Millenium Power Supplies Equipment power supplies for integration in dedicated automated systems

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Cameron Gilmore
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1 Millenium Power Supplies Equipment power supplies for integration in dedicated automated systems 2004 page 1

2 Contents 1/ Why an equipment power supply project? 2/ Marketing objectives 2/1 Marketing positioning 2/2 Marketing objective 3/ World market size 4/ The products 4/1 Positioning and customer benefits 4/2 Two product types 4/3 Main differences 4/4 The offer 4/5 Standards and approvals 5/ Competition 5/1 Main competitors 5/2 Competitive analysis page 2

3 6/ Sales channels 6/1 Sales channel 7/ Pricing policy 7/1 Price positioning by model 7/2 TERs 2004 and transfert price 8/ Sales arguments 8/1 Communication themes 8/2 Strengths 8/3 Customer benefits 9/ Questions / answers page 3

4 1/ Why an equipment power supply project? To gain market share with a competitive power supply which can be sold with Millenium and DC Motors. To attack the Asian market by proposing products corresponding to its requirements and to market standard. Respond to the "Commercial machines" and "Catalogue machines" segment, mainly in tertiary. page 4

5 2/ Marketing objectives 2.1 Marketing positioning Targets and segmentation Process Major a/c OEM Complex machine OEM Simple machine Panel Builders Market Segment Process/Batch Chemicals Foodstuffs Paper Glass/Brick Industry Packaging Palletisation Machine tools / Timber Textiles Printing Rubber Plastics Hoisting/Handling Commercial/Tertiary Lifts Display panels Car wash Escalators Europe Geo Zone USA Asia page 5

6 89450 equipment power supply for highvolume simple dedicated automated systems : page 6

7 2.2 Marketing objectives To develop sales of regulated power supplies as a complementary offer to the Millenium and DC Motors. To offer worldwide certified products to our OEM s. Objectives Crouzet 2006 : power supplies Turnover: page 7

8 3/ World market size World Market (2003) 750 M Industrial power supply 300 M 300 M (excl. PAM) 150 M PAM 450 M Integrated automated system equipment power supply page 8

9 3/ World market size (cont) PAM (2003) Industrial and Equipment 450 M Schneider Murrelektronik Idec Phoenix Meanwell Lambda Puls Omron Siemens Others: 207 M M page 9

4. The products 4.1. Positioning and customer benefits Concepts and customer benefits Concept: product integrated in commercial and tertiary machines.

10 4. The products 4.1. Positioning and customer benefits Concepts and customer benefits Concept: product integrated in commercial and tertiary machines. Installation is the responsibility of OEMs, which shop for the right price. Products are not used to 100% capacity, making characteristics less attractive. Environment: specialist automated system, repaired by the manufacturer. Benefits: product strictly basic but economic. Integration is customised by the OEM. page 10

11 4.2. Two product types Certified product: UL certified products exist and are developed according to worldwide standards. These products conforming to EN are EC marked and the only products likely to be sold in Europe. Noncertified product: On the Asian market, 90% of products sold have no certification. Insulation clearances, EMC and component characteristics do not meet European or American requirements. These power supplies can not therefore be proposed outside Asia. Two product types on the market: UL/ЄC certified and the others Not VLSV: Products do not respect insulation levels on: IC Transformer Optocoupler Capacitor EMC resistance: To FCC part 15J (6 to 10 times greater than EN clb) Local Market ЄC UL&ЄC VLSV: Product conforms to EN UL 1012 minimum EMC resistance: To EN clb World Market Target Market page 11

12 4.3. Main differences Our strengths Certification: UL1012 UL508 CSA TUV Non certified: Meanwell UL/ЄC certified: Mw/Omron/Idec/Astec ««UL/ЄC certified: CROUZET «««I/O dielectric strength 1.5 kv 3 KV 3 KV Ue range selection By switch Auto or Switch (depending on reference) Internal protection: Overvoltage (OVP) «Thermal Reset after shortcircuit Manual Auto Auto (60/100 W) Switch (>100 W) ««Auto EMC: FCC part 15 J EN clb PFC (EN ) «««««page 12

4.4. The offer The offer covers powers from 60 W (2.5 A) to 240 W (10 A). Output voltages are 24 VDC (the most frequently used) and 12 VDC for safety applications or in automated systems in building.

13 4.4. The offer The offer covers powers from 60 W (2.5 A) to 240 W (10 A). Output voltages are 24 VDC (the most frequently used) and 12 VDC for safety applications or in automated systems in building. Available in two versions, with or without harmonics filter or PFC (Power Factor Correction) on primary. 60 W 100 W 150 W 240 W 12 V (UL listed) V (UL listed) V (UL listed) PFC (1) with PFC Accessories: Universal 35 mm Omega rail clipin mounting plate (sold in lots of 5) Reversible universal bracket (sold in lots of 5) page 13

14 4.5 Standards and approvals EC UL508 C CSA UL without PFC with PFC page 14

15 5. Concurrence 5.1. Main competitors International competitors Brand Meanwell (Taiwan) Omron (Japan) Idec (Japan) Astec (USA) Ref. S(Watt)(Vout) SP(Watt)(Vout) S82J (100 & 150W) S8PS (50 to 600W) PS3L (10 to 300W) PS3N S(Watt)(Vout) SP(Watt)(Vout) Offer Very wide noncertified product range for local markets (Asia). Wide certified offer. Very wide certified range, designed for Japanese (S8PS, S82J) and Asian (S8JT) markets. Very wide certified range, designed for Japanese market. Proposes specific and dedicated offers. Very wide offer of products with or without enclosure. Strong J Asian leader (50% market share in China, 90% in Taiwan). Wide offer. Good reliability image. Very lowcost (50%). Very aggressive. Japanese leader. Produced in China to counterattack Meanwell. Good quality image. New offer to counter Meanwell: S8JT. High characteristics. Specific range. Very high quality. Many possibilities, kit assembly: (card, connection, enclosure). Weak L New arrival in Europe; needs to build image. Difficulties in Asia. Expensive, repositioning with strictly basic offers (S8JT). Sales maintained in Japan, but cannot compete in Asia against Meanwell. Expensive product. Poor sales network. Not yet widely available in Europe. page 15

16 5.3. Competitive analysis Brand CROUZET Meanwell Idec Astec Range S (60, 100, 150, 240 W) (1) PS3L (2) LPS (optional enclosure) (3) Offer range (power) W W W W (Output voltage) 12, 24 VDC VDC 5, 12, 24 VDC VDC Wide input range: V yes (60, 100 W) yes (60 W) yes yes (except 150 W) Fixed range: 110 / 230V auto selection. yes (240 W) yes (150 W) Fixed range: 110 / 230V manual selection yes (150, 240 W) yes (100, 150 W) Output voltage 24 VDC adjustable yes (+10%) yes (+10%) yes (+10%) yes (5, +10%) Standard EN (PFC) yes yes yes yes Standard EN class B yes yes yes (from 250 W) CSA certification yes yes yes UL certification yes (listed) yes (recognised) yes (listed) yes (recognised) Other markings ctick Derating at 50 C 100% 5080% (3/4 of products) 100% (except 240 W: 88%) 100% Overload and shortcircuit protection yes yes yes yes Overvoltage protection (OVP) yes yes yes yes Thermal protection yes (except 240 W) yes (from 125 W) Connection longitudinal perpendicular or longitudinal longitudinal? Clipin terminal block cover protection yes (except 240 W) yes Output voltage presence display LED yes yes (240 W) yes? Accessories enclosure (1) Meanwell: products with several outputs D, T, Q and without PS/USP enclosure (2) Idec: PS3N products for Japanese market (3) Astec: products with quadruple LPQ output page 16

17 5.3. Competitive analysis (cont) Brand Omron Omron Omron Omron Range S8JT (4) S82J (with or without enclosure) (4) S8PS (with or without enclosure) (4) S8E1 (with or without enclosure) Offer range (power) W W W W (Output voltage) 24 VDC 5, 12, 15, 24 VDC 5, 12, 24 VDC 5, 12, 15, 24 VDC Wide input range: V yes yes (except 300, 600 W) yes Fixed range: 110 / 230V auto selection. yes (150 W) Fixed range: 110 / 230V manual selection yes (300, 600 W) 120 Vac Output voltage 24 VDC adjustable yes (+10%) yes (+10%) yes (5, +10%) yes (+5%) Standard EN (PFC) yes yes Standard EN class B yes CSA certification yes yes yes yes UL certification yes (recognised) yes (listed) yes (listed) yes (recognised) Other markings Derating at 50 C 80% 70% (except 300, 600 W: 100%) 70% 100% Overload and shortcircuit protection yes yes yes yes Overvoltage protection (OVP) yes yes (from 100 W) yes yes Thermal protection (except 600 W) (except 600 W) Connection perpendicular or longitudinal perpendicular or longitudinal perpendicular perpendicular Clipin terminal block cover protection yes yes Output voltage presence display LED yes + input voltage LED yes + protections LED (300, 600 W) yes + protections LED (300, 600 W)? Accessories (4) Omron: product with triple S8E3 output and without VS, ZWS/D/Q enclosure page 17

18 5.3. Competitive analysis (cont) Brand Traco Traco Lambda Range TXL (5) ESP (5) SWS (6) Offer range (power) W W W (Output voltage) 3.3, 5, 12, 15, 24, 48 VDC 5, 12, 15, 24, 48 VDC 3.3, 5, 12, 15, 24 VDC Wide input range: V yes yes yes Fixed range: 110 / 230V auto selection. Fixed range: 110 / 230V manual selection Output voltage 24 VDC adjustable yes (+10%) yes (+10%) yes (+10%) Standard EN (PFC) yes yes yes Standard EN class B yes yes yes CSA certification yes UL certification yes (recognised) yes (recognised) yes (recognised) Other markings Derating at 50 C 90% 100% 100% (except from 100 W: 80%) Overload and shortcircuit protection yes yes yes Overvoltage protection (OVP) yes yes yes Thermal protection Connection perpendicular perpendicular perpendicular Clipin terminal block cover protection yes yes Output voltage presence display LED?? yes Accessories (5) Traco: products with several TXLD/T, ESPD/T, SXI outputs and without TOM/F/L enclosure (6) Lambda: products with triple SWT output and without VS, ZWS/D/Q enclosure page 18

19 6/ Sales channels 6.1. Sales channel Respond Directly Via distribution Promotion in synergy with our 24VDC automated system components. Promote via distribution network. page 19

20 7/ Pricing policy 7.1 Price positioning by model page 20

21 Average net prices all channels For certified equipment power supplies (UL, IEC/EN 60950) W 60W 100W 100W 150W 150W 240W 240W PFC PFC PFC Asia + China Europe Price level: Europe: 100 % Asia + China: 20 % page 21

22 7.2 TERs 2004 and average net prices Power Ref CROUZET PVN moy en TER tarif Europe de réf. (en ) 60 W W PFC W W W PFC W W PFC W W PFC page 22

8/ Sales arguments 8.1 Communication themes Promote the power supply range in our market of professional and semiprofessional machines. In Asia: Promote power supplies certified to world standards.

23 8/ Sales arguments 8.1 Communication themes Promote the power supply range in our market of professional and semiprofessional machines. In Asia: Promote power supplies certified to world standards. Stress aspects of: ruggedness service life integrated protections worldwide standards Explain the potential risks of using local products. Is the price difference really worth the risk involved? Impact of breakdown is often underestimated at the time of product selection page 23

24 8.2 Strengths UL 508 and ccsaus certified product. Thermal protection. Universal fixing accessory. One height only, easily integrated. Protected terminal block. Product designed to meet current world standards. 8.3 Customer benefits Product meeting world standards, easily exported thanks to listed UL 508, CSA and Ctick marking, facilitating access in Australia. Rugged and reliable product thanks to thermal protection. Fast and easy to install thanks to universal, reversible accessories that can be fitted to the complete range. Total interchangeability thanks to single 98 mm height for the complete offer 60 W to 240 W. Protected terminal block enabling installation to standard EN Product manufactured using international components that guarantee a service life twice that of local noncertified products. page 24

25 9/ Questions / answers Is the product IP20 protected? No. No product of this type is IP20 related to standards. Protection must be assured by the manufacturer. The solution is generally to ensure that live parts are inaccessible. However, in the desire to respond to IEC/EN60950, our ABL1 is sold with a clipin terminal block cover constituting a builtin protection obstacle. Why list the 35 mm rail mounting device as an accessory? 70% of products will be mounted directly on a plain panel using fixing screws. Installation accessories are separately referenced to keep costs down. Why are terminal blocks offered with longitudinal or perpendicular connection? Schneider has adopted the longitudinal solution since it enables product connection in all positions. The perpendicular terminal block prohibits screwdriver access when the product is mounted flat on a plain panel (30 to 40% of cases). Are noncertified products sold locally inferior? From the point of view of operation no, they function correctly and completely satisfy local customers. However, risks are numerous. Firstly, absence of certification and standards references makes them difficult to export, which is always restrictive for OEMs. Selection of local components halves service life at temperatures around 40/50 C. Characteristics enabling withstand of external events such as: dielectric strength (lightning strike simulation). Our integrated thermal protections extend component life. Materials and components have better longterm durability as recommended by ULs. All this is a guarantee of ruggedness and peace of mind. The difference of around $10 for a 60W is minimal in view of the potential risks involved. page 25

26 9/ Questions / answers (cont) Why do we propose an offer with PFC? There are two versions, with or without harmonics filter or PFC (Power Factor Correction) on primary. This function enables conformity to EN/IEC All products between 70 W and 1000 W that connect directly to the public network must conform to EN/IEC If the application is isolated from the public network by an MV/LV transformer, as is the case for most factories, this conformity is not necessary. page 26

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