[3DPAM Summit Pittsburgh] 3D Printing and Vertical Integration
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Transcript of [3DPAM Summit Pittsburgh] 3D Printing and Vertical Integration
ORGANISATIONAL ADAPTATION: VERTICAL
INTEGRATION3D Printing & Additive Manufacturing Summit
Pittsburgh 4!6 June 2014
Prof. Thierry Rayna
Professor of Economics at Novancia Business School Paris
A"liate Professor at Imperial College London
Associate Editor of Int. J. of Manufacturing Technology and Management
[email protected], @ThierryRayna
RESEARCH FOCUSBusiness Models
Innovation Ecosystems
Strategies
Market Research & Forecasting
Intellectual Property Right Management
Economic Impact & Foresight
Public policies
‘Additive’ adoption
1980 1990 2000 2010 2020 2030 2040
Adoption
2050
Rapid prototyping
Rapid Tooling
Direct manufacturing
Home fabrication
Rapid Prototyping
‘Historical’ use
Still of critical importance
Many new materials:
Fully functional prototypes
Gain of time
Rapid ToolingSecond oldest use of AM
Appeared with heat#resistant prints
Aim: rapid production of casts and moulds used for mass#manufacturing
Advantages:
Cheaper $%100s vs %1000s&
Faster $hours vs weeks or months&
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Source: Stratasys
(Digital) Direct Manufacturing
Decreasing costs and increasing quality have enabled printing of end use part and products
Trigger for mass#customisation
No market is ever small enough $economies of one&
Nowadays, mainly parts and niche applications
Home/Local Fabrication
‘Ultimate’ stage of Additive Manufacturing
Relies on home 3D printers and local ‘print shops’
Home printing nowadays is a hobby
Still expensive and low quality
Recent advances on local manufacturing front $ASDA, La Poste, etc.&
Business Model Components
Value PropositionProduct offeringService offeringPricing model
Value CaptureRevenue modelCost structure
Profit allocation
Value DeliveryDistribution Channels
Target market segments
Value Communication
Communication channelsEthos and story
Value CreationCore competencies
Key resourcesGovernance
Complementary assetsValue networks
Business Model Components
Value PropositionProduct offeringService offeringPricing model
Value CaptureRevenue modelCost structure
Profit allocation
Value DeliveryDistribution Channels
Target market segments
Value Communication
Communication channelsEthos and story
Value CreationCore competencies
Key resourcesGovernance
Complementary assetsValue networks
Value PropositionProduct offeringService offeringProduct offeringService offeringPricing model
Revenue modelCost structure
Profit allocation
Value CreationCore competencies
Complementary assets
Rapid prototypingRapid Tooling
Value PropositionValue Proposition
Revenue model
Profit allocation
Distribution ChannelsTarget market segmentsTarget market segments
Direct manufacturing Service offering
Target market segmentsTarget market segments
Value DeliveryDistribution Channels
Target market segments+/!
Value Capture+/!
+/!
Home fabrication
+/
+/!+/!+/+/+/
+/+/+/!
+/!
CommunicationCommunication channelsCommunication channelsCommunication channels
3D Printing = Pay As You Go!3D Printing = Pay As You Go!3D Printing = Pay As You Go!3D Printing = Pay As You Go!
Vertical Integration?
Overall e'ect
Rapid Prototyping
Rapid Tooling
Direct Manufacturing
Home Fabrication
Greater integration
Greater integration
Ambiguous
Lower integration
Small Large
Direct Manufacturing Mass Manufacturing
Rapid tooling +
Mass Manuf.
!Small series" !Large series"
!Medium series"
Number of series
Number of units
Direct contract
Self printing
Online 3DPrintingPlatforms
© Thierry Rayna 2014. Some rights reserved.Except where otherwise noted, this worked is licensed underhttp://creativecommons.org/licenses/by/4.0/