ABB Malaysia is the new base for South Asia region ABB

The official newsletter of ABB Malaysia Sdn Bhd
September / October 2008
ABB Malaysia is the
new base for South Asia region
ABB switchgears used for
technical training by TNB
NorNed underwater power link
Country Manager’s message
Contents
ABB Malaysia is the new South Asia region HQ
3
Driving the local automotive industry
4
Growing the service sector 5
Paradigm shift – pursuing people excellence
6
Tnb uses ABB switchgears at distribution simulator 8
Automation Products growth meeting
8
BU pphv budgeting and pphv service budget meetings 9
Launch of acsm1 servo drive
9
Joe Hogan: New ceo of abb Group
10
Abb delivers longest underwater power link
10
It gives me great pleasure to present our first issue of ‘In-Touch’, ABB
Malaysia’s quarterly newsletter which has been republished after a long
gap. The newsletter comprises news and initiatives undertaken by ABB
Malaysia as well as the ABB Group worldwide. With a global presence
in around 100 countries, there’s always an interesting story to share as
ABB touches the lives of people through a broad spectrum of innovative
products, system and solutions. I hope that you’ll find the newsletter
interesting and insightful.
Abb and TrEES celebrate six years of successful collaboration 11
Road safety tips 12
Fes accreditation for abb employees
13
Positioning abb… certainly
14
Sas Communications meeting and brand day 14
Automation Products distributor list
15
In this issue, it’s timely that we announce the relocation of ABB’s South
Asia regional head office to Malaysia effective Oct. 1, 2008. This is
a major milestone for ABB’s operations in the country and a proud
moment for every employee. Deeply rooted in the nation’s journey, our
story in Malaysia began in 1904 when MFO Oerlikon installed the first
power generator.
Today, after more than a century later, we are proud to be making our
presence stronger in Malaysia. The regional head office for Automation
Products is already based in Malaysia, together with other regional
functions such as the Power Products Medium Voltage (PPMV)
marketing, Oil and Gas marketing and the Robotics regional sales. In this
regard, the regional office relocation underpins Malaysia’s potential and
growing market importance to the ABB Group.
In-Touch editorial team
Editor:
Nirmala Devi
Contributors:
Esmen Yee
Fred Steeghs
Gan Boon Hean
Lee Ming Enn
Lee Yuk Suat
Soo Wen Yau
Tricia Lim
Wong Siew Li
This move also marks the beginning of an exciting period for me
personally as I step into the role of Country Manager for ABB Malaysia,
in addition to my current position as the South Asia region manager.
ABB Malaysia has been built on solid fundamentals, leveraging on the
strength of an outstanding workforce. I’m extremely proud to be leading
the organization and working alongside people who make this a distinct
organization.
Publication Information:
In-Touch is the corporate newsletter of ABB Malaysia Sdn Bhd
published by Corporate Communications. Opinions and views
expressed or implied in the newsletter do not necessarily reflect the
views of the Company.
Finally, I look forward to the continued support and collaboration of our
customers, business partners as well as colleagues as we strive towards
delivering excellent performance in every aspect of our business.
Please address all correspondence to:
Editor
In-Touch
Corporate Communications
ABB Malaysia Sdn Bhd
Lot 608, Jalan SS 13/1K
47500 Subang Jaya
Selangor Darul Ehsan
www.abb.com.my
Tel : 603 5628 4888
BK Sim
Country Manager
Fax : 603 5632 7889
2
Feature story
ABB Malaysia is the new South Asia region HQ
technologies that enables utility
and industry customers to
improve their performance while
lowering environmental impact,
ABB operates through three
companies namely: ABB Holdings Sdn Bhd
ABB Malaysia Sdn Bhd
ABB Manufacturing Sdn Bhd
Most of its operations are today
consolidated under ABB Malaysia
Sdn Bhd which was established
in 1973.
With a consistent growth and
strong economic fundamentals,
Malaysia has emerged as an
important market for ABB in
the region. In recognising its
potential and the increasing role
of Kuala Lumpur as a regional
hub for various business units, the
ABB Group recently announced
the relocation of its South Asia
regional headquarters from
Singapore to Malaysia effective
Oct. 1, 2008.
The move also marks changes
at the helm of ABB Malaysia as
BK Sim takes over as Country
Manager whilst Han Yu assumes
the position of Country HR
Manager. This is in addition
to their current roles as region
manager and region HR manager
for the South Asia region.
View of people at work within the ABB Malaysia factory in Subang Jaya.
ABB’s history in Malaysia began
more than a century ago when
MFO Oerlikon installed the first
power generator in 1904. Today,
as part of the ABB Group, a
leader in power and automation
3
As a key player in the industry,
ABB Malaysia integrates the
global R&D, knowledge, quality
products and experience of the
ABB Group with local customer
interface, production, engineering
and cost level.
Currently, the regional head
office for Automation Products as
well as other regional functions
such as PPMV marketing, O&G
marketing and the Robotics
regional sales, ABB is poised to
solidify its position as a market
leader in Malaysia.
Feature story
Driving the local automotive industry
Robots are generally used
in a wide range of industrial
applications such as metal, food
and beverage as well as the
plastics and foundry industries.
Performing multiple tasks such as
materials handling, spot welding,
spray painting, sealant, palletising
and arc welding, robots have
become an indispensable part of
these industries.
In Malaysia, the use of robots
has become increasing popular.
They can be found in various
applications such as military,
medical and factories. Designed
to increase speed and improve
accuracy, robots can replace
human functions for jobs that
are hazardous and dangerous.
Robots also enable the
manufacturing sector to achieve
economy of scale and reduction
of human errors that can affect the
bottom line of an organisation.
Perodua, Malaysia’s second
automobile manufacturer,
specialises in producing smallcompact cars. Since the launch of
its first car, the Perodua Kancil in
1994, Perodua has grown to be a
dominant force in the Malaysian
automotive industry. In 2006
and 2007, Perodua emerged as
the best selling car company in
Malaysia.
For Perodua, ABB robots offer
consistency for spray painting
The repeatability motion of ABB
robots have helped produced
near perfect quality while at the
same time reducing wastage.
Additionally, the robots’
unmatched competence and
speed in welding have increased
efficiency on the assembly line,
therefore enabling Perodua to
meet tight production deadlines.
Spray painting in progress.
“One of the main reasons that
customers choose ABB robots
is the long term benefit it offers.
Our robots are versatile, efficient
and reliable,” said Denver Ng,
vice president of ABB Malaysia’s
Robotics division.
Denver Ng
Another industry which sees
robots playing an integral role
in its production process is the
automotive manufacturing and
assembling industry. In Malaysia,
one of ABB’s key clients,
Perusahaan Otomobil Kedua
Berhad (Perodua) has relied on
ABB robots for the production of
its popular models since 1997.
The robots are mainly used for
painting, spot welding, press
automation and waterjet cutting
operations.
A model showing how robots are used in the automotive industry.
4
“Apart from Perodua, ABB
robots are also widely used by
other automotive manufacturers
and assemblers, namely Honda
Malaysia Sdn Bhd, Perusahaan
Otomobil Nasional (PROTON) Sdn
Bhd and as well as Tan Chong
Motor Assemblies Sdn Bhd who
assembles the NISSAN marque,”
added Ng.
Feature story
Growing the service sector
Since its inception, ABB
Malaysia’s substation business
has grown to become one of the
leaders in the industry. To further
tap the potential of this business,
the company took the initiative to
start the Substation Service unit
in 1997. However, the unit faced
a multitude of challenges as most
customers were not willing to pay
for service charges which were
deemed only necessary during a
breakdown or equipment failure.
Undaunted, Gan Boon Hean,
vice president and head of
Front-End-Sales, spurred the
staff by encouraging them to
understand the customers’
expectation. Most customers
wanted reliability and solutions at
the lowest cost. Following that,
the Substation Service unit started
offering customised solutions by
providing strategic spares,
preventive maintenance, repairs
and spare parts.
Another challenge was the high
fees charged for the services
which were attributed to the
reliance on service engineers from
Europe. To reduce the fees, the
unit looked at options to localise
the service and leveraged on
the expertise of various ABB
factories in Sweden, Germany
and Switzerland. Through many
engagements and dialogues,
the unit finally signed a service
agreement with these factories.
engineers, it would have to
expand its business to other
emerging markets.
“By identifying the customers’
needs and capitalising on our
trained service engineers, we
have managed to expand our
business to new territories such
as Indonesia, Thailand, Philippines
and Vietnam,” said Gan. He added
that this strategy fitted seamlessly
into ABB’s global strategy.
Gan Boon Hean
However, due to the limited
market opportunities in Malaysia,
the unit realised that to fully
capitalise the trained service
5
As a result, the service sector has
become a strong contributor to
the company’s bottom line here
in Malaysia.
The success of the Substation
Service unit has led ABB Malaysia
to implement a comprehensive
service strategy in tandem
with the Group to fully realise
the potential of the service
business and the existing market
opportunities it brings.
Feature story
Paradigm shift – pursuing people excellence
Achieving excellence in human
capital is one of the most important
components in businesses today.
At ABB Malaysia’s Low Voltage
System (LVS) unit, investment
has been made to raise the bar
of its products and services
by implementing the People
Excellence Programme.
He also said that achieving
product excellence is important to
make ABB the best in the industry.
To achieve this target, the
programme endeavours to help
the staff focus on presenting the
best features of the systems and
solutions provided by ABB. If this
objective is reached, customers
will form a positive association
between ABB-MNS and the
‘best switchgear’ available in
the industry.
The programme addresses
four main critical areas that are
vital to the LVS unit’s business
- Creating customer intimacy;
Achieving product excellence;
Operational excellence; as well
as Cultivating team work and
an Excellent work culture
amongst its staff.
The third area of the programme –
Operational excellence - involves
creating an environment of quality
thinking and precise execution.
This is important especially in
project-driven businesses that
involve complex processes such
as engineering and logistics.
“Failure to achieve operational
excellence may bring about
unfavourable results that will affect
not only the bottom line of the
business, but more importantly,
our reputation,” Steeghs added.
LVS staff at work.
All of the three main areas can
only be achieved with the support
of ABB staff. Hence, a culture of
excellence needs to be cultivated
and nurtured through people
development.
“We hope that with the
implementation of this
programme, the LVS unit will
emerge as the regional or even
global hub for LV switchgear, and
be the best in its class. To top it
off, we hope that ABB Malaysia’s
LVS unit will realise its goal to
become the customers’ natural
partner of choice in the industry,”
Steeghs remarked.
Fred Steeghs, vice president
of LVS, explained, “Creating
customer intimacy involves
getting to know the customers
and their clients. It also includes
gaining insights into their business
drivers and requirements. By
doing so, we are able to build
highly professional and good
relationships which will lead to
building strong partnerships with
our customers.”
This is how it’s done – Fred Steeghs
trying his hand at making thosai.
The programme aims to make
ABB Malaysia’s LVS unit the
best in all aspects within the
company’s global LVS network
and also be recognised as the
benchmark by other business
units. More importantly, the
programme allows ABB’s LVS unit
to respond, react and grow with
the global market dynamics.
Scaling new heights – another
teambuilding session.
Piecing the puzzles – a teambuilding session in progress at the LVS Teambuilding/
Leadership weekend in July.
6
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consumption where it takes place
ABB Malaysia Sdn. Bhd.
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Tel: 03-56284888
Fax: 03-56358200
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7
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Stop that energy thief!
KL highlights
TnB uses ABB switchgears at distribution simulator
ABB’s ZX2 gas insulated switchgear is being
used by Tenaga nasional Berhad (TnB) at its
33kV PPU Distributor Simulator to support
the training for TnB’s technical personnel
before they undertake any field assignment.
The official opening of the Distribution
Simulator, which was held at the TnB
Training Institute in Bangi on Aug. 19, 2008,
was attended by about 40 guests from the
industry including TnB’s YBhg Datuk Wira
Sidek, Senior Vice President, Operations
and Technical; YBhg Dato’ Ir Aishah bt
Dato’ Haji Abdul Rauf, Vice President of
Distribution; and YBhg Dato’ Kamaruzzaman
Jusoh, Vice President of Human Resources.
ABB Malaysia was represented by Karel
endlicher, vice president and head of
business unit - Medium Voltage Products;
and Gan Boon Hean, vice president and
head of Front-end-Sales.
“It is a privilege for us to be associated with
TnB in its efforts to advance the skills and
potential of its workforce. As the national
electricity utility company in Malaysia,
TnB has played a pivotal role in human
capital development. ABB is pleased to
be supporting the efforts undertaken by
TnB to equip its employees with job
related hands-on experience in their
efforts to serve millions of customers
throughout Malaysia,” said endlicher.
The 33kV simulator is located at TnB’s
training centre, Institut Latihan Sultan
Ahmad Shah (ILSAS) in Bangi, Selangor.
ILSAS, which aims to be the centre of
excellence in power utility competencybased training, provides knowledge, skills,
and attitudinal requisites for operational
excellence within the power utility and its
related industries.
Automation Products growth meeting
The Automation Products South Asia
Region Growth Meeting brought
together a total of 186 participants from
the region as well as ABB factories for
AP products worldwide. The three-day
event was held from Sept. 16-18, 2008,
at the Putrajaya Marriott Hotel.
8
KL highlights
Bu PPHv budgeting and
PPHv service budget meetings
The Power Products High Voltage (PPHV) business unit budget meeting
and service budget meeting were held from Sept. 16-18, 2008, at
The Ritz Carlton Kuala Lumpur.
The meetings brought together the
principals of the product sales centres from
europe, the United States, China, India and
Australia together with the local product
sales centre representatives from the north
Asia (nAS) as well as South Asia (SAS)
regions to deliberate on the strategies and
business plans for 2009.
“The event was indeed a success,
with active participation from both the
principal and the local nAS/SAS teams.
The close collaboration between both
parties also helped increase the overall
sales volume for SAS in 2008,” said
Gan Boon Hean, vice president
and head of Front-end-Sales,
ABB Malaysia.
Launch of ACSM1
servo drive
The soft launch for the high performance
machinery drive, the ACSM1 Servo Drive, was
held on Aug. 1, 2008, at the Sunway Resort & Spa
for ABB’s channel partners, consultants, OeMs
and system integrators. The event kicked off with
an opening speech by Sam Weng Choon, sales
engineer; followed by a brief introduction on ABB
drives by Tan Son nie, department manager.
Participants to the seminar were also briefed on
the characteristics, control interface, advantages
and applications of the drive by ere Jaaskelainen
from Finland.
9
ABB Group highlights
Joe Hogan: ceo of abb Group
Joseph M. Hogan has been
appointed as Chief Executive
Officer of the ABB Group with
effect from Sept. 1, 2008. Prior
to joining ABB Group, Hogan
was the CEO of GE Healthcare,
the global leader in medical
diagnostic technology and
biosciences, and is a member of
the GE Senior Executive Council.
Michel Demaré, ABB’s Chief
Financial Officer, who has held
the CEO position on an ad-interim
basis since Feb. 13, 2008, will
continue to serve as ABB’s Chief
Financial Officer.
increase energy efficiency and
industrial productivity for its
customers. I look forward to
leading the Company to the next
stage of its development and
success together with the team
at ABB.”
“I am honored to become ABB’s
Hogan has a long and
distinguished career at GE,
spanning 23 years and a wide
range of challenging positions. He
led GE Medical Systems and then
GE Healthcare from November
2000, during which time he grew
the business by $11 billion. Prior
to this, he served as President
and CEO of GE Fanuc Automation
CEO,” Hogan said. “I am deeply
committed to ABB’s drive to
North America, Inc., a global
supplier of industrial controls
systems and a joint venture
between GE and FANUC of Japan.
Previously, he held a number of
key positions in sales, marketing
and product development at GE
Plastics. Hogan holds a Bachelor
of Science degree in Business
Administration from Geneva
College and an MBA from Robert
Morris University, both in the U.S.
Abb delivers longest underwater power link
ABB recently supplied the key technologies for
NorNed, the 580-kilometer power link between the
Netherlands and Norway. TenneT and Statnett, the
Dutch and Norwegian transmission system operators,
are the joint owners of the transmission link. The
project brings the goal of a common power network
and a reliable, efficient electricity supply for Europe a
step closer to reality.
Map of the NorNed HVDC project
The ABB-built link using high-voltage direct current
(HVDC) technology allows TenneT in the Netherlands
and Statnett in Norway to trade power and increase
the reliability of electrical supply in each country.
The Dutch grid can use Norwegian hydropower to
manage peak power loads during the day and, by
offering an alternative to fossil fuel-based generation,
grid operators expect to reduce CO2 emissions by
about 1.7 million tons per year.
NorNed is the longest submarine cable link in the
world and the most powerful, with a transmission
capacity of 700 megawatts. It was inaugurated in the
presence of executives from TenneT and Statnett and
ABB, as well as the Norwegian minister of petroleum
and energy, Terje Riis-Johansen, and the Dutch
economics minister, Maria van der Hoeven.
“NorNed is a landmark feat of engineering that
brings Europe even closer to the goal of creating a
reliable, continent-wide electrical network with low
environmental impact,” said Peter Leupp, head of
ABB’s Power Systems division. “It is a significant
contribution to the quality and reliability of Europe’s
power supply.”
NorNed is the first direct power link between Norway
and the Netherlands, and is part of the European
Union’s plan to improve cross-border power
infrastructure, reduce blackouts and help create more
efficient power markets within Europe.
Loading the world’s longest oil-impregnated paperinsulated
cable - the NorNed cable (580 km) - on board the laying vessel.
10
MYABB cares
Abb and TrEES celebrate six years
of successful collaboration
Caring for the environment has
always been the cornerstone
of ABB’s operations. To further
enhance the company’s effort
to play a part to conserve the
environment, ABB has been
collaborating with a local nonprofit environment organisation,
Treat Every Environment Special
Sdn Bhd or TrEES, to establish
an in-house paper recycling
programme at the ABB office.
TrEES has more than 13 years’
experience in engaging diverse
sectors of the Malaysian society
to work together in conserving the
environment. Many of the projects
initiated by the organisation are
still running successfully and have
been improved and replicated
over the years by the Government
as well as other organisations.
The ABB-TrEES recycling
initiative, which started in
2001, enters its sixth year of
operation and efforts are being
made to further strengthen the
programme. One of the key
factors for the programme’s
success is the commitment of
ABB personnel. This attributed to
the awareness raised at the early
stage of the programme through a
comprehensive educational series
conducted by TrEES.
Over the past six years, the
programme saw the collection of
over 100 tonnes of paper from
ABB. Based on the fact that 17
trees are saved from every tonne
of paper recycled, the ABBTrEES recycling programme has
successfully saved over
1,700 trees!
Volunteers at a recycling centre.
“TrEES has also benefited from
its collaboration with ABB. By
demonstrating the success of the
ABB-TrEES recycling programme,
TrEES has been able to convince
other corporations to initiate
their own in-house recycling
programmes to contribute
further towards protecting our
environment,” Leela Panikkar,
Director of TrEES said.
“We are proud to be associated
with ABB through this programme.
It’s a simple and straight
forward initiative that goes a
long way towards protecting
the environment for future
generations,” she added.
With the continued commitment
of every ABB personnel, the ABBTrEES recycling programme will
continue to become an essential
component of the company’s
environmental protection initiative.
Teaching our children to recycle.
ABB and TrEES
recycling programme
has successfully saved
1,700 trees.
Starting them young - creating
awareness amongst children is
essential.
Students in an educational programme
organised by TrEES.
11
Roads safety tips
In this two-part series,
the In-Touch magazine
features some road safety
tips to help you and your
family reach your
destination safely.
Belt up
• Belt up in the front and back,
even on short trips.
• Babies must be in a correctly:
- fitted baby seat and young
children must be in a
correctly fitted child seat.
- Seats must be right for your
child’s size and weight, and
right for your vehicle.
- Always ‘try before you buy’
and follow the manufacturer’s
instructions. never use a ‘rear
facing’ child seat in a seat
with an airbag.
- never use a second hand
seat. It may have been
damaged in a crash.
- never let a passenger just
hold a child. In a crash, the
child would be thrown
forward or crushed by the
person holding them.
• Check to ensure that everyone
is restrained before setting off.
Move up
Check the position of your head
restraint to avoid a whiplash or
broken neck.
• The top of your head restraint
should be no lower than the top
of your ears.
• Straighten your seat so that the
head restraint is just behind
your head.
• Check passengers’ head
restraints too.
Buck up
Deaths are caused by drivers
failing to concentrate because
they are stressed, ‘switch off’ for
a second or are thinking about
other things. Driving requires full
concentration.
• Focus on your driving and the
hazards ahead. Tell passengers
to ‘shhh’ if necessary.
• Drive calmly, and try not to
get ‘worked up’ by other
drivers. Stress is an illness and
can damage your health.
• If you feel distracted, or need to
reach for something in the
vehicle, you probably need a
break.
• If a medical condition,
for example, pregnancy, a
neurological condition, or flu,
affects your concentration,
don’t drive.
• Stop sooner if you feel tired.
• Winding down the window or
turning up music may help in
the short term while finding a
safe place to pull up.
Sharpen up
Your eyesight can deteriorate
without you knowing it.
Get your eyes checked at least
once every two years, even if you
think you have perfect eyesight.
This applies to all ages, but is
particularly important if you are
over 50.
If you wear glasses or lenses,
never drive without them. Keep a
spare pair in your vehicle if you’re
forgetful.
Shut up
never use a mobile phone
or pager while driving. no
conversation is more important
than a life.
• Put your phone or pager on to
message service.
• Stop for messages and a break
at least every two hours on long
journeys.
• Don’t be tempted to use a
hands-free set while driving. It
can be just as distracting as a
hand-held.
Back up
Give yourself braking space when
you are driving. You need it in a
crisis. Count the seconds between
you and the vehicle in front.
Watch when the vehicle in front
passes a static object (eg. tree)
and see how long it takes for you
to drive past it.
If you’re any closer than two
seconds, drop back.
• Dropping back helps you to
spot hazards and drive more
smoothly.
• When other drivers cut in front,
drop back again.
• The rule works at all speeds,
not just on highways.
Wake up
Tired drivers are lethal.
• Never drive if you feel shattered.
• Get enough sleep before a long
drive.
• Take a break every two hours.
Account for these breaks when
planning your journey time.
Check up
Defects such as worn tyres and
blown light bulbs are common and
can kill.
Carry out essential, regular and
easy checks yourself.
• To check your tyre tread, look
for ‘tread wear indicator bars’
on your tyres. These are small
bumps set into the main
grooves which indicate the
minimum legal tread. Change
your tyres before your tread gets
this low.
• Also regularly check that your
lights are clean and bulbs aren’t
blown, your oil and water levels
are adequate, and your wiper
blades aren’t worn. A pair of
worn wiper blades could be
fatal on a rainy day.
• It is essential to have your
vehicle serviced at the
frequency recommended by the
manufacturer.
• Ask your mechanic about the
state of safety-critical
components on your vehicle
when it is being serviced.
• Check tyres for cracks, worn
patches and bulges. If you find
any, consult your mechanic
immediately.
• Buy a hand-held tyre pressure
gauge and check your tyres’
pressure regularly. The correct
pressure will be written in your
vehicle’s hand book and
sometimes on the inside of your
vehicle’s door.
-contributed by Lee Ming Enn
Safety guides are also available at: http://inside.abb.com/healthandsafety
12
Employee news
FES accreditation for abb employees
In its efforts to capture the opportunities
for more profitable and sustainable
growth, the Power Products and
Power Systems divisions have initiated
a common Front-End-Sales (FES)
accreditation programme. The
on-going programme, which began
Group-wide end 2006, aims to map,
train and develop the competencies of
the FES team in areas of Commercial
Skills, Technical Sales and Sales
Personality Skills.
“Ultimately, the programme will result in
the certification of the individual sales
person with proposals for development.
This would include the required level of
training based on the mapping of the
individual’s actual competence levels,”
she added.
A total of 2,500 FES employees
worldwide from the Power Products
and Power Systems divisions will be
participating this programme in stages,
which will take approximately 16 -18
months to complete. The local ABB office
will then be accredited after the training
of the employees is completed.
In Malaysia, a total of 18 ABB employees
will be undergoing this programme.
“With this programme, we hope to define
a competence profile and design a
competence mapping process in a way
that is simple, transparent and easy to
implement,” said Lee Yuk Suat, senior
manager - HR.
ABB Malaysia will be taking part in the
POWER-GEN Asia Conference and Exhibition
Date : October 21 - 23, 2008
Venue : KLCC Convention Centre, Kuala Lumpur
The ABB booth will be located at Hall 2, Stand K14
We look forward to welcoming you to our stand.
13
New brand campaign
Positioning ABB… certainly
ABB Group’s new global corporate advertising
campaign – entitled ‘Certainly’ – seeks
to spearhead the refreshed ABB brand
proposition and visual identity.
Motive OOH
of choice with the target customer group,
the messages will also have resonance with
the broader stakeholder group, reassuring
society as a whole of ABB’s commitment to
environmental protection in all our operations.
Clarissa Haller, head of corporate
communications said, “The structural changes
in the markets where we operate and the
re-focusing of ABB’s strategy with our 2011
programme made it clear we had to review
how we tell the ABB story to our stakeholders.
The advertising campaign is a major step in
strengthening how we position ABB.”
wanted to create a campaign that could
be understood across geographies and
cultures. Before any creative development,
we conducted extensive customer and
internal research to ensure that our messages
resonated with our audience. During the
creative process, we tested the campaign to
ensure that it would be credible for our target
groups. Trust is particularly important for
branding and especially in our business.”
Confidential
© ABB Group
Corporate Communications | Branding
June 05, 2008 | Slide 3
Launched on Sept. 1, 2008 the campaign aims
to position ABB as a global leader in energy
efficiency, enabling societies to maximise the
productivity of natural resources and reduce
greenhouse gases and other harmful waste.
More importantly, it will also have the clear aim
of differentiating ABB from key competitors.
The campaign creative features four subject
areas, each highlighting one of ABB’s core
areas of expertise and strength: reduction in
energy consumption, wind power, fuel efficient
ships and more efficient refineries.
As well as positioning ABB as the supplier
Confidential
© ABB Group
Corporate Communications | Branding
June 05, 2008 | Slide 1
Confidential
© ABB Group
Corporate Communications | Branding
June 05, 2008 | Slide 2
Gary Steel, head of HR added, “This campaign
should also give our employees a major
opportunity to go out and tell the new ABB
story to customers, suppliers and all the other
organisations we deal with in our daily lives.”
Maria Jobin, head of branding said, “We
The campaign has been translated in to
several languages and will run in over 30
international airports, including Shanghai,
Tokyo, new York and Zurich. It will also run in
some of the world’s top business publications,
including Time, Wall Street Journal and
The Financial Times.
SAS Communications meeting and brand day
The SAS Communications team
comprising representatives from
India, Thailand, Vietnam, Malaysia,
Singapore, Indonesia, Philippines,
Australia and new Zealand
attended a two-day meeting held
from Sept. 27-28, 2008, at JW
Marriott Hotel, Kuala Lumpur.
Maria Jobin stressing a point during the
brand day workshop
The meeting saw an enthusiastic
sharing of ideas amongst key
Communications personnel in
the region as they presented their
2008 plans and implementation
status as well as 2009 priorities.
Following the Communications
meeting, the SAS Brand Day
was held at the same venue on
Sept. 29, 2008. Thirty personnel
in various marketing and
communications roles from the
region attended the event which
included an overview of ABB’s
Global Brand Campaign by Maria
Jobin, head of branding, as well
as workshops on the new brand
rules and imagery concept.
The SAS Communications team in a group photograph with the PETRONAS Twin
Towers in the background. In the photo are also Peter Stierli (second row, from left),
Harmeet Bawa (head-SAS Region Communications) and Maria (fourth from left)
14
Automation Products
distributor list
To serve you better, our distributor list… Central
AE Eltromatic (M) Sdn Bhd,
Selangor
Tel :03-90769811
Fax :03-90767866
Contact Person : Woo Wen Yang
(Drives)
KVC Electric (M) Sdn Bhd,
Selangor
Tel :03-89252828
Fax :03-89266828
Contact Person : Jason Wong
Softstarters & Drives)
Interlec Electrical Supplies Sdn
Bhd, Kuala Lumpur
Tel :03-79817668
Fax :03-79812720
Contact Person : Yap Chee Keong
(Contactors, TOR, MMS, MCBs,
RCCBs)
Fuseline Electric & Engineering
Sdn Bhd, Selangor
Tel :03-55695766
Fax :03-55690058
Email:fuseline@streamyx.com
Contact Person : Wu Nge Peng,
Joey Teoh (Contactors, TOR, MMS,
MCBs, RCCBs, ACB, MCCBs,
Surge Protection Devices, Isolator
& Switch Fuse)
LV Control Sdn Bhd, Selangor
Tel :03-56364610
Fax :03-56364780
Email : lvc@pd.jaring.my
Contact Person : Joy Si (AutoResetRCCB, Surge Protection Devices)
KME Components Sdn Bhd,
Selangor
Tel :03-55693204
Fax :03-55695504
Contact Person : Carrie Ng
(Domestic Switch & Sockets)
Thung Guan Electrical Machinery
Sdn Bhd, Kuala Lumpur
Tel :03-92211811
Fax :03-92229014
Contact Person : Hoo Sai Hoong
(Domestic Switch & Sockets)
dp Thermo Control Electric Sdn
Bhd, Kuala Lumpur
Tel :03-79806336
Fax :03-79838822
Contact Person : S K Lim
Mobile : 012-3346423
(Electronic Products & Relays)
Stantric Sdn Bhd, Kuala Lumpur
Tel :03-92810688
Fax :03-92810689
Contact Person : Liew Y. K
(ACBs, MCCBs, Isolator &
Switch Fuse)
Perniagaan Elektrik Sin Len Hup
(Sel) Sdn Bhd, Selangor
Tel :03-78042323
Fax :03-78040386
Contact Person : Yap A. H
(L.V Capacitors, Power
Factor Controller)
Sun Power Automations Sdn Bhd,
Selangor
Tel :03-61577555
Fax :03-61577666
Contact Person : Terence Tan,
Justin Lim (Surge Protection
Devices)
Kuasa Jati Sdn Bhd, Selangor
Tel :03-51228859
Fax :03-51218859
Email:info@kuasajati.com
Contact Person : Jimmy Chung
Mobile : 012-3050068
(Contactors, TOR)
Northern Region
Henshen Electrical Sdn. Bhd,
Seberang Perai Tengah
Tel :04-3909345, 3996345
Fax :04- 3996672
Contact Person : Lai Chin Tsing
(Domestic Switch & Sockets,
MCB, RCCBs)
Chunley Electrical Trading, Kedah
Tel :04-7308808
Fax :04-7328808
Contact Person : Lai Chin Choong
(Domestic Switch & Sockets, MCBs,
RCCBs, ACBs, MCCBs)
TEC Total Electric & Control
(Penang) Sdn Bhd
Tel :04-3976633
Fax :04-3997823
(Contactor, TOR, MMS)
United Pacific Control (M)
Sdn Bhd, Johor
Tel :07-3575953
Fax :07-3575954
Email:upcjb@streamyx.com
Contact Person : Teoh Chan Wei
(Contactors, TOR, MMS)
Sykt. Elektrik Combi (J.B)
Sdn. Bhd, Johor
Tel :07-3560208 / 3529208
Fax :07-3560209
Contact Person : Lee, Chang
(Domestic Switch & Sockets,
MCB, RCCBs)
Kosun Industrial Supplies (M)
Sdn Bhd
Tel :07-3519288
Fax :07-3529288
Contact Person : Y S Kong, S S Gan
(Contactors, TOR, MMS)
East Malaysia
Exporise Electric Sdn Bhd,
Sarawak
Tel :082-343636
Fax :082-343939
Contact Person : Spencer Wee
(MCBs, RCCBs, Domestic
Switch & Sockets)
Furse Electric (Sabah) Sdn Bhd,
Sabah
Tel :088-425000
Fax :088-421133
Email:furse@streamyx.com
Contact Person : C S Wong
(MCBs, RCCBs, Domestic
Switch & Sockets)
Powerco Trading (K.K) Sdn Bhd,
Sabah
Tel :088-716222
Fax :088-715985
Contact Person : Ho S. Y
(MCCBs, ACBs, Isolator &
Switch Fuse)
Southern Region
Mutiara Transmission &
Distribution Sdn Bhd, Johor
Tel :07-3515766
Fax :07-3515768
Email:mtad@mtad.com.my
Contact Person : Tan Hock Huat
(MCBs, RCCBs, Contactors, TOR,
MMS, Softstarter, ACB, MCCB)
Eib System
Integrator, designer
switch & sockets
Central
IA SYS Technology Sdn Bhd,
Kuala Lumpur
Tel :03-21165709
Fax :03-21165999
Contact Person : Chris Lim
Mobile : 012-399 6471
Seikou Systec Sdn Bhd,
Kuala Lumpur
Tel : 03-90577793
Fax : 03-90577795
Contact Person : P W Siew
Mobile : 016-202 5503
Northern
SAS Integrated Solutions Sdn
Bhd, Penang
Tel : 04-8900929
Fax : 04-8900929
Email : sale@sas-is.com
Contact Person : Michael Chew
Mobile : 012-438 4260
East Malaysia
Ching Electrical Engineering
Services, Sawarak
Tel :085-658822
Fax :085-656658
Email : cees@tm.net.my
Contact Person : Peter Yong
Mobile : 016-870 9855,
019-884 1255
Panmax Sdn Bhd, Sarawak
Tel :082-574790
Fax :082-453690
Email : panmax@tm.net.my
Contact Person : Allen Lee
Mobile : 016 - 860 6363
Maritime & Industrial Engineers
Sdn Bhd, Sabah
Tel :088-438998
Fax :088-438008
Email : mies@streamyx.com
Contact Person : Peter Wong
Mobile : 012-8021898
Future Intelligent Systems Sdn
Bhd, Melaka
Tel :06 - 233 1284
Fax :06 - 232 6437
Email : prof@tm.net.my
Contact Person : Max Yeng
Mobile : 012 - 639 8600
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