To affirm that the airplane is going to revolutionize the future is to be guilty of the wildest exaggeration - PowerPoint PPT Presentation

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To affirm that the airplane is going to revolutionize the future is to be guilty of the wildest exaggeration

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Title: No Slide Title Author: Aris Tagle Last modified by: Aris Tagle Created Date: 11/18/1998 7:51:19 AM Document presentation format: On-screen Show – PowerPoint PPT presentation

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Title: To affirm that the airplane is going to revolutionize the future is to be guilty of the wildest exaggeration


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To affirm that the airplane is going to
revolutionize the future is to be guilty of the
wildest exaggeration Scientific American
Magazine, 1910
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Commercial Aircraft Industry - Market Drivers
  • Market demand for large planes
  • 777 filled Boeings need for plane sized between
    767 and 747
  • DC-10, L-1011, and early versions of 747 - aging
    aircraft needing replacement
  • Needed to fit existing airport infrastructure

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Market Drivers
  • Seat category Models
  • Intermediate twin-aisle
  • 230-310 767, A300, A310, A330-200
  • 311-399 A330, A340, MD-11
  • 747 and larger
  • gt400 747, 747X, A3XX

777 filled this need
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Market Drivers
  • Increased globalization and travel
  • Higher demand for comfortable, practical business
    travel due to globalization
  • Increased market demand for long-haul flights
  • Boeing had to anticipate types of airplanes
    needed in the future
  • Developing countries and emerging markets,
    especially Pacific Rim and Latin America

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Market Drivers
  • Competition
  • Airbus Industrie - consortium subsidized by
    British, French, German, and Spanish governments
  • McDonnell Douglas MD-11
  • Competing models in seat capacity category
    (311-399 seats) MD-11, A-330, A-340
  • Boeing needed new plane to compete with other new
    products, vs. extending 767

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Market Drivers
  • Plane design specifications
  • Airlines found fault with cabin widths of
    competitors
  • Configuration flexibility
  • Carriers such as United, American, All Nippon
    Airways, British Airways, Japan Airlines, and
    Cathay Pacific helped define 777 configuration
  • Reduced variability in design and production,
    leads to reduced costs

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Market Drivers
  • Cost Drivers
  • Labor - maintenance and operations
  • Fuel - reduced importance but still significant
  • Aircraft Economics
  • Fly-By-Wire eliminates need for flight engineer
  • Twin engine planes are more efficient - lower
    fuel and maintenance costs
  • 777 reliable enough for transoceanic flights
  • Lower customer financing costs

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Why paperless paradigm shift?
  • Slow, arduous, and frustrating design
    manufacturing process
  • Technology available
  • 767 Engine strut (save time costs)
  • Digital flight control (Airbus fly-by-wire)
  • U2 Spy Stealth (successful design teams)
  • Lower costs (minimize errors rework)
  • Risky venture

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Design Production Software
  • CATIA (Computer-Aided 3D Interactive Application)
    - Dassault, IBM
  • ELFINI (Finite Element Analysis System)
  • Solve linear elasticity thermal problems
  • EPIC (Electronic Preassembly Integration)
  • Check for interference in sub-assembly parts

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Hardware Network
  • 1700 WSs (Puget Sound), 7000 worldwide
  • 8 of IBMs largest mainframes (4 - Puget Sound, 4
    - worldwide)
  • Linked by dedicated cable under Pacific Ocean
  • Storage capacity - 3.5 terabytes

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Fly-by-Wire
  • Computerized Flight Control
  • Twisted pair vs steel cables
  • Limitations Overcome
  • Pilots in control
  • Pilots feel airplane
  • Replaced Display Units
  • CRT with flat-panel, full color LCD

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CATIA
  • Developed by Dassault
  • Alliance with IBM
  • Applications to multiple industries
  • UNIX and Windows NT
  • Modular, scalable
  • Dassault also a competitor of Boeing

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Shorter Development Time, Improved Quality, Lower
Cost
  • Concurrent development in more than 17 time zones
  • E-mail and privacy concerns
  • CATIA, ELFINI, EPIC, CLASH
  • Suppliers proprietary software
  • Suppliers acceptance of CATIA
  • Component integration tolerances

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Japanese supplier consortium
  • Mitsubishi Heavy Industries, Fuji, Kawasaki
  • Fuselage development
  • Dedicated trans-Pacific data cables
  • Shared investment costs
  • Promoted airplane purchases by Pacific Rim
    airlines

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IT Engine Design, Integration, and Performance
  • Pratt Whitney (PW4000), Rolls Royce (Trent 80),
    GE/SNECMA (GE90)
  • Airlines select engines
  • FAA certification process shortened
  • GE90 IT leads to performance gains, increased
    reliability ? increased sales
  • Complete engine simulations The cutting edge of
    technology

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IT Tools Intellectual Capital
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Impact - People
  • Boeing Employees
  • Increased Communication
  • Team approach
  • Decreased Bureaucracy

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Impact - People
  • Customers
  • Boeings customer service goal
  • Customer integration into design process
  • Passenger satisfaction
  • Customization
  • Flexible purchase arrangements

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Some of 777s Major Customers
  • American Airlines
  • British Airways
  • Cathay Pacific Airways
  • Continental
  • Delta
  • Emirates
  • Korean Air
  • Lauda Air
  • Malaysia Airlines
  • United
  • Varig

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Airplane Design ProcessTHEN (after WW II)
NOW(after 1990)
  • Make paper drawings full-scale mockups
  • Test fly to discover blunders
  • Write maintenance manuals last
  • Paperless, e-mockups
  • Computer simulation removes bugs
  • Mechanics involved throughout

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Impact of Design Process
  • Saves Boeing time and money
  • Easier design process
  • Improved accuracy
  • Reduced production costs
  • More time for testing
  • First-mover advantage

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Market Outlook
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Market Outlook
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Market Outlook
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Future Issues
  • Production
  • Replacement of production system with streamlined
    DCAC/MRM system to be completed this year
  • Shift to catalogue made to order model
  • Integration with suppliers customers is proving
    to be a challenge
  • Seeking 5 price reductions from suppliers

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Future Issues
  • Asian Crisis
  • Asian demand originally drove the development of
    the 777
  • Short-term Asian demand has dropped
  • Offset by long-term growth prospects in demand
    for airplanes

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Future Issues
  • Competition
  • Replication -- Can Airbus copy this technology?
  • Response
  • Price competition (easier due to subsidies)
  • Design innovations
  • US vs. EU dichotomy

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Future Issues
  • Spillover applications
  • CATIA modeling used for
  • other civil aircraft
  • 737-NG uses innovative production and planning
    techniques learned on 777
  • military aircraft
  • the space shuttle
  • (because its in the direction of goodness)

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