Selling against the Competition

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Yaskawa

VS G7 VS F7

VS V606

Movitr.31C Movidrive B Movidrive B Movitr.07

SEW

9300 MC

9300 VC 8200Vetor

8200SMD

Lenze AC Tech

Rockwell

PowerFlex700 PowerFlex70 PowerFlex40

Confidential / Property of

Schneider

ATV71

ATV58

ATV31

Danfoss Drives A/S

Competitive Products

MM440

MM420

Cutler Siemens Hammer

Masterdrive MC Masterdrive VC

NXP

NXS

NXL

ACS800

ACS550

ACS350

ABB

Danfoss Danfoss New Old

VLT5000 F

VLT5000

VLT2800

FC302

FC302

FC301

VLT2800

Low Performance

High

FC301 Competitors
The following drives compete with the VLT AutomationDrive FC301:
Danfoss VLT 5000P Series. Rockwell PowerFlex 70 and 700. Yaskawa F7 Series. Siemens MM-440 Series. ABB ACS 550 Series. Schneider Altivar 58 TRX Series.

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FC302 Competitors
The following drives compete with the VLT AutomationDrive FC302:
Danfoss VLT 5000F Series. Rockwell PowerFlex 700 and 700S. Yaskawa G7 Series. Siemens MasterDrive Series. ABB ACS 800 Series. Schneider Altivar 71 Series.

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FC301 Key Feature Comparison

Power Range no 600V, limited power range. Cable distances some longer, but in keeping with our competition. (Care should be taken on this point when replacing a VLT 5000.) Torque output 160% for one minute better than most of the competition. Output Switching remains a distinguishing feature of Danfoss drives. DC Link Reactors becoming more common among our competitors.
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FC301 Key Feature Comparison

Keypad
On-board parameter help Most do not provide this.
Language support Danfoss is very strong with 28. Most of our competitors support 7. Allow monitoring 6 variables at once.

Keeps track of parameter changes

Serial Communication The only drive with a USB port Support of only key fieldbuses (initially). I/O comparable. The majority have add-on options. (1 relay output).
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FC301 Key Feature Comparison

I/O comparable. The majority have add-on options. (1 relay output) Options most include a variety of I/O and feedback options. Not all include positioning and synchronizing capabilities. SLC The majority of our competitors have no integrated logic controller. Enclosures Only unit advertising cold-plate. Not all have NEMA 12, about half have NEMA 4. Environment comparable (122 F/ 50 C)

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FC302 Key Feature Comparison

Power Range - First 600V Flux drive for Danfoss. No all competitors have 600V. Many rate at 380-480V. Servo very few include servo motor support in their general purpose drives. Safe-Stop only one other drive includes this function as standard. Cable distances longest of units compared. Torque output 160% for one minute is comparable. Output Switching remains a distinguishing feature of Danfoss drives. (not in flux mode)

DC Link Reactors becoming more common among our competitors.

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FC302 Key Feature Comparison

Maximum Output frequency not all support 1000Hz Keypad On-board parameter help Most do not provide this. Language support Danfoss is very strong with 28. Most of our competitors support 7.

Allow monitoring 6 variable at once.

Allow monitoring parameter changes Serial Communication
The only drive with a USB port Support of only key fieldbuses initially.
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FC302 Key Feature Comparison

I/O comparable. The majority have add-on options. SLC Half of our competitors include logic controller capabilities. Enclosures Only unit advertising cold-plate. One allows mounting heatsink through back of panel. No others allow cooling through back of panel.

Environment comparable (122 F/ 50 C)

Options most include a variety of I/O and feedback options. Not all include positioning and synchronizing capabilities.

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10

Shaft Performance Comparison

Step Load Response Speed Accuracy/Range

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11

Step Load Response

100% Torque

0% Torque

0.15 sec (settling time)

1500 RPM

-145RPM (speed drop)

-145 RPM 1355 RPM

0.09 sec (response time)

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12

Step Load Response Comparison

Drive
Rockwell PowerFlex 700
Open Loop Factory setting Open Loop Factory setting Open Loop Factory setting

Speed Drop
-185 RPM -128 RPM -90 RPM -88 RPM -71 RPM -185 RPM -400 RPM

Response Time
0.04 sec. 0.24 sec. 0.75 sec 0.19 sec. 0.65 sec. 0.22 sec 0.6 sec

Settling Time
0.25 sec. 0.24 sec. 0.75 sec 0.19 sec. 0.65 sec. 0.22 sec 0.6 sec

Yaskawa Varispeed F7 Danfoss VLT 5000 Process Danfoss FC302 VVC+

Open Loop Factory setting

Rockwell PowerFlex 700S Flux

Open Loop Factory setting Open Loop Factory setting Open Loop Factory setting

ABB ACS800 DTC (flux vector) Danfoss VLT 5000 FLUX

Danfoss FC302 Flux

Danfoss FC302 Flux
Open Loop Tuned PID

Open Loop Factory setting

-380 RPM
-145 RPM
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0.5 sec
0.09 sec.

0.5 sec.
0.15 sec.

Danfoss Drives A/S

13

Speed Accuracy/Range
PowerFlex 70 Varispeed F7 Micro Master 440

Schneider

Rockwell

Rockwell

Yaskawa

PowerFlex 700

Siemens

Altivar 58 TRX

Open Loop

0.2% (100:1)

Closed Loop

0.0025% (1000:1)

Danfoss

Danfoss

VLT 5000 Process

ACS 550

FC301

ABB

0.5% (100:1) 0.1% (1000:1)

0.5% (80:1) na na

0.1% (120:1) 0.001% (120:1)

0.2% (200:1) 0.01% (1000:1)

na na na na

0.5% na na na

1% (100:1)

0.02% (100:1)

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Speed Accuracy/Range
Varispeed G7 Simovert Master Drive

Schneider

Rockwell

Rockwell

Yaskawa

PowerFlex 700

PowerFlex 700S

Siemens

Altivar 71

Open Loop

0.2% (100:1)

Closed Loop

0.0025% (1000:1)

Danfoss

Danfoss

VLT 5000 FLUX

ACS 800

FC302

ABB

na na 0.001% (1000:1)

0.1% (120:1) 0.001% (120:1)

0.1% (120:1) 0.001% (120:1)

0.2% (200:1) 0.01% (1000:1)

na na na na

0.4%

na (100:1)

0.1% na

na (100:1)

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15

Shaft Performance Summary

There are no significant differences in shaft performance among our main competitors. The FC302 performs as well or better than the VLT 5000 Process and VLT 5000 FLUX drives.

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16

Selling versus the Competition

The key to beating the competition is:
1. Understand what features are unique to the VLT AutomationDrive versus the competition. 2. Understand what features the customer needs on their application. 3. Understand the VALUE the feature offers to the customer.

To win you do not have to have the lowest price, your product has to offer the Best Value to your customer.
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VLT AutomationDrive Key Differentiators

Smart Logic Controller. Compact Design. MCO 305 Motion Controller. Long Cable Lengths. Ease of Use Functions. Harmonic suppression with DC Coils.

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Case Study: SmartLogic Controller

In many simple applications, process logic needs to interact with Drive control to ensure a proper sequence of operation. Applications such as:
Indexing.
Pick & Place. Simple Positioning.

.are ideally suited for the SmartLogic Controller.

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Case Study: SmartLogic Controller

Built-into every VLT AutomationDrive the SmartLogic Controller enables the drive to execute simple logic instructions eliminating the need for expensive ancillary devices. The SmartLogic Controller:
Utilizes unique Start/Stop Events. Can have up to 20 Logic Events and corresponding Actions.
6 Comparators. 8 Timers. 6 Boolean Statements. 2 Up/Down Counters.

Scans logic conditions every 1 to 5 msec.

Is programmed from the LCP, and graphically with MCT-10.
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Case Study: SmartLogic Controller

By comparison, competitive drives such as the Rockwell PowerFlex 70 do not have internal logic capabilities equivalent to the VLT AutomationDrive. These drives would require a small PLC to perform the functions of the SmartLogic Controller. A simple comparison of the two systems:
Danfoss Description NEMA 1 10 HP Drive with Brake IGBT I/O Expansion or Micro PLC Programming Tools Drive Programming Tool PLC Programming Time @ $75/Hr Installation Time @ $50/Hr Start-up Time @ $50/Hr $ $ $ $ $ $ $ FC301 3,513.00 160.00 300.00 100.00 100.00 $ $ $ $ $ $ $ Rockwell PowerFlex 70 2,825.00 1,072.00 529.00 450.00 200.00 100.00 Comments FC301 and PowerFlex 70 Drives AB MicroLogic 1200 with 2 AI, 2 AO. 8 DI, & 8 DO. MCT-10 Lite and Drive Explorer Lite MCT-10 Lite and Rockwell RSLogix 500 Starter Programming two devices vs one device. Twice as much Wiring for PLC Solution Multiple Components require more debug time.

4,173.00

5,176.00

Value of Option

1,003.00
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21

Case Study: SmartLogic Controller

Aside from the financial benefit shown on the previous slide, the SmartLogic Controller provides the following added benefits:
Reduction in Panel Space. Simplified troubleshooting and maintenance. Reduction in training investment.

These savings are much more difficult to quantify, but are benefits none the less.
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22

Case Study: Compact Design

In the 10 hp and below drive size, the VLT AutomationDrive is typically 20% smaller than equivalent competitive products. In addition, the VLT AutomationDrive can be mounted side by side with minimum spacing between rows. The compact design requires less panel space than most competitive products.
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Case Study: Compact Design

Comparison to ABB Drives:
Depending on the drive size, the VLT Automation drive is 20% to 67% smaller. The one drive larger (30 HP) includes the brake IGBTs, ABB must add these externally. ABB ACS 800 drives cannot be mounted side by side.
FC300 H In 1 10 14.8 14.8 W In 3.5 5.1 D In 8.1 8.1 Area In2 51.8 75.5 Vol In3 419.6 611.4 H In 14.5 23.0 W In 4.9 8.0 ACS 550 D In 8.3 9.1 Area In2 71.1 184.0 Vol In3 589.7 1674.4 H In 15.9 23.9 W In 6.5 9.4 ACS 800 D In 8.9 10.8 Area In2 103.4 224.7 Vol In3 919.8 2426.3

HP

20
30

18.9
25.6

9.5
9.5

10.2
10.2

179.6
243.2

1831.4
2480.6

27.1
27.1

8.0
8.0

10.3
10.3

216.8
216.8

2233.0
2233.0

29.1
29.1

10.4
10.4

11.3
11.3

302.6
302.6

3419.8
3419.8

ABB Drives DO NOT have integral brake IGBT above 15 HP (Heavy Duty).

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Case Study: Compact Design

Above 10 HP, the VLT AutomationDrive is not always the smallest drive. Due to the unique enclosure design used in the VLT AutomationDrive, the physical dimensions of the enclosure does not change despite the enclosure rating. This is not the case with competitive products.

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25

Case Study: Compact Design

Comparison to Yaskawa G7/F7 Drives

Below 10 HP Danfoss NEMA 1 drives are 15% to 40% smaller.

Yaskawa requires a Configured Drive to meet NEMA 12. Yaskawas Vertical spacing between rows is 6 inches.
FC300 Yaskawa G7 -Nema 1 Area In2 51.8 75.5 179.6 243.2 Vol In3 419.6 611.4 1831.4 2480.6 H In 11.0 13.8 13.8 21.1 W In 5.5 9.5 9.5 11.0 D In 6.3 8.3 8.3 10.2 Area In2 60.5 131.1 131.1 232.1 Vol In3 381.2 1088.1 1088.1 2367.4 H In 26.0 32.0 37.0 48.0 Yaskawa G7 - NEMA 12 W In 17.5 17.8 25.0 29.0 D In 9.0 12.0 12.0 13.0 Area In2 455.0 569.6 925.0 1392.0 Vol In3 4095.0 6835.2 11100.0 18096.0

HP 1 10 20 30

H In 14.8 14.8 18.9 25.6

W In 3.5 5.1 9.5 9.5

D In 8.1 8.1 10.2 10.2

Danfoss NEMA 12 10 HP and below drives are: 16.5 H X 9.5 W X 8.1 D (156.8 in 2) (1269.7 in3)

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Case Study: Compact Design

Panel Savings come mainly from a reduction in material and labor cost, the savings realized from using one panel size lower is minimal. If the smaller design requires fewer Panel Sections in a project, there is significant savings (panel section cost and floor space). The ability to provide a compact design NEMA 1, 12 and 4 enclosure can eliminate the need for panel cost altogether. Savings realized from the compactness of design are difficult to quantify due to the wide variations required from project to project. A 20% reduction in floor space should translate to a 20% reduction in installed cost.
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27

Case Study: Motion Control

In sophisticated applications, process logic needs to interact with Drive control to ensure a proper sequence of operation. Applications such as:
CAM Control. Synchronizing. Positioning. Master/Slave.

.are ideally suited for the MCO 305 Motion Controller.

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28

Case Study: Motion Control

MCO 305 provides:
Common option card for FC 301 and FC 302.
10 Digital Inputs. 6 Digital Outputs. 2 Encoder Inputs.

Common option card for all power sizes. Combined with various A and B options. Field or Factory Installable. Preloaded custom customer specific application program (as SyncPos).
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29

Case Study: Motion Control

By comparison, a few competitive drives such as the Rockwell PowerFlex 700S can be purchased with integrated motion control capabilities. Most competitive drives require an external motion control device: In comparing of Motion Control Systems the following assumption will be made:
Programming, Installation and Start-up costs for the Motion Control Options is the same. Programming tools are required for both systems.

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Case Study: Motion Control

Danfoss Rockwell

Description
IP20 encl 10 HP Drive with Brake IGBT Motion Control Option Programming Tools Drive Programming Tool PLC Programming Time @ $75/Hr Installation Time @ $50/Hr Start-up Time @ $50/Hr $ $ $ $ $ $ $ $

FC301
3,576.00 855.00 200.00 3,000.00 400.00 800.00 8,831.00

PowerFlex 700S
$ $ $ $ $ $ $ $ 3,825.00 1,745.00 135.00 4,500.00 3,000.00 400.00 800.00 14,405.00

Comments
FC302 and PowerFlex 700S with Logix controller MCO 305 and Drive Logix with encoder Feedback MCT-10 Advance and Drive Explorer MCT-10 Advance and Rockwell RSLogix 5000 Full Edition One week of Programming Time One day of Installation Time Two days Start-up

Value of Option: $ 5,574.00

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Case Study: Motion Control

Aside from the financial benefit shown on the previous slide, the MCO 305 Motion Controller provides the following added benefits:
Share unused I/O through fieldbus. LCP Copy command includes motion program. No change in drive footprint (above 10 HP).

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32

Case Study: Long Cable Lengths

A traditional Danfoss Advantage has always been the length of distance from drive to motor. The VLT AutomationDrive is no exception.
Depending on the VLT AutomationDrive chosen the distance from drive to motor can be as shown below.
From VLT Automation Design Guide.

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Case Study: Long Cable Lengths

Altivar 71 Cable Lengths require dv/dt or output filters to match the performance of the VLT AutomationDrive.

Value of Option:
Price of simple dv/dt filter for 15 HP drive: Price of a LC filter for a 15 HP drive:
Prices per TCI .

500

$4,600

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34

Case Study: Ease of use Functions

The award winning LCP is used on the VLT AutomationDrive products providing unparalleled ease of use.
On board help for any LCP function. Quick Menus. Graphical Interface. Multiple Language support.

Competitors may offer Wizard like functionality and simple alphanumeric displays, but none provide the power and flexibility found on the VLT AutomationDrive.
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35

Case Study: Ease of use Functions

The VLT AutomationDrive can be equipped with an onboard help function for any drive function.
Brief help text for the function in use. Saves time as there is No need to reference manuals or installation CDs.

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Case Study: Ease of use Functions

The Graphical Display aides drive operation by providing the operator with:
Simple monitoring of logged data. Graphs and bars. Multiple font size. International letters, numbers and signs.

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Case Study: Ease of use Functions

The Graphical LCP includes Quick Menus simplifying setup.
My personal menu Quick setup Changes made Loggings Application set-ups

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Case Study: Ease of Use Functions

In addition the Graphic LCP provides:
Advanced Copy Functions.
Includes motion programs. Full text messages. Customised texts. Text and values. Easy and improved. monitoring/fault finding. Graphical data log.

Alarm messages/log.

Customized display.

Undo-function.
Resets latest change.

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39

Case Study: Ease of Use Functions

The VLT AutomationDrive can be configured with a low cost Numeric Display or no display at all.
Cost effective display for setting of operation data. Numerical display. Easy way to follow process data. Easy check of parameter settings. Inter-changeable with Graphic Display during operation.

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Case Study: Ease of Use Functions

Its is difficult to estimate the value of these functions. No other competitive displays offers as much as the Graphical LCP. Cost of competitive displays vary. The Danfoss Graphical display cost as much as competitive displays but offers far more.

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41

Case Study: Harmonic Suppression

Built into every VLT AutomationDrive:
Low harmonic emission: THID < 48% No voltage drop => full output voltage

Built-in DC link filters

Reduces installation cost Fulfils EN 61000-3-2/3-12 Displacement power factor (cos 1) True power factor 0.9
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42

Case Study: Harmonic Suppression

At 100% load
112 100
THDi (%)

The graph shows a comparison of harmonics current levels from the FC301 with its built-in DCcoil, to the MM440 without the optional AC choke. At full load Danfoss has 37% current distortion while the MM440 has 112% distortion from a clean sine wave. The amount of distortion contributes to transformer heating and potentially damaging voltage distortion.
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80 60 40 20 0
Danfoss Drives A/S
43

37

FC301 MM440

Case Study: Harmonic Suppression

AC- Choke

AC- Choke

RFI-filter

Source: Siemens Micromaster catalogue

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44

Case Study: Harmonic Suppression

Adding the AC Choke to the Siemens MM440 adds additional cost to the Siemens Drive. A typical AC line reactor sized for a 15 HP drive has a list price of around $ 300. This does not include the cost of installation and larger panel space required. The value of DC Coils built into the VLT AutomationDrive is around $ 300.00.
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45

Summary
differentiate it from Competitive products. These functions have real VALUE when required by an application.
Smart Logic Controller. Compact Design. MCO 305 Motion Controller.

The VLT AutomationDrive provides several unique functions that

Long Cable Lengths.

Ease of Use Functions. Harmonic suppression with DC Coils.

When required by the application use these features to create a premium price position at an account.
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46