Finpro Industrial Services Day 6.6. Rocla

1. Palveluliiketoimintaan siirtyminen
– Case Rocla
FinPRO workshop
6.6.2013

2. Contents
• Rocla as a part of Mitsubishi Heavy Industries (MHI)
• Rocla Finland
• AGV business concept
• Service delivery model
– Project sales
– After market
• Experiences & lessons learned

3. Mitsubishi Heavy Industries

4. Rocla

5. Premises with a total area of 18,000 sq.
designed and built for Rocla
Rocla Oy Järvenpää
- Factory and head quarters
- Rocla is part of Mitsubishi Caterpillar Forklift Europe
- Rocla designs and manufactures warehouse trucks under Rocla,
Mitsubishi, Jugnheinrich and Caterpillar brands
- Rocla designs, manufactures and delivers automated guided vehicle
systems under Rocla brand
- Automated mast production line
- Premises for production of 10 000 trucks per year
- Close cooperation with MCF units, subcontractors and suppliers
- Personnel
-Average age 43 years
-Male 83 %, female 17 %
-Average years of services: 11 years

6. Complete Range of WHT and CB Trucks

7. Rocla Finland

8. Logistiikan trendit
80-luvulle asti
90-luku
2000-luvun alku
Kuljetukset, varastointi,
jakelu, ostaminen
Logistiikasta kilpailuetua
• Tarkoitamme sisälogistiikalla tontin sisällä
tapahtuvaa tavaran ja siihen liittyvän tiedon
varastointia ja siirtämistä
• Logistiikkakustannukset 13 % suomalaisten
yritysten liikevaihdosta ja 17%
bruttokansantuotteesta*
• Tästä 24 % on varastoinnin kustannuksia ja
27 % varastointiin sitoutuvan pääoman
kustannuksia
Sisälogistiikka
Toimitusketjun hallinta
Järjestelmä-
integraatio
Kuljetusten
ulkoistus
Verkkojen
hallinta
*kansallinen logistiikkaselvitys 2006

9. Development of forklift business
Solution sales
Pay-per-transport
Outsourcing including
forklist, automation and
drivers
-50 -70 -90 -05 -10
Forklift
sales
Rental and
leasing
Maintenance,
service
Consulting,
automation,
remote diagnostics,
Fleet management
Process outsourcing

10. Automation
Auxiliary
Items
OutsourcingDrivers
Trucks
Services
WMS,
Fleet Mgmt
What we offer – complete package

11. WH-Benchmarking

12. Key Account Management

14. Fleet Management
Tieto kuluista ja käytöstä
• Internetpohjainen
kalustonhallinta
• Trukit ja niiden tiedot
säilyvät ja pysyvät ajan
tasalla tietokannassa
• Mahdollisuus
huoltotietojen
lisäämiseen

15. Service packages
BASIC
• Basic-huoltosopimus-
asiakas saa Roclan
huoltopalvelut nopeasti
ja varmasti
• Vuosittainen
dokumentoitu kunto- ja
turvallisuus-tarkastus
• Kiinteät työhinnat
helpottavat
huoltokustannuksien
budjetointia
• Roclan Help Desk -
palvelu
• Helppo räätälöidä
lisäpalvelumoduulien
avulla
EXTENDED
• Rocla ottaa vastuun
asiakkaan laitekannan
ylläpidosta ja vastaa
huolloista ja vikakorj-
auksista huolto- ja
varaosineen kiinteään
hintaan
• Laitekannan ylläpito on
Roclan osaavissa käsissä ja
asiakas voi keskittyä
täyspäiväisesti omaan
liiketoimintaansa
• Asiakas voi omistaa
laitteensa itse tai ne voivat
olla Roclan vuokralaitteita
(Extended Rent)
EXTENDED RENT
• Pitkäaikaisen vuok-
rauksen ansiosta
pääomaa ei sitoudu
kalustoon ja kalusto-
kustannukset ovat
budjetoitavissa
• Ennalta sovittu kiinteä
kuukausimaksu pitää
sisällään sekä trukin että
sen ylläpidon.
• Sopimuskauden jälkeen
trukki palautuu Roclalle,
joka vastaa sen jäännös-
arvosta

16. AGV Business

17. Global trends in 2010s
1960 1970 1980 1990 2000 2010 2020 2030 2040
20000
30000
40000
50000
60000
70000
80000
90000
100000
Lähde. Tilastokeskus
Outgoing Labour (60-year old)
Incoming Labour (20-year old)
Gap
10000-15000
Finland

18. Rocla AGV Solutions
• Since 1982
• >1000 projects
• >7000 AGVs
• Global
• Highly skilled staff

19. • Modular, product platform approach
• Short delivery times
• Short commissioning times
• Flexible for many different applications
• Inexpensive spare parts
• Easy maintenance
• Serial manufacturing
• Product platform approach
• Leasing possibility
Rocla earlier vs. today

20. The modular AGV concept
Tractor Unit
- Standard Model
- NEVER changes
Support structure / suppor legs
- According customer requirement
- Parameters / Predesigned components.
Mast
- According customer requirement
- Rocla patented „integralmast“
Load handling
(According customer requirement
Forks
- Roll conveyors
- Paper reel clamps
- etc

21. One Technology – Multiple Applications

22. AGV Solution Components

23. Focus on solving customers logistics
challengesConsultation
- Look for the best possible solutions
- Creative and effective ideas
- Simulation / Visualization
AGV Control System
- Order assignment & vehicle allocation
- Transport task supervision
- Traffic control
Warehouse Management System (WMS)
- Transport order generation
- Operator interface
- RFID & Barcodes
On-Site Services
- Commissioning
- Installations
Life Span Support
- Service and maintenance
- Updates and upgrades
- Spare parts
Reporting
- Reports on performance etc.
- To know what is happening
Vehicles
- Transportation of pallets, reels etc.
- Navigation: laser, magnetic spot, wire
- Specifications and designing
Energy Concept
- Batteries
- Automatic Charging
- Battery Exchange: Automatic / Manual
Storage of Goods
- Racks and shelves
- Storage places on
floor
- Load-on-load, deep
stacking
Additional Machinery
- Conveyors
- Wrapping machines
- Manual Trucks
- OEM Equipment

24. Service delivery concept

25. Three ways to market
Own sales Value Added Reseller MCFE dealer

26. Cat Lift Trucks dealer network in Europe

27. Project Management Level
Portfolio Management Level
Initiation
Execution
Closing
Project
Proposal
Progress Reports
Project
Charter
G4G3
G1 G2
Planning
Project
Plan
Acceptance
Quotation
Budgetestimate
Agreement
Sales
process Start
Specification
Mechanical design
Electrical design
Customer documentation
Purchasing
Manufacturing
Testing
Delivery
Installation
Commissioning
Transfer to service and
project closing
System design
Transfertoservice
Project management
Project delivery process
G0
FAT
Delivery project process

28. Financing services

29. After market portfolio

30. Solution data management in Rocla
• Sales configurator. Sales utilises sales configurator and quotation tool called Robu (based in excel). The offering structure for sales
is updated in Robu.
• Quotation and budget. Quotation and budget created with Robu are the starting point for the project.
• AGV full solution in PLM. The full configuration of automation solution is coded into PLM.
• Project configuration. Project management in delivery creates the project into PLM by modifying a standard AGV solution
according to quotation and
• Sourcing and delivery information to ERP. Project configuration is the input to ERP where delivery operations and sourcing are
managed for the project.
Sales
configurator
(Quotation
tool Robu)
AGV – standard
solution
in PLM
Project
configuration
for delivery
Sales
configuration
of the solution
and budget
Sales view Project delivery view
ERP -
delivery and
sourcing mgmt

31. Sales case management with Salesforce.com
Sales cases for service contract escalated automatically when a new project is sold
Installed base life cycle management
Upgrade and modernization recommendations
Technical bulletins concerning spare part availability
Good communication is win-win for both customer and supplier
Extremenly important for customers investment planning
All sales cases in Salesforce.com

32. Handling of installed base
Project info in database for fast access
Excellent tools for customer communication
All support and sales cases logged in
Good reporting and easy access to data

33. 24/7 Help Desk
Staff consists of experienced software engineers
9 man staff in rotation at the moment
Call goes directly to the engineer
–> high level support
Telephone and remote support available
All support cases logged to a database
–> excellent reporting
Self service portal with solution finder available
Up and running since 2001

34. 24/7 Help Desk
1. Customer
contact
directly to on-
call engineer
2. Case
logging
3. Telephone
& remote
support
4. Site visit, if
necessary
5. Follow-up
6. Close case
and report

35. Remote access
Connection to systems and vehicles
Fast and high quality support
Reduced travel time & costs
Enables pro-active system checks
Modifications & upgrades

36. Lessons learned

37. General issues
• There would be no project business without after market
services
• Different customer segment have different needs for services
e.g. Paper mill vs. Logistic center
• Export issues to be cleared – for both product and service
delivery
• Services include much more than just after market
• Local presence is a must – directly or through partners
• Tailoring service for customer needs – modular approach

38. Product platform & tools
• Product platform and delivery process has to be designed to
support service delivery
• Remote access is a must – for diagnostics and repair
• Utilize IT as much as possible e.g.
– Remote diagnostics
– PDM
– Service case management
• 24/7 help-desk expensive but mandatory
• Documentation
• Tools for diagnostics, e.g. CANBus

39. Working outside EU
• Market price for service work hours varies between markets
• Customers’ willingnes to pay for after market services in Asia
• Working outside EU much more difficult – example Norway
and Switzerland

40. Service partners (1/2)
• Service outsourcing – cost, delivery time, language,...
– Support and training to be organized
• Own vs. partner network
– ownership of the customer
– profit sharing
– Quality & reputation
• Business practices & code of conduct
• Partners – suppliers or customers?
• Working with small and large companies – generally small
partners more challenging than big ones

41. Service partners (2/2)
• Service level quarantees
• Role of product management increases when working with
partners
• Tools, training and documentation
• Who is responsible for system safety???

42. Shall we take theShall we take the
first step today?first step today?