Digitalizing Manufacturing

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Digitalization is one of the major topics in advanced manufacturing. But how does this translate into added value for OEMs? How can they easily develop and use virtual solutions to their advantage? And how big is the effort to do it? A showcase, set up by two industry tech companies, visualizes answers to these questions.

Advanced Manufacturing Showcases at German Centre Singapore

The showcase is part of the new Advanced Manufacturing Experience Centre (AMEC). German Centre Singapore has created this showcase and exchange platform for Industry 4.0 to enable manufacturers and service providers to dive deep into the ASEAN markets.

IndustryApps and GraBa Tech GmbH, both technical solution providers, are collaborating on creating a digital showcase for high-end machines, which can soon be experienced in Singapore. We spoke with the founders of IndustryApps, Rolf Knoerzer and Sandeep Sreekumar, and with Thomas Grabe, founder of GraBa Tech GmbH, exclusive ASEAN partner of Swiss machine manufacturer Starrag AG.

Interview

Sandeep, how would you briefly summarize the challenges that advanced manufacturing players are facing when it comes to digitalization?

When you look at sales and go-to-market strategies in industrial equipment, you will observe that they are still driven by paper catalogues and physical exhibitions of heavy and complex equipment. At the same time, new technologies and digitalisation are making devices more and more sophisticated; new features and updates are being added continuously.

Sandeep Sreekumar

The classic go-to-market approach no longer does justice to current developments and the needs of the market.

Sandeep Sreekumar

And the audience is becoming more and more savvy in the digital sphere. Buyers and users are researching online, and virtual experiences on the net are nothing new anymore. Therefore, the classic go-to-market approach no longer does justice to current developments and the needs of the market.

Rolf, how would you describe the solution and the added value of IndustryApps in this context?

IndustryApps has built an app store for the global digitalisation of the factory. The store is part of a platform that combines the simplicity of an app store, the agility of a marketplace like Amazon and search functions of a search engine like Google, all focused on industrial businesses. In short, we help industrial companies to digitise their entire value chain by providing apps for the communication with suppliers and end-customers in a very agile and cost-effective way.

Rolf Knörzer

The Digital Name Plate App gives our clients the opportunity to communicate with their business partners in a very efficient and secure way.

Rolf Knoerzer

The Digital Name Plate App used in this project gives our clients the opportunity to communicate with their business partners in a very efficient and secure way. This applies to all after-sales related information flows, and in this case to sales and marketing, too.

Thomas, why was this so interesting for you as a partner of Starrag in ASEAN?

During my first conversation with IndustryApps during the ITAP Closing Party at German Centre Singapore, I immediately liked that they offer the first open technology platform beyond national borders (except China). For me as a sales representative of Starrag and other reputable machine builders in ASEAN, this approach will allow a complete expansion of our successful market presence.

Thomas Grabe