We’re all busy doing and making great things, whether it’s the next blockbuster 3D printer or building great teams and companies, so let me get straight to the point of this article: Innumerable stories in the media have opined on the subject of the “hype cycle” and how the additive manufacturing industry is there now. A favorite expression is “the bloom is off the rose.”
On this measure, all of these articles are so far off the mark, that it is no longer a laughing matter to see one more puff piece that claims this to be true. These articles are being published at a time when we are seeing widespread adoption in industry, manufacturing, product design, small scale or batch production of parts, and in the education segment, as well.
In a market cluttered with a few hundred manufacturers, outsiders that are interested in jumping in have the unenviable task of sifting through and identifying those that stand out. For a newcomer to the industry, it may seem that one cannot possibly go wrong with selecting players that stand out because they have 15,000 or more followers on Facebook and Twitter, attend the smallest to the largest shows coast to coast, have a flashy web-site on which they spent $50K to have built for them, or that they release a new product every 4-6 months, with hefty price tags for a relatively mediocre product line-up.
I have to admit, all that seems to make for a compelling story to a newcomer that is on the verge of embracing additive manufacturing and all the advantages that it brings to their design, iteration and prototyping process flows. So in this case, the hype keeps building with a continuous upward streak because when companies keep releasing new products, the older products do not really build any significant track record.
An observer that is seeking to become a participating “Maker and/or designer” should be looking for hands-on product review videos produced by one or more members of the “3D printing evangelist” communities.
Actions to take and what to look for so you do not fall for what is referred to as the “flash hype”:
- Read product reviews
- Read testing reviews and results
- Ask for a print sample
- Will the company send a test print?
- Is the web-site loaded with bells and whistles? Service contract offers? Chances are the product is not going to live up to the image conveyed by the site.
- Compare, compare, compare some more
- Attend the trade shows – don’t just talk to the manufacturers, talk to the attendees; check the forums and 3DHubs; and read the Amazon reviews because they are spot on.
Beyond the “flash hype” is the “sales growth hype” and the tiring “rock solid Maker’s workhorse” moniker.
These manufacturers will rope you in with indisputable facts:
- Year over year sales growth (200% -400%)
- Reasonably priced, reliable machine
- Continually upgradable machines
With that kind of manufacturing growth in this developing market, chances are that their reseller and distribution channels are in absolute disarray and they are succeeding only because they really did build a decent machine. Want to print in dual materials or flexible filaments? After you add on those pricey upgrades, suddenly it is no longer “cheap” or even reasonably priced and has vaulted you into the “expensive” category.
With a select few open-source companies, one has to watch out for whether their frequent “upgrades” are really only design errors (coming from explosive sales growth) covered up to seem like they are always working hard to make 3D printing better for those that will pay.
The hype and the aura that surrounded certain stalwarts in the industry has undoubtedly worn off, only to be replaced by newer “wannabes” seeking to claim “Prosumer” desktop segment leader status using the same tired old stories of why they are better.
Is the industry fine? All signs point to GO.
Has the number of players increased? Yes.
Will industry consolidation and a shakeup come soon? Yes. It is overdue.
As you evaluate your options, just look for a company that takes pride in its product, is steeped in R&D, and is quietly producing the best products that may not yet have attracted the public’s attention. And remember, a booth at every single show does not equate to a great product nor is it an indicator of a good company with which to work.
Cheers.
