What is Universal Robots?

Universal Robots was officially established in 2005 with an aim to make robot technology accessible to small and medium-sized enterprises all over the world.

Universal Robot’s first product was the UR5, a 6-axis robot arm, which revolutionised the market for industrial robots. In 2014, Universal Robots launched the UR3, which is the world’s most flexible, light-weight table-top robot, which can collaborate closely with humans. Universal Robots has expanded its business area to all of Europe and has offices in Denmark, China, Shanghai, Singapore, Barcelona and New York.


Which challenges and needs did you have?

We needed to find a solution where new texts for our website could be translated and integrated quickly and smoothly in the 18 language versions which we currently offer on our website.

Our previous solution had proven too slow and time-consuming. In connection with the launch of our new website, we chose to send one complete XML file for translation; however, when we subsequently imported the translated files to the 18 language versions, we had to spend too much time checking and moving text around manually.

It was paramount to us that it would not become a barrier to producing new texts for our website. We wanted a dynamic and vibrant site, which meant that it had to be quick and simple to integrate new updates in all languages.


Which solution did you go for?

AdHoc Translations suggested making a full integration between our CRM system (Umbraco) and their SmartConnect system, which handles the translations. This solution bridges the two systems and makes it easy and quick for us to manage new texts on our website.


Was it easy to implement the solution?

We had to spend a minimum of time and resources on implementing the new integrated SmartConnect solution. The integration between our Umbraco and SmartConnect was established quickly and easily by installing a simple API.

Since then, communication between the two systems has been flawless and has released a lot of time, which we can spend on other jobs that contribute to our core business.


Is the system easy to use?

It is extremely user-friendly and intuitive and requires no special training.

When we have a new text that needs to be translated, we enter SmartConnect, which displays a ‘clone’ of our website. With a single click, we send the text for translation to the languages we want. Once the translations are ready, we get a message and can access and view them directly in the system. Here, we chose whether we want to import the texts as they are or whether we want to implement any changes before they are imported. We then press ‘import’, and the texts instantly become available on our website. It doesn’t get any easier.


Are you satisfied with the solution?

The new solution has really made our work easier and given us a much better overview of the process. We are able to keep track of which texts that have been sent for translation, which texts that need approval and which texts that have been imported.

Overall, we are extremely satisfied with the solution.


What value has the solution given you?

The solution has released some resources and thus saved us both time and money.

Furthermore, the solution has not least meant that we now have a dynamic website that we can easily update regularly with new texts and make sure that they are being translated to new languages.

Our website is our business card to the world and is of great branding value to us. That is why it is crucial to us that with this integrated solution, our website will always be updated in all languages.


Which demands do you think that the translation industry will be facing in the future?

The amount of content published by companies has exploded and at the same time quick ‘time to market’ has become even more important.

We are therefore convinced that integrated solutions like SmartConnect are the future. We need flexible solutions that can be adapted individually and that makes global communication go fast.

Christian Johansen

Digital Marketing Specialist, Universal Robots A/S

AdHoc Translations - Denmark


AdHoc Translations A/S
Skelbækgade 2, 5. sal
DK-1717 Copenhagen V

+45 33 91 09 19

AdHoc Translations - Sweden


AdHoc Translations AB
Solna Business Park 15
Svetsarvägen, Solna SE-17141

+46 (0)8 57 87 70 46

AdHoc Translations - Finland


AdHoc Translations A/S
Mannerheimintie 113, 5th Floor
FI-00280 Helsinki

+358 (0)9 2514 3500

AdHoc Translations - Norway


AdHoc Translations AS
Cort Adelersgate 16
PB 1964 Vika, NO-0125 Oslo

+47 21 51 57 00

AdHoc Translations - India


Regus Business Centre (Mumbai) Pvt. Ltd
1534, 15th Floor, Thane (West)
400601, Maharashtra, India


AdHoc Translations - Germany


AdHoc Translations GmbH
DE-80807 München

+49 89-5908 1248

AdHoc Translations - United Kingdom


AdHoc Translations UK
33 Cavendish Square
London, Greater London

+44 (0) 207 182 4735

AdHoc Translations - United States of America


AdHoc Translations
MA, Boston - 101 Arch Street
101 Arch Street
8th Floor


AdHoc Translations - Spain


4th floor Triangle building
Plaza Catalonia 1
08002 Spain
+34 935 484 468

AdHoc Translations - France


37-39, Avenue Ledru Rollin
Cedex 12
75570 Paris
+33 (0)1 56 96 16 49

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