Put 3D in front of print and mainstream media goes mad for the concept, which makes a welcome change from the standard response to our industry of 'print – aren't you dead yet?'. And any attempt by a PSP to become involved in this rapidly developing sector meets with rebukes that the technology isn't close enough for a 'normal' print company to get involved. They may have a point – but there is a strong counter-argument.

The best rebuttal to those non-believers was the example of one traditional print company exhibiting at the 3D Printshow in London last October. Step forward Callprint: this London-based firm has been serving the London community for ages with print products and services that befit the UK capital's mix of businesses, including a focus on the needs of the creative sector. That includes architectural, engineering and construction (AEC), long-time users of plots and large-format print to support projects from concept to construction.

The AEC sector's print requirements have evolved from copying hand-drawn plans through monochrome line plots to full-colour renderings in increasing detail and sophistication as CAD evolved. Just as the advent of colour and continuous tone hasn't, ahem, rendered simple line plots redundant, computing power and 3D rendering haven't totally eradicated the need for rich 2D representation. This new printing technology has made it possible to produce a 3D object from a CAD file – and all the walk- and fly-throughs on screen can't replace the ability to judge physical dimensions and interactivity with a true 3D model.

Callprint has been smart in seizing this opportunity to add an extra dimension to its output. Where initial 3D printing systems were beyond affordability of most businesses relative to their usage, similar to the cost of early wide-format machinery, they are now coming to market at an affordable point-of-entry – just as a capable A0 plot printer is within the reach of most architects and designers these days. So Callprint sells basic 3D systems, too. A basic ZPrinter from manufacturer 3D Systems suitable for in-house use starts at around ￡15,000, while the machines used by Callprint itself reach upwards of ￡100,000.

A firm buying a ZPrinter, or similar basic machine from other vendors such as Stratsys (which recently acquired major 3D player Objet), may have to make compromises on the resolution, speed, range of materials, and the size of object that can be produced in-house. But there again, just as if you have a need for larger sizes, higher volumes or specific substrates for your plots you might go back to a bureau, the same is true in 3D printing – for jobs you can't handle in house, outsource.

Callprint saw how 3D printing was applicable to customers it was supplying with print and met that need. It might be assumed from the nature of the AEC market and the improved capabilities of large-format printers designed for in-house use that 3D printing has proved a god-send for replacing revenues lost as clients in-sourced wide-format work just as much as it was a fresh opportunity.

Printers serving the AEC market have a similar opportunity – many may already have grabbed it. There is clearly a good fit for anyone supplying print for product design and prototyping to add the third dimension. In that respect it could be argued that the extra aspect isn't so different, in terms of adding challenges and complexity, as the advent of colour previously. In some respects you could argue it's even less of a bother than the colour management required for 2D print, which in itself can generate such mind-boggling delights as 4D colour space transformations.

One striking thing about the audience at the 3D Print Show was its breadth: it had a look of the frontier about it with lots of widely different types interested in the opportunity. Those who remember the advent of desktop publishing and the Mac commented that it had a similar feel to those days in the eighties – and that's not just down to the high quotient of goths glumming about in clumpy boots and leather coats – which suggests we are on the cusp of a revolution.

3D printing is not the same as its 2D counterpart, but there is enough overlap in the core skills and some of the applications. PSPs would be well worth taking the time to assess if they have the right mix of skills and clients to get involved.