Rockwell looks to IT channel to push its products

MUMBAI

APRIL 11, 2007

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 implementation.
"This is to ensure that our partners gives exactly what the client
requires. If we are able to do this, then we have gained the customer for
life," Roach claimed.

Partners are also coached into giving the first level of 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 23000 employees, of which
450 are into sales and support. In APac we have our presence in India, China,
Japan, Australia and regions of South East Asia. It started its Indian
operations in 1985 and currently has 11 sales and support offices with 350
employees and 100 channel partners.