2 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 316ACONCEPTCARFORMEGA-CITIESSemconwantedtoshowthat theurbancarsofthefutu...
FUTURE BY SEMCON 3.2012 7In theforeseeablefuture,ourmegacitieswillnot becalledLondon,NewYorkandTokyo,but Bogotá,Kinshasaan...
people every second. Moreover, just abouteverywhere, we are living increasingly longer.From a demographic point of view, 2...
FOCUS:MEGA-CITIES7 MEGA-CHALLENGESSevenofthegreatestchallengesfacingtheworld’scities.CHALLENGE 1:Out of China’s 669 cities...
The global automotive industry’s two buz-zwords in recent years have been mega-cities and mobility. The Financial Timesrec...
FOCUS:MEGA-CITIESWhen the UN presented its annual reportin 2011, Revision of the World Urbani-zation Prospects, for the fi...
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Megacities (Future by Semcon Magazine #3/2012)
Megacities (Future by Semcon Magazine #3/2012)
Megacities (Future by Semcon Magazine #3/2012)
Megacities (Future by Semcon Magazine #3/2012)
Megacities (Future by Semcon Magazine #3/2012)
Megacities (Future by Semcon Magazine #3/2012)
Megacities (Future by Semcon Magazine #3/2012)
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Megacities (Future by Semcon Magazine #3/2012)


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Megacities In the foreseeable future, our megacities will not be called London, New York and Tokyo, but Bogotá, Kinshasa and Shenzhen. The emergence of an increasing number of megacities will define the development of our world on every level - politically, economically and technologically. What are the challenges involving megacities and what will they mean?

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Megacities (Future by Semcon Magazine #3/2012)

  1. 1. B SVERIGE PORTO BETALT PORT PAYÉFUTURESEMCON AB417 80 GÖTEBORGA MAGAZINE ABOUTENGINEERING SERVICES &PRODUCT INFORMATION #3.2012futurebysemcon#3.2012AFTERWORKname Oliver Krebsage 26 yearsat work Engineer,machinetechnology,Semcon Stuttgart.after work Firefighter.Part ofGermany’s 1.1 million-strong volunteerfire service,FF.other Hurdler.Highest honours area silver and a bronze in the 400mhurdles at the German championships.OLIVER KREBS:“Acalloutisalwaysajourneyintotheunknown”About me“I am positive, energetic, helpful and enjoyaction. At work I develop truck engines andmy spare time consists of training and firedrills. I am 26 years old, have a girlfriend andlive in Zazenhausen outside Stuttgart.”About my job“I’manengineerinMechanicalEngineeringandhaveworkedatSemconinStuttgartsinceFebruary2011.IworkonthedevelopmentoftruckenginesasaconsultantforDaimlerAG,mainlyspecializinginthemechanicsoftheinjectionsystem.”About the fire service“Alotofmyfamilyisactiveinthefireservice-itfascinatedmeasachild,althoughmainlythebigfiretrucksbackthen.WhenIwas10Istartedintheyouthassociationwithexercises,trainingandmeetings.WhenIwas18,Ididmybasictrainingandhavesincebeenintheactivetaskforce,nowasengineerandgroupleader.Wehavearound40to50call-outsperyear,andtrainingandexercisesatleasteveryotherweek.Call-outs can range from small fires to caraccidents - usually it’s a garbage can on fire.It’simpossible to know beforehand - a callout isalways a journey into the unknown.”What the fire service has taught me“Through both sport and the fire service,I havelearned to be focused and disciplined,withoutlosing sight of the objective.When the pagerbleeps,you never know what to expect:it’s suspense,action and variety in its purestform.When you’re called out everything hasto happen quickly and correctly.I also enjoydealing with technology and working with dif-ferent types of people at work.”ABOUT: VOLUNTARY FIRE SERVICESIn countries such as Germany, Aus-tria and Italy, the fire service is largelybased around volunteers, rather thana professional corps. In Germany, onlycities with over 100,000 inhabitantsare required to have a professional firedepartment.+MEGA­TRENDSTheworld’scitiesaresuper-sizing.Arewereadyforthechallenges?TEXT:HILDAHULTÉNPHOTO:FRANKLINDERSMIKEBIDDLEKNOWSHOWTORECYCLEPLASTICQOROSCREATESANEWCARBRANDINSHANGHAIATLASCOPCO:DRILLINGSMARTER,SAFERANDFASTER
  2. 2. 2 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 316ACONCEPTCARFORMEGA-CITIESSemconwantedtoshowthat theurbancarsofthefuturerequirenewthinkingandinnovation.Sotheyproducedtheirownconceptcar,UrbanMovE.40MEETSEMCON’SSHARPESTMINDSInSemconBrainsyouwillmeetBertilNelson,whoautomatesthetestingofVolvoengines,JeanetteCarlsson,themachinedesignerwhohascreatedanewtypeofventilationandRobertHinesley,withapassionfordigitaltechnicalinformation.51SMARTSTEELOvakohasdevelopedanewsteelwithmuchbetterdurability.But theyneededhelptofindnewbusinessopportunitiesfortheirproduct.SotheyturnedtoSemcon.CONTENTS #3.2012ARTICLES IN THIS ISSUE OF FUTURE BY SEMCONWebsite: semcon.com Letters: Future by Semcon, Semcon AB, 417 80 Göteborg, Sweden. Change of address: future@semcon.comPublisher: Anders Atterling. Tel: +46 (0)70-447 28 19, e-mail: anders.atterling@semcon.com Semcon project manager:Madeleine Andersson. Tel: +46 (0)76-569 83 31, e-mail: madeleine.andersson@semcon.com Editorial production: Spoon. Editor:Katarina Misic. Designer:Mathias Lövström.Website: spoon.se Repro: Spoon. Printing:TrydellsTryckeri,Laholm.ISSN: 1650-9072.Translation: Cannon Språkkonsult.EDITORIALA mind-boggling (mega) futureOver the next 20 years, the world willgrow by the equivalent of seven citiesof ten million people each year. Themind boggles. And the challenges seem asendless as the city limits in these mega-cities.But it is these cities that offer people the op-portunity for a better life; mega-cities are theeconomic engines for their nations. It is herethe future is created.Technological development and innova-tion will be the key to giving us more op-tions, developing better tools to deal with thechallenges and generating new markets andopportunities for economic growth and jobs.My ambition is for Semcon to be a part of thisdevelopment, together with our customers.In this edition of Future by Semcon you canread about the challenges of mega-cities andthe opportunities they offer. You can also readabout Semcon’s own concept car for mega-cities, Urban MovE, and a brand new car brandfrom China, Qoros. We visit Mike Biddle inCalifornia, who has revolutionized the waywe recycle plastic, and we go deep into themines with Atlas Copco, ensuring safeand fast drilling. Also, you can look intothe future with Arcam’s 3D printers andOvako’s intelligent steel. 1FUTUREBYSEMCONONYOURIPADSearch for“Semcon”inthe App Store.MARKUS GRANLUND,CEO,SEMCON46THEFUTUREIN3DArcam’sadvanced3Dmachinescanmanufactureeverythingfromuniqueaero­planepartstopersonalizedimplants.Butwhenanaviationcustomerdemandedanewdevelopmentinashort timetheyneededhelpfromSemcon.34NewthinkingfromQorosQorosisdaringtodowhatfewothershave:startanentirelynewcarbrand.WithadomesticmarketinChina,theyarelookingtowardsEurope.AndSemconispartofthejourney.
  3. 3. 4 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 5PEOPLE #3.2012PEOPLE IN THIS ISSUE OF FUTURE BY SEMCONEmerging mega-cities will change conditionsfor many industries and companies. Meet someof the people in Future by Semcon talking onthe subject of mega-cities.perwoxenius,developmentmanager,arcamab,göteborg,swedenInthefuture,moreandmorepeoplewillliveincities.Canyourproductshelptosolvethetechnicalchallengesofmega-cities?“Theappearanceoffutureaircraft willdependon thepopulationbase.Mega-citieswillneedlargeraircraft tocarrymorepeoplewhilst stillkeeping thenumberofflightsdown.If theplanechanges,theengineschange,and thisiswherewecomein.Our technologyalsohelpsplanesflylongerwithout stopovers,andit’s the takeoffandlanding that usethemost fuel.”patrikölund,researchmanager,ovakoab,hofors,swedenThemega-citiesofthefuturewillbecomelargerandmorewidespread.Whatdemandswillthisdevelopmentmakeofyouassteelmanufacturers?“Thelarger thecities,thegreater thefocuson theenvironment.Vehicleshave tobelighterandstronger,andit couldbeanadvantageforus that it willrequirematerialsofhigherquality tosaveweight.”mikebiddle,founderandceoofmbapolymers,california,usaHowdomega-citiesandgrowingurbanizationaffect ourabilitytorecyclewaste?“Theconcentrationofpeopleandcompaniesactuallylowers thecost ofrecycling.Ialways tellpeople:‘Thefirst mileis themost expensivepart ofanyrecyclingprogram.’Infutureapartment blocksIcanimaginerecyclingchutesdeliveringrecyclablewaste toalargecisternin thebasement,whichcan thenbecollected.”stefandahlberg,technicalmanageratatlascopcomre,örebro,swedenDoesthedevelopment offuturemega-citiesinAfricaandAsiaaffect yourbusiness?“Thereisaneedforbothsewersandwater,perhapsundergroundand therewewoulddefinitelybeable toparticipate.Whenyoudrillincities therearenoiserequirements,andwehavequiet machines.Afewyearsago,wesoldmachinesfordrainageexcavationinHongKong,forexample.”jeanettecarlsson,designer/productdeveloper,semconkarlstad, swedenHeating,coolingandventilationrequirealot ofenergy.Howmuchcanthesefunctionsbemoreefficient inthemega-citiesofthefuture?“Theadvantageof theamount ofenergyconsumedandcreatedinmega-citiesis that it providesgreateropportunitiesforsynergies.Somuchprogressisbeingmadeandwe’recon-stantlylearningmoreabout howwecanbest takeadvantageof theenergy,soit willprobablybecomemoreeffec-tiveinaverygoodway.”klarasibeck,productdeveloper,zoundindustries,stockholm,swedenHowdoyouthinkwewilllistentomusicinthemega-citiesofthefuture?“Inlargecities,travellingandlivingisdifferent tosmallerplaces,whichaffectshowyoulisten tomusic.Whenyou travelbysubwayandbus,insteadofinyourowncar,youuseheadphones,forexam-ple.Also,inapartmentsyouhave tolimit thevolumesoasnot todisturb theneighbours.In thefutureit will thereforebeimportanttodevelopsoundsystems that canshieldanddirect soundinagoodway.”44PAGE30PAGE40PAGE51PAGE24PAGE46PAGE
  4. 4. FUTURE BY SEMCON 3.2012 7In theforeseeablefuture,ourmegacitieswillnot becalledLondon,NewYorkandTokyo,but Bogotá,KinshasaandShenzhen.Theemergenceofanincreasingnumberofmega-citieswilldefine thedevelopment ofourworldoneverylevel-politically,economicallyand technologically.What are thechallengesinvolvingmegacitiesandwhat will theymean?TEXT STEFAN SJÖDIN
  5. 5. people every second. Moreover, just abouteverywhere, we are living increasingly longer.From a demographic point of view, 2008was a year zero, when more people lived incities, rather than the countryside, for thefirst time. Also, at the end of 2011 the numberof people on earth surpassed seven billion.Furthermore - here’s the interesting thing- virtually all population growth is occurringin cities.RIGHT NOW THREE million new people move tocities each week, contributing to the follow-ing startling development:In 1975 there were three mega-cities in theworld: Mexico City, Tokyo and New York. Atthe time of writing, there are 39 mega-cities,28 of which are in emerging economies anddeveloping countries. Between 1975 and 2010,the population of the world’s mega-cities in-creased from 53.2 million to 318 million people.This type of urban growth is unparalleledin history. It took, for example, 130 years forLondon to go from one million to nearly eightmillion inhabitants. The same demographicleap took 45 years for Bangkok, 37 years forDhaka and only 25 years for Seoul.“Cities are the future! It is here the climatebattle can be won - or lost,”says WillfriedWienholt, vice president of Urban Develop-ment at Siemens.He believes that entrepreneurs and innova-tors around the world are needed to solve thechallenges caused by mega-cities. It is clearthat the public and private sectors have towork together.“Large cities have to review many importantareas to meet the challenges of the future. Theseinvolve transportation, construction, energy,waste and water, amongst many other things.They then need to create a roadmap based on anunderstanding of how different technologicalsolutions can interact with each other.”Despite everything, the world’s mega-regions cover a very small part of the earth’ssurface. However, the forty largest of themare home to approximately 18% of the world’spopulation and account for 66% of globaleconomic activity and 85% of technologicaland scientific innovation.“Cities are the fundamental building blockof prosperity for both nations and families,”says Marc Weiss, chairman of the Prague In-stitute for Global Urban Development.It is not therefore surprising that manycompanies and industries are spending alot of time analyzing and adapting to theenormous potential that mega-cities have asa market. Siemens, Ericsson, Bosch, BMW,IBM, Audi and GM are just a few examples ofcompanies working on the issue, and they arevery aware of the importance mega-cities willhave on their future business.Mega-cities are here to stay.We look here at seven of the most impor-tant challenges.Dhaka, Bangladesh. One ofthe world’s most denselypopulated areas. 13 millionpeople live here already, afigure which will double -within ten years.Bangladesh is a kindof epicentre for climatechange. Climate refugees are pouring in fromacross the country, with stories of cyclones,flooding and erosion. Here they go from beingpeasant farmers to so-called urban poor. Themen become rickshaw drivers and the childrenbegin to work in factories. The problem is thatlow-lying Dhaka has the same risk of ero-sion that villagers around the country havealready experienced. Two major rivers fromthe southern slopes of the Himalayas trans-port vast amounts of brown water through thecities, on their way to the Bay of Bengal to thesouth.“The river banks are soft and muddy and arewidening all the time. The increased hydrody-namics of the river system contribute to glaciersmelting faster, which leads to even more waterand even larger floods,”says Atiq Rahman of theCentre for Advanced Studies in Bangladesh.Dhaka used to be surrounded by swamp-land which helped suck water away fromflooding areas. But now the swamps are popu-lated and the excess water has nowhere to go.“Additionally, cyclones are increasing bothin frequency and intensity. We have had threein just the last few years, whereas there werepreviously 20-30 years between cyclones.”So far, this seems a disaster scenario.But what if we look at Dhaka in a differ-ent light? Why is Dhaka also being mentionedin articles about creativity, and innovatorscoming from far and wide to study and beinspired? The answer, of course, is that thisextreme situation produces new solutions,especially in everyday life.WHEN SALT WATER FROM floods has destroyedpaddy fields, farmers have switched to farm-ing shellfish in salt water. When chickensdrown, people have acquired birds that canswim, such as ducks. There are many, fre-quently surprising, examples of adaptation.“The innovations necessary in countriessuch as India and China will not be developedfrom Scandinavia,”says Tina Karlberg, CityAccount Manager at Siemens in Sweden.Her company works with megacitiesaround the world on a wide range of chal-lenges: health care, waste, electricity and cleanwater, for example.“One of my conclusions is that you haveto be in place and understand the context inorder to contribute to megacities’solutions,”she says.The emerging mega-cities have severalsimilar challenges, but the challenges alsochange depending on the stage of develop-ment, geography and culture. While Dhakais forced to prioritize flood works, Beijing isworking on its enormous problems with pub-lic transport and air quality, Lagos in Nigeriais struggling to even provide basic health careto people with HIV/AIDS and malaria, whilethe health challenges in New York are all aboutover-consumption diseases like obesity, dia-betes and cardiovascular disease. Furthermore,in the Philippine capital Manila only 11% ofthe population live in houses connected to thewaste disposal network.The simple definition of a mega-city is thatit has over ten million inhabitants.But how do we understand the scale ofmega-cities?Some do it from space. A relatively recentpicture of Istanbul from 500 kilometres al-titude shows how Turkey’s largest city, withits 15 million inhabitants, continues to swellinto a giant region around the Bosphorus.This geographical growth of the largest citiescreates mega-regions - massive metropolitanareas - around the world. Take for examplethe Hong Kong-Shenzhen Guangzhou regionin China, with 120 million people. Or Japan’sNagoya-Osaka-Kyoto-Kobe region, whichis estimated to grow to 60 million people by2015. Bangkok, in Thailand, is expected to ex-pand a further 200 kilometres from its currentcentre by 2020.BETWEEN THE CITIES in the various metropoli-tan areas run elongated urban corridors, suchas the 1500-km-long industrial corridor be-tween Mumbai and Delhi in India.Certain urban areas are larger, both in termsof area and population, than countries such asBelgium, the Czech Republic and the Neth-erlands.Every second, five people are born in theworld, while two die. This therefore meansthat the total population is increasing by three“Cities are the future! Itis here the climate battlecan be won – or lost.”Willfried Wienholt, vice president of Urban Development, SiemensFOCUS:MEGA-CITIES10million inhabitantsis the definition ofa mega-city.2%of the earth’s surfaceconsists of cities.53%of the world’s populationlives in cities.2008For the first time, more people livein cities than in the countryside.33%of urban residentslive in slums.75%of the world’s carbon emissionsare produced in cities.Source:UNWorldUrbanizationProspects.Dhaka in Bangladesh,with its 13 million inhabitants,is the world’s ninth largest city,but is expected to double in population over the next 10 years.8 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 9
  6. 6. FOCUS:MEGA-CITIES7 MEGA-CHALLENGESSevenofthegreatestchallengesfacingtheworld’scities.CHALLENGE 1:Out of China’s 669 cities, 60% suffer froma lack of water. And despite the fact thata Chinese citizen consumes just a thirdof what an American consumes, China’swater supply has fallen by 13% and is con-tinuing to decline. However, this problemis not unique to China’s big cities. Virtu-ally all the world’s mega-cities are facingincreasing water shortages. Mexico City,for example, was built on an old lake bedand is now falling slowly into the mire. Anover-extraction of groundwater means thecity is sinking even more and today, wateris pumped up from the surrounding plainsto alleviate water shortages - somethingthat is also leading to new conflicts be-cause water is needed for agriculture.In Los Angeles the lawns are green,despite being in the middle ofa desert. Sprinklers areon all day long, despitethe mayor’s officerstravelling aroundthe neighbour-hood and talk-ing about thedrought and thelooming watershortage.The biggestwater problems inmega-cities are in-adequate infrastructurefor water and sanitation,pollution, saltwater intrusionand flooding.According to Arjun Thapan, chairman ofthe World Economic Forum’s globalcouncil for water safety, the ques-tion is not sufficiently prior-itized:“The water and sanita-tion issue is of the lowestpriority for many reasons,but one of the main ones isthat water has no price. Inorder to attract private sec-tor investment and technicalknow-how you need to valuewater. These problems will notbe solved without running waterand sanitation as a business, withbetter results and higher returns. I wouldadvocate public/private partnerships, withgovernments having a regulatory role,”hetold the newspaper Svenska Dagbladet.In China environmental damage and pol-lution costs 8-12% of GDP annually, writesSvenska Dagbladet. 21% of water resourcesare unfit for drinking and irrigation. Thegovernment has therefore decided to invest610 billion U.S. dollars in the next ten yearsto clean up rivers and to address emissions.Tokyo is another Asian city which hasmade extensive investments to overcomewater-related problems. About two billiondollars have been spent on the Metropoli-tan Outer Floodway drainage system - ahuge underground tank which collects theexcess water which is then pumped into theRiver Edo and then runs out into the sea. 1WaterLos Angeles by night has been called theworld’s leading light show. A universe ofelectricity created by humans. Ten mil-lion people and six million cars consumingenergy. For decades it has been a symbolof success, a lifestyle built on wide roads,consumption and excess - and people allover the world want to have as much fun.But while Asian mega-cities like Mumbaiare now following in Los Angeles’footstepsat a frightening pace, Los Angeles has in-vested large sums of money in reducing andimproving energy consumption. Californiacurrently uses 40% less energy than therest of the U.S. and is developing the world’sbiggest solar power plant. In the MojaveDesert 24,000 reflectors shine sunlightonto two towers, which in turn producesteam and drive electricity turbines. It pro-duces enough electricity for 4,000 house-holds. Nearly 11% of California’s electricityis renewable, but the goal is that by 2020this will increase to one-third.In a world where we have become ac-customed to electricity always being onhand, it is difficult to imagine a life indarkness. We take heating in our housesfor granted. But while residents of LosAngeles are being forced to learn to reducetheir consumption of water and electric-ity, one in every five people in the worldhas no access to electricity. They are forcedto rely on open fires, which have serioushealth effects. According to WHO, around1.5 million people each year are killed bysmoke injuries and poisoning. Electricityproduction is thus a necessity, but the cur-rent trend has to be reversed.“In the next 25 years China’s urbanpopulation will increase from 45% to 65%.Every year there are 15-20 million newurban residents. Two-thirds of China’senergy is coal-based. The country is thelargest emitter of carbon dioxide, but ifyou look at the per capita figures, the Unit-ed States, for example, has emissions fivetimes higher,”the architect Ulf Ranhagenstated during the Vinnova annual confer-ence in 2010.He was then in the middle of the pro-cess of planning a new Chinese multi-million city.“At the same time, China has two-thirdsof the world’s solar panels and wind energyinvestment. They do a lot to create sus-tainable urban development.”Tina Karlberg, City Account Manager atSiemens, agrees:“China is aware of the challenge andyou can see it in a lot of areas. A simpleexample is that they have road lightingwith pinwheels, which provide the lightswith their own energy. By using LED thisdoesn’t use much electricity.“We will see extensive development inthis area in the coming years. Such as byintegrating solar cells into other materi-als: building materials, surfaces, chimneysand facades and developing other types ofenergy receivers than the cells used today.In combination with smart power grids ex-cess energy can also be sold in the future.”Companies like Ericsson, Electrolux andSiemens are some of the worldwide com-panies making major investments in smartgrids. The traditional model of electricitygeneration is currently being turned on itshead. One reason is that electricity in thefuture will be produced at a variety of dif-ferent small places, such as solar and windpower plants. Sometimes the electricity inan electric car battery parked in the driveway,for example, will be used. That means thatsmarter grids will have to be able to receivedeliveries from a lot of small producers.“Over the last decade our cities havebeen wrapped in layers of digital data - tel-ecommunications, sensor networks, smartmetering infrastructure - which now formthe basis for a large, intelligent nervoussystem that can improve the efficiency ofcities in many ways,”says Carlo Ratti fromMIT Sense Able City Lab.When the International Energy Agency(IEA) presented the 2011 report“World En-ergy Outlook”, Fatih Birol, chief economistat the IEA, noted the following:“To have a chance of achieving the twodegree target, any new energy infrastructureinstalled after 2017 has to be carbon neutral.”This is a challenge. And the solution tothis challenge could come from an unex-pected quarter. Between 2005 and 2009,China invested USD 34.6 billion in cleanenergy, almost twice as much as the U.S.“We may have taught the Chinese todrive, eat, and buy its way to ruin, but Chi-na may yet show us how to save the world,”says Thomas J Campanella, author of thebook The Concrete Dragon. 1EnergyCHALLENGE 2:“We may have taught China todrive, eat, and buy its way toruin, but China may yet show ushow to save the world.”Thomas J Campanella, author of the book The Concrete Dragon13.6per cent of the worldpopulation is expectedto live in mega-­cities by 2050Around 88% of all greenhouse gas emissions in Mexico Citycan be put down to fossil fuels and electricity consumption.In the mega-city of Bangkok,according to aWorld Bank report,local authorities had the resources to providethe city with water up to and including 2011.After that,supply will exceed demand.10 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 11
  7. 7. The global automotive industry’s two buz-zwords in recent years have been mega-cities and mobility. The Financial Timesrecently referenced a study which estimat-ed that the number of cars in the world in2050 could reach three billion - more thanfour times the present number.“Over the last hundred years cars haveshaped cities rather than cities shapingcars. In the future, we have to see the op-posite: cities beginning to shape motoring,”promised Chris Borroni-Bird, Director ofAdvanced Technology Vehicle Concepts atGeneral Motors a while ago.The last big auto show in Frankfurtshowed three clear themes for vehiclesof the future: they are radically cleaner,they are connected (smarter vehicles thatcommunicate to each other) and they areextremely customizable according to thedriver’s needs.When Tina Karlberg, City AccountManager at Siemens, is asked to give ad-vice to today’s young entrepreneurs aboutwhich urban challenges may be worth in-vesting in, she replies:Many mega-cities are huge markets forthe export of environmental technology.Mexico City, which on its own produces12 500 tons of waste per day, is no excep-tion. As more and more people in mega-cities become middle-class, and therebyare able consume more, the need for wastemanagement and recycling increases, andalso new ways of looking at the life cycle ofproducts (cradle to grave).“There is of course a commercial aspectto this, but my current interest is in howenvironmental technology can help solvethe problem and why it is not used whereit is really needed,”says Santiago Me-jía Dugand, a PhD student in Industrialenvironmental technology at LinköpingUniversity in Sweden.Part of his research compares the twomega-cities of Mexico City and Cairo.“The cities have many similarities:they have around 20 million inhabitants,and large traffic and waste problems. Thecountries are oil economies and have asimilar climate,”he says.Climate is important in these stud-ies because the Swedish model - burningwaste and using the heat - falls down. Ad-ditional heat is simply not needed.“We need other techniques to deal withwaste. In oil-producing nations bio-fuelsare not as viable.”Moreover, there are major problems withusing over-full landfill sites as a resource.“In Mexico City, many people depend onrefuse tips for their livelihood. There arelarge groups of informal recyclers and re-moving this possibility creates large socialproblems,”he says.However, the growing mountains ofwaste can also create new business op-portunities. The analyst firm Pike Researchreports that municipal solid waste (MSW)in China will reach 472 million tonnes an-nually by 2022, representing 17% of theglobal total. This creates great opportu-nities for technologies that can convertwaste into electricity and heat.“The growth of megacities in China andaround the world presents a major oppor-tunity for the bio-energy industry, whichis in search of cheap raw materials. MSWis a largely underutilized resource and alow-hanging fruit for industry,”writesMackinnon Lawrence from Pike Researchin a report.But the challenge is also about ensur-ing that products consumed in mega-citiescreate less waste.Designing products for recycling andremanufacturing has tremendous benefitsand is also a goldmine. It is estimated thatthe annual market in these areas is morethan USD 300 billion in the EU alone,”saysDavid Gillblom, sustainability expert atSemcon.This can involve anything from us-ing less material to knowledge of where aproduct is used and for how long.“Reusing products is not difficult, aslong as you have a clear strategy when de-signing the product,”he says. 112 FUTURE BY SEMCON 3.2012FOCUS:MEGA-CITIESFUTURE BY SEMCON 3.2012 13WasteCHALLENGE 4:“Designing products for recyclingand remanufacturing has tre-mendous benefits and is also agoldmine.”David Gillblom, sustainability expert at SemconAll over the world, healthcare is comingunder increasing pressure. Factors affectinghuman health are concentrated in cities:pollution in air and water, access to food,epidemics, risk of crime and natural disas-ters. However, the greatest long-term prob-lem is undoubtedly the aging population.Medical advances, combined with betterliving conditions - why many people moveto mega-cities – partly help us live longerand partly cause more and more people tolive with multiple illnesses for many yearsand are unable to take care of themselves.According to the OECD, a person over75 will cost five times as much as someoneaged 25–34 and aging is estimated to ac-count for 6–7% of the increase in health-care costs each year.The World Bank has calculated thatdeveloping countries account for 90% ofthe world’s disease burden, but only 12%of health care spending. The healthcaresystem in Lagos cannot even meet basicneeds for their many patients with HIV/AIDS, tuberculosis and malaria, and Mum-bai, India’s most populous municipality,spends about 25% of its budget on health,but can still only take care of about 20% ofthe population.The increase in the number of olderpeople, together with a lack of capacityand spiralling costs, means that many areinvestigating the possibility of moving careinto the home. This includes systems formeasuring, recording and monitoring, withthings such as sensors that control varioushealth conditions and bodily functions. Insome experiments this information is sentto hospitals and specialists via telephoneand computer communications.HealthcareCHALLENGE 5:45per cent of journeys towork in Istanbul aremade on foot“Mobility! And by this I’m not primarilytalking about better technology to reduceharmful emissions, even if this is critical. Imean social solutions that reduce the needfor transport in cities, but also solutionsthat make it easier for people to changebetween different modes of transport.”In many cities it is becoming more com-mon to rent a car instead of owning. Carpools are growing in popularity and manymajor car companies are trying to take alead by creating more flexible solutions.BMW, for example, has invested heav-ily in“car sharing”with Germany’s largestcar rental company Sixt in a project calledDriveNow. This started in Munich and isspreading to more and more cities.DriveNow is based on those who needto hire a car looking on the internet or viamobile phone. The system tells you wherethe nearest available car is, and whoeverwants to can book it with a few presses ofa button.Then all you have to do is take the va-cant car. Anyone looking to rent a Drive-Now car has to register and receive a spe-cial chip attached to their driving licence.The chip works as a door key to the hirecar, which has no ignition key and startsvia a starter button.Sixt has calculated that with 300 loancars in Munich, the average distance to thenearest available car should be 500 metres.When you have finished with the car, itis left at the nearest parking space withinthe city limits.But not everyone believes that today’scar makers will provide the solutions ofthe future.“I don’t have high hopes of the tradition-al car companies, because they are devotedto their existing business models. There isa huge inertia and a lot of fixed investmentsin the old methods. This will make it diffi-cult for them to become successful players.I think we’re going see new players,”saysWilliam J Mitchell, a professor at MIT.Santiago Mejía Dugand, a PhD studentin Industrial Environmental Technology atLinköping University in Sweden, describeshow Mexico City manages its traffic prob-lems.“Here, inspired by Bogotá, they havesucceeded in introducing a system, BusRapid Transit (BRT), which is now spread-ing across the world.”In brief, BRT means that buses havetheir own lanes in the middle of widestreets, which means that they only need tostop at bus stops and major intersections.“These rapid bus services have hadmajor social impacts. People can access thecity in a different way and can move aboutmore freely. Crime has decreased, morepeople are daring to go out, more chil-dren can go to school and more adults canget home in time from work to help theirchildren with homework. Consumptionincreases and the level of education rises,”says Mejía Dugand. 1MobilityCHALLENGE 3:20 years ago,four out of five Beijing residents cycled to work.Nowadays,China is the world’s largest carmarket,and the increased number of cars scares cyclists off.New bicycle lanes and bicycle parking willincrease the number of cyclists by 25% in 5 years.
  8. 8. FOCUS:MEGA-CITIESWhen the UN presented its annual reportin 2011, Revision of the World Urbani-zation Prospects, for the first time thegeographical coordinates of all cities withover 750,000 inhabitants were included.This gave the researchers the opportunityto connect large population groups withenvironmental factors, such as proximityto the coast, climate zones and earthquake-affected areas.One initial analysis was striking:Of the 450 urban areas with over onemillion inhabitants (equivalent to 1.4 bil-lion people), 60% (890 millionpeople) were in risk regionswhich can suffer from atleast one type of naturaldisaster. This, com-bined with the recentextreme climatewith an increasednumber of cy-clones, has led tointense develop-ment in technology.The UN reliefagency UNISDR thisyear released new figureson how weather-relatednatural disasters have in-creased sharply over the last twodecades. Floods, storms and cyclones havein particular increased steadily, along withdroughts and heat waves. For example, 59floods and 76 cyclones occurred in 1992,whereas the respective number was 154 and84 last year.“Around 90% of all natural disastersin the last 20 years have been caused byweather. The increase in these disasters canbe linked to climate change. Large-scale ur-banization and poor disaster preparednesshave caused the consequences to be enor-mous economically, politically and socially,”Margareta Wahlström, head of the UN reliefagency told Svenska Dagbladet.Recent major natural disasters such asthe earthquake in the Indian Ocean in 2004which caused a devastating tsunami, Hurri-cane Katrina which hit the southern UnitedStates in 2005 and the storm Sandy whichhit New York and other places this year,have not just created an explosion of inter-est in refined warning systems. They havealso, in every mega-city around the world,accelerated discussions on levees and otherdefences against increased water levels.UNISDR has estimated the cost of thenatural disasters of the last 20 years,in terms of economic value andhuman life. These natu-ral disasters (includingearthquakes) killed 1.3million people, af-fected 4.4 billion andcaused economiclosses of 2,000 bil-lion dollars.In addition to re-ducing emissions toaffect climate change,we need to improvedisaster preparedness,Wahlström emphasizes.This involves better plan-ning, protection of streams, betterland use, warning systems and evacuationplans.She cites Bangladesh as a good example.“Half a million people were killed therein a cyclone in 1973. A cyclone in 1991 killedaround 200,000 people, and during themost recent cyclone the other year only2000 people were killed. They have donea phenomenal job on cyclone warning sys-tems, cyclone shelters, evacuation systemsand information campaigns. However, manycountries are not copying, partly for costreasons, and partly because they do not be-lieve they will suffer.”1SecurityCHALLENGE 7:1952 was a notorious year in England.London, after a long period of coal-burn-ing to keep away the unusually severewinter cold, was hit by its hitherto worstsmog. When it suddenly became calm,the people noticed that a thick, stinkingfog of black smoke had settled over thecity. London was paralyzed.After a few weeks, the hospitals werefull of people and 12,000 died. Then, if ithadn’t before, it began to dawn on mankindhow dangerous air pollution can be. Theevent led to new laws on cleaner fuels. Re-search on air pollution started in earnest.In spite of this:Air pollution will be the environ-mental problem causing most prematuredeaths over the next few decades, theOECD calculates. This will be primarilyin the growing mega-cities, with moreparticles and short-lived climate gases,pollution from which kills people thanksto heart problems and lung disease. Glob-ally, this accounts for about 2-3 milliondeaths per year.Mega-cities are handling the problemsaccording to their resources. Los Angeles,AirCHALLENGE 6:sources is a priority. Also, various forms ofair purifiers are developing all the time.A good example is the new active addi-tive in concrete, which was first tested inItaly, with the ability to break down nitro-gen oxides. We are therefore talking aboutconcrete slabs that clean the air.“We have carried out experimentswhich show that nitrogen dioxide levelsmay be reduced by 20-70%, depending on,for example, wind and light conditions,”says researcher Monika Herrchen at theFraunhofer Institute for Molecular Biologyand Applied Ecology in Germany.In Germany and Italy this nitric oxide-eating concrete is already used in tunnels,on pavements and roads and in housebuilding.“We can also see in tests that the sub-stance in pavements, for example, haslong-term stability. 14-23 months afterinstallation, we couldn’t detect any reduc-tion in the initial breakdown capability,”Herrchen told Nanobiotechnews.com.The fact that the matter of better air inthe world’s mega-cities is taken seriouslywas demonstrated during the UN Confer-ence on Sustainable Development earlierthis year. While nation states stalled inlengthy negotiations, the world’s majorcities chose to leave their countries be-hind. The so-called C40 Group - includingNew York, Tokyo, Bogotá and Seoul - pre-sented its own ambitious plan outside themeeting halls. The cities in the C40 Groupare aiming to reduce their carbon emis-sions by over a gigatonne by 2030, whichrepresents Canada and Mexico’s totalemissions. 1with large financial resources, is now invest-ing heavily in reducing harmful emissions.In the city’s vital port area, carbon dioxideemissions have been reduced by 70% inrecent years. It features the world’s first hy-brid tug boat, electric trucks, and all vesselscoming to the port can choose to charge atelectrical substations instead of using diesel.Singapore was an early pioneer in intro-ducing traffic charges to reduce vehicle con-gestion. It began in 1975 with a simple charg-ing system, which was upgraded in 1998 to ahigh-tech solution which charged motoristsdifferently depending on the time of day, forexample. A simultaneous major investmentin public transport provides alternative waysfor residents to move around. Singapore’ssystem has been replicated in London, Stock-holm and Milan, among other places.Driving-free days are used in many mega-cities in the world to control congestionand keep down air pollution. The system inSeoul is worth mentioning as it is voluntary- and popular. Residents are encouraged toregister and receive benefits in the form ofinsurance, rebates and tax credits.The transition to more eco-friendly ­energy3.71per cent is the predictedannual growth rate of Lagosin Nigeria between 2011and 2025, the fastestof all mega-citiesElectronic patient records are also a wayof increasing the chances of residents inmega-cities to go to hospitals where theycan get care quickly. In São Paulo, patientshave a medical smart card containing theirmedical records, which they can take withthem to any hospital.In China there are greater opportunitiesfor mobility the larger the city is. Rightnow, for example, city planners are creatingthe world’s largest mega-city in southernChina by merging nine cities with 42 mil-lion inhabitants.“The idea is that when the cities are in-tegrated, people will travel about freely anduse healthcare and other services in differ-ent areas. For example, you can then checkthe Internet to find out which hospital isless busy,”says Ma Xiangming, communityplanner at Guangdong Rural and UrbanPlanning Institute, to The Telegraph.Hopes that IT and“remote”healthcareat home can solve some of the problemsof future healthcare needs have to be com-bined with the ability to organize health-care in an efficient manner, particularly inmega-cities where the number of patientsis large and concentrated in a specific area.Healthcare in the poorest regions ofmega-cities is also to a large extent aboutinnovative ways of informing and educat-ing people about everything from the im-portance of hygiene to nutrition and howthe right foods can prevent diseases.So-called screening buses, such as withmammography, also allow healthcare to beoffered in poor and peripheral regions. 160per cent of New Yorkers’journeys to work aremade by publictransportDuring the 50s and 60s London suffered soseriously from smog that thousands of peopledied.Smog is still a major problem for manyof the world’s mega-cities.“In Germany and Italy, nitric­oxide-eating concrete is alreadyused in tunnels, on pavementsand roads and in house building.”searchfor“semcon”inappstoreExtramaterialon iPad14 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 15
  9. 9. 16 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 17A NEWWAY FORWARDFOR MEGA-CITIESFOCUS:MEGA-CITIESTEXTLINDA KARLSSON ELDH PHOTOS DANIEL KUNZFELDWhystartwithtoday’scarswhendevelopingthoseoftomorrow?ThatwasSemcon’sthinkingwhenproducingitsnewconceptcar,UrbanMovE–atechnicalinnovation,tailor-madefortheurbantrafficenvironmentofthecomingdecades.
  10. 10. 18 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 19It may look like a regular car, butbeneath the surface Semcon’s newelectric concept care, Urban MovE,conceals a series of refinements andinnovations. Such as electric hubdrive, three alternative drive systems,lightweight materials like MnE21 andnatural fibres, decentralized presence-controlled HVAC, HMI control via Tablet PCand much more. The starting point was tomake use of all the experience that Semconhas accumulated through its long-standingpartnerships with the world’s leading auto-mobile manufacturers. But instead of beingbased on existing products, the ambition wasto create something new, something com-pletely based on future e-mobility require-ments, particularly in mega-cities. The goal ofthe project has been to produce a car designedspecifically for commuters, small familiesand young people in urban traffic environ-ments. There was great interest when theconcept car was first presented at this year’sInternational Suppliers Fair (IZB) in Wolfs-burg, where Future by Semcon met ThorstenFalldorf, spokesman for Semcon’s e-mobilitytechnology group and project manager forUrban MovE.“As a supplier of engineering services, weare demonstrating that Semcon is an innova-tive partner for both alternative and completevehicle concepts. Our stand is full of people,from large OEM companies and potential ITpartners to interested students who want toget involved in the project,”he says.AT A TIME WHEN cities are growing at an in-creasing rate and there is an ongoing debateabout the new urban challenges facing theautomotive industry, Semcon is focusing on afour-seater in the compact class.“We have discussed many different con-cepts, including the so-called micro car, but wedecided to go ahead with a vehicle concept thatcan be used in the near future,”says Falldorf.Major automakers like Audi, Opel andVolkswagen have all in the past produced aconcept micro car, but it is generally ac-cepted that it will be a while before theseconcepts are ready for mass production. Anew infrastructure has been created in citiesand environmentally-friendly vehicles havegained wider acceptance with motorists.“Only when these conditions are met willthe market be ready for micro cars,”Falldorfsays, pointing out Masdar City in the UnitedArab Emirates as an early example of this newfuturistic infrastructure.THE GOAL FOR Masdar City is to become theworld’s first carbon-neutral city and is alsothe first city with a road network based on thePersonal Rapid Transit system, an under-ground network where residents individuallymove from one point to another with the helpof small driverless electric vehicles - the pre-sent day resembling a science fiction movie.“The project is very exciting and can beviewed as an example of the alternative infra-structure that future mega-cities will require,”Falldorf says, and continues:“It is a future where small, lightweightsingle-seater cars drive through the townsin narrow lanes and where trucks and freighttransport are completely separate from pas-senger transport to guarantee the safety ofmicro cars. It is also a future where vehiclescan be used as links in a chain across thehighway. Anything is possible, but with MovEwe’re looking at the next 10 to 20 years.WITH THE MOVE concept car Semcon is takingon one of the major challenges that the world’sgrowing cities face: the need to reduce emis-sions of carbon dioxide and harmful particles- or eliminate them completely, given the factthat fossil fuels are a finite resource. MovE hasthree alternative drive systems, two of whichare driven entirely by a hydrogen fuel cellequipped with a pressure tank or LOHC tank(LOHC stands for Liquid Organic HydrogenCarriers). The third drive system is particularlysuited to motorists in an urban traffic environ-ment, where you do not need to use the car totravel long distances every day. It uses a batteryas the main power source along with a smallerfuel cell as a range extender. A range extender isan external drive source which permits drivingfor longer distances if necessary. The wheelsare fitted with electric hub drive. Depending ondriving style and external circumstances, thedevelopment team expect the car to be able togo for 100 km on battery power alone.WITH MOVE SEMCON is aiming for a target audi-ence with a preference for a smaller yet stillcomfortable electric car. So in terms of sizeit has been greatly inspired by the Audi A1vehicle concept. However, one big differencecompared to many other current electric cars isthat it is not based on an existing car. Instead,it is following the idea that electric cars may, onthe outside, resemble conventional cars withinternal combustion engines, but look com-pletely different on the inside. Therefore MovEis entirely a development of Semcon’s own.“The term e-mobility is not the same as anelectric vehicle. You have to consider the caras a whole and take into account the particu-lar demands an electric motor has. It is pri-marily about reducing energy so the battery’sscope has to be optimized. Acoustics are an-other important theme because an electric carfeels completely different without a combus-tion engine to drown out other sounds. Pe-destrians and most of all the blind have to beable to hear that an electric car is approach-ing. Just rebuilding a regular car is simply notthe best way to work,”says Falldorf.In terms of design MovE can be character-ized as“a return to minimalism”and has beenreduced to the essentials in order to visualizefloating silently, energy flow and aerodynam-ics. Furthermore, the development team hasplaced an emphasis on the use of differ-ent material concepts. In the body, a framesystem in aluminium and the magnesium-manganese mix MnE21. Inside the car there is“Merely rebuilding a regularcar is simply not the bestway to work.”Thorsten Falldorf, Urban MovE project managerFOCUS:MEGA-CITIESThorstenFalldorfOffice:SemconWolfsburg,GermanyTitle:UrbanMovEProject Manager8innovationsinUrbanMovE Areturn tominimalismindesign. Aluminiumframewithskidplateinmagnesium-manganesemixMnE21. Unusualseat concept where therearseat canbefoldedbackand turnedintoabenchin theboot. InnovativeHMIconcept whereallfunctionsarecontrolledbyaTablet PC. Decentralizedairconditioning. Environment-controlledairflow toreduceenergydemand. PTCandPeltiercomponentsinheadrests,dash-board,roof,etc. Threedifferent drivesystems:fuelcellequippedwithapressure tankorLOHC tankalongwithabatterywithasmallfuelcellasarangeextender. Drive system 1:Fuel cell Drive system 2:LOHC tank (Liquid Organic HydrogenCarriers)Drive system 3:Battery with a small fuel cell as arange extender.Decentralized,environment-controlled airconditioningUrbanMovEisaproject withinSemcon’s technicalroadmapforvehicledesigncalledSafe,Lean,Light,Smart.a focus on natural fibres.The interior is characterized by a numberof innovations, such as a decentralized heat-ing, ventilation and air conditioning (HVAC)system. A number of smaller PTC and Peltiermodules in the doors, headrests, roof anddashboard ensure that the air is controlled bythe surroundings, thereby reducing the car’senergy needs.“If you look at today’s electric cars, theelectric compressor for air conditioning isa component that draws a huge amount ofenergy from the battery. The challenge withalternative solutions is of course that today’susers are extremely spoiled by the fast-actingair-conditioning that these compressors pro-vide,”says Falldorf.COMMUNICATION IS ALSO a hot topic for thefuture - and also for Semcon. Future cars arenot only expected to communicate with eachother but also with traffic lights and traf-fic control systems. This will make car travelsafer, but of course more comfortable. Thesefeatures require an internet connection in thecar. So for MovE an HMI concept has beendeveloped, where all functions are controlledby a Tablet PC.“The Tablet PC will have a central func-tion in the car. An HMI concept where all theinfotainment functions are controlled via atouch interface supplemented by vibrationsand 3D sound, for example, so as not to dis-tract the driver. We believe that it will openan important market segment for car apps,”says Falldorf.Future drivers should be able to interact in awhole new way with the car. For example, the carshould be able to learn from behaviour patternsand thus make life easier for the driver. It couldbe simple information such as the next hydro-gen filling station or where the next favouriterestaurant is. The Tablet PC can also help out-side the car, for example with map functions tohelp the user find their way back to the car.“In this car you can see all the skills Sem-con has developed with customers such asVW or other suppliers over the years. We’renow looking forward to implementing parts ofthe concept together with our customers.”1searchfor“semcon”inappstoreExtramaterialon iPad
  11. 11. 20 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 21SemconTalksYou can also see SemconTalks,where Niclas,Anders and Fernando discuss the challenges ofmega-cities and how technological develop-ment can be part of the solution.Youtube:Go to youtube.com/SemconGlobaliPad:Search for Semcon in the App StoreForSemconthechallengesofmega-citiesareopportunitiesforinnovationanddevelopment.NiclasGräns,AndersSundinandFernandoOcaña­discusswhattheurbanfuturecouldlooklikewithconnectedsmartproducts,­sustainabilityandcollaborativeconsumption.TEXT KATARINA MISIC PHOTO ANDERS DEROSFOCUS:SEMCON TALKSNiclas Gräns, Anders Sundinand Fernando Ocaña see thechallenge of mega-cities fromdifferent perspectives - energy,the human-machine ratio andmobility – but they agree on one thing.“Mega-cities open up new opportunities formuch of the emerging technology that we seetoday. There are 10, 20, sometimes 30 millionpeople living in a common system who can in-teract with each other through technology tomake their everyday life simpler, smarter andmore sustainable,”says Anders Sundin, headof the Human Factor group at Semcon.But the road will be lined with large chal-lenges, not least for many of the emergingmega-cities in Asia and Africa.“The questions for cities like Delhi, Kin-shasa and Dhaka are a lot more basic at thisstage. Delhi, for example, has quadrupled itsenergy needs in a short time. How do we meetthem? The answer is often oil and coal, despiteambitions of sustainability. Things are simplymoving too fast,”says Niclas Gräns, businessdeveloper in areas including energy at Semcon.One of the biggest challenges for manymega-cities is mobility - how do millions ofpeople and vehicles get around?“In Mexico City, where I grew up, it is notuncommon to spend 4-5 hours per day in traf-fic jams. The majority of tweets in Mexico areabout traffic! Therefore the question of howwe use vehicles in mega-cities is crucial. Itis evident that today’s vehicle manufacturersdo not see mega-cities as a priority market.These products are not being developed today.They are too heavy, large and expensive. Here,we at Semcon can contribute with fresh ideasand innovation,”says Fernando Ocaña, creativedirector at Semcon’s Hybrid Design Studios.“Yes, it takes patience and presence forcompanies to understand their users. Theperception today is that Chinese people wantto sit in the back seat and be driven around byprivate chauffeurs, which leads car manufac-turers to manufacture extended limousines.But this behaviour is beginning to changeamong China’s middle class - they wantcontrol, driving licences and to sit behind thewheel themselves. What does this mean formanufacturers?”says Anders.At the same time, more and more is count-ing against the whole concept of owning a caror other products, especially in a mega-city.Instead, people are talking about collaborativeconsumption, a kind of return to communi-ties where people exchange, borrow and rentproducts and services.“Car-sharing, for example, is nothing new -attempts were made in Amsterdam in the 70s,but what is new is the technology that is availa-ble today in the form of internet, smart phonesand smart products that can lift car-sharingto a whole new level, especially in a mega-city.With this technology, there are great opportu-nities for new business models where you nolonger need to own a car,”says Fernando.“Many believe that this development canonly happen in mature mega-cities, but myexperience is that it is the growing mega-cities,building and thinking strategically, which aremost likely to embrace innovation. Maturemega-cities are usually stuck with complexand expensive systems that do not directly aidchanges in technology, particularly in the en-ergy sector. In this, power companies are an im-portant future partner for Semcon,”says Niclas.“There are also exciting lessons to belearned from ongoing experiments to put aman on Mars, for example. A great deal of theconditions in space can apply to mega-cities- small areas, limited resources, recycling,interaction between people and between peo-ple and technology. It will be very exciting tofollow,”says Anders.They believe and hope that Semcon willhave a large role in the forthcoming mega-citychallenges.“We have the experience and knowledge ina variety of areas, such as connected systems,product development, energy and vehicles,but we are not limited by a business idea orexpensive investment. We can work withnewcomers, new technology and new oppor-tunities and help our customers find their wayin a future urban market,”says Fernando. 1“Mega-citiesopento newtechnology”Niclas Gräns,Anders Sundin and Fernando Ocaña during the filming of‘SemconTalks’along with program host Jens Orback.
  12. 12. THE SOLUTIONHOW SEMCON SOLVED THE CUSTOMER’S PROBLEMASSIGNMENT: Selecta wanted to create a newstandalone coffee maker that can easily be adaptedfor different customers’needs.SOLUTION: Semcon was hired for the pilot study,design work and technical support. The SelectaFerrara is modular and easy to configure. It is acoffee machine with a dual brewer which brewsboth with and without pressure so that the usercan choose anything from traditional Swedishfreshly brewed coffee (without pressure) to aperfect espresso (with pressure).RESULT: After more than a year of productdevelopment, the Ferrara was launched at the endof August and went on sale in September. Beforethe launch it was exhibited at several trade fairsand received favourable reviews.TEXT MARCUS OLSSON PHOTO SEMCONModularcoffeemakerBEAN CANISTERThecontaineron topof themachinemakesthecoffeebeansvisible to theuser.Whenthebeverageisselected thebeansflowthrough themachineinalinearprocess.COVERThefront of themachineismadeofamixtureofPCandABSplasticandcontainsaluminiumdetails.Thedesignvisionwas tocapture thefeelofanau-thenticItaliancoffeebar,where theuserbecomesabarista.TOUCHSCREENTheintuitivecolour touchscreenpresentsthechoices to theuser.Bypressingafewbuttonsyoucancontrolbeveragestrengthand theamount ofmilkandsugar.Inaddi-tion,thereisinformationabout theselectedcoffee type,with thenutritionalcontent andtheamount ofmilkandsugar.LED-ILLUMINATED CUP DISPENSERTheFerrarahasaclear,energy-efficient lightsourcewhichilluminates thecuparea,thusindicating to theuserwhere thecupshouldbeplaced.CHANGEABLE FRONTTheFerraraisavailableinfivedifferentversionswithacommoncabinet andreplaceablecomponents that adapt themachineaccording to thecustomer’sneedsanddesires.Inless than30min-utes,technicianscanreplace thefrontandcreateanewvariationof themodel.Dependingon theuse,it canbesup-plementedwithabuilt-inautomaticcupdispenserandacoinslot forpayment.POWER SAVING MODEThemachinehasabuilt-inenergy-savinglearningfunction.Afterhavingbeenusedforsome time themachinescheduleswhen to turnitselfofforrestart.Whenit isnot inuse,it enterssleepmodeanduses theminimumenergyrequired.Preventivemain-tenanceprogramsreducecarbonemissionsandreducedowntimeandunplannedengineeringcall-outs.DUAL BREWERThe brewer is the heart of themachine and can handle severaldifferent types of beverage,bothwith and without pressure wherenecessary.You can choose betweenbrewed coffee and espresso,fresh-ly ground or beans,organic andfair trade.There is also a separatetea maker.22 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 23
  13. 13. 24 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 25We all remember the sevendwarfs in Snow White.With picks and lanternsin their hand, they cametrudging back from yetanother day in the mine. In the past, theydidn’t have much more help than that. Ifthe rock was so hard that picks, wedges andlevers didn’t work, the rock could be burnedand heated up and you could carry on mining.It became a little easier in the 18th centurywhen gunpowder was introduced - and laterdynamite was also used. But it was still hard,strenuous work with high risks for everyoneinvolved.Today, most things look different. At AtlasCopco Mechanical Rock Excavations (MRE)office in Örebro, there are photographs ofadvanced rock mining machinery, and thereare also several miniature models of machinesaround the premises. It is also here in theoffice cubicles that future solutions for rockexcavation are developed - both pure develop­ment projects and the modification and im-provement of existing products.“The work here is both varied and exciting.I’m at the forefront all the time and it is a fan-tastic opportunity to be involved in designingnew products,”says Andreas Stråth, a Semconconsultant and mechanical engineer at MRE,Within“raiseboring”,AtlasCopcoMechanicalRockExcavationhasbecometheworld-leadingsupplierfortheinternationalminingindustry.ThehugemachinesaredevelopedinÖrebroandSemconispartofthejourney.TEXT LOTTA RINGDAHL PHOTOS ATLAS COPCO MATTIAS ERMANBRIXGIANT INTHEMINEA
  14. 14. 26 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 27How raise boring worksApilot holewithadiameterof50cmisdrilled,usingdrillpipes,fromahigher toalowerlevel,fromgroundleveldownintoa tunnel,forexample.Thedeeper thehole,themoredrillpipesneeded.Once thepilot holereaches the tunnel thedrillheadischangedforareamer,with thesamedimen-sionsas thefinishedhole.Thereameris thendrawnbackup through therock,leavingbehindaround,smoothborehole.Thecuttings,theloose,drilledrock,fallsdowninto thelower tunnel throughcavitiesin thereamerandcanthenbeeasilycarriedawaybyaminevehicle.Raiseboringcandigholesup toakilometredeepwithadiameterofsixmetres.AtlasCopco’sraisebor-ingmachinescanbeplacedeitherundergroundoronelevelmaybeat thesurface.as he proudly shows us around.MRE’s main activities are within raise bor-ing, which has multiple uses. It can be used inthe mining industry, for example for drillingpassages between two levels in a mine. But itcan also be used in other aspects of society -to drill drainage shafts, or holes for ventila-tion from a city subway.THE PROCEDURE STARTS with a pilot hole, whichis drilled from a higher to a lower level. Oncethe pilot hole reaches the tunnel, the drillhead is exchanged for a reamer with the samedimensions as the finished hole. The reameris then drawn back up through the rock. Thecuttings (the rock which has been drilledaway) drop into to the lower tunnel throughcavities in the reamer. The procedure can alsobe carried out the other way around - fromthe bottom tunnel and up - if the groundabove is unavailable for any reason, for ex-ample. This reverse drilling is called boxhole.Raise boring can be carried out to a diameterof up to six metres, and holes with a length ofone kilometre are not uncommon. They canalso be drilled vertically, horizontally and atdifferent angles.THE FIRST WORKING raise boring machine wasbuilt by the American James Robbins asearly as 1962, which had great importance tomining worldwide. The method made its bigbreakthrough in the 1970s and a total of 35different models were produced, includingthe bestselling 73 model. Atlas Copco boughtthe Robbins company in 1993 and has sinceimproved the machines’performance and en-ergy efficiency and enhanced the ergonomics- but the method itself is still the same. Andthe machines last a very long time.“There are 35-year-old rigs still in use.This is not at all unusual. Three years ago, wesold parts for a machine that was manufac-tured in 1962 and is still operating in Mexico,”Atlas Copco MechanicalRock ExcavationsAtlas Copco has four business areas,and min-ing and rock excavation technique is one ofthem.This group includes Rock Drills AB inÖrebro and the MRE department - MechanicalRock Excavation.This focuses on mechanicalrock excavation,both in terms of new develop-ment projects and the modification and im-provement of existing raise boring units.MREhas about 60 employees.“There are 35-year-old rigsstill in use.”Stefan Dahlberg, technical manager, Altas Copco MREStefanDahlbergTechnicalManagerAtlasCopcoMRE,Örebro,Swedensays Stefan Dahlberg, MRE technical director.He adds that this can be compared withtraditional drilling/blasting equipment,which only has a life span of 6-8 years. Raiseboring is also faster and has greater safety forthe operator than traditional blasting, sincethe operator can be positioned in a well-ven-tilated and secure part of the tunnel.ON AVERAGE ATLAS Copco sells 12-20 of thesemachines per year and almost all are custom-ized according to customer-specific requestssuch as height, width, transport measure-ments, shipping method, modularity, etc.All special solutions are organized at MRE,and all mechanical components, down to thecogs in the gearbox, are the department’s owndesigns.“The actual control system is the same forall the different products, which is a great ad-vantage. If you’ve controlled one rig, you feelat home,”adds Dahlberg.THE LARGEST MARKETS are in South Ameri-ca, Russia and Australia, but Sweden alsohas a part of it with the mining contractorBergteamet. There are raise boring units inboth Kiruna and Garpenberg, which is inci-dentally the oldest mine in Sweden.In all, MRE involves around 60 people,within business development, purchasing andpreparation, service and maintenance, most ofwhom are consultants like Andreas.“A good consultant should be able to workindependently, and deep-down you need tobe an innovator,”says Dahlberg, stressing thatAndreas is also a talented designer.There is no doubt that Andreas Stråthenjoys his job. He lights up when talkingabout his thoughts and solutions for variousprojects.“I get to both design new products andmake new designs for existing ones. I havethe coolest assignment at Semcon,”he says.Stråth has now worked at Atlas Copco forsix years in total, the last two of which he hasbeen participating in various development pro-jects at MRE. One of them is known as ­Easersearchfor“semcon”inappstoreExtramaterialon iPad
  15. 15. 28 FUTURE BY SEMCON 3.2012Das neueste Entwicklungsprojekt von MRE istdie gigantischeTunnelvortriebsmaschine fürdie Bergbaugesellschaft RioTinto.Dieser Riesewiegt 700Tonnen und ist etwa 70 Meter lang.»Ich kann ganz neue Produkteentwickeln, aber auch dieKonstruktion vorhandenerProdukte verbessern. Ichhabe einfach den besten Jobbei Semcon.«.”Andreas Stråth, Mechanischer Konstrukteur, SemconAndreasStråthPosition:MechanischerKonstrukteurStandort:Semcon,Örebro,Schwedenallerdings in Bezug auf ein anderes Projekt,die Tunnelvortriebsmaschine (TVM) MobilMiner, an der sie zusammen mit der briti-schen Bergbaugesellschaft Rio Tinto arbei-ten. Das Projekt läuft bereits seit Jahren undbefindet sich nun in der Endphase.Stråth: »Hier geht es um eine Tunnelvor-triebsmaschine mit einem Gewicht von über700 Tonnen und einer Länge von etwa 70 Me-tern – eine rollende Tunnelfabrik. Eine TVMin herkömmlicher Bauweise ist ebenso groß wieder Tunnel, den sie vortreibt. Hierdurch kannsich die Einheit festfahren, wenn sich das Ge-stein bei hohem Gesteinsdruck und großen Tie-fen ›setzt‹. Die Bohrung, die die TVM erzeugt,ist jedoch größer als die Maschine selbst. Hinzukommt, dass sich das System seitlich sowienach oben und unten bewegen kann.«Vorn an der Maschine gibt es einSchneidrad mit 4,5 Metern Durchmesserund 56 sogenannte Cutter, die jeweils einenDurchmesser von 43 Zentimetern haben. Da-mit lässt sich Gestein mit einer Festigkeit vonbis zu 250 MPa brechen. Die TVM ist unteranderem auch mit einer Einheit für Felskon-solidierung, einer für Spritzbeton und Armie-rungsnetze sowie einer Backup-Einheit mitvoll ausgestatteter Rettungskapsel ausgerüs-tet. Unter der Maschine verläuft ein Trans-portband, das das Bohrgut vom Schneidradwegbefördert und hinter der Maschineauswirft. Mit einem nachfolgenden Dumperlässt sich das Bohrgut dann entsorgen. »DerVorteil ist, dass dieses Verfahren keine langenWartezeiten wie bei herkömmlichen Bohr-Spreng-Methoden kennt, bei denen das Bohr-gut zwischendurch abtransportiert werdenmuss. Daher geht die Arbeit auch schnellervoran und ist außerdem wesentlich sicherer.«Nächstes Jahr steht der Funktions- undFeldtest in der Rio-Tinto-Grube in Salt LakeCity an, unter offensichtlich idealen Voraus-setzungen. Man hofft, mehr als zehn MeterVortrieb am Tag zu schaffen, also fast doppeltso viel wie bei konventionellen Verfahren.»Dies ist das größte Projekt, an dem MREje beteiligt war. Wir haben zwar schon mitähnlichen Maschinen gearbeitet, aber dieseEntwicklung ist auch für uns etwas ganz Be-sonderes«, fasst Dahlberg zusammen.BISHER WURDE DIE TVM-Ausrüstung exklusivfür Rio Tinto entwickelt; nach Abschluss desProjekts soll sie jedoch frei auf dem Markt er-hältlich sein. Hätten Schneewittchens Zwergedie Chance gehabt, dann hätten sie sie ganzbestimmt sofort ergriffen. 129 FUTURE BY SEMCON 2.2010HEINZ SCHWARTZHEINZ SCHWARTZ, CTO, SEMCONGERMANYHOBBIES horse riding,jogging,reading.GADGETSI LIKETISSOT T TOUCHTISSOT“Most watch enthusiasts are into expensive mechanicalwatches,but for me it is much more interesting to havea watch with cool functionality.A watch is normallyjust a watch,but this is more of a gadget.It has a touchdisplay with which you can check the temperature,youraltitude and other bits of information that you don’treally need.This watch means a lot to me because mywife bought it for me for our anniversary.”APPLE TVAPPLE“I love Apple products – so much so that my friendscall me iGod! I have an iPod,an iMac and an iPhone,but right now the most exciting thing for me isApple TV.Many of my friends also have Apple TV sowhen we are at each other’s houses we can sharemusic and photos and video clips via this device.Ithink this gadget is really changing the way peopleshare information with each other.”BOSE QUIETCOMFORT 15 ACOUSTICNOISE CANCELLING HEADPHONESBOSE“I had been thinking about getting a pair of theseheadphones for a long time.Now I have them I usethem all the time when travelling by train or plane– and when I’m doing the vacuum cleaning athome at weekends.The first time you put them onthey feel a bit weird,like air pressure on your ears.But they work just perfectly.”ADAPTIVE CRUISE CONTROLAUDI A6 ALLROAD“My car is equipped with some great gadgets.One which I use all the time is adaptive cruisecontrol (ACC).I don’t only use it on the motor-way,but also for city driving,where it is reallyuseful in traffic jams.What is so good about theACC on my Audi A6 Allroad is that it doesn’t havea maximum limit and you can go up to 220km/h.I just have to keep the car pointing in the rightdirection,and the system does everything else.”HEAD-UP-DISPLAYAUDI A6 ALLROAD“I am on the phone about 95% of thetime when I’m driving,so I really appre-ciate the heads-up display that projectsimportant information on to my wind-screen.It shows my speed,navigationinformation from the GPS,and alsoshows me what the current speed limitis.Together with the adaptive cruisecontrol it makes driving a lot safer.”LAMBORGHINI-MOUSELAMBORGHINII have previously worked with Lamborghini and Ireally like their cars,so I just had to get this com-puter mouse.It’s a Murcielago and I bought it atthe Lamborghini headquarters in Italy.Everyonewho sees it wants one.It works just like a normalmouse and fits perfectly in the hand,but it’smuch prettier.And it’s got headlights.“Everyonewho seesit wantsone.”
  16. 16. 30 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 31QA MIKE BIDDLEPLASTICS EXPERTFor MikeBiddle, plastic is gold. Andthere is a lot of it. He spoke to Futureabout the challenges of recyclingplastic, why demand for greenproducts will only grow, and howdesigners can ensure that theirproducts get more than just one life.s a child Mike Biddle wouldexasperate his parents bygoing round the houseturning off lights. Hisloathing of waste soonextended from energy tomaterials as well, and afterbecoming a chemical engi-neer he turned his atten-tion to the growing problemof plastic waste. Havingstarted out in his garage,Biddle’s company MBA Polymers has plants inthe US, Asia and Europe producing high-qualityplastics from discarded consumer electronicsand car parts that would otherwise end up on alandfill or in an incinerator. Biddle’s efforts haveearned him many prestigious awards and histhought-provoking TED Talk has been watchedby more than 700,000 people.In December hewill receive the Gothenburg Award for Sustain-able Development (previous recipients includeKofi Annan and Al Gore).How did you get involved in recycling plastic?“I actually started working at the completeopposite end of plastics, in high-tech compos-ites for aerospace, and I worked on the Stealthbomber project. But that wasn’t very fulfillingand what I got excited about was trying to figureout if we could recycle plastics, because I saw thatas a growing issue at this time, about 25 yearsago. Around that time a couple of cities in theUS banned polystyrene foam cups because theyweren’t recyclable – and Dow was the biggestproducer of that material in the world. I started aplastic recycling research group for Dow and wedid some good work. A few years later I decidedto go out on my own and start a consulting com-pany.”What is the scale of the problem with plasticwaste?“More than 250,000,000 tonnes of plastic areproduced and consumed around the world everyyear. A bit of that does get recycled; pet bottlesoften get recycled because they are easily recog-nisable and recyclable by humans or machines, asTEXT DAVID WILESFOTO ERIC MILETTEAsearchfor“semcon”inappstoreExtramaterialon iPad
  17. 17. FUTURE BY SEMCON 3.2012 33do some polyethylene milk jugs here in the usand a few other places. But almost everythingelse is wasted. So it’s an enormous problem.Most of it is made either from natural gas oroil, so it is a resource that we are obviouslygoing to run out of at some point.So your driving force is to save the environ-ment?“I’m not doing what I am doing just forthe environmental aspects. I’m doing itbecause I think there is a more efficientway of making plastics. In the long term,instead of making them from resourcesthat are becoming scarcer, let’s make themfrom resources that we have plenty of, suchas waste. So it’s more sustainable from abusiness standpoint as well as an environ-mental sustainability standpoint.”Why aren’t more companies doing whatyou do?“Because it’s not easy. If you put a pile ofmetal on the table in front of me and giveme a magnet, then I can separate most ofit pretty accurately. And if I can do it, youcan train machines to do it. Plastics arelike metals in that there are many differenttypes, and as most of us know if you mixmost metals together you get an inferiorproduct. And it is the same with plastics,in general. Plastics need to be separatedjust like other materials, and it is that sep-aration that has proved to be so difficult.Their densities overlap or are identical insome cases; and they can be any colour. Soall the standard properties that people useto separate different materials simply don’twork for plastics. So we had to come upwith new ones.”So what is your process for recycling plastic?“We do what miners or mineral processorsdo. When you’re mining for ore or minerals,you dig up a lot of dirt and sand and stoneand crush it into small particles and use theproperty differences to separate them. Thatis exactly what we do, and we use some of thesame techniques they use. Different mate-rials fracture differently and have differentgeometries when they fracture, so we takeadvantage of that. We use air, like sep-arating the wheat from the chaff, toseparate foam and fabrics away fromthe rigid plastic particles – al-though we do it in a very sophisti-cated way. What we do is thereforenot one magic process, but rathera number of processes until weget each plastic down to one typeor one grade. We save over 80 percent of the energy and 1–3 tonnesof co2 for each tonne of virginplastics we replace.”How does the quality of the plasticyou produce compare with virginplastic?“We are a drop-in replacement,one for one, for virgin plastics.Most plastics recyclers in the worldtraditionally get their plastic to acertain level of purity, and then toovercome the deficiencies in thematerial they have created they willoften blend in virgin material oroff-grade material from manufac-turing. Our plastic is 100 per centfrom postconsumer material apartfrom the additives we add, such ascolorants and modifiers.”How is demand developing?We are seeing considerablegrowth in demand. One reason isthat forward-thinking companiesbelieve there is a receptive marketfor green products. Before, to be honest, Ialways hoped that that would be the casebut never counted on it. Now we are seeingit develop rather rapidly. And then there arethe standards that are driving that behaviour.There is a barrier to some markets if compa-nies don’t meet these standards.What steps would you like to see designerstake to improve the environmental footprintand recyclability of their products?“As an environmentalist, I would like to seethem make products that last longer. And thatmay be counterintuitive for a recycler to say,because of course we benefit from short lifecycles as we get more material that way. ButI like to think that my company has alwaystaken a longer-term view. I’m not concernedabout running out of materials – there isunfortunately a lot of material in the worldthat goes to waste so we will have plenty offeedstock for a long time.”Any practical suggestions to product develop-ers?“I would like to see them make theirproducts more recyclable. What makes a bigdifference for us is the use of hazardous orexotic additives in plastics and paints or coat-ings. These are the hardest things for plasticrecyclers to deal with. You find more andmore designers using texture and pigmentsrather than paints and coatings, which notonly makes products recyclable but it alsolowers manufacturing costs. Avoiding paintalso makes sense because a lot of waste comesfrom the painting steps, and then you don’thave all the environmental aspects associatedwith the painting process to begin with.”Which companies impress you with theirapproach to plastics?“It’s hard not to talk about Electrolux sim-ply because they have taken the use of recy-cled plastics to another level. They have madesome beautiful vacuum cleaners out of plasticsamples that they recovered from the oceanto highlight the issue. In the it world, hp isclearly a leader in the use of postconsumerrecycled plastics in many products and adver-tising it with their“ecohighlights”labelling onsome products. And companies like Lexmark,Philips, and Trodat are also developing prod-ucts that use recycled plastics.”How optimistic are you about attitudes torecycling and waste today?“I have been frustrated for the last 25 yearsbecause I felt people weren’t very inclined tocare about what happened when they threwsomething away. But since doing my TEDTalk on this subject I have been uplifted bythe outpouring of desire to get involved andmake a difference. I do believe that peoplewant to act in a more sustainable way andnot waste materials and energy resources butthey don’t know how, or they are doubtfulthat what they do makes a difference. So weshould make it easy for them to do it, andconvince them that what they do does make adifference.”1“Instead of making plastics fromresources that are becomingscarcer, let’s make them fromresources that we have plenty of,such as waste.” MikeBiddle,plasticsexpert1SHOW PEOPLE WHAT TO DOPeoplecare,theyjust didn’t knowwhat todo.ThatiswhyIspendalot ofmy time trying toget thewordout throughsocialmedia,throughmagazines,orlikeIdidwithmydaughterandaproject shedidon thissubject at school.Solettingpeopleknowwhat theycandois thefirst step.2MAKE WASTE VALUEABLEAresponsiblerecyclinginfrastructurerequiresinvestment.I thinkEuropedidit theright way.When theyfirst put theirrecyclinginfrastructureinplaceit wasacost that producershad topayfor.Nowless thantenyearslater theinfrastructurehasdeveloped,and theeconomiesofscalehavegrownand todaywastehasavalue.3SEE THE BIG PICTUREIn theUSwedon’t carewhereourwastegoes,althoughwearestarting tocareabout where thestuffwebuycomesfrom,asseenrecentlywithAppleand theconditionsat itsfactoriesinChina.Ifwehad thesameconcernabout what happens tostuffwhenwearefinishedusingit wewoulddefinitelyhandleourprod-uctsinamuchmoreresponsiblemanner.waystoincreasetherecyclingofplastic332 FUTURE BY SEMCON 3.2012Mike BiddleAge: 57Title:Founder and President of MBA Poly-mers,Richmond,California,USAHobbies: Spending time with my youngkids,biking,hiking,tennisFavourite websites:TED;LinkedIn;Twit-ter;YouTube;GreenBiz;KhanAcademy;PandoraAwards: Gothenburg Award for Sustain-able Development,Economist InnovationAward for Energy and the Environment,theThomas Alva Edison Award for Innova-tion,theWorld Economic ForumTechnol-ogy Pioneer Award and others.QA MIKE BIDDLEPLASTICS EXPERT
  18. 18. 34 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 35Theystartedwiththreeemployees,halfabilliondollarsandablankdrawingboard.InfouryearsQorosAutoCo.,theworld’snewestcarmaker,hasdevelopedacarwithitssightsfirmlysetonitshomeChinesemarket,andalsoEurope.Semconhasbeenpartofthejourney.TEXT DAVID WILES PHOTOS MICK RYANTHECHALLENGERfromShanghai
  19. 19. FUTURE BY SEMCON 3.2012 37Only a dec-ade ago theChinese automarket wasone-tenth thesize of that inthe US. ButChina’s rapideconomicgrowth hasseen it over-take the US atbreakneck speed to become the world’s big-gest car market by a long way: 18.5m cars andlight trucks were sold there in 2011, comparedwith 12.8m in the US.Inevitably everyone wants a piece of thishuge and ever-growing pie, but how shouldyou go about it? Until recently there were twoways for automakers to tackle China. Therewere the major car producers such as GM andVolkswagen who set up international jointventures with Chinese companies. And thenthere are the domestic OEMs – somewherebetween 50 and 100 at present – striking outon their own.QOROS AUTO CO is following a different route –starting from scratch with no legacy but lotsof experience, backed by an initial commit-ment of USD 500 m from two investors andled by a driven team of global experts withvaried cultural backgrounds. The companydevelops and owns its brands and technolo-gies and as such is in complete control of itsown destiny, and it is well on its way from justthree employees and an empty drawing boardin 2009 to start of production four yearslater. Qoros’first launch, in Q4 2013, will befollowed by a new model every six months.And not content to focus on its home marketalone, Qoros is also planning for the not in-considerable challenge of taking on the Euro-pean OEMs on their own turf.The Vice-Chairman of Qoros is VolkerSteinwascher, a former Volkswagen executivewho has extensive experience in various rolesat the world’s largest carmaker. He joined theproject when it existed only on paper.“I wasmore or less alone and I started to hire peo-ple, to define customer segments and defineproducts,”says Steinwascher from his officein Shanghai. He admits with a chuckle thathe did not fully appreciate the full scale of thechallenge that he was taking on at a stage ofhis career when some of his industry peerswere already retiring. But the opportunity wasjust too appealing.“I know from experiencewhat other companies do right and what theydo wrong,”he says.“We have no legacy here,and we just hired the people we wanted whichmakes us very efficient and very capable. Thespirit is incredible. People joined because thiswas a once-in-a-lifetime chance to get out ofa big organization and really make a differ-ence.”One of the first to sign up was DirectorSales and Marketing Stefano Villanti, whowas a consultant at McKinsey before joiningQoros as employee number 3 in 2009.“Forme the decision took two seconds,”he says.“When you have worked in the automotiveindustry you see that it is very slow-movingand there are many things that you wouldlike to do differently. It’s not often that whensomeone asks you‘What are you going to dotomorrow?’you get to answer: I’m going tobuild a new OEM from scratch’.”QOROS’ FIRST CAR, a C-segment sedan, will belaunched in March and April 2013 at major in-ternational auto shows in Europe and China,with sales starting at the end of the year.“Driving dynamics, fuel consumption,engine characteristics, power – this is a Eu-ropean level product,”says Villanti.“We areaiming for five-star Euro NCAP, and our testsshow that we will achieve that.”Vehicle number two will be a hatchback,followed by a crossover, then an SUV.“Wehave a product portfolio that basically coversthe coming four years with a launch every sixmonths,”says Villanti.Qoros has done painstaking market analy-sis to ensure that its products are perfectlyplaced to capitalize on the Chinese auto mar-ket’s growth.“The market is split in two,”saysVillanti.“You have the local Chinese playersthat are usually characterized by entry-levelproducts, very cheap and usually very lowquality; and then the international products.The rising middle-class is looking at thehigh-quality products associated with West-ern cars, so that is what we are aiming at.”The Chinese market differs from the Westin that car buyers are generally younger; over60% of mid-segment car buyers in China areunder 40, compared with less than 20% in“We have no legacy here, and wejust hired the people we wantedwhich makes us very efficientand very capable”Volker Steinwascher, Vice-Chairman of Qoros36 FUTURE BY SEMCON 3.2012JohanEkenerTitle:President Informaticat SemconOffice:Göteborg,SwedenIngvarGillgrenTitle:BusinessandOperationalManager,SemconOffice:Trollhättan,SwedenKevinPhelpsTitle:DirectorAftersales,QorosOffice:Shanghai,ChinaVolkerSteinwascherTitle:Vice-Chairman,QorosOffice:Shanghai,ChinaStefanoVillantiTitle:DirectorSalesandMarketing,QorosOffice:Shanghai,China
  20. 20. 38 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 39Europe.“Our target consumers’key buyingfactors are distinctive design, safety and reli-ability, and brand image,”says Villanti.“Chinese consumers are willing to considernew brands.”ATTRACTING BUYERS on their home market isone thing, but how will Qoros win over Euro-pean customers who may be skeptical of carsmade in China?“Of course that is an issue,but if you have the right product there is atime for everything,”says Villanti.“There wasa time for the Japanese and the Koreans, whoonce had a very similar reputation to the Chi-nese.”Extensive consumer testing in Europeby Qoros revealed some interesting findings:young European consumers typically have noproblem with a Chinese brand.One way in which Qoros plans to win cus-tomers in both China and Europe is with whatVillanti calls“a holistic customer experi-ence”. Although unwilling to reveal too manycommercially sensitive details, he says thatthe Qoros team has identified a strong dis-connect between the buying experience, theservice experience, and the product itself. “Sowhen we designed this product, we designedthe service and the buying experience at thesame time. What we are trying to create isa very coordinated experience, giving a veryconsistent perception. The beauty of buildingsomething from scratch is that it is not likeFrankenstein’s monster, with all the bits as-sembled in different stages.”One small detail which Villanti does dis-close and which is sure to score points withthe iPhone generation is an app for bookinga service, for trip planning and which willeven replace the manual in the glove box.“It’s about integration of product, service andtechnology,”he says.Kevin Phelps spent his entire career withJaguar Land Rover before joining Qoros asDirector Aftersales. He relishes the possibili-ties created by the lack of legacy and existingstructures and ways of working.“We have aclear piece of paper,”he says.“We pool all thepoor experiences we’ve had previously anddesign them out. But we can also incorporateall the requirements from all parties in one go,rather than inheriting a system and trying tomake it fit other people’s requirements. Ofcourse the challenge is that we have nothingto base it on, so there is a lot of hard work do-ing the nitty-gritty.”AND THIS IS WHERE Semcon comes into thepicture.“Starting from scratch means nolegacy, but it also means you need to definea number of strategies within different areasthat normal car manufacturers perhaps takefor granted,”says Johan Ekener, PresidentInformatic at Semcon.“But we have a lot ofexperience and have been able to supportQoros in defining aspects of their aftersalesand repair strategies.”Once Qoros had their first car designsin place, they needed to know that such avehicle would be serviceable. That is, wouldit be physically possible to change the oil ora lightbulb on a car built to their designs?In search of a second opinion, they turnedto Semcon who took over the serviceabilitywork to ensure that Qoros’designs wouldwork in practice and be cost-efficient.QOROS ALSO CALLED on Semcon to handle theservice readiness aspects.“We are responsiblefor developing the spare parts information,the owner’s information, all the service andworkshop information including diagnosisfor guiding the technician, wiring diagrams,plus serviceability requirements,”says IngvarGillgren, Semcon’s Business and OperationalManager for the Qoros collaboration.“We alsodevelop all technical training information.”Bythe start of 2013 Semcon will have about 50people working on the Qoros project, spreadaround three sites in Europe and includ-ing some ten employees at its new office inShanghai.Gillgren says that Semcon has not onlybeen reacting to instructions and requestsfrom Qoros, but also coming with suggestionsbased on their own experience.“What Qorosgets from our organization is very broad anddeep experience within the aftermarket au-tomotive business,”he says.“But we are alsovery keen and interested in new ways of pre-senting information. So we are trying to be onthe edge, not sticking to what we have donebefore, and taking advantage of the fact thatthey are a new company to come up with newand innovative solutions.”Phelps says that while Qoros’businessmodel is to manage through internationalexperience while bringing up local Chinesemanagement, setting up the company’s ser-vice organization would not be possible with-out the experience and expertise of Semcon,alongside which he worked while at JaguarLand Rover.“The Chinese auto industry isvery immature, the good local people are usu-ally with Western brands,”he says.“So it isdifficult to recruit. There is a massive require-ment for good engineering, good service peo-ple within the industry. And Semcon has allthe right criteria to support the internationalstandard that we want to implement.”IT’S HARD NOT TO be impressed by what Qoroshas achieved in just three years, with 80prototypes running globally and employeenumbers approaching 1,200.“This thing hasgrown and developed even better than wethought was possible,”says Villanti.The veteran Steinwascher believes that 20years from now, Qoros will be the benchmarkfor the Chinese automotive industry.“Theother two concepts for approaching this mar-ket are out-dated,”he says.“China needs ma-ture car companies, and our business model isthe only one that will create this.”1QorosQoros Auto Co.is a new,independent,carcompany,headquartered in Shanghai.Thecompany is aiming at a young,urban,targetgroup in China but is also aiming at becomingthe first Chinese car brand to break into Europe.The ambition is to compete through innovativetechnology in the form of superior ease of use,connectivity in the car and a safety standardthat can compete with the best cars inEurope.“Semcon has all the right criteriato support the internationalstandard that we want toimplement.”Kevin Phelps Director, Aftersales, QorosThe Qoros factory in Changshu will initially have a production capacity of 150,000 cars per year.It will be ableto produce up to 450,000 cars a year if necessary.124873651.Bodywork2.Painting3.Assembly4.Logistics Center5.Administration6.Dining area7.Utility center8.Matching centerHowanentirelynewcarbrandwascreatedinlessthanfiveyears.AQOROSLINEDECEMBER 2007Qoros(thenknownasCheryQuan-tumAutoCo.)set upbysharehold-ersIsraelCorporation,andCheryAutomobileCo.LtdwithVolkerSteinwascherasVice-PresidentSEPTEMBER 2008thecompany’sShanghaiofficeopensJULY 2010IsraelCorporationandCheryAutomobileincrease totalcapital toabout $1.2bnJUNE 2010ChangshubecomeslocationforheadquartersandfactoryAUGUST 2010Semconjoinsproject andstartsserviceabilityworkAUGUST 2011SemcongetsunderwaywithservicereadinessworkNOVEMBER 2011theQorosbrandislaunchedJULY 2012over50dealergroupscommit tomore than100pointsofsaleacrossChinaQ3 2013projectedstart ofproductionforfirst modelQ3 2013projectedsalesstartforfirst modelOCTOBER 2011first prototypeisbuiltMARCH 2013Qorosfirst model tobelaunchedat Genevacarshow.
  21. 21. 40 FUTURE BY SEMCON 2.2010 FUTURE BY SEMCON 2.2010 41TEXT MARCUS OLSSON, KATARINA MISIC, HILDA HULTÉNPHOTOS ANDERS LIPKIN, ANDERS DEROS, KALLE SINGERSEMCONBRAINS40 FUTURE BY SEMCON 3.2012 FUTURE BY SEMCON 3.2012 41The ventilation expertJEANETTE CARLSSON hasworkedasama-chinedesignerandproduct developersince1988.But when theventilationcompanySwegonwasbuildinganewcommercialsystemproduct,it involvedseveral toughchallenges,evenforsomeonewithJean-ette’sexperience.Swego’snewproduct,Tellus,isamodularmechanicalroomthatcanbepositionedbothindoorsandoutdoors.Itproducesanddistributesallthetemperateair,coolingen-ergy,thermalenergyandhotwaterrequired.“It is the first product to tie all thesethings together.Many others can vent,heat or cool down.But this is the first com-plete solution that can do all these things,”says Carlsson.Shegenuinelyhad to thinkinside theboxin thisproject.Thehydronicmodule,whichhasbeenCarlsson’swork,linksall thefunc-tions.Inshort,everything that makesit abletoheat andcooldown.“Therewerealmost toomany thingswhichhad tobeincluded.It contains twelveventilators,fourheat exchangers,expan-sion tanks,pumpsandvariouspipes.Therearelotsof tailor-madesolutions,andyet wehavenounusualcomponents.Myassign-ment was todesign thewholeinterior.Thereweremanychallengesbecausesomuchhadtogointosuchasmallpredeterminedarea.”Theintegrationofall themodulesoffersoptimumcontrolandenergyrecycling.Everythingisneeds-drivenanddistributedsimultaneously.“Myjobis tomake thecomponentsservice-friendlyfor theuser.Therearealot ofelectronics.It has tobeeasy toaccessandfunctional throughout.jeanette carlsson, machine designer/product developer, semcon karlstad, sweden“Many things can vent,heat or cool down.But this is the firstcomplete solution thatcan do everything.”Jeanette Carlsson, Semcon
  22. 22. 42 FUTURE BY SEMCON 3.2012SEMCONBRAINSThe automation expertIF YOU NEED TO automatetheproductionortestingofyourproductsthenBertilNelsonistherightpersontoturnto.Asanautomationengineer,hemakessurethatmachinesdotherightthings.HiscurrentassignmentatVolvoCarsrevolvesaroundautomatingthetestingofengines.“It couldbeanythingfromanengine test run tofindabasicconfiguration,tolifeexpectancytestsorrunninganemissionscy-cle toensure thecarstayswithinacceptableemissionslevels,”saysBertil.But Bertil’sworkactuallyre-volvesaroundeverythingexcepttheengineitself.Heensures thatthereisa technicalspecificationfor tests,evaluatesandselectssuppliers,isinvolvedin theinstal-lationandmakessure that trialsarecarriedout,that theoperatorcanhandle the test rigand thatthedataisavailable.“Hybrid technologywithbat-teries,forexample,ishot rightnow,soyouhave tofindequip-ment that canhandle testingit.Meanwhile,the test systemshave tobeflexibleandmeet dif-ferent requirements.“Ifanyonehasabrainwaveonhow torefine thelifeexpectancytest,forexample,youhave tobequicklyable toaddnew typesoftests to thesystem.Anautomationengineercandoalot ofdifferent thingsinalot ofdifferent industries.Bertil’sexpertisemainlyliesinprogram-mingautomationsystemsand,aswith theVolvoassignment,translatingrequirementsintospecifications.“Iworkoncutting-edge tech-nologyandit’sreallyexciting.”bertil nelson, automation engineer, semcon göteborG, swedenFUTURE BY SEMCON 3.2012 43FORGET AFTERMARKET INFORMA-TION asweknowit –a thick,printedmanualin15different languages.Themoderncustomerwantsanappon theirsmartphone,wherestep-by-stepinstructionscanbedownloadedinstantlyandwhenneeded.“Companies with a high profilebrand image have much to gainby aligning their aftermarket totoday’s technology,”says RobertHinesley,senior consultant at theformer Comet,one of Semcon’srecent acquisitions complement-ing the Semcon business in theGerman market.Heisasenior technicalwriterandexpert indigitalizingaftermarketinformation,adaptinginformationtoeverythingfromclassicprintstocomputerscreens,tabletsandsmartphones.“Traditionalpublicationsarestatic;apdfissimplyapdf.Inmulti-channelproduction theinformationadapts to themediait´sshownin.”Doing thissuccessfullyisamajortechnicalchallenge,but alsobringsnewopportunities tostreamlinecommunicationandmakeit moreeffective.“Thedatacanbeinteractiveandadaptedtothescreensize.Scopeandtypeofinformationchangedependingonthereceiverandhowitisdisplayed.”Oneof thedemoprojectsofRobert Hinesley’sgroupisamanualforanexclusivehouseholdproduct,producedinamulti-channelformat.“It’sasuitableproduct type;thetarget groupisrelativelyyoung,lifestyle-focusedpeopleusingmodern technology.Theywant themaintenancemanualasanappintheirsmartphone.”Aftermarket informationwillalsobepart ofacompany´simage.“Today,the technologyisanopportunityforcompanies tobenchmark themselves.Forexample,the technologyisusedbysomehigh-profilecompaniesin theauto­motiveindustry.”According tohim,acriti-calmassofusersisneededfor the technology tohavemajorimpact.But it will.“Today the technologyisapossibility.In thefutureitwillbeadisadvantagenottohaveit.”The multi-channel expertrobert hinesley, senior consultant, semcon munich (previously comet), germany