Teaming up: Endress+Hauser joins Rockwell for process industry alliance


Last month Endress+Hauser and Rockwell Automation sponsored a breakfast event at the ARC Collaborative Manufacturing Strategies Forum in Orlando. The discussion topic for the sake of assembled customers and press was their ongoing alliance as they both seek a larger market share in our crowded, North American process industries. They reminded us that this isn't really news, as this partnership has been going on for some time, even if all those in attendance weren't fully aware of it.

This is an understandable alliance as the two companies compliment each other about as well as two companies could in this context. Rockwell has just about everything but instrumentation, which is a major drawback as they work to improve their position as a "process" company. One would have to hunt to find a plant, process or otherwise, where Rockwell's Allen-Bradley brand equipment doesn't turn up, but the lack of instrumentation in their offering must hurt when a customer wants a large bundled solution with control system equipment.

Endress+Hauser, on the other hand, needs the exposure. While they have a truly impressive offering of instrumentation, they are relative latecomers to a market where there are firmly entrenched competitors. Rockwell can open many doors through their formidable distribution channels, and it gives the salespeople a whole new range of products to keep customer relationships fresh.

There are some areas of overlap, but these are minor in the larger picture. E+H is probably willing to sacrifice most of its control system sales to gain Rockwell's cooperation. The interesting question will be fieldbus architecture, given that the two companies traditionally approach this from different directions. The official position is that they are "fieldbus neutral," so that leaves room for negotiation as the situation requires.

For a more extensive analysis of this collaboration, you can listen to a podcast with Rick Dolezal , Rockwell Automation's manager for process business development, and Peter Rippen, E+H's director of strategic alliances. They discuss where the partnership is headed and what each company brings to the table.

Control Engineering Daily News Desk
Peter Welander , process industries editor

No comments
The Engineers' Choice Awards highlight some of the best new control, instrumentation and automation products as chosen by...
The System Integrator Giants program lists the top 100 system integrators among companies listed in CFE Media's Global System Integrator Database.
The Engineering Leaders Under 40 program identifies and gives recognition to young engineers who...
This eGuide illustrates solutions, applications and benefits of machine vision systems.
Learn how to increase device reliability in harsh environments and decrease unplanned system downtime.
This eGuide contains a series of articles and videos that considers theoretical and practical; immediate needs and a look into the future.
Intelligent, efficient PLC programming: Cost-saving programming languages are available now; Automation system upgrades; Help from the cloud; Improving flow control; System integration tips
Smarter machines require smarter systems; Fixing PID, part 3; Process safety; Hardware and software integration; Legalities: Integrated lean project delivery
Choosing controllers: PLCs, PACs, IPCs, DCS? What's best for your application?; Wireless trends; Design, integration; Manufacturing Day; Product Exclusive
PLCs, robots, and the quest for a single controller; how OEE is key to automation solutions.
This article collection contains several articles on improving the use of PID.
Learn how Industry 4.0 adds supply chain efficiency, optimizes pricing, improves quality, and more.

Find and connect with the most suitable service provider for your unique application. Start searching the Global System Integrator Database Now!

Special report: U.S. natural gas; LNG transport technologies evolve to meet market demand; Understanding new methane regulations; Predictive maintenance for gas pipeline compressors
Cyber security cost-efficient for industrial control systems; Extracting full value from operational data; Managing cyber security risks
Drilling for Big Data: Managing the flow of information; Big data drilldown series: Challenge and opportunity; OT to IT: Creating a circle of improvement; Industry loses best workers, again