HP made several announcements related to its 3D printing business at the Rapid + TCT 2017 show being held this week in Pittsburgh.
The most significant news is that HP is rolling out a new 3D printing reseller program. HP traditionally has sold most of its products through distribution, and it should come as no surprise that it plans to develop a global reseller network for its Multi Jet Fusion products. HP will be selling through a two-tier model of distributors and resellers in North America and Europe with some direct sales to very large customers with “transformative” projects.
HP is working with several of its key distributors for office equipment to carry the Multi Jet Fusion product line and related supplies and parts.
HP announced 32 authorized resellers across North America and Europe. Most of the resellers are VARs that are deeply focused on the engineering and manufacturing industries. The companies often carry other 3D printer lines (3D Systems and Markforged are most common), CAD and PLM software, and other specialty products and accessories. A few of the companies have an office equipment dealer heritage and have expanded into graphics and 3D printing applications. HP indicated that over 80% of the companies are entirely new to HP.
HP has been focusing on resellers that have service and support capabilities (a requirement) as well as market expertise, existing customers, and physical locations in target geographic areas. HP noted that unlike its open office printer reseller program, the 3D printer program is a “closed model” where resellers serve the installed base they create in terms of equipment, service, parts, and fusing agent.
Service bureaus provide a critical role in the evolving 3D printing industry as early adopters of technology with innovative business models. HP announced they have placed units with nine specialty service bureaus and large platform players including:
HP announced 11 locations in the U.S. and five locations in Europe where customers and prospects can see the HP Multi Jet Fusion devices in operation and test new 3D printing use-cases before purchasing equipment. These centers are primarily at HP reseller or service bureau locations.
Henkel Adhesive Technologies has joined the HP Open Materials and Applications Platform and will work with HP’s 3D materials lab in Corvallis, OR to develop customized, industry-specific solutions for HP Multi Jet Fusion customers. Henkel joins Arkema, BASF, Evonik, and Lehmann & Voss, to support HP’s platform for 3D printing materials and applications. Henkel has deep expertise in polyamide synthesis and formulation (the primary material used in HP 3D printers), and will be working to develop unique products that take advantage of the Multi Jet Fusion printing process.
2017 is shaping up to be a critical year for HP and its 3D printer business. The company is actively shipping the Multi Fusion Jet 4200 and 3200 models in all major regions, has rolled out its reseller program in North America and Europe, has added some high profile corporate and service provider accounts, and has expanded its materials partner program.
While HP has extensive experience with the IT, office printer, and graphics reseller communities, it will take time for HP to build its 3D printer reseller base and deeply understand how to manage and drive this channel in terms of territories, market focus, selling model, sales training, promotional support, financing, field service, and other factors. The next key marker of progress will be HP’s rate of product placements and usage volumes over the next six to 12 months.
