I received an unusual press release from Axtra3D, with an equally unusual explanation.
Axtra3D is a young manufacturer that produces resin 3D printers that use the HPS (Hybrid PhotoSynthesis Technology) process. HPS is a combination of laser and DLP in the same box. The laser enables well-defined edges and surfaces, while the DLP light engine quickly polymerizes infill. You get high-quality parts in record time.
In addition, HPS also includes a unique method of layer changes that involves sliding the plate sideways instead of the traditional — and time-consuming — vertical “peel”. Their equipment also includes a unique dual Z-axis mechanism that ensures perfect positioning on each layer.
I’ve seen 3D printed samples right off their Lumia systems, and they are noticeably smoother than typical resin 3D prints.
This is all very good, and evidently the technology capabilities have attracted an increasing number of customers for the growing company.
The press release I mentioned appeared quite routine: it simply listed the upcoming trade shows where the company will exhibit their tech to the public. Over the years, we receive this type of press release, and it normally doesn’t mean a lot: we’re really looking for technology or corporate changes for our stories.
But then I received a follow-up from Axtra3D’s Chief Strategy Officer, Rajeev Kulkarni, with a more detailed explanation. Kulkarni writes:
“Within our network, we are seeing many smaller companies in the AM industry struggling significantly. This uncertainty has even led some customers to hesitate or second-guess the value of 3D printing, despite its immense potential when applied correctly.
We think it is time to show signs of strength from within the AM industry.
Axtra3D is achieving and in some metrics, exceeding its organic growth targets with stable funding. As a result, we have committed to key trade shows where we will have a direct presence (in the release), along with five additional shows in partnership with our resellers (not in the release).”
This got me thinking. I realized that I actually haven’t received very many of this type of press release in the past couple of years.
Thinking further, I recalled that in recent trade shows I’ve increasingly seen empty stands, many cancelled at the last minute before the event. Some shows are noticeably smaller in surface area, while they continue to state similar exhibitor counts. This implies that while companies participate, they are buying less space for exhibiting their products.
The reason for this shift is a general shortage of cash in the industry. In the 2020-2023 period there were a number of high-profile startups that received significant funding from venture capital firms. By and large these investments have been a bust, with companies overestimating their ability to reach into the massive manufacturing market.
Some of these companies have literally disappeared, while many others have decreased in value by percentages exceeding 90%. Investors have mostly stopped pouring money into 3D printing because of these failures: confidence in the technology is low in those circles.
That meant the end of “free money”, where 3D printing companies flush with massive amounts of investment cash could freely spend on marketing, including trade show participation. That’s why these trade shows have declined.
In my travels, however, I do see multiple smaller companies that are succeeding, in spite of the distinct lack of venture capital investment. These companies seem to be succeeding on their own merit, with technologies properly addressing one market niche or another. They are profitable, or at least breaking even.
They will be the survivors, the ones who figured out how to do it properly. Axtra3D seems to be one of that small group.
That’s why Axtra3D’s press release is a bit more important than it would otherwise be: they seem to have the confidence to commit to participation in these events, while others are less clear, or simply can’t afford to market their products properly anymore.
Via Axtra3D
