Arc user survey plc supplier preferences

BY ARC ADVISORY GROUP NOVEMBER 2001

ARC User Survey:
PLC Supplier Preferences

Executive Overview ................................................................................ 3

Primary and Secondary PLC Suppliers – How Important Is Brand? ............ 4

How Do Users Select PLCs?.................................................................... 9

Why Do Users Switch PLC Suppliers? .................................................... 10

Which PLC? The User/OEM Struggle ................................................... 12

Converting Controls: Who Pays the Bill? .............................................. 15

Recommendations ............................................................................... 17

Enterprise & Automation Strategies for Industry Executives

ARC Strategies • November 2001

20
18
16 OEMs End-users
No. of Respondents

14
12
10
8
6
4
2
0
better local

faster PLC

larger PLC
better tech support
price/performance

programming

reduced # of
better/easier

smaller/cheaper

(capacity)
more innovative

presence

suppli ers
products

PLC
better

Top Reasons Why End Users and OEMs Switched PLC Suppliers

Commercial Issues Technical Issues

1. Quality of products 1. Quality of tech support

2. Quality of pre-sales service 2. Reusable programming code

3. Local presence 3. Integration with 3rd party devices

4. Wide range of products 4. Uses IEC 61131-3 languages

5. Supplier’s reputation 5. Supplier’s reputation

6. Discount price 6. Supports open networking standards

7. Willingness to customize products 7. CPU scan time

8. List price 8. Wide range of related products

Criteria for Selecting a New PLC Supplier from a Recent ARC User Survey

2 • ARCweb.com • Copyright © ARC Advisory Group


Executive Overview

ARC’s recent PLC brand preference survey posed questions about PLC selec-
tion behavior to nearly one hundred users of PLCs worldwide. The
responses were split nearly 50/50 between OEMs and end users. The results
provide some new insight as to how and why users choose their brand of
PLCs, why users switch suppliers, and how end users and OEMs react when
forced to consider using a different PLC.

On the demand side of the automation market equation, concepts like brand
awareness and brand loyalty take on new dimensions. Controls supplier se-
lection is closely tied to the huge investments necessary for everything from
spare parts inventories to the training of engineering, maintenance and op-
erations personnel. The lack of industrial standards forces users to commit to
suppliers’ proprietary technologies and programming languages, making
switching costs high. As a result, end users make multi-year commitments -
ideally to one or two suppliers - to minimize costs. Despite this, over a third
of users surveyed have switched suppliers in the past five years for reasons
ranging from better price/performance to local presence in target markets.

Other
11%

North
Europe
America
31%
58%

Major Geographic Regions Represented in ARC's User Survey

How do end users and OEMs choose their PLC suppliers? The survey results
indicate that performance is still the most important selection criterion for
users. For complex applications like packaging machines, OEMs are migrat-
ing to specific solutions, such as combined PLC and motion controllers, and
limiting the number of alternate solutions they offer. Other OEMs, especially
those that serve the automotive industry, still bow to the wishes of their cus-
tomers and implement whatever PLC is specified. OEMs tell ARC that
customers today are less willing to disrupt a complex, carefully tuned auto-
mation solution by specifying their own PLC.

Copyright © ARC Advisory Group • ARCweb.com • 3


Two-thirds of end users surveyed stated that they dictate the type and brand
of PLC to be used on OEM machines. If an OEM didn’t offer the desired PLC
brand, most end users would insist on a controls conversion to their brand –
or look for another OEM. Half of those would share at least some of the con-
version costs. Most OEMs would implement a different PLC if required, but
would expect the customer to share the extra costs. In general, the balance of
power between customer and OEM hasn’t changed – it’s just been stirred up
in light of the increased complexity of some PLC applications.

Other Food & Beverage
35% 16%

Pharmaceutical
11%

Petrochemical
7%
Fine Chemical Automotive
5% Electronics/ Consumer 6%
Pulp & Packaging
Semiconductors Paper 5% Products
5% 5% (non-food)
5%

Respondents to ARC's User Survey Represent a Wide Variety of Industries

Primary and Secondary PLC Suppliers –
How Important Is Brand?

Consolidation in the industrial controls industry has reduced the number of
suppliers in the market to a handful of vendors offering increasingly broader
and more complete solutions. While this trend gives users less choice, the
remaining suppliers now offer extensive product lines of well-integrated
components extending far beyond just PLC hardware and software. The first
part of ARC’s survey takes a look at the importance of PLC brand, why
automation users buy PLCs from certain suppliers, and what pressures they
face in making supplier selection decisions.

Geography is by far the most influential factor in deciding which PLC to use
among end users and OEMs. Each of the top three PLC suppliers in the



world – Siemens, Rockwell and Mitsubishi – dominates its own respective
home market – Europe, North America and Asia. For this reason, discussion
of the results is broken down by region.

North America
Of 48 North American users surveyed, 63 percent use Rockwell Automation
(Allen-Bradley) as their primary supplier (68 percent of OEMs, 58 percent of
end users) and 13 percent named Rockwell as their secondary supplier. Sie-
mens is the primary supplier for 13 percent of the surveyed North American
users (5 percent of OEMs, 19 percent of end users), while a full 23 percent
listed Siemens as their secondary supplier. While these results confirm
Rockwell’s dominance in its home market, they also confirm that Siemens is
making inroads as a viable alternative in this coveted market.

Primary PLC Supplier - North America
Primary PLC Supplier – North America
68%
70%
58%
% of N. American respondents

60%

50%

40%

30% 23%
19% 19%
20%

10% 5% 5% 4%

0%
OEMs End-users
Rockw ell Automation Siemens Schneider Other

Respondents from North America Clearly Favor Rockwell
Meanwhile, Siemens’ High Growth Is Threatening Schneider's Number Two Position

Only two North American respondents listed Schneider Electric, fourth in
market share worldwide and second in North America, as primary supplier
(5 percent), while a full 13 percent named Schneider as their number two
supplier. However, ARC’s North American market share data shows that
Siemens, Schneider, and GE Fanuc have all gained market share over recent
years while Rockwell’s share has declined steadily. The real threat is coming
from Siemens’ massive push to gain market share at the cost of local suppli-
ers which has driven their double-digit growth in the North American



market. In fact, last year Siemens nearly caught up to Schneider and GE
Fanuc in the North American market with the three suppliers each owning
about 13 percent share.

Machine OEMs in North America have a stronger preference
While the survey results confirm for locally made automation products than end users. In
Rockwell’s dominance in its home ARC’s survey, 68 percent of OEM respondents listed Rockwell
market, they also confirm that
as primary supplier while only 5 percent named Siemens.
Siemens is making rapid inroads as a
OEMs tend to use local products like Schneider or Rockwell
viable alternative in the coveted
North American region. and are as reluctant as their European counterparts to imple-
ment controls of another brand unless pushed by their
customer. However, nearly 23 percent of North American
OEMs named Siemens as their secondary supplier, versus just 13 percent for
Schneider. This is a strong confirmation of Siemens’ number one position
worldwide and of the trend for OEMs to cover the majority of customers’
wishes by reducing the number of PLC suppliers supported to just a few so-
lutions.

Of the North American end users surveyed, 58 percent identified Rockwell as
primary suppler versus 19 percent for Siemens. This gap in the preferences
of OEMs and end users is explained by end users’ taste for machinery im-
ported from Europe and other parts of the world. The United States, for
example, typically imports twice as many textile machines as it exports. If an
end user does not specify the specific brand of controls to be used on ma-
chines, most European OEMs will simply use their own house brand – which
is most often Siemens.

As secondary supplier, North American end users named Siemens and
Rockwell equally (14 and 16 percent) while 9 percent indicated Schneider,
and 17 percent said they didn’t have a secondary supplier. While these are
“snapshot” data and do not reflect historical trends, they do suggest a trend
towards end users supporting fewer PLC types.

Europe
European automation users accounted for 31 percent of the responses. Of
these users, an average of 46 percent named Siemens (31 percent of OEMs, 70
percent of end users) while Rockwell Automation averaged 27 percent as
their primary supplier (31 percent of OEMs, 20 percent of end users). Sie-
mens was identified by 19 percent of all users as secondary supplier while 23
percent named Rockwell.



Primary PLC Supplier - – Europe
Primary PLC Supplier Europe
70%
70%
% of total European respondents

60%

50%
38%
40%
31% 31%
30%
20%
20%
10%
10%

0%
OEMs End-users

Rockw ell Automation Siemens Other

Siemens' Dominance in Europe Faces Only Minor Threats
from Other Competitors

Siemens, with a European market share of 47 percent according to ARC’s
PLC Worldwide Outlook 2000, clearly dominates its home market. The
seemingly inflated result for Rockwell is due to at least two reasons. Firstly,
large American-based producers and several large European global accounts
- especially those in the food & beverage and consumer packaged goods in-
dustries – have plants all over Europe. These global manufacturers often
have a worldwide controls strategy employing a single architecture from a
single supplier, regardless of location, and often use Rockwell products. Sec-
ondly, many European OEMs, eager to sell machines in the North American
market, offer Rockwell controls as a second standard.

Schneider Electric fared worse in ARC’s survey, despite a pan-Atlantic pres-
ence with both the Modicon and Telemecanique brands. Of 85 respondents,
only two reported Schneider as their primary supplier, and both were in
North America. However, ARC received no survey responses from users in
France - Schneider’s home market. In Europe, Schneider is the second largest
supplier behind Siemens and is particularly strong in the auto industry.
Schneider scored high marks as a secondary supplier, where results averaged
13 percent in the North American and European markets.



Secondary PLC Supplier - NA and Europe

70%
Secondary PLC Supplier – NA and Europe
60%
52%
46%

% of respondents
50%

40%

30% 23% 23%
19%
20% 13% 13% 12%
10%

0%
North America Europe

Rockw ell Automation Siemens Schneider Other

As a Secondary Supplier, Siemens Enjoys a Comfortable Position Among All
Users While Rockwell Still Dominates the North American Market

European OEMs were split equally between Siemens and Rockwell, but the
sample size of this group (16) is inadequate for a fair statistical comparison.
Interesting in the results from these machine builders is presence of many
second tier suppliers not belonging to the Top Three, such as GE Fanuc, Ber-
necker & Rainer, Robert Bosch, Moeller and Indramat. However, more
significant is Siemens’ high overall ranking (31 percent average) as secondary
supplier to OEMs. Even in markets where Siemens doesn’t dominate, OEMs
still see the need to offer the products of the world’s market leader to meet
the needs of demanding global customers.

Asia/Pacific
While the results from users in the Asia/Pacific region were too few to be
statistically interesting, it is important to acknowledge Mitsubishi’s 51 per-
cent market share in Japan and its advancement to the global Number Three
position, according to ARC’s latest PLC Worldwide Outlook study. In fact,
Mitsubishi’s dominance in its home market is much great than that of its ri-
vals Siemens and Rockwell in their respective markets. Also noteworthy is
Mitsubishi’s global Number Two position in the smallest sized (nano) PLC
category and Number Three position in the large categories.



How Do Users Select PLCs?

Brand Loyalty – A Question of Investment
Brand awareness in industrial automation is quite different from brand
awareness in other industries. Consumers may switch soft drink brands
weekly or drive a different make of car every few years. But industrial
automation requires huge secondary investments in everything from spare
parts inventories to the training of maintenance and operations personnel.
Furthermore, a lack of industrial standards forces users to commit to certain
proprietary technologies such as controller programming environments and
network protocols. As a result, end users must make a multi-year commit-
ment - ideally to a single supplier - to minimize costs.

Good documentation Ease of configuring/using HMI

Ease of coding Integration with plant network

32 bit processing, integration of servo mo- Reliability and support
tion into PLC (real closed loop)

Development software pricing Local presence at OEM site

Training availability for our end users Safety related products, certifications

Pre-sales support with servo application Speed of delivery
knowledge & sizing

Industry standards New versions compatible with old ones

Small product range to cover most applica- Good service
tions

The availability of integrators and engineers Long product lifecycles
with experience with the PLC

End user acceptance Temporary loan of equipment

Personnel at supplier Software! Software! Software!
Secondary Reasons Given by Respondents for Selecting a PLC Supplier

But the reality of automation is not that simple. Despite supplier consolida-
tion and the trend towards more comprehensive product offerings, many
manufacturers still rely on a variety of suppliers for everything from sensors
and contactors to middleware for application integration. Often, special ap-
plication needs can only be met by specific solutions from smaller, innovative
companies, especially in areas like motion control or machine vision. Most
automation users address this problem by specifying a “house brand” to be
used wherever possible, and third party products for specific tasks. The au-



thorization of third party products is often dependent upon connectivity and
compatibility with the house brand.

How Important Is Brand Loyalty?
To better understand how and why users make their PLC supplier selection,
the survey asked users to rank the importance of using a certain brand of
PLC on their machines. Eighty-seven percent of all respondents ranked PLC
brand as either “very important” or “important”.

Less important
Somew hat important 2%
11%

Very important
Important 45%
42%

How Important Is the Brand of PLC Used on Your Machines?

Why Do Users Switch PLC Suppliers?

Switching PLC brands is expensive. Besides the software that has to be re-
written, employees in departments from engineering to maintenance to
purchasing have to be retrained. PLC suppliers like to build in switching
costs. For decades, suppliers have only paid lip service to industrial stan-
dards affecting programming languages and field bus protocols – all in the
interest of keeping switching costs high to protect their customer base.

However, in the survey, 35 percent of all automation users have switched
their brand of PLC in the past five years. If the costs of switching are so high,
then why have over one third of all users switched?

Innovation and Price/Performance Are Most Important
Users who have switched brands were asked to give their reasons for switch-
ing (multiple answers were allowed). The responses were surprisingly
similar between OEMs and end users. The most popular reason for switch-



ing was because the new supplier offered more innovative products (21 per-
cent) or better price/performance (18 percent). This confirms that despite the
high cost of switching, customers still place high value on both performance
and price and are willing to change suppliers if they find a better deal.

45%
% of responses (multiple answers possible)

40%

35% OEMs End-users

30%

25%

20%

15%

10%

5%

0%
better local

faster PLC

larger PLC
better tech support
price/performance

programming

reduced # of
better/easier

smaller/cheaper
more innovative

(capacity)
presence

suppliers
products

PLC
better

Top Reasons Why End Users and OEMs Switched PLC Suppliers

“Better local presence in our markets” was the third most named reason for
switching suppliers. This is good news for the top three suppliers – and bad
news for the rest of the pack. The effects of globalization are forcing many
OEMs to look beyond their own borders to increase sales and smooth out the
dips due to economic fluctuation in some markets. As OEMs sell more ma-
chines abroad, local service and support become more important. Local
presence is also important for global conglomerates in the food & beverage
and consumer goods industries, many of whom have unified controls archi-
tectures around the world and only use the products of suppliers with a true
global presence.

Other significant reasons given for switching PLC suppliers were better or
easier programming (12 percent), faster PLC execution time (11 percent), and
better technical support (9 percent).



Which PLC? The User/OEM Struggle

Who Determines Which PLC — The End User or the OEM?
Both OEMs and end users were asked who they feel has the greater relative
power in deciding which brand of PLC is used. Sixty-eight percent of re-
spondents from all industries feel the power lies with end users to decide,
while only 12 percent say that OEMs have this power. Finally, 16 percent
think that balance of power is about equal.

It 's about the N ot s ure
s am e 4%
16%

OEM
12%

E nd-us er
68%

Who Has the Greater Relative Power in Determining Which Brand of PLC Is
Used – The End User or the OEM?

End users were asked which criteria determine the brand of PLC to be im-
plemented in newly purchased machinery. Sixty-seven percent of end users
indicated that they specify the brand of PLC to the OEM. Twenty-six percent
stated that they use the most suitable PLC for the job, suggesting an empha-
sis on the task at hand as well as some flexibility regarding brand. Finally,
just 3 percent allow the OEM to specify the PLC.

Machine OEMs are constantly faced with the following situation: What hap-
pens when an OEM’s controls solution doesn’t match the customer’s house
brand? How willing are end users and OEMs to accept or implement a dif-
ferent PLC brand and accept the related consequences? What exactly are the
consequences and costs of switching PLC brands?

ARC asked both end users and OEMs how they would react in this situation.
The results are interesting. A full 58 percent of end users would insist that
the OEM implement the user’s specified PLC system. Just under half of these
would strong-arm the OEM into converting the controls for free – the other



half would be willing to share some of the costs. Twenty-two percent are
indifferent enough that they would accept the machine with whichever PLC
the OEM normally uses. The remaining 13 percent would look for another
OEM with a similar machine that uses the desired PLC.

5% [4] 5% [5]
10% [3]

14% [2]

66% [1]

Implement a different PLC but charge extra for the conversion [1]
Not implement any other PLC regardless of the future business potential [2]
Implement a different PLC for no extra cost, but ONLY if the business potential is high [3]
Implement a different PLC at no extra cost even for one machine [4]
Other [5]

How OEMs React When an End User Prefers a PLC
Different from the OEM’s Solution

OEMs are more flexible when it comes to implementing a different PLC to
satisfy a customer’s wish. A whopping 81 percent of OEMs surveyed would
implement another PLC. However, 83 percent of those willing to convert
controls would expect the customer to share at least some of the conversion
costs. Ten percent would convert at no charge, but only if the future business
potential were high enough. The remaining 6 percent would implement a
different PLC regardless of how many machines they might sell. Finally, 14
percent of all OEMs queried would stick to their guns and refuse an order
specifying a different controls brand.



4% [5]
13% [4]
32% [1]

24% [3]

27% [2]

Insist that the OEM convert to my brand of PLC at some cost [1]
Insist that the OEM convert the controls to my brand of PLC at no extra cost [2]
Accept the machine with a different PLC [3]
Buy the machine from another OEM that uses my preferred PLC supplier [4]
Other [5]

How End Users React When an OEM Does Not Offer
Their Preferred PLC Solution

How Many Different PLCs Should a User Support?
Surveyed users were asked to indicate how many different brands of PLC
they support. While the average is 3.3 brands, 23 percent of end users and a
full 34 percent of OEMs support five or more different PLCs. However, users
in some industries see this number diminishing.

Pester Pac Automation, a packaging machine OEM, used to offer as many as
32 different PLC types to accommodate customer wishes. However, that
number has diminished greatly in recent years. According to Stephan
Remer, Technical Manager at Pester, “Specialized solutions combining mo-
tion control with soft PLC logic, like PacDrive from Elau, have become the
standard in the packaging industry. Even if it’s not their usual PLC, most
customers accept this solution because they know it gives us the control we
need to handle service problems in the future. If the customer requests, we
can also install a PLC from Siemens or Allen-Bradley, but by using our spe-
cialized solution, we’ve greatly reduced the number of PLCs we have to
support.”



The situation is different in other industries, however. Automakers tend to
be loyal PLC customers, often working together with suppliers on new
product development. Transfer machines, presses and other machines in this
industry put fewer demands on PLC performance than the technology of the
packaging industry.

five brands or one brand
more 8%
29% two brands
23%

four brands
15% three brands
25%

How Many Different Brands of PLCs Does Your Company Use or Support?
(End-Users and OEMs)

Automotive OEMs are used to implementing whichever PLC is prescribed
by the end user. “We’ve never had a customer ask us to recommend a con-
trols solution,” commented Franz Melder, Manager of Controls Engineering
at Grob, a German machine tools OEM. “We implement whichever PLC the
customer uses in his factory and charge extra for any additional development
work necessary”.

Converting Controls: Who Pays the Bill?

How Much Does a Controls Conversion Cost?
OEMs with whom ARC spoke estimate that a controls conversion typically
costs an extra 20 to 80 percent of the total controls labor budget, depending
on the extent of necessary hardware changes and software reprogramming.
Many OEMs minimize their hardware changes in a conversion by using uni-
versal remote I/O devices capable of communicating over different field
rd
busses with nearly any PLC. Interbus-S was a popular 3 party system in the
1990s, but many OEMs have now standardized on DeviceNet or Profibus.



And as Ethernet-based field busses become more popular, many are looking
at Industrial Ethernet or Profinet as future standards.

While IEC 61131-3 compliance suggests that programs can be ported from
the PLC of one supplier to another, OEMs tell ARC that this is still a dream
and that software normally has to be completely rewritten. According to
Hans Beckhoff, President of Beckhoff Industrie Elektronik, “Control software
written on one platform has been optimized to work with that particular con-
troller. Adapting software for another controller may compromise the
quality and stability of that software. OEMs often lose money on such pro-
jects because they underestimate the effort to convert, tune and optimize
software”.

35%
32%
% of responses (multiple answers possible)

30%

25% 23% Relay ladder logic
Function block diagram
20% Sequential function chart
Instruction list
15% 11% Structured text
10%
10% C or C++
10% 7% Visual Basic
6%
5%

0%

IEC 61131-3 Programming Languages Are Used by 87% of Respondents, But
Users Complain that Program Portability Between Vendors Is Still a Dream

Converting a complete controls system from the products of one supplier to
another is expensive. PLC code must be rewritten and often in a different
language. In addition, tag databases have to be either imported or newly
created. For the most part, tag names have not yet been “extracted” from the
hardware level, so hardware knowledge and careful coordination with ma-
chine designers is still necessary. Inter-PLC communication is unique to the
protocols of each supplier and must be completely reprogrammed when
switching suppliers.



In engineering, new CAD drawings have to be created for the new supplier’s
components. Technical personnel need to be trained in the specifics of every-
thing from allowable cable lengths to heat dissipation requirements. Even
people in the purchasing department need to be made aware of the specifics
of the new vendor. Finally, commissioning engineers need technical training
to start up and troubleshoot the new automation systems.

25%
Expected "fair share" of conversion costs

20%
22%
20%
15%
17%

10%

5%

0%
All respondents OEMs End-users

How Much of the Conversion Costs Should Be Shared by the Customer?
Not Surprisingly, OEMs and End-Users Don’t Completely Agree

When conversion costs are to be shared, end users and OEMs differ slightly
in the fair share of costs to be assumed by the customer. The average from
both end user and OEM respondents is 20 percent of the total conversion
costs. Not surprisingly, OEMs expect the customer to pay more (22 percent),
while end users only expect to contribute 17 percent.

Recommendations

• For end users, standardizing on one supplier can cut costs, but careful
consideration must be given to supplier selection. Users must consider
the trade-offs between using the most technically suitable product for the
application, minimizing the costs of supporting multiple suppliers, and
the importance of local support and service.



• Despite industry consolidation, OEMs are faced with the problem of hav-
ing to support multiple PLCs to fulfill customers’ requirements. As a
rule, the more complex the machine, the more likely a customer will ac-
cept the OEM’s own controls solution. OEMs can ease their dilemma by
rd
using as many universal or 3 party components and limiting the cus-
tomer’s choice to PLC hardware.



Analyst: David Humphrey
Editors: Dick Hill, Chantal Polsonetti
Distribution: All MAS Clients

Acronym Reference: For a complete list of industry acronyms, refer to our web
Reference:
page at www.arcweb.com/arcweb/Community/terms/indterms.htm
AI Artificial Intelligence EPM Enterprise Production Management
ANSI American National Standards Institute ERP Enterprise Resource Planning
API Application Program Interface HMI Human Machine Interface
APS Advanced Planning & Scheduling IEC International Electrotechnical
B2B Business-to-Business Commission
B2C Business-to-Consumer IT Information Technology
BPR Business Process Reengineering LAN Local Area Network
CAD Computer Aided Design MRP Materials Resource Planning
CAGR Compound Annual Growth Rate OEM Original Equipment Manufacturer
CAN Controller Area Network OLE Object Linking & Embedding
CEMS Continuous Emissions Monitoring OPC OLE for Process Control
System PAS Process Automation System
CMMS Computerized Maintenance PID Proportional Integral Derivative
Management System PIMS Process Information Management
CNC Computer Numeric Control System
CPG Consumer Packaged Goods PLC Programmable Logic Controller
CPU Central Processing Unit ROI Return on Investment
CRM Customer Relationship Management SCE Supply Chain Execution
EAI Enterprise Application Integration SPC Statistical Process Control
EAM Enterprise Asset Management TMS Transportation Management System
EC Electronic Commerce WMS Warehouse Management System

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