Boeing uses Kinect-based solution market its best-selling airplane
Boeing is the world's largest aerospace company and a leading global manufacturer of commercial jetliners and defence, space, and security systems.
A Fortune 500 corporation operating in more than 70 countries, the company has two major business units, Boeing Commercial Airplanes and Boeing
Defense, Space and Security, and reported revenues of USD 63.3 billion in fiscal 2010.
The overwhelming success of the 737 series of aircraft creates opportunities for Boeing marketing teams, which are constantly on the lookout for
innovative ways of telling the airplane’s story and representing its features to potential customers. Boeing has a large portfolio of marketing tools for
explaining the 737 to prospects, but wanted to find new methods of explaining the plane’s immense array of features to customers by using technology
platforms such as PCs, touch-screen devices, and smartphones.
Boeing teamed up with Microsoft and Wire Stone , a Microsoft Gold Certified Partner , to create the ‘Boeing 737 Explained ’ tool, a high-resolution,
interactive, and annotated photographic presentation of the Boeing 737. The solution—which is hosted in the Cloud and can be viewed from a wide range
of Windows-based devices, from smart-phones to full-size movie screens—shows the aircraft in extremely realistic, 3-D-like detail.
Boeing and Wire Stone decided to build a Cloud-based solution based on Microsoft Azure, because they felt it represented the best option in terms of
performance, scalability, and the ability to deliver the presentation to different types of devices. Additionally, Microsoft partner Wire Stone also decided to
use Microsoft’s Kinect and Silverlight Deep Zone, as well as Windows 7 Touch, a feature of the operating system that enables touch-screen capabilities.
By integrating Kinect into the solution, Wire Stone was able to dramatically enhance the user experience. Kinect has been used in presentations with sales
staff, and is ideal for use in trade shows and other venues that can support massive digital displays on which the Boeing 737 Explained solution can be
viewed in real-world dimensions. Users stand a few feet back from a life-size image of a Boeing 737 plane and use Kinect to quickly move around and
explore the aircraft. For example, they can jump from the brakes on the main landing gear to the leading edge of a wing in one fluid movement. Kinect
supports skeletal recognition and gesturing to propel users through a powerful, immersive experience that provides a strong sense of dimensions, colors,
and other airplane characteristics.
By building its Boeing 737 Explained tool using Kinect and other Microsoft products, Boeing and Wire Stone have created a solution that gives customers,
who cannot actually touch a real plane the next best thing.
The solution also helps Boeing compete more effectively—even in a market where it has a strong product lead. With this new approach, Boeing has been
able to create one of the best marketing tools that differentiate the company from its competitors.