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Automation & Software Market in South East Asia
Frost & Sullivan, Dec 2008
This Frost & Sullivan research service titled Automation & Software Market in South East Asia provides an overview of the automation and software (A&S) market in Southeast Asia (SEA). The study discusses various industrial A&S products and their trends, examining industry challenges, market drivers, and restraints, revenues, technology and trends. It also includes a detailed analysis of the following sectors: programmable logic controllers (PLC) supervisory control and data acquisition (SCADA), distributed control system (DCS), human-machine interface (HMI), and manufacturing execution system (MES).
High Demand from End user Sectors and Need for Standardization drive Growth in the SEA Automation and Software Market
Since 2006, the South East Asian markets have been witnessing high growth rates spearheaded by steady global outputs of expansions and trade, moderate inflation with low interest rates, and the impact of earlier reforms on productivity. As the benefits of automation become increasingly apparent, the prospects for A&S solutions the Asia Pacific will rise considerably. Demand from end-user sectors, along with low labor and capital costs, has been instrumental in triggering market development. “A noteworthy factor that helped amplify growth is the need for uniform quality throughout the global plants to standardize efficiency,” notes the analyst of this research service. “Standardization of productivity, efficiency, and quality monitoring techniques through automation devices would enable companies to remain competitive on a global scale.” The demand for broader functionality, user friendly products, and ease of changing programs will ensure the sustained growth of the market in the future.
Observations reveal that end-user sectors expect automation manufacturers to function not as vendors alone, but partners in everyday operation. The market is witnessing the establishment of strategic alliances between major participants in the automation space to complement each other’s strengths, and provide a comprehensive solution to the end-users. Imparting product knowledge to end users and building awareness will facilitate deeper market penetration.
High Technology Costs and Participant’s Reluctance to Experiment with New Technologies Can Dampen Market Prospects
Decision makers in the SEA process control industry exhibit a distinct reluctance to implement new technology due to the associated high costs, and what is perceived as the risks of employing new A&S. Due to high price sensitivity, A&S vendors must compete on the basis of price, which makes it difficult to maintain profit margins. Competition is intensified by the wide availability of low-cost products in the SEA market. To ensure successful outcomes in this competitive landscape, organizations must be flexible and remain open to new technology assimilation. Moreover, to achieve optimal efficiency and arrive at better margins, the manufacturing and process industries must utilize the most up-to-date and appropriate automation systems and software.
“Important competitive factors in the SEA A&S market include service (installation and post-sales), presence of distributors and representative offices, response time, and support for downtime,” says the analyst. “Most of the companies in this market have specific strengths in specific end-user verticals, which they capitalize on with specialized products, user conferences, and open seminars for discussion and display of company and brand capabilities.” In the PLC segment, the market is being undermined by the encroachment of smart devices with communication cards. Smart devices perform the job of a PLC, and shrink the overall size of the market. Also, the presence of hybrid controllers is constraining the PLC market.
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