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Confidential / Property of
Danfoss Drives A/S
Selling against the Competition
Confidential / Property of
Danfoss Drives A/S
2
Competitive Products
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Danfoss
New
Danfoss
Old ABB
Cutler
Hammer
Schneider Siemens Rockwell Lenze
AC Tech
SEW Yaskawa
AC
S3
50
Confidential / Property of
Danfoss Drives A/S
3
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.
Confidential / Property of
Danfoss Drives A/S
4
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.
Confidential / Property of
Danfoss Drives A/S
5
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.
Confidential / Property of
Danfoss Drives A/S
6
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).
Confidential / Property of
Danfoss Drives A/S
7
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)
Confidential / Property of
Danfoss Drives A/S
8
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.
Confidential / Property of
Danfoss Drives A/S
9
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.
Confidential / Property of
Danfoss Drives A/S
10
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.
Confidential / Property of
Danfoss Drives A/S
11
Shaft Performance Comparison
• Step Load Response
• Speed Accuracy/Range
Confidential / Property of
Danfoss Drives A/S
12
Step Load Response
0% Torque
1500 RPM
1355 RPM
-145 RPM
0.09 sec (response time)
100% Torque
0.15 sec (settling time)
-145RPM (speed drop)
Confidential / Property of
Danfoss Drives A/S
13
Drive Speed Drop Response Time
Settling Time
Rockwell PowerFlex 700 Open Loop Factory setting
-185 RPM 0.04 sec. 0.25 sec.
Yaskawa Varispeed F7 Open Loop Factory setting
-128 RPM 0.24 sec. 0.24 sec.
Danfoss VLT 5000 Process Open Loop Factory setting
-90 RPM 0.75 sec 0.75 sec
Danfoss FC302 VVC+ Open Loop Factory setting
-88 RPM 0.19 sec. 0.19 sec.
Rockwell PowerFlex 700S Flux Open Loop Factory setting
-71 RPM 0.65 sec. 0.65 sec.
ABB ACS800 DTC (flux vector) Open Loop Factory setting
-185 RPM 0.22 sec 0.22 sec
Danfoss VLT 5000 FLUX Open Loop Factory setting
-400 RPM 0.6 sec 0.6 sec
Danfoss FC302 Flux Open Loop Factory setting
-380 RPM 0.5 sec 0.5 sec.
Danfoss FC302 Flux Open Loop Tuned PID
-145 RPM 0.09 sec. 0.15 sec.
Step Load Response Comparison
Confidential / Property of
Danfoss Drives A/S
14
Speed Accuracy/Range
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FC
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Dan
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Altiv
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Open Loop
0.2%
(100:1)
0.5%
(100:1)
0.5%
(80:1)
0.1%
(120:1)
0.2%
(200:1)
na
na
0.5%
na
1%
(100:1)
Closed Loop
0.0025%
(1000:1)
0.1%
(1000:1)
na
na
0.001%
(120:1)
0.01%
(1000:1)
na
na
na
na
0.02%
(100:1)
Confidential / Property of
Danfoss Drives A/S
15
Speed Accuracy/Range
Dan
foss
FC
30
2
Dan
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V
LT
50
00
FLU
X
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Open Loop
0.2%
(100:1)
na
na
0.1%
(120:1)
0.1%
(120:1)
0.2%
(200:1)
na
na
0.4%
na
(100:1)
Closed Loop
0.0025%
(1000:1)
0.001%
(1000:1)
0.001%
(120:1)
0.001%
(120:1)
0.01%
(1000:1)
na
na
0.1%
na
na
(100:1)
Confidential / Property of
Danfoss Drives A/S
16
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.
Confidential / Property of
Danfoss Drives A/S
17
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.
Confidential / Property of
Danfoss Drives A/S
18
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.
Confidential / Property of
Danfoss Drives A/S
19
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.
Confidential / Property of
Danfoss Drives A/S
20
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.
Confidential / Property of
Danfoss Drives A/S
21
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 Rockwell
Description FC301 PowerFlex 70 Comments
NEMA 1 10 HP Drive with Brake IGBT $ 3,513.00 $ 2,825.00 FC301 and PowerFlex 70 Drives
I/O Expansion or Micro PLC $ 160.00 $ 1,072.00 AB MicroLogic 1200 with 2 AI, 2 AO. 8 DI, & 8 DO.
Programming Tools Drive $ - $ - MCT-10 Lite and Drive Explorer Lite
Programming Tool PLC $ - $ 529.00 MCT-10 Lite and Rockwell RSLogix 500 Starter
Programming Time @ $75/Hr $ 300.00 $ 450.00 Programming two devices vs one device.
Installation Time @ $50/Hr $ 100.00 $ 200.00 Twice as much Wiring for PLC Solution
Start-up Time @ $50/Hr $ 100.00 $ 100.00 Multiple Components require more debug time.
$ 4,173.00 $ 5,176.00
Value of Option $ 1,003.00
Confidential / Property of
Danfoss Drives A/S
22
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.
Confidential / Property of
Danfoss Drives A/S
23
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.
Confidential / Property of
Danfoss Drives A/S
24
Case Study: Compact Design
FC300 ACS 550 ACS 800
HP H W D Area Vol H W D Area Vol H W D Area Vol
In In In In2 In3 In In In In2 In3 In In In In2 In3
1 14.8 3.5 8.1 51.8 419.6 14.5 4.9 8.3 71.1 589.7 15.9 6.5 8.9 103.4 919.8
10 14.8 5.1 8.1 75.5 611.4 23.0 8.0 9.1 184.0 1674.4 23.9 9.4 10.8 224.7 2426.3
20 18.9 9.5 10.2 179.6 1831.4 27.1 8.0 10.3 216.8 2233.0 29.1 10.4 11.3 302.6 3419.8
30 25.6 9.5 10.2 243.2 2480.6 27.1 8.0 10.3 216.8 2233.0 29.1 10.4 11.3 302.6 3419.8
ABB Drives DO NOT have integral brake IGBT above 15 HP (Heavy Duty).
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 IGBT’s, ABB must
add these externally. • ABB ACS 800 drives cannot be mounted side by side.
Confidential / Property of
Danfoss Drives A/S
25
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.
Confidential / Property of
Danfoss Drives A/S
26
Case Study: Compact Design
FC300 Yaskawa G7 -Nema 1 Yaskawa G7 - NEMA 12
HP H W D Area Vol H W D Area Vol H W D Area Vol
In In In In2 In3 In In In In2 In3 In In In In2 In3
1 14.8 3.5 8.1 51.8 419.6 11.0 5.5 6.3 60.5 381.2 26.0 17.5 9.0 455.0 4095.0
10 14.8 5.1 8.1 75.5 611.4 13.8 9.5 8.3 131.1 1088.1 32.0 17.8 12.0 569.6 6835.2
20 18.9 9.5 10.2 179.6 1831.4 13.8 9.5 8.3 131.1 1088.1 37.0 25.0 12.0 925.0 11100.0
30 25.6 9.5 10.2 243.2 2480.6 21.1 11.0 10.2 232.1 2367.4 48.0 29.0 13.0 1392.0 18096.0
Danfoss NEMA 12 10 HP and below drives are: 16.5 H X 9.5 W X 8.1 D (156.8 in2) (1269.7 in3)
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.
• Yaskawa’s Vertical spacing between rows is 6 inches.
Confidential / Property of
Danfoss Drives A/S
27
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.
Confidential / Property of
Danfoss Drives A/S
28
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.
Confidential / Property of
Danfoss Drives A/S
29
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).
Confidential / Property of
Danfoss Drives A/S
30
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.
Confidential / Property of
Danfoss Drives A/S
31
Case Study: Motion Control
Danfoss Rockwell
Description FC301 PowerFlex 700S Comments
IP20 encl 10 HP Drive with Brake IGBT $ 3,576.00 $ 3,825.00 FC302 and PowerFlex 700S with Logix controller
Motion Control Option $ 855.00 $ 1,745.00 MCO 305 and Drive Logix with encoder Feedback
Programming Tools Drive $ 200.00 $ 135.00 MCT-10 Advance and Drive Explorer
Programming Tool PLC $ - $ 4,500.00 MCT-10 Advance and Rockwell RSLogix 5000 Full Edition
Programming Time @ $75/Hr $ 3,000.00 $ 3,000.00 One week of Programming Time
Installation Time @ $50/Hr $ 400.00 $ 400.00 One day of Installation Time
Start-up Time @ $50/Hr $ 800.00 $ 800.00 Two days Start-up
$ 8,831.00 $ 14,405.00
Value of Option: $ 5,574.00
Confidential / Property of
Danfoss Drives A/S
32
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).
Confidential / Property of
Danfoss Drives A/S
33
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.
Confidential / Property of
Danfoss Drives A/S
34
Case Study: Long Cable Lengths
Altivar 71 Cable Lengths require dv/dt or output filters to match the performance of the VLT AutomationDrive.
Price of simple dv/dt filter for 15 HP drive: $ 500
Price of a LC filter for a 15 HP drive: $4,600 Prices per TCI .
Value of Option:
Confidential / Property of
Danfoss Drives A/S
35
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.
Competitor’s may offer Wizard like functionality and simple alphanumeric displays, but none provide the power and flexibility found on the VLT AutomationDrive.
Confidential / Property of
Danfoss Drives A/S
36
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
CD’s.
Case Study: Ease of use Functions
Confidential / Property of
Danfoss Drives A/S
37
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.
Case Study: Ease of use Functions
Confidential / Property of
Danfoss Drives A/S
38
The Graphical LCP includes
Quick Menus simplifying
setup.
• My personal menu
• Quick setup
• Changes made
• Loggings
• Application set-ups
Case Study: Ease of use Functions
Confidential / Property of
Danfoss Drives A/S
39
Case Study: Ease of Use Functions
In addition the Graphic LCP provides:
Advanced Copy Functions.
• Includes motion programs.
Alarm messages/log.
• Full text messages.
• Customised texts.
Customized display.
• Text and values.
• Easy and improved.
• monitoring/fault finding.
• Graphical data log.
Undo-function.
• Resets latest change.
Confidential / Property of
Danfoss Drives A/S
40
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.
Case Study: Ease of Use Functions
Confidential / Property of
Danfoss Drives A/S
41
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.
Confidential / Property of
Danfoss Drives A/S
42
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 φ
≈ 1)
• True power factor 0.9
Confidential / Property of
Danfoss Drives A/S
43
Case Study: Harmonic Suppression
37
112
0
20
40
60
80
100
TH
Di (%
)
At 100% load
FC301
MM440
The graph shows a comparison of harmonics current levels from the FC301 with it’s built-in DC-coil, 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.
Confidential / Property of
Danfoss Drives A/S
44
Case Study: Harmonic Suppression
Source: Siemens Micromaster catalogue
AC- Choke
RFI-filter
AC- Choke
Confidential / Property of
Danfoss Drives A/S
45
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.
Confidential / Property of
Danfoss Drives A/S
46
Summary
The VLT AutomationDrive provides several unique functions that differentiate it from Competitive products. These functions have real VALUE when required by an application.
• Smart Logic Controller.
• Compact Design.
• MCO 305 Motion Controller.
• 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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