Integrated Engineering Drives Siemens Automation Strategy

July 9, 2012
User group meeting hears Siemens' plans for the future.
Despite ongoing malaise in the broader global economy, manufacturing is an important driver of U.S. economic growth, said Raj Batra, president of the Industry Automation division for Siemens Industry. "Manufacturing is the engine behind the U.S. economic growth landscape," he said, noting that a conjunction of recent studies predicts increased re-shoring of manufacturing activities. "It's all trending in the right direction."Batra gave the keynote address at the 2012 Siemens Automation Summit in Washington, D.C., where engineers actually outnumbered lawyers and lobbyists at one downtown hotel as more than 300 industrial automation professionals from more than 100 companies convened for the annual users conference.In his keynote, Batra made the case that the recession didn't change the global demographic trends that will drive manufacturing investment in future years. A few numbers to back that up: a 147% rise in commodity prices since 2000; 3 billion people set to enter the middle class in the next 20 years; and a global automotive fleet predicted to double by 2030. "Higher productivity will need to supply 30% of this new demand," Batra said, citing a recent McKinsey & Company report.Closer to home, Helmuth Ludwig, CEO of Siemens Industry, pointed to record low domestic natural gas prices as well as the non-agility of global supply chains as key contributors to a "manufacturing renaissance in the United States." Increasingly, dynamic customer demands require companies to innovate more quickly. But if months of inventory of previous-generation product already are in shipping containers crossing the Pacific, innovations can't be brought to market quickly enough, Ludwig said. Add in lower natural gas costs and increasing parity of worker wages worldwide, and these supply-chain effects make domestic manufacturing for domestic demand all the more compelling.Ludwig's perspective clearly was shaped by his latest assignment before taking the reins of Siemens Industry, as head of the company's strategically important Product Lifecycle Management (PLM) unit. Siemens PLM is an umbrella organization consisting of a range of engineering tools and capabilities from Siemens for designing everything from paper clips to process plants, and for managing associated data throughout a product or production asset’s lifecycle.Siemens has pinned its future offering and value proposition on the ability to integrate traditionally disparate silos of design and manufacturing tasks. The common thread here is the automation itself, and the company is betting that it can help companies bring better products to market more quickly through a unified environment that brings design, simulation, automation and manufacturing together.It’s a vision that Ludwig likens to the autonomous car: The technology’s not there now, but incremental advances with systems such as onboard navigation, collision alert and self-parking all are leading in that direction. "Meanwhile, each step along the way has to deliver benefits in productivity," he explained.This integrated engineering theme was foundational to the company's automation roadmap presentation by Eckard Eberle, CEO, industrial automation systems, for global parent Siemens AG. Eberle discussed how an integrated engineering environment is intended to lend Siemens' customers speed and flexibility of performance while helping to ensure safe, secure and sustainable operations."It's all about being faster from product to production," Eberle said, explaining how the integration of the engineering tools can change serial tasks of design and manufacturing into more concurrent, even parallel, tasks. "In the future, up to 50% faster time-to-market is possible," Eberle predicted.From a platform perspective, the company's new TIA Portal provides an integrated tool for all factory automation tasks, and the COMOS plant engineering and maintenance system is integrated with the company's PCS 7 process automation system to provide "seamless information flow from P&I diagrams to the process automation system," Eberle said. Providing flexibility in execution is another key Siemens focus, in order for customers to better handle high numbers of production variations, Eberle said, citing Audi's current 23 automotive models—up from only three in 1970.Siemens' integrated approach to standard and safety-related automation is intended to make it easier for customers to protect personnel, environment, machines and processes, Eberle said. Other key Siemens deliverables include security—of both intellectual property and plant availability—and sustainability in resource consumption, he added. "After all, the cheapest energy is the energy you don’t use."
About the Author

Keith Larson | Group Publisher

Keith Larson is group publisher responsible for Endeavor Business Media's Industrial Processing group, including Automation World, Chemical Processing, Control, Control Design, Food Processing, Pharma Manufacturing, Plastics Machinery & Manufacturing, Processing and The Journal.