Augmented reality proves RWM hit for UNTHA UK



RWM stalwart UNTHA UK attracted a lot of attention at this year’s prestigious recycling exhibition.

At first glance the team looked like they had left their vast Waste to Energy XR pre-shredder behind at their North Yorkshire headquarters. But as visitors neared the stand they were met with the buzz of dozens of visitors using tablets and smart phones to view the machine using augmented reality, a revolutionary innovation from UNTHA and a first for the show.

This state-of-the-art concept – developed in partnership with parent company UNTHA shredding technology – meant that visitors could experience and interact with a large XR shredder like never before, and without it even being there. Doors could be opened, the cutters turned and the inner workings of the shredder examined in detail. Miniature versions of the augmented reality also allowed attendees to hold a shredder in their hands.

UNTHA UK’s managing director Chris Oldfield commented: “We are very proud of our reputation as market leaders and work hard to uphold this status by constantly looking for new and exciting ideas. In devising the augmented reality concept for our shredder we wanted to create a talking point – something different that attracted people to our stand and enabled them to have fun whilst learning more about what we do.

“Of course there are also environmental benefits to be gained from exhibiting an ‘invisible’ XR shredder, rather than the real 28 tonne equivalent, and after all, this whole event is about encouraging us to adopt more sustainable business practices.”

The new compact UNTHA S25 shredder – the smallest machine in the range to date – also proved a big talking point. Visitors were impressed with the fact that, for less than £20,000, they can invest in a CE certified system supplied as a complete unit, meaning it is literally ready to ‘plug and go’. This machine is the first of its kind – in terms of size, purpose and price – that has been built to the same quality standards as a shredder that would cost hundreds and thousands of pounds. It is suitable for varied applications including metal swarf, lightweight WEEE, C&I waste from warehouses and distribution centres, green waste and organic waste for small volumes of AD.

Reflecting on three days of meeting familiar faces and helping nurture new customer relationships, Chris concludes: “We’ve come away from RWM feeling very proud of the industry positioning that we’ve worked hard to achieve since UNTHA UK was born in 2011. Thanks to our technological innovation and industry expertise we’ve secured an abundance of fresh leads, and we must now work hard over the coming months to turn these enquiries into sales.

“I know that our recently-launched asset-based lending division, UNTHA Finance, will play a huge part in funding these potential projects, which may otherwise never get off the ground.'

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