There are also benefits from a diversified business model that includes a significant portion of our revenues being derived from multiple sources. 31% of our revenues during the third quarter were generated from sources other than one-time capital equipment sales.
Our distribution expansion initiative is moving along according to plan. The office we opened in Japan last quarter is working out well. We have hired direct sales and marketing staff, as well as set up people with peer capability with service technicians. This office will not only service the Japanese market, but help support our efforts in other Asian countries. Our business outside North America continues to strength. It now accounts for 38% of our overall product and service revenue.
This quarter we were able to achieve better gross margins than last year. Average selling prices remained stable for our products and we were happy with our product mix. Paul will give us more details during his comments in just a few minutes on the financial results for the quarter.
We continue to focus on executing our diversified strategy by addressing the professional light-based aesthetic market today, working for driving our technology directly to the consumer markets and capitalizing on the value of our extensive client portfolio. We continue to invest in more in research and into developments than our competitors as we position the company for future growth.Earlier this year we launched a new platform system called Addison. It is positioned to penetrate the ever-growing skin rejuvenation market. It combines the best of our non-ablative and ablative fractional laser technologies with photofacial IPL technology. This combination of technologies can be used to provide milder treatments, plutonium texture up to the more aggressive fractional ablated laser treatments for wrinkles. Physicians are able to have the multiple tools they need for an overall best-in-class treatment protocol, depending on individual age, skin conditions, potential down time and financial constraints at even more attractive price points. We continue to monitor the economic environment and adjust if necessary. Our intent is to balance our short-term operating goals with our long-term opportunities as we invest in research. Read the rest of this transcript for free on seekingalpha.com