INTERVIEW GUIDE
The software dilemma: How Europe's industrial automation leaders are navigating the build vs. partner decision
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Interview programme overview
Software will generate more than half of all new value in Europe's €100bn+ automation sector by 2027, yet most vendors still spring from hardware roots. Against the backdrop of the EU AI Act, NIS2 cyber rules and headline moves like the 7,000-strong Accenture–Siemens partnership, senior leaders face a critical choice: invest millions building software capabilities in-house, acquire them, or partner with proven platforms.
This research examines how industrial automation leaders are making these strategic decisions that balance innovation speed with organisational capability. We want to hear from companies taking different approaches, from those building significant internal software teams to those leveraging platform partnerships, as well as those pursuing hybrid models.
The research will explore current thinking on software investment trade-offs, approaches to measuring ROI differently for software versus hardware, and strategies for competing as software becomes central to value creation. We'll examine how automation vendors balance their hardware heritage with software transformation demands, and what they see as critical capabilities for future market leadership.
Key areas of exploration include:
- Strategic philosophy on building versus partnering for software capabilities
- Partnership evaluation criteria and ecosystem approaches
- Challenges in building or acquiring software capabilities such as additional connectivity and AI
- Customer expectations around openness and interoperability
- Challenges around supporting the new Cybersecurity regulation, CRA, due in Dec 2027
- The role of partnerships in accelerating software transformation
- ROI measurement frameworks for software investments
In 30-minute interviews, we'll explore the real trade-offs, investment decisions and organisational shifts behind these choices, spanning sensors, robotics, control systems and process automation. Participants receive a personalised one page write up, feature in a market view report, and gain recognition among Europe's automation elite.
Interview questions
How do you see the industrial automation landscape evolving as software becomes increasingly central to value creation?
How is the pace of change in industrial automation today compared to five years ago, and what's driving it?
What fundamental shifts in customer buying behaviour are reshaping how automation vendors need to compete?
How important is "openness" and interoperability becoming in your customers' vendor selection criteria?
Where do you see the greatest disruption coming from—traditional competitors building software capabilities or software companies entering automation?
How would you describe your organisation's current philosophy on building versus partnering for software capabilities?
What have been the biggest unexpected challenges in building or acquiring software capabilities?
How are you measuring the ROI of your software investments differently from hardware investments?
What role do you think ecosystem partnerships will play in the future of industrial automation?
When evaluating potential software platform partners, what are your top three criteria?
Interview process
Step 1 - Optional briefing call
15 min(Optional) Briefing call with TechPros.io. We will go through the details and answer any questions you have.
Book in a 15 minute briefing call hereStep 2 - TechPros.io Interview
30 min30 minute TechPros.io Zoom interview including an anonymous poll at the end to produce infographics for the report. We summarise your interview and share with the Sponsor to help them prepare for the next call.
Book your interview hereStep 3 - Follow up call
20-30 minThe sponsor's representative will ask you three or four additional questions to expand on the information you have shared, in the hope of gathering interesting anecdotes and examples for the report. We will then write up your interview 'One Pager' and send to you in advance of the One Pager Review call.
Here is an example of a One PagerStep 4 - One pager review
15-30 minWe run through your One Pager to capture feedback, discuss any changes and lets you know the expected publication date and any follow on events you might be interested in.
Step 5 - Market view report
PublicationWe email you a week before the report is published on LinkedIn and then again on the day of the launch, often with a draft post for you to reshare to help raise awareness of the thought leadership.
Here is an example of a Market View ReportWhat we need from you
Company email
In the calendly booking form please share your company email for future coordination.
Professional headshot
A professional headshot photo is needed for your One Pager, we will coordinate with you via email.
Employment status
Confirmation that you are currently employed and not leaving your employer. It's our promise to all sponsors.
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About our sponsor
AVEVA is a global leader in industrial software, helping businesses modernise operations and improve sustainability. With over 50 years of experience, AVEVA connects industrial information and artificial intelligence to deliver software solutions that improve engineering, operations, and performance across the industrial world. The company's portfolio spans the entire industrial lifecycle, from process design and simulation to asset performance management.
Serving over 20,000 enterprises in more than 100 countries, AVEVA provides teams with trusted information and AI-enriched insights to engineer efficiently and improve operations. As the orchestrator of the world's largest industrial software network with over 6,000 partners, AVEVA provides the platform that helps hardware vendors deliver software-defined solutions without building from scratch. Through its CONNECT platform and industry-leading solutions, AVEVA helps industrial automation vendors accelerate their digital modernisation journey while maintaining focus on their core hardware expertise.