8th October (Bloomberg) – founded by graduates of the University of Cambridge software company Ubisense Group Plc has pulled in areas on land contracts awarded Siemens AG in sight. The …
By Alex Webb
8th October (Bloomberg) – founded by graduates of the University of Cambridge software company Ubisense Group Plc has pulled in areas on land contracts awarded Siemens AG in sight. The British startup is an example of how industry giants can be outmaneuvered by more flexible operating small rivals.
First Ubisense Group Plc Siemens displaced in 2009, when supplying a system for the tracking of vehicles and monitoring the production tools in a work of Bayerische Motoren Werke AG in Regensburg. Since then, the British company has more BMW-orders and in 2013 signed an agreement with Daimler AG. In September Ubisense introduced the software also managers of the works of Volkswagen AG before.
“We have a lot of fun in the backyard of Siemens,” says CEO Richard Green in an interview with Bloomberg News. “BMW was their customer in an area to which we focus.” That has given BMW Ubisense
preference, highlights the challenges for the Siemens -Vorstandsvorsitzenden Joe Kaeser. He has promised that new technologies will not pass in the company, and tried the products with web services and digital surveillance techniques that collect data and predict error to undergo a makeover.
Siemens believes that the size of the group it favors enforcing large innovation projects. The latest generation of gas turbines for example – the industry is one of the biggest revenue driver of Siemens – required years of research of 750 engineers, says a spokesman for the Munich based company in an e-mail
And yet the much smaller company Ubisense undermines the giant Siemens, which have a similar product called” ab “has 4.0 Industry, business. 2002, which issued from the computer lab at the University of Cambridge company has 240 employees, compared with 349,000 employees at Siemens. Sales of Ubisense accounts for less than 0.1 percent of Siemens revenues of 76 billion euros in 2013 from.
representative of BMW and Daimler declined to comment on why they chose the product from Ubisense. A spokesman for Siemens declined to comment on why the car manufacturers have probably opted for the software of competitors.
“Large companies find it very difficult pick up new technologies, “explains Christian Stadler, a professor of strategic management at Warwick Business School in Coventry. “The best recipe is for normally keep open the options and then make a few acquisitions.”
Green has the effect of experience. A former resident in Cambridge software company he co-founded had was in 2000 sold to the Siemens-rival General Electric Co.. Right now his focus is on it but to triple sales of Ubisense to 2018 to 100 million pounds.
Munich Siemens, whose products of trains on gas turbines rich to medical scanners, has since the start of its venture capital division in 1999 invested in over 150 companies, and usually no more than € 5 million each. In February, a $ 100 million heavy fund was added.
This year, Siemens has completed the acquisition of IBS AG, a manufacturer of software for quality control with seat in Koblenz. Ubisense works regularly with IBS together, which was, according to Bloomberg data measured at about 86 million euros.
“Something punch end to try and do is for it quite difficult, because they often have to cannibalize for their existing customer base, “Green says of industrial giants. “They bring the technology then on the market when it is ripe, and that’s what will happen with Siemens. Ultimately, they will find a company like ours and it will be a very good acquisition target.”
Siemens itself is by no means without innovation. On the contrary, in 2013 the fertilized 4.3 billion euros serious research budget in the after Samsung Electronics Co. second highest number of patent applications in Europe, showing data from the European Patent Office. But the investment can translate into growth turn out to be difficult.
to other industrial companies around the world and its financial strength give the intensive contacts from Siemens the German Group, however, a projection that most startups can not catch up easily. The range of offerings for the factory automation – this area is considered head of Siemens Kaeser as the main pillar for growth – means that the existing customer relationships for smaller competitors can be a challenge, admits Ubisense CEO Green. He expressed similar also previously Kaeser itself.
“We are the incumbent and have a lot to lose,” Siemens chief said on July 3 in an interview with Bloomberg News. “The advantage is that we are already there, whenever someone wants to penetrate into this area.”
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