Robohub.org
 

A startup perspective on exhibiting at CES


by
12 January 2015



share this:

Empire_Robotics_Versaball_CES_2015

Exhibiting at big events takes both time and money. Is it worth it for a robotics startup to invest in big expos like CES?  We asked Bill Culley of Empire Robotics – the company behind the VERSABALL soft ball gripper – to share his perspective. 

Why is Empire Robotics at CES?

We are at CES to show people that industrial robots are entering a new age – an age where it is safe to interact with them, they are easy to use, and they have capabilities beyond the old hard coded, do the same thing a million times with no error tolerance. Our robot gripper is soft, safe to work around, easy to program, and highly adaptable to a changing environment.

What is exciting at CES this year?

Well, there are certainly some very innovative technologies and product unveilings at the show this year. Plenty of connected and wearable devices, and of course the new Tesla Model X. And believe it or not, our little 10’x10’ booth has managed to garner coverage on par with some of these other high profile releases. People seem to be interested in robots, so we created a demo for people to come challenge a robot to a game of beer pong, and it’s gained attention beyond our expectations.

What’s the value for you given that CES is consumer facing and your product falls more into the industrial use category? 

This is not our target market (electronics consumers vs. industrial manufacturing engineers), so we don’t expect to meet customers at this show. But, we have found that a lot of our customers find us by reading an article on a tech blog, or seeing a posting on facebook in a engineering gadgets group. So we figure if we create a demo of our technology that can grab attention, the story will make its way to our target audience through second and third degree sharing from one interested engineer to the next.

Was it worth it?  

Yes. We have participated in trade shows, large and small, in the past and they always end up being worth it. Making one good connection often pays for the cost of the event, and we learn a lot by talking about our technology and answering hundreds of questions that reveal patterns in customer mindset. CES in particular … we have gotten great exposure in articles around the web already, and our video of the demo just hit 250,000 views. We’ve already had a few new customers contact us after they saw the beer pong demo, so it seems to be working.

What other conferences does a startup go to? 

Industrial trade shows are the best for us. We get to learn about our partners in the market, our competition, and our customers in a very focused place. It’s a great place to build relationships with other industry players by seeing the same people at different shows. And it seems to build customer confidence in our company when they see us at a few different trade shows – we start to blend in with the established names in the industry.

What advice can you offer other startups that are thinking of exhibiting at an expo?

Have a demo that grabs attention from a distance. Many of our customers cruise through an expo in half a day to see if there is anything new, then head back to their office. If they can’t see our grippers doing something they’ve never seen before from ten feet away, they’ll pass right by us.

Empire Robotics specializes in flexible robotic end-effectors that leverage the jamming phase transition of granular materials. You can learn more about the technology behind their VERSABALL gripper here

If you liked this article, you may also be interested in:

See all the latest robotics news on Robohub, or sign up for our weekly newsletter.



tags: , , , ,


Bill Culley, Empire Robotics is cofounder of Empire Robotics.
Bill Culley, Empire Robotics is cofounder of Empire Robotics.





Related posts :



Engineering fantasy into reality

  26 Aug 2025
PhD student Erik Ballesteros is building “Doc Ock” arms for future astronauts.

RoboCup@Work League: Interview with Christoph Steup

and   22 Aug 2025
Find out more about the RoboCup League focussed on industrial production systems.

Interview with Haimin Hu: Game-theoretic integration of safety, interaction and learning for human-centered autonomy

and   21 Aug 2025
Hear from Haimin in the latest in our series featuring the 2025 AAAI / ACM SIGAI Doctoral Consortium participants.

AIhub coffee corner: Agentic AI

  15 Aug 2025
The AIhub coffee corner captures the musings of AI experts over a short conversation.

Interview with Kate Candon: Leveraging explicit and implicit feedback in human-robot interactions

and   25 Jul 2025
Hear from PhD student Kate about her work on human-robot interactions.

#RoboCup2025: social media round-up part 2

  24 Jul 2025
Find out what participants got up to during the second half of RoboCup2025 in Salvador, Brazil.

#RoboCup2025: social media round-up 1

  21 Jul 2025
Find out what participants got up to during the opening days of RoboCup2025 in Salvador, Brazil.

Livestream of RoboCup2025

  18 Jul 2025
Watch the competition live from Salvador!



 

Robohub is supported by:




Would you like to learn how to tell impactful stories about your robot or AI system?


scicomm
training the next generation of science communicators in robotics & AI


 












©2025.05 - Association for the Understanding of Artificial Intelligence