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Service Firm Technology Propositions

When an architectural firm such as Frank O. Gehry & Associates uses non-AEC software such as the French aerospace CATIA CAD system, that is an example of solution-specific technology applied to support high-expertise practice. Ditto for leading engineers' exploitation of advanced analytics such as Finite Element Analysis (FEA), Computational Fluid Dynamics (CFD), or Radiance, which also trade off cost and complexity for technological support of a firm's expertise or brain work.

Mainstream technologies are, by definition, no longer on the leading, expertise-driven edge of technology, but mature enough to deliver solid and reliable performance (just like their "experience-firm" users). The scope and complexity of full-service, experience-firm projects often require maximum performance in terms of throughput, storage capacity, connectivity, and so on.

Value-oriented technology is a couple of steps off the pace, with concomitant trade offs in leading edge braininess and mainstream performance, but is an exemplar of efficiency in economic terms. Last year's "hot" computer is still as fast today as it was last year, but now it costs 50% less, making it an ideal choice for firms whose clients' willingness to pay is geared to their expectation of efficiency.



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