Rockwell to take channel route

A survey by Gartner revealed that 40 percent of IT budgets are spent on integration. 42 percent of transactions are paper-based. 85 percent of information is unstructured and 30 percent of people's time is spent searching for relevant and accurate information.

An average manufacturing unit with a turnover of $1 billion has over 500 different software applications. There are several legacy interfaces everywhere with no upgrades and thousands of point solutions from hundred of vendors. It is a CIO's nightmare to integrate these together into one seamless platform.

This is why US-based Rockwell Automation has great hopes from its newly launched application suite-Factory Talk-and is looking at the IT channel to take this to its manufacturing customers.

"Till date 70 percent of our partners were the non-traditional IT channel. We want to have more IT like systems and network integrators, especially those who are targeting the manufacturing segment," revealed Kevin Roach, President, Rockwell Software. It has already tied-up with Tata Consultancy Services and is now seeking tier-two solution providers. The company has around 36,300 partners globally and over 100 in India.

Rockwell is also looking to enroll more of its partners under its newly introduced FactoryTalk Information Solution Provider program to help manufacturers build successful plant-wide information applications and manufacturing execution systems. "There are three levels of certification in this channel program and we are looking at certifying as many partners under it as possible," Roach said.

He further added that more enhancements are being made to its channel programs to improve its partner competency. One facet of the program is that it works closely with its partners for the latter's first project imple-mentation. "This is to ensure that our partners gives exactly what the client requires. If we are able to do this, then we have won a customer for life," Roach claimed.

Partners are also coached into giving first level support. It also has a post-sales service division with 100 employees, which offer field and telephonic support.

The vendor does do direct business with some select customers, though Roach is quick to point out that this is only two percent of the overall business. Also, its target verticals are automobiles and food and beverage that bring in almost 70 percent of its business.

Rockwell Automation is a $5.6 billion company with 23,000 employees, of which 450 are into sales and support. In APAC the company has its presence in India, China, Japan, Australia and regions of Southeast Asia.