The case illustrates recent developments in the industrial robotics inspection sector through the example of Gecko Robotics. It describes the origin, growth and current structure of the sector; evolving trends and industry dynamics; the major players and the competitive landscape; innovations and business model transformation. The case describes Gecko’s journey from developing wall-climbing robots for hazardous inspections to offering data-driven solutions through Robotics-as-a-Service (RAAS) and Outcomes-as-a-Service (OAAS).
It can be used to examine how technology innovation—advanced robotics and AI-driven data analytics—addresses pain points in infrastructure inspection, while clarifying why technology invention alone is not equivalent to value innovation. Students analyze Gecko’s value chain, compare it to competitors, and explore the company from a Blue Ocean Strategy and business model innovation framework. In addition, the case allows discussion of PESTLE analysis of external factors, industry value chain, competitive analysis, and the application of the Eliminate–Reduce–Raise–Create (ERRC) grid to identify new opportunities enabled by robotics.
The case is suited to teach any (or all) of the following themes/concepts:
1. Analyze industry value chains and external environment analysis.
2. Blue Ocean Strategy and value innovation
3. Business model canvas and competitive analysis
4. Application of strategy frameworks to emerging technologies and industries.
- Robotics
- Automation
- Artificial Intelligence (AI)
- Blue Ocean Strategy
- Value Innovation
- Security and Inspection
- Industry value chain
- Technology strategy
- Business model innovation
- Data-driven strategy
- Environmental analyses
- Competitive analyses
- SDG9 Industry, Innovation and Infrastructure
