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©
A B B A u s
t r a l i a –
0 5 - 2 0 0 8
Transportable Substationand PP Business
ABB Australia Pty. Limited
1VGA671028, Rev.A Oct 2008
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© ABB Australia - Page 2
Content
1. Transportable Substation – What is means?
2. Positioning
3. Players
4. Why this Business ?
5. Key Success Factors
6. Cost Analysis
7. People8. Products
9. Price Structure
10. Questions
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Transportable Substation - What it means?
PowerHouse
U P S & D C s u p
p l i e s
L V S / g e a r &
M C C
6 . 6 k V
M V
M C C
& S / g
e a r
L V D r i v
e s
33kV S/gear Fire Systems
P l a n t F
i r e N e t w o r k
Process
Design Process
Design
Process
Design
6 6 - 1 3 2 k V
G I S S w i t c h g e a r
I n t e r c o n
n e c t i o n
P r e C o m m i s s i o n i n g
H V A C
P o w e r M a n a g e m e n t S y s t e m
Process
Design
1 1 k V S / g
e a r
Packaged products PLUS integration in plug and play transportable building.
For this presentation, transportable building means shipping or custom made
container, pre-fabricated switchroom, E-House, mobile PDC, skid enclosure,
or similar.
Transformers
Equipment External to
Switchrooms
Harmonic Filter
Motors
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Positioning
A
B
D
E
Apparatus business
Product business
Transportable Substation business
System business
C Packaged Products business
A
B
D
E
Products, Solutions and Integration
Business Risk
C
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Players
Many – Local and Global competitors
Almost all contractors and sometimes EPC’s can be your competitors.
All contractors and EPC’s can source products, perform installation and
testing, i.e. they can be in transportable substation business.
Beware! You may take business away from your repeat customers.
Beware! You may even take business away from your customers that are
in competing traditional “brick and mortar“ substation business. Beware! You may lose some customers.
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Why this Business ?
D C S
M E S
P L C
S a f e t y
R o b o t s
D r i v e s
M o t o r s
I n s t r u m e n
t s ,
s e n s o r s
A c t u a t o r s
S u b s t a t i o n
A u t o m a t i o
n
T r a n s f o r m
e r s
M o t o r C o n
t r o l
C e n t e r s
S w i t c h g e a
r
P r o c e s s
K n o w l e d g
e
ABB
Siemens
GE Fanuc
Rockwell
Honeywell
Invensys
Emerson
- Leader - Fair - None or niche
Market Demand – AUABB have existing skill sets, products and structure.
Differentiate – ABB have world’s leading products and can integrate them.
Eliminate – Single product price war. Better to have bigger package.
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Key Success Factors
ABB have right PEOPLE (knowledge and skill sets)
ABB have right key PRODUCTS, complement with local 3rd party partners.
ABB have right PRICE STRUCTURE to avoid duplicate margin
PRICE STRUCTURE
PEOPLE
PRODUCTS
KEY SUCCESS FACTORS
3P
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Cost Analysis
Major projects - Typically 50/50 split between ABB and 3rd party vendors
Win or Lose depends on managing 3rd party non-electrical vendors
50% - MV, LV, Control, DC&AC UPS,
Bus Duct, TX, VSDs, People, etc.
50% - Transportable Building,
Installation, Testing, Logistic, etc.
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People
Key is having people with sales and execution expertise on bothTransportable Building and Products. Project Managers are essential.
Drivers are using knowledge to: -
(i) Solution sell
(ii) Transportable Building Optimisation
(iii) System Design and Products Optimisation
Solution Sell: - Sales team capable to discuss and sell optimise solution.
Transportable Building: -(i) Optimise structural & civil construction for light economical design
(ii) Optimise equipment layout for smaller size
(iii) Produce design that minimises factory installation and testing
(iv) Produce design that minimises transportation cost
System Design and Products Optimisation: -
(i) Optimise by offering complying functional solutions, NOT products
(ii) Consider different technologies that provide equivalent solutions.
http://asiapacific.abb.com/au/mrb/Divisions/Pt/PTPM/MV%20Switchgear/INDOOR/SALES/MASTERS/Tender%20Kit/GA%20dwgs/Communication%20Architecture/77027-Worsley-SystemOverview-Rev0.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/dfe9396c7108f5a8ca2574e2001f9b78/$File/1VGA673012%20-%20Optimised%20ABB%20REx5xx%20protection%20scheme.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/4b1ef8f01eba0c83ca2574cf002bbf2e/$File/1VGA675003%20-%20Bus%20Zone%20Protection%20-%20Pressure%20sensor%20Fault%20Detection%20(Nuclear%20PP,%20Oil%20and%20Gas).pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/4b1ef8f01eba0c83ca2574cf002bbf2e/$File/1VGA675003%20-%20Bus%20Zone%20Protection%20-%20Pressure%20sensor%20Fault%20Detection%20(Nuclear%20PP,%20Oil%20and%20Gas).pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/dfe9396c7108f5a8ca2574e2001f9b78/$File/1VGA673012%20-%20Optimised%20ABB%20REx5xx%20protection%20scheme.pdfhttp://asiapacific.abb.com/au/mrb/Divisions/Pt/PTPM/MV%20Switchgear/INDOOR/SALES/MASTERS/Tender%20Kit/GA%20dwgs/Communication%20Architecture/77027-Worsley-SystemOverview-Rev0.pdf
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Products
Key is product selection that limits cost of Transportable Building scope.
Drivers are using smaller and less split modules for: -
(i) Lower construction cost
(ii) Lower transportation cost
Product selection that support above drivers: -
(i) Use local transportable building manufacturer
(ii) Use integrated products for smaller footprint (MNS, ZVC, DC UPS)
(iii) Use compact products for smaller footprint (ZVC, MNS, GIS, RMU)(iv) Use products that can be mounted against the wall (ZVC, MNS)
(v) Use products that requires minimum operator space (ZVC, MNS)
(vi) Use products that do not require “arc blast” space (UniGear, GIS)
(vii) Use products that reduces HVAC cost (ZVC)
(viii) Consider bus duct to save space and installation cost
(ix) Others…
http://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/066d5662dce79885ca2574c0000d3598/$File/1VGA671013%20-%20Performance%20Comparison%20between%20ZVC%20and%20CB.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/c1c60b091bfdf2ccca2574ba000e8fd3/$File/1VGA671014%20-%20UniGear%20ZVC%20Variants.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/c1c60b091bfdf2ccca2574ba000e8fd3/$File/1VGA671014%20-%20UniGear%20ZVC%20Variants.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/c1c60b091bfdf2ccca2574ba000e8fd3/$File/1VGA671014%20-%20UniGear%20ZVC%20Variants.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/8d82b289ee629fb5ca2574be0011c5f8/$File/ZVC%20Typical%20installation%20in%20Transportable%20Containers.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/8d82b289ee629fb5ca2574be0011c5f8/$File/ZVC%20Typical%20installation%20in%20Transportable%20Containers.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/8d82b289ee629fb5ca2574be0011c5f8/$File/ZVC%20Typical%20installation%20in%20Transportable%20Containers.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/44e97e98edaa8b2aca2574e5001e59fb/$File/1VGA678004%20-%20UniGear%20ZVC%20and%20Electrification%20Packaging%20Banner%20(General).pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/44e97e98edaa8b2aca2574e5001e59fb/$File/1VGA678004%20-%20UniGear%20ZVC%20and%20Electrification%20Packaging%20Banner%20(General).pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/44e97e98edaa8b2aca2574e5001e59fb/$File/1VGA678004%20-%20UniGear%20ZVC%20and%20Electrification%20Packaging%20Banner%20(General).pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/27580cb4e2d48217ca2574c90012fbb1/$File/1VGA673011%20-%20UniGear%20ZVC%20Application%20Notes.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/27580cb4e2d48217ca2574c90012fbb1/$File/1VGA673011%20-%20UniGear%20ZVC%20Application%20Notes.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/27580cb4e2d48217ca2574c90012fbb1/$File/1VGA673011%20-%20UniGear%20ZVC%20Application%20Notes.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/f6ec1691dc700e4bca2574db004d58e5/$File/200660.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/f6ec1691dc700e4bca2574db004d58e5/$File/200660.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/69a5b6493c8933dbca2574de0008ebd2/$File/200791.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/69a5b6493c8933dbca2574de0008ebd2/$File/200791.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/f6ec1691dc700e4bca2574db004d58e5/$File/200660.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/27580cb4e2d48217ca2574c90012fbb1/$File/1VGA673011%20-%20UniGear%20ZVC%20Application%20Notes.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/44e97e98edaa8b2aca2574e5001e59fb/$File/1VGA678004%20-%20UniGear%20ZVC%20and%20Electrification%20Packaging%20Banner%20(General).pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/8d82b289ee629fb5ca2574be0011c5f8/$File/ZVC%20Typical%20installation%20in%20Transportable%20Containers.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/c1c60b091bfdf2ccca2574ba000e8fd3/$File/1VGA671014%20-%20UniGear%20ZVC%20Variants.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/066d5662dce79885ca2574c0000d3598/$File/1VGA671013%20-%20Performance%20Comparison%20between%20ZVC%20and%20CB.pdf
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Price Structure
Key is to avoid multiple margin mark-up. This is the business foundation.
Drivers are: -
(i) Willingness to breakdown project into separable supply portions
(ii) Mind set to share project with other manufacturing factories
(iii) Discipline to make margin only on value add portion.
FESFactory # 3,4Factory # 1,2
Customer
Factory # 1,2
Factory # 3,4
FES
Customer
1st margin mark-up
2nd margin mark-up
3rd margin mark-up
Project Sales and Management Team
http://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/db8f5c3b13977663ca2574e0003dc198/$File/1VGA671006%20-%20UniGear%20ZVC%20Major%20Projects%20Buying%20Guide.pdfhttp://abblibrary.abb.com/global/scot/scot235.nsf/veritydisplay/db8f5c3b13977663ca2574e0003dc198/$File/1VGA671006%20-%20UniGear%20ZVC%20Major%20Projects%20Buying%20Guide.pdf
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Please send all enquiries to …
ZVC Team
ABB Australia Pty LimitedBapaume Road
Moorebank NSW 2170
Australia
Ph: + 612 9821 0111Fax: + 612 9602 2454
Email: abb.zvc@au.abb.com
Product library:
Internal linkExternal link
Questions ?
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