GROUPE SUP DE CO LA ROCHELLE - COnnecting REpositories · The 3D Printing also called, Additive Manufacturing, is a technic that permits to create an object by superposing thin layer

FinalYearDissertationsubmittedbyJérémyTERRIERDELOGE

GROUPESUPDECOLAROCHELLEBBALAROCHELLE–BachelorInternational

GRADUATIONYEAR2016

HowtheAdditiveManufacturingwillcustomizeourneedsondemand?

FinalYearDissertation–BBA2016 2

Acknowledgements

Firstly,IwouldexpressmygratitudetoSupdeCoLaRochelle,whogave

metheopportunitytostudyandworkabroad.Ihadthechancetomeetmany

peoplefromvariousbackgrounds,fromIndiatoFinland,whomakemegrow

personallyandprofessionally.

Secondly, I alsowant to thanks, the threemanagers I’ve interviewed:

Mr.THERIAULT,Mr.BONGERTandMrs.DELOGE,whogavemetheirtimeto

lightenmyvisionabouttheiractivitiesandtheAdditiveManufacturing.Ialso

wanttomentionmyactualemployerinSydney,Australia,Mr.DavidMCLEAN,

aninspirationalandsuccessfulmanagerIhavethechancetoworkwith,who

helpedmetoachievethispaperinperfectconditions.

Lastbutnoleast,Iwouldhaveneverrealisedalloftheseexperiences

withoutthesupportofmyparents.Theyhelpedmeineverycircumstanceand

everywhereintheworld.Theyhadthecouragetofollowmeduringmy

adventures.Iwillbeforevergratefulfortheirpresenceduringthesepastfour

years.


Tableofcontents

ACKNOWLEDGEMENTS............................................................................................................................2

TABLEOFCONTENTS................................................................................................................................3ABSTRACT......................................................................................................................................................5

METHODOLOGY...........................................................................................................................................6

INTRODUCTION...........................................................................................................................................7MASSCUSTOMIZATION:AFACTOROFSUCCESS.........................................................................9I–THEMASSCUSTOMIZATION:THEACTUALBUSINESSSTRENGTH.................................................................10I.1ConceptsandIdeas..............................................................................................................................................10

A–Whatisit?..........................................................................................................................................................................................10B–Beacustomizer...............................................................................................................................................................................11C–ThefourapproachesofCustomization.................................................................................................................................12

I.2FromMassProductiontoMassCustomization......................................................................................16I.3–Whatcustomerswant....................................................................................................................................18

A) Authenticity..................................................................................................................................................................................18B)Personalization.................................................................................................................................................................................19

II–THEINDUSTRY4.0................................................................................................................................................20II.1.TheThirdrevolutiongiveswaytotheIndustry4.0...........................................................................21

A–TheevolutionoftheDigitalRevolution................................................................................................................................21B–ThebasisoftheIndustry4.0.....................................................................................................................................................22

II.2TheInternets........................................................................................................................................................23II.3TheCompanyoftomorrow............................................................................................................................25

A–ThePlatformstructure................................................................................................................................................................25B–Millennials:futureleadersofthesociety.............................................................................................................................27C–Newformofmanagement..........................................................................................................................................................27

ADDITIVEMANUFACTURING:THEINDUSTRIALIZATIONOFEVERYTHING...............29I–ACONQUERINGMACHINE..................................................................................................................................30I.1–AdditiveManufacturing,RapidPrototypingRapidManufacturing,3DPrinting,LayeredManufacturing…Whatisit?..................................................................................................................................30

A–History.................................................................................................................................................................................................30B–Whatisit?..........................................................................................................................................................................................30C–Processandtechnics.....................................................................................................................................................................31D–PurposeoftheAdditiveManufacturing...............................................................................................................................32

I.2The3DPrintingIndustry..................................................................................................................................33A-KeyNumbers.....................................................................................................................................................................................33B–TwoLeadersandamultitudeoffollowers..........................................................................................................................34C–ImpactedIndustries......................................................................................................................................................................36

I.3–LiteraturereviewsoftheMassCustomizationboostbytheAdditiveManufacturing.......38II.HOWTHEADDITIVEMANUFACTURINGWILLCONTINUEITSRISE.......................................................39II.1FirstLimits&Costtounderstand...............................................................................................................39II.2–HowtheAdditiveManufacturingwillchallengethesupplychain...........................................42

A–ADisruptiveManufacturing......................................................................................................................................................42B–ThebreakoutofSupplyChain...................................................................................................................................................43C–Fablab..................................................................................................................................................................................................44

II.3Theadoptionstrategy......................................................................................................................................45THEDENTALINDUSTRY:ATECHNOLOGICALADVANCEDENVIRONMENT.................50I.THEDENTALINDUSTRY............................................................................................................................................51I.1Overviewofthemarket.....................................................................................................................................51


I.2–GlobalMarketdrivers......................................................................................................................................51I.3–Product.................................................................................................................................................................52I.4–Innumber............................................................................................................................................................52I.5–Geographyperspectives.................................................................................................................................53I.6–Thedentallabcrisis........................................................................................................................................53

II–THEDENTALLABORATORIESISFACINGTHENUMERICAGE........................................................................55II.1–Thetechnologyrescue...................................................................................................................................55II.2–Anindustrydigitalized.................................................................................................................................55II.3–Thefuturewillbewith3DPrinter..........................................................................................................56

A–Thediscovery...................................................................................................................................................................................56B–TheImplementation......................................................................................................................................................................57C–TheFinalProduct...........................................................................................................................................................................58D–Advantageofthetechnic.............................................................................................................................................................58E–TheAddedValue.............................................................................................................................................................................59

III–THEVISIONOFAWORLDWIDEDENTURESUPPLIER:3DRPD..................................................................59III.1–Presentationofthecompany...................................................................................................................59

A.Customer..............................................................................................................................................................................................60B.Product..................................................................................................................................................................................................61

III.2A3DPrinter,notasimpletools.................................................................................................................62A.TheOrigineoftheIdea...................................................................................................................................................................62B.Acompanydrivesbyvalue...........................................................................................................................................................62C.Ascaleupcompany..........................................................................................................................................................................63D.CompetitionandOpportunities..................................................................................................................................................64

CONCLUSION................................................................................................................................................66APPENDICES................................................................................................................................................70APPENDICE1:TIMELINEOFTHETHRIDREVOLUTION..........................................................................................70APPENDICE2:INTERVIEWOFDENISTHERIAULT,CEO&FOUNDEROF3DRPD........................................71APPENDICE3:INTERVIEWOFMRPASCALBONGERT,CEOOFLABORATOIREBONGERT,ANDCEO&FOUNDEROF3DRPD.....................................................................................................................................................80APPENDICE4:INTERVIEWOFMRSDELOGE,CEOOFDENTALCAPOCEAN...................................................87

BIBLIOGRAPHY..........................................................................................................................................92INDEXOFPICTURE,TABLEANDGRAPHS.....................................................................................96


AbstractAbstract-FrenchCedocumenttraitel’ascensciondelatechnologieadditivedanslemondeducommerce.

Pour mieux comprendre les apports et opportunités que cette technologie peut

apporter, ce document traitera en premier lieu, le lien direct reconnaissable avec le

concept de customisation de masse dans un context futuriste appelé Industrie 4.0.

Ensuite nous allons s’interroger sur les différentes techniques utilisées par les

imprimantes 3D, ses possibilités dans différentes industries, ses opportunités dans la

châined’approvisionement,maisaussileslimitesetcoûtsengendrésparcettemachine.

Pourfinir,nousallonsrencontrétroismanagersd’entreprisetravaillantdansl’industrie

dudentaire,quipoureuxl’imprimante3Destunepartieintégrantedeleurfabrication

etunvecteurd’avenir.

Motsclés(5to6keywords)Customisationdemasse,FabricationAdditive,Chaîned’approvisionnement,Management,Dentaire,Prothèses,Innovation,TechnologieAbstract-EnglishThis paper discusses the rise of theAdditiveManufacturing in the businessworld. In

ordertobetterunderstandtheopportunitiesandbenefitsofthetechnology,thepaper

willdiscussinthefirsthand,thedirectlinkwiththeMassCustomizationparadigm,ina

near future context called Industry 4.0. Then, we investigate the technics of the 3D

Printer, itspossibilitieson industries, itschallenges towards thesupplychainbutalso

thecostsandlimitsofthismachine.Inlasttime,wewillmeetthreemanagersactingin

thedentalmarket,whoareusingintheircorebusinesstheAdditiveManufacturing.

Keywords(enanglais)MassCustomization,AdditiveManufacturing,SupplyChain,Management,Marketing,Dental,Prosthetics,Innovation,Technology


Methodology

Inorder to realize this study,weusedifferent sourcesof information.The two

firstpartsaremainlybasedonauthorsthought,andalsospecializedpress.

For the Mass Customization part, we gather information from authors, and from

academicarticles,ourmainprimarydata.Thissubjecthasbeendevelopedoverand

overandexperiencedatmanydifferentlevels.Theorieshavebeenmadeatdiverse

times,fromthe90to2010’s,thispermittogetvariedpointsofviewthroughages.

Forexample,Mr.JosephPinehasbeenaveryimportantsearcherrecognizedforhis

booksandinterviewtowardsmasscustomization.

Thesecondparthasbeeninvestigateddifferently.WewillalsousetheHarvard

Business review for some article. This part ismuchmore an actuality fact. Itwas

easier to find information on specialized magazines. This will represent our

secondarydata.

The thirdpart is divided in two.The first chapter is about theoverviewof the

dentalmarket.Due to the lackof information about thedentalmarket,we collect

data from abstract ofmarket studymade by Consultant Companies.We confront

theminordertodiversifytheanalysis.

For the empiric part, the third one,wedecided to gather qualitative data from

expertsthroughSkypeinterview.Mrs.AgnèsDELOGE,CEOofDentalCapOcean,Mr.

Pascal BONGERT, owner of Laboratoire Bongert and CEO and founder of 3DRPD,

and Mr. Denis THERIAULT, founder, and CEO of 3DRPD, I had the chance to

interviewthesethreesuccessfulmanagers.Bothofthemaredirectly linkedtoour

fieldofstudy,theyareworkinginacustomizedenvironmentusing3DPrinter.Their

companies are acting a different level in the dentalmarket. This permits to have

differentviewandinformationintodifferentanglesofthemarket.


Introduction

“I’ve presented a concrete commercialization thanks to 3DRPD, but

whatI’veseenandwhatI’veheard,Jeremybelieveme,areunbelievable

(…).IsawsomanythingsthatIcan’texplaintoyoubecausetheyare

somuchadvancedtechnologically.WhatIrememberfromthisit’show

3Dprintingwillrevolutionizeeveryindustryintheworldateverylevel,

human, mechanic, production” – Mr. THERIAULT founder of 3DRPD,

Interviewfromthe21/05/16,afterassistingacongress inCanadaon

3DPrinting.

ThisiswhatMr.Thériaultsaidmeafterhewenttoacongresson3DPrintingin

Canada. The 3D Printing also called, Additive Manufacturing, is a technic that

permits to create an object by superposing thin layer of material over and over.

Developedinthe80s,themachinewasusedatthebeginningtoRapidPrototyping,

then in the 90s, the two pioneers company 3D Systems and Stratasys start to

commercialized the machine. We really began to think and use the Additive

Manufacturing in the beginning of 2010, where medical, aeronautic, jewelry and

alsoautomotive industriesappeared tobe fascinatedby the technology.Managers

introduced themachine in their fabrication chain in order to have better quality

product while offering new characteristics, and reducing production time. In the

meanwhile,3DSystems,Stratasysandother revolutionizestartups in thismarket,

launched the 3D desktop Printer, the affordable price let consumer access to the

technology at home. The 3D Printer market is growing every year, with a 100%

growth for the next 5 years and grew to 1 billion dollars in 2015 (printer and

services). The democratization of the 3D printer, industrial and personal, will

revolution the entire conception of an object, companies will create and sell

differentlywhileconsumerwillachieveuniqueobjectondemandattheirhome.

In our connected world, companies are gathering data from every connected

device, in order to understand better their customers. When the idea of mass

customizationappears,companiesdidn’thavethoseresources.Thedatagenerating

by consumers on platforms is changing the industry. The presence of internet

everywhere is restructuring our society. It is changing how we create, how we


communicate and howwemake business. Companies can now understand faster

customersexpectationsandneedtoreactfastertoprovideproducttheyarewaiting

for.

Inacontextofindustrialevolution,andwhereInternetandmanufacturingarethe

newcombination,wecouldthink:HowAdditiveManufacturingwillcustomizeour

needsondemand?Ouraxistoanswertothatquestionwillbemainlybasedonthe

supplychain.Wecansuppose that thesupplychaincouldbe totally renovatedby

avoiding delivery steps. The customers would be involved in the manufacturing

process,tocreatetheirownproductandelevateanewcompetition.Decentralizing

theirproductionwillattractcompanies.The followingpaperwill try toshowhow

3D printer will be integrating to the manufacturing chain while offering many

advantagesandan indefinitecustomization.Wewillnotenter inthetechnical fact

on3DPrintingbecausethisarearequireshighexpertise,butwewilltrytotakethe

big picture of the technic. In the first place, we will investigate the mass

customizationparadigm.Wewilldefineitsorigin,itsbenefits,anditsattributesby

thevoiceofimportantauthorsfromthelastdecades.Inasecondtime,wewillfocus

ontheAdditiveManufacturing.Firstlywewillhaveanoverviewofthehistory,the

development and the market of that technology. We will also try to give a clear

explanationofthefunctioningofthemachine.Thenweevaluatetheopportunityof

3Dprintersandalso itscompromises thatcompanyhas tounderstand. In the last

time, we will have the chance to interview three Chef Executive Offices of three

companiesactinginthedental industryatadifferentlevel.Mrs.DELOGE,whichis

the CEO of Dental Cap Ocean, manages a dental laboratory of 28 technicians in

Vendée,France.She isassociatedwithMr.BONGERT,ownerof thebiggestDental

Laboratory in France.He is also the Co-Founder of 3DRPD,withMr. THERIAULT.

Both of them are managing 3DRPD, a dental supplier of chrome cobalt denture

product. Mr. THERIAULT is managing the USA and Canada branches, while Mr.

BONGERT is directing the Europe branches. These three companies are using 3D

Printer in their daily tasks in order to provide the perfect product for the client.

These three managers will provide us very useful information and facts on the

utility of the AdditiveManufacturing in their activity and new opportunity of the

marketthanktothetechnology.


PARTI:

MassCustomization:afactorofsuccess

Inthispart,wewillinvestigatetheMassCustomizationparadigm.Anoldidea

stillpresentnowadays.Wewillseeitsdifferentapproachesandhow

companieswanttobeseenascustomizers.Thisevolutionofthecompany

leadstoatotalrenovatedindustry.WewillhavealookoftheIndustry4.0

whereourentiresocietywillberestructured.

Picture1:Customer'sNameonitsStarbuckOrder


I–TheMasscustomization:theactualbusinessstrength This chapter aims to provide information about the paradigm of mass

customization. How the society has changed from amass production concepts with

standardizedproductstoamasscustomizationideawhereeveryproductisdifferent.

I.1ConceptsandIdeas

A–Whatisit? Mass customization by definition is “producing goods and services to meet

individual customer’s needswith nearmass production efficiency” (Tseng& Jiao,

2001).Thisconceptappearsinresponsetotheparadigmofmassproduction,inthe

1990’s. After focusing on mass production and making economies of scale,

companies tend to change their view over themarket and their customers. They

understand that the market is no longer homogenous but it is composed of

individuals: customers. In these individual the demand and supply still exist but

therearenotthesameanddiffersfrommanyvariables.Ofcourse,somecustomers

have same views, it is logical to group them, but the best companywill respond

individuallytoeachofitscustomers’demand.

From that, we can propose a new definition of the market. In marketing, the

marketisreferringtoahomogenousgroupofcustomersand/ororganizationsthat

are stimulating by a product or a service,which arewilling to pay for it. Inmass

customization, we can change this definition and say that the market is a place

wheredifferent individualsaregroupedandare interestedinaproductorservice

but differs from their needs, wants and expectations for it. It means that the

populationisnolongerstableandcontrollableasbefore.

Wealsohavetodefinewhatareneedsandwantsfromamarketingperspective.

Needsissomethingyouhavetohave,forexample,youneedfoodtolive.Wantsare

somethingyouwouldliketohave,forinstance,aMcDonaldmeal,youdon'tneedit

asaphysicalneedsbutyoudesiretoeatsomethingspecial


B–BeacustomizerMassProductionandMassCustomizationaretwodifferentideas;acompanywho

wants to focus on customizationneeds tomake continuous improvements.Aswe

canseetheexampleofToyota,whichwasthemostefficientcar’smanufacturer,they

createdtheleanmanagement,buttheydidn’timplementthecustomizationprocess

instantaneously.According to JosephPine II andal. (1993),Mass customization is

notjustanideait’sawayofdoingbusiness.

“Masscustomizationcallsforflexibilityandquickresponsiveness.In

an ever-changing environment, people, processes, units, and

technology reconfigure to give customers exactlywhat theywant.

Managers coordinate independent, capable individuals, and an

efficientlinkagesystemiscrucial.”(Pine,B.J,andal,1993)

Mass Customization requires improvements in organizational structures,

management, values, systems and customer relationship. The manufacturing

processinacustomizationenvironmentisverydynamic:workersdonotarguethe

basic product that they have to build because they assume it is how customers

expected to be, so they adapt themselves and learn to answer to customers’ new

design. This is the role of managers, and executive leader, to set a vision and

implement goals, companies need to be ready to answerwhat the futurewill ask

them.Thisvision is facingthe future.Continuous improvementsarenotusedonly

fortodaytasksbuttorealizewhattomorrowwillbring,orwhatthenextcustomer

willwant.Thisvisionandgoalspermit toput thecompany in thesamedirections

andgivemotivation.

Mass Customization needs to follow the same low-cost production, but these

improvementsandproductdevelopmentmaymakethetaskharder.Inordertoput

these two different ways of doing together, companies may need the help of

technology. Mechanical and Digital Technology will be welcomed in this process.

Mechanical Technology, in a customization environment, will help to automate

tasks,toreducefailure,inordertomakeworkersandmachinesoperatingtogether.


Theadvanced technologywillbe important forproductionsbutalso forcollecting

datafromcustomersandanticipatethedemandandexpectationsofcustomers.

C–ThefourapproachesofCustomization

Companieshaveunderstoodtoalwaysanticipatethenextcustomerexpectations

throughMassCustomization.Therearedifferenttypesofcustomization.Identifying

thebestoneforanactivitywillpermittoavoidcostandcomplexity.Therearefour

different approaches of customization: Collaborative, Adaptive, Cosmetic, and

Transparent.(Gilmore,J.H,andPine,B.J,1997)Managersshouldexamineeachtype

ofcustomizationbeforeheadingtoanewstrategygiventhatcustomerswillseeand

valuethoseprocesses.

Basedonthearticleof“ theFourFacesofMassCustomization”byGilmore, J.H,

andPine,B.J (1997),wewill examineeachdefinitionof the four approaches then

provide an explanation and an example. The first one will be the collaborative

approach.

“Collaborative customizers conduct a dialogue with individual

customers to help themarticulate their needs, to identify the precise

offeringthatfulfillsthoseneeds,andtomakecustomizedproductsfor

them.“(Gilmore,J.H,andPine,B.J,1997)

In other words, collaborative customization, as indicated by his name, the

company and customers are working in collaboration to identify the best

alternativesandoffering thebestproduct that fit thecustomer.Thecompanywill

engage contact with its customers to gather information of what they need. In a

worldwherethereisamultitudeofsimilarproductsandalternatives,thisapproach

willhelpcustomerswhodon’treallyknowwhattheywant.Duetothecollaboration

withthecompany,customersknowexactlywhattheyareexpectedfromaproduct.

The company is trying to understand the needs of the customers and tomake it

cleartothem.


Example:NIKEID

Nike Inc., have incorporated in their stores and online, a new process of

customizableshoes.Since2012,Nikeallowstheircustomercustomizetheirproduct

in a severalways, from colors to texture and even the name. There are somany

possibilities,thatNikeneedsthetechnologytoachievethat,andalsothestock.Due

to those infinitepossibilities, and stock issues, the enterprise as a longerdelivery

time,almost4weekspercustomizablepairs.

Picture2:NikeID

The Adaptive customization is another approach emitted by Gilmore, J.H, and

Pine,BJ(1997):

«Adaptivecustomizersofferonestandard,butcustomizable,product

thatisdesignedsothatuserscanalteritthemselves.»

This approach gives the customer the freedom to customize the product

accordingtohisorherownchoices.Thisproductisastandardproductmadebythe

companywhichcanbeeasilyadapttothecustomer,byproposingsuchaservicethe

company implies it has everything in stock, every possibility to answer the

customer’suniqueinquiry.Thisapproachisoptimalforthecustomerwhocanhave

different expectations from the utility of the product. The technology is an

important resource for this typeof customization for creating rapidly theproduct

thecustomerislookingfor.


Example:OneslicePizza

A few years ago, you were obliged to buy an entire pizza.

Nowadays, pizza companies, in supermarkets, are able to

offersonlyonesliceofpizza.Behindthat,thecompaniesadapt

themselves to answer to customers: reducing quantities for

specialdemand.

The third approach is the cosmetic customization, Gilmore, J.H and Pine,B.J

(1993)explain thisapproach let thecustomersuse theproduct thesamewaybut

the only thing which differs is how it is presented. For example, the packaging

changesaccordingtothecustomer,theclient’snamecouldappearonthepackaging,

it makes the product advertised and promoted in a different way according to

several kinds of clients. It is much more a merchandising way of doing than a

customizationofproducts.Wecansaythewayofofferingtheproductiscustomized.

Themerchandisingincludesatmosphere,music,smell,display,pointofsales,taste:

thebuyingexperienceofacustomer.

Example:Coca-Cola,andtheirbottlenamescampaign,

Coca-Colahasrunin2014,amarketingcampaignthatallowscustomerstoputtheir

name on the bottle label. This is an example of cosmeticsmarketing because the

productisstillthesamebutitisadvertisedandcommunicateddifferently.

Picture4:"Shareacoke"CocaColacampaign

Picture3:OneslicepizzabySodebo


The last approach is the Transparent Customization as it suggests customers

don’tseethechanges.Bydefinition:

« Transparent customizers provide individual customers with unique

goods or services without letting them know explicitly that those

products and services have been customized for them. » (Gilmore, J.H,

andPine,B.J,1997)

With this approach, enterprises want to respond to their customer and surprise

them.Theywanttooffertheproducttheywerewaitingforwithoutrecognizingthe

effortmade.Theywantthecustomertoseeit,butithasmainlynegativeimpactfor

them. Itwill bepositive for the company; sometimes they can replace apart or a

processtomakeitcheaperforthembutnotobligatorycheaperforthecustomer.

Example:Newrecipeinfoodindustry

Somefoodcompanieshaveexaminedtheircustomersandtheycometoapointthat

customers are expected

somethingmore about the

food or the taste. For

instance, a company will

makeafoodsweeter,itwill

give a positive impact for

their product but it

appears to customers as a

negative impact because

the price might be more expensive. Consumers continue to like and want the

productsotheywillstillbuyit.

Picture5:NewRecipeLionbyNestlé


I.2FromMassProductiontoMassCustomization

Fromthebeginningoftime,wemakeBusiness.Inthepast,weweregrowingour

plants and sell it on amarketplace,which remain commodities (see figure). After

that,TheIndustrialRevolutionappearedandwewerenotonlygrowingplantsbut

westartedtocreategoodsandtosellit.

AfterTheSecond IndustrialRevolution, themassproductionconceptappeared,

also called the American System of Production in the 1910s. The after war

environment, was favorable to economic growth, dynamism, and demand for

productswasveryhigh.Americansstartedtomanufacture inmassquantityevery

kind of product, in order to

sell and spread it in huge

markets. As we know, Ford

was one of the pioneers in

this idea; the production of

cardidn’tstoptogrowafter

wars.Workers were settled

in assembly lines and

reproduced same

movements every day. The

helpoftechnologypermitted

to boost the rapidity of

manufacturingandtoreducefailure.Massproductionwasofferingtothecustomer

ahighquantityof standardizedproducts. Consumersdidn’t care aboutwhomake

products, theyonly caredaboutprice.Theworldwas consideredasoneandonly

market, companies didn’t try to understand customer’ expectations. Therefore,

goods became commoditized (see figure 1), and we took a step behind from the

IndustrialRevolution.

Manufacturersunderstoodthisdemandandstartedtoofferdiversifiedproducts.

Industrieswerefocusingonstandardizedproductsforawholesamemarket.They

werecentralizedonstableefficiencyandcontrol.Thesocietystartedtochange,we

began to express our feelings and we were expecting shifts. In the 60s, the

Figure1:AdaptedfromPineJ,fromhisTED'sConference"WhatCustomerWant"


automobileindustrywasrising,thepopulationstartedtoexpressideasandtomake

choices, we can speak about the Hippies movement, Woodstock, or about

contraceptionwhichwasdecriminalized.Itwasachangingsociety.Meaningbythat,

theworldwasnot stableanymore, companies couldn’tbeasefficientas themass

production required. Adding to that the usage of new technology and new

managementmethods,companiescameuptoanewparadigmbycreating“variety

andcustomizationthroughflexibilityandquickresponsiveness”(PineB.J,2004).

People wanted to customize a product, to respond to their own and different

demand. Companies started to act in a very competitive environment, where

customers were waiting for variety. They began to segment the market and to

positionthemselves,inordertopromotedifferentiationtotheirproduct,whichled

togivingadifferentperceivedvaluefromcustomers.Becausecompaniesdecidedto

offerdiverseproducts,wecansaytheytriedtodeliveraserviceondemandtothe

customerwhowaswaitingforitsuniqueobject.Thisstepalsofounditslimit,with

thehelpof technologyanddifferentwayof leadinganddoing, theservicebecame

obsolete.Thisevolutionhadalsobeencommoditized.(Seefigure)

Another evolution is about experiencing (see figure). Now the client wants toexperiencewhenhebuyshisproduct.Thereareexperienceseverywhere:whenyou

drink a Coke, when you travel, and you go to a fast food, you experience the

atmosphere,thetaste…Nowcustomizationisnotonlyaboutdesign,orutility,now

wewanttofeelsomethingwhenwebuyaproductor

a service. When you buy a plane ticket you expect

something about your travel. Customers don't only

careaboutpricebutbywhat theirnewproductwill

bring to them. Companies have understood that by

givingmore andmore value into their product. For

instance, consumers are buying VOSS water (see

picture), a bottle of water that costs approximately

5€andnotanordinarytapwater.Becausecustomers

expected something, they know this water is more

expensive,theyareexpectingabettertaste,andtheyPicture6:VossWater


alsowanttoshowsomethingbydrinkingthiswater.Why?Becauseeverycustomer

wantstohaveauniquefeeling,theywanttoexperiencewhattheproductisbringing

tothem,andtodistinguishthemselvesfromotherpeople.

MassProduction Mass

Customization

Personalized

Production

ProductionGoalEconomyofScale EconomyofScale

EconomyofScope

EconomyofScale

EconomyofScope

ValueDifferentiation

DesiredProduct

Characteristics

Quality

Cost

Quality

Cost

Variety

Quality

Cost

Variety

Efficacy

CustomerRoleBuy

Choose

Buy

Design

Choose

Buy

Table1:Keydifferencesbetweetheparadigms(HU,S.J.,andal2011)

I.3–Whatcustomerswant

A) Authenticity Aswesaidbefore,clientswanttohavetheirownproduct,whichcorrespondsto

them and they also want to experience what and how they get this product or

service. As Mr. Pine said in his TED’s conference in 2004, customers want to

experiencebuttheycan’texperienceproductwhentheydon’tseeauthenticity.Itis

becomingthemostimportantcriteriaforcustomers.Theywanttoknowwhomakes

theproduct,fromwhotheyaregoingtobuy,andwhataretheygoingtobuy.

By nature marketing is not an authentic field. Companies are ready to do

everything tomakeprofits.Butnowadays,newcompaniesarenotonlymotivated

byprofit.Someofthemprefertocreaterelationshipswiththeircustomersbybeing

authentic. To be authentic, an enterprise will try to connect to their customers

throughmanaging efficient interactions. The field is related tomerchandising. An

atmosphere,awayofspeakingtoclientsisanimportantpartoftheauthenticityofa


brand.Also,theemergenceofsocialmedialetscompaniesbeinatotalsynergywith

theirclientsateverymoment.Socialmediaallowcustomerstogivefeedbacksand

interactwiththecompanies.InaMassCustomizationviews,andaswesaidbefore,

this if very important for those companies which tend to respond to customers’

expectationsasbetterastheycan.

Toofferthat,companiesneedtoreallydefinewhatwouldbetheiraddedvalue.

Forexample,whenyougotoaSUBWAYSrestaurant,thecustomerknowsthatheis

going to have fresh and healthy food,made for him on demand. Rather than in a

McDonald restaurant where you don’t know where the food comes from. In

Subways as you clients, you are treated as a unique and different customers,

whereas in McDonald you are a customer like the other. In term of atmosphere,

McDonald,duetotheirbigrecognition,hasbetterinfrastructures,buttheadvantage

of Subways is that they are showing ingredients to customers and let them think

“this fresh, and green, its better for my body”. That is why Subways is the first

competitorsofMcDonaldwhen theyellowMoffers awidevarietyof sandwiches,

Subwaysofferscustomizablesandwichesforyou,madeinfrontofyou.

B)Personalization Inthelastfigure,wecanalsoseeanewparadigmappearing:thepersonalization.

The personalization is the last evolution in Mass Customization. Where Mass

production is focusing on Economy of Scale, Mass Customization on Economy of

Scope,PersonalizationtendstofocusonValueDifferentiation.

With thisexpansionof Internet,whichgatherseverydaydata toanalyzeand to

evaluate customer’s behavior, manufacturing tends to be unresponsive to all the

changesthatmightimpacttheprocess.Forthispurpose,companiespursuittheidea

to integrate new technology in their manufacturing process. The edge of the 3D

Printing will allow businesses to respond to every demand possible, the most

complexdesignwillbeonthehandandwillassuretocreateondemandproduct.As

Hu,S.Jsaid:

“ 3D Printing, present an opportunity for a new paradigm of product

realization: the personalization of products tailored to the individual

needsandpreferencesofconsumers”(Hu,S.J.,2013)


Inthispersonalizationidea,thecustomerwantstogethisownproductwhichif

mayhavedesignhimself.Customersnowadayswanttobeinvolvedintheprocessof

manufacturing. Who doesn’t want to have a product that he thought and did

himself?Thecompanywhocanofferthatgiveaccesstocustomers,andmakethem

feel tobepartof theprocess thisrefers to theauthenticity factwewerespeaking

before. Customer will be part of the process and therefore will knowwhat he is

going todoandget.Theuseof technologywill lead customers to visualized their

product,givefreedomindesignandletthecustomerbecreative.

II–TheIndustry4.0

BeforespeakingabouttheThirdRevolution,weneedtoremindabouttherootsof

thisone:TheFirstandSecondIndustrialrevolution.

TheFirstRevolutionstartedintheXVIIItofinishintheXIXcentury.Inthisperiod,

where philosophy had the power to lighten the population, we saw appearing

industries.

ItisinGreatBritainwherethefirstinnovationappeared:thesteammachine,made

byJamesWattin1769,wastheprecursorofallthefollowinginnovations.Thetextile

andmetallurgicindustrystartedtobemechanizedandgainedprogressthisleadtoan

accelerated rationalization of

the production methods.

Thankstothesteammachine

permit to put movements in

others machines, humans

were capable of moving

faster, trains appeared, roads

have been created. These

economic transformations had also an impact on society: the labor class has been

created, the urbanization had started and the notion of proletariat came into

existence.

TheSecondRevolutionhavebeenpossiblethankstotheinventionofelectricity,the

discovery of patrol and the utilization of gas. These sources of energy started to be

Picture7:ChristopherRosneronAllAboutLean.com


spreadaround1880.Thefirstgasmotorhasbeenmade,steelismoreusedthaniron,

and the chemical industry is rising. Then automobiles and plane revolutionize the

industry in early XX. In the society, the Revolution made companies more and ore

important, people started to care about theirmoney. Big companies, tend to be big

factories that lead to the idea ofmass productionwe spoke before.Work has been

defineddifferentlythankstotheTaylorismandtheFordism.

II.1.TheThirdrevolutiongiveswaytotheIndustry4.0

A–TheevolutionoftheDigitalRevolution

Theriseofrapidtechnologiesofinformationandcommunication,asTheInternet

allowsto,andinnovationsinthenumericindustryarethebasedonthisrevolution.

Ourwayofthinking,acting,communicating,workingandpayinghavebenaffected

by the edge of electronics. Analog technologyhas been replaced evenupgradeby

digitaltechnology.Ourknowledgehastotallychanged.Thesocietyisdifferentfrom

thebottomuntilthetop.Populationsarelinkedeasierandstronger,whichpermitto

betteranswertohumans.DouglasEngelbart,computerscientist,andinventorhave

said:

“TheNumericRevolution is farmoresignificantthanthe inventionof

writingorevenofprinting”

Aswecanseeinthetimeline,thedigitalrevolutionhasseenthedevelopmentof

thedigitalelectroniccomputer,thepersonalcomputerandalsothemicroprocessor,

have permitted to ameliorate several ranges of product from cameras, phones to

music players. The Internet and theWorldWideWeb radically changed the way

companiesandindividualscommunicated.Moreandmorepeoplegainedaccessto

everythingtheywant,smallcompaniesgainedaccesstohugemarkets,thesearethe

pillars of the Globalization, which became an important result of this digital

revolution. The Internet is a source of date for customer, a platform of sharing

information,wherecompaniesextractdataandfactsothertheircustomers


B–ThebasisoftheIndustry4.0

The threepast industrial revolutionsweredrivenby technical innovations: the

steam-poweredmachine for the firstone, thedivisionof laborat thebeginningof

the 20th century, and the beginning of automation inmanufacturing in the latter

20th century. Experts see the upcoming industrial revolution triggered by the

Internet, which permits to create communication between human but also with

machines in Cyber Physical System (CPS). The demand for customized product is

growing, adding to that the decrease of product life Cycle, forced companies to

transformtheirorganizational structure thenalso theproduction.Thiswillbe the

Industry 4.0, in reference to a fourth industrial revolution,where the numeric or

digital will be present everywhere as oxygen in ourworld. This concept appears

firstinGermany,wherethegovernmentwantstocomputerizedmanufacturing;the

biggestexampleinthiscountryistheautomotiveindustry.

Theindustry4.0focusesontheinstallationofintelligentproductandproduction

processes. Inthe future,manufacturingneedstoberapidaspossibletoanswerto

theneedofcustomers,thisinvolvedrapidproductdevelopment,flexibleproduction

inacomplexenvironment.Thisnewindustrywillbebasedonfourprinciplesthat

arenotcommoninnowadays:

- Verticalnetworkingofsmartproduction:wheremachinesandhumanswill

communicateandoperatestogether

- HorizontalIntegration:thevaluechainwillbetotallyrethoughttobemore

andmoreefficientnewnetworks,assmartgrid,cloudscomputerizingand

differentinternets

- Theentirevaluechainwillfollowahigh-techstrategy

- Boostingby“exponentialtechnologies”assaidMr.Das,R(2015)

Smart Factory Picture 8, which will be capable of interacting directly with

customersorevenothermachinesinordertocreatetheperfectproduct.Machines

will be connected,whichwill create an intelligent network along the entire value

chainthatcancontroleachotherautonomously.Thisnetworkwhileoperatingwill

be able to analyze the environment, and customers in order to deliver the best

product. Someexamples for Industry4.0aremachines,which canpredict failures


andtriggermaintenanceprocessesautonomouslyorself-organizedlogistics,which

reacttounexpectedchangesinproduction.

Inacontextofmanufacturing,MassCustomizationis:

“aproductionstrategythatfocusesontheproductionofpersonalized

massproducts,mostlythroughflexibleprocesses,modularizedproduct

designandintegrationbetweensupplychainmembersalongthevalue

chain”(Davis,S.M.,1989).

ThebigimportanceofMassCustomizationleadstofundamentalshiftsinthe

product and production organization, in order to be flexible and respond to

complexitymanagementbutalsoproduction.Thosenewmanufacturingprocesses

andorganization,stillmotivatecompaniestodifferentiatethemselvesandacquirea

betterqualityproducttoensureastrongcompetitiveposition.Inordertoachieve

thiscomplexity,RapidManufacturingwillbeabigadvantageforcompanies.

II.2TheInternetsAs we can see Picture 8, there are four internets, which influence the smart

factory:

- TheInternetofThingsalsocalledIoT,isbasicallyalltheinternetconnected

devices . “The IoT is a giant network of connected “things” (which also

includespeople).Therelationshipwillbebetweenpeople-people,people-

things and things to things.” (Morgan, J 2014). There si more devices

connected than people on earth. This connected devices, as cell phones,

Picture8:SmartFactoriebyRanenDas2015


watches,coffeemakers,ovens...willpredictandanticipateourneedsand

wants.

- The Internet of Data is also called Big Data. These data are collected by

connected devices and are used by companies to better understand

customers,andbehaviors.

- The Internet of People ismore about communication.With the climaxof

socialmedia,nowpeople are connected continuously and for everything.

People are sharing information about relationship, food, andhealth. This

ideagainsalsopowerduetoalltheconnecteddevicesthataregivingand

sharingfactswithevenwithoutourpermissionontheinternet.

- The Internet of Service: have been also called Web 2.0, it is an “old”

conceptswhereE-productivity andE-commerce start to be accessible on

the internet. This idea is a precursor and had pursued the rise of the

internet, but now it’s a verybig businesswhichwill never stop growing.

B2C eCommerce Sales reach $1.7 trillions of dollars in 2015 and its

predictedtogain12%tohit$1.9trillions(source:Statista.com)

AlotofexpertstendstosaythatthisfourInternetsarenotdifferenttheyareall

partoftheInternetofThingsIoT.Companiesareusingthesesourcesofdatatooffer

newservices,reshapingexperiencesandenterintonewmarketsthanksthedigital

ecosystem

Inhisconference,JoëldeRosnayspokeabout3majorbreak-ups,whichwillalter

our society in the future. ForMr de Rosnay, in a near future, his theory is : “the

Internetwilldisappear”.Itwillbefusionina“numericecosystem”,asoxygen,water

and gas are part of our lives. This ecosystemwill link everything and everybody.

Production,distribution,service,politics,economywillbearoundus,willbepartof

ourdailytaskseverywhere.

A risk behind this Internet, there is no more privacy. This will be the big

challenge in the future or Internet.Our data are collected fromeverywhere, from

everything.WeusetosaythatthefirstdatacollectoristheATM,nowevenafridge

ormicrowaveisgivingdata.


Theenergyproductionwillmovetobedecentralized.Industrieswillstartto

maketheirownsourceofenergyandweofferittoothercompaniesandalsotothe

population.ThisisusedtocalltheEnergyTransition.Thedistributionofenergywill

betotally,asMrdeRosnaysaidinhisconferencethisenergywillbedistributedin

“asystemofpeertopeer,thanktoanetworkwhichwillbemoreimportantasthe

internet,asIcalledEnernet,smartgridsinterconnectedtogetherwherethenumeric

willhaveanimportantrole”.Asmartgridisanintelligentdistributionnetwork,help

byacomputertooptimizetheproduction,distributionandconsumptionofenergy.

Thankstotheprogressoftechnology,thepharmaceuticsindustry,andagro-

food industrywill be totally disrupted.Wewill be able tomeasure by ourselves,

whataffectsandhowitaffectsourbody.TheNumericwillsfusionwiththebiology

tothisecosystemnumeric.

II.3TheCompanyoftomorrow.

A–ThePlatformstructure Thestructureofacompanywillbetotallyalteredbythedependenceofinternet.

Companiesalreadystarttochange,newcompaniesarenoworganizingasplatforms.

Thisnewbusinessmodel in centralizedoncustomers.Customersvia the internet,

IoTandIoP,issharinginformationgivinginformationtocompanies,usedbythem

tobetterunderstandcustomersexpectations.PhilSimonhasdefined theplatform

as:

“anadaptableecosystemwhich includesnewproductandservicesrapidlythanks

tocustomers,prosumers,partners,stakeholds, todigital technologyandtomutual

actorsbenefits”

ForMr.Simon,aprosumer isapersonwhoeitherproducesandconsumes.

Thereareseveralcompanieswhichimagedthisdefinition.Forexample,Uberisthe

biggesttaxicompanyintheworld,buttheyhavenocars.Thisisaplatformwhere

customersareproposingtheircarstoproduceaserviceinordertotransportpeople

andalsoconsumingtheservice.It’saWin-Winbusinessmodel.Uberisjusthereto

putinrelationcustomerandcustomer.UberispartoftheNATUcompanieswhich

have the samebusinessmodel:Netflix, Airbnb, Tesla, andUber. These companies


are the fastest growing company, for Mr de Rosnay, this enterprise or platform,

representsa“thinlayer”thatgoingtobegraftondistributionindustries“whereare

thecost”,andmakeaconnectionbetweenseveralnumbersofpeople“wherearethe

money”. This is theDisruption concepts. This is theplatformbusinessmodel that

takesadvantage,onbigindustriesbyavoidingcostbutonlybysettlingconnections

between individuals. This creates a network where services or product are

customizedanddeliversondemand.

We can speakabout the

Disintermediation (See

figure 2). It’s a new

model that nowadays

companies are focused

on, and which will be

the basis of every new

enterprise in a close

future. This process

reduces steps between

customerandcompanybystimulatingtheirparticipationintheprocess.

Thisplatformstrategyisdrivenbytechnology,Bonchek,MandChoudaryS.P,

definedthemas“threetransformativetechnologies:cloud,social,andmobile”.The

first one, the cloud, facilitates the company production goals where everybody

createsdata.TheSocial ispoweredbysocialnetwork,whichconnectspeople,and

Mobilepermittoconnectthemtogetheranytimeanywhere.Thisresultinanetwork

ofindependents,entrepreneur,consumersaccessiblebyeverybody,whichareable

to create businesses, contributes, and purchase goods and services. (Bonchek,M.,

and Choudary, S.P., 2013). We say contribute due to these new trends of

Crowdsourcing.Itcanbedefinedasaclienthaveanidea,proposeittootherclients,

theseothercustomerswhichareinterestedaboutitwillinvestinitandconsumeit.

Meaningbythat,aclientdoesn’tneedanymorebanks,heiscreatinghisownbank

with other consumers to achieve a common goal. In the future companies, the

clients are in the center of the businessmodel. Thiswill result in a new form of

organization:thecollaborativeindustry.Wherecustomerswillshareeverything,as

theircar,theirhome,thisisanimportantfactoftheDisintermediation.

Figure2:DisintermediationProcess


Theriskbehindthisisthebigcompaniesfollowingthisbusinessmodel.The

GAFAMA, which is respectively: Google, Facebook, Apple, Amazon and Ali Baba;.

This“statecompany”hassomuchcash,morethansomecountries,andsuchabig

powerandinfluenceoverthepopulationthattheycantotallytakecontroloveran

industryormodifyitastheirownappearances.

B–Millennials:futureleadersofthesociety MillennialsalsocalledthisYgenerationisthecategoryofpeople,whichhave

growninthe2000’s,andaremuchmoreusedtodigitaltechnology.Thiscategoryof

peopleistheindependententrepreneur.Theyarereadytotakerisks,andmake

startup.Theyknewthissystemofplatforms,thefastgrowingindustry,andsociety.

Theydon'twanttolosetimetoclimbtothetopofacompany,theywanttomake

decisionswithface-to-facemeetings.InU.Smillennialswillrepresent75%ofthe

workforce.(Asghar,R,2014)

C–Newformofmanagement Themanagersoftomorrowwillbe,forMr.deRosnay“anadvancedmanager”,he

or she will have all new tools to be connected to his company. The human and

managerwill be in symbiosis.Mr. deRosnay explains this theory, as symbiosis is

“the association between two entities which are both alive or numeric”. Our

everydayobjectwillbesymbioticasthe intelligenthome;wewillbe insymbioses

with the digital ecosystem, which is the communication, the internet, economies,

work,home…MrdeRosnaydefinedthetermintelligentasa“proactive,interactive

inrealtime”,andintelligenthomewilladaptitselftotheenvironment.

So our manager will be in harmony with his environment thanks to the

numeric ecosystem. This may represent a problem between the delimitation of

work,home,orhobbies.Managerscannowaskanytimetosomebodytodoareport,

eventheweekend.Thankstothehigh-tech,wecanworkdirectlyfromhome,even

from everywhere. Newworkers have to say no, managers even workers have to

limits theirworkactivity.Wecan think thatwewill lose thehumanaspect inour

company,butMr.deRosnaypredictthatthisdigitalenvironmentwillreinforcethis


human linksbecausewewillmanage to fix the limits, andmanagerswillbemore

concernaboutthehuman.

AswesayMillenialswillbethemajorpartof thepopulation inthenext20

years. This generation is full of entrepreneurs and independents individuals.

Managers will be in charge to work in a team that might never be with him

physically or even together. These independents, also called slashers, are the

example of the disintermediation; they can work in a network, in the future

ecosystem.Alltheseentrepreneurs,theseindependents,willbedrivenbydifferent

motivation,wherethemanagershavetoorientate.Ouradvancedmanagers,willnot

beonlyadvancedby technologybutalsopeoplewill advancehim.Wewillhavea

source of information, the big data, analyzed by different platform, with

independentsthatarethegenerationofentrepreneurs;thenextmanagersmightbe

a manager of Independent Cooperative. Our manager will need to develop new

skills, forgetting about controlling, rewarding or reprehending, but he will be

motivatingbyhumans,haveavision,havevalueandbealistenertoothers.Thenew

managerwill bemoremotivate by human aspect than by profit. Hewill bemore

horizontal,usethemillennialculture,andpromoteinnovationateverystage.

Anewcategoryofmanagerswillbecreated:theChiefDigitalOffice,CDO.He

willbeaperson,whichhasthedigitalculture,asmillennials,andhismaintaskwill

be to transformthecompanystrategy towardadigitalandnumericapproach.His

missionswillbe to integrate thenewtools into

thecompany,nottheintranetastodaybutsome

newplatformthatthecompanywillneed.Asfor

example Salesforces, which is a start-up

specializedinhelpingcompanymanagement.He

willnotbehighinthehierarchyasCEOare,he

willbeinconstantexchangewithhisteam,with

the entire company, a lateral power. The total

ideaofworkcontract isquestioned,beforeyou

weregivingyourtimetothecompany,thatwill

payyouifyouaredoingwhatthemanagersask

you, now you are going to work to exchange ideas and achieve your personal

objectivesfollowingthecompanygoals.

Picture9:IllustrationoftheNumericEcosytem


PARTII:

AdditiveManufacturing:theindustrializationofeverything

Afterthinkinghowthefuturecompanywillbeorganized,the3Dprinter

representsarealtoolforthem.Inthispart,wewilltrytounderstandthe

functioningofthemachineandalsowhatwillbeitsbenefits.Wewillseehow

theAdditiveManufacturingcanhaveapowerfulimpactonthesupplychain

ateverylevel.

Picture10:TheCube:thefirstDesktop3DPrinterreleasein2013,By3DSystems


I–AConqueringMachine

I.1–AdditiveManufacturing,RapidPrototypingRapidManufacturing,3DPrinting,LayeredManufacturing…Whatisit?

A–History

We start to speak about 3D Printing in the 80 where the process of

stereolithographystartedtobedeveloped.Thisprocesspermitstosolidifylayersof

liquidpolymerusingalaser.ThefirstmachinelaunchedonthemarketwastheSLA-

1 by 3D Systems. In this era, the technology was developing and was call Rapid

Prototyping.Thisnewcreationconceptwasusedinordertomakeaprototype,by

printing layer after layer and therefore to get a three-dimensional object. The

technology became available to the public and in the 90s people started to speak

about3DPrinters.Newtechnologiesweredeveloped,whichpermitted toscan3D

model and replicated in thebeginningof theXXIth century.Now,3Dprinting is a

continuouslygrowingmarket,wherecompaniesstarttobeinterestedinitsbenefits.

Itisnowcalled:AdditiveManufacturing.Thedesktopcomputerandtheavailability

of industrial lasers were technologies that enabled the development of this

revolutionarymachine.

B–Whatisit?

AdditiveManufacturingistheprocessof joiningmaterialstomakeobjectsfrom

three-dimensional (3D) models layer by layer. It is the contrary of subtractive

methods,whicharetoremove,andcutrawmaterial.AdditiveManufacturingor3D

printing,bothtermscanbeused,describesthesameprocessoffabricatingproduct.

The3Dtechnologyisusedtocreateinfinitelydifferentanduniquemodels,patterns,

prototypes, components, and parts using a bunch of various materials as plastic,

metal, ceramics, glass, and others composites. Now “AM is changing the way

organizationdesignandmanufactureproducts.”(WholersAssociates,Inc.,2010).


C–Processandtechnics1-Creatingthebase

Weusetothinkthat,wejustneedtopressabuttonandthentheprintingstart.It

isfalse.Tofabricate,theprinterneedsa3Dfile,doneby3DCAD(Computer-Aided

Design)usingamodelingprogram.ThisformatfileisaSTLcreatedby3DSystem.

This3Dfilecanalsobedoneusinga3Dscannerthatisdoinga3Ddigitalcopyofan

object.Scannersareusingdifferenttechnologiesforreplicatingthe3Dmodel:time-

of-flight, structured/modulated light, volumetric scanning and more. A concrete

exampleof3DscanningistheKinectdevelopedbyMicrosoft.

2–Printing

Thefilewillbeconvertedintothousandofslicesthattheprinterwillreproduce.

It will print the first slice, then a second one over it, and so on, to get the final

productasthe3Dfilewasrepresentingthemodel.Afterthat,theobjectcandirectly

beused. The3Dprinter is also capable to print articulated object in oneprocess,

meaning by that the moving part are printed and assembly while the process is

doing.

Therearedifferenttypesoftechnologyin3Dprinters.TheAmericanSocietyfor

TestingandMaterial(ASTM)hadclassifythemas7categories:

- VatPhotopolymerisation:thismethodhasabathfilledwithaphotopolymer

resin, which will get harder with an UV light laser. The UV light laser will

transformtheliquidharderlayerbylayer.

- Material Jetting: this process is like a normal printer. Thematerial will be

applied,layer-by-layertocreatea3Dobject.

- Binder Jetting: these is twomaterial in this method: powder and a liquid.

Powderisspreadthentheliquidisappliedandwilloperateasgluetostickthe

powder.Then theprocessstartsagain,a layerofpowder isappliedover the

lastlayerandliquidstickthenewlayer.

- Material Extrusion: themost commonly used technology here is the Fused

Deposition Modeling (FDM). Assisted by a Computer-Aide Manufacturing


(CAM),twonozzleslinktothesourceof2materials,onenoozlewillforthe3D

Structureofthisobjectandthereoveronewillcoverit.Afterthestructureis

removed,andtheotherremainingpartistheobject.

- Powder Bed Fusion: the most common technology is the Selective laser

Sintering(SLS):thistechnicsuseahighpowerlasertofusethepowderintoa

massthathasthedesired3Dshape.Thispowdercanbeplasticceramic,metal

orglass.

- SheetLamination:Thismethodsuperposesthematerialinsheets,whichare

stick with an external force. For example, paper can be used with this

technology; they are cut, stick and superposed in order to have the three-

dimensionalobject.

- Directed Energy Deposition: a robot arm with in his nozzle the metallic

powderandofsourceofenergythatmelteddirectlythepowderandformthe

object.

D–PurposeoftheAdditiveManufacturing

3Dprinting is “readytoemerge fromitsnichestatusandbecomeaviable

alternative toconventionalmanufacturingprocesses inan increasingnumber

ofapplications.”(McKinsey,2014)

Additive Manufacturing is considerably opening new opportunities for the

economyandsociety.Itsflexibility

will permit to create infinite

customized goods, not only in

design but also in utilization to

meet every customer’s

expectations. Thank to its high

standardsofcomplexitymethods,

itwillfacilitatetheproductionofa

new high-tech part and product,

whichbemoreresistant,stronger

Picture11:InfinitePossibilitiesofShapes


and lightweight for industry such as aerospace, military or automobile. This

technology will offer a potential increase in the medical industry, thanks to the

developmentofbiotechnologyand theutilizationofbiomaterialby3Dprinters. It

will improve thehumanwell-beingandboost the economyof the country.AsMr.

Obamasaid,“3DPrintinghasthepotentialtorevolutionizethewaywemakealmost

everything.”

I.2The3DPrintingIndustry

A-KeyNumbers

According toWohlersAssociates, a leading consulting firmon additivemarket,

themarketof3DPrintinghadgrownby$1billion, forasecondyear, toa totalof

$5,165 billion, a growth of 25,9% (CAGR – Corporate Annual GrowthRate). Even

though, the growth was used to be 33.8% for previous 3 years, the Additive

Manufacturingisapromisingmarket.

The biggest change between this two years is the sale of Desktop 3D Printers,

278,000 units have been

sold, whereas in 2014,

around 160,000 desktop

printershavebeensold.It

is called desktop 3D

printer because of its

minimalist size that

allows every customers,

or every company to buy

one at price under than

$5000. In 2016, around

500,000 units are

expected to be sold, and to reach in 5.6millions shipments in 2019, according to

GardnerInc.Thiscanbeexplainedbynewlow-costentryrangethatwillbeinjected

inthemarket.

21%

10%

9%

9%8%

43%

XYZprinting

3DSystems

M3D

Ultimaker

Stratasys

Others

Graph1:Top5VendorofDesktopandPersonal3DPrinterin2015


“Rapid quality and performance innovations across all 3D printer

technologies are driving both enterprise and consumer demand, with

unitshipmentgrowthratesfor3Dprintersincreasingsignificantly.The

3Dprintermarketiscontinuingitstransformationfromanichemarket

to broad-based, global market of enterprises and consumers,” said

GartnerResearchvicepresidentPeteBasiliere.

Tocompare, in2015,62manufacturerssoldAMsystemswhereas in2014they

were49 and in2011, 31

companies.Start-upsare

entering in to this

competitive market, by

pushing their low-cost

printerasUltimakerwith

their $1,850 Ultimaker

2+, or XYZprinting and

their$399.5daVinci1.0.

These companies with

such a competitive price

areshakingthemarketandboostingthesupplyforpersonalprintersdemand.

B–TwoLeadersandamultitudeoffollowers

Aswecanseeinthetwolastcharts,two

companiesarepresentedandhaveamajor

partofthe3Dprintermarkets:3DSystems

andStratasys.

Thesetwocompaniesarethetwomajor

distributorsof3Dprinters.Aswecansee,

they are specialized in industrial printers,

astheyhavethebiggestmarketshare.3D

49%

22%

10%

4%3% 12% Stratasys

3DSystems

envisionTEC

EOS

Mcor

Others

Picture12:J750,thelastIndustrial3DPrinterofStratasys

Graph2:Top5VendorofIndustrialandProfessional3DPrinters


SystemsandStratasysbothstartedanacquisitionstrategybyredeemingmany3D

specialized companies in order to have in their possession software, materials,

printers,aswellasengineersanddesigners.

In2015,theacquisitionof3DSystemsissplitas(source:fabbaloo.com,2015):

-58%oftheiracquisitionrepresentsoftware

-21%patents

-18%3DPrinterManufacturers

-3%distribution

WhereasStratasys:

-82%oftheiracquisitionsrepresent3DPrinterManufacturers

-13%custompartservice

-5%software

Wecanclearlyidentifytwostrategies.3DSystemhasthetechnology,astheyare

the pioneer in the market, by those acquisitions they want to provide a

diversificationoftheirofferingservices.Theyintenttocreateacompleteecosystem

aroundtheirmachines. Incontrary,Stratasys, inthepast,hadthetechnicsbutnot

themachines; therefore, theywant to provide a strong service available on every

differenttypeofmachine.

Aswe can see in the first chart, the Desktop 3D Printers are penetrating the

market and supplying a demand for individuals.

3DSystemsandStratasys,astheyarespecialized

in manufacturing expensive professional and

industrial printers, the edge of SME and Startup

are splitting the market among them. The

company as Ultimaker, and also the Taiwanese

XYZprinting start up are offering much more

affordable price. They are delivering personal

printer to themarket and strengthen the idea of

offering a home factory and creating a micro-

factoriesnetworkinsidethepopulation.Picture13:TheReplicatorMINIsellby

Makerbot


C–ImpactedIndustries

Themanufacturingrevolutionisbroughtbytheevolutionof3Dprinting.Several

markets are impacted by their new technics and results. We will have a brief

overviewofthesemarkets.

The first one is the health sector, where 3D printing is showing a real

opportunity.For themoment, themainsectorusingtheAdditiveManufacturing is

the prosthetics market. Thanks to the Additive Manufacturing, the hearing aids

manufacturer canproduceandofferpersonalize shape toadapt toeverydifferent

customer. The dental market is also boosting by the 3D, dental prosthetics

laboratory can now reproduce the exact needs of a patient due to the

democratizationofthe3Dscannersusedbythedentist,as3DRPDisofferingmetal

partialdentureforalaboratory.Duetothecapacityofthetechnologytoreproduce

any body shape, prostheticsmanufacturers can now produce an infinite range of

customizedproductsfortheirclients.Ase-Nable,aspecializedcompanyoffering3D

printedprostheticshands.Thefuture

for thismarket is theresearchmade,

bycompaniesanduniversitiesonthe

bio-printing.Weusetobelievethatin

a few time, companies could be able

to print living cells and tissues.

According to Keith Murphy CEO of

Organovo, “within 4-6 years the first

clinicaltrialswillbeginforthe3Dprintingofpartialhumanlives.”

Picture14:TheK-1ProstheticHandmadebye-Nableand3DSystems

Picture15:Abioprintertissuecompatiblewiththehumanbody


The Additive Manufacturing also affects the automotive market. Several car

manufacturersareaddingthetechnologytotheirproductionprocess.AsFordusing

thetechnologytodevelopprototypes“inamatterhours”thatpermitresearchersto

“testandrefinesnewdesigns”.Carmanufacturersarealsoexploitingtheflexibility

of3Dprinters,inordertoproducesparepartsondemand.Inanearfuture,garage

and concession will be able to create “customized” replace a part on demand.

(Cassagneau,A.,2016)

The also called rapid manufacturing will

change the way Aeronautics and aerospace

manufacture their parts. This evolution is more

concerned by the Metal 3D printing technology.

The machine is able to make complex designs.

Thiswill permit to create somepart in only one

entire process, without welding or bolt. The

machinewillallowobtainingstronger,lightweight

metal part, thanks to the new structures

possibilities,andtheproductioncostwillslightly

bereducedfortheaeronauticindustry.

Then,thespaceindustryisabletotransportthistechnology,tocreateondemand

part, with new resistances as chemical, force, and other aspects that space could

reserve. The NASA, knowing that this technology will facilitate their life in the

space,alsothinksaboutaddinga3Dprinterinthespaceinordertoprintfood.

“3Dprintingis justoneofthemanytransformationtechnologiesthat

NASA is investing in to create the new knowledge and capabilities

needed to enable future spacemissions while benefiting life here on

Earth.”(NASA,2013)

ThefoodindustryaswellastheArchitecture,andArt/DesignorJewelrysectors

arerepresentingopportunitiesfornew3Dtechnologyapplication.

Picture16:AnaeronauticpartmadeforAIrbus


I.3–LiteraturereviewsoftheMassCustomizationboostbytheAdditiveManufacturing

Asweexplainedbefore,nowadays,theconsumerwantstohaveuniqueproduct

respondingtotheirneedsina limiteddelay.TheAdditiveManufacturingcanoffer

this demand. The democratization of the 3D desktop, will allow the consumer to

print or create his or her own product and produce it at home. This give to

companies a competitive advantage that other companies,which are using an old

manufacturingprocess,can’tdeliver(Stavitz,E.,2012).Thestandardizedandmass

produced product is aimed to disappear, replaced by constant and indefinite

customizableoffers.

For the one, which are not enough, qualify to create 3D file, the expansion of

platformnetworkwillpermit tomakerstodownloadandprintanytypeofobject.

Theseplatformscreatedbyinnovatedstartup,arefeedwith.stlformatbydesigners

or even consumers, andpermit to create link3Dprinter users together. Thebest

exampleforthemomentis3DHUBSthatcreatesanetworkof30,000thousandsin

theworldandallowscustomerstobuyandprintanobjectfromtheirwebsite.

TheflexibilityisastrongcriteriathattheAdditiveManufacturingcanofferwhile

customizing products. Joseph Pine has understood years ago that Mass

Customizationisbasedonproductbutalsoontime:

“Remember that mass customizing doesn’t mean being everything for

everybody; rather, it is doing only and exactly what each customer

wants,whenhewantsit.”(Pine,B.J.andGilmore,J.H,1999)

As Mr Pine explained in another book, “The Experience economy” (1999),

experiencing is a new way of engaging customer. Let him experience, let the

customermaketheproduct;thisiswhatthe3Dprintingtechnologycannowofferto

consumers.He cannow interactwith the object directly and create it thewayhe

wantsto.Theconsumerisfreetoproduce,asimplepart,orawholeproduct.This

ideaofengagingthecustomerbygivinghimtheopportunity tocreatehimself the

product has been denite as Open Customization. It is a derivate paradigm “that

motivate[s]peopletocreate,tolearn,toacquire,andtorecover”agoodorservicein


order toanswer to theirneeds, referring tomanufacturingproducesandnotonly

productitself.(Tseng,M.M.,Hu,S.JandWang,Y,2014).

Mass customization is based on customer expectations; the company needs to

understand their needs. Thanks to Internet and new technologies, this is not an

issueanymore.Engagingthecustomerbylettinghimexperiencetheproductorthe

service,isthenewwayofgettingcustomer.

II.HowtheAdditiveManufacturingwillcontinueitsrise

II.1FirstLimits&Costtounderstand Wecanclearlyidentify3majorlimitstotheAdditiveManufacturing.Firstofall,

this technologyrepresentsacost, such inmaterialand technics than in labor.The

legal aspect is alsoanarea,whichneeds tobedefinedaswell as the relevancyof

usingthenewtechnicsofmanufacturing.

AdditiveManufacturing as its name suggests is a technic added to aprocess.A

companycannotbaseallitsproductiononusingonlya3DPrinter.Themachinewill

bepartoftheprocessofmanufacturing.Asweexplainedbefore,3DPrintinghasan

important role to play in the Mass Customization area. 3D printing is useful for

companieswherecustomizationisthekeyofthereactivity(Holweg,M.,2015).For

example, a hearing implant 3D printed will fit perfectly with a higher precision

everycustomerdemand.Thatwasnotpossiblebefore.Sowhenthecustomizationis

not important,3Dprintingisnotcompetitive. Ifacompanyismorecentralizedon

massproducedgoods,the3Dprintingisstillnotcompetitive.3Dprintingrequires

time to print: when other molding injection can print a product 10 times in a

minute,a3Dprinterwillneedonehour.Therefore,3Dprintingiscosteffectiveness

when it requires small production (Berman, 2012) and customization is an

importantconcept.


Therearethreemajorcostsbehindthetechnology:themachinecosts,thelabor

costs,andmaterialcosts.Wewillinvestigatethesecostswiththeanalysismadeby

Hopkinson,NeilandDickens in2003.NoteverySMECompanycanaccess toa3D

printers. An industrial 3D printer can cost $10,000 as it can reach $500,000. For

HopkinsonandDickens(2003),themachinecostcanreach70%oftheproduction

cost of aproduct, dependingon theprinting technologyutilized and thematerial.

This lastfactorisalsoanimportantfactortotakeintoaccount.Whilewecanhear

everyday,thatanewmaterialappliedto3Dprintingisdiscovered,thepriceofthis

material is a major cost in the production. According to Hopkinson and Dickens

(2003), which analyzed and breakout the costs of the technology, the cost of

material can reach 70%. The cost of the material for a Laser Sintering process

represents70%ofthefinalproductcost, incontrarytheSTereoLithography(STL)

willcreateproductwherethemajorcostwillbethemachine70%andthematerial

willrepresent25%.Thelabordoesnotrepresentacostintheconceptionbutitcan

be important in the pre and post process. The object has to be scanned and

transformedintoa3Dfile,whichisnotanautomaticprocess.Scannerswillpermit

tomodeltheproject,butitstillneedssomeadjustmentsbeforeprinting.Then,after

theproduction,theproductneedstobeenhanced,meaningbythat,lastinteractions

couldbedoneassanding,cleaningand/orwashing.Onlyonepersoncandoallthose

steps, this is why the labor cost is not a considerable amount compared to

production. However, this person

requires high qualifications.

(Holweig, 2015). Hopkinson and

Dickens (2003), in their analysis

compared the Additive

Manufacturing to injection molding,

and came to these results. In the

graph, we can see that the Additive

Manufacturing as the linear cost

doesn’t matter the quantity of

production, than an oldGraph3:ComparisonbetweenConventionaland3DPrintingprofuction


manufacturing processwill be cheaperwhen big quantitywill be produced. They

also defined the cost of building a productwith a 3Dprinting as: C=PMaterial*M+

PIndirect*T

WherePMaterialisthematerialusefortheproductmeasuredinEurobyKilogram,

multipliedbythemassoftheobjectinkilogramM.Theindirectcostarecalculated

astheindirectratePIndirect,forexampleelectricity,multipliedythebuildtimeT.In

thisequation,thetwomainvariablesarethetimeandthemassoftheproduct,this

two variables influence the final cost of building. Yet, there is only one we can

control: themassoftheproduct.Thiscouldrepresentthenextopportunityfor3D

printers:reducingtimeinordertoreducetheoverallmanufacturingcost.

Forthemoment,aswesawwiththefigure,3Dprintingisanichemarketready

to explode.Nowadays consumersdonot intent tobuy apersonalprinterbecause

theydon’tknowwhattodowithit.Infutureyears,maybemonths,whenpeoplewill

understandallpossibilitiesofferedbytheprinter,aquestionwillbeasked:Howfar

wecango?Thelegalaspectisacontroversialquestionintheheadofmanufacturers

andproAdditiveManufacturing.Forthemoment,theywanttopushtheirproduct

and toprove the capabilitiesof theirmachine.Knowing that,we canprint almost

everything,evenguns,andpoliticsneedtofixlimitstotheinfinitecreativity.

TheIntellectualPropertyisthreatened.Asthemovieandmusicindustrieshave

experiencedthisphenomenon,theobjectisnotphysicallydistributedanymorebut

streamedonThe Internet, also call theDigitalization (Widmer,M., andVikram,R.

2016). Due to the possibilities of 3D scanner, which can recreate a model of an

object and then transform it into a file: files could be shared, reproduced and

distributedwithout any rights. Anyonewho needs a part or an object just has to

download the file and print it. This infringes the patent, copyright and other

trademarkoftheobject.(Depoorter,B.,2014)Whoeverwantstobeadesigner,can

nowpretendtobeone,bycopyingwithascanneranobject.TheCADfileinfringes

the patent rights. The 3D printerwill allow everyone to copy and produce other

goods:peoplejustneedtoprinttheobjectwithoutthelogoortrademarkandthey

don’triskanything. If thisobject isdistributedandsubmittedtoprofit, thiswould

alterthetrademarkoftheoriginalobject.3Dprintingcanalsochallengecopyrights

lawbyreproducingcounterfeitofaproduct.Theholdersofthecopyrightdesigncan


attackthereproducer,andclaimshisright.Anotheraspectisthesecurityofthefinal

product.Youcandownloada3Dfile,printitbutnobodyguaranteesthatthisobject

complieswith the safety requirements. The position of themanufacturer and the

operational risk need to be clarified. (Widmer,M., andVikram,R. 2016). For the

moment,thelawbehindcopyrightandtrademarkneedstobereevaluated,inorder

toleadthefuturemarketof3Dprint.Thereisalsoachallengeofregulatingthegun

printing activity, which is an important subject in the US, where you can find

blueprintsontheinternet,andcanbeprintedlegally.(Palmer.R,2013)

“The whole idea of regulating 3-D printing is enormously difficult to

conceptualize”DarrenS.Cahr

II.2–HowtheAdditiveManufacturingwillchallengethesupplychain

TheAdditiveManufacturing,arevolutionizedprocessiscommonlycomparedto

computers,cellphonesandInternet.Thesenewproducts, innovationsarecalleda

DisruptiveTechnologyandallhadthesameimpactonthemarket.

A–ADisruptiveManufacturing

Bydefinition,adisruptive innovation isa technology thatpenetrates industries

or can create new industries through new products or services, which offer new

characteristics. These technologies can totally change theworkforce by offering a

revolutionary approach to actual processes and operations, and creating a new

competitivetechnicintheindustry.Itcanbeacombinationoftechnologiesinorder

toanswertonewcommercializationchallenges.(Kostoff,R.N.,andal,2003)

TheAdditiveManufacturingaimtoprovidearapidanswertothemarketneeds:

whichareMassCustomizationinafastconsumptionsociety.3Dprinterprovidesto

industriesandcustomersnewwaysofproducing,distributing,andpurchasing.That

is why we can say that the Additive Manufacturing is a disruptive innovation. It

could be as disruptive as the computerwas, by the strong digitization of product

allows sharing and distributing design. It will reduce the manufacturing barriers


intocustomeractivity,andpermitanybodytobeanentrepreneur.(Campbellandal,

A.,2012)

B–ThebreakoutofSupplyChain

Apart from the fact that 3D Printers will affect manufacturing and customer

habits,thesenewtechnologieswouldgiveanopportunitytotheentiresupplychain

management. The entire value chain proposition will be revisited, from the

conceptualization,production, to thedistributionof theproduct.Thesupplychain

willbealsoaffectedwherecompanieswouldnotinteractanymorewiththeproduct

itself. By adopting the technology, companies need to know what will be the

objectives:improvingsupplychainperformanceorchangingthewaytheyproduce

anddeliver?Theentirebusinessmodelsoftheseenterprisescouldberedefined.

The supply chain involvedpurchasing, operations, distribution and integration.

Purchasingisaboutfindingtheproductbythesuppliers.Then,operationsplanthe

demand for a product supplied, and the inventory. The distribution will allocate

productswithindifferentchannels,andthen integrationwillcoordinate theentire

supplychain.Inordertoreducecostbetweenthesesteps,companiestrytocutthe

linkbetweenthem.

TheAdditiveManufacturingrepresentstheneedsforcompanieswhowanttocut

those links. The two main costs that 3D print can cut are inventory and

transportationcost.Thisinventoryrepresentsahighproportionofthesupplychain

cost.Traditionally,aproductneedsacertainamountofdifferentparttobedoneand

thisrepresentsamultitudeofmanufacturing,inventories,andtransportationscosts

before the assemblingof the final goods. It also requires aplace to store and this

physical space is expensive: rent, insurance, cost and taxes. Furthermore, the

transportation costs are directly linked to that; parts are shipped to facilities to

makethefinalgoods,andthenshippedtodifferentdistributionchannels.

This technology can redesign the supply chain. The Additive Manufacturing

systemallowscompaniestoproducemultitudepartondemand,inonebuilding,in


order to create the final product on demand. This approachwill recentralize the

productioninordertobeclosetotheconsumer.

The supply chain flexibility is the ability to react to changing requirements.

AdditiveManufacturingcanbetterreacttothecustomersneeds,andrequirements,

meaning that the 3D System have the capacity to do fast product developments.

Timeisanimportantvariableinthesupplychainandinvolvedtransportation.The

shippedtimeandcostaspiretoreduceevendisappearduetothedecentralizationof

production that 3D printer can provide. The production will converge into the

customerproximityinordertoavoideverydistributioncost.Consumerscanbuya

3Dprinterandproduceproductsbythemselves.Aretailercanusea3Dprinterto

createtheproductforacustomerondemand,inordertohavenoinventory.(Neef

and al, 2005) This idea of decentralized production would be organized around

consumers’requirementsanddemands.

Thedecentralizationoftheproductionwilltakeplaceintocustomer’shomeorat

theretailernextdoor.Theobjectwillbefabricatednearthepointofuseinorderto

reduce the inventory, lead-time, and dependency on forecast accuracy (Marchese,

CraneandHaley,2015).So, thosenew factorieswillproduce less,butbetter.This

disruption in supply chain, where steps are avoided, results in more localized

impactsthanglobal.Theproductionwillbedistributedamongcustomersandplaces

able to produce. It will create a network among the population, where the

inventorieswillbestockedinthecloudsasdataorfiles,organizedbyplatformand

3DPrinterfarmsalsocalledFabLabwilldotheproduction.

C–Fablab

AFabLab,FabricationLaboratory,isaplacewhereacommunityisinterestedin

creatingthemselvestheirownproduct.Itisaspacetoshareideas,experiences,on

opensourcesmachineandsoftwareinordertoco-developideasandproducts.Itis

aworkspace and also localmeetings point, a gateway to theworldwide network.

These FabLab have the opportunity to share innovations. (Kulkarmi, Y.R., 2014).

ThisFab-laballowseveryone fromcustomer toSME, togetknowledgeaboutnew

technologies. This will permit to lower the barriers of innovation and digital


production, by sharing ideas and technics among the network. This represents a

decentralizedplaceforcompaniesandcustomers.InFrance,thenumberofFabLab

grew from 3 in 2010 to 27 in 2014. Themembers of this FabLab grew by 754%

between2012and2013(390to3334).YoucanfindaFabLabincities,companies

orevenschools.ThesemembersarecalledMakers.(Source:20minutes)Aswecan

see this growing community is willing to learn about new technology. This

strengthensthe ideaofcreativity incustomerminds.SomeFabLabsgiveaccessto

3Dprintersandallitspossibilities.

Picture17:FabLalAvailaibleRessources

II.3Theadoptionstrategy

McKinsey, a consulting company, specialized in technologies, spoke about 5

advantagesthatcouldbeexploitedbycompaniesintotheirstrategy.

TheAdditiveManufacturing:

- Acceleratedproductdevelopmentcycles:reducingtimeinproductionwasthe

keytothetechnology.Creationofprototype,ofspecifictools,permittoavoid

consideroustime.


- New manufacturing strategies and footprints: 3D printer can build a more

complexpartthatresultsinreducingthelaborcostandmaterialcost.

- Shifting Sources of Profit: Additive Manufacturing could alter the way

companiesaddvaluetotheirproductsandservices.

- Newcapabilities:Newdesign,newstructure,newpossibilities.

- Disruptive competitors: 3Dprinting can lower the cost ofmarket entry. The

technologywouldalloweverybodytobeanentrepreneurbydoingeverykind

of product or tools in order to customize and collaborative design that can

meetdemand.

DeloitteUniversity has released a collection onAdditiveManufacturing and its

opportunities. They explained how companies who want to adopt the Additive

Manufacturinghavetoact.Theyprovide4StrategicPathtofollow,drivenbythree

imperatives: Performance, Innovation, and Growth. By using Additive

Manufacturing, companies want to deliver another business value, they use to

followtodriver:Profit,Risk,andTime.

Picture18:FrameworkforUnderstandingAMpathandvalue


PathI:Stasis

ThispathisdrivenbyPerformance.Companiesdon’twanttochangethesupply

ortheproduct,theyjustidentifywhatnewperformanceandcostsavingcamebring

them3Dprinting.AlsocalledRapidmanufacturing,3Dprinteroffersperformancein

the production design by proposing prototype, complex structure model or also

tooling.Thisleadstoimproveproductqualityandreducedcost.Theadoptionofthe

technology following this pathdoesnot represent a big risk, itwill accelerate the

businesscyclewhilereducingcost.

PathII:SupplyChainevolution

In this path, the integration of additive technology requires supply chain

transformation. As we explained before, 3D printers aim to provide a new

opportunity for theoperations, as reducing inventory and transport.According to

CotteleerandJoyce,thesechangescan“deliverperformance“inallthe“threedrives

ofvalue:Profit,Risk,andTime”.Thispermittoanswerdirectlytocustomersneeds

on demand without inventory cost. In order to deliver, faster, cheaper, and

competitively, companies can now focusmore on a localmarket, by using a local

retailertoproducegoodsondemand.

PathIII:ProductEvolution

This evolution is related to the possibilities offered by a 3D printer. Helpwith

scanner,andCAD,themachinecandeliveranentireproductinonebuild,whichwas

notpossiblebefore.Itcancreateacomplexmodelwithemptyandfullpart inone

process.Theproductdevelopmentisastrongcharacteristicofferedby3Dmachine.

ItcanreduceR&Dcostifyoudon’tincludethepriceofthemachine,wastingcost,by

producingwiththerightamountofmaterial,andreducingtimebytheone-process

build. It can offer to old product new competencies like lightweight, strength and

precision that companies want to deliver in their value proposition. This path is

relatedtotheMassCustomizationparadigmwereferredtobeforeandisdrivenby

product performance and product development in order to meet customer’s


expectationsandindustryrequirements.Themedicalsectorsarepursuingthispath

inordertoprovidemuchmorecomplexproductstomeetindividualsobligations.

PathIV:Businessmodelevolution

This path aims to combine both the transformation of supply chain and the

evolutionoftheproduct.Theoperationaladvantagesandtheproductdevelopment

define new levels of competitions and aim to create new business models. This

permits companies to deliver their value in a way that such competitions can’t

attempt. This is the ultimate way of meeting the demand of the market,

customization, and deliver on demand, by disrupting traditional distribution and

overcompetitorsthankstosupplychaininnovation.

Thisinnovativetechnologywillredefinethestructureofcompaniesandindustry.

Indeed, this technology has the potential of reducing the economy of scale while

expanding the scope economies, thanks to its flexibility.We can compare those 4

pathstotheThree-DimensionalstrategyenouncedbyRichardD’Aveni.

Where Cotteleer and Joyce see economy of scop, D’Aveni sees “Offerings,

redesigned”. In his opinion, companies need to anticipate what they will sell. If

customers can be better served by using the technology themselves, companies

needsolutionstofindoutwhattheywillofferandhowtheywillmarketit.Withthe

decreasing of product life cycle, due toMass Customization, 3D printers can now

print an upgrade of a product for a small period of time. This newdesign can be

stored in cloud, big data, and with the use of CAD, or CPS, the printer can

automatically adapt itself to create the waiting product in Internet-connected

Industry.

As the 4 Path, and our explanation of supply chain, the Operation will be

Optimized.Thankstotheflexibilityofthemachine,parts,andfinalproductwillbe

printondemandinadistributedproductioncenter.Thisnewdistributionchannel

willbespreadintocustomerhouses,orsupermarketsandotherretailersinorderto

avoidtransportationcosts.Then,customerswillhavethechoiceof infinitedesign,

newuse,color,ormaterials.Forexample,ifyouhavetoreplaceapartofyourcar,

yourconcessioncouldprintyourpieceondemand.Thecarmanufacturerreduces


his inventory cost, reduces in “on demand” manufacturing cost, it’s a win-win

situationeitherfortheenterprisethanforthecustomer,whodoesn’tneedtowait

excessivetime.

Then, due to all the possibilities offered by this new manufacturing process,

companies need to really identify what they are doing. If a company has many

printers, it cananswer tomanydemands, the risk ishighbecausea companycan

differentiateitselftoomuch.Itproducesatoyoneday,andaglassanotherday.They

needtokeeptheirvaluesandvisions,toevaluatetheircapabilitiesandassetsandto

staycompetitivetoothercompanies’capabilities.(D’Aveni,2015)

Aswesaidbefore,nowadays,platformsarethetrendofoursociety,asUber

orAirbnbare. In the future,aswesay in the industry4.0, theseplatformswillbe

more and more present. This represents an opportunity for the Additive

Manufacturing. The biggest actors of the technology, Stratasys or 3D Systems, or

eveneBay,arewillingtodevelopplatforms.Itwillallowothercompaniestoshare

and sell design, to a network composed of consumers or makers, in order to be

producedincustomer’shomeorinprinterfarms,asFabLabcouldbelikearetailer

oranyenterprise.Blueprintswillbestored,andprinters’capacitywillbetradeall

overtheworld.Thiswillcreateacompetitiveecosystem,whereprintersownerwill

competewithdesignsharer, todealwith thecustomerandproduct flow.(D’Aveni,

2015)


PARTIII:

TheDentalindustry:atechnologicaladvancedenvironment

Afterexplaining,theconceptofMassCustomizationandtheadvantagesof

theAdditiveManufacturing,wewilltryillustratingthatwithanexample.The

dentalindustryistheperfectcase.TheDentalmarketisofferinga

personalizedproductaccordingtoapatient.Inordertoachievethatthe

industryhasbeendigitalizedthroughthelastdecades,andnowisstartingto

integratemoreandmore3Dprintersintheirmanufacturingprocess.Wewill

havetheopportunitytoseethevisionofthreesuccessfulmanagersmaking

businessatadifferentlevelinthemarket.

Picture19:ARemovablePartialDenturemadeBy3DRPD


I.TheDentalindustry

This first chapter aim to provide a concrete understanding of the dental markets,

regardingproducts,activities,andcompetition.

I.1Overviewofthemarket Thedentalindustrygathersdifferentactivitiesandparticipantsasthedentist,the

Dental laboratory, and the Dental Suppliers. The prosthetics dentistry is about

analysis, treatment, and support of the oral function. In order to response to

patient’sneeds,dentistsprovidecrownsorbridges,denture,andabutmentsmade

bydental laboratories.Theseproductsoffer comfort,madeclinical surgerydue to

missing teeth or damaged teeth made with biocompatible materials. The aim of

theseproductsistooffershealthandaestheticsoptionforpatients.

Thismarket has shown an interesting growth for the past few years. Due to the

aging of the baby boomer class, where we findmore incidences of dental caries,

toothloss,andotherperiodontalconditions,wefoundoutthattheyaretheonewho

drivethemarketworldwide.Thispopulationismoretouchedbytheedentulism,the

factofhavingfewerteethatsomedifferentlevel.Thefocusmadebycompaniesand

dentiststoprovideefficientdentalcare,betterqualityandtheglobalrisingincome

andthedispositiontospendmoretohavethebetterproductarealso factors that

helpthegrowthofthemarket.

However, the economic slowdown and limited reimbursement and insurances

coveragedidbygovernmentinhibitthegrowthofthemarkettoacertainextent.

I.2–GlobalMarketdrivers Aswesaid,theexpandingagingpopulationisamarketdriverastherearemore

subject to edentulism andmore vulnerate to teeth loss. In the same time, it will

increaseoraldiseasesandraisethenumberofdentalprocedures.Theadvancement

of Dental technology represents a factor that will permit to reduce the time for

manufacturing, improving the quality of the product and reducing the


manufacturing cost but not automatically the product price according to Mr.

Bongert. With the new technologies, new materials will be accessible as

biomaterials represent an opportunity. Consumers will be attracting by the

cosmetics and aesthetics that dentistry can offer, this trend will be found in

developingcountries,whereincomesarehigher.Theindustrywilltendtofocuson

dental aesthetics and consumer. Globally we will be the rising awareness about

dentalcare.

I.3–Product A dental prosthetic is a personalized product, ordered by dentists for their

patient.Thereisaninfinityofvariationsindesign,material,andutilityinproducts

made by dental labs. We can speak about Removable Partial Denture, bridges,

crowns, implants, and orthodontist apparel, all of these products are unique to

perfectlyfitintothepatientmouthortreatspecialincidences.

Themainsegmentinthisindustryiscrownsandbridges.Thissegmentcanalsobe

divided intomaterial families. Themain ones are Porcelain-FusedMetal, ceramic,

andothersmetal.Thetitaniumwasthemostusedmaterial,in2014,duetoitsbetter

biocompatiblecharacteristics,anditslowercostthantheZirconium.

I.4–Innumber Thedentalmarketvalued$2,861.2millionin2013,and$7,365.7millionin2015.

MarketAnalystsevaluatedgrowtharoundCAGR7%duringnextyears, inorderto

reachin2020,around$10,300millionaccordingtodifferentmarketstudies.

The crowns & bridges segment represents 97% of the total market activity. The

differentmaterialfamilieswespokeaboutbefore,represent58%forthePorcelain-

FusedMetal,and31%fortheceramicsprostheticsofthetotaldentalmarket.This

segmentisexpectingtogrowwithaCAGRof8.3%andreach$1billionin2018.


I.5–Geographyperspectives

In term of localization, the dental industry is spread into two majors areas:

EuropeandNorthAmerica. In theseareas,wecan findabiggerpercentageof the

elderly population and it is where the insurance and coverage procedure are

present for a long time. Europe used to represent the largest market. France,

Germany,andSwitzerlandarethemaindriversforthismarket,wherewecanfind

the biggest dentalmaterial suppliers as IvoclarVivadentAG (Lichtenstein),Nobel

BiocareandStraumann(Switzerland).ButforMr.THERIAULT,thebiggestmarketis

theUS “whenwe think about themarket, America is always 40%!”. We can also

speakaboutanewtrendthatstartstogainpowernowadays:themedicaltourism.

InEurope,Italy,SpainRomaniorHungarianhasattractedmanyconsumersfortheir

lowerprices.ThistourismwillalsoaffecttwoothersbigregionsoftheworldasAsia

Pacific and Latin America. These regionswill show, in the next years, the fastest

growthinthemarket,becauseoftheirlowcostoftreatmentandlowpricesindental

products.Thedentalawarenesswillriseinthoseregionsasbetter-traineddentists

andotherhealthcare infrastructuresareattractingdental tourists.Wecan localize

Brazil,Mexico,India,ChinaandSouthKoreaasthemainprospectusmarkets.TheUS

andEuropeantopcompaniesalreadyevaluatethosemarkets,andtrytopenetrateit

bydoingacquisitionsandlaunchingproducts.

I.6–Thedentallabcrisis

InFrance,therewere5,259dentallaboratoriesand21,250professionalsin2002.

Tenyearsafter,adecreasehappenedand3,800dentallaband17,900professionals

were remaining. This represents a decrease of 27% between 2002 and 2013. In

comparison5000of13000dentallabshaveclosedinthelastfewyears.Thisisdue

to the increasing of imported product, especially from Asia. The Asian Dumping

delivers products at lower costmadewith low labor cost. In France, 30% of the

dentalprostheticscome from importation.Thework issentoverseas,because the

laborcost indental labs, indevelopedcountries ishigh. Incontrary, inChina, it is

easytofind1,500dentaltechniciansinlaboratories.Evenifitisanactualfactwhich


you can find in every industry, Chinese imported goods usually don’t follow

regulations,asFDAforexampleintheUS.LikeMr.THERIAULTexplained,theFDA

homologation is primordial to enter the US market, and even that his company

neededthedownstreamofSantéCanada,theequivalentofFDA,toofferitsproduct

andbyconsequententertheUSmarket.

Tenyearsago,itwasnormaltoseesmalldentallabsorbasementlabs,butwith

the difficulties of finding employees, who have rare and high certification and so

costmore,andthepricesofnewtechnologies,thesesmalllabstendtodisappear.

They try to associate with other bigger laboratories, which had a bigger

workforceandbiggerresourcestoinvestinsophisticatedequipment.Havinglarger

amountsofemployeesdoesn’tmeanworkingasanassemblyline.Thefinalproduct

isapatient’spersonalizedgoodshandcrafted.Therearedifferent technicianswho

worktheproductbeforedelivering,butit’srequiredprecisionandtimetoperfectly

fit in the patient’s mouth. The qualified labor represents a very big cost for

laboratories.

Thisexplainsthereasonofthedigitalizationthisprofession.CAD/CAMlooklike

the rescue for the dental sectors. For instance, Mr. Pascal Bongert (owner of

LaboratoireBongert)toldme,thathestartedto invest intheCAD/CAMyearsago,

beforecontinuouslyinvestinginnewtechnologyandacquiringtheirfirst3DPrinter

in2007.InFrance,45%oflaboratoriesareequippedwithCAD/CAM,during2014,

one-quarterofinvestmentwasonnewtechnology.


II–TheDentallaboratoriesisfacingthenumericage

In this chapter, the interviews of Mrs. DELOGE, and Mr. BONGERT will help us

understand how the 3D printer became a very important tool in their laboratory.

Throughtheirwords,wewillseethedifferentstepsandbenefitsoftheintegrationof

3DPrinters.

II.1–Thetechnologyrescue

The arrival of CAD andCAM technology has excessively reduced the treatment

time. Crowns designed by CAD/CAM are always seen as a better product as a

traditionalproductandareavailableatthesameprice.

For laboratories, the technology reduces drastically the manufacturing time.

These factors will drive the ceramic market across the world. The demand for

CAD/CAM ceramic is increasing rapidly, because of their superior aesthetic and

improved fitting.About 20%of all prosthesis elements havebeenmadewith this

technologyin2012.CAD/CAMpermittolowertheproductioncostforlabs.Though

themajority of prosthetic elements are stillmademanually, the use of CAD/CAM

prostheticelementscontinuesto increasedueto theadvantagesof thetechnology

over conventional technologies. Therefore, this is an exciting market for dental

players to invest in. Thiswill lead to the development of newmaterialwith high

compatibilitywiththehumanbody,anditwillalsoimprovetheworkflow.

Howeverduetothecostofmachines,smalllabscannotcompetewithbigger

one. It’s another reason why small lab tends to disappear. In order to stay

competitive,smalllabsneedtogetthetechnology,buttheydon’thavethefinancial

resourcetoaffordthat.Thesolutionistoassociatewithotherlaboratories.

II.2–Anindustrydigitalized

Due to the progress and the importance of the technology in this sector, the

entire industrystartedtoberedefining.Thewholeworkflowisgettingdigitalized.

The Dentist now started to take impressions with 3D Scanner, which permits to

createafile,anda3Dimpressionfasterthanthetraditionalwayusingalginate.Mr.


BONGERT explains that this step of sending a file and not a physical impression

anymore is an importantpoint in thedental laboratory activity. Furthermore,Mr.

THERIAULT enhances this advantage by explaining that this file “stayed in his

computer forall (his) life”,whichpermit torecreateormodify itwhenneeded. In

anycase,thedentallaboratoryhastoreworkboth.Ifit’stheconventionalway,the

impression is in negative the technician needs it in positive. He will use a 3D

scanner,andprintthemoduleinresin,orusedplasteronthedentist’simpressionto

havethemodulereadytowork.Afterexaminingit,anddependingonthetreatment

needed, implants, abutments, or RPD, the dental could refer to a supplier for a

specialpart.

II.3–Thefuturewillbewith3DPrinter

Mr. Bongert and M. Deloge will help us to understand how they adopted 3D

printingintheirlaboratoryandwhataretheirbenefitsfromthistechnology.

The Laboratoire Bongert, established in 1970, is the pioneer in the dental lab

sectorinFrance.120employeesmake75,000prostheseseachyear.

Dental Cap Ocean, is a dental laboratory own by Mrs DELOGE for 10 years,

working in collabaoration with the Laboratoire Bongert. The company has a

turnoverof2millionsEurosandemployed28peoples

TheAdditiveManufacturingwas for him an obligation to compete for the low-

costproductfromChina.

A–Thediscovery

Mrs.Delogeexplainedme, that shediscovered the companybyparticipating in

some international conferences, mainly in Germany. There, she met innovative

companiesandotherdentalsuppliers.

IhadtheopportunitytointerviewPascalBONGERT,heexplainedtomehowhe

managed his company and his employees to adopt new technologies. Since the

beginning of the 2000s, Mr. Bongert has been interested in the CAD/CAM

technology. After using mainly CAM process, he “discovered three-dimensional

printing,withaprinter from3DSystems,whichwasprintingwax”. Itwas forhim


thefirst3Dprinterheboughtin2007,nowheowns4printers.Heexplainstome,

hedidn’t“reallyunderstandwhatcouldachievewith3Dprinting”,thisideacanbe

associatedtothebentwecanactuallyfindinthemarketnowadays.Theconsumer

doesn’treallyknowwhattheycando,theycanalsobeafraid,thiscanexplainwhy

machines are interested only the early adopters. For him, 3D printer was

assimilatedtorapidprototyping,asheexplainstomethisrevealtheexactactivityof

industry,wemakeandtryprototypewhichcanfitinthepatient’smouth.

B–TheImplementation With the evolution from plastic towax printers tometal printing,Mr. Bongert

integratesthemachineintohisfabricationprocess.Forhim,the3dprinterisnotthe

coreofhismanufacturingprocessbutmuchmoreatool thatwillhelptohavethe

finalproduct.Hetooktheexampleofahouseconstruction:“theprocessofbuilding

ahousestarts (…)bythegroundstudiesandthearchitect’sdesign.Forusthe3D

Printer is simply themasonry, it entersonly

whenwehaddecidedallweneedupstream,

and only at this moment we will start the

house.”The3Dprinter isatthebeginningof

theprocess,butonlyacttofabricate,inorder

tohavethefinalproduct,whichPascaladmit

that the product coming from the machine

alwaysneedsomepostadjustment.

In contrary, Mrs. Deloge told me

that it’s impossible for her

laboratory to own a machine. She

prefers working with other

laboratories,whichhasa3Dprinter

to create products or parts, the

laboratory needs. She uses

subcontract to manufacture their

Picture20:TheCreationoftheSTLFileatDentalCapOcean

Picture21:The3DScanneratDentalCapOcean


product,theselaboratoriesareanewformofsuppliers.SoMrs.Delogeboughta3D

ScannerinordertocreatetheSTLfiletheywillbesenttoa3Dprinter,locatedinbig

supplierorbiglaboratory.

She has the obligation to work with 3D printers because the market is

expectingthisqualityofproduct,sosheneedstofollowthe“theindustrializationof

herprofession"

C–TheFinalProduct

Withthe3Dprintinggivestotheproductabetterquality.Themachinedrawsthe

“intrinsicqualityofthematerial”andprocuresabetterprecision.Themachine

permitstoavoid10to20%ofstep,accordingtoMr.Bongert,thantheconventional

process.Avoidingthesesstepresultinbetterquality,highprecisioninhis“intrinsic

elementofusage”inordertogivesomethingbetteradaptedtothemouth.Mr.

Bongertadmitsthatthemachineleadsthecompanytobemoreefficientbecauseit

canworkbynight,producingmoreandeasier.

Onenegativepointcouldbethecostofthefinalproduct.Ingeneral,PascalBongert

explains:”wearenear50to60%ofsuperior”cost.Thisiscompensatedbythegain

inproductivity,laborcost,andthefinalizationoftheproduct.

D–Advantageofthetechnic ForMr. Bongert, the 3D Printer, givemany opportunities and advantages. For

him, there isagainof time,aswesaid themachinecouldworkalonebynight for

example.There is a gainofproductivity,wherehe cando “ 2or2.2 insteadof1”

productatthesametime.Wesawinthetheoreticalpartthatthe laborcostofthe

machine can be a limit, but for Pascal Bongert, there is a gain in labor cost. This

higherproductivity and reductionofmanufacturing gain result in gain labor cost,

whichpermitshimto“increasehisactivityandhisturnover”.Thesegainpermitsto

give a product, which the final cost are higher, to the same price at the other

conventionalproductonthemarket.Themostimportantforthemanageristosell

theaddedvalueofferbythemachine.

Mrs. Deloge manages to offers such a better product that fit perfectly to the

patient,andwhichthedentistlovedtoworkwith.Inanotherway,shemanagesto

increasetheloyaltyoftheirdentist.


E–TheAddedValue

When Iasked thequestion “youhave tosell theaddedvalue, thatyouoffer to

client”, Mr. Bongert admits that it’s something he didn’t manage to sell. So he is

offeringabetterproductateverylevelbutatthesamepricebecausethehighercost

shouldnothaveaneffecton the finalproduct.Asheexplained: ”whenconsumers

seedigitalornumeric,thepricehastodecrease,andmyobjectiveistosayno”.The

finalcostshouldbehigherbutMr.Bongerttostaycompetitive,healignshispriceto

thecompetition.That'swhyhehastosell theaddedvalueof itsproduct.Forhim,

the added value of his product is the innovation. The innovation he is using to

produce,permittoobtainqualitativeandtechnicsresults.Thetechnicsvaluepermit

to better position theproduct on themarket. For him, theprincipal threat comes

from China, where the labor cost is low. If Chinese laboratories start to use 3D

printing,theLaboratoireBongertandtheChineseonewillhave“thesameweapon”

samemachine,samematerial.Thelaborcostwillnotbeimportantanymore,sothey

willnotcompeteanymoreonthefinalpricebutontheamortization.Soproducing

the same denture product in France has more interest than important in China:

producttwillbethesamebuttherewillbeadifferentiationintheservice.

III–Thevisionofaworldwidedenturesupplier:3DRPD

This section is feed by the interview ofMr. THERIAULT, the CEO and

Founderof3DRPD,andMr.Bongert theCEOof3DRPDEurope. Ihad

the chance to have a conversation with each one of them, to speak

aboutthecompanyandthe3DPrintingingeneral.

III.1–Presentationofthecompany

3DRPD, 3 Dimensional Removable Partial Denture, is amanufacturer of dental

prosthesis removable, specialized in the conception of metallic chassis. The

companymanagestheproductionofthemetallicchassisanditcanalsoadaptitself

bydoingonlythe fabrication.Themetallicchassis ismadeasameasurement,and

thereforeeveryproductisunique.


Themain objective of the company is to be aRemovalePartialDenture, quick,

viable,withalargerangeofproductthatcanbeadaptedforeverybody.Inorderto

achieve this goal, the company’s strategy is aiming the manufacturing, the

globalization,theinnovation,andalliances,whicharemadewith3DRPD.

3DRPD is the first andonly one, company in theworld that aremanufacturing

with a 3D printer, chrome cobalt Removable partial denture in the world. Since

2012,3DRPDhavesoldabout50,000ofdentalprosthesisintheentireworld.Now

thecompanyhasfour3Dprinters, inEuropeandNorthAmerica,withamaximum

productivityof60chassisbyday.

Themain difficulty for 3DRPD is to furnish themselves in 3D printers. Indeed,

there are only 2 companies based in France and Germany, which canmanage to

createthisequipment.

Before this technique came, metallic chassis were made by hand. Dental lab

createdthemselvesororderittoadenturesupplier.Nowwith3Dprinters,3DRPD

can ensure a new kind of conceptualization: more industrial, precise, fast and

rigorous.

A.Customer

3DRPD reaches a certain type of customers: the dental prosthesis labs. The

companyisdevelopingmoreandmoreallianceswiththeirmainclientstoincrease

theirvolumeoforder,bygivingthemproductswithhighaddedvalueatlowcost.

Because3DRPDwant tokeep thishighandqualitysavoir-faire, thecompany is

investing a large amount of his turnovers in new technologies and research and

development.Very implicated in the technologiesofdesigningandmanufacturing,

3DRPR manages to collaborate with diverse contributors in the CAD, Computer-

aidedDesign, and CAM, Computer-AidedManufacturing in order to be efficient is

the type of production. Therefore, the company can stay proactive toward the

evolutionandtherapidgrowthofnewtechnicslinktoCAD/CAM.


B.Product

The main product made by 3DRPD is a Removable Partial Denture doing by

CAD/CAM.It’sthebaseof

an implant or a dental

prosthetics.

For instance, a patient

will consult his dentist

foratreatment.Then,the

dentist will order the

prosthetics to his

prosthesis. The

prosthesisaccordingtothetreatment,willorderaspecificbasewithhis3Dscanner.

3DRPDwillreceivethefile,putthedatainsidethemachinethentheresultwillbe

printedandsentbacktotheprosthesis.Hewill thenfinishtheworkbeforegiving

backtothedentist.Attheendoftheprocess,thedentistwillintroducetheproduct

inthemouthofthepatient.Sothe3DRPDproduct isreworkedbyprosthesis: it is

notdirectlysoldtothepatient.

Picture22:FinalProductsenttolaboratories

Figure3:3DRPDWorkflow


III.2A3DPrinter,notasimpletools

A.TheOrigineoftheIdea Mr.THERIAULTasMr.Bongertasquitethesameprofile:theybothhaveadental

laboratory playing among the top companies in this sector in their respective

countries. Mr. THERIAULT own 2 laboratories called Dentachrome, leaders in

Québec.Theybothhavetheirrespectivecompanyfromthe90s,andasMr.Bongert

said they did quite at the same time their MBA for Denis THERIAULT and a

management license for Pascal Bongert. The idea of 3DRPD comes from Mr.

THERIAULT and ameetingwith theCEOofDentalWings. This last companywas

trying to develop dental scanners. The DentalWings CEO asks Denis to help him

because of his experiences and his expertise in the denture industry. After

developingthescanner,whichcreatesSTLfiles,Mr.THERIAULTwonderswhocan

producethis,andtheycometothepointthatnobodyintheworldcanprintthisfile.

That’swhy, in 2011,Mr. THERIAULT create 3DRPD.After the homologation from

medicalinstitutions,theystartedtheproductionin2012.Now3DRPDisproducing

RemovablePartialDenture inChromeCobalt,anddistribute it in3majorsregion:

NorthAmerica(USA&Canada)whichMr.Théirault isresponsible,Europeleadby

Mr.BongertandinAustralia.

B.Acompanydrivesbyvalue

AsMr. THERIAULT explains tome “it’s a replacement productwe have to be

careful,it’snotanewproductandwereplaceanexistingone”.Inordertocompete,

theyhavetooffervalue.AsPascalBongertsaid,theiraddedvalueisthequalityof

theproductandtheinnovationadded.Mr.THERIAULTstandsforthesamevalue,he

alsohadthereducedtimeofproduction,thatforMr.Bongertreducethelaborcost

andthefactthattheproductisrecordedonthecomputerforaverylongtime.Itwill

permit toproduce itagain if thepatientneedssomechanges, thecustomization is

infiniteandpossible thanks to the3Dprinter.ButMr.THERIAULT isemphasison

one importantvalue forhim:Human.Deniswantstoofferaproduct that isbetter

forthepatient,morecomfortable,healthier,whichimprovetheireverydaylife.This

isveryimportantforhim.The3Dprintingcanachievethatbecauseitisdelivering


betterquality,theproductismuchmoreconvenientforthepatient.Technicallythe

productisthesame,therearesomeclaspsontheRPDwhichclipthenaturaltooth

and its permit to stay at the right place in the mouth. With the conventional

fabrication this clasp after 6000 open and close, the RPD will lose the “80% of

memory”meaningbythatitwillnotfitperfectlyanymore.Withthe3DPrinter,after

6000 open and close the claps will lose only 95% of the memory. For Mr.

THERIAULT,thisadvancedproductwillmakepatient’slifeeasier,andforhim,itis

themaingoalofhiscompany.

C.Ascaleupcompany. 3DRPD is using the Stereo Lithography technics, to produce its product. Aswe

sawbefore,manytheoriessaidthat3DPrinting isnot thebest tool to fabricate in

bigquantity.Asthetwofounderssaidtome,producingwitha3Dprinterresultsin

having a productwith higher cost.Mr. THERIAULT said the contradictory of this

theory : “if youwant tomakemoneywith this production, you should go on the

quantity production”. He also explained that all the costs of the production, force

him toproducemore, that’swhy itsmain goalwas to reach100RPD in oneday.

3DRPDisnotasupplierbutaproductioncenter,theyreceiveafile,produceitand

send itbackto the laboratory: “Ifwecandesign it,and ifyouneedtheproduct in

cobaltchrome,3DRPDcanprintit.” Thisproductionprocessrequiresbigfinancial

resource,3DRPDown10machinesandeachmachinecostaround400,000€.That’s

whyMr.Bongerttoldus,theentry

barriersaredifficulttocross.New

companies need the financial

resources but also the savoir-

faire. Concerning the savoir-faire,

Mr.Théirault explains that itwas

a long development procedure

thattheyestablishbeforegoingto

the market, and before reaching

high production quantity you Picture23:TheProductionCenterinEuropeof3DRPDiscomposedoftwo3DPrinters


needtoknowyourproduct.HetakestheexampleoftheBigMactoillustrate:before

going to themarket the Bigmacwas tested,maybe for severalmonths, and then

when they knewwhat to do, they have to try the production, andwhen they can

produce1million,theycanproduce2or3.Heassimilatedittohiscompany:assoon

as Iwill be able toprint onehundredaday, it’s easy forme toprint2 timesone

hundred3timesonehundredof,4timesonehundred,doesn’tmatterforme”

Mr.THERIAULTdescribesthiscompanyasa“scaleup”company.Meaningby

that, theyneed to produce a lot to educe good revenue, due to the fact that their

productalreadyexists.Theybothagreethatit’sdifficultforalaboratorytoswitchto

theirproduct.Dentaltechniciansareusedtoworkingwiththeconventionalproduct

and are dependent from their dentist. In order to obtainmore dental lab, 3DRPD

needstoreallywellmarkettheirvalue.

D.CompetitionandOpportunities

3DRPD is the only company which is doing cobalt chrome RPD with Additive

Manufacturing.WhenIspoketohimaboutthecompetitionhearguedthathehasno

competitors.Theyaretheonlyonetodeliversuchaninnovatedproductwithavery

high levelofquality.Nobodymanages toproduce.AsMr.BONGERTexplains, they

knowthatsomecompanies try todoas3DRPDbut theycan’tmanagetooffer the

sameproduct.

ToResume Thethreecompanieshavesomeveryinterestingopportunitiesinfrontofthem.

MrsDELOGE is fidelizingher clients andwants to growhermarket thanks to the

qualityof theproductshe isoffering.MrBONGERTexploiteverypossibilityofhis

machinesinordertoreducethecost,avoidsomestepswhileobtainingsuchabetter

product that can compete every imported goods. Then Mr THERIAULT and Mr

BONGERT, together has a prosperous company called 3DRPD, that is offering a

productthathaveneverbeendoneandwhenatthistimenobodyinthemarketis

abletoreproduceit.


Furthermore, with this interview I met three passionate managers. They both

lovewhattheyaredoing,andexcitingaboutthefutureoftheirprofession.Thisisan

important fact that all managagers need to have to reach the success: be

passionnate,andmaybe“abitcrazy”asMrTHERIAULTsaid.


Conclusion

Before our investigation, we thought that the 3D Printer will be accessible to

everybody, andwill allow everybody and companies to create objects rapidly. In

order to achieve that, the society and industries need to continue their evolution.

We can easily predict that the industry 4.0 expressed byMr.DeRosnay, is on its

way. The Internet will be present everywhere and companies will be organized

differently.Platformswillcontinuetoappear,inordertoputinrelationconsumers

andcreators.Bythis,organizationwillunderstandcustomerexpectationsandwill

delivertheperfectproduct.Thankstothetremendousquantityofdata,companies

candevelopaproductthatfitseverybody.Here,the3DPrinterentersinthegame.

The company will manage to offer the customized product expected by the

consumer.

When we thought customers would be able to create their own product, this

trendwill still need somedevelopment.Not everybody can create a productwith

theAdditiveManufacturingtechnology.That’swhytheplatformwillsharesourceof

datathatiscalledcrowdsourcing.Ofcourse,customerswillexpresstheirdesire,but

they will not be all able to create by themselves, they will need the help of

companies.Companieswillseethatasanadvantagetocreatetheirproductdirectly

in customer's home. This links to another hypothesiswemade.We think that 3D

printerwillrestructurethesupplychainmanagement.We learnedthat3DPrinter

permits to avoid costs. The inventories and transportation costs will be affected.

Companieswillnotbeanymoreobliged to stock largequantitiesofproduct.First,

because they will create a product in one build, and not by assembling different

components.Secondly,theywillbeabletoproduceintherightquantityattheright

time depending on the market demand. These reduced steps will decrease the

transportation. Enterprise will be able to relocate their production center. There

willbeonemothercompany,designingtheSTLfile,sendingittoproductioncenters.

All the transportation costs could be avoided by the technology. This production

centerswouldbefoundinconveniencestores,supermarkets,ineverykindofretail

stores,evenincustomers'houses.

As we supposed, this technology has some limits. There are three limits we

developed in our study. In the first place, as we said the 3D Printer and the


technologybehindarenotaccessibletoeverybody.Theyaresomuchadvanced,that

tounderstandthefunctioningyouneedtohaveacertainlevelofexpertise.Creating

theSTLfilerequiresalsodifferenttoolsandpracticesthatnobodycanhaveaccess

easily.Thesecomplicatedtasksaffectedthesecondlimit,whichistime.Beforethe

study,Ipersonallythoughtthatyoujustneededtopressabuttonandthenyouhave

yourproductintheminute.AsexplainMr.BONGERT,themachineit’snotplugand

play.You require time to setupyourmachine, create theSTL file, and thenenter

yourdata.Furthermore, there isa timeofproductionthatcouldreachhourseven

days of production. The idea of “on demand” delivery we emitted, is not really

possible now, but there are strong Research and Develoment project made by

companiestobreakthelimitations.Somesmallpartscouldtakefewminutesorfew

hours,butanentire companyneedsmore time toproduce inbigquantity. Soour

idea“ondemand”ismore“inresponsetothemarket”.Thecompanywillbeableto

specify the amount of product at the same time, compared to the traditional

manufacturingwhereyouneedtoproducebigquantitytoreduceyourproduction

cost. With the 3D printer, the production cost is linear. The last limit would be

obviousbecauseitisthecostofthetechnology.Themachinehasabigcost,asMr.

Thériaulttoldme,hismachinecost400,000€.Inaddition,thematerialsusedbythe

machinehavehigh characteristics andby consequent are expensive.On theother

hand, themachinedoesnotdowastage, itput therightamountofmaterialat the

rightplace.Therearealso important fixed costs.Themachine is consumingmore

power because it’s working longer. The maintenance costs are also high and

unpredictable asMr. Bognert explained. All this overall cost let companies afraid

aboutbuyingandintegratingthemachineintotheirprocess.

Sowe thought that thecompetitionwill increasedue to thedemocratizationof

3DprinterandIwaswrong.Thecost,thetimeandthetechnicalaspectsrepresenta

threat to anyone who wants to acquire a 3D Printer. Companies who want to

acquireAdditiveManufacturingsystemsneedfinancialresourcesandqualifylabor

forthatachievement.AsMr.BONGERTandMr.THERIAULTsaid,theentrybarriers

for new companies are still high. For instanceMrsDELOGE, is in a good place to

illustratethis,shecan’taffordtobuya3DPrinter,becauseitrepresentsafinancial

risk for her company, shepreferesworkingwith others big companieswhich can

produceherordersatalowercost.Ifwetaketheirexampleof3DRPD,nobodyand


even bigger company are able to recreate a product similar to theirRPD.When I

spoke to them about the exponential penetration of 3D Desktop printer, and the

possibilitythatconsumerswillcreateanewcompetition,theybotharguethatthisis

believable,butitwillrequiretimeandrecognitionforthebunchofpossibilitiesthat

offera3Dprinter. Inotherwords, individualswillnotbeable tocreate the intra-

competition I was thinking. However due to the decreasing price of desktop 3D

printer,andwith thecommunicationrisingaroundthe technology, themachine is

readytomakethebuzz.WhenIthinkaboutAppleandtheiPhone,Icometotheidea

if a company could offer a revolutionarymachine at a relatively affordable price

with a strong marketing strategy this will be the same success. In term of

customization, theAdditiveManufacturing offerswide possibilities. This new tool

canadapt toanydisposition, to anydesignandcanoffernewcharacteristics.The

benefits of the 3D printer are recognized in some indsutries. For example, in the

aeronautic industry, the3Dprinter can create strongerpartsand lightweight that

candecreasebyconsequencethefuelconsumption.Inthemedicalindustry,the3D

printer represents an important opportunity to create tailored prosthetics,

specializedanduniquetoolsadaptedtoanybodiesinordertoachieveachirurgical

operation.

That’s why interviews of majors dental companies have cleared our vision

towardthismachine.Forthem,theAdditiveManufacturingofferspossibilitiesthat

their clients, dentists, arewaiting tobetter treat theirpatient.They can createon

demand a product that will fit perfectly in the mouth. Another advantage these

managers toldmebecause it’s a computerized technology theycan record the file

(STL),aslongastheywantandcanmodifyitwhentheyneedto.Bothofthemare

driven by their passion and the desire to offer a better, high quality and most

comfortablepossibleproductfortheirpatient.

Our last words will be to explain how the 3D Printer will revolutionize our

industrialworld and day-to-day life. In ourmulti-connectedworld,we are giving

data tosystemthatwillbetterunderstandus.Companiesareexploiting it tooffer

theperfectproduct.Wearelivinginasociety,whereeverybodywantstobeunique

andhavehisorherownproduct.TheMassCustomizationispresentineverynew

servicesandproductdeliveredbycompanies.TheAdditiveManufacturingwilloffer

this personalized product. The way companies are distributing a product and


delivering it, will change. The notion of time in business could be redefined. The

proximitywithenterpriseswillbereducing.Wecouldfindourfutureproductnext-

door,oreveninourhome.

Nevertheless, there is an interface thatwe didn’t take into account. Nowadays

whencompaniesareproducinggoods, theyused transportationcourier todeliver

themtoapointofsale.Wecouldn’thavetheviewfromthiscourierscompany,how

theyseethearrivalofthe3Dprinterinthebusinessworld.Thiscouldrepresenta

threatforthistransporterifmanufacturingcompanyequippedthemselveswith3D

Printer, they will not send physical product anymore, but file to their printers

locatedinstrategicplace.


Appendices

Appendice1:TimelineofTheThridRevolution

1970• Introduction:TheHomeComputer,videogameconsoleandarcadevideogame• FromanalogtechnologytoDigitaltechnology

1980

• Industrialrobots,automatedmachines,electronicmusic• Riseofhomecomputersale:8%in1984,to15%ofUShouseholdownedacomputerin1989• FirstmobilephonebyMotorola

1990

• TheWorldWideWebbecameaccessiblein1991• FirstdigitalcellphoneinFInland,1991• FirstWebBrowser,Mosaicin1993• In1999,alsmosteverycountryhasainternetconnexion

2000

• By2000,morethan50%ofUScitizenhadahomecomputer• Cellphoneweremuchmoreadvanced,andsaleswererisingfasterthancomputersalesin80-90s• In2005,1billionpeoplehavebeenoninternet,and3billionpeoplesintheworldusedacellphone.

2010

• Risingofsocialnetworkds:thenewdigitalcommunication• In2012,2billionpeopleusedInternet• Cloudcomputerhadbeenmainstream• By2015,tabletandsmartponesexceedpersonalcomputers

2020-30•  Industry4.0


Appendice2:InterviewofDenisTHERIAULT,CEO&Founderof3DRPD24/05/2016

*Mr.Theriaultspokeaboutacongresshewentandmadeaconference*Inmycase, inthismeeting,whereinmajorpartallthepresentationwereaboutR&D,I’vepresentedaconcretecommercializationthanksto3DRPD,butwhatI’veseenandwhatI’veheard,Jeremybelieveme,areunbelievable.Forexample,Isawasmallsquaresuchthinthattheywillputundertheskinofapatient, inordertotreatdiabeticspeople. IsawsomanythingsthatIcan’texplaintoyoubecausetheyaresomuchadvancedtechnologically.WhatIremember fromthis it’show3Dprintingwillrevolutionizeevery industry intheworldateverylevel,human,mechanic,production,anditwasformenotarevelationbutIsuspectedthisbutnowIhadsuchevidence,anditwasveryveryinteresting.Weclosethebracket.SoIdecidedtointerviewyou,Denis,tohaveaworldwidevisionofthe3Dproduction,Mr. BONGERT for the National perspective but also Europeanwith 3DRPD Europe,andMmeDeloge for theregionalside. Idividedthe interviewinto3parts:Youandyoucompany,theopportunitiesandthe3Dprinteritself.Butfirst,Iwanttoknowwhoareyou,andhowdidyoubecomea3Dprinteraddict,ifIcansay?Ok,soI’mdentalprostheticssince1983,IalwaysbeeninlovewiththeproductionofDentalStelite, we were fabricated in a traditional way, before the laboratory itself wasmanufactured its stellit, fix structure like Mme Deloge is doing in her laboratory. I havealways been one of the rare student that love product stelitte. So I opened my firstlaboratoryinQuebecin1983,andthenIopenedasecondlaboratoryinMontrealin1995,andnowmylaboratorycalledDentachromearethemarket leader inQuebecwitharound60employees,wearepresentedintheuniversities,hospitalsalmosteverywhere,sothismeYoubefore3DRPD?Yesbefore3DRPD,IamtheCEOandfounderofit(Dentachrome),afterIruninto,in2011,the CEO of Dental Wings who produce dental scanners, in order to model the dentalimpression.SoImetthecompanybasedinMontreal,theCEOaskedmeifIcouldhelphimtodevelop,yestodevelop,asoftwareofstelitproduction.“Us(DentalWings)wehavetheingredient,butwedon’thaveanydentalprosthetist,maybewithyouexperiencecouldyougavesomeadviceandvalidatetheprocesswearedoinginasoftwareforwebsite.“soIsaidyeswith pleasure, so Imet his team few times, then and I had one questionwhichwas,finallyTHEquestion,Isaid“yourcompanywillcreateasoftwaretodrawdentalstellite,butnowwhen youwill create your file, an STL file, whowill permit be able to print it?” Helookedatmeandhesaid“Ihavenoidea,itwasnpartofmycorebusiness,Idon’tknow”Isaidtohimin“yourproductionroom,yougivethesoftware,andtheSTLfile,buttherearenobodyaftertocreateit?“heargues“No”.IsaidtohimIdon’tbelieveyou,I’msurethereissomebody in the world who is able to print it… And we did our strategic analysis, andeverything,wecometothepointfinallythatthereisnobody,nolaboratories,noproductioncenter,who is able to receive the STL file. And so the company 3DRPDhas been createdwithaverysmallmachine,asmallplasticprinter.SowestartedtheR6Dandtests,thefirstprinterlendkindlybydeltawings,andthenwestartedtoprintSTLfileinplastic.Werealizethat theplasticwasnot, strongenough,wewerecasting thealloy,andwewere losingallcharacteristics expected. By that, we bought and import the first printer from the Fedexenterprise,fromFrance,basedinClermontFerrand.Thecompanyhasdevelopedacertainexpertiseinthedentalsector,whoprintedsometimesbeforesomedentalpart.Weacquired


themachinefromthemandthepowderfromSantéCanada,theequivalentofFDA,theFoodandDruginstitutionintheUS.SOwhenwereceivethehomologationfromsantéCanada,toknow that thepowderwas accepted inCanada, thenwe start the clinic test inmouth (inpatientmouth)So,infact,youstarttoestablishcontactwithDentalWingsinwhichyear?DentalWingsin2011,Andsothefirsttime,youputinthemouthaproductitwasin?Isaidprobablyin2012,SoittookoneyearofexperimentationandeverytestAndatthisbeginning,weprintedinplastic,andhecouldgoinamouth,So, it's not as we said, you want to print something, you do it and then youcommercialize rightnow,noyouneeda lotof tests and submit to governmentandlawYes for surewhen youworkwith the human body, you need some homologation. But ofcourseifyouwanttoprintsomecufflink,youdon’tneedanything,youtakeatableandyousellitinacommercialfair.Oneofour first rules, inourcompany, it'snota rulebutanecessity,obligation, is to findwhereyouwere,youhavetocertifythatyoudidyourtestswithauniversity.Youhavetofindtherecognitionfortheuniversity,whatwe’vedonefromthebeginning,youdidthetestclinic everything in order to know if our stellit, will fabricated, we printed, was a goodquality.Wediscoveredthefactthattheyhadabetterqualitythantheonedidtraditionally.Itwasatthismomentabigriskforthecompany,becauseifthestudiesandtheconclusionwas that the stellitwas the sameeven abit less efficient that the traditional process, theentire project was done for nothing. We wished to have an element of differentiationimportantbetween the traditional stelitandour.Butwesuspect that theprintedproductwasbetterthattheconventionalprocess,anditwasthecase.So3DRPD,it’sacompanywhichprint…whatisitexactly?RPD,RemovablePartialDenture.Thiswhyourcompanyisnamed3DRPD,3Dforthree-dimensional,andRPDforRemovablePartial Denture, we choose this name because ourmainmarket is in the United state ofAmerica,andwithoutQuebec, inCanadaandunitedstateeverybodyspeakEnglishsothiswhywedecidetogowith3DRPD,thisnameisaneasyforeverybodytounderstand.Whentheysee3DRPDtheyseeexactlywhatweare.Sothisremovablepartialdentureiswhenyouwanttohaveafaketooth,itsbased,it’sthemetallicpart?No,itistheframe,incobaltchrome,thisframewillsupporttheprostheticteeth.Sothisisonlythebasewithsomeclasper.Theywillcliptheotherteeth,andofcourse,ifyouhaveaRPD,it’sbecauseyouneedsometeeth.Sothefirstpartit’sthecobaltchrome,theyfitandhassomeclasptocliptheteeth.Thenthelaboratorycanprocess,cansetupthefaketeeth,thepinkacrylic.


Soyourproduct is thebaseof theprosthetic laboratoryactivity?So thedentistwilltake an impression,with the 3D scanner for you, the filewill go the laboratory ordirectlytoyou?Yeahok,I’llexplaintoyoutheworkflow.Forexample,youneedtohaveaRPDforyou.Whatyouwilldo,youwillgothedentist,thedentistwill takean impressionofyourmouth,andthentheywilldothemodel inplaster.Theywillhaveamodelinnegativeofyoumouth.Withthismodel,thedentistwillsendthemodeltoadentallaboratory.Mostofthem,don’tproduceRPD,theycan’tdoit.Sotheywillsendthemodeltoa laboratorywhichardoingRPDsorifhaveascanner,youwillputthemodelintothescannerandthenthescannerwillscanandcreateanSTLfileoftheproduct.Soyour laboratorywillsendto3DRPDthescanof themodel,andthenwewillbeable todesigndirectonthescreenandthencreateanSTLfile,andthensendthefiletotheprinter,acobaltchromeprinter,andthenwewillproducetheRPDdirectfromtheSTLfile,receivedfromthelaboratoryandthenhewillreceivethefinalmodelprinted.Doyouunderstandtheworkflowit’snoteasy.Yes,Iunderstand,sothedentallaboratoryscansthemodel,itwillbeanSTLmodel,hewillsendto3DRPD,whichwilldesignit,itwillcreateanotherSTLmodel?Layer-by-Layer?Ah,soanotherSTLmodelinpositivebecausetheotheronewasnegative?Gotit!Sothetechnologyofthemachineislasersintering?Stlfile…STereoLithographytechnics?ExactlySothenthedentallaboratorywilldoitsworkontheproductfrom3DRPD,andtheysendtothedentistwhowillputitinmouthExactlygotit!Ifthedentallaboratorydoesn’thaveascanner,andcan’tworkwithyouhewillgotoanothercompanywhowillmaketheframe,thesameproductasyoutraditionally?SonowyouhavetooptionyousendthemodelortheSTLfiletoalaboratoryandtheywillproducethis,inatraditionalway,orsendthisfileto3DRPDandwewillprintitwithalasersinterprinter.Ok,sotheadvantageofyourcompanyisthevalue.Well,whatistheaddedvalueyougivetoyourproduct?Wehave3mainsvalue,yeahmorethan3butwetarget3values:-Theturnovertoproduceisthreedays-TheSTLfilerecordisonmycomputerfortherestofmylife,sowecanrepair,instantlywhenthelaboratoryneed.- Themostimportantvalueinthisprocess,Iwilltrytoexplaintoyouok.Imagineifyouhaveaclasp,whichgoesaroundyourteethtofixtheproductinyourmouthanditwillstayattherightplace ifyoudon’thaveanyclasptheRPDwillmove. Ifyoucastthemetal ina


traditionalway,themetalwon’tkeepthememoryforalongtime.After6thousandcycles,toopenandclosetheclasp.Theclasploses80%ofthememory,itmeansaftertimetheRPDwillnotfitasthebeginning.Itmeansyourclaspwillbeloosed,itwillmoveinyourmouth.Thenifyouprintwithlasersinteringafter6thousandcyclestheclaspwillkeep95%ofthememory. Itmeans for the patient hewon't have to go the dentist so often, to adjust theclasp, because the claspwill keep thememory after 6000open and close. So this the digaddedvalueforthepatientcomparedtothetraditionalway.Itisveryimportanttounderstand,JeremyIwillexplaintoyou.Mostofthecompanydoesn’tmatteraboutthepatient,theproductionthemedical,mostofthetimeusethetechnologytomaketheirproductcheaper,toproducemoreandmore,mostofthetimeattheendoftheprocess it not common that they help the patient.Most of the system,wherewe boughtsince the last20years,help thecompany thedental lab tomakeprofit tohavemoreandmore volume, to increase the benefits. Most of the time the patient can’t see the addedvalue.Soforthefirsttime,withlasersintering,attheendoftheprocess,thepatientwillseeadifference,andthisisformeveryveryimportant,toseethatthenewtechnologywillgivetothepatientabetterproductthanthetraditionalway.Isawthisinmyresearch,beforecompanywheredrivenbyprofitbymoney,butnowcompaniestendtobedrivenbyhuman,bywhatwegavetotheendcustomerandnotbyprofit, by the economyof scaleor scope, butmorebywhat the customerneeds.Thisiswhat3Dprintingcanaffordcangivetoconsumersnow.Withtraditionalwayifyouwanttoreduceyourcostyouhavetoproducealot,butnow3Dwillallowdoingfewproductionbutbetterproduction.That’sit!Andnowyoucanseethedifference.But,thedarksideofthatisto,ifyouwanttomake money with this production, you should go on the quantity production. You can’tmakemoneyifyouhaveonlyoneprinterortwo.Atleastyoumakemoneyifyouproduce60 – 70 a day, so because of the cost of the equipment and all of the structure youneedaroundthemachine:theairtheelectricitylotofthings,itcostsalotofmoney.That’swhy3DRPD is a production center, not a dental laboratory. This is important to understand3DRPDisaproductioncenter.Wereceivefiles,sowecanproduceanykindofproduct,anykindofprosthesis.Ifwecandesignit,andifyouneedtheproductincobaltchrome,3DRPDcanprintit.WeprintnowRPDbutwealsoprint, implant,orsurgicalstand.Weprintalsosomeorthodontistapparel;weareabletoprintitbyusingcobaltchrome.Itmeansthatifyoucandesignit,wecanprintit.Ifyouneeditincobaltchrome,3DRPDisabletodoit.Doesitmakesensetoyou?Yeahforsure.Soifsomebodydoesn’twantadentalproduct,buthewantssomethingincobaltchrome,hecanaskyouandsay“DenisIwanttoprintthis,incobaltchrome?You cando it. “ it's not a risk if youhave theopportunity toproduce anything youwant, some manager can say “ ok today who do dental prosthetics, tomorrow weprinttoysandwewillsellitonthemarket!”Don’tyouthink?Well yes, this is a good question, honestly, we concentrate our production in the dentalmarket,andsoanykindofproductweareproducingcamefromdentalfields,sowedidn’tprintanythingelse.Buthonestlyit’strue,betweenyouandmewehaveaCanadianopticianhere; he is doing his own glasses and he wanted a small logo in cobalt chrome on thebranches,hesendtousthedesignofthelogo.It’sasmallpieceyouhavetoinserthereinthebranchandweprintIthinklike1hundredor2or3hundredlikesmallpartstoinsertinthebranchoftheglassessowe’vedonethatonetime.Wewillnot takemoneyon that.Thatwas just funny. It’s funny todo that.Wehavedonethatpartandwealsodidanotherpartsoit’sjustforfunwedon’tmakemoneyonthat.


We charge like 3 dollars each one. But 3DRPD goals are we are dedicated to printexclusivelydental parts inCobaltChrome that’s our vision and themissionof 3DRPD fornow.Andintermsofnumberwhatisit?Employees,turnover,growth?Ofcourse,whenwestarted,westartfromscratchIcantellyouthatlastweekforthefirsttimesincewestart3DRPDweprintmore than1hundredaday in3DRPDUSAso itwashonestlymyfirstgoalwhenIstarted3DRPD.Inmymind,IsaidDenis,assoonasyouwillbeabletoprintandfinishonehundredadayyoucansaythatnowyouhaveasuccessinyourhands,butIliketocompareRPDswiththeBigMacfromMcDonalds.HowlongittakesdoyouthinktocreatetheBigMac?BeforethebigmacwasonthemarketattheheadquarterMacDonaldsmaybeittakesayear,maybeittakesayearandahalftodecidewhatis,whatwewillhavehere inthebigmacwhatkindof,whatwillbethebread,whatkindofsauceyouneedandtasteitandthencomeback.Soassoonastheysaidthisisthebigmacthenwewillintroducethebigmacinthemarket,soassoonasyou’vedoneonemillionbigmacit’snotabigdealtodo2millions345becausealltheworkyou’vedonebeforeit’sprettythesamewith3DRPDweknowhowtobuild,howtodesignandhowtoprintRPDsbutinmymindmyfirstgoalwasassoonasIwillbeabletoprintonehundredaday,it’seasyformetoprint2timesonehundred3timesonehundredof,4timesonehundred,doesn’t’matterforme.Ifyoucanprintonehundredadayit’sbecauseyourworkflowisperfectcauseyouknowhowtoprintandyouknowfromscratchifyoucanreceivehundredfilesaday,youareabletoprinthundredfilesaday,youareabletofinishhundredfilesaday.Soformeit’sthefirstbigstepformeanditswasmyfirstgoalinmymindwhenIstarted3DRPDtohaveonehundredadaycauseyoucan’tprint2hundredadayifyoucan’tprint1hundredaday.Yes,youhavetowalkbeforetorun.Youcan’trunifyoudon’tknowhowtowalk.Howmany3Dprintersdoyouhave?Wehave5printersWithacapacityof20perprintermoreorless?Yeah,figure-to-figure22permachineperdaysowith5meansthatwehave110capacity.Wehave3printersinMontreal,andMr.BONGERThas2.Sotogetherwewereverycloseaweekagowewereveryclosetoprint2hundredwewereat180adaywithEuropeCanadaandtheUSA.Sothisisagoodstep.Sothereare3inMontréal2inFranceYesand5intheUSA.Yes,wehave10machines.Andhowmuchisitonemachine?It’s375000USdollarsSoitwasabiginvestment?375,000yes it’sclosedto400000euros.Mr.BONGERTboughtamachineayearago,youjusthavetoaskPascalwhatwastheretailprice,andheknowsit.Andintermsofturnover?


It depends, it’s a scaleupprocess if you startwithonlyonemachineyou loosemoney, 2machines youdon’tmakemoney a lot, 3machines borderline and4 5 6 7. Iwill tell yousomethingandthenyouwillunderstand.Ifyoucanproduce3hundredRPDsadayyournetbenefitsare20%,Sothereisalotoffixcostsbehindlikeelectricity,laborcosts?Yes, themarge I think I’m sorrywe’re talking about EBITDA you knowwhat is EBITDA?EarningsbeforeInterest,Taxes,Depreciation,andAmortizationyoujusthavetocheckandIdon’tknowexactlywhat is it,So it isaterminfinance inwhichyoumeasurebenefices infunctionofamortizationIsitdepreciation?Nodepreciationistherateyoutakeonthemachineeachyear,inEnglishisbenefitsbeforeinterestanddepreciationHowmanyemployeedoyouhavein3DRPD?OverallwithFrance?FranceandCanada?AndtheUSA?orCanadaandtheUSA?USAandCanada?*laugh*USACanadaisa,intheUSAwehave5employeesintheUSAandinCanadawehavemorethan thatbecausewe(counting)doyoucount theexecutive?Yesweareworking*laugh*Weare8employeesinCanadaIt’snotthatmuch.Andyoucanproducemaybe100productperdayandyouareonly8+5USAso13Yes but now we have 5 employees in the USA we can produce up to 100 and we areprobablyabletoproduce120.InCanadaweare8wehave3machinesbutifIhadtwomoremachinesandIcangoto100adayalsoinCanada.Idon’tneedmoreemployees.Sothisistheminimumemployeesyoushouldhavetostartabusinessbutifyougrowupyourproductiondailyweeklygotomorethan 100a day, you don’t need to have more employee so this is why now you canunderstandwhyexplainedtoyouthatthisisascaleuprun,companyandifyouhaveonly2or3machinesyoudon’tmakemoneybutifyouhave5machinesifyoucanproduce100adaywiththesamenumbersofemployeethenyoumakemoney.Ihavetenmoreminutesforyou.Ihaveanothermeetingstarting.Okwell,whatistheopportunityfor3DRPDnow?It’sworldwide.WearediscussingnowtoaddanewproductioncenterinEuropeprobablyinBelgiumAndwe are discussingwith a partner to…maybe it’s a possibility to transfer to 3DRPDFrance fromMr. BONGERT to have a new production centermore centralized in Europeprobably in Brussels and then to have 3DRPD huge production center in Brussels, andproduceforall thecountriesaroundinEurope. It’sprobablyGermanyFranceBelgiumUKItalySpainandallthesemajorcountriesandourtarget,ourgoalistoduplicate3DRPDUSAand doing the same in Europe to be able to produce 500 a day inUSA and 500 a day inEurope.It’sourgoal.


Thesearethefuturemarket?Yeah.Sowiththeproductioncenter,thenwewillhaveanexclusivelicense.That’swhatwehavenow inAustralia,NewZealand,andSwitzerland.Sowhatwewilldo is togivesomeexclusivity tocountries tocompaniesandthentheywill represent3DRPD.Theywillhaveexclusivityof3DRPDbuttheywillnotproduceanything.Itwillsendfilestoourproductioncenter.Thisisourbusinessplan.Ourbusinessplanistohavethreeproductioncenter.OneinCanadaOneinUSAOneisEuropeandhaveexclusivitylicense.TheoneinAustraliaisinMelbourne?Yes,andIwasinNewYorkyesterdayandwereceive20filesfromthemyesterday.Itwasthe first time thatwe receive 20 files in oneday fromAustralia. It’s good yeah. They areworkinghard.Theyhavegoodmarketing.Theyhaveagoodmarketingthere.IsthismarketgoingtoprosperinAustralia?Iftheycansendme20aday,100aweekand500amonth,Iwillbeveryhappy.Can't theyproduce it inMelbourne?Youproduce it inCanadaand thenyousend itback?Yesbutnowwhenwestart3DRPDwhenwestartwiththeAustralianguys,theproductionwas only in Canada but then we transfer the production in the USA. So now we areproducingintheUSAit’smoreefficienttosend,toshipfromtheUSAthanfromCanada.It’sfaster from the USA instead of Canada so you save one day so that’s the reasonwhywetransferredfromCanadatotheUSA.And in terms of competition, is there some competitors? Except the traditionalmanufacturing?Idon’tknow.*laugh*Youdon’tknowforthemoment?We don’t have any. Honestly, they have few laboratories in France only. They start toproduceRPDbutinaverylowproductionquantityperdaybutyeahsosincewestartyearsago we know that some huge company tries to produce RPDs but they are not able toproduce.Sowearetodaymay24ththanksgowearetheonlyonetohaveproductioncenterdedicatedtoRPDs.Wearetheonlyoneworldwide.Aboutthe3DPrinting,myquestionwasthatIsawinmyresearches,that3Dprintingis not good for mass production, you the example of contrary, because you canproduce 100 a day. I saw 3D printing is more for customization so how did youmanage to exploit all capacities of 3DPrinting in order take all the advantage in amassproductionsystem.Ireadalotofthingsthatitisnotdedicatedforthis,becausetheproductismoreexpensive.HowdidyouhaveyouandMr.BONGERTthisideatosetallyouproductiononthe3Dprintingtechnology?Wasitrisky?Yes,sure.Thenumberssaidthecontrary!ifyouwanttomakealittleproductionthepriceoftheproductwouldbuttooexpensivethanthetraditionalproduct.Wecouldgetthroughthe


market,butifyougowithamassproduction60,80,parjourandifyouareabletohaveacompetitiveprice.MeaningbythatthesellingpriceoftheRPDoftraditionalthatRPDmadeby laser is the same price, you can’t even try to enter in the market. Now we will becompetitive because it’s a replacement product, we have to be careful, it’s not a newproduct, andwe replace an existing product. Andwhen you replace an existing product,peoplearenotreadytopay.Becauseit’salreadyavailablefor50or60years,itworkswellsothequestionis:Whydowe(dentallaboratory)havetouse3DRPD?ifthequestionwas:Whypayingmorewith3DRPD?Forthesameproductasthetraditionalone, if itwasthiswewere bankrupt.One of the first goal I had very clear inmymind, the price had to belower as possible, and ideally at the same level of the traditional one. If the selling pricewouldhavebeenmorethetraditionalone,wewouldbebankrupt.Is it thedental laboratory thatwillpay theproductor thepatientat theendof thechainthatwillpay?No,it’sthelaboratory.So,ifIunderstandwellitsaBtoBtoBtoC?Mr. BONGERT andMmeDELOGE, their dental laboratory areB to C. 3DRPD is over that;3DPRDisworking forMr.BONGERTor for the laboratoryofMmeDeloge,withouthavingdirectlinkwiththeirclients.Soourgoalsaretoconvincelaboratoriestoworkwithus,sendtheirfilestous.Sothecompetitiveadvantageisthemetalwillkeepthememoryupto95%,thedentallaboratorywillsay«ohyesperfectIwillspeakaboutthistomydentist,whichwillsayohwow!»so this isourmaincompetitiveadvantage.Thenthe firstquestionwestill had is: is it the prices of your product is it higher or the same or lower than thetraditionalone?Ifyousaiditshigheryou’redeadifyousayprettythesame,whyitthemainreasonIwillswitchforyourproduct insteadofthetraditional,andwewillarguebecauseit’s from the memory of the metal, the new advantage bring by the technology to theproduct.Yourpatientwon’thave tocomeback3,4or5 times toadjust theclaspofyourRPD,THISISAHUGEADVANTAGE!Yeah,butthelaboratoryisnothappybecauseit’sclientwillnotcomebackasmuchso,thelaboratoryloosesomesales?In my mind, I though I twill be easier than that, but honestly it’s not easy to convertlaboratoriestoswitchfromtraditionaltolasersintering.Sowhat is thenext innovationproject,with the3Dprinter?Theopportunities anddevelopmentaxis?ThemainopportunityforusistoopenamajorproductioncenterinEuropeandbeabletobecome theworldwide leaders, and produce RPDs around theworld. Sowe can imaginehavingaproductioninEuropeandtheUSAwecanreachacapacityofproductionof1000aday.Withthat,wewillbethenumber1worldwidetoproduceRPDBecauseEuropeit’sthebiggestmarketrightnow?No, theUSmarket is thebiggestone.TheUSA is40%worldwidemarket.As soonasyouspeakaboutUSmarketisalways40%ofeverything.AlltheEuropeisprobablyLess35%ofthemarketbutweallthecountries.


Asia can develop the technology, can’t they develop the concept as you?Have theythisproductionidea?PeopleinNorthAmericaarelittlebitafraidwithChinaandIndiatheydon’tlikeitsomuch,thisisthereasonwhy3DRPDintheUSA,inUnitedStatesgodblessAmericasothecompanyit’scalled3DRPDUSA.com.Theyareveryveryproudtheyprotecttheircountry;itwouldbeimpossibletoproducefromCanadatotheUSA.OkIthinkit’senoughandlastquestion,Doyoulikewhatareyoudoing?I love, ifyougo inmybedroomyouwillseeRPDsundermypillowandthis is JeremythenumberonethingIhaveasonwhoturn20yearsandhespentthelast2yearsinbusinessschooltobecomeanengineerandIwassoproudandIsaidtomysondowhatyouliketodobecauseifyoudon’tlikeityourlifewillbepainintheass.Soifyoudon’tlikewhatyouaredoingIcan’timaginethelifeyouwillhavesothepassionisnumberoneIlovewhatI’mdoingandIhavefriendsaroundtheworldthis isanamazingstory, this isawesomewhatwe’vedone,wearemorethanpassionate,andyoushouldbealittlebitcrazytodowhatwearedoing.


Appendice3:InterviewofMrPascalBONGERT,CEOofLaboratoireBongert,andCEO&Founderof3DRPD

29/05/2016Bonjour Pascal, j’ai eu la chance de m’entretenir avec Mr Denis Thériault, il m’aévoquélacréationde3DRPDetm’abeaucoupparlerdetoutcequiétaitproductionau sein de son entreprise. J’ai interviewéDenis pour avoir la visionmondial d’uneentreprisequiutilisel’imprimante3D,etjesouhaiteavoirtontémoignage,quiseraitplus tourné vers un marché national grâce a ton laboratoire, et commentl’imprimante3Dt’aaidé,besoinoupourrestercompétitif.Mais jeseraiségalementintéresséparlastratégiede3DRPDEuropequituasétablieavecDenis.Doncjevaisteposerlamêmepremièrequestionquej’aiposéeàDenis:Quelesttonparcours?CommentesttudevenudirigeantduLaboratoireBongertetde3DRPDEurope?Alors, ladirectiondulaboratoireBogners’estfaisasseznaturellementdufaitquejeportelenomdel’entreprise,etdufaitquemesparentspossédaitl’entreprise,j’aiintégrél’entrepriseetpresque naturellement, ce qui n’est pas bien car on ne devrait pas forcément. J’ai quittél’entreprise pour recréer un autre laboratoire pour savoir si j’avais les épaules et lescompétencespourdirigerlelaboratoire.Maisnaturellementj’aihéritédelaboite.J’aipréférévalidé que je pouvais en hériter, et le parcours fait que je suis reparti à l’école après, quej’estimeque j’ai unniveauBAC -3 *rire*avec laprothèse en ellemême. J’ai donc repris uneécoledequestion,unpeucommeDenisThériaultquiavaitfaitunMBA,moij’aipréféréfaireunmaitriseengestionen1997exactement.Ons’estaperçuqueleBac-3n’étaitpasutilepourgéreruneboite,ilvalaitquandmêmemieuxavoirdesbases,etaprèsen99j’aireprisl’entitédemesparents,etj’airepriselatèteetj’aicontinuéàladéveloppé.L’imprimante3Destcequim’aemmenéchez3DRPD,c’esttoutsimplementladécouverteetlarencontreavecdespersonnes.Çac’estquejepeuxaussivousattirervoustouslesjeunes,jel’aiencorefaithieravecunapprenti,lachanceçan’existepas,commeledisPhilippeGabilliet,tudois être en Australie, un peu comme toi tu es en Australie tu fais des rencontres, des genspeuventdire: «Jérémy il a de la chance il est enAustralie!» Je réponds «Non il n’apasdechance il a créer l’opportunité et la saisi pour y aller» J’ai fais lamême choseavec3DRPD.C’estàdirequejemesuisintéresséauxchâssismétalliqueenprothèsedentaireetavecçaJaisouhaiter créerunnouveau cheminement, voir si onpouvait travailler d’uneautremanière,voirsiaveclaprised’empreintesoptique,etpuisavecunnouveausystèmedefabricationquiest laCFAO.De là j’ai eu cette rencontreavecMrThériault, que tuas interviewéet on s’estaperçuqueonavaitdesparcoursassez semblables,aussibien côtéprivéhumainmaisaussisurtout sur le côtéprofessionnel.Enplusnousétionsdans lamêmedirection,dans lamêmevoie.D’où in fine lamise en commundenos connaissances, ona trouvéqu’il yavait commetoute association un intérêt à se grouper, et chacun de son coté à pouvoir regarder sonmarché. Nous avons donc créé 3DRPD USA et mais aussi 3DRPD Europe, naturellement ilassureladirectiondumarchéaméricainetcanadienetmoi j’aipris l’Europeàcharge.Voilàcomment je suis devenu le gérant de 3DRPD Europe grâce a la notoriété du laboratoireBongert et tous les acquis qu’il y avait avant, à laperspective et l’explorationdesnouveauxterritoires de l’innovation mais aussi des possibilités qu’il y avait et, après être dans lesréseaux,etcommejedistoujoursêtreuneopportunitésoimêmepourêtreregardéetchoisi,doncàcemomentlàtuavances.Concernant ton laboratoire avant d’être associé avec 3DRPD, utilisais tu déjàl’imprimante3D,pour lesbesoinsde tonentrepriseet la fabricationdesprothèsesdentaire?


Oui,nousavonscommencéparl’utilisationdelaFAO(FabricationAssistéparOrdinateur)etCAO (ConceptionAssisté parOrdinateur). LaFAO était uniquement de l’usinageNous avonsdécouvert l’imprimerie trois dimensionnelle, par une imprimante de chez 3D Sytems, quiimprimaitdelacire,delaWaxPro,c’étaitpournouslapremièreimprimante3Den2007.Onavraiment commencé par ça, et sincèrement je n’avais pas encore vraiment compris ce quepouvaisfairel’imprimerie3D.Tu sais je dis souvent à mes interlocuteurs, je suis monté dans l’imprimerie 3D, ce jour laj’auraismarchédansunemerde,çaauraitétépareil*rire*Un peu comme aujourd’hui, les consommateurs ne savent pas vraiment ce qu’estl’imprimante 3D, c’est peut être unpeupour ça que lemarchéde l’imprimante3Dpersonneln’estpasencorevraimentlancéNon…J’ailuqueenviron400,000imprimantes3Dpersonnelonétaitvenduetilprévoitdesventesatteignantles5millionsdans3ans?Oui,jepensequelemarchédel’imprimante3Dn’estpascommentdire…Tusaisonaenviedecompliquer ou d’ampouler les choses. Moi je pense que je suis plutôt un porteur del’informationinversée,puisquequejediraisaucontraireilfautdémystifier,rendresimpleleschoses,l’imprimante3Dc’estavanttoutuneimprimante.Situasuneimprimante2D,commetoutlemondeachezsois,çasousentendsqueenamonttun’aspasuneimprimantepouravoiruneimprimante.C’estàdirequenonseulementilfautquetul’alimentes,enénergie,enpapier,enencremaisilfautsurtoutquetuluidonnesquelquechoseàimprimer.Maispourlefaireilfautencoreavoirunordinateur,maisdanscetordinateur, faut ilavoirunélément,carsi tufaisquedes jeux sur tonordinateuràquoi te sert l’imprimante.Doncça sous-entendquandmême que ca réponde d’abord à un besoin, c’est par exemple le courrier, des tableaux, undessin, voile tous ces éléments que l’on possède à travers le papier. Il faut bien comprendrequ’une imprimante 3D chez un particulier oumême en général aura un intérêt à partir dumoment ou la personne est équipée en amont de tous les éléments nécessaires, c’est à direinformatiquemaisaussietsurtoutdeslogicielsquivontluipermettredefairequelquechose,situasunlogicielquitefaitjustedesprothèsestuvasmedire:«okpascalc’estsupermaisjenepeuxrienfaireavec,çanem’intéressepas!»doncil fautbiencomprendreoùest l’utilité,d’oùestl’intérêtchezlesprofessionnels,etsurtoutl’imprimante3D,j‘yreviendraisaprès.Jenem’étaisaperçu, c’estaprès coup Jeremy, simplementquedansnotremétier tout cequenousfabriquons dans la prothèse dentaire, des dispositifs médicaux sur mesure sont en fin decomptedesprototypes,puisqueenfindecomptepardéfinitionchaqueprothèsedentaireestdifférented’unindividuàl’autreçaveutdoncdirequechaqueprothèseestunprototypemaisenmêmetempsunprojetfinaletçaoùl’imprimante3Dfaituneparfaitcollusionavecnotremétier car l’intérêt de la 3D est de faire des prototypes. Si tu veux faire des prototypes delunettes, de surfde toutun tasd’éléments etdepouvoir tester, l’imprimante3Dest là.Pourl’instantdanslemassmarketjepensequeceserapluslongmaissiàmonavisilscommencentà s’y intéresser, non pas parce que c’est un prototype, un produit uniquemais parce que laqualitéduproduitquiestcrééeestsupérieureàcequ’onpouvaitfaireparusinageoufonderie.ParexemplelestubesdePitôt,cesontceuxqu’ilyasurlesavionspourmesurerlavitesse.Tuenasplusieursàl’extérieurdel’avionpourmesurerlavitesseréelledel’avion.Souviens-toiilyaeuuncrash,Rio-Paris,cestubesdePitôtontétédéfaillantsetmaintenantjecroisqu’ilsontfait entièrement en imprimerie 3D, on sait les faire en usinage ou en fonderie mais enimprimerie3D,onaatteintunequalitésupérieureetpourtantcen’estpasunprototype.


J’ailudansl’histoiredel’imprimante3D,queaudébutcettetechnologieétaitappelée«rapidPrototyping»…Ouais!C’est ce qui permettait un petit peu à toutes les entreprises, avant de lancer unproduit, de créer un prototype à moindres coûts, pour évaluer les budgets etcommentdévelopperceproduit.Avantc’étaitplusonessayeavec l’imprimante3D,aprèsonverra,maismaintenant,oncommencepeutêtreàsedireonsaitcommentsemarche,ondesignetonimprimedirectement,Non?C’est exactement cela! Par exemple les premières coques d’iPhone, si tu n’avais pasd’imprimante3Dilfallaitd’abordenfaireune,regarder,latester,enfaireunmoule,l’injecteretpuisvoirsic’étaitbien,assezfortetépais.Làenprototypage,etavecunimprimante3D,tul’édite, tu l’as fait et tu peux directement la corriger. C’était vraiment effectivement duprototyping,pourrépondreàlaquestiondecoûtetderapidité.Maintenantcequ’ilsfont,c’estquetoujoursaveclacoqued’iPhone,maintenanttupeuxdonclacaractériser,lacustomiseràvolonté et donc tu obtiens d’un produit grand public que tu peux diffuser à grandemasse,*c’estlaquetonmémoireestintéressantsurl’imprimante3D*onfaisaitunproduitdecoqued’iPhone injecté, découpé à 100,000 exemplaires de couleur blanches et bahmaintenant jepeux la faire tu imagines avec des initiales un design, avec bref un élément customisé,personnalisépourchaqueiPhoneetlal’imprimerie3Drépondsàça.Ilestcertainquel’imprimerie3D,àd’aborddusenspourtoutcequiestprototypage,dusenspour lesélémentsuniquesentreautre lesprothèsesdentaires, correspondentparfaitementàça.Maisilyauradusensavecdesélémentsdeplusrelationsaveclacustomisation.Pour revenir sur le parcours, on est monté dans l’imprimerie 3D, sans trop savoir que çacorrespondait parfaitement au prototypage, comme ce que la prothèse représenteparfaitement.Aufuretàmesurequ’onaréfléchiaveccequ’onpouvaitfaireavecmaisqueenmême temps, les imprimantes ont évolué pour passer de la cire au plastique et même duplastiqueaumétal,alorsonacomprisquel’onpouvaitdirectementfairedelaconceptionenévitantdesétapesintermédiairesetfaireunproduitdirectementenmétal.Doncl’imprimante3Ddanstonlaboratoire,aujourd’huifaitpartiedetonprocessusdefabrication,ouc’estlabasedetafabrication?Alorsellerentredansleprocessusdefabrication,ellen’estpasàlabase,maistoutdépendsituestimes que ta base c’est la conception du produit. Si on part du principe, par exemple unemaisonsitumedisleprocessdelaconstructiond’unemaisoncommence,nonpasparl’achatdu terrainmais pratiquement par l’étude du sol et par le dessin de l’architecte. Pour nousl’imprimante3Destsimplementlapartiemaçonnerie,ellenerentrequ’àpartirdumomentouon aura décider de tout ce qui est besoin en amont, et à cemoment la on va démarrer lamaison,ellefaitpartiedudébutduprocessusmaisuniquementauniveaudelafabrication,delaconstruction.C’est juste une partie intégrante à ta fabrication, c’est plus un outil et non unenécessitédansl’utilisationdel’imprimante3Dpouravoirleproduitfinal?Ouic’estàdire,c’estça!onpassepar l’imprimante3Dpouravoir le final,etquiestsouventmêmepasfini,pastoutletemps,desfoisilsortprêtàl’emploionvadire,maisd’autrefoisilyaunpostprocess,ouilfauttravaillerderrière.Ilfautcontinueràlesreprendreàlesfaçonner.C’estpascommecequelesconsommateurspensentdenosjours,outuappuissurunboutonettuastonproduitfinalprêtàl’emploidansl’heurequisuit?


Çapeut exister dans certains cas,mais il y a encore, dans beaucoupd’imprimante, je ne lesconnais pas toutes, mais on retrouve souvent ces post process. Quand le produit sort del’imprimanteiln’estpasfini,ilfautcontinuerànettoyer,vernir,découper…Ilyaencoredespostprocessderrières.L’imprimante 3D qu’est ce qu’elle apporte a tes produits au final? En positif maisaussiennégatif.Alors la première chose, en positif, on parle toujours du positif en premier bien sûr. C’estsurtoutenfindecompteune,commentdire,unequalité,c’est laqualité intrinsèquedans lesmatériaux, mais surtout dans la précision fournie par cette technologie. Pourquoi? parcequ’onaévitédenombreusesétapes,parfoisjusqu’à10voir20%d’étapesparrapportàdelafonderie conventionnelle et donc en enlevant toutes ces étapes on a gagné en qualité, deprécisionduproduit,danssafinalitédanssonélémentintrinsèqued’usage,pouraucontrairefournir quelque chose mieux adapté après à la bouche. C’est vraiment ça, mais on a aussigagnerenefficacité,etmêmej’aienviededireenefficiencepuisqu’onpeutproduire,peutêtreplusfacilement,elleproduitlanuitalorsquemesemployésmanuellementtudoisattendrelajournée.Doncvoilà,c’estcecotéetçapermetd’êtresurunnouveauterritoired’innovation.L’imprimante3Dpermetaussiquelquechosequiestsouventoublié,c’esttoutsimplementenamontdanslachainedeproductioncequ’onappelleleworkflow,lespraticiensonteuxaussichangé leurs méthodes, et aujourd’hui je ne reçois plus une empreinte conventionnellephysiquemaisjereçoisunfichiernumériqueetdoncjepeuxdirectementletraduireetfairedelaconceptionetaprèsl’envoyerdansunimprimante3D.Pourlecoténégatif,ilyauncoût.Coutdelamachine,amortissement,coutsdesmatériaux,delamatière…Lamaind’œuvre?Non,lamaind’œuvren’estplusaucontraire,c’estplutôtungainmaind’œuvre.Maisçarestedesmachinesàuncertainniveauquisontsensibles,parexempleaujourd’huij’enaiencoreuneenpanne,latêtedelaser,ilyaquandmêmeunagglomératdebeaucoupd’éléments,beaucoupdetechniquesetdepointsquifontquederrièrelamachinen’estpas«PlugandPlay»c’estpasunemachinejelabrancheetçamarchetoutdesuite.C’estaussiunedesraisonspourlaquelleçanefonctionnepastrèsbienchezlesparticulierscarcen’estpassifacilequeça.Doncçareprésentebienuncoûtpourl’entreprise,estilrépercutésurvotreproduitfinal?Oui,ilyauncoûtsupérieurparrapport,onn’estpasloinde50à60%supérieurs.C’estassezénorme, le surcoût en coût direct est 50% on va pas exagérer, c’est ce que j’estime. Il estcompenséparenfindecompte:

- Un:legain,iln’ypasdetravauxrefaitilssortentenphasefinaledirecte- Deux:onaugmentélaproductivitégrâceaunumériquejepeuxfaire2voir2,2àlaplaced’un.

Doncjedoiscompensermaperteencoutdirectparuneaugmentationdeproductivité,etdoncçamedonnesoitdugainenmassesalariale,soitçamepermetd’augmentermonactivitéetmon chiffre d’affaire. En augmentant mon activité, ma mass market si je puis dire, ça mepermet en fin de comptedeprendreuneplace sur lemarchéavecunproduit qui est plutôtinnovant.


Donc c’est une économie pour ton entreprise, et en ce qui concerne le client, ledentiste, est ce qu’il perçoit ce coût supérieur, n’est il pas rétissant? Même si tonproduit est besoinmédical, le client tant le dentiste peut dire je vais aller voir unautrelaboratoireunautredentistequimefaitlamêmechoseàunprixinférieur.Exactement!C’estpourcaquetuvasvendretavaleurajoutéedetaqualité,etdecequetupeuxfournirMalheureusement non. C’est ce qu’on a pas su faire et ce qu’on ne sait pas faire dans notremétier,etsurtoutenFrance,onnesaitpasvendrenotrevaleurajoutéesupérieuretondoncnepeutpasrépercuter,cettesurchargesurleproduit.Cequifaitenfindecompteonaunproduitdemeilleurqualité,àtouslesniveauxmaisaumêmeprixetaumêmecoutqueceluiquel’onademanièreconventionnel.Ilfautbienlevendre,bienmarketer,etbienfairecomprendrequelecoûtestlemême,alorsquepourbeaucoupdegensquandonparledenumériqueetdigitale,lecoûtdoitbaisser,etmonobjectifestdedirenon!Nonseulementilnebaissepas,ildevraitêtresupérieur,maiscequejefaisc’estquejelesmaintiens.En fin de compte pour rester compétitif sur le marché français tu as eu besoind’acquériruneimprimante3D?Alorspourrester, il fautque j’ajoutede lavaleuret rester innovant.Etd’ajouterunevaleurproduit supérieure qui est l’innovation et qui donne des résultats qualitatifs et techniquesqu’ona déjà vu ensemble, et qui permettent demieux se situer sur lemarché. Surtout cetteinnovation,aujourd’huimesconcurrentssontenChine,dansdespaysavecunemaind’œuvreàbascoûts,simesconcurrentss’équipentdelamêmetechnologiedenouveauonjoueàarmeségales,carcen’estpluslecoûtdelamaind’ouvrequiestprioritaire,c’estl’amortissementdelamachine. L’imprimante et lesmatériaux sont identiques en Chine ou en France, dans sonprixetdanssarapiditéceladonneunrééquilibrage,pourdire:pourcemêmeproduit ilyatout intérêtde le faireenFranceparcequeleprixneserapasdifférenciéetaucontraireonauraunedifférenciationsurlesservices.C’étaitpourlapartiedetonlaboratoire.Jereviensà3DRPD,quiaunevisionunpeuplusglobaledumarché.J’aidécouvertquelemarchédel’imprimante3Daaugmentéde1milliarddedollarsl’annéedernière,etqu’ilprévoitdevendreplusde5millionsd’imprimantespersonnellesdanslesannéesàvenir,estcequeçanereprésentepasunrisquepourlesentreprises,voirmêmepour3DRPD.Imaginequequelqu’unsachefaireunstelliteenfichierSTLetqu’il l’imprime, iln’auraplusbesoindepasserpar3DRPDparexemple.C’estcequ’onappellelaconcurrence!Toutlemondepourraitcréercequ’ilveutquandilveutC’estpasfauxmaiscommejetediscen’estpas«PlugenPlay»,c’estpasparcequetuasuneimprimanteque tusais, commeune imprimante2Dtaperà lamachine,etc’estpourautantquetuaslelogicielWordtusaistaperàlamachineettuasunimprimante,maislecourrier,sic’estuncourrierd’avocattun’espasforcémentavocatpourlerédiger.Doncilyaunensembled’élément,ouijeveuxéditerquelquechosemaisenamontj’aiquoi.Ensuite,imaginonsquetuaslecourrierdel’avocat,tuastoutcequ’ilfautettudismoimaintenantoujevaisimprimermoncourrier,toutvadépendredelaqualitédetoncourrieretdecequetuveuxfaire,sic’estsimpleetbanaltulefaissurunpapierA4,toutlemondepeutlefaire.Maissituveuxunpapier


spécifique avec une encre spéciale, la il va falloir une imprimante différente, commel’imprimerie en générale. En l’occurrence nous, dans notre technologie, la différentiation sefait aussi par le fait que dans l’imprimerie tu as plusieurs familles et surtout l’imprimeriemétalestunefamilleàpartentière.L’imprimeriemétalestdéjàdansl’imprimerieunefamille,dansle3Dc’estunefamilleextrêmementdifficileetlesbarrièressontassezdifficilesàfranchircomme les barrières de financement, de développent et de réalisation, parce que derrière ilfautdel’azoteparexempleetuntasd’éléments.Donconvaretombersurdescoûts,queonnepeut pas acheter une imprimante métal facilement, première chose. Deuxièmement c’est laqualité,commejet’aiditsij’aidesdocumentsàfaireducertainemanièreilfautmieuxquejepasseparunimprimeriequeparuneimprimantecheztoi.Etenfinrienquepouravoirl’accèsàlatechnologie,toujourspourlemétal,estassezdifficilecarjustepourunetêtedelaserdontjeteparlaisçavautfacile50,000–80,000€.Alors les imprimantes personnelles sont utiles pour faire du plastique, des petiteschoses, à part certaines personnes qui savent très bien comment exploiter lespossibilités,ilspeuventcréerunproduitetlesvendreC’estpourçaqueenfindecompte,lesmatériauxlesimprimantesvontsedévelopper,etmétalbiensûr.Maislabarrièred’entréepourfranchirlepremiergapestquandmêmeassezhaute,assezélevéeetneserapasonvadiregrandpublic.Paspourlemoment,nidanslesannéesquiviennent.Etdoncon(3DRPD)auneformedeprotectionquiestdonnéedepartlatechnologie,departlacomplexité de lamise enœuvre desmachines, de l’ensemble du process et après du produitdans son résultat.On s’aperçoitquebeaucoupdenos concurrentsn’yarriventpasalorsquepourtantilsontlesproduitslesmachines,etilsn’yarriventpaspourautant.Ont-ils les ressources financières pour y arriver? Car il en faut pour intégrer latechnologiedu3Ddanssontentreprise.C’estunelimiteaussi.Effectivement,legarsdechezXerox,ouceluideHP,iltevendunimprimante,ettuluidis«moije voudrais qu’elle sache me faire un courrier d’avocat?» le vendeur va te dire:«moi jefabriqueuneimprimante,maisc’estpasmoiquivaisproduirecequevousallezenfaire»ilvaégalement conseiller d’utiliser les papiers et l’encre de sa société, car ça nourrit lesconsommables,maisbiensouventlesgensmaisunpapiermoinscheretuneencrequ’ilachèteengrandsurfaceousur internet.Donc les imprimeurseuxontachargedemettreenvaleurl’outil de production, les vendeurs ont a chargede vendre l’imprimantequi correspondà cequetuveuxfaireavec.Toutel’adéquation,estdifficile,parceonpeutacheteruneimprimantemaissanssavoirouellevamaisilsn’ontpaslesmoyensdedéveloppentetdesedirequ’estcequejepeuxfaireaveccette imprimante.Aprèsenplus il fautsavoirquesituesavocat,c’estquandmêmebeaucoupplusfaciledediredanscescasla,j’achèteuneimprimanteetjesaiscequejevaisfaireavec,etçavam’aideràtravailleretjevaisfairequelquechose.Maissituesboulangerc’estpaspourautantque tuachètesune imprimanteetque le logicielque tuvasdeveniravocatetfaireunbeaucourrier.Doncilfautbiengarderàl’espritquelesbarrièresd’entrée,mêmesilesgenspeuventaccéderà lamachine, elles sont quandmêmeassez élevées y compris par les produits, lesmachinesmaisaussiparl’espritmêmedelaconception.Apartirdemeshypothèsesetmesrecherches, j’aivuque l’imprimante3Détaitunproduitdedisruption,ellepermetdesauterdesétapes,estcequetucroisquetunepourraspascréerunlaboratoireBongertBisàLyonenymettantunimprimante3D,tuenvoiestesfichierslà-bas,tulesimprimesetçatepermetungaindetempsetdetransport,tuéconomiseleprixdutransportentreLaRochesurYonetLyon?Estce


quetupensesquec’estquelquechosequedefuturesentreprisesvonttenterdefaire,dedécentraliserlaproduction,etmêmeproduirechezlesconsommateurs?ToutàfaitjerésumesouventcettechaineparACF.ApourAcquisition,CpourConceptionetFpourFabrication.L’acquisitionpeutvenirmaintenantden’importeoù, jeviensderécupérerunclientàDakarparexemple,laconceptionsefaitici.Aujourd’aujourd’hui,lafabricationsefaitici,carentermedecoûtonlavutoutàl’heure,lesmachines,l’amortissementetl’ensembledessavoirfairesontréunisurcesitelà.Maistuasraisondedire,demainriennem’empêched’avoirl’acquisitionauDakar,defairelaconceptionici,etparcequelevolumelepermettra,parce qu’il y aura un gap de service, qu’on aura une imprimante à Dakar et à la limite tuimprimes directement à Dakar après. Tu n’as pas tort en disant que cette une voie dedéveloppent, pour l’instant elle ne sera pas développée tout simplement parce que le coûtengendré est beaucoup trop lourd, ou alors il faut tout de suite monter sur des volumesimportants.Jet’enfaispreuvetoutsimplement.Nousavons3sitesdeproductionchez3DRPD,Montréal,EtatdeNewYorketFranceenVendée,etpourquoionencréepasunenAustraliealorsqu’onaunclient,3DRPDAustraliequiexiste?Parcequ’ilnapasd’intérêtéconomique,iln’yapasd’intérêtà installeruneoudeuxmachines enAustraliepour l’instantparceque lemassedumarchénelepermetpas,enfindeuxièmeraisonilyauraitdanscescaslaaussiuntransfertdetechnologiedoncuntransfertdel’ensembledescompétencesetdesdonnéesetça,çapeutêtreparfoisaussiplusgênant,cartupeuxavoirunedéperditiondetonbrevet,detalicencedetessavoirfaires.Doncilvautmieuxconcentrepourl’instantdansdesproduits,dansdesmasses,mais laquestionva seposerassez rapidementpour l’Australie, elle va seposerassezrapidementpourl’AmériquedeL’ouestetelleseposeraprobablementunjourenEuropeouilfaudranonpas1mais2centresdeproduction.Denism’aévoquédecasdefigure,dedéplacerlaproductionversBruxelles?Onypense,pouruntasd’élémentscaronapeutêtreunpartenariat,parcequec’estuncenterplus facileaprèspourdesservir lesproduitsvers lenordde l’Europe, laréputationestplutôtintéressanteetlalégislationauncôtéplusflexiblequecheznous.Etdoncilyauneréflexionsurcesujetlà.Jevais teposer lamêmequestionque j’aiposéaDenispour finir l’entretien,Estcequetuaimescequetufais?J’adore!Etjetedirais,commejet’aidis,tulesais,quoiquetufassefaitletoujoursavecplaisir.Si tu le fais avec motivation et ambition, parce que vous y trouvez du plaisir alors vousréussirez.MrTheriault,MmeDelogeetmoimême,jepeuxdirequenousavonsréussiscaronaime cequ’on fait et onprendduplaisirà le faire.Et le jourouonaimeplus il vautmieuxarrêter.Trèsbien,mercibeaucouppourtontempsettontémoignage.


Appendice4:InterviewofMrsDELOGE,CEOofDentalCapOcean09/06/2016

Bonjour Madame DELOGE, après avoir interviewé Mr THERIAULT, directeur de3DRPDetMrBONGERT,dirigeantduLaboratoireBongertmaisaussireponsablede3DRPD Europe, j’aimerais avoir votre témoignage sur votre entreprise etl’imprimante3D,quimepermettrad’avoirunevisionautre,c’estàdireàuneéchelleplusrégionale,Et donc premiere question comment est vous devenue dirigeante de Dental CapOcean?Alorsaprèsavoireumonbacgestion,j’aipasséunCAPenprothèsedentaire.Aveccediplômejemesuisinstalléeen1988,entantqueartisanseuledansmonlaboratoire,accompagnéedemon père. J’ai travaillé pendant 14 ans àmon compte. Après j’avais envie de rejoindre unegrande structure, j’ai eu l’opportunité de travailler dans le deuxième laboratoire de France,anciennement appelé Laboratoire Naulet situé à Saint Gilles Croix de Vie en Vendée. J’étaischef de laboratoire, à ne pas confondre avec dirigeant, je manageais 120 personnes sur lapartieartisanaledel’entreprise.Cam’apermispendantàpeuprès5annéesdem’occuper,meformersurl’entrepriseàplusgrandeéchelle.Acetteépoquelenumériquecommençaitdéjààapparaître,danslaprothèsedentaire.Ensuitelegérants’estretirépourpartirenretraite,etfinalementonavoulucréeruneautreentreprise avec la sienne et en s’associant avec d’autres personnes. Malheureusementl’association s’est mal passée. Donc ma collègue de longue date et moi-même, avons eul’audace de créer une entreprise qui s’appelle Dental Cap Océan, elle a 10 ans aujourd’hui.Noussommesalléschercherunpartenaire,enl’occurrencelepremierlaboratoiredeFrance,lelaboratoireBongert,situéàLaRocheSurYonetdirigéparMrPascalBONGERT.Acemoment,nous avons réussi à remonter une structure dotée de 28 techniciens dentaires à l’heured’aujourd’hui.Danscetteassociationde3personnes,MrBONGERT,macollègueChristiane,etmoi-même,jesuiscadredirigeanteetjem’occupedesservicesderessourceshumaines,achat,commercialisation,développentdumarchémaisaussi industriellesur lapartie informatiqueautrementappeléeCFAO.C’est intéressant de voir que vous vous êtes associée avecMrBONGERT.Dansmesrecherches j’ai vu que de nos jours un nouveau laboratoire qui veut prospérer àbesoin de s’associer du aux coûts et aux barrières d’entrées. Fût-il un besoin pourvousdevousassocier,afind’avoircertainesressourcesetgrandir?Al’heured’aujourd’huilemétierdeprothésistedentaire,estunmétierartisanaletaujourd’huile métier devient industriel. En s’industrialisant automatiquement, comment dire c’estcouteux! L’informatique, les logiciels, les imprimantes sont relativement chers, le servicesaprèsvente,etlesmisesàjourdelogicielssonttrès…c’esténorme!etsionapasunestructureassez solide et une trésorerie assez «riche», nous n’avons pas «les reins assez solides pourpouvoir continuer». Certains laboratoires, deviennent des sous traitant, on a une nouvelleclientèle. Ces petits laboratoires, avec qui on sous traite car nous, nous avons les outils lesimprimantespourpouvoirrépondreàleursdemandes.Donc,sansassociations,cesnouveauxetpetitslaboratoiressontvouésàdisparaître.S’ilsveulentcontinueràsedévelopperilsdoiventacquérirunetechnologieonéreusedontilsn’ontpasforcémentlesbudgetsoulastratégiepourl’intégrer.Alorsilyauradeux possibilités devant eux: s’associer ou intégrer le numérique dans leurconceptionsafinderépondreaumarché?


Il existe en Europe des grosse imprimante 3D, c’est à dire des entreprises de production,comme Simeda au Luxembourg avec qui on travail, qui fait essentiellement des produits enZirconetaussidel’implantologie.C’estunfournisseur,auncoutbeaucoupplusbas,c’estpourcelaqu’ilsontunemultitudedeclients(laboratoire).Sinousmêmeonavaituneimprimante,ily a beaucoup trop d’entretien, dans notre comptabilité on amaintenant une partie «sous-traitance» qui se développe énormément, cela représente 7% de notre part demarché. Enmême temps, comment dire, cette sous-traitance, il ne faut pas la négliger car elle devraitfaire diminuermes achats. C’est pour cela que les petits laboratoires, ce n’est pas qu’ils neveulentpasgrandir,ilsinnoventdansjusteunlogiciel,deconceptionpourpouvoirgarderleurclientetrépondreà leurdemandesetàcemoment là, ilsenvoientàdesgros laboratoireoufournisseurs,afinde fournir leursdentistes et les conserver. S’ilsneveulentpasévoluerverscettedimensioninformatique,enimpression3Douconception3D,àcemomentlailsmettrontvitelaclésouslaporte.Etvous,voustravaillezavecunesous-traitance?Ouij’enaiplusieurs,jetravailleavec,c’estàdirenousn’avonspasd’impressions3Dsaufunemachinepourconcevoirlesmodelsen3D.LesfichiersSTL?Ouivoilà,parcontreonsoustraitetoutlereste,avecmaisondefournitures,avec3DRPDpourleschâssismétal(RPDenanglais),maisaussidifférentesmaisonsd’implantologieStraumann,Nobel. On leur envoie les fichiers et ils nous l’impriment. Nous n’avons aucunes impressionsdansnotre laboratoire, lecoûtd’impressionestbeaucouptropcher.Onaunchiffred’affaired’environ 2 millions d’euros, même pour nous c’est trop cher. Il faudrait que les machinestournent24heuressur24.Aujourd’hui,l’humainestmoinscherquelamachine.Donc tu ne travaille pas directement avec une imprimante 3D, tu bénéficies desservicesd’autresentreprisescomme3DRPDou le laboratoireBongertqui imprimepourtoi?JenefaisquedelaCAO,ConceptionAssistéparOrdinateur,jenefabrique.AvecunScanner3DpourcréerlefichierSTL?Oui,mais je n’imprime absolument rien. J’envoiemes fichiers chez 3DRPD ou Bongert et ilscréentleproduitetilsmelerenvoient.Etpourvousqu’estcequecesproduitsontdeplusqu’unproduitconventionnel?Les deux sont les mêmes, le produit est le même. C’est notre processus de fabrication quichange. On a unemeilleure adaptation au niveau du travail, c’est à dire que ca devient del’industriecommelespiècesautomobiles,l’ajustageenboucheestparfait.Doncc’estleprincipalavantagedel’impression3D?Oui,j’aibeaucoupmoinsderetourauniveaudemesclients.Jeconservemaclientèlecartoutestparfait.Ongarantienosprothèsesdeuxans.Donctufidélisesplusfacilementtesclients,enproposantunproduitdebienmeilleurqualité,queluivadevoirvendre?


Jeproposeaujourd’huiunproduitdebienmeilleurequalitéetjefidélisemaclientèle.Enplusletravail,correspondàunedemandeartisanalcaronfaitdelacréationesthétique,cosmétique.Une fois que les dentistes ont un résultat et un laboratoire avec lequel ils arrivent bien àtravailler,c’estdifficileaprèsdelesfairechanger.Donconfidélisenotreclientèleonsaitqu’ilvontchercherdesprixplusbas,auniveaudel’Asiepouravoirdesproduitslow-costmaisilenreviennentvitequandmême.Etsinon,commentastudécouvertl’imprimante3D?Enfindecomptetouslesans,çavafaire20ansquenousallonsdansdessalons,enFrance,enAllemagne.C’estsurtoutenAllemagnequeledéveloppementestvraimentparti,c’estunsalonmondial. En fin de compte, c’est en participant à des salons que l’on voit l’évolution desproduits.Touteslesmaisonsdefournitureproposentdeslogiciels.Doncvoustravaillezavecplusieursfournisseurs?Jetravailleavec3DRPDpourmeschassis,maisaussipourmeschapeetcouronnes.MaisaussiavecleLaboratoireBongertdelaRocheSurYon,pourmesproduitsencomposite.Unmatérielquipermetdegagnerdutemps,etquirequiertmoinsdetemps.Je travaille avec beaucoup de maison d’implantologie, car ils ont chacun leur usinage. Cemarché de l’implantologie se développe beaucoup, c’est une part demarché importante onpeutdirequec’estuneprothèsedeluxe.C’estquoiladifférenceentreunchâssisetunimplant?Lechâssisc’estunappareilenmétalamovible,quiaremplacéentreguillemetslesdentiersenrésine. L’implant est une prothèse fixée, on a pas besoin lorsque l’on perd une dent d’allerchercher les autres dents à côté, on met une vis dans la gencive et on pose ensuite unecouronne.Le châssis métal c’est de la prothèse adjointe et l’implantologie de la prothèse fixée. Laprothèseadjointes’enlèvealorsquel’implantnebougeplusunefoisfixé.Lesimplantssont-ilscréesàl’aided’imprimante3D?Toutestconçuen3D,aprèstoutdépendquelletechniqued’impressiontuvasutiliser.Soitdel’usinagedansdesgalettesenmétal,cylindreenmétal,descompositesouencorecéramique.Onusinedansdesplaques.Donc les fournisseursd’implantutilisentbiendes imprimantes3Dpourcréer leursproduits?Oui,enfaitilsimprimentlavisquivadansl’osàpartird’unfichier3Dqu’onleurafourni,etaprèsnousonconçoitpardessuslacouronne,etladentenrésine.L’implatologiec’estréellementdelamécanique,onvavisserenbouchelaprothèse.Avecdesmatériauxcompatiblesaveclecorpshumain,commeletitan.Chaqueentrepriseàuneimagede marque, qui accompagne leur produit. Les dentistes réclament des implants d’une tellemarque, alors nous on doit aller vers ce fournisseur et acheter ces implants, ensuite lesretravailler.Donc le commercial de cette marque va vendre le produit aux dentistes ou auxlaboratoires?


Aux dentistes. Ils nous disent je veux du Straumann par exemple, et nous on va chercher lefournisseurafindefairenotredenten3D.Comptezvousàcourtou longtermevousmunird’une imprimante3D,afinde faireteschâssisvousmêmeetréduirelescouts?Non,parcequeilnefautpasmélangerlesmétiers.Lesfournisseurssaventtrèsbienlefaire,sij’achète un imprimante 3D c’est beaucoup trop onéreux et je prendrais des risques pour lasociété.C’estunautremétier.Carilfautformerlesgens,c’estcompliqué,etcouteux?Cesfournisseursavecquiontraiteontbeaucoupdevolumedonclecoûtestrelativementbas.Siiln’yapassuffisammentdevolumemescoûtsserontbeaucouptropélévésDonccelaconfirmemesrecherchesc’estunpeuunelimitedel’impression3D?Oui, par exemple 3DRPD a encore besoin de clients. Pour l’instant, le volume est juste voirsuffisant. Mais il faut nourrir les machines. Moi, à l’heure d’aujourd’hui je fais un chiffred’affaire important, mais mon résultat qu’il me reste, à cause de ma sous-traitance je suisobligéed’acheterdesproduits,jedégageunbonrésultatmaisbeaucoupplusquesijen’avaispas comme dans le temps demachine. C’est quelque chose de nouveau donc les coûts vontbaisser. C’est comme l’écranplat, audépart ça valait énormémentd’argent, il faut attendrequecettetechnologiepénètrelemarché.Lesvendeurss’en«mettentpleinslespoches»maisles coûts vont baisser. Là, on commence à voir les coûts de l’implantologie baisser car oncommenceàavoirduvolume.Avant il yavaitpeutêtre3%de lapopulation,quipouvait sepayerdesimplants,maintenantçacommenceà20ou30%.Doncilyadelademande,etsiilyadelademandeilyaduvolumeetlesprixréduisentautomatiquement.Avantun implantcoutait1000€maintenantonpeu letrouverà500€car lescoûtsd’achatsontbaissé.Onpeutdoncdireque l’imprimante3Denellemêmeva voir sonprix réduire.Parexemplelesimprimantes3Dpersonnelsontauxalentoursde2000€etlamoinscherétait à 300€, donc dans un futur proche l’imprimante 3D va voir ces prix réduirecontestablementsuivantlemêmeeffetqueleSmartphone?C’estàdire,pourmonavis,onamélangéunpeu,l’impression3Desttrèsbienpourl’aviation,l’armée,pourlesmétiersartisanaux,ouonpeutfaireen3D.Maintenantilsontvoulumettreçadanslesménagesçanevadurerqu’untemps,parcequelescartouchesvaudrontchères.Etilfaut savoir utiliser la machine, on ne clique pas juste sur un bouton pour pouvoir réaliserl’objet.Ilfautavoirdeslogiciels,pasmald’éléments,etçac’estcouteux!L’imprimante3Denellemêmen’estpascouteuse,maissitoutcequiilyaautour.Leslogicielssontcouteux,etleSAVetlesmisesàjourcoûtentcher,moipourchaquelogicieldemiseàjour,j’enaijenesaispascombien, j’ai2500€à l’annéedemiseà joursachantque jedoisenavoiràpeuprès10,c’esténorme!On peut remédier à ces couts, il existe des plateformes en ligne ou l’on peuxtéléchargerunfichierSTL,onn’apasbesoindelogicielpourconcevoirilfautjustelamachinepour l’imprimer.Lespropriétairesd’imprimantepersonnellevontpouvoirconcevoir eux mêmes leurs produits, grâce à cette base de données. Ça peutreprésenterunemenacepourcertainesindustries?


Non,parcequeilfautdutempspourconcevoir,etlecoûtestrelativementélevé.Jenedispasquedansquelquesannéesçavachanger.Jepensequeçavaêtreuneffetdemode.Aprèsçavaêtrebienpour remplacerdespetitespiècesde cafetière, oudespetites choses commeça.Caseraunoutil,ungadgetànotredisposition,maiscen’estquemonavispersonnel.Ok,mercibeaucouppourvotretémoignage,j’aimeraisvousposerlamêmequestionque j’aiposéaMrBONGERTetMrTHERIAULT,est cequevousaimezacequevousfaites?Oui,jesuiscéramisteàlabase,j’enfaisbeaucoupmoinsqu’avant,carmaintenantjegèreuneentreprise de 28 personnes, c’est beaucoup de ressources. J’aime mon métier en plus il sedéveloppe donc je ne tombe pas dans la routine, de l’artisanal je passe à l’industrialisation,c’estintéressantetçapermetdepérenniserl’entreprise.


BibliographyPartI

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Article Asgar, Rob, (2014) Study: Millennials are The True Entrepreneur Generation, Forbes

http://www.forbes.com/sites/robasghar/2014/11/11/study-millennials-are-the-true-entrepreneur-generation/#418eae8d5e92

Bonchek Mark and Sangeet Paul Cloudary, “Three Elements of a Succesful Platform Strategy, Harvard Business Review,2013

Davis S.M quote (S. M. Davis, “From ‘future perfect’: Mass customizing,” Strategy. Leadership., vol. 17, no. 2, pp. 16–21, Dec. 1989) From Brettel, M and al (2014) How Virtualization, Decentralization and Network Building Change the Manufacturing Landscape: An Industry 4.0 Perspective, International Journal of Mechanical, Aerospace, Industrial, Mechatronic and Manufacturing Engineering Vol:8, No:1, 2014

Gilmore, J.H and Pine, B.J (1997) The Four Faces of Mass Customization, Harvard Business Review, January-February 1997 issue. Hu, S.J, (2013) Evolving paradigmes of manufacturing: From Mass Production to Mass Customization and Personalization, The Authors, published by Elsevier B.V Jacob Morgan (2014), A Simple Explanation Of 'The Internet Of Things', Forbes

http://www.forbes.com/sites/jacobmorgan/2014/05/13/simple-explanation-internet-things-that-anyone-can-understand/#102284816828

Pine, B.J., Victor, B., Boynton, A.C. (1993). Making Mass Customization Work, Harvard Business Review, September-October 71 (5), 108 - 118.


Ranen Das (2015) Industrie 4.0: Fourth Industrial Revolution, Facts and Challenges, Linkedin Article

https://www.linkedin.com/pulse/industrie-40-fourth-industrial-revolution-facts-challenges-ranen-das

Video

Joël de Rosnay (2016) Conference: Travel in the Futur, My company in 2030, Lyon https://www.youtube.com/watch?v=xxOh4ATAREg Pine B.J (2004) Video : What Consumers Want, TED Conference 2004, Monterrey California https://www.youtube.com/watch?v=2RD0OZCyJCk

Statistics

Statista (2016),B2C e-commerce sales worldwide from 2012 to 2018 (in billion U.S. dollars) http://www.statista.com/statistics/261245/b2c-e-commerce-sales-worldwide/

PartIIArticle

Campbel,T.A,WilliamsC.B.,Ivanova,O.S.andGarette,B(2011),Could3DPrinting

ChangetheWorld?StrategicForesightReport,AtlanticCouncil.Cotteler, M. and Joyce, J. (2014) 3D opportunity: Additive Manufacturing paths to performance, innovation,andgrowth, Deloitte University Press, Deloitte Review Issue14D’Aveni,R(2015),The3-DPrintingRevolution,HarvardBusinessReview,May2015Depoorter,B.(2014).,IntellectualPropertyIningements&3DPrintingDecentralized Piracy,65HastingsLawJournal1483 Availableat:h4p://repository.uchastings.edu/faculty_scholarship/1011Holweig,M(2015),TheLimitsof3DPrinting,HarvardBusinessReview,June2015issueHopkinson,Neil,andP.Dickens.2003.“AnalysisofRapidManufacturing—usingLayer ManufacturingProcessesforProduction.”ProceedingsoftheInstitutionof MechanicalEngineers,PartC:JournalofMechanicalEngineeringScience217(1): 31–39


Marchese,K.,CraneJ.,andHaley,C.(2015)3Dopportunityforthesupplychain:AdditiveManufacturingdelivers,DeloitteUniversityPress,http://dupress.com/articles/additive-manufacturing-3d-printing-supply-chain-transformation/?coll=8717

Palmer,R.(2013)3DPrintingRisks:NotJustPlasticGuns,ButMilitaryParts,DrugsAndChemicalWeapons,ibtimes.comhttp://www.ibtimes.com/3d-printing-risks-not-just-plastic-guns-military-parts-drugs-chemical-weapons-1275591

R.N.Kostoffetal.(2004),DisruptiveTechnologyRoadmap,TechnologicalForecasting&

SocialChange71141–159SavitzE,2012,“ManufacturingtheFuture:10TrendstoComein3dPrinting”. http://www.forbes.com/sites/ciocentral/2012/12/07/manufacturing-the-

future-10-trends-to-come-in-3d-printing/#276631cf2ba3Tseng,M.M.,JackS.HuandYueWang,(2013),“MassCustomization”,CIRPEncyclopedia

ofProductionEngineering,SpringerPublications

PressArticleBasiliere,P.,quoteGrunewald, S., J. (2015) 3D Printer Sales are Expected to Double in 2016, Reach 5.6 MillionUnitsSoldby2019,3dprint.com, https://3dprint.com/98653/3d-printer-sales-double-2016/ Grunewald S., J. (2016) Global 3D Printer Market Up 19% in 2015 as Industrial and Commercial3DPrinterSalesDrop,XYZprintingRemainsonTop,3Dprint.com https://3dprint.com/128648/global-3d-printer-market-up/Krassenstein, B. (2014)OrganovoOnly4-6YearsAwayFrom3DPrintingPartialLivers ForHumanImplantation,3Dprint.com https://3dprint.com/21025/organovo-3d-printed-livers/Lemke,C.(2016)Lemouvementdesmakersa-t-ilprisenFrance?,23.04.2016on

20minutes.fr http://www.20minutes.fr/culture/1824027-20160423-mouvement-makers-

pris-france

Book

Kulkarmi,Y.R.,FabLab:OfMachines,MakersandInventors,publishedbyWalter- -Herrman,J.andBünching,C.(2014),P.224-229


Post

Cassagneau, A., (2016),3D Printing transforms the Automotive Industry, post on Sculpteo.com

http://www.sculpteo.com/blog/2016/01/20/3d-printing-transforms-the-automotive-industry/

Cohen, D., Sargeant, M., and Somers, K. (2014), 3D Printing takes shape, McKinseyQuarterly

http://www.mckinsey.com/business-functions/operations/our-insights/3-d-printing-takes-shape

NASA,(2013)3DPrinting:FoodinSpace

http://www.nasa.gov/directorates/spacetech/home/feature_3d_food.html#.VzxQAWNSaVA

WholersAssociates,Inc2010,WhatisAdditiveManufacturing? https://wohlersassociates.com/additive-manufacturing.html

Statistics

Fabaloo(2015)ADeeperLookattheAcquisitionsofStratasysand3DSystemshttp://www.fabbaloo.com/blog/2015/5/10/a-deeper-look-at-the-acquisitions-of-stratasys-and-3d-systems

Website

Whatis3DPrinting-Technics http://3dprinting.com/what-is-3d-printing/

PartIII

MarketStudyGlobalIndustruAnlysis,Inc.,TheGlobqalDentalProsthetics&ImplantConsumablesMarket,Trends,Drivers&Projections,Abstracthttp://www.strategyr.com/MarketResearch/Dental_Prosthetic_and_Implant_Consumables_Market_Trends.aspMarketsandMarkets,DentalImplants&ProstheticsMarketWorth$10,427.7Millionby2020,Abstracthttp://www.marketsandmarkets.com/PressReleases/dental-implants-market.asp


MicroMarketMonitor,GlobalDentalProstheticsMarket,Abstracthttp://www.micromarketmonitor.com/market-report/dental-prosthetics-reports-6305461843.html)

PressArticle

Rebours,J.J(2015)ProthèsesDentaires,LesNouvellestechnologies maintiennentl’emploi,OuestFrance07/04/2015

http://www.entreprises.ouest-france.fr/article/protheses-dentaires-mouvelles-technologies-maintiennent-lemploi-07-04-2015-204120

Post

Pigliacelli,S.Thefutureofthedentallabindustry:Thelabindustryain't nevergonnabethesame,dentaleconomics.com

http://www.dentaleconomics.com/articles/print/volume-105/issue-7/macroeconomics/the-future-of-the-dental-lab-industry-the-lab-industry-ain-t-never-gonna-be-the-same.html

IndexofPicture,TableandGraphsPartIPicture1:Customer’snameonitsStarbuckorderhttps://anthropologyworks.com/2012/04/03/starbucks-in-a-globalized-world-an-ethnographic-snapshot-in-london-4/Picture2:NikeIDhttp://store.nike.com/au/en_gb/product/air-huarache-premium-id/?piid=42457&pbid=444520754#?pbid=444520754Picture3:oneslicespizzabySodebohttps://www.sodebo.com/fr/produits-frais/snacks/presto/pizza-presto-4-fromagesPicture4:«ShareaCoke»CocaColacampaignhttps://buy.shareacoke.comPicture5:NewRecipeLionbyNestléhttps://www.croquonslavie.fr/marques/articles/lion-nouvelle-recetteFigure1:AdaptedfromJospehPineinhisTED’sConference«Whatcustomerswant»https://www.youtube.com/watch?v=2RD0OZCyJCkTable1:Keydifferencesbetweentheparadigms(HU,S.J,andal2011)


Hu,S.J,(2013)Evolvingparadigmesofmanufacturing:FromMassProductiontoMass

CustomizationandPersonalization,TheAuthors,publishedbyElsevierB.V

Picture6Vosswaterhttps://www.vosswater.com/index.php/products/still-nutrition/Picture7:ChistopherRoseronAllAboutLean.comPicture8:SmartFactorybyRanenDas,2015https://www.linkedin.com/pulse/industrie-40-fourth-industrial-revolution-facts-challenges-ranen-dasFigure2:DisintermediationProcessPicture9:IllustrationoftheNumericEcosytemhttps://www.actionforhealthyageing.eu/fr/splash/logo_what_is_seacw_1.jpgPartIIPicture10:TheCube,thefirstdesktop3DPrinterreleasein2013,by3DSystemshttp://www.3d-print-works.com/wp-content/uploads/2016/02/3D-Printing-Trends.jpgPicture11:Infinitepossibiliesofshapehttp://www.3ders.org/articles/20130315-expressing-mathematics-in-3d-printed-sculpture-art.htmlGraph1:Top5VendorofDesktopandPersonal3DPrintersin2015https://3dprint.com/128648/global-3d-printer-market-up/Graph2:Top5VendorofIndustrialandprofessional3DPrintershttps://3dprint.com/128648/global-3d-printer-market-up/Picture12:J750,thelastIndustrial3DPrinterofStratasys:Abletoprintindifferentmaterialsathtesametimeinanycolourshttp://www.stratasys.com/fr/imprimantes-3d/production-series/stratasys-j750Picture13:Makerbot,isdiversifyingitsrangeofReplicator,byofferingaversionMini:morecompactthananyotherDesktop3DPrinterhttp://store.makerbot.com/replicator-miniPicture14:TheK-1ProstheticHandmadee-NABLEand3DSystemshttps://3dprint.com/72594/3d-systems-e-nable-k-1-hand/Picture15:Abiopritningtissuecompantiblewiththehumanbodyhttps://3dprint.com/93097/bioprinting-3d/Picture16:anAerospacepartmadeforAirbus


http://www.3ders.org/articles/20150709-neff-capital-launches-sintavia-maker-of-3d-printed-aerospace-parts.htmlPicture17:FabLabRessourceshttp://reso-nance.org/wiki/_media/ateliers/fablab/fablab_outils2.png?w=600&tok=63c39ePicture18:FraeworkforUnderstandingAMpathandValueCotteler, M. and Joyce, J. (2014) 3D opportunity: Additive Manufacturing paths to performance, innovation,andgrowth,DeloitteUniversityPress,DeloitteReview Issue14PartIIIPicture19:ARemovablePartialDenturemadeBy3DRPDPicture20:ThecreationoftheSTLfileatDentalCapOceanPicture21:the3DScanneratDentalCapOceanFigure3:3DRPDWorkflowPicture22:FinalproductsenttolaboratoriesPicture23:TheProductioncenterinEuropeof3DRPDiscomposedoftwo3Dprinters

Documents

GROUPE SUP DE CO LA ROCHELLE - COnnecting REpositories · The 3D Printing also called, Additive Manufacturing, is a technic that permits to create an object by superposing thin layer