B+B SmartWorx
B+B SmartWorx, an Advantech product line headquartered in Ottawa, Illinois, designs industrial serial communication and networking hardware — USB-to-RS-485 converters, serial isolators, Ethernet switches, and IIoT modules — for manufacturing and industrial automation customers needing to connect legacy equipment to modern networks.
- Company typePrivate
- Founded2000
- HeadquartersOttawa, United States
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What B+B SmartWorx does
B+B SmartWorx, founded in 2000 and headquartered in Ottawa, Illinois, designs and manufactures industrial serial communication and networking equipment that bridges legacy serial-based industrial devices to modern Ethernet and IP networks. The company produces USB-to-RS-485 converters (ULI-361T), RS-232 serial isolators (ULI-232DSH), RS-232-to-RS-422/485 DIN-rail converters (ULI-224TC), industrial device servers, Ethernet switches, and IoT wireless I/O modules built for harsh factory environments with electrical isolation and long-term durability. Product engineering emphasizes integration with serial protocols (RS-232, RS-422, RS-485), industrial-grade operating tolerances, and interoperability with both legacy instrumentation and modern IoT infrastructure.
The company operates as a product line within Advantech following its acquisition, with Jerry O'Gorman serving as President and CEO. B+B SmartWorx products are sold through Advantech's global enterprise sales force, listed on Advantech's IoTMart direct e-commerce platform (with cross-border delivery, multi-currency support, and 24-hour dispatch), and distributed via industrial automation resellers. Hardware unit pricing ranges from $40 to $260, indicating a volume hardware-sales model rather than a subscription or SaaS structure.
Customers are concentrated in industrial automation — manufacturing facilities, system integrators, and IIoT deployments requiring serial-to-Ethernet conversion, remote device management, and connectivity for noisy electrical environments. The portfolio is integrated into Advantech's WISE edge-intelligence and IoT ecosystem, positioning B+B as a connectivity on-ramp for broader Advantech industrial-IoT stacks. Headcount sits in the 251-500 range, consistent with a regional product-line organization supporting design, manufacturing support, and field application engineering across Advantech's global distribution footprint.
B+B SmartWorx firmographics
Firmographics- Name
- B+B SmartWorx
- Website
- https://advantech-bb.com
- Company type
- Private
- Founded year
- 2000
- Headcount range
- 251–500 employees
- Short description
- B+B SmartWorx, an Advantech product line headquartered in Ottawa, Illinois, designs industrial serial communication and networking hardware — USB-to-RS-485 converters, serial isolators, Ethernet switches, and IIoT modules — for manufacturing and industrial automation customers needing to connect legacy equipment to modern networks.
- Ownership category
- akta.pro rank
B+B SmartWorx industry classification
Industry- Product category
- Industrial Networking Equipment
- NAICS
- Other Communications Equipment Manufacturing (334290), Electronic Connector Manufacturing (334417)
- SIC
- Communications Equipment, Nec (3669), Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Industrial Communication & Interface Components (Transceivers, PHYs, isolators, level shifters, fieldbus/Ethernet ICs) (IMAGAJAI)
Keywords
Where B+B SmartWorx is headquartered
LocationHeadquarters
- HQ city
- Ottawa
- HQ country
- United States
- HQ region
- North America
Markets served
B+B SmartWorx business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Hardware Product Sales: Sale of industrial communication hardware including serial converters, device servers, Ethernet switches, and IoT modules. Revenue is generated through one-time product sales with pricing ranging from $40 to $260 per unit.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | ULI Series Serial Converters and Communication Products |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
B+B SmartWorx product offering
Product offeringCore offering
B+B SmartWorx designs, manufactures, and supports industrial serial communication and networking equipment. Its product line includes USB-to-RS-485 converters, serial isolators, RS-232 to RS-422/485 converters, and serial device servers built for industrial automation, harsh-environment operation, and IoT connectivity applications.
Product overview
B+B SmartWorx products featured on Advantech IoTMart consist of industrial serial communication and data conversion devices. The product line includes USB to RS-485 converters, serial isolators, and RS-232 to RS-422/485 converters. These products are part of B+B SmartWorx's ULI (Universal Serial Interface) series of communication solutions designed for industrial applications. The products are sold through Advantech's distribution network as part of their peripheral and modules category.
Differentiator
Problem solved
Functional benefit
Products and services
- BB-485USBTB-2W-A (ULI-361T) USB to RS-485 2 Wire Converter USB to RS-485 2-wire industrial converter used by system integrators and automation engineers to bridge USB hosts with RS-485 field devices in industrial environments.
- BB-9POP4 (ULI-232DSH) Serial Isolator RS-232 serial isolator that protects connected equipment from ground loops, voltage spikes, and surges in industrial control and instrumentation setups.
- BB-485LDRC9 (ULI-224TC) RS-232 to Isolated RS-422/485 Converter Isolated RS-232 to RS-422/485 converter enabling long-distance, noise-immune serial communication for industrial automation, process control, and factory floor networks.
Companies that use B+B SmartWorx
Customer profileSegments1 record
Ideal customer profiles1 record
B+B SmartWorx technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
B+B SmartWorx partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AdvantechcoreB+B SmartWorx was acquired by Advantech and operates as a product line under the Advantech umbrella. Products are sold through Advantech IoTMart e-commerce platform and Advantech's global distribution network, with integration into Advantech's WISE ecosystem for edge intelligence and IoT solutions.
Recent moves4 records
Expansion highlights4 records
B+B SmartWorx competitors and assessment
Company assessmentDirect peers
- Moxa: Moxa is a leading global manufacturer of industrial networking, serial connectivity, and IoT gateway products. It is a direct competitor to B+B SmartWorx across serial device servers, RS-232/422/485 converters, and industrial Ethernet switches serving factory automation.
- Digi International: Digi International provides serial device servers, cellular routers, and IoT connectivity hardware targeted at industrial M2M and remote equipment monitoring. It competes head-to-head with B+B SmartWorx in serial-to-Ethernet and industrial IoT connectivity.
- Lantronix: Lantronix specializes in device servers, console servers, and IoT connectivity modules for industrial and remote applications. It is a direct competitor to B+B SmartWorx's serial device server and converter product lines.
- Perle Systems: Perle Systems manufactures serial-to-Ethernet device servers, console servers, and industrial Ethernet switches. Its product set is highly comparable to B+B SmartWorx's ULI and serial device server offerings for industrial automation customers.
- ICP DAS: ICP DAS specializes in industrial I/O, remote I/O modules, and serial communication products (RS-485, Modbus) for factory automation. Its product mix closely mirrors B+B SmartWorx's industrial I/O and serial converter portfolio.
Broad incumbents
- Phoenix Contact: Phoenix Contact is a broad incumbent in industrial connectivity, automation, and interface electronics. It offers serial converters, signal conditioners, and industrial communication components that overlap with B+B SmartWorx's product range as part of a much larger portfolio.
- Belden: Belden is a broad incumbent in industrial networking, connectivity, and cabling solutions including Hirschmann switches and Lumberg Automation interfaces. It competes with B+B SmartWorx in industrial Ethernet and serial connectivity at the systems level.
- Weidmüller: Weidmüller is a broad incumbent in industrial connectivity, signal conditioning, and automation interface components. Its product portfolio overlaps with B+B SmartWorx across industrial serial communication and interface solutions.
Emerging players
- Brainboxes: Brainboxes focuses on serial cards, USB-to-serial converters, and Ethernet I/O modules for industrial and automation customers. It is a smaller, niche competitor with significant product overlap to B+B SmartWorx's ULI serial converter line.
Others
- Advantech: Advantech is the parent company of B+B SmartWorx and itself a broad industrial IoT and embedded computing platform. It is the acquirer and channel partner for B+B SmartWorx, and therefore the structural anchor for any B+B commercial outcome, not an external competitor.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
B+B SmartWorx social profiles
Digital presenceB+B SmartWorx financial estimates
Financial estimateRevenue estimate
Valuation estimate
B+B SmartWorx leadership team
Management profileNumber of profiles
Profiles1 record
B+B SmartWorx funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
B+B SmartWorx M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about B+B SmartWorx
What does B+B SmartWorx do?
B+B SmartWorx designs, manufactures, and supports industrial serial communication and networking equipment. Its product line includes USB-to-RS-485 converters, serial isolators, RS-232 to RS-422/485 converters, and serial device servers built for industrial automation, harsh-environment operation, and IoT connectivity applications.
When was B+B SmartWorx founded?
B+B SmartWorx was founded in 2000. It employs 251 to 500 people.
Where is B+B SmartWorx based?
B+B SmartWorx is headquartered in Ottawa, United States, in the North America region.
How does B+B SmartWorx make money?
One revenue line is on record: hardware Product Sales.
Who are B+B SmartWorx's main competitors?
Direct peers on record are Moxa, Digi International, Lantronix, Perle Systems and ICP DAS. Broad incumbents are Phoenix Contact, Belden and Weidmüller. Brainboxes is listed as an emerging player. Advantech is listed as an others.
Does B+B SmartWorx have an API?
No public API is recorded for B+B SmartWorx.
What industry is B+B SmartWorx in?
B+B SmartWorx's product category is Industrial Networking Equipment. Its primary akta.pro industry code is IMAGAJAI, Industrial Communication & Interface Components (Transceivers, PHYs, isolators, level shifters, fieldbus/Ethernet ICs). Its NAICS code is 334290 and its SIC code is 3669.