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exponential growth.” The strategy takes the form of an hourglass when it comes to the supply chain, where the Company designs the products but outsources the manufacture of various parts of the robot arms. They are then assembled in-house before, again, being distributed externally via the Company’s worldwide partner network. Again focusing on flexibility, such a plan also lends itself to long-term collaboration and positive relationships with business partners across the value chain; a pivotal notion considering the
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A balance between robot performance and robot use
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ever-increasing swathe of competitors hoping to usurp Universal Robots’ success in the years to come. “Several companies have tried to replicate our model and some have been more successful than others, but our volume and speed keeps us ahead of the pack,” Ostergaard concludes. “Our differentiator stems from a balance between the performance of the robot and the use of the robot. We want to make a tool that is easy for people to use. “And if we’re doing that then we’re edging closer to our overall goal to automate the world.”
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