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Filtration Skid OEM

Market & Equipment


Overview
Insert Photo Here

(Confidential – For Internal Use Only)

Copyright © 2010 Rockwell Automation, Inc. All rights reserved.


1
What is the Purpose of this Training?

• This Training Presentation is intended to give sales the information


necessary to successfully sell to OEMs who provide filtration skid
equipment
• This information will help you become more conversant in the operation
and requirements of the equipment itself as well as provide some insight
into what is important to your customer

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 2
Training Agenda

• This Overview and Training will cover the following Topics


1. Solution overview and value proposition

2. Qualifying the opportunity

3. Who to call

4. Positioning

5. Rockwell experience with the solution

6. Technical aspects of solution & typical architectures

7. Sales process, engagement tools, competitive info

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 3
Why Focus On Filtration Skids? 1

• Filtration Skids are one of the larger unit operations / process equipment skids that cross all
industry verticals
– Plant Utilities: Clean water for boilers, water for injection, drinking water, wastewater treatment, etc.
– Filtration skids are usually controlled by PACs, PLCs and embedded control
– Most Filtration skids must interface to supervisory control system (DCS or PAC)

Process Industry Segmentation


9

8
RA Segmentation Readiness Ranking

1
>25,000 Membrane Filtration Skids Produced Each Year!
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Copyright © 2010 Rockwell Automation, Inc. All rights reserved.


World Market Demand for Filtration Equipment 1

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 5
Top 20 Filtration Skid Suppliers Worldwide 1

• Top 4 Global Suppliers • Remaining suppliers in Top 20 Suppliers


– Siemens Water Technologies (US Filter) * – ITT Water Equipment *
– GE Water Technologies * – Technologies (Aquious)
– Kurita
– Pall Corporation*
– APV *
– Koch Membrane Systems *
– Doshi Ion Exchange & Chemical
Industries Ltd. (Doshion)
– IDE Technologies, Ltd.
– Hyflux
– Metito
– GEA Filtration *
– Suido Kiko Kaisha
– Mitsubishi Rayon
– Christ Water *
– Applied Membranes, Inc.
– Degremont *
– Ion Exchange India Ltd. (IEI)
– Biwater AEWT
– Aquatech *
* Uses RA controls when specified or as standard
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 6
Trends for Filtration 1

• Rapid increase in world demand for filtration systems


– Shortage of drinking water, waste water replenishment into aquifers, pre-treatment of
industrial waste water, clean water for manufacturing / plant utilities

• Suppliers (e.g. Siemens, GE, Koch, Pall, etc.) offering filtration skids with improved
performance and longer warranties
– Based on their knowledge and ownership of the filter technology
– While most filtration skid control code design is mature and done with basic PLCs, suppliers
will still consider some of the control algorithms to be intellectual property

• Filtration Skid OEMs are segmenting their offerings into basic low cost (component
class) skids and customized, high-end skids
– Especially on the cookie cutter, low-cost systems…control system acquisition price is very
important
– The more custom / larger skids tend to require more elaborate SCADA systems and utilize
more advance control systems

Copyright © 2010 Rockwell Automation, Inc. All rights reserved.


Trends for Filtration – cont’d 1

• With reduced engineering staffs, time saving tools for design and implementation are
becoming more critical
– E.g. faceplates, code libraries / AOI’s, ease of integration / data collection for VFD’s,
transmitters, valves, etc.

• Remote connectivity - important tool for reducing support costs


– Many companies have not upgraded the control system to streamline remote support
capabilities
– Automatic emailing status of skid is desired by most companies interviewed, but very few
understand how to implement

• Data is becoming more important


– End users are requesting data base / historian to track performance / faults, especially in
regulated industries (Food & Bev, Pharma, O&G, Power)
– OEMs can use runtime data to guarantee performance, improve skid performance /
capability, improve diagnostics and create revenue stream for MRO sales

8
Filtration Skid OEM Issues 1

Equipment Builder Efficiency


• Reduce lead time to build, test, and ship equipment
• Leverage reusable code to build “options library” and reduce one-offs
• Reduce time to market of new equipment designs
• Partners capable of delivering the right service and support on-time
• Reduce integration of components from various suppliers

Equipment Optimization
• Built to accepted standards and easily integrate with other equipment
• Application designed for Data Access
– Registers / Data areas that highlight WAGES, runtime and overall skid performance (OEE)
• Designed-in flexibility to run configure skid operation based on end customer needs
• Sustainable Production
– Reduce/eliminate use of toxic materials
– Reduce raw material waste
– Reduce energy consumption during processing

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 9
Filtration Skid OEM Issues 1

End User
• Seamless integration of skids into overall process system
– Trying to eliminate islands of automation
• Shorten time span for purchase to production
• Reduction in spares
• Reduced resource requirement (training, specialized skill sets, etc.)
– Increased equipment utilization; reduced unplanned downtime
• Information Data Access
– Access to equipment data for process optimization
– Access to panel manufacturing details to support warranty
• Increased reliance on OEM to provide necessary technology based on their core competency
– Operating with smaller engineering and maintenance staffs (lay-offs and attrition)
– No longer able to or willing to design skid equipment control system
• Maintainability
– Ease of operator setup and use
– Ease of technician maintenance
– Actionable information when downtime events occur
– High reliability, rapid serviceability, and parts availability when failures do occur

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 10
Rockwell Automation Solution Capabilities 1
for Filtration Skid OEMs
Equipment Builder Efficiency
• Design productivity tools reduce engineering time
– Standard, reusable software modules (process library w/faceplates,
Logix Batch & Sequence Manager) and Add-on-Instructions (AOIs)

• Integrated Architecture
– Scalable, multi-discipline Logix platform with single programming
environment
– OEM can support end user’s need for the tangible benefits associated
with Plantwide Control

• Quick lead time and off-the-shelf components


• Engineering expertise and support, helping OEMs decrease time
to market and improve robustness of their control system design
• Supply Chain solutions
– Kitting, vendor managed inventory, Panel outsourcing
– Rockwell Automation PartnerNetwork – Distributors, Solution
Providers, Encompass Partners and OEM Program (Machine Builder
Program)

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 11
Rockwell Automation Solution Capabilities 1
for Filtration Skid OEMs
Equipment Optimization
• PlantPAx Process Control capabilities using standard Logix controllers
– Process and Discrete Instructions capable of controlling any filtration equipment
– Complete Library and Instrumentation support for the most demanding filtration
requirements
– Simplified Advanced Process capabilities (RSFuzzy Designer and Logix
Resident APC Instructions
• Pre-configured information-enabled code for data collection needs
• Remote connectivity/diagnostics/troubleshooting

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 12
Rockwell Automation Solution Capabilities 1
for Filtration Skid OEMs
End User
• Easier set-up, integration and operation with Logix platform and integrated HMI
• Plantwide control capabilities from multi-discipline controller
– Actionable data provided with context via FactoryTalk Suite
– Improved diagnostics to troubleshoot issues quickly
– Regulated industry data collection, storage and displaying capabilities (VantagePoint &
Historian)
– Adjust process recipes quickly
– Off-the-shelf components eliminate custom one-offs
– Minimize spares and support staff requirements
• Global service and parts availability (End User RAAMP, Extended Warranty, etc.)
• Standards compliance of automation allows easier “plug-n-play” into existing line

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 13
Additional Capabilities 1

• Scalable architecture
– Match the features and performance of the control system to the requirements

• Re-use of code
– Common code across skid models allows for quick development by OEMs and ease of
troubleshooting by end users
– Ability to protect code completely or to read only

• Standardized programming
– Support of All Common Programming Languages (SFC, Structured Text, Function Block and
Ladder Diagram)
– Common programming structure & organization allows troubleshooting by multiple engineers

• Global OEM Technical Consultants & Global Process Tech Consultants


– Industry, equipment and solution experts using RA products
– Assisti with architecture adoption and time to market for new skid designs

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 14
Rockwell Automation Value Proposition 1

Faster Time to Market


• Modular equipment designs that follow industry programming standards
– Efficient code reuse
– Productivity Tools (OEM Software Toolkit, Accelerator Toolkits, Process
Object Library, GEMS Library, Sample Code Website)
• Leverage the wide range of Distributed I/O & On-machine solutions
• Scalable control and information platforms (Simple Skid Control to Advance
Process Control)
• Global OEM Technical Consultants and Program Managers

Reduced up-front support costs and risk for OEM


• Provide a highly capable, low-cost, control system on every skid
– Each skid can go out fully functional & tested
• Leverage Automation Control System to provide remote connectivity
– Reduce travel requirements and expense
– Reduce downtime due to improved troubleshooting response
– Provide avenue for after sales revenue stream / equipment upgrades
– Utilize Automation Control System to collect data to be used for
equipment improvement

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 15
Rockwell Automation Value Proposition 1

Standard Control System flexible enough to handle


virtually any operational requirements
System Core
• End Users expect the most out of their skid equipment Field Device
Integration &
Process
Information

assets Asset
Management

– Filtration skids must meet the highest operational efficiency


requirements
Critical Control

• Rockwell Automation offers world class solutions for:


Batch Management & Safety
& Control

– Advanced Process Control (Logix APC instructions, System Tools


& Utilities
Strategic Partners

RSFuzzy Designer & Pavilion)


– Extreme environment control systems (Logix & Flex XT)
– High Availability Control systems (ICSTriplex)
• Ultimately a system that keeps running at optimal
efficiency, allowing OEMs to differentiate themselves from
their competition by delivering equipment with the highest
ROI for their end customers.

RESULT: A reliable partner with easy to use, high performance products and global support
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 16
Identifying Opportunities at 2
Filtration Skid OEMs
Equipment Issues
• Does the OEM location produce more than one filtration technology type?
• Does the OEM use similar instrumentation for each filtration technology?
• Is there any function of the filtration skid that the OEM has had trouble achieving with a PLC/PAC?
• Does the OEM struggle to quickly customize equipment?
• Does the OEM see customer requests for the control system functionality (historian, certain vendors,
control system interface, etc.)?
• Are there specific industry standards that the OEM must adhere to?
• Is end user (or OEM) system or line validation required for the industries they serve?
• Does the OEM use HART, Foundation Fieldbus or ProfiPA?
– Would EtherNet/IP instrumentation be of interest? What if it was part of the Logix I/O tree with predefined
tags?

Following Customer Centric Selling methodology will identify what opportunities exist
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 17
Identifying Opportunities at 2
Filtration Skid OEMs
Engineering Issues
• Can the OEM easily leverage and reuse engineering?
• If standard libraries were available for typical filtration components (pump, flow, differential flow,
PH, backwash, etc.) would the OEM use them?
• Is the OEM standardized on one supplier or do they spend engineering effort integrating multiple
supplier products into their skid equipment? Do they consider this time / cost to be significant?
• Is one filtration technology or industry more sensitive to price of controls than others?
• Is one filtration technology or industry more commonly associated with large systems -
hence more feature rich control systems?

Supply Chain Issues


• Does the OEM complain about managing the total delivery chain?
• Is the OEM capacity constrained from a manufacturing standpoint?

Following Customer Centric Selling methodology will identify what opportunities exist
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 18
Identifying Opportunities at 2
Filtration Skid OEMs
Sales & Support Issues
• Given the current market for their product, if lead-times were shorter, could the OEM sell more
product or maintain a higher price in the market place?
• Is the OEM (Sales/Marketing team) struggling to differentiate their equipment?
• If possible, can the OEM give you any idea regarding the general ballpark price of a 100/gallon
per minute skid versus a 1000 gallon / min?
• Can the OEM get the support he needs when it’s required? Globally?
• Can the OEM get support for their customers when needed? Globally?
• Does the OEM feel their costs associated with warranty / unpaid customer visits / good will efforts
are out of line or growing?
• Is the OEM currently using remote diagnostics to help his customers keep their manufacturing
running, improve performance or generate secondary / after market revenue streams?

Following Customer Centric Selling methodology will identify what opportunities exist
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 19
Who to call on at the OEM 3

Owner
Single major focus is Poor Financial Performance
• Initiates project Business discussion to
– Business value is the key demonstrate our value
– Use CCS to help develop
• Facilitates capital approval
– On the hook for business results
• Focus on Profitability, Costs, Time to Market, Equipment differentiation and increasing sales.

Operations
Ultimately improving capacity is a major focus
• Ship more Equipment Units with the same space / resources / lower cost components
• Ship the same number of Equipment Units with less labor content
Key sponsor regarding investment in control system as a way to improve manufacturing capacity
• Responsible for production on the floor
– Labor content / overtime
– Improvement In Manufacturing Capacity
– Reduce final assembly & testing
Discussions on improving Velocity (capacity
– Dead / Insufficient Inventory due to partial / late shipments from suppliers through reduced install time and labor, on-
– Lost opportunity cost of capital due to WIP and Inventory floor commissioning, etc.) and reduced
– Typically own local inventory management and manufacturing Supply Chain
• Focus on reduction in vendors, distributor supply chain capability
– Very interested in supply chain excellence
– Kitting, Vendor Managed Inventory, Outsource Panel Assembly (ESB)

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 20
Who to call on at the OEM 3

Engineering Manager/Engineers/New Equipment R&D


Focused on reduced engineering time and Improved functionality as well as connectivity to other
supervisory systems
• Recommends best technology
– Compatibility with existing technologies
– Reusability of code/other advantages
– Knowledge of higher performing products from their competitors
– New technologies now available to improve performance, reduce cost, reduced installation & commissioning time
– Ability to connect to other supervisory systems (DCS, HMI SCADA, Different PLCs)
• Designs, builds and supports new equipment designs
– Receives feedback from Support and Operations
Technical discussion to
– Operational risks in implementation and future designs
demonstrate our advantages
– Meeting Industry Regulations

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 21
Who to call on at the OEM 3

Service / Support
Key sponsor regarding investment in control system as a way to reduce support costs
• Demand on personnel & budget due to:
– Product Quality - Very familiar with equipment design issues experienced in field
– Design Issues
– Lack of Diagnostics / Poor Remote Support Strategy
– Non-chargeable / Warranty Travel
– Spare parts inventory
– Warranty shipping costs
• Owns Support Resources (Field Service and On-Site Commissioning)
• Usually interested in Remote Support and other issues that can improve start-ups, eliminating non-billable
visits to the customer to address start-up punch list items / unfilled equipment performance expectations from
End User
Discussions around reducing unpaid customer
trips (airfare, hotels, rental car, meals, etc.).
Remote Connectivity, automatic email status
from skid, ability to reload programs /
troubleshoot remotely is also important.

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 22
Who to call on at the OEM 3

Purchasing
Usually compensated based on direct measurement of saving
• Can go from Adversary to Ally if they can be educated on how we larger savings are in the rest of the “TCD
Pie”, if given the chance to implement and measure (excellent sponsor for kitting)

• Usually reports through operations


• Drives Change in organization based on:
– Knowledge of existing products that will be discontinued
– Knowledge of new products with a much lower acquisition price
– Being Told to Reduce Costs
• Acquisition price is easily obtained for comparison
• TCD costs (comparing engineering time, commissioning time, in-field support costs, etc.) are
typically harder for them to measure
Education around True Evaluation of Cost,
not just acquisition price

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 23
Who to call on at the OEM 3

Sales
Great resource for understanding gaps in OEM’s current offering and potential opportunities for
RA and the OEM to partner
• Drives new designs based on lost orders due to
– Response Time / extended quote time because of exceptions to specification
– Core Equipment Features and Ability to Provide Options
Discussion around what are they
– Lead-time
missing that would sell more equipment
– Price / Value
or what in the current offering inhibits
them from winning orders

Marketing
• Drives new designs based on Voice of the Customer (VOC) activities
• Identifies future trends & demands from End Users
• Potential New Markets Discussion based around trends in the market
and their ability to address changing needs of
end users and emerging markets that they
can serve

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 24
Rockwell Automation Positioning 4

Problem Solution Value to OEM


Different control platforms based on Logix Scalable Architecture and Leverages re-use of code and
Filtration Skid Models offered FTView Studio across offering common end user interface
Capacity constraints impact delivery Partners offer kitting/ bundling, panel Smaller leadtimes, faster throughput
building, accelerator kits, zero panel with existing manufacturing and
product usage. commissioning resources
Too much time spent re-writing code Standardize hardware and modular Reduces installation, integration and
programming (standardized code) training costs
Multiple manufactures requiring PlantPAx control platform Reuse engineering efforts, less
engineering and coordination efforts training, less software
Significant unpaid support costs Invest in architecture to provide Reduces travel expenses and faster
(Warranty, good will, etc.) remote connectivity response to customer (>Uptime)
Unplanned Downtime - Data not Information Enabled - AOIs Easy access/reports to diagnose
available integrated with OEE / WAGES downtime
Equipment Differentiation Integrate HMI and Control. Leverage Optimized design, Tighter control,
Advanced Process Control Improve diagnostics
Can’t easily integrate filtration Standards-compliant automation, Easy “plug-n-play” into end user’s
equipment into existing line leveraging RA Plantwide Capabilites lines and leverages RA’s Global
presence and recognition
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 25
What is Membrane Filtration? 6

• Filtration: /fil·tra·tion/ (fil-tra´shun) the act of changing a fluid by passing it through a filter or
other material that prevents passage of certain molecules, particles, or substances.
• Membrane Filtration - A semi permeable membrane that allows certain molecules to pass through
that are smaller than the membrane pores, while rejecting other molecules that are larger than the
membrane pores

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 26
Crossflow Filtration 6

• Crossflow Filtration
– The liquid to be filtered is pumped tangentially across
the membrane surface
– As the liquid moves across the membrane, rejected
components will continue to be washed away while
good parts of the liquid will pass through the membrane
as clean permeate
– Remaining concentrate is returned to the tank to be
recycled across the membrane to create more clean
permeate

• Periodic Back Washing (PBW)


– Small amounts of the clean permeate is pushed in
reverse back through the membrane wall restoring high
filtration rates and extending the process lifetime.

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 27
Membrane Filtration – Main Types

Microfiltration (MF) Ultrafiltration (UF) Nanofiltration (NF) Reverse Osmosis


0.1 micron 0.01 micron 0.001 micron 0.0001 micron

Typical pore size in Typical pore size in Typical pore size in Typical pore size in
microfiltration, removing ultrafitration, producing nanofiltration, removing reverse osmosis,
more silt and sand plus sterile water but also all organic molecules producing essentially
a wide range of removing larger organic plus a range of salts pure water
microorganisms but not molecules
all viruses

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 28
The Filtration Spectrum 6

Reverse Osmosis Nano-filtration Ultra-filtration Micro-filtration Conventional Filtration

Working Pressure (Non-linear scale)


80 20 5.0 1.0 0.2
0.001 0.01 0.1 1.0 10 100 1000
Material Size (µm)

Salts Paint Pigments

Metal Aluminum Oxide Particles


Ions
Graphite Particles

Silts Sand

Dust

Sugar Emulsions
Pesticides Pollens
Viruses
Bacteria Human Hair

Yeast

Seaweeds

Ions Molecules Macro Particles Micro Particles Macro Particles

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 29
Reverse Osmosis (RO) 6

• Most widely used crossflow technique, producing the finest level of


filtration of all membrane processes
• Water moves from the concentrated side to dilute side
– Normal osmotic pressure would move water from dilute side to concentrated side
• RO rejects most components other than water and operates at a
pressure of 250-1000psi.
– 99% of dissolved minerals are removed; 60-80% incoming water is recovered

• Typical application is to provide water (which is almost free of solids,


salts, organics and colloids) to subsequent fine polishing processes such
as ion exchange

Top Industries Served: Desalination, Power, Water / Wastewater,


Semiconductor, Pharmaceutical
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 30
Reverse Osmosis Example Applications 6

Application Permeate Concentrate (Retentate) Benefits of RO

Brackish water Water with low salinity Water with higher salt content Cost-effective production of potable
water from seawater & brackish
water sources
Water reuse Water with low Water with higher salt Cost-effective method of producing
salinity, organics & concentration low salinity recycled water for
bacteria industrial applications & indirect
potable reuse
Whey Low BOD and salinity Whey concentrate Recovery of whey protein
permeate
Dyeing effluent Clean water Water, BOD, salts, chemicals, Produces clean water suitable for
etc. plant recycle or discharge
Polishing wastewater Water with low Water with higher salt Cost-effective method of producing
ultrafiltration (UF) permeate salinity, organics & concentration water to meet POTW standards for
bacteria water recycle
BOD = biological oxygen demand

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 31
Nanofiltration (NF) 6

• Less common
• Nanofiltration is the label provided to
membranes with performance between
reverse osmosis (RO) and ultrafiltration (UF)
• Molecules that are readily rejected are
typically a nanometer or 10 angstroms in size

Top Industries Served: Desalination, Power, Water / Wastewater,


Semiconductor, Pharmaceutical
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 32
Nanofiltration Example Applications 6

Application Permeate Concentrate (Retentate) Benefits of NF

Whey / whey permeate Salty wastewater Desalted whey concentrate Allows the recovery of lactose & whey
protein concentrate with reduced salt
content
Textile Dyes Water, salts, BOD, COD, and NF is used to desalt dyes resulting in a
color higher value product
Caustic cleaning Caustic cleaning solution BOD, CODE, suspended Allows caustic cleaning solution to be
solutions solids, caustic cleaner recycled resulting in reduced cleaning
chemical costs
Recycle of acid Acid solution BOD, COD, calcium, Allows acid solution to be recycled
solutions suspended solids, acidic resulting in reduced cleaning chemical
water costs
Water Softened water Hard water Potable water production. Softened
water reduces scaling on equipment &
heat exchange surfaces
Antibiotics Salty water product Desalted, concentrated NF produces high value pharmaceutical
antibiotics products
BOD = biological oxygen demand
COD = chemical oxygen demand

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 33
Ultrafiltration (UF) 6

• Pores range from 10Å to 0.2 microns.


• Process typically rejects organics over 1,000
molecular weight (MW) while passing ions and small
organics.
– Ex: Colloidal silica is easily removed with
ultrafiltration.
• Common applications include ultrapure water
systems in the pharmaceutical, power and
semiconductor industries. In power plant
applications, ultrafiltration is a likely candidate when
a once-through system is operating without a
reverse osmosis system.

Top Industries Served: Water / Wastewater, Pharmaceutical, Chemical,


Metals & Mining, Food, Desalination, Pulp & Paper
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 34
Ultrafiltration Example Applications 6

Application Permeate Concentrate (Retentate) Benefits of UF

Potable Water Potable water free of Water, particulate solids Certified for 4-log removal of bacteria,
suspended solids, turbidity, giardia, cryptosporidium & viruses from
bacteria & large viruses drinking water
Turbidity < 0.1 N T U
Oily Water Oil free (<50 mg/l) water Water, suspended solids, Consistent permeate water quality even
insoluble metal hydroxides, etc. when feed composition subject to upsets.
Highly concentrated oil emulsion for waste
disposal
Electrocoat Paint Water, dissolved salts, & Water, paint resins & pigments Allows recovery of valuable paint resins &
solvents pigments
Milk Lactose & salts solution Protein concentrate Protein concentration at lower energy cost
than evaporation
Whey Lactose & salts solution Whey Protein Concentrate (WPC) Protein concentration at lower energy cost
than evaporation
Apple juice Low turbidity, clear juice Juice, suspended solids, pulp, Removes suspended solids and turbidity
concentrate colloidal haze particles while allowing the passage of juice, sugar
and taste

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 35
Microfiltration (MF) 6

• Lowest cost membrane technology


• Pore size ranges from 0.1 to 10 microns (largest pore
sizes)
– Filtration skids run at a much lower pressure than other filtration
types, typically operating at between 3 – 100 psi.
– For the same flow rate (Gallons / Day), requires less power to
pump the liquid through the system.
• Microfiltration membranes allow molecules of the size
of salts, sugars, and proteins to pass through while
rejecting molecules of the size of bacteria.
• Commonly used to sterilize liquid reagents such as cell
culture media
– Often these liquids contain heat labile components that make
sterilization by heat (autoclaving) inappropriate.
• Can also be used as pretreatment to reverse osmosis.

Top Industries Served: Water / Wastewater, Pharmaceutical, Chemical,


Metals & Mining, Food, Pulp & Paper
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 36
Microfiltration Example Applications 6

Application Permeate Concentrate (Retentate) Benefits of MF

Cranberry juice Low turbidity, clear juice Juice, suspended solids, Removes suspended solids and turbidity
clarification colloidal haze particles while allowing the passage of color, sugar,
and taste
Wine Filtration Low turbidity, clear Wine, suspended solids, Removes suspended solids and turbidity
flavorful wine colloidal haze particles while allowing the passage of color, alcohol
and taste
Industrial wastewater Water & dissolved solids Water, suspended solids, Removes suspended solids and insoluble
treatment insoluble metal hydroxide metal hydroxide solids from wastewater to
solids allow the permeate to be discharged to a
local POTW
Fermentation broth Water & dissolved solids Water & suspended solids Removes suspended solids from the
clarification fermentation broth leaving clarified liquid

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 37
Membrane Bioreactor (MBR) – 6
Emerging Filtration Technology
• Used for treating domestic sewage and • Benefits of MBR Techonology
biodegradable wastewater – Improved water quality
– Option for wastewater reuse
• Utilizes ultrafiltration (UF) membrane – Lowers capital costs
systems to separate the solids or sludge – Reduces plant space requirements
from the mixed liquor – Fewer operational problems

• Sewage water discharge from MBR’s is Title • Manufacturers – approximately 30 worldwide


22 certified — the highest standard in North – Largest include GE, Pall, Koch, Eimco (Kubota
America License), Siemens, Doosan, Aqua Aerobics and
Mitsubishi Rayon
– Effluent is suitable for industrial reuse, without
further treatment. – Earliest developers were Zenon (now GE) in
Canada; Kubota in Japan, and Wehrle Werk in
Germany

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 38
Membrane Technology Filtration- Food Processing
6
Wastewater Treatment Examples

Often containing multiple types of contaminants that pose serious threats to the ability of a standard sewage treatment facility,
food processing wastewater can be processed using membrane technology to levels beyond those required by municipalities,
and, in many cases, produces added value through the concentrate.

Flume Water Can produce water that is often clean enough to reuse within the plant
CIP (Clean in Place) Water Create clean water from spent CIP water and permit reuse of CIP water and chemicals

Starch Wastewater Concentrate starches in starch wastewater to reduce handling costs and increase yields. Often
the starch containing concentrate can be reused.
Food Processing Wash water from such processes as salad dressing and margarine production, vegetable
Washwater processing, canning, condiment products, etc. can be cleaned and the solids and oils reclaimed
for other uses.
Slaughterhouse Wastewater Create pure water from slaughterhouse wastes and also isolate Rhodocyclus gelatinosus, a
bacteria potentially useful in treating industrial wastewaters
Kitchen Waste Produce clean water free of oils, biological and chemical oxygen demand (BOD and COD), and
solids that can clog mechanical filtration equipment and kill biological systems
Bakery Wastewater The concentrate produced by membrane technology from bakery wastewater can be sold for
making pet food. The treated water is free of suspended solids and can be disposed of through
most municipal waste treatment systems.
Fish and Meat Processing Reduce the use of polymers and flocculants, reducing labor, and improving the effluent
Wastes consistency over conventional treatments. Recover or sell the byproducts for other purposes.

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 39
Membrane Technology Filtration- Heavy Industrial
6
Processes Wastewater Treatment Examples

Membrane technology can remove suspended solids, oils and greases, heavy metals, biological and chemical oxygen demand
(BOD and COD), salts, and biological contamination from the waste stream

Acid and Phosphate Cleaners Remove oils, grease, and dirt particles from the bath solution, extending bath life and
reducing bath heating costs
Die-cast Wastewater Clean the water sufficiently for reuse in the die spray mixture. It captures the die spray,
which can then be recycled back as well.
Dye Penetrant Rinse Waters Remove die penetrants which absorb UV light and make it difficult for the microorganisms
that purify sewage to do their work.
Heavy Metals Treatment Reduce the heavy metals in wastewater left after traditional chemical water treatment and
precipitation methods. Example: Remove metal hydroxides from the bath in
electrochemical machining processes
Spent Aqueous Degreasing Tubular charged membranes remove oil and grease from water that can be reused or
Baths Compressor Condensate discharged into the sewer.
Spent Metalworking Coolants Remove oils in spent metalworking coolants and lubricants and produce water that meets
and Lubricants discharge limits and can even enable the oils to be reused.
Vibratory Finishing and Handle finishing and deburring wastewater to reduce operating costs.
Deburring Wastewater

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 40
Membrane Technology Filtration- Chemicals, 6
Cosmetics, Textiles Wastewater Treatment Examples

Membrane technology, when correctly applied, can provide an economical and reliable solution to treat difficult wastes from the
manufacture of specialty chemicals, cosmetics, textiles, leather goods, etc.

Cosmetics Blending and Produce consistent, high quality effluent with minimal operating labor and without the use of
Packaging Rinsewater chemicals for the variable composition of cosmetics processing wastewater,. UF membrane
can be used to remove suspended materials and to provide BOD and COD reduction.
Tannery Baths Concentrate the chromium and salts from the tannery operation for reuse.

Textile Production and Dyeing Remove the dye and size molecules from the wastewater. The treated water can then be
Wastes recycled into the process reducing the overall water consumption of the facility and ensuring
a constant water quality for the process.
Latex White Water Recover latex white water concentrate solids and reuse the treated water

Wood Preservative Remove chromium (from wood preservatives) from the wastewater for safe disposal
Wastewater
Flexographic Ink Wash Water Ultrafiltration membranes provide the preferred treatment for press wash waters containing
pigments and heavy metals. UF permeate is recovered for recycle.

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 41
Membrane Technology Filtration- Transportation
6
Wastewater Treatment Examples

Truck, Automobile, and Rail Car Remove oils and grease, solids, salts, and heavy metals from the water.
Maintenance
Engine and Machinery Purify oily wastewater to create a source of clean water for reuse and allow the
Manufacturing concentrated oils to be sold for remanufacture into fuel oils.
Aircraft Deicing Fluid Treatment Recover glycol from airport tarmacs for reuse in deicing process and prevent discharge
of glycol
Shipyard Wastes and Bilge Water Filter contaminants such as fuel residue, coolants, salts, and organic material for
Treatment disposal.

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 42
Membrane Technology Filtration- 6
Other Wastewater Treatment Application Examples

Cooling Tower Blowdown Lengthen the time between blowdowns and make blowdown water safe for disposal
Treatment
Industrial and Commercial Helps remove difficult oil, grease, and fibers to produce a consistent quality effluent and allow
Laundry Wastewater reuse of some water—reducing the cost of water and the cost of heating it.
Landfill Leachate Treatment Remove contaminants, such as solids and dissolved organics and inorganics, so only pure
water enters the ground water system.
Mop and Floor Cleaning Separation of mop and floor cleaning wastewater creates water pure enough for reuse and
Wastewater allows reuse of the soap solution.
Pressure Washing Effluent Remove oils and grease, solids, salts, and heavy metals from the pressure washing
wastewater
Scrubber Blowdown Filter scrubber water toxins (from industrial and mining exhausts) to reduce disposal costs
Treatment and allow reuse of the scrubber water.
Tank and Reactor Cleaning Remove heavy metals and produce water suitable for discharge or reuse.
Water

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 43
Filtration Skid Equipment Overview 6

What’s going on?


• Influent (contaminated or diluted liquid) is
pumped under pressure through filters
• Dead Filtration
– Used for removal of contaminants (including many
single use applications)
– Influent is pumped through the membrane and the
permeate (what passes through the filter) is OEM’s concerns
captured • Pressure on inlet and exit of filter
• Cross-flow Filtration - Too high will damage filter; too low reduces efficiency
– Used for removal of contaminants - Note: Pressure is a good indicator of when to backflow (clean)
filters to extend life
– Also used to raise the concentration level of a
diluted solution - Sometimes measure temperature, PH, salinity and conductivity if
feeding boiler or used for clean water processes
– Permeate (what passes through the filter) is
removed from the solution and the rejected (now
more concentrated) is recirculated to further
What’s used?
increase concentration to the desired level • PLC/PAC for main logic
• VFD’s for pumps
• Low end HMI/OIT for operator interface and logging /
displaying data (pressures, temp, etc.)
Copyright © 2010 Rockwell Automation, Inc. All rights reserved.
Automation Landscape – Filtration Equipment

Application Filtration Equipment Control System Control System Typical Competitors


Capacity (Gallons/Day) Cost
Residential 0  5,000 IC, Embedded < $1000

Commercial 500  15,000 Micro PLC, EOI < $2500 Koyo, Mitsubishi, Nalco,
Omron, Proprietary,
Siemens, Wago
Industrial 15,000  5,000,000 PLC/PAC, HMI, VFD $2,500 - $10,000 B&R, Beckhoff, GE, Koyo,
$15,000 - $75,000 Mitsubishi, Nalco, Omron,
Siemens, Telemechanique,
Wago
Municipal W/WW 5,000,000  PAC/DCS, HMI, Historian, VFD $100,000 - ABB, Emerson, GE,
& Desalination 500,000,000+ $3,000,000 Honeywell, Siemens,
Yokagawa

Largest opportunities for RA is in Industrial & Commercial applications


Focus on Component Class and CompactLogix architectures

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 45
Filtration Skid Typical Architecture - 6
Mid-Range Leveraging On-Machine
Discrete (On / Off) Sensors
9300-RADES Managed Switch
836 Pressure 840E Level 837 Temperature w/Modem
Sensor Sensor
Sensor IntraNet to Plant Land or Cell
Network, VPN or Phone Line
Email Pop Server

CompactLogix L23E

ArmorPoint I/O

Unmanaged (Stratix 2000) switch

4-20mA Signals EtherNet/IP PowerFlex40 VFD’s

HMI / SCADA System

ArmorPower
837E
Temperature
Transmitters
PanelviewPlusCE

OR

873P
836E Pressure 839E Flow Ultrasonic
Transmitters Transmitters Level Sensors
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 46
Filtration Skid Typical Architecture – 6
Mid-Range (Unified Panel Solution)
Discrete (On / Off) Sensors
836 Pressure 840E Level
837 Temperature
Sensor Sensor
Sensor

CompactLogix L23E
IntraNet to VPN,
24Vdc/120Vac plant network or
Email Pop Server

Point I/O
PowerFlex40 VFD’s
Stratix6000 Managed Switch

EtherNet /IP
4-20mA Signals

-200mV to
500mV input
from sensor
931 Signal
Conditioners
PanelviewPlusCE
837E 0 to 100kHz HMI / SCADA System
Temperature Frequency input
Transmitters from sensor
OR
Custom Sensors

873P
836E Pressure 839E Flow Ultrasonic
Transmitters Transmitters Level Sensors
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 47
OEM Process Flow – High Level 7

Qualification Process Engagement Process


Pre-Engagement Worksheet
(send to commercial manager)

Local
OEM PM GOTC OEM
Request Sales
OEM Sales
Support
Distributor
Team
Acct Sales Team

Sales Engineer Business Development Mgr (BDM) – Customer Segment focus


OEM Team Lead Regional GOTC Team Lead
OEM Sales Manager
OEM Team Commercial Manager
OEM Team Project Manager

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 48
Competitor 1: Siemens 7
Complete Automation Supplier
Strengths Weaknesses
• Complete portfolio of controllers – from Micro • Not the same code for PCS7 and S7-200.
S7-200 to S7-400. • Perceived lack of global co-ordination
• Siemens also markets a DCS (PCS7) • Complacent in many large accounts
• Integrated Architecture approach (limits RA • Reduction in Force hit Siemens hard throughout
differentiation) N.A.
• Full line of Transmitters
• Scalable offering
• Price position
• Time to Market
• Strong relationship with European OEMs
• True Global Supplier, dominant in every region
RA Tactics to beat Siemens:
• Siemens Water is one of the largest global filtration skid producers – leverage the fact that Siemens is our
mutual competitor when talking to skid OEMs. Understand that Siemens Water (US Filter) is a good RA
customer as well.
• Promote the benefits and ease of use with PlantPAx / Integrated Architecture
– True re-use of code between CompactLogix and ControlLogix.
• Leverage Global OEM team resources to assist with innovation and time to market on new designs
• Market & develop Industry-specific products & solutions for Filtration Skids
• Leverage the brand preference of RA at several Global End User and OEMs to drive into the OEM Market
• Leverage OEM focused transmitters (836E, 837E,839E and 840E)
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 49
Competitor 2: Emerson
Focused on Industry Domain Expertise and 7
End User Process Control System Spec
Strengths Weaknesses
• Marketing of DeltaV and Ovation Process • Limited Access to Training for OEMs
Control Systems • While they are strong on Main Process Operation control,
• Comprehensive Process Library and process balance of plant skids are not feasible due to lack of
control capabilities scalable control system
• Large Installed base in Power, O&G and – Very Expensive Solution for most Filtration Skids
Expanding in Life Sciences – Hardware can be competitive but controller tag licensing
• New S-Series I/O touts Electronic Marshalling becomes very cost prohibitive for skid OEMs
and has single point I/O module granularity • Not a complete automation supplier
• Can provide Control Hardware at prices • OEM Cannot test skid as fully functional before shipping
competitive with other control system – Only Half • Weak local inventory in most cities
the DCS Cost Story though • Lack of technical resources available – College Students,
• Complete Line of Transmitters Trade Schools, Large SI Community, Distributors, etc.
RA tactics to beat Emerson:
• Emerson leverages end user to pressure OEM in to installing I/O on skid and divulging Intellectual Property (control
know-how), allowing Emerson or their integrator to write skid control program on end user’s main control system
– RA Leverages OEM Team, local distributors, Colleges & Trade Schools, Large SI Community to let OEM and End User
choose delivery partner.
– By using PlantPAx solution based on a cost effective, scalable, open communications platform, skid ships fully functional
and can easily connect to most supervisory systems – exchanging information and follow control references, if needed.
• RA provides complete DCS functionality in a multi-disciplined (process, discrete, high speed, motion, etc.) scalable
architecture that offers true plantwide control from one control platform.
– Most plants already have some RA controllers throughout facility
– Reducing required resources (Engineering, Maintenance, Spare Parts, Etc.)
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 50
Competitor 3: Koyo / Automation Direct 7
Focused on Lowest Priced Control System

Strengths Weaknesses
• Comprehensive range of PLC’s, OIT’s and • Little to no mandate or specification to use Koyo /
VFD’s focused on low-end controls market Automation Direct products by end users or machine
• Adequate Performance Capabilities for low buyers
end Filtration skid market • No real global support
• Competitive price position for the system
• No Local Resources available to work with OEMs, as
• Free plc programming software – downloadable all transactions are completed over internet
from web
• Fairly quick delivery – order over web • Inability to provide local kitting for control systems
• Appealing to the ANTI-Big company OEMs • While they claim improved software functionality,
whether using RSLogix500 or 5000, our development
environment has many time saving tools.
RA Tactics to beat Koyo / Automation Direct
• Depending on OEM requirements and the industries they serve, promote either component based products
(MicroLogix, Component HMI, PF4/40) or midrange solutions (CompactLogix, PVPlusCE, PF40)
• Leverage RA Infrastructure to reduce sales, support and development costs
– Global OEM Team to minimize learning curve and time to market
– Accelerator programs / code libraries to decrease development time
– Inventory, kitting and resources from local distributors (leverage our logistical advantage)
– Local RA Resources (technical and commercial resources)
– Preferences of Large End User base improves order hit rate
– Assist with Overall TCD measurement and reduction program
– Leverage OEM focused transmitters (836E, 837E,839E and 840E)
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 51
Competitor Key Takeaways – 7
How to Sell Against
• Leverage our differentiators
– RA is a major player in this market (MicroLogix, SLC500 and CompactLogix)
– Integrated Architecture with multi-disciplined control (Process – DCS Functionality, Sequential, Safety, Motion, and drives)
– We have a significant price advantage against DCS providers
– Encompass Partners to complete our offering (E+H, HiProm, Control Station, etc.)
– Support of Open Standards (EtherNet I/P, ControlNet, DeviceNet, FDT/DTM, ProfiBus, FF, etc.)
– Information-enabled equipment (WAGES, OEE, Historian etc…)
– Use RA Global OEM Team message – expanded focus on filtration skids
• Dedicated team globally & new product development focused on OEMs
• Develop Libraries / Templates over time
– Use RA Global Support message
• RA is a capable market leader with a large installed base
– Leverage End-user contacts and team with them to coordinate OEM specifications
– For Life Sciences – Promote GEMS module possibilities
• Understand the fact that GE & Siemens are Major Players in this market
– Many of their competitors do not use their controls because of the ownership position (we have a competitor in
common)
• Do NOT bring it up with those customers other than if encountered, ask if it is a concern for them
– GE Water and Siemens Water (US Filter) are significant users of RA
(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 52
Call to Action 7

• Target customers in your region and seek out new and emerging companies building
filtration equipment
• Focus on helping your OEM realize the benefits of Integrated Architecture to achieve
faster throughput and faster time to market
• If OEM has a significant high volume / low end skid offering, be prepared to talk about
Connected Components as our offering (especially if they use Idec, Omron, Mitsubishi
or Koyo)
• Utilize our channel partners’ supply chain excellence to help the OEM improve capacity
and asset utilization
– E.g. kitting, vendor managed inventory, panel outsourcing
• Utilize the OEM team to assist your OEM with RA technology adoption and to help your
OEM achieve faster time to market with their new designs

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 53
Engagement Tools 7

• Launch Package
– RA Link
– Channel Link
• OEM Brochure
• Process OEM Brochure

Now is the time to go get an opportunity!!

(Confidential – For Internal Use Only) Copyright © 2010 Rockwell Automation, Inc. All rights reserved. 54