Coming off the back of a solid set of Q4 fiscal results, Rockwell Automation celebrated its 20th Automation Fair at the McCormick convention Centre in Chicago on 16 and 17 November last year. Over the two exhibition days, a reported record crowd of 16 000 were welcomed through the gates by the more than 100 exhibitors at this smoothly organised vendor event. In focus were the latest ideas to support smart, safe, sustainable solutions for plant-wide optimisation that improves machine performance and allows manufacturing to take place in a more sustainable manner. Dozens of new products and updates were on display to support these, including two new Allen-Bradley Control Logix programmable automation controllers, FactoryTalk Historian Site Edition, PlantPAx Process Automation System Release 2.0 and the new family of Allen-Bradley Guardmaster safety relays. Technology for plant-wide efficient usage of energy was also very much in evidence.
“This Automation Fair event features the industry’s largest selection of technical sessions, hands-on labs and industry forums,” said Rockwell Automation CEO, Keith Nosbusch. Attendees needed no second invitation and took full advantage of the expertise from Rockwell Automation and its Partner Network on offer in the form of a comprehensive set of industry leaders in distribution, systems integration, machine building and complementary technologies.
For the media, the event kicked off on 15 November with the half-day Manufacturing Perspectives forum where journalists and analysts from around the world gathered to learn about the ideas currently shaping the future of manufacturing. I took the opportunity to talk one-on-one with Hedwig Maes, president of Rockwell Automation EMEA, to find out how this is evolving in Africa.
Rockwell Automation in South Africa
Maes believes that growth in the developing economies of Africa requires a different approach to that which works effectively for the company in the mature parts of Europe. He says the key is focusing only on the industries that are important in this region of the world. For instance, in South Africa it does not make sense to focus on machine building because the industry is very small by global standards. Rather, the emphasis needs to be on things like mining, power generation and water – these are all strategically important. By product he sees drives as a core offering as well as the safety products and also the service business. In services, the new risk assessment offering with respect to safety and plant optimisation will complement the more traditional offerings of technical support and repair.
Maes is excited by the prospects in Africa. “2011 was a record year for Rockwell,” he says. “It was also a record year for Rockwell in EMEA with a strong contribution from South Africa.” When asked what is driving the growth here, Maes says that there have been some good wins in the power control business. Power control together with the Integrated Architecture and the services business, these are the three core components for growth in the region. “To this end the Hiprom acquisition is important,” he adds. “If we are to succeed then we must expand our capabilities in the mining industry and Hiprom is right in the sweet-spot.” When pressed for details on other Hiprom like acquisitions that may be in the pipeline he met the question with a grin: apparently the company remains committed to its acquisition strategy that brings competitive advantage through the introduction of new technology and strategic geographical representation.
“At Rockwell Automation we see growth opportunities on the African continent,” Maes concludes. “South Africa is the world’s largest producer of platinum and there are increasing opportunities for expansion in the metals processing industry. Other growth industries, such as food, beverage, chemical and petrochemical will also continue to be candidates for our automation technology.”
I hope I get the chance to review some of these insights with Maes at this year’s Automation Fair 2012 to be held in Philadelphia.
Steven Meyer
Editor: SA Instrumentation & Control
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