PowerFlex 525 AC Drive Internal Presentation

PowerFlex 525 AC Drive Product Launch
Copyright 2012 Rockwell Automation, Inc. All rights reserved.
Agenda
ProductOverview
Overview
Product
TechnicalDiscussion
Discussion
Technical
Positioning,Pricing
Pricingand
andCompetitive
CompetitiveAnalysis
Analysis
Positioning,
Collateraland
andResources
Resources
Collateral
Actionsand
andExpectations
Expectations
Actions
COMPANY CONFIDENTIAL - Internal Use Only
Copyright 2012 Rockwell Automation, Inc. All rights reserved.2
PowerFlex 525 AC Drive

1st drive of the next generation of AllenBradley PowerFlex compact drives
Provides ultimate flexibility to your
applications
Features are unmatched in the market place
today
The PowerFlex 525 can help you save money,
maximize your system performance and
reduce the time to design and deliver your
machines
PowerFlex 525 AC Drive Family

Power, control, flexibility and features for a wide range of
applications
Ideal for standalone machines and simple system integration
Unique modular design

Seamless integration into Logix control
architectures
Embedded port for EtherNet/IP and Safe
Torque-Off standard
Easy to use configuration tools
Flexible motor control and installation
options
Power range:
100-120V: 0.4 to 1.1 kW / 0.5 to 1.5 Hp

200-240V: 0.4 to 15 kW / 0.5 to 20 Hp
380-480V: 0.4 to 22 kW / 0.5 to 30 Hp
525-600V: 0.4 to 22 kW / 0.5 to 30 Hp

Innovative Design
Removable control module
speeds installation
One control module
supports entire power range
No additional size penalty
when adding option cards
Ease of Programming
Studio 5000: AOPs & ADC
Communications
Embedded EtherNet/IP
Connected Component
Workbench (CCW)
Dedicated application
parameter groups
MainsFree programming
Optional Dual Port

EtherNet/IP
Option Cards for DeviceNet,
Profibus DP

Safe-Torque Off
Embedded Safe-Torque Off
SIL2/PLd standard
Operation at High Ambient

Temperature
Up to 50C
Best-in-Class Power Rating

& Global Voltage Classes
0.2 to 22kW (30HP) at 400V
60C with current derating

Optional fan kit allows 70C
operation with current
derating
110V, 200V, 400V, 600V
Innovative Design
Unique modular design reduces
installation and configuration time
Standard offering includes embedded port
for EtherNet/IP and Safe-Torque Off
Industry leading compact footprint
No penalty for adding option cards
Smallest mounting clearances available for

top and bottom of drive
High ambient operation to 70C

Flexible installation with both vertical and
horizontal and side-by-side installation
Speed Installation & Configuration

Install power module while you configure
your drive in parallel
Same control module supports entire
power range reducing customer spare
part inventory
Uses standard USB connection for
upload, download & flash
MainsFree configuration allows the
control module to be powered from the
USB connection
Ambient Temperature
Current Derating Curves
Best in class drive with high ambient temperature

9 Automation, Inc. All rights reserved.

Copyright 2012 Rockwell
Mounting Clearances & Orientation
Now only
50mm (2in)
mounting
clearance
Optimize Cabinet Design, Minimal mounting clearances, Flexible Mounting

10Automation, Inc. All rights reserved.

Flexibility in Motor Control

Ideal for any applicationmore motor control options than any other drive
in its class
V/Hz
Sensorless vector control
Economizer mode
Closed Loop Velocity Vector Control

Permanent
magnet motor control (future
firmware release
Dec 2013)
Motor Control Performance
PowerFlex 525
Speed Range
Positioning with closed loop feedback allows
simple positioning
Yes
60:1
V/Hz
Speed Accuracy
0.50%
SVC
Yes
100:1
0.50%
SVC with Economizer
Yes
100:1
0.50%
Velocity Vector Control

w/o speed feedback
Yes
Velocity Vector Control w/ speed feedback
Yes
Currently in Test
1000:1
0.10%

Permanent magnet motor control
Will support both interior mount and surface mount
permanent magnet motors
iPM will support both open and closed loop control

sPM will support open loop control only
Availability:
Future firmware revision no new hardware will be

required
Current firmware release is scheduled for Dec 2013

Point to Point position control
Cost effective and flexible

For applications such as diverters, smart
conveyors and packaging machines
PointStop
For applications requiring stops at

designated positions regardless of the
speed or load, and without the help of an
encoder
This set of parameters directs the drive to
adjust its deceleration rate based on its
speed when a command is initiated,
allowing a motor to stop in the same
position
Simplified Programming
Configure your drives faster with intuitive tools
Dynamic HIM
LCD
QuickView Scrolling Text
Multiple Languages
Connected Components Workbench
Free software
Application Programming Groups: AppView
& CustomView
Studio 5000 Logix Designer
Premier Integration
Automatic Device Configuration (ADC)
Speed Installation & Configuration

USB connection is for upload/download
of configuration file
Functions as a data transfer port only:
Upload
Download
Flash
No online programming via USB
Configuration file created in Connected

Components Workbench Software
Software does not need to reside on PC

to download a file
The USB configuration is similar

to synchronizing a smart device with a
computer

Easy to use software
Start up wizards further ease configuration
Create your files online or offline
Faster configuration with application
specific sets
Download to drive via
standard USB connection
Configure and control via
standard EtherNet/IP
communications

Project Organizer Device Details Wizards Connect Button Device Toolbox
Connected Component Workbench

Wizards
Variety of Startup, Application, and

Diagnostic wizards available depending
on the device and whether online / offline
Example offline selection
Example online selection
Dedicated Application Programming

Parameters are organized into dedicated groups based on functions
Some of these new and unique groups are
Application group
Modified group
AppView and CustomView organized parameters based on application

Allows users to view which parameter (s) have been modified
Fault and diagnostic group
10 faults code with more diagnostic data
Application Specific Parameter Groups

Speed configuration of common
applications with the AppView tool
Application parameters grouped
together provide faster visibility to
drive settings
AppView has a total of 8 groups

including: conveyors, fans, mixers
and pumps
AppView programming is available

using Connected Components
Workbench or the human interface
module (HIM)
Custom Configuration
CustomView configuration tool allows you
to create and save custom parameter
groups
Add or remove parameters from an AppView
group or create your own
Up to 100 parameters
CustomView programming is available using

Connected Components Workbench or HIM
CustomView Configuration
1. Select parameters
from parameter list
2. Move parameters by
clicking the add or
remove buttons
3. Parameters appear
in the CustomView
window
Simplify Application Programming

Speed programming with filtered search
capability
Dynamic filter displays real time search results

Use keywords
Linear list parameter editor
Filtered display of parameter group based on
value entered for:
Function
Parameter number
Parameter name
Units
Use AppView and filtered search to quickly find

the parameters for your application.
StepLogic Function
Logic controlled steps using
preset speed settings
Logic In 1
Logic In 2
20s
Stp Logic Out

60Hz
Each step can be

programmed to:
Step, based on digital input(s)

command (drive can perform
basic AND, OR and NOT logic)
Step, based on a specified time
Control speed, direction and
accel/decel rate
Control the status of an output
Make deterministic jumps
40Hz
20Hz
Ste p
0
Step
1
Ste p
4
Ste p
7
End
Progra m
0Hz
-20Hz
Ste p
5
-40Hz
3-W ire
Start
PLC
Input 1
PLC
Input 2
PLC
Output
Communications
Configure, control and monitor your devices
with onboard communications
Seamless integration into Logix architecture
with a standard embedded port for
EtherNet/IP
Optional dual port EtherNet/IP card provides
more connectivity options and device level ring
(DLR) functionality
Supports additional industrial networks
DeviceNet
Profibus DP (single port)
EtherNet/IP Topologies
Linear
Star
Ring
Only Rockwell Automation supports
rings at the device level (DLR)
Automatic Device Configuration (ADC)

ADC allows a user to configure their Logix
system to automatically download a drives
configuration
Ideal for drive replacement
ADC is a version 20 and above feature
Also compliments:
Stratix 6000 & 8000 and 5700 switches

Automatically assigns IP Address
Firmware Supervisor
Flashes the drive and peripherals
Download
button
Add-On Profile (AOP)

of desired drive in
RSLogix 5000
Reduce Downtime with Automatic

Device Configuration
Topologies
Competitive controller
ADC
Automatic assignment
of EtherNet/IP address
Manually load
EtherNet/IP
No
No
Required
Yes
No
Required
Yes
Yes
No
Stratix 2000
Stratix 5700, 6000, 8000
Only drives from Rockwell Automation have this capability

DLR
Yes
No
Required
Embedded EtherNet/IP & Dual Port Card

Dual port EtherNet/IP provides an additional
networking solution that can simplify installation
and lower costs associated with switches
Dual port card provides DLR (device level ring)
functionality
Maximum recommended number of nodes
in a DLR network is 50
When dual port card is installed, embedded
single port still available for drive programming
Drive does not act as e-tap
Datalinks
PowerFlex 525 drives
provide 8 datalinks:
4 in and 4 out
Ease of programming by
allowing drives to
transfer any parameter
values to controllers
Reduces programming
time by eliminating the
need to write a message
Safety
Help protect your personnel and
assets with standard embedded Safe
Torque-Off
Reduce wiring and installation space
with embedded safety
Helps with faster start ups and reduces
wear on motor assets
Provides safety rating up to and
including SIL2/PLd Cat 3
Understanding SIL2/PLd vs. SIL3/PLe

SIL levels and PL ratings are functions
of the frequency and severity of safety
incidents
A truth table has been established to
help guide OEMs and end users to the
proper SIL level and PL rating
SIL2/PLd is becoming the industry
standard for most machine builders
SIL3/PLe is not a common application
requirement, especially in compact
drives applications
Source: Safety Integrity Software Tool for the Evaluation of Machine

Applications (SISTEMA) from IFA
SIL3/PLe installations typically are

more expensive since the rating is for
a system, not just an individual product
Safe Torque-Off Wiring & Safety Relay

Safe Torque-Off disables the
drives output IGBTs by breaking
the link with the drive
microcontroller
When used in combination with
a safety relay, the system
satisfies the requirements of
EN ISO 13849 and EN62061
Safety relay and drive must be
installed in the same enclosure
Energy Savings
Energy saving features help reduce energy consumption and
increase efficiency
Economizer mode in sensorless vector control adjusts to
reduce energy consumption while meeting the demands of
the application
Measures power consumption

Optimizes current output
Delivers reduction in energy consumption
Energy parameters deliver data on energy usage and can

help monitor health of assets
Replace traditional flow control with variable frequency drives
EMC Solutions
Standard offering for embedded EMC filtering
Single phase 200-240V

Three phase 380-480V
Optional external filter for all voltages
Foot print piggy back style for frame A, B and C drives
EN 55011
Class B
Class A Group 1
Class A Group 2
Housing, trades and light

Industries
Industrial environment
Industrial environment
Category C1
Category C2
Category C3
First environment
Home and Office
First environment
Home and Office
Second environment
Industrial
Integral
10 meters
20 meters
External
30 meters
100 meters
100 meters
EN/IEC 61800-3
Low Cost Brake Solutions

All drive ratings include 7th IGBT
Use PowerFlex family of dynamic brake resistors (AK-R2-....)
Resistors are rated for 5% duty cycle
Drive can be programmed for higher duty cycle applications
Resistors will need to be sized for the duty cycle
37Automation, Inc. All rights reserved.

Remote HIM
Remote LCD HIMs with CopyCat
Panel mount (22-HIM-C2S)

(IP66/ NEMA/UL Type 12/4X)
Handheld (22-HIM-A3)
Bezel kit available (22-HIM-B1)
(IP30/ NEMA/UL Type 1)
Type I Remote
& Hand-Held HIM
(22-HIM-A3)
Type I Remote
Mount Bezel
(22-HIM-B1 with
22-HIM-A3)
AppView and CustomView are not

available on remote HIM
Type 4 Remote
Mount HIM
(22-HIM-C2S)
PowerFlex 525 Inputs & Outputs
7 Digital Input (6 Programmable)

2 Digital Output
2 Analog Input
1 Analog Output
2 Relay Output (1 Form A , 1 Form B)
Multi-Drive Mode Configuration

Connect up to five PowerFlex 525 AC drives using one node of
EtherNet/IP or DeviceNet network
Requires one drive on either EtherNet/IP or DeviceNet as
RS-485/DSI master
Up to four additional drives can be added on the RS-485/DSI network as
slaves
EtherNet/IP or DeviceNet
Up to 5 drives
on 1 mode
DSI
Copyright 2012 Rockwell Automation, Inc. All rights reserved.Copyri
Conformal Coating
Standard on all PowerFlex 520-Series drives
Conform to IEC 60721-3C2 specification

(Chemical & Gases Only)
In harsh environments increases drive

reliability
Protects contacts with micro lead spacing that

are otherwise vulnerable to dust and moisture
build up
Without coating, unintentional conductive paths
can be formed, leading to circuit failure
Enclosures must still be considered in the

overall application of a drive
See Conformal Coating for Variable Speed Drives white paper for more information
Bulletin 160 Migration

to PowerFlex 520-Series
Drive
Bulletin
160
Adaptor Plate
Drive Mounted onto Adaptor Plate
Feed Through connector
PF 520
series
AC Supply
Source
W: 92mm
AC Supply
Source
W: 89mm
H:
193mm
H:
180mm
PF520 series
mounting
Din-Rail
mounting
Wire harness
AC Motor
B160
footprint
1.
Supports Feed-through wiring requirement of B160 to PF525 (includes wire harness)
2.
Provides exact mounting footprint of B160 while migrating to PF525 product
3.
Accommodates DIN rail mounting configurations (requires direct mount to panel)
4.
Enables migration to PF525 product meeting B160 Comms and SVC functionality
Worldwide Certifications
UL 508C
cUL508C
REACH
CE
Low Voltage: EN61800-5-1
Machinery Safety: EN60204:2006
EMC: IEC 61800-3:2004 + Am1:2011
C-Tick
EN61800-3 (1996 with A.11, 2000)
TUV
SIL3: EN 62061:2005 /IEC 61508 / EN 61800-5-2:2007
Cat 3 / PLd: EN ISO 13849-1:2008
ATEX
EN 50495
SEMI-F47
GOST-R
Marine: RINA Rules
ACS 156 (2003 build. code)
RoHS
KCC
Meets Worldwide Standards

Other notable features

Improved Power Loss/Dip Ride Through
Selectable line voltage operation [E209 Half Bus Enable]
Optimized for Common DC Bus Applications
+/- DC Bus terminals ahead of pre-charge

Control of Pre-Charge via DIs
Wider Voltage Tolerance to cater for instable incoming supply

Input Voltage tolerance between -15% and +10%
Compact Footprint
Optimize panel space relative to its power range
Fiber specific features
Pre-Engineered Packaged Drives

Designed to meet demand for space savings,
application flexibility and reliability
Provide you with a ready-to-install solution
for NEMA 1 & NEMA 12
Pre-engineered to ensure design integrity
and quick delivery.
Packaged options support complete
PowerFlex 525 power range and
communications
Catalog code 24B
PowerFlex Drives Compact Portfolio
PowerFlex
4M
Ratings
0.2 11 kW
(0.25 15 Hp)
120, 240, 480
Volts
PowerFlex 4
0.2 3.7 kW
(0.25 5 Hp)
120, 240, 480
Volts
PowerFlex
40
PowerFlex
40P
PowerFlex
400
0.4 11 kW
(0.5 15Hp)
0.4 11 kW
(0.5 15Hp)
2.2 260kW
(3 350 Hp)
120, 240, 480,

600 Volts
240, 480, 600

Volts
PowerFlex 525
0.4 22 kW
(0.5 30Hp)
240, 480 Volts
120, 240, 480, 600

Volts
Volts/Hertz
Slip
Compensation
Auxiliary Motor
Control
Volts/Hertz
Sensorless Vector
Control
Slip Compensation
or Encoder Trim
Position Regulator
Mode
Closed loop
velocity vector
control
Motor
Control
Volts/Hertz
Slip
Compensation
Volts/Hertz
Slip
Compensation
Volts/Hertz
Sensorless
Vector Control
Slip
Compensation
Volts/Hertz
Sensorless
Vector Control
Slip
Compensation
or Encoder Trim
Position
Regulator Mode
Safety
NA
NA
NA
Safe Torque Off

(option)
NA
Embedded Safe
Torque Off
Step Logic
NA
NA
8 Steps biased
on Time
8 Steps biased
on Time or
Position
NA
8 Steps biased on
Time or Position
Integral RS
485 (Modbus
RTU)
Optional:
DeviceNet,
Ethernet/IP,
ControlNet &
Other 3rd Party
Integral RS
485
(Modbus RTU)
Optional:
DeviceNet,
Ethernet/IP,
ControlNet &
Other 3rd Party
Integral RS 485
(Modbus RTU)
Optional:
DeviceNet,
Ethernet/IP,
ControlNet &
Other 3rd Party
Integral RS
485 (Modbus
RTU)
Communic
Optional:
ations
DeviceNet,
Ethernet/IP,
ControlNet &
rd
Other
COMPANY CONFIDENTIAL - Internal Use
Only 3 Party
Integral RS 485
Integral RS 485
(Modbus RTU),
(Modbus RTU),
Metasys N2 &
EtherNet/IP
P1-FLN
Optional:
Optional:
Dual Port
DeviceNet,
EtherNet/IP,
Ethernet/IP,
DeviceNet, Profibus
ControlNet &
DP
Copyright
2012
Other
3rdRockwell
PartyAutomation, Inc. All rights reserved.46
PowerFlex 525 Positioning
Continue to propose the PowerFlex 4M and PowerFlex 4 for applications that do

not require EtherNet/IP communications or Safety
Portfolio Migration
Compact Class Drives
PF 525
Schneider
Altivar32
ABB
ACS355
Danfoss
FC301
Mitsubishi
E700
IP20/Nema
0.5 to 30HP
Siemens
G120C
B160
PF 525
IP20/Nema
0.25 to 5HP
IP20/Nema
0.5 to 30HP
PF 40
PF 40
IP20/Nema
0.5 to 15HP
IP20/Nema
0.5 to 15HP
PF 40P
PF 40P
IP20/Nema
0.5 to 15HP
IP20/Nema
0.5 to 15HP
PF 4
IP20/Nema
0.25 to 5HP
PF 4M
IP20/Nema
0.25 to
15HP
OR
OR
PF 525
IP20/Nema
0.5 to 30HP
PF 525
IP20/Nema
0.5 to 30HP
PF 4
IP20/Nema
0.25 to 5HP
PF 4M
Convert Aggressively
Utilize the PF525 features and capabilities to
migrate customers away from the competition.
Win new business and grow market share.
Convert Aggressively
The PF525 dimensions and DeviceNet
Connectivity allow for Bulletin 160 migration.
Bulletin 160 to PF525 Adaptor Plate is Available.
Know The Situation
If competitive threats arise, utilize PF525 to

defend and guard the existing PF40 customer
base from the competition.
Know The Situation

If competitive threats arise, utilize PF525 to
defend and guard the existing PF40 customer
base from the competition.
.
Maintain Current Offer
Keep account ownership with existing offering.

Upsell: If Ethernet, Safety, or another PF525
Feature provides high value, upsell to the
PF525
Maintain Current Offer
Keep account ownership with existing offering.

Upsell: If Ethernet, Safety, or another PF525
Feature provides high value, upsell to the
PF525Inc. All rights reserved. 48
(Confidential For Internal Use Only) Copyright 2012 Rockwell Automation, Inc. All rights
reserved.
Copyright
2012 Rockwell Automation,
IP20/Nema
0.25 to
15HP
Competitive Analysis
Competitive analysis of the competition is a
critical data point for sales success in
Component Drives
Know our strengths and weaknesses compared to

our competitors
Know the go to market strategy for the competition
Know how to win
Technical
Analysis
14 competitive analyses available at launch

including:
Group Schneider: Altivar32
ABB: ACS355
Yaskawa: V1000
Mitsubishi: D700, E700
Danfoss: VLT FC301, VLT 2800
Siemens: G120C
Commercial
Analysis
reserved.
Copyright
2012 Rockwell Automation, Inc. All rights reserved.
Analysis: Compact Drives Segment

Feature
Rockwel
l PF40
ABB
ACS355
Mitsubis
hi D700
Schneider
ATV32
Schneide
r
ATV312
Yaskaw
a
V1000
Rockwell
PowerFlex 525
EtherNet/IP
No
Option
Card
No
Option Card
No
Option
Card
Embedded with 2port DLR as option
Safety
No
SIL 3/PLd
SIL2/PLd
SIL2/PLd
with Safespeed as
option
No
Cat 3
SIL2/PLd
Permanent
Magnet motor
support
No
No
No
Yes
No
Yes
Future Release
Power Rating
Max 15HP
Max 30HP
Max 10HP
Max 20HP
Max 20HP
Max 30HP
Max 30HP
Removable
Control Core
No
No
No
No
No
No
Yes, for ease of

OEM
programming
USB
No
No. (But
use
Flashdrop)
Yes, nonisolated
No (But use
simple
loader & SD
Card)
No (But
use simple
loader &
SD Card)
No
Yes, Main free

programming
Application
Parameter
No
Yes,
No
Yes
No
No
Yes with AppView

and CustomView
EMC
Yes for
1ph, 240V
Yes : option
SKU for all
voltages
Yes : option
1ph 240V &

3ph 480V
1ph 240V
&
3ph 480V
Yes
1ph 240V &

3ph 480V
Ambient Temp
Operation
Max 500C
Max 50 C
50 C
70 C
Max 60 C
Max 60 C
max 70 C
PF525:
Best ofMaxbreed
inMaxthe
compact
drive
spaceYes,
with optional
control
PowerFlex 525 vs Altivar 32

Dimensions
PowerFlex 525
Altivar 32
Power Rating HP (kW)

@ 380-480V, 50/60Hz
Frame
HxWxD
(mm)
Footprint Area
(sq mm)
0.5 3HP (0.37 2.2kW)
152 x 72 x 164
10944
5HP (3.7kW)
180 x 89 x 164
16020
7.5 10HP (5.5 7.5kW)
220 x 109 x 183
23980
15 20HP (11 15kW)
260 x 130 x 208
33800
25 30HP (18.5 22kW)
300 x 186 x 288
55800
Power Rating HP (kW)

@ 380-480V, 50/60Hz
Frame
HxWxD
(mm)
Footprint Area
(sq mm)
0.5 2HP (0.37 1.5kW)
325 x 45 x 245
14625
3 5HP (2.2 3.7kW)
325 x 60 x 245
19500
7.5 10HP (5.5 7.5kW)
235 x 150 x 232
35250
15 20HP (11 15kW)
330 x 180 x 232
59400
PowerFlex 525 is much more Compact in all frame

Best in Class Power Rating up to 30HP
PowerFlex 525 vs. Altivar 32

Summary: Strengths
PowerFlex 525
Altivar 32
Top 5
Top 5
1.
1.
2.
3.
4.
2.
3.
4.
5.
Ethernet/IP
Embedded single port
Optional dual port communication card

Embedded Safety
Premier Integration with Studio 5000
MainsFree Programming with standard USB connection
70C temperature rating
5.
Slim form factor

Mountable disconnect
SoMove mobile software
Safety
SIL3/Ple: Safe Torque Off
Safe Limited Speed

Multiloader configuration tool
Other
Other
6.
7.
8.
6.
7.
8.
9.
10.
11.
9.
10.
11.
12.
13.
14.
15.
16.
Innovative design for Power and Control module

Small footprint
SVC, Closed Loop Velocity Vector Control, Economizer, PM
Motor control for both iPM and sPM
Power range up to 30HP
100V to 600V
Horizontal mounting, 50mm air flow gap, zero stacking
LCD HIM display with QuickView scrolling text
Conformal coating to IEC721-3-3 to 3C2 (gases only)
Positioning control
Common DC Bus, 1/2 DC Bus operation
AppView and CustomView application parameter groups
SVC, PM Motor control in open loop

Allows programming drive in package
Wide variety of communication option
Embedded Bluetooth
Same footprint as Lexim 32 (Servo Drive)
Zero stacking
Altivar 32 Key Commercial Messages

They say:
We say:
So Slim! So Smart!:
Proclaims 40% reduction in

panel space consumption with
book shelf design
World Class footprint

ATV32 footprint increases rapidly as power increases
See footprint comparison in previous slide
ATV32 depth prohibits mounting in some cabinets without a dramatic

increase in panel consumption
PF525 has world class footprint and requires only 2 inches of air gap
above and below drive
Packed with Innovation:

Emphasizes in box Bluetooth
connection for mains free
programming, simplified HIM,
integrated logic and simple
wiring
PF525 will outperform ATV32 in almost every power ratingwe

have a distinct advantage here
Mains Free programming and enhanced HIM

ATV32 HIM is a 7 segment LED display without multilanguage supportPF525 HIM is a big advantage with multilanguage and scrolling text
PF525 offers standard USB connection with on-board
UPLOAD/DOWNLOAD/FLASH capability for ease of use
ATV32 bluetooth connection requires a special Bluetooth
software on the computer to connect
PF525 has significantly better HIM, easier configuration
connection and quicker programming
PowerFlex 525 Sales Sample Box
Easy to use tool to highlight the

key features of the drive and give
them a hands on demonstration of
these features
Part of launch kit mailing
Will be available for sale at launch
for limited time
Sales Sample Box Localization
Collateral Available in 13 Languages
PowerFlex 525 Localized Folders
PowerFlex 525 e-Tools
View online at: www.ab.com/powerflex525

or download from Noggin
PowerFlex 525 Product Size Cards
PowerFlex 525 Alignment with

Midrange Architecture System
CompactLogix 5370
L3, L2, L1
Kinetix 5500
FactoryTalk 5000
PowerFlex 525
PanelView Plus 6
Stratix 5700
The PowerFlex 525 provides value to the Midrange Architecture with:

Premiere Integration with AOPs for Studio 5000
EtherNet/IP solutionssingle embedded port
or optional dual port with support for DLR
Automatic Device Configuration
Embedded Safe Torque-Off
Copyright
2011 Rockwell
Automation,
Inc. All rights reserved.
COMPANY CONFIDENTIAL
- Internal
Use Only
Value of the Integrated Architecture

Current Midrange campaign
Segmentation
Copyright
2011 Rockwell
Automation,
- Internal
Use Only
Performance
Collaboration
Device Integration
Device Integration
Single design and configuration
environment greatly reduces
development time
One standard network - EtherNet/IP provides seamless exchange of
information between drives and
controllers
Simplified use and maintenance,
including productivity-enhancing
Automatic Device Configuration
Intuitive, easy-to-use add-on profiles
eliminate individual programming of
required parameters and tags
Copyright
2011 Rockwell
Automation,
- Internal
Use Only
PowerFlex 525 Target Applications

Automotive
Palletizers
Conveyors
Compressors
Blowers
Consumer Packaged
Goods
Agitators
Fillers
Mixers and
Carbonators
Conveyors
Pumps
Washers
Labellers
Semiconductor
Mixers
Conveyors
Pumps
Blowers
Compressors
Mirror Positioning
Pumps
Water and Wastewater
Compressors
Pumps
Material Handling
Textiles
Oil & Gas
Palletizers
Conveyors
Sorters
Blowers
Life Sciences
Industrial / Qualified
HVAC
Mixing
Labelers
Conveyors
Pumping
Centrifuge
Power Generation /
Alternative Energy
Chemicals
Mixers
Pumps
Centrifuges
Extruders
Dryers
Fans
Pumps
Mixers
Compressors
Metering Pumps
Synthetic fiber
manufacturing
Weaving and Knitting
machinery
Dyeing and finishing
equipment
63
Call to Action: Target Account Pursuit

1. Identify current OEM customers who build standard machines
Food & Beverage, Material Handling, Waste & Waste water, Automotive
Textile & Fiber, Industrial Pump and Fan
2. Identify accounts in your areas that use competitive drives
Schneider ATV32, ATV312

Yaskawa V1000
Danfoss FC301,
ABB ACS 355
Mitsubishi D700 & E700
3. Identify accounts in your areas that need these new Best in Class
features
Call to Action: Inventory

1. Maintain existing PowerFlex 40 & PowerFlex 40P customers and
inventory
We do not expect an immediate migration to the new drive
2. Work with Channel Team and Distributors for initial stock orders
Based on Target Account list identified and conversion plans
Leverage regional incentive stocking programs
Use historical PowerFlex 40 & 40P sales as a reference point
3. Identify what initial stock of PF525 would be required

at launch for your region
Align with your customers needs
Call to Action: Pricing Strategy

1. List pricing is positioned to aggressively convert
competitive business
2. The PowerFlex 525 is highly differentiated from the
PowerFlex 40 and 40P offerings. Pricing multipliers
will be different even though list price is similar
3. We must protect the established value of the
PowerFlex 40 and 40P with 22-COMM-E at our
existing customers
Existing customers buying the PowerFlex 40 and

22-COMM-E at discounted levels will receive a higher
multiplier for the PowerFlex 525
Customer experience will be enhanced because they will still

have an excellent net price with a full featured product
Regional Pricing Teams will help manage this transition when

required
reserved.
Copyright
2012 Rockwell Automation, Inc. All rights reserved.
PowerFlex 525 Pricing Example

Existing Accounts PowerFlex 40/40P with EtherNet/IP Pricing:
22B-D6P0N104 PowerFlex 40 Drive (US List = $876.00)

22-COMM-E EtherNet/IP Option card (US List = $434.00)
Agreement Multiplier = 0.42
Customer Net = $550.20
Customer Net Less 5% = $522.69
Establishing Proper PowerFlex 525 Pricing:
25B-D6P0N104 PowerFlex 525 Drive (US List = $911.00)

Target Price = $522.69
Required Multiplier = 0.574
$522.69 / $911.00 = 0.574
Note: If the multiplier exceeds, 0.60 then use that for the pricing
BE SURE to check with your local pricing team

Call to Action: Marketing Activities

1.
Schedule training for key resources in the teams

PowerHOTT sessions where available
Leverage PowerHOTT labs for RAOTMs, Roadshows,
Universities
2.
Align and begin marketing activities

Start promotion and introductions at Key customer
events
Target Account visits
Partner with BU where appropriate
3.
Distribute Sales Sample Boxes to key sales resources

in the regions
Sales sample boxes and demo trainers are powerful
selling tools for the PowerFlex 525 AC drive
Launch Kit and Sales collateral are available in 14
languages
Launch Information on Noggin

PowerFlex 525 AC Drive Prelaunch Presentation
WebEx recording will be posted to Noggin
Search for PowerFlex 525
Additional supporting tools will be made available at launch
Supporting Marketing Tool / Collateral

Description
Pub Number
Availability
Users Manual
520-UM001
Feb 15, 2013 *
Technical Data
520-TD001
Feb 15, 2013 *
PowerFlex 525 Brochure
520-BR0001
March 1, 2013
PowerFlex 525 e-brochure

ProposalWorks
Available now: www.ab.com/powerflex525 & Noggin

NA
Feb 7, 2013
* Available to RA internal on Feb 15, 2013 in literature library
and to public on 28 Feb 2013
Thank you
Follow ROKAutomation on Facebook & Twitter.

Connect with us on LinkedIn.
www.rockwellautomation.com

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PowerFlex 525 AC Drive Product Launch

Copyright 2012 Rockwell Automation, Inc. All rights reserved.

Copyright 2012 Rockwell Automation, Inc. All rights reserved.2

PowerFlex 525 AC Drive

Copyright 2012 Rockwell Automation, Inc. All rights reserved.3

PowerFlex 525 AC Drive Family

Unique modular design

COMPANY CONFIDENTIAL - Internal Use Only

100-120V: 0.4 to 1.1 kW / 0.5 to 1.5 Hp

PowerFlex 525 AC Drive

COMPANY CONFIDENTIAL - Internal Use Only

Optional Dual Port

Copyright 2012 Rockwell Automation, Inc. All rights reserved.5

PowerFlex 525 AC Drive

COMPANY CONFIDENTIAL - Internal Use Only

Operation at High Ambient

Best-in-Class Power Rating

60C with current derating

110V, 200V, 400V, 600V

Copyright 2012 Rockwell Automation, Inc. All rights reserved.6

No penalty for adding option cards

Smallest mounting clearances available for

High ambient operation to 70C

Copyright 2012 Rockwell Automation, Inc. All rights reserved.7

Speed Installation & Configuration

COMPANY CONFIDENTIAL - Internal Use Only

Copyright 2012 Rockwell Automation, Inc. All rights reserved.8

Current Derating Curves

Best in class drive with high ambient temperature

9 Automation, Inc. All rights reserved.

Mounting Clearances & Orientation

Optimize Cabinet Design, Minimal mounting clearances, Flexible Mounting

10Automation, Inc. All rights reserved.

Flexibility in Motor Control

Closed Loop Velocity Vector Control

SVC with Economizer

Velocity Vector Control

Velocity Vector Control w/ speed feedback

COMPANY CONFIDENTIAL - Internal Use Only

Copyright 2012 Rockwell Automation, Inc. All rights reserved.11

Flexibility in Motor Control

iPM will support both open and closed loop control

Future firmware revision no new hardware will be

COMPANY CONFIDENTIAL - Internal Use Only

Copyright 2012 Rockwell Automation, Inc. All rights reserved.12

Flexibility in Motor Control

Cost effective and flexible

For applications requiring stops at

COMPANY CONFIDENTIAL - Internal Use Only

Copyright 2012 Rockwell Automation, Inc. All rights reserved.13

Connected Components Workbench

Studio 5000 Logix Designer

COMPANY CONFIDENTIAL - Internal Use Only

Copyright 2012 Rockwell Automation, Inc. All rights reserved.14

Speed Installation & Configuration

Functions as a data transfer port only:

No online programming via USB

Configuration file created in Connected

Software does not need to reside on PC

The USB configuration is similar

COMPANY CONFIDENTIAL - Internal Use Only

Copyright 2012 Rockwell Automation, Inc. All rights reserved.15

Connected Components Workbench

COMPANY CONFIDENTIAL - Internal Use Only