Impression 3D : Repenser les business models et la capture de valeur [Marcus Evans IP workshop...
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IMPRESSION 3D : REPENSER LES BUSINESS
MODELS ET LA CAPTURE DE VALEUR
Conférence Stratégies de Protection et Valorisation des Brevets
01/10/2014
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Prof. Thierry Rayna
Professeur d’Économie à Novancia Business School Paris
Professeur Affilié à Imperial College London
[email protected], @ThierryRayna
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3D Printing & Additive Manufacturing Research Group
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Axes de rechercheBusiness Models
Écosystèmes d’innovation
Stratégies
Études de marché et prévisions
Gestion de la Propriété Intellectuelle
Impact économique et prospective
Politiques publiques
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Plan
L’impression 3D
L’impact de l’impression 3D sur les business models
Des business models adaptatifs avec l’impression 3D
Repenser la capture de valeur
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L’IMPRESSION 3D
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Technologie
Coût1980 … 2000 2010… …2020
$20K $1K $500
Polymères
$200K
Plastic Alliages
Sucre
Chocolat
Cellules
Céramique
…
$100…
…
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De nombreuses technologiesStereolithography (SLA)
Fused Deposition Modelling (FDM)
Laminated Object Manufacturing (LOM)
Selective Laser Sintering (SLS)
Laser Deposition Technology (LDT)
Electron Beam Freeform Fabrication (EBF3)
…
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De nombreux matériauxPlastique
Alliages
Céramique
Bois
Sucre
Chocolat
Sel
Cellules
Molécules
…
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Une adoption ‘additive’
1980 1990 2000 2010 2020 2030 2040
Adoption
2050
Prototypage rapide
Outillage rapide
Production directe
Fabrication à domicile
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Prototypage rapide
Usage historique
Toujours d’importance critique
De nouveaux matériaux + haute qualité
Prototype pleinement fonctionnels
Gain de temps
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Simulated overmoulding
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Actual colour and moving parts
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Subtly blended coloursFinal product realism
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Outillage rapide
Deuxième usage historique
Depuis la disponibilité de polymères résistants à la chaleur
But: production rapide de moules destinés à la production de masse
Avantages:
Moins cher ($100s vs $1000s)
Plus rapide (quelques heures au lieu de semaines/mois)
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ExOne Sand Printing Method:Time: 8 weeks
Cost: $18,200
Traditional Method:Pattern-based sand casting
Time: 51 weeks
Cost: $29,562
Specifications:Customer: Naval Undersea Warfare Center – Keyport
Batch Size: 4
Reverse Engineer Compressor Pump Castings with 43 Week Reduction in Lead Time and 40% Cost Savings“The OEM quoted $29,562 each plus 51 weeks lead time.”
Customer Challenge: Naval Undersea Warfare Center (NUWC) – Keyport learned of the need for vacuum cone castings used on Ohio-class submarines. There were none in their supply system. The OEM quoted $29,562 each plus 51 weeks lead time.
The Solution: The final castings were delivered to NUWC Keyport in 8 weeks for a cost of only $18,200 each. NUWC Keyport reverse engineered the castings in order to create CAD files, which were used to print a sand mold package with the ExOne digital part materialization process.
ExOne’s Competitive Advantage: Additive manufacturing offers significantly shorter lead times and reduced component cost.
About ExOne: ExOne additive manufacturing technology uses three-dimensional printing to create complex molds and cores directly from
ExOne Additive Manufacturing Case Study: Sand
US Navy
Plus rapide et moins cher
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Source: Stratasys
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Production (numérique) directe
Baisse des coûts et hausse de la qualité permettent d’imprimer des produits pour l’utilisateur final
Permet la personnalisation de masse
Actuellement, concerne principalement les pièces de rechange et quelques niches
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Fabrication à domicile (ou locale)
Stade d’évolution ultime
Basé sur les imprimantes domestiques ou des prestataires locaux (‘print shops’)
Impression 3D à la maison est aujourd’hui un hobby
Coût trop élevé et qualité faible
De plus en plus de prestataires locaux (ASDA, La Poste, etc.)
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L’IMPACT DE L’IMPRESSION 3D SUR LES BUSINESS MODELS
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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
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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
Rapid prototyping
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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
Rapid prototypingRapid Tooling
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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
Rapid prototypingRapid ToolingDirect manufacturing
+/-+/-
+/-
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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
Rapid prototypingRapid ToolingDirect manufacturing
+/-+/-
+/-
Home fabrication
+/-
+/-
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Éléments clésPersonnalisation de masse / Mass customisation
‘Innovation utilisateur’ / User innovation
Crowdsourcing
Crowdsourcing + Mass customisation = ‘Crowdcustomisation’
Marchés de niche
Monétisation de la ‘longue traîne’
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DES BUSINESS MODELS ADAPTATIFS
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Des Business Models agilesOwn marketRelated market New market
Design
Manufacturing
Distribution
Upstream
Downstream
Sideways
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3D Printing = Pay As You Go!
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Prototypage rapide de business models
Faible investissement
Technologie extensible
Possibilité de tester de multiples Business Models à faible coût
« Plus ça rate, plus on a de chances que ça marche »
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CONCURRENCE ET CAPTURE DE VALEUR
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$ 3,499
$ 3,500
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$ 3,499
$ 3,500
Compétences et connaissances incarnées dans :
l’objet
l’individu
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3D Sc
anne
r 3D Printer
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Va-t-on vers un piratage des objets ?
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TIRER LES LEÇONS DU PASSÉ
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Leçon nº1 :Quand quelque chose devient numérique,
il y a toujours du piratage
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Leçon nº2 :Ni la technologie ni la loi (seuls) ne
peuvent empêcher le piratage
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Leçon nº3 :On ne peut pas empêcher le piratage,
mais on peut l’éviter…
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Leçon nº3 :On ne peut pas empêcher le piratage,
mais on peut l’éviter…
Avec le bon Business Model !
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ÉCONOMIE NUMÉRIQUE
Repenser la capture de valeur
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L’Économie NumériqueTerre d’opportunités
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L’Économie NumériqueCe que tout le monde fait (ou presque !)
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L’industrie du disque(2000 – 2010)
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L’Économie NumériqueCe que Google fait
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L’Économie NumériqueCe que nous devons faire
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L’Aïkido de l’Économie Numérique
Arrêtons nager à contre courant
Utilisons la force du courant à notre avantage...
... sans nuire aux consommateurs
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QUEL RÔLE POUR LES ENTREPRISES ?
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ENTREPRISES = GARDIENS
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Utiliser la force…
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Utiliser la force…
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Utiliser la force…
Certification service
Micropayment
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Mieux vaut une petite part d’un grand gâteau qu’une grande part de rien
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QUESTIONS? [email protected]@ThierryRayna