Case 5: Concept Reply (BU of Santer Reply)

Concept Reply advises and supports customers from the automotive, manufacturing, smart infrastructure, and other industries on all issues relating to the Internet of Things (IoT) and cloud computing. The aim is to offer end-to-end solutions along the entire value chain, from defining an IoT strategy to advising on application options, and designing and implementing a specific solution. This includes the selection of suitable technologies and components, as well as communication and interaction between objects and devices, and their seamless integration. Concept Reply designs and develops complete project plans as well as customer-specific individual components and systems.

Case Context: In recent years, e-commerce has grown exponentially, creating massive demand for efficient and cost-effective last-mile delivery solutions. Traditional delivery models rely heavily on human drivers, which increases costs and environmental impact. Autonomous delivery robots – small, self-driving vehicles capable of navigating sidewalks and urban environments – represent a new business opportunity. Leveraging Internet of Things (IoT) connectivity, AI-based navigation, and real-time data integration, these systems aim to deliver goods with reduced costs and improved sustainability. Several pilot projects have been tested in Europe and the US, but the path to large-scale commercialization is still uncertain.

Case description: This case asks students to evaluate the business potential of autonomous delivery robots for urban logistics. The analysis should cover alternative business models (e.g., B2B partnerships with retailers, B2C direct delivery services, or integration with existing courier networks), as well as potential go-to-market scenarios.
Key challenges include:
• Competition with traditional delivery services and emerging drone-based models.
• Partnerships with municipalities, retailers, and logistics companies.
• Social acceptance of robots in public spaces and compliance with urban regulations.
• Environmental benefits compared to vans or scooters (CO₂ reduction, traffic relief).
• Economic trade-offs between robot fleet investment, maintenance, and operational savings.
Expected student contribution: Develop an assessment of the most viable business model(s), taking into account regulatory, environmental, and competitive factors. The result should provide a recommendation on how such a service could realistically scale in a European mid-sized city within the next 3–5 years.