Dell OEM's Commitment to the Industrial Automation Market

Nuremberg is famous for its Christmas market but a week before that, it hosts the biggest fair in Industrial Automation in Europe. I was there for 3 days to coordinate the Dell OEM Solutions booth. It is indeed a huge trade show spread over 11 exhibition halls recording 55,000 visitors this year. 70% of the attendees were from Germany but the number of visitors from other countries is growing fast.

For us and our partner Intel, it’s a key show to establish ourselves as a player in the Industrial Automation market in Germany. It’s our second time attending as we were already there in 2010. This time our focus was on presenting all 4 sets of products from 12G servers, workstations, mobility & desktops. Each of them address a different need in supporting manufacturing solutions. Thanks to our recent acquisition, we were also able to present some of our Wyse thin clients.

We had a busy few days with a  lot of traffic on the stand. The most popular demos were the ruggedized laptops XFR and ATG which few people had ever seen in real life. Our team took great pleasure in demonstrating how robust they are!

Andreas Ertel, who was leading the show from a technical point of view, prepared

a presentation with Christian Donitzky from Intel on “How industrial automation companies can benefit from standardized IT products, solutions and services”. He gave an overview of industrial automation needs and how OEM offers real time and embedded services which answers to them. He also talked through the benefit of having a dedicated engineering team to manage transitions with minimal disruption. He concluded that our services and solutions enable us to become a key trusted adviser able to manage data from the factory floor to the enterprise.

We also got quite a lot of attention from the press with Andreas completing several interviews. It was a great opportunity to talk them through our Pyramid of solutions and services to support a business’ success in Industrial Automation.

All in all, it’s a fascinating show with a wide range of Industrial Automation players. It’s obvious how different their requirements are and how by definition Dell OEM Solutions should be a key player in the industry.  If you didn’t get the chance to meet with us at SPS IPC Drives 2012, please contact us to schedule a conversation.

Eleonore Roy

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  1. Great article Eleonore. Sounds like the event was a great success for Dell and I am looking forward to seeing how we can engage with existing and new IA customers following this event.

    By: Alex Cowley on December 10th, 2012 at 10:39 am

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