spotlight
OBJET GEOMETRIES —
A YEAR IN THE SPOTLIGHT
Middleton took up the story, “Until November 2008, most of our 600 European
Duncan Wood
customers were served from Israel with technical service provided from an office
in Griesheim, outside Frankfurt. However, these 600 customers represent 50% of
the total business of Objet and we were getting to a size where we needed to
It has been quite a twelve months for Objet Geometries. Three new
establish a strong presence for three key reasons. One, so we could be close to
machines alongside the introduction of over twenty materials, a new CEO
existing customers and maintain service levels; two, to capitalise on the new
sales opportunities: and three, to employ personnel from the markets we are
in March and a brand new European Headquarters. In a period of
going to be serving.”
economic uncertainty, the only certain thing at Objet is progress, and
The first thing to finalise was the location; the new headquarters in Baden Baden
plenty of it! Duncan Wood caught up with Andy Middleton, General
is right at the heart of the user base. With over 230 machines in German
Manager of Objet in Europe at their new headquarters in Baden-Baden,
speaking countries, it is perfectly positioned. The next step was to transfer all
business functions to the new offices. Over the course of the year, the number
Germany, to reflect on a busy year and look forward to 2010.
employed by Objet in Europe has increased from eleven to thirty; finance and
administration are at the heart of the set up, but it is in the customer facing roles
It will not have escaped regular readers of The TCT Magazine that Objet has been where Middleton has made the most distinct changes.
very active over the preceding twelve months. October last year saw the launch of
the Alaris, the Objet offering for the desktop arena. This was followed by the Eden Direct sales territory managers have been appointed in the UK (Chris Baker) and
260V and in June of this year the latest in the Connex range, the 350, which Iberia (Francesc Tio), with further appointments to be made in France and
brought PolyJet Matrix technology to market at a new price level. Most Germany. These individuals will coordinate sales and manage the distribution
organisations would be content with this level of output, but in the background channels and marketing in each territory.
Objet has also been positioning itself for sustained future growth and Europe is
key to this plan. In addition to this, a technical centre has been opened within the Baden Baden
office and applications engineers employed to advise and guide prospective
If we rewind back to November 2008 and pick up the story there. Andy Middleton customers which Objet solution is best for them. Another new arrival is a Field
was working as MD at NUR Macroprinters. At that point, the soon to be CEO of Sales Manager, Thomas Hofmann, who ensures that as Objet continues to grow
Objet, David Reis, was also on the board at NUR and as a result of this working the response times are as prompt as they have always been.
relationship, and in conjunction with the strategic decision Objet had made to
establish a stronger European presence, Middleton was approached to take the Middleton explained in more detail, “We have a highly satisfied customer base. I
reins for Objet in Europe. In his own words, “I saw the technology, saw the have never been in a company with such a satisfied group of customers and we
models, got a feel for the industry and said yes!” must maintain this level going forward.”
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