Strong demand from end user sectors, coupled with advantages such as low labor and capital costs which have encouraged investment, have positively impacted market direction.
New analysis from Frost & Sullivan (industrialautomation.frost.com), Automation & Software Market in South East Asia, finds that the market earned revenues of over $6.51 billion in 2006 and estimates this to reach $12.66 billion in 2013.
"A noteworthy factor that helped amplify growth is the need for uniform quality throughout global plants to standardize efficiency," says Frost & Sullivan Senior Research Analyst Shyam Sunder. "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 end-users. Imparting product knowledge to end users and building awareness will facilitate deep market penetration.
However, 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.
Intense competition both locally and from Asian counterparts exerts a great deal of pressure on pricing as well as margins. 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 Sunder. "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."
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Automation & Software Market / P14C