Executive Insights with Bob Haubrock | Immersive Engineering
In the rapidly evolving landscape of industrial design and engineering, Bob Haubrock, Senior Vice President of Product Engineering Software at Siemens Digital Industries Software, is leading a transformative movement in immersive engineering. With over 40 years of experience, his vision is reshaping how we approach design and collaboration.
The convergence of gaming and industrial design
The collaboration between Siemens and Sony represents a significant milestone in industrial design. By integrating Siemens’ Designcenter with Sony’s advanced head-mounted display (HMD) technology, this partnership acknowledges that today’s young designers, who grew up in a gaming-centric world, expect professional tools to match the interactivity and realism they’re accustomed to in gaming environments.
This understanding has driven the development of groundbreaking tools like NX™ Immersive Designer software and NX™ Immersive Collaborator software.
Revolutionizing design through immersive technology
Sony’s XR head-mounted display, featuring 4K OLED microdisplays and proprietary rendering technology, enables users to examine digital twins with unprecedented detail and scale. This technology allows designers to transition from mere data visualization to vivid, realistic representations that even non-specialists can understand and interact with. The ability to manipulate designs at various scales revolutionizes how teams approach product development.
The industrial metaverse: A new era of collaboration
The vision for immersive engineering extends beyond individual tools to encompass an entire ecosystem within the industrial metaverse. Through augmented reality (AR) and mixed reality (MR), Siemens’ solutions enable global teams to co-create in secure virtual environments. NX Immersive Collaborator supports both co-located and remote design sessions, transforming how stakeholders worldwide participate in the development process.
A legacy of innovation
Throughout his career, from his beginnings as a mechanical engineer in Cincinnati to his current leadership role at Siemens, Haubrock has consistently championed innovation. His work with Sony and Nvidia demonstrates how cutting-edge technologies can be practically applied to revolutionize industries. The exponential evolution of technology has transformed work, play, and connectivity, making the integration of virtual collaboration essential for future work environments.
Looking forward
Under Haubrock’s leadership, Siemens’ immersive engineering solutions are not just enhancing visualization—they’re fundamentally changing how we understand and interact with designs and technology. This transformation represents a significant step forward in the industrial metaverse, promising new levels of creativity, efficiency, and collaboration in product development and manufacturing.
Watch the Immersive Engineering video below
