A dialogue with UR President Jürgen von Hollen

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Q: As you look again on UR’s 15-year historical past, what stands out probably the most for you?
A: For me, it’s the flexibility to look again to the start and see that the founders had been—and we nonetheless are—heading in the right direction. I at all times begin displays by speaking about our imaginative and prescient of empowering folks. Which will look like an odd imaginative and prescient for an organization that makes robots. However 15 years in the past, we noticed an untapped alternative to empower folks to perform nice issues with a brand new sort of automation that’s straightforward to make use of and collaborates with them. That imaginative and prescient hasn’t modified.
Q: How have you ever been capable of keep that imaginative and prescient as each UR and the market have advanced and prospects’ expectations have modified?
A: I consider that we’ve got been capable of keep our imaginative and prescient and our focus, regardless of the speedy evolution of the collaborative robotic market over the past years. Many consider that once you’re a disrupter and first mover that success is simple as you don’t have any competitors. However it’s fairly the alternative…. It has meant that we’ve got labored arduous to create a wholly new market section, a brand new international distribution community, a brand new ecosystem of builders, and finally a very new enterprise mannequin. There’s numerous work in creating consciousness, influencing requirements, and altering buyer perceptions and expectations, which have been influenced by their expertise of conventional robots.
As new gamers enter the market, I see that as a optimistic for us. Firstly, it’s a validation that we’re heading in the right direction, and it additional helps the notice throughout the market and thereby expands our potential buyer base. Prospects sometimes don’t wish to have a single-sourcing state of affairs of their provide chain and manufacturing with the intention to keep away from danger. We had been constructing a wholly new class, and lots of the bigger prospects basically kicked the tires for a few years, validating our expertise, however hesitated to undertake our merchandise absolutely. Nonetheless, as the entire market grew, our progress scaled quick as a result of prospects had options and it additional legitimized the expertise.
However prospects’ expectations regarding high quality have additionally elevated through the years, as they deploy extra superior functions of their manufacturing processes. It is a pure maturing of the market and requires us to repeatedly finetune our expertise but in addition our enterprise mannequin as an entire. And that journey doesn’t cease, as functions, settings and circumstances proceed to evolve. We should work nearer with our channel and ecosystem companions to get even nearer to finish customers over the subsequent years.

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