From component supplier to IPC specialist

Computing solutions to complex technology challenges

OnLogic develops small, modern and powerful configurable computers, characterized by their comprehensive protection against dirt intrusion and their resistance to extreme temperatures and vibrations. The editors spoke with Ronald Groeneveld about the company's development and strategy.

Last year, OnLogic celebrated its 20th anniversary. How did the company come about?

Groeneveld: "My wife Lisa and I started importing motherboards for computers in 2003. The Mini-ITX motherboard format had just come on the market, but was hard to find in the US. This was the birth of OnLogic as a supplier of computer components. Customers were soon asking if we could also build complete computer systems. That was the real beginning of the company as a hardware manufacturer."

What was the reason for focusing specifically on IPC technology?

"These small computers were of particular interest to companies that wanted maximum performance in a small space and with lower power consumption than conventional tower computers. With more efficient cooling solutions, we can shrink the enclosure even further and eliminate the need for fans and vents. That increases reliability even more. That was when things really took off for us. We saw an increasing demand for computers for applications that required high reliability." 

The world of industrial computing has evolved with the Internet of Things, edge computing and now AI. "We have moved with it. We now offer complete solutions. These combine hardware, software and ecosystem partners with an outstanding team of experts who work with us to help our customers answer everyday technology questions. Our computers hold up where a standard computer fails."

What are particular milestones that have shaped the company?

"There are a number of milestones related to our global growth. In 2009, we opened a branch in Taiwan for purchasing and logistics. A branch office for sales and production followed in the Netherlands in 2010. With our branch in Taiwan, we are present in the region where many hardware components are produced. Thanks to our Dutch team, we can best serve our European customers and offer them the same support and fast turnaround time as our customers in the US. Since 2019, we have an R&D location in Malaysia, dedicated to the development of motherboards. Our second location in the US followed in 2021 in North Carolina. Finally, we have had a sales office in Düsseldorf since the end of 2023, specifically for our German customers."

Of course, there are also major milestones in terms of products and partnerships. "In 2017, we partnered with AT&T, Verizon and other global telecom providers to bring a range of LTE computers to market. In 2018, we started offering cloud services through Amazon Web Services and Microsoft Azure. In 2019, we launched our first in-house developed rugged computer. This allowed us to further expand environmental protection. By developing these systems in-house, we can tailor solutions to our customers' needs while maintaining control over the design. In addition, for us, the supply chain remains completely under our own control. In the same year, together with AMD, we launched a series of systems based on AMD processors. We also partnered with Inductive Automation to provide hardware solutions for its popular SCADA software. In 2021, we launched a series of industrial systems based on the Raspberry Pi. This device, traditionally aimed more at the consumer market, was also used for industrial data processing."

What technology trends and developments have been particularly important to the industrial market over the past two decades, and how did OnLogic respond?

"An important trend is the Internet of Things (IoT). This has led us to focus primarily on connectivity. This led to the development of our range of LTE-compatible systems, an alternative to LAN or WLAN. Moreover, the question about the place of computer hardware in the network arises again and again. Over the past two decades, there has been a huge movement toward the cloud. Now we are seeing some shift back toward edge computing, a place where our hardware ideally resides. There is also a big trend toward machine learning, vision and AI in all areas of automation. These technologies can affect any industry. We continue to expand our product line to meet the needs of customers who want to explore this area."

What do current product and service offerings look like?

"Our main product lines include industrial computers, rugged computers, panel PCs, edge servers and various complementary components. In addition, we offer a wide range of services, including custom hardware, branding, software imaging and implementation. We are proud to leverage these products to help device manufacturers, OEMs and solution providers implement data capture, machine learning and AI solutions, among others."

What applications and industries does OnLogic focus on?

"Our customers use our hardware to create innovative products and solutions in virtually every industry. We are talking about modern solutions for machine learning and AI in manufacturing and robotics to next-generation Smart City solutions for traffic control, for example. Numerous technologies for smart agriculture, renewable energy and environmental protection. I am always impressed by the creativity and inventiveness of our customers. Key customers include car manufacturers, one of the largest companies in the field of pressure washers, a leading elevator manufacturer, companies in agricultural mechanization and many other companies developing devices and solutions for industrial control and automation."

Where is OnLogic's strength as an industrial automation solution provider?

"Our strength in providing industrial automation solutions is our unique combination of modern, reliable technology available to customers quickly and over the long term, combined with expert advice and support. Our team of technical experts offers customers systems that are designed to last, made to order and can be delivered within days."

What role do advice and proximity to customers play in your business?

"Our direct business model allows us to have in-depth conversations with our customers to truly understand their needs. Although we develop industry-leading hardware solutions, every project is unique. The best way to effectively support our customers is to get to the bottom of their challenges and help them choose and configure the right hardware platform. This is why a consultative approach to each customer project is so important to us. Because we are based locally in the Netherlands and therefore close to the customers, we can ensure that we have the necessary context to support them quickly. Our solution specialists on the sales team are not just trying to sell a product, but help free the customer from the technological obstacles that stand in the way of their success."

How will IPC and technology change in the coming years, and what does that mean for OnLogic?

"Everything is now about AI, of course. There is no doubt that learning models and the delivery of AI inference will impact how systems are built and how decisions are made in real time. Such decisions are increasingly being made at the edge rather than in the cloud. I think this trend will continue. Many of our customers are using our systems for edge computing. Moving this intelligence closer to source has many advantages in terms of bandwidth usage and latency. Our reliable computers are the ideal platform for machine learning, robotics, vision solutions and much more. Especially in places outside the computer lab. From gateways to AI at the edge to GPU servers - OnLogic has a solution for everything."