Four Business Models That Are Shaping the Robotics Industry
- Deborah Nas
- Feb 13
- 3 min read
Robots are no longer just machines you buy once and depreciate over ten years. The robotics industry is rapidly evolving, and with it the ways companies make money from robots.
Recently I joined BNR Nieuwsradio to talk about the changing economics of robotics. What’s fascinating is that robotics is not just a technological revolution: it’s also a business model revolution.
Thanks to advances in AI, development cycles are accelerating and new startups are emerging everywhere. As a result, we’re seeing several clear business model archetypes appear in the robotics market. Here are four that I believe will define the next phase of robotics.
1. Robots-as-a-Service (RaaS)
One of the most visible models is Robots-as-a-Service, often abbreviated as RaaS.
Instead of buying a robot as a large upfront investment (CAPEX), companies pay a monthly fee (OPEX) to use it. This lowers the barrier to adoption significantly.
A good example is Locus Robotics, which provides robots for warehouse logistics. Imagine running an e-commerce warehouse. During peak moments such as Black Friday or Valentine’s Day, you suddenly need much more capacity for order picking. With Robots-as-a-Service, companies like Locus can temporarily deploy extra robots in your warehouse. When demand drops again, the robots simply leave.
You pay for flexibility rather than ownership. Locus even coined a term for this approach: “elastic warehousing.” In a way, it’s like a staffing agency. For robots.
2. The Platform Ecosystem Model
Another powerful model is the platform ecosystem. Here the robot itself is just the starting point, much like the iPhone is the foundation of Apple’s App Store ecosystem. A strong example is Universal Robots, known for its collaborative robots (cobots) that can safely work alongside humans.
Their strategy is to build an open platform where third-party companies can develop:
smart cameras
robotic grippers
welding software
automation tools
Customers can simply plug these solutions into the robot. Universal Robots earns revenue from the hardware itself, but also from services, training programs, certification courses and spare parts. The real power lies in the ecosystem: once customers start using multiple compatible tools, switching becomes much less attractive. In other words: the platform creates innovation and lock-in at the same time.
3. Pay-per-Outcome
A third emerging model is Pay-per-Outcome. In this model, customers don’t pay for the robot itself or even for the time it operates. They pay only for the result.
A great example from the Netherlands is Monumental, an Amsterdam-based startup developing bricklaying robots. Instead of selling robots to construction companies, Monumental acts as a subcontractor. They take on building projects, deliver completed brick walls, and charge for the finished work.
That means the operational risk of using robotics stays with Monumental, not the contractor.
For clients, the value proposition is simple: guaranteed results without technological complexity.
4. Data-as-a-Service
The fourth and perhaps most intriguing model is Data-as-a-Service.
Here the robot itself is almost secondary. The real product is the data it collects.
Take the robots developed by Badger Technologies, which autonomously roam supermarket aisles scanning shelves with cameras and sensors. They detect:
out-of-stock products
missing price labels
misplaced items
Retailers pay a recurring fee for the service, but the real value lies in the data insights. Stores gain real-time visibility into shelf availability, pricing errors and lost sales opportunities.
We see the same pattern in agriculture. Drones collect detailed field data, allowing farmers to optimize fertilization, irrigation and crop management. In these cases, the robot is simply the vehicle for collecting valuable data.
Why robotics business models are changing so quickly
AI is dramatically accelerating the development of robotics. This leads to:
faster innovation cycles
more robotics startups
new pricing and revenue models
As a result, companies are experimenting with hybrid approaches that combine several of these models. The traditional idea of buying a robot and using it for a decade is quickly disappearing. Instead, robotics is becoming a service-driven, data-driven industry.
Listen to more of my insights on BNR
This discussion originally aired on BNR’s Business Modellen programme, where I regularly join to explain how emerging technologies are reshaping industries.
Curious about more developments in AI, robotics and emerging technologies?
Explore other BNR interviews (dutch) and technology insights where I share my perspective on topics such as AI companions, AI in healthcare and the future impact of artificial intelligence.
