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Inspiring Route - Do-it-yourself & the makers revolution

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Do It Yourself and Makers Revolution is a contemporary subculture representing a technology-based extension of DIY culture that encourages invention and prototyping. This trend includes millions of …

Do It Yourself and Makers Revolution is a contemporary subculture representing a technology-based extension of DIY culture that encourages invention and prototyping. This trend includes millions of people who are creating their self-made products and taking risks to start their own small businesses dedicated to marketing and selling of these products.

This report - part of the "Inspiring Route" project - analyses and understands the main themes related to Do It Yourself and Makers Revolution through stories, examples, numbers, case studies.

Published in Business , Technology
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  • 1. THE MAKERS REVOLUTION MARKETREVOLUTION.IT @MKTRVLTN DO-IT-YOURSELF & INSPIRING ROUTE 29/09/2013
  • 2. WELCOME Thanks for coming DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 2
  • 3. @MKTRVLTN #INSPIRINGROUTE
  • 4. Where does this story start? DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 4
  • 5. Self-taught 15-years-old inventor from Sierra Leone He builds batteries, generators, FM radio, audio mixers, amplifiers, useful products for his community from recovered electrical equipment and cheap technology components. DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Meet Kelvin Doe 5 Source: Thinkr, nov 2012. Kelvin belongs to the latest generation of makers.
  • 6. A long-running vein deeply rooted in our culture DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Our grandparents did that too 6 Source: Businessweek, 2006. Hello, we are Bill and Dave and welcome to our crib! We’re just two guys hanging around in a garage trying make stuff. (Well, eventually they became H&P)
  • 7. A long-running vein deeply rooted in our culture DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 7 Source: The Open University, 2013.
  • 8. New behaviors and consumption trends DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Pro-sumer 8 Source: Treccani, 2013, Forbes, jul 2013. A consumer than simply “consuming” products, becomes the voices of those products and significantly impacting the success or failure of companies, products, and brands. Consumer that is also a producer or, in the act itself which consumes, contributes to the production.
  • 9. New behaviors and consumption trends DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Pre-sumer 9 They love to get involved with, push, fund, and promote products and services before they are realized. Consumers want the best, they want it now and first, and they want real, human connection, too. Source: Trendwatching, nov 2012.
  • 10. So, what’s new about it? DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 10 Source: Businessweek, sept 2012. Reconnection with production Exploitation technology potential Focus on creativity Physical-digital integration Sharing tools and experiences Economic and environmental sustainability (& self-sufficiency) Entrepreneurship
  • 11. Enabling the shift: everything old is new again DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 4 drivers 11 Open-source culture Technology consumerization Gathering places Internet diffusion Source: Wikipedia, 2013.
  • 12. The production technology factor? DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 12
  • 13. Machines that take a digital model of an object and print it out by building it up, one layer at a time, using plastic extruded from a nozzle. DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 3D printing 13 Source: Makerbot, oct 2012; The Economist, dec 2011.
  • 14. Smart and open hardware Cheap, handy and easy to use electronics prototyping platforms allowing to create interactive electronic objects DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 14 Source: Youtube, 2010; Youtube, 2012. microcontroller, sensors, actuators (and fun)
  • 15. Then, what is the maker movement? DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 15
  • 16. Maker movement ˈmeɪkə ˈmuːvmənt 1. A contemporary subculture representing a technology-based extension of DIY culture that encourages invention and prototyping; 2.Trend in which individuals or groups of individuals create and market products that are recreated and assembled using unused, discarded or broken electronic, plastic, silicon or virtually any raw material and/or product from a computer-related device; 3. An evolution of millions of people who are taking big risks to start their own small businesses dedicated to creating and selling self-made products. Source: Techopedia, 2013; Wikipedia, 2013; Huffington Post, feb 2013 DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 16
  • 17. It’s a revolution (not just a rebranding) Not a peripheral change but a paradigm shift: values, goals, rules DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 17 1st revolution: steam engine 2nd revolution: assembly line 3rd revolution: IT & automation 4th revolution: digital fabrication Source: The Third Industrial Revolution: How Lateral Power is Transforming Energy, the Economy, and the World, 2011; McKinsey, jun 2013.
  • 18. The element of continuity is the reconfiguration of relations within the system From top-down, centralized to bottom-up, peer-to-peer Just as the Web changed, redistributed, and sped up the diffusion of information—and created and destroyed businesses along the way—maker revolution will change manufacturing from a cumbersome process based on capital to a flexible one based on creativity. DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE From bits to atoms 18 Source: Makers, the new industrial revolution, 2012
  • 19. Working and community spaces Small-scale workshop offering flexible manufacturing equipment, materials and shared competences for digital fabrication DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 19 Source: Wikipedia, 2013.
  • 20. DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE TITOLO 20 Who are the “Makers”?
  • 21. DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Demographic profile 21 Source: Peerproduction, may 2012 Male 78,43% 26-30 20%
  • 22. Europe 50,3% DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Demographic profile 22 Source: Peerproduction, may 2012 4-Year College Degree (BA/BS) 33%
  • 23. Psychographic profile DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 23 self-awareness 58% Source: Peerproduction, may 2012
  • 24. Makers about “making” DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 24 Source: Peerproduction, may 2012 A newly exponential growth
  • 25. Makers about “making” Exploring new possibilities Functional models 13,8% Spare parts to devices 13,1% DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 25 Source: Peerproduction, may 2012 Artistic items 13,7% research/educational purposes 12,6%
  • 26. Makers about “making” Still a strong “consumer” approach DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 26 Source: Peerproduction, may 2012 How do you consider yourself?
  • 27. Makers about “making” DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 27 Source: Peerproduction, may 2012 Vocation to business
  • 28. Makers about “making” DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 28 Source: Peerproduction, may 2012 Object quality 13,8% Cheaper material price 13,1% Speed 13,7% Bottlenecks Metal material printing 12,6%
  • 29. Source: 9GAG, 2013 DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 29
  • 30. The makers by (some) figures DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 30
  • 31. DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Industry dimension 31 Source: The Economist, sept 2013; Trendwatching, nov 2012. +28% by 2013 2.2 billion dollars in 2012 5.2 billion dollars in 2020
  • 32. The maker community DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 32 333 thousand visitors in 2012 Source: Makermedia, 2012. Solid growth
  • 33. DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 3D-printer sales 33 40 thousand printers in 2012 Source: Arstechnica, june 2013. Still a niche (but that will double in 2013)
  • 34. DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 3D-printer usage 34 Source: Shapeways, june 2012. To the 7-digits for Shapeways 1 million products until 2011 600 indipendent sellers until 2011
  • 35. DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Arduino 35 Source: Open design consulting, 2012. The traction of the openness 1 million dollars revenues in 2011 150 thousand units sold in 2012
  • 36. The Arduino’s community DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 36 Source: Makezine, dec 2012. The traction of the openness 500 thousand people making stuff in 2011 300 thousand units “in the wild” in 2011
  • 37. Business attractiveness DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 37 403 million dollars MakerBot acquisition by Stratasys Source: Arstechnica, june 2013.
  • 38. Financial attractiveness DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 38 30 million dollars in 2013 Source: Venturebeat, apr 2013. VC funding received by Shapeways
  • 39. “from a business point of view” models, strategy, consequences DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 39
  • 40. How to turn “makers” into an opportunity? DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 40 Source: Dilbert, nov 2012.
  • 41. That’s a new paradigm! A new era for manufacturing and logistics: widely distributed, highly flexible, small-scale DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 41 Source: The Economist, apr 2012; Harvard Business Review, mar 2013.
  • 42. “A design change could take at least six months to implement. Now the company can get a prototype to a customer in a couple of weeks” DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Fast prototyping 42 FitBit, a consumer device for tracking your level of activity throughout the day, fast prototypin with Arduino for the mass market. “We’ve been using Arduino for rapid prototyping for a few years now. It’s been a great tool for us in trying things out quickly”. Source: The Economist, apr 2012; Arduino, feb 2011;. *Mike Campagna, “Chesapeake Bay Candle” Preisident
  • 43. Provide customers customized services and products to match their usage requirements and desire for uniqueness Consumer goods Medical DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Mass customization 43 Full customizable. $6,000-$7,000 vs $60,000-$75,000. Pilots to print ears, jaws, kidneys, spinal discs. Nokia’s customers could print out customized covers. Nike can print customized football’s shoes fooplate that will help athletes perform at their best. Source: Businessweek, may 2013; AdAge, may 2013; Nike, 2013.
  • 44. “Instead of giant, purpose-built plant to supply the global market, smaller, regionalised plant to respond more rapidly to local demand” DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Delocalization 44 Source: The Economist, apr 2012 Produce in remote places Fit local market needs Reset logistics costs Turn expensive and limited inventories into digital libraries Rolls-Royce vision “It could scan an object in one place and tell another machine on the other side of the world ho to build a copy”
  • 45. Rapid manufacturing Time and costs efficient production DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 45 Source: The Economist, sept 2013; GE report, jul 2013; GE, aug 2013. In its production facilities, BMW allows its workers to design and print custom tools to make it easier to hold and position parts. GE has introduced for its massive gas turbines metal 3D-printed components. Also, through their Open Innovation platform, GE asked the maker community to be helped to understand how to build better and faster engine. Reduction of the waste of raw materials (up to 90%) Produce things previously considered too expensive or difficult to make
  • 46. The implication of the “makers revolution” DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 46 Source: The Economist, apr 2012 Speed to market Risk failure tending to zero Production of things that can not be done in any other way Reduction of logistics and storage related costs
  • 47. “from a business point of view” models, strategy, consequences DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 47
  • 48. Good Guy Michael Porter DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Do you recognize this guy? 48 DESCRIBES HOW VALUE IS CREATED DISTINGUISHING TWO TYPES OF ACTIVITIES PRIMARY activities The (five) activities to create value thus generating margin SUPPORT activities The (four) activities that facilitate the primary activities Source: Wikipedia, 2013.
  • 49. “How can I help you?” If I distribute, outsource or, ever worse, I lose control of my primary activities, which will be my role? DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 49 Source: Wikipedia, 2013. R&D DESIGN PRODUCTION MARKETING & SALES DISTRIBUTION CUSTOMER SERVICE For what I will get paid? NOPE NOPE NOPE NOPE NOPE NOPE
  • 50. 4 models for the new paradigm DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 50 Distributed manufacturing Open manufacturing Manufacturing platform Desktop manufacturing
  • 51. Distributed manufacturing The company plans centrally and produces locally “I ship products through my manufacturing DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE terminals” 51 Source: Quartz, jun 2013; AtFAB, 2013; PSFK, jul 2013; Mashable, aug 2013.
  • 52. Desktop manufacturing DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE “I ship information, not products” 52 Source: Quartz, jun 2013; AtFAB, 2013. The company designs, the customer produces
  • 53. Manufacturing platform “From your information I ship products” DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 53 Source: Quartz, jun 2013; AtFAB, 2013. The customer designs, the company produces
  • 54. DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Open manufacturing “Ehm, is this a ship yet?” 54 The customer designs and produces, the company enables Source: Quartz, jun 2013; AtFAB, 2013. Materials, spaces, facilities, contacts, consulting
  • 55. Gotcha! But how the story goes on? DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE 55
  • 56. The dark side of the Makers INTELLECTUAL PROPERTY SECURITY DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Issues, disputes, danger 56 The digitization and democratization of manufacturing, with its peer-to-peer, open and distributed approach, undermine not only some norms but whole sets of categories and principles that are the foundation of our thinking and living.
  • 57. Security Design, copy, share, download and print home-made fully operational weapons at a minimal cost and invisible to the current surveillance technologies DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE The “Liberator Gun” A physible, 3D-printable single shot handgun designed by the open source firm. It can be reproduced with a $2,000 consumer 3D-printer and a few dollars worth of material. Released on May 6, 2013, it was download over 100,000 times in the two days through BitTorrent before the US Department of State demanded its takedown. Uri Even, an Israeli TV reporter, brought a working version of the gun into a ceremony featuring Netanyahu. On May 6th, the New York city council made illegal to use a 3D printer "to create any firearm, rifle, shotgun, or any piece or part thereof," without being a licensed gunsmith. 57 Source: Dailymail, may 2013. Arstechnica, jun 2013, Times of Israel, july 2013. Wikipedia, sept 2013.,
  • 58. Piracy, counterfeiting, patent infringements with reverse-engineering and file sharing are taken to the next level DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Intellectual property 58 Source: The Pirate Bay Blog, jan 2012, The Pirate Bay “for real” “We believe that the next step in copying will be made from digital form into physical form.” “[Physibles are] data objects that are able (and feasible) to become physical. [...] three dimensional printers, scanners and such are just the first step.” “You will download your sneakers within 20 years.”
  • 59. Will undermine the economics of mass production and repatriating jobs to the West or burst like a overblown bubble? Much a complement as a competitor to mass production DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE Revolution or fad? 59 Source: The Economist, sept 2013. Incorporated the best of both worlds
  • 60. DO IT YOURSELF & THE MAKERS REVOLUTION - INSPIRING ROUTE TITOLO Source: MTV European Music Award, nov 2012. 60
  • 61. www.marketrevolution.it info@marketrevolution.it 61