Just rewards. (editor's note).(3D computer graphics software industry)

Competitions have generated a lot of attention in the computer graphics industry lately, most notably in the form of 3D software "shootouts." Indeed, the NAB show in April hosted a shootout geared for broadcast-oriented computer graphics between five of the leading 3D programs: Softimage|XSI, Alias|Wavefront's Maya, Discreet's 3ds max, NewTrek's LightWave, and Maxon's Cinema 4D. And the Siggraph conference in July held a similar competition between these programs intended for use in all entertainment-related fields.

The good news is that audiences love these live, head-to-head contests of software programs. The bad news is that vendors don't. And why should they? Unless they're the hands-down winners, they have everything to lose and nothing to gain, right? No. Actually, the benefits far outweigh the risks. Not only do vendors have a chance to show off what their software can do, they have a tremendous opportunity to serve users by demonstrating how individual features in their programs are best suited to particular tasks. In fact, that's what users want to know more than who wins or loses an arbitrary contest.

If vendors can help match users with the programs that are most appropriate for their needs, they will earn the respect and gratitude of existing and potential customers. And, in the process, they will raise the tide of satisfaction across the industry that will, in turn, lift all their boats.

Taking the alternative approach can only lead to disaster. For instance, consider how 3D mechanical CAD software vendors handled themselves the last time they were invited to participate in 3D shootouts, and bow they fared as a result. The contests took place in the fall of 1998, when organizers of two of the top CAD conferences at the time--M-Tech and Computer Technology ...