The revolutionary concept of robot-delivered noodles in Seoul, South Korea
This case focuses on CLO:1 Explain globalisation as well as country differences in terms of political, legal, economic, socio-cultural and technological environment
Soon in Seoul’s near future, citizens will be able to order jajangmyeon Chinese-Korean noodles, buy medicine and shop for magazines at home and have them delivered by a robot in half an hour.
Kim Bong-jin, the founder of South Korea’s biggest food-delivery app, is betting that autonomous gadgets the size of a small cooler will help his Baedal Minjok delivery service keep a grip on a market filled with new entrants. The goal is to cut costs, reduce delivery-related accidents and cope with a labour shortage in one of the world’s fastestaging nations. Kim is confident that his Dilly robots will start deliveries within three years.
Woowa Brothers Corp, the company behind Baedal Minjok, raised US$320mil from Hillhouse Capital, Sequoia Capital and GIC in the US to help develop a prototype that’s set to roll out soon. The goal is to tap into a global service robotics market projected to almost triple to US$29.8bil by 2023, according to Markets and Markets Research Private Ltd.
Valued at 3 trillion won (US$2.7bil), Kim’s start-up company currently handles about 28 million orders a month. Getting deliveries to people in the nation of 51 million is not an easy task.
First, Kim’s Dilly robots have to be able to navigate in urban landscapes dominated by tall residential buildings. He has found a solution by partnering with a local manufacturer that would let elevators talk with the delivery robots.
The goal is to win over potential customers like Lee Dong-woo, who orders food at home at least once a week, getting everything from fried chicken and rice noodles to raw beef delivered to the door.
“I wouldn’t mind robots getting my orders at all,” said the 39-year-old Seoul office worker. “In fact, I’d like it more because I wouldn’t have to deal with sometimes unpleasant deliverymen.”
Kim has been recruiting an army of robotics engineers and working with Sunnyvale, California-based Bear Robotics Inc, which has been developing devices that deliver dishes to customers’ tables in restaurants. Kim thinks his Dilly robots will eventually be able to handle simple errands, including tasks such as throwing out garbage or delivering a home-made lunch.
“There’s a growing trend of using robots to do things that human beings do not want to do,” said Jing Bing Zhang, an analyst at IDC.
“There are still a lot of technical challenges that need to be overcome. Especially in urban areas like Singapore, Shanghai and Seoul, there’ll be some safety concerns, whether they will be hit by other vehicles or will hit people.”
Kim is meeting some early resistance from people who dread the idea of robots roaming inside their apartment complexes. Critics say the Dilly robots would scare children and make their real estate less attractive.
“Some residents may still prefer humans, because they aren’t used to dealing with machines for payments and other services,” said Jin Se-taek, who represents an association of about 1,100 households at an apartment complex in Seongnam, south of Seoul.
Even though his company is one of South Korea’s six unicorns, according to CB Insights, Kim doesn’t believe in making people work longer than they have to. Kim restricts his workers from labouring more than 35 hours a week, five hours less than most companies in South Korea. So far, he’s satisfied with the increase in productivity.
“We didn’t introduce this so we could slack off,” Kim said. “My goal was to create a workplace where we could concentrate better. We should never stop thinking about how we can change the way we work so we change the way we live.” — Bloomberg
Please take note that this question requires you to read section 2.4 of Unit 2 as well as current topics on artificial Intelligence, aging society and cross-border funding. As much as possible, use your own words.
Please take note that questions in Assignment 1 and Assignment 2 will be based on the same case study.
(a) Explain how countries can shape the development of their technological environment. (50 marks)
(b) Describe the challenges faced by Kim Bong Jin in introducing robot delivery services. (50 marks)