HaaS 100 (late December 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 early and late August, early and late September, early and late October, early and late November, and early December.

Carbon 3D

• Founded date: 2013
• Location: Redwood City, California
• Employees: ~520
• What they do: idea-to-production platform for additive manufacturing
• Key customers: Specialized, Argen Dental, Aptiv, Adidas
• Website: carbon3d.com

Carbon offers a suite of 3D printers alongside proprietary software and a library of printing materials for an end-to-end, idea-to-production solution. The company’s printers include the M1 (for small batch sizes and fast cycle times), the M2 (for smaller parts with intricate features), and the L1 (for consistent, high-volume production of either large or small parts). Carbon’s software tools include Design Engine (latticing software), Custom Production Software (to automate part customization and project preparation), and AO Suite Software (for streamlined file preparation and custom feature design).

The company offers its printers through a hardware-as-a-service pricing model: Flexible pricing options enable customers to pay only for the hours that they use the printers. A subscription includes integrated technical support, predictive maintenance, hardware upgrades, and continual software improvements thanks to regular over-the-air updates. Carbon’s subscription model allows customers to make smaller payments over time rather than one large capital investment. It also allows for the flexibility to add more printers as demand increases.

“A subscription model with flexible pricing is ideal for customers who are ramping production, or who see low volume or high variability in demand,” says Phil DeSimone, Carbon’s co-founder. “Our focus is on helping our customers deliver radically better products—not simply selling them equipment. The HaaS model allows for an ongoing relationship with our customers in which we share the risk with them.”

Clarity

• Founded date: 2014
• Location: Berkeley, California
• Employees: ~30
• What they do: Environmental sensing and data platform
• Key customers: Los Angeles Unified School District, Sacramento Metropolitan Air Quality Management District, UN-Habitat, City of Boston, The World Bank
• Website: clarity.io

Clarity combines air sensing technology, IoT devices, and data analytics to provide governments and organizations with continuous, real-time air monitoring and air quality data. The company’s core Node-S monitoring hardware measures nitrogen dioxide and particulate matter that is 2.5 micrometers or less in diameter. Additional hardware includes the Wind Module, which measures wind speed and direction for insight into where pollution is coming from; the Ozone Module, which detects ground-level ozone, and the Black Carbon Module, which distinguishes between particulate matter from natural sources and that from fossil fuel combustion sources. Clarity’s nodes have been installed in more than 60 countries, in locations such as Los Angeles, London, Singapore, Sydney, and the Philippines.

The company offers its end-to-end platform under a “sensing-as-a-service” model, in which customers pay recurring subscription fees rather than purchasing the sensors outright. A subscription includes the air monitoring equipment, modular pole and wall mounts for easy installation, a cellular connectivity and global data plan, maintenance and equipment replacement (including hot-swaps to minimize downtime), cloud data storage and management, data dashboards, custom notifications for when measurements exceed thresholds, and a dedicated Environmental Project Manager for the duration of the subscription.

“Clean air is a fundamental human right, but you can’t fix what you can’t measure,” says David Lu, co-founder and CEO. “Our Sensing-as-a-Service model offers comprehensive, scalable, and precise air monitoring that directly contributes to cleaner air. By providing a turnkey package—hardware, software, and continuous support—without hidden costs, we make it easier for organizations to access accurate, real-time air quality data. This affordability and simplicity mean more entities can implement effective air quality measurement, enabling governments and communities to identify pollution sources and take actionable steps toward cleaner air. It's a scalable solution designed to drive real, measurable change."

FORTNA

• Founded date: 1946
• Location: Atlanta, Georgia
• Employees: ~1,540
• What they do: Automation and software for the full logistics value chain
• Key customers: L.L. Bean, Journeys, Mr Price, Canadian Tire
• Website: fortna.com

FORTNA builds automation solutions for omnichannel and parcel distribution operations. The company’s diverse portfolio includes automated guided vehicles (AGVs) and autonomous mobile robots (AMRs) for material handling and moving; conveyor systems; sortation systems; warehouse picking and packing technologies; automated storage and retrieval systems; and a variety of robotics solutions equipped with advanced vision, sensing, and gripping technologies to handle increasingly complex tasks. All solutions are supported by FORTNA WES, a proprietary software that leverages AI and machine learning for enhanced efficiencies and deeper insights. The software creates digital twins of warehouse environments so customers can perform advanced simulations and scenario planning.

FORTNA’s end-to-end solution is offered under a robots-as-a-service (RaaS) pricing model: Customers pay a fixed subscription price for access to both the hardware and software. The company’s solution includes regular hardware upgrades and software updates, alongside ongoing services and support to ensure maximum uptime and reduced operational costs for retailers and distribution centers.

Bear Flag Robotics

• Founded date: 2017
• Location: Newark, California
• Employees: ~40
• What they do: Autonomous tractor kits
• Key customers: Church Brothers Farms
• Website: bearflagrobotics.com

Bear Flag Robotics builds autonomous tractors by retrofitting existing tractors with its patented AI technology. These tractors can work fields 24/7 using sensors comparable to those found on self-driving cars: LiDAR, radar, and 360° situational awareness. Bear Flag’s software plans and executes field routes, automating tasks such as mowing, spraying, and tilling. Its path generator adapts to field boundaries (e.g., waterways) and obstacles (e.g., power lines), and optimizes paths for either fuel-efficiency or time-to-completion. Meanwhile, sensors collect data on tractor health and productivity, crop health, and soil conditions, immediately relaying any issues to the remote operator. Operators can also download analytics reports after the work on each field is complete.

Farmers don’t have to buy or lease brand-new tractors from Bear Flag to realize the benefits of automation. Instead, the company’s solution is offered through a hardware-as-a-service (HaaS) or farming-as-a-service (FaaS) pricing model. The company only charges for the work that is done—a straightforward price-per-acre. The solution and the business model have been so successful that, in 2021—as a four-year-old startup—Bear Flag was acquired by John Deere for $250 million.

farm-ng

• Founded date: 2020
• Location: Watsonville, California
• Employees: ~35
• What they do: General purpose agricultural robots
• Key customers: Verdant Robotics, University of California Division of Agriculture & Natural Resources, Jacobs Farm, FarmWise, California Strawberries
• Website: farm-ng.com

farm-ng’s Amiga is a general purpose robot used by farmers to implement a wide range of sustainable farming practices. The autonomous robot executes tasks such as soil preparation, planting, precision spraying, pest management, compost spreading, and phenotyping. Amiga is equipped with intelligent vision cameras for object recognition and 3D environment mapping, a dashboard that serves up real-time data insights, a suite of versatile tools to optimize farming operations, and 4x4 electric motors for navigating any terrain. farm-ng’s platform is fully configurable and can be extended with the company’s Amiga Development Kit, which allows developers to build innovative applications on top of the platform.

The company offers its full robotics and AI platform through a hybrid recurring sales model. The Amiga costs around $13,000, and customers pay ongoing subscription fees for farm-ng OS, the software that supports advanced fleet management, ensures real-time updates and communication between robots, and allows farmers to automate workflows without the need for developers.