Competition and Selling Strategy

1 Competition and Selling StrategyOnline Presentation Joh...
Author: Tobias McLaughlin
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1 Competition and Selling StrategyOnline Presentation John Gibbs Product Manager MTS Confidential

2 Competitive LandscapeMTS Confidential

3 Instron ElectroPuls (USA)Key Selling Points All-electric dynamic test systems Take control (interfaces designed to put you in control) Alive with technology Exceptional versatility Horizontal mounting feature Offer 1 kN, 3 kN, 10 kN & 10 kN A/T systems Technical Characteristics Patented, oil-free linear motor technology Rated 1 kN / 3 kN dynamic force Rated .71 kN / 2.2 kN long-term static force 60 mm stroke Capable of greater than 100 Hz EM crosshead lifts without covers Manual crosshead locks Single phase motor MTS Confidential

4 Bose ElectroForce (USA)Key Selling Points Versatility Energy efficiency Practically maintenance-free operation Powered from a standard electrical outlet Offer ranges from a 22 N to a 15 kN system Series II with high accuracy displacement (Accuracy, Resolution, Noise, Responsiveness) Technical Characteristics Simple and durable moving-magnet motor Rated 450 N / 3 kN dynamic force Rated 320 N / 2.1 kN continuous static force 13 mm / 25 mm stroke Capable of 200 Hz / 100 Hz max. frequency EM crosshead lifts with minimal travel Torsional option on all but 22 N system 22 N 225 – 450 N 3 kN 7.5 kN – 15 kN MTS Confidential

5 Shimadzu EMT Series (Japan)Key Selling Points Actuated directly by electricity Fast, large movements Low operating costs Quiet operation Eco-friendly operation / no waste oil Technical Characteristics Electromagnetic actuator Rated 1 kN force dynamic/static Four Column Frame 60 mm and 100mm stroke machines Sine wave at speeds up to 2 mm/sec +/- 20 µm displacement at 200 Hz EM crosshead lift with protective cover Manual crosshead locks MTS Confidential

6 Zwick/Roell LTM1000 (Germany)Key Selling Points Large displacement Fatigue and static testing Precise / low-wear bearings High resolution transducer Intelligent / automated cooling system Tabletop / floor standing / horizontal options Technical Characteristics Linear electric motor actuator Peak load dynamic 1000 N Nominal load static 800 N 70 mm stroke Maximum velocity 1.5 mm/sec Displacement resolution of 1 µm Frequency range 10Hz NOTE: Almost no mention of this machine on Zwick’s website! MTS Confidential

7 Other Electrodynamic SystemsWalter+Bai (Switzerland) Test resources (USA) Tissue Growth Technologies (USA) MTS Confidential

8 Other Electrodynamic Systems – cont’dAdmet (USA) Dyna-Mess (Germany) Thelkin (Switzerland) Interactive Instruments (USA) MTS Confidential

9 Market Size Electrodynamic Market KnowledgeLots of information, but out of date Data is not pure due to various interpretations of “electrodynamic actuation” Knowledge outside of North America is weak Need your feedback Projected Market Size and Competitor Share Roughly $70 Million Instron $25 Million Bose $20 M Zwick $10 M? (believed to be Vibrophore products) Shimadzu $5 M All Others $5 -10 M MTS Confidential

10 Key Comparisons Features of MTS AcumenAdvantages Compared to Servohydraulic Lower cost of ownership Cleaner (No Oil) Quieter Energy efficient No facilities issues (facilities costs and relative ease of installation) Smaller footprint Advantages Compared to Electromechanical Dynamic capabilities Better performance through zero (tension / compression) Better performance upon reversal of force (top and bottom of sine wave) More cost effective and space saving for labs intending to perform both dynamic and monotonic testing MTS Confidential

11 Comparison of Test System TechnologiesMTS Acumen SRT Day 2, Morning Session Comparison of Test System Technologies Electromechanical Servohydraulic Electrodynamic Force Medium High Low - Medium Performance Efficiency Low Very High Total Cost Detailed Technology and Competitor Comparisons will be available in the near future MTS Confidential MTS Confidential

12 Comparative Strengths / WeaknessesStrengths Compared to Key Competitors Stroke length of 70mm Controller scalability Tuning options Power of MTS TestSuite software Intuitive operator controls – ease of use Integrated industrial design MTS experience and support Weaknesses Limited product platforms at launch (plans to grow the family) Limited accessories at launch No customer base to use as references Late to market MTS Confidential

13 Basic Strategy Prioritized accounts Alignment with MTS Test StrategyCurrent MTS customers Customers new to testing Anyone interested in electrodynamic actuation Current Instron and Bose customers Alignment with MTS Test Strategy Research and advanced development Product development MTS Confidential

14 Key Selling Points Value above PriceBenefits of MTS electrodynamic technology Compared to servohydraulic and electromechanical Compared to competitors MTS experience in materials testing technology MTS experience as a global solutions provider MTS Confidential

15 MTS Acumen Value Features and Performance User Experience1.25 kN and 3 kN frames, 110/220 Volt, 70mm stroke, … and much more Controller scalability Simple, clean and efficient design User Experience MTS TestSuite™ Multipurpose Testing Software Intuitive user interface Easy enough for 1st time testers Capable enough for advanced users MTS Expertise Depth of application and testing knowledge Providing solutions across materials test spectrum MTS Confidential