SIMPAC and Elm Park Labs collaborate to extend the reality (XR) tool


SIMPAC America, a North American subsidiary of South Korea’s leading press manufacturer, SIMPAC Inc., and Elm Park Labs, a Michigan-based computer software company, collaborate to create an exclusive extended reality (XR) tool. This tool will change business practices and operations within the metal forming industry for the foreseeable future.


The partnership is set to complete three project phases – for which each phase will disrupt crucial business practices within the metal forming industry: sales and marketing, buy-offs and installations, and service and operational support. The kick-off project will be an augmented reality (AR) sales and marketing software tool that will showcase SIMPAC’s CX-200 press, a press from the manufacturer’s new CX Series. The CX Series and its IIOT technology, designed to accelerate small part production of stamped parts for the appliance, automotive, and other general industries.


YH Kim, President of North American Operations at SIMPAC America, said: “We are very proud to have made such a strategic partnership with Elm Park Labs. Together, we are expanding upon SIMPAC’s IIOT portfolio while supporting our customers as they dive deeper into Industry and Digitalization 4.0.”


Elm Park Labs will handle the design, development, testing, and deployment of the AR application allowing SIMPAC to not only promote the new press series in a highly innovative way but also enable the press manufacturer to highlight key components of the press, its functionality, and its specific parts and capabilities. The technology will provide a three-dimensional view, which clients can use remotely and walk around with the tool during use. The solution makes it possible to view the internal components of the press and check or adjust the sizing – enabling the customer to verify floorspace requirements.


Kimberley Hanke, Founder & CEO, Elm Park Labs, explained: “The XR ecosystem we are creating for SIMPAC is paramount to bringing a simulated and enhanced environment to the metal forming industry. The robust augmented reality solution for the CX-200 press is only the beginning of this long-term partnership. The goal is to apply all sectors of extended reality to tackle key industry problems that will, in turn, increase turnaround times, knowledge transfer, and ultimately save costs while creating an immersive experience.”


Stephan Robertson, General Manager/VP of Sales & Operations, SIMPAC America, said: “SIMPAC is going through a lot of exciting changes as we continue to dissect emerging industry-wide trends and areas of improvement for our customers and manufacturers on a global scale. This collaboration is just the tip of the iceberg as the UI/UX systems and software IP that Elm Park Labs is configuring for our press systems will set a benchmark for how press manufacturers provide immediate accessibility of critical spare parts and support – a key area our company has already addressed upon our announcement of SIMPAC’s million-dollar acquisition strategy to expand its North American Service Division over the next few years.”

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