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Industry Analysis And Competition

INDUSTRY ANALYSIS   EXTERNAL ANALYSIS General Environment The

general external environment trends are relevant since they can lead to
threats and opportunities in the 3DP industry. Moreover the economy
worldwide is recovering from the global crisis of 20085. Ideally, spending
on infrastructural/capital goods like printers are continued to be increased
by the enterprises and industrial customers for expansion. The target
customers for 3D Printer (or Additive Manufacturing) are the firms who
increase their capital expenditure and invest on R&D. In an expanding
economy 3D Systems has a chance to exploit their strengths in industrial
offerings, as well as capture consumers who might be able and willing to
experiment with desktop printing. This growth projection also serves as a
fresh opportunity for new high-capital entrants such as existing 2D printer
manufacturers. More applicable to the AM industry, the ubiquity of modern
desktop computing means that across segments, everyone should have
access to either a PC or a Mac in order to run software programs or access
content services. They also should all be able to connect to printers using
standardized USB or Wifi protocols. There is even an accepted universal file
format for 3D printer data that can be output by nearly every modelling
software. In 2013, a university student and self-proclaimed anarchist
designed and printed a 3D printed plastic handgun. With stronger
technologies available during the last two years, it is now feasible to print
an entire lower receiver of an AR-15 rifle. Currently, 3D-printed medical
devices are treated similar to other products, but in the future there could
be more scrutiny: "Two FDA laboratories are looking into ways 3D printing
could affect the way medical devices are manufactured in the future". An
alternative way to segment is by industry-application for the printed
product.   Porter's 5 Forces Analysis For 3D printing manufacturing to be
considered favourable, Porter's Six Forces offers a more detailed framework
for delineating threats, risks and rewards industry-wide. While 3D Systems
and competitor Stratasys dominate the comprehensive offering of 3D
printing technologies across all segments, smaller more industry-specific
firms operate and threaten entry into the 3D Printing industry, especially
with the attractiveness of economic growth in those applications. The
benefits of AM, including decreasing time to market and innovating
product design, are becoming more recognized, and adoption of the
technology has become standard in manufacturing processes. Increasingly,
2D printing firms such as HP are threatening industry penetration as well in
industrial and medical applications. Suppliers in the AM industry ensure
that materials, machine parts and other components for 3D printing
manufacturing are available and enable the subsequent value chain
components to operate. Global availability of printer components has
increasingly commoditized these components and nearly erased switching
costs for purchasers. It is highly unlikely that materials providers would
forward integrate to build whole printer or service systems. Most buyers of
3D printing machines and services do not immediately threaten backward
integration into production or supply nor do buyers easily switch due to
high purchase costs. Despite these pressures that suggest low buyer power,
the majority of the value in 3D printing manufacturing is captured by the
buyer once they have the printed part. While there are more traditional
modes of modelling and production, 3D printing is becoming the norm for
prototyping, and modelling and producing are being incorporated into the
digital threads of more comprehensive 3D printing solutions. Concurrently,
traditional manufacturing methods are getting more economical for
production and until 3D printing technology can offer the speed and low
cost of traditional methods, the threat of substitutes on the enterprise and
industrial levels will remain. 3D Systems currently addresses each of the
mature markets included in Gartner’s “Slope of Enlightenment”. Across
industry segments, competitors vie for adoption and provision of
technologies and products. As firms in the industry make strategy
considerations, attentiveness to buyers’ preferences and demands (and
therefore value) will be especially important. Simultaneously firms in the
industry are increasingly acquiring their own supply chains (backward
integrating) slowly relying less on 3rd parties for components and
assembly. This duopoly has created intense competitive pressure between
the two firms although the differentiation in technology offerings is helping
to mitigate the direct pressure of rivalry. As the popularity of 3D printing-
especially for prototyping-increases, file types for all kinds of 3D printer
work has been standardized. The standard file type can be created, stored,
communicated by complements before the printing stage. Recently, AM
has expanded beyond prototype creation and into other arenas including
full-scale industrial fabrication, customized medical devices, prosthetics,
edibles, and consumer products.     COMPETITIVE LANDSCAPE   Porter's
forces demonstrate what Wohlers, Gartner, IBISWorld and other industry
analysts have identified: the AM industry has moderate to medium to high
favourability. Though 3D Systems is constrained by the same forces as the
rest of the AM industry their focus on building comprehensive and well-
integrated solutions address these very forces both offensively and
defensively. Currently, 3D Systems and Stratasys are the largest players,
each with a comprehensive offering of 3D printing manufacturing solutions
across almost all segments and industries. The remaining 43% of the AM
industry is made up of a growing number of more industry- or segment-
specific offerings including ALTEM Technologies, HP, Brahma 3,
Imaginarium, KCbots, JGroup Robotics and others with the largest number
of firms operating in the consumer sector. Though 3D Systems and
Stratasys are the major players in the AM industry, more industry-specific
players such as Brahma 3, JGroup Robotics and ALTEM Technologies are
introducing new technologies and potential threats to the current
operators. Their participation in the medical and aerospace industries is
specifically of interest to 3D Systems. According to current Stratasys CEO
David Reis, Stratasys is focused on the growth drivers for 2015 that will look
very different from 2014, with a focus on materials, production grade
printers, and adding to SSYS production "Ecosystem," which will
increasingly include a software component. Stratasys' current strategy
addresses multiple segments across industries, similarly to 3D Systems. This
helps them capture profits from using the machines to create finished
outputs for customers who have not yet, or may not ever, purchase a
printer. Given Stratasys' new direction into production printing and
materials, and increasing acquisitions of service bureaus, this will create
 more direct competition between these two firms, therefore increasing
rivalry between 3D Systems and Stratasys. This technology lays down a thin
layer of powdered plastic and then uses its thermal inkjet technology to
print a chemical agent on top. While this is similar to 3D System's Z Corp or
Voxeljet's plastic printers, it appears that the differences are threefold.
Second, HP uses "Fusing energy" on each pass, which could increase the
strength of the part as well as increase the speed of the printer. HP's shift
from 2D printing to 3D printing threatens to disrupt the current 3D printing
process by introducing a significantly faster process for printing stronger
parts with finer details. In the long run, HP's success will be measured by its
ability to capture market share away from the established firms and provide
a 3D printed solution that is faster, more cost effective, and more precise
than today's solutions. As most rising segments of the AM industry are
anticipated to develop within 2-5 years, there is no immediate threat to 3D
Systems. With anxious new and developing enterprises working in the
wings to capture more of the AM industry, 3D Systems strategy moving
forward will need to obstruct the progress of these segments or capture
the value away from their competitors. undefined undefined undefined
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