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These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for Baxter’s unique robot. Its robot is much easier to teach than is other robots because of its force feedback sensors and the easy motion of their arms. These sensors also cause Baxter’s robots to stop when they feel resistance and thus are much safer than are other robots and do not require protective screening. Baxter’s robots are also lighter and cheaper. We recommend that Baxter target high mix parts fabrication and assembly and the external development of new end-effectors that can broaden the market for Baxter’s robots.
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baxter™
Business Model for The Unique Robot
with Unique Features
Wong Kim Jyh A0098426UCho Eng Keong Benjamin A0098460XLoke Kah Yeong Jeremy A0098545NChong Meiyi A0035569WTan Wei Chin A0117107RTeo Seow Kian A0098492M
Presented by Team Robotics
Outline
Customer Segment
Introduction
Value Proposition
Value Capture
Scope of Activities
Strategic Control
baxter™the Collaborative Robot (CoBot)
Hi…take a look at me!
Simple Tasks
Medium Quality Usage
Most Demanding and High Quality Usage
KUKA built “TITAN”: The World's
Strongest Robot
Automotive Industry
Laser Cutting Industry
Palletising Robots
But question is, do some of these simple tasks need to be done
by bulky, precise, expensive fixture robots?
The MarketIndustrial Robots
• A trend where there is an increasing demand for simple tasks to be done by low cost, flexible, versatile, user friendly robots for simple applications.
• To collaborate with human workers, where anyone can train and use it
“Building robots for these small and medium-size companies is a fantastic opportunity. There are many tasks that do not require the speed and precision of today’s industrial robots and these tasks are begging to be automated.” says Henrik I. Christensen, a professor of robotics at the Georgia Institute of Technology, in Atlanta, who’s an expert in industrial automation.
http://spectrum.ieee.org/robotics/industrial-robots/rethink-robotics-baxter-robot-factory-worker
The Demand
baxter™ the Cobot
Value Proposition
I am…Easy to TrainEasy to UseSafe to Use
baxter™How to train robots in the past
• Need Test Engineer to write the Robotic Firmware Code• Need to test the code and commission the robots• Tedious to rewrite the code• Another new Engineer will need to read the code from scratch to
reprogram the robot
Easy to Train
baxter™
No Programming Needed Can be easily trained by any workerin minutes by moving arms and joints in7 steps
Easy to Train
baxter™Follow-My-Lead Teaching of baxter
Easy to Train
baxter™
• All joints contain force sensors, to detect and feedback movement so that it can “feel” for objects and work surfaces
Easy to Train
• Sonar sensor and 5 cameras will pick up the visual motion paths that the users provide to baxter.
• And also the part size, placement, conveyor speed etc.
• Firmware compensation allows users to push and pull the robot arms around for follow-my-lead programming.
• So that the motion can be “programmed” into baxter
Force Feedback Actuators Integrated Vision AI Firmware
How does baxter to it?
R&D Core Asset
baxter™
• Cognitive Response through Graph architecture
• Traditional Robot: one event must be completed before another even takes place
• Baxter Robot: Simultaneous events allowable e.g. both arms and head moving at the same time
Traditional Architecture
Baxter’s Architecture (Graph)
Easy to TrainAI firmware allows operations to occur at the same time
15
2
6 4
3
baxter™Intuitive User-friendly Interface and Hardware
• UI guides interaction between user and robot by providing status and attention indication e.g. facial expression indicates if it is struggling with job
Easy to Use
• Buttons located conveniently for easy accessibility
• Stored programs for “common” actions
e.g. Left arm to mirror right arm
baxter™Interchangeable End-Effectors
• Easy switching of tasks
• Versatile and flexible for various operations
• Customization of end-effectors available (third partly providers)
Parallel Grippers
Vacuum holders “Finger and Fingertips”
Easy to Use
baxter™Results in Fast, Easy and Versatile Deployment
• Allow frequent line changeovers based on manufacturing demand
• Baxter can store well over 100 tasks in its memory, you can always go back to an earlier job without even having to retrain it.
• Material Handing• Loading/Unloading Lines• Packing/Unpacking• Machine Operation• Light Assembly• Inspecting, Testing and Sorting
Easy to Use
baxter™In the past, robots are caged for safety
“when baxter’s arm smacks into something, it just bumps off without causing harm”
Safe to Use
Caged Robots, lest their rigid, fast and powerful movements injure or kill someone
baxter™
Exclusive licensed a patented
Series Elastic Actuator (SEA)
in Baxter’s arm motion.
• series elastic actuators, in which a motor and gearbox control a spring that drives the joints, rather than directly controlling the joints. Thus making each arm less rigid
• they can sense, “feel” and adjust to any obstacles they encounter
Safe to Use
Convention Motor Drive
Patented SEA Technology
Customer SegmentsHi…I’m happy to be of
service to you!
• Vanguard Plastic manufactures a variety of plastic parts (different size, shape, design, color) for customers
• 1 day to program one conventional existing robot to pack a single part
• With Baxter, they only need 1 hour to install and less than 30 min to teach a new task
• Flexibility and time saving for the packaging of the numerous varieties of plastic products
Uses baxter for ease of programming and flexibility
Plastic Contract Manufacturers
Loading, Packing and Machine Operation
Need the flexibility to quickly adjust to demands because
• High Mix Manufacturing
• for tedious jobs such as snapping plastic parts together and packing building block toys
Toy Parts Manufacturers (SMEs)
Uses baxter for ease of training and usage
Packing and Assembling
Require robots which are:
• Easy to develop new applications– Open source Software Development
Kit (SDK) based on ROS (Robot Operating System)
• Versatile– Able to handle a wide range of simple
tasks; easy to train
– save students from the tedium of repeatedly doing mundane data gathering, allowing students to focus on more involved research
• Safe to use– Since they will be lots of interactions
between students and robots.
used the SDK to develop a LabVIEW-based interface for controlling Baxter from a laptop and for viewing and recording images from the robot's five cameras
MIT’s labs use Baxter to scan a large number of people and objects with a Kinect-like camera to collect a large library of scanned items.
Universities &Research Institutes
Research, Teaching and 3D Scanning of Multiple Objects
Competitors
Who are these people snatching
my job?
ABB
Universal Robots
FANUCKawada Industries
Yaskawa
KUKA
Primary competitor Secondary competitor
Competitors
Rethink Robotics
Adept TechnologyBarrett Technology
Kiva SystemsMeka Robotics
Stäubli
Competitors’ Products
Universal Robots UR5 and UR10 Motoman SDA10D (a YASKAWA company)
Comparison of some key parameters
Baxter (Rethink Robotics)
UR10 (Universal Robots)
SDA10D (MotomanRobotics)
Weight 78Kg 28.9Kg 220Kg
Payload (Weight Carrying Capability)
2.3Kg 10Kg 10Kg
Ease of Training Robot
By moving arms and hands of Robot
Teaching application on Polyscope 12” graphical user interface
Uses DX100 Robot Controller (250kg)with INFORM III, menu-driven programming
Reach per arm 104cm 130cm 72cm
Vision Controlled Yes (5 Cameras + Sonar) No No
Degrees of Freedom (per arm)
7 6 7
Cost (USD $) $22,000 $34,000 $54,000
Strategy Canvas (against Competitors)
Value Capture
Money…$$$$
Revenue Model(s)Present
Markup Revenue Model
Sales
• Sales of Baxter
• Sales of Add-ons
Service
• Extended Warranty
What we propose
Markup Revenue Model
Metered Service
Rental Service
Licensing Model
Current Revenue Stream
Markup
Metered ServiceRental Service
Licensing
Customer
Customers
Customer
Rethink
Robotics
Distribution
Partner(s)
Baxter
$$$ Order
Extended
Warranty
$
$
Baxter Add-ons
Order
% of
Revenue
Distributor
RightsSuppliers
$ Contract
Components & Parts
Proposed Revenue Stream
Markup
Metered ServiceRental Service
Licensing
Customer
Customers
Customer
Rethink
Robotics
Distribution
Partner(s)
% of
Revenue
Distributor
Rights
Rental of Baxter
$$ Contract
• Charges client by the meter, i.e. how long Baxter has been working.
• Maintenance and support is provided by Rethink Robotics and its distribution partners.
• Modular design for Baxter allows easy replacement of faulty components, thereby reducing cost for service.
$
Baxter Add-ons
Order
Proposed Revenue Stream
Markup
Metered ServiceRental Service
Licensing
Customer
Customers
Customer
Rethink
Robotics
Distribution
Partner(s)
% of
Revenue
Distributor
Rights
Rental of Baxter
$$ Contract
Warehouse
ContractRental
Storage Space
Extended
Warranty
$
$
Baxter Add-ons
Order
• Charges client through rental of Baxter for specific periods of time.
• Rethink Robotics can still earn from sales of add-ons and extended warranty.
Proposed Revenue Stream
Markup
Metered ServiceRental Service
Licensing
Customer
Customers
Customer
Rethink
Robotics
Distribution
Partner(s)
% of
Revenue
Distributor
Rights
Component
Manufacturer
$$
License for interface of
End-effectors
$$
Baxter Customized End-effectors
• Gains revenue through the licensing of rights to manufacture parts using Baxter’s end-effectors.
Scope of activitiesHow was I designed and manufactured? Who are my collaborators?
Research and Development
•No programming to teach robot
• Series Elastic Actuator (SEA)
• Force feedback (sensing & control)
• Vision and force detection to “feel” for objects, people and surface
• Behaviour-based intelligence
• “common sense” operation
Artificial Intelligence
Vision
Technology
Intuitive UI and
Firmware
“Soft Actuators”
• Reduce time to market (Lean Manufacturing)Components bought from local
suppliers in USA
• Wider network – easier for vertical integration in future
• Multiple suppliers to reduce risk of losing design authenticity (being copied by competitors)
Diversification of components supplier
• Protection of design and IP
• Reduction of capital outlay (Plants and Equipment)
• Reduce Shipment cost
Assembled in Boston, Massachusetts Headquarters
• Minimum customization = lower production cost
Using off-the-shelf components; Minimum customization was
required
ManufacturingStrategy for Rethink Robotics:
High Profit Margin for each baxter.
• Outsources or license out to 3rd party vendors for the design of some componentsfor development such as customized end-effectors for specified usage.
End-effectorsCustomised end-effectors
by 3rd party
Outsourcing
Sales, Distribution and Support Partners
In Australia and New Zealand
In Europe In Japan and Asian market
In USA
Network with partners in worldwide regions that have expertise in distribution of robotics and customization of robotics parts
RethinkRobotics
Partners
R&D
Manufacturing
Sales, Marketing and Distribution
After Sales Support
Vertical (Dis)integration Chain
U.S.A based contract manufacturer (Boston)
Strategic Control
How to it protect my profits?
Strategized IP portfolio to stave off competition
• Build and strengthen its current patent portfolio with a pipeline of key patents to be filed or published
• Secure licensing deals with close associates to leverage on their patent portfolio such as iRobot Corporation which was also co-founded by Rodney Brooks, Chairman and CTO of Rethink Robotics.
Sources: http://www.patentbuddy.com/Company/Profile/RETHINK-ROBOTICS-INC./5121907http://www.patentbuddy.com/Company/Profile/IROBOT-CORPORATION/92175
• As start-up, Rethink Robotics does not have enough resources to do everything.
• Focus R&D capabilities on important aspects such as the firmware, critical key components and systems integration at platform level.
Exploit R&D Asset
Control of Interface Standards
A proposal to established a form of industry standard in the Mechanical and Electrical Interface between the robot and its end-effectors, as the demand for CoBots increase
Interface standards between end-effectors and CoBots
Sophisticatedend-effectorsavailable in the market
Interface
Leverage on Publicity to build Brand Equity
• Since launching of Baxter in Sep 2012, Rethink Robotics has been covered by world-renowned media which help establishing Rethink Robotics brand awareness.
• Continue building and maintain its brand equity on delivering Affordably-priced Quality Collaborative Robot (CoBots) to cross the chasm into the Early Majority through international trade shows and events.
Plastic injection molded Companies
Research Institution and Labs
The Early Market
Leverage on Publicity to build Brand Equity
Thank You