New Industry Experience Center brings digital transformation to life

We read every day about how companies are transforming their businesses through technologies like artificial intelligence, machine learning, robotics and the Internet of Things. But are these gains achievable across industries? Can a hospital, for instance, really see the same benefits from these technologies as, say, an automotive manufacturer?

Microsoft’s new Industry Center (IEC), which opened last month in Redmond, Washington, aims to answer that question – with a resounding yes. The 23,000-square-foot center showcases 60 fascinating, real-world examples of customers and partners that are innovating their businesses and disrupting markets with Microsoft technologies.

An optical sorter shows how Bühler, one of the world’s largest providers of food processing solutions, is using visual AI to sort out poisonous corn, protecting consumers and increasing production efficiency.

A short distance away, a drone from eSmart Systems buzzes above, dramatically illustrating how machine learning is allowing public utilities to spot problems with power poles without sending a technician out, helping them reduce costs and ensure the safety of their workers.

In the grocery aisle, IoT-enabled displays from Kroger illuminate dynamic pricing and product information based on what the customer touches and looks at on the shelf. Visual analytics automatically alert store staff when an item is out of stock or running low.

“We often talk about technology and services that drive digital transformation, but the IEC is a chance for customers to interact with them firsthand,” says Deb Cupp, CVP of Worldwide Enterprise and Commercial Industries at Microsoft. “These are immersive experiences that demonstrate how companies are digitally transforming, and how our customers and partners are using these solutions to drive disruption in their industries.”

An optical sorter from Bühler and a compact industrial robot from ABB in the manufacturing area of Microsoft's new Industry Experience Center.

Technology at work in the real world

Each interactive exhibit allows visitors to get hands-on with the technologies and explore how they are being used across industries to drive innovation. Experiences are focused on nine key industries: Retail and Consumer Goods, Financial Services, Education, Government, Health Care, Automotive, Manufacturing, Energy and Media and Communications.

That doesn’t mean a health care company, for instance, will only be guided through health care experiences in the IEC. Instead, Microsoft’s team of full-time “envisioning specialists” take each customer on a customized journey through the most relevant technology solutions for their unique business – no matter what the .

RFID wristbands from partner Thuzi – which every visitor gets upon starting their engagement – add to the personalized experience. As customers walk through the center, if they see an exhibit they want to learn more about, they simply tap their wristband against a “puck” on the exhibit wall. They then receive an email with a link to a customized microsite with more information, designed just for them.

Cupp says, “Engagements are tailored to each individual customer and designed to spark creative ideation, inspired conversations and new opportunities. With the IEC, customers can get up close and personal with innovative technologies applied across industries so they can envision what’s possible by partnering with Microsoft.”

A showcase for industry innovation

The IEC sits in the same building in what has been, for the last 10 years, the Retail Experience Center. But late last year, the company decided to expand the center to a cross-industry offering to demonstrate the application and breadth of its technology across verticals.

Today, the IEC features everything from first-party Microsoft technologies to solutions created by startups, large global companies and everything in between. Microsoft’s Mixed Reality Capture Studios has installed a state-of-the-art volumetric stage at the IEC where visitors can get a souvenir hologram.

“We’re lighting up innovation by industry across a wide variety of customers and partners all over the globe,” says Cupp.

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