Overview

3D technology has a significant role to play in any industry in the present era of technology. It

helps firms increase product quality while also focusing on a low-cost, environmentally

responsible way to manufacture items. Some of the responsibilities 3D technology plays in the

modern industry include providing organizations with a competitive advantage and assisting

their growth. It is analyzed how a construction company, based in the UK, can adopt 3D

technology in its business operations to innovate its services.

Introduction

Explaining the visual information of a picture in computer systems is known as 3D technology.

It is an effect produced that keeps the viewers immersed in their environs, also known as

augmented reality. Tessellating, geometry, and compression are all multi-phase processes of 3-D

picture processing. To start with, in the model that has to be made, interlinked statements are

used from which distinct rectangles are to be created. In the next step, the transformation of

polygons takes place, along with the inclusion of special effects. In the commencing phase, the

material that has been so far created is converted into particles with subtle elements. There are 3

main programs in order to make a 3D design: Solid modeling, polygon modeling, and Digital

sculpting.

3D Technology in the UK

The UK comes fifth in the world in adopting 3D technology with the US, Germany, Korea, and

Japan above it rank-wise. According to the research, the United Kingdom is the world's third
fastest-growing domestic 3D printing market. there are some factors that cause hindrances in

developing the technology in the country. Lack of skills and specialized training, lack of

government knowledge, an extremely defensive investment attitude, business owners’

uncertainty about the rate of return (ROI), and a fractured business network contribute to the

hindrances. Because this technology is so new and encompasses such a broad variety of

disciplines, even huge firms find it too expensive to begin implementing it in their operations.

They would want to conduct thorough research on the subject before considering its

implementation in their company.

Unfortunately, 3D technology was only able to be a part of a few paragraphs in the Made

Smarter Review of the Government’s industrial strategy. But, according to the National Strategy

2018-25 report, it was indicated that more was discussed around the subject of 3D technology

than being communicated. However, there can be seen a rise in the adoption of 3D technology by

small, medium, and large businesses in the country. (Williamson, 2022)

3D technology in large and small businesses

3D technology is of immense benefit to startups. For a proof of concept or prototyping, it can

help create better-looking and functional parts, which present the idea in an enhanced manner to

future consumers and investors. For a small business, capital is quite low. They cannot afford to

lose a lot of time and money on developing a product that will be later rejected in the market.

they can use 3D technology to speed up their product development process which will resultantly

save time and money for them. Moreover, inculcating 3D technology into your operations

provides businesses an edge over their competitors also known as a competitive advantage.
Traditional manufacturing processes are quite expensive, time and effort-consuming. In the

short-run, 3D technology can help a business to incur lower costs as well as facilitate easier

manufacturing. It is evident how much of issue storage is for new startups. With the aid of 3D

technology, businesses can produce parts whenever it needs them, and that’s how the supply

chain is catered to more efficiently. Lastly, 3D technology can help businesses produce better

quality products that are reliable and add value to the business.

Incumbent related strategic issues

When an entity enters a market with new technology, the process is referred to as disruption. The

companies already using the particular technology are called incumbent firms. These firms are

forced to react quickly as there is a new entrant in the market. they generate a response with

swift analysis and implementation.

Already established firms have an edge in the market. Firstly, these firms have deeper know-how

of customer needs. Secondly, they are aware of the profitability situation and thus can allocate

required resources to the correct target market. this is what is known as the ‘incumbent

advantage’. They can use the customer information which includes the information of each and

every customer that they have, to help the business scale. These firms have a lot of experience in

the industry, hence, routines and processes become an important part of their operations. As the

operations become more and more complex, they develop strategies as they get used to it and

even out unpredictability. (MacMillan and Selden, 2022). Executives in their companies are

rewarded for constant performance, and they prune out strategic options for the sake of

efficiency. Therefore, they already have strategies up their sleeves to face the new entrants.
When a new business model emerges, its impact is insufficient to affect the existing firm's

performance trajectory. It becomes difficult for new entrants to understand how the incumbent

firm expresses itself in relation to the new technology. The business stage of the new entrant

must be taken into consideration too. A firm just starting to adopt the 3D technology poses little

threat to the established company. A well-established new entrant, on the other hand, can

generate complications for the incumbent firm.

Strategies by the incumbents

In the initial stages of adopting new technology, the incumbent firms might see the best of their

doing in not implementing a response immediately. This is because early on, new entrants don’t

pose that big a threat to the incumbent firms. However, as time passes, they need to formulate

strategies to react to the new entrants. They already have an edge of being established in the

market. Plus, they have the capital necessary for growth which new entrants might lack. They

can use that capital for further spending on technology, marketing, customer acquisition, etc. the

capital can also be used in research and development which will educate them better on the

intricacies of 3D technology and help them make better decisions in the future regarding the

technology. Exhibiting their products with improved and augmented technology to the customers

positions them well in their eyes and increases the chances of customer acquisition. These are

some of the strategies that can be used by incumbent firms against new entrants. The time period

to formulate and implement strategies can be around a year as that would allow the firm to

effectively analyze and manage the situation. Any strategy by the incumbent firm, however, is

crucial for the new startup and poses a great challenge for them to deal with. It requires high
amounts of business knowledge, patience, and competitiveness to face such responses by the

incumbent firms.

Opportunities in the tech economy

3D technology is an emerging technology with immense substance for growth and innovation.

The technology has developed over the years to a point that it can provide use in various

industries such as pharmaceutical, tool-making, aerospace, etc. to make large-scale models, 3D

printers are a huge opportunity in the construction sector. Another amazing feature of 3D printers

and what counts as a possibility to include the technology in the construction sector is their

ability to construct walls and produce cement. From making components used in construction to

printing entire buildings, 3D printing can open new doors in the construction industry. With fast

production, less chance of man-made error, liberty to try out innovative designs, and wasting

reduction, the use of 3D technology is not only innovative and effective but sustainable and

environmentally friendly too. Along with this, 3D technology is cost-effective too as it reduces

the manufacturing costs in the construction process.

Henry Boot: An insight

Henry boot is a UK-based construction company that has the vision to create long-term value

and sustainable growth for consumers, suppliers, etc. they operate across the whole property

value chain. Buying land that doesn't have planning approval, getting it approved, developing it,

and managing an investment portfolio are all activities part of their business model. They cater to

both public and private clients across all construction sectors. Cambridge street collective and

Elshaw house, The Glass Works, Kangaroo Works, The Cocoa Works, and many more are a part

of the projects they have worked upon. It is a part of their business plan to focus on

sustainability, responsible business practices, and the environment. They have launched various

campaigns to ensure sustainability by reducing waste and pollution, reducing carbon emissions,

and integration of renewable energy. 3D technology is quite an interesting aspect of the

construction process. Before using the materials, you can actually visualize what the final

structure would look like. Due to this, much of the waste material can be prevented from the

disposal, as well as a reduction in costs can be seen. Types of 3D modeling can be used to

incorporate the technology into a business’s operations. Firstly, solid modeling can be used to

make 3D models of usable parts of manufacturing. The user can add and remove a wide range of

materials, as well as mix component pieces to create totally new constructs and circumstances,

using simulation. Throughout work, it helps save the parameters, which means that consumers

can alter measurements in their model without having to build it all over again. In Polygon

modeling pixels are used to describe the properties of model constructs. Users can alter a

photographer's mesh, textures, edges, and corners using this method. It also allows for the

creation of incredibly detailed and challenging 3D models. The third type is digital sculpting

which helps users to imitate the traditional visual sculpture. Virtual clay balls and interactive
instruments that mimic physical carving software are included in digital carving applications.

Designers can "sculpt" artifacts of comprehensive specifications using these tools. Models can be

altered at any stage during the manufacturing process, allowing the user to examine each form

more deeply and come up with an improved design. These models can be of important use to

Henry Boot. Digital sculpting will help the business to form the initial tools or materials required

to construct the model. They can use solid modeling to provide a visual representation of the

construction they are going to do, along with the materials being used in the process. If it does

not come to the client’s liking, they can alter the model for improvements without wasting a

single resource. Lastly, 3D printers can be used to print out materials that can be used inside the

construction models. This way, Henry Boot will cater to the most significant stages of the

building process. It should be noted that incorporating 3D technology into its operations will not

only help Henry Boot to save costs but also contribute toward sustainability and environmental

friendliness. This will enhance their reputation as a CSR (Corporate Social Responsibility) and

help them gain a customer base.

Competitor analysis

Mitie is another UK-based company that is one of the largest ones in the country. Unlike Henry

Boot, they have already incorporated 3D technology in their operations. Before any work begins,

they draw premium-quality digital models to help to recognize any issues prior to the

construction process. Some of their services include Tailored design solutions, 3D modeling,

detailed surveys, low carbon designs, energy audits, and energy monitoring and production of

asset registers. Their mechanical and electrical services also use 3D technology, which makes

their operations more effective, sustainable, and cost-effective. It has spent a lot on research and
development of the new technology too. No doubt it is one of the leading construction companies

in the UK. Adoption of 3D technology rapidly is a lesson for Henry Boot to do the same as there

are no doubts about the potential 3D technology holds in the construction industry.

Conclusion

It can be concluded that 3D technology is quite useful for a startup. There have been findings in

the research which suggest that it is one of the fastest-growing technologies in the modern world.

Any business that wishes to adopt the technology will reap more benefits than incur losses. It

will also sustain the earth by neglecting the traditional methods that play a role in harming the

environment.

References
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MacMillan, I. and Selden, L., 2022. The Incumbent’s Advantage. [online] Harvard Business
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2022].

3D Printing and the Construction Industry: Uses, Scope and Benefits - E-Build Pakistan. E-
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