Full steam ahead into new markets

Ever since Bilge Jacob Christiansen and Ebbe Overgaard Fuglsang founded On Robot back in 2015, things have been progressing fast for the young Danish company, which is already present in several international markets.

On Robot has an ambitious vision to become to leading market actor in the area of Plug & Play “grippers” for robots, which requires an equally ambitious growth strategy.

The company’s potential is obvious, however, as On Robot’s “grippers” are really quite cleverly designed. They are mounted directly onto the arm of a robot and function as a sort of hand, lending it greater flexibility and allowing it to be used for even more purposes. They are also easy to mount and only require simple programming, eliminating the need for engineers.

All in all, it helps companies speed up their automation processes at an affordable price.


Ambitious growth strategy

As mentioned, On Robot has an innovative and rather ingenious product that can be used by many types of companies, regardless of where in the world they might be located.

Their grippers address a need in the market that is currently only filled by On Robot, which is why the growth potential is obvious.

On Robot’s grippers can be fitted onto a variety of robot arms, including the popular model produced by the Danish robotics company Universal Robots.

Currently, Universal Robots has a market presence in 18 countries, which means that On Robot has a similar market potential.


The need to translate technical documentation

When a company chooses to enter a new market, it means that it also needs to translate its technical documentation into the local language.

For On Robots, this means that the company must translate all its technical documentation into the local languages of the markets in which they wish to have a presence.

Naturally, this entails a rather significant increase in the company’s translation budget, but as Cezara Belciu from On Robot explained: “Translating our technical documentation is definitely an investment we can’t afford not to make if we want to achieve our ambitious goal.”


3 criteria for selecting a translation agency

According to Belciu, there were several reasons why On Robots chose AdHoc Translations to translate the company’s technical documentation.

However, the three most important reasons were that AdHoc Translations has:


  • Knowledge of the industry and already translates texts for other robotics companies.
  • A reliable team of specialised translators who are familiar with the specific terms and jargon used in the robotics industry.
  • The right technology  to ensure that the process becomes as transparent for On Robots as possible and which ensures that the correct terminology and prior translations are saved in a ‘translation memory’ (read our blog post about why it’s a good idea to use a CAT tool).


She added that it was also a major bonus that they have a great chemistry with AdHoc Translations and that the agency’s service level is superb. “We have every confidence that we’re in the best hands, which is reassuring,” Belciu said.


Check out the following video if you would like to learn more about On Robots’ RG2 gripper and get to know one of the company’s founders:


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