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The Power of Modularity: A Collaborative Approach to Meeting User Needs

CUBIC’s modular approach to power components enables the development of safe and efficient electrical solutions.
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Modularity is the idea of collaborating and conforming manufacturing solutions to increase customer-centricity, accelerate development and enable innovation. The combination of hardware and intelligent systems enables manufacturers to modularize complex systems into smaller components and tasks. This creates an environment where integrators and end users can compose unique solutions from a variety of sources to solve new and exciting problems.

Companies that adopt a modular approach are inviting the organizations they work with to bring their respective capabilities together to solve end-customer problems and encourage long-term growth.

In October 2022, Rockwell Automation acquired CUBIC, a Danish company specializing in motor control centers (MCCs). The relationship brings access to CUBIC’s unique modular enclosure system, along with a stand-out approach that combines high product quality, a partner-based model and technical expertise.

Rockwell’s partnership with CUBIC lays a foundation for modularity that our joint customer base globally can leverage to improve the value, efficiency and flexibility of their intelligent motor control solutions.

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Exploring a Modular Approach

The concept of modularity has gained popularity across the technology sector. This provides a market advantage as companies can rethink and reshape business models to facilitate greater productivity and innovation by generating smart data. This requires an approach based on ‘customer obsession’. In effect, this means taking a holistic approach to developing solutions that address the specific needs of the customer and building a supporting ecosystem to ensure optimal outcomes for the user.

In hybrid and process manufacturing, a modular structure drives productivity by allowing customers to develop and implement flexible motor control solutions based on modular designs, suitable for multiple applications and industries. An inherent part of the modular idea is that the user has more freedom and versatility. This comes from being able to choose the power components from any supplier for electrical panel construction that best matches their needs.

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The Fruits of a Collaborative Approach

For CUBIC, modularity sits at the center of the company’s partner-oriented model. This enables collaboration with other, culturally aligned solution providers to facilitate combined customer success.

This partner model is known as the Partner Panel Builder, and is founded on four core elements:

  1. Enabling customized integrator design – At the beginning of the process, the system integrator receives the dismantled modular enclosure and proceeds to design the assemblies based on CUBIC’s training program and Galaxy design software.
  2. Developing solutions through CUBIC’s modular structure - CUBIC then delivers value to partners through high-level technical support and testing, leveraging the company’s competitive, high-quality and technically proven modular solutions.
  3. Standardizing the solution for a variety of electrical components – The system integrator adds their own value to the solution in their facilities, wherever the company is based. Components integrated into the panel include breakers, contactors, overloads, drives, switches and soft starters.
  4. Offering a complete solution for the end user – The end-user customer receives a complete solution built nearby, with a huge saving in terms of money and time. CUBIC’s portfolio covers all applications, including IEC low-voltage switchgear, switchboards and motor control centers.

This approach has proven successful in the market and opens a host of opportunities for Rockwell in growing industries, including renewable energy, data centers and infrastructure. Rockwell can leverage this model to facilitate collaboration among our network of panel builders, system integrators and value-add distributors, with each partner bringing something unique to the process, which ultimately multiplies the value for the end-user.

This is the beginning of a new era in which the product of our collaboration can be scaled across industries and regions, including Asia, Europe and Latin America, nurturing existing customer relationships to create value-added solutions. Together, our companies share a commitment to integrity, inclusion and customer success.

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Better Together – What Rockwell Automation Customers Can Expect Going Forward

Rockwell selected CUBIC as the company has the best product in the market and a talented team with specialized expertise in structural design, power systems, and global standards. Combining CUBIC’s modular systems and unparalleled partner model with Rockwell’s portfolio of intelligent motor control solutions allows us to create market-leading solutions for our customers.

The result of the partnership is faster time to market in terms of delivering new solutions to customers, including customized designs, intelligent automation and improved user control interfaces. It also allows us to jointly grow our presence in thriving industries, such as renewable energy, working with customers to provide access to smart data for improved productivity and lower carbon utilization though plant-wide applications for intelligent motor control.

Reinforced by modular thinking and complementary cultures, the partnership will help us to jointly expand our relationships and accelerate global growth.

To find out more about CUBIC’s capabilities in modular systems, visit CUBIC

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Published December 20, 2022

Jesper Fristrup
Director, CUBIC
Victoria Alia
Global Business Director, Rockwell Automation
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