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www.voestalpine.com/railway-systemsvoestalpine Railway Systems
AustraliaCountry Presentations byGlenn KyteFerdy WijsmanAlan Swaby
| |voestalpine Railway Systems
AustraliaIn perspective
19-Nov-192 Title of presentation
41,543 km2 17.2 million inhabitants Rail: 3,055 km
9.834 million km2 325 million inhabitants Rail: 149,910 km
7.692 million km2 24.6 million inhabitants Rail: 36,064 km (NSW 2100 in use > 3000km not in use)
| |voestalpine Railway Systems
Australia, 7th largest “patchwork”Highly diverse market environment
19.11.2019 vaSIG Sales Conference 20193
» 3 main TO competitors» 3 main gauges» 3 main rail profiles» 4 time zones» 7 states, laws, standards» 25 main customers, standards» > 800 turnout types in our
system» Huge distances» Risk averse culture» Complex contracts» WHS as a „religion“
v
V
PMvV PL
S
Progress Rail
vVPM
voestalpineVossloh
MartinusLibertySiemens
LS
| |voestalpine Railway Systems
Commuter; 1,2
Heavy Haul; 5,0High Speed Traffic; 0,0
Industry; 0,4
Metro; 0,1
Mixed Traffic; 2,0
Tram; 0,1
Market volume by SBA in m€ $ Total market volume
per year
m€ 8,9
voestalpine Signaling Sales ConferenceMarket Analysis Australia
Average sales volumeper year
m€ 3,7
%Current marketshare
41,1 %
19.11.2019 vaSig Sales Conference4
Average sales volume / Current market share by SBA
Volume by CU in m€
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
0 2 4 6
Total market volume
Ave
rag
e sa
les
volu
me
DMT InfraDLD/S
DMT RS
CU Market growthpotential
Market share
DLD/S m€ 2,5 14,0 %
DMT RS m€ 2,5 55,4 %
DMT Infra m€ 0,4 40,6 %
SBA Average sales volume
Current market share
Commuter m€ 0,2 14,1 %
Heavy Haul m€ 1,7 33,7 %
High Speed Traffic m€ 0,0 0,0 %
Industry m€ 0,2 56,3 %
Metro m€ 0,1 60,7 %
Mixed Traffic m€ 1,5 73,3 %
Tram m€ 0,0 0,0 %
| |voestalpine Railway Systems
Commuter; 1,0
Heavy Haul; 1,6
High Speed Traffic; 0,0
Industry; 0,0
Metro; 0,0Mixed Traffic; 0,2
Tram; 0,1
Market volume by SBA in m€ $ Total market volume
per year
m€ 2,9Average sales volumeper year
m€ 0,4
%Current marketshare
14,0 %
19.11.2019 vaSig Sales Conference5
Competitor
Market share competitors
m€ 2,5 86,0 %
» Siemens » Electroline
SBA Average sales volume
Current market share
Commuter m€ 0,1 11,0 %
Heavy Haul m€ 0,3 19,1 %
High Speed Traffic m€ 0,0 0,0 %
Industry m€ 0,0 0,0 %
Metro m€ 0,0 0,0 %
Mixed Traffic m€ 0,0 0,0 %
Tram m€ 0,0 0,0 %
Average sales volume / Current market share by SBA
voestalpine Signaling Sales ConferenceMarket Analysis Australia – CU DLD/S
| |voestalpine Railway Systems
$ Total market volumeper year
m€ 2,9Average sales volumeper year
m€ 0,4
%Current marketshare
14,0 %
19.11.2019 vaSig Sales Conference6
Market growth potential by product group in m€
Average sales volume by product group in m€
voestalpine Signaling Sales ConferenceMarket Analysis Australia – CU DLD/S
| |voestalpine Railway Systems
Heavy Haul: Tender specified UNISTAR HRNext Generation Heavy Haul Turnout
19.11.2019 vaSIG Sales Conference 20197
» Eliwana Mine project
» Tender VAE specified
» Only VAE has got the tender
» On top of bearers, no inbearers required
| |voestalpine Railway Systems
Best case scenario: Client doing marketingBreaking up the dominant M23 mindset
19.11.2019 vaSIG Sales Conference 20198
» FMG putting obsolete Siemens M23A on the market
» Email in BCC to the wholeindustry “disposal of M23A“
| |voestalpine Railway Systems
Mixed Traffic: Switch machines and turnoutsIn the heart land of Vossloh and Siemens
19.11.2019 vaSIG Sales Conference 20199
| |voestalpine Railway Systems
VAE RS LCC method got us 44 UNISTARReduction of complexity: 2 variable parameters
19.11.2019 vaSIG Sales Conference 201910
Legend: Pay BackAmount [ $ ] per Turnout after 3 years
Times more often M23A has to be maintained than UNISTAR
Co
st [
$ ] p
er m
ain
tena
nce
act
ivit
y
| |voestalpine Railway Systems
Country Presentation AustraliaMarket Analysis – CU DLD/S
19.11.2019 vaSIG Sales Conference 201911
Sales Channel Strategy
Customer Strategy
Australia
» Selling the DLD via Turnout sales but having support from Engineers from Europe when requested» Reaction time from Europe having Engineers on the ground in Australia within 48 hours of request» Influencing the Client specification» Various strategies to reduce product lead time
» Test installations with following Type Approvals and in best case integration into specification» Selling the DLD with the Turnout as a system substituting competitor products in our regular scope of supply» Constant and persistent Client education on the product knowledge with support from European Engineers
Product Strategy
» Listening to what the customer wants and be willing to adapt» Reliable LCC evidence» Adapting to higher quality documentation requirement & safety
| |voestalpine Railway Systems
Commuter; 0,0
Heavy Haul; 3,3
High Speed Traffic; 0,0
Industry; 0,4
Metro; 0,0
Mixed Traffic; 1,7
Tram; 0,0
Market volume by SBA in m€ $ Total market volume
per year
m€ 5,5Average sales volumeper year
m€ 3,0
%Current marketshare
55,4 %
19.11.2019 vaSig Sales Conference12
Competitor
Market share competitors
m€ 2,5 44,6 %
» FleetOne» Harbing Veic» ITSS» Progress Rail» Salient
» Southern Tech» Track IQ» VEIC» WabTec
SBA Average sales volume
Current market share
Commuter m€ 0,0 0,0 %
Heavy Haul m€ 1,3 39,8 %
High Speed Traffic m€ 0,0 0,0 %
Industry m€ 0,2 56,3 %
Metro m€ 0,0 0,0 %
Mixed Traffic m€ 1,5 85,2 %
Tram m€ 0,0 0,0 %
Average sales volume / Current market share by SBA
voestalpine Signaling Sales ConferenceMarket Analysis Australia – CU DMT RS
| |voestalpine Railway Systems
$ Total market volumeper year
m€ 5,5Average sales volumeper year
m€ 3,0
%Current marketshare
55,4 %
19.11.2019 vaSig Sales Conference13
Market growth potential by product group in m€
Average sales volume by product group in m€
voestalpine Signaling Sales ConferenceMarket Analysis Australia – CU DMT RS
| |voestalpine Railway Systems
DMT RS
19-Nov-1914 Title of presentation
» Potential For Growth» Strong with customers – Still room for expansion
» ABM, south & west Australia
» Metro and Urban
» Potential Issues» Competitors gaining foothold (e.g. progress rail)
» Staying on top
| |voestalpine Railway Systems
DMT RS» Metro & Urban Operators:
» No references in Australia yet
» MTM is working on big DMT RS tender
» Mixed Operators» New tenders out HABD, ABM & WILD ST
» QR is planning on expanding number of systems
November 19, 2019
Title of presentation15
| |voestalpine Railway Systems
DMT RS
19-Nov-1916 Title of presentation
» Freight Operators» Strong with WILD and HABD Aurizon and HABD for ARTC
» Continue trying to establish
» Strong with Rio Tinto for HABD
» Potential for WILD with Rio Tinto
» Continue trying to establish BHP and FMG
| |voestalpine Railway Systems
Country Presentation AustraliaMarket Analysis – CU DMT RS
19-Nov-1917 Title of presentation
Sales Channel Strategy
Customer Strategy
Australia
» Direct sales» Done for all Australian customers (some exceptions, see below)
» Through (main) contractor» On request by client ór Systems are part of bigger scope/ project (e.g. construction of mine line)
» Further build on relations and references» Further improve on local support» Analyse Western Australia, South Australia etc.
Product Strategy
» No more Legacy, only MDS » Maximise install base, addition of modules» Introduction of new technology (be the go to company)
| |voestalpine Railway Systems
Country Presentation AustraliaBest Practice Example of the Market
19-Nov-1918 Title of presentation
» Rio Tinto – 40+ HABD systems project» Currently in POC phase (1 system)» After successful POC, roll out of 40+ systems» PHOENIX CMS offered
» QR expansion of install base urban area» Fleetmanagement introduced» QR is considering expanding WILD for urban lines
| |voestalpine Railway Systems
Commuter; 0,2
Heavy Haul; 0,2
High Speed Traffic; 0,0
Industry; 0,0
Metro; 0,1Mixed Traffic; 0,0
Tram; 0,0
Market volume by SBA in m€ $ Total market volume
per year
m€ 0,6Average sales volumeper year
m€ 0,2
%Current marketshare
40,6 %
19.11.2019 vaSig Sales Conference19
Competitor
Market share competitors
m€ 0,4 59,4 %
» Alstom» Mpec» MRD
» Siemens» Strukton
SBA Average sales volume
Current market share
Commuter m€ 0,1 28,8 %
Heavy Haul m€ 0,1 48,0 %
High Speed Traffic m€ 0,0 0,0 %
Industry m€ 0,0 0,0 %
Metro m€ 0,1 60,7 %
Mixed Traffic m€ 0,0 8,0 %
Tram m€ 0,0 0,0 %
Average sales volume / Current market share by SBA
voestalpine Signaling Sales Conference
Market Analysis Australia – CU DMT Infra
| |voestalpine Railway Systems
$ Total market volumeper year
m€ 0,6Average sales volumeper year
m€ 0,2
%Current marketshare
40,6 %
19.11.2019 vaSig Sales Conference20
Market growth potential by product group in m€
Average sales volume by product group in m€
voestalpine Signaling Sales Conference
Market Analysis Australia – CU DMT Infra
| |voestalpine Railway Systems
DMT infra
19-Nov-1921 Title of presentation
» Potential For Growth» Strong customer base – High market share
» New monitoring applications
» Many new projects for rail lines and extensions
» Potential Issues» New competitors arriving in the market
» Australian home market supplier gaining strength
| |voestalpine Railway Systems
DMT infra» Metro & Urban Operators:
» Continues to be a good market for Fareham
» Now moving to new projects and upgrades
» Level Crossing Monitoring is of major interest
» Customers are migrating from AssetWatch to ROADMASTER
» Customers are looking for more system utilisation and support
» Mixed Operators» Slowly moving forward
» Looking at other monitoring applications
November 19, 2019
Title of presentation22
| |voestalpine Railway Systems
DMT infra
19-Nov-1923 Title of presentation
» Freight Operators» Mining sector is expanding the use of monitoring
» New projects are adopting monitoring
» Looking at other monitoring applications
| |voestalpine Railway Systems
Country Presentation AustraliaMarket Analysis – CU DMT Infra
19-Nov-1924 Title of presentation
Sales Channel Strategy
Customer Strategy
Australia
» Try to build a local support capability » Technical support» Service/installation support » Monitoring support – Utilisation of information
» Increase sales activities with » End users – New projects» Major contractors
Product Strategy
» Promote » Other monitoring applications (TCM, LXM)» System utilisation and user support/education
| |voestalpine Railway Systems
Country Presentation AustraliaBest Practice Example of the Market
19-Nov-1925 Title of presentation
» FMG – Eliwana Project» Fareham Supply
» ROADMASTER Server System - FMG» 9 MiniLoggers and 20 Current Transducers – John Holland Group» Monitoring 20 UNISTAR HR switch machines» Plus the expansion to other switch machines
www.voestalpine.com/railway-systemsvoestalpine Railway Systems
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