Part 1 : Background, groundbreaking RPC technology, sales and the Web economy

Thanks for talking to us, Randall. Can you give us a little bit of background about your company and how you got started?
I formed ArchVision in 1991 as a fresh graduate of the University of Kentucky College of Architecture. I became enthralled with using CAD software to build 3-dimensional models of architectural designs as an architecture student in the late 80's. ArchVision was formed to provide advanced 3D visualization services for clients around the country.

Our focus has shifted in the past couple of years toward software development. We developed and launched a new Image-Based Rendering technology that uses image data to represent objects in 3-dimensions rather than traditional polygonal geometry. We named the technology "RPC" which is an acronym for Rich Photorealistic Content.

RPC technology allows users to view complex objects such as people and trees in 3D using actual image data of the subject. The RPC content and software technology we launched two years ago has become one of the most exciting developments in design visualization. It allows our customers to create hyper-realistic images that were nearly impossible without RPC.

And you have an e-commerce site devoted to RPC content, and to making 3D content widely available to all computer visualization professionals?
Yes, in support of the growing RPC content libraries available we launched RPCnet - it allows customers to browse currently available content and license our solutions. We currently support customers in over fifty countries around the world. The site is being "updated" with more powerful search technology and will be redeployed early in 2001.

Are you going to update more than just the search technology?
We're in the process of a complete revamp. We're building a more personal site that will deliver targeted information for our customers and registered users. The site will tailor news and product information to their specific applications and provide a specialized search technology for locating RPC content. Customers will also have 24-hour access to their product authorizations and account information.

Your company created "realpeople" software for designers and you host a website that is devoted to its sale. Has your "sales" focus changed with the Web-driven economy and is that reflected in your website?
I don't think we could have successfully launched our technology without the use of the Web. The cost of acquiring customers has been drastically reduced through its use. We continue to use traditional tools to attract customers to our technology such as magazine ads, trade shows, direct mail, etc., but the website allows us to bring our technology directly to our customers. We communicate with and support thousands of customers around the world with a staff of sixteen people in Lexington, Kentucky! Couldn't happen without the Web.

Our customers visit our site in search of a solution to their visualization problems. We try to present the product information in a straightforward manner and respect their time.

Your website features several free sample downloads for visitors. What are the benefits of such a feature in terms of responses from your customers?
Everyone likes to kick the tires before making a purchase. We feel a test-drive is one of our best sales tools. Customers can download fully functioning demo software and content for experimentation. We also try to keep the sample content fresh with new types of content we're constantly releasing. This keeps not only our customers returning often but the tire-kickers as well, giving us another opportunity to convert them.

In your interactions with customers via the Web arena what do you find are the most important issues that need to be addressed?
With our audience in particular the most important thing I think we understand is that our customers are looking for solutions to their problems, not technology. While we like to boast about what we have accomplished with our RPC technology our customers care most about the results. We make their jobs easier and their work product richer. When they visit our site they want to see how the tools can be implemented and ultimately how the tools can improve their own work.

What are some integral parts needed in a website with a specialized product such as yours to successfully attract and keep new visitors and customers to the site?
The most important ingredient is having something of value that the visitor needs. Without that you're paddling upstream. Once they are there you need to give them the information they came for, quickly. Because you may have visitors with varying degrees of understanding about your product(s), I believe you need to provide several levels of information. Some people want to know the details. You have to make it available to them. They will be frustrated by high-level "sales" information alone.

How do the content libraries work on your site and why is that an important feature of your site?
The RPC content on our site is what our customers are looking for when they visit so the ability to browse the entire collection has been critical to the site's success. Customers can browse RPC content and make purchases in the form of libraries of pre-configured content types or license individual pieces of content.

Your company has some of the most advanced design tools available to it "in-house", yet your site is not overloaded with graphics. Why?
We feel very strongly that our visitors are there to see the products and how they are used, not to see if we've implemented the latest web graphics technology. They can get their entertainment elsewhere. Again, we try to be respectful of their time.

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