How Architects are Adopting BIM
and the support they require from
manufacturers
Chris Ashworth
Over 30 years experience in construction sector
Held senior sales & marketing positions with Blue
Chip companies
UK and International experience
Founded Competitive Advantage in 1999
Member of the Promotional Working Group of the
government’s Green Construction Board
Committee member of CIMCIG, Chartered Institute
of Marketing Construction Industry Group
Formally Associate Lecturer in Marketing at Oxford
Brookes University
Regular contributor to industry journals
BSc (Hons) DipM FCIM Chartered Marketer
Competitive Advantage Consultancy Limited
Growth through customer focus
Building Lifecycle Costs
National BIM Library usage
Dec 2012 – Dec 2013 (13 months)
• 7,890 users registered
• 4,105 objects created
• 2,712 proprietary objects
• 1,393 generic objects
Source: National BIM Library LinkedIn Group 7/1/14
Why should Building Product
Manufacturers Support BIM?
How do I make sure the right
level of detail is provided?
How do I select the
right software?
How do I support it properly?
How do I justify the cost to
the Finance Director?
Feedback from over
100 architects
Research conducted
July 2013
Published August 2013
Justifying the Cost
Today
Today
of architects
using BIM use it
for all Projects
Architects
require BIM
objects for
all projects
of architects with
BIM are likely to
select products
supported by BIM
objects over others
45%
69%
By 2016 this is
expected to be
Architects
use BIM out
of preference
By 2016 this is
expected to be
BIM’s affect on Product Selection
of architects
using BIM think
the availability
of BIM objects
is important
when designing
Bathroom & Kitchen, Building Frame,
Cladding, Drainage, Flooring, Fire &
Security, Glazing, HVAC, Insulation,
Ironmongery, Landscaping, Lighting,
Partitions & Ceilings, Roofing
BIM – Rate of Implementation
• By 2016 the value of work BIM is used
for will be 14 times greater
Provision of BIM Objects
• Not about providing one object for each
details – more is needed
David Philp, Head of BIM
Implementation Cabinet Office
• Many manufacturers are providing
digital representation of their products,
yet it is essential they provide context,
with classification, as is the case with
traditional libraries
• It is also important to provide the right
object, with the right level of detail at the
right time
Competitive Advantage Blog
Different Levels of Detail
Rebecca De Cicco, DMA
• The industry is still getting to grips with
the level of detail required at the various
stages of the design process
• The next step for the manufacturer will
be the provision of a series of varied
levels of detail in their content
• Not overloading the early stage model
with memory-hungry data
Competitive Advantage Blog
Provision of BIM Objects
• Manufacturer websites preferred
location to source BIM objects
Selecting the Right Software
• Propriety software not required by all
architects
COBie
30% 33%
37%
IFC
Format
Proprietary
software
Providing Support
Summing Up
• Manufacturers need to be offering BIM
objects
• The industry is still learning how to use
them – think carefully before making a
choice
• When you do invest do it in depth
• Ensure your sales team understand BIM
and how it is used
www.cadvantage.co.uk
www.cadvantage-blog.co.uk
Chris Ashworth
@CompetitiveA
[email protected]
companies/competitive-advantage
Mobile: 07747 626095
cadvantagemarketing
Fax: 01252 836850
user/CadvantageConsult/videos
Competitive Advantage Consultancy Limited
Growth through customer focus