TITLE, voestalpine, 54PT · 2019-11-19 · 17. 19-Nov-19 Title of presentation. Sales Channel...

www.voestalpine.com/railway-systemsvoestalpine Railway Systems

AustraliaCountry Presentations byGlenn KyteFerdy WijsmanAlan Swaby

| |voestalpine Railway Systems

AustraliaIn perspective

19-Nov-192 Title of presentation

41,543 km2 17.2 million inhabitants Rail: 3,055 km

9.834 million km2 325 million inhabitants Rail: 149,910 km

7.692 million km2 24.6 million inhabitants Rail: 36,064 km (NSW 2100 in use > 3000km not in use)


Australia, 7th largest “patchwork”Highly diverse market environment

19.11.2019 vaSIG Sales Conference 20193

» 3 main TO competitors» 3 main gauges» 3 main rail profiles» 4 time zones» 7 states, laws, standards» 25 main customers, standards» > 800 turnout types in our

system» Huge distances» Risk averse culture» Complex contracts» WHS as a „religion“

v

V

PMvV PL

S

Progress Rail

vVPM

voestalpineVossloh

MartinusLibertySiemens

LS


Commuter; 1,2

Heavy Haul; 5,0High Speed Traffic; 0,0

Industry; 0,4

Metro; 0,1

Mixed Traffic; 2,0

Tram; 0,1

Market volume by SBA in m€ $ Total market volume

per year

m€ 8,9

voestalpine Signaling Sales ConferenceMarket Analysis Australia

Average sales volumeper year

m€ 3,7

%Current marketshare

41,1 %

19.11.2019 vaSig Sales Conference4

Average sales volume / Current market share by SBA

Volume by CU in m€

0,0

0,5

1,0

1,5

2,0

2,5

3,0

3,5

0 2 4 6

Total market volume

Ave

rag

e sa

les

volu

me

DMT InfraDLD/S

DMT RS

CU Market growthpotential

Market share

DLD/S m€ 2,5 14,0 %

DMT RS m€ 2,5 55,4 %

DMT Infra m€ 0,4 40,6 %

SBA Average sales volume

Current market share

Commuter m€ 0,2 14,1 %

Heavy Haul m€ 1,7 33,7 %

High Speed Traffic m€ 0,0 0,0 %

Industry m€ 0,2 56,3 %

Metro m€ 0,1 60,7 %

Mixed Traffic m€ 1,5 73,3 %

Tram m€ 0,0 0,0 %


Commuter; 1,0

Heavy Haul; 1,6

High Speed Traffic; 0,0

Industry; 0,0

Metro; 0,0Mixed Traffic; 0,2

Tram; 0,1


per year

m€ 2,9Average sales volumeper year

m€ 0,4


14,0 %


Competitor

Market share competitors

m€ 2,5 86,0 %

» Siemens » Electroline







Metro m€ 0,0 0,0 %


Tram m€ 0,0 0,0 %


voestalpine Signaling Sales ConferenceMarket Analysis Australia – CU DLD/S


$ Total market volumeper year


m€ 0,4


14,0 %


Market growth potential by product group in m€

Average sales volume by product group in m€

voestalpine Signaling Sales ConferenceMarket Analysis Australia – CU DLD/S


Heavy Haul: Tender specified UNISTAR HRNext Generation Heavy Haul Turnout


» Eliwana Mine project

» Tender VAE specified

» Only VAE has got the tender

» On top of bearers, no inbearers required

http://en.wikipedia.org/wiki/File:FMG_Portrait_Logo.png

http://en.wikipedia.org/wiki/File:FMG_Portrait_Logo.png


Best case scenario: Client doing marketingBreaking up the dominant M23 mindset


» FMG putting obsolete Siemens M23A on the market

» Email in BCC to the wholeindustry “disposal of M23A“


Mixed Traffic: Switch machines and turnoutsIn the heart land of Vossloh and Siemens



VAE RS LCC method got us 44 UNISTARReduction of complexity: 2 variable parameters


Legend: Pay BackAmount [ $ ] per Turnout after 3 years

Times more often M23A has to be maintained than UNISTAR

Co

st [

$ ] p

er m

ain

tena

nce

act

ivit

y


Country Presentation AustraliaMarket Analysis – CU DLD/S


Sales Channel Strategy

Customer Strategy

Australia

» Selling the DLD via Turnout sales but having support from Engineers from Europe when requested» Reaction time from Europe having Engineers on the ground in Australia within 48 hours of request» Influencing the Client specification» Various strategies to reduce product lead time

» Test installations with following Type Approvals and in best case integration into specification» Selling the DLD with the Turnout as a system substituting competitor products in our regular scope of supply» Constant and persistent Client education on the product knowledge with support from European Engineers

Product Strategy

» Listening to what the customer wants and be willing to adapt» Reliable LCC evidence» Adapting to higher quality documentation requirement & safety


Commuter; 0,0

Heavy Haul; 3,3


Industry; 0,4

Metro; 0,0

Mixed Traffic; 1,7

Tram; 0,0


per year


m€ 3,0


55,4 %


Competitor


m€ 2,5 44,6 %

» FleetOne» Harbing Veic» ITSS» Progress Rail» Salient

» Southern Tech» Track IQ» VEIC» WabTec







Metro m€ 0,0 0,0 %


Tram m€ 0,0 0,0 %


voestalpine Signaling Sales ConferenceMarket Analysis Australia – CU DMT RS




m€ 3,0


55,4 %




voestalpine Signaling Sales ConferenceMarket Analysis Australia – CU DMT RS


DMT RS


» Potential For Growth» Strong with customers – Still room for expansion

» ABM, south & west Australia

» Metro and Urban

» Potential Issues» Competitors gaining foothold (e.g. progress rail)

» Staying on top


DMT RS» Metro & Urban Operators:

» No references in Australia yet

» MTM is working on big DMT RS tender

» Mixed Operators» New tenders out HABD, ABM & WILD ST

» QR is planning on expanding number of systems

November 19, 2019

Title of presentation15


DMT RS


» Freight Operators» Strong with WILD and HABD Aurizon and HABD for ARTC

» Continue trying to establish

» Strong with Rio Tinto for HABD

» Potential for WILD with Rio Tinto

» Continue trying to establish BHP and FMG


Country Presentation AustraliaMarket Analysis – CU DMT RS



Customer Strategy

Australia

» Direct sales» Done for all Australian customers (some exceptions, see below)

» Through (main) contractor» On request by client ór Systems are part of bigger scope/ project (e.g. construction of mine line)

» Further build on relations and references» Further improve on local support» Analyse Western Australia, South Australia etc.

Product Strategy

» No more Legacy, only MDS » Maximise install base, addition of modules» Introduction of new technology (be the go to company)


Country Presentation AustraliaBest Practice Example of the Market


» Rio Tinto – 40+ HABD systems project» Currently in POC phase (1 system)» After successful POC, roll out of 40+ systems» PHOENIX CMS offered

» QR expansion of install base urban area» Fleetmanagement introduced» QR is considering expanding WILD for urban lines


Commuter; 0,2

Heavy Haul; 0,2


Industry; 0,0

Metro; 0,1Mixed Traffic; 0,0

Tram; 0,0


per year


m€ 0,2


40,6 %


Competitor


m€ 0,4 59,4 %

» Alstom» Mpec» MRD

» Siemens» Strukton







Metro m€ 0,1 60,7 %


Tram m€ 0,0 0,0 %


voestalpine Signaling Sales Conference

Market Analysis Australia – CU DMT Infra




m€ 0,2


40,6 %




voestalpine Signaling Sales Conference

Market Analysis Australia – CU DMT Infra


DMT infra


» Potential For Growth» Strong customer base – High market share

» New monitoring applications

» Many new projects for rail lines and extensions

» Potential Issues» New competitors arriving in the market

» Australian home market supplier gaining strength


DMT infra» Metro & Urban Operators:

» Continues to be a good market for Fareham

» Now moving to new projects and upgrades

» Level Crossing Monitoring is of major interest

» Customers are migrating from AssetWatch to ROADMASTER

» Customers are looking for more system utilisation and support

» Mixed Operators» Slowly moving forward

» Looking at other monitoring applications

November 19, 2019

Title of presentation22


DMT infra


» Freight Operators» Mining sector is expanding the use of monitoring

» New projects are adopting monitoring

» Looking at other monitoring applications


Country Presentation AustraliaMarket Analysis – CU DMT Infra



Customer Strategy

Australia

» Try to build a local support capability » Technical support» Service/installation support » Monitoring support – Utilisation of information

» Increase sales activities with » End users – New projects» Major contractors

Product Strategy

» Promote » Other monitoring applications (TCM, LXM)» System utilisation and user support/education


Country Presentation AustraliaBest Practice Example of the Market


» FMG – Eliwana Project» Fareham Supply

» ROADMASTER Server System - FMG» 9 MiniLoggers and 20 Current Transducers – John Holland Group» Monitoring 20 UNISTAR HR switch machines» Plus the expansion to other switch machines

www.voestalpine.com/railway-systemsvoestalpine Railway Systems

Thank you

TITLE, voestalpine, 54PT · 2019-11-19 · 17. 19-Nov-19 Title of presentation. Sales Channel...

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