hp’s bold plan to become the first mainstream 3d printing company

This is the problem every market leader is facing: What do you do when your core products show signs of being damaged by new technologies and more flexible competitors?
You can let someone else bother you, or you can let your own business model bother you.
HP apparently chose the latter option, offering two innovative products as part of its strategic vision (
\"Mixed reality \")
Transform the company into the first mainstream 3D printing company in China.
\"Mixed reality\" describes the new ecosystem HP is creating that combines the physical world with the digital world.
For consumers, this means a new way of working in 3D, not in 2D, challenging the traditional concept of what computers and printers can do.
It\'s about going beyond the keyboard and the mouse.
The first of two products
HP Sprout for $1,899-
Basically an enhanced Windows PC including a 23-
Built-in inch screen
Projector with camera and touch pad for operating image.
In layman\'s terms, the new HP Sprout means consumers will be able to create, design and manipulate 3D designs by hand in an immersive environment.
Once the consumer has a 3D design ready, they can order their work online from a 3D printing service such as shapeway, or enter the retail space, print for them using HP\'s new multi-nozzle Fusion 3D printing technology.
This is a very important point.
Consumers can\'t go to retail stores to buy HP-
Brand 3D printer.
Now, if you want to 3D print at home, you have to buy a 3D printer from a company like MakerBot.
However, since ehp is already dominant in the 2D desktop printer market (
Two of every three 2D printers sold are made by HP)
Can imagine a point nearby
HP can also sell personal 3D printers such as Best Buy or Staples at retail locations next to its 2d printers.
In addition, by working with Crayola, Skype and Martha Stewart to create new applications for its \"hybrid reality\" ecosystem, HP plans to take 3D printing deeper into the mainstream.
This may mean a new educational experience from children and schools to a new creative experience from designers.
Imagine seeing a product on the 2D site, when connected via Skype, see how it looks at your home, and then order a 3D printed product.
This is one of the scenarios HP is considering.
HP is also targeting the commercial 3D printing market in the hope of providing faster, cheaper and better 3D printing capabilities for architects, industrial designers and city planners.
At a big conference in New York City, HP highlighted a positive goal --
Create \"tools\" for the next industrial revolution \".
Not just faster, cheaper, better 3D printing technology --it’s about re-
The old industry of the 3D printing revolution.
Imagine a car manufacturer quickly making prototypes of a new type of car or industrial designer, making new engines for aircraft, all of which are 3D.
This is not to say that HP will set off a 3D printing revolution overnight.
Multi-jet fusion technology will not be fully ready until 2016.
In addition, although HP has won a lot of high praise for \"mixed reality --
Some people think that the new HP Sprout will be \"the desktop of Dali \"--
Convincing users of general technology who are not da Vinci to accept 3D printing is still a very realistic task.
However, if it really rebuilds a 3D printing company for young people in their twenties,
In the first century, the new HP will almost certainly get a higher valuation from Wall Street than it is now.
According to almost all estimates, the 3D printing market has reached its peak, while the 2D printer market has reached its peak.
Consistent estimates from Wall Street stock analysts
The person who valued the company-
From now until 34%, the compound annual growth rate of the 3D printing market may be between 18 percentage points and 2020.
This is the type of double -.
The digital growth HP wants to take advantage.
Critics will argue, of course, that HP is destined to be the next Kodak.
Great company with never recovered core market-
Simulation Photographygot disrupted.
In the Kodak example, you have
There is no great company to see the entire digital photography revolution.
The company was forced to sell its patent portfolio of peanuts.
You can do this, and from analog to digital photography needs the same leaps as from 2D to 3D printing.
This is a difficult obstacle.
However, what makes one hope that HP will not be the next Kodak is that HP has started to re-invent its own process for the 3D printing revolution early enough that it still has room for maneuver.
The company remains the market leader for 2D printers, with sales exceeding the sum of the next 10 competitors.
The company still has more than $5.
4 billion profit per year.
As hp ceo Dion Wessler pointed out at the New York press conference, in order to stay ahead, the company is now ready to embrace products in the field of \"pure invention\"-a wider range of technologies than 3D printing, wearable devices, or the internet of things.
During HP\'s launch event, it was even suggested that \"3D rendering\" might replace photos one day. (
If that\'s the case, it means HP could be the next Kodak, but not as you \'d expect. )
As far as HP is concerned, you have a real Silicon Valley innovator who has stood the test of time.
For 75 years, the company has been synonymous with innovation and startupup culture.
Now is a great new test.
Will the company\'s customers be inspired to build their own 3D printing businesses in garages, lofts and studios, as the pioneers in the computing industry have done.