The following was written by Brian Bissett, Publisher & Editor of The MFP Report
If you start paying attention to the 3D printing business these days, you’re likely to walk away with one of two distinct views. Either 3D printing is the next “next big thing” for homes, offices and industry, with interesting implications for the paper-based printing 
world; or 3D printing is a very intriguing but decidedly niche technology that will never directly touch the masses. After my own perusal of the literature, I can make a strong case for either side. Basically, my view is that 3D printing today holds great promise and perhaps just enough relevance that it should neither be dismissed out of hand nor sycophantically embraced by the MFP industry.
I have to start by saying the term “3D printing” has always bugged me. Technically, the relationship to putting marks on paper is tangential. At best, there are some similarities between inkjet printing and certain additive 3D print technologies. But many other approaches, including all subtractive fabrication techniques, bear no similarity at all to printing on paper. And the uses and applications are very far afield from print.
Analysts far closer to 3D printing than I have stated very frankly that the moniker is simply one that’s easy to sell. Alternative terms from the past 30 years — rapid prototyping, additive manufacturing, solid imaging, free-form fabrication — all do a better job conveying what’s really going on. But as a recent Gizmondo article asked, “Who would buy that?” And in September we even saw the first 3D MFP. Start-up AIO Robotics raised $111,111 online to fund work on its Zeus devices that scans, copies and prints objects.
Plenty of people appear to be buying 3D printers, and if one believes the forecasts, a lot more will be purchasing them in the next few years. As in the MFP business, you have to pay attention to what’s being counted (prices, segments, hardware, supplies, services, geography). The numbers I’ve seen peg 3D printer sales in 2012 anywhere from $288 million (Gartner) to $2.2 billion (Wohler Associates). Annual shipments are said to be growing between 50% and 95%. Either way, these are decent numbers, they’re growing at a pretty good clip, and “printing” is in the name.
At minimum, those who sell MFPs have to be prepared for questions from customers who see them as “printer experts.” Add to that the fact that any Google search for “printing” these days seems to yield more hits for 3D printing than for the 2D printing … yes, that term is starting to pop up more. Hot but relatively small companies like 3D Systems and Stratasys seem to garner more headlines than Ricoh or Xerox or Lexmark.
Some low-end 3D printers are being hyped as a must-have for the gadget set. The hottest retail model these days is the $1,299 Cube 3D printer from 3D Systems that debuted in June at Staples. Best Buy has already countered with a $1,599 model from Afinia. Those prices are about the same as a B&W office laser printer a couple decades ago. And the supplies! The Cube has 16 different $50 color cartridges that empty after making just a dozen or so small “creations.”
These products are to the 3D printer business what inkjet AIOs are to the 2D printer market. They’re are lots of higher-end 3D printers with much more advanced features, larger sizes, more sophisticated materials, and prices ranging from $5,000 to $100,000. It’s those machines that generate the vast majority of 3D printer revenue. Sound familiar?
HP is now on record saying it will enter some segment of the 3D printer market next year, but most 2D printer and MFP makers likely will not. But I wouldn’t rule out acquisitions in the nascent 3D market, where there lots of vendors battling for share.
The more immediate question is what kind of opportunity might exist for MFP dealers and MPS providers to sell, service, support, supply and oversee these devices. Several makers of 3D printers have reseller programs. Hardware margins are good (up to 30%), and consumables are definitely part of the business model. The special resins used by these 3D printers reportedly sell for anywhere between $25 and $250 per pound. Keep in mind, the resins aren’t applied to an object like toner is; they are the object. Each object can weigh a few ounces or a few pounds.
As with many supplemental products and services the MFP channel might consider, 3D printers are part of a solution sale. They’re not for everyone, or even for most customers a dealer serves. It’s yet another case of following the application. Dealers who’ve been selling wide format printers into CAD environments may find that 3D printing is already being done in those organizations, or it could be relevant for prototyping a part or verifying a design element. Some graphic arts and creative types who use higher-end color MFPs may have a need for in-house production of packaging samples, new product designs, or custom promotional items. And new applications are arising quickly, as 3D printing matures and reaches new customers.
The bottom line? When it comes to 3D printers, my advice for MFP vendors, dealers and service providers alike is to explore and then explore some more. Big things are happening in 3D.
