Stratasys Ltd. said Thursday that its $403 million acquisition of desktop 3-D printer firm MakerBot was an offensive move to expand its market, and that it had to move fast on the deal to avoid falling behind in technology.
"The desktop category of 3-D printing is developing at light speed," said Shane Glenn, Stratasys vice president of investor relations in Eden Prairie, which, along with Rehovat, Israel, is one of the company's headquarters. "Timing is critical. If Stratasys wanted to be a player, it needed to make a significant investment today."
3-D printers are a hot technology that hold out the promise of revolutionizing the manufacture of some everyday objects, such as coffeepots, machine parts and, to the dismay of some, guns, by personal devices that print physical objects by layering deposits of sprayed material.
Bobby Burleson, a Canaccord Genuity analyst in New York who has a "buy" on Stratasys stock, wrote in a Wednesday report that the acquisition was partly a defensive move. MakerBot's low-end market strategy "posed a potential threat to Stratasys' entry-level system sales and its materials pricing," he said.
Stratasys said the popularity of desktop 3-D printers certainly hasn't been hurt by a storm of publicity about the technology in the news media, including controversial stories during the congressional gun-control debate about a Texas student who used a 3-D printer to make a gun.
"The gun issue was kind of interesting," Glenn said. "I think the industry will have to address sensitivities about manufacturing products that are copyrighted or products such as guns that raise a whole host of issues."
But the publicity about 3-D printing has been mostly helpful to Stratasys, Glenn said.
"One of the issues our industry has struggled with for a number of years is education and awareness" about the potential of 3-D printing, Glenn said. The spate of publicity has helped people understand that 3-D printing "allows people to produce things today by themselves that they could never produce before."