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 ...
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
- Roc...
Complete Range of WHT and CB Trucks
Rocla Finland
Logistiikan trendit
80-luvulle asti
90-luku
2000-luvun alku
Kuljetukset, varastointi,
jakelu, ostaminen
Logistiikasta kilp...
Development of forklift business
Solution sales
Pay-per-transport
Outsourcing including
forklist, automation and
drivers
-...
Automation
Auxiliary
Items
OutsourcingDrivers
Trucks
Services
WMS,
Fleet Mgmt
What we offer – complete package
WH-Benchmarking
Key Account Management
Fleet Management
Tieto kuluista ja käytöstä
• Internetpohjainen
kalustonhallinta
• Trukit ja niiden tiedot
säilyvät ja pys...
Service packages
BASIC
• Basic-huoltosopimus-
asiakas saa Roclan
huoltopalvelut nopeasti
ja varmasti
• Vuosittainen
dokume...
AGV Business
Global trends in 2010s
1960 1970 1980 1990 2000 2010 2020 2030 2040
20000
30000
40000
50000
60000
70000
80000
90000
100000...
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 appl...
The modular AGV concept
Tractor Unit
- Standard Model
- NEVER changes
Support structure / suppor legs
- According customer...
One Technology – Multiple Applications
AGV Solution Components
Focus on solving customers logistics
challengesConsultation
- Look for the best possible solutions
- Creative and effectiv...
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
Execution
Closing
Project
Proposal
Progress Reports
Project...
Financing services
After market portfolio
Solution data management in Rocla
• Sales configurator. Sales utilises sales configurator and quotation tool called Robu (...
Sales case management with Salesforce.com
Sales cases for service contract escalated automatically when a new project is s...
Handling of installed base
Project info in database for fast access
Excellent tools for customer communication
All support...
24/7 Help Desk
Staff consists of experienced software engineers
9 man staff in rotation at the moment
Call goes directly t...
24/7 Help Desk
1. Customer
contact
directly to on-
call engineer
2. Case
logging
3. Telephone
& remote
support
4. Site vis...
Remote access
Connection to systems and vehicles
Fast and high quality support
Reduced travel time & costs
Enables pro-act...
Lessons learned
General issues
• There would be no project business without after market
services
• Different customer segment have differ...
Product platform & tools
• Product platform and delivery process has to be designed to
support service delivery
• Remote a...
Working outside EU
• Market price for service work hours varies between markets
• Customers’ willingnes to pay for after m...
Service partners (1/2)
• Service outsourcing – cost, delivery time, language,...
– Support and training to be organized
• ...
Service partners (2/2)
• Service level quarantees
• Role of product management increases when working with
partners
• Tool...
Shall we take theShall we take the
first step today?first step today?
Finpro Industrial Services Day 6.6. Rocla
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Finpro Industrial Services Day 6.6. Rocla

  1. 1. Palveluliiketoimintaan siirtyminen – Case Rocla FinPRO workshop 6.6.2013
  2. 2. 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
  3. 3. Mitsubishi Heavy Industries
  4. 4. Rocla
  5. 5. 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
  6. 6. Complete Range of WHT and CB Trucks
  7. 7. Rocla Finland
  8. 8. Logistiikan trendit 80-luvulle asti 90-luku 2000-luvun alku Kuljetukset, varastointi, jakelu, ostaminen Logistiikasta kilpailuetua • Tarkoitamme sisälogistiikalla tontin sisällä tapahtuvaa tavaran ja siihen liittyvän tiedon varastointia ja siirtämistä • Logistiikkakustannukset 13 % suomalaisten yritysten liikevaihdosta ja 17% bruttokansantuotteesta* • Tästä 24 % on varastoinnin kustannuksia ja 27 % varastointiin sitoutuvan pääoman kustannuksia Sisälogistiikka Toimitusketjun hallinta Järjestelmä- integraatio Kuljetusten ulkoistus Verkkojen hallinta *kansallinen logistiikkaselvitys 2006
  9. 9. Development of forklift business Solution sales Pay-per-transport Outsourcing including forklist, automation and drivers -50 -70 -90 -05 -10 Forklift sales Rental and leasing Maintenance, service Consulting, automation, remote diagnostics, Fleet management Process outsourcing
  10. 10. Automation Auxiliary Items OutsourcingDrivers Trucks Services WMS, Fleet Mgmt What we offer – complete package
  11. 11. WH-Benchmarking
  12. 12. Key Account Management
  13. 13. Fleet Management Tieto kuluista ja käytöstä • Internetpohjainen kalustonhallinta • Trukit ja niiden tiedot säilyvät ja pysyvät ajan tasalla tietokannassa • Mahdollisuus huoltotietojen lisäämiseen
  14. 14. 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
  15. 15. AGV Business
  16. 16. Global trends in 2010s 1960 1970 1980 1990 2000 2010 2020 2030 2040 20000 30000 40000 50000 60000 70000 80000 90000 100000 Lähde. Tilastokeskus Outgoing Labour (60-year old) Incoming Labour (20-year old) Gap 10000-15000 Finland
  17. 17. Rocla AGV Solutions • Since 1982 • >1000 projects • >7000 AGVs • Global • Highly skilled staff
  18. 18. • 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
  19. 19. 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 requirement Forks - Roll conveyors - Paper reel clamps - etc
  20. 20. One Technology – Multiple Applications
  21. 21. AGV Solution Components
  22. 22. 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
  23. 23. Service delivery concept
  24. 24. Three ways to market Own sales Value Added Reseller MCFE dealer
  25. 25. Cat Lift Trucks dealer network in Europe
  26. 26. Project Management Level Portfolio Management Level Initiation Execution Closing Project Proposal Progress Reports Project Charter G4G3 G1 G2 Planning Project Plan Acceptance Quotation Budgetestimate Agreement Sales process Start Specification Mechanical design Electrical design Customer documentation Purchasing Manufacturing Testing Delivery Installation Commissioning Transfer to service and project closing System design Transfertoservice Project management Project delivery process G0 FAT Delivery project process
  27. 27. Financing services
  28. 28. After market portfolio
  29. 29. 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
  30. 30. Sales case management with Salesforce.com Sales 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
  31. 31. Handling of installed base Project 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
  32. 32. 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
  33. 33. 24/7 Help Desk 1. Customer contact directly to on- call engineer 2. Case logging 3. Telephone & remote support 4. Site visit, if necessary 5. Follow-up 6. Close case and report
  34. 34. Remote access Connection to systems and vehicles Fast and high quality support Reduced travel time & costs Enables pro-active system checks Modifications & upgrades
  35. 35. Lessons learned
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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???
  41. 41. Shall we take theShall we take the first step today?first step today?
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