Fona

What Fona does

Fona is an Italian dental imaging equipment manufacturer founded in 2000 and headquartered in Assago, near Milano, Italy. The company designs and produces extraoral imaging systems — including panoramic units (Stellaris 2D, Art Plus and Art Plus C), 3D CBCT and cephalometric systems (Stellaris 3D) — and intraoral imaging products including digital sensors (StarX PRO) and high-frequency and AC X-ray generators (Fona XDC, Fona XDG). All manufacturing is consolidated at a single site in Milano, enabling centralized quality control across the product line.

The technology stack is anchored by CdTe-CMOS direct conversion sensor technology on the Art Plus platform, which converts X-rays directly to electrical signals for improved image clarity, sharpness, and contrast. The portfolio emphasizes upgradeability (2D-to-3D upgrade paths via Stellaris), workflow efficiency (continuous autofocus with up to 30mm focal zones versus traditional 4mm, plug-and-play USB sensors), and dose reduction (ECO low-dose programs for adult and pediatric imaging). Proprietary OrisWin DG Suite software with DICOM support serves as the unifying workflow layer across extraoral and intraoral units.

Fona operates an indirect go-to-market model, selling exclusively through regional distribution partners worldwide rather than directly to end customers. The company targets four vertical segments — dental clinics, radiographic centers, hospitals, and research institutes — with a hardware-centric revenue model supplemented by technical support and a dealer portal. With over 10,000 panoramic units and 60,000 intraoral generators installed globally, Fona holds ISO 9001:2015, ISO 13485:2016, FDA Establishment Registration, and CE marking, the standard regulatory stack for medical device manufacturers selling into the EU and US markets. The company previously operated as part of the Dentsply Sirona Group, exiting in 2019 to operate independently as FONA srl.

Name

Fona

Legal name

FONA srl

Website

https://fonadental.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Fona is an Italian manufacturer of dental imaging equipment, including panoramic units, 3D CBCT systems, cephalometric devices, X-ray generators, and digital sensors. The company sells globally through distribution partners to dental clinics, radiographic centers, hospitals, and research institutes.

Ownership category

akta.pro rank

Product category

Dental Imaging Equipment

NAICS

Dental Equipment and Supplies Manufacturing (339114), Irradiation Apparatus Manufacturing (334517)

SIC

Dental Equipment & Supplies (3843), Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

X-ray & Fluoroscopy Systems (HLAHABAA)

akta.pro secondary industry

Dental & Oral Care Devices (Dental Units, Handpieces, Imaging) (HLAMAFAD)

Keywords

• Dental imaging equipment
• Panoramic radiography systems
• 3D CBCT imaging
• Intraoral X-ray sensors
• Cephalometric imaging devices

Headquarters

HQ city

Asiago

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Operations, Technology or R&D, Personnel, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Dental Imaging Equipment Sales: FONA Dental manufactures and sells dental extraoral imaging equipment (panoramic, 3D CBCT, cephalometric systems) and intraoral imaging equipment (X-ray generators, digital sensors) to dental clinics, radiographic centers, hospitals, and research institutes worldwide.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

FONA Dental designs, develops, and manufactures extraoral and intraoral dental imaging equipment, including panoramic units (Stellaris 2D, Art Plus / Art Plus C), a 3D CBCT/Panoramic/Cephalometric system (Stellaris 3D), intraoral digital X-ray sensors (StarX Pro), and intraoral X-ray generators (Fona XDC, Fona XDG). All products are produced at the company's single manufacturing site in Milano (Assago), Italy, and sold worldwide through a network of regional distribution partners serving dental clinics, radiographic centers, hospitals, and research institutes.

Product overview

Fona is an Italian dental imaging company that designs and develops extraoral and intraoral imaging equipment for dental clinics, radiographic centers, hospitals, and research institutes. The product portfolio consists of two main categories: Extraoral Imaging products (Stellaris 2D panoramic unit, Stellaris 3D CBCT/Panoramic/Cephalometric system, and Art Plus/Art Plus C digital panoramic system) and Intraoral Imaging products (StarX Pro intraoral sensor, Fona XDC DC generator, and Fona XDG AC generator). All products are produced at the company's manufacturing site in Milano, Italy, with over 20 years of history and more than 10,000 panoramic units and 60,000 intraoral generators installed worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Stellaris 2D Innovative panoramic unit based on the Stellaris 3D platform, offering dynamic image focusing with programs for panoramic examinations and cephalometric scans, targeted at dental clinics and radiographic centers.
• Stellaris 3D Compact, fully upgradeable 3D CBCT, Panoramic and Cephalometric system with 8 different fields of view covering applications from endodontics through surgery and implantology to bone augmentations, designed for dental clinics and hospitals with space constraints.
• Art Plus / Art Plus C Advanced digital panoramic system with CdTe-CMOS direct conversion sensor technology delivering extraordinary image quality, sharpness, and contrast with continuous autofocus function, targeted at dental clinics and imaging centers.
• StarX Pro Intraoral digital sensor with USB direct connection providing plug-and-play, real-time images at 20 lp/mm measured resolution using CMOS with CSI scintillator technology, in a waterproof and dust-resistant design for dental clinics.
• Fona XDC
• Fona XDG

Quantifiable outcome

• Up to 30mm wide focal zone compared to traditional 4mm, ensuring the region of interest is always in focus
• +3 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Carestream Dental: Carestream Dental is a global provider of dental imaging systems including panoramic, CBCT, cephalometric, and intraoral sensors. It serves the same dental clinics, radiographic centers, and hospitals as FONA, with overlapping product lines (extraoral and intraoral imaging) and a comparable distribution-led model.
• Vatech: Vatech is a South Korean dental imaging specialist offering panoramic, CBCT, cephalometric, and intraoral sensor products (e.g., Green, PaX-i, EzRay, i-Sensor). It competes head-to-head with FONA in the mid-range and value segments of dental extraoral and intraoral imaging.
• Planmeca: Planmeca is a Finnish dental equipment manufacturer with a strong imaging franchise (Planmeca ProMax panoramic/CBCT/cephalometric systems) and intraoral X-ray units. It directly competes with FONA's Stellaris 2D/3D and Art Plus lines across dental clinics and imaging centers globally.
• Acteon Group: Acteon (formerly Satelec) is a French dental and medical equipment company offering intraoral X-ray generators, digital sensors, and imaging software. It overlaps with FONA's intraoral generator and sensor lines (XDC, XDG, StarX PRO) and serves similar dental professionals through distributors.
• Air Techniques: Air Techniques is a US-based dental equipment and imaging manufacturer offering panoramic systems, intraoral sensors (ProSensor), and X-ray generators. It targets the same North American dental clinic segment as FONA's StarX PRO, XDC, and XDG lines.
• Dentsply Sirona: Dentsply Sirona is the largest global dental equipment and imaging company and the former parent of FONA (BlueX was part of Sirona Group from 2007 until FONA's 2019 exit). It directly competes in extraoral panoramic, CBCT, cephalometric, and intraoral imaging — making it the most relevant direct peer on product, customer, and channel.
• Owandy Radiology: Owandy Radiology is a French/European dental imaging manufacturer offering panoramic, CBCT, cephalometric, and intraoral sensors. It targets the same mid-market dental clinics and distribution channels as FONA, making it a closely comparable direct peer in Europe.
• J. Morita: J. Morita is a Japanese dental equipment manufacturer with a global imaging franchise (Veraviewepocs 3D, i-Dixel software) in panoramic, CBCT, and intraoral imaging. It competes with FONA for premium hospital and specialty dental accounts.
• Cefla (MyRay): Cefla is an Italian dental and medical equipment group whose MyRay brand produces extraoral imaging (Hyperion, Zoom) and intraoral sensors that directly overlap with FONA's product portfolio. As another Italy-based dental imaging manufacturer, it is a close geographic and product peer.

Emerging players

• 3Shape: 3Shape is a Danish dental technology company best known for intraoral scanners and CAD/CAM, but is expanding into broader digital dentistry workflows that intersect with FONA's imaging ecosystem. It is an emerging adjacent peer in dental digital diagnostics rather than a direct hardware competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fonadental
• LinkedInlinkedin.com/company/fona-dental

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fona