Slightly off "automation" topic - but their are some pretty cool examples of service/contractor companies using/leveraging technology to do things better ( specifically in the drilling space), which the oil companies benefit from, but could never have developed themselves in my opinion:

1) Downhole Telemetry Systems (Communication for Downhole tools) - using EM, Fixed Wire in Drill Pipe and Mud Pulses (Pressure changes in Mud) http://www.halliburton.com/en-US/ps/sperry/drilling/telemetr... http://www.slb.com/services/drilling/mwd_lwd/mwd/powerpulse....

2) Point the Bit/Push the bit/Rotary Steerable Systems - ability to remotely point the drill bit in a desired direction http://www.halliburton.com/en-US/ps/sperry/drilling/directio... http://www.slb.com/services/drilling/drilling_services_syste...

3) Loggin While Drilling Technology - having inbuilt sensors of various types on the drill bit, collecting/sampling while drilling http://www.halliburton.com/en-US/ps/sperry/drilling/lwd.page... http://www.slb.com/services/drilling/mwd_lwd.aspx