3D printing market to boom, reaches 17 billion by 2020

24 August 2015 Consultancy.uk

On the back of its massive benefits to industries and consumers, including mass customisation, waste reduction and improved speed to market, the global market for 3D printing is set to grow from $4.5 billion today to $17.2 billion by 2020, finds a research by A.T. Kearney. Particularly jewellery and the energy sectors will see strong growth, as the technology introduces a further revolution in manufacturing.

While for the longest time humanity has busied itself with reductive manufacturing, cutting away from materials to realise useful forms – 3D printing, which is an additive process of layering material to build up objects, has off late taken off as a way of creating products. In a recent study from A.T. Kearney, titled ‘3D Printing: A Manufacturing Revolution’, the management advisory considers where the technology stands in today’s market and where it is expected to grow to over the coming decade.

According to the analysis, the 3D printing market – defined as the market for hardware, supplies and services – is set to boom over the coming five years. Today the market is worth approximately $4.5 billion, with Aerospace (including Defence) accounting for 18% of the pie, Industrial (including Construction) at a similar 18% position, followed by Healthcare at around 16%. The Automotive and Jewellery sectors both represent a 12% market share, while Energy holds 5%, with the remainder taking about 20% of the share.

Global Size of the 3D Printing Market

In the coming six years the market is set to grow with a Compounded Annual Growth Rate (CAGR) of 25%, jumping the industry’s income to $17.2 billion. The biggest mover is expected to be Energy, which will grow between 30% - 35%, followed by Jewellery that is predicted to grow 25% - 30%. The slowest growing sectors are Aerospace, Automotive and Industrial, each growing between 15% - 20%.

Benefits of 3D printing
The boom in the application of 3D printing is based on several benefits the technology has over traditional forms of manufacturing, which according to A.T. Kearney can be bundled across five dimensions.

1. Mass customisation – the technology will allow people to create items build to the specifications of customers, with custom-built designs opening up a wealth of possibilities.

2. New capabilities – items can be mass produced without high-fixed capital costs related to specific design.

3. Lead time and speed - the technology allows for = printing in a wide range of mediums on the basis of data templates, benefiting the whole design and production process, ultimately leading to reduced lead time and speed to market.

4. Supply chain simplification – with printers easily deployable and moveable, the whole process can be enacted close to markets, thereby requiring less inventory.

5. Waste reduction – unused base material can be used in a variety of other products, and only what is needed is used, thereby reducing the waste of offcuts, among others.

Global Size of the 3D Printing Market (Billion)

The advisory forecasts that, while tradition forms of manufacturing will continue to have a place in the wider production value chain, 3D printing is set to revolutionise the domain. “The question is not if but when companies need to embrace 3D printing”, write the authors. Although traditional manufacturing will for the foreseeable period remain to have cost-advantages  in large-scale production settings, 3D printing’s role will develop fast in areas where the above five dimensions are applicable, including prototyping (lead time and speed), personalised medical implants (mass customisation), and jet components that require a complex assembly and have high fly-to-buy ratios (new capabilities and waste reduction).


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Red Consultancy drives interest in Schubert's formerly Unfinished Symphony

08 March 2019 Consultancy.uk

Strategic communications firm Red Consultancy collaborated with Huawei to demonstrate the potential of artificial intelligence. Huawei engaged an AI programme on one of its smartphones to help complete Schubert’s famous Unfinished Symphony, almost 200 years after the maestro commenced its composition.

Franz Schubert's Symphony No. 8 in B minor, D 759, commonly known as the Unfinished Symphony, is a musical composition that Schubert started in 1822. While the Austrian composer lived another six years, he left the piece with only two movements. The reason he left it unfinished – despite having made sketches some way into a third movement – continues to be discussed and written about, and has two centuries of classical music enthusiasts wondering what might have been.

Despite numerous attempts, it remains one of the most intriguing pieces of unfinished symphonic music of all time. Now, the world may finally have an answer to the conundrum of just how it might have ended, however, thanks to work from technology firm Huawei. The Chinese multinational ‘completed’ the piece, some 197 years after Schubert last set it aside, with the assistance of artificial intelligence (AI) running on one of the company’s smartphones.

By running an AI model from the Huawei Mate 20 Pro smartphone – which was designed specifically with AI-based tasks in mind – Huawei was able to analyse the timbre, pitch and meter of the existing first and second movements of the symphony, before generating the melody for the final, missing third and fourth movements. At this point, Emmy award-winning composer Lucas Cantor was enlisted to arrange an orchestral score from the melody that stayed true to the style of Schubert’s original structure. 

Walter Ji, President CBG, Huawei Western Europe, explained, “At Huawei, we are always searching for ways in which technology can make the world a better place. So, we taught our Mate 20 Pro smartphone to analyse an unfinished, nearly 200 year old piece of music and to finish it in the style of the original composer. We used the power of AI, to extend the boundaries of what is humanly possible and see the positive role technology might have on modern culture. If our smartphone is intelligent enough to do this, what else could be possible?”

The final, Huawei-completed piece was brought to life with a live performance at the iconic Cadogan Hall in London on the 4th February. The 67-piece English Session Orchestra performed to an audience of over 500 guests, showcasing for the first time this unique ending to Schubert’s Symphony No. 8, illustrating the potential of human talent augmented with AI in the process. On the back of this, Red Consultancy worked with Huawei on a viral marketing campaign to deliver the final product to millions of listeners across the globe.

Red Consultancy is a professional services firm which offers advisory services to clients looking for PR, digital and content expertise via its 140 staff in its Soho offices. The firm develops and manages campaigns, runs major press offices, and steers brands and businesses through engagement with media, consumers, customers, stakeholders and internal audiences both domestically and internationally. According to Red Consulting, its Huawei campaign has already resulted in over 11 million views of the Unfinished Symphony video content, from more than 1,500 pieces of international media coverage, and an estimated reach of nearly 900 million.

Commenting on the story, Maureen Conlon, Huawei Lead Director at Red Consultancy said, “Working with an ambitious brand like Huawei challenges us to consistently think outside the box and come up with truly unique and creative campaigns. For Unfinished Symphony, we worked with the client from initial ideation all the way through to activation and the Huawei team at Red Consultancy could not be more thrilled with the result.”

Related: Red Consultancy handed new role with Munchkin.