The Productization Effect

How integration-ready modules will transform the roles of general contractors, specialty contractors and the entire construction value chain

The construction industry is facing extreme demands for speed, sustainability and customization. The only way to meet these demands is to break free of the constraints of today’s trade-based prefabrication and subcontractor coordination mentalities. Productization drives more value, offers more scalability and bypasses financial sinkholes rampant in trade-based industrialized processes.


As productization becomes more widespread, construction value chain players will reorganize and collaborate more closely through virtual twins. GCs will serve as prime integrators of multi-trade modules. Specialty contractors will morph into virtual makers. Microfactories will become more prevalent.


Forward-thinking business leaders are already adjusting their business models around virtualized processes, digital deliverables and off-cycle product management. Construction teams will ultimately maximize value with integration-ready construction modules that include multi-trade assemblies, generative variants and standardized interfaces. The 3DEXPERIENCE Cloud platform offers the functionality necessary to support construction virtual twins, productization and integration-ready modules.

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