausethey're creating these training
procedures and the curriculum around that,
it's increased their subjectmatter experts time by
70% that they can be focusedon doing actual work out on the
floor instead of training the new people.
(10:11):
So by having that contentavailable that can be pushed out,
shared to wherever,
it allows the subject matter experts tokeep doing what they're doing and those
are the people that you want on the floor,on the factory or out doing service.
So that's a really cool byproduct ofnot only getting the people up to speed
faster,
but ensuring that your experts thatwould've been doing that training can be
(10:32):
doing the work that you want andgetting the most value out of them.
I think it's a really good point becausea lots of people think that AR is going
to actually take over their jobs,
but what they're doing is allowing thekind of people to work on the really
valuable and important stuff andbeing able to come, like you say,
to training or the simple kind of thing.
So I think it's really importantthat people understand that XR allows
(10:56):
people to, as I say,
really solve the difficultproblems and use XR to do the
mundane stuff.
Exactly right. We talkabout this a lot with AI,
is that AI is not goingto take all of our jobs,
but for the people that arereally good at using ai,
they're going to be the ones thattake jobs from others. Same with ar,
(11:19):
those that can use AR andapply AR correctly are going
to see the value out of that andget the opportunities as a result.
Going back to the other usecases that you mentioned there,
so if we switch then fromtraining into manufacturing,
obviously training for manufacturingpurposes is a very common,
(11:42):
but then also for assembly andinspection as you mentioned
earlier.
So we see a ton of value for ourcustomers realizing a of value
in assembly and inspection as well,
of ensuring that as theproducts are being put together
on the floor are being done correctly.
(12:03):
So Harpak-ULMA a is another one of ourcustomers using Vuforia products in this
way. They're doing it for a,it's a really complex process of,
it's a complete tool rebuild thatthey're doing that normally can take
multiple hours to do oreven up to 24 hours to do
this complete rebuild ofthe tooling on the floor.
(12:27):
They're seeing this oftentimes nowbeing completed 80% faster than it was
before, but the number oferrors has gone way down.
And so that's super, super exciting.
And one of the reasonsfor seeing the errors
go way down is because actuallygoing back to your first
(12:49):
question is around what are thetrends that we're seeing in XR
is the combination of xr AR with ai.
And so for example,
we have built up that combinationthe best of both of those
technologies in one of our productscalled Vufoia Expert Capture with a
(13:11):
feature in expert capturethat is called Stepcheck,
that as the worker is being guidedwhere they need to look and inspect
in an end of line inspectionscenario, is this,
is wire properly connected?Is this bolt tightened in
all the way that there's nogaps there, whatever it may be.
(13:33):
We can now use AI to visuallyidentify that just through the
camera,
through the device that's beingused and give real time feedback on
if they've done thatstep correctly or not.
All that is trained throughAI on previous runs.
And so now that as the worker is doing it,
they can be informed and alerted thatthey didn't do something correct before
(13:55):
they go on to the next step or beforethat product goes out the door.
So seeing that combination ofthose two technologies come
together of not onlyworking in the right place,
but doing the work correctlyhas yielded massive
return on investments for our customers,not only in just getting the work done,
(14:17):
but also on warranty costs,
service costs down the road by puttingout a high quality right in the
first time.
No, absolutely. We're doing, as youprobably know, maybe in the area,
quite a lot of work on thatinteraction or AI and xr,
so trying to understand the key usecases, developing talk leadership,
(14:40):
also looking at some ofthe challenges around that,
a little bit more specific toprobably AI than XR in terms of data
quality and ethics and stufflike that. Cool. Well, Ryan,
let me ask you one last question andmaybe you can give us a few bullet points
on this. We both know there arehuge benefits of deploying XR,
(15:00):
but enterprises are still facing hurdlesand we don't see as many deployments as
we would like at scale,
as do you see are the biggestchallenges that your organizations are
encountering and how are you at PTChelping them overcome these barriers?
Yeah, another great question.
This is something that customersrun into every day when it
(15:21):
comes to rolling out newsoftware, new technology.
So some of the challengesthat we see are just getting
buy-in, getting sponsorship.
So what we always say is start small,
pick one use case, pick oneplant, pick one assembly line,
(15:44):
and focus on
one end-to-end processand prove out the value
on how XR makes a big difference on either
improving the efficiency of the worker,
reducing scrap or rework orputting out those high quality
(16:05):
products like we mentioned earlier.
And then make sure you capturethe value of what it was before,
how long did it take when theuser wasn't trained using XR
or was using a paper-basedinstructions to follow that procedure.
And compared to what it is nowwith the new technology and
(16:26):
it becomes very obvious thenhow much value that you're
getting. And then you canextrapolate that out to the other
lines in the plant, the other locations,
the other products thatalso need to be serviced.
And then use that to getexecutive buy-in and sponsorship,
(16:47):
making sure that not only
have you proved out the value,
but you've got executives inyour corner in your court that
are backing you and supportingyou to make sure that the
company is behind this.
And then what I would say is onceyou have that is find a passionate
(17:08):
champion,
somebody that is realizing thevalue, understands the value,
and is a vocal and energetic supporter
of using the technologyand adopting to the
changes.
There's always going tobe resistance to change
(17:30):
no matter what walk of life or what area.
And so telling somebody that has worked
for decades on the floor orout in the field and knows
what they're doing,
how to do it can have somepushback or there can be
(17:51):
hesitation just on trying somethingnew or adopting something new.
But with a passionate championthat is pushing it and
creating that excitement andgetting people bought in,
it becomes much easier to get over thathurdle of that organizational change and
adoption that has to go with it.
So I would say to recap that,
(18:14):
start small and then make sure you've gotbuy-in from that executive sponsorship
and then somebody that's really passionateabout pushing it out and making sure
that the whole organization,the whole company,
can also get in on thevalue that XR can provide.
That's some amazing words,
and I think you almost taughtme those things many years ago,
(18:35):
and that's something we certainly echothroughout the area and then when we talk
about it. So Brian, just want to thankyou again for your insights and again,
let's catch up again as PTC continuesto deliver some leading edge
products and it'd be greatto get your updates there.
But today thank you very much and thankyou for all the work that you do for our
(18:56):
industry.
You bet. Thanks Mark. And thanks toeverything that the AREA is doing,
happy to be part of it.
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