September 2019, Dubai

An interview with Rami Al Ashqar, Business Development Manager, Bosch Rexroth

An overview of our business
Bosch Rexroth is a company of the Robert Bosch Group from Germany.

Creating movement is our driving force, as we manufacture the drive and control elements of the moving mechanisms such as electric and hydraulic motors, drives and cylinders, as well as the controls, PLC, and the Human Machine Interface (HMI). 

SPS in German stands for PLC, which means Programmable Logic Controller, and this is why SPS Automation Middle East is a very interesting exhibition for Bosch Rexroth, especially in this region. We are a big participant in SPS IPC Drives in Germany, a populaXr and well-established show for one of our focus industries, SPS, and now are embarking this opportunity to participate in the exhibition’s UAE edition.
The history of Bosch Rexroth
Robert Bosch GmbH acquired Rexroth in 2001. A merger between Mannesmann Rexroth AG and Bosch’s Automation Technology business unit resulted in the establishment of Bosch Rexroth AG.
In the Middle East, Bosch Rexroth’s activities are geared towards aftermarket services. At the time being, there are few OEMs present in this market, and many end users in the region buy building material and steel manufacturing machinery directly from factories in China, Europe or the United States. Hence, our activities relate to the service-providing sector in cooperation with our partners and distributors regionally, extending to retrofits for older installations.
Our expectations for SPS Automation Middle East 
With SPS being one of our core business units, and with Bosch Rexroth having a strong presence in the Middle East region, it is crucial for us to take part in SPS Automation Middle East. Our aim from this exhibition is to contribute in addition to learn more about the market’s latest updates in this field, especially since there has not been a focused automation event in the region before. 
SPS Automation Middle East will be important to gauge the involvement of end users in regards to automation. We are also keen to scope the OEM market in the region and I see a lot of potential here, especially with manufacturing being a key element of the UAE’s 2030 vision in addition to more.
Saudi Arabia also has ambitious manufacturing plans, and German organizations such as VDMA are already impressed by the level of technology in manufacturing in the Kingdom. The end users will drive the OEM business, and in some cases it has already started with some companies integrating systems and putting manufacturing lines together. Similar to the automation industry, which started slowly in the region and then soared, the OEM market will kick off soon as well.
What’s in store from Bosch Rexroth at SPS Automation Middle East?
We will be there to learn about the Middle East market, but we will also contribute in a big way as we drive new trends in the market. Bosch Rexroth is quite huge in the connected industries; the fourth industrial revolution (Industry 4.0) is on everyone’s mind, but Bosch is already living it. 
We have new solutions for factories and end users that show the benefits of the fourth industrial revolution. We want to contribute further on this topic in the Middle East market and show our capabilities as a viable supplier of PLCs, drives, controls, and automation for OEMs and end users alike.
Key challenges for the Middle East automation industry
Regional governments are adapting to the new trends, listening to the developments in the fourth industrial revolution (I4.0), striving to reap its benefits, and considering where and how they can apply it. The Middle East region is currently coping with the advancements it is facing. As a leader in the industry, Bosch Rexroth provides the latest trends for the Middle East’s automation industry to advance further.
Emerging markets for our business 
The company also provides assembly technology products, components and systems ranging from aluminum profiles and connection elements to Industry 4.0 powered assembly lines used to produce products such as fridges, panels and more. Bosch Rexroth is able to provide these lines as complete systems including the engineering, installation and higher-level connectivity to the factories’ ERP (Enterprise Resource Planning) system.
The importance of SPS Automation Middle East
I think the time is right for a dedicated automation industry event in the Middle East. I’ve been in the region for almost a decade and this is the first exhibition of its kind that I’ve witnessed focusing solely on all aspects of the automation industry. What is particularly interesting about SPS Automation Middle East is its dedication for the suppliers of automation in the manufacturing world.
Industry specialists from this region normally travel to Germany to attend such an exhibition, but now they have this opportunity here in Dubai. We certainly hope to see a lot of OEMs and suppliers later this year. We are excited to see if the UAE’s 2030 vision includes attracting OEMs to the country as well as people building machines in the region, driving the technology further and in turn advancing the automation sector.