Interview with Francis Bernard, President of Dassault Systemes Russia Corp

M ÌÀØÈÍÎÑÒÐÎÅÍÈÅ È ÑÌÅÆÍÛÅ ÎÒÐÀÑËÈ Interview with Francis Bernard, President of Dassault Systemes Russia Corp. Aleksandra Soukhanova, Youri Berjoza (Observer) Francis Bernard was born in Hanoi. In 1965, he graduated from the Ecole Nationale Supérieure de l’Aéronautique et de l’Espace. He entered in Dassault Aviation in 1967 as an engineer in Theoretical Aerodynamics. He specialized in the theoretical engineer- ing and construction of aircrafts. There, he invented the CAD/CAM, from which CATIA was brought to light in 1977 – the first 3D application of its kind. For his inven- tion, Mr. Bernard was prized by the French Academie Nationale de l’Air et de l’Espace, by the Aviation Week & Space Technology journal, and also by the US National Air & Space museum. To push the development/enhancement of CATIA, Francis founded Dassault Syst¢mes (DS) (as a sister company of Dassault Aviation) and became its first President. Under his leadership DS made a Partnership Agreement with IBM for the sales and the support of CATIA worldwide. In 1995, Mr. Bernard became the Executive Adviser to the new President of DS, and Member of the company’s Executive Committee. As part of his responsibilities, he is in charge of the marketing and the business development of DS in Developing Countries and in Emerging Markets, as well as for new technologies. 2005, Francis Bernard, amongst other duties, DS will pay a specific attention to shipbuilding. Our In became the President of the newly named com- business here is not bad. If we compare the success of DS pany Dassault Systemes Russia Corp. To explain the new with its competitor in the world of shipbuilding, it DS’s strategy in Russia, and also clarify other questions of appears that we do better in terms of number of cus- the Edition, Mr. Bernard invited our magazine in Moscow tomers for instance. But we are not yet considered as the and gave us an extensive interview, which we publish with standard, and that’s why we have a lot to do, and we will some shortcuts. relentlessly continue in all emerging countries. Our largest customer is the US Navy, and as well European Congratulations Mr. Bernard for your start as President navies, commercial shipbuilding companies. In Asia, our of Dassault Systemes Russia! In this respect, our first ques- share in the shipbuilding market is not yet very signifi- tion: why were you precisely chosen? Weren’t there proper cant. In my view, ships are particularly more complex local candidates? What is the meaning of this choice for DS products. Cars design, for instance, require a few thou- and for Russia? sands parts, aircrafts – hundreds of thousands, and ships – As you know, I am the Founder of Dassault more than one million, and on top, there all kind of sys- Syst¢mes and I am a member of the Board of Directors. I tems: mechanical, cabling, tank, pipe systems, and so was also the first DS’s CEO for 15 years. It is already 10 forth. The biggest issue in ship construction is that it is a years we have a new CEO – Bernard Charlès, which I complex work and a relatively small market. believe is a normal step in the Company’s development. Else, let’s come back to DS Russia – as you understand, One of my most important role today is to increase the I cannot entirely dedicate my time to our operations in level of awareness of Developing Countries, amongst Russia, since it is absolutely necessary to develop our which the China, India, South Asian countries and those presence as well in those other regions. That is why I of the Pacific ocean’s region, Central Europe, the Middle work with two directors, reporting to me for the opera- East and Russia, and also of developing sectors of the tions of DS Russia. Didier Martre is an experienced industry and of the markets where DS is not enough manager of DS France, who will not stay permanently in established. I am helping DS performing successfully in Moscow, and will strive to transfer his experience and here before mentioned countries. Two years ago, I knowledge, with a focus on Marketing and Technology opened two branches of DS in China and in India. Of issues of the PLM. The second director of DS Russia is a course, we monitor the development of industries in new joiner in our company, Laurent Valroff, who has a these 2 countries and we see there a big potential for us. business education in Russia, and speaks Russian fluent- 2 CAD/CAM/CAE Observer #4 (22) / 2005 ly. He will stay and live here permanently, concentrating It is important to understand that all licenses previ- actively on the development of the company. We have ously sold remain in IBM’s hands. However, the split of today a team of 12 specialists, and we plan to take on responsibilities is the following: IBM focuses its marketing and technical staff. resources on Large Accounts, and we, on behalf of IBM carry out Channel Management activities with the busi- In general, why this decision of setting up DS Russia? ness partners. This is DS Russia’s main task. In other Does that mean that DS was not satisfied with IBM man- terms, in Russia, our business partners are partnering agement of this business in Russia? with IBM and DS at the same time. Our representative – Firstly, we are aware that DS is not a leader in the office manages the distribution channel of our PLM solu- PLM market in Russia. We recognize that we do not tions. That is why it is useless to speak about any conflict address the market in a proper way. In the mean time, we with IBM: there is none, as there is no contradiction observe that Russia and CIS are growing very actively, between DS and IBM responsibilities. IBM focuses on and we see more opportunities for us in this. It is the Large Accounts, and we manage with our Business main reason why we created DS Russia. Partners the other small and medium business accounts. Now I will explain you how the distribution channel works. Right after DS Russia was created, a strategic Do you experience any need to involve new business partnership agreement with IBM was signed by us. In partners in Russia and CIS? Is there anyone in your radar all countries, IBM – our strategic partner, manages sales. screen? The sales of all CATIA licenses are done by IBM. To – Since DS manages a worldwide network of business allow this, IBM created a PLM business organization in partners, of course, we have the full right to take on new almost all countries based on its own technical and sales partners whenever needed. When we identify a possible staff. Furthermore, IBM has a network of Business business partner, we set a contractual agreement, as well Partners to cover most of the regions and to address var- as we ask IBM to sign in as sub-licenses agreement. This ious industrial sectors. Usually, IBM works more with way, our business partners have an agreement with IBM Large Accounts; the Business Partners’ targets being to for the delivery of licenses and with us, for business attract and serve small and medium size companies. management, marketing and support. Frankly speaking, I Thus, we created DS Russia following the decision to cannot say how many new business partners we need to have a reinforced and a more active presence in Russia run successfully our company in Russia. For the time and in the CIS region. We could not leave IBM manage being, we have Bee Pitron, Mebius and HetNet. In the everything here as it was short of knowledge and skills. future, I think that the number of them can be increased ÌÀØÈÍÎÑÒÐÎÅÍÈÅ È ÑÌÅÆÍÛÅ ÎÒÐÀÑËÈ From this comes our main first objective – to transfer our to have a better geographic and market segment cover- knowledge and experience to IBM and its partners. It is age. necessary that all have a direct access to the local DS In China for example, we did this – make an OEM branch to solve any issue. The DS decision of investment partnership deal with the Chinese company CAXA, and installation in Russia does not mean to substitute to which developed [solutions] and sold on the design-cen- IBM and its business partners at all, but more to take the tric market, closer to AutoCAD, for a local usage. The responsibility of and to develop the necessary marketing core of the agreement was that CAXA integrates some of and technical resources to support them. This new our solutions from CATIA V5 and SMARTEAM in its agreement will allow both [IBM and DS] to be more applications, and can provide and market local high-end successful on the Russian market. solutions under its own name. If such a partner-compa- In any case, we would have set up a DS represen- ny existed in Russia, we would openly consider shar- tation because we sense the strong need of our clients ing some of our technologies. Generally, DS philosophy to have direct relations with DS! The simple factual in Russia is that we do not only see potential customers, rapid growth of the industry, which needs to be we consider globally the country with its full potential of addressed and supported, makes our presence partnership opportunities. As the example, we have a absolutely relevant. successful and mutually beneficial partnership with a company of Novosibirsk LEDAS Group, under the man- However, does not it show a contradiction between agement of David Levin.

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