A Project Report on

“THE MARKET RESEARCH AND MARKET

POTENTIAL OF UPS SYSTEM”

For

EMERSON NETWORK POWER (INDIA) Ptv.

Ltd.

Submitted during PGDM-PDM course of

Alliance Business Academy

Submitted by

Ms.Ishita Samajdar

(Roll.No:21)

(2003-2005 Batch)

UNDER THE GUIDANCE

OF

Prof. M.A.Raja Sekhar

ALLIANCE BUSINESS ACADEMY

1

19th Cross, 7th main, BTM 2nd stage, N.S. playa,

BANGALORE

Declaration

I Ishita Samajdar, student of PGDM-PDM

course (7th trimester) declare that the

project on “The Market Research and

Market Potential of UPS system for

Emerson Network Power” has done it as a

part of my course curriculum, as per the

rules of Alliance Business Academy. This

project has been solely done by me and not

copied from any other material.

I further declare that this project has not

been submitted earlier to any university or

institution for the award of any degree or

diploma.

2

3

Acknowledgement

An in-depth study about “The Market

Research and Market Potential of UPS system

for Emerson Network Power” was carried out

which requires genuine co-operation and

considerable interaction with number of

respondents and I shall remain indebted

forever.

I would like to express my gratitude to Mr.

Sudhir G. Angur, president of Alliance Business

Academy, without whom this study would not

have been a success.

My special thanks to Dr. B.V. Krishnamurthy,

Director of Alliance Business Academy, for his

kind co-operation and constant encouragement.

My sincere thanks to Prof. M.A.Raja Sekhar,

our Programme coordinator, for effortlessly

guiding us throughout the completion of the

project.

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Last but not the least I would like to thank all

the respondents for giving the valuable data

required for the study and also to my friends,

without whose support the project would not

have completed successfully.

Content

Content of graphs and tables

Executive summary 6

Chapter 1 Introduction 8

Chapter 2 Design of the study 10

2.1 Statement of the problem 10

2.2 Objective of the study 10

2.3 Scope of the study 11

2.4 Methodology 11

2.5 Limitation of the study 11

Chapter 3 Literature review 12 3.1 Why a project on UPS 12

Chapter 4 Industry profile 14

Chapter 5 Company profile 23

Chapter 6 Product profile 37

Chapter 7 Data Analysis and interpretation 51

Chapter 8 Findings 55

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Chapter 9 Recommendation 56

Chapter 10 Conclusion 57

Chapter11 Learning 58

Bibliography

Annexure

Content of Diagrams and tables

Diagrams

Fig 6.1 Emerson Network Power 30

Fig 6.1 Block diagram of UPS 38

Fig 7.1 Brands present in the market 52

Fig 7.3 Different industries to cater 53

Tables

Table 7.1 Brands available in the market 51

Table 7.2 UPS brands used in IT and software 52

Table 7.3 Customer response 53

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Executive Summary

Uninterruptible power supply (UPS) systems have been on the market for

approximately 40 years. These devices originally were developed to provide

protection against the loss of data in a computer because of a sudden power failure

and to affect an orderly shutdown in the event of a power interruption and enable

users to save data that otherwise would be lost.

This system is largely true and has been accompanied by an increase in the

number of sensitive electronic devices that need power protection. The medical,

Industrial, military security, telecommunication and commercial markets have

produced large and by importance of this device.

Advances in technology have improved and expanded the functions of

UPS systems. Smaller and more powerful devices are being sold to meet the

requirements of changing markets. The increase in the number of data centers,

telecommunications functions, and the rise in networking have changed the

demands of power management. In addition, more critical data is being generated,

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and it has to be protected from power outages and malfunctions. More businesses

are aware of electrical power problems and are interested in the quality of their

power, in addition to its continuous supply.

There is a continuous increase in demand for electric power. This is really

true in large metropolitan areas and Industrial complexes. But at the same time

there is insufficient capacity to supply it. In addition power quality can be further

degraded inside an office building or manufacturing plants. Large industrial loads,

such as motors, air conditioners, and other machineries can cause more

fluctuations of power used for sensitive loads. We are in an era of unprecedented

use of power for computers and networking, fueled by the growth of Internet.

This study presents a worldwide industry structure, examines the

competitive aspects of the industry, and analyzes current markets, and projects

shipments and their values for each major technology through 2009.

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Chapter1

Introduction

UPS system is known in India, since the time, Internet and saving the data

has shown its importance. It is the most critical and sophisticated device for other

related hardwires. As the power backup in extremely important in any industry,

hospital, pharmaceutical, corporate, service industry or any government

organizations. Therefore this particular device has catered all the segments with

extreme efficiency and effectiveness.

In this, project the market research done by me for Emerson network, a

leading manufacturer of UPS system shows that 85% of the market is loaded with

online UPS and another 15% uses offline UPS. This company is also specialized

in manufacturing Precision air conditioning solutions for server rooms and TVSS

device (Transient Voltage Surge Suppressor). During the research it also showed

that the awareness level is very low and brand recall is negligible in the minds of

the customers.

The research was confined within few areas of Bangalore (Koramangala,

BTM Layout and Jaya Nagar) where most of the corporate offices are established

and the higher-level management takes purchasing decisions. This research has

not only been an effective tool for creating awareness in the market but also

converted several companies into leads and prospect customers.

This report also shows a broad picture about the various brands of UPS in

the market and their market share. It further describes the hardware infrastructure

9

of various companies and the requirement of UPS system in KVA. The

measurement of power for UPS system is done in KVA or VA. The UPS system is

a devise, which is also known as Uninterrupted Power System.

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Chapter 2

Design of the study

2.1 Statement of the Problem:

As the company is in its expansion phase thus it wants to find out the

awareness level of Emerson Network Power in the minds of customers/ other

companies. As the research says that the presence of “TATA Libert/Emerson”

brand of UPS is only 5% in the market and the brand recall is only 12%, thus this

research has also worked as a tool for creating awareness in many new and old

companies.

Thus the problem found out was “very low level of awareness for this

particular brand and generating leads converting into profits.”

2.2 Objective of the study:

1. To find the market potential for Emerson Network Power within a

confined area of Bangalore (Koramangala, BTM Layout and Jaya Nagar).

2. Understanding the expectation and requirements of the customers.

3. Finding out the hardware infrastructure of each company.

4. Finding the Market share of Emerson Network power and its competitors.

5. Creating awareness and positive image of the Brand in the market.

6. Converting every suspect customer into a prospect customer; generating it

as a lead.

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2.3 Scope of the study:

1. Importance of UPS system for Indian market.

2. Availability of product ranges of Emerson network

3. Strategies followed by Emerson Network and its competitors.

4. Position, distribution and corporate clients of Emerson Network.

5. As the findings of the research shows that customers know Emerson

Network with the name of TATA Libert Brand, thus it needs to create it

awareness level with its own name.

2.4 Methodology:

1. The research was based on Primary data. It was completely one to one

basis.

2. It required taking an appointment with the system administrator,

meeting the person in the given time and trying to understand their

needs or requirement, their interest level and their perception for UPS

system.

According to their interest, few questions were asked, the questionnaires

were filled and the brochure of Emerson Network was handed over to

the system administrator of the client company.

2.5 Limitation of the study:

This study is limited within a confined area and thus it can not be

applicable in other parts of the country. This study will not be directly

helpful to design any decision on the company.

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Chapter 3

Literature Review

3.1 Why a project on UPS systems

A. What are the Power problems at your place?

Voltage variation at input.

Frequency variation (MSEB or Genset supply).

Output Frequency and voltage requirement.

How much battery backup time do you need?

Type of battery required.

Auto Changeover required or not at output of UPS?

Remote Annunciation panel required or not Plus Computer Interface

requirement?

What is the exact load and its Load factor existing to decide rating of UPS

required.

Any starting current requirement to be catered to?

Indications, metering and isolation required.

Any particular choice of battery voltage.

3 phases or 1 phase required at input and output.

Who would supply battery and its stand, inter connecting links, etc.

Location of UPS and battery and distance.

Training to maintain system required or not.

Asynchronous / Synchronous tracking of Inverter required or not?

How critical is your load in terms of power outage acceptability?

a) Do you need load-sharing UPS?

b) Do you need critical/non critical configuration?

c) Do you need hot stand by?

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 B. What is the equipment used?

Computers?

Special purpose equipment?

Telecom products?

CNC machines?

 C. Can you analyze your site for--s-?

Black Outs / Brown outs

SHigh voltages

Surges / Sags

Low voltages

Transients / spikes

Battery back-ups

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Chapter 4

Industry Profile

Economic conditions for UPS market, at best is highly volatile. Two things

however remain strong in the area of UPS and its function:

1. The economy has become more power driven.

2. Electronic device requiring sensitive power protection continue to increase

in number.

With the growth of PCs and Internet the importance and requirement to save

the data from blackouts became more necessity. More companies were depending

on Internet for there business and protection had to be afforded for

telecommunication device and computers. Things have progressed in the past

decades and the large installations including data centers have become challenges

for power protection (UPS).

The value of worldwide shipments of UPS equipment and supplies is

estimated to be $7.3 billion in 2004 and projected grow at an average

annual rate (AAGR) of 6.8% to total $10.1 billion by 2009.

The value of electronic (or battery-backed) UPS devices, the largest

equipment market segment, is projected to rise at an AGR of 7% to total

$8.7 billion by 2009.

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With the PC market breaching the three million mark in 2003, UPS vendors

have benefited. Vendors observe that the connect ratio of UPS with PCs has gone

up to 60 percent in the last three to four months. In other words, for every 1,000

PCs sold nearly 600 UPS were also sold in India. The ITeS sector and data centers

in large enterprises are expected to fuel the growth of this market in 2004. Many

enterprises in India are looking at ‘downtime cost’ implications now, more than

never before. Home buyers have realized that as a stabilizer is necessary for their

refrigerators and television sets so is the UPS, which provides back up as well as

protection. B and C class cities are proving to be an untapped market for UPS

systems and vendors are exploring these new markets.

The UPS market in India

According to IDC estimates, the Indian UPS market was worth around Rs

700 to 800 crore in 2003. Of this, the SOHO and the SME segment accounted for

nearly 70 percent (between Rs 450 to Rs 550 crore) with large enterprises being

responsible for the rest. IDC predicts that unit growth in terms of low-end UPS

systems targeted at the SOHO and SME market will be around 40 percent.

The share of national players in the UPS market has increased due to

strategic initiatives taken by them to counter local players. American Power

Conversion, Emerson Network Power, WeP Peripherals and TVS-E are the

leading UPS vendors in India. (Source: IDC India) TVS-E, WeP Peripherals and

APC have maintained a leading position in the low-end UPS segment whereas it is

APC and Emerson Network Power who are the leading players in the high-end

UPS market. GE Digital Energy is gradually becoming a national player. Many

branded players have started to offer competitively priced UPS models with added

features to increase their market share. Sanjit Sinha, head of hardware research,

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IDC India says, “Due to the lowering of prices by some national UPS vendors, we

may see many local UPS players losing out to competition and becoming extinct

in the long run. The low price points offered by branded players will on the one

hand eat into the share of local vendors but on the other help in expanding the

UPS market. One can understand the true potential of the UPS market once we

look at PC shipments, specifically consumer PC shipments.”

ITeS and data centers

India has a good potential for growth in high-end UPS models. This is due

to the fact that Indian enterprises tend to have large single locations for business.

Large enterprise customers such as ITeS players want high levels of uptime. The

IT infrastructure in these cases is well integrated with UPS and precision air

conditioning systems. ITeS players are also ramping up and continuously

increasing their head count. Similarly, corporate data centers that are used to

house servers from different countries can’t afford even a single minute of

downtime. ITeS and corporate data centers are going in for high-end UPS models.

Sectors like manufacturing, telecom and the energy sector are also expected to go

in for high-end UPS purchases in a big way.

Banking and financial segment will go for a mix of both

Banking and finance is expected to go in for a mix of high- and low-end

UPS systems. Indian banks have a large number of branches and ATMs spread

across the country. Banks tend to have a large central data centre that requires a

high-end UPS model of around 40 KVA capacities. An ATM, on the other hand,

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can get by with a 2 to 3 KVA UPS system. Since low and medium range UPS

systems are used in bulk by the banking, financial services and insurance (BFSI)

segment, this will drive both the high- and the low-end UPS market in India.

Untapped markets—B and C class cities

Vendors are bullish about the SOHO and the SME markets in B and C

class cities. In recent times, the telecom infrastructure in Indian B and C class

cities has come on par with those in the metros. Gone are the days when small

Indian cities had legacy telecom networks that were not compatible with the latest

technology. The changes have really helped IT penetrate deeply into these cities

and into adjoining rural areas. With Internet cyber cafes mushrooming like the

STD and the ISD telephone booths across the country, UPS usage is definitely on

the rise. Moreover, it has been seen that many ITeS and BPO players have also

been eyeing these B and C class cities, which will drive the growth of the UPS

market in India. The fact that many of the initial ITeS centers in B & C class cities

will be small; there is a possibility of them using low and medium range UPS

systems. It is also a known fact that power cuts and fluctuations are worse in small

cities.

Widening the UPS distribution net

Almost all the vendors are widening their distribution network through

their channel partners. For instance, APC is involving channels heavily and has a

field sales program and a reliability provider program (RPP) running across the

country. Under the former, APC gauges the channel’s needs and trains the channel

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to sell its products successfully across 400 to 500 towns. APC tries to identify

large customers through the RPP and talks to them directly to sell its products.

Similarly, recent entrant GE Digital Energy is also aiming to expand its presence

deeper into B and C class cities through channels. Yogesh Bhardwaj, country sales

manager, GE Power Controls India says, “We already have a substantial presence

in the Indian metros but we aim to grow within the B and the C class cities in

India for which we plan to expand our distribution network with the help of

channels.”

Penetration of UPS market

It is hoped that UPS penetration within the SME segment will accelerate

exponentially. R.Sudham, product manager-power products, TVS-E says, “We are

bullish about the Indian SME market as awareness amongst them about UPS

systems is increasing. There will be a drastic change in the product buying

behavior of the SME segment with a drop in the prices of branded UPS systems in

India in the near future.”

UPS adoption in rural areas, in e-governance projects and in the education

sector is on the rise. Huge deployments in the government sector are expected to

materialize. Large players are changing their strategies to target local UPS

manufacturers. While small and unorganized UPS players may survive for at least

a few more years the scales are tilting towards the branded national players who

offer better features and competitive pricing.

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Beyond the UPS

Players like APC are trying to create a new market aimed at looking

beyond the UPS to change the complete physical infrastructure of a data centre.

Anand Iyer, country general manager, APC India explains, “ Enterprises need to

look beyond the UPS and should concentrate on properly designing the physical

infrastructure of their data centre.”

Indian enterprises are definitely looking at ‘downtime cost’ implications

and selecting the right solution. Hitesh Prajapati, head channel business, Emerson

Network Power says, “Prioritising ‘UPS’ purchase plans along with critical

network equipment has already started happening. It is not decided only as a

derived demand product to be ordered last. Project management groups

increasingly include ‘uptime propositions’ in their overall infrastructure solutions.

The infrastructure perspective will definitely come in more seriously and power

audits will get more formalised and mandatory in critical applications.”

It is boom time for UPS vendors who are going all out with their

marketing drives and strategies to woo customers. Branded players are set to

emerge the winners, having customised their products according to Indian

conditions and also widening their channel and distribution reach. And of course,

they are all set to play the price game by lowering the prices of their products.

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Customising UPS systems for Indian power conditions

Most UPS vendors in India are playing the product customisation card to

make deeper inroads into the market. Power fluctuations in some small Indian

cities can vary between 150 to 290 volts. Therefore, it is important for UPS

vendors to localise their models as per Indian conditions. Vendors are getting

regular feedback from different regional markets across the country and then

tailoring their products as per requirements. S Nagarjuna, general manager

marketing WeP Peripherals says, “We have been investing a lot of money in terms

of understanding customer expectations and in coming out with solutions based on

their feedback. We have some specialised UPS models aimed at the rural market

and especially for diary applications. Localisation of UPS systems is the only way

to reach the common man in India.” Even a MNC UPS player like APC has

realised the importance of localising its products in India and is locally designing

and manufacturing some of its UPS models to suit Indian needs and conditions.

Importance of UPS

The need for power conditioning at a data center is as basic as the need for

breathing to a living being. If you have to ensure that the data center is up and

running all the time, you have to ensure that all the associated infrastructure like

routers, servers, switches, and air conditioning is drawing power.

Owing to the critical nature of the Internet Data Center (IDC) business,

VSNL had to guarantee very high levels of uptime to all its nationwide customers.

And in order to live up to the SLA promises of uptime at its five data centers, it

was necessary that the infrastructure was conducive to offer uninterrupted

business.

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The company thus decided to adopt a power conditioning strategy and deploy a

power conditioning solution that would help keep its business ticking at all times.

Network uptime is important

The fundamental requirement when a customer outsources to a data center

is that the infrastructure should have all the ingredients for running on a 24x7

basis. Customers need the highest possible uptime without getting into the hassle

of managing that infrastructure on their own.

A customer's website is the gateway to his business on the internet and

offers worldwide potential. This translates to the need for reliable power,

temperature and Internet connectivity.

And for certain customers, Service Level Agreements (SLAs) commits an

uptime of 99.9 percent. A key observation to be made here is the penalty clause,

which comes into play if the UPS manufacturer does not fulfill the requisite

network uptime.

Branded UPS players are gaining market share by playing the value

pricing and localization card.

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Uptime is defined as the amount of time your infrastructure is on, up and

uninterrupted. In other words, the time when it is not down. Today, unreliability in

power, climatic and other environmental factors your network infrastructure faces

makes it more susceptible to downtime. A grave matter of concern if your

business relies on the infrastructure.

Fortunately for you, there is Emerson Network Power. From industry-

leading precision air-conditioning solutions to uninterrupted power solutions from

SOHO to the Enterprise, we know that a solution is only as strong as its weakest

component. That's why our products lead their industry categories in providing

consistent "high nines" reliability.

The cost of downtime for India Inc. is a staggering Rs 20,000 crore in

direct losses due to poor power quality and downtime. Sophisticated economies

recognize the importance of uptime even though the quality of power is not an

issue. This is the reason why the size of markets likes the US and Japan is much

more than that of India in this space. Indian companies need to think about power

protection strategies the same way they are looking at disaster recovery solutions

today.

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Chapter 5

Company Profile

Who Is Emerson?

Founded in 1890

Record of consistent long-term performance

Global product/market leadership

Recognized outstanding management process

Strong global presence

Solid financial position

FY2004Sales of $15.5B

Over 123,400 employees and 320 worldwide plants

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Emerson network power (India)

1. Market leaders in UPS Systems and Precision Air Conditioning.

2. Division of the 16 billion $ Emerson group.

3. Emerson Network Power (I) Pvt. Ltd. formerly known as TATA Liebert

Limited, was Incorporated on March 10, 1993.

A reliable power system for your communications network is imperative.

Seconds of downtime turn into millions in losses. Your customers count on you.

Their customers count on them.

Never before has the need for uninterrupted power been more critical than

in today's network-driven economy. And never before has one company been able

to provide a total network power solution.

Emerson Network Power which is currently the largest brand of the 15

Billion US$ Emerson group has the technology expertise, global reach, and

breadth of products and services to build and support your entire power network

infrastructure. From power components to climate and power systems, Emerson

Network Power solves all your power reliability needs.

Emerson Network Power is the only one-stop source for network-

dependent customers. Our cutting edge, climate control and reliable power

25

technologies help safeguard your network infrastructure from aberrations.

Combined with our industry expertise, technological know-how and Global reach

we are able to provide you with "high nines" reliability anywhere in the world.

When your reputation and success depend on consistent power for your

network, reliability isn't something you add, it's the foundation of your system -

consistent and dependable from grid to chip.

"High nines" reliability is simply a way of expressing what percentage of

time the power is on. The power grid system in the United States, for example,

provides "three nines" reliability, meaning the power is on 99.9% of the time. That

translates into 8.8 hours of power disruption annually.

Emerson Network Power knows that today's network-driven business

environment demands consistent "high nines" reliability.

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That's why Emerson Network Power strives to deliver 99.9999% reliable,

uptime solutions, translating into a minimal 3.2 seconds of power disruption

annually. And at the heart of this very high standard of reliability lies a fully

integrated suite of superior power reliability technology.

Customer Support

Emerson Network Power offers the best in uptime solutions that keeps

your infrastructure protected and coupled with our legendary, award winning

Customer Support service; we literally eliminate downtime ensuring your peace of

mind.

Emerson Network Power Global Services (ENPGS) through its rich

resources of technical experts and strong infrastructure offers a range of services

guarantying product uptime and thereby ensuring continuous availability of clean

air and power at application end.

ENPGS Strengths:

Network of 4 Zonal offices, 13 Branch offices and 31 Dealer / Franchisee

Service centers to provide prompt and efficient service throughout the

country.

Availability of spares at all the metro cities backed by sophisticated supply

chain management system of MFG-PRO.

World class manufacturing setup at Thane following latest management

techniques.

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Strong R&D Base to continuously update and provide latest products.

Technically trained expert service personnel undergoing regular training

programs to keep them abreast of latest technologies and products.

Service personnel equipped with sophisticated tools and measuring

equipment.

Advance communication facilities to deliver prompt response.

Average Response times in metros maintained below 2 hours.

Call monitoring system and (2-8-24) escalation procedure to eliminate

pending calls.

Battery care:

Keeping your Batteries in Peak Condition is a sure sign of longevity for

your backup solutions and besides you get the best out of your UPS. So even

though your UPS solutions are up and running and your batteries are in good

condition, over a period of time it does help if your maintain your batteries and get

that extra bit out of your aging batteries.

Why Battery Care?

An UPS with reliable Battery Back up is an essential consideration when

installing critical data processing systems, telecommunication, industrial process

automation and similar applications

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However once the system is running, it is easy to Battery Monitoring

overlook - until there is power failure. Then it could be too late. Partially

discharged cells, oxidized connections or internal corrosion might mean that when

it comes to the crunch the back up fails to work.

Support from Emerson Network Power Global Services

Regular Preventive Maintenance Programme

Our advance Battery Management Programme consists of planned

preventive maintenence visits. Our Service engineers will measure key factors

such as battery impedance, voltage and operating ambience etc. with our advanced

Battery Monitoring instrument followed by detailed analysis.

Battery Replacement Scheme

The company offers a range of Battery replacement schemes tailored to suit

the site requirements.

Prompt detection and proactive Action

Single Vendor service for both your UPS and Battery systems

Quick Identification of weak batteries

Factors, which affect UPS Battery Life

Age and Use

Temperature Uniformity

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Maintenance Regimes

 

Awards Portfolio

Frost & Sullivan India – Awards’ August 2004

Product & Customer Service Leadership Award in IT / ITES / Datacenters

Product & Customer Service Leadership Award in Telecom products

Customer Service Leadership Award in Hospitals

Product & Customer Service Leadership Award in Large Enterprises

Customer Service Leadership Award in Banking & Insurance

Best Multinational UPS Company in India for 2002-03

MAIT Level 2 Award for Quality (1998): first manufacturing Company to

reach this level

CII Certificate of Recognition for Strong Commitment to TQM (1999) under

the CII-Exim Quality Award Process

“Customer Service Leadership” Award for excellence in Service in the

industry

MAIT Excellence in exports award in hardware category 2003

Best Network Critical Physical Infrastructure (NCPI) facility in the country by

VSNL

Accolades

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Techies 97, 98, 99

Soft Disc 1996, 1997, 1998, 1999

IMC Awards – 1999

PC Quest Editors Choice Award –2000

PC Quest Editors Choice Award – 1998.

ENPI received the Maharashtra IT Award for the Year 2004

Frost & Sullivan “Voice of Customers Awards and best vendor for Customer

support” for the Indian UPS Industry.

Emerson Network PowerClimate

Technologies16%

Netw ork Pow er21%

Appliance& Tools21%

Process Management

19%

Industrial Automation

23%

LIEBERT Precision Environmental Control and UPS systems and

Network Protection Products

Key customers of Emerson network

Partial List of < 20kVA

TELECOM

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  Hutch

  Motorola

Tata Indicom

Touchtel (Bharati Telenet)

  Airtel (Bharati Mobile)

  Spice Communications

Reliance Infocomm

3D Networks

 

IT/ITES/SOFTWARE

IBM Global

Intel

Dell

M Source

Caritor

Samsung Software

TCS

FCG Software

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Banking/insurance/media/institutions/r&d

   ING Vysya

   MetLife

  HDFC Life

   TATA AIG

   ICICI Lombard

Vijaya Bank

Corporation Bank

Times of India

Deccan Herald

The Hindu

 NMAMIT

ISRO – ISTRAC

  Other corporates/government/manufacturing

Govt. of Karnataka – IT Dept.

TATA Honeywell

HLL

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Major Customers of Emerson network power

Telecom Operators

1. AT&T Wireless

2. Bell South

3. Bharti Group

4. Cable & Wireless

5. MCI Worldcom

6. NTT Docomo

7. Qwest

8. SBC

9. Singtel

10. Sprint

11. Tata Tele Services

12. Vodafone

13. VSNL

TelecomOEMs

1. Alcatel

2. Ericsson

3. Fujitsu

4. Hughes

5. Lucent

6. Motorola

7. NEC

8. Nokia

9. Nortel

10. Siemens

11. Tata Brodband

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Internet Infrastructure

1. AOL

2. Cyquator

3. Digital Island

4. Equinix

5. Global Crossing

6. Global Telesystem

7. Exodus

8. Intel

9. Level 3

10. Net Magic

11. Reliance Infocom

12. Satyam Infoway

13. Tata Internet

Computing & Networking OEMs

1. Apple

2. Cisco Systems

3. Compaq

4. HP

5. HSBC Bank

6. IBM

7. ICICI

8. Infosys

9. Nat. Stock Exchange

10. Standard Chartered

11. Silicon Graphics

12. Sun Microsystems

13. TCS

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14. Times of India

Executive Profile of the company

Emerson network Power (India) Private Limited is a wholly owned

subsidiary of Emerson Electric U.S.A. - a Fortune 50 company, which was earlier

known as TATA Liebert Limited.

TATA Liebert Limited was a joint Venture between the TATAs and Libert

Corporation, a wholly owned subsidiary of Emerson Electric U.S.A. – a fortune

500 company. Emerson acquired the 100% stakes in September 2001 and renamed

the company as “Emerson Network Power (India) Private Limited”.

The company manufactures& markets Libert range of Uninterruptible Power

Supply (UPS) systems, Transient Voltage Surge Suppressor (TVSS) and Precision

Air Conditioning (PAC) systems.

The company also markets Liebert Range of equipment for specific

requirements of software export houses and other software Technology Parks.

Emerson products are compact, aesthetic intelligent, reliable, virtually noiseless

and incorporate microprocessor based technology.

The company also has the expertise to provide comprehensive solutions

including power mapping, site study and load study.

Liebert PAC systems manage air temperature, humidity and dust levels

within very precise tolerances. Main application areas include telecom switch

rooms, pharma clean rooms, computers and industrial process control centre.

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The company also offers number of service products to provide post

warranty support. They include Ultra care series. Battery care for battery

maintenance and the likes. Emerson Network Power (India) also caters to the

international markets in China, Middle East, and South East Asia and SAARC

nations.

With more than 60% of its personnel being trained and experienced

engineers and management graduates the company is equipped to cater to its

discerning and demanding customers.

The products are manufactured at a modern/ state-of-the-art plant in

Thane, in the Indian state of Maharrashtra. This facility is acknowledged to be

comparable to the best in the world. Hybrid flow line process is employed which

permits a stage assembly process with variety. The plant is well equipped

processes are designed for quick delivery.

With 13 offices of its own-manned and equipped-covering the whole

country and a countrywide dealership network, the company provides the best

nation-wide service with the EMERSON guarantee of quality and reliability.

Libert is the acknowledged leading brand in the UPS and PAC markets.

An ISO 9001-2000 certified company, launched its TQM initiatives referenced

against two of the toughest TQM models- JRD QV (modeled on the Malcolm

Baldrige Award) and EFQM (European foundation for quality management) the

company’s design processes are verified and Certified by SICE Italy the company

crossed a major milestone in its quality journey when it was accorded level II

recognition by MAIT (manufacturers Association for information technology). It

is highest ever recognition recorded by MAIT in India for a whole company and

the first in the manufacturing sector.

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Chapter 6

Product Profile

A study says that the three basic topologies in electronic battery-backed UPS

devices are: standby, line-interactive and on-line. It also examines the status of

rotary flywheel UPS technology, typically used to protect very large installations

with high capacity requirements.

There are various models of UPS to cater servers, mini-computers, multiple

servers, PBX and Internet working equipments. The research that is done for this

product shows that the power of an UPS is measured in KVA. The most popular

in Bangalore market shows that on-line UPS is widely used by most of the

companies. Whereas of-line UPS are very few in the market, (Approximately in

the proportion of 85:15)

The block diagram and its working procedure is given in the next page, which

explained by itself how the device works without any time gap during power cuts.

38

Block Diagram of UPS

On line ups systems (extra hi-range)

HP Series - 80KVA to 150KVA (3Ph-1Ph) Extendable up to 200KVA

Most of the UPS manufacturers choose to connect a 3phase to 1phase

transformer at the output of a 3phase to 3phase UPS system, Aplab stands out by

offering a TRUE, full power, Single Phase UPS System of 150KVA rating that

too with 200% short term overload capacity. This feature, added with the

redundancy options makes it an automatic choice for applications such as Call

Centers, Software Development Organizations, and Hotel Industry etc.

Since all Computers loads work on Single Phase Power, the extra high rating

coupled with the short-term overload capacity ensures handling of In-rush

Currents of almost any magnitude.

 

CHARGER INVERTER INV. ST.SW.

BATTERY

INPUT OUTPUT

BYP. ST. SW.

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MP Series - 80KVA to 150KVA (3Ph-3Ph) Extendable upto 200KVA

This series is designed to match the severe Indian Conditions of extreme

temperature & humidity.

Added to this, the low running cost with the best dynamic regulation &

unbalanced load performance makes it the ideal choice for three phase utility

users. The reliability is multiplied two fold by the redundant configurations

offered in this range which is the reason satisfied customers like Reserve Bank Of

India, State Bank of India, Railways, ONGC, RCF etc, choose Aplab systems as

the Safest Buy.

Power Bank series

6kVA Online UPS

True On Line IGBT based Systems.

Cold Start on full load facility.

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1+1 Hot Standby Configuration.

Generator Capability.

Static Bypass with Zero Transfer.

Input over-voltage cutoff devices

Excellent overload: 150% FL for 5 seconds

Output short circuit protection

Super 400 series

2x10kVA, 2x20kVA Online

Built in Parallel Redundancy

Dual Microprocessor Controlled

Inbuilt Isolation Transformer

Wide Input Voltage of 290-520V

Cold / Black Start Capability.

LED / LCD Display with 200 alarms.

Temperature compensation battery charging.

Netcom for global monitoring

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iTrust series

30, 40, 60kVA Online

Parallel for Redundancy up to 4 units

Full Digital Signal Processing using DSP

Wide Input Voltage Range

Low Current Harmonic Distortion of less than 3%

High Input Power Factor

High Overload and Short-Circuit Capacities

Intelligent Battery Management

Large LCD Display and Mimic Panel for Real-time information

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TVSS 25-100kA models

Transient Voltage Surge Suppressors

Connection Type............................................... Parallel

Operating Voltage Range................................. +/-15%

Fault Current Rating (AIC)................................ 25 kAIC

Dimensions.................... .................................. 4.72”x4.72”x2.36”

Operating Frequency Range............................ 47 – 63 Hz

Capacity............................................................. Continuous

50. EMI/RFI Attenuation ................................. 40 dB

Response Time................................................. <0.5 ns

Dry Contract rating ........................................... 125vac, 8.0A, 1.0pf

Operating Temperature .................................... -40ºc to +50ºc

Operating Humidity........................................... 0% to 95%

Status Indication............................................... LED, Dry Contacts

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Certifications..................................................... UL 1449, CUL, CE

Warranty............................................................ 5 Years

Online ups systems (mid-range)

 

Everest Series - 10KVA to 60KVA (3Ph-3Ph)

This latest EVEREST series from Aplab is packed with all the latest features and

is fully controlled by Digital Signal Processor (DSP), performing the Real Time

Processing of a large amount of system data. Considering the importance of the

battery in a UPS system and to maximize its lifetime, EVEREST uses a special

technology termed 'NEO-CHARGER'. EVEREST series UPS ensures highest

power protection and maximum reliability for the most critical applications.

 

LP Series - 15KVA to 30KVA (3Ph-1Ph)

This series offers the user a range of medium KVA, floor mounted UPS system

with latest PWM (IGBT) technology. The series features... UD display, parallel

operation, High efficiency and scientific cooling system and are an inherent part

of the design and contribute immensely to the reliability of this range.

 

44

LP Series - 15KVA to 30KVA (3Ph-3Ph)

This series is specially designed to suit three phase loads with facility to handle

unbalanced loads. Latest state of the art PWM (IGBT) technology using

microprocessor ensures low output distortion and better crest factor handling

capacity. Parallel operation (even for chargers) with 50% load sharing facility is a

unique and unmatched specification which is the result of Aplab’s R&D strength.

 

AU3000 Series - 5KVA to 10KVA (3Ph-1Ph)

The series covers ratings from 5KVA to 10KVA, Single-Phase output and is

ideally suited for installations having a three-phase input supply utility. It is an

automatic choice for most users, due to its sleek design and user friendly features

such as unique dual display system as well as easy adaptability with battery

installation to form a “UPT” (Uninterrupted Power Tower).

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GXT AV series

1, 2, 3kVA Online

True on-line double conversion technology

Full Digital Signal Processing using DSP

Wide Input Voltage Range

Low Current Harmonic Distortion

High Input Power Factor

Extendable batteries for longer backups

Input power factor corrected

Highest efficiency

Free auto-shutdown software on CD

Internal bypass

46

On line ups systems (low-range)

 

Rhino Series - 2KVA to 7.5KVA

This series has been introduced by adopting various proven techniques

implemented till date and is an immensely reliable, field proven system. The

Rhino series caters to the needs of today’s new technological advancement in

Information technology, Telecom, Medical and Industrial segments. The Rhino

series stands by its name as a rugged, but effective solution to your power

problems. The systems offer complete isolation of load for maximum protection

and have the highest overload capability to handle heavy start up loads. The series

also boasts of the Industry’s highest MTBF figure.

Dynam IT Series - 1KVA to 6KVA

The series covers ratings from 1KVA to 6KVA and is armed with an array

of features.

Active Input Power Factor Correction, Microprocessor Controlled

Operation, Wide Input range and advanced SNMP. These UPS are designed to

provide not only clean power, but also power-up cost effectively through inherent

competitive price and lower running costs.

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GXT 2U series

1, 2, 3kVA rack Mount

• Flexible Rack or Tower mounting

• Microprocessor Controlled

• True On Line (Double Conversion) Technology

• User replaceable inbuilt batteries

• User friendly LED display

• Software & Generator Compatible.

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UPS Comparison

Off line ups

This system is basically an OFF-LINE UPS system. In this system, the

output waveform is synchronized with the Mains waveform. Thus the change over

the inverter mode is faster (about 2ms) compared to the common OFF-LINE

UPS. Compounded with automatic Voltage Regulator (AVR). This may be a cost-

effective solution for a stand-alone computer where power conditions are less

severe. For LAN application though, it is questions. Firstly, whenever mains

power is available, it is directly given to the load though it is controlled to some

extent by the built-in AVR. Thus the load is not completely isolated from the

mains. The Differential mode noise (DMRR) can be greatly attenuated in this

systems, however the Common Mode noise (CMRR) is still passed on to the

computer. Moreover, if this is such a good system that it can replace an ON-LINE

UPS system, one wonders why the same companies, who manufacture LINE-

INTERACITIVE system, also manufacture the ON-LINE systems.

On-line ups:

This system is basically a double conversion system. In this system, the

Mains power is first converted to DC voltage of appropriate value and fed to the

inverter that converts it back to AC power. Thus in this system, the load is always

powered by the inverter. The battery is connected to the DC bus. Thus this is truly

a No-Break system. The load being totally isolated from the Mains power, DMRR

as well as CMRR noise is filtered out and the load gets clean power.

49

The on-line UPS means zero transfer time from external to internal power.

When utility power fails, the critical load remains supported by a seamless flow of

power from the GXT 2U. These are those devices, which do not require to get

switched on manually, to continue with the program, when there is a power cut.

Where as Off-line UPS requires manual interruption for continuing the program

and the data’s will also remain unwashed if it is saved from time to time.

The flagship brand of Emerson Network Company is GXT 2U. The GXT

2U is easy to install, easy to set up and even easier to use. It features simple

operation with single switch for uncomplicated, error-free start up. A front-

mounted panel display system status, load levels, battery capacity and alarm

conditions.

Online UPS protection for essential and critical applications

The GXT 2U will transfer the critical load to utility power (bypass mode)

in the event of adverse conditions within the UPS. This adds an extra measure of

reliability and availability to the supported equipment. No additional cabinets are

necessary for it. It also offers a variety of communications options to provide the

monitoring and control capabilities, demanded by today’s network computing

system.

Each GXT 2U is shipped with Windows compatible software that allows

the user to program a verity of operating parameters. This capability allows you to

customize the GXT 2U’s performance to your specific requirements, providing a

new level of power protection control and adaptability.

50

It is designed from the inside out for maximum reliability. It includes operating

features like: power factor corrected loads, frequency conversion and internal

automatic and manual bypass capability.

51

Chapter 7

Data Analysis and Interpretation

Sample size: Visiting and taking down the data’s of 200 companies.

UPS Brands Market share

APC (American power corporation) 75%

TATA Libert/ Emerson 12%

Power One 4%

TVS-E (TVS Electronics) 4%

Zenith 3%

Others 2%

Table 7.1 Brands available in the market with its market share

Interpretation:

According to the above data it is understood that APC is still a market

leader with a market share of 75%. Whereas EMERSON NETWORK is in the 2 nd

position and requires penetrating the Indian market.

52

Fig 7.1 Brand’s presence in the market

Brands Used % used Power in KVA

APC 48% 80 KVA

Emerson 37% 120 KVA

Power One 10% 60 KVA

Zenith 3% 20 KVA

TVS-E 2% 40 KVA

Table 7.2 UPS Brands used in IT/ Software Companies

Interpretation:

The following data shows that 48% of IT firms in Bangalore uses APC brand of

UPS system, where as 37% of ITs uses Emerson network. Thus to compete with

APC brand is not a problem, to cater this segment.

53

Industries Response

IT/ Software Interested

BPO/ Call Centers Interested

Academic Institutions Interested but not now

Parma/ Laboratories Negative

Financial institution Interested

Table 7.3 Customer Responses for Emerson Network

Fig 7.3 different industries to cater

54

Interpretation:

The above data shows that the IT/Software companies, BPO/Call Centers and

financial institutions still have the potential to be targeted and catered.

55

Chapter 8

Findings

This research has helped Emerson Network to understand the perception of

the Existing clients and cater the requirement of prospect customers.

It has also found that a high level of awareness has to be created in the

market.

It has also found that a high level of awareness has to be created in the

market.

Since APC brand continues to play as a market leader, so the research

helped in finding who could be the prospect customers, so that before APC

caters them, Emerson Network should convert them as their Loyal

Customers.

It was also able to find out the changing perception and requirement of the

market for UPS products. Like, today customers are looking for an UPS

system which will be able to control the entire network of their plant or

office.

It also found that new companies (customers) are looking for higher range

of KVA for there UPS system, so that when they go for expanding there

network in future, they should not require to replace or upgrade there

existing UPS systems.

.

56

Chapter 9

Recommendation

After completing the project, the finding suggests that-

A brand image has to be created in the market, by advertisement in science

magazine and Business journals.

The existing customers should continuously get the benefit of after sales

service, so that a positive word of mouth will help, in creating a positive

image for Emerson Network.

Since it is an industrial product, so below the line activity will help in

creating a favorable image in the market. Like, giving lectures and

presentations in collages, institutions and other academic centers.

Supported with scholarship and giving other values for motivation.

It should also do events like exhibitions and participating in IT fests.

57

Chapter 10

Conclusion

The over all project is a study on UPS system in India and finding the

market potential for Emerson Network Power (India) Private Limited. This project

report also highlights the various ranges of UPS system present in the market and

what can be required in the near future.

The company profile shows that Emerson Network power has

continuously shown their interest in Innovation, supporting customers and

catering all the segments.

This report has been an excellent market exposure and practical learning

with addition to my Academic knowledge.

58

Chapter 11

My learning

This project has helped me learn lot of new things. It has helped me to

apply all the research techniques which usually available only in the book

This project has provided a deep insight of not only the UPS indsustry in

the country but of the process, their way of getting customers as well. It also helps

me to understand their requirement and perception for UPS.

Apart from this it helped me to learn how customer satisfaction studies are

carried out. How research methodology is implemented, how questionnaires are

designed, how customers are interviewed and contacted, how data is collected,

how it is analyzed, interpreted & how recommendations are made on the basis of

findings.

59

Bibliography

Books:

1.‘Marketing Research, An Integrated Approach’, by Alan Wilson, Pearson

Education Limited, Edinburgh, 2002

Journals:

1. ‘Business World’, Edition January 2005

2. ‘Science’, British Press, March 2005

3. ‘Business Today’, Edition March 2005

Web sites:

1. www.myiris.com.

2. www.indiainfoline.com.

3. www.emersonnetworkpower.co.in

4. www.upsindustries.com.

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Designing Questionnaire for client companies

Questionnaire:

1. a. Company Name:

b. Address :

c. Contact Person :

d. Designation :

e. Phone number :

f.. e-mail :

2. Brief information about the company :

a. Area of Business:

Software Corporate B.P.O. Call Centre

Others

b. Number of offices in Bangalore:

3. Existing Hardware infrastructure:

a. Number of PCs :

b. Number of Servers:

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c. Number of Routers:

d. Number of Printers:

e. Number of UPS :

Rating of UPS (in KVA):

Brand of UPS :

Type of UPS :

Off Line Line interactive Online

4. Expansion plans if any:

5. What capacity UPS you may require for accommodation purpose?

6. Do you plan to upgrade or replace the existing UPS?

7. What are the reasons for up gradation?

Increased need of higher capacity

Poor performance

Poor after sales service

Faster take over time

Frequent breakdowns

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Outdated technology i.e. Obsolete

8. Which all UPS brands are known to you?

9. Have you heard about TATA Libert / Libert UPS?

Yes No

10. Are you aware of T.V.S.S?

Yes No

11. Will you be interested in knowing more about TVSS solution to protect

critical loads from transients?

Yes No

12. Do you have a separate server room?

Yes No

13. Will you be interested to know more about Precision air conditioning

Solutions of Server Room?

Yes No

63