Blue Ocean Strategy examples

COMPANY BACKGROUNDER

TOSY ROBOTICS – YOUNG COMPANY WITH GREAT AMBITION

With only 8 years in operation, the history of TOSY Robotics is quite modest compared to other big brands such as KUKA, FANUC and ABB in robotics technology or MATTEL, HASBRO and TAKARA TOMY in toys manufacture; yet, its technological potential and long-term ambition is anything but modest.

TOSY was founded by a robotics guru team and first went into operation in 2002 after many years of experience in mechanical engineering. From the very beginning, the company has always placed the highest priority on Research & Development with the motto "Creativeness and modern technology are key factors for success".

Its first big break came in 2007 when after months of intense negotiation and a surprise visit from a high-ranking member of the organizing committee, TOSY was finally accepted to be an exhibitor in the International Robot Exhibition (IREX 2007), the world’s largest and most reputable robot trade fair held every two years in Tokyo.

Determined not to waste this opportunity, Mr. Ho Vinh Hoang, President & CEO of TOSY, and his staff had to work night and day to improve TOPIO, a humanoid robot capable of playing ping-pong against a human being. Not only did TOPIO possessed advanced technical features (e.g.: it has 38 degrees of freedomand can detect the ball as it leaves the opponent’s paddle by using two 200-fps cameras), the fact that it came from an unknown Vietnamese company also helped attract thousands of visitors and journalists to TOSY’s booth every day.

Two years later, TOPIO 2.0 continued to be a successful technology ambassador to TOSY when it was voted the best robot from the IREX 2009 and was dubbed “A ping-pong-playing Terminator” by Popular Science Magazine.
TOSY is also developing other kinds of robots, such as industrial and service robots. Its competitive edge is the capability to deliver solid quality industrial robots and added-value service robots at a revolutionary low price for a wide range of industries. TOPIO Dio, a skillful bartender and waiter robot, has a 3-wheel moving platform, 28 degrees of freedom and can be operated from anywhere with a built-in camera and an obstacle detector. His free movement and flexible hands can help him become a trusted assistant to people in need.

Adding to their product lines for the Consumer Electronics Show (CES) 2012 will be a one-of-a-kind entertainment device that is a unique mix between portable speaker and robot. The product’s name is mRobo and it isa high-quality portable speaker that can transforms into a robot and dances along to the playing music.

While robots manufacture is considered a long-term and strategic direction in TOSY’s development plan, its short-term mission is to design and produce original and creative high-tech toys. Its most popular toy to date is the award-winning TOSY® AFO™, a flying boomerangwith a smart LED system that can return precisely to its point of origin. Thanks to its originality,TOSYAFO has been registered for patents in over 40 countries and received patents in Korea and Vietnam.

Currently, the toy can be found in as many as 35 countries worldwide and it was recently voted as the 2011 Best Toy Awards by Good Housekeeping Magazine (US) and 2011 Top Tech Toy by The Street Magazine (US).

TOSY is not only a company with great potential but it is also one of many special traits. It is one of few(if not only)Vietnamese companies that can export productsrequiring high brain skills, helping to move Vietnam out of low-value manufacturing. In order to successfully enter the international markets, TOSY’ toys had to pass all the strictest safety and quality requirements, such as ASTM (the US), CE (Europe) and SA (Australia). This is one of the competitive edges that set TOSY apart from other low-quality and hazardous toys that usually originate from Asia. In addition, although TOSY has received offers from other big brands to become their outsourcing company, it is determined to be an independent manufacturer and only accept them as its distributing partners. The fact that those big corporations agreed to yield to a smaller company said a lot about the originality of TOSY’s products.

TOSY aspires to become the world’s leading manufacturer in robotics technology and high-tech toys. While this is no easy feat, it is certainly achievable considering TOSY’s technology advances, its innovative designs and its talented and passionate employees. Mr. Hoang says: “I believe the day will come when robots will be available everywhere. And when it does, TOSY will be a leader in the fieldwith our original design, TOPIO robots, living side by side with human and helping them in all walks of life”.