The IIoT world is largely made up of two participant groups; young software-based System Integrators with resources focused on IIoT system integration, and traditional Industrial Manufacturers that have made product components for Industrial markets over a longer period.  The exceptions to this pattern are those Large Industrial firms attempting to become integrators themselves (think GE or Rockwell Automation). 

For this reason, traditional Industrial Manufacturers who are NOT a part of the Large Industrials group will be well served to focus on their products’ integration into broader IIoT systems.  This assertion is supported by three underlying points.

1. Established manufacturers’ ability to agnostically integrate into a broad spectrum of IIoT applications will naturally drive system integrators toward their products.

IIoT System differentiation will be sold not on component product features, but rather on interactions between and among parts of a network and, most importantly, how the data from one product adds to system insights.  The tools that System Integrators possess today that manage sensor and machine data are not designed for a diversity of device data types or the massive volume of datapoints generated from real-time product interactions.  Correspondingly, a product designed to contribute raw data to any network seamlessly will make the System Integrator’s job easier, thus instinctively driving them toward that manufacturer’s products.

        2. Foundational brand value is reinforced when a manufacturer leverages product versatility across IIoT systems.

Having spent decades of Marketing capital and Sales efforts on building the product value of their brand; the emergent IIoT market provides Industrial Manufacturers a rare opportunity to cash in on the capital they have built as first-movers.

        3. At their current nascent level, IIoT System Integrators will rely on manufacturers with strong brands to reinforce their own reputations.

Software system companies sell data management tools that promise improvement to their clients’ Industrial systems.  However, this new selling model still requires a “leap of faith” from potential clients.  System Integrators have come to recognize that their case is better supported by a portfolio of credible Industrial Manufacturers already selling to the client.  Industrial Manufacturers are credibility builders for System Integrators because of their legacy relationships with end-user clients.    

As IIoT continues to integrate product and software to manage Industrial systems, large and complex networks grow ever more focused on advanced data modeling and analysis.  Given the high perceived value of data created by Smart Systems, it is amazing how diminished the underlying product’s role has become to effective integration.  Industrial Manufacturers have a rare but highly valuable to set themselves apart as contrarians to this trend.