What is in this article?:
- Technology: The 3-D Printing Premium
- The Hard Road to Perfection
"I used to think that 3-D printers' biggest value was in mass-customization," notes Avi Reichental, CEO, 3D Systems. "But now, there seems to be even greater value in the production of these quality, high-performance products -- products that are built for exactly what their users need."
Alpha Dog headphones are the product of low-grade, low-resolution 3-D printers designed to make cheap tchotchkes and models, not production-grade components. And they are as close to perfection as it gets.
Dan Clark has been catering to the demands of audiophiles and headphone junkies for more than 20 years. And his latest project -- the Alpha Dog headphones -- is a play custom-tailored to that picky market.
According to early reviews, the over-the-ear headphones manufactured by Clark's San Diego-based company, Mr. Speakers, offer a sound that is apparently so crisp and balanced that some have already called it one of the best closed headphones ever created.
It is also the first 3-D printed production headphones ever created.
And those two points are no coincidence.
"As we were prototyping the Alpha Dog design, we realized that there were technical things we could do with a 3-D printer that we just couldn't do with injection molding," Clark explains.
In fact, he adds, "We actually got a much more rigid cup with better isolation than we were able to do with injection molds, and that translates to a better sound."
In the audiophile world, that's all that matters.
Beyond Mass Customization
Clark's production scheme for the Alpha Dog presents something new and disruptive even in the relatively new and disruptive field of additive manufacturing, and defies one of its biggest selling points in the process: customization.
"I used to think that 3-D printers' biggest value was in mass-customization," notes Avi Reichental, CEO of additive manufacturing pioneer 3D Systems. "But now, there seems to be even greater value in the production of these quality, high-performance products -- products that are built for exactly what their users need."
Historically (if that term can be applied to this market yet) the value of 3-D printing for finished goods has been the design freedom the technology provides. Because it builds objects layer by tiny, thin layer from the bottom up, 3-D printers allow engineers to employ architectures as wild as their imaginations without regard to the usual constraints of injection molding or machine tools. But they do so at a cost.
While it's true that 3-D printing makes "the price of one the price of one million," as the saying goes, the unit price of one 3-D printed good is -- as it will be for the foreseeable future -- higher than the unit price of mass-produced goods.
To sell that tradeoff, Reichental explains, manufacturers have typically played to users' vanity.
"People have been willing to pay a premium for custom form," he says. "Asking consumers to pay a little more for a unique object, one tailored to their tastes, is an easy case to make."
But now, products like the Alpha Dog are proposing a different -- and arguably better -- application.
"From this perspective, I think all of us will be willing to pay a little more for premium performance goods built for exactly how we need them to be used," Reichental says. "And that is worth a lot more than vanity."
That is exactly where Clark has positioned his brand.
"If I were trying to hit a much lower price point, I'd have to look at other options," he adds. "But the quality that we've gotten from this both economically and visually is just beyond my expectations."