Reasons for shifting from Irobot's new decision-B2B to B2C Company

"We aim for the world's best home robot company," said Colin Angle, chairman and CEO of IROBOT.Even if you didn't know the company name IROBOT, you've heard the name of the robot vacuum cleaner Rumba.

Rumba appeared in the world in 2002, but it has grown rapidly since 2012.There are 2 million Rumba units sold in the Japanese market so far.The evaluation of being extremely excellent as a robot vacuum cleaner has not shook many followers, and has a global share of around 65 % and 55 % in Japan, which has strong domestic manufacturers.

The IROBOT has established a Japanese corporation.The president was Motohino Motomino, who was in charge of an imaging business centered on the Japanese Hewlett -Packard, and later an imaging business centered on printer, and recently served as the president of the acoustic manufacturer BOSE.

IROBOT is not a "vacuum cleaner company"

Rumba's recognition is extremely high in Japan, and many people notice that it is a robot vacuum cleaner.Regarding the spread of households, it is 4 %, but it is not yet expensive, but it has become so established that it can be said that "robot vacuum cleaner is a rumba."

However, many people understand the company called IROBOT as a company that makes a vacuum cleaner.However, IROBOT is a robot company, not a vacuum cleaner manufacturer.Although there are differences due to control such as autonomy and remote control type, we have provided products that solve something with robot technology.You may know that in Japan, a robot that investigates the accident site of the Fukushima Daiichi Nuclear Power Station has used the company's technology.

If you think of a company that solves the problem with robot technology, you may be able to imagine a little more about their future vision.Robots have been used in severe sites, such as places where humans are difficult to enter or dangerous.Apply the skills trained in such a place to improve people's daily lives.The most simple use was "cleaning".

IROBOT, who is convinced of the development of consumers robot products for consumers, has sold all industrial and accident treatment businesses, and is recurring as a B2C company, which specializes only for home products.

We talked to Angle, who came to Japan after the announcement of a new corporation, and Mr. Grille, who became the president of the Japanese corporation, about the development of IROBOT in Japan.

――In 2016, IROBOT has decided to concentrate on consumer markets.Why did you choose a B2C company?

Angle: We have been developing products for a long time, so we have secured a solid position in industrial and accident treatment, but I felt that the B2C market was tremendously large compared to B2B due to the growth of Rumba.。It was clear that we are not a big company, so if you follow both markets, you will not be able to make enough investment.I chose B2C because I felt a great possibility.

――Is that the profits did not fall by focusing only on the product business for consumers?

Angle: Total sales are more than 2016 than 2015.As you said, we sold all businesses other than B2C in 2016.However, despite the sale of most of the B2B business, both the total sales and profits have grown.That's why the consumer market is possible.I am convinced that 2017 will be further extended.

――Why did you focus on the Japanese market?What do you expect?

Angle: The robot industry is still a young industry.For example, in the case of a robot vacuum cleaner, the household penetration rate in Japan is still only 3-4 %.(Because the penetration rate is still low even in a market with a buying power of Japan) There is still a growing "extension".As we expand to 10 % and 20 %, we believe that we have a great possibility.

In Japan, many people have a friendly impression of robots in the first place.It is an image of a friend who helps our lives.However, when this looks at other countries, there are countries and regions where robots take away their work, and the mainstream opinions are the mainstream.No, our stance is the robot that improves the quality of life and helps me.In Japan, which is friendly to robots, I am convinced that a major success example can be created here in the part of robot technology applications to improve the quality of life.

――The IROBOT is not a vacuum cleaner manufacturer, but at this time two products with cleaning keywords are the mainstay.On the other hand, in recent years, robot vacuum cleaners have been established as a product genre, and many entry manufacturers have been entering.Where is the advantage and essential value of IROBOT?

Angle: Robot is a genre with complex technical elements.Mechanism, electronics, software, cloud services, and AI have important know -how.Not only in each area, but also by moving a large number of robots on site, you should be able to find differences from other companies in the control and AI part.