ASEM
ASEM, an Italian industrial automation firm founded in 1979 and now a wholly-owned Rockwell Automation subsidiary, designs Industrial PCs, operator panels, HMI software (FactoryTalk Optix, Premium HMI), and IIoT gateways for European machine builders and industrial automation customers.
- Company typePrivate
- Founded1979
- HeadquartersArtegna, Italy
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What ASEM does
ASEM S.r.l. con Socio Unico is an Italian industrial automation company founded in 1979 by Renzo Guerra and headquartered in Artegna (Udine), Italy. The company designs and manufactures a complete range of Industrial PCs (Panel, Ultra-compact, Compact, Box, Arm/VESA, and Rack mounting), industrial monitors, operator panels, IIoT gateways, remote assistance routers, and controllers/I/O modules, built on Intel x86 and ARM Cortex platforms. Software offerings center on FactoryTalk Optix (a collaborative cloud-based HMI and Edge Computing platform co-developed with Rockwell Automation), Premium HMI, UBIQUITY (remote access), UNIQO, and CODESYS SoftPLC integration. ASEM is one of the few European firms controlling the full Industry 4.0 technology stack in-house — hardware, firmware, software, mechanics, PCB assembly, and testing — across an 8,450 sqm facility currently being expanded by an additional 3,500 sqm. The company holds ISO 9001, ISO 14001, and ISO 45001 certifications, supports 21 CFR Part 11 compliance, and serves customers in steel, automotive, packaging, healthcare, food and beverage, plastics, environmental, and regulated manufacturing sectors.
ASEM has operated as a wholly-owned subsidiary of Rockwell Automation Inc. since April 30, 2020, while retaining its own management, brand, and sales organization. The company employs approximately 250 staff, with 30% in R&D across four Italian sites (Artegna, Lissone, Verona, Bologna). Revenue derives from hardware sales of configurable IPCs and panels, token-based runtime licensing for FactoryTalk Optix (XS through Unlimited tiers), annual subscriptions for the Pro tier, professional services delivered through the ASEM League certified system integrator program (16 partners across Italy and San Marino in Sprinter/Runner/Racer tiers), and managed technical support. Go-to-market combines direct enterprise sales in Italy with channel partner sales in the DACH region (active since 2010) and global distribution leverage through Rockwell Automation's network in 80+ countries. Pricing is quote-based, with the FactoryTalk Optix Studio Standard edition offered free and the Pro edition priced as an annual subscription.
The customer base is concentrated in European industrial automation and machine builder/OEM segments, with named case studies spanning steel, automotive, packaging, healthcare, food and beverage, plastics, environmental, and cosmetics/beverage verticals. Product development continues at a steady cadence, with FactoryTalk Optix v1.7 released in February 2026, the ASEM 6300x-SW2 Raptor Lake platform launched in 2024, Windows 11 IoT Enterprise 2024 LTSC support rolled out in 2024, and ongoing software platform enhancements. ASEM's strategic positioning combines proprietary full-stack industrial computing capability with the global reach of its Rockwell Automation parent, targeting Industry 4.0, IIoT, and edge computing use cases across European enterprise manufacturing customers.
ASEM firmographics
Firmographics- Name
- ASEM
- Legal name
- ASEM S.r.l. con Socio Unico
- Website
- https://asem.it
- Company type
- Private
- Founded year
- 1979
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- ASEM, an Italian industrial automation firm founded in 1979 and now a wholly-owned Rockwell Automation subsidiary, designs Industrial PCs, operator panels, HMI software (FactoryTalk Optix, Premium HMI), and IIoT gateways for European machine builders and industrial automation customers.
- Ownership category
- akta.pro rank
ASEM industry classification
Industry- Product category
- Industrial Automation Hardware
- NAICS
- Computer and Peripheral Equipment Manufacturing (33411), Computer Terminal and Other Computer Peripheral Equipment Manufacturing (334118)
- SIC
- Electronic Computers (3571), Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Industrial Panel PCs & HMI Terminals (HDACALAE)
- akta.pro secondary industries
- Industrial Embedded Computers (Box PCs) (HDACALAF), Rugged Mini PCs & Fanless Edge Computers (HDACALAG), Industrial Automation Software (SCADA, HMI, MES, Historian) (IMAHAHAJ), SCADA/HMI Platforms (IMAGABAB), Embedded & HMI Electronics Manufacturing (Industrial PCs, HMIs, Panel PCs) (IMAGAGAD)
Keywords
Where ASEM is headquartered
LocationHeadquarters
- HQ city
- Artegna
- HQ country
- Italy
- HQ region
- Europe
Offices4 records
Markets served
ASEM business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Hardware Sales: Sale of industrial PCs (Panel, Box, Compact, Rack mounting), industrial monitors, operator panels, IIoT gateways, controllers, remote assistance routers, and accessories. Products based on Intel x86 and ARM platforms with high configurability and customization options.
- Software Licenses: Token-based licensing model for FactoryTalk Optix Runtime with Standard (free) and Pro (annual subscription) versions. License sizes range from XS (5 tokens) to Unlimited. Premium HMI, UBIQUITY, and other software platforms available as separate licenses.
- System Integrator Partner Program: ASEM League partner program providing technical qualification, marketing support, and business referrals to certified system integrators who deploy ASEM solutions. Partners receive tiered benefits based on commitment level.
- Technical Support Services: Hardware and software technical support including Help Desk service, repair services (PLS return process), software assistance for Premium HMI, Codesys, Ubiquity, QStudio, FactoryTalk Optix, and spare parts management.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | FactoryTalk Optix Studio Standard - Free desktop/web development environment |
| Subscription | Annual | FactoryTalk Optix Studio Pro - Annual subscription per user |
| Other | Others | Token-based Runtime Licensing (XS to Unlimited) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
ASEM product offering
Product offeringCore offering
ASEM designs, manufactures, and sells a complete range of Industrial PCs (IPCs), industrial monitors, and operator panels along with proprietary HMI, remote assistance, and IIoT software platforms (FactoryTalk Optix, UBIQUITY, Premium HMI, UNIQO, CODESYS SoftPLC). The offering combines configurable fanless hardware for harsh industrial environments with cloud-based and on-premise software for visualization, edge computing, and remote support, sold primarily to industrial automation customers, machine builders, and OEMs.
Product overview
ASEM offers a comprehensive industrial automation product portfolio organized as hardware platforms combined with software solutions. The hardware portfolio includes Industrial PCs (Panel IPCs, Ultra-compact IPCs, Compact IPCs, Box IPCs, Arm/VESA IPCs, Rack IPCs), Industrial Monitors (Panel and Arm/VESA mounting), and Operator Panels (OptixPanel, UNIQO, Premium HMI, Web-based, and bare panels). Supporting hardware includes Remote Assistance Routers (UBIQUITY), IIoT Gateways, Controllers and I/O modules, and accessories (Smart UPS, TPM, RVL, mass storage, expansion boards). The software portfolio centers on FactoryTalk Optix (cloud-based HMI/Edge Computing platform), UBIQUITY (remote access), Premium HMI (visualization), Premium HMI Mobile, Premium HMI IIoT Cloud Connector, and CODESYS (SoftPLC/SoftMotion). ASEM also offers Real-Time Solutions combining PAC hardware with CODESYS for industrial control. All products are designed for the Industry 4.0 era with OPC UA, MQTT, and cloud connectivity as core enabling technologies.
Differentiator
Problem solved
Functional benefit
Brands
- UBIQUITY: Remote Access platform for safe, intuitive and flexible remote support of automation systems.
- Premium HMI
- UNIQO
- FactoryTalk Optix
- OptixPanel
Products and services
- Industrial PCs Complete range of fanless industrial PCs including Panel IPCs (7"-24" integrated LCD), Ultra-compact IPCs, Compact IPCs, Box IPCs, Arm/VESA mounting IPCs, and 19" 4U Rack mounting IPCs, all based on Intel CPUs from Atom to Xeon platforms with high configurability and expandability. Targeted at industrial automation customers and OEMs.
- Industrial Monitors Robust industrial monitors with integrated LCD displays featuring IP66 protection (panel monitors) and IP65 protection (arm/VESA mounting). Includes RVL technology for DVI-D and USB 2.0 signal transmission up to 100 meters. Available in 8.4" to 24" LCD sizes for industrial automation applications.
- OptixPanel Operator Panels
Quantifiable outcome
- Fanless operation 0-50°C without mechanical ventilation
- +3 more outcomes
Companies that use ASEM
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles2 records
ASEM technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
Feature6 records
ASEM partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Advanced Semiconductor Academy of Malaysia (ASEM)minorIIT Madras Global Research Foundation partnership with Advanced Semiconductor Academy of Malaysia (ASEM) for joint certification programs, student exchange, and semiconductor research. Note: This is a different ASEM entity - the Malaysian semiconductor training institution.
- Rockwell Automation Inc.coreRockwell Automation S.r.l. (subsidiary of Rockwell Automation Inc., Milwaukee, Wisconsin) acquired 100% of ASEM shares on April 30, 2020. ASEM operates independently with current management and sales organization while leveraging Rockwell's global distribution network. Rockwell Automation employs over 23,000 people, serves customers in over 80 countries, with 2019 sales of $6.7 billion.
- ASEM League System IntegratorscorePartnership program for certified system integrators including Alping Italia, CONTECH, DevIBrain, Elettrosistemi, Espertia, Eureka System, Euroquadri, Faventia Automation, Infraservice, Reon/Tecnoil, Siatek, Sitem, SRD Engineering, STUPIRE, Teambyte, and Zorzan Sistemi. Partners provide FactoryTalk Optix development, conversion, training, and UBIQUITY integration services.
Scale indicators7 records
Recent moves6 records
Expansion highlights7 records
ASEM competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
ASEM social profiles
Digital presenceASEM compliance and trust
Trust signalCompliance8 records
ASEM financial estimates
Financial estimateRevenue estimate
Valuation estimate
ASEM leadership team
Management profileNumber of profiles
Profiles4 records
ASEM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ASEM 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 ASEM
What does ASEM do?
ASEM designs, manufactures, and sells a complete range of Industrial PCs (IPCs), industrial monitors, and operator panels along with proprietary HMI, remote assistance, and IIoT software platforms (FactoryTalk Optix, UBIQUITY, Premium HMI, UNIQO, CODESYS SoftPLC). The offering combines configurable fanless hardware for harsh industrial environments with cloud-based and on-premise software for visualization, edge computing, and remote support, sold primarily to industrial automation customers, machine builders, and OEMs.
Is ASEM a public or private company?
ASEM is a private company. It is classified as corporate owned and is currently operating.
When was ASEM founded?
ASEM was founded in 1979. It employs 101 to 250 people.
Where is ASEM based?
ASEM is headquartered in Artegna, Italy, in the Europe region.
How does ASEM make money?
Four revenue lines are on record. Hardware Sales are the primary driver. The others are software Licenses, system Integrator Partner Program and technical Support Services.
Does ASEM have an API?
No public API is recorded for ASEM.
What industry is ASEM in?
ASEM's product category is Industrial Automation Hardware. Its primary akta.pro industry code is HDACALAE, Industrial Panel PCs & HMI Terminals, with a secondary code of HDACALAF, Industrial Embedded Computers (Box PCs). Its NAICS code is 33411 and its SIC code is 3571.