Business models for Additive Manufacturing

1. Berenschot on AMT (Additive Manufacturing Technology) Business opportunities, issues and a vision for the future Onno Ponfoort, Wouter de Wolf, Martijn Laar, Gerben van den Berg, Joost Krebbekx January 2012 1

2. AMT is becoming real business 2

3. Agenda 1. AMT is shaping our future 2. What is ‘AMT’ ? 3. Why ‘AMT’ ? 4. Realizing the business potential 5. The future is yours 3

4. AMT is shaping our future What’s ? 1900 1940 1960 1980 2000 2010 In the lab in the army in the company at home on the move rapid rapid prototyping manufacturing next = on demand printing from your own desktop Price? < €10K 4

5. AMT is shaping our future (2) Wireless technology breakthroughs in hearing aids technology? Nano Technology? Bio Technology? Additive manufacturing technology! 5

6. AMT is shaping our future (3) From... ‘X-thousand spareparts also to be shipped’ To… On demand and on location printing of one part 6

8. 2. What is ‘AMT’ ? ‘Additive manufacturing technology’ (AMT) = “A technique for manufacturing series of unique (solid) objects by the sequential delivery of energy and/or material to specified points in (3-D) space ‘directly’ from design (CAD-models).” Idea AMT Machine CAD Finished product Computer design 8

9. 2. 4 Principle processes • SLA stands for Stereo Lithographic Apparatus, better known as stereolithography . This 3D laser technique produces 3D objects by hardening (polymerising) photosensitive epoxy resin. http://www.youtube.com/watch?v=ShX_qXSTj_E&NR=1 • SLS stands for Selective Laser Sintering . With this technique, 3D objects are produced by particle welding of powder base materials (nylon or other material) layer over layer. http://nl.youtube.com/watch?v=C9awF5te_2w • FDM stands for Fused Deposition Modelling . This RP technique constructs a 3D object by extruding a thermo- plastic material through a temperature- controlled head , layer on top of layer. http://www.youtube.com/watch?v=oYLjyI5honM&feature=related • 3D printing : process similar to ink-jet printing, but in 3D shapes http://www.youtube.com/watch?v=sNyIOPrXhd8&feature=related 9

10. 2. Multiple application areas • Automotive & aerospace: (spare) parts, reverse engineering • Medical: (dental / bone) implants, prosthesis, orthopedics • High-end equipment: tools, grips, turbines, machine parts • Construction and Architecture: maquettes, testmodels • Consumer durables: chairs, computer mouse, shoes, jewellery • Military: equipment packs, vests, helmets • Toys: cars, bikes, puzzles, avatars • Consumer products: lamps, key rings glasses 10

11. 2. Durables example Scan  Data processing  CAD model  AMT  Helmet • custom fit helmet • comfort, safety and status benefit for the user • brand and customer relation benefits for the company 11

13. 3. Automotive example Automotive : on demand, on location spare part production • superior leadtimes • lower costs • no inventory of spare parts 13

14. 3. AMT allows for new business models Traditional automobile spare part supply chain Design Transport WASTE Transport (30-80%) Final transport Production Storage Repair/ (Inject. Mould) (Bulk/ assembly Regional) Receipt (local service) AMT automobile spare part supply chain No waste (0%) Final transport Repair/ assembly Design 3 D Printing (local shop) Shorter value chain, supreme lead times, lower costs 14

15. 3. AMT has clear technical and design benefits • Reduction of waste, material use, tooling, cycle and lead times, stocks, warehousing and transport • Decentralisation of manufacturing; • Direct manufacturing from designs (automated process) • Freedom of design in 3D (freeform, no moulds) • Co-creation of all design (products designed by consumers) • Materials can be used beyond their intrinsic properties • Complex designs manufactured first time right • Compounded multipart products manufactured as one product • Unique, fully customised and/or geometrically shaped products 15

16. 3. AMT can be more customer friendly Fitting, again and again Standard hearing aid o time consuming old o costly process o uncomfortable Audiogram & Mass wax model o power in the chain production manual shaping with labs / audiologists & tuning Customized hearing aid o perfect fit new o invisible & comfortable o first time right direct scanning CAD model & audiogram Additive manufacturing technology o no middlemen o power with manufacturer 16

17. 3. AMT can lead to USP • “Adding a personal touch” to existing products (customized add-ons) • Driven by consumer demand • “Engineering the impossible” (new functionalities) • Driven by technology / engineering • The affordable alternative enabling very small batch sizes • Driven by process economics • Full customization, driven by consumer demand 17

18. 3. Still some issues • ± A limited number of commercially available materials, mostly polymers : limited specifications & functionality • ± Few machines for processing metals or non-polymers • ± Machines able to handle few materials or colours • ± Machine size limits product sizes (avg. 40*40*40cm) • ± Machine speed is limited • ± Costs are coming down rapidly. In the near future ‘production machines’ available from $5.000 up ? ‘desk top machines’ available from $ 1.500 up ? but most materials are still expensive 18

20. Business opportunities Three main topics • Individualisation  personality • Ergonomics  productivity • Efficiency  profitability 20

21. Example: Digital Forming Inc. Individualisation 21

22. Step 1: Start with the customer: what is the benefit for the end user? Does AMT offer your product a: Low Cost Status, • relevant advantage? Exclusivity • significant advantage? Quality, 0 Effective- reliability ness • sustainable advantage? Injury • perceived advantage? Well being prevention over innovative alternative solutions? 22

23. Tennis grips Easy to make …… …...but no added value Body protection (bands, tapes etc) Technique of the player Abandon AMT Material, shape and wrappings for the grip Material, size & weight of the racket Health and training of the player 23

24. Dental implants Traditionally a lot of inconveniences....... ........... now a much smoother process  revolution in the traditional chain : whole new business concept  cost, time and convenience benefit for the end user  large efficiency gains in the total chain  first time right products total costs in € time in days 2500 40  Happy dentists 2000 35  Happy insurance co’s 30 25  Happy customers 1500 old old new 20 new  Happy company 1000 15 10 500 5  Extremely unhappy dental labs 0 0 24

26. Efficiency: AM for spare parts impact of Remarks AM Selling price On demand, on location (ODOL) service Use / re-sell potential Multiple use of 3D printers Engineering costs Less new tools, more tool write-off, costs per Manufacturing costs unit are higher Assembly costs Service costs Aftersales costs Requirement of centralised IT management, IT/datamanagement costs switching costs Quality costs Warehousing & working capt No stocks, no write-offs Transportation costs Requirement of decentralised production Environmental costs Waste, energy and transport gains Issues : integral costs of current spareparts unknown, financials are business model dependent 26

27. Indications on impact of AM for spare parts: Small series, complex part: costs per spare part Original total Total costs Machines used for: costs AM (mass produced) (ODOL) One sparepart 2000 2896,76 10 spareparts 832 420,44 100 spareparts 500 159,054 27

28. Some valid business models* * Based on Direct Spare project findings 28

29. The future is yours… but how do you get there? 1) Scoping: targets, partners, criteria, alternatives  Project set up 2) Current situation: market research: customer demand, business constraints, system requirements, competition, current production/ design, improvements, legal issues, environment, patent check  Characteristics of AMT solution 3) Feasibility study, Physical principles, function vs process check, detailed research, data capturing  Feasible AMT solution 4) Business case: gain over current, benefits over other alternatives, proposed supply chain, business plan, financial implications  Commercial feasibility 5) Implementation plan: development and introduction planning, milestones, partners and responsibilities, action planning  Turn key plan 29

30. Berenschot approach towards succesful AMT 1. Current 5. Action 2. Alternative 3. Technical 4. Commercial situation and plan solutions feasibility feasibility scoping • Activities: • Activities: • Activities: • Activities: • Activities: • market research • solution long list • benefits and • Determine gain Define: • current production/ • selection criteria constraints, over current and • development and design, • Outsider input • physical principles alternatives introduction plan • legal issues • Visualisation of • function & process • Sketch proposed • milestones, • environment, solution check supply chain, • partners and • patents • Highlight plan • data capturing • Make business & responsibilities • Decide on solution investment plan, • Investment • Market issues • Long list •Short list • Business Case •Product per- & requirements alternatives alternatives • Supply chain fection process • Project Set Up • AMT possibility • AMT solution • Partners & timing • Set up Techni- •Set up Commer- • Investments • Implemen- • SWOT cal feasibility cial feasibility tation guide Week1 Wk 3 Wk 4 Wk 8 Wk 11 Wk16 30

31. When you consider AMT DO DON’T  think about the business  see AMT as the only way forward: implications of AMT up-front other innovations might provide  take an integral view on AMT: better solutions to your problem manage your buy-in in the chain  overestimate the market impact  regard AMT as a strategic priority of AMT : customers care about as an innovation trial or status project it will fail products, not how they are made  go for total business gains of AMT  isolate scanning, software, instead of just tool reduction machines, materials, processes 31

32. More information on AMT Onno Ponfoort o.ponfoort@berenschot.nl Gerben van den berg g.vandenberg@berenschot.nl Wouter de Wolf w.dewolf@berenschot.nl Martijn Laar m.laar@berenschot.nl Joost Krebbekx j.krebbekx@berenschot.nl 32

Business models for Additive Manufacturing

Business models for Additive Manufacturing

Recommandé

Contenu connexe

Tendances

Tendances(20)

En vedette

En vedette(20)

Similaire à Business models for Additive Manufacturing

Similaire à Business models for Additive Manufacturing(20)

Business models for Additive Manufacturing