Steve: Another issue I have with Cloud-based environments is the lack of customisation. One of the things that makes AutoCAD so efficient for people is that they can get it exactly the way they want it. With a browser-based environment, we’re pretty much stuck with what you guys decide to give us. Can you see any solution to that in the longer term?
Tal: From a pure technical point of view, there’s not a lot of difference in terms of the way you can customise an application on the desktop versus customising it on the web. I think AutoCAD, having a very mature application has a lot of functionality which has built up over the years to provide customisation capabilities to the nth degree. So I think it has less to do with the platform of your choice and more to do with the maturity of the solution and how … Full post
Steve: Autodesk is currently giving away these Cloud-based services, Butterfly for example. Presumably you’re not going to keep doing that for ever. Are you going to start charging for these services eventually?
Guri: Again, you’re pushing us to talk about future. Currently, for as long as this is in a Labs environment, we’re encouraging users to use it and we’re giving it free in the Labs environment and we’re not putting any limits on it during the Labs experiment. Once we make it a commercial product we may change that.
Steve: I put a poll on my blog asking readers what they thought about CAD on the Cloud, and most of them are either concerned or frightened. Solidworks users are in revolt about what they see as being forced onto the Cloud. Why do you think there is this fear or apprehension of CAD on the Cloud?
Guri: I’m not … Full post
On 26 May 2010, I had the opportunity to ask Autodesk some questions about the Cloud in general and what was then Project Butterfly (now AutoCAD WS) in particular. The Autodesk people were:
- Guri Stark,Vice President, AutoCAD & Platform Products
- Tal Weiss, R&D Center Manager (Israel)
- Noah Cole, Corporate Media Relations
The interview was conducted by phone conference with no prior notice of the questions. Here is the first part of the interview, which I will be posting in three sections.
Steve: Guri, are you responsible for all of Autodesk’s Cloud-based offerings?
Guri: Tal and I are responsible for Butterfly, that’s the only Cloud-based offering that we are responsible for.
Noah: Steve, you can put the cloud-based offerings into three categories, those that are related to current products and therefore come out of the same organisations and divisions that those products come out of. So Butterfly which is related … Full post
In May 2010 I took part in a phone conference with several Autodesk people about the Cloud. Part of that discussion was in the form of an interview, which I will publish in later posts. Another part was in the form of a verbal presentation from Autodesk’s Tal Weiss, concentrating on what was then Project Butterfly, Autodesk’s then Labs-based Cloudy CAD offering. This product had been called Visual Tao and was later renamed again to AutoCAD WS. As this presentation was largely based on the benefits of the Cloud for CAD collaboration, I think it is worthwhile reproducing it here. Obviously, it represents Tal’s view rather than my own.
First, a little background. Project Butterfly started with an Autodesk acquisition in November 2009 of a company called Visual Tao, based in Tel Aviv, Israel. This is now an Autodesk development office led by Tal Weiss, former … Full post
Here in Australia, we’re in election mode, so I have even more reasons to avoid watching TV. On those occasions when I do watch it, I am often annoyed by what I see. This is not a novel observation, but one of the things that annoys me about many politicians is their habit of sidestepping questions when interviewed. It also annoys me when interviewers fail to follow up these non-answers and let them slide. Depending on the circumstances (e.g. limited timeframe, more important questions to ask, etc.), there may be valid reasons for journalists failing to chase after legitimate answers in a live interview situation. But I would much prefer to see a non-answering interviewee tied down and not allowed to wriggle free. Squirm, baby, squirm!
For on-line journalists and bloggers, there are few excuses for letting non-answers go unchallenged. There is virtually unlimited time, opportunity and column space in … Full post
You may remember a month ago I raised the question What proportion of Autodesk customers really are on Subscription? Shortly after that, I sent Autodesk Subscription VP Callan Carpenter these questions following up on the interview:
I have a request for follow-up information arising from this interview. I hope you can find the time to provide some answers.
Preamble: Several people have called into doubt your assertion that the simplified upgrade policy affects only a tiny minority of your customers (you seemed to imply a figure of around 3% non-Subscription customers, with 1.5% who upgrade within a year or two). My own calculations based on Autodesk’s latest published financial results indicate that of upgrades represent 21% of the combined income from Subscription and upgrades, which is 7 times greater than the impression you gave in your answer. Please see this post for more discussion.
This 5th post concludes the Callan Carpenter interview series. For the record, this interview was done in real time over the phone, with no prior notice of the questions.
SJ: The 12-month cycle that you have for most of your software has come under some criticism from all sorts of people, especially me. Once you have your customer base practically all on Subscription, what’s the incentive for the 12-month cycle to persist?
CC: In what way have you criticised the 12 month cycle?
SJ: In that it damages the product. In that there’s not enough time to release a properly developed product within that 12-month cycle. This is an observation that many people have made going back many years. That’s the basis of the criticism; not that, “Oh no, you’re giving me more software”. Well, there are people who complain about that but I don’t think that’s a valid criticism. … Full post
Part 4 of 5 in this series.
SJ: There is always the fear that once you have all of your customer base on Subscription, you’re not going to need to offer those benefits any more. Can you assure people that that’s not going to be the case, that you are going to keep being “nice” to your customers?
CC: Absolutely. I think my team and I spend as much time and brain energy trying to figure out how to enhance the program as anything else. Our goal is to make Subscription a compelling value proposition; to make it not only cost-effective but valuable in other ways. An example would be the Advantage Pack program. We had a history of Subscription including extensions and other little technology bonuses for subscribers. But last year, we said we’re going to do something different with that. One of the problems with our historical technical … Full post
Part 3 of 5 in this series.
SJ: In one of my blog posts, I was pretty cynical about one of the phrases used in the press release: “the streamlining of upgrade pricing based on feedback from customers and resellers”. Was I wrong to be cynical about that? Did your customers really ask for upgrade prices to be increased to some nice round number?
CC: What our customers have asked for is simplified purchasing. We have a very complex price book and it leads to thousands of prices items, maybe tens of thousands when you have all the permutations across all the different geographies in which we sell software. A lot of that complexity came from having multiple-step upgrades, multiple-step crossgrades. There is a cost to maintaining that kind of a system. So our resellers certainly were asking for simplification and streamlining explicitly. Our customers were asking to find ways … Full post
Part 2 of 5 in this series.
SJ: Is there anything specific you want to say about what I have written in my blog?
CC: There are a number of things we can do to put Subscription questions and Simplified Upgrade Pricing into context. I think the first thing we need to recognise is that there is a very small fraction of our revenue that comes from upgrades at this point in time. For the last 8 years or so, our customers have fairly well self-selected to either prefer to be on Subscription and have the latest version and technology available to them, or to not do that, in which case they tend to upgrade 3 years or more after the current release. We’re down to very low single digits of customers who upgrade, and of those only half of those upgrade 1 or 2 years back. So we’re talking … Full post
A couple of weeks ago, Angela Simoes from the Autodesk Corporate PR team invited me to interview Callan Carpenter, Autodesk’s Vice President of Global Subscription and Support. Callan is responsible for the sales, marketing operations and product support associated with Subscription. He is also Vice President in charge of Jim Quanci’s Autodesk Developer Network. This morning, we had a very extensive discussion about Subscription and other topics that I intend to publish in several parts over the next few days. Deelip has already published a Callan interview, but mine is quite different.
In this post, I will let Callan introduce himself and then move into some questions about social media that I asked at the end of the interview. In this post, both Callan Carpenter (CC) and Angela Simoes (AS) responded to my questions.
SJ: Callan, can you give me some background on yourself?
CC: I’ve been at … Full post
Time to lighten things up a bit, I think. While attending the AutoCAD 2010 product launch in San Francisco on 5 February 2009, I conducted a series of micro-interviews with a collection of AutoCAD bloggers and Autodesk employees. One geek asks 14 other geeks if they are geeks; nothing too serious here. I hope Shaan enjoys my tabloid journalist editing job right at the end.
Thanks to all the interviewees:
Heidi Hewett, Autodesk blogger
Lynn Allen, Autodesk blogger
Melanie Perry, blogger
Robin Capper, blogger
Brian Benton, blogger
Todd Shackelford, blogger
Jon Page, Autodesk person
Matt Stein, Autodesk person and personal blogger
Shaan Hurley, Autodesk blogger
Donnie Gladfelter, blogger
Ellen Finklestein, blogger
David Cohn, blogger
Mark Douglas, blogger
Guillermo Melantoni, Autodesk … Full post
In this second part of the interview, the Autodesk trio continues to respond to the question about listening to customers.
While attending the AutoCAD 2010 launch today, I took the opportunity to interview three Autodesk people: Eric Stover, Jon Page and Shaan Hurley. I raised the issue of Autodesk being seen as not listening to its customers, and was given a very comprehensive response. Here is the first of two parts of that interview.
Disclosure: Transport, accommodation and some meals were provided by Autodesk.
If you had a real live Autodesk development person standing in front of you right now (an AutoCAD Product Manager, for example) and were allowed to ask one question, what would it be?
Please add a comment here with your question. I would ask that you keep your question civil and reasonably concise (one or two sentences), and bear in mind that the development person in front of you isn’t going to have a useful answer to policy questions about pricing, license agreements, customer service and so on. Other than that, anything goes, so let’s have ’em.
I can’t promise that your question will get answered, but I’ll see what I can do.
Note: comments are now closed, as this post keeps getting mistaken for an ongoing mechanism for asking Autodesk questions.
I have been thoroughly enjoying Kean Walmsley’s interview of Autodesk co-founder John Walker, which he has now finished. Kean’s link to part 4 is currently broken (edit: now fixed) and that broken link has been picked up by others (edit: also fixed in Between The Lines), so here are the correct links: Part 1, Part 2, Part 3 and Part 4.
One of the best things about the interview is that it contains some frank criticism of Autodesk (and Microsoft, for that matter). On an Autodesk blog. Think about that. OK, it may be criticism of some stuff that is now ancient history, and it was made by someone who isn’t actually an Autodesk employee any more, but when was the last time you saw even that? It’s refreshing to see just a tiny crack appear in the never-say-anything-negative Autodesk facade.
I remember a … Full post
Looking at the comments, it seems not everyone is happy with the Matt Stein interview. If so, I’m sorry you feel that way about the piece. In my own defence, I would point out the following:
I like to think my work at Cadalyst represents a balanced viewpoint. I pride myself on being fair. Whether Autodesk deserves praise or criticism for something, I provide it. But an interview isn’t really the place to do that. An interview is supposed to be an opportunity for the interviewee to say things, not a platform for the interviewer’s opinions. My job as an interviewer is to extract information, not provide it. In my opinion, the best TV interviewers listen a lot and say very little. Confrontational interviewers can be fun to watch, though.
I have many other opportunities, both here and in Bug Watch, to express viewpoints that may conflict with what Matt … Full post
The second and final part of my interview of Matt Stein has now been published on the Cadalyst site. There were some other questions I would have liked Matt to answer, but some unfortunate logistical problems prevented that from happening. Never mind, I guess it ended up plenty long enough anyway!
Over on the Cadalyst site you will find the first part of a two-part interview I did with Autodesk’s Matt Stein, the man responsible for making the Ribbon interface work in AutoCAD 2009. I hope you find it interesting.