Automated Control

What Automated Control does

Automated Control Pty Ltd is an Australian industrial automation distributor headquartered in Newcastle/Beresfield, NSW, supplying sensing, monitoring, and control equipment to industrial customers across mining, energy, manufacturing, conveyor systems, and HVAC. Founded in 1995 and operating as a privately-held proprietary limited company with 11-50 employees, the business is structured as a multi-brand exclusive distributor rather than a manufacturer — it resells products designed and produced by approximately 17 international partner companies, including Eaton MTL Instruments, Pepperl+Fuchs, Monitouch, Kiepe Elektrik, Burkert, AMCI, Conductix-Wampfler, Hengstler, Pulsar, STS, and others, into the Australian market.

The product catalog is organized under a "Sense | Monitor | Control" platform. The Sense tier covers flow, pressure, level, temperature, distance, and object-detection sensors as well as encoders and resolvers. The Monitor tier includes HMI operator interface screens, industrial cameras, intrinsically safe (IS) barriers, signal conditioners, warning devices, energy transfer systems, and conveyor-blocked-chute/under-speed detection. The Control tier encompasses AC/variable speed drives, vacuum contactors, motion control systems, power supplies, PID controllers, and process automation modules. A defining specialization is intrinsically safe equipment certified for Zone 0, Zone 1, and Zone 2 hazardous areas, including underground coal mining — covering IS barriers, IS cameras (RugiCAM-IP, iCAM502), IS pressure and level transmitters, and intrinsically safe tablets (IS930.M1) and smartphones (IS540.M1).

The business model is direct hardware distribution: customers contact the company by phone (+61 2 4964 4022) or email ([email protected]) for quotations; there is no e-commerce storefront and no public pricing. Revenue is generated through resale margin on partner-manufactured equipment, with no disclosed pricing model, no subscription or recurring software revenue, and no publicly disclosed financial metrics. Marketing is minimal — a product-datasheet-rich website and a Facebook page — and the sales motion relies on application engineering support and exclusive representation of OEM brands. No funding rounds, acquisitions, parent company, or ownership transitions are recorded in the source data.

Name

Automated Control

Legal name

Automated Control Pty Ltd

Website

https://automatedcontrol.com.au

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Automated Control Pty Ltd is an Australian industrial automation distributor (founded 1995, 11-50 staff, NSW) that exclusively represents ~17 international sensor, monitoring, and control OEMs — including Eaton MTL, Pepperl+Fuchs, and Kiepe — serving mining, energy, conveyor, and process-industrial customers in Australia.

Ownership category

akta.pro rank

Product category

Industrial Automation Distribution

NAICS

Instruments and Related Products Manufacturing for Measuring, Displaying, and Controlling Industrial Process Variables (334513), Other Measuring and Controlling Device Manufacturing (334519)

SIC

Industrial Instruments For Measurement, Display, And Control (3823), Measuring & Controlling Devices, Nec (3829)

akta.pro primary industry

Process Automation Instrumentation & Control (DCS, Valves, Actuators, Analyzers) (IMAHAHAM)

akta.pro secondary industries

Safety Instrumented Systems & Machine Safety Control (SIS, Safety PLCs, Relays) (IMAGABAF), Motion & Machine Control (CNC, Robotics Controllers, Servo/Motion Controllers) (IMAGABAG)

Keywords

• Industrial automation equipment
• Process control sensors
• Intrinsically safe products
• Conveyor monitoring systems
• Hazardous area instrumentation

Headquarters

HQ city

Beresfield

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Equipment Distribution: The company generates revenue by distributing sensing, monitoring, and control equipment from partner companies to industrial customers. Products include sensors, HMI displays, industrial cameras, intrinsically safe barriers, motor controls, and process automation equipment.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Automated Control distributes industrial sensing, monitoring, and control equipment on behalf of multiple international partner manufacturers to industrial customers in Australia. The product portfolio is organised into three pillars — Sense (flow, pressure, level, temperature, distance, and object detection sensors), Monitor (HMI displays, industrial cameras, intrinsically safe barriers, signal conditioners, warning devices), and Control (AC drives, PID controllers, vacuum contactors, motion control, power supplies). The company specialises in intrinsically safe equipment for hazardous areas, including underground coal mining.

Product overview

Automated Control is an Australian industrial automation company that distributes exclusively distributed products from partner manufacturers. The product portfolio is organized into three main categories: Sense (sensors for flow, pressure, level, temperature, distance, and object detection), Monitor (HMI displays, industrial cameras, intrinsically safe barriers, signal conditioners, and warning devices), and Control (AC drives, power supplies, PID controllers, vacuum contactors, motion control, and process automation). The company offers specialized solutions for hazardous areas (intrinsically safe products), conveyor monitoring (Kiepe), automation sensors (Pepperl+Fuchs), fluid control (Burkert), and industrial cameras (MTL/Eaton). Key product lines include encoders/resolvers, energy transfer systems, vibration monitoring, and RTUs. The offering represents a platform approach where customers can select from multiple sensor, monitoring, and control modules to build complete industrial automation systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Industrial Sensing Equipment Distributed range of industrial sensors for measuring flow (air, liquid, water), pressure (process fitting and submersible), level (guided radar, ultrasonic, level switches), temperature, distance (ultrasonic, laser, magnetically coupled, pull-wire/tape), object detection (inductive proximity, photoelectric, RFID), encoders/resolvers, and specialist sensors (angle, tilt). Sourced from brands such as Pepperl+Fuchs, Burkert, Hengstler, ASM, and Pulsar for industrial process customers.
• Industrial Monitoring Equipment Distributed range of HMI displays (Monitouch V9 Series), process displays, panel PCs, remote terminals, Zone 1 and Zone 2 workstations, intrinsically safe industrial cameras (RugiCAM-IP, iCAM502), intrinsically safe barriers (current drivers, frequency converters, isolators, zener barriers, relay modules, repeaters, signal converters, solenoid drivers, surge protection, transmitter power supplies, trip amplifiers), signal conditioners, alarm panels, sounders, and energy transfer systems (cable reels, conductor rails, festoon systems, energy chains) from partners including Monitouch, MTL Instruments (Eaton), and Conductix-Wampfler.
• Industrial Control Equipment Distributed range of AC/variable speed drives (INV.T Goodrive3000), PID process controllers (West P6100), heavy-duty mining vacuum contactors (1140, CV, VC, MVC Series), motion controllers and integrated servo motors (AMCI SV400E2), stepper drives and motors, circuit control contactors/timers, remote control systems, and industrial power supplies (FEAS SNT15024-K, IS power supplies, DC-DC converters, EMC filters, redundancy modules, switched-mode, transformers, UPS/buffer modules). Sourced from partners including AMCI, FEAS, Joslyn Clark, Hiquel, and West.
• Intrinsically Safe Products Specialised intrinsically safe product line for hazardous areas including underground coal mines, Zone 0, Zone 1, and Zone 2 environments. Includes intrinsically safe pressure and level transmitters (STS), intrinsically safe cameras (iCAM502, RugiCAM-IP Mk 2 HD IS Ethernet Network Camera), intrinsically safe isolators and zener barriers, and intrinsically safe mobile devices — the IS930.M1 tablet and IS540.M1 smartphone for underground coal mining.
• Conveyor Monitoring Equipment Distributed range of Kiepe Elektrik conveyor monitoring devices for mining and bulk-material handling operations, including PAS, PRS, and HEN series pull rope emergency stop switches, misalignment switches, limit switches, speed monitoring devices, belt wear sensors, and blocked chute detection equipment. Targets mining and conveyor system operators needing safety monitoring.
• Pepperl+Fuchs Automation Sensors Distributed Pepperl+Fuchs automation sensors for industrial customers, including inductive sensors, capacitive sensors, photoelectric sensors, ultrasonic sensors (UC500 series), vision systems, identification systems, and F99 series inclination sensors. Used by manufacturers and process automation operators for object detection, positioning, and presence sensing.
• Burkert Fluid Control Systems Distributed Burkert solenoid valves and microfluidic valves for fluid control in process automation applications. Targeted at process manufacturers and fluid-handling operations requiring precise fluid control components.
• MTL I.S. Camera Systems and Hazardous Area Networking (Eaton) Distributed MTL Instruments Group (Eaton) products for controlling, operating, and protecting assets in harsh and hazardous areas. Includes intrinsically safe camera systems (RugiCAM-IP), industrial Ethernet, industrial security, IS zener barriers and isolators, industrial wireless solutions, surge protectors, signal conditioning (MTL1000 range), HART interfacing, and SDM series data/signal surge protection.
• Monitouch HMI Operator Interface Screens Distributed Monitouch (Japan, est. 1963) HMI operator interface screens for plant operational and display systems, including the V9 Series with touch screen control and widescreen LCD, and Technoshot programmable displays with high resolution WVGA and LED backlight. Used by industrial manufacturers for plant visualisation and operator control.
• ASM Linear Measurement Systems Distributed ASM linear measurement sensors and systems for position and displacement measurement in industrial automation applications.
• AC Drives / Variable Speed Drives Distributed AC variable speed drives including the INV.T Goodrive3000 series for controlling motor speed and torque in industrial applications, along with motion controllers and integrated servo motors such as AMCI SV400E2 for motion control. Used by industrial customers for motor speed regulation in automation systems.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

17 partnerships are on record, tiered core.

• AMCIcoreChannel Partner/ Reseller/ DistributorAMCI provides motion controllers and integrated servo motors that are distributed by Automated Control in Australia. Products include SV400E2 integrated servo motors offering enhanced torque capabilities.
• ASMcoreChannel Partner/ Reseller/ DistributorASM provides linear measurement solutions distributed by Automated Control. Part of the comprehensive sensing product portfolio.
• Burkert Fluid Control SystemscoreChannel Partner/ Reseller/ DistributorBurkert provides microfluidic valves and pumps for fluid control applications. Automated Control distributes Burkert solenoid valves and fluid control products in Australia.
• Conductix-WampflercoreChannel Partner/ Reseller/ DistributorConductix-Wampfler provides energy transfer systems including cable reels, conductor rails, festoon systems, and energy chain products. Distributed by Automated Control for Australian industrial applications.
• FEAScoreChannel Partner/ Reseller/ DistributorFEAS provides power supplies including the SNT15024-K series. Automated Control distributes FEAS power supply products in Australia.
• HengstlercoreChannel Partner/ Reseller/ DistributorHengstler provides counters, relays, and encoders. Automated Control distributes Hengstler products including absolute and incremental encoders and resolvers.
• HiquelcoreChannel Partner/ Reseller/ DistributorHiquel provides control smart relays, thermistor motor protection relays, timers, and relays. Distributed by Automated Control in Australia.
• Joslyn ClarkcoreChannel Partner/ Reseller/ DistributorJoslyn Clark provides vacuum contactors and starters for industrial motor control applications. Automated Control distributes these products in Australia.
• Kiepe ElektrikcoreChannel Partner/ Reseller/ DistributorEstablished 1906, Germany. Kiepe Elektrik specializes in conveyor system monitoring and control devices including emergency stop pull rope switches, misalignment switches, limit switches, speed monitoring devices, and belt wear sensors. Products include PAS, PRS, HEN series pull rope switches and various misalignment switches.
• MonitouchcoreChannel Partner/ Reseller/ DistributorCountry of Origin: Japan. Established: 1963. Core competency: Plant operational and display systems. Products include HMI operator interface screens (V9 Series with touch screen control and widescreen LCD) and Technoshot programmable displays with high resolution WVGA and LED backlight.
• MTL Instruments Group (Eaton)coreChannel Partner/ Reseller/ DistributorCountry of Origin: United Kingdom. Established: 1971. Core competency: Controlling, operating, and protecting assets in harsh and hazardous areas. Products include intrinsically safe camera systems (RugiCAM-IP), industrial Ethernet, industrial security, intrinsically safe barriers (I.S. Zener Barriers, I.S. Isolators), industrial wireless solutions, surge protectors, signal conditioning (MTL1000 range), HART interfacing, and data/signal surge protection (SDM series).
• Pepperl+FuchscoreChannel Partner/ Reseller/ DistributorPepperl+Fuchs provides automation sensors including inductive and capacitive sensors, photoelectric and vision systems, ultrasonic sensors (UC500 series), identification systems, and inclination sensors (F99 series). Automated Control distributes these products in Australia.
• PulsarcoreChannel Partner/ Reseller/ DistributorPulsar provides flow and level measurement solutions including the IMP plus series. Distributed by Automated Control in Australia.
• RittmeyercoreChannel Partner/ Reseller/ DistributorRittmeyer products are distributed by Automated Control in Australia. Part of the comprehensive monitoring and control product portfolio.
• STScoreChannel Partner/ Reseller/ DistributorSTS provides intrinsically safe transmitters for level and pressure measurement, including the DL.OCS_N_RS485 datalogger. Distributed by Automated Control in Australia.
• WebercoreChannel Partner/ Reseller/ DistributorWeber products are distributed by Automated Control in Australia. Part of the sensing and monitoring equipment portfolio.
• WestcoreChannel Partner/ Reseller/ DistributorWest provides temperature control solutions including P6100 controllers. Automated Control distributes these products in Australia.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct peers

• Rexel Australia: Branch of global electrical products distributor serving Australian industrial customers with automation, control and sensing products. Comparable multi-brand distribution model targeting industrial customers, though with a broader electrical portfolio.
• NHP Electrical Engineering: Australian industrial electrical and automation distributor offering switches, sensors, motor control and process instrumentation from global brands. Most directly comparable peer given overlapping Australian customer base, multi-brand distribution model and focus on industrial automation components.
• RS Components Australia: Industrial components distributor (part of RS Group) selling sensors, process control and automation equipment to Australian engineers. Comparable as a multi-brand industrial electronics and automation distributor, differentiated by an e-commerce-led model.

Broad incumbents

• Schneider Electric Australia: Major global automation and electrical equipment OEM with a significant Australian operation. Overlaps with Automated Control's process automation and motor control offerings, but Schneider sells direct plus through integrators rather than acting as a multi-brand distributor.
• Wesco / TVH (formerly Anixter): Global broad-line industrial distributor with Australian operations offering automation, electrical and network infrastructure products. Comparable at the distribution-model level but operates at vastly greater scale and broader portfolio than Automated Control.

Regional players

• Pilz Australia: Australian subsidiary of German safety automation specialist Pilz, offering safety PLCs, relays and machine safety solutions. Comparable on the safety-instrumented systems overlap (intrinsically safe/safety) though Pilz is primarily a manufacturer-direct presence rather than a distributor.
• Motion Solutions Australia: Australian specialist distributor of motion control and mechatronic products (servos, stepper drives, controllers). Comparable as an Australian industrial automation distributor focused on a similar niche (motion control products from AMCI and similar vendors).
• ifm efector Australia: Australian arm of German sensor manufacturer ifm, selling industrial sensors, identification systems and condition monitoring. Comparable sensing/automation portfolio that Automated Control competes with (and in some cases distributes alongside).
• Balluff Australia: Australian presence of German sensor and connectivity specialist Balluff. Direct overlap with the object-detection, identification and encoder product lines Automated Control distributes, but operating via direct sales.
• SICK Australia: Australian subsidiary of German sensor and automation solutions provider SICK. Overlaps with Automated Control on industrial sensors, distance measurement and hazardous-area applications but goes direct rather than via distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Automated-Control-190658777713813
• Xx.com/AutomatedCon

Revenue estimate

Valuation estimate

Number of profiles

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 Automated Control