NDTMA 2016 Annual Conference
3D Visualization Tool for the NDT Marketplace
Bruce A. Pellegrino
Vice President - Marketing
Sensor Networks, Inc.
Boalsburg, PA
Golden Nugget Hotel, Las Vegas, NV February 16-18, 2016
NDTMA 2016 Annual Conference
Golden Nugget Hotel, Las Vegas, NV February 16-18, 2016
Today’s Agenda
1. NDT Market Revisited 2. What & Why 3 D ?3. Modeling the Market 4. Conclusions
“Only the dead know NY City”Pete Hamill
A Drinking Life
“Only the dead know NDT”Bruce Pellegrino
An NDT life
Getting calibrated: NDT Products and Services is a very fragmented, global, ~ $10 Billion / Year Market
CAGR of ~6 %
Ex: Factory In-house
Oil & Gas is 65% of Services
NDT Services $ ≈ LV Gaming $ Source: Frost & Sullivan – Various Reports
UT$480
RT$525
MT/ET$225
VT$195
PT $75
UT RT MT/ET VT PT
Products$1,500
Services$7,900
Training$250
Products Services Training
“Products & Services:
an implicit partnership”
Core NDT
Our NDT Solar System:
UT
Dozens of technologies
Addressing dozens of sub-segments
Result: Thousands and thousands of applications
MT ET
RT
AE PT
FL
CTXR
IS
DRCRVT
N
Condition Monitoring
NDT TechnologiesMetrology
Infrastructure
Materials Engineering
Security
Process Control
NDT’s Broader Universe
QA / QC
Asset Integrity
So Why 3 D ? Our real world is 3 D and we “see” and think in 3D !
• 3D Movies• 3D Scanners• Stereo-photogrammetry• Autonomous vehicle vision system • 3D Design & Printing• Facilities Maintenance Planning • 911 dispatch• 3D Computed Tomography• 3D Ultrasound
So “why not” 3D visualization of a market ?
Volumetric
Superficial
A voxel is a volumetric pixel and the unit of currency for any 3D rendering.
3D 101: What is a voxel ?
3 D MARKET Model Example
X-Axis = Region: North America
Z-Axis = Segments : Oil & Gas
Y-Axis = Method or Technology : PAUT
Other Possible Axes = Buying behavior, Applications, Time, etc.
• Unit of measure: Voxel density or intensity = Revenue or profitability ( $$ or %)
• Market resolution is determined by the number of voxels in our model.
• 5 x 5 x 5 = 125 micro-markets
1 Voxel = 1 Micro-markete.g. UT , Nuclear Power, Europe
Always a question of granularity
One voxel model
1 x 1 x 1 Houston, Refinery, Film RT
8,000 voxel model
20 x 20 x 20
$375k / voxel
125 voxel model
5 x 5 x 5
$24 M / voxel Regions G20 20 Sub-segments Technologies
USA Upstream UTT
Germany Midstream UTF
China Downstream PAUT
Japan Subsea GWUT
UK Chemical UTTM
France Nuclear DR
Italy Fossil CR
Korea Gas Turbine Film
Russia Hydro X-Ray
Austria Wind Isotope
Canada Aero engine CT
Mexico Airframe CPR
India MRO Borescope
Indonesia Military Fiberscope
Argentina Auto Mfg Videoprobe
Brazil Rail CCTV
Saudi Arabia Castings ECT
S. Africa Tube RFECT
Turkey Bar Mag Particle
Eurozone Plate Dye Penetrant
Regions Segments Technologies
N. A. O&G UT
S. A. Power RT
Euro Aero RVI
MEA Trans EM
Asia Metals MPT
A $3 Billion / year equipment market
Regional view
Technology view
Segment view Technology vs Region
NA SA Euro MEA Asia
UT 260 25 265 60 260
RT 290 25 260 65 290
RVI 115 13 140 24 115
ECT 110 20 110 29 110
Segment vs Technology
UT RT RVI ECT MPT
O&G 230 285 72 41 90
PG 245 295 67 160 85
Aero 250 190 175 85 85
Auto 90 90 59 53 77
Mfg. 55 70 34 40 77
Segment vs Region
NA SA Euro MEA Asia
O&G 230 18 155 85 230
PG 270 22 245 45 270
Aero 225 25 275 35 225
Auto 95 17 145 17 95
Mfg. 80 18 80 18 80
Asia UT RT RVI ECT MPT
O&G 75 100 20 10 25
PG 75 100 20 50 25
Aero 75 50 50 25 25
Auto 20 20 15 15 25
Mfg. 15 20 10 10 25
MEA UT RT RVI ECT MPT
O&G 25 30 10 10 10
PG 15 15 5 5 5
Aero 10 10 5 5 5
Auto 5 5 2 4 1
Mfg. 5 5 2 5 1
Euro UT RT RVI ECT MPT
O&G 50 50 20 10 25
PG 75 75 20 50 25
Aero 85 75 65 25 25
Auto 40 40 25 15 25
Mfg. 15 20 10 10 25
S.A. UT RT RVI ECT MPT
O&G 5 5 2 1 5
PG 5 5 2 5 5
Aero 5 5 5 5 5
Auto 5 5 2 4 1
Mfg. 5 5 2 5 1
N.A. UT RT RVI ECT MPT
O&G 75 100 20 10 25
PG 75 100 20 50 25
Aero 75 50 50 25 25
Auto 20 20 15 15 25
Mfg. 15 20 10 10 25
Poor Man’s 3D Model via Excel
Premium 3D Model
3D Images are courtesy of Volume Graphics, GmbH
Color Key: • Red= > $5 MM• Orange= 1 MM – 5 MM• Yellow= 500k – 1 MM • Green = 100 – 500k• Blue = < 100k
NDTMA 2016 Annual Conference
Golden Nugget Hotel, Las Vegas, NV February 16-18, 2016
Conclusions
1. It is sometimes useful to think of your business as a 3D image or model.
2. Strategy is primarily around focus. Modeling the market helps to provide clarity and focus.
3. You decide how granular your data needs are.
