Common Robots invests within the native market

Universal Robots' commitment to manufacturers in Australia and New Zealand can be substantiated by investing in its people.

Universal Robots Channel Development Manager Masayuki Mase.

Channel Development Manager Masayuki Mase wants to grow and serve the local market while Senior Technical Support Engineer Ian Choo moves from Singapore to Australia to provide technical support and training. These senior members solidify the company's investment in the local market and add a wealth of knowledge and experience to its local ranks.

James McKew, Asia-Pacific regional director, says the company's growth strategy is underpinned by the increased demand for collaborative robots – robots that can work closely and safely with people.

"Covid-19 has accelerated the demand for robotic technologies in the local market," he says.

Local news reports have reflected that sentiment, reporting an automation boom raving about Covid-19. This is largely due to ongoing lockdowns that continue to affect production productivity, as well as the need for reshoring and high labor costs.

This requires a sustainable solution.

Ian Choo, Senior Technical Support Engineer at Universal Robots.Ian Choo, Senior Technical Support Engineer at Universal Robots.

"Universal Robots is the global market leader," says McKew. "We have over 700 employees and 1100 partners and will expand our local presence."

This increase in cobots is reflected in Universal Robots' latest quarterly results.

“Our company posted 75% year-over-year sales growth worldwide,” said McKew. "This shows that cobots are increasingly part of the solution today."

He adds that Australia and New Zealand have been identified as key regions for investment.

“The trend towards automation cannot be overlooked,” he says. "Our company is committed to the local market and this is signaled by the hiring of two senior team members."

With three years of experience at Universal Robots prior to his new role, Mr. Choo states that his new appointment will focus on assisting prospects with application consulting, as well as providing and post-deployment support to end users and systems integrators in Australia. and New Zealand.

“Training is fundamental to what we offer, so my role includes technical product training,” he says.

Among his academic awards, Mr. Mase has 10 years of industrial automation experience, including 18 months with Universal Robots.

“My main responsibilities are leading and developing the sales channels as Country Manager for Australia and New Zealand,” he says. "I also work as a local key account manager for the Toyota Group."

Mastering the challenges together

Regarding the continuing demand for automation, Mr. Mase believes that one of the greatest challenges manufacturing companies face is "staying competitive in today's economy".

“Manufacturers in Australia and New Zealand are no exception; global companies are leading the movement to apparently accelerate the adoption of automation, thereby reducing costs and increasing efficiency, ”he says.

Mr. Mase adds that the strength of cobots lies in their size, price and versatility.

"This is important for local manufacturers as other comparable countries such as Japan, South Korea, USA and Germany further improve their competitiveness by strategically increasing their robot density (robots per 10,000 employees)," he says.

Mr. Choo confirms this assessment: “Our manufacturing landscape has developed considerably in the last ten years and Covid-19 has increased both the need for flexibility and independence in our production.

"There is growing awareness that manufacturing companies are reducing their dependency on external suppliers in order to maintain control over their own production processes."

Sectors for growth and demand

“Sectors with severe labor shortages are among those that benefit most from the use of automation,” says Mr. Mase. “Arc welding and plasma cutting are two of the newest and fastest growing sectors for cobots in the world. This also offers a great opportunity on our local coasts. "

He adds that startups (or small medium-sized enterprises (SMB)), OEMs that integrate cobots into their systems and offerings, machine supply and contract manufacturing companies for small series / high-mix metal manufacturing are also key sectors for development.

Mr. Choo adds, “I think there are still a decent number of workshops that still mostly use easy-to-use CNC or press machines. MiG welding consumers are also looking for cobots to automate the welding process. "

Increase the value

The biggest driver for any company is “value”. For Universal Robots, the value goes beyond the offer.

“The people in our organization add value every step of the way,” says Mr. McKew. “It is a great advantage for our customers to add more like-minded, motivated people to our local contingent. It shows our commitment to the market and is intended to strengthen the bottom line and customer efficiency. "

Mr. Choo adds, "Trusting our brand will ensure more companies are supported and comfortable enough to take on their projects in-house."

Says Mr. Mase: "It is my mission to help as many local businesses as possible to see how much they can improve their efficiency, safety and quality through cobot technologies."

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