HP Unveils 3D Plan

Hewlett-Packard Co will unveil plans to enter the commercial 3D-printing arena in June, saying it has resolved a number of technical issues that have hindered broader adoption of the high-tech manufacturing process.

Chief Executive Meg Whitman told shareholders the company will make a “big technology announcement” that month around how it will approach a market that has excited the imagination of investors and consumers.

Critics have accused the sci-fi-like technology of being over-hyped and still too immature for widespread consumer adoption.

Industry observers have long expected HP, the largest of several printer-making companies from Canon to Xerox, to eventually get into the business. Whitman said HP’s inhouse researchers have resolved limitations involved with the quality of substrates used in the process, which affects the durability of finished products.

“We actually think we’ve solved these problems,” Whitman told an annual shareholders meeting. “The bigger market is going to be in the enterprise space,” manufacturing parts and prototypes in ways that were not possible before.

“We’re on the case,” she said without elaborating.

HP executives have estimated that worldwide sales of 3D printers and related software and services will grow to almost $11 billion by 2021 from a mere $2.2 billion in 2012.

The nascent 3D-printing market is now dominated by a number of smaller players like MakerBot, a unit of Stratasys that is concentrating on selling more affordable devices to consumers.

Contract manufacturers like Flextronics however already use the technology to help craft prototype parts or devices for corporate clients.

“HP is currently exploring the many possibilities of 3D printing and the company will play an important role in its development,” CTO and HP Labs director Martin Fink said in a February blogpost on HP’s website.

“The fact is that 3D printing is really still an immature technology, but it has a magical aura. The sci-fi movie idea that you can magically create things on command makes the idea of 3D printing really compelling for people.”

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3D Printer Goes Retail

MakerBot, a 3D printer maker which opened two new retail stores last week, is among the companies trying to bring the cutting-edge digital manufacturing technology to Main Street consumers, but skeptics say the debut may be premature.

MakerBot, a unit of Stratasys Ltd, opened retail stores this week in Boston and in Greenwich, Connecticut, both of which are twice the size of MakerBot’s first store, 1,500 square feet in downtown Manhattan.

The company offers designs for more than 100,000 items through its “Thingiverse” online user community. The products range from knick-knacks like zombie sculptures to jewelry, sink drains and even medical devices. They are printed using its line of corn-based plastic fibers in more than a dozen colors.

“For most people 3D printing is futuristic science fiction. We’re here to make it real,” said CEO Bre Pettis, who cut the ribbon at the store on Boston’s fashionable Newbury Street using scissors made on one of MakerBot’s Replicator printers which start at $2,199.

Pettis, who has purchased splashy magazine ads to promote 3D printers as holiday gifts, believes there could soon be a 3D printer on every block in America.

Yet some technology experts say 3D printers may not be ready for prime time because they are still much less user friendly than most modern consumer electronics.

“There is so much hype,” said Pete Basiliere, an analyst at technology research firm Gartner. “People are getting a little bit misled as to how easy it is,” he said.

Some investors also are skeptical of 3D printing’s readiness for the market. Short-seller Citron this week published an article questioning the earnings of Germany’s voxeljet AG’s, and shares in the sector fell, including those of MakerBot parent Stratasys and rivals 3D Systems Corp and ExOne Co.

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