Softing Partner Webinar fileMarch 19, 2018 Thomas Hilz, Program Marketing Manager Process Automation...
Transcript of Softing Partner Webinar fileMarch 19, 2018 Thomas Hilz, Program Marketing Manager Process Automation...
March 19, 2018
Thomas Hilz, Program Marketing Manager Process Automation
Ramin Esmaili, Team Leader Marketing Communications
Softing Partner WebinarSofting Industrial Automation – Data Networks
1. Welcome & Introduction
2. Webinar Concept: Information Sharing and Sales Enabling
3. Softing Strategy Update
4. Process Automation Portfolio – Outlook
5. Market Survey
6. Softing Channel Marketing 2018
7. Summary and Q&A
Content
Copyright © 2018 Softing Industrial. All rights reserved. 4
Introduction – Thomas Hilz
Description
Private 03/18/1981 => 37 years, Married, 2 sons (1 and 7)
Language(s) German, English, French
Working
Experience
Siemens (2005 – 2010)
- Sales & Marketing
- Solution Consultant
Softing (2010 – 2015)
- Product Manager Wireless
- Market Segment Manager PA
Moxa (2015 – 2017)
- Business Development Manager DAC
- Business Development Manager EDGE CONN
Responsibility at
SoftingIA DN Program Marketing Manager Process Automation
Copyright © 2018 Softing Industrial. All rights reserved. 5
Introduction – Mikail Aydin
Description
Private 02/21/1989 => 29 years old, single
Language(s) French, Turkish, English and German
Working
Experience
Technical Support Engineer (2014 – 2016), Moxa
- Industrial Video Networking, Data Acquisition & Control (DAC)
Product Marketing Engineer (2017), Moxa
- DAC, Industrial Ethernet Gateways & Industrial Device Connectivity
Responsibility at
SoftingIA DN Product Marketing Manager Process Automation
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Introduction – Ramin Esmaili
Description
Private 3 Women: 45, 13, 7
Language(s) German, English, Farsi, Dutch (conversational)
Working
Experience
Softing Industrial (2013 – present)
- Marketing Communication
European University – Business School Munich (2010 – present)
- MBA LecturerStrategic Management, Marketing Management, International Marketing, Industrial Marketing, Advertising & Media,
Consumer Behaviour
Various (1994 – 2010)
- B2B and B2C Marketing and Brand Management engagements in
Engineering Services, Consulting and Consumer Goods
Responsibility at
SoftingIA DN Team Lead Marketing Communications
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Introduction – Peggy Kierstan
Description
Private 05/31/1979 => 38 years, living in patchwork with my man and 4 kids
(2 boys, 13 and 8, 2 girls, 9 and 5)
Language(s) German, English
Working
ExperienceSofting Industrial Automation GmbH ( start at 03/01/2011 )
- Sales Assistant until 12/31/2017
- Marketing Assistant since 01/01/2018
Responsibility at
SoftingIA DN Marketing Assistant
Copyright © 2018 Softing Industrial. All rights reserved. 9
Partner Webinar – ConceptGoal?
o Ensure continuous information sharing
o Strengthen partners‘ portfolio and market knowledge
oUltimately grow opportunity funnel and sales
oCollect market feedback
How Long?
o One hour with GoToWebinar
For whom?
o External
oChannels
o Internal
o Softing Subsidiaries
o Sales & FAE / TS
Content?
oGeneral information (Organizational)
oMarketing, technical and product training slides
oPresentation of (new) products and target markets
o Technology trainings & live demos
oMarketing material updates
Copyright © 2018 Softing Industrial. All rights reserved. 10
Partner Webinar – Schedule
Q1 Q2 Q3 Q4Q1 Q2 Q3 Q4
April:
mobiLinkLaunch
August:
TBA
March:
Webinar Kick-off
Continuous feedback from Channel Partners
Embedded market surveys
(not more than 5 closed multiple
choice questions)
Oct:
TBA
May:
DN Gateway Family Sales Enabling
June:
PA Market Overview
July:
mobiLink PA Upgrade
Sept:
TBA
Nov:
TBA
X2 Webinars per month: Monday 9am CET & 4pm CET
Copyright © 2018 Softing Industrial. All rights reserved. 11
Webinar – Structure
5 min Introduction
oAgenda
oDescribe goals
oNews from Data Networks Department
40-45 min Presentation
3-5 min Poll (in the middle of the presentation, after 25-30 min)
oGoToWebinar Poll
https://support.logmeininc.com/gotowebinar/help/engage-attendees-with-polls-and-surveys-g2w020005#Create,
oNot always related to contents, questions can be raised to get:
• Market feedback
• Market insights
Example: Do you see a market for technology X? Yes No
5-10 min Closing
oQ&A
oWebinar Quality Survey
Copyright © 2018 Softing Industrial. All rights reserved. 12
Webinar – Organisational Details
How?
o Invitation sent out by Peggy two weeks prior to webinar
o Please provide contact details of potential attendees in your organization
When?
o On Monday
• 9-10 AM For Channels in Eastern region
• 4-5 PM For Channels in Western region
Where?
o MUC Int1 meeting room for the presenter and SIA staff
o GoToWebinar (browser) for the others
Copyright © 2018 Softing Industrial. All rights reserved. 14
Strategy Update
Why are we shifting direction?
o Different vertical markets with different requirements
o Challenging competitive landscape in factory and building automation
o Focus on Softing strengths
What is the Focus?
o Focus on Process Automation End User Products
• Mobile „gateways“ and device interfaces
• Stationary Gateways for different use cases (protocol conversion, asset management, diagnostics)
o Focus on indirect sales channels
• Distribution partners (e.g. system integrators, distributors)
• OEMs
• Online sales / shops
Copyright © 2018 Softing Industrial. All rights reserved. 16
Channel Management
Your contacts – Sales:
o Yajun Zhu (Eastern region)
o Peter Jüngling (Western region)
Your contacts – Marketing:
o Ramin Esmaili (overall marketing topics)
o Peggy Kierstan (webinar and marketing news)
Your contacts – PMM:
o Thomas Hilz (for strategy and opportunity support)
o Mikail Aydin (for technical and product support)
Copyright © 2018 Softing Industrial. All rights reserved. 18
Portfolio Overview
Up Down FF-H1 (Host) Profibus PA (Master)Profibus DP (RS-485,
Master)HART RS232/422/485
Modbus RTU
(Master)
FF-HSE FG-200
PROFINET (Remote I/O) pnGate PA pnGate PB
echolink
One2PROFINET
Modbus TCP (Server) FG-200 mbGate PA
EtherNet/IP (adapter)
USB / Bluetooth mobiLink mobiLink (Q3)PBpro USB
(USB only)mobiLink
EthernetPBpro
ETH
pnGate PB
epGate PN
(FG-260)
+ Controller
functionality
Copyright © 2018 Softing Industrial. All rights reserved. 19
Gate Y
Family Code
• Gateway
Serial protocol code
• PA: PROFIBUS – PA (up to 4 segments)
• PB: PROFIBUS – DP/PA (1-2 segments)
X
Ethernet protocol code
• mb: Modbus
• pn: PROFINET
Gateway Naming Rules
Exception:
• FG-200: old naming rules (mbGate FF)
• epGate PN: EtherNet/IP to PROFINET (2 Ethernet based protocols)
• mobiLink: mobile Gateway, USB/Bluetooth to FF and HART
Copyright © 2018 Softing Industrial. All rights reserved. 20
A four channel host interface that provides access to H1
networks
Either via a DCS/PLC Host system, Softing Communication
Configurator, web-server or COMM DTM
Using Modbus or HSE
For redundant or non-redundant control
Certified for use in hazardous area Zone2
FG-200
Copyright © 2018 Softing Industrial. All rights reserved. 21
pnGate PA: Direct PROFIBUS PA Segment Integration into PROFINET Control Systems
o Connection of PROFIBUS PA Segments without Requiring PROFIBUS DP Intermediate Segment• Combination of PROFINET/PROFIBUS DP gateway with PROFIBUS DP/PA segment coupler
• Acting as PROFINET I/O Device (RT-IRT) and PROFIBUS PA Master
• Support of up to four PROFIBUS PA segments
o Prepared for easy Integration in Standard Engineering and Plant Asset Management Tools
o Re-use of Existing Power Conditioners in Technology Upgrade Projects
pnGate PA
PROFINET-network
PROFINET-network
PN / DP Gateway DP / PA-Linking Device
Copyright © 2018 Softing Industrial. All rights reserved. 22
Connects up to 4 PROFIBUS-PA Segments to PROFINET
Supports major PROFINET Engineering Tools like
TIA Portal, Step7, PC WORX
CommDTM for access from FDT Frame Applications
EDD-based device parametrization using Siemens
Simatic PDM
pnGate PA
Copyright © 2018 Softing Industrial. All rights reserved. 23
Connects up to 2 PROFIBUS-PA-Segmenten an PROFINET
Additional PROFIBUS-DP Interface (RS485) for
connecting a PROFIBUS Segment with RS485 Physical
Layer
Supports major PROFINET Engineering Tools like
TIA Portal, Step7, PC WORX
CommDTM for access from FDT Frame Applications
EDD-based device parametrization using Siemens
Simatic PDM
(only devices at PA sements)
pnGate PB
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Connection up to four PROFIBUS PA segments without DP
intermediate segment• Acting as Modbus TCP Server and PROFIBUS PA Master
• Supports up to 64 PROFIBUS PA devices (with 4 segments variant)
Configuration and parametrisation based on major Modbus-
Engineering-Tools• Supports major tools like Schneider Unity Pro or Siemens TIA
Portal
• EDD-based device parametrization using Siemens Simatic PDM
Support for FDT / DTM• CommDTM for access from FDT frame applications
Further use of existing power conditioners without
modification
mbGate PA
Copyright © 2018 Softing Industrial. All rights reserved. 25
Direct access to Fieldbus networks (FF / HART / PROFIBUS PA) from any
notebook or PC via USB / Bluetooth interface. Supported protocols: • HART
• FOUNDATION FIELDBUS H1
• PROFIBUS PA (Q3 2018)
Full Parameterization, Configuration and Monitoring Functionality
Easy Integration into FDT Frame Applications and Other Systems
• Enabling data exchange between devices connected to Fieldbus
network and Device DTM
IECEX, ATEX Zone 1
Bluetooth & USB
IP54
mobiLink
PA (Q3 2018)
Copyright © 2018 Softing Industrial. All rights reserved. 26
mobiLink – Use Cases
USB 2.0
ComConf
(Softing SW)
FDT / DTM
In non-Ex Area
Bench host operation
over USB
In Ex Area
With Windows 10 tablets
Copyright © 2018 Softing Industrial. All rights reserved. 29
Annual Marketing Activity Planner – AMAP
Integrated Channel Marketing Planner -ICMP
Enable the Softing Partners through information on Product Launches and Marketing Activities
Planning Tools for Key Activities 2018
What Marketing
Communication
Activities are
planned in 2018?
When are
PRODUCT
LAUNCHES
planned?
Which Media
placements aim at
Positioning and
which ones
generate LEADS?
At which EVENTS
are we
participating?
What is the VALUE
PROPOSITION of a
Softing product? In other words why should a
prospect prefer our product vs. a
competitor product.
Product Launches:
When and what
can I do in my
market?
Which MATERIALS
can I use for local
market
adaptation?
Where do I find it?
AMAP
Input for
ICMP
Copyright © 2018 Softing Industrial. All rights reserved. 30
Integrated Channel Marketing Planner - ICMP
AMAP and ICMP share and support
The Product Portfolio
The Product Positioning
Copyright © 2018 Softing Industrial. All rights reserved. 35
Data Sheets
Next
steps
Gateway
Brochure
Gateway
Landing Page
Copyright © 2018 Softing Industrial. All rights reserved. 36
Gateway Brochure in Q2
Process Automation Brochure is being updated for Q2 – incl. mobiLink
Brochures
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Softing Industrial You Tube Channel
https://www.youtube.com/channel/UC-g0W02DlxeuKJqZryVwapw
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Video tutorials, Image Video, Event Videos, Webinars
https://www.youtube.com/channel/UC-g0W02DlxeuKJqZryVwapw
Copyright © 2018 Softing Industrial. All rights reserved. 40
Press Releases
Are you receiving our press releases?
Request to be included through Peggy Winter [email protected]
Copyright © 2018 Softing Industrial. All rights reserved. 41
Distributor Portal: Your information hub
Next
steps
Relevant documents and sales
enabling materials
User friendly re-design in Q2
Are you registered?
Request Log-in credentials
through Peter Jüngling
Copyright © 2018 Softing Industrial. All rights reserved. 44
1. New strategy with focus on indirect sales (channel partners)
2. High invest by Softing (product development, organization with dedicated resources)
3. New tools and support: webinar, trainings, marketing material, etc.
4. Effort from channels needed:
• Market feedback (emails, survey, etc.)
• Marketing activities (ICMP)
• Opportunity generation
Closer Cooperation for Future Success