Boston Dynamics’ Spot Robot Dog Presentation

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Innovation Example

Boston Dynamics’ Spot Robot Dog – initially showcased by the company on June 23, 2016.

Boston Dynamics is a US engineering company founded in 1992, which works on the development of predominantly robot and Artificial Intelligence technologies.

Spot is a four-legged robot that evolved from SpotMini (the initial version) that offers multiple capabilities of operation, including climbing, jumping, walking, and carrying average-size cargo, such as boxes, as well as surveying the space around itself thanks to a robust software installed.

Innovation Example

Technology-push or demand-pull?

  • The innovation represents a technology-push, which is expected to transform into demand-pull in the future because customers will demand more robots to be made;
  • Not all customers can purchase the Spot at the moment;
  • Boston Dynamics has many requirements for potential buyers (Guizzo, 2019);
  • The predominant focus of the innovation is targeting businesses that can use the technology for improving their operations;
  • Boston Dynamics are selective of their potential customers because of the scarcity of robots in the market.

Technology-push or demand-pull?

Marketing: The Positive

  • The Spot has massive opportunities for marketing because the demand is high while the supply is low;
  • Boston Dynamics can pick and choose between potential clients to choose the most suitable ones to use the innovation;
  • At this time, the robot is not available for personal use, which makes it acquisition even more appealing for customers considered by Boston Dynamics (Hill, 2019);
  • Through being a leader in the market of robotics, the company prioritizes collaboration with businesses because of the wide potential of its application at companies.

Marketing: The Positive

Marketing: The Challenging

  • Regular consumers who want to get the Spot will most likely be rejected by Boston Dynamics;
  • The technology push implemented by the company introduced a new product to the market, thus encouraging the creation of potential competition;
  • The requirements to be eligible to purchase the robot are extensive;
  • The sphere of robotics is not fully understood by consumers;
  • The Spot is produced in small quantities at the moment, which means that not all customers can be accommodated.

Marketing: The Challenging

References

Guizzo, E. (2019).

Hill, P. (2019).

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IvyPanda. (2022, July 6). Boston Dynamics’ Spot Robot Dog. https://ivypanda.com/essays/boston-dynamics-spot-robot-dog/

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"Boston Dynamics’ Spot Robot Dog." IvyPanda, 6 July 2022, ivypanda.com/essays/boston-dynamics-spot-robot-dog/.

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IvyPanda. (2022) 'Boston Dynamics’ Spot Robot Dog'. 6 July.

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IvyPanda. 2022. "Boston Dynamics’ Spot Robot Dog." July 6, 2022. https://ivypanda.com/essays/boston-dynamics-spot-robot-dog/.

1. IvyPanda. "Boston Dynamics’ Spot Robot Dog." July 6, 2022. https://ivypanda.com/essays/boston-dynamics-spot-robot-dog/.


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IvyPanda. "Boston Dynamics’ Spot Robot Dog." July 6, 2022. https://ivypanda.com/essays/boston-dynamics-spot-robot-dog/.

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