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Dr. Johannes HomaCleveland, April 24th 2017
Marketing New Technology Additive Manufacturing for Ceramic Materials
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Hype or Industrial Revolution ?Additive Manufacturing
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AM: Hype or Revolution
Replicator - The new Future?
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AM: Hype or Revolution
New Applications
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Perpetuum Mobile ?!
“I print my own 3D-printer at home and then I return the one I just bought.”
Source: Eulenspiegel 2/15
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Hype Cycle
Gartner’s 2015 Emerging Technologies Hype Cycle
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Additive Manufacturing
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Additive Manufacturing
Technology Provider’s Point of View
Cool and superb technology
Solving all problems in the ceramic industry
Industry is waiting for this new technology
Production problems in industry should be huge
Restrictions are not so important
Changes can be made easily
New applications are already waiting
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Additive Manufacturing
Industry’s Point of View
Very interesting and hot topic
A lot of potential in future application
Difficult to imagine this future applications
Exaggerated expectations
Wants to use the same material, design and thinking
Doesn’t want to modify anything
Wants to start with mass production of established products
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Market Challenges
Additive Manufacturing of CeramicsAvailable materials are limited
Processes are complex
Whole process chain needs to be considered
Market is still underdeveloped
Potential of AM is not yet fully understood
No ceramic success stories
Many myths around AM
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Reality in the BeginningAdditive Manufacturing
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No Problems
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No Access to Real Problems
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Disillusionment
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Chasm
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Disillusionment
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Reasons
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What is behind the curtain?
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What will the future bring?
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Sometimes not good in creating…
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… but good in copying
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From Cart to Car …
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… or even a combination
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Crossing the chasmGeoffrey A. Moore
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Crossing the Chasm
Strategy
choosing a target market
understanding the whole product concept
positioning the product
building a marketing strategy
choosing the most appropriate distribution channel and pricing
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Crossing the Chasm
Practical things to do
Easing the hype
Using the hype to spread the word
Being honest
Don’t be tempted by too big visions
Getting down expectations, but keeping visions alive
Building up trust in academia and industry
Generating success stories
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Crossing the Chasm
Generating success stories
Close collaboration with academia
Convincing industry that NDAs are not always useful
Creating best practice examples
Making seminars / workshops
Developing own ideas
Dealing with small ideas but also working with crazy people
Ready to take some risks
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Static Mixer
Completely new design with varying channel cross section and interconnections
Improved efficiency due to turbulent flow Shorter reaction way Less material for mixer
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OutlookKey Drivers for an Industrial Revolution
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Industrial Revolution
Requirements for an industrial revolution by the Additive Manufacturing
Engineers need to rethink and learn a new way to design
Out-of-the-box-thinking necessary
Freedom and the scope for development necessary
Whole process chain important to realize the full value
Additional benefits for the customer must be higher than the cost of production
Material properties and quality must meet the requirements
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Why is it Important to dealwith additive manufacturing?
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"There's no reason anyone would want a computer in their home.“
Ken Olsen, founder and president of Digital Equipment Corp. (1977)
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