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more in combination with other technologies. It must be able
to be interfaced with the electronics found in all system departments,
as well as speak the same ‘language’ and implement integrated
functions. Nowadays, pneumatic components are
made out of top quality materials and are a source of innovation
for the world of miniaturisation. They also have the ability
to be self-diagnostic. Furthermore, constant developments
must be made to their level of flexibility, much higher than
other technologies, when it comes to proposing components
that have been designed to specific customer-requirements”.
Daniele Marconi, the Sales Manager at Metal Work said: “I
feel that it is only right to talk about the current situation on
the industrial automation market, where the integration between
pneumatics and electronics is a reality that is being consolidated
more and more. From the traditional component, we
have moved on to an evolved product, one that is capable of
conversing with data transmission protocols. Before long the
so-called automation systems will be upon us which are capable
of offering machine manufacturers everything they need to
make their own equipment. Smaller geometries and performance
levels that are increasingly higher and more customised
will be indispensable characteristics for future components”.
In many ways, pneumatics can be described as a rather mature
form of technology. In automation circles, the main requests
made by machinery manufacturers in the past regarded integration
with the electronics and a reduction in both the weight
and overall dimensions of components whilst maintaining the
same performance levels. “Component miniaturisation - added
Walter Severgnini, the Business Development Manager at
SMC Italia - which for SMC has always been a must, has now
become a standard of reference for almost all manufacturing
companies, as is the integration of control electronics in packs
of solenoid valves. Further developments in this field are also
possible on the diagnostics front. Another development issue
concerns the sensors that are used for monitoring the functional
pressure and flow parameters, moving on from analogical to
digital gauging. Finally, present and future developments will
include energy-saving, in terms of both the electrical absorption
of solenoid valves and improved compressed air consumption
levels”.
The development of new components also involves the
cost/performance ratio. “The constant and meticulous search
for innovative and alternative materials - according to
Emanuele Morandi, Pneumax’s Sales Manager for Italy - such
as technopolymers, miniaturisation and ever-higher performance
levels have made it possible to come up with sophisticated
products where mechanics and electronics are being integrated
more and more. Research & Development offices are constantly
working towards overcoming the technological barriers, but
the real question is: is today’s market, which, generally speaking,
is more attentive over the cost rather than technology, willing
to use avant-garde products that cost more?”.
Signs of a recovery
Figures on the pneumatics market in 2010 were positive.
Things started to pick up. Let’s try to find out what the trend
will be for the next few months of this year. “Throughout 2010
- remarked Mr. Severgnini - we witnessed a vigorous recovery,
backed by the fact that the sectors that were the most penalised
over the last two years started to bounce back plus there was an
increase in demand from foreign countries for machinery, said
increase, however, was not big enough to bring levels back to
those registered before the crisis”.
Even though the economical outlook is still showing a great
deal of uncertainty it is expected, as well as hoped for, that this
trend will become consolidated and that, in 2011, we will get
back to 2007 sales figures. “The domestic market is on the upturn
- sustained Mr. Crepaldi -, many industrial sectors have
reached 2008 figures, but the situation still needs evaluating
very carefully. Italian manufacturers, which rely more on exports
than on domestic demand, are looking for solutions that
have the best price/performance ratio, a ratio penalised, above
all, by the Asian market.
Work will be undertaken on an international level, so that
Asian companies become more aware of standards and regulations
that are sufficient to maintain reliable quality levels”.
“I feel that the Italian market - commented Mr. Morandi -, also
and, above all, in light of the ever more frequent delocalisation
operations implemented by many machine manufacturers,
will be more static and it will find it difficult to generate
any major growth levels. Much more promising is the export
sector where development possibilities are much greater and in
a state of ferment”.
Different opinions capable of mapping out an overall picture
of the pneumatic components industry.
Mr. Belpasso, for example, sustained that it is necessary to develop
processes that tend to improve corporate response in
terms of logistics and service. This is what emerged from market
analysis carried out by Bosch Rexroth: “After having witnessed
a year, 2010, where demand went up considerably and
the recovery led to a general increase in the number of orders
that were placed, 2011 should be a year based on further
growth, albeit to a lesser extent, especially as far as the Italian
market is concerned, whereas exports will continue to improve”.
In 2010 the market value regarding pneumatic components in
Italy was somewhere around the 530 million euros. The worldwide
market, however, was worth approx. 7.4 billion Euros.
“In 2011 - Mr. Kohler went on - further improvements on the
market are expected: equal to 15% in Italy, with variations
abroad, from area to area, ranging from 10% in Germany to
25% in China. If the trend continues like this, after the slump
in 2009, we could slowly but surely start heading back towards
the record levels achieved in 2007 and 2008”.
Over the last few years turnover from abroad has gone up more
than that on the domestic market and it now accounts for 70%
of Camozzi’s overall turnover. “The markets that are registering
the highest growth levels are Russia, China, Brazil and India”,
Mr. Kohler added.
“I believe that, in 2011, the market value will be back to precrisis
levels - Mr. Marconi pointed out -. There are no doubts
that most companies will take advantage of the developments
that are underway in the Bric area, Brazil, Russia, India and
China, so increasing their export levels. Growth on domestic
market, however, is more contained, with the emphasis more
on recovery than on development”.
Marco Belpasso,
The Pneumatics Product Manager at Bosch
Rexroth Italia, has always worked in
automation, engineering and industrial
development circles. He joined the company eight
years ago as a pneumatics designer before
becoming an applications engineer and he is now
Product Manager; what’s more, he is responsible
for the indirect issue of safety applied to the
pneumatics industry.
Rolf Kohler,
the Strategic Marketing Manager at Camozzi,
has more than twenty years of experience within
the automation industry, ten years dedicated to
researching and developing products and
components for a multinational company and
ten years in various managerial positions in sales
and marketing for two multinationals. He has
been the Strategic Marketing Manager at
Camozzi for four years now.
Giorgio Crepaldi,
Marketing Manager at Festo spa since 2008.
He joined the company in 1997 as a sales
technician before becoming the Product
Manager in 2003. He got a Master in
Marketing Management at the SDA Bocconi
University and then spent a year in Germany, at
Festo’s headquarters in Esslingen, where he
collaborated with the Product Management
Drives section.
Daniele Marconi,
Sales Manager for the Metal Work Group and a
Member of the Board of Directors. “I believe
that, in 2011, the market value will be back to
pre-crisis levels. There are no doubts that most
companies will take advantage of the
developments that are underway in the BRIC
area, Brazil, Russia, India and China, so
increasing their export levels”.
Emanuele Morandi,
Pneumax’s sales Manager for Italy. He has been
working on the domestic and international
pneumatics market for fifteen years; after
working for six years in the United Kingdom,
he then joined Pneumax in 2005, first as the
Technical Support Manager, before taking up
his current position in 2007.
Walter Severgnini,
Business Development Manager, has been
working for SMC Italia since 1987. His
experience lies in sales and marketing. “In
2010, we witnessed a vigorous recovery, backed
by the fact that the sectors that were the most
penalised over the last two years started to
bounce back, plus there was an increase in
demand from foreign countries for machinery”.
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