Spotlight
ITRI Startup FREE Bionics Marches to Japanese Market
Cheng-Hua Wu, Founder & CEO of ITRI startup FREE Bionics.
ITRI startup FREE Bionics, a developer of walking assistive exoskeleton technology founded in 2016, announced its cooperation with USCI Japan, Ltd., the largest medical device marketing agent in Japan. The cooperation is expected to distribute FREE Bionics’ product to more than 10 Japanese hospitals, marking the first step for this new startup to tap into the global market. FREE Bionics’ investor Wistron Corporation, a leading ICT ODM company in Taiwan, is also optimistic about FREE Bionics’ technology capability and market potential in the medical device industry.
FREE Bionics
FREE Bionics aims to become a global leading brand of lower limb robotic exoskeleton by 2019, bringing hope to those with impaired mobility. “To help people stand up again and walk independently has been the main reason that drives our team to devote into technology R&D,” said FREE Bionics Founder & CEO Cheng-Hua Wu. Mr. Wu talked more about his experience in founding FREE Bionics and his plan to merchandize its products to overseas markets.
Q: What is the challenge of building a startup?
Mr. Wu: The challenge for FREE Bionics is that the exoskeleton assistive technology is a brand new industry. So it takes time and efforts to make investors believe that we’ll be a success and their funding will be worthy. But I believe if the direction is right, no matter how rough the road will be, I will hang on. And ultimately, there will be someone recognizing our value and supporting us.
Q: Could you talk about the cooperation with USCI Japan?
Mr. Wu: The reason why we chose Japan as the first market to tap into is that Japan is known for its robotics industry and it allows more regulatory flexibility on products that are developed to help people. Besides, before spinning off from ITRI, our team used to have many years of experience in doing trials in Japanese hospitals. And why did we team up with USCI Japan? Firstly USCI Japan has the capability of promoting medical devices, and secondly, it shares the same thinking with us in how to promote the new product. I have good interaction with President Mori, who is about the same age as me. I’m glad that we communicate well during the cooperation.
Q: How will the product promotion be launched in Japan?
Mr. Wu: Patients with SCI (spinal cord injuries) will have to learn how to walk with the exoskeleton robot. So at the first stage, we’ll need USCI Japan’s assistance to connect to the local rehabilitation hospitals or training centers and market our product to these areas. Based on these outlets, our products can then extend to more individuals for use.
Q: What are some features of FREE Bionics’ new generation exoskeleton robot?
Mr. Wu: FREE Bionics’ walking assistive exoskeleton technology has become lighter and more compact since it was developed in 2011. It incorporates human-centric design, and constantly gathers feedback from users to meet their needs. Users can easily keep balance and transfer their center of mass forward. The design is intended for users with height of 150-190 cm, and with weight up to 100 kg. It fits the user’s leg profile to reduce bone fracture and pressure sore. Moreover, it takes only five minutes to adjust all the segments and only two wrenches are used while adjusting.
Cooperation launched between FREE Bionics and USCI Japan.
USCI Japan
According to USCI Japan President Kiyotaka Mori, FREE Bionics is the first Taiwanese company that they have worked with. Its product FREE Walk is also the first walking assistive exoskeleton robot they are going to promote in Japan. He looks forward to working with FREE Bionics to improve the quality of life of SCI patients. During the interview with ITRI TODAY, Dr. Mori talked about the cooperation with Mr. Wu and his company.
Q: Why did USCI Japan choose FREE Bionics for cooperation?
Dr. Mori: Among other robotics, with user-oriented design, FREE Walk receives positive feedback in communication with Japanese physicians or physical therapists. This is one of the many reasons why we have decided to partner with FREE Bionics to market this “hope-for-patients” device in Japan.
Q: How do you feel about working with Mr. Wu?
Dr. Mori: He is a hard-working, smart person. I think he is determined to do what he’s doing. He’s a capable and reliable partner indeed.
Q: What is the strategic plan of introducing FREE Bionics’ product to Japanese market?
Dr. Mori: At the beginning our marketing will be focused on SCI patients. Our target is to open up 15 centers for SCI to employ FREE Walk by the end of 2018. The device is estimated to be applicable to 15% of SCI patients, an equivalent of 15,000 patients, with an annual increase of 750 people. Afterwards we will expand the scope, for example, to include eldercare. For rehabilitation purpose, a larger patient population may benefit from FREE Walk. Patient safety is our top priority, so we’ll take a step by step approach to market this product in Japan with FREE Bionics. We’ll first start with the cooperation with hospitals to ensure the use of this product is safe.