Softing Partner Webinar fileMarch 19, 2018 Thomas Hilz, Program Marketing Manager Process Automation...

March 19, 2018

Thomas Hilz, Program Marketing Manager Process Automation

Ramin Esmaili, Team Leader Marketing Communications

Softing Partner WebinarSofting Industrial Automation – Data Networks

1. Welcome & Introduction

2. Webinar Concept: Information Sharing and Sales Enabling

3. Softing Strategy Update

4. Process Automation Portfolio – Outlook

5. Market Survey

6. Softing Channel Marketing 2018

7. Summary and Q&A

Content

Copyright © 2018 Softing Industrial. All rights reserved. 3

Introduction


Introduction – Thomas Hilz

Description

Private 03/18/1981 => 37 years, Married, 2 sons (1 and 7)

Language(s) German, English, French

Working

Experience

Siemens (2005 – 2010)

- Sales & Marketing

- Solution Consultant

Softing (2010 – 2015)

- Product Manager Wireless

- Market Segment Manager PA

Moxa (2015 – 2017)

- Business Development Manager DAC

- Business Development Manager EDGE CONN

Responsibility at

SoftingIA DN Program Marketing Manager Process Automation


Introduction – Mikail Aydin

Description

Private 02/21/1989 => 29 years old, single

Language(s) French, Turkish, English and German

Working

Experience

Technical Support Engineer (2014 – 2016), Moxa

- Industrial Video Networking, Data Acquisition & Control (DAC)

Product Marketing Engineer (2017), Moxa

- DAC, Industrial Ethernet Gateways & Industrial Device Connectivity

Responsibility at

SoftingIA DN Product Marketing Manager Process Automation


Introduction – Ramin Esmaili

Description

Private 3 Women: 45, 13, 7

Language(s) German, English, Farsi, Dutch (conversational)

Working

Experience

Softing Industrial (2013 – present)

- Marketing Communication

European University – Business School Munich (2010 – present)

- MBA LecturerStrategic Management, Marketing Management, International Marketing, Industrial Marketing, Advertising & Media,

Consumer Behaviour

Various (1994 – 2010)

- B2B and B2C Marketing and Brand Management engagements in

Engineering Services, Consulting and Consumer Goods

Responsibility at

SoftingIA DN Team Lead Marketing Communications


Introduction – Peggy Kierstan

Description

Private 05/31/1979 => 38 years, living in patchwork with my man and 4 kids

(2 boys, 13 and 8, 2 girls, 9 and 5)

Language(s) German, English

Working

ExperienceSofting Industrial Automation GmbH ( start at 03/01/2011 )

- Sales Assistant until 12/31/2017

- Marketing Assistant since 01/01/2018

Responsibility at

SoftingIA DN Marketing Assistant

Webinar Concept: Information Sharing

and Sales Enabling


Partner Webinar – ConceptGoal?

o Ensure continuous information sharing

o Strengthen partners‘ portfolio and market knowledge

oUltimately grow opportunity funnel and sales

oCollect market feedback

How Long?

o One hour with GoToWebinar

For whom?

o External

oChannels

o Internal

o Softing Subsidiaries

o Sales & FAE / TS

Content?

oGeneral information (Organizational)

oMarketing, technical and product training slides

oPresentation of (new) products and target markets

o Technology trainings & live demos

oMarketing material updates


Partner Webinar – Schedule

Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4

April:

mobiLinkLaunch

August:

TBA

March:

Webinar Kick-off

Continuous feedback from Channel Partners

Embedded market surveys

(not more than 5 closed multiple

choice questions)

Oct:

TBA

May:

DN Gateway Family Sales Enabling

June:

PA Market Overview

July:

mobiLink PA Upgrade

Sept:

TBA

Nov:

TBA

X2 Webinars per month: Monday 9am CET & 4pm CET


Webinar – Structure

5 min Introduction

oAgenda

oDescribe goals

oNews from Data Networks Department

40-45 min Presentation

3-5 min Poll (in the middle of the presentation, after 25-30 min)

oGoToWebinar Poll

https://support.logmeininc.com/gotowebinar/help/engage-attendees-with-polls-and-surveys-g2w020005#Create,

oNot always related to contents, questions can be raised to get:

• Market feedback

• Market insights

Example: Do you see a market for technology X? Yes No

5-10 min Closing

oQ&A

oWebinar Quality Survey


Webinar – Organisational Details

How?

o Invitation sent out by Peggy two weeks prior to webinar

o Please provide contact details of potential attendees in your organization

When?

o On Monday

• 9-10 AM For Channels in Eastern region

• 4-5 PM For Channels in Western region

Where?

o MUC Int1 meeting room for the presenter and SIA staff

o GoToWebinar (browser) for the others

Softing Strategy Update


Strategy Update

Why are we shifting direction?

o Different vertical markets with different requirements

o Challenging competitive landscape in factory and building automation

o Focus on Softing strengths

What is the Focus?

o Focus on Process Automation End User Products

• Mobile „gateways“ and device interfaces

• Stationary Gateways for different use cases (protocol conversion, asset management, diagnostics)

o Focus on indirect sales channels

• Distribution partners (e.g. system integrators, distributors)

• OEMs

• Online sales / shops


Organization Chart


Channel Management

Your contacts – Sales:

o Yajun Zhu (Eastern region)

o Peter Jüngling (Western region)

Your contacts – Marketing:

o Ramin Esmaili (overall marketing topics)

o Peggy Kierstan (webinar and marketing news)

Your contacts – PMM:

o Thomas Hilz (for strategy and opportunity support)

o Mikail Aydin (for technical and product support)


Process Automation Portfolio – Outlook


Portfolio Overview

Up Down FF-H1 (Host) Profibus PA (Master)Profibus DP (RS-485,

Master)HART RS232/422/485

Modbus RTU

(Master)

FF-HSE FG-200

PROFINET (Remote I/O) pnGate PA pnGate PB

echolink

One2PROFINET

Modbus TCP (Server) FG-200 mbGate PA

EtherNet/IP (adapter)

USB / Bluetooth mobiLink mobiLink (Q3)PBpro USB

(USB only)mobiLink

EthernetPBpro

ETH

pnGate PB

epGate PN

(FG-260)

+ Controller

functionality


Gate Y

Family Code

• Gateway

Serial protocol code

• PA: PROFIBUS – PA (up to 4 segments)

• PB: PROFIBUS – DP/PA (1-2 segments)

X

Ethernet protocol code

• mb: Modbus

• pn: PROFINET

Gateway Naming Rules

Exception:

• FG-200: old naming rules (mbGate FF)

• epGate PN: EtherNet/IP to PROFINET (2 Ethernet based protocols)

• mobiLink: mobile Gateway, USB/Bluetooth to FF and HART


A four channel host interface that provides access to H1

networks

Either via a DCS/PLC Host system, Softing Communication

Configurator, web-server or COMM DTM

Using Modbus or HSE

For redundant or non-redundant control

Certified for use in hazardous area Zone2

FG-200


pnGate PA: Direct PROFIBUS PA Segment Integration into PROFINET Control Systems

o Connection of PROFIBUS PA Segments without Requiring PROFIBUS DP Intermediate Segment• Combination of PROFINET/PROFIBUS DP gateway with PROFIBUS DP/PA segment coupler

• Acting as PROFINET I/O Device (RT-IRT) and PROFIBUS PA Master

• Support of up to four PROFIBUS PA segments

o Prepared for easy Integration in Standard Engineering and Plant Asset Management Tools

o Re-use of Existing Power Conditioners in Technology Upgrade Projects

pnGate PA

PROFINET-network

PROFINET-network

PN / DP Gateway DP / PA-Linking Device


Connects up to 4 PROFIBUS-PA Segments to PROFINET

Supports major PROFINET Engineering Tools like

TIA Portal, Step7, PC WORX

CommDTM for access from FDT Frame Applications

EDD-based device parametrization using Siemens

Simatic PDM

pnGate PA


Connects up to 2 PROFIBUS-PA-Segmenten an PROFINET

Additional PROFIBUS-DP Interface (RS485) for

connecting a PROFIBUS Segment with RS485 Physical

Layer

Supports major PROFINET Engineering Tools like

TIA Portal, Step7, PC WORX

CommDTM for access from FDT Frame Applications

EDD-based device parametrization using Siemens

Simatic PDM

(only devices at PA sements)

pnGate PB


Connection up to four PROFIBUS PA segments without DP

intermediate segment• Acting as Modbus TCP Server and PROFIBUS PA Master

• Supports up to 64 PROFIBUS PA devices (with 4 segments variant)

Configuration and parametrisation based on major Modbus-

Engineering-Tools• Supports major tools like Schneider Unity Pro or Siemens TIA

Portal

• EDD-based device parametrization using Siemens Simatic PDM

Support for FDT / DTM• CommDTM for access from FDT frame applications

Further use of existing power conditioners without

modification

mbGate PA


Direct access to Fieldbus networks (FF / HART / PROFIBUS PA) from any

notebook or PC via USB / Bluetooth interface. Supported protocols: • HART

• FOUNDATION FIELDBUS H1

• PROFIBUS PA (Q3 2018)

Full Parameterization, Configuration and Monitoring Functionality

Easy Integration into FDT Frame Applications and Other Systems

• Enabling data exchange between devices connected to Fieldbus

network and Device DTM

IECEX, ATEX Zone 1

Bluetooth & USB

IP54

mobiLink

PA (Q3 2018)


mobiLink – Use Cases

USB 2.0

ComConf

(Softing SW)

FDT / DTM

In non-Ex Area

Bench host operation

over USB

In Ex Area

With Windows 10 tablets

Break: Survey Questions


Softing Channel Marketing 2018


Annual Marketing Activity Planner – AMAP

Integrated Channel Marketing Planner -ICMP

Enable the Softing Partners through information on Product Launches and Marketing Activities

Planning Tools for Key Activities 2018

What Marketing

Communication

Activities are

planned in 2018?

When are

PRODUCT

LAUNCHES

planned?

Which Media

placements aim at

Positioning and

which ones

generate LEADS?

At which EVENTS

are we

participating?

What is the VALUE

PROPOSITION of a

Softing product? In other words why should a

prospect prefer our product vs. a

competitor product.

Product Launches:

When and what

can I do in my

market?

Which MATERIALS

can I use for local

market

adaptation?

Where do I find it?

AMAP

Input for

ICMP


Integrated Channel Marketing Planner - ICMP

AMAP and ICMP share and support

The Product Portfolio

The Product Positioning


ICMP outlook


Data Sheets

Next

steps

Gateway

Brochure

Gateway

Landing Page


Gateway Brochure in Q2

Process Automation Brochure is being updated for Q2 – incl. mobiLink

Brochures


Softing Industrial You Tube Channel

https://www.youtube.com/channel/UC-g0W02DlxeuKJqZryVwapw


Video tutorials, Image Video, Event Videos, Webinars

https://www.youtube.com/channel/UC-g0W02DlxeuKJqZryVwapw


Current mobiLink Ad


Press Releases

Are you receiving our press releases?

Request to be included through Peggy Winter [email protected]


Distributor Portal: Your information hub

Next

steps

Relevant documents and sales

enabling materials

User friendly re-design in Q2

Are you registered?

Request Log-in credentials

through Peter Jüngling

[email protected]


Follow Softing on Social Media

Summary


1. New strategy with focus on indirect sales (channel partners)

2. High invest by Softing (product development, organization with dedicated resources)

3. New tools and support: webinar, trainings, marketing material, etc.

4. Effort from channels needed:

• Market feedback (emails, survey, etc.)

• Marketing activities (ICMP)

• Opportunity generation

Closer Cooperation for Future Success

Thank you for your attention!

Softing Partner Webinar fileMarch 19, 2018 Thomas Hilz, Program Marketing Manager Process Automation...

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