Ethical competition and professional values

I have the need as a professional, architect and CEO of AXYZ to write this article to understand if what I feel belongs to a different generation.

Today, being 43 years old and with more than 20 years of experience in the Archviz industry, I believe that the essential foundations of a society, its ethical values, are rapidly being lost.

Respect, integrity, honesty, fairness ... Nahhh, nonsense let's do business!

I make this ironic comment not without a hint of sadness, because I believe that what we used to be, a group of artists, architects, designers, draughtsmen, innovators, creatives that could patiently wait for hours in front of a monitor to see the first pixels of an image, exists no more.

Today we are the same crazy-about-technology people but we are also part of an aggressive growing industry, where ethics and professional values are not worth any more. It's sad and I refuse to accept it!

AXYZ has always been a pioneer, creating a market of specific assets for an Archviz industry that was gradually accepting the use of 3D people models that AXYZ design offered. Creating a market requires a lot of work, effort, knowledge and conviction that what one is doing is going to be transformed into a standard of massive use.

As the 3D human character assets industry advanced, competitors emerged, a positive and natural result for both the Company and the users of these products. Competition is healthy and awakens in one the need to innovate again, strive to improve and achieve better products and services.

I took it for granted that such competition should be ethical and respectful of professional values. However, I was wrong.

For the first time since the beginning of my career, a well-known German competitor and producer of 3D characters began to gain rapid visibility using AXYZ design trademark and all its variants. It does not require much effort and knowledge to do so using the media that the internet makes available to anyone today and that a colossus company such as Google does not condemn in Europe but, on the contrary, encourages. This disloyal behaviour translates into higher profits for Google by creating in us the need to defend the brand by paying more for our own keyword "AXYZ".

Google encourages unfair competition in your search engine!

How can a professional or a company defend itself legally against an act of similar unfair competition?

In Europe, governments have not yet agreed on this issue. Each country has its own laws and defends the intellectual property rights, trademarks and patents in very varied ways. Italy considers this type of act "unfair competition" while in other European countries there is no clear legislation in this regard.

Is it possible to defend against infringement of intellectual property rights in Europe? Not easily. It is very difficult to do so since it has to be done in each member country while everything that happens through the internet does not have a clear jurisdiction, especially when Google establishes the rules of the game.

Today more than ever, after 13 years as CEO of AXYZ design, I am very proud of the fundamentals of our company:

First, the innovative capacity that AXYZ maintains since 2006. It is the first online company selling 3D models of people for Archviz. In 2011, it launched anima?, the first mass simulator for the architectural visualization market and, a year later, the first collection of 3D characters made using photogrammetry and 3D scanning techniques. Today, we continue to innovate with new animation processes and the development of a new locomotion engine based on the use of neural network technologies that will be available in the new version of anima? at the end of 2019.

Second, our ability to compete ethically and maintain professional values which I consider extremely important.

Last but not least, the human resources that are part of AXYZ. We are a wonderful team of professionals who work with passion to carry out our dreams, to constantly create more realistic and true-to-life 3D humans. A mixture of fundamental technique and craftsmanship that allows us to offer better products and services every day so that you can make spectacular architectural images full of life.

Every day we reinvent ourselves for our clients, and we work to improve anima? and our 3D people models taking into account the suggestions you send us, the feedback we receive through the website and our surveys and our intuition and profound knowledge of the needs of the market. We work daily to offer the best products to a fast growing and large community of people passionate about our products and services.

I thank all our customers for the loyalty you have always shown us. I invite you to reflect on these issues and share your thoughts and experiences.

See you on coming D2 Vienna and SOA Venice conferences!

Quoting my friend Ronen Bekerman:

"Be good, do good."

AXYZ design S.R.L. Copyright? 2002 - 2019 IT09500650966 | www.axyz-design.com