Purpose: This thesis paper aims to understand how companies in the industrial automation sector can create value for the emerging technology ecosystem.  Design/methodology/approach: A single case study approach was taken to write this thesis, the case study was based on HMS Industrial Networks AB. Primary data were collected through in-depth interviews, various personnel from HMS were interviewed which facilitated to create the case study. Secondary data were also collected mainly from industry reports and other publicly available reports. To perform the analysis relevant literature were discussed in the literature review section.   Results: The study revealed that to create value in industrial automation sector companies need to evaluate their existing role in the ecosystem and adjust the role based on their industry competence and partnership capability with other platform participants. Through collaboration with the right partners, companies can create value for different stakeholders in the ecosystem. For HMS, we have suggested the role of ecosystem orchestrator, the conclusion was made based on their existing ecosystem role, extensive industry competencies, and high partnership capability.    Originality/value: Previously academic research has not been done on this topic as per the knowledge of the authors. This thesis paper can be useful for academics to do further research on different industries facing issues related to value creation and professionals can apply the suggested practical implications in their industry.