Rockwell Automation Among Cloud Top 500

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Rockwell Automation Strengths, Domain Expertise, and Key Differentiators

Rockwell Automation is an American provider of industrial automation and information products. The Connected Enterprise unifies IT and OT systems, providing new opportunities to access, monitor and capitalize on operational, business and transactional data across a manufacturer’s enterprise. Rockwell Automation is implementing the Internet of Things (IoT), including the use of Azure-powered data insights with a line-of-business application and a Power BI dashboard of critical, centrally managed assets.

Rockwell Automation Recent Developments

In June 2020, Rockwell Automation, Inc. (NYSE: ROK) and PTC (NASDAQ: PTC) launched the strategic enhancements to FactoryTalk InnovationSuite, powered by PTC, to serve the needs of a very fast growing, dynamic industrial digital transformation market. Launched in 2018, the FactoryTalk InnovationSuite, powered by PTC offering has already seen rapid customer adoption, helping achieve significant improvements in operational efficiency, reduction in unplanned downtime and improved quality.

In January 2020, Rockwell signed an agreement to acquire privately held Avnet Data Security, LTD, an Israeli-based cybersecurity provider with over 20 years of experience providing cybersecurity services. Avnet offers a full set of IT/OT cyber services and solutions ranging from assessments, penetration testing, network & security solutions, and training to converged IT/OT managed services.

In April 2019, Rockwell Automation released the new FactoryTalk Analytics LogixAI module, formerly known as Project Sherlock which enables industrial workers more easily to use the data from their equipment to predict production issues and improve processes with their existing automation and control skill set. FactoryTalk Analytics LogixAI module uses artificial intelligence (AI) to detect production anomalies and alert workers so they can investigate or intervene, as necessary.

The FactoryTalk Analytics LogixAI module is the newest addition to the FactoryTalk Analytics portfolio from Rockwell Automation.

The portfolio includes FactoryTalk Analytics for Devices, which learns about an automation system’s structure to tell workers about problems with individual devices. The LogixAI module expands on this by learning about an automation system’s application and helping identify anomalies with its overall function. Both products work individually, but each will benefit the other in future iterations.

The FactoryTalk Analytics platform aggregates multiple sources of data, so workers can discover new insights. FactoryTalk Analytics for Devices and the LogixAI module will both be data sources for the platform going forward. In November 2017, Rockwell Automation made an investment in The Hive, a Silicon Valley innovation fund, and co-creation studio, to gain access to an ecosystem of innovators and technology start-ups with a focus on applications of artificial intelligence (AI) to industrial automation. The Hive identifies new AI-based opportunities with great growth potential, and based on these opportunities co-creates, funds, and launches startups with substantial operational and technical support.

Rockwell Automation Mergers and Acquisitions (M&A) Activities

In May 2020, Rockwell completed the acquisition of Kalypso, LP. Based in the US, Kalypso is a software delivery and consulting firm specializing in the digital evolution of industrial companies with a strong client base in life sciences, consumer products and industrial high-tech. Kalypso offers a full suite of consulting, digital innovation, enterprise technology and business process management services that enable the transformation of product design and development, production management, and client service models.

At the same period in 2020, Rockwell had completed the acquisition of ASEM, S.p.A., provider of digital automation technologies based in Italy. ASEM provides a complete range of Industrial PCs (IPCs), Human-Machine Interface (HMI) hardware and software, remote access capabilities, and secure Industrial IoT gateway solutions.

In January 2019 Rockwell Automation has acquired Emulate3D, an innovative engineering software developer whose products digitally simulate and emulate industrial automation systems. By using accurate simulation models to improve systems planning and decision-making, followed by emulation trials that test the control system before installation, Emulate3D’s software enables customers to virtually test machine and system designs before incurring manufacturing and automation costs and committing to a final design. Rockwell Automation will add Emulate3D’s technology to its digital design portfolio to deliver solutions to automotive, logistics, material handling, and other industrial applications. The software will be sold as Emulate3D by Rockwell Automation, as part of Rockwell Automation’s FactoryTalk DesignSuite.

In 2017 Rockwell Automation acquired Odos Imaging, a Scottish technology company that provides three-dimensional, time-of-flight sensing systems for industrial imaging applications. Rockwell Automation has applied this technology to find out products to deliver solutions for a wide range of industrial applications, including automotive and general assembly, packaging and material handling and logistics.

Rockwell Automation Customers in ARTW Customer Database

Leveraging a rigorous data-centric research methodology, APPS RUN THE WORLD asks the simple question: Who’s buying Rockwell Automation applications and why? And we provide the answers – supported by decades of research – to our clients around the world. Our Customer database has over 100 data fields that detail company usage of Rockwell Automation and other enterprise apps by function, customer size, industry, location, implementation status, partner involvement, Line of Business Key Stakeholders and IT decision makers contact details. List of Verified FactoryTalk, DesignSuite, OperationSuite, MaintenanceSuite, InnovationSuite, customers.

Rockwell Automation Key Enterprise and Cloud Applications

FactoryTalk, DesignSuite, OperationSuite, MaintenanceSuite, InnovationSuite,

Rockwell Automation Revenues, $M:

Type/Year20182019YoY Growth, %
Total Revenues, $M Subscribe Subscribe Subscribe
Enterprise Applications Revenues, $M Subscribe Subscribe Subscribe
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* Enterprise Applications Revenues = License + Support & Maintenance + SaaS
** All revenue figures are estimates based on public records, Cloud and Non-Cloud business models in Apps Run The World's vendor database, and annual survey results including vendor feedback.

Rockwell Automation Revenue Breakdown By Type, $M:

TypeLicenseServicesHardwareSupport & MaintenanceSaaS
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Rockwell Automation Revenues By Region, $M

Region% of Total Revenues2019 Total Revenues, $M2019 Enterprise Applications Revenues, $M2019 Cloud Applications Revenues, $M
Americas Subscribe Subscribe Subscribe Subscribe
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APAC Subscribe Subscribe Subscribe Subscribe
Total Subscribe Subscribe Subscribe Subscribe

Rockwell Automation Direct vs Indirect sales

RegionDirect SalesIndirect SalesTotal
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Rockwell Automation Customers - Breakdown by Geo, Size, Vertical and Product

List of Verified Rockwell Automation Customers


No. of Rockwell Automation Customers: x

No. of Rockwell Automation Enterprise Applications Customers: x

No. of Rockwell Automation Cloud Customers: x

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Rockwell Automation provides industrial automation and information solutions to customers in more than 80 countries. Among Rockwell Automation customers are South African Breweries’ (SAB), BHP Billiton, Michelin Group, Nestlé USA, M.G.Bryan, Hillshire Brands, King’s Hawaiian and others.

Rockwell Automation Market Opportunities, M&A and Geo Expansions

In June 2020, Rockwell introduced its VersaView 6300 family of Allen-Bradley industrial computers. The launch of the VersaView 6300 family follows the May 2020 acquisition of ASEM S.p.A. and represents a considerable extension of the company’s capability for industrial PCs (IPC), human machine interface (HMI) and secure Industrial Internet of Things (IIoT) remote access solutions. Through the acquisition, Rockwell Automation has also added a world-class Center of Excellence for R&D and manufacturing in Italy, and the ability to offer a high degree of configurability and customization to its customers around the world. The products are specifically designed to withstand the conditions of industrial environments, including washdown applications in food processing and life sciences.

In March 2019, GE Healthcare and Rockwell Automation are combining their automation, IT and single-use solution expertise to build bioprocessing operations for the digital age. The two companies will help biopharmaceutical companies create flexible and scalable facilities of the future, focused on rapid response to market demands, streamlined production technologies and adaptable manufacturing environments. GE Healthcare has also joined the Rockwell Automation PartnerNetwork Program as an OEM Partner to help drive a best-in-class distributed control system offering.

In February 2019 Rockwell Automation and Schlumberger have entered into an agreement to create a new joint venture, Sensia, the first fully integrated digital oilfield automation solutions provider The transaction is expected to close, and the joint venture is expected to begin serving customers, in the summer of 2019, subject to regulatory approvals and other customary conditions. The Sensia joint venture will be the first fully integrated provider of measurement solutions, domain expertise, and automation to the oil and gas industry. It will offer scalable, cloud and edge-enabled process automation, including information and process safety solutions. From intelligent systems to fully engineered life-cycle management automation solutions, the joint venture will help customers drive efficiency gains through measurement and data-driven intelligent automation.

Under the terms of the agreement, Sensia will operate as an independent entity, with Rockwell Automation owning 53% and Schlumberger owning 47% of the joint venture. Sensia is expected to generate annual revenue of $400 million and will employ approximately 1,000 team members serving customers in more than 80 countries, with global headquarters in Houston, Texas.

Rockwell Automation is using Microsoft Azure IoT services to extend its business and provide managed monitoring and support for its products in the field. The company has developed cloud-based solutions, using the software, sensors, and devices to predict equipment failures along the supply chain, track its performance in real-time, and help refine designs and processes to prevent those failures in the future.

Rockwell Automation Risks and Challenges

In April 2020, Rockwell entered into a $400 million, 364-day term loan agreement, which will be used to provide funding for two previously announced acquisitions and for other general corporate purposes.

In 2017, Rockwell Automation made changes in their leadership by appointing a new CIO, and in the middle of 2018, Rockwell Automation announced another leadership transition.

Part of conglomerate that aims to take advantage of market forces including the Internet of Things, device management and Big Data analytics for asset-intensive industries.

Services-heavy deployment prevents such implementations from scaling to reach critical mass.

Rockwell Automation Ecosystem, Partners, Resellers and SI

Rockwell Automation has added five new companies to its PartnerNetwork program, and two existing members expanded to serve the EMEA region. The PartnerNetwork program allows companies to face automation challenges together by providing access to an expansive network of leading suppliers, distributors, system integrators and OEMs.

Wunderlich-Malec Engineering has joined the Solution Partner program. The company is a full-service provider of professional engineering, design, integration and sustaining services. Solution Partners are qualified system integrators that use Rockwell Automation technologies and relationships to help companies reduce project risk.

The Encompass Partner program welcomed four new members and saw regional expansion with two existing members. Through the Encompass third-party product referencing program, customers can quickly locate products that solve challenges. Among the new members are: Armstrong International (Americas) offers an advanced wireless monitoring technology that efficiently monitors and evaluates steam trap operation. Fluidmesh Networks (Americas) produces wireless products that enable outdoor and large-scale applications of the Internet of Things, including smart cities, urban video-surveillance, connected vehicles and trains, and industrial automation. Eagle Technology (Americas) is making factories smarter with Proteus CMMS Software, which provides an easy and effective way to streamline operations. This leads to better management, a reduction in downtime and significant cost savings. Prime Technologies (Americas) specializes in developing quality management software with a specific focus on calibration and maintenance.

In the past two years, Rockwell Automation has added several companies as members of its PartnerNetwork program. Among Rockwell partners are CBS ArcSafe, Emulate3D, Point Eight Power, Woodward Inc, Case Engineering, Inc, Cloud Packaging Equipment, PTC Inc, Frakes Engineering, Zebra Technologies, Maplesoft, Ocean Data Systems, Huffman Engineering, JAE Automation, McRae Integration, R&L Engineering, Brock Solutions and others.

Rockwell Automation Cloud Infrastructure Insights

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Research Methodology

Data used in research reports are derived from publicly available documents, continuous surveys of applications vendors, customers, resellers, Independent Software Vendors, systems integrators and other verifiable sources.


Vendor shares and market forecast results are based on a combination of existing databases as well as demand side and supply side research conducted throughout the year with validation from vendors, customers, channel partners and documentations such as earnings releases and 10Q and 10K filings, vertical industry studies, regional and country-level statistics from public and private institutions(i.e. colleges, universities, government agencies and trade associations).


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