Post on 21-Dec-2015
Electronic Controls and Communications
The Global Challenge Of Strategic Standardization Management
Alec McMillanRockwell Automation
Director , Global Standards & Trade
March 23rd 1999
3
Agenda
• Who is Rockwell
• Market Trends
• International Standards, and
One-Standard-One-Test-One-Mark
• Components Of A Standards Strategy
4
An electronic controls and communications company holding leadership positions in its global markets
Industrial automation controls —
#1 in North America
Avionics & communications equipment — used by every major airline worldwide
Leading supplier of customer call center systems
Rockwell
5
A Family of Brands
More than 350,000 industrial control and system solutions
Additional 150,000 motor- and control-based solutions
Mechanical power transmission equipment
Programming, man-machine interface, communication and component software solutions
6
Power Generation
Water/Wastewater
PackagingApplications
Semiconductor/Electronics
Material Handling
Metals Pharmaceuticals/Health Care
Transmission/Distribution
Cement HVACTransit Food & BeverageMachine Tool Entertainment Mining Packaged Goods
Automotive Oil & Gas/HPI Fibers Tires
PrintingForest Products
Wide Range of Industries
7
Hierarchy of Rockwell Participation
TCTC
AGAG SCSCSCSC
WGWG
SCSC
MGMTMGMT
STANDARDSOVERSIGHTCommercialCommercialParticipationParticipation
WRITING OF DRAFT STANDARDS
TechnicalParticipation
WGWG WGWGWGWGTFTFTFTFWGWG
First PriorityFirst Priority
Only when commercially justifiedOnly when commercially justified
8
Important Benefits
Important benefits to Rockwell available only through participation in the standards and certification processes worldwide:
• Uninterrupted product flow
• Prevent product obsolesce
• Determine the content of the standard by influencing the definition of:
• Intended purpose
• Conformance criteria - Certification
• Early warning
• technology transfer & market cooperation
• Rate of standards development
• And, as described in to IEC/ISO Guide 2, determine the attributes of the standard by influencing standard content on subjects of –
• Variety control • Interchangeability
• Compatibility • Economic performance, Usability
• Mutual understanding •Trade, removal of NTBT
• Protection of the environment, Health and Safety
9
Public Standards Participation
SCCSCC ASTMASTM
NCMSNCMS
ISOISOIECIEC
EIAEIA
IEEEIEEE
ISAISA
ANSIANSI
NARMNARM
CANENACANENA
NEMANEMA
NFPANFPAU.L.U.L.
EEMACEEMAC
CSACSA
BSIBSI
VDEVDE
DINDIN
CELELECCELELEC
10
IndustryStandards
ProductRegulations
ConformityAssessment
Trade Policy
International
NorthAmerica
LatinAmerica
Europe
Asia-Pacific
Safety
Resource Deployment
11
Agenda
• Who is Rockwell
• Market Trends
• International Standards, and
One-Standard-One-Test-One-Mark
• Components Of A Standards Strategy
12
Some Key Trends & Forces
• Products & Technology– Open System and System Accessibility– Merging Technologies
– Integrate control and information– Integrate communications - -LAN/WAN wire and wireless
– Focus shifting from products to solutions
• Product Regulations & Market Needs– A standard is only as good as the market it protects – Intentional restriction of Conformity Marks availability – Trade Agreements and Customs Unions controlling product flow– “Worse regional case” will become global minimum – PAC-Rim and LA are maturing their regulatory systems
13
Some Key Trends & Forces
• Regionalization of Trade is increasing (representative listing):
– Mega-Regions: APEC, FTAA
– Multi-National Regions: EU, MERCOSUR, ASEAN
– Inter-regional Agreements: MERCOSUR and EU
14
Some Key Trends & Forces
• Expanding Markets - Western Hemisphere & Pacific Rim– Opening of previously closed markets (e.g., Mexico, China)– Largest market growth potential
• Regionalization of Standards Activities is Increasing– Each regional trade group has at least one regional standards
group– MERCOSUR MERCOSUR Committees– EU CEN, CENELEC, ETSI . . .– NAFTA NAFTA Committees, CANENA
• IEC Continues to be Perceived as Euro-Centric
15
Some Key Trends & Forces
• Increasing Demand for Bilateral (trade) Agreements– Most common is the recognition of certification systems MRAs– Only in EU under regional control– Many use template (e.g., APEC)
• Proliferation of 3rd-party Certification– Proliferation of regional/international accreditors of certification
schemes– Proliferation of national 3rd-party certification schemes – Proliferation of national product conformance marks
16
Enhancing Market Share Opportunities
What standards should the
product comply with?
What technology meets the standard?
What standards should the process
follow?
What tests are required to self-
certify per conformity rules?
What regional marks are needed?
What are the safety-related
system standards?
Are there region specific regulations?
Prefers a safe, reliable, high-quality, cost-
effective product that meets industry
standards !
Marketing
DesignEngineering
Manufacturing CommercialServices
Quality Assurance System
Integrators
RegulatoryEnvironment
Customer
17
Standardization Across the Supply Chain
Safety, Environmental, and Quality Standards
Material, Component, Design, Manufacturing, and Distribution
Standards
Electronic Commerce, Customs, Marking, and Other Regulatory Standards
Product, System, Application, and
Industry Standards
Component & EquipmentSuppliers to Automation
Vendors
Materials &equipment
Components & Services
Automation Vendor
Products& Services
CustomerProducts
& Services
Raw materials, fuels & equipment
Raw materials& fuels
Utilities, Equipment &
MaterialsSuppliers
Supplier of
Automation
Products
Consumers
Users ofIndustrial
AutomationProducts
18
Agenda
• Who is Rockwell
• Market Trends
• International Standards, and
One-Standard-One-Test-One-Mark
• Components Of A Standards Strategy
19
International Standards
• WTO definition by international trade – Definition by trade use
– Not by source of standard, name of SDOs
• Single standard solutions do not reflect reality
• Need for regional and national ability to make deviations and common modifications (for health, safety, environment)
• Withdrawal of national conflicting standards
• Considering the actual commerce in world trade - -
• Why can’t the IEC adopt the de jure and de facto standards existing in other nations and regions of the world?
20
One Test, Suppliers Declaration of Conformity and One Mark
• One “international accepted” standard
• One Test means executed once, accepted everywhere
• Supplier’s Declaration of Conformance includes choice of 3rd party test and certification
– Objective to minimize government involvement – IECEE CB Scheme can be altered to facilitate the one-test-one-
mark operating as a full, global Conformity Assessment scheme that is recognized and used in both none-regulated and regulated product verification.
• One Mark requires certification records be maintained in a public file, may also be on/with the product
21
Agenda
• Who is Rockwell
• Market Trends
• International Standards, and
One-Standard-One-Test-One-Mark
• Components Of A Standards Strategy
22
Strategy Definition
• Key Customers, Markets, and Business drivers
• Objectives and Approach– By Industry– By Business– By Technology
• Assess current standards position– Business focus ( strategic, operational/tactical)– Success factor (critical, necessary, nominal)– Standards Participation (lead, influence, observe)– Standards Participation Investments ( time, expenses)
• Business Plan Integration– Impact areas- product, process, procedure– Key benefits and risks– Near term and long term plans