Aibo and Roomba

6 Feb 06

The Aibo

Sony launched the original Aibo robot dog in 1999.  The most recent version, released in September 2005, can perform dog-like functions like moving around and chasing a ball.  It can also speak 1000 words, take pictures with a built-in camera, and play music.  It sells for $2100. 

Sony Aibo, 1999 – 2006

R.I.P.

Sony announced in mid-January that it was putting the Aibo robot dog to sleep.   A Sony spokeswoman noted:

“Our core businesses are electronics, games and entertainment, but the focus is going to be on profitability and strategic growth.  In light of that, we've decided to cancel the Aibo line."

Sony spokeswoman Kirstie Pfeifer, reported by CNET, 26 Jan 05

The Aibo sold 150,000 units worldwide from 1999 until 2006.  Many universities purchased the dogs to use in teaching robotic programming.  The robot developed a cult following, complete with web sites devoted to the product and conventions where Aibo owners brought their robot dogs.  One owner, Bruce Bender, of Rancho Cordoba, California, owns 56 Aibos, which he believes is the world’s largest collection.

The Roomba

"Ever since Rosie from 'The Jetsons,' robots have been the next big thing, but the business case was never there. It is easy to build a robot that is prohibitively expensive."

Colin Angle, CEO of iRobot, in 2004

The iRobot Roomba

iRobot builds robots that can replace humans in a few mundane functions, like vacuuming or mopping the floor.   The Roomba, its robotic vacuum, has several models priced from under $200.  First launched in 2004, the Roomba has sold more than 1.5 million units.  It can be purchased via the internet or at big box retailers like Best Buy or Target.  iRobot advertises the Roomba on network television.

iRobot had its initial public offering in November 2005.   Since then, the stock has risen by about 30 percent.   The company is currently profitable, reporting net income of about $1 million on 2005 sales of about $100 million.

Aibo and Roomba

The Roomba and the Aibo provide two very different approaches to developing and launching new technologies. 

Sony’s Aibo represents a “Field of Dreams” approach, named after the famous line from the 1989 movie starring Kevin Costner:  “If you build it, they will come.”  Sony’s hope was that customers would be so enthralled by the robot that it would create its own market.

This proved true, to a limited extent.  Many Aibo owners are very devoted to their robots.  The trouble is -- there aren’t enough of them to sustain Sony’s interest, given its renewed focus on profitability and strategic growth.

The Roomba, on the other hand, fits well into the “jobs framework” developed by Harvard Professor Clayton Christensen.  iRobot’s design uses robotic technology to automate a mundane task.  For many, the product makes sense as an investment in home economics.  It’s a practical product.

"I love my Roomba so much…besides the superb job of vacuuming it does, it is a real life saver for anyone who has a physical problem with vacuuming. My floors have never looked so good."

-          Jo Q, a customer, in a testimonial on the iRobot website

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There are other robotic products pursuing both kinds of approaches.  The New York Times reported in 2004 on the development of a $99 robot called “Robosapiens” which is also following a “field of dreams” approach.  Its Chinese manufacturer, Wow Wee, is selling the product primarily through toy stores.

And there are robotic products that are building on the jobs framework.  For example, there are at least two robotic lawnmowers -- the $700 RoboMower, made by an Israeli company called Friendly Robotics, and the $1500 AutoMower, made by the Swedish company Husqvarna.  These products extend the Roomba concept to other areas of household maintenance.

The Aibo was an incredible technical achievement for Sony.  But so far, the “jobs framework” seems to be having more success than the “field of dreams” approach in creating long-lasting and widespread robotic applications. 

More Information:

1. There are many websites created by Aibo lovers.  For a representative example, go here.
2. The CNET article from 26 Jan 06 reporting on Aibo’s cancellation is here.
3. The iRobot website is here.
4. Carnegie Mellon, and many other universities, use Aibos for teaching and researching in robotics.  Here’s a link to some Aibo movies made by Carnegie Mellon researchers.