PROFIBUS International - a strong community

This fieldbus organization provides many services and benefits

May 1999 Supplement
Feature Article

PROFIBUS International – a strong community

This fieldbus organization provides many services and benefits

M. Volz, PROFIBUS International, Karlsruhe, Germany

pen fieldbus systems have become the motivating force in automation technology. Increasing importance is being attached to the fieldbus user organizations. PROFIBUS International (PI) is the umbrella organization for all 21 regional PROFIBUS user groups worldwide.

Background history. Company-independent technology needs an organization that is independent of politics or economics to serve as its working platform. So, in 1989 the PROFIBUS user organization (PNO) was founded in Germany as a non-profit organization to represent the PROFIBUS interests of the industry. Manufacturers and users joined together in promoting the international marketing and continued development of PROFIBUS. At first, it concentrated exclusively on the German market, then in 1991 it began to internationalize by setting up regional and economically-independent user organizations abroad, which could react specifically to the regional market requirements in native language. They provide local support for manufacturers and users. Today, PROFIBUS has a worldwide network of 21 regional user groups (Table 1) — all of them affiliated with the PI umbrella organization.

Members. Today PI has over 800 members. The largest regional organization is PNO in Germany with 200 members, followed by the PTO in the U.S. with over 120. The overwhelming majority of members are manufacturers from all sectors of the automation industry. Increasingly, users such as General Motors, Philip Morris or Shell are joining. Membership has increased vigorously. In the past three years the number of members has increased five-fold (Fig. 1.)

Membership benefits. The fact that members collaborate produces an enormous synergy effect. The cooperation between competing manufacturers and users in the working groups creates innovative solutions to meet user needs. In addition, members obtain advance information that can be used as a competitive advantage in the market. With consistent internationalization, small- and medium-sized companies, in particular, have access to new growth markets like Asia and South America. The wide range of PROFIBUS expertise is available for every member, both at the working groups’ and the organization’s offices. On behalf of its members, PI’s representatives represent PROFIBUS interests at standardization committees, thus safeguarding investments.

Joint representation at international fairs and congresses forms a focal point of marketing activities. PI’s neutrality gives equal opportunity for all members, including the possibility of taking an active part. Public relations work carried out by PI is an important sales-promoting function for members, and it is supported by joint advertising campaigns in relevant magazines.

All members have the right to work on the working parties and influence the way the technology is developed. All new PROFIBUS guidelines that have been developed by the working groups are sent out to members for comment before they officially come into force. This ensures that each member company has influence in further development of PROFIBUS technology.

Each regional office provides its members with an individual service package in marketing, technology and training (Table 2).

Table 2. Extract from services package for PI members
	Service provided	Benefit
Membership information system	Regular information sent to members includingcurrent contributions to technology, marketing and standardization information.	Members are always up to date and thus, have a competitive advantage in the market.
Collaboration on technical committees	Having an influence on the way PROFIBUS technology is developed (e.g., in defining guidelines and applications profiles) by collaborating on working groups.	Development times are cut as information is received early, and innovations can be incorporated from the start when developing new products.
Free entries in the PROFIBUS product catalog	PROFIBUS products and services are entered free of charge in the PROFIBUS catalog on CD-ROM which is updated twice a year (see insert).	Users are aware of the products and services from the relevant company when designing their plant.
Participation in the virtual trade show on the Internet	Virtual trade show showing PROFIBUS products and services on the Internet with direct hotlinks to individual manufacturers’ pages.	Free entry for products and hotlinks improve international marketing channels.
Commercial advertising	Participation in common PROFIBUS adverts at reduced rates	Up to 50% discount for product advertising compared with individual advertising.
International marketing	Over 20 regional organizations in the most important industrial countries of the world integrate member companies into joint marketing activities such as trade shows, fair booths and key accounts, etc.	Support for entry in new markets such as Asia or U.S.
Trade fairs	Participation in common fair booths at the important international trade fairs.	The common booth is the focal point for visitors. Members obtain valuable initial contacts!
Seminars	Discounts on PROFIBUS training.	Members can prepare themselves to market their products with the right sales arguments.
PROFINews	Publication of actual information on PROFIBUS products and services provided by members in the international PROFINews newsletter.	Free product announcements to the international automation markets.

PROFIBUS also offers a free newsletter, PROFINews, available from the regional organizations and has an Internet site at: http://www.profibus.com.

Free CD-ROM Product Guide

The Electronic Product Guide on CD-ROM contains a comprehensive description of the PROFIBUS product range. More than 1,600 PROFIBUS products are currently listed. You can browse in the catalog for individual products, companies, devices, types, etc. A short product description is available as well as contact addresses of the suppliers worldwide.

Fax inquiry forms, product descriptions and search results can be printed with the print function. The certified PROFIBUS products are marked and a list with all available certified PROFIBUS products can be printed as well.

Animated case studies, which show the plantwide and worldwide use of PROFIBUS and a technical description of PROFIBUS technology complete the Electronic Product Guide.

The Electronic Product Guide on CD-ROM can be obtained free of charge from all PROFIBUS User Groups worldwide. It is also available for download on the Worldwide Web at: http://www.PROFIBUS.com

How can I become a member? Membership is open to all companies, research organizations and associations. Applications should be sent to the relevant regional user organization. All regional user organizations offer their members a comprehensive service package tailored to the needs of each individual market. Membership cost depends on the service package and is graded by regional situations, company size and turnover.

Outlook. In the past, PROFIBUS has been able to build up its market share in Europe and also internationally. This is due, in no small part, to PI’s activities. With the successful implementation of PROFIBUS in process automation, new market areas for member companies are being tapped. FB

The author

Volz Dipl. Ing. Michael Volz has been working for five years as managing director of PROFIBUS Nutzerorganisation e.V., Germany. In January he founded a new company, Vcom GmbH, which provides marketing and technical services for fieldbus manufactures in Germany. He can be contacted at tel: + 49 (0) 6062 910052 or e-mail: Volz@Vcom-Online.de.