May 10, 2022

Productization drives radical new levels of value and scalability in construction

Today, technology is available to support a radically different approach to construction.…
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Akio Moriwaki

Today, technology is available to support a radically different approach to construction. Productization is a strategy for delivering hyper-customized, efficient construction solutions at scale. This approach uses virtual construction twins to enable the application of generative, configurable design strategies to the factory construction and management of modular systems.

In contrast to off-site manufacturing that preserves trade-based workflows, productization delivers to the construction site “integration-ready modules” that offer substantial gains in quality, speed and versatility.

Integration-Ready Modules: Rethinking theCore Elements of Construction

Modularization is a key concept in productization, yet it is often misunderstood. A recalibrated take on modularity reveals how these elements can be easily configured across a platform without sacrificing creativity. Modules can be much more sophisticated than mobile trailers, as is the misconception in the United States.

In the automotive industry, we see that vehicle production gains cost efficiency because each vehicle is an assembly of standard, modular components that can be engineered en masse. However, cars all take the same general form. Buildings, on the other hand, are approached as one-off projects, each with a unique shape. Uniformity is not achievable in construction — nor should it be the goal. No one wants the same building as their neighbor and variation between site requirements makes this idea impractical.

MODULARIZATION SIGNIFICANTLY OUTPERFORMS OFF-SITE MANUFACTURING & ASSEMBLY

This article is excerpted from THE PRODUCTIZATION EFFECT: How integration-ready modules will transform the roles of general contractors, specialty contractors and the entire construction value chain. This white paper maps the path to productization and defines how general contractors, specialty contractors and the entire construction value chain can leverage virtual twins on an end-to-end collaboration platform, transcend the limitations of classic industrialization and leapfrog to personalized construction.


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