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Design News, May 2013

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My Opinion On .... Richard Nass, Brand Director, rich.nass@ubm.com Follow us on: Energy Efficiency is Universal LAST MONTH I attended the Hanover Fair, a strategy called For Energy Efficiency, or billed as the world's largest industrial trade 4EE. Because Bosch uses the technique in show, in Hanover, Germany. I won't dispute its own facilities, it has a high level of conthe "world's largest" statement because it's the fidence in the capabilities of 4EE. Basically, biggest I've ever attended. It was eye-opening 4EE leverages the potential of all drive and for lots of reasons, including the difference in control technologies to optimize across an German trade show culture verses that seen in application. US trade shows. A meeting with Festo uncovered simiI got the impression that the Germans lar results. They believe that sustainable believe that attending trade shows is part of energy efficiency in automation requires a their jobs, a way to meet with manufactur- sophisticated concept that covers four areas: ers, a way to stay abreast of the latest tech- intelligent dimensioning; energy-efficient nologies, and so on. They products and solutions; block off the time for the I got the impres- services; and training and pertinent events and atconsulting. The comsion that the tend like it's mandatory. pany has an on-going inConversely, the Americans Germans believe ternal training program tend to attend the shows to ensure that everyone when they really have a attending trade within the company is up current need for info, or shows is part of to speed on its latest and they have nothing better greatest techniques and their jobs. to do (which is really never technologies, which are the case these days). then passed on to cusOne topic that was very prevalent at the tomers. The concepts are applied through show was energy efficiency. Those words the product lifecycle, from the initial design seemed to work their way into just about concept, through delivery of the product, every conversation. Clearly, some form of including training. energy efficiency has migrated from "nice Throughout the Hanover Fair show, to have" to "must have." similar conversations were had, the only In one conversation with Bosch Rexroth, differences lying in the expertise of each they say that they are trying to penetrate vendor. Some saw their efficiencies through into countries where there simply isn't software, while others in various hardware enough energy available to "do it the old techniques. But in the end, I didn't come way." So the choice comes down to finding across one vendor who didn't already have a a more energy efficient method, or losing strategy in place. the business to a competitor. Clearly, they opted for the former. As customers continue to ask for more efficiency with at least the same degree of productivity, Bosch Rexroth developed Design News | MAY 2013 | www.d e sig n n e ws.c o m –12– magenta cyan yellow black ES244384_DN1305_012.pgs 05.02.2013 05:22 UBM

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