Palveluliiketoimintaan siirtyminen

– Case Rocla

FinPRO workshop

6.6.2013

Contents

• Rocla as a part of Mitsubishi Heavy Industries (MHI)• Rocla Finland• AGV business concept• Service delivery model

– Project sales– After market

• Experiences & lessons learned

Mitsubishi Heavy Industries

Rocla

Premises with a total area of 18,000 sq. designed and built for Rocla

Rocla Oy Järvenpää- Factory and head quarters

- Rocla is part of Mitsubishi Caterpillar Forklift Europe- Rocla designs and manufactures warehouse trucks under Rocla,

Mitsubishi, Jugnheinrich and Caterpillar brands - Rocla designs, manufactures and delivers automated guided vehicle

systems under Rocla brand- Automated mast production line- Premises for production of 10 000 trucks per year- Close cooperation with MCF units, subcontractors and suppliers- Personnel

-Average age 43 years-Male 83 %, female 17 % -Average years of services: 11 years

Complete Range of WHT and CB Trucks

Rocla Finland

Logistiikan trendit80-luvulle asti

90-luku

2000-luvun alku

Kuljetukset, varastointi, jakelu, ostaminen

Logistiikasta kilpailuetua

• Tarkoitamme sisälogistiikalla tontin sisällätapahtuvaa tavaran ja siihen liittyvän tiedonvarastointia ja siirtämistä

• Logistiikkakustannukset 13 % suomalaistenyritysten liikevaihdosta ja 17% bruttokansantuotteesta*

• Tästä 24 % on varastoinnin kustannuksia ja27 % varastointiin sitoutuvan pääomankustannuksia

Sisälogistiikka

Toimitusketjun hallinta

Järjestelmä-integraatio

Kuljetustenulkoistus

Verkkojenhallinta

*kansallinen logistiikkaselvitys 2006

Development of forklift business

Solution salesPay-per-transport

Outsourcing including forklist, automation and

drivers

-50 -70 -90 -05 -10

Forkliftsales

Rental andleasing

Maintenance,service

Consulting, automation,

remote diagnostics, Fleet management

Process outsourcing

Automation

AuxiliaryItems

OutsourcingDrivers

Trucks

Services

WMS, Fleet Mgmt

What we offer – complete package

WH-Benchmarking

Key Account Management

Fleet ManagementTieto kuluista ja käytöstä

• Internetpohjainenkalustonhallinta

• Trukit ja niiden tiedot säilyvät ja pysyvät ajan tasalla tietokannassa

• Mahdollisuus huoltotietojen lisäämiseen

Service packages

BASIC

• Basic-huoltosopimus-asiakas saa Roclan huoltopalvelut nopeasti ja varmasti

• Vuosittainen dokumentoitu kunto- ja turvallisuus-tarkastus

• Kiinteät työhinnat helpottavat huoltokustannuksien budjetointia

• Roclan Help Desk -palvelu

• Helppo räätälöidä lisäpalvelumoduulien avulla

EXTENDED

• Rocla ottaa vastuun asiakkaan laitekannan ylläpidosta ja vastaa huolloista ja vikakorj-auksista huolto- ja varaosineen kiinteään hintaan

• Laitekannan ylläpito on Roclan osaavissa käsissä ja asiakas voi keskittyä täyspäiväisesti omaan liiketoimintaansa

• Asiakas voi omistaa laitteensa itse tai ne voivat olla Roclan vuokralaitteita (Extended Rent)

EXTENDED RENT

• Pitkäaikaisen vuok-rauksen ansiosta pääomaa ei sitoudu kalustoon ja kalusto-kustannukset ovat budjetoitavissa

• Ennalta sovittu kiinteä kuukausimaksu pitää sisällään sekä trukin että sen ylläpidon.

• Sopimuskauden jälkeen trukki palautuu Roclalle, joka vastaa sen jäännös-arvosta

AGV Business

Global trends in 2010s

1960 1970 1980 1990 2000 2010 2020 2030 204020000

30000

40000

50000

60000

70000

80000

90000

100000Lähde. Tilastokeskus

Outgoing Labour (60-year old) Incoming Labour (20-year old)

Gap10000-15000

Finland

Rocla AGV Solutions• Since 1982• >1000 projects• >7000 AGVs• Global• Highly skilled staff

• Modular, product platform approach• Short delivery times• Short commissioning times• Flexible for many different applications• Inexpensive spare parts• Easy maintenance• Serial manufacturing• Product platform approach • Leasing possibility

Rocla earlier vs. today

The modular AGV concept

Tractor Unit- Standard Model- NEVER changes

Support structure / suppor legs- According customer requirement

- Parameters / Predesigned components.

Mast- According customer requirement- Rocla patented „integralmast“

Load handling(According customer requirementForks

- Roll conveyors- Paper reel clamps - etc

One Technology – Multiple Applications

AGV Solution Components

Focus on solving customers logistics challengesConsultation

- Look for the best possible solutions- Creative and effective ideas- Simulation / Visualization

AGV Control System- Order assignment & vehicle allocation - Transport task supervision- Traffic control

Warehouse Management System (WMS)- Transport order generation- Operator interface- RFID & Barcodes

On-Site Services- Commissioning- Installations

Life Span Support- Service and maintenance- Updates and upgrades- Spare parts

Reporting- Reports on performance etc.- To know what is happening

Vehicles- Transportation of pallets, reels etc.- Navigation: laser, magnetic spot, wire- Specifications and designing

Energy Concept- Batteries- Automatic Charging- Battery Exchange: Automatic / Manual

Storage of Goods- Racks and shelves- Storage places on floor

- Load-on-load, deep stacking

Additional Machinery- Conveyors- Wrapping machines- Manual Trucks- OEM Equipment

Service delivery concept

Three ways to market

Own sales Value Added Reseller MCFE dealer

Cat Lift Trucks dealer network in Europe

Project Management Level

Portfolio Management Level

Initiation

ExecutionClosing

ProjectProposal

Progress Reports

ProjectCharter

G4G3G1 G2

PlanningProject

Plan

Acce

ptan

ce

Quo

tatio

n

Bud

get e

stim

ate

Agre

emen

t

Sales process Start

Specification

Mechanical designElectrical designCustomer documentation

Purchasing

ManufacturingTesting

DeliveryInstallation

Commissioning

Transfer to service and project closing

System design

Tran

sfer

to s

ervi

ce

Project management

Project delivery process

G0

FAT

Delivery project process

Financing services

After market portfolio

Solution data management in Rocla

• Sales configurator. Sales utilises sales configurator and quotation tool called Robu (based in excel). The offering structure for sales is updated in Robu.

• Quotation and budget. Quotation and budget created with Robu are the starting point for the project. • AGV full solution in PLM. The full configuration of automation solution is coded into PLM. • Project configuration. Project management in delivery creates the project into PLM by modifying a standard AGV solution

according to quotation and • Sourcing and delivery information to ERP. Project configuration is the input to ERP where delivery operations and sourcing are

managed for the project.

Sales configurator

(Quotation tool Robu)

AGV – standard solution in PLM

Project configuration for delivery

Sales configuration of the solution

and budget

Sales view Project delivery view

ERP -delivery and

sourcing mgmt

Sales case management with Salesforce.comSales cases for service contract escalated automatically when a new project is sold

Installed base life cycle management

Upgrade and modernization recommendations

Technical bulletins concerning spare part availability

Good communication is win-win for both customer and supplier

Extremenly important for customers investment planning

All sales cases in Salesforce.com

Handling of installed baseProject info in database for fast access

Excellent tools for customer communication

All support and sales cases logged in

Good reporting and easy access to data

24/7 Help Desk

Staff consists of experienced software engineers

9 man staff in rotation at the moment

Call goes directly to the engineer

–> high level support

Telephone and remote support available

All support cases logged to a database

–> excellent reporting

Self service portal with solution finder available

Up and running since 2001

24/7 Help Desk1. Customer

contact directly to on-call engineer

2. Case logging

3. Telephone & remotesupport

4. Site visit, ifnecessary

5. Follow-up

6. Close case and report

Remote accessConnection to systems and vehicles

Fast and high quality support

Reduced travel time & costs

Enables pro-active system checks

Modifications & upgrades

Lessons learned

General issues

• There would be no project business without after market services

• Different customer segment have different needs for services e.g. Paper mill vs. Logistic center

• Export issues to be cleared – for both product and service delivery

• Services include much more than just after market• Local presence is a must – directly or through partners • Tailoring service for customer needs – modular approach

Product platform & tools

• Product platform and delivery process has to be designed to support service delivery

• Remote access is a must – for diagnostics and repair• Utilize IT as much as possible e.g.

– Remote diagnostics– PDM– Service case management

• 24/7 help-desk expensive but mandatory• Documentation• Tools for diagnostics, e.g. CANBus

Working outside EU

• Market price for service work hours varies between markets• Customers’ willingnes to pay for after market services in Asia• Working outside EU much more difficult – example Norway

and Switzerland

Service partners (1/2)

• Service outsourcing – cost, delivery time, language,...– Support and training to be organized

• Own vs. partner network– ownership of the customer– profit sharing– Quality & reputation

• Business practices & code of conduct• Partners – suppliers or customers?• Working with small and large companies – generally small

partners more challenging than big ones

Service partners (2/2)

• Service level quarantees• Role of product management increases when working with

partners• Tools, training and documentation• Who is responsible for system safety???

Shall we take theShall we take thefirst step today?first step today?