3D Systems Case Analysis
3D Systems and Cube®
As a radical innovation, 3D printing has been introduced to market over 30 years since 1980s. This technology revolution doesn’t only change the process of molding; it also adapts its industry to go green by reducing wasting materials. In the contrast, object is produced by traditional technology (subtractive process) generates surplus cut material. In the early period of development, it was applied in hobbyist uses and industry uses such as design visualization, prototyping, architecture, education, and healthcare. In 2000s, along with mass launches of portable 3D printers from several companies, 3D printer has stepped on consumer product market; also, printed objects have been transformed from components or prototypes to finished goods. The personal 3D printer is incremental innovation of 3D printing. Basically, it was developed from industry 3D printer by design, size, and accessibility. Cube® as 3D Systems’ first personal 3D printer is part of company’s strategy which is to accelerate 3D printer penetration. Five growth strategies
* Expand on-demand-parts services
* Accelerate 3D printer penetration
* Grow healthcare revenue
* Consumer and retail
* Create Seamless digital scan, design and print platform 3D Systems acquired Rapidform which is a leading global provider of 3D scan-to CAD and inspection software tools, located in Seoul, South Korea in 9 October 2012. 3D Systems is going to achieve its fifth growth initiative: to create a seamless, digital scan, design and print platform for the benefit of its customers. 3D Systems would broaden their range of capabilities with complementary products and technology, and extend its coverage and breadth globally with a significant foothold in South Korea and Japan. Technological Opportunities and Innovation
The company has been playing as a leading provider in 3D printing business for over 25 years. It mainly focuses on business purposes e.g. making a rapid prototyping and manufacturing part. The research and development team of the company work closely with marketing department and foresee an opportunity gap in the current market. The team has an idea to entering into “home personal 3D printing” market by launching a new product line called Cube® which allows people to print real object in three dimensions. Concurrent with introducing Cubify.com as a marketplace and meeting place where artists, designers, children and makers can sell their 3D designs and anyone can
Cube® in Product Life Cycle
According to Product Life Cycle strategy, 3D Systems and its Cube® have been successfully proving the Introduction stage and are ongoing with Growth stage. The attention has been captured by hyping up the publicity and put the personal home 3D printing into recognition. All sources of public media e.g. Magazine, Newspaper, YouTube, News, Trade Event are widely presenting the debut of company innovation of home personal 3D printer and has been awarded as the winner of “Popular Mechanics Breakthrough Award 2012”.
3D Systems Focusing Strategies
In order to move along from Introduction period to Growth, the company has put its focus into 4 main company strategies which one of them is “Accelerate 3D printer penetration”. It is emphasis on expanding company distribution channel through reseller and subsidiary around the world which currently the company only offers click-and-mortar store.
Cube® in Adoption Curve and its Development Culture
Since the personal home 3D printer is new to market, with its intuitive experience offering to consumer, it is not difficult for Innovators group of people to adopt the printing technology. Therefore, with its product features—Simplicity of Plug and Play, WiFi printing support, and more pattern available to download on cubify.com, it would not be an obscurity for Early Adopters to adopt the system as well.
Furthermore, Cube® 3D printer is currently...