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ePaper created 2018-01-31, 10:01:59 | version 1.38.0
business | According to the report, the factor most limiting growth of the US digital dentistry market is the emergence of relatively inexpensive products that create more com- petition and threaten market growth on a national ba- sis. Low-cost foreign brands have penetrated the CAD/ CAM zirconia material market in the US, driving the over- all average selling price (ASP) downward. In addition, a number of generic brands produced in the US have cap- tured a sizeable portion of the market through promo- tional strategies, further resulting in ASP declines. These subpremium solutions have been especially effective in reducing the ASP of zirconia discs, as the ASP for zirco- nia blocks had already declined rapidly in the past. Inex- pensive products have facilitated ASP cuts and compet- itive pricing in the rapid prototyping system market too. In 2017, Formlabs engaged in aggressive marketing and educational initiatives regarding its technology and the af- fordability of its products, attracting a large customer base. As its machines are relatively inexpensive, many potential clients are willing to try them out, thereby decreasing the overall ASP for rapid prototyping systems. As with Form- labs, additional companies are entering the market with affordable solutions, further depreciating the ASP. Fur- thermore, the competitive landscape is becoming more saturated, encouraging competitive price cuts as a result. Rapid prototyping systems are still gaining acceptance, especially in the clinical setting. Once these systems are widely accepted by various users in the dental industry, the corresponding ASPs will continue to rapidly decline. With regard to CAD/CAM systems, ASPs for both CAD/CAM mills and chairside systems are declining with the competitiveness of the market too. Amann Girrbach and Roland DGA are examples of companies that are introducing new products on to the CAD/CAM mill market alongside printer products. Chairside units, such as the closed milling systems offered by Dentsply Sirona and E4D Technologies, command a premium price over other CAD/CAM systems. It is more feasi- ble for dental offices to purchase a scanner and then outsource or run a separate open-source mill. As a re- sult, pricing, largely set by Dentsply Sirona owing to its market share, has been decreasing in order to remain competitive. Dentsply Sirona led the total digital dentistry market in 2017 as a result of product successes in the CAD/ CAM system and material markets. This was largely due to the diversity of mills offered by the company. Dentsply Sirona continued to dominate the closed chairside milling system market in 2017 through sales of its CEREC chairside CAD/CAM system. For this report, the authors summarized information from two papers, titled US Market Report Suite for Dig- ital Dentistry Devices 2018 and US Market Report Suite for Dental Prosthetics and CAD/CAM Devices 2018, published in December 2017. The full versions of the two reports can be purchased on the iData Research website. CAD/CAM 1 2018 51