In early 2015, Universal introduced the UR3, its smallest robot, which joined the UR5 and the flagship UR10, offering a payload capability of 3, 5, and 10 kg, respectively. Now the company is going in the other direction, announcing a bigger, stronger arm. Like its predecessors, the UR16e is part of Universal’s e-Series platform, which has stood out from the competition by being versatile and, most important, easy to deploy and program. Universal didn’t release the price of the new robot, saying only that it is about 10 percent higher than the price of the UR10e, which is about $50,000, depending on the configuration.
Jürgen von Hollen, president of Universal Robots, says the company decided to launch the UR16e after studying the market and talking to customers about their needs. “What came out of that process is we understood payload was a true barrier for a lot of customers,” he tells IEEE Spectrum. The 16 kg payload will be particularly useful for applications that require mounting specialized tools on the arm to perform tasks like screw driving and machine tending, he explains. Customers that could benefit from such applications include manufacturing, material handling, and automotive companies.
“We’ve added the payload, and that will open up that market for us,” von Hollen says.
The difference between Universal and Rethink
Universal has grown by leaps and bounds since its founding in 2008. By 2015, it had sold more than 5,000 robots; that number was close to 40,000 as of last year. During the same period, revenue more than doubled from about $100 million to $234 million. At a time when a string of robot makers have shuttered, including most notably Rethink Robotics, a cobots pioneer and Universal’s biggest rival, Universal finds itself in an enviable position, having amassed a commanding market share, estimated at between 50 to 60 percent.
About Rethink, von Hollen says the Boston-based company was a “good competitor,” helping disseminate the advantages and possibilities of cobots. “When Rethink basically ended it was more of a negative than a positive, from my perspective,” he says. In his view, a major difference between the two companies is that Rethink focused on delivering full-fledged applications to customers, whereas Universal focused on delivering a product to the market and letting the system integrators and sales partners deploy the robots to the customer base.
“We’ve always been very focused on delivering the product, whereas I think Rethink was much more focused on applications, very early on, and they added a level of complexity to their company that made it become very de-focused,” he says.
The collaborative robots market: massive growth
And yet, despite its success, Universal is still tiny when you compare it to the giants of industrial automation, which include companies like ABB, Fanuc, Yaskawa, and Kuka, with revenue in the billions of dollars. Although some of these companies have added cobots to their product portfolios—ABB’s YuMi, for example—that market represents a drop in the bucket when you consider global robot sales: The size of the cobots market was estimated at $700 million in 2018, whereas the global market for industrial robot systems (including software, peripherals, and system engineering) is close to $50 billion.
Von Hollen notes that cobots are expected to go through an impressive growth curve—nearly 50 percent year after year until 2025, when sales will reach between $9 to $12 billion. If Universal can maintain its dominance and capture a big slice of that market, it’ll add up to a nice sum. To get there, Universal is not alone: It is backed by U.S. electronics testing equipment maker Teradyne, which acquired Universal in 2015 for $285 million.
“The amount of resources we invest year over year matches the growth we had on sales,” von Hollen says. Universal currently has more than 650 employees, most based at its headquarters in Odense, Denmark, and the rest scattered in 27 offices in 18 countries. “No other company [in the cobots segment] is so focused on one product.”
[ Universal Robots ]