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People's Daily Online>>China Business

The new software that's animating industries

By Tuo Yannan  (China Daily)

08:54, February 27, 2012

BEIJING - If you've seen the Oscar-winning movie Avatar, or visited the German pavilion at Expo 2010 Shanghai, the chances are that you may not have noticed the hero behind the scenes, Autodesk Inc, a provider of 3D design, engineering and entertainment software.

If you've never heard of this company, it's worth remembering that 3D technology has already permeated every aspect of our daily lives, ranging from how we work to how we live and play.

From buildings and cars to machines and movies, on the iPhone, tablet PCs and even TVs, there are few aspects of the design world that have not been touched by 3D software.

People often assume that the only place for 3D software is in special effects in movies. However, if you think the software is applied only in 3D entertainment, you'd be wrong.

Many of us will have played with LEGO when we were young. Now those fascinating little blocks can be played with on tablet PCs and you can even develop your own LEGO world. The application is empowered by behind-the-scenes software called Autodesk Inventor Publisher.

"With the increased preference for 3D visualization and the proliferation of mobile devices, we are harnessing powerful digital design data to show our customer base what's possible," said Olav Gjerlufsen, director at The Lego Group.

With Autodesk Inventor Publisher, users can view interactive animated 3D assembly instructions for Brickley, the LEGO dragon. At any point in the process, users can pause the animation, zoom in on a component or rotate the model to see exactly how the parts need to be fitted together - offering a new experience that brings together the physical and digital worlds in an exciting way.

In the age of information and technology, that's only one demonstration of how graphics software is changing our way of life by redesigning the face of the world and how we experience it.

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