During the TCT 3Sixty show that took place in Birmingham, UK, 3dpbm was fortunate enough to catch up with Wayne Davey, the Global Head of Sales and Go-to-Market for HP’s 3D Printing Solutions organization. In the wake of GKN using MJF technology to mass produce 60,000 seals for General Motors, we took this opportunity to speak about HP’s Go-to-Market strategy, with a particular focus on accelerating digital manufacturing possibilities.
With more than 30 years of experience in digital transformation, Wayne Davey leads the strategy for delivering 3D printing and additive manufacturing solutions – that accelerate digital manufacturing possibilities – to market. Driven by customer success, his job is to find the right application and solution to help achieve additive manufacturing growth for HP’s 3D printing customers.
Prior to Davey’s current role at HP, he was the Senior Vice President of Global Sales, Software & Healthcare Solutions for 3D Systems Corporation, where he built up extensive AM industry experience. His scope encompassed forming and aligning a global sales organization and covering medical implant manufacturing made possible by additive manufacturing solutions and a portfolio of industrial software. He was also responsible for re-focusing efforts across the EMEA and India regions as Vice President of Sales & General Manager.
In addition to this, Davey spent more than fourteen years at HP working across the EMEA region. As Vice President & General Manager, he led the LaserJet Enterprise Solutions and was also the General Manager for the HP Scitex Business, where he provided industrial signage solutions. Those who know the history of the additive manufacturing industry, especially with respect to jetting technologies, also know that a lot of it originated at Scitex.
“3D printing is just such an interesting area to be involved in. For me, there was this opportunity to enter into the industry – which enabled me to really absorb the difference that this technology can make to people’s lives. That really was one of the primary drivers. I’ve been involved in different emerging technologies, different disruptive technologies in different industries over many years, but when you look at additive manufacturing, 3D printing, when you look at it across the various different verticals that exist – certainly the ones that we choose to participate in – it’s just making such a difference to the world, to the planet, to people’s lives,” said Wayne Davey, when asked about what brought him to the additive manufacturing industry.
“We think about outcome-based models and the customer journey. When you look at that customer journey, part design, application development, maybe process of industrialization, how software, how systems and platforms, how materials, how post-processing, the whole digital manufacturing workflow, if you like, how that all comes together with varying different degrees of automation, in various different verticals. It’s really very much where we want to be and where we feel comfortable and where we feel we can create the maximum value,” said Wayne Davey, with respect to HP’s thinking and perspective when working with customers, and the approach that the company takes when engaging with different projects.
The companies that are engaged in forms of manufacturing live in the same, ever-changing world as we all live in. According to Davey, the appeal of 3D printing to other companies today is huge, especially post-covid. With all of this unpredictability, companies are thinking very closely about their manufacturing strategies, how they can optimize their supply chain, how they can implement more distributed management – more locally, how to cater to the demand for mass personalization, and how to operate more sustainably.+
“I think what companies are looking at, based on the engagement that we’re having with them, is really at a part and application level. If you look at how we collaborated with GM recently, there’s that kind of example where additive really plays in because you don’t have the tooling issues. We’re very happy to be engaged in these projects.”
What Mr. Davey is referring to is a very recent case where Chevrolet engineers made a late change to the 2022 Tahoe’s design, necessitating the creation of an additional part. The new, flexible “spoiler closeout seal” fills a gap at the rear of the big SUV. Developing the necessary tools would have delayed the delivery of 30,000 vehicles. So GM partnered with GKN Additive Forecast 3D, one of the largest service providers in the world using MJF technology and a key partner to HP. GKN engineers printed the 60,000 components (two for each vehicle) in MJF using a TPU material that met GM’s criteria. They were also smoothed via vapor polishing to make them look like standard injection molded parts.
“There could be another project with any other customer, particularly in high regulatory focused businesses, where the parts that you’re talking about with design today will probably be produced in three years time when they’ve gone through that product lifecycle management incentive. So, I would say, as a generalism, many companies today are thinking about additive in the way that they’re designing, in the way that they’re going through their ‘prototyping phases’. Now, we’re engaged from a manufacturing perspective in conversations that are part specific.”
HP is working with clients across a range of parts, to identify which ones make the most sense with additive, what financial, speed-to-market, or other considerations they’ve got as well as concerns about sustainability. When the projects move forward, HP works with them to categorize the range, mix and volume of parts that would make sense to manufacture by leveraging AM technology. It could be Multi Jet for polymers or could be HP Metal Jet in the future for metals. “Then it’s a simply matter of working with them to phase that into production, either with technology that the client would want to own – what you would term in-house – or maybe through our Digital Manufacturing Network ecosystem.”
There are a lot of different reasons that organizations are looking to optimize their supply chains and the total cost of operation is a key element. Considering the cost of power, labor, increased automation, and sustainability – the implementation of AM increasingly makes sense.
As for HP specifically, Wayne believes that the heritage of the HP brand, starting with Bill Hewlett and Dave Packard in a garage and becoming a pioneer of Silicon Valley, is a huge selling point for helping companies trust that they have the right partner to make this challenging transition. The implicit reputation, reliability, and consistency of a brand with such a strong history make for a great partner to invest with.
“I feel HP has an important part to play in the evolution and acceleration of this industry. We’re very pleased to be engaged in the industry. We feel very much part of it. Our goal is to help our partners and customers also generate success. And that’s important for the growth of the industry” Wayne Davey said when asked about HP’s position as a market leader. “We’re focused on delighting our customers every day, and that’s what drives us.”
This market study from 3dpbm Research provides an in-depth analysis and forecast of the ceramic additive ma...
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