Last week, Amazon announced they were acquiring iRobot. The acquisition of the maker of the popular Roomba robotic vacuums comes less than a year after Amazon unveiled its own home robot, Astro.
The news came the same week we got a sneak preview of Optimus, Tesla’s robotic humanoid. After the preview, Tesla CEO Elon Musk said he thinks the impact of the Optimus could someday exceed that of the company’s hugely popular electric vehicles.
“I’m sort of surprised that you know people are like analysts out there are not really understanding the importance of the Optimus robot,” Musk said. “My guess is Optimus will be more valuable than the car long term.”
While Musk has suggested his company’s robot will someday provide a nearly inexhaustible amount of “labor” (of the mechanized, non-human variety), he also outlined how the robot will also help us at home with everyday tasks.
“It should be able to, you know, please go to the store and get me the following groceries, that kind of thing,” he said.
For Amazon, much of the early hot takes on the company’s purchase of iRobot frame it as part of a larger effort by the online giant to better understand its customers. And no doubt, adding the home mapping capability of the Roomba to the already rich data profiles Amazon has through our purchase history and Alexa voice interactions will give the company an even better contextual understanding with which to sell us even more stuff.
But I also think Amazon is serious about becoming a leading platform builder in home robotics. Robotics are just a natural evolution of the smart home – something us old-timers used to call ‘home automation’ – and I expect the roboticization of the home will ultimately lead to a multi-hundred billion dollar market. Today’s consumer robot market – mostly products like the Roomba – is forecasted to be a $9 billion market next year. One can only imagine how big it will be once multipurpose, life-assisting robots that can do more than just clean our floors are widely available.
Astro was Amazon’s first toe in the water, and with Roomba’s huge patent portfolio and in-house expertise, I expect we’ll start to see much more interesting new products roll out from the company in coming years. One obvious product idea would be something like Labrador Retriever by Alexa Fund-backed Labrador Systems, a robotic beast of burden for everyday tasks.
One advantage both companies have is they can develop and amortize their robotic investments across both their industrial and consumer-facing markets. Industry has and always will lead in terms of automation adoption, and that’s partly why both companies have invested so much over the past decade in building out their robotics platforms; it gives them a strategic advantage in manufacturing, warehousing, logistics, and other parts of their core business.
Now, with all of the in-house IP and automation know-how, both are turning their eyes toward the consumer market. Amazon and Tesla – companies well known for having much longer-than-average time horizons when it comes to product road maps – have already gotten their first products ready for market. In Amazon’s case, they’ve just added North America’s biggest home robotics company to their portfolio and can now bulk up its home robotics lab launched a few years ago as part of Lab 126.
My biggest fear isn’t Amazon mapping my home, but instead that the home robotics market will be yet another duolopy dominated by a couple of technology giants. While others like Labrador and Hello Robot have exciting projects they are working on, do we really think Amazon or Tesla won’t be able to buy them or, in the case of Hello’s $20 thousand home assistant, beat them on price?
My guess is the two companies’ biggest competition will come from Asia, where Samsung, LG, Sony and a number of Chinese companies have been working hard on building robot platforms. Sony is particularly interesting to me given their interest in the intersection of cooking and robotics, which Samsung has also shown interest in.
Bottom line, with two of the world’s biggest technology companies – along with a lot of other big consumer product companies – finally getting serious about the home robotics market, we should all be prepared for the coming wave of home robot assistants – be their souped-up Roombas or robotic butlers – in the coming years.
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