Transformation through additive manufacturing. A use case.

Wakesys GmbH is evolving from a software provider to a full-service provider with 3D printing. At the "3D Printing in SMEs" conference, Philipp Süß describes the transformation of business models through the key technology of additive manufacturing.

3D printed devices of the Wakesys ecosystem (Image: 3D printing in medium-sized businesses 2022)

In this YouTube video titled "When 3D printing changes your life...", Philipp Süß shares a pivotal moment that transformed his understanding of additive manufacturing and business strategies, using the example of a joint project with Wakesys GmbH. The talk was recorded at the "3D Printing in SMEs 2022" conference.

To the video:

Transcript of the lecture

Revised for better readability.

"We didn't order a 3D printed part - we just wanted a better solution."

That sentence really got me thinking because it's one of the core principles of how business models work in additive manufacturing.

Wakesys GmbH is actually a software company specializing in booking and operating software for water sports facilities. If you go out on the water today, anywhere in Germany or around the world—not just at a waterski facility, but also on a standing wave surfboard or a climbing facility—you'll most likely see Wakesys products.

The desire for transformation

Wakesys understood one thing very early on: The booking software is just its core, but software alone doesn't solve a problem. For that, you need an overall process, and especially when it comes to business software, you need software that adapts to the individual, customized needs of your business. So, you need a complete solution.

And the second thing Wakesys has understood is that humans cannot operate with software alone. Humans always need an interface between software and machine.

The solution strategy

That's when the idea came up to take RFID wristbands and develop various devices and manufacture them using additive manufacturing. This makes interaction with the software much easier for people—in this case, athletes or employees. Through 3D printing, Wakesys has evolved from a software manufacturer to an end-to-end provider of enterprise software for the digitization and operational optimization of water sports facilities. They did this largely with 3D printing. Wakesys has used additive manufacturing to build a complete ecosystem around the software.

The implementation

These are some of Wakesys' new products. You can see at first glance that they aren't entirely additively manufactured. The parts shown aren't from a display case. I actually picked them up from the factory the day before yesterday, and they're actually in use exactly as they are.

"With Süß & friends, we found a very competent and professional partner who helped us reach our goal quickly."

Chris Hilbert (Managing Director Wakesys GmbH)

The Wakesys Reader

The Wakesys reader is the core element. This is the reader located on the cash register. It is produced in various versions. All processes can be assigned to a person via an RFID wristband.

Additively manufactured Wakesys Reader (Image: 3D Printing in SMEs 2022)

The iPad Terminal

In addition, the human or athlete must also interact directly with the software, for example, by creating a user profile. These terminals with an iPad inside are designed for this purpose.

iPad terminal with additively manufactured components

Originally, regular iPads were used without a mount. But there was a problem.

What do people do when they access someone else's iPad that's left unattended somewhere?

First, the plug is pulled out and second, the thing is reset to maintenance mode. That's not so exciting if you want to run a business with it, of course. And that's why we went and built our own mount for it. It's in the CI, i.e. in the company colors. The mount is made of steel and is manufactured conventionally. However, 3D printing ensured that the iPad can be inserted perfectly at the back. This means that the clamps on the back are additively manufactured. The cable is also secured at the back so that people can't pull it out. These clamps are designed to cover the volume buttons so that no one can mess with them.

Why is this 3D printed?

First of all, you naturally want your own solution! You can also buy an iPad stand, but that's not what Wakesys wanted. Wakesys wanted its own solution, tailored precisely to its customers and their applications.

Then there's a second thing: The new iPads were recently released. Now it's just a few clicks in the 3D model, and then you can install the new iPad. That's the great strength of additive manufacturing in this case.

Reader with barcode scanner

Throughout the entire process, the user—in this case, the athlete—doesn't have a wallet with them. They want to buy their fries, drink a beer, or lock their things in the locker. They have to interact with the software everywhere. This is done with a different component. The basic idea is similar: A base part made of steel, and then the technical elements are inserted into the additively manufactured mounts.

The Wakesys barcode scanner (Image: 3D printing in medium-sized businesses)

We're talking about a niche application here. Naturally, the customer doesn't want to align their business with the software, but rather wants the software to function according to their business processes. This component is precisely the interface between the software and the business processes.

Pipe cap with reader

Now the part I find most exciting is this.

Pipe with technology insert under red cap (Image: 3D printing in medium-sized businesses)

The pipe itself is a welded part - that's how it is in operation.

Now the question is, how do I get technology into such a pipe?

The idea was: Let's use 3D printing for this. First, there's a thin cap on top. This is also in the customer area. This means we want super-good surfaces, great colors and the logo on it. Underneath is the real highlight. This is an insert that is produced using a powder 3D printing process. The technology is simply clicked into place without screws. An antenna, a control module and a device for acoustic feedback are built in. A seal is also inserted there and this has stable clamps at the bottom. This is how the device is inserted into the tube. So first the technology is clicked into an additively manufactured adapter and then the adapter is inserted into the tube. Assembly is very simple.

The transformation

Additively manufactured parts have enabled Wakesys to transform itself from a software developer to a manufacturer of customized, end-to-end solutions specifically tailored to its customers. 3D printing is incredibly exciting in this regard. It's valuable when making the transition from manufacturing its own core product to becoming a provider of a complete solution.

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