1. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. WRAP-UP YESTERDAY… Q: What does mean Integrated Architecture? A: Bundle of products easily passing together and easily “speaking” each other same language Q: Which 4 basic topics we have in Integrated Architecture? A: Factory Talk, Factory Talk View, Netlinx, Logix Q: What is most important for making suceesful sales at the end of process? A: Understand customer’s scenario (WHAT they produce, HOW they produce etc. – if not factory guided, see “How it is made”)

2. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. Technology of Integrated Architecture FactoryTalk NetLinx Logix FactoryTalk View Information platform Integration of control systems Connecting production and enterprise levels No more duplications Tags and screens are defined only once and shared across complete system Communication Open network environment for control, configuration and collecting data. Access to data across networks All native networks seems to be for users as single network. Control Systems Single platform, scalable, expandable platform which is multi-disciplinar. Intuitive programming SW. Single platform Same development tool for various types of control tasks. Visualisation Single range, scalable. Intuitive programming SW. Single environment Same tools for various application sizes from small up to SCADA.

3. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. Now we want to go from here… 3 … to here

4. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. Machine Builder Performance (=OEM) Customer Needs

5. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only What are the main issues machine builders juggle with? Machine Builder Challenges

6. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only Agenda 1. Customer Challenges 2. Machine Challenges 3. Business Challenges

7. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 1. Customer Challenges What End User’s Expect From OEM’s  Machine Value for Money (think TCO)  (Purchase cost + operational cost) / OEE  On-going support  Productivity  Maximum throughput (think OEE)  Information  Integrate machine into a Plant Wide system, extract information to assist decision making

8. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 2. Machine Challenges Machine Builder Performance Knowledge Integration Real time Information Valued Services & Support Design IAB, MA, SAB Simulation tool Global Standards DevelopDeliver Code Libraries Single Configuration and Programming tool Seamless Device Access 8 Scalability Time to Market Machine Performance

9. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. 9 Smart, Safe and Sustainable Manufacturing Customers Enterprise Business System Suppliers Distribution Center Productivity Sustainability Smart Grid OEM Machine Builders Waste & Emissions Agility The Manufacturing Plant Sustainable Production Safety & Security Energy & Emissions Regulatory Compliance Plant-Wide Optimization Lifecycle cost Process optimization Visibility / Flexibility 3. Business Challenges Key Business Drivers Machine Builder Performance Cost efficiency Time to market Global standards

10. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 3. Business Challenges OEM Business Drivers  3.1 Cost efficiency Reduce costs to design, develop and deliver machines (TCD 3 ) 10 Machine Builder Performance Cost efficiency Time to market Global standards  3.2 Time to market Innovation s deployed rapidly to market, increasing competitive advantage  3.3 Global standards Reduce risk – Global safety legislation and worldwide support Lower TCD 3

11. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only Now we want to go from here… 11 … to here

12. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 3.1.1 Cost Efficiency – Brainstorm (Reduce costs to design, develop and deliver machines)  Labour Costs  Software Development Time  Electrical Development Time  Mechanical Hardware Design  Wiring & Commissioning 12  Hidden Costs  Inventory Management Cost  Borrowing/Cash Flow  Ongoing Costs  Service Costs  Warranty Costs  Material Costs  Hardware Purchasing Costs  Software Purchasing Costs  Oversizing Costs

13. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 3.1.2 Cost Efficiency – Machine Builder Scenario  Using different competitors products for different levels of machine  Using a mix of products on a machine, “Best of Breed” approach  Using Legacy Rockwell products  Using High-end Rockwell on large machines, competitor on small  Need to build more machines, in same time, with same staff  Using multiple networks for Input/Output, Motion, Safety etc.  Different controllers for different tasks (safety, discrete, motion etc.) 13

14. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 3.1.3 Cost Efficiency – Questions to Ask ? 14

15. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 3.1.3 Cost Efficiency – Questions to Ask ? (Examples)  Are you asked to supply complete lines as well as single machines?  How long does it take to build a typical machine?  What skills do you have in-house, software, panel build mechanical, designing?  How many machines are specials?  How much extra time do specials take?  How do you handle service and warranty on these?  Do you have spare time between machine builds?  If yes, do you spend it on R&D?  Are there a mix of manufacturer products on your machine?  How many suppliers? 15

16. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 3.2.1 Time to Market – Brainstorm  Rapidly deploy innovations,  Increase competitive advantage  Time to Design a prototype  Time to convert code from one platform to another 16

17. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 3.2.2 Time to Market – Machine Builder Scenario  Using pneumatics or hydraulics  Need for higher machine performance in their class  Need for innovation to differentiate machine from competition  Need for faster on site machine integration  Needs frequent innovation due to market changes  End users push for fast startups  Adapt to End User requirements ( best in Class Efficiency) 17

18. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 18 3.2.3 Time to Market – Questions to Ask ?

19. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 3.2.3 Time to Market – Questions to Ask ? (Examples)  How long does it take to design and release a new machine?  How often do you add enhancements?  What 1, 2, 3 things would you add to your machine, ignoring cost constraints?  What is the most requested feature on your machine?  How many of your customers are asking for information from your machine?  What information do they want?  How much engineering time do you allocate to R&D?  Considering your competitors, how well does your machine compare in throughput/productivity? 19

20. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 3.3.1 Global Standards – Brainstorm (Reduce risk – Global safety legislation and worldwide support)  World Wide Availability & Support  Partnership to access new markets  Demanding application experience  Help to ensure protection of I ntellectual P roperty  Adherence to safety standards  Quality tracking  Good advance migration plans 20

21. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 3.3.2 Global Standards – Machine Builder Scenario  Need to protect innovation and intellectual property  Using safety relays and hardwired solutions  Need to expand into global sales 21

22. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 22 3.3.3 Global Standards – Questions to Ask ?

23. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only 3.3.3 Global Standards – Questions to Ask ? (Examples)  Where do you sell your machines?  How do you protect your Intellectual Property?  What are your feelings on exporting machines?  Interested, target countries?  Into which manufacturing segments do you supply?  Food, life science, automotive etc. (may be obvious)  How do you handle warranty and service?  Do you have remote access to machines?  Do you have partnerships in other countries?  How do you handle safety around the machine?  Part of controller, separate system? 23

24. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only The question of all questions 24

25. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only Brings another question! 25

26. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. COMPANY CONFIDENTIAL - Internal Use Only Conclusion  Pinpointing Scenarios gives us a chance of discovering critical customer issue  When we know the critical issue, we can demonstrate a solution 26

27. Copyright © 2012 Rockwell Automation, Inc. All rights reserved. www.rockwellautomation.com Follow ROKAutomation on Facebook & Twitter. Connect with us on LinkedIn. COMPANY CONFIDENTIAL — Internal Use Only Thanks, Questions? 27