Machine builders are rethinking how industrial equipment delivers value long after deployment. That shift is the focus of the latest season of ROKStudios, a thought leadership video series from Rockwell Automation, which brings together executives from leading OEMs and manufacturing associations to discuss how digital technologies, cybersecurity, data connectivity, and lifecycle services are transforming industrial machinery. The discussions highlight a growing industry move away from project-based equipment delivery toward lifecycle-driven business models centered on long-term performance, resilience, and operational efficiency.

Industrial manufacturers are facing a new reality. Customers no longer evaluate machinery solely on purchase price or production speed. Instead, they increasingly expect equipment to deliver measurable value throughout its operational life, including improved uptime, predictive maintenance, cybersecurity protection, sustainability performance, and digital connectivity.

That evolving expectation sits at the center of Rockwell Automation's latest season of ROKStudios, a video interview series featuring executives from machine builders, packaging equipment providers, and industry organizations across Europe and global manufacturing markets.

The new season explores how original equipment manufacturers (OEMs) are adapting their business strategies to support the full machine lifecycle—from design and engineering to commissioning, operation, maintenance, and modernization.

The conversations arrive at a pivotal moment for industrial automation. According to IDC, global spending on digital transformation technologies continues to grow as manufacturers invest in connected operations, intelligent automation, and data-driven decision-making. Meanwhile, Gartner research suggests industrial organizations are increasingly prioritizing operational resilience and asset optimization as supply chains become more complex and production requirements continue to evolve.

Rockwell Automation's latest discussions reflect these broader industry priorities.

A recurring theme across the interviews is the growing importance of cybersecurity as industrial systems become more connected. Olaf Clemens, CEO of SN Maschinenbau, discusses how cybersecurity has evolved from an IT requirement into a core component of machine design. As manufacturers deploy connected machinery capable of exchanging operational data across facilities and cloud environments, secure infrastructure is becoming essential for maintaining uptime and protecting production systems.

Another major trend highlighted throughout the series is the expansion of digital services. Gian Paolo Crasta, Director General of UCIMA, points to increasing demand for packaging equipment capable of delivering flexibility, sustainability, and measurable lifecycle performance. Manufacturers are seeking machines that can adapt to changing product requirements while generating operational data that supports continuous optimization.

Robotics and standardized automation architectures are also playing a larger role in lifecycle management strategies. Alessandro Rocca, Vice President of Global Sales at Cama Group, explains how modular systems and standardized machine designs can accelerate deployment, improve repeatability, and simplify long-term maintenance in complex production environments.

The growing adoption of digital twins receives significant attention as well. Once primarily used for virtual commissioning and design validation, digital twin technology is increasingly being viewed as a lifecycle asset. Bino Bastian of ECONO-PAK describes how virtual machine models are helping manufacturers improve engineering collaboration, support operational optimization, and address evolving compliance and traceability requirements long after equipment installation.

This evolution aligns with broader Industry 4.0 initiatives across the manufacturing sector. Digital twins, industrial IoT platforms, and cloud-connected analytics are enabling organizations to create continuous feedback loops between machine performance and operational decision-making.

Several participants also emphasize the role of data in supporting new service-based business models. Piers Lamb of Universal Pack highlights how data-ready machine architectures can accelerate commissioning while enabling advanced traceability, compliance reporting, and long-term customer support programs.

Sustainability is another area reshaping machine design priorities. Michael Lampe of Meurer Verpackungssysteme discusses how manufacturers are adapting equipment to support emerging packaging materials and sustainability goals without compromising efficiency or production flexibility.

The challenge is particularly relevant for packaging manufacturers navigating increasing regulatory requirements and consumer demand for environmentally responsible products. OEMs are being asked to balance sustainability objectives with productivity expectations, often requiring new machine architectures and enhanced digital capabilities.

Steve Rackham of Bradman Lake Group notes that modular machine designs are becoming increasingly important as manufacturers face growing SKU complexity. Flexible systems that can accommodate frequent product changes while maintaining uptime are becoming critical competitive differentiators.

Industry associations are also recognizing these shifts. Luis Villegas of AMEC Envasgraf points to digitalization, workforce challenges, and sustainability pressures as major factors driving lifecycle-focused thinking across the manufacturing sector.

Across all interviews, a clear pattern emerges. Machine builders are moving beyond the traditional approach of delivering equipment and concluding engagement after installation. Instead, they are positioning themselves as long-term technology partners capable of supporting performance optimization throughout the operational life of industrial assets.

This transformation reflects a broader change occurring across industrial automation markets. As connected technologies become standard and operational data grows in strategic importance, value creation increasingly depends on what happens after deployment rather than at the point of sale.

For manufacturers investing in automation infrastructure, the implications are significant. Decisions made during machine design—including cybersecurity architecture, connectivity standards, modularity, and service readiness—can directly influence maintenance costs, production efficiency, scalability, and future upgrade opportunities.

Rockwell Automation's latest ROKStudios season offers a window into how OEM leaders are preparing for that future. The message is consistent: the machine lifecycle is becoming the new battleground for industrial innovation, customer value, and competitive differentiation.

Market Landscape

The global industrial automation market is undergoing rapid transformation as manufacturers adopt Industry 4.0 technologies, digital twins, AI-driven analytics, and connected operations platforms. According to IDC and Gartner, industrial organizations are increasingly investing in lifecycle management solutions that improve asset utilization, reduce downtime, and support sustainability initiatives. OEMs are responding by integrating cybersecurity, predictive maintenance, cloud connectivity, and service-based business models directly into machine design. As industrial digital transformation accelerates, lifecycle value is becoming a key purchasing criterion for manufacturing customers worldwide.

Top Insights

• Rockwell Automation's latest ROKStudios season examines how OEMs are shifting from equipment delivery models toward lifecycle-focused manufacturing strategies.
• Industry leaders highlight cybersecurity, digital twins, data connectivity, and modular design as critical enablers of long-term machine performance.
• OEMs are increasingly using connected technologies to improve commissioning efficiency, operational resilience, and predictive maintenance capabilities.
• Sustainability requirements and changing packaging materials are driving innovation in machine architectures across manufacturing sectors.
• Lifecycle services and data-driven support models are emerging as major competitive differentiators for industrial automation providers.

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