CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

1

High Power DC LoadsErin Spindle

Shriya Paramkusam 6 July 2011

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

Project Overview

• High power DC loads market study• Test equipment requirements• Competitors• Market size and growth

• MRD for Grid-tied Regenerative Load(GRL)• Technical specifications• Competitors• Market opportunity• Financial Analysis

2

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

High Power DC LoadsAmrel’s Product Line

• PLA Series (Air cooled) and PLW Series (Water cooled)• Wide range of models to suit various applications• Power Ratings: 6kW – 250kW+

• Sales Data (Jan 2007 – April 2011)

3

HPDC Loads- Sales Data

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

High Power DC LoadsMarket Characteristics

• Highly niche market• High barriers to entry – Relatively few main players• Not much differentiation among various competitors’

products• Small market - Long life of products and low volume

of consumption• Opportunities lie in emergence of new technologies –

Solar, Fuel cells, Hybrid and electric vehicles

4

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

High Power DC LoadsMarket Share and Competitors

• Feature Comparison Matrix

5

Agilent19%

AMETEK15%

B&K Precision

7%

Chroma27%

Kikusui13%

TDI Power10%

Others10%

DC LoadsCompany

DC Electronic Loads

Market Share %

Agilent $ 12,464,000 19

AMETEK $ 9,840,000 15

B&K Precision $ 4,460,800 6.8

Chroma $ 17,515,200 26.7

Kikusui $ 8,331,200 12.7

TDI Power $ 6,691,200 10.2

Others $ 6,297,600 9.6

     

     

Total Market $ 65,600,000 100

HPDC Loads-Feature Comparison Matrix

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

High Power DC LoadsDistributor & Customer Interviews

• Questionnaires sent out to 20+ Sales managers/ Distributors/ Customers. Responses from 10.

• The good• Strong Products – Rated high in design and usability• Wide range of products – Especially pleased with the

range in the high power products

• The not so good• Service time has become longer• No service centers• 6 Years since any new product change

6

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

7

Grid-Tied Regenerative Load Research

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

GRL Proposed Product

• Technical Specifications• Power: 15kW• Voltage: 5V-400V• Current: 75A• Slew rate: 20ms• Inverter Freq. 9kHz

8

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

GRL Proposed Product

• Current Issues• What is a viable specification?• Voltage: 200V - 800V (4 to 1 range)• Current: 100A - 150A• Ripple: 0.1% - 0.5%• Customers unsure on what slew rate they really need

9

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

GRL Proposed Applications

• Replacement for any conventional load of comparable size to replace water cooled or air cooled systems

• High power applications that can recover the energy• Burn in testing• Fuel Cell testing• Battery testing • Solar Array testing

10

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

GRL Competitors

• Direct Competition - Stand-alone Loads • Kikusui• Takasago• Chroma

• Indirect Competition - Integrated Test Systems• Aerovironment• NHResearch• Interpro• Digitron• Bitrode

11

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

GRL Customer ResponsesQuestionnaires sent out to 40+ Customers/ Distributors/ Sales Managers. Responses from 12.• Responses very positive for a regenerative load• Main Drivers – Savings in energy cost, Relief from

bulky water cooled systems• Need for higher power; 30 – 50 kW – Paralleling

loads is a necessary feature• Customers willing to pay upto10-15% markup over

conventional loads• US, Europe, Japan and Korea most attractive

markets

12

CLEAR VISION SOUND STRATEGIES SOLID PERFORMANCE

Next Steps

• Market sizing• Financial Analysis

• Sales forecast• Pricing

• Technical Specifications

The final project outcome is to collate all the findings into the Market Research Document (MRD).

13