A good integrator acts as the bridge between the robot manufacturer and the customer's real-world operation. The OEM understands the technology extremely well, and the customer understands their business. The integrator helps bring those two sides together.
Benefits to OEMs from Working with a Good Robotics Integrator
Q&A with Mosh Holtzberg, Founder of | Mobotics USA
Tell us about yourself and what led you to found Mobotics.
I have always loved robots, automation, and solving practical problems. What really drew me into this industry was the opportunity to work hands-on with robotics and get into the details of solving real-world operational challenges.
When the opportunity came up to start Mobotics, it felt like a natural fit. There are a lot of impressive autonomous mobile robot solutions being developed by OEMs, but customers often need help understanding which solution fits their operation, how it should be deployed, how their team will use it, and how it will be supported after installation.
That gap between the technology and real-world adoption is what interested me most. Once I put a toe in the water, there was no turning back. It has been a great experience working with customers, technology partners, and different applications in the field, and I feel like the journey is really just getting started.
Mobotics was founded to help bridge that gap. We focus on autonomous mobile robots for cleaning, advertising, delivery, and logistics applications, and we work with both end users and technology partners to turn interest in robotics into practical, supported deployments.
Where are you seeing the most interest in robotics right now?
We are seeing strong interest in autonomous mobile robots across logistics, warehousing, hospitality, facility services, advertising, delivery, and industrial environments.
A lot of the demand is coming from companies that are dealing with labor shortages, rising operating costs, and pressure to do more with the same team. In logistics and warehousing, that may mean moving materials more efficiently. In hospitality, it may mean supporting room service, cleaning, or guest-facing delivery. In commercial buildings, malls, and event spaces, it may mean using robots for cleaning or interactive advertising.
We have had robotics and automation conversations with organizations ranging from large logistics operations to hospitality brands like Ritz-Carlton and automotive parts manufacturers. The common thread is that companies are no longer asking if robotics is real. They are asking where it fits, what the business case looks like, and who can help them deploy it successfully.
What usually pushes a company to seriously consider automation?
Most companies start seriously looking at robotics when they have a real operational pain point. It could be labor availability, repetitive manual work, rising service expectations, safety concerns, or the need for more consistent operations across locations.
For example, a warehouse may be trying to reduce the amount of time employees spend walking product from one area to another. A hotel may want to improve service consistency while reducing pressure on staff. A facility services company may be looking for more reliable cleaning coverage. A manufacturer may want to reduce repetitive transport tasks or improve uptime.
The best robotics projects usually start with a clear business problem. When a company says, “This is the workflow we need to improve,” it becomes much easier to determine whether automation is the right fit.
What role does an integrator play in a successful robotics project?
A good integrator acts as the bridge between the robot manufacturer and the customer’s real-world operation. The OEM understands the technology extremely well, and the customer understands their business. The integrator helps bring those two sides together.
At Mobotics, that can mean helping a customer evaluate the use case, reviewing the physical environment, coordinating demonstrations, setting expectations, assisting with deployment, training the team, and providing ongoing support after installation.
That matters because robotics adoption is rarely just about the hardware. It affects workflows, employees, supervisors, maintenance teams, safety planning, and customer experience. An integrator helps make sure the solution is not just impressive in a demo, but useful in daily operations.
What do companies often underestimate before their first robotics deployment?
Companies often underestimate how much the surrounding operation matters. The robot may be capable, but success depends on the workflow around it.
Before a deployment, companies should think about questions like: Who will operate the system? Who will charge it? Who handles exceptions? How will employees interact with it? What happens if the environment changes? Who provides support if something is not working as expected?
We have seen this with both large organizations and mid-sized businesses. Even sophisticated companies can overlook the practical details because they are focused on the technology itself. Our role is to help customers think through those details early, so the deployment has a much better chance of succeeding.
How can robotics OEMs benefit from working with a good integrator or market partner?
OEMs benefit from having a partner who understands not only the technology, but also the customer’s operation, expectations, and path to adoption. A robot may be well designed, but customers still need education, demonstrations, site evaluation, workflow planning, training, service, and support.
A competent integrator can be the difference between a successful deployment and a project that gets abandoned before it ever reaches its potential. The right integrator helps see the project through from the early concept stage all the way to deployment, training, support, and future expansion.
Mobotics works with both customers and technology partners to help bridge that gap. We help OEMs represent their products professionally, identify the right applications, connect with qualified buyers, and make sure customers have the support needed to turn initial interest into long-term adoption.
What advice would you give to a company considering robotics for the first time?
Start with the problem, not the robot. Be clear about what you are trying to improve: labor efficiency, service consistency, cleaning coverage, delivery speed, material movement, safety, or operating cost.
One thing I often tell companies is that robotics doesn't have to be complicated. Many people hear the word "robot" and immediately think about large-scale automation projects, complex integrations, or something that will completely change how their business operates. In reality, many of the most successful deployments start with a simple, single-purpose robot solving a very specific problem.
For example, consider a banquet hall, social hall, convention center, or large event venue. After an event ends at 11:00 PM, staff may clear tables and perform a quick pre-cleaning, but finding someone willing to spend the next several hours scrubbing and vacuuming thousands of square feet of floor space can be difficult and expensive.
A modern autonomous cleaning robot can be scheduled to automatically begin cleaning once the room is cleared. The robot can vacuum, scrub, and dry the floors, navigate around obstacles, return to its charging dock when finished, and generate cleaning reports automatically. The next morning, the facility opens with clean floors without requiring a dedicated overnight cleaning crew.
This doesn't just solve a labor challenge. It also creates a very measurable return on investment. The robot is performing the same repetitive task every night, consistently and predictably, while allowing staff to focus on higher-value work that requires human judgment and interaction.
That is why I encourage companies to focus on practical applications first. The most successful robotics projects are often not the most complicated. They are the ones where a simple, reliable robot solves a clear operational problem and delivers measurable value from day one.
From there, have a conversation with someone who understands both the technology and the deployment process. At Mobotics, we like to learn about the customer's operation, understand the workflow, and talk through where robotics may or may not make sense.
The best first step is simply to reach out, have that conversation, and take it from there. Robotics can create a lot of value, but the most successful deployments start with a practical discussion about the problem, the environment, the team, and what success should look like.
Look into the future a few years, where do you see autonomous mobile robot solutions in cleaning, advertising, delivery, and logistics applications?
Over the next few years, I think autonomous mobile robots will become much more common in everyday commercial and industrial environments. We are already seeing companies move past the idea that robots are experimental and start asking where they can create real operational value.
In cleaning, robots will help facilities maintain more consistent coverage while allowing staff to focus on higher-value tasks. In delivery, especially in hospitality, healthcare, offices, and campuses, robots will become a practical way to move items without pulling employees away from their main responsibilities. In logistics, autonomous mobile robots will continue to reduce unnecessary walking, improve material movement, and help companies operate more efficiently.
Advertising is also an interesting area because mobile robots can create engagement in places like malls, events, hotels, airports, and retail environments. They are not just screens; they are interactive, mobile touchpoints that can attract attention and collect useful engagement data.
The biggest shift will be that these robots will become less of a novelty and more of a normal part of operations. We are also going to see autonomous mobile robots used in applications and environments that we probably cannot even imagine today. As the technology improves and customers become more comfortable with robotics, new use cases will continue to open up. The companies that succeed will be the ones that choose the right applications, integrate the robots into their workflows, and have the right support behind the deployment.
Moshe Holtzberg is the founder of Mobotics, a robotics and automation company focused on autonomous mobile robot solutions for cleaning, advertising, delivery, and logistics applications. Mobotics helps businesses evaluate, deploy, and support robotic systems across commercial, industrial, hospitality, and logistics environments, working with customers and technology partners to bridge the gap between robotics innovation and practical, real-world adoption.
The content & opinions in this article are the author’s and do not necessarily represent the views of RoboticsTomorrow
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