Identifying new Fields of Application for
Superconductors
Final Presentation
Project Partner Johannes Gutleber
Project Lead Assoz. Prof. Dr. Peter Keinz, Mag. Philipp Topic
Team Members Jakob Kofler, Mathias Kindl, Jakob Spiess, Dominik
Aschauer, Eva Drahoss, Christoph von Aufschnaiter
Central Theme
Agenda
P Problem Description
M Market
1 Uninterruptible Power Supply C Competitive Analysis
2 Sorting Machines for the Fruit Industry T Technology Adaption
3 Large Loudspeaker Systems C Cooperation Partner Analysis
S SWOT Analysis
B Business Model Canvas
1
Uninterruptible
Power Supply
Uninterruptible Power Supply
Problem Description
Low efficiency Service requirements
Battery-based solutions must be
UPS systems are among the two substituted after five years of use
top sources of energy waste in and require regular maintenance.
data-centers. Lack of efficiency
costs medium-to-large facilities
around € 100k per year. Waste disposal
Current systems base on batteries
with harmful lead-acid chemicals.
Interview with Mr. Peter (Powersec), Mr. Roland (Hitzinger)
Uninterruptible Power Supply
Market Definition
Geographic
Limitation to the European UPS market only
Purpose
UPS systems designed for use in data-centers
Size
Systems beyond 50 KW; focus on 500+ KW facilities
Uninterruptible Power Supply
Industry Value Chain
Interview with Mr. Herbener(Piller), Mr. Breitter (Riello), Mr. Steffen (Socomec), Mr. Roland (Hitzinger)
Uninterruptible Power Supply
Market Overview
Market volume
- Overall volume 2016: $900 Mio
- CAGR (forecast 2022): 1,0 - 1,4 %
- CAGR UPS >500 KW: 5 %
Market Potential
- Q1 2017: 1.646 data-centers in Europe
- At least 15 all-new UPS systems required in 2017
- Projected investment volume: € 29,89 Mio
Uninterruptible Power Supply
Trends & Customer Needs
Drivers of Data-Center market
- Soaring overall data volume due to increasing usage of cloud based
applications
- IT-Outsourcing tendencies of SMEs
Customer preferences
- Demand for green solutions to comply with regulations
- Strong need to improve efficiency and life-cycle costs of current
emergency systems
UPS market
- Larger data-centers demand for larger UPS
Interview with Mr. Peter (Powersec), Mr. Kasal (e-shelter), Mr. Höbarth (Interxion), Mr. Roland (Hitzinger)
Uninterruptible Power Supply
Technology Adaption
Technology Perspective Commercialization Perspective Service Perspective
- efficiency above 98 % - maintenance as quick and easy
- MTBF (4:1) < 500.000 h
as possible
- Reaction time < 3 ms - Life-time of at least 10 years
- minimize wear and tear
- eco-friendly materials - initial costs must not exceed
overall costs of current systems
Interview with Mr. Peter (Powersec), Mr. Kasal (e-shelter), Mr. Höbarth (Interxion), Mr.Roland (Hitzinger)
Uninterruptible Power Supply
Competitive
Analysis
Threat of New Entrants
+ Production facilities with high fixed costs
- forward/horizontal integration possible
Bargaining Power of Suppliers Industry Rivalry Bargaining Power of Customers
+ Standardised primary products - low growth rates (1-1,4%; 5%) -high importance of each project
+little value added + similar value proposition -fierce price competition
Substitute Technologies
Dynamic: only feasible in large systems
Static: low efficiency
Uninterruptible Power Supply
Cooperation Partner Analysis
e-shelter Hitzinger
e-shelter is a data-center operator engaging in the Hitzinger is an Austrian company providing
DACH and CEE region and currently hosts 90.000 experience in producing static and dynamic
sqm of area. They focus on rather large facilities systems. Focusing on tailored power supplies, the
ranging from 1 - 120 MW. Linz-based company turned over € 57 Mio in 2016.
Walter Kasal Helmut Roland
Technical Director Austria Head of R&D
Uninterruptible Power Supply
SWOT Analysis
Market Threats
Opportunities
- low market growth
- strong need for efficiency
- price-focused industry
- demand for eco-friendly materials
- strong prejudices against new
Technology - rising energy prices
technologies
SO-Strategy ST-Strategy
Strengths
- Focus product development on - Ensure long lifetime to reduce
- highest efficiency
achieving highest efficiency life-cycle costs
- longer life-cycle costs
- emphasis on using - provide modular construction to
- environmentally friendly
environmentally-friendly materials facilitate partial installation
WO-Strategy
Weaknesses WT-Strategy
- provide visible differentiation by
- critical cooling system strong relative improvement - consider new ways of financing
- high initial costs - find ways for quick and easy (licensing)
- regular maintenance required maintenance (outsourced/ by - Offer All-In solutions
construction)
Uninterruptible Power Supply
Business Model Canvas
Key Partners Key Activities Value Customer Customer
Proposition Relations Segments
CERN - Partner for - provision of
developing personnel for - Technological - long-term personal Partner for
CERN/ flywheel project (R&D relationship
lead developing
Industry Partner technology manpower) - purchasing/leasing
- Competitive technology:
- Supplier for SC - Producing, advantage contract - Flywheel
material distributing Manufacturer
- Reliable Data - UPS
- Data centers Key Resources Channels
Storage Manufacturer
based on fast who also produce
- Technologie - Project based
reacting and flywheels
knowhow /network knowledge transfer
efficient energy (Hitzinger GmbH)
- Knowledge about storing systems
customer needs - Customer service
Their customers:
- Distribution net - Trade fairs
- Data centers
- Market Knowledge (E-Shelter)
Cost Structure Revenue Streams
- R&D project costs - royalty payments from licensing agreement
- Producing/Launching / Distribution costs - revenue from purchasing or leasing agreements,
add-ons like servicing/maintenance agreements
Uninterruptible Power Supply
Q&A
2
Sorting
Machines
for the Fruit
Industry
Sorting Machines for the Fruit Industry
Problem Description
Miss-allocation of export fruits Limited inner quality analysis by
worldwide current solutions
30% of avocados shipped from Mexico Validity of the most indicators such as
to Europe need to be disposed after ripeness constricted
arrival
Interview with Marco van Renswou (Aweta), Federico Giudiceandrea (Microtec)
Sorting Machines for the Fruit Industry
Superconductors in Sorting Machines
Structure of Sorting Machines
Sorting machines for fruits consist of three major components: the
transportation, the measurement and the software module.
Application Area
The NMR’s would be applied in the measurement component.
Superconductive materials are an essential part of NMR devices and
would therefore play an important role in this new solution.
Sorting Machines for the Fruit Industry
Market Definition
Geographic: worldwide
Limitation: focus on apples, peaches, citrus fruits and pears
Sorting Machines for the Fruit Industry
Industry Value Chain
Interview with Federico Giudiceandrea (Microtec), Henk Reitsma (Greefa)
Sorting Machines for the Fruit Industry
Market Overview
300
280
250
Market Estimates (2016)
200 - Based on estimated turnover of the 5 key role
180 180
players (Maf Roda, Aweta, Compac, Unitec and
140
150
Greefa) + 30% combined share of smaller sorting
Sorting machine units
machine producers
100
Turnover for this
- Estimated growth rate = 10% p.a.
specific type of fruit
50 [in mln €]
- The sorting technology itself accounts for ⅕ of
the total volume
0
Apples / Pears Citrus Fruits / Peaches
Interview with Henk Reitsma (Greefa)
Sorting Machines for the Fruit Industry
Trends & Customer Needs
Technological Perspective Fruit Producer’s Perspective
- Shift to a non-destructive - High demand in being able to
analysis of the inner quality identify the ripeness and the
characteristics expected shelf life
- NMRs in the industry not yet - Smaller fruit producers merge
recognized as potential into larger cooperatives
technology - Requirements of uniform sorting
solution for all facilities
Interviews with: Federico Giudiceandrea (CEO, Microtec), Georg Kössler (Chairman, VOG)
Sorting Machines for the Fruit Industry
Competitive
Analysis
Threat of New Entrants
high capital and technology requirements
Bargaining Power of Suppliers Bargaining Power of Customers
Industry Rivalry
most of the companies in this field are smaller producers merge into larger
several machinery producers with similar
vertically integrated, consequently cooperatives; competitors offer similar
market shares
bargaining power of suppliers is low solutions
Threat of Substitutes
hyperspectral imaging
Interview with Marco van Renswou (Aweta), Federico Giudiceandrea (Microtec), Georg Kössler (VOG), Henk Reitsma (Greefa)
Sorting Machines for the Fruit Industry
Technology Adaption
“High rates of analysis are key!”
(Henk Reitsma, Greefa)
Possible Solutions:
Multiple Adjacent NMRs Time Domain NMRs Reducing the Image Quality
Interview with Marco van Renswou (Aweta), Federico Giudiceandrea (Microtec), Manfred Spraul (Bruker)
Sorting Machines for the Fruit Industry
Cooperation Partner Analysis
Aweta Microtec Greefa
Aweta is an international organization, As the worldwide partner for the global GREEFA designs and develops
specialized in the development, wood industry, Microtec’s team members innovative and high tech sorting and
production and sales of technologically constantly create new approaches and packing solutions for fruits and
comprehensive sorting and packing solutions to boost value in wood vegetables.
installations for fruit, vegetables and processing for our customers. Microtec
flowers. has been setting standards in the market
since 1980.
Marco van Renswou Federico Giudiceandrea Henk Reitsma
Team Manager R&D Sensors CEO Manager Electrical Engineering
Sorting Machines for the Fruit Industry
SWOT Analysis
Market Opportunities
Threats
growing market for sorting machines;
decreasing number of customers due to
demand for shelf life & ripeness
creation of cooperatives; low
determination; low price sensitivity of
Technology replacement rate of sorting machines
customers
SO-Strategy
Strengths
ST-Strategy
analysis of additional quality
non-destructive determination of
characteristics that other technologies modular structure of NMR component
ripeness, compressive strength, absence
can’t analyse (ripeness, compressive to integrate it in existing solutions
of seeds, cavities and density differences
strength)
WO-Strategy
Weaknesses WT-Strategy
use economies of scale to reduce NMR
costs; PR campaign about
cooling system needed; relatively low leasing contracts with customers
superconductivity project to raise
analysis rate; relatively expensive
awareness of the technology and gain
momentum
Sorting Machines for the Fruit Industry
Business Model Canvas
Key Partners Key Activities Value Customer Customer
Proposition Relations Segments
CERN licensing partnership adaption
innovative device for contract based development partner
CERN/ external researcher partner agreement fruit quality
Industry Partner determination long term oriented external research
other cooperation knowledge sharing partners
Industry Partner partners from raising the
analogue industries awareness of analogue industry
Key Resources superconductor Channels partners
technology
other companies in
technology project based
know how the market
expertise knowledge transfer
market insights
Cost Structure Revenue Streams
expenditure for Hackathon royalties from licensing agreement
depending on further research effort
Sorting Machines for the Fruit Industry
Q&A
3
Large
Loudspeaker
Systems
Large Loudspeaker Systems
Problem Description
Electrical Resistance Tuning of alternating frequencies
High electrical resistance leads to the following Moreover speaker systems need a source of
issues: magnetic field, which is able to modify its strength
quickly to adapt to different frequency ranges, in
● less sound quality order to generate the best sound.
● heat development of components
Compactness and transportability
The more compact and lightweight a loudspeaker is
the easier it is to handle for installment companies.
Interview with
Large Loudspeaker Systems
Demand for Superconductors
Application Area
Superconductive materials can be implemented into loudspeaker
systems, especially in PA (Public Address) -systems. To be more
specific, superconducting material can be applied on the moving coil
to increase the quality of sound and on the connection cable between
the central system unit and the single boxes.
Estimated amount per system
There has to be one drive unit (= moving coil) in every single box of
the overall system and they are all connected with cables to the
central unit. So exact material amount depends on number of single
boxes and the distance between them.
Large Loudspeaker Systems
Market Definition
Functional Segmentation Regional Segmentation
The market is limited to fields where an audio We mainly focus on the European market for PA
equipment for large scale applications is needed. (Public Adress) -systems as there are the highest
potential business partner for CERN.
Like:
● sacral buildings
● sports stadiums
● open air festivals
● fair halls
Interview with Martin Rode (L-Acoustics), Markus Hammerschmid (D&B)
Large Loudspeaker Systems
Industry Value Chain
Interview with Andreas Steiner (WLM), Francesco Venturi (RCF), Martin Rode (L-Acoustics), Markus Hammerschmid (D&B)
Large Loudspeaker Systems
Market Overview
Market Size and Shares of Market
Leaders in Europe:
Estimated market volume: ≈500 Million
(European)
Estimated market potential:
High saturation
Market Growth:
depends on growth of connected markets
(large public and private buildings with audio
equipment)
Interview with Markus Hammerschmid (D&B)
Large Loudspeaker Systems
Trends & Customer Needs
Global Trends Customer Trends
There is a noticeable shift from the The desire for higher quality of sound is
European market to the Asian market a worldwide consumer trend across
with its low-cost production focusing various potential applications.
on the low-price segment.
A significant trend is the renewal of
However, the European market for PA-systems in stadiums as there is a
PA-systems with its exceptional noticeable shift towards PA-systems
quality loudspeaker systems with higher sound quality.
represents a barrier to competition.
Interview with Martin Rode (L-Acoustics)
Large Loudspeaker Systems
Technology Adaption
First of all, a moving coil consisting Second, integrate a sustainable Third, exclude redundant
out of superconductors has to be decentralized cooling system which components out of the system and
build which is able to deliver the provides the temperatures for establish a well working, easy to
required attributes for sound superconductors to work, while handle and efficient overall system
generation: having no negative effect on main (PA- system + cooling system)
● strong, modifiable magnetic components like the membrane.
fields
● no electrical resistance
○ no heat development
Sound Quality Functionality Compactness
& &
Sustainability Efficiency
Large Loudspeaker Systems
Competitive
Analysis Threat of New Entrants
● Economies of Scale
● High technological complexity of tuning
the individual components
● Distribution channel
● Image
Industry Rivalry
Bargaining Power of Suppliers Bargaining Power of Customers
● medium industry rivalry on the
● Forward integration is unlikely as the European market ● Backwards integration is unlikely as the
technological knowledge gap ● Threat through growing Asian market technological knowledge gap
represents a very effective barrier represents a very effective barrier
Threat of Substitutes
● Low-price segment
● MEMS - fast growing loudspeaker
technology
Interview with Martin Rode (L-Acoustics), Markus Hammerschmid (D&B)
Large Loudspeaker Systems
Cooperation Partner Analysis
Suesskind Audio WLM - Wiener Lautsprecher
Manufaktur
As an German loudspeakers system As an Austrian loudspeakers system
manufacturer, Suesskind Audio manufacturer, WLM - Wiener
manufactures, develops and sells Lautsprecher Manufaktur manufactures,
high-end loudspeakers systems. develops and sells high-end
loudspeakers systems. WLM was
Joachim Gerhard - Suesskind Audio established in 2002 and all of its
products are made in Austria.
Andreas Steiner - WLM
Large Loudspeaker Systems
SWOT Analysis
Market Opportunities Threats
● serving an exclusive market with the ● Rejection of the technology
demand for high quality of sound ● Far East competitor
Technology and compactness (touring market) ● MEMS technology
Strengths SO-Strategy ST-Strategy
● compactness ● focus on exclusive customer segment
● higher quality of sound ● increase the compactness and ● create awareness of image and price
● no heat development quality of loudspeaker devices to segment
● modifying low, middle and high focus on an exclusive market ● penetrating a niche market
frequencies (touring market)
WO-Strategy WT-Strategy
Weaknesses
● overcome cooling issues ● research focus on cooling system
● complex cooling system and its
● removal of redundant components ● outperform alternative technology
influence on components
● compactness of the entire (MEMS)
● time and monetary investment
loudspeaker system ● fast market entry
Interview with Martin Rode (L-Acoustics)
Large Loudspeaker Systems
Business Model Canvas
Key Partners Key Activities Value Customer Customer
Proposition Relations Segments
CERN ● licensing
● research
partnership ● based on
CERN/ ● building a ● next step development
with high contract
Industry Partner prototype change in partner:
innovative ● long-term
company evolution of PA-loudspeaker
loudspeaker personal manufacturer
Industry Partner ● partner with relationship
sufficient systems (WLM, Suesskind)
market share ● knowledge
● partner with Key Resources for further Channels and their customers:
know-how knowledge about: development public and private
and financial ● raising the event organiser and
● superconduct project based
strength awareness of owners of event
or material knowledge transfer
superconduc locations (in- and
composition tor outdoor)
● high-end technologies
loudspeakers
Cost Structure Revenue Streams
depends on further research effort regular royalty payments from licensing agreement
Large Loudspeaker Systems
Q&A
