Last month the Pioneers Festival took place in the Imperial Palace, Vienna, Austria. According to its website, the festival is Europe’s premium event for entrepreneurship and future technologies. Startups from 55 countries participated in a pitch competition, and the best startups got to present their ideas at the festival; these were companies working in robotics, but not specializing in industrial applications where robots are traditionally used. According to Michael Zillich, CTO at Blue Danube Robotics (one of the startups presenting at Pioneers), a future market is robot assisted living for the elderly or for physically handicapped people. Their startup focuses on robots that support people with day-to-day tasks such as opening curtains or fetching a glass of water – tasks that seem trivial, but may be hard to accomplish if one is physically handicapped. Rodney Brooks, founder of iRobot and Rethink Robotics, and Steve Cousins, founder of Willow Garage, agree that care is a great market for robotics startups. But there are challenges to be met.