Charles R. Goulding explores how the 2025 Additive Industry Strategy is driving a shift from selling individual 3D printing components to delivering integrated, customer-focused solutions, as highlighted at the 2024 AM Conference in New York City.
The 2025 Additive Industry Strategy is centered on delivering complete end-user solutions, marking a shift from solely selling 3D printing hardware, materials, and software to integrating these elements into seamless, customer-focused solutions. This strategic shift was the key theme of the eighth Additive Manufacturing (AM) Conference in New York City, held in February 2024. The event gathered industry leaders, innovators, and stakeholders to discuss the future of additive manufacturing and how the industry can better serve its customers.
The conference featured prominent voices, including Yoav Zief, CEO of Stratasys, and Alex Movino, Senior Vice President and General Manager of HP’s Printer Business. Their collective message emphasized a holistic approach where success would be measured not just by product sales but by the value additive manufacturing brings to end users. Joris Peels of 3DPrint.com noted the refreshing optimism in the industry’s outlook, a stark contrast to the previous year’s cautious atmosphere when the sector was grappling with a period of mediocrity.
Industry Case Study: General Atomics and Additive Manufacturing
A highlight of the event was Yoav Zief’s reference to the solutions provided to General Atomics, which coincided with the same-day publication of a Fabbaloo article on the subject. This real-time case study illustrated how companies are already implementing integrated additive manufacturing solutions, reinforcing the importance of this new strategic focus. As conference attendees, Kerry Stevens and I were particularly pleased to see this alignment between industry thought leadership and practical application.
Aligning Employee Compensation with Strategic Goals
A crucial aspect of executing a strategic shift is ensuring that employee incentives and compensation align with the new mission. Phil DeSimone, CEO of Carbon, delivered an insightful presentation on how Carbon restructured its compensation plans to support this customer-focused approach. Traditionally, companies in the additive manufacturing space have rewarded sales of individual components—such as printers, materials, or software—without considering how these elements contribute to comprehensive customer solutions.
Carbon addressed this issue by shifting compensation models to reward holistic customer solutions. Under this new structure, sales of printers, materials, and software naturally followed as part of an integrated offering. This approach fosters long-term customer relationships and creates recurring revenue streams, a fundamental shift that more companies in the sector are expected to adopt in the coming years.
The Conference Experience and Venue
The Metropolitan Pavilion on 18th Street in New York City served as the venue for the conference, providing an environment that supported productive discussions and networking. Attendees noted the excellent food and service, which contributed to the positive energy of the event. The Pavilion’s open interaction spaces facilitated meaningful conversations among industry professionals, while the specialized audio-visual setup ensured that presentations were both engaging and effective.
Agenda Overview: A Three-Day Deep Dive into Additive Manufacturing
The conference spanned three days, each featuring a carefully curated agenda that delved into different aspects of the additive manufacturing industry’s evolution.
Day 1: Industry Trends and Market Outlook
The first day focused on the state of the additive manufacturing industry and its future trajectory. Keynote speakers provided insights into market trends, technological advancements, and economic factors influencing the sector. The shift toward end-user solutions was a recurring theme, with panel discussions featuring top executives from leading companies discussing how they are adapting their business models to this new paradigm.
Key sessions included:
- Market Trends in Additive Manufacturing – A deep dive into current growth patterns and emerging opportunities.
- The Role of AI and Automation in AM – Exploring how artificial intelligence is enhancing 3D printing efficiency and customization.
- CEO Roundtable: The Future of Additive Manufacturing – A discussion featuring top executives, including Yoav Zief and Alex Movino, on industry strategy.
Day 2: Technology and Innovation Showcase
The second day was dedicated to technological innovations and case studies demonstrating successful implementations of additive manufacturing. Companies presented breakthroughs in materials science, new printer capabilities, and software developments that are streamlining production and improving part quality.
Sessions included:
- Advanced Materials for Additive Manufacturing – Examining the latest high-performance materials and their applications.
- Large-Scale Additive Manufacturing – Showcasing the latest advancements in printing large industrial components.
- Case Study: General Atomics and AM Integration – A detailed look at how General Atomics is leveraging additive manufacturing to enhance production and maintenance processes.
Day 3: Business Strategies and Workforce Development
The final day focused on business strategies, workforce development, and the economic impact of additive manufacturing. One of the key discussions revolved around restructuring compensation models to align with the industry’s shift toward end-user solutions. Phil DeSimone’s presentation was particularly impactful, highlighting how Carbon’s approach to compensation reform resulted in greater customer engagement and long-term success.
Other key topics covered:
- Reshaping Business Models for AM Success – How companies can transition from a product-focused to a solution-focused approach.
- Talent Development in Additive Manufacturing – Addressing the skills gap and training the next generation of AM professionals.
- Investment and Funding in AM Startups – Exploring opportunities for new ventures in the additive manufacturing ecosystem.
The Research & Development Tax Credit
The now permanent Research and Development (R&D) Tax Credit is available for companies developing new or improved products, processes and/or software.
3D printing can help boost a company’s R&D Tax Credits. Wages for technical employees creating, testing and revising 3D printed prototypes are typically eligible expenses toward the R&D Tax Credit. Similarly, when used as a method of improving a process, time spent integrating 3D printing hardware and software can also be an eligible R&D expense. Lastly, when used for modeling and preproduction, the costs of filaments consumed during the development process may also be recovered.
Whether it is used for creating and testing prototypes or for final production, 3D printing is a great indicator that R&D Credit-eligible activities are taking place. Companies implementing this technology at any point should consider taking advantage of R&D Tax Credits.
Looking Ahead: The Future of Additive Manufacturing
The 2025 Additive Industry Strategy underscores the industry’s commitment to moving beyond selling individual products and instead providing complete, customer-centric solutions. With major players like Stratasys, HP, and Carbon leading the charge, the shift toward a more integrated, service-oriented business model is expected to drive greater adoption and long-term growth for the additive manufacturing sector.
The insights shared at the 2024 conference indicate that additive manufacturing is poised for a transformative year. By focusing on real-world applications and aligning corporate strategies with end-user needs, the industry is setting the stage for a new era of innovation and expansion. As the additive manufacturing landscape continues to evolve, companies that embrace this strategic shift will be well-positioned to thrive in the years ahead.
