Product Introduction Package SKF Shaft Alignment Tools TKSA

SKF Shaft Alignment Tools TKSA series

Background & Product history

SKF’s first shaft alignment tool, the TMEA 1, was launched in 1998 and marketed as an affordable and easy to use tool. Since then, printer and intrinsically safe variants of the TMEA 1 have been developed and sold successfully. In 2003, the TMEA 1 was superseded by the TMEA 2, a tool that was significantly cheaper, even easier to use and displayed the live values on one screen.

Rationale for product development

Just as in consumer electronics, such as DVD players and LCD televisions, the market price of electronic instruments has decreased as their capabilities have increased. Our market surveys, conducted in 2008/9, told us that our products were perceived to be expensive and had a low specification.

Market research amongst SKF sales companies, distributors and actual end-users, told us that a cheaper TMEA 2 would enable almost any company to own a shaft alignment tool. We also learnt that if priced correctly, a new low cost tool would be a real competitor to outmoded and complicated methods, such as dial indicators. The survey also told us that competitor shaft alignment tools, at similar price levels of TMEA 2, offered so0me highly desired functionality that the TMEA 2 could not offer.

After examining the survey results and interviewing customers, we decided to develop two new shaft alignment tools to meet customer needs. The resulting of this extensive development are two products, namely:

The SKF Shaft Alignment Tool TKSA 20, a laser alignment tool at a very low price, but with all the essential functionality of the TMEA 2. The TKSA 20 directly replaces the TMEA 2.

The SKF Shaft Alignment Tool TKSA 40, a laser alignment tool that’s easy to use with all the most desired functions, such as tolerance check and results storage, at a similar price to the TMEA 2

Why align

It’s a fact. Shaft misalignment is responsible for up to 50% of all costs related to rotating machinery breakdowns. Accurately aligning shafts can prevent a large number of machinery breakdowns and reduce unplanned downtime that results in a loss of production. In today’s challenging environment of reducing costs and optimizing assets, the necessity of accurate shaft alignment is now greater than ever.

The possible consequences of shaft misalignment are serious to any company's bottom line and include:

Increased friction and thereby energy consumption

Product Introduction Package SKF Shaft Alignment Tools TKSA Series Page 1 of 17 FOR INTERNAL USE ONLY

SKF Maintenance Products – Marketing Department - 2010

Premature bearing and seal failure

Premature shaft and coupling failure

Excessive seal lubricant leakage

Failure of coupling and foundation bolts

Increased vibration and noise

SKF Shaft Alignment Tools TKSA 20 & TKSA 40

Both the TKSA 20 and TKSA 40 are designed around defined customer needs.

TKSA 20

The TKSA 20 is very similar to the existing TMEA 2 and is operated in the same familiar way. The technical specification is virtually identical to the TMEA 2. The TKSA 20 directly replaces the TMEA 2. Our customers told us that a lower minimum shaft diameter was more important that the magnetic fixture. Our response is that the magnetic fixture has been replaced by a standard fixture, with a wider shaft diameter range (30-150mm instead of 40-150mm). The big difference for sales people is that the price has been virtually halved, and this means the process of selling the TKSA 20 is likely to be different than selling the TMEA 2. This is discussed in the section Product positioning and Launch tactics below

TKSA 40

The TKSA 40 has been developed based on our long experience of selling easy to use shaft alignment tools, and its appearance is very different from the TKSA 20 and TMEA 2.

The main differences between the TKSA 40 and TKSA 20/TMEA 2 are as follows:

Intuitive control: Animated graphical interface on a 4 inch back-lit screen and alphanumeric key functions simplify the whole process

Built-in alignment recommendation: Pre and user definable tolerance tables greatly simplify assessment of the alignment. Acceptable, marginal and unacceptable values clearly indicated

Alignment data sharing: Alignment settings and results can be stored to the internal memory and downloaded via USB cable to a PC. Storage of around 100 alignment results is possible. Files are easily shared with others without the need of special software

Advanced soft foot check: Easier and quicker procedure than most competitors (in comparable price class) and TKSA 20, TMEA 2

Maximum distance between measuring units 1m (3.3 ft) compared with 850 mm (2.8 ft), allowing for more versatility in application

The big difference for sales people is that the price of the TKSA 40, with many desired features, is similar to the old TMEA 2. The selling process is likely to be similar to the TMEA 2. This is discussed in the section Product positioning and Launch tactics below



Product group description

The SKF Shaft Alignment Tools TKSA 20 & TKSA 40 is new additions to the SKF range of Alignment Tools. Together with precision machinery shims they offer customers a complete shaft alignment solution.

Product positioning

Total market potential for shaft alignment tools is approximately €300M per annum

25% use laser alignment tools, low, medium and high end (€3000 – €15000+ per tool)

75% of the market consists of users using straight edges, dial indicators and other tools

The area of greatest growth potential for the TKSA 20 and 40 are the current non laser alignment users

Positioning of the TKSA tools is shown below



TKSA 20

The TKSA 20 is positioned;

as the best priced laser shaft alignment tool on the market today

as a competitor to current low-end shaft alignment tools

to enable current non users of laser shaft tools to own a real laser alignment tool

as a tool priced to allow existing laser shaft alignment tool users, with a limited budget, to own more than just one shaft alignment tool

as a tool priced for use by service companies, who need a large number of tools to equip their service personnel

as an entry level laser alignment tool for aligning horizontal shafts with one coupling. This constitutes 90%+ of the market for laser shaft alignment

TKSA 40

The TKSA 40 is positioned;

as a competitor to current low-end shaft alignment tools offered by competitors

as the easiest low-end shaft alignment tool to use

as the low-end shaft alignment tool with all the most desired features

as a tool priced to allow existing laser shaft alignment tool users to own more than just one shaft alignment tool

as an low-end laser alignment tool for aligning horizontal shafts with one coupling. This constitutes 90%+ of the market for laser shaft alignment

Launch tactics



The way products are launched in different countries and markets can vary greatly, but one thing is for sure, you need to launch products to get attention and sales.

It is possible to influence sales and grow the business. Compare the difference between sales units that participated in the alignment campaign 2009, with those who did not.

The increase in pieces sold is quite significant.

During 2009, the MaPro marketing department has been busy examining the success factors for good product launches. Examining which information sources that potential customers normally use, when they want to buy a new product, the following was found:

Based on a survey of 450 end users in Germany

The distributor is still very important, but the use of the internet is clearly significant. Researching websites that our customers use, it was seen that around 80% of potential customers used Google.

Based on our research, we strongly suggest that the launch plan consist of two approaches:

Push strategy

The “push” launch supports the way the current shaft alignment tools are sold, i.e. the products are pushed through the sales



chain (SKF -> DD -> EU). The Push strategy suits the TKSA 40 quite well, as products with similar positioning and price (including TMEA 2) are sold this way.

To support your launch for both products, we have prepared or are preparing:

Information on the MaPro Intranet, such as the MP100 article and product pictures

Product Data Sheets

PPT-presentation

Press release

Product Introduction Package

Why alignment leaflet

Instructional videos for both TKSA 40 & TKSA 20

A new low cost, light weight, demonstration rig TMDR 2

Pull strategy

With the “pull” launch we want to get the attention of end users via mass media, such as advertising, inviting them to watch animations or join webinars or on-line trainings, where they have to register and leave their contact data. These leads must then be followed up and converted to orders

The Pull strategy is particularly suited to the TKSA 20, as our goal is to sell 33 times more TKSA 20 than the TMEA 2. (TKSA 20 is around 50% of the TMEA 2 price!)

To support your launch for the TKSA 20, we have prepared or are preparing:

Internet banners, to be placed on (local) SKF home pages, that link directly to the campaign landing page

Internet campaign landing page (similar to http://www.skf.com/portal/skf_gb/home/aboutskf?contentId=880046#/introduction )



http://www.skf.com/portal/skf_gb/home/aboutskf?contentId=880046#/introduction

http://www.skf.com/portal/skf_gb/home/aboutskf?contentId=880046#/introduction

Advertising on Google in a number of key languages

Animation for TKSA 20 (can be used on-line or on your PC)

On-line training on Aptitude

Content for direct mailings for use via Exact Target

Summary of Mapro support material prepared or under preparation

Launch time plan:

31 March 2010: Internal launch (Mapro -> SU’s)

3 May 2010: External launch (SU -> DD’s & EU’s; banners & products on SKF.com)

Market potential

Any industry where rotating machinery within the capabilities of the SKF Shaft Alignment Tools can be used, namely:

Shaft diameters from 30 to 500 mm (1.2-19.7 in)

Where the measuring units can be positioned within a maximum distance of: TKSA 20 - 850 mm (33.5 in), TKSA 40 – 1000 mm (39.4in)

The application has a single coupling in a horizontal position

Potential customers who have considered buying shaft alignment tools, but were unable to do so due to the prohibitively high price



Customers who have invested in a shaft alignment tools and would like to buy additional units, but do not require expensive high-end models

Customers who have used existing SKF and competitor low-end shaft alignment tools and need to store and share the results, the TKSA 40 has this functionality

Target industries and applications

The TKSA series can be used in almost any industry and on any application within its capabilities. The main usage is probably aligning an electric motor and a driven machine. The driven machine includes such things as pumps, fans and drives.

The low cost of the TKSA 20 is particularly suitable for companies with mobile service personnel, as the price allows a whole fleet of service vans to be equipped with a laser shaft alignment tool

Features & benefits

Pinpoint accuracy with latest laser technology:

Compared to laser beam (a dot) used by some competitors, the laser line makes it easier to visualise what is being measured. The scale simplifies rough (pre-) alignment.

User friendly, three-step process; measure-align-document:

Input of values is easy and fast as there are given pre-set values from which to proceed.

Display unit provides clear “real-time” values during alignment process making it easy to achieve correct alignment.

Both coupling and feet values are shown simultaneously “real-time” on display.

After misalignment measurement, the misalignment in the measurement plane where measuring units are is automatically displayed. Afterwards no button needs to be pressed. The user just proceeds to align the machinery.

Compact, ergonomically design display units

Supplied in sturdy, light-weight carrying case for portability

Soft foot check: “Soft foot” function helps check if the machine is standing evenly on all feet; an essential check for good shaft alignment

Fast measuring unit positioning: Measuring units are positioned fast and easy, by using the built-in spirit levels

Global Use: Language free, simple three step process and user selectable measurement units (mm or inch) facilitate use globally

TKSA 20 specific:

Easy for inexperienced users: Quick Start Guide allows virtually any technician to quickly be familiar with the process. Full multi-lingual



instructions, instructional video and alignment report forms supplied on a CD

The attractively priced TKSA 20 virtually assures a short payback time on the investment

TKSA 40 specific:

Intuitive: Animated graphical interface on a 4 inch back-lit screen and alphanumeric key functions simplify the whole process

Built-in alignment recommendation: Pre and user definable tolerance tables greatly simplify assessment of the alignment

Alignment data sharing: Alignment settings and results can be stored to the internal memory and downloaded via USB cable to a PC. Files are easily shared with others without the need of special software.

Easy for all users: A Quick Start Guide and intuitive menus allows virtually any technician to quickly be familiar with the process. Full multi-lingual instructions and instructional video supplied on a CD

Key Sales arguments

Designed and developed based on the needs and requirements of maintenance technicians

Designed to be easy to use

Low investment costs, the TKSA 20 is currently the best priced laser shaft alignment tool available

The TKSA 40 allows results to be stored and shared without the need for any special software being installed on a PC

Demonstration and promotional kitsTMDR 2A new demonstration rig, to show off the capabilities for the TKSA 20 and 40, has been developed. It has the designation TMDR 2. It is lighter than the previous TMDR 1 and is better priced. The rig allows the measuring units to be permanently mounted on the shafts, with no need for dismounting when placing in the sturdy wooden tool case. The kit includes 1 pack of TMAS 50-005, -020, -050, and -100 shims, allowing demonstrations to be made at customers’ premises.TKSA DEMOSET1A demonstration set consisting of both the TKSA 20 and 40 and the TMDR 2 has been developed. This is ideal for SKF salesmen and distributors. The price is such that you buy the two TKSA tools and the TMDR 2 comes for free.TMAS/TKSA KIT1Our best selling pre-cut machinery shim kit, TMAS 360, gives



most SKF sales companies a good margin. To help you sell more shim kits and to equip distributors and end-users with the TKSA 20, we have developed a promotional kit. The kit consists of twelve TMAS 360 shim kits and a TKSA 20. The price is such that you buy twelve TMAS 360 shim kits and the TKSA 20 comes for free. Availability & ordering detailsThe new SKF Shaft Alignment Tools are now available on stock for order at EDC. Please refer to the below table for product designations and description. * SKF Shaft Alignment Tool TKSA 20 directly replaces SKF Shaft Alignment Tool TMEA 2

Price structure in Euro (Price list 2010)

Designation Description PS DD Recommended

end-user price*

TKSA 20 SKF Shaft Alignment Tool

935.00 1600.00 2000.00

TKSA 40 SKF Shaft Alignment Tool

1750.00 3080.00 4000.00

TMDR 2 Demonstration rig for shaft alignment tools

240.00 325.00 465.00

TKSA DEMOSET1 Demo set for TKSA series

2685.00 4680.00 6000.00

TMAS/TKSA KIT1 Promotional shim kits for TKSA 20

3598.56

8744.40

12492.00

* Your local pricing should be in-line with the recommended end-user prices, although some local variations are understood. However, as we wish to achieve significant market penetration with the TKSA 20, the TKSA 20 should not be offered prices similar to the old TMEA 2. Instructions for use, report templates, instructional videos and warranty registration cardThe TKSA series are supplied with a quick start guide, a CD Rom containing further information and a warranty registration cardTKSA 20MP5370 Quick start guide*

MP5369CD CD ROM containing instructions for use MP5369*, instructional video and alignment report templates

MP5373 Warranty registration card** inviting customers to register their shaft alignment tool (www.mapro.skf.com/tksa/register)

TKSA 40

MP5363 Quick start guide*

MP5362CD CD ROM containing instructions for use MP5362* and instructional video

MP5373 Warranty registration card** inviting customers to register their shaft alignment tool (www.mapro.skf.com/tksa/register)

* At launch QSG and IFU is in English only. Other language versions will follow.

** Customers do not have to register their warranty, as standard terms and conditions of sale still apply concerning warranty. Customers who do register will be notified of product updates, via the local SKF sales organisation, and will be invited to give feedback on their TKSA instruments. Privacy laws will be respected.



Technical details: SKF Shaft Alignment Tools TKSA series

Designation TKSA 20 TKSA 40

ApplicationsHorizontal single coupling

alignment Soft Foot check

Horizontal single coupling alignment

Soft Foot check

Tolerance check

Storage of results

Measuring units

Housing material ABS plastic ABS plastic

Type of laser Diode laser Diode laser

Laser wave length 670 - 675 nm 670 - 675 nm

Laser class 2 2

Maximum laser power 1 mW 1 mW

Maximum distance between measuring units 850 mm (2.8 ft) 1000 mm (3.3 ft)

Minimum distance between measuring units 70 mm (2.7 in) 70 mm (2.7 in)

Type of detectors Single-axis PSD, 8.5 x 0.9 mm (0.3 x 0.04 in)

Single axis PSD, 8.5 x 0.9 mm (0.3 x 0.04 in)

Cable length 1.6 m (5.2 ft) 1,6 m (5.2 ft)

Dimensions 87 x 79 x 39 mm (3.4 x 3.1 x 1.5 in)

87 x 79 x 39 mm (3.4 x 3.1 x 1.5 in)

Weight 210 gram (7.3 oz) 210 gram (7.3 oz)

Display unit

Housing material ABS plastic ABS plastic

Display type LCD 35 x 48 mm (1.4 x 1.9 in)

10 cm (4 in) monochrome backlit screen. Hard plastic

protection

Battery type 2 x 1.5V LR14 Alkaline 3 x 1,5V LR14 Alkaline

Operating time 20 hours continuous 20 hours continuous

PC connection None USB

Displayed resolution 0.01 mm (0.1 mil in inch mode)

0,01 mm (0.1 mil in inch mode)

Dimensions 215 x 83 x 38 mm (8.4 x 3.2 x 1.4 in)

210 x 110 x 50 mm (8.3x 4.3x2 in)

Weight 300 g (10.5 oz) 650 gram (22.9 oz)

Designation TKSA 20 TKSA 40

Complete system



Contents Display unit (batteries included)

2 measuring units with spirit levels

2 mechanical shaft fixtures

2 locking chains with tightening pin

Measuring tape

Quick start guide

CD with Instructions for use, instructional video

and alignment reports on CD

Calibration certificate valid for 2 years

Carrying case

Display unit (batteries included)

2 measuring units with spirit levels

2 mechanical shaft fixtures

2 locking chains with tightening pin

Measuring tape

USB cable

Quick Start Guide

CD with Instructions for use and instructional video

Calibration certificate valid for 2 years

Carrying casePC download Not applicable Plug in to PC by USB

socket

MemoryNot applicable 100 alignments

Alignment tolerance checkNone Yes

User editable tolerances None Yes

Shaft diameter range 30 -500 mm (1.2 -20in)

Chain for shaft dia30 - 150 mm (1.2 - 5.9 in)

Optional chain for shaft dia 150

- 500 mm (5.9 - 20 in)

30 - 500 mm (1.2 -20in)

Chain for shaft dia30 - 150 mm (1.2 - 5.9 in)

Optional chain for shaft dia 150

- 500 mm (5.9 - 20 in)

Accuracy of system <2% +/-0.01mm < 2% / ± 0,01 mm

Temperature range 0 - 40 °C (32 - 104 °F) 0 - 40 C (32 - 104 F)

Operating humidity < 90% < 90 %

Carrying case dimensions 390 x 310 x 147 (15.3 x 12.2 x 5.7 in)

390 x 310 x 192 mm (15.4x12.2x7.6in)

Total weight (incl. case) 3.6 kg (7.9 lb) 4,9 Kg (10.8 lbs)

Calibration certificate valid for two years valid for two years

Warranty 12 months 12 months

Approvals



SKF Shaft Alignment Tool TKSA 20 has been designed and manufactured in accordance with:

EMC DIRECTIVE 2004/108/EC as outlined in the harmonized norm forEmission: EN 61000-6-3:2007Immunity: EN 61000-6-2:2005, EN 61000-4-2, -3Directives RoHS, 2002/95/ECThe laser is classified in accordance with the EN 60825-1:2007. The laser complies with 21 CFR 1040.10 and 1040.11except for deviations pursuant to Laser Notice No. 50, dated June 24, 2007

SKF Shaft Alignment Tool TKSA 40 has been designed and manufactured in accordance with:

EMC DIRECTIVE 2004/108/EC as outlined in the harmonized norm forEmission: EN 61000-6-3:2007Immunity: EN 61000-6-2:2005, EN 61000-4-2, -3Directives RoHS, 2002/95/ECThe laser is classified in accordance with the EN 60825-1:2007. The laser complies with 21 CFR 1040.10 and 1040.11except for deviations pursuant to Laser Notice No. 50, dated June 24, 2007

Marketing communication materials

Product Data Sheet

A PDS for both the TKSA 20 and TKSA 40 with photos, product description, features & benefits and technical data have been prepared for promotion for distributors and end-user. It provides interested customers with basic product information.

Why Leaflet

A “Why align” leaflet has been produced explaining why alignment is so important and how SKF offers can add value to customers activities

Photographs

Low-resolution and High resolution photos of the SKF Shaft Alignment Tools TKSA series are available on our Intranet site

Videos

We have produced instructional videos for both the TKSA 20 and TKSA 40

Animation

We have produced a simple animation for the TKSA 20. Within a couple of minutes, potential customers can see how fast it is to align a shaft using the TKSA 20. The animation will be located on the campaign landing page. A downloadable version will also be made available to allow you run the animation on your laptop or PC.

Presentation

We have prepared a Power Point Presentation that can be downloaded from our intranet site. The presentation file is "zipped" in order to save space. To edit the file you must extract, save, and then open within PowerPoint.



Press Release

We have prepared a press release; which can be used as a template for local press releases

Product Value Sheet

We have prepared a PVS, which shows ROI values for the TKSA 20

Exact Target email template

We have prepared an html template for the TKSA series, which you can use (or modify) for local direct email campaigns

Supplier information: Fixturlaser

Fixturlaser AB of Sweden, our partner of many years, supplies the new shaft alignment tools, TKSA 20 and 40.

MaPro focuses on the low-end, entry level of belt and shaft alignment systems, which are suitable for sales through the SKF sales channel.

Fixturlaser has a strong focus on the high-end, expert alignment systems, which are suitable for sales directly to customers and through specialised distributors.

Competition Types

Shaft alignment systems on the market can be divided into two types of systems:

The low-end systems

The high-end systems

The low-end systems

These are systems, which are easy to use but have a limited scope of use. Mainly they are limited to horizontal shaft alignment. Depending on the system, a certain tool can offer additional features for performing horizontal shaft alignment such as soft foot, limited rotation, printer function, etc. One limitation of the low-end systems is the maximum measuring distance, which is often limited to approximately to 1 to 2 meters.

The high-end systems

These are systems with a wide scope of use and are not limited to only horizontal shaft alignment but can also be used for vertical shaft alignment, machine alignment, roller alignment and so on. In addition, they are equipped with more powerful laser beams and a larger receiver, allowing longer measuring distances, typically up to 10 meters.

SKF Shaft Alignment Tools

The current products from SKF MaPro belong to the first group, the low-end systems. These items are suitable to sell globally through MaPro’s authorised distribution network.

Main Competitors



Damalini (Easy-LaserTM), PRÜFTECHNIK and Fixturlaser are our main direct competitors in the low-end segment of laser shaft alignment tools.

The graphic below shows the products of our main competitors and their positioning; low, mid or high end.

TKSA 20 competitorsThe unique selling point of the TKSA 20 is the price. There is really only one competitor near the TKSA 20 price level; the Fixturlaser Dirigo (also known as VibrAlign Shaft Hog in North America)

TKSA 40 competitors

TKSA 40 is intuitive and fast to operate and offers the most appreciated features in its price class. It offers the simplest alignment procedure, the easiest tolerance check and storage of results and downloading to PC.

Below is an overview of the low-end competitor products:



Looking at the competition in further detail,

Prüftechnik

Prüftechnik offers one product in the low-end segment, the Aligneo. The Aligneo appears well specified at first glance, but many functions are extra-cost options. The Aligneo is based on their mid-end tools with many of the “ease-of-use” features removed. This makes it difficult to use for the beginner and those not familiar with Prüftechnik tools, and is certainly not intuitive in set-up or operation. Alignment Results can be saved to the units internal memory and transferred to a PC, but are given a number only and can’t be renamed.

For more information on PRÜFTECHNIK and their products, see their website:www.pruftechnik.com

Damalini AB

Damalini offers one product in the low-end segment, the Easy-Laser D450. The D450 has the following programs built-in; horizontal alignment, soft foot program, thermal growth compensation and tolerance check (one user defined only). Alignment Results can be saved to the units internal memory and transferred to a PC. The unit itself is rather old fashioned and

For more information on Damalini and their products, see their website:www.damalini.com

Fixturlaser

Fixturlaser is a special competitor since they are also our development partner. In the mid-end segment they offer the GO, which is the nearest competitor to our TKSA 40. The Go offers more functionality than the TKSA 40 and is easier to use and set up due to the measuring units having larger detectors. However, these advantages come at a price premium of 30% extra.

For more information on FixturLaser and their products, see their website:



http://www.damalini.com/

http://www.pruftechnik.com/

www.fixturlaser.com



http://www.fixturlaser.com/

Documents

Product Introduction Package SKF Shaft Alignment Tools TKSA