{"id":335361,"date":"2017-03-09T09:21:23","date_gmt":"2017-03-09T01:21:23","guid":{"rendered":"http:\/\/techcrunch.com\/?p=1462521"},"modified":"2017-03-09T09:21:23","modified_gmt":"2017-03-09T01:21:23","slug":"how-baby-dolls-mine-sweepers-and-mars-rovers-led-irobot-to-the-roomba","status":"publish","type":"post","link":"https:\/\/people.utm.my\/asmawisham\/how-baby-dolls-mine-sweepers-and-mars-rovers-led-irobot-to-the-roomba\/","title":{"rendered":"How baby dolls, mine sweepers and Mars rovers led iRobot to the Roomba"},"content":{"rendered":"<p class=\"first\">The iRobot museum is located in the main building of its Bedford, Massachusetts headquarters. It\u2019s more of a hallway, really, tucked behind a security door just off the building\u2019s lobby, that sports the words\u00a0\u201cCool Stuff.\u201d<\/p>\n<p>It\u2019s the first stop for tour groups and field trips, laying out the company\u2019s 27-year history along conveniently stocked shelves.<\/p>\n<p>It\u2019s a history lined with breakthroughs and misfires, and, in the case of he loosely fitting skin of 2000\u2019s Hasbro collaboration, a nightmarish descent into the uncanny valley.<\/p>\n<p>\u201cWe founded the business to go change the availability and role of robots in our lives,\u201d says Colin Angle, who co-founded the company in 1990 with fellow MIT grads Rodney Brooks and Helen Greiner, who have since moved onto jobs as heads of <a target=\"_blank\" href=\"https:\/\/techcrunch.com\/2017\/02\/07\/rethink-robotics-makes-its-workplace-bots-easier-to-train-and-redeploy\/\">Rethink Robotics<\/a> and <a target=\"_blank\" href=\"https:\/\/techcrunch.com\/video\/cyphy-works-wants-to-be-the-boeing-of-drones\/519096382\/\">CyPhy Works<\/a>, respectively. \u201cWe didn\u2019t have a product in mind, we just had the cool technology, and gee, it ought to work. Not exactly the best strategy for starting a company.\u201d<\/p>\n<p>The museum, it seems, is modest by design, charting the slow and deliberate rise of a company which, by Angle\u2019s own admission took a dozen years to really find its footing. It\u2019s simultaneously inspiring and disheartening in an industry that doesn\u2019t always warm to late-bloomers.<\/p>\n<p>\u201cOur first business model was to build a low-cost Mars rover and fund it by selling the movie rights,\u201d Angle explains with a smile. The company\u2019s first robot, Genghis, was created a year after its founding. An adorable little insect of a bot, with six rigid legs that are designed to help it traverse the rocky terrain of the red planet \u2014 or, in the case of an early prototype with matchstick-like legs, a small paperback book.<\/p>\n<p><span class=\"embed-youtube c5\"><iframe loading=\"lazy\" class=\"youtube-player c4\" type=\"text\/html\" width=\"640\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/lv4ul2sjTiE?version=3&#038;rel=1&#038;fs=1&#038;autohide=2&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;wmode=transparent\" allowfullscreen=\"true\">[embedded content]<\/iframe><\/span><\/p>\n<p>It was a triumph in biomimicry \u2014 nature-inspired robotics \u2014 but ultimately a commercial dead-end for a robotics company desperately in search of a business model. Apparently Hollywood just wasn\u2019t ready.<\/p>\n<p>Half a decade later, the company created Ariel, another six-legged robot, this time drawing inspiration from crustaceans and carrying the far more terrestrial task of locating landmines in war zones. It was the birth of a new business for the company \u2014 one of the most lucrative in all of robotics. In 1998, the company scored its first DARPA contract.<\/p>\n<aside class=\"inset inset-sm inset-section\">\n<section class=\"aside section video-aside crunchreport collapse collapse-adjacent\" data-video-id=\"58bf44d4bbbb0a33b447e229\">\n<h2 class=\"collapse-title section-title\">Latest <span>Crunch Report<\/span><\/h2>\n<div class=\"collapse-body cf\">\n<ul class=\"vid-list cf\">\n<li class=\"block vid-feature\" data-lightbox-omniture=\"crunchreport\" readability=\"-2\">\n<div class=\"block block-inset\" readability=\"7\"><a href=\"https:\/\/techcrunch.com\/video\/so-hype-for-hyperloop-crunch-report\/58bf44d4bbbb0a33b447e229\/?ncid=rightrail_cr\"><img decoding=\"async\" src=\"https:\/\/img.vidible.tv\/prod\/2017-03\/07\/58bf44d4bbbb0a33b447e229\/58bf4556509549658ee797a6_o_U_v1.jpg?w=300&#038;h=170\" alt=\"So Hype for Hyperloop | Crunch Report\" data-lightbox-url=\"https:\/\/techcrunch.com\/video\/so-hype-for-hyperloop-crunch-report\/58bf44d4bbbb0a33b447e229\/lightbox\"\/><\/a><\/p>\n<p><h3>So Hype for Hyperloop | Crunch Report<\/h3>\n<\/p>\n<\/div>\n<\/li>\n<\/ul>\n<p><a href=\"https:\/\/techcrunch.com\/video\/crunchreport\/?ncid=rightrail_crmore\" class=\"text-btn\" data-omni-sm=\"rightrail_crmore\">Watch More Episodes<\/a><\/div>\n<\/section>\n<\/aside>\n<p>Like so many other robotics firms, the company was ultimately a beneficiary of war-time spending, coming of age 12 years after its formation when the U.S. became engaged in two wars in the wake of September 11<sup>th<\/sup>, with the company\u2019s Packbot robots being deployed en mass for reconnaissance missions in the caves of Afghanistan.<\/p>\n<p>That\u00a0same year, the company had another major breakthrough: a hockey puck-shaped floor-cleaning robot called the Roomba.<\/p>\n<p>\u201cOur history has always been a broad exploration of how robots can become actual businesses and self-supporting,\u201d says Angle. \u201cFrom 2002 forward, it increasingly became defense and consumer. It was a little weird working on mine-hunting robots and then my next meeting would be about vacuuming. That felt a little bit strange, but we made it work, and the military business was quite profitable. It enabled us to learn how to manufacturer and sell and distribute these vacuuming robots.\u201d<\/p>\n<p>In many ways, Roomba represented the culmination of lessons learned from more than a decade\u2019s worth of trying and often failing to develop a viable commercial application for robotics. Myriad projects across a wide range of peripherally related fields helped the company stock up on talent and technology, and the pages and pages of patents that ornamentally line the second floor walls of the Bedford offices were fueled in no small part by those big-ticket military contracts.<\/p>\n<p>\u201ciRobot benefited from those twelve years of exploring different industries in order to be able to have the competencies,\u201d says Angle. \u201cWe had worked with Johnson Wax on big, expensive cleaning robots for supermarkets, and we learned about the challenges in how to clean. We had worked with the defense department on robots that could clear mine fields, so we had this technology that we could apply to Roomba for coverage.\u201d<\/p>\n<p><span class=\"embed-youtube c5\"><iframe loading=\"lazy\" class=\"youtube-player c4\" type=\"text\/html\" width=\"640\" height=\"390\" src=\"https:\/\/www.youtube.com\/embed\/BUxFfv9JimU?version=3&#038;rel=1&#038;fs=1&#038;autohide=2&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;wmode=transparent\" allowfullscreen=\"true\">[embedded content]<\/iframe><\/span><\/p>\n<p>The Roomba wasn\u2019t the first robot vacuum cleaner when it arrived on the scene in 2002. Electrolux\u2019s fancifully named Trilobite beat it to market by a year, having first shown off prototypes in the late-1990s. Dyson, too, had publicly flirted with the notion a full decade before the arrival of the 360 Eye, but its DC06 was ultimately shelved for being too big, too bulky and way too expensive for retail.<\/p>\n<p>At $199, the first Roomba wasn\u2019t exactly cheap, but it was within grasp for early adopters sick of pushing an old-timey vacuum around the floor \u2014 and perfectly positioned for sale on the shelves of Brookstone, The Sharper Image and Hammacher Schlemmer. In its own small way, it represented some realization of the promise of house-cleaning robots that has peppered popular culture at least since Rosie the Robot debuted on network television in the early 1960s.<\/p>\n<p>Of course, compared to the manner of anthropomorphic robots we\u2019ve been weaned on over decades of pop culture exposure, Roomba is downright disappointing, lacking the arms and legs of its sci-fi predecessors and sporting little in the way of personality, at least until Aziz Ansari stuck an iPod to the back of one and declared it DJ Roomba.<\/p>\n<aside class=\"inset inset-sm inset-section\">\n<div class=\"section aside crunchbase-cluster collapse\">\n<h3 class=\"section-title collapse-title\">Crunchbase<\/h3>\n<div class=\"collapse-body\">\n<ul class=\"crunchbase-accordion\">\n<li class=\"data-card crunchbase-card active\" data-crunchbase-url=\"https:\/\/crunchbase.com\/organization\/irobot\/\">\n<h4 class=\"card-title card-acc-handle\"><a class=\"cb-card-title-link\" href=\"https:\/\/crunchbase.com\/organization\/irobot\/\">iRobot<\/a><\/h4>\n<div class=\"card-acc-panel\">\n<ul class=\"card-info\">\n<li><strong class=\"key\">Founded<\/strong> <span class=\"value\">1990<\/span><\/li>\n<li class=\"cb-card-description full\"><strong class=\"key\">Overview<\/strong> <span class=\"value\">iRobot designs and builds robots that empower people to do more. The company&#8217;s home robots help people find smarter ways to clean and accomplish more in their daily lives. iRobot&#8217;s portfolio of solutions features proprietary technologies for the connected home and advanced concepts in navigation, mobility, manipulation and artificial intelligence. iRobot was founded in 1990 by Massachusetts Institute \u2026<\/span><\/li>\n<li class=\"full\"><strong class=\"key\">Location<\/strong> <span class=\"value\"><a href=\"http:\/\/crunchbase.com\/location\/bedford\/0aa16320fc6205cd2bda8705b84c9d84\">Bedford, MA<\/a><\/span><\/li>\n<li class=\"full\"><strong class=\"key\">Categories<\/strong> <span class=\"value\"><a class=\"\" href=\"http:\/\/crunchbase.com\/category\/robotics\/421943ef50aec811470ec66a0323cf0d\">Robotics<\/a>, <a class=\"\" href=\"http:\/\/crunchbase.com\/category\/consumer-electronics\/89da20c4f7c51b6c6ec6ca4c272df3c9\">Consumer Electronics<\/a>, <a class=\"\" href=\"http:\/\/crunchbase.com\/category\/hardware\/bf395a9a618c02643a2bb18d8dc56fff\">Hardware<\/a>, <a class=\"\" href=\"http:\/\/crunchbase.com\/category\/software\/c08b5441a05b9777b7a6012728caddd9\">Software<\/a><\/span><\/li>\n<li class=\"full\"><strong class=\"key\">Founders<\/strong> <span class=\"value\"><a href=\"https:\/\/crunchbase.com\/person\/person\/colin-angle\" target=\"_blank\">Colin Angle<\/a><\/span><\/li>\n<li class=\"full\"><strong class=\"key\">Website<\/strong> <span class=\"value\"><a href=\"http:\/\/www.irobot.com\" target=\"_blank\">http:\/\/www.irobot.com<\/a><\/span><\/li>\n<li class=\"full profile\"><a href=\"https:\/\/crunchbase.com\/organization\/irobot\" target=\"_blank\">Full profile for iRobot<\/a><\/li>\n<\/ul>\n<\/div>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/aside>\n<p>What it did have, however, was some complex underlying technology that made for a visually simplistic household robot that actually worked as advertised. \u201cThe challenge is that it\u2019s straightforward to make a toy robot that you can drive,\u201d the executive explains. \u201cIt\u2019s quite hard to make a robot that can do something sufficiently useful that a person would pay for it. Cleaning seemed like a good place to start because people value a clean home, but in order to make a business around it, we had to make a robot that cleaned comparably to the way you clean.\u201d<\/p>\n<p>What started as a niche tech device has become increasingly mainstream in the past decade. As Angle happily noted when <a target=\"_blank\" href=\"https:\/\/techcrunch.com\/2016\/11\/06\/why-irobots-colin-angle-thinks-the-smart-home-starts-with-a-robot-vacuum\/\">he appeared onstage at TechCrunch Beijing<\/a> back in November, robots now comprise one-fifth of the global vacuum market. And the Roomba, which has long been synonymous with the space here in the States, makes up 70 percent of that number. At the time, he cited some 14 million sales for the company\u2019s flagship product.<\/p>\n<p>In fact, Roomba has proven enough of a success to become the primary focus for the once schizophrenic company. The military robots that once occupied a testing field in the front parking lot of the Bedford campus spun off into their own standalone, Endeavor Robotics, which now operates in nearby Chelmsford.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1462529\" src=\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1080.jpg?w=1024&#038;h=649\" alt=\"\" width=\"1024\" height=\"649\" srcset=\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1080.jpg?w=1024&#038;h=649 1024w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1080.jpg?w=150&#038;h=95 150w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1080.jpg?w=300&#038;h=190 300w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1080.jpg?w=768&#038;h=486 768w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1080.jpg?w=680&#038;h=431 680w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1080.jpg 1440w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"\/><\/p>\n<p>\u201cFinancially, it was synergistic,\u201d Angle explains, describing the decision to sell off iRobot Defense and Security early last year. \u201cBut then it became clear that, in order to realize the potential robots can deliver in the home, we needed to focus. Connecting our robots, developing and commercializing this visual mapping in the robots. Continually improving performance. The opportunity was huge and we needed to focus.\u201d<\/p>\n<p>That focus will involve better understanding of the role the Roomba and other household robots play in the increasingly connected home moving forward. Angle is convinced that the past 12 years have merely served as a ramp-up for iRobot, in terms of developing underlying technologies, locating a viable commercial offering and introducing the public to one of the first truly mainstream home robots.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1462530\" src=\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1018.jpg?w=1024&#038;h=683\" alt=\"\" width=\"1024\" height=\"683\" srcset=\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1018.jpg?w=1024&#038;h=683 1024w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1018.jpg?w=2048&#038;h=1366 2048w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1018.jpg?w=150&#038;h=100 150w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1018.jpg?w=300&#038;h=200 300w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1018.jpg?w=768&#038;h=512 768w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1018.jpg?w=680&#038;h=453 680w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"\/><\/p>\n<p>Admittedly, the company no longer has the golden goose of military contracts on its side any longer, but Roomba has afforded the company both a financial windfall and proof that there is a quantifiable consumer appetite for household robots. The last several have mostly delivered iterations on the platform, along with some meaningful spin-offs like the floor-mopping Scooba.<\/p>\n<p>Angle believes that the company has the makings of the next big project in the works, however. And this time, hopefully, it won\u2019t take another 12 years to deliver on that promise.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" width=\"680\" height=\"451\" src=\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1094.jpg?w=680\" class=\"attachment-large size-large wp-post-image\" alt=\"\" srcset=\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1094.jpg?w=680 680w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1094.jpg?w=1360 1360w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1094.jpg?w=150 150w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1094.jpg?w=300 300w, https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/03\/img_1094.jpg?w=768 768w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/>&nbsp;The iRobot museum is located in the main building of its Bedford, Massachusetts headquarters. It&#8217;s more of a hallway, really, tucked behind a security door just off the building&#8217;s lobby, sporting the words &#8220;Cool Stuff.&#8221; It&#8217;s the first stop for tour groups and field trips, laying out the company&#8217;s 27-year history along conveniently stocked shelves. <a href=\"https:\/\/techcrunch.com\/2017\/03\/08\/colin-angle-interview\/?ncid=rss\">Read More<\/a><\/p>\n<div class=\"feedflare\">\n<a href=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?a=NmJPoy3NBMM:XoZwNp-OJrY:2mJPEYqXBVI\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?d=2mJPEYqXBVI\" border=\"0\"><\/img><\/a> <a href=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?a=NmJPoy3NBMM:XoZwNp-OJrY:7Q72WNTAKBA\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?d=7Q72WNTAKBA\" border=\"0\"><\/img><\/a> <a href=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?a=NmJPoy3NBMM:XoZwNp-OJrY:yIl2AUoC8zA\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?d=yIl2AUoC8zA\" border=\"0\"><\/img><\/a> <a href=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?a=NmJPoy3NBMM:XoZwNp-OJrY:-BTjWOF_DHI\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?i=NmJPoy3NBMM:XoZwNp-OJrY:-BTjWOF_DHI\" border=\"0\"><\/img><\/a> <a href=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?a=NmJPoy3NBMM:XoZwNp-OJrY:D7DqB2pKExk\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?i=NmJPoy3NBMM:XoZwNp-OJrY:D7DqB2pKExk\" border=\"0\"><\/img><\/a> <a href=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?a=NmJPoy3NBMM:XoZwNp-OJrY:qj6IDK7rITs\"><img decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~ff\/Techcrunch?d=qj6IDK7rITs\" border=\"0\"><\/img><\/a>\n<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/feeds.feedburner.com\/~r\/Techcrunch\/~4\/NmJPoy3NBMM\" height=\"1\" width=\"1\" alt=\"\"\/> <\/p>\n","protected":false},"author":5817,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[25],"tags":[59,66,26],"class_list":["post-335361","post","type-post","status-publish","format-standard","hentry","category-technology","tag-media","tag-techcrunch","tag-technology"],"_links":{"self":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/posts\/335361","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/users\/5817"}],"replies":[{"embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/comments?post=335361"}],"version-history":[{"count":0,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/posts\/335361\/revisions"}],"wp:attachment":[{"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/media?parent=335361"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/categories?post=335361"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/people.utm.my\/asmawisham\/wp-json\/wp\/v2\/tags?post=335361"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}