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Delta Electronics UPS and Data Center – An Integrated Solution:Brand Strategy with Global Vision

Interviewer | Junxiu Deng
Interviewee | Delta Electronics Renewable Energy & UPS Senior Sales Manager - Mr. Joe Li


Delta Group is the world’s leading provider of power management and thermal management solutions, as well as a major source for components, visual displays, industrial automation, networking products, and renewable energy solutions. Delta Group has sales offices worldwide and manufacturing plants in Taiwan, China, Thailand, Japan, Mexico, India, Brazil and Europe. As a global leader in power electronics, Delta’s mission is, “To provide innovative, clean and energy-efficient solutions for a better tomorrow.” Delta is committed to environmental protection and has implemented green, lead-free production and recycling, and waste management programs for many years.

Delta’s UPS Products

The purpose of an Uninterruptible Power System (UPS) is to prevent computer data loss and equipment damage caused by electrical power failure. A UPS also protects the internal components of electrical equipment and ensures service life and accuracy. Delta Electronics offers a complete series of UPS products, including rack-mountable, floor-mountable, desktop and modular products, and a full line of off-line, on-line interactive, and single-phase, three-phase on-line UPS systems. System capacities range from 500VA to 500kVA, and may be increased up to 2,000 kVA in parallel.

Delta UPS systems offer functions and features such as power factor improvement, electrical isolation, battery replacement and surge protection for Ethernet. All product series use microprocessor control, which increases the stability and precision of the system. In addition, products provide self-diagnosis and offer RS-232, dry contact, AS400 and other communications interfaces. The newest model, NH Plus series, uses the modular design of N + X. In addition to hot-swappable replacement, the dual-system power and dual-control system allow Delta products have great performance in terms of reliability.

In order to offer a complete power management solution, Delta Electronics has also developed intelligent power monitoring software for the UPS. Moreover, all series of products have passed UL and TUV/CE safety certifications. The main application areas are for data centers, medical instruments and equipment, financial and securities centers, optoelectronics and semiconductor equipment, remote backup databases, security monitoring systems and MIS rooms, computers and workstations, and more. Delta Electronics continues to lead in innovative research and development, and offers environmentally-friendly green products and services, to fully and sustainably meet customers’ needs:

  • Quality Assurance: Analyze details and ensure product quality from the customer's point of view.
  • Trend-setting Vision: Follow the pulse of the global market, research and develop leading products.
  • Environmental Protection: Research and develop high-efficiency energy-saving and environmentally-friendly products.
  • Excellent Service: Provide fast and high quality service that is closely integrated with customers’ needs.

■ Delta Modulon NH Plus UPS Series received the 2010 Taiwan
   Excellence Award for its modular and energy-saving design.

Brand Establishment and Global Strategy

Mr. Joe Li, Delta Electronics Renewable Energy & UPS Senior Sales Manager indicated that the UPS Division is an independent business division of Delta Electronics. More than ten years ago, it started as an OEM/ODM maker of UPS products, and then developed solar inverter system products. In 2007, Delta established a branded product line of UPSs and began to market Delta brand UPS products. Since 2010, it has further expanded to Mission Critical Infrastructure Solutions (MCIS). The business model as a solution provider was then established.  Manager Li said that promoting its own brand UPS and positioning itself as a solution provider are parts of the integrated brand strategy of Delta Electronics Group.

After starting from Taiwan, the UPS brand has extended to the BRIC countries, Europe, Africa and the Middle East. In Taiwan where Delta Headquarters is located, after-sales service and technical support are more competitive compared to others in the industry. Large-volume products are sold via direct sales. As for small capacity UPS products, fewer requirements for after-sales service and technical support, allow sales through normal marketing channels.

Sales channels are diversified in India and China. For three-phase power, direct sales are carried out through main distribution points in the main provinces and cities of India and China since more after-sales service and technical support are required.  For the single-phase small type products, channel sales is utilized.

As for the two big areas of pan-Russia and the South American countries neighboring Brazil, Delta is looking for partners to conduct sales, marketing and more. Mr. Li stressed that for large tenders beyond local partner capabilities where substantial technical support is required, Delta will send a technical team to ensure customers receive the best products and services. For Europe, Africa and Middle East regions, the business model utilized is similar to the above.   Delta has stepped into the Southeast Asia market and will expand to Northeast Asia.

■ Delta UPS - Amplon RT is intelligent and highly efficient, 
   supplying safe and reliable power.

Manager Li pointed out that the logistics costs such as freight and duties have increased due to the weight of UPS, and Delta will consider localized production to solve the problem. Besides addressing logistical costs, this would also allow Delta to quickly expand the market and construct an integrated supply chain with logistics services for large capacity UPSs.

Comprehensive Integration

Mr. Li said that Delta Electronics has a long history with a complete supply chain throughout the world. Delta’s main marketing channel structure for UPS products is growing rapidly and it has a five-year technology and business plan for quickly catching up with the large global manufacturers. Mr. Li further pointed out that Delta is a company focusing on technology research and development with critical core technology. Delta’s different business departments work together through regular reporting and technical seminars, which allows horizontal integration for technical issues. For Delta’s vertical supply chain, such as spare parts, different units may use the same parts, which makes product design and production faster and more stable. The close cooperation of a worldwide sales and service network supports the overall integration of Delta’s global marketing.

■ Delta UPS – Ultran Ultran DPS Series,
   Innovative and energy saving.

Enhancement of Brand Value

 Mr. Li said that UPS products are marketed from two perspectives. One perspective is price advantage. Some UPS manufacturers sell only UPS hardware and do not provide total solutions, such as for industrial markets. Manufacturers want an advantage in price, so the prices of their products will be low. The other perspective is to provide total solutions that approach the minimum capital expenditure (CAPEX) and operating expenses (OPEX), so customers receive the most benefit. For high-capacity three-phase UPS products, Customers’ focus is on reliability and efficiency, including inverting efficiency, problem-solving efficiency and customer service efficiency. Customers wish to reduce maintenance downtime. With less product differentiation, the effective solution becomes performance programs that increase customer confidence. For single-phase products, there is even less product differentiation, and cooperation with local manufacturers is needed to meet the market demand for a ready supply of single-phase UPS products. There are three ways to cooperate with local firms: 1) local sales partners maintain appropriate inventory levels and a ready supply for customers, 2) a local Just In Time (JIT) Hub and close cooperation with Delta Electronics to achieve a target of minimum inventory levels and ready supply, and 3) manufacturing or assembly by local manufacturers to achieve optimal cost control, strengthen the company’s operating profit, and realize the advantages of a ready supply.

Mr. Li said that the range of applications for UPSs is very wide, and includes medicine, manufacturing, IT and the field applications. Any one type of UPS product can not satisfy all applications. Current industries like cloud computing are causing a product to shift to pan-IT industries, such as Data Center solutions. Some products are shifting towards industrial applications, such as energy solutions and others. Delta’s UPS product strategy is to enhance added value and sales value, so customers receive more benefits from using Delta UPS. Delta must also maintain the brand ideal to create value for the brand.

Competitive Advantage

Mr. Li pointed out that the design philosophy for UPS products is the same as for all of Delta’s other products. It is based on a minimum number of components, small size and weight, coupled with modular design for more convenient use. Another feature is less power consumption, which not only saves energy, but also emits less heat and lowers the cost of cooling. Mr. Li emphasized that compared to global enterprises with long histories, Taiwan’s enterprises are very competitive. A core advantage of Taiwan's enterprises lies in innovation, efficiency and flexibility. Taiwan's engineers are very flexible, and they can propose multiple solutions to increase quality. As long as enterprises make full use of talent, they can keep pace with enterprises that have a 100-year history.

Mr. Li notes that Delta’s UPS products have two main advantages. The first is high reliability even when hot-swapped, good quality, and good service. The other advantage is efficiency, not only power efficiency, but also for more efficient service that increases customer benefits and reduces waiting time. The reasons for such high requirements include customer competitiveness and value, as well as Delta’s mission and commitment.

Mr. Li also said that the total Delta’s UPS total solution has been available for more than a year. In 2010, a large data center project in Russia used Delta UPS products. Delta Electronics was the only supplier to provide delivery and installation on time for the project. The Russian party was very satisfied. Delta’s UPS products feature low power loss and high efficiency. A solar power inverter using the same key technology was evaluated as providing the highest system efficiency by European and Japanese manufacturers.

Delta’s Mission

Asked if it is worthwhile to pay the cost for increasing UPS efficiency by 1% Mr. Li said that from a macro point of view it is worthwhile. When Delta increases efficiency by 1% the total power savings around the world can be a huge amount. Delta Group's mission is “To provide innovative, clean and energy-efficient solutions for a better tomorrow”.

 ■ Delta InfraSuite intelligent and modular data center solutionis
    our Customers’ power behind their competitiveness.