Automobile Assembly Machine

Why I Joined Bright Machines

By Hanns Windele, SVP of Sales for EMEA, Bright Machines
March 5, 2019

Over the past 20 years, the electronic design automation (EDA) industry has seen a rapid acceleration of innovation, with improvements made in both methodology and tools to greatly improve design productivity through automation. It’s something I witnessed first-hand during my 30-year tenure at EDA solution provider, Mentor Graphics. These improvements in software have had a huge impact on the design phase of electronic systems like integrated circuits and printed circuit boards, leading to faster development times, efficiency and testability. Yet the methodologies by which products are manufactured have remained largely unchanged for 30 years.

This observation led me to a critical question: How can we improve the manufacturing process to match innovations that have happened on the design side of the house? Bright Machines is a company that immediately caught my attention because of its ambitious goal to make manufacturing more intelligent. By applying the basic principles of software to traditional hardware, the company enables manufacturers to effortlessly and autonomously build physical products. Bright Machines is already developing game-changing smart automation – fittingly termed Software-Defined Manufacturing – that will transform factories as we understand them. Not just another factory automation company, Bright Machines is taking a fundamentally different approach to fix the manufacturing process by combining hardware with big data and artificial intelligence. At less than a year old, the company is already applying this approach to manufacturing lines for millions of products around the world – spanning automotive, communications, consumer and computer electronics.

Today, I am thrilled to be joining this exciting company as Senior Vice President of Sales for Europe, the Middle East and Africa, where I’ll be helping customers realize this new vision for Software-Defined Manufacturing.  Bright Machines is a special company for its incredible mix of talent and expertise. With veterans hailing from both software and hardware, the company’s DNA encompasses both disciplines giving it the unique edge it needs to solve for the many challenges that currently plague manufacturing.

With a massive market opportunity ahead of us and a vision to transform not just a single vertical but an entire industry, I simply couldn’t pass up the opportunity to jump on board. Just as I’ve witnessed automation’s tremendous impact on EDA, I can’t wait to watch its full potential take shape in the manufacturing sector.  I am proud and honored to be part of this brilliant team in our mission to transform manufacturing and accelerate its pace of innovation.

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