Competitive Analysis AnsysDesignSpace

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Ansys DesignSpace Competitive Analysis Executive Summary Ansys is now the world’s largest independent CAE vendor having recently taken that position over from MSC Software. More recently Ansys’ growth has come through acquisition, but the company has demonstrated steady growth since the dot-com bubble burst a few years ago. Ansys is currently in the middle of a product transition and so is in the process of migrating their customers over from the older Ansys Classic product suites to the new geo
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  Ansys DesignSpace Competitive Analysis Executive Summary  Ansys is now the world’s largest independent CAE vendor having recently taken thatposition over from MSC Software. More recently Ansys’ growth has come throughacquisition, but the company has demonstrated steady growth since the dot-com bubbleburst a few years ago.Ansys is currently in the middle of a product transition and so is in the process of migrating their customers over from the older Ansys Classic product suites to the newgeometry based Ansys Workbench product suites. Development on the older Ansysproducts work has ceased completely, and there is consequently some risk in movingcustomers moving over to the newer products as these products have not quite reachedmaturity.Ansys DesignSpace is the entry level product in the Ansys Workbench suite, and wasessentially the first pioneering product for the Workbench technology. It is aimed atdesigners working with 3D solid geometry with little or no previous analysis experience,rather than engineers or analysts. The product itself offers limited access to analysisentities being geometry focused, with hidden mesh by default, and no mid-surfacemeshing. Analysis types offered are also limited to basic linear static, modes, bucklingand basic thermal analysis. The DesignSpace product itself has three levels of functionality, and add-on modules are available for geometry modeling or more advancedtypes of analysis including fatigue and optimization.In selling this product, Ansys has formed a relationship with Autodesk, and principallyuses the Autodesk channel. There is also some presence in the Solid Edge channel, butlittle or no presence in the SolidWorks channel.Ansys DesignSpace and Femap do not, at first glance, appear to compete in the samemarket space – there is nothing equivalent to DesignSpace in the Siemens PLM Softwareportfolio, though there are plans to introduce a product to bridge the gape between FemapExpress and Femap standalone. Competitor Position on Siemens PLM Software and Femap  Ansys talk about their technology focus and the importance of integrating with theengineering process rather than offering single point solutions. They regard themselvesas the #1 provider of CAE in the world. Siemens PLM Software is viewed as a moregeneral PLM provider with much of the company focus lying within the datamanagement and CAD arenas consequently with much less emphasis place on CAE.Ansys talk about their good integration with many CAD systems, and by not beingembedded with any one system gives them a strong position as a CAD independentoffering valuable for any situation where multiple CAD systems are in place. Ansys cite  the DesignSpace bi-directional CAD associativity as an advantage over competitiveproducts including Femap. Competitive Differentiators  Competitor Strengths -   Consistent product family and direction-   Broad breadth of solutions o   Coupled field analysis capabilities (multi-physics) o   CFD, electomagnetics, nonlinear and surface contact-   Dominate electronics, medical, nuclear, rotating machinery, consumer products-   Good balance sheet, cash flow, and market value-   Very responsive, nimble, and design centric-   Good technical support-   Pre/post focuses on ease of use and automation-   Strong university program-   Loyal customers Competitor Weaknesses -   Ansys is undergoing a major product transition currently, from Ansys Classic toAnsys Workbench – a more designer and geometry oriented solution-   The migration of ANSYS Classic customers to the new ANSYS Workbenchenvironment is not likely for at least another 2 years-   ASD channel confusion-   Distribution and support system-   Old fashioned, clumsy GUI for mid to high end products-   Long learning curve for new users Competitor Product Advantages -   Fatigue-   Motion-   Shape optimization with add-on DesignExplorer-   Pyramid elements available (NX Nastran 6 will include pyramid elements)-   Hex-dominant mesher-   Good quality meshes can generally be obtained with little manual intervention(Femap version 10 addresses this)-   Attractive interface-   Model tree has all dialogs mapped to it-   Bi-directional CAD associativity with all major CAD systems Competitor Product Disadvantages -   Default mesher is too permissible on element quality (ANSYS generates lots of distorted and small elements by the default mesher as well as much moreunnecessary elements)-   CAD defeaturing is not intuitive and limited-   Boundary conditions can only be applied to geometry  -   Mid-surface operations are not very stable-   Cannot do much manually-   Need to modify geometry to do anything and improve the mesh-   No finite difference thermal solver, only finite element based thermal solver-   Non-linear analysis solver is weak – lack of material models, convergenceproblems-   DesignModeler needed for the geometry creation tools-   Limited beam modeling capability with limited number of cross-sections andproperties for arbitrary shapes must be calculated manually-   DesignModeler needed for mid-plane extraction-   No mesh manipulation tools available-   All analyses are “meshless” with limited access to FE entities-   Mesh control tools are simplistic-   Default mesher is too permissible regarding element quality and many highlydistorted elements are created-   DesignModeler is required for any geometry preparation for meshing such assolid stitching and defeaturing-   Limited material properties – no anisotropy, hyperelastic, layered composites-   Geometric loads and boundary conditions only-   MPC definitions are not available-   No undo capability-   Missing analysis functionality includes dynamics, geometric nonlinearity, contactwith friction-   No access to other solver types with CAE Template add-on-   Limited XY plotting capability – single curve only, linked to geometric entities Femap Advantages -   Dynamics-   Rotor dynamics-   Nonlinear-   Thermal and Advanced Thermal analysis-   Structural Analysis Toolkit-   More complete grouping and model organization functionality-   Most CAD accesses are included in the base module-   Spot welds and fasteners are supported-   Allows manual coupling using MPCs etc.-   Visualization of element properties, cross sections, offsets etc.-   Can import FEA data-   Data mapping-   Load definition with functions-   Customization with API programming-   Macros-   Results data managed separately from the database-   Richer results processing functionality including criteria plots, beam diagrams,free body diagrams  Femap Disadvantages -   There is a big jump from Femap Express to full Femap which Cosmos bettercovers with it’s range of products that have varying functionality Competitor Profile  Founded: 1970Employees: 2006: 1,400HQ Location:   Cannonsburg, PANumber of Offices: 40 sales locationsChairman: Peter Smith (63)CEO: Jim Cashman (54)Annual Revenue: 2007 revenue $385 millionPublic/Private: Public (NASDAQ: ANSS)Sales Channel:   Ansys sells its products through independent distributors in about40 countries.Website: www. ansys.comKey Products: Ansys, Ansys Workbench, AutoDyn, CFX, FluentKey People:Maria Shields, CFO (43)Chris Reid, VP Marketing (53)Joe Fairbanks, VP Sales and Support (53)Partnerships:Ansys partner with Autodesk and DesignSpace sales are largely reliant on therelationships with the Autodesk reseller channel, and to a lesser extent, and Solid Edgereseller channel as well.Acquisitions/Joint Ventures:Recent Ansys growth has been driven through a series of acquisitions to build a broaderportfolio and supplement more organic R&D efforts consequently increasing the varietyof the product lines. While most acquisitions have been for technology, they haveprovided useful incremental revenue growth (e.g. Ansoft, ICEM-CFD, CFX, CenturyDynamics, CADOE, Harvard Thermal, etc.).Most recently, the company acquired Ansoft for $832 million in cash and stock. Thecompany acquired Aavid Thermal Technologies in 2006 for about $565 million in cashand stock, and kept Aavid's Fluent software business following the transaction. Fluent, isthe world’s leading CFD vendor. It added approximately $122M per annum in revenuein 2005 but also brought a culture shift in terms of employees and revenue – the majorityof ANSYS staff and revenue is now in the CFD/Thermal areas. In early 2005 thecompany also purchased Century Dynamics, a provider of CFD software and services, forabout $5 million in cash.Corporate Vision, Strategy, and Technology Roadmap:
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