During the FARO3D Documentation Conference in Orlando, Fla., Feb. 21-22, FARO Technologies CEO Jay Freeland gave the 275 professionals in the audience a peek within the mind of the company. First and foremost, he said, the FARO team dreams about solving 3D measurement problems—capturing the quality and clarity of the image and sharing it in 3D.

More specifically, the team dreams about the Focus3D laser scanner and the derivative products that will come after it. Introduced in the fourth quarter of 2010, the disruptive technology is five times smaller and four times lighter than its predecessors with an array of features that make it attractive for a variety of applications, from forensics and insurance to surveying. Priced well below other scanners, the product quickly became a market-leading technology and nearly tripled FARO’s scanner sales. (As an interesting side note: An estimated 40 percent of the Focus3D sales have been in the surveying market.)

What’s next for the Focus3D? Will it become even smaller? Will it provide a longer range? Will the price go even lower? Freeland wouldn’t say. He noted that the next iteration of the technology won’t come in 2012, though it will happen before 2017.

“Everything in the world has three dimensions,” he said. “Why isn’t everything documented in 3D?” FARO intends to solve that problem through democratization of the technology and getting it into the hands of the masses.

“If your dreams don’t scare you,” he said, “then they aren’t big enough.”