Morso Industri Automatic

What Morso Industri Automatic does

Morso Industri Automatic ApS (trading as M.I.A.) is a Danish industrial automation firm founded in 2002 and headquartered in Nykøbing Mors, Denmark. The company specializes in PLC (Programmable Logic Controller) control systems used to automate small and large process plants, with particular depth in the Danish fish processing industry. Privately held as an ApS (private limited company) with 21 employees, M.I.A. delivers consulting, programming, delivery, and installation services to enterprise customers nationwide in Denmark, supported by a 24/7 service operation and a dedicated 24-hour emergency phone line.

The product portfolio is anchored by PLC control systems serving as the central automation layer, integrated with Scada software (iFix) for monitoring and data acquisition, servo technology and KEB control panels for hardware-level motion and drive control, and SCARA robot programming for free-arm robotic automation. A vision technology capability supports quality control in food processing, including precise gram-weight measurement for salmon packaging (e.g., 300g per tray). The marine department extends the offering with electrical installations, hydraulic controls, navigation electronics, and a GSM-based Smart SMS Box for remote alarm monitoring and control of vessels.

M.I.A. generates revenue through a mix of custom PLC programming and professional services, hardware sales (control panels and marine electronics from brands such as KEB, Schneider, Eldon, Rittal, Siemens, Allen Bradley, Garmin, Furuno, and Palby Marines), one-time Scada/iFix software licenses, and integration services. The go-to-market is sales-led and direct, with quote-based project pricing and no publicly disclosed pricing model. Customer segments include fish/seafood processing, general industrial manufacturing (food & beverage, manufacturing, healthcare/pharmaceuticals), and marine/vessels. Notable named enterprise customers span Arla, Coloplast, BASF, BILA A/S, ThorFisk A/S, Albani, Hillerslev A/S, DanÆg, Logstor A/S, Selcon A/S, and Panfish Processing, with an additional reference list of more than 30 industrial installations.

Name

Morso Industri Automatic

Legal name

Morsø Industri Automatic ApS

Website

https://mia-el.dk

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Morso Industri Automatic (M.I.A.) is a Danish industrial automation firm providing PLC control systems, SCADA software, servo technology, robotics, and control panels to fish processing and manufacturing enterprises across Denmark, with a marine department serving vessels.

Ownership category

akta.pro rank

Product category

Industrial Process Automation

NAICS

Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513)

SIC

Electrical Industrial Apparatus (3620), Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

SCADA/HMI Platforms (IMAGABAB)

akta.pro secondary industries

Industrial Automation Software (SCADA, HMI, MES, Historian) (IMAHAHAJ), Marine Automation, Control & PLC/SCADA Systems (IMAJAJAC)

Keywords

• Industrial process automation
• PLC control systems
• SCADA software solutions
• Servo and robotics
• Marine electrical systems

Headquarters

HQ city

Nykøbing

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. PLC Control Systems and Programming: Custom PLC programming, delivery and installation services for industrial process control systems serving fish industry and other industrial sectors.
2. Control Panels and Hardware: Development and production of control panels from brands including KEB, Schneider, Eldon, Rittal, Siemens, and Allen Bradley for process plants.
3. Scada Software Solutions: iFix and Scada Software solutions for industrial monitoring, control and data acquisition.
4. Servo Technology and Robotics: Servo control systems and robot programming including SCARA robots for process plant automation.
5. Marine Electrical Services: Electrical installation and control services for marine applications including yachts, fishing vessels and larger trawlers, plus marine electronics sales.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels1 record

Core offering

Morsø Industri Automatic programs, delivers and installs PLC-based automation systems for small and large industrial process plants, primarily serving the fish processing industry and broader manufacturing sectors. Their solutions integrate SCADA software (iFix), servo control, SCARA robotics, vision-based quality control, and KEB control panels into centralized automation installations. The company also operates a marine department providing electrical installation, hydraulic controls, and Smart SMS remote monitoring systems for vessels.

Product overview

Morso Industri Automatic ApS is an industrial automation company founded in 2002 with 21 employees, offering a comprehensive portfolio of automation solutions centered on PLC control systems. The core product lineup includes PLC Styring (programmable logic controller software) as the central control system, Scada Software (iFix) for industrial monitoring and data acquisition, Servostyring (servo control) and Servoteknik (servo technology) for managing machines and robots, SCARA Robots (articulated robot arms) for automating manual production tasks, and KEB Control Panels/Combivert drives as hardware components. The company also operates a marine department providing electrical installations, hydraulic controls, and Smart SMS Box remote monitoring systems. These products work as an integrated automation solution where the PLC system serves as the central brain controlling servo drives and robots, with SCADA software providing human-machine interface and data collection capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• PLC Styring (PLC Control Systems) Programmable Logic Controller (PLC) software for automation of small and large process plants, enabling a single computer to control production machines across an industrial facility, replacing traditional relay-based systems. Programmed, delivered and installed for Danish enterprises, with particular focus on fish processing and manufacturing customers.
• SCADA Software (iFix) Industrial SCADA control and monitoring software (iFix) for process plants, providing monitoring, control, and data acquisition across entire processes regardless of transport method, number of processes, or geographic distribution. Licensed as a one-time software license with configuration and deployment services.
• Servostyring (Servo Control) Servo control systems for managing servo drives and robots in process plants, typically coordinated by the PLC system for coordinated machine operation across automation lines.
• Servoteknik (Servo Technology) Technology integrating machines and robots in process plants with PLC systems, capable of handling multiple servo controls simultaneously across different locations for coordinated industrial automation.
• SCARA Robot Programming Programming of Selective Compliance Articulated Robot Arms (SCARA) for free-arm robotics automation in industrial production processes, including control via PLC and SCADA systems.
• KEB Control Panels (Combivert) Industrial control panels and Combivert drives from KEB, integrated with the company's PLC software, servo drives and robots to deliver complete process automation solutions for industrial plants.
• Marine Electrical Services & Smart SMS Box Marine department offering electrical installation, instruments, hydraulic control systems, and a GSM-based Smart SMS Box for remote alarm, monitoring, tracking, temperature control, and remote control via SMS for ships and vacation homes. Includes authorized sales of Garmin, Furuno and Palby Marines marine electronics and on-board and shipyard work.

Quantifiable outcome

• Precise 300g salmon portions per tray through vision technology
• +1 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered minor.

• GarminminorChannel Partner/ Reseller/ DistributorAuthorized Garmin dealer providing marine navigation and electronics products for boats and vessels.
• FurunominorChannel Partner/ Reseller/ DistributorAuthorized Furuno dealer for marine navigation and fish-finding equipment.
• Palby MarinesminorChannel Partner/ Reseller/ DistributorDealer of Palby Marines products including marine hardware and equipment.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• BILA A/S: Danish industrial automation integrator specializing in robot cells, palletizers and complete automation lines for Danish manufacturing — a direct competitor for the same enterprise customers Morsø serves, and notably also referenced as a Morsø customer.
• INWATEC: Danish automation integrator specializing in robotic laundry and food handling cells — comparable mid-sized Danish systems integrator competing in the same SME/manufacturing automation segment.
• Logimatic (Semcon Denmark): Nordic automation and software integrator active in PLC/SCADA and process automation for food, pharma and energy clients — directly comparable to Morsø in service scope and customer verticals.
• Nordbo Systems: Danish robotics and vision integrator delivering PLC, SCARA and vision-based automation to food and industrial customers — closely comparable to Morsø's fish-industry vision and SCARA robot offering.

Broad incumbents

• Rockwell Automation: Owner of Allen Bradley PLCs which Morsø integrates; competes as a broad incumbent through its own Lifecycle Services and integrator programs in food and process industries.
• ABB Industrial Automation: Global automation incumbent supplying PLCs, drives and robotics; competes with Morsø for fish-processing and marine customers across Europe as a vertically integrated vendor.
• Siemens AG (Digital Industries / SIMATIC): Global industrial automation incumbent whose SIMATIC PLCs, SCADA and drives underpin much of Morsø's stack — a broad incumbent that competes indirectly by selling direct service and partner programs into the same customers.

Others

• Schneider Electric: Global automation and industrial control vendor whose PLCs, drives and EcoStruxure platform compete with Morsø's stack and whose EcoStruxure service partner network is an indirect channel competitor.

Emerging players

• Beckhoff Automation: PC-based control and automation vendor increasingly winning share in mid-sized European integrators' stacks — comparable as a technology supplier Morsø could adopt or compete against at the hardware layer.
• GE Digital (iFix / Proficy): Owner of the iFix SCADA platform that Morsø resells and programs — an upstream vendor relationship that could become a competitor if GE expands direct service offerings in Northern Europe.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Morso Industri Automatic