Anyone who reads the new Gigaom Research report, 3D Printing: hype, hope or threat?, will be taken through a deflation of the hype to the hope of the technology, likely wondering:
- Is the technology and the market really that problematic?
- Is the impact really that far off, if so many industries have already found practical application?
But after he awakens his readers to the scope of the disruptive threat with actual examples across industries (after general prototyping, he sees logistics, toys, apparel, autos and electronics among the sectors being hit first), analyst Adam Sinnreich ultimately rewards them with insightful concluding recommendations, including the following:
- Embrace the makers. That is, be like Nokia and offer the early 3-D geeks in on the potential to include your products when possible in the 3-D hackers’ world. Further, if possible, try to hire such a geek internally, as part of your technical team.
- Give consumers the best of both worlds. That is, look to use the technology to enhance and augment your traditionally-supplied products.
- Don’t just sell. Look to the experience in the entertainment sector to realize that you will likely no longer be selling products as much as services and experiences, with a transformation of what business you are in.
- Protect (and grow) your assets. 3D printing creates all sorts of opportunities to lose–or gain–control over your branding and image.