1. Product Manager - Automation
DISTRIBUTION AUTOMATION
Scott Ware
Product Manager - Automation
Smart Grid and Lazer DA
Strategy
Competition
Resources

2. Smart Grid and Lazer

3. Drivers
The main current driver for Smart Grid investment are the American Re-investment and Recover Act (stimulus money). Estimated market for smart equipment and integration is estimated to go up and up and up.

4. Customer Value of Automating
Increase reliability and uptime
Improved performance metrics for rates (SAIDI, SAIFI, CAIDI…)
Reduces human error
Reduces humans
Reduces need for emergency dispatches and time to find faults
Performance Based Rates
The reasons that customers are interested in automating their systems

5. Two or more G&W devices communicating and doing something
DISTRIBUTION AUTOMATION
Two or more G&W devices communicating and doing something
Switchgear or reclosers
Relays
Communication
Packaged
Up to full SCADA package

6. Specific Value to You Customer future is automation Stimulus money
Helps lock in our products
Helps break commodity pricing
Expand your value to the customer
More $ in automated products than non-automated products
Why is it valuable to the reps to sell automation and intelligent equipment.

7. Automation Up Sell There is more money in automation
Two Viper ST’s - $40 K
Two Viper ST’s communicating in an auto transfer scheme - $55K
Two Vipers communicating to existing Vipers in an FDIR scheme - $100K
4 way SF6 or Trident
Normal product - $55k
Lazer Ready package - $75k

8. Strategy

9. Key Messages Lazer Ready Flexible Pre-packaged Familiar
Switching devices
Relays and logic
Communication
Flexible
Relays (SEL)
Familiar
Vipers
Tridents
SF6 Switches
Relays
Lazer Ready
Install now and automate later
How we want our message to come across in the market.

10. North America – C&I Market and Coops / Munis
Promote packaged solutions as individual products:
No engineering department required
Familiar products with flexibility
Short start up time
Examples – Kauai Electric, Camp Humphreys, Woodstock, Brantford Power, City of Newnan, UNC, Purdue, San Diego Airport
Primary offering as SEL but open to others
C&I Potential Customers
Hospitals and universities
Manufacturers requiring reliable power
Engineering firms, EPC’s, and developers
Military installations

11. North America – Major Utilities, IOU’s
Lazer Ready products as primary offering
High speed automated loops as secondary offering for specific areas
Benefits:
Products work with existing system
Familiarity of SEL relays
Open protocols
Co-selling with SEL
Build a Smart Grid one smart product at a time
Examples – AEP, PSE&G

12. International C&I market - reliable power
US Military Bases in particular
Major utilities (independent or government owned)
Look for partners
Intelligent components
Experience and reliability
Help promote their Smart Grid initiatives with US reliability
Products
Submersible or other demanding applications where RMU’s won’t work.
Trident solutions where greenhouse gas emissions are an issue.

13. Competition

14. Competition Primary Competitor – S&C Electric
Secondary Competitors – Cooper, ABB,
Third Tier Competitors – Siemens, Powell, GE, Schneider, Eaton, Noja, Lucy

15. Intelliteam Will push their own relays / controllers
Can offer SEL as alternative
More experience and bigger installed base
Want engineering + design work too
Other products that we do not offer (distribution level UPS, static VAR compensator…)
Larger company - more resources.

16. Intelliteam vs. Lazer Intelliteam No zone protection
Slower and less flexible
Peer to peer communication only
No central control
Proprietary protocol –
UIM required to interface with non-S&C products.
Tied to their own products
Zone protection capability
Greater technical capability
Optional open protocols
Optional central control and communication
Back up protection – multiple setting groups
More product flexibility

17. Uses their own relays and protocols
4 tier marketing from independent products to peer-to-peer communication
Market leading recloser
EAS group, Cannon PLC, Cyme
Big company service
Will only use their own relays (inflexible)

18. Systems and packages
Transmission leader
True global company
Not as interested in smaller projects
Will only use their own relays
Few distribution installations

19. Others – Third Tier Competitors
Switchgear Manufacturers / Multi-Nationals
Siemens
General Electric
Schneider / Square D
Eaton / Cutler Hammer
Powell
Generally not interested in smaller projects and / or don’t have the products to do it.
Product Manufacturers
Noja
Lucy
Whipp & Bourne
Koreans
Haven’t shown and interest or competence in this yet.

20. Resources

21. Marketing Development
More Lazer ads
Individual
As part of other product ads
Application guides
Currently 5
More added as new projects come
Tradeshow promotion
Distributech
IEEE

22. Marketing Resources
Standard FAT document to send with quote on request (May 2010)
Standard designs
System / functionality templates
Drawings
Webinars in 2010 (Dates coming)
Updated website with more resources
New catalog (June)

23. New Product Development
Pre-packaged Lazer ready switch packages (Trident and SF6)
Base level pre-packaged Lazer solutions (distributes auto transfer, main-tie-main…)
Other relay solutions
Critical Load
Preferred
Source
Alternate
Source
SEL 351R
SEL 351R

24. Services and Commissioning
F.A.T.
Training
Field Service

25. Distribution Automation
Switchgear
Communication
Relays
Programming
Support

26. Can G&W Do It?
Yes we can!