BUSINESS MODELS, INTÉGRATION, EXTERNALISATION :

QUEL EST L’IMPACT DE L’IMPRESSION 3D?

Prof. Thierry Rayna Dr Ludmila Striukova

3DPrintShow Paris 2014

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About the speakers…Prof. Thierry Rayna

Professeur d’Économie

Novancia Business School Paris

Imperial College London

e-mail : trayna@novancia.fr

Twitter : @ThierryRayna

Dr Ludmila Striukova

Maître de Conférence en Management

Department of Management Science & Innovation

University College London

e-mail : l.striukova@ucl.ac.uk

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3D Printing & Additive Manufacturing Research Group

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Axes de rechercheBusiness Models

Écosystèmes d’innovation

Stratégies

Études de marché et prévisions

Gestion de la Propriété Intellectuelle

Impact économique et prospective

Politiques publiques

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Plan

L’impression 3D

L’impact de l’impression 3D sur les business models

Des business models adaptatifs avec l’impression 3D

Repenser la capture de valeur

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L’IMPRESSION 3D

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Technologie

Coût1980 … 2000 2010… …2020

$20K $1K $500

Polymère

s

$200K

Plastic Alliages

Sucre

Chocolat

Cellules

Céramique

…

$100…

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De nombreuses technologiesStereolithography (SLA)

Fused Deposition Modelling (FDM)

Laminated Object Manufacturing (LOM)

Selective Laser Sintering (SLS)

Laser Deposition Technology (LDT)

Electron Beam Freeform Fabrication (EBF3)

…

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Arbre ou forêt ?

Technologie© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

Arbre ou forêt ?

SLA FDM LOM SLS LDT EBF3

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De nombreux matériauxPlastique

Alliages

Céramique

Bois

Sucre

Chocolat

Sel

Cellules

Molécules

…

© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

Une adoption ‘additive’

1980 1990 2000 2010 2020 2030 2040

Adoption

2050

Prototypage rapide

Outillage rapide

Production directe

Fabrication à domicile

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Prototypage rapide

Usage historique

Toujours d’importance critique

De nouveaux matériaux + haute qualité

Prototype pleinement fonctionnels

Gain de temps

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Simulated overmoulding© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

Actual colour and moving parts© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

Subtly blended coloursFinal product realism

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Outillage rapide

Deuxième usage historique

Depuis la disponibilité de polymères résistants à la chaleur

But: production rapide de moules destinés à la production de masse

Avantages:

Moins cher ($100s vs $1000s)

Plus rapide (quelques heures au lieu de semaines/mois)

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ExOne Sand Printing Method:Time: 8 weeks

Cost: $18,200

Traditional Method:Pattern-based sand casting

Time: 51 weeks

Cost: $29,562

Specifications:Customer: Naval Undersea Warfare Center – Keyport

Batch Size: 4

Reverse Engineer Compressor Pump Castings with 43 Week Reduction in Lead Time and 40% Cost Savings“The OEM quoted $29,562 each plus 51 weeks lead time.”

Customer Challenge: Naval Undersea Warfare Center (NUWC) – Keyport learned of the need for vacuum cone castings used on Ohio-class submarines. There were none in their supply system. The OEM quoted $29,562 each plus 51 weeks lead time.

The Solution: The final castings were delivered to NUWC Keyport in 8 weeks for a cost of only $18,200 each. NUWC Keyport reverse engineered the castings in order to create CAD files, which were used to print a sand mold package with the ExOne digital part materialization process.

ExOne’s Competitive Advantage: Additive manufacturing offers significantly shorter lead times and reduced component cost.

About ExOne: ExOne additive manufacturing technology uses three-dimensional printing to create complex molds and cores directly from

ExOne Additive Manufacturing Case Study: Sand

US Navy

Plus rapide et moins cher© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

�

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Fan rotor made of POM

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Set of six (6) ice cream spoons made from PP

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Digital ABS mold for producing threaded cap

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FIeLD TeSTING

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• Gears

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Source: Stratasys

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Production (numérique) directe

Baisse des coûts et hausse de la qualité permettent d’imprimer des produits pour l’utilisateur final

Permet la personnalisation de masse

Actuellement, concerne principalement les pièces de rechange et quelques niches

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© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

Fabrication à domicile (ou locale)

Stade d’évolution ultime

Basé sur les imprimantes domestiques ou des prestataires locaux (‘print shops’)

Impression 3D à la maison est aujourd’hui un hobby

Coût trop élevé et qualité faible

De plus en plus de prestataires locaux (ASDA, La Poste, etc.)

© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

L’IMPACT DE L’IMPRESSION 3D SUR LES BUSINESS MODELS

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Business Model Components

Value PropositionProduct offeringService offeringPricing model

Value CaptureRevenue modelCost structure

Profit allocation

Value DeliveryDistribution Channels

Target market segments

Value Communication

Communication channelsEthos and story

Value CreationCore competencies

Key resourcesGovernance

Complementary assetsValue networks

Rapid prototypingRapid ToolingDirect manufacturing

+/-+/-

+/-

Home fabrication

+/-

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Éléments clésPersonnalisation de masse / Mass customisation

‘Innovation utilisateur’ / User innovation

Crowdsourcing

Crowdsourcing + Mass customisation = ‘Crowdcustomisation’

Marchés de niche

Monétisation de la ‘longue traîne’

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© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

© Rayna & Striukova 2014. Some rights reserved.Except where otherwise noted, this work is licensed underhttp://creativecommons.org/licenses/by/4.0/

DES BUSINESS MODELS ADAPTATIFS

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Des Business Models agilesOwn marketRelated market New market

Design

Manufacturing

Distribution

Upstream

Downstream

Sideways

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3D Printing = Pay As You Go!

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Prototypage rapide de business models

Faible investissement

Technologie extensible

Possibilité de tester de multiples Business Models à faible coût

« Plus ça rate, plus on a de chances que ça marche »

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INTÉGRATION, EXTERNALISATION?

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Effet de l’impression 3D

Effet global

Prototypage Rapide

Outillage Rapide

Production directe

Fabrication à domicile

Plus grande intégration

Plus grande intégration

Ambigu

Plus grande externalisation

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INTÉGRATION, EXTERNALISATION

Considérations économiques

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Coût p.u.

Units

Production directeProduction de masse

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Small Large

Production directe Production de masse

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Small Large

Production directe Production de masse

Outillage rapide +

Production de masse

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Small Large

Production directe Production de masse

Outillage rapide +

Production de masse

(Petites séries) (Grandes séries)

(Séries moyennes)

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Unités

Plateforme 3D en ligne

Contrat direct

Internalisation

Production la plus économique ?

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Séries

Plateforme 3D en ligne Internalisation

Production la plus économique ?

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Nombre de séries

Nombre d’unités

Contrat direct(externalisation)

Internalisation

Plateforme3DEnligne

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LE CONCEPT D’INTÉGRATION EST-

IL OBSOLÈTE ?

Piste de réflexions

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QUESTIONS?trayna@novancia.fr

l.striukova@ucl.ac.uk@ThierryRayna

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