3d Printing XAnge

A NEW PATH
TO PROSPERITY
OR YET ANOTHER
OVER-HYPED
TECHNOLOGY?

XANGE INSIGHTS
We at XAnge are blessed to be the financial partners of some of the
brightest, most execution-driven and passionate entrepreneurs.
From them and our corporate Limited Partners, we receive everyday
invaluable ‘digital insights’.
It is time now to give back and share some of our sector-specific
expertise: this is the core of the ‘XAnge Insights’ reports.
Let’s open the XAnge Insights series with a topic hailed by The
Economist as a potential “Fourth Industrial Revolution”: 3D printing.
In 3D Printing we trust. And invested in the topic in 2012.
We believe something big is happening in 3D Printing.
But not what most observers seem to be focused on – more in the
following slides.
ABOUT

1. UNDERSTANDING 3D PRINTING
The concept
The operation
The history
The market in figures
The areas of application
The key market players
2. 3D PRINTING, BUZZWORD OF 2014
The context
The optimistic point of view
The potential for tomorrow
The manufacturing big bang
The contrarian point of view
The XAnge point of view
4. KEY TAKE AWAYS
The different point of views
There is more to come
The final word
Contact details
TABLE OF CONTENTS
3. IMPACT FOR BRANDS
3D printing: a friend or a foe?
Examples of brands embracing 3D printing
A need to rethink marketing
A new 21st century approach to marketing
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46
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IN A WORLD BECOMING MORE DIGITALISED,
REAL TIME, CONSUMING 3D PRINTING IS SUPPOSED
TO RE-INTERPRET OUR MATERIAL WORLD
AND RESHAPE OUR VISION OF THE INDUSTRY
FOREWORD
4
3D PRINTING IS SAID TO:
AND MUCH MORE (reshape logistics, reduce the dependency on China, reduce the
foreign trade’s deficit…)
REVOLUTIONIZE
THE WAY WE DESIGN
AND MANUFACTURE
OBJECTS
INSERT EMOTION
IN PRODUCT BY
REVIVING CRAFT
AND SKILL
BOOST THE
LOCAL ECONOMY
ARE ALL THOSE
PREDICTIONS
ACCURATE?
IS 3D PRINTING
JUST AN
EPIPHENOMENA
OR IS IT THE 4TH
INDUSTRIAL
REVOLUTION?

3D PRINTING IS A PROCESS OF
MAKING A THREE-DIMENSIONAL
SOLID OBJECT OF VIRTUALLY ANY
SHAPE FROM A DIGITAL MODEL*.
3D PRINTING IS SAID TO BE AN
“ADDITIVE MANUFACTURING”,
WHICH CONSISTS OF BUILDING
OBJECTS LAYER-BY-LAYER.
THEREFORE NOTHING IS IMPOSSIBLE
FOR 3D PRINTING.
IF YOU CAN IMAGINE IT, 3D PRINTING
CAN MAKE IT.
3D PRINTING
*Source: Wikipedia
1. UNDERSTANDING 3D PRINTING: THE CONCEPT

1. UNDERSTANDING 3D PRINTING: THE OPERATION
PLASTICS
METALS
CERAMICS
GLASS
PAPER
LIVING
CELLS
POWDERS
FILAMENTS
SHEETS
LIQUIDS
7
TYPE OF MATERIAL WHICH CAN BE USED
IN THE 3D PRINTING PROCESS
(NON EXHAUSTIVE LIST)
MATERIAL WHICH CAN BE USED
IN THE 3D PRINTING PROCESS

6
MAIN ADDITIVE
MANUFACTURING
TECHNIQUES
SELECTIVE LASER SINTERING (SLS)
It uses a laser to fuse small particles
(plastic, metal, ceramic..) into a solid
mass that has a desired three-
dimensional shape.
This technique is used for the low
volume production of prototype models
and functional components.
DIRECT METAL
LASER SINTERING (DMLS)
It uses a high powered laser to melt and
fuse metal powder into a solid part.
It is used for rapid tooling development,
medical implants, and aerospace parts.
FUSED FILAMENT FABRICATION (FFF)
A fused filament fabrication tool
deposits a filament of material on top or
alongside the same material, thereby
making a joint. It is used for prototyping
and low-volume manufacturing.
STEREOLITHOGRAPHY (SLA)
It employs a vat of liquid ultraviolet
curable photopolymer "resin" and an
ultraviolet laser to build parts' layers
one at a time.
It is used for rapid prototyping and
for complex shapes.
LAMINATED OBJECT
MANUFACTURING (LOM)
Layers of adhesive-coated paper,
plastic, or metal laminates are
successively glued together and cut to
shape with a laser cutter.
It is used for form/fit testing, rapid
tooling patterns.
INKJET-BIOPRINTING
The process is similar to an inkjet printer
where each dot of ink at a time form a
shape, except that the ink is replaced by
human cells.
1. UNDERSTANDING 3D PRINTING: THE OPERATION
8

Invention of the
inkjet printer
which onset the
3D concept
Source: T.Rowe Price
Charles Hull invents the
stereolithography
process which makes it
possible to print a 3D
object from digital data
INCEPTION BIRTH OF 3D FIRST STEP
The 3D Systems
company produces
the first machine that
uses the
stereolithography
process
(i.e. SLA machine)
MEDICINE PREMIERE
The Wake Forest
Institute for
Regenerative Medicine
implants a 3D
synthetic scaffold for
patients who suffer
from urinary problems
THE BACKGROUND
1. UNDERSTANDING 3D PRINTING: A BIT OF HISTORY
9
1976 1984 1992 1999

Source: T.Rowe Price
Food can be
printed by using
raw ingredients
inside syringes
10
1. UNDERSTANDING 3D PRINTING: A BIT OF HISTORY
Founding of
RepRap by Adrian
Bowyer. It’s an open
source initiative to
build a 3D printer
that can print most
of its own
components.
Thanks to the viability
of the SLS (selective
laser sintering)
machine, on-demand
production becomes
feasible & realistic
OPEN
SOURCING
MASS
CUSTOMIZATION PROSTHETIC
A person walks with a
3D prosthetic leg,
with all parts (knee,
foot, socket, etc.)
printed in the same
structure.
TRANSPORTS
PREMIERE
2010: a 3D printed
aircraft is designed at
the University of
Southampton.
It flies unmanned and
was built in 7 days
2011: Urbee is the first
3D printed car by Kior
Ecologic
THE MODERN TIMES
2005 2006 2008
2010/
2011
2013
FOOD
PREMIERE

THE MARKET FOR 3D PRINTERS
COULD BE WORTH $10.8 BILLION*
BY 2021.
WORLDWIDE MARKETSIZE
FOR 3D PRINTERS IN 2012
(UP 29% COMPARED TO 2011)
A 3D PRINTER
FOR LESS
THAN $1,000
AMAZON IS SELLING 3D
PRINTERS THAT RANGE FROM
$800 TO $3,000.
STAPLES SELLS THE
CUBE PRINTER FOR $1,300.
MAPLINELECTRONICS
IS TAKING PRE-ORDERS FOR
THE £700 VELLEMAN K8200
THE 3D PRINTING
INDUSTRY TOOK:
20 YEARS TO REACH
$1 BILLION IN SIZE.
5 ADDITIONAL YEARS TO
GENERATE ITS SECOND
$1 BILLION.
IT IS EXPECTED TO
DOUBLE AGAIN, TO
$4 BILLION, IN 2015.
*Source: Wohlers Associates
THE US WILL REMAIN
THE WORLD’S LARGEST
3D PRINTING MARKET,
ACCOUNTING FOR SOME
42% OF GLOBAL SALES
BY 2017
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1. UNDERSTANDING 3D PRINTING: THE MARKET IN FIGURES

A 5-meter long
titanium airplane
part has been 3D
printed in one piece
MEDICINE
Artificial human
tissue with several
properties of living
tissues is fabricated
with a 3D printer
CAR
An Australian
programmer has built
its own Aston Martin
DB4 using a Solidoodle
2 3D printer
AIRCRAFTDENTAL
The dental industry
has used 3D printers
to make custom parts
that require a perfect
finish (crowns,
bridges, dentures...)
TIRE
Michelin used 3D
printing to mold
tire prototypes
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1. UNDERSTANDING 3D PRINTING: THE AREAS OF APPLICATION
EVERY INDUSTRY CAN NOW BE IMPACTED BY 3D PRINTING
FROM INDUSTRIES FAMILIAR WITH 3D PRINTING

Disney researchers
develop software to
enable people to
create and print in 3D
format mechanical
toys
TOYS FOOD
The ChefJet 3D
printer produces
edible prints (with
flavors like chocolate,
vanilla, mint…)
GUN
World's first 3D
printed metal gun by
Solid Concepts
FASHION
Victoria’s Secret
printed a 3D lingerie
ensemble for its
annual fashion show
JEWELLERY
3D rings printed and
cast in gold by
American brand
Endswell
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1. UNDERSTANDING 3D PRINTING: THE AREAS OF APPLICATION
EVERY INDUSTRY CAN NOW BE IMPACTED BY 3D PRINTING
TO INDUSTRIES NEWLY ENGAGED WITH THIS TECHNOLOGY

CAR
FRANCE
SCULPTEO*
* XAnge investment
USA
3D SYSTEMS
STRATASYS
CONFORMIS
MAKERBOT
OBJET
GEOMETRIES
OPTOMEC
ORGANOVO
SHAPEWAYS
Z BURLINGTON

GERMANY
ENVISIONTEC
EOS
EXONE
FRUTH INNOVATIVE
CONCEPT LASER
VOXELJET
BELGIUM
MATERIALISE
MELOTTE
LAYERWISE
SWEDEN
ARCAM
HOGANAS
UK
DIGITS2WIDGETS
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1. UNDERSTANDING 3D PRINTING: PANORAMA OF KEY MARKET PLAYERS
3D PRINTING MANUFACTURES & SERVICES
(NON EXHAUTSIVE LIST)
HOLLAND
ULTIMAKER

PRINTING INVENTION
THE PRINTING INVENTION
BY GUTENBERG HAS
REVOLUTIONIZED
PEOPLE ACCESS TO
KNOWLEDGE.
BEFORE ONLY A FEW
HAD ACCESS TO IT, A
WAY TO CONTROL THE
MASSES.
TO THE
FUTUREBACK
3D PRINTING INVENTION
THE 3D PRINTING
MOVEMENT IN THE HANDS
OF A WIDER VARIETY OF
PEOPLE WILL
CHALLENGE
THE BASIC ASSUMPTIONS
OF INDUSTRIAL
PRODUCTION, RETAIL, AND
CONSUMPTION.
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1. UNDERSTANDING 3D PRINTING: BACK TO THE FUTURE

2. 3D, BUZZWORD OF 2014: THE CONTEXT
BARRIERS TO THE ADOPTION
OF 3D PRINTING
•  Primarily used for rapid prototyping
•  High cost prices (printers & materials)
•  Fragile materials and poor quality delivered
•  Few choices of materials
•  Few experts having access to the know how and
being able to afford the machines
•  Few brands on the market available
20TH CENTURY

21ST CENTURY
ADVANCES FOR MASSIVE
ADOPTION OF 3D PRINTING
•  Multiple possible uses
•  Falling prices for both printers and material
•  Improvement in the machine’s performance
•  Expanding range of possible material
•  Patent has expired or will soon expire
•  New big comers entering the market
(like HP or Konica Minolta)

* Valuation made in 2009
ON THE SAME MODEL
ON WHAT HAPPENED WITH HIGH
TECHNOLOGY PRODUCTS (COMPUTER,
CAMERA, TV, SMARTPHONE, ETC.), 3D
PRINTING FOLLOWS THE SAME PATH
OF PRODUCT DEMOCRATIZATION
WHICH TAKES USUALLY 30 YEARS
BEFORE IT BECOMES AVAILABLE TO
THE CONSUMER
Remember when in the 1980's an IBM PC would cost
around $3,000 (currently the equivalent of $7,127.69*)
or a Motorola smartphone $4,000, and weighed over
2 pounds.
TIME
PRICE

“3D IS JUST A GIMMICK”
TERRY GOU
CEO OF FOXCONN TECHNOLOGY GROUP
(WORLD LARGEST CONTRACT
MANUFACTURER OF ELECTRONIC GOODS)
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2. 3D, BUZZWORD OF 2014: THE POTENTIAL FOR TOMORROW
IS THIS MAN RIGHT?

FROM
ABUSINESS
PERSPECTIVE
FROM
ACUSTOMER
PERSPECTIVE
21
2. 3D, BUZZWORD OF 2014: THE OPTIMISTIC POINT OF VIEW
THE OPTIMISTIC
POINT OF VIEW
“3D PRINTING IS NOT COMPETING WITH
CONVENTIONAL MANUFACTURING,
BUT IS HYBRIDISING WITH IT”
THE ECONOMIST, 3D PRINTING SCALES UP
BUSINESS PERSPECTIVE
“JUST AS DESKTOP PUBLISHING
TRANSFORMED HOW WE WRITE,
WE THINK DESKTOP MANUFACTURING
WILL TRANSFORM HOW WE CREATE”
MICROSOFT BLOG POST
CONSUMER PERSPECTIVE

$230 TO $550 BILLION PER YEAR
IMPACT GENERATED BY 3D PRINTING BY 2025
ON THE FOLLOWING APPLICATIONS*
30/50
$ billion
CONSUMER USAGE
DIRECT PRODUCT MANUFACTURING
MOLDS MANUFACTURING
*Source: McKinsey, 2013
$100/300
billion
Reduced cost by:
- producing directly (vs. purchasing to retailers)
- lowering design & advertising fees embedded in the
price of products
$100/200
billion
$30/50
billion
Cost savings by producing low-volume, high-value parts in
high technical industries (i.e. medical, transport)
Cost reduction by printing superior
3D-printed molds
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CONSUMER
PERSPECTIVE
BUSINESS
PERSPECTIVE

$4
trillion*
IN SALES OF CONSUMER PRODUCTS
THAT MIGHT BE 3D PRINTED
(AT RETAIL PRICES) BY 2025
FROM A CUSTOMER
PERSPECTIVE
CONSUMER
USAGE
WHY?
- Toys
-  Fashion (RTW, accessories,
footwear)
-  Jewelry
-  Those products are
(almost) easy to make
using 3D printing
-  Customization can be
done easily and offer
a high value for the
consumer
MOST AFFECTED INDUSTRIES

FROM A BUSINESS
PERSPECTIVE
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DIRECT PRODUCT
MANUFACTURING
$770
billion*
MARKET SIZE (ANNUALLY BY 2025)
FOR COMPLEX, LOW-VOLUME,
HIGHLY CUSTOMIZABLE PARTS
WHY?MOST AFFECTED INDUSTRIES
-  Automobile
-  Medical
-  Engineering
-  Aviation
-  Reduction of total
cost (elimination of
tooling costs,
reduction of handling
costs)
-  Shortening cycles of
production

FROM A BUSINESS
PERSPECTIVE
MOLDS
MANUFACTURING
$30/50
billion*
COST REDUCTION BY PRINTING
SUPERIOR 3D-PRINTED MOLDS
MOST AFFECTED INDUSTRIES
-  All the industries with a high
consumption of molds
-  Time saving
(shortening setup
times)
-  Efficiency (eliminating
tooling errors)
WHY?

IN ORDER TO BENEFIT FROM COST REDUCTION
COMPANIES WHERE LIMITED TO WHERE AND
HOW TO PRODUCE, FAVORING MASSIVE
CENTRALIZATION OF ASSEMBLY LINES.
PRODUCTION WILL BE MOVED CLOSER TO THE
SITE OF CONSUMPTION AND ALLOW SUPPLY
CHAINS TO FRAGMENT INTO MANY VERY
SMALL-SCALE PARTS PRODUCERS.
NEW KINDS OF MANUFACTURING BUSINESS
MODELS WILL POP UP, DEPENDING ON
WHETHER THE PRODUCTION RUN IS A LIMITED,
EVENT-SPECIFIC OR A SHORT-RUN ONE.
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2. 3D, BUZZWORD OF 2014: THE MANUFACTURING BIG BANG
FROM A BUSINESS PERSPECTIVE
BEFORE
FIXED
MANUFACTURING ORGANISATION
TOMORROW
FLEXIBLE & MOBILE
FABRICATION MODEL

FLEXIBILITY AND RAPIDITY
SAVE TIME BY BEING ABLE TO
PROTOTYPE RAPIDLY AND TO ADAPT
TO THE MARKET NEEDS
IN REAL TIME.
COST AND PRODUCT EFFICIENCY
REDUCTION IN PRODUCTION COSTS:
3D PRINTING MAKES IT POSSIBLE TO USE THE
EXACT AMOUNT OF MATERIAL REQUIRED,
ELIMINATING WASTE FROM TRADITIONAL
MANUFACTURING (IN WHICH UP TO 90% OF RAW
MATERIAL IS DISCARDED).
FOR HIGH-VALUE GOODS WHERE RAPID
INNOVATION IS A KEY FACTOR OF SUCCESS (VS
ABSOLUTE COST) 3D PRINTING COULD BRING
PROXIMITY TO END MARKETS AND ACCESS TO
HIGHLY SKILLED TALENT WHICH IS MORE
IMPORTANT THAN HOURLY LABOUR RATES IN
DETERMINING WHERE PRODUCTION IS LOCATED.
ENVIRONMENT FRIENDLY
PRODUCT ARE MADE LOCALLY
AND DO NOT REQUIRE TRANSPORT
OVER GREAT DISTANCES.
THUS THE PRODUCTS HAVE LESS
IMPACT ON THE ENVIRONMENT.
FROM A BUSINESS’S
PERSPECTIVE
27
2. 3D, BUZZWORD OF 2014: THE MAJOR BENEFITS OF THIS NEW PRODUCTION MODEL
FROM A BUSINESS PERSPECTIVE
1 2 3

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FROM A CUSTOMER’S PERSPECTIVE
MASS PRODUCTION DID NOT TARGET AND WAS
NOT MADE ACCESSIBLE TO A LARGE PUBLIC.
PEOPLE HAD NO IMPACT ON THE PRODUCT’S
DEVELOPMENT.
YESTERDAY
NO ACCES TO FABRICATION
DEVELOPMENT OF A MODEL WHERE PEOPLE
HAVE ACCESS TO THEIR OWN PRODUCTION.
THIS MODEL PROMOTES:
-  A UNIVERSAL ACCESS VIA FREE LICENSING
TO A PRODUCT'S DESIGN
-  A UNIVERSAL IMPROVEMENT OF THAT
DESIGN BY ANYONE
TOMORROW
OPEN FABRICATION

THIS NEW MANUFACTURING
ECOSYSTEM WILL DEVELOP
WITHIN A NETWORK OF
COLLABORATIVE
PRODUCTION, WHERE OPEN
FABRICATION COMMUNITIES
ARE THE CENTRE OF THE
SYSTEM
TOMORROW
OPEN FABRICATION

A COMMUNITY COMPOSED OF DESIGNERS AND
FABBERS ARE APPLYING THE PRINCIPLES OF DIY,
OPEN-SOURCE, AND COOPERATIVE
COLLABORATION AROUND 3D DEVICES
ON THE MODEL OF “CREATIVE COMMONS” THEY
SETUP A NEW WAY TO INNOVATE & FABRICATE BY
PIONEERING NEW BUSINESS MODELS BASED ON
OPEN STANDARDS, OPEN PLATFORMS AND OPEN
INTELLECTUAL PROPERTY.
IN CHINA, THEY ARE TWO WAYS OF MANUFACTURING,
THE LEGAL AND THE PIRATE WAYS.
THIS PIRATE MANUFACTURING IS CALLED “SHAN ZAI”
WHICH WAS ORIGINALLY USED TO DESCRIBE A BANDIT
STRONGHOLD OUTSIDE GOVERNMENT CONTROL AND
TODAY REFERS TO BUSINESSES BASED ON FAKE OR
PIRATED PRODUCTS.
THEIR INNOVATIVE APPROACH IS BASED ON FREQUENTLY
LAUNCHING NEW PRODUCTS THAT FIT WELL WITH THE
LATEST MARKET TRENDS/CONSUMER PREFERENCES AND
BY CONSISTENTLY IMPROVING THE ORIGINAL PRODUCTS.
HENCE RAPID PROTOTYPING & PRODUCTION IS A KEY TO
THE TESTING THE RUNNING OF THEIR IDEAS AS WELL AS
THEIR SUCCESS.
OPEN FABRICATION
COMMUNITITES
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3D
HACKTIVIST
PIRATE
MANU-
FACTURERS

FROM A BUSINESS
PERSPECTIVE
31
2. 3D, BUZZWORD OF 2014: THE MAJOR BENEFITS OF THIS NEW PRODUCTION MODEL
NEW STREAM OF REVENUE
BY LAUNCHING ITS OWN LINE OF
PRODUCTS THE CUSTOMER WILL BE
ABLE, AS A BRAND, TO GENERATE
INCOME BY SELLING ITS PRODUCTION.
1 2 3
COST EFFICENCY
HERE COMES THE TIME TO
REAPPROPRIATE THE WORLD OF
OBJECTS. TO DESIGN, MODIFY,
MANUFACTURE, USE, REPAIR BY
ONESELF, AND DO SO WITH THE HELP
OF THE COMMUNITY.
PEOPLE, BY BEING ABLE TO FIX AND
GIVE A SECOND LIFE TO THEIR
PRODUCTS, WILL MAKE SAVINGS BY
BECOMING THEIR OWN REPAIRER.
PRODUCT SATISFACTION
PEOPLE WILL HAVE A PRODUCT THAT
PERFECTLY MATCHES THEIR DESIRES BY USING
THE SHANZAI NETWORK.
INDEED DESIGNERS/PEOPLE WILL BE ABLE TO
CREATE PRODUCTS WHICH MATCH THE TASTES
OF SMALL-SCALE MARKETS AND USE CHINESE
MANUFACTURING TO PRODUCE THEM VERY
QUICKLY.

ECOLOGICAL
ECONOMICAL
FINANCIAL
LOCAL
2. 3D, BUZZWORD OF 2014: THE BENEFITS SUM-UP
3D printing is a green technology. As fuel costs rise, printer
“cartridges” will weigh less, consume less space, and be cheaper to
ship than finished goods.
Open fabrication will extend the life and value of a product over
time. Replacement will be done much more easily.
People will be able to generate their own streams of revenue by
becoming the producer of their own brands.
The production will be more flexible, adjustable and local thereby
meeting more easily & in real time the customers' needs.
However it’s important to note that the Chinese industry is already
world class in 3D printing (both in printer manufacturing and as
service bureaus), so 3D printing is unlikely to dislodge Chinese
supremacy as the world manufacturer

FROM
ABUSINESS
PERSPECTIVE
FROM
ACUSTOMER
PERSPECTIVE
THE CONTRARIAN
POINT OF VIEW
33
2. 3D, BUZZWORD OF 2014: THE CONTRARIAN POINT OF VIEW
3D PRINTING IS ONLY LISTED IN
THE 9TH POSITION (OUT OF 12)
OF DISRUPTIVE TECHNOLOGIES
MC KINSEY, DISRUPTIVE TECHNOLOGIES REPORT 2013
“A 3D PRINTING BUBBLE?
INFLUENTIAL INVESTOR SAYS SO”
HUFFINGTONPOST.COM, 02/14/2013
BUSINESS PERSPECTIVE

34
2. 3D, BUZZWORD OF 2014: THE CONTRARIAN POINT OF VIEW
WE HAVE BEEN
TALKING ABOUT
THIS TECHNOLOGY
FOR MORE THAN
30 YEARS…
THE CONTRARIAN
POINT OF VIEW
PEOPLE WILL PLAY
WITH IT A FEW TIMES
AND MOVE ONTO
THE NEXT
3D PRINTING IS
COMPLICATED, GEEKY.
PEOPLE WILL TAKE AGES
BEFORE ADOPTING IT

INTELLECTUAL
PROPERTY
COST EDUCATION
A world ruled by
patents, copyright and
trademarks could
oppose 3D printing
sector which operates
on an “open” format
COUNTERFEITING
The possibility of
copying anything could
lead to legal issues
related to patent,
copyright, and
trademarks
The cost of the
material, which is still
very high, could slow
down the adoption
3D printers remain
specialized tools.
They will need to
become easier to use
in order to favor
massive usage
2. 3D, BUZZWORD OF 2014: THE KEY OBSTACLES

FROM
ABUSINESS
PERSPECTIVE
FROM
ACUSTOMER
PERSPECTIVE
36
2. 3D, BUZZWORD OF 2014: THE XANGE POINT OF VIEW
THE XANGE
POINT OF VIEW

FROM A CUSTOMER
PERSPECTIVE
3D IS SAID TO KILL BRANDS AS PEOPLE WOULD BE ABLE
TO MANUFACTURE PRODUCTS ON THEIR OWN
- MYTH -
- REALITY-
A BRAND IS NOT ONLY MADE BY THE PRODUCT BUT ALSO
BY ITS « BRAND ESSENCE » (IMAGE, VALUE, SERVICE…)
WHICH CAN’T BE 3D PRINTED
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3. IMPACT ON BRANDS: 3D PRINTING: FRIEND OR FOE?

FROM A CUSTOMER
PERSPECTIVE
BECOME AN
ATTRACTIVE BRAND
A NEW WAY TO ENGAGE WITH THE
MILLENIALS, A TARGET WHICH IS DIFFICULT
TO REACH.
THIS « Y » GENERATION, THOSE WHO WERE
BORN BETWEEN THE EARLY 1980S TO THE
EARLY 2000S, ARE LESS LOYAL TO BRANDS.
AND AS THEY ARE HIGHLY CONNECTED
THEY LOOK FOR BRANDS THAT CAN
CONNECT WITH THEM IN A NEW,
ASTONISHING AND MORE COLLABORATIVE
WAY.
BECOME AN
OUTPERFORMING BRAND
A NEW WAY TO GAIN INSIGHT INTO WHAT
CUSTOMERS MAY OR MAY NOT WANT, IN
REAL TIME.
THE BRAND MOVES FROM A TOP DOWN
PERSPECTIVE (THE BRAND DOES NOT
ENGAGE WITH ITS AUDIENCE) TO A
HORIZONTAL PERSPECTIVE
(COLLABORATION WITH THE CUSTOMER),
WHERE INVOLVING THE MOST LOYAL
BRAND AMBASSADORS WILL MAKE THEM
MORE EAGER TO SHARE, ESPECIALLY ON
SOCIAL NETWORKS.
BECOME A
COST EFFECTIVE BRAND
A NEW WAY TO SWITCH FROM A LINEAR
“MAKE, BREAK, DISPOSE” MODEL TO A
CIRCULAR MODEL WHERE PEOPLE CAN
USE & REUSE THE PRODUCT.
THEREFORE MINIMISING WASTE WHICH IS
IMPORTANT TO CUSTOMERS.
39
3. IMPACT ON BRANDS: 3D PRINTING: FRIEND OR FOE?
1 2 3
OPPORTUNITIES

DISNEY
The entertainment company has a long
commitment to 3D printing.
Here are some examples of its latest experiences:
In 2012, people could test the effect of the carbon freezing scene
from The Empire Strikes Back. Visitors had the chance to put their
face on a 3D-printed Stormtrooper figurine.
40
3. IMPACT ON BRANDS: EXAMPLES OF BRANDS EMBRACING 3D PRINTING
CARBON FREEZE-ME
Girls become princesses by choosing one of seven different Disney
Princesses.
Thanks to photo cameras, 3D scanners and 3D printers they get
their own figurine including the princesses' hair, skin and eye color.
D-TECH ME
“I THINK EVERY HOME WITHIN 10 YEARS
– PROBABLY LESS THAN THAT –
WILL HAVE ITS OWN 3D PRINTER,
JUST AS MANY HOMES NOW HAVE
A 2D OR LASER PRINTER”
ANDY BIRD CHAIRMAN OF
WALT DISNEY INTERNATIONAL

COCA-COLA
In 2013, the company launched their mini-sized
bottles in a communication campaign in Israel.
It’s in line with its ambition to create a personal
relationship with its customers and to stay away
from the image of a large & impersonal company.
Firstly people could make virtual replicas of themselves by using a
mobile app.
Then they had to take care of their virtual replicas by feeding and
clothing them (on the same model as the Tamagotchi).
The winners, who had taken the most care of their replicas, were
inivited to Coca Cola’s headquarters to have their body scanned
and were later given a 3D-printed mini versions of themselves.
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“COCA-COLA IS MOVING FROM
PROMOTING HAPPINESS TO
PROVOKING IT. TECHNOLOGY ALLOWS
US TO INNOVATE IN PARTICIPATORY
STORYTELLING. WE NEED TO BE BOLD
AND DISRUPTIVE”
JOE TRIPODI, COCA-COLA CHIEF MARKETING
AND COMMERCIAL OFFICER
COCA-COLA MINI ME

PORSCHE
In order to promote its Cayman S model the brand
used 3D printing as a way to position itself among
trendy and edgy people, thereby creating a major
proximity between a real thing and an aspirational
luxury consumer.
Porsche offered its fans the possibility to 3D print the new Cayman
model.
For those with a 3D printer the brand made available a file of the
car so that the customers could customize and the print out their
own mini car.
People were asked to show off their finished product by sharing a
link to their pictures or using the hashtag #3DCayman to share
their creation.
42
"A DREAM CAN ONLY COME TRUE, IF
YOU GIVE IT A SHAPE. WHY NOT WITH
YOUR 3D PRINTER? WE OFFER YOU THE
CAYMAN’S AS 3D PRINTING DATA.
FEEL FREE TO GET CREATIVE.
CREATE, PRINT AND COLORIZE
YOUR PERSONAL CAYMAN S.“
PORCHE’S COMPANY WEBSITE
3D CAYMAN MODEL

HERSHEY’S
Hershey’s, the US chocolate manufacturer, plans on
producing a 3D printer which creates chocolate and
other edible products.
The brand partnered with 3D systems to create the machine.
It’s a two-way partnership:
•  For Hersey’s, it’s a way to deliver its product directly to the
customer (avoiding the retailers shelves)
•  For 3D Systems, it’s a way of making 3D-printing mainstream
43
"WHETHER IT’S CREATING A WHOLE
NEW FORM OF CANDY OR DEVELOPING A
NEW WAY TO PRODUCE IT, WE EMBRACE
NEW TECHNOLOGIES SUCH AS 3D PRINTING
AS A WAY TO KEEP MOVING OUR TIMELESS
CONFECTIONERY TREATS INTO THE
FUTURE.“
WILLIAM PAPA
VICE PRESIDENT AND CHIEF RESEARCH
AND DEVELOPMENT OFFICER OF HERSHEY’S
3D CHOCOLATE

21ST CENTURY
MARKETING INGREDIENTS
AN HORIZONTAL APPROACH
BRANDS WILL LEARN TO GIVE POWER BACK TO THEIR
CUSTOMERS & ENGAGE THEM IN THE BRAND’S LIFE
A PULL COMMUNICATION
NEW TECHNOLOGIES HELP PEOPLE TO START A
CONVERSATION ABOUT THE BRAND, WITH OR WITHOUT
ITS ASSENT AND GAIN VISIBILITY, NOTABLY THROUGH
SOCIAL NETWORKS
A (K)NOW GENERATION
A GENERATION ALWAYS CONNECTED, LIVING & LOOKING
FOR REAL TIME ACTIONS, SEARCHING TO BECOME
INVOLVED IN & MASTER THE PRODUCT.
MASS CONSUMPTION IS OVER PERSONALISATION IS HOT
44
3. IMPACT ON BRANDS: A NEED TO RETHINK MARKETING
20TH CENTURY
MARKETING INGREDIENTS
A « TOP-DOWN » APPROACH
BRANDS USED TO KEEP ALL THE POWER TO
THEMSELVES AND LIMIT THE IMPLICATION OF
CUSTOMER IN THE BRAND’S LIFE
A PUSH COMMUNICATION
TRADITIONAL COMMUNICATION SUPPORTS
(E.G. TV/PRINT/RADIO) WERE NOT OPEN TO
THE DIALOGUE WITH THE AUDIENCE/
CONSUMERS
A CONSUMER GENERATION
A GENERATION WITH LIMITED:
-  TOOLS TO INTERACT WITH A BRAND
-  POSSIBILITIES TO ACCESS PERSONALISATION
“3D PRINTING WILL BE BIGGER THAN THE WEB”
CHRIS ANDERSON FORMER EDITOR-IN-CHIEF OF WIRED

“I THINK 3D PRINTING WILL LEAD TO A GREAT
DEAL OF INNOVATION BECAUSE IT PUTS
POWERFUL FABRICATION TECHNOLOGIES IN
THE HANDS OF MANY PEOPLE.
BECAUSE OF THESE CHANGES IN ACCESS AND
ECONOMICS WE’RE GOING TO SEE A LOT MORE
PROTOTYPING, TINKERING, EXPERIMENTATION.”
ANDREW MCAFEE, RESEARCH SCIENTIST AT THE MIT
3. IMPACT ON BRANDS: A NEED TO RETHINK MARKETING

TOMORROW BRANDS
WILL BECOME
“SOCIAL BRANDS”
A BRAND WILL BE AN "OPEN"
ORGANIZATION, WHERE IT WILL
PRACTICE SHARING IDEAS
COLLABORATION, AND "SOCIAL
LISTENING" (I.E. LISTENING TO WHAT
THE CUSTOMERS SAY).
BY BECOMING USEFUL, THESE BRANDS
WILL HELP EMPOWER THEIR
CUSTOMERS.
21ST CENTURY
MARKETING
*Term developed by MIT’s Eric von Hippel
BRANDS WILL DEVELOP A
“MOMENT MARKETING”
APPROACH
THEY WILL HAVE TO ADAPT IN REAL TIME
TO THE CONTEXT AND TO THE
ENVIRONMENT NEEDS OF THE CUSTOMER.
THUS THEY WILL OFFER A PRODUCT THAT
WILL PERFECTLY FIT WITH THE
CUSTOMER’S EXPECTATION.
THIS APPROACH WILL BE
INFLUENCED BY “LEAD-
USER INNOVATION”*
THE AUDIENCE WILL BE ABLE TO TAKE PART
IN THE DEVELOPMENT OF THE BRAND.
-> STRENGTHENING THE RELATIONSHIP
BETWEEN THE BRAND AND THE CONSUMER
-> MAKING THE CONSUMER MORE LOYAL &
ENGAGED WITH THE BRAND
3. IMPACT ON BRANDS: A NEW MARKETING APPROACH
46

21ST CENTURY
MARKETING
EVERYTHING INTEGRATED TOMORROW 1+1=1
IMPACT ON ORGANISATION IMPACT ON CUSTOMER
Tomorrow there will be no more division between the
product and marketing departments of brands, driven by
the need to constantly innovate.
The marketing department will become an innovation
group where radical new concepts can be developed and
tested on large audiences, without the traditional
restrictions of product development.
As people will be part of the construction of the brand and as
the brand will be nurtured by customers, there will no longer be
boundaries between the two.
People will make brands and brands will be people.
47

DIGITAL
PHYSICAL
CUSTOMER
BRAND
CROWDSOURCING
/SHARING
PRODUCING
THE CUSTOMER TAKES PART IN THE VALUE OF THE
BRAND AND VICE-VERSA, THANKS TO DIGITAL
RESSOURCES
THE PRODUCTION IS FACILITATED
BY AN OPEN DIGITAL MINDSET
THE PHYSICAL PRODUCT EXIST THANKS TO DIGITAL
DATA WHICH DESCRIBES THE SHAPE, MATERIAL
COMPOSITION, AND FABRICATION PROCESS.
48
3D PRINTING EMBODIES THE FIRST
“PHYGITAL” (PHYSICAL+DIGITAL) TECHNOLOGY
BY COMBINING PHYSICAL FEATURES TO DIGITAL ONES LIKE CROWDSOURCING,
SOCIAL SHARING, DIGITAL DATA.
THE FUSION OF THE TWO WORLDS (PHYSICAL/VIRTUAL) CREATES A VIRTUOUS CIRCLE
WHERE THE FEATURES OF THE TWO REACT TO EACH OTHER

SUMMARY OF THE DIFFERENT POINT OF VIEW, TO HELP MAKE UP YOUR OWN MIND
B2C
• Economic: product’s extension life
• Financial: new stream of revenue
B2B
• Responsiveness: real time production
• Efficiency: cost saving thanks to
tailor made manufacturing
• Locally: the production is set up
where the demand is located
B2C / B2B
• Issues with intellectual property
• Issues with the high costs of
material
• Training and education issues
before making it mass market
B2B
• 3D printing represents a
competitive advantage for
small series ranging from 10
to 1.000 units
B2C
• The market will struggle before
it can deliver a high qualitative
product
THE
CONTRARIAN
POINT OF
VIEW
THE
OPTIMISTIC
POINT OF
VIEW
THE
XANGE
POINT OF
VIEW

BE READY FOR 4D
4D PRINTING WILL ALLOW US TO PRINT OBJECTS
THAT RESHAPE THEMSELVES OR SELF-ASSEMBLE
OVER TIME.
OBJECTS WILL SELF-BUILD, REPLICATE, AND REPAIR
THEMSELVES, DEPENDING ON THE ENVIRONMENT IN
WHICH THEY EVOLVE.
Skylar Tibbits has developed a programmable
material for self-construction which reacts only
to water (now) but will certainly react to air, heat,
smell or sound around you.
Link : www.Youtube.Com/watch?V=0gmczfhv9v8
CASE
STUDY
3D PRINTING IS ONLY THE TIP OF THE ICEBERG
51

“3D PRINTING HAS THE POTENTIAL
TO REVOLUTIONIZE THE WAY
WE MAKE ALMOST EVERYTHING”
FROM THE LEADER OF THE
1ST WORLDWIDE ECONOMY
BARACK OBAMA, PRESIDENT OF THE USA
“3D PRINTING NEEDS TO SOLVE
ITS LAST NAGGING CHALLENGE:
A HIGH-QUALITY SURFACING PROCESS.
THAN THE PACE & AMPLITUDE
OF THE 3D PRINTING REVOLUTION
WILL BE MIND-BOGGLING”
FROM ONE OF THE LEADER
IN 3D PRINTING
ERIC CARREEL, PRESIDENT OF SCULPTEO
FINAL WORD

ABOUT XANGE INSIGHTS
Rodolphe Menegaux
rodolphe.menegaux@xange.fr
All other topics: contact@xange.fr
ABOUT 3D PRINTING
Cyril Bertrand
cyril.bertrand@xange.fr
XANGE CONTACT DETAILS

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