UR’S JONATHAN SBERT, who gave his introductory key to North America 2025. Credit: Brianna Wessling, Robot Message
Universal Robots A/S organized the first US registered office this week in its global series of regional conferences and business exhibitions in Novi, Mich. Working in North America 2025 together around 750 partners and potential customers to show robots technology of collaborative robots in the UR+ partner ecosystem and discuss the future of the industry.
“The reason why this event was so successful is that the place where we actually get end users, our partners and our distributors together,” said Jonathan SBERT, vice president of sales for America in Universal Robots (UR), said, said, said, Robot report. “Usually, about race, we have there to talk to the end users and talk to our partners, but it is rare that we are all together in one place.”
SBERT said that an event like this, which the company also organized in Mexico and China, puts UR in the center, unlike a typical business show. “This tends to be a bit about us and less about the fair,” he said.
“It is once that we can bring end users with our partners because we have a lot of partners. We have more than 1200 globally, so it is difficult for us to restore all our capacity, ”said SBERT. “It is great for them to show off their skills and what they can offer so that end users can see it directly.
The US is ur third of the nastiest Cobot market
The US is currently universal robot the third largest market with a coat in the world, in Europe and Asia, and society is interested in increasing its presence. Terradyne Inc. unit. based in Denmark, he hopes to do more regional programs such as cooperation in the southeast and northeast, SBERT said. In this way, he can go directly to his customers instead of spending their already tight budgets for traveling for a larger show.
This field strategy should also help universal robots to achieve more small and medium -sized enterprises throughout the US, said SBERT. The number of small and medium -sized enterprises is both strength and weakness on the market.
“It’s a lot of small and medium -sized enterprises.” From the race you have large automotive and large pharmacies and industries in which we work today, ”said SBERT. “How, many of these customers are small shops with mothers and pop, if you want, which are loyal to their employed.” And sometimes automation can be considered a threat to used. ”
Universal robots said it was not. Instead, he claimed that his root weapons could streamline operations while helping human workers.
Cooperation of the show outside the partner network
Automation AI shows its painting robot resistant to UR20 for cooperation 2025. Credit: Brianna Wessling
The stars of the cooperation were members of the ecosystem UR+. These partners have assembled about 30 different interior systems to demonstrate applications such as welding, quality control, material handling, machine handling, assembly, painting and palletization.
“At the end of the day they are the reason our partner network works, our robot really does nothing out of the box; It’s just a General -Pimo product, ”said SBERT. “So the ecosystem for us is really the way that end users cause our product to do something they need to do.”
“When we are looking for partners, we always look for expertise of subjects,” he continued. “From the race we have several general partners who can prepare many solutions that the customer needs. But we also want to get deep into certain verticals.
For example, welding, increasingly common applications for cobots require a high level of expertise, SBERT said. Universal robots are then looking for partners with expertise in these applications, making his partnership necessary for his business model.
“Building something outside the robot is not something that is really in our ambitions,” SBERT said. “At the end of the day I think our strength is our partner network.” Compared to our competition, I think we stand alone, which is only the width of partners, but the real engagement we have with them. ”
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UN plans for 2025 and further
In cooperation, SBERT HINDED at Next Product Rewoods Universal Robots. “The great thing that you have 1,200 partners is that you have 1200 feedback points on what another product could be or how you can improve this product,” he said.
“For us, the name of the game in this robotic space is useful load, range and speed. These are three levers we can work with. Right now, our longest robots also have some of the highest payloads. Sometimes you only need reach; You do not need a payload, ”said SBERT. “I think there are different mixes that you can do to make sure the customer will not overpay for something that he doesn’t really use.”
In addition, artificial intelligence and machine learning, paired with fewer people go to school for qualified jobs, means there will be many opportunities, SBERT said.
“It will be a lack of qualified work,” he said. “I think there will be a massive opportunity to find out where automation can really help fill the gaps.”
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