Julie Fraser, Cambashi Inc.

President & Principal Industry Analyst

4th Annual ISA Marketing & Sales Summit

Boston, MA

September 11, 2009

Consultants & industry analysts

◦ Strong background technology and production-related industries

◦ Deliver research, consulting, and training

◦ We have often had our clients‟ roles: operations, marketing, sales

Founded in 1984 in Cambridge, UK

◦ US subsidiary opened near Boston in 2008

Cambashi clients can act more effectively based on

insights about where IT must support critical business

processes in production industries

Industry Knowledge for Business Advantage

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Views of networking

The buying team & its challenges

Benefit themes to explore

Group feedback on networked automation marketing examples

Targeting the message

Making your case: Exercise

– and helping champions make theirs

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Embedded control of machines.

Connections between machines,

work-cell and line status displays

and controls.

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Embedded control of machines.

Connections between machines,

work-cell and line status displays

and controls.

Connections to factory management

systems

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Embedded control of machines.

Connections between machines,

work-cell and line status displays

and controls.

Connections to factory management

systems

Connections to laboratory test systems,

stores, goods-in, suppliers, sister-

factories and the business

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Engineering

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Engineering

Operations

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Engineering

Purchasing

Operations

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Engineering

IT/ISPurchasing

Operations

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Engineering

IT/ISPurchasing

Operations

R&D

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Engineering

IT/ISFinance

Purchasing

Operations

R&D

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Engineering

IT/IS

Sales

Marketing

Finance

Purchasing

Operations

R&D

VP

Engineering

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Head of

Purchasing

VP

Engineering

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CIO

Head of

Purchasing

VP

Engineering

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CIO

VP

Operations

Head of

Purchasing

VP

Engineering

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CIO

CEO

VP

Operations

Head of

Purchasing

VP

Engineering

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CIO

CEO

VP

Operations

Head of

Purchasing

VP

Engineering

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VP R&D

CIO

CEO

VP

OperationsVP Sales &

Marketing Head of

Purchasing

VP

Engineering

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VP R&D

CIO

CEO

VP

OperationsVP Sales &

Marketing

CFO

Head of

Purchasing

VP

Engineering

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VP R&D

26

Do we need this category of solution?

Preference for

Company A

Know of and

neutral to

Company A

Know of but

exclude

Company A

Never heard of

Company A

Know of and

will consider

Company A

Wil

l w

e b

uy f

rom

th

is c

om

pan

y?

Never heard of

X Control

Aware of X

Control, no

action

Investigating

X Control

Meet

qualification

criteria

PO Issued for

X Control

X

X

X X

X X

X

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27

Do we need this category of solution?

Preference for

Company A

Know of and

neutral to

Company A

Know of but

exclude

Company A

Never heard of

Company A

Know of and

will consider

Company A

Wil

l w

e b

uy f

rom

th

is c

om

pan

y?

Never heard of

X Control

Aware of X

Control, no

action

Investigating

X Control

Meet

qualification

criteria

PO Issued for

X Control

X

X

X X

X X

X

Every initiative, piece of collateral, customer

interaction etc. can be designed, positioned

or assessed against this framework:

Which transitions are supported?

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Each cares most about different but adjacent issues

Project manager

VP Engineering

Purchasing

Operations

Manufacturing IT

R&D

CIO

CFO, CEO, Board

of Directors

Low-cost, fast, proven, high-tech

Low TCO, easy to maintain

Cost, approved supplier, terms

Reliable, process-enhancing

Info accessible, standard protocol

Adds to flexibility, DFM feedback

Feeds ERP, info flows

Helps revenue generation or cost

minimization, shareholder value

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Production

people talk

about „Feeding

the Beast‟

Enterprise

wants visibility

into the plant

„Black Hole‟

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Developing standards about business processes

◦ ISA88 – batch control - hierarchy

◦ ISA95 – control/MES to enterprise integration

◦ ISA99 – security

◦ ISA100 – wireless

◦ Etc.

These help explain automation issues in standard

ways, often in ways non-engineers understand

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ISA

Manage Production WorkflowLevel 3

The Production ProcessLevel 0

Level 1Discrete

Production

Control

Continuous

Production

Control

Batch

Production

Control

Level 4

Level 2

Monitor and Control

ISA

Manage Production WorkflowLevel 3

The Production ProcessLevel 0

Level 1Discrete

Production

Control

Continuous

Production

Control

Batch

Production

Control

Level 4

Level 2

Monitor and Control

Corporate Information Network

Plant Level Network

Device Level Network

ISA

Manage Production WorkflowLevel 3

The Production ProcessLevel 0

Level 1Discrete

Production

Control

Continuous

Production

Control

Batch

Production

Control

Level 4Enterprise Networks

Plantwide Networks

Operator and Control

Networks

Fieldbus Networks

Embedded Networks

Level 2

Monitor and Control

Corporate Information Network

Plant Level Network

Device Level Network

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However, our approach to the market may not

be quite so obvious…

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ISA

Level 4 ERP, APO, SCM, X

Control, HR, Payroll,

MM, PLM,

Level 3 MES, LIMS, WCS,

CMM, QA, PP, AM

Level 2,

SCADA

, Batch

System

s

HMI

PLC, DCS, OCS

Level 1 I/O, Devices, Sensors

Bus Linkages

Level 0 Embedded

Control Level Network

Device Level Network

Corporate Information Network

Controls

providers

Machine makers

Operations

ISA

Level 4 ERP, APO, SCM, X

Control, HR, Payroll,

MM, PLM,

Level 3 MES, LIMS, WCS,

CMM, QA, PP, AM

Level 2,

SCADA

, Batch

System

s

HMI

PLC, DCS, OCS

Level 1 I/O, Devices, Sensors

Bus Linkages

Level 0 Embedded

Control Level Network

Device Level Network

Corporate Information Network

Applications

and tech.

specialist

SI

Installation

Engineering

Ele

ctr

onic

com

ponents

Board

s, m

odule

s,

sw

, serv

ices

Controls

providers

Machine makers

Operations

ISA

Level 4 ERP, APO, SCM, X

Control, HR, Payroll,

MM, PLM,

Level 3 MES, LIMS, WCS,

CMM, QA, PP, AM

Level 2,

SCADA

, Batch

System

s

HMI

PLC, DCS, OCS

Level 1 I/O, Devices, Sensors

Bus Linkages

Level 0 Embedded

Control Level Network

Device Level Network

Corporate Information Network

Applications

and tech.

specialist

SI

Installation

Engineering

Ele

ctr

onic

com

ponents

Board

s, m

odule

s,

sw

, serv

ices

Controls

providers

Machine makers

Operations

ISA

Level 4 ERP, APO, SCM, X

Control, HR, Payroll,

MM, PLM,

Level 3 MES, LIMS, WCS,

CMM, QA, PP, AM

Level 2,

SCADA

, Batch

System

s

HMI

PLC, DCS, OCS

Level 1 I/O, Devices, Sensors

Bus Linkages

Level 0 Embedded

Control Level Network

Device Level Network

Solution specialist

Tech. specialist

Outsource, SI

In-house IT

Hw, sw,

services

providers

Direct

and

channelCorporate Information Network

Applications

and tech.

specialist

SI

Installation

Controls

providers

Machine makers

Solution specialist

Tech. specialist

Outsource, SI

Engineering

Operations

In-house IT

ISA

Corporate Network

Factory Network

Device Network

Hw, sw,

services

providers

Direct

and

channel

Ele

ctr

onic

com

ponents

Board

s, m

odule

s,

sw

, serv

ices

Applications

and tech.

specialist

SI

Installation

Controls

providers

Machine makers

Solution specialist

Tech. specialist

Outsource, SI

Engineering

Operations

In-house IT

ISA

Corporate Network

Factory Network

Device Network

Hw, sw,

services

providers

Direct

and

channel

Ele

ctr

onic

com

ponents

Board

s, m

odule

s,

sw

, serv

ices

Cost and

problems

!

Cost and

problems

Protocols

Security

Wired vs. wireless

Different flavors of Ethernet

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Protocols

Security

Wired vs. wireless

Different flavors of Ethernet

These topics are important to success, but distract

from business benefit themes for the company…

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Engage with higher levels

Understand their objectives

◦ ideally before meeting them, so you can look as if you‟ve

done your homework

Discuss business issues & needs

Focus on business benefits, not technology

◦ BTW, conflicting technology is a win for SIs

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http://www.ibm.com

/ibm/ideasfromibm/

us/smartplanet/200

81106/index2.shtml

?&re=sp2

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The message of IBM‟s „Smarter Planet‟ campaign

includes the value of intelligent connected devices

Real-time enterprise strategic initiatives

For manufacturers, this must include cost-saving

now, plus options and directions for the future.

Do you talk about the way your data networking

could, for example,

◦ Help integrate business or customer priorities into

decision making in the plant?

◦ Ensure that corporate decisions use current data?

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iLine with Line Controller 30 from Tetra Pak

“....the LC30 automates the interaction among all components of the packaging line....”

“Traditionally, automation in carton packaging lines has been limited to monitoring minimum

and maximum package queues.”

“However, Tetra Pak‟s new high-speed, high-performance iLine solutions represent a major

evolution in automation technology. That‟s because each iLine solution comes with a New

Automation Platform in which each component in the line can talk to all the others via

Ethernet Protocol addresses and Ethernet connectivity.”

Source: AB Tetra Pak

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control system for Bihler metal

punching and forming machine

Source: http://www.bihler.de/GRM80P/PDF/pro/GRM80P_Pros_eng.pdf

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Omega wi833-u wireless

meter scanner & controller

The wiSeries 1/8 DIN Panel Meter & Controller can monitor up to eight (8)

wireless sensors.

The compact instrument connects directly to an Ethernet network and the

Internet and features OMEGA‟s award-winning embedded Web Server. It is

easily configured and monitored with a Web browser over the Ethernet network

or the Internet.

Alternatively, the wi8 meter-controller can instead be connected to the USB port

of a single computer with a "USB Ethernet Adaptor" that are inexpensive and

widely available.

Source: http://www.omega.com/ppt/pptsc.asp?ref=wi8_series&Nav=dask01

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NDC Infrared Engineering Ltd, MM710e range of Ethernet-enabled on-

line gauges for real-time moisture, fat and protein measurements

“.. utilising industry-standard Ethernet

communication hardware such as cables,

repeaters and routers, the modular

MM710e system offers low installation

costs, low cost of ownership and a fast

return on investment.”

Source: European Process Engineer

November 2008

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Market segmentation & sizing

◦ Vertical/sub-vertical, revenue band,

geography, etc.

Attractiveness analysis

◦ market size, need, brand recognition, affinity, coverage

Sweet spots per vertical or segment

◦ Applications that speak to common industry needs

Validation of messages & approaches

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Variation in:

◦ Decision makers for

networked automation

◦ Influences on decision

making group

◦ The types of investments

that compete for budget

◦ Terminology

◦ Regulatory & competitive environment

◦ Key issues & sweet spots

◦ Not to mention actual processes to automate!

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Sales education

◦ On-line or in class

Sales & channel support materials

◦ cheat sheets, presentations,

demos, references, etc.

Market-facing content

◦ Web site, ads, case studies, white papers, webinars,

conference presentations, etc.

Account profiling and planning

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Sales education

◦ On-line or in class

Sales & channel support materials

◦ cheat sheets, presentations,

demos, references, etc.

Market-facing content

◦ Web site, ads, case studies, white papers, webinars,

conference presentations, etc.

Account profiling and planning

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Are your contacts in just one of IT, engineering

and operations groups?

Does your networked product help them

work together?

Does networking help you show how your solution

relates to your customer‟s business priorities?

◦ The business conversation defines the requirement and

triggers budget allocation

Help your champion sell internally

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Sales Marketing

Develop questions to

explore with a key

contact and some for a

non-engineering exec.

Or, if you know a

situation, develop a

business case for a client

for one of your networked

products

Think of the key

questions to include in

business cases for your

networked products

Or develop topics for your

outbound communication

that might interest at least

1 new title or help the

engineer sell internally

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Networking is good and important, but

Buying & implementing can be a challenge

So you must show the benefit to the business!

Many buying constituents

◦ How many do you know? What are their issues?

◦ Is your marketing about business value or only features?

Leverage the Smarter Planet theme

ISA95 can help explain your value-added

◦ Good fences make good neighbors

Keep it focused on business value4th

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Julie Fraser, Cambashi Inc.

President & Principal Industry Analyst

508-362-3480

julie.fraser@cambashi.com

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