£1.2m deal between Broadway Malyan and Autodesk provides international benefits
In December 2012 international architecture practice Broadway Malyan announced a strategic deal with design software provider Autodesk worth £1.2m to propel the firm onto a fully-integrated cloud-based platform. WAN met with Martin Bates, Director at Broadway Malyan and Tom Edmonds, Sales Manager for UK, Ireland and Scandinavia at Autodesk to find out how the partnership provides Broadway Malyan with a competitive edge.
Broadway Malyan and Autodesk have been working together for many years but in 2012, as part of a larger international growth strategy, the architectural practice signed a £1.2m deal which integrated the latest Autodesk BIM Cloud technologies into its global workflows.
As part of the deal came a number of licenses which have given Broadway Malyan a leg-up on its competitors in locations such as Sao Paulo where the technology is currently unavailable. Bates explained that once the office in London shuts down, its licenses transfer across to other studios around the world such as Sao Paulo, who can then gain an advantage on local practices through the use of this cutting-edge technology.
Edmonds furthers: “The advantage that [Broadway Malyan] get is they can build up expertise in certain areas and use it wherever they go in the world because they have bought their licenses locally but with an international extension they are then free to use them as they see fit; they have a degree of flexibility in the way they can run global projects.”
Another string to the Broadway Malyan bow is the ongoing Research & Development programme they have with Autodesk. Members of the Autodesk team regularly come into Broadway Malyan’s London offices to train its architects on the use of their software through working case studies but also to collaborate on ways to improve existing Autodesk programmes.
Bates explains: “This partnership agreement is more than just the software licenses; it is the training and the access to Research & Development. It’s a two-way process really because we will explain what we’re trying to do, what we’re trying to get out of the software and [the Autodesk team] will explain to us how to go about doing that…and not only that but they will say ‘What about this?’ and ‘What about that?’ and ‘If we showed you how to do this, what could you do with that?’.”
This is a two-way street however, as Autodesk is able to benefit from true case study-based research in a burgeoning international office, as Edmonds details: “One of the key things about having a direct relationship with Autodesk…is that we give them direct access to some of our product development teams so that they get first visibility of some of the new products that are coming along.
"It's very important for us as a company because whilst we are innovating, we don’t want to do that in a bubble. We need to hear what our customers want and they give us an insight as to what they’re seeing in the marketplace and what they really need.”
More exclusive insight from Martin Bates and Tom Edmonds in the following short film…