Concentram-se nos custos...

Quando escrevo aqui no blogue, ou falo nas empresas, sobre a miudagem (ver marcador) é sobre isto mesmo:

"You don't look at it as one million units sold. You look at it as one unit sold a million times. Every time someone picks up these headphones, it's a different experience and that matters so much to us. We think about how to build that emotional connection...not how do we sell more products."

Conseguir fazer de cada interacção um caso único!
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E, quando se pensa dessa forma, esta narrativa, recordemos, "Krugman recomenda corte de 20% nos salários da periferia do euro" não faz qualquer sentido.
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Em muitas indústrias, com certo tipo de clientes, o custo é o principal factor competitivo, sem dúvida. Contudo, em Mongo, no Estranhistão, há, cada vez mais, menos gente "normal" que quer algo indistintivo, sem a sua marca, sem o seu cunho. Em Mongo, no Estranhistão, o desafio do custo mais baixo absoluto deixa de ser a prioridade, veja-se o exemplo vivo do calçado português. O desafio passa a ser a diferenciação, a customização, a flexibilidade, a rapidez, a minha marca pessoal, a proximidade e, julgo que a Morgan Stanley não percebe esse ponto.
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Sim, é certo, as empresas grandes usam cada vez mais a impressão 3D, veja-se "3D printing reshapes factory floor", na prototipagem e nas peças muito complexas que economicamente não faz sentido produzir em massa. Contudo, julgo que isso é deixar passar em claro o valor da individualidade para o ser humano. Basta pensar no título do texto de onde tirei aquele trecho lá de cima "New Possibilities Arise When Companies Build Experiences Instead of Products".
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A Morgan Stanley publicou um relatório intitulado "Capital Goods: 3D Printing Don’t Believe (All) The Hype" de onde retirei:

"We don’t see 3D printing as an industrial game changer. There is a school of thought that 3D printing will become a material threat to traditional manufacturing, potentially quite soon. We disagree – we see the technology as a complementary rather than disruptive. In this Blue Paper, we examine the pros and cons of 3D printing versus traditional manufacturing and include views from leading manufacturing OEMs.
Good for some things, not others. 3D printing technology is proven and powerful. It affords major advantages in certain settings where bespoke design, complex geometry, weight and other considerations are paramount, such as aerospace and medtech. 3D printing does certain things very well; but a wholesale displacement of casting, milling, forging and traditional manufacturing techniques does not seem likely, for reasons of cost, (Moi ici: Este é o ponto fraco da argumentação, IMHO) basic physics, the types of material available and their properties.
Still a high-growth industry. Although we are circumspect on the impact for leading industrial OEMs, we think the 3D printing market can grow from $2bn today to $9bn in 2020, a 20% CAGR, to become a sizeable market in capital goods and appliances. Our bull case (Moi ici: Um dos cenários desenvolvidos) sees a 34% CAGR to $21bn in 2020 – bigger than the injection moulding market today and about 25% of the size of the CNC machine industry.
Who benefits? Who is most challenged? Key beneficiaries in our space are industrial OEMs with specific applications, such as aviation engines. In adopting the technology, we believe that GE and EADS stand out. We see some long-term strategic challenges for companies exposed to tooling, injection moulding, welding and machine tools."

Voltaremos a este relatório