The growing use of artificial intelligence is redefining the optical sorting industry: for 3UVision, the future will be shaped by advanced recognition models, new application areas and strong specialisation |
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ing complex and mixed materials, where spectral analysis alone is no longer sufficient.
FROM PET TO NEW RECYCLING MARKETS In recent years, the company has progressively expanded its scope. While PET bottles remain a consolidated market, opportunities are now emerging in entirely new sectors. These include metal and textile waste recycling, the sorting of demolition materials, glass and carbon fibres from decommissioned wind turbines and even the recycling of fine materials, such as copper and glass with grain sizes inferior to one millimetre. These applications are often considered niche, but they offer high added value and face limited competition.
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“ Our choice is to focus on complex, high-value market niches where we can truly make the difference, rather than chasing large volumes,“ observes Bonacina.
COMPETING BY FOCUSING ON VALUE Increasing competitive pressure represents one of the main challenges for the industry today. According to 3U Vision‘ s sales director, competition can no longer be based solely on machine performance or the optical technology used. In recent years, the market has expanded and diversified, with a growing number of operators and solutions featuring different quality levels, production models and pricing. In this scenario, 3U Vision is focusing on real differentiation built on a set of values and benefits
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that go beyond the machine‘ s performance, no matter how high it already is. This added value translates into the company‘ s ability to communicate with its target markets and, above all, into real customer proximity, including through the direct support of its specialists, available 24 / 7 when needed. This market approach is one of the pillars that has allowed 3U Vision to build solid value recognised by customers, a value difficult to replicate by companies primarily focused on standardised products and large volumes. For 3U Vision, this means investing in company organisation, service quality, application advice and the ability to fully understand the customer’ s production processes. The role of salespeople is also changing deeply. |
Italian technology plast / October 2026 |
www. plastmagazine. it |
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