Embedded OPC UA Toolkit V1.30: Sales Blueprint & Competitive Analysis

1. uaToolkit Embedded V1.30 August 2019 Thomas Rummel Sales Enabling

2. Table of Contents • Motivation • Target Customer(s) • Features, Benefits & USP • Positioning & Competition • Ordering & Availability • Sales Collaterals & Marketing • Conclusion

3. Why did we do the uaToolkit Embedded? • With the Industry4.0 and IIoT market trends, we have noticed a very clear and sustained increase in OPC UA adoption • The OPC UA embedded Toolkit is our offering to use-cases in enabling OPC UA in sensors, smaller devices and low-end controllers • The OPC UA Specification V1.04 part 14 “PubSub” increases the demand for OPC UA in embedded devices • The new OPC UA FLC (Field Level Communication) initiative will create more demand for embedded OPC UA in the next years. • A lot of new device and machine level OPC UA companion specifications (robots, grippers, …) are increasing the demand for embedded solutions. Only VDMA has started the work on ~20 companion specifications in 2017 and 2018.

4. Table of Contents • Motivation • Target Customer(s) • Features, Benefits & USP • Positioning & Competition • Ordering & Availability • Sales Collaterals & Marketing • Conclusion

5. Whom do we want to sell the uaToolkit Embedded to? • Target Customers • Software Development and Product Management of • Industrial Device vendors • Industrial Controller vendors • Machine builders with own embedded components • Sales Regions • 18 licenses sold until August 2019 • 7 Germany, 4 South Korea, 3 Japan, 1 Italy, 1 Norway, 1 Australia, 1 Switzerland • OPC UA is used world wide

6. Table of Contents • Motivation • Target Customer(s) • Features, Benefits & USP • Positioning & Competition • Ordering & Availability • Sales Collaterals & Marketing • Conclusion

7. Customer Product Presentation

8. Features & Benefits of the New Release • With the V1.30 the uaToolkit Embedded the following features have been added: • Support for OPC UA Events • Support for OPC UA Alarms & Conditions • Improved the generation of the toolkit libraries • OPC UA Events and Alarms & Conditions are demanded by some OPC UA Companion specifications • The functionality of the embedded OPC UA applications can be extended to send events and provide alarms in addition to the already existing functionality of providing data and methods • With the new configuration script you can easily tailor the toolkit functionality depending on the needs of the customer application

9. USPs • We are the only toolkit providing an OPC UA publisher and OPC UA subscriber • Open62541 has a basic publisher implementation in the development trunk. This will not become released soon • Softing Toolkit is OPC lab certified • Only the old Unified Automation ANSI C SDK and RTA Nano Server is OPC lab certified too • Our licensing model allows a customer to build as many OPC UA application as he wants and does not mandate to have a maintenance contract running for developing new applications

10. Table of Contents • Motivation • Target Customer(s) • Features, Benefits & USP • Positioning & Competition • Ordering & Availability • Sales Collaterals & Marketing • Conclusion

11. Competing Offerings • Main competition • Matrikon - https://matrikonopc.com • Flex OPC UA SDK • Unified Automation - https://unified-automation.com • High Performance OPC UA Server SDK • ANSI C UA SDK (old product) • Open62541 - https://open62541.org • More toolkit vendors – not really visible on the market • Real Time Automation - http://rtaautomation.com • OPC UA NANO Source Code • Utthunga – https://utthunga.com • OPC UA Server Stack ANSI C

12. Feature Comparison against Matrikon FLEX OPC UA SDK • Advantges • No new version since March 2017. How good is the maintenance of the SDK? • Matrikon is not part of the OPC Foundation PubSub Prototyping Workgroup  They will most likely have PubSub later available as the other competitors • The Matrikon SDK needs a C++ compiler, we only need a C compiler. • No tool to generate source code from a nodeset. Nodeset file has to be imported at runtime -> CPU intensive • Defictits • We don’t support Historical Access • We don’t have an embedded Client SDK

13. Feature Comparison against Unified Automation High Perfomace UA Server SDK • Advantages • We document a wider range of supported embedded platforms. Unified doesn’t provide a list of supported platforms. • We support Alarms & Conditions • Deficits • We don’t have an embedded Client SDK

14. Feature Comparison against Open62541 • Advantages • We support the Embedded UA Server Profile, Open62541 only support the Micro Embedded Device Server Profile • We support to create static nodes as part of the source code – saves RAM on embedded systems • We support Alarms & Conditions, Open62541 does not support it in the V0.3 release branch – it has an implementation in the trunk • Deficits • We don’t have an embedded Client SDK

15. Memory Footprint • Against Matrikon • Has a bigger memory footprint Matrikon needs for Nano: 461 kB Flash and 48 kB RAM; for Micro: 550 kB Flash and 80 kB RAM • Matrikon was always considered as the one with the smallest foodprint • Against Unified Automation • Has the same memory footprint. Unified Automation HighPerfomance SDK needs 300 kB Flash (including RTOS). Most likely Nano. • Against Open62541 • Has maybe smaller memory: “Compiled server can be smaller than 100kb”. The servers functionality is unclear. Size of a server compliant with a profile is unclear.

16. Sales Arguments based on Functionality • Our SDK is the only one with released Publisher and Subscriber functionality • Besides Matrikon we are the only SDK supporting Alarms & Conditions • Matrikon stopped the maintenance for the FLEX OPC UA SDK since they released no new version in the last 2 years. • Arguments on our deficits • An OPC UA Client support is planned for the V1.40 (Q1/2020)

17. Licensing & Pricing Comparison • Softing - uaToolkit Embedded • 1€ - Single Developer License • 8550 € - 3 years maintenance (2850 € per year) • Unified Automation – ANSI C + High Performance SDK • 9800 € - Single Developer License including 1-year maintenance • 2900 € - 1-year maintenance • For the High Performance SDK the license is limited to the creation of 1 product • Matrikon – Flex OPC UA SDK • 7000 € - Single Developer License including 1-year maintenance • 7000 € - 1-year maintenance • Without maintenance you are not allowed to create new applications. • Open62541 • Open Source - Mozilla Public License v2.0, freeforcommercialuse • Commercial support bykalycito (India) and basysKom (Germany)

18. Sales Arguments based on Licensing & Pricing • Against Matrikon • The Flex SDK does not allow to build new applications without maintenance contract. Our toolkit allows to build applications even without maintenance contract after 3 years. • Our toolkit is much cheaper on a long term, but calculated for one-year Matrikon is cheaper • Against Unified Automation • The High Performance SDK license is limited to 1 product. If someone wants to build multiple applications, he has to buy the license multiple times. Our toolkit allows to build multiple applications with one license. • Our toolkit is cheaper. • Against Open62541 • No pricing sales argument – Open62541 is for free.

19. Table of Contents • Motivation • Target Customer(s) • Features, Benefits & USP • Positioning & Competition • Ordering & Availability • Sales Collaterals & Marketing • Conclusion

20. Order Codes and Availability Maintenance Renewals • LDA-DD-032202 Annual Renewal of the uaToolkit Embedded Single Seat Developer LicensePrice: 1 €Only sold together with maintenance agreement • LMA-DD-032202 Annual Renewal of the Service and Support Contract for the uaToolkit EmbeddedPrice: 2850 €Only sold after the first 3 years maintenance agreement is renewed Available now New Customers • LDA-DD-032292 uaToolkit Embedded, 3-year Single Seat Developer LicensePrice: 1 €Only sold together with 3 years maintenance agreement • LMA-DD-032292 3-year Service and Support Contract for the uaToolkit EmbeddedPrice: 8550 € • SEA-DD-032400OPC UA Embedded Engineering Day / Consulting Day for software developersPrice: 1850 € / day

21. Deliverables • Installations for Download on our web server • 1 installation for cross development on Windows systems • 1 installation for cross development on Linux systems • Both installations include the same files • If license key is entered during the installation the full source code is installed • Without license key a trial version is installed • Binary trial libraries for PC Linux, Raspberry Pi Linux and Windows • Limited to 90 minutes runtime • With the purchase of the license the customer gets a license sheet with the license key as electronic delivery per Email. On request we can send a printed version of the license sheet too.

22. E-Mail Delivery

23. Table of Contents • Motivation • Target Audience • Features, Benefits & USP • Positioning & Competition • Ordering & Availability • Sales Collaterals & Marketing • Conclusion

24. Sales Collaterals • Sales Enabling Presentation (confidential) • Partner Portal and \\SFILER\IAP\02_Products\OPC\02_Product_Family_OPC-Toolkits\uaToolkit Embedded\Presentations\Sales enabling • Sales Wrap Up(confidential) • Partner Portal and \\SFILER\IAP\02_Products\OPC\02_Product_Family_OPC-Toolkits\uaToolkit Embedded\Sales Wrap-up • Customer Presentation (public) • Partner Portal and \\SFILER\IAP\02_Products\OPC\02_Product_Family_OPC-Toolkits\uaToolkit Embedded\ Presentations • Data Sheets (public) • Download from https://industrial.softing.com/en/downloads.html • Product Documentation (public) • Download from https://industrial.softing.com/en/downloads.html

25. Marketing • I did a public Webinar together with automation.com in May 2019 • 110 attendees • More than 400 peoples registered • Video: https://www.youtube.com/watch?v=kAPsXevZ-uY • We will create some videos for: • Download / Install / Start and connect to template server • Import a companion specification to a server • Use Wireshark to trace the OPC UA communication

26. Table of Contents • Motivation • Target Customer(s) • Features, Benefits & USP • Positioning & Competition • Ordering & Availability • Sales Collaterals & Marketing • Conclusion

27. How to sell the uaToolkit Embedded? • Currently we have the USP to be the only Toolkit vendor providing OPC UA PubSub (Publisher and Subscriber) in a released version • We have a toolkit which fulfills everything needed for embedded devices • Our toolkit has a very competitive pricing

28. Thomas Rummel Senior VicePresident Engineering &Product Management Phone +49 89 45656 159 Mobile +49 151 14749280 E-Mail Thomas.Rummel@softing.com Thank you for your attention! industrial.softing.com