HaaS 100 (late October 2024)

Hardware-as-a-service (HaaS) is gaining momentum across a variety of industries. Many of the early adopters of HaaS are in robotics, offering robots-as-a-service (RaaS) to decrease barriers to entry and improve overall value to customers. Others offer machine-as-a-service (MaaS), device-as-a-service (DaaS), or equipment-as-a-service (EaaS).

Some companies pitch outcomes more than assets, offering data-as-a-service or platform-as-a-service models. From network-as-a-service to facades cleaning; managed service providers (MSPs) to managed security service providers (MSSPs); and autonomous construction equipment to diagnostic sensors and 3D printers, these companies are on the cutting-edge of their fields.

This post is part of a series about modern hardware companies, their business models, and the future of HaaS. For more, see posts from June, July, early and late August, early and late September, and early October.

Starship Technologies

• Founded date: 2014
• Location: San Francisco, California
• Employees: ~440
• What they do: Autonomous robot delivery
• Key customers: Grubhub, Sodexo, Aramark, Bolt, Co-op
• Website: starship.xyz

Starship Technologies builds autonomous last-mile delivery robots that deliver food orders, groceries, documents, and supplies to locations like college campuses, corporate offices, and industrial sites. The robots are equipped with a suite of sensors, cameras, and a proprietary driving system that uses computer vision algorithms to navigate around obstacles and plan the most efficient routes. They carry loads of up to 20 pounds, operate on 18 hours of battery life, and can recharge autonomously and wirelessly between deliveries. A GPS system tracks the robots to the nearest inch, and they can only be unlocked by the customer at the designated delivery destination. Starship is active in the US, UK, Germany, Denmark, Estonia and Finland. As of 2024, its robots have reduced almost 1.8M kg of carbon dioxide.

The company offers its solution through a delivery-as-a-service (DaaS) model, which allows restaurants and retailers to offer delivery to their customers without the capital expense of purchasing a robot. The solution integrates directly into the business’ website or mobile app (partners have access to a full developer toolkit, documentation, and support), so the robots assimilate immediately into their own delivery fleets. With this business model—which is more cost-effective, particularly for smaller businesses—restaurants and retailers can easily expand their existing delivery services, or introduce on-demand delivery for the first time.

“Our goal is to make last-mile delivery sustainable—not just profitable,” says Chris Neider, VP of Business Development at Starship. “An average delivery for our robots takes as much energy as it takes to brew a cup of coffee. The DaaS model allows us to increase the utilization of our robots at a cost that our partners can scale and our customers can manage. It’s helping us all reduce the carbon footprint of last-mile delivery.”

Bluewhite

• Founded date: 2017
• Location: Bnei Brak, Israel
• Employees: ~200
• What they do: Aftermarket kits for autonomous tractors
• Key customers: Vino Farms, Huron Orchard Services, Maricopa Orchards, Limoneira
• Website: bluewhite.ai

Bluewhite brings autonomy to orchards, vineyards, and specialty crops with an aftermarket solution for tractors. “Pathfinder” can be attached to almost any tractor model; it leverages AI, computer vision, and navigation technology to help the tractor execute a wide range of farming tasks. Bluewhite’s hardware includes sensors, lidar, cameras, and algorithms to help the tractor “see” and collect data in the field. The tractor doesn’t rely on GPS or real-time positioning, which means it can service remote areas. Equipped with Bluewhite’s technology, the same tractor can spray, disc, furrow, mow, harvest, and more—though farmers can take immediate manual control of the tractor if necessary.

Rather than selling its equipment as a one-off product, Bluewhite offers Pathfinder as part of a robots-as-a-service (RaaS) plan. The end-to-end service includes both the hardware and Bluewhite’s technology stack, Compass, which allows farmers to control their entire Bluewhite fleet remotely, get real-time data and visibility into operations (e.g., chemical data, equipment runtime, operational efficiencies, and more), and access detailed insights about their crops. The full-service package includes comprehensive training, customized support terms to fit customers’ operational needs, and 24/7 in-field and remote support as part of a five-year contract.

“The average annual cost of operating a legacy tractor is $100,000,” explains Founder and CEO Ben Alfi. “By equipping existing fleets with autonomous technology and an intuitive platform, and offering it back as a full-service, opex package that significantly reduces operational, maintenance, and labor costs, we make it possible for farmers to afford their technology again.”

Osaro

• Founded date: 2015
• Location: San Francisco, California
• Employees: ~70
• What they do: Robotics solutions for warehouse automation
• Key customers: DHL, Bolloré Logistics, Panasonic, DNP
• Website: osaro.com

Osaro manufactures robotic piece-picking solutions for e-commerce, 3PL operations, and distribution centers. The company offers a broad range of solutions, including a depalletizing robot that can unload mixed-case pallets—one of the most dangerous jobs in warehousing. The robot chooses the appropriate end-effector for the most precise grip while recognizing foreign or damaged boxes and alerting those hazards to workers. Other solutions include a robotic kitting system, which senses, picks, and places goods into subscription boxes; and a robotic bagging system that can package individual items at a rate of 350 parts per hour. The foundation of Osaro’s robots is Sightworks, the company’s proprietary perception software, which enables the robots to recognize, select, and successfully grasp objects of a vast range of shapes and sizes.

The company’s pricing model includes a robot-as-a-service (RaaS) option, which cuts costs for customers by shifting the investment from a costly capital expenditure to a more manageable annual operating expense. The package includes Osaro’s software-enabled hardware, its signature Hypercare support (which includes scoping, installation, deployment, performance monitoring, and more), and ongoing maintenance.

Desktop Metal

• Founded date: 2015
• Location: Burlington, Massachusetts
• Employees: ~310
• What they do: 3D printers for additive manufacturing
• Key customers: Ford Motor Company, BAK Kohler Medical, ABCorp, Egar Tool and Die, Eaton Corporation
• Website: desktopmetal.com

Desktop Metal builds 3D printers for Additive Manufacturing 2.0. The company’s printer portfolio includes Production System (high-speed metal 3D printing for factory mass production), X-Series (binder jet 3D printing for specialty materials), Shop System (designed to bring metal 3D printing to machine shops), and Desktop Health (a suite of printers for medical and dental solutions). Desktop Metal’s material portfolio includes everything from metal, to polymer, to sand, to ceramics, to foam, and even recycled wood. Its customers manufacture automotive parts, consumer electronics, aviation designs, sporting goods, and more.

The company’s business model includes hardware-as-a-service (HaaS), a subscription plan that allows customers access to the latest printing technology at affordable prices. Rather than purchase the equipment outright, customers pay an annual fee to use both the printers and their accompanying software. The latter supports process and fleet management, part creation, and design generation. Minimum subscription terms are three years for some printers, and the all-in-one solution includes comprehensive support.

GRIN

• Founded date: 2018
• Location: Oslo, Norway
• Employees: ~15
• What they do: smart collection systems that enable circularity
• Key customers: The City of Oslo, Compass Group Norge, the Norwegian Government Security and Service Organisation (DSS)
• Website: www.grin.no

GRIN makes smart collection systems that help companies get their circular products back. Its core product, Revore, collects a wide range of consumer products—from reusable food boxes and takeaway coffee cups to digital and electronic medical devices. Consumers display the QR code on the product to the Revore’s front camera and return the item through its hatch; internal sensors identify and validate the returned product through image recognition and machine learning. The machine triggers “bin full” and “error” alerts to businesses via SMS and in-app notifications. All data the machines collect is made available to GRIN’s customers through custom integrations, dashboards, and custom reports.

GRIN builds both the hardware and the software to support it, and offers Revore through a hardware-as-a-service (HaaS) pricing model. Customers receive access to the machines themselves, along with a selection of digital and data services, on a subscription plan. Custom solutions incur one-time fees. The subscription model allows businesses to incentivize returns, change consumer behavior, and optimize operations through data insights—all without an upfront investment into the hardware.