Power Tools

Focusing on the user: Bosch innovation makes work easier Speech by
Henning von Boxberg,
President of the Power Tools Division
Henk Becker,
Member of the executive management
of the Power Tools Division of Robert Bosch GmbH<
on the occasion of the press conference in Leinfelden on March 18, 2015

Add to my press materials
Save text
  • March 18, 2015
  • Power Tools
  • Presentations

press release

Ladies and Gentlemen,
Bosch innovation makes work easier – that is the standard by which we judge ourselves. Users are the focal point in this case. In order to understand and satisfy their needs, we constantly examine the following questions during market research and user tests:

  • Is the product useful?
  • Is the product easy to use?
  • Is it fun to use the product?
  • Does the product fulfill or exceed the design requirements?
Knowing the answers to these questions is the DNA of our success and the basis of our innovative strength.

Heterogeneous target groups: These are our users
But one user is not like the other. We serve different target groups who have very different requirements: do-it-yourselfers on the one hand and professionals in industrialized and emerging markets on the other.

Do-it-yourselfers do not exist as such, they cover a broad spectrum – from beginners through to keen handymen. They all have one thing in common, i.e. a desire for easy-to-use and convenient solutions. Joy of DIY is also becoming more important.

With regard to do-it-yourselfers, we see different trends in industrialized and emerging markets: since industrialized markets are a difficult economic environment, pressure on productivity is increasing. Health aspects such as dust, noise and vibrations are also increasing significantly. In emerging markets, a large number of first-time users of power tools can be found. These do-it-yourselfers must first be convinced about the advantages of a change from traditional hand-held tools such as screwdrivers, all-purpose saws, hammers and chisels to power tools. They need affordable power tools which are robust and can be easily maintained.

In addition to the needs of the individual target groups, there are two overlapping trends both for do-it-yourselfers and professional tradesmen.

  • Firstly, the rapid development of the Internet and the increasing use of smartphones and tablets. They are providing us with new opportunities to offer intelligent solutions and services.
  • Secondly, the fact that the demand for cordless tools is still rising. We have substantially influenced the market for efficient tools with lithium-ion battery through innovative products like the Ixo cordless screwdriver, the Indego robotic lawnmower and cordless professional tools which are as powerful as electrical power tools.

Based on some selected innovations in 2015, I would like to show you how we are tackling these trends with our products, thus making DIY easier. Henk Becker will present the professional tools afterwards.

Bosch connects measuring tools with an app
The smartphone has become a key element in communication and information for do-it-yourselfers. However, it is also being used to an increasing extent as remote control for lights, heating and consumer electronics. This development is enabling us to supply solutions which go far beyond traditional power tools.

These solutions include the PLR 30 C and PLR 50 C laser measures. They belong to the first laser measures on the DIY market to have an integrated Bluetooth interface for data transfer. This enables measurements to be quickly and easily transferred to and processed in the matching PLR measure&go app for Android and iOS smartphones and tablets. Make a photo or sketch, load the measurements directly into it, make notes on it, save it and send it by e-mail – all of this can be done with the free app. This eliminates the risk of errors resulting from transferring the measurements manually and minimizes the risk of forgetting important details. Whether you are renovating, moving house or converting a room: the PLR measure&go app replaces pencil and paper, which are easily lost, and makes measuring and documenting easy for do-it-yourselfers.

Bosch has developed the PLR 50 C for anyone who needs more functions and wants the tool to be as easy to operate as possible. It is the first laser measure for do-it-yourselfers that can be operated via the display using your fingertip. It also features an incline sensor for additional functions: if, for example, the height of a wall is to be measured, simply aim the PLR 50 C at an angle to the top edge of the wall. The laser measure than automatically calculates the actual height based on the distance and the measurement angle. Thanks to a color touchscreen, you can easily navigate through the menu and control the individual function.

Very efficient cordless tools thanks to “Syneon Chip”
We are also creating value-added for users with our cordless tools: cordless tools from Bosch for do-it-yourselfers enable up to 85 percent more applications than comparable competitor tools. Their superior performance and runtime is based on optimum coordination of key components such as the motor and gearbox combined with an intelligent electronic system called the “Syneon Chip”. This gives do-it-yourselfers optimum power and maximum endurance at all times for every project. With the PSR 18 LI-2 cordless drill driver, for example, do-it-yourselfers can drive up to 60 percent more screws (6 x 80 mm) per battery charge and drill up to 85 percent more holes (6 x 50 mm) than with comparable competitor tools. This has been confirmed by an independent testing and certification institute. Moreover, the tools retain their full performance until the battery is empty. The Bosch cordless tools therefore enable do-it-yourselfers to drive screws, drill, saw, sand or vacuum powerfully until the end.

The latest results from Stiftung Warentest also show how good our tools are: in a comparison of a total of 36 cordless drill/drivers, cordless combis, impact drills and rotary hammers, we occupied first place each time in the overall assessment. Our Uneo Maxx, the only cordless rotary hammer with no competition in the test, scored well.

Cordless tools with excellent ergonomics
Two new tools with “Syneon Chip” are the PSR 18 LI-2 Ergonomic cordless drill driver and the PSB 18 LI-2 Ergonomic cordless impact drill. Both are noticeably different at first sight. The tool axis and the recessed grip, which the hand automatically nestles into during screwdriving and drilling, are in line with each other. This results in optimum power transfer. Moreover, do-it-yourselfers can also use the drill drivers comfortably with two hands thanks to the additional arched handle that gives the tools their characteristic appearance. Another advantage: the tools are 20 percent smaller and ten percent lighter than conventional cordless drill drivers.

Both tools also have a kickback stop, which means that if during work the integrated sensor detects sudden jamming, for example due to tilting in metal or a hard object in wood or masonry, the motor immediately shuts down and prevents the tool from further turning. This is advantageous, for example, when the do-it-yourselfer is standing on a ladder and could lose his balance if the tool jolts suddenly. This unique combination of compact design, low weight, strength-saving, easy operation and kickback stop makes it so ergonomic to work with these drill drivers that Aktion Gesunder Rücken e.V. (AGR) (Campaign for Healthier Backs) has awarded the tools its seal of approval.

Cordless screwdriver with trademark: The Ixo from Bosch flies its flag
A small handy tool, which every do-it-yourselfer knows – that is our screwdriver Ixo. About 14 million units of the Ixo have been sold so far and it is much more than a classical power tool. It can even open wine bottles, season food, help ignite a BBQ, drive screws round corners and cut through different materials effortlessly thanks to the universal cutting adapter. In future, the Ixo will be wearing a trendy fashion accessory, namely a fabric label bearing its name. This will further underline this everyday helper’s uniqueness.
Along with its new trademark feature, it is also becoming even more ergonomical because the new Ixo has a shape designed to fit the hand perfectly and a new switch, light and charging concept. The on/off switch, for example, has been modified to enable the Ixo to be operated in different grip positions.

The Ixo brightens the area in front of it using its “PowerLight”. Positioned on the head of the screwdriver, the LED emits a white and therefore brighter light, which can now also be adjusted. When set to scattered light, it reliably illuminates the work area. Set to spotlight mode, the light will be cast precisely on the screw head. The new Ixo is now also charged using a micro USB cable, and its charging time has been reduced to three hours. This handy tool is therefore always ready to use for many creative ideas.

Opening up new product segments: 3D printer for all
Another of our innovative strengths is the systematic development of new product segments. One example of this is the Dremel 3D Idea Builder, a 3D printer for anyyone. It opens up entirely new opportunities for users to transform their own ideas into colors and shapes, and then implement these ideas. Whether toy figures, decorative items such as vases or candlesticks, jewelry from earrings to bracelets, Christmas tree decoration and key rings, cell phone holders and much more besides – the Dremel 3D Idea Builder prints whatever you want in 3D.

The main reasons why users have been deterred to date by 3D printing are the complex technology, less user-friendly operation, the lack of services and complex software. Many people also ask themselves whether the printing quality will actually correspond to the required result. We are breaking down these barriers with the Dremel 3D Idea Builder: the tool is suitable both for beginners and advanced users. You can start as soon as you have unpacked the 3D printer: it is installed in a few steps and uses the build material (filament). The enclosed memory card enables the user to quickly work with the first, pre-installed printing templates without connection to a computer. A touchscreen intuitively guides the user through the individual steps. Once the user has familiarized himself with the 3D printer, he will find over 100 other printing templates on the Dremel website or can give free rein to his creativity with free CAD software.

The Dremel 3D Idea Builder uses PAL, an eco-friendly vegetable based plastic. The printer melts and prints the filament, and creates an object layer by layer. It does this by applying ultra fine layers up to 100 micrometers in thickness, i.e. 0.1 millimeters – no thicker than a sheet of paper. The Dremel 3D Idea Builder therefore produces high surface quality.

Bosch makes DIY easy
All of these new products are consistently geared towards the needs and wants of users. They go by the slogan “Easy do-it-yourself with Bosch”, which we want to live up to again in 2015 to amaze and win over customers. You can test other innovations on a 1:1 basis during our product show.

Thank you for listening. I would now like to hand over to Henk Becker who will present our innovative products in the professional tool segment.

Ladies and Gentlemen,
In accordance with the requirements of users, we divide our product range for professionals into industrialized and emerging markets. We see fierce competitive pressure in industrialized markets. The focal point is therefore productivity. Tradespeople must be fast and flexible, and reduce setup times to a minimum in order to work efficiently. User comfort also plays an important role here along with low weight and tool vibration. Cordless tools ideally fulfill these requirements. They are still in great demand among professionals and their market share is rising continuously. For Bosch the cordless tool segment is an important growth area which we are systematically cultivating – and we are launching innovative products which are revolutionizing the market.

Core segment cordless tools: The "Wireless Charging System“ from Bosch
In fall 2014 we achieved this objective with a world innovation: the "Wireless Charging System“ for inductive charging of batteries. It opens up new ways of making work efficient, with cost and time savings. In 2015 we will advance the system by adding a mobile system component to the stationary “Wireless Charging System” solution which consists of a charger and 18 volt lithium-ion battery: the "Wireless Charging Holster“. It charges 18 volt cordless drill/drivers and impact drivers on the way to the jobsite. Craftsmen therefore use the journey time more efficiently and save valuable working time.

The holster is compatible with the in-vehicle equipment system from Sortimo. It can be mounted to pull-out rails and also to vertical or horizontal surfaces in the vehicle. Charging is performed easily and conveniently, using the twelve volt connection in the vehicle. The system includes a voltage transformer which provides the right energy transfer to the charger. Alternatively, it can also be connected directly to an existing 220 volt on-board voltage socket. As a result, your batteries are always charged on the site. In the next step we will transfer this principle of mobile charging to a complete 18 volt product range.

First cordless system with a rotary hammer adapter: FlexiClick from Bosch
We are also creating value-added for users with this cordless system: Flexiclick from Bosch is the most versatile cordless drill/driver system in the market. In addition to a drill chuck adapter, an off-set angle adapter and an angle adapter, it features a rotary hammer adapter for the first time. The GHA FC2 Professional rotary hammer adapter transforms the cordless drill/drivers GSR 14,4 V-EC FC2 Professional and GSR 18 V-EC FC2 Professional into a powerful SDS-plus rotary hammer with an impact energy of one joule. The hammer mechanism required for this is integrated into the rotary hammer adapter. Unlike conventional combi drills, the tools can therefore even drill effortlessly in concrete. The maximal drilling diameter is ten millimeters. At a length of only 270 millimeters with the adapter mounted, these tools are also much more compact than conventional rotary hammers.

The four FlexiClick adapters are connected to the cordless drill/drivers in the same way as professional tradespeople are used to connecting keyless chucks: simply place the adapter on the FlexiClick interface and turn it clockwise. Repeated clicking then indicates a secure connection between the two components – and the system is ready to use.

Entry into a new product segment: Precise temperature measurement
Our strengths is knowing the market and users' needs very precisely, observing trends and using this knowledge to provide solutions which

  • make work easier for craftsmen,
  • are very easy to operate in spite of complex functions,
  • appeal to craftsmen who enjoy using them in an ideal scenario.
Because people who enjoy their work are motivated.
With the next two tools, we have been considering two main trends: firstly, the possibility of controlling tools by means of a smartphone or processing data respectively; secondly, the desire to reduce energy and save energy costs. These tools are the GIS 1000 C Professional thermo detector and the GTC 230 C Professional thermo camera with which we are entering the business segment of temperature measurement for professionals in 2015. New to both tools in this class is the possibility to document the measuring results quickly and easily.

GIS 1000 C Professional: Precise measurements with interpretation assistance
The GIS 1000 C Professional is the first thermo detector with an integrated camera and a Bluetooth interface to process photos and measurement data in an app for Android and iOS smartphones and tablets. Individual measuring spots can be defined on a photo taken from the GIS measure&document app, and the measuring data can be transferred to the thermo detector. The photos can have notes added to them, and can be stored and sent by e-mail, for example to consult with the client or the boss.

Thanks to point measurement, the thermo detector achieves very accurate results at temperatures of up to 1,000 degrees Celsius. It detects thermal bridges and areas at risk from mold in a matter of seconds. The tool measures room temperature, surface temperature and humidity, assesses these values in relation to each other, and is the only thermo detector in its class to help professional tradespeople interpret the data, using a color scale to show the acquired temperature range and temperature deviations and therefore the dew points or thermal bridges.

GTC 230 C Professional: Find weak spots using thermal imaging
We are going one step further with the GTC 230 C Professional thermo camera: compared with point measurement, the thermo camera maps the temperature distribution of an area. It provides a fast overview of weak points. The tool can be used, for example, to quickly find overheated, defective components in a switch cabinet. Thanks to regular testing and documentation, changes can be detected immediately and outages or fires can be prevented.

The thermo camera excels compared with comparable competitor models due to its 3.5-inch color display with editing function via touchscreen and can capture not only photos, but also videos with sound. Since every pixel in the stored thermal images is a measuring point, the temperature of any point can be displayed with just a touch. The tool also automatically marks the coldest and warmest pixel. This makes it possible to find, for example, leaks in water pipes.

Operating the tool via the screen and the four buttons is self-explanatory. At the press of a button, for example, you can activate the picture-in-picture function. This displays the thermal image within the context of the original image, which makes it easier to assign measurements. The micro SD card or micro USB port can then be used to load the acquired data onto a PC where it can be processed further.

We satisfy three main demands with these thermo measuring tools:

  • They are reliable and precise.
  • They help to document and interpret data.
  • They are easy to operate despite complex technology.
These are the criteria which our current measuring tools already fulfill and make our company so successful. We are convinced that the thermo measuring tools will also set standards.

Future model: Intelligent stock management
We are already using connectivity with products such as the Bosch Toolbox app or the GLM 100 C Professional laser measure. The Toolbox app offers tradespeople functions such as a measurement camera, building documentation and digital reporting notes. The laser measure makes it easier for tradespeople to dimension and document building sites by combining the tool and the app. Connectivity has immense potential: just imagine you are an entrepreneur and could see at a glance what power tools are available to your employees and where the tools are located. Just imagine you are a tradesman and want to go to a building site. Simply looking at the app is sufficient for you to know whether you have all the required tools with you. Forgotten tools are therefore a thing of the past. Your tool has just failed and you require a replacement? In this case too, just look at the app and in a few seconds you receive the information as to which colleague has the required tool. These are just a few examples of what we regard as intelligent stock management: we optimize work processes, save time and increase productivity. We are intending to launch such a system in fall 2015.

Bosch makes it easy to work efficiently
Innovation using new technologies has always been an important factor in our growth. Our new products are consistently geared towards the needs and wants of users. They go by the slogan “Efficiently working with Bosch”, which we want to live up to again in 2015 to amaze and win over customers. You can test other innovative products for industrialized markets during our product show afterwards. Beforehand I would like to give you a brief insight into emerging markets.

Success in emerging markets
We are also dedicated to further developing our sales and the state of the industry in emerging markets such as China, India, Russia, Africa and Brazil. A large number of craftsmen in these countries still work with traditional hand-held tools such as screwdrivers, hammers and chisels. They must first be convinced that switching over to power tools is advantageous – and they must also be able to afford these power tools. The key to success is found in robust, reliable products which can be easily maintained and take into consideration the purchasing power. Following successful pilot projects in China and Russia, we want to launch a complete product series, including service and distribution, in these emerging markets. We are planning more than 20 products, both in the power tool and cordless tool segments, which cover all current applications. These products include rotary hammers, drill/drivers, impact drills, angle grinders and hand-held circular saws. The product range will be gradually introduced and will be available in the emerging markets in 2017. This portfolio is a good basis for further growth.

At the end of this speech, I would now like to briefly recap the most important points

  • We are utilizing the rapid development of the Internet and the increasing use of smartphones and tablets to provide intelligent solutions and services.
  • In industrialized markets we are relying heavily on innovation, especially in the areas of batteries and connectivity. In emerging markets we are focusing on affordable products.
  • We know the needs of users who are always the focal point of our actions. That is the basis of our innovation strength and our success.
Thank you for listening.

The Power Tools Division of the Bosch Group is one of the world’s leading providers for power tools, power tool accessories and measuring tools. In 2015, its roughly 20,000 associates generated sales of 4.5 billion euros, about 85 percent of which outside of Germany. With brands such as Bosch, Skil and Dremel, the division stands for customer focus and great engineering progress. The core success factors are innovative strength and pace of innovation. The division generated about one third of its sales in 2015 with products that have been on the market for less than two years. In 2016, Bosch Power Tools will again launch more than 100 new products onto the German market in its four business segments power tools, accessories, measuring tools and garden tools.

The Bosch Group is a leading global supplier of technology and services. It employs roughly 375,000 associates worldwide (as of December 31, 2015). The company generated sales of 70.6 billion euros in 2015. Its operations are divided into four business sectors: Mobility Solutions, Industrial Technology, Consumer Goods, and Energy and Building Technology. The Bosch Group comprises Robert Bosch GmbH and its roughly 440 subsidiaries and regional companies in some 60 countries. Including sales and service partners, Bosch’s global manufacturing and sales network covers some 150 countries. The basis for the company’s future growth is its innovative strength. Bosch employs 55,800 associates in research and development at 118 locations across the globe. The Bosch Group’s strategic objective is to deliver innovations for a connected life. Bosch improves quality of life worldwide with products and services that are innovative and spark enthusiasm. In short, Bosch creates technology that is “Invented for life.”

Further information is available online at www.bosch.com and www.bosch-press.com, http://twitter.com/BoschPresse.

RF00249 - March 18, 2015

Your contact person for journalists

Martin Steinlehner

+49 711 758-3132 Send Email

Share this information