Last year, when machine manufacturer Thermwood launched its Cut Layer Additive solution, an Additive Manufacturing process that does not 3D print, the machine received so much attention at RAPID+TCT 2023 in the USA that the team at 3D ADEPT Media that did not attend that tradeshow, was eager to discover it at Formnext 2023 – where the company has been a long time exhibitor. The only thing is, the machine was not showcased at the company’s booth at Formnext. When we asked why, we were told the Cut Layer Additive machine was not that popular in Europe – or at least not yet. This short conversation led to a number of questions on the peculiarities related to the way AM is adopted across the world: do people buy more machines in Europe or do they invest more in applications? What does the process for approaching AM in the USA look like? What are the similarities or differences with Asia? Etc.
While we aim to answer all these questions in this “business” segment, we are aware that there might be peculiarities related to the holistic experience of each company. That’s the reason why, our goal will be to share the perceptions of companies and industry insiders headquartered/based in key continents where AM is adopted at scale.
In the meantime, as charity begins at home, we caught up with Isabel Potestio, Director of Sales and Marketing at Lithoz to discover a European company’s experience.
Why Lithoz?
Headquartered in Austria, OEM Lithoz is one of the ceramic 3D printer manufacturers that has truly gone global this year. From the creation of a Japanese technology network to the integration into the Manufacturing Technology Centre (MTC) in the UK and the launch of a new Bioceramics Center of Excellence™ in New York (USA), Lithoz did not rest on its laurels. The company’s activities demonstrate it bets on a “glocalization” strategy which implies a capitalization on global innovation and local production capabilities simultaneously.
Speaking of the company’s first steps in both the US and Asian markets, Potestio explains:
“Lithoz sees localization as being absolutely critical in establishing oneself in both the US and Asian markets. This way, you can respond quickly to customer needs. In the USA, we started localizing from the very beginning with the launch of Lithoz America in 2017. We could then respond to customer needs more rapidly, establishing a strong presence and fostering trust among local clients. This proactive strategy has proven highly successful, and we now have numerous customers in the US engaged in serial production.
In Asia, we also focused on localization, but here we relied more on building personal relationships and leveraging partner networks rather than establishing a physical presence. For example, the ceramic 3D printing network launched in Japan earlier this year, including Lithoz, AS ONE, Mitsui Kinzoku and Yugyokuen Ceramics, has played a major role in better establishing our foothold in the region. For us, this underlines the importance of partnerships in this market.”
Barriers with doing business in Asia, Europe and in the USA
One of the very first barriers that might slow down the adoption of AM in a country is the language barrier. If that’s not a secret, its impact is often underrated – especially in regions where it is crucial to build relationships and trust – two key elements that are pivotal in Asia for instance.
Potestio points out: “Doing business in Asia, Europe, and the USA involves considering distinct cultural and operational dynamics. In Asia, trust and relationships are extremely important. Building these connections takes significant time and effort – but once established, they form a successful foundation of long-term loyalty. Without this kind of relationship, achieving results is nearly impossible in Asia. The process can be slower but is well worth the investment.
On the other hand, the USA operates at a much faster pace, with a focus on immediate results largely due to venture capital. Businesses and customers frequently change directions to capitalize on new opportunities – it is a results-oriented and fast-moving culture and you have to stay responsive.
Europe also values results, particularly when it comes to solutions that are fully tested and ready to implement. However, decision-making can be slower compared to the USA, largely due to the lack of venture capital. Businesses are typically more cautious and focused on employing proven technologies – but once a technology is demonstrated to be effective for production, Europe provides a solid environment for scaling up, thanks to its stability and emphasis on sustainable growth.”
Thinking of our experience with the Thermwood Cut Layer Additive solution, we asked Lithoz if some of their AM processes are popular in one region and not in the other. As a reminder, with more than a decade of activities in the AM field, the company has already acquired one company and is the owner of three proprietary technologies (LCM, LIS, LSD Print). LCM which stands for lithography-based ceramic manufacturing remains the most popular one in the company’s portfolio.
However, in a global market like the one our industry evolves in, the company focuses more on the different market segments instead of regions. “We see similar demand in similar markets for each process across regions, and therefore do not specifically promote according to region, Lithoz LCM technology has seen significant adoption across multiple verticals, particularly including MedTech, aerospace, defense, semiconductor and machinery, and electronics. We do not see a particular trend depending on region – if a region has the industry, Lithoz has the technology to match,” Potestio said.
Nonetheless, “as the topic of sustainability becomes ever more relevant across the world, we’re seeing growing interest in the market of green energy in each region. We recently partnered with Evove to 3D print highly efficient ceramic filters for water filtration and lithium extraction – this is a real stand-out application for us, and we look forward to unlocking more sustainable applications with Lithoz LCM technology in the future!” Potestio concludes.
While we can’t wait to share other tips and tricks to expand one’s operations into new territories, we notice that there are certain realities that need to be considered regardless of the region in which you are operating.
The Lithoz experience is a testament that a market segment-oriented strategy is crucial to demonstrating the capabilities of one’s technology and establishing some solid foundations on the international scene, but this recipe for success may not necessarily apply to everyone.
This article has first been published in the 2024 November/December edition of 3D ADEPT Mag. Featured image: Credit: Paul Skorupskas – Free via unsplash
