Keep Being Demanding! Siemens CEO Kaul About the Indian Automation Market

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PROCESS India: Have you recently made any strategic change to attract more customers?

KAUL: In 2012, we are implementing more strategic focus towards the verticals. Now, we have separate dedicated teams responsible for chemical, pharmaceutical, F&B etc. Beside the system-oriented structure, we are also developing domain expertise for all the vertical processes. We call these ‘vertical markets’, and under Industry Automation we have six such segments.

“We Are Always Looking at the Life Cycle Cost”

Irrespective of the category of the customer, be it an SME or a large company, everyone looks at the return on investment (ROI). Therefore, we are always looking at the life cycle cost. It is a question of – how we are going to convince a company for every single rupee that they are going to invest for automation. We talk of the saving, which can be done in two ways – direct saving (say) by means of reducing energy consumption or indirectly by increasing the efficiency or productivity of the customer.

The other aspect is the whole process’ reliability, safety and the costs associated with them. When we have a complete facility running 24 hours, from the customer’s point of view, we look at various aspects (such as heat recovery etc.) – in order to bring cost competitiveness in their businesses.

We thus tell our customers, buy Siemens products but not only because we are the best, but also because we add values to your processes that make economic sense.

Commitment for Green Technology

PROCESS India: What is Siemens’ contribution in the field of green technology?

KAUL: At global level (including India), we have made a big commitment for green technology. We say 30 per cent of our total revenue is green revenue. Now, it comes in various forms – it may be from renewable energies or in terms of saving of power.

We talk about efficient use of power – one unit of power saved is equal to one unit of power generated. This is a very key core strategy within Siemens – to go the green solutions are supporting the green environment.

India's automation market changes quickly. On page 3, Kaul explains how Siemens plans to keep up with the pace!

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