1. Industry Knowledge for Business Advantage © 2013 Cambashi Limited ALM and PLM grow closer Peter Thorne Managing Director, Cambashi www.cambashi.com 1 COFES Russia 2013

2. Industry Knowledge for Business Advantage © 2013 Cambashi Limited ALM and PLM grow closer - Agenda 2  Cambashi  ALM and PLM  The Future

3. Industry Knowledge for Business Advantage © 2013 Cambashi Limited Cambashi  Founded in 1984 in Cambridge, UK

4. Industry Knowledge for Business Advantage © 2013 Cambashi Limited River Cam bashiBridge

5. Industry Knowledge for Business Advantage © 2013 Cambashi Limited 5  Scope: engineering software  Business reasons for IT investment decisions  Technology for engineering needs  The Market that brings users and vendors together               ” ” Cambashi - Industry Knowledge for Business Advantage

6. Industry Knowledge for Business Advantage © 2013 Cambashi Limited ALM and PLM grow closer - Agenda 6  Cambashi  ALM and PLM  The Future

7. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  “Software is a growing proportion of electronics products”  Consumer electronics company  “Our medical device development teams are 50% - 70% software engineers”  Medical device company  “Software can compensate for limitations of mechanical components”  Automotive supplier  “Software allows us to simplify hardware and create new functions”  Aerospace company From research interviews 7 Embedded software is a core technology in many types of product

8. Industry Knowledge for Business Advantage © 2013 Cambashi Limited ALM and PLM 8 Both ALM and PLM used for embedded systems development Application Lifecycle Management (ALM) for software Product Lifecycle Management (PLM) for products of all types Shared vision: managed information eliminates confusion and delay

9. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  Product Lifecycle Management  History: CAD and product data management  Tools from: Design and Engineering specialists (Ascon, Autodesk, Dassault Systemes, PTC, Siemens, TopSystems,...) Business systems specialists (SAP, Oracle, Infor,...) ALM and PLM  Application Lifecycle Management  History: Compilers, editors, source code version management  Tools from: IT companies (IBM, HP, Microsoft, Oracle...) EDA/electronics companies (ARM, Intel, Mentor,...) Simulation/test companies (Mathworks, NI,...) Vertical specialists 9

10. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  Product Lifecycle Management  History: CAD and product data management  Tools from engineering specialists (Autodesk, Dassault Systemes, PTC, Siemens, Aras,...) business systems specialists (SAP, Oracle, Infor,...) ALM and PLM  Application Lifecycle Management  History: Compilers, editors, source code version management  Tools from: IT companies (IBM, HP, Microsoft, Oracle...) EDA/electronics companies (ARM, Intel, Mentor,...) Simulation/test specialists (Mathworks, NI,...) 10 Requirements System Architecture Implementation Verification and Test Maintenance End of Life

11. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  Product Lifecycle Management  History: CAD and product data management  Tools from engineering specialists (Autodesk, Dassault Systemes, PTC, Siemens, Aras,...) business systems specialists (SAP, Oracle, Infor,...) ALM and PLM  Application Lifecycle Management  History: Compilers, editors, source code version management  Tools from: IT companies (IBM, HP, Microsoft, Oracle...) EDA/electronics companies (ARM, Intel, Mentor,...) Simulation/test specialists (Mathworks, NI,...) 11 Requirements System Architecture Implementation Verification and Test Maintenance End of Life The technical tools are different!

12. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  Product Lifecycle Management  History: CAD and product data management  Tools from engineering specialists (Autodesk, Dassault Systemes, PTC, Siemens, Aras,...) business systems specialists (SAP, Oracle, Infor,...) ALM and PLM  Application Lifecycle Management  History: Compilers, editors, source code version management  Tools from: IT companies (IBM, HP, Microsoft, Oracle...) EDA/electronics companies (ARM, Intel, Mentor,...) Simulation/test specialists (Mathworks, NI,...) 12 Requirements System Architecture Implementation Verification and Test Maintenance End of Life Process Management:

13. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  Product Lifecycle Management  History: CAD and product data management  Tools from engineering specialists (Autodesk, Dassault Systemes, PTC, Siemens, Aras,...) business systems specialists (SAP, Oracle, Infor,...) ALM and PLM  Application Lifecycle Management  History: Compilers, editors, source code version management  Tools from: IT companies (IBM, HP, Microsoft, Oracle...) EDA/electronics companies (ARM, Intel, Mentor,...) Simulation/test specialists (Mathworks, NI,...) 13 Requirements System Architecture Implementation Verification and Test Maintenance End of Life Process Management: Concept: Reality:

14. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  “Software engineers are different”  Electrical test equipment company  “The rate of change of software is 10 times, perhaps 100 times, the rate of change of mechanical parts. So it is not possible to use the same change control procedure”  Aerospace company  “Software is part of the product structure. We want to integrate software into existing bill-of-materials (BOM) management processes. But this is not possible.”  Railway equipment company More from research interviews 14 People Process Technical Culture Rate of change Structure

15. Industry Knowledge for Business Advantage © 2013 Cambashi Limited ALM and PLM agree the importance of Systems Engineering 15 Customer needs Product, service and process specification System specifications Component specs and manufacturing process plan Requirements Cascade Release parts Verify products, services and processes Verify systems Verify components and process plans EXECUTE Validate, integrate, release

16. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  Product Engineering focus:  Dassault Systèmes, PTC, Siemens PLM  ALM focus:  HP, IBM, Microsoft, Oracle  Simulation/test focus:  NI, Mathworks  Electronics focus:  ARM, Intel, Mentor  Vertical / technical focus:  Vector Informatik, dSpace, ETAS Who competes for embedded software tools business? 16 Systems Engineering and Embedded Software Development Tools: 384 providers 516 product groups USD 3 Billion software revenue (2013 forecast)

17. Industry Knowledge for Business Advantage © 2013 Cambashi Limited Systems Engineering and Embedded Software Development 17 1.5 0.0 0.5 1.0 USD Billion ValueVolume

18. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  Dassault Systèmes  European automotive strength e.g. JLR, BMW  Acquired Geensoft (5 French technical software companies)  Present in standard-setting European Community R&D projects – e.g. Artop (AUTOSAR tool platform) & FMI from MODELISAR Product Engineering Focus 18 Synchronicity - electronics Dymola, Simulia - modeling and simulation Reqtify – requirements management

19. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  PTC  Acquired MKS (Integrity ALM)  Integrity – Windchill integration for requirements  Integrity – SAP integration at Continental AG (2009)  Integrity – regulated industry experience Product Engineering Focus 19 Mathcad - parameters, systems engineering Sparx – partner for enterprise architecture Integrity - test management

20. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  Siemens PLM  Acquired LMS (modeling, simulation)  Teamcenter – requirements, systems engineering  “System driven product development”  Defined role for PLM in software development (includes signal, binary and processor management) Product Engineering Focus 20 LMS Imagine.Lab – modeling, simulation, test OSLC – open standard for integration – especially IBM Rational Mathworks – Teamcenter integration

21. Industry Knowledge for Business Advantage © 2013 Cambashi Limited ALM and PLM grow closer - Agenda 21  Cambashi  ALM and PLM  The Future

22. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  Embedded software development tools growth ~ 10%  Hotspots in model-based-development, testing, security  Some industries have decades of experience:  Aerospace, automotive, high-tech  Other industries are learning the technology  Medical devices, utilities  Industrial sector is both!  Automation  New applications of industrial networks Software is growing faster than other technologies 22

23. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  Customers expect ‘PLM’ providers to ‘manage’ hardware and software tools  Separation of ‘technical tools’ and ‘management tools’ is OK  Commercial impact of open-source and online communities in software development  Atlassian  Git (author: Linus Torvalds) leading to Github  Growth of systems engineering  Traditional sectors – aerospace, defence, automotive  Now growing in other sectors Trends 23

24. Industry Knowledge for Business Advantage © 2013 Cambashi Limited  Services to support growth of systems engineering  The overlap of ALM + PLM  New ways to use control systems to reduce cost of mechanical systems  New dimension of optimization  Find ways to increase re-use  Model-based  Generate tests from requirements  Software components Opportunities 24

25. Industry Knowledge for Business Advantage © 2013 Cambashi Limited Thanks for listening! Any questions? www.cambashi.com