ABB Malaysia

The official newsletter of ABB Malaysia Sdn Bhd

September / October 2008

ABB Malaysia is thenew base for South Asia region

ABB switchgears used for technical training by TNB

NorNed underwater power link

2

It gives me great pleasure to present our first issue of ‘In-Touch’, ABB

Malaysia’s quarterly newsletter which has been republished after a long

gap. The newsletter comprises news and initiatives undertaken by ABB

Malaysia as well as the ABB Group worldwide. With a global presence

in around 100 countries, there’s always an interesting story to share as

ABB touches the lives of people through a broad spectrum of innovative

products, system and solutions. I hope that you’ll find the newsletter

interesting and insightful.

In this issue, it’s timely that we announce the relocation of ABB’s South

Asia regional head office to Malaysia effective Oct. 1, 2008. This is

a major milestone for ABB’s operations in the country and a proud

moment for every employee. Deeply rooted in the nation’s journey, our

story in Malaysia began in 1904 when MFO Oerlikon installed the first

power generator.

Today, after more than a century later, we are proud to be making our

presence stronger in Malaysia. The regional head office for Automation

Products is already based in Malaysia, together with other regional

functions such as the Power Products Medium Voltage (PPMV)

marketing, Oil and Gas marketing and the Robotics regional sales. In this

regard, the regional office relocation underpins Malaysia’s potential and

growing market importance to the ABB Group.

This move also marks the beginning of an exciting period for me

personally as I step into the role of Country Manager for ABB Malaysia,

in addition to my current position as the South Asia region manager.

ABB Malaysia has been built on solid fundamentals, leveraging on the

strength of an outstanding workforce. I’m extremely proud to be leading

the organization and working alongside people who make this a distinct

organization.

Finally, I look forward to the continued support and collaboration of our

customers, business partners as well as colleagues as we strive towards

delivering excellent performance in every aspect of our business.

BK Sim

Country Manager

Country Manager’s message

ABB Malaysia is the new South Asia region HQ 3

Driving the local automotive industry 4 Growing the service sector 5

Paradigm shift – pursuing people excellence 6 TnB uses ABB switchgears at distribution simulator 8

Automation Products growth meeting 8

BU PPHV budgeting and PPHV service budget meetings 9

Launch of ACSM1 servo drive 9

Joe Hogan: new CeO of ABB Group 10

ABB delivers longest underwater power link 10

ABB and TreeS celebrate six years of successful collaboration 11

Road safety tips 12

FeS accreditation for ABB employees 13

Positioning ABB… certainly 14

SAS Communications meeting and brand day 14

Automation Products distributor list 15

Editor:

nirmala Devi

Contributors:

esmen Yee Lee Yuk Suat

Fred Steeghs Soo Wen Yau

Gan Boon Hean Tricia Lim

Lee Ming enn Wong Siew Li

Publication Information:

In-Touch is the corporate newsletter of ABB Malaysia Sdn Bhd

published by Corporate Communications. Opinions and views

expressed or implied in the newsletter do not necessarily reflect the

views of the Company.

Please address all correspondence to:

editor

In-Touch

Corporate Communications

ABB Malaysia Sdn Bhd

Lot 608, Jalan SS 13/1K

47500 Subang Jaya

Selangor Darul ehsan

www.abb.com.my Tel : 603 5628 4888 Fax : 603 5632 7889

In-Touch editorial team

Contents

3

Feature story

ABB Malaysia is the new South Asia region HQ

With a consistent growth and

strong economic fundamentals,

Malaysia has emerged as an

important market for ABB in

the region. In recognising its

potential and the increasing role

of Kuala Lumpur as a regional

hub for various business units, the

ABB Group recently announced

the relocation of its South Asia

regional headquarters from

Singapore to Malaysia effective

Oct. 1, 2008.

The move also marks changes

at the helm of ABB Malaysia as

BK Sim takes over as Country

Manager whilst Han Yu assumes

the position of Country HR

Manager. This is in addition

to their current roles as region

manager and region HR manager

for the South Asia region.

ABB’s history in Malaysia began

more than a century ago when

MFO Oerlikon installed the first

power generator in 1904. Today,

as part of the ABB Group, a

leader in power and automation

technologies that enables utility

and industry customers to

improve their performance while

lowering environmental impact,

ABB operates through three

companies namely:-

ABB Holdings Sdn Bhd

ABB Malaysia Sdn Bhd

ABB Manufacturing Sdn Bhd

Most of its operations are today

consolidated under ABB Malaysia

Sdn Bhd which was established

in 1973.

As a key player in the industry,

ABB Malaysia integrates the

global R&D, knowledge, quality

products and experience of the

ABB Group with local customer

interface, production, engineering

and cost level.

Currently, the regional head

office for Automation Products as

well as other regional functions

such as PPMV marketing, O&G

marketing and the Robotics

regional sales, ABB is poised to

solidify its position as a market

leader in Malaysia. View of people at work within the ABB Malaysia factory in Subang Jaya.

4

Feature story

Driving the local automotive industry

Robots are generally used

in a wide range of industrial

applications such as metal, food

and beverage as well as the

plastics and foundry industries.

Performing multiple tasks such as

materials handling, spot welding,

spray painting, sealant, palletising

and arc welding, robots have

become an indispensable part of

these industries.

In Malaysia, the use of robots

has become increasing popular.

They can be found in various

applications such as military,

medical and factories. Designed

to increase speed and improve

accuracy, robots can replace

human functions for jobs that

are hazardous and dangerous.

Robots also enable the

manufacturing sector to achieve

economy of scale and reduction

of human errors that can affect the

bottom line of an organisation.

Another industry which sees

robots playing an integral role

in its production process is the

automotive manufacturing and

assembling industry. In Malaysia,

one of ABB’s key clients,

Perusahaan Otomobil Kedua

Berhad (Perodua) has relied on

ABB robots for the production of

its popular models since 1997.

The robots are mainly used for

painting, spot welding, press

automation and waterjet cutting

operations.

Perodua, Malaysia’s second

automobile manufacturer,

specialises in producing small-

compact cars. Since the launch of

its first car, the Perodua Kancil in

1994, Perodua has grown to be a

dominant force in the Malaysian

automotive industry. In 2006

and 2007, Perodua emerged as

the best selling car company in

Malaysia.

“One of the main reasons that

customers choose ABB robots

is the long term benefit it offers.

Our robots are versatile, efficient

and reliable,” said Denver ng,

vice president of ABB Malaysia’s

Robotics division.

For Perodua, ABB robots offer

consistency for spray painting

The repeatability motion of ABB

robots have helped produced

near perfect quality while at the

same time reducing wastage.

Additionally, the robots’

unmatched competence and

speed in welding have increased

efficiency on the assembly line,

therefore enabling Perodua to

meet tight production deadlines.

“Apart from Perodua, ABB

robots are also widely used by

other automotive manufacturers

and assemblers, namely Honda

Malaysia Sdn Bhd, Perusahaan

Otomobil nasional (PROTOn) Sdn

Bhd and as well as Tan Chong

Motor Assemblies Sdn Bhd who

assembles the nISSAn marque,”

added ng.

Spray painting in progress.

A model showing how robots are used in the automotive industry.

Denver Ng

5

Since its inception, ABB

Malaysia’s substation business

has grown to become one of the

leaders in the industry. To further

tap the potential of this business,

the company took the initiative to

start the Substation Service unit

in 1997. However, the unit faced

a multitude of challenges as most

customers were not willing to pay

for service charges which were

deemed only necessary during a

breakdown or equipment failure.

Undaunted, Gan Boon Hean,

vice president and head of

Front-end-Sales, spurred the

staff by encouraging them to

understand the customers’

expectation. Most customers

wanted reliability and solutions at

the lowest cost. Following that,

the Substation Service unit started

offering customised solutions by

providing strategic spares,

preventive maintenance, repairs

and spare parts.

Another challenge was the high

fees charged for the services

which were attributed to the

reliance on service engineers from

europe. To reduce the fees, the

unit looked at options to localise

the service and leveraged on

the expertise of various ABB

factories in Sweden, Germany

and Switzerland. Through many

engagements and dialogues,

the unit finally signed a service

agreement with these factories.

However, due to the limited

market opportunities in Malaysia,

the unit realised that to fully

capitalise the trained service

engineers, it would have to

expand its business to other

emerging markets.

“By identifying the customers’

needs and capitalising on our

trained service engineers, we

have managed to expand our

business to new territories such

as Indonesia, Thailand, Philippines

and Vietnam,” said Gan. He added

that this strategy fitted seamlessly

into ABB’s global strategy.

As a result, the service sector has

become a strong contributor to

the company’s bottom line here

in Malaysia.

The success of the Substation

Service unit has led ABB Malaysia

to implement a comprehensive

service strategy in tandem

with the Group to fully realise

the potential of the service

business and the existing market

opportunities it brings.

Feature story

Growing the service sector

Gan Boon Hean

6

Feature story

Achieving excellence in human

capital is one of the most important

components in businesses today.

At ABB Malaysia’s Low Voltage

System (LVS) unit, investment

has been made to raise the bar

of its products and services

by implementing the People

excellence Programme.

The programme aims to make

ABB Malaysia’s LVS unit the

best in all aspects within the

company’s global LVS network

and also be recognised as the

benchmark by other business

units. More importantly, the

programme allows ABB’s LVS unit

to respond, react and grow with

the global market dynamics.

The programme addresses

four main critical areas that are

vital to the LVS unit’s business

- Creating customer intimacy;

Achieving product excellence;

Operational excellence; as well

as Cultivating team work and

an excellent work culture

amongst its staff.

Fred Steeghs, vice president

of LVS, explained, “Creating

customer intimacy involves

getting to know the customers

and their clients. It also includes

gaining insights into their business

drivers and requirements. By

doing so, we are able to build

highly professional and good

relationships which will lead to

building strong partnerships with

our customers.”

He also said that achieving

product excellence is important to

make ABB the best in the industry.

To achieve this target, the

programme endeavours to help

the staff focus on presenting the

best features of the systems and

solutions provided by ABB. If this

objective is reached, customers

will form a positive association

between ABB-MnS and the

‘best switchgear’ available in

the industry.

The third area of the programme –

Operational excellence - involves

creating an environment of quality

thinking and precise execution.

This is important especially in

project-driven businesses that

involve complex processes such

as engineering and logistics.

“Failure to achieve operational

excellence may bring about

unfavourable results that will affect

not only the bottom line of the

business, but more importantly,

our reputation,” Steeghs added.

All of the three main areas can

only be achieved with the support

of ABB staff. Hence, a culture of

excellence needs to be cultivated

and nurtured through people

development.

“We hope that with the

implementation of this

programme, the LVS unit will

emerge as the regional or even

global hub for LV switchgear, and

be the best in its class. To top it

off, we hope that ABB Malaysia’s

LVS unit will realise its goal to

become the customers’ natural

partner of choice in the industry,”

Steeghs remarked.

Paradigm shift – pursuing people excellence

Piecing the puzzles – a teambuilding session in progress at the LVS Teambuilding/Leadership weekend in July.

This is how it’s done – Fred Steeghs trying his hand at making thosai.

Scaling new heights – another teambuilding session.

LVS staff at work.

7

Cut electricity costs by measuring consumption where it takes place

Stop that energy thief!

Modern-day energy thieves are many. And they don’t just

come out at night!

An ever-expanding range of electronic devices is flooding

into our working lives and pushing up the cost of the

electricity we use. Many energy-hungry items – computers,

terminals, big-screen TVs, climate-control pumps and display lighting – are left on all

day, often without need. But if we can see where consumption occurs, we are one step

closer to reducing it.

ODINsingle measures and visualises electricity consumption where it is consumed.

Compact and highly-accurate, this single-phase, 65A direct-metering unit has an easy-

to-read LCD display. It fits neatly on a DIN-rail, has an IR output for remote reading,.

ODINsingle is ideal for shopping malls, exhibition halls, pubs and clubs, camping

sites and small apartment blocks. Anywhere where bill-payers want to see and pay for just

their own electricity consumption – and not someone else’s.

ww

w.r

cb2.

se

ABB Malaysia Sdn. Bhd.Low Voltage ProductsContact Person: Ling Teik SengTel: 03-56284888Fax: 03-56358200

www.abb.com/lowvoltage

8

Automation Products growth meeting

The Automation Products South Asia

Region Growth Meeting brought

together a total of 186 participants from

the region as well as ABB factories for

AP products worldwide. The three-day

event was held from Sept. 16-18, 2008,

at the Putrajaya Marriott Hotel.

KL highlights

TnB uses ABB switchgears at distribution simulator

ABB’s ZX2 gas insulated switchgear is being

used by Tenaga nasional Berhad (TnB) at its

33kV PPU Distributor Simulator to support

the training for TnB’s technical personnel

before they undertake any field assignment.

The official opening of the Distribution

Simulator, which was held at the TnB

Training Institute in Bangi on Aug. 19, 2008,

was attended by about 40 guests from the

industry including TnB’s YBhg Datuk Wira

Sidek, Senior Vice President, Operations

and Technical; YBhg Dato’ Ir Aishah bt

Dato’ Haji Abdul Rauf, Vice President of

Distribution; and YBhg Dato’ Kamaruzzaman

Jusoh, Vice President of Human Resources.

ABB Malaysia was represented by Karel

endlicher, vice president and head of

business unit - Medium Voltage Products;

and Gan Boon Hean, vice president and

head of Front-end-Sales.

“It is a privilege for us to be associated with

TnB in its efforts to advance the skills and

potential of its workforce. As the national

electricity utility company in Malaysia,

TnB has played a pivotal role in human

capital development. ABB is pleased to

be supporting the efforts undertaken by

TnB to equip its employees with job

related hands-on experience in their

efforts to serve millions of customers

throughout Malaysia,” said endlicher.

The 33kV simulator is located at TnB’s

training centre, Institut Latihan Sultan

Ahmad Shah (ILSAS) in Bangi, Selangor.

ILSAS, which aims to be the centre of

excellence in power utility competency-

based training, provides knowledge, skills,

and attitudinal requisites for operational

excellence within the power utility and its

related industries.

“It is a privilege for us to be associated with

9

Bu PPHv budgeting andPPHv service budget meetings The Power Products High Voltage (PPHV) business unit budget meeting

and service budget meeting were held from Sept. 16-18, 2008, at

The Ritz Carlton Kuala Lumpur.

The meetings brought together the

principals of the product sales centres from

europe, the United States, China, India and

Australia together with the local product

sales centre representatives from the north

Asia (nAS) as well as South Asia (SAS)

regions to deliberate on the strategies and

business plans for 2009.

“The event was indeed a success,

with active participation from both the

principal and the local nAS/SAS teams.

The close collaboration between both

parties also helped increase the overall

sales volume for SAS in 2008,” said

Gan Boon Hean, vice president

and head of Front-end-Sales,

ABB Malaysia.

KL highlights

Launch of ACSM1 servo driveThe soft launch for the high performance

machinery drive, the ACSM1 Servo Drive, was

held on Aug. 1, 2008, at the Sunway Resort & Spa

for ABB’s channel partners, consultants, OeMs

and system integrators. The event kicked off with

an opening speech by Sam Weng Choon, sales

engineer; followed by a brief introduction on ABB

drives by Tan Son nie, department manager.

Participants to the seminar were also briefed on

the characteristics, control interface, advantages

and applications of the drive by ere Jaaskelainen

from Finland.

10

ABB recently supplied the key technologies for

norned, the 580-kilometer power link between the

netherlands and norway. TenneT and Statnett, the

Dutch and norwegian transmission system operators,

are the joint owners of the transmission link. The

project brings the goal of a common power network

and a reliable, efficient electricity supply for europe a

step closer to reality.

norned is the longest submarine cable link in the

world and the most powerful, with a transmission

capacity of 700 megawatts. It was inaugurated in the

presence of executives from TenneT and Statnett and

ABB, as well as the norwegian minister of petroleum

and energy, Terje Riis-Johansen, and the Dutch

economics minister, Maria van der Hoeven.

“norned is a landmark feat of engineering that

brings europe even closer to the goal of creating a

reliable, continent-wide electrical network with low

environmental impact,” said Peter Leupp, head of

ABB’s Power Systems division. “It is a significant

contribution to the quality and reliability of europe’s

power supply.”

norned is the first direct power link between norway

and the netherlands, and is part of the european

Union’s plan to improve cross-border power

infrastructure, reduce blackouts and help create more

efficient power markets within europe.

The ABB-built link using high-voltage direct current

(HVDC) technology allows TenneT in the netherlands

and Statnett in norway to trade power and increase

the reliability of electrical supply in each country.

The Dutch grid can use norwegian hydropower to

manage peak power loads during the day and, by

offering an alternative to fossil fuel-based generation,

grid operators expect to reduce CO2 emissions by

about 1.7 million tons per year.

ABB Group highlights

Map of the NorNed HVDC project

Loading the world’s longest oil-impregnated paperinsulated cable - the NorNed cable (580 km) - on board the laying vessel.

Joseph M. Hogan has been

appointed as Chief executive

Officer of the ABB Group with

effect from Sept. 1, 2008. Prior

to joining ABB Group, Hogan

was the CeO of Ge Healthcare,

the global leader in medical

diagnostic technology and

biosciences, and is a member of

the Ge Senior executive Council.

Michel Demaré, ABB’s Chief

Financial Officer, who has held

the CeO position on an ad-interim

basis since Feb. 13, 2008, will

continue to serve as ABB’s Chief

Financial Officer.

“I am honored to become ABB’s

CeO,” Hogan said. “I am deeply

committed to ABB’s drive to

increase energy efficiency and

industrial productivity for its

customers. I look forward to

leading the Company to the next

stage of its development and

success together with the team

at ABB.”

Hogan has a long and

distinguished career at Ge,

spanning 23 years and a wide

range of challenging positions. He

led Ge Medical Systems and then

Ge Healthcare from november

2000, during which time he grew

the business by $11 billion. Prior

to this, he served as President

and CeO of Ge Fanuc Automation

north America, Inc., a global

supplier of industrial controls

systems and a joint venture

between Ge and FAnUC of Japan.

Previously, he held a number of

key positions in sales, marketing

and product development at Ge

Plastics. Hogan holds a Bachelor

of Science degree in Business

Administration from Geneva

College and an MBA from Robert

Morris University, both in the U.S.

Joe Hogan: Ceo of ABB Group

ABB delivers longest underwater power link

11

Caring for the environment has

always been the cornerstone

of ABB’s operations. To further

enhance the company’s effort

to play a part to conserve the

environment, ABB has been

collaborating with a local non-

profit environment organisation,

Treat every environment Special

Sdn Bhd or TreeS, to establish

an in-house paper recycling

programme at the ABB office.

TreeS has more than 13 years’

experience in engaging diverse

sectors of the Malaysian society

to work together in conserving the

environment. Many of the projects

initiated by the organisation are

still running successfully and have

been improved and replicated

over the years by the Government

as well as other organisations.

The ABB-TreeS recycling

initiative, which started in

2001, enters its sixth year of

operation and efforts are being

made to further strengthen the

programme. One of the key

factors for the programme’s

success is the commitment of

ABB personnel. This attributed to

the awareness raised at the early

stage of the programme through a

comprehensive educational series

conducted by TreeS.

Over the past six years, the

programme saw the collection of

over 100 tonnes of paper from

ABB. Based on the fact that 17

trees are saved from every tonne

of paper recycled, the ABB-

TreeS recycling programme has

successfully saved over

1,700 trees!

“TreeS has also benefited from

its collaboration with ABB. By

demonstrating the success of the

ABB-TreeS recycling programme,

TreeS has been able to convince

other corporations to initiate

their own in-house recycling

programmes to contribute

further towards protecting our

environment,” Leela Panikkar,

Director of TreeS said.

“We are proud to be associated

with ABB through this programme.

It’s a simple and straight

forward initiative that goes a

long way towards protecting

the environment for future

generations,” she added.

With the continued commitment

of every ABB personnel, the ABB-

TreeS recycling programme will

continue to become an essential

component of the company’s

environmental protection initiative.

MYABB cares

ABB and TrEES recycling programme has successfully saved 1,700 trees.

Volunteers at a recycling centre.

Teaching our children to recycle.

Students in an educational programme organised by TrEES.

Starting them young - creating awareness amongst children is essential.

ABB and TreeS celebrate six yearsof successful collaboration

12

Roads safety tips

Belt up

• Belt up in the front and back,

even on short trips.

• Babies must be in a correctly:

- fitted baby seat and young

children must be in a

correctly fitted child seat.

- Seats must be right for your

child’s size and weight, and

right for your vehicle.

- Always ‘try before you buy’

and follow the manufacturer’s

instructions. never use a ‘rear

facing’ child seat in a seat

with an airbag.

- never use a second hand

seat. It may have been

damaged in a crash.

- never let a passenger just

hold a child. In a crash, the

child would be thrown

forward or crushed by the

person holding them.

• Check to ensure that everyone

is restrained before setting off.

Move up

Check the position of your head

restraint to avoid a whiplash or

broken neck.

• The top of your head restraint

should be no lower than the top

of your ears.

• Straighten your seat so that the

head restraint is just behind

your head.

• Check passengers’ head

restraints too.

Buck up

Deaths are caused by drivers

failing to concentrate because

they are stressed, ‘switch off’ for

a second or are thinking about

other things. Driving requires full

concentration.

• Focus on your driving and the

hazards ahead. Tell passengers

to ‘shhh’ if necessary.

• Drive calmly, and try not to

get ‘worked up’ by other

drivers. Stress is an illness and

can damage your health.

• If you feel distracted, or need to

reach for something in the

vehicle, you probably need a

break.

• If a medical condition,

for example, pregnancy, a

neurological condition, or flu,

affects your concentration,

don’t drive.

Shut up

never use a mobile phone

or pager while driving. no

conversation is more important

than a life.

• Put your phone or pager on to

message service.

• Stop for messages and a break

at least every two hours on long

journeys.

• Don’t be tempted to use a

hands-free set while driving. It

can be just as distracting as a

hand-held.

Wake up

Tired drivers are lethal.

• Never drive if you feel shattered.

• Get enough sleep before a long

drive.

• Take a break every two hours.

Account for these breaks when

planning your journey time.

• Stop sooner if you feel tired.

• Winding down the window or

turning up music may help in

the short term while finding a

safe place to pull up.

Sharpen up

Your eyesight can deteriorate

without you knowing it.

Get your eyes checked at least

once every two years, even if you

think you have perfect eyesight.

This applies to all ages, but is

particularly important if you are

over 50.

If you wear glasses or lenses,

never drive without them. Keep a

spare pair in your vehicle if you’re

forgetful.

Back up

Give yourself braking space when

you are driving. You need it in a

crisis. Count the seconds between

you and the vehicle in front.

Watch when the vehicle in front

passes a static object (eg. tree)

and see how long it takes for you

to drive past it.

If you’re any closer than two

seconds, drop back.

• Dropping back helps you to

spot hazards and drive more

smoothly.

• When other drivers cut in front,

drop back again.

• The rule works at all speeds,

not just on highways.

Check up

Defects such as worn tyres and

blown light bulbs are common and

can kill.

Carry out essential, regular and

easy checks yourself.

• To check your tyre tread, look

for ‘tread wear indicator bars’

on your tyres. These are small

bumps set into the main

grooves which indicate the

minimum legal tread. Change

your tyres before your tread gets

this low.

• Also regularly check that your

lights are clean and bulbs aren’t

blown, your oil and water levels

are adequate, and your wiper

blades aren’t worn. A pair of

worn wiper blades could be

fatal on a rainy day.

• It is essential to have your

vehicle serviced at the

frequency recommended by the

manufacturer.

• Ask your mechanic about the

state of safety-critical

components on your vehicle

when it is being serviced.

• Check tyres for cracks, worn

patches and bulges. If you find

any, consult your mechanic

immediately.

• Buy a hand-held tyre pressure

gauge and check your tyres’

pressure regularly. The correct

pressure will be written in your

vehicle’s hand book and

sometimes on the inside of your

vehicle’s door.

In this two-part series,the In-Touch magazine features some road safety tips to help you and your family reach yourdestination safely.

-contributed by Lee Ming EnnSafety guides are also available at: http://inside.abb.com/healthandsafety

13

In its efforts to capture the opportunities

for more profitable and sustainable

growth, the Power Products and

Power Systems divisions have initiated

a common Front-end-Sales (FeS)

accreditation programme. The

on-going programme, which began

Group-wide end 2006, aims to map,

train and develop the competencies of

the FeS team in areas of Commercial

Skills, Technical Sales and Sales

Personality Skills.

A total of 2,500 FeS employees

worldwide from the Power Products

and Power Systems divisions will be

participating this programme in stages,

which will take approximately 16 -18

months to complete. The local ABB office

will then be accredited after the training

of the employees is completed.

In Malaysia, a total of 18 ABB employees

will be undergoing this programme.

“With this programme, we hope to define

a competence profile and design a

competence mapping process in a way

that is simple, transparent and easy to

implement,” said Lee Yuk Suat, senior

manager - HR.

“Ultimately, the programme will result in

the certification of the individual sales

person with proposals for development.

This would include the required level of

training based on the mapping of the

individual’s actual competence levels,”

she added.

Employee news

FeS accreditation for ABB employees

ABB Malaysia will be taking part in thePOWER-GEN Asia Conference and Exhibition

Date : October 21 - 23, 2008Venue : KLCC Convention Centre, Kuala Lumpur

The ABB booth will be located at Hall 2, Stand K14 We look forward to welcoming you to our stand.

14

ABB Group’s new global corporate advertising

campaign – entitled ‘Certainly’ – seeks

to spearhead the refreshed ABB brand

proposition and visual identity.

Launched on Sept. 1, 2008 the campaign aims

to position ABB as a global leader in energy

efficiency, enabling societies to maximise the

productivity of natural resources and reduce

greenhouse gases and other harmful waste.

More importantly, it will also have the clear aim

of differentiating ABB from key competitors.

The campaign creative features four subject

areas, each highlighting one of ABB’s core

areas of expertise and strength: reduction in

energy consumption, wind power, fuel efficient

ships and more efficient refineries.

As well as positioning ABB as the supplier

of choice with the target customer group,

the messages will also have resonance with

the broader stakeholder group, reassuring

society as a whole of ABB’s commitment to

environmental protection in all our operations.

Clarissa Haller, head of corporate

communications said, “The structural changes

in the markets where we operate and the

re-focusing of ABB’s strategy with our 2011

programme made it clear we had to review

how we tell the ABB story to our stakeholders.

The advertising campaign is a major step in

strengthening how we position ABB.”

Gary Steel, head of HR added, “This campaign

should also give our employees a major

opportunity to go out and tell the new ABB

story to customers, suppliers and all the other

organisations we deal with in our daily lives.”

Maria Jobin, head of branding said, “We

wanted to create a campaign that could

be understood across geographies and

cultures. Before any creative development,

we conducted extensive customer and

internal research to ensure that our messages

resonated with our audience. During the

creative process, we tested the campaign to

ensure that it would be credible for our target

groups. Trust is particularly important for

branding and especially in our business.”

The campaign has been translated in to

several languages and will run in over 30

international airports, including Shanghai,

Tokyo, new York and Zurich. It will also run in

some of the world’s top business publications,

including Time, Wall Street Journal and

The Financial Times.

New brand campaign

Confidential© ABB GroupCorporate Communications | BrandingJune 05, 2008 | Slide 3

Motive OOH


Positioning ABB… certainly

SAS Communications meeting and brand dayThe SAS Communications team

comprising representatives from

India, Thailand, Vietnam, Malaysia,

Singapore, Indonesia, Philippines,

Australia and new Zealand

attended a two-day meeting held

from Sept. 27-28, 2008, at JW

Marriott Hotel, Kuala Lumpur.

The meeting saw an enthusiastic

sharing of ideas amongst key

Communications personnel in

the region as they presented their

2008 plans and implementation

status as well as 2009 priorities.

Following the Communications

meeting, the SAS Brand Day

was held at the same venue on

Sept. 29, 2008. Thirty personnel

in various marketing and

communications roles from the

region attended the event which

included an overview of ABB’s

Global Brand Campaign by Maria

Jobin, head of branding, as well

as workshops on the new brand

rules and imagery concept.


The SAS Communications team in a group photograph with the PETRONAS Twin Towers in the background. In the photo are also Peter Stierli (second row, from left), Harmeet Bawa (head-SAS Region Communications) and Maria (fourth from left)

Maria Jobin stressing a point during the brand day workshop

15

Automation Productsdistributor list

To serve you better, our distributor list…

Central

AE Eltromatic (M) Sdn Bhd, SelangorTel : 03-90769811

Fax : 03-90767866

Contact Person : Woo Wen Yang

(Drives)

KVC Electric (M) Sdn Bhd, SelangorTel : 03-89252828

Fax : 03-89266828

Contact Person : Jason Wong

Softstarters & Drives)

Interlec Electrical Supplies Sdn Bhd, Kuala LumpurTel : 03-79817668

Fax : 03-79812720

Contact Person : Yap Chee Keong

(Contactors, TOR, MMS, MCBs,

RCCBs)

Fuseline Electric & Engineering Sdn Bhd, SelangorTel : 03-55695766

Fax : 03-55690058

email : [email protected]

Contact Person : Wu nge Peng,

Joey Teoh (Contactors, TOR, MMS,

MCBs, RCCBs, ACB, MCCBs,

Surge Protection Devices, Isolator

& Switch Fuse)

LV Control Sdn Bhd, SelangorTel : 03-56364610

Fax : 03-56364780


Contact Person : Joy Si (AutoReset-

RCCB, Surge Protection Devices)

KME Components Sdn Bhd, SelangorTel : 03-55693204

Fax : 03-55695504

Contact Person : Carrie ng

(Domestic Switch & Sockets)

Thung Guan Electrical Machinery Sdn Bhd, Kuala LumpurTel : 03-92211811

Fax : 03-92229014

Contact Person : Hoo Sai Hoong

(Domestic Switch & Sockets)

dp Thermo Control Electric Sdn Bhd, Kuala LumpurTel : 03-79806336

Fax : 03-79838822

Contact Person : S K Lim

Mobile : 012-3346423

(electronic Products & Relays)

Stantric Sdn Bhd, Kuala LumpurTel : 03-92810688

Fax : 03-92810689

Contact Person : Liew Y. K

(ACBs, MCCBs, Isolator &

Switch Fuse)

Perniagaan Elektrik Sin Len Hup (Sel) Sdn Bhd, SelangorTel : 03-78042323

Fax : 03-78040386

Contact Person : Yap A. H

(L.V Capacitors, Power

Factor Controller)

Sun Power Automations Sdn Bhd, SelangorTel : 03-61577555

Fax : 03-61577666

Contact Person : Terence Tan,

Justin Lim (Surge Protection

Devices)

Kuasa Jati Sdn Bhd, SelangorTel : 03-51228859

Fax : 03-51218859


Contact Person : Jimmy Chung

Mobile : 012-3050068

(Contactors, TOR)

Northern Region

Henshen Electrical Sdn. Bhd, Seberang Perai Tengah Tel : 04-3909345, 3996345

Fax : 04- 3996672

Contact Person : Lai Chin Tsing

(Domestic Switch & Sockets,

MCB, RCCBs)

Chunley Electrical Trading, Kedah Tel : 04-7308808

Fax : 04-7328808

Contact Person : Lai Chin Choong

(Domestic Switch & Sockets, MCBs,

RCCBs, ACBs, MCCBs)

TEC Total Electric & Control

(Penang) Sdn Bhd

Tel : 04-3976633

Fax : 04-3997823

(Contactor, TOR, MMS)

Southern Region

Mutiara Transmission & Distribution Sdn Bhd, JohorTel : 07-3515766

Fax : 07-3515768


Contact Person : Tan Hock Huat

(MCBs, RCCBs, Contactors, TOR,

MMS, Softstarter, ACB, MCCB)

United Pacific Control (M)Sdn Bhd, JohorTel : 07-3575953

Fax : 07-3575954


Contact Person : Teoh Chan Wei

(Contactors, TOR, MMS)

Sykt. Elektrik Combi (J.B)Sdn. Bhd, JohorTel : 07-3560208 / 3529208

Fax : 07-3560209

Contact Person : Lee, Chang

(Domestic Switch & Sockets,

MCB, RCCBs)

Kosun Industrial Supplies (M)Sdn BhdTel : 07-3519288

Fax : 07-3529288

Contact Person : Y S Kong, S S Gan

(Contactors, TOR, MMS)

East Malaysia

Exporise Electric Sdn Bhd, SarawakTel : 082-343636

Fax : 082-343939

Contact Person : Spencer Wee

(MCBs, RCCBs, Domestic

Switch & Sockets)

Furse Electric (Sabah) Sdn Bhd, SabahTel : 088-425000

Fax : 088-421133


Contact Person : C S Wong

(MCBs, RCCBs, Domestic

Switch & Sockets)

Powerco Trading (K.K) Sdn Bhd, SabahTel : 088-716222

Fax : 088-715985

Contact Person : Ho S. Y

(MCCBs, ACBs, Isolator &

Switch Fuse)

EIB SystemIntegrator, designer

switch & sockets

Central

IA SYS Technology Sdn Bhd,Kuala LumpurTel : 03-21165709

Fax : 03-21165999

Contact Person : Chris Lim

Mobile : 012-399 6471

Seikou Systec Sdn Bhd,Kuala LumpurTel : 03-90577793

Fax : 03-90577795

Contact Person : P W Siew

Mobile : 016-202 5503

Northern

SAS Integrated Solutions Sdn Bhd, PenangTel : 04-8900929

Fax : 04-8900929


Contact Person : Michael Chew

Mobile : 012-438 4260

East Malaysia

Ching Electrical Engineering Services, SawarakTel : 085-658822

Fax : 085-656658


Contact Person : Peter Yong

Mobile : 016-870 9855,

019-884 1255

Panmax Sdn Bhd, SarawakTel : 082-574790

Fax : 082-453690


Contact Person : Allen Lee

Mobile : 016 - 860 6363

Maritime & Industrial Engineers Sdn Bhd, SabahTel : 088-438998

Fax : 088-438008


Contact Person : Peter Wong

Mobile : 012-8021898

Future Intelligent Systems Sdn Bhd, MelakaTel : 06 - 233 1284

Fax : 06 - 232 6437


Contact Person : Max Yeng

Mobile : 012 - 639 8600

ABB Malaysia

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