The start of 2015 has been eventful for Universal Robots with the opening of our Asia Pacific headquarters in January. This was a strategic move to tap on the increase in demand for collaborative robots across the region. With this new facility, we have not only been able to focus on expanding our client base but also provide speedier service and delivery of our robots to our customers in the region. It has also served as an on-site training ground for our distributors to enhance their knowledge of our technologies.
The past year has been a successful one for Universal Robots, having achieved tremendous growth in robot sales across Asia Pacific. Just at the halfway mark in June, we sold the same number of robots as the whole year of 2014.
A few months later in September, we outperformed our 2015 growth forecast figures. These sales statistics are indicative of the growing awareness among Asian manufacturers of the benefits that come with robotic technologies and interest in making investments to automate their factories.
The collaborative aspect of robots is increasingly garnering the interest of these manufacturers who are looking to boost their factories with investment in technologies. These days, robots are equipped with advanced force-sensing features that allow for human operators to work in close proximity with them, after prior risk assessments have been conducted.
In the past, fences were usually placed around robots to ensure the safety of the workers. This not only took up significant floor space, but also meant that they could not be moved around easily. These collaborative robots enable easy integration for factories with confined workspaces and allow for increased production flexibility.
Recognition across Asia
Businesses aside, governments in Asia are also recognizing the importance of automation in enhancing one’s competitive advantage. Some have begun actively encouraging companies to work on increasing their competitiveness through acquiring automation equipment, for example.
In Singapore, there are subsidies and grants that enterprises can apply for to build up their business capabilities in areas such as process enhancement and productivity. Governments and policy makers play an important role in advocating the importance of modernizing by nudging decision-makers forward through speeches and creation of a supportive environment.
Positive outlook for Asia
Although the global economic outlook is subdued, the projected robotics growth in Asia Pacific is highly positive. The region will remain the fastest growing sector worldwide at a CAGR of 6.8 percent from 2014 to 2020, according to a report by an independent research company.
Within the past few years, robotic technologies have grown in popularity, largely due to its improved features and functionalities. They are increasingly suitable for industrial use, especially in small and medium-sized enterprises in terms of size, weight and easy implementation and use.
We can expect to see competitive pressures such as increasing export competition driving the uptake of robotic technologies among manufacturing companies. The ebb and flow of global imports and exports is highly dependent on unpredictable economic conditions such as declining oil prices, natural disasters and appreciating currencies.
With a wide range of suppliers in the market, the quality and price of goods as well as the variety offered can differentiate a brand from another. Additionally, the increasing demand for reductions in turnaround time is pressurizing manufacturers to reduce inefficiencies and shorten production. To stay ahead, it is imperative that businesses turn to manufacturing solutions, such as robots, that will give them an edge over their competitors in productivity, flexibility and quality.
An emerging key trend in the form of consumer-led markets will eventually establish production flexibility as a priority for businesses. Industry markets are undergoing a major transformation, where consumers’ preferences and expectations have increasing influence over manufacturing decisions.
With ever-changing demands becoming the norm, product life cycles are consequently getting shorter. These manufacturing needs for highly flexible production lines are opportunities for robot adoption in factories to cope with a “High Mix, Low Volume” environment.
Universal Robots will continue to focus on expanding its reach in Asia, providing manufacturers with cost-effective robots, equipped with advanced features and designed for easy, mobile use in factories. The company is growing at a healthy rate, with the team having more than doubled from two to seven people within a few months alongside plans to add two more in the near future.
To strengthen its position in the region, Universal Robots also intends to establish sub-regional offices in Japan, South Korea and Taiwan this year together with the addition of six new staff. These concrete plans will help build up Universal Robots’ presence and influence in Asia as a reliable robotics provider.
Optimistic about 2016
Looking forward to 2016, we are optimistic about the growth potential of the markets in Asia. Our robotics market share in the region is increasing steadily with the rise in demand for automation manufacturing solutions. We are also carving out a new market share for collaborative robots as a first mover in the sector.
Universal Robots continues to maintain its success by staying up to date with the ever-changing manufacturing demands. The company will continue to innovate and widen its current range of robots to meet these emerging needs. Universal Robots is highly committed in providing robots that will help its customers enhance the flexibility and productivity of their work processes. As we supply to a wide range of industries, our outlook is strong amid a turbulent economic landscape.
We have seen a positive impact of our robotics across industries in the form of innovation. Due to the specific nature of each production line and requirements, our partners and end users usually come up with new designs and capabilities for the robots. These robots can be equipped with customized gripping tools, for example, to avoid damaging the components involved while carrying out pick and place tasks.
These collaborative robots, being easy to program as well as compact and lightweight, enable these creative implementations and allow manufacturers to push the envelope when it comes to optimizing their competencies for production.
Shermine Gotfredsen is General Manager of Universal Robots in Asia Pacific.
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