ABB Australia Pty.

Limited

ABB Australia 05-2008

1VGA671028, Rev.A Oct 2008

Transportable Substation
and PP Business

Content
Transportable Substation What is means?
2. Positioning
3. Players
4. Why this Business ?
5. Key Success Factors
6. Cost Analysis
7. People
8. Products
9. Price Structure
10. Questions
1.

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Transportable Substation - What it means?

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.

Pr
e

kV
MV
M
is s
ion
ing

AC
HV

Transformers
Harmonic Filter
Motors

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Process
Design

ctio
onne

Process
Design

C
MC

LV
Dr
ive
s

Equipment External to
Switchrooms

c
Inter

r
ea
S/g

33kV S/gear

PowerHouse

Co
mm

r&
ea
S/g
LV

Pl
a

nt

Fi
re

N
et

w
or

Fire Systems

kV
11

6.6

Sw
itc
hg
ea
r

s
plie
up
Cs
&D

66
-13
2k
VG
IS

CC
&

S
UP

S/g
ea
r

Process
Design

Po
we
rM
an
ag
em
en
tS
ys
tem

Process
Design

Positioning
E
Business Risk

C
B
A
Products, Solutions and Integration
A

Apparatus business

Product business

Packaged Products business

Transportable Substation business

System business

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Players
Many Local and Global competitors
Almost all contractors and sometimes EPCs can be your competitors.
All contractors and EPCs 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 ?

ABB
Siemens
GE Fanuc
Rockwell
Honeywell
Invensys
Emerson

- Leader
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- Fair

- None or niche

Knowledge

Process

Switchgear

Centers

Motor Control

Transformers

Automation

Substation

Actuators

sensors

Instruments,

Motors

Drives

Robots

Safety

DCS

PLC

Market Demand AUABB have existing skill sets, products and structure.
Differentiate ABB have worlds leading products and can integrate them.
Eliminate Single product price war. Better to have bigger package.

MES

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

PEOPLE

PRODUCTS

PRICE STRUCTURE

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KEY SUCCESS FACTORS

3P

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% - Transportable Building,

Installation, Testing, Logistic, etc.

50% - MV, LV, Control, DC&AC UPS,

Bus Duct, TX, VSDs, People, etc.

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People

Key is having people with sales and execution expertise on both

Transportable 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.

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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

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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.

Customer

Project Sales and Management Team

3rd margin mark-up

FES
2nd margin mark-up

Factory # 3,4

Customer
1st margin mark-up

Factory # 1,2
Factory # 1,2

Factory # 3,4

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FES

Questions ?

Please send all enquiries to

ZVC Team
ABB Australia Pty Limited
Bapaume Road
Moorebank NSW 2170
Australia
Ph: + 612 9821 0111
Fax: + 612 9602 2454
Email: abb.zvc@au.abb.com
Product library:
Internal link
External link

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