Last week the Consumer Electronics Association held its International CES event in Las Vegas. It was the largest show in the history of the event, featuring over 2 million square feet of exhibit space, 3,200 exhibitors and 150,000 attendees, including 35,000 international visitors. I was lucky to attend and my mind was blown.
First, a little background is probably in order. After 3DLT’s appearance at TechCrunch Disrupt we came to the conclusion that if we were going to scale quickly, we’d need a partner. We started by looking at eCommerce companies who had traffic and could drive eyeballs to our content, but eventually came to the realization that 3D printing is really about localizing manufacturing. For us, that meant the ideal partner(s) would have both a digital and physical presence – and that meant brick-and-mortar retail. CES seemed like a natural place to build on those connections.
We watched from the sidelines in 2013 as 3D printing exploded onto the scene at CES. I had read that it was expected to be an even bigger draw this year, receiving its own dedicated TechZone. So, not only would all the major players in retail be there, but also many of the 3D printing industry’s biggest brands. It was an opportunity we couldn’t pass up.
On the CES registration page, I noticed an option to register as a member of the press. On a whim I decided to check it out. I’m certainly no big name journalist, but I’ve been writing for various blogs for nearly five years and have had articles published on well-known sites like TechCrunch and QZ.com. We’d also recently reached an agreement to syndicate 3DLT’s blog content on TechFaster.com. CEA was kind enough to review my work and issued me press credentials. So, in addition to meeting potential partners and customers, I would have the access and tools I needed to properly cover the event. What an amazing opportunity.
I’ve been to many big trade shows, but from the moment I arrived at the event it was obvious that this was different. The shear size is something to behold. CES engulfs the entire Las Vegas Convention Center, spills out into the parking lot, and takes significant space at The Venetian – and that’s just exhibit space. Several other hotels are booked with conferences, meetings, press events, and parties. The event offers free shuttle service and this year that meant twelve different bus routes. It’s all incredibly well orchestrated.
Once I got to the show, I couldn’t wait to see the 3D Printing TechZone and made a beeline straight for it. It was located on the second floor of one of the Convention Center’s three main halls. Just walking in the door, and before reaching the escalator it was easy to see some of the exhibits were huge! I passed the Intel booth on my way in and stood there for a moment gawking at the size and design of it. If this was my first taste, I was in for a treat.
As I closed in on the hall I was looking for, I experienced a sad bit of nostalgia. Kodak’s booth was right at the top of the escalator and it was puny (even by normal trade show standards.) I’ve attended several of the world’s biggest print trade shows and remember the days when Kodak reigned supreme. It was a subtle but powerful reminder of how quickly disruptive digital technology can be. As I looked for the signs pointing to the 3D printing TechZone, I found myself wondering how many other once proud companies might soon fall victim to the same fate.
It was still early in the day but already packed with people. I walked in and started down the closest aisle. The hall where 3D printing was located also included many other companies. As I walked I checked out smart device players like Nvidia and Parrot, accessory makers like Belkin and Plantronics, and consumer product companies like iRobot. Then, just as I was finishing my mental gymnastics about other potential casualties of digital disruption, I ran smack into the United States Postal Service’s exhibit. I literally laughed out loud at the irony of it.
Finally I saw the signs pointing toward the 3D Printing area and headed that way. Coming from that direction, the first two exhibits I saw were those of 3D Systems and Stratasys. Fitting as they’re the two biggest players in the industry. They both offer a wide range of 3D printing equipment from consumer models like 3D Systems’ line of Cube printers and Stratasys’ recently acquired MakerBot devices to high-end industrial machines. I was hoping to see some big iron, but found that neither was demonstrating their higher-end equipment, which I guess made sense given that the show is oriented towards consumer products.
I only had a couple of hours to spend on the floor before my first meeting so I didn’t get to spend a lot of time at each booth initially. After quickly scoping out 3D Systems and Stratasys I moved on to the MakerBot exhibit. As I turned the corner I was surprised to find MakerBot co-Founder and CEO Bre Pettis standing there. In my world and to most 3D printing and many startup people, he’s a bona fide rockstar. He’s done more to advance the awareness of 3D printing in the last five years than almost anyone else in the previous 25. He and his co-founders started MakerBot from scratch in 2009 and sold it to Stratasys earlier this year for a reported $400 million plus. An amazing feat in five short years.
I politely waited for him to finish his conversation and introduced myself. I asked him what he thought of the show and all the attention 3D printing was receiving. He was very positive and upbeat. I asked how the new products and the announcement of a paid file service were being received. He said well, and I jokingly told him that 3DLT had already created the “iTunes of 3D printing,” but was genuinely excited that MakerBot was joining the fray. All boats rise, right?
I asked about MakerBot’s manufacturing capacity. He shared that they were in position to meet the demand. I mentioned that back in May, while at TechCrunch Disrupt, we had visited the MakerBot store in New York, told him how packed it was, and how their printers literally seemed to be flying off the shelves. I asked how the other store openings had gone and he said he thought they were going well. I thanked him for chatting with me and told him that meeting him was an honor for me, because it was.
