January 30, 2010      

iRobot's Roomba dominates the robotic vacuum cleaner market, yet it has captured just a tiny fraction of the overall vacuum market--about 1 percent according to company executives. What makes this seeming contradiction possible? The short answer is that iRobot leads a very small submarket. Its domination is the result of solid robotic technology supported by equally solid marketing. Branding success for iRobot has reached the point where Roomba fans have posted more than 4,000 videos of their va...

Thank You for Reading Robotics Business Review!

Reading this content requires a free membership.
To continue reading, please sign up for an RBR Insider account.