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Yokogawa Electric Corporation
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004 Vigilance Workshop 3
Power industry session11/24/2004
Vigilance Workshop 3Page.3
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Agenda
Global Plan (Yamazaki, 10 min.)– Why power– What we want to achieve
Tool (Yamazaki, 5-10 min.)– Tier3 presentation kit
Regional Plan (Murray, 10 min.)– Power as a market – Target & action plan
Wrap-up (Murray, 10-15 min.)– Success story– Q&A
Vigilance Workshop 3Page.4
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
2001
2006
2011
0
500
1000
1500
2000
2500
3000
3500
Why Power <market size>
ChemicalPulp & Paper Oil &
GasRefining Pharma
W&W
Food & Beverage
Metals & Mining
Cement & Glass Other
(M$)
*Source: 2002 ARC 2001 Market Shares of the PAS Suppliers (Power)
Power
PAS market forecast by industry
Huge market potential!Huge market potential!
(year)
$1000M growth/10years 2011: $3,300M
Vigilance Workshop 3Page.5
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Why Power <market trends and opportunities>
*Source: EIA, 2004, International Energy Outlook
Japan, China& Korea
: Japan
: Korea
: Total
: China
0
2000
4000
6000
8000
'01 '10 '15 '20 '25
(kWh)
: India
: Middle East
: Total
: ASEAN & Oceania
Asia, Oceania & Middle East
0
2000
4000
6000
8000
'01 '10 '15 '20 '25
(kWh)
0
2000
4000
6000
8000
'01 '10 '15 '20 '25
Americas
: North America
: Central & South America
: Total
: Eastern Europe & Former Soviet Union
: Africa
: Total
: Western Europe
Europe, Russia & Africa
0
2000
4000
6000
8000
'01 '10 '15 '20 '25
(kWh)
(kWh)
Opportunities especially in:
Electricity Consumption Outlook
Western & Eastern Europe- Coal-fired (esp. FGD & revamping)- Gas-fired (esp. combined-cycle)
South Africa- Large coal-fired
North America- Largest market- Major accounts
China- Large coal-fired (new, revamping, FGD)- Gas fired (esp. combined-cycle)
Oceania- Large coal-fired revamp.
Asia & Middle East- Mid-size oil/gas/coal-fired/biomass (esp. Thailand, India, Vietnam, Indonesia)- Independent Water & Power Producer (Middle East)
Vigilance Workshop 3Page.6
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
0 100 200 300 400 500 600
ABB
Siemens
Invensys
Emerson
Alstom
Honeywell
Yokogawa
Metso
Toshiba
MHI
Hitachi
Others
Why Power <market trends and opportunities>
2001 Total $2,300MYokogawa: 3%, $70M - Product: $60M - System: $10M
24.7%
24.3%
14.8%
12.1%
9.8%
3.5%
3%
(M$)
*Source: 2002 ARC 2001 Market Shares of the PAS Suppliers (Power)
2001 Total Revenue = $2,323 Million
2010: Total $3,100M 3% ($100M) is NOT enough.
2001 market shares of the PAS suppliers (power)
Our goal in 2010 10 % share ($310M)10%
Vigilance Workshop 3Page.7
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
How we going to do it? <differentiators>
Challenges for us– Fewer installations worldwide compared to the major players– Low recognition in the market as a total solution provider– Incomplete product range - no control system optimized for
power generation
Our Strengths/Differentiators– World’s best transmitter
• DPharp EJX series enabling reliable & accurate measurement even under ultra critical power application such as boiler drum level and feed water flow
– GE gas turbine market (40% of world turbine) • CENTUM CS 3000/UOI enabling unified operation of GE turbine
control and Yokogawa process control– Power plant simulators & Plant services
• High fidelity, full replica plant simulators • Operator training and Operation & Maintenance (O&M) services
Focus on markets where we can Focus on markets where we can leverage our strengths!leverage our strengths!
Vigilance Workshop 3Page.8
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Latest Successes
CS 3000/UOI - Contributes to unified operation of the GE turbine power station @BBE, Spain (2004)
O&M Services- Fully entrusted with the O&M@biomass plant, Australia(2004)
DP transmitters- Integrated solution (CS3000, tx, Exaquantum, training simulators @ largest plant, AU(2004)
Plant Simulator- Contributed to faster commissioning
Vigilance Workshop 3Page.9
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Marketing Process & Deliverables
The sales funnel
After sales commitment
UtilityIPPs
Large fossilGas turbineServices
New order!
Attract– Advertisement
• Industry ads, solution ads
– Direct Marketing• Promo CD
– Public Relations• News releases, magazine articles, success
stories
– Events• Industry shows, industry conferences
– Web• Industry web pagesInteract
–Sales tools•Internal handbooks•Bulletins•White papers •Tier3•Reference lists
–Demos
Retain–Project execution & lifecycle support
•Engineering KM network
Network–User groups
•Periodic meeting, e-Update
Vigilance Workshop 3Page.10
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Promotion tools to attract the prospect
GlobalChinaWeb
Brand ad
Solution ad
Advertisement
PowerGenEurope
Events
Vigilance Workshop 3Page.11
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Schedule
7 8 9 10 11 12 1 2 3 4 5 6
2004 2005
Ads
Direct MktgPublic Rela
Event
Sales Tools
Web
Demos
Europe China
Launch (China)
PowerGen (US)
Enhance(Global)
South America
Bulletin
PowerGen (Europe)
Enhance (Japan)
Success Stories
Press releases Press releases
Rollout
China
Tier3
Sol Ad(Services)
Vigilance Workshop 3Page.12
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
YHQUSAEurope
Asia-Pacific, ME
The power marketing team
Brent Lilientha
l
Shigeru Horikoshi
John Picoto
David Whan
Power Networking
Hiroko Yamazaki
Murray Champion
YHQ: S.Horikoshi (15 members )
YCA: B. Lilienthal, M. Cosentino
YEA: M. Champion, T. Suan Han
YEF: J. Picoto, J. vd Geer, C.Plomer,
YEF-F: Oliver Deslangle, Olivier Cheyrou, R.Sultana
YEF-Spain: Andres Marin, J.Criado
YEF-SA: B.Cillers
YEF-Italy: G.Moccia
YME: P. De Vuyst
YBI: A.Garg, B. P. Mehta
YTH: J. Pattanadilokl, S. Wongakard, Apiruk
YIL: S.Muhadi
YAU: J. Cripps, P.Nicolson (30 members)
TCS: D.Whan, M.Barry, D.Dyson 、 B. Mitchell
YSA: Natalino
YXC: G.Yan, L.WhenZhou
YTW: H.C. Lin
YKO: K.Shin, P.S. Jun
Power industry network over 15 affiliates ! (System sales, Sales Engineer, Marketer, Project Engineer, Service)
Power industry network over 15 affiliates ! (System sales, Sales Engineer, Marketer, Project Engineer, Service)
TechComm
Barry Mitche
ll
Tan Suan Han
Vigilance Workshop 3Page.13
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Summary
Power business opportunity is here.
Let’s expand your business with us!
DPharp EJX series
> Less blind spots
enabling reliable & accurate measurement even under ultra critical power application
CS 3000 & UOI
> Fewer surprises
Unified operation of the entire plant from a single operator interface.
Plant Simulators & Services
> Free of bottlenecks
Secure faster commissioning and safe operation reducing delays or lost opportunities
…to help our customers keep achieving operational excellence…
Vigilance Workshop 3Page.14
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Market trends and action plan
Regional Plan
Vigilance Workshop 3Page.15
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Power as a market
Power is a market that is similar to any other, but like any market people use different words: – Is it complex? No, Yokogawa has developed a
complete range of products, both DCS and field related.
– How is it different from chemical? The whole process is to produce steam, it is a very interactive parallel process, not a serial process.
– Do I have to talk Power? Your support team can!Is it new or refurbishment business? – Both, plants will typically replace all C&I instrumentation 3-4 ti
mes in their lifeProjects can range from:– a pressure transmitter for $1000 to a complete retrofit of $30
mServices is:– a very important part of the business that Yokogawa can provi
de.
Vigilance Workshop 3Page.16
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Regional Plan <market trends>
Asia– Oil/Gas-fired – Coal-fired
(Indonesia/Vietnam)– Biomass
Middle East– Independent Water & Power
Producer– Desalination
India– Coal-fired
Oceania– Large coal-fired revamping– Biomass
Vietnam for example:– New plant
Indonesia for example:– Independent Power Producer (IPP)– Retrofit
EPC Contractors:– Chinese– Korean
Vigilance Workshop 3Page.17
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Regional Plan <action plan>
Priority A Priority B Priority C
Major Acct Dev Special Projects
Brunei
Indonesia Pulp/Paper Sri Lanka
Thailand Singapore Philippines
Vietnam Malaysia China
Middle East Bangladesh
Vigilance Workshop 3Page.18
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Regional Plan <action plan2>
Prospecting Developing Semi- Mature
Bangladesh Vietnam Indonesia
Malaysia Thailand Singapore
Sri Lanka Australia
Philippines
Middle East
Market Maturity depends upon:– Affiliate Commitment– Industry Knowledge– Acceptance: In the Circle / Industry Contacts– Amount of Business
Vigilance Workshop 3Page.19
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Eraring Power Station, Australia
Success Story
Vigilance Workshop 3Page.20
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
Success Story : Eraring Power Station, Australia
Customer Challenges– Replaced the existing hard-wired control equipment (analog and sequence control
equipment) with a modern Integrated Control and Monitoring System (ICMS).
Location: New South Wales, AustraliaOutput / Fuel: 4 ×660MW, coal firedOwners: Eraring Energy Operation Date: 2004-2005Project Type: ICMS replacement
Location: New South Wales, AustraliaOutput / Fuel: 4 ×660MW, coal firedOwners: Eraring Energy Operation Date: 2004-2005Project Type: ICMS replacement
Eraring Power Station, one of the largest power station in Australia successfully replace its control systems leveraging Yokogawa’s integrated package of a control system, monitoring system, field devices and training simulator
Results– Succesfully gained high plant reliability and operational improvements in order to maintain co
mpetitiveness in the Australian de-regulated power market, leveraging Yokogawa’s integrated solutions
– Faster control system commissioning. Yokogawa plant simulators allows hands-on operator training prior to commissioning so that customer staff can become familiar with all aspects of operating the complex plant before running the real plant. Also, conducting control loop testing and tuning on the simulator ensures smooth plant commissioning process.
Vigilance Workshop 3Page.21
BMD-D0009Copyright © Yokogawa Electric CorporationOctober 2004
““
””
Testimonial
Eraring Energy considered that Yokogawa offered the best integrated package of a control system, monitoring system and trainin
g simulator, as well as strong local support.
General Manager/Production at Eraring Power Station
Eraring Energy considered that Yokogawa offered the best integrated package of a control system, monitoring system and trainin
g simulator, as well as strong local support.
General Manager/Production at Eraring Power Station