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3D Systems Case Analysis
2012

3D Systems and Cube®

As a radical innovation, 3D printing has been introduced to market over 30 years since 1980s. This technology revolution doesn’t only change the process of molding; it also adapts its industry to go green by reducing wasting materials. In the contrast, object is produced by traditional technology (subtractive process) generates surplus cut material.
In the early period of development, it was applied in hobbyist uses and industry uses such as design visualization, prototyping, architecture, education, and healthcare. In 2000s, along with mass launches of portable 3D printers from several companies, 3D printer has stepped on consumer product market; also, printed objects have
At the same time, 3D systems also launched its first personal 3D printer to become one of fast movers to better understand the barriers to broad utilization. As technology world, time is everything. 3D systems entered the market early means to quickly build large installed based as many as its industry section, and keep its leading position in 3D printing technology.

They are now working on a multi-front strategy to democratize access and accelerate the adoption of 3D printing for the student, the hobbyist and ultimately, the consumer. The real keys are utility and affordability. Cube is part of its plan.
Razor-blade strategy
The launch of Cube reflects company’s penetration strategy that attempts to make customers to lock in with its products. The price of Cube is affordable, in addition to its high quality of product and service such as friendly-use application, various materials and colors, platform named Cubify.com where users can download and upload sources. Printer won’t be only product customer will purchase. Once printer is purchased, customer needs to keep purchasing other complementary products such as materials, also service such as applications. They will continuously make profit for company; even the revenue of materials and service is greater than the revenue of machine.
R&D
As a technology company, innovation is critical, and one of the key drives of innovation is research and