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MSI Tec to Distribute Revolutionary Baxter™ Robot from Rethink Robotics in Southwestern U.S.

The revolutionary Baxter robot, announced today by Rethink Robotics, will be sold through 7 U.S. distributors, and MSI Tec is proud to be among them. Baxter is a new category of robot that will redefine the way robots can be used in manufacturing.

PRLog - Sep. 18, 2012 - CENTENNIAL, Colo. -- CENTENNIAL, Colorado – MSI Tec will be the sole regional distributor of the newly-announced Baxter™ robot from Rethink Robotics, it was announced today.  MSI Tec’s sales region includes Colorado, Arizona, Utah, New Mexico, Wyoming, southern Nevada and southern California.  See http://www.msitec.com for more.

Today’s announcement from Rethink Robotics of Baxter™, “a revolutionary new category of robot”, according to the company, caps months of speculation since the company changed its name from Heartland Robotics and announced plans to unveil a new robot late in 2012.  Founder Rodney Brooks, who is the former Director of MIT's Computer Science and Artificial Intelligence Laboratory, as well as the co-founder of iRobot and inventor of the successful Roomba vacuum, said today, “Baxter is redefining the way robots can be used in manufacturing environments. It performs a variety of simple, yet critical production tasks while safely and intelligently working next to people.”

How?  According to Brooks, unlike traditional industrial robots, Baxter exhibits behavior-based ‘common sense,’ capable of sensing and adapting to its task and its environment.  It requires no complex programming or costly integration.  And with its uniquely low price point, Baxter provides a compelling alternative to low-cost offshoring for manufacturers of all sizes.  As a result, Baxter is being introduced into a wide range of plants that could never previously consider a robotic automation solution.

“It feels like a true Macintosh moment for the robot world,” former Apple executive Tony Fadell, who oversaw the development of the iPhone and iPod, said in today’s  New York Times, referring to the Apple computer which revolutionized the personal computer market.

MSI Tec is currently one of only seven companies in the United States to distribute Baxter.  Rethink Robotics is based in Boston, Massachusetts.

“Baxter will be revolutionary to manufacturing in America, and specifically to small-to-midsize companies employing material handling,” said Joel Moser, Collaborative Robot Product Manager for MSI Tec.  “Never before have humans been able to work side-by-side with robots, which have traditionally been dangerous, cumbersome and prohibitively expensive.”

MSI Tec, with sales offices in Arizona and southern California, and a full sales territory of Colorado, Arizona, Wyoming, Utah, New Mexico, southern Nevada and southern California, will be taking Baxter™ on the road later this month to demonstrate to media and customers throughout the region.  See baxter.msitec.com for more details.

CONTACT: Joel Moser, MSI Tec’s Collaborative Robot Product Manager, at (720) 875-9835 or via email at JoelM@msitec.com.  Raj Chaudhari, marketing contact for images and further information, at (303) 895-0085 or via email at raj@agency313.com.   A media day is being planned for the company’s Centennial headquarters in mid-October.  Interested media should contact raj@agency313.com for details.

MSI Tec, Inc. was established in 1983 and is headquartered in Centennial, Colorado, with sales offices in Arizona and California.  For more information, please visit http://www.msitec.com.  Rethink Robotics was founded in 2008 and is headquartered in Boston, Massachusetts.  For more information, please visit http://www.rethinkrobotics.com.

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