Are American customers more risk-averse?
Kiesl: American customers know very well that sooner or later they will not be able to avoid networking their systems. However, some aspects there are different to Europe: the market in the US is very dynamic and open to new technologies. As a result, you see a lot of technologies come and go there. That's why American customers are more cautious and don't want to jump on the first bandwagon that comes along. We have to convince customers that OPC UA will still be around in five, ten or even twenty years' time. It's a standard that makes a lot of sense, and that's why it's here to stay. There is an initial implementation effort, but that will decrease over time.
In other words, the system is able to grow with little effort.
Kiesl: Exactly, and even if new Companion Standards materialise that are perhaps not yet foreseeable, the server-client logic will always remain the same. If everyone uses their own individual Industry 4.0 approach, then the basic logic will be so diverse that someone who wants or needs to connect multiple brands and machine types to their network will have to start from scratch every time. With OPC UA standards, there is an initial hurdle for the implementation, after which everything is reusable: this is the main point for our American customers to consider.
How important is it for Billion that American customers accept OPC UA?
Kiesl: It is very important for us for two reasons: firstly, the USA is a huge sales market. On the other hand – and this is even more important for us at Billion – the USA is a significant economic trendsetter. The American influence is very strong in North, Central and South America – regions in which Billion has multiple operations. American thinking and American standards are widespread there, which is why it's important to have the Americans on board with OPC UA. If you’re really looking to create a global language for machines, you can’t bypass the Americans.