Feature: Imtech Marine Executives Highlight Global Growth Strategy
Photo: (L) Global Services Manager, Paul Frank (Center) U.S. General Manager, Urs Rathgeb
Imtech Marine leads the global marine market, with its’ innovative green solution and unrivalled solutions that lower the cost of vessel ownership. The Rotterdam based technology group has a clear strategy in place to ensure continued growth and exceed customer value. New green solutions, an extensive network of service stations and a focus on the customer are just some of what sets Imtech apart from competitors. The technology giant is dedicated to creating smart and green solutions at an unrivalled competitive cost of ownership.
In the first quarter of 2012 Imtech Marine strengthened their network in the US, expanding the service network to several new ports, increasing product offerings and consolidating service operations to offer customers exceptional service in more locations. Leading the growth is U.S. General Manager, Urs Rathgeb and Global Services Manager, Paul Frank. The two executives share what initiatives they’re pursuing to achieve Imtech’s new growth strategy.
With a new growth strategy under implementation until 2015, Imtech is continuously assessing where the expansion of their network will best serve customers. Imtech already operates in 27 countries and plans to increase this with added focus in Asia Pacific, the Mediterranean, Western Africa and the Southern and Northern America regions. The solutions leader impressively has over 95 locations and recently expanded their network in the U.S. with five new service locations. With the changing world order and shifting economics, company officials expect their service network to develop east and south.
With 17 service locations along North America’s coast lines, the U.S.-based entity represents a significant portion of Imtech Marine’s global network. Mr. Urs Rathgeb, Imtech Marine’s U.S. General Manager elaborates on Imtech’s expansion:
“Approximately one third of the customers we serve on a day to day basis are international customers. This makes it crucial that we ensure consistent and fast response times, since jobs that are not properly executed will not just impact our reputation in the U.S., but rather on a global level. Fortunately, we can take advantage of our Global Service System (GSS) that gives us visibility over all Imtech Marine service calls that have occurred in the past on a particular vessel, which facilitates follow-ups on previous calls. In the U.S., we have the particular challenge that none of the ports have similarly concentrated traffic patterns, and the territory is distributed along a very long coast line. Earlier this year, we recognized that in order to serve the customer better, we needed to add service engineers in additional locations to serve the customer everywhere.”
Adding on to the existing 12 locations in the United States, Imtech has recently opened 5 new locations in: Charleston (SC), Savannah (GA), San Diego (CA) Portland (OR), and Corpus Christi (TX) – coming soon. A customer service center in Houston was also created to ensure that jobs are managed smoothly from initiation to invoicing, as well as to provide consistent and constant communication between regional teams as vessels and jobs move from one port to another.
Imtech has implemented numerous strategies to differentiate from competitors in the international marine market. Mr. Paul Frank, Global Services Director at Imtech, believes the company possesses three attributes unique to Imtech, these include an (1) unrivalled global network of over 95 service locations worldwide; (2) the capability to have both competences on board for new build and refit as well as for global maintenance and service, thus being able to take responsibility for the full life cycle of the vessel; and (3) a broad spectrum of competences from navigation, automation and ICT to electrical, power and propulsion.
The future of the Imtech is believed to be in the increased need for higher utilization, availability and efficiency of vessels, in which all of their tactics support. The company is moving towards the ultimate goal of lowering the Total Cost of Ownership for customers and being a trusted partner of choice in vessel life cycle management.
Globalization
Being a large global player does not allow any company to underestimate the need for a local attitude and presence.
In view of the fast developing Brazilian market Imtech Marine recently opened a new office in Santos. This move means that now Imtech Marine has its own presence in the South American market. Santos will soon be followed by other new offices Brazil, starting in Rio de Janeiro. Paul Frank: “The increase in the number of our service locations is based entirely on customer demand. This is the very essence of our service strategy, we will continue to open more offices along strategic shipping lanes and add more services into this network. It is simple: be where the customer needs us.”
Overall, Imtech foresees the following trends in shipping:
· Less specialized crew
· An increased use of automation and ICT technology and more integrated systems - on the bridge as well as in the engine room.
Vessels will increasingly be managed as remote offices, or even remote plants, requiring innovative technologies and more professional maintenance plans.
Imtech officials say they have “a strong believe that the way we service our customers and their vessels will change dramatically in the coming decade. With increased connectivity of the vessels the availabilities of ICT and remote access to equipment on board we are increasingly managing and maintaining ships remotely through remote monitoring, diagnostics and maintenance. Through our Global Technical Assistance Centers, we 24/7 monitor and maintain the vessels remotely, connected through our VSAT connectivity solution.”
U.S. Challenges
Aside from the long coastline, the North American territory presents some additional challenges, says Mr. Rathgeb.
“The Deep Sea (IMO-regulated) vessel market has experienced quite some tests over the past years, and conditions, driven by continuing low freight rates, are difficult for operators. While this is a global phenomenon, it affects North America even more. With pricing under pressure, having vessels that circulate globally served in a place with lower labor costs (and increasing skill levels) becomes more attractive. Offshore and other special vessels continue to increase in importance for service”, he continued.
Shipbuilding in the U.S. is largely limited to offshore vessels, tugs and ferries, as well as naval vessels and other ships that have U.S. flag requirements – ultimately making the market highly competitive.
Final Reflections
Mr. Rathgeb weighs in on the marine market:
“What makes me nevertheless confident about our market prospects in the long term is that there are some regulatory compliance requirements that have started to take effect already, or will so for many of our customers - BNWAS and ECDIS being the ones to name first. Again, our global affiliation puts us in a position to coordinate these installations all over the globe, while managing it from one place and offering the customer one point of contact. Further, Imtech Marine’s global strategy is particularly relevant for the U.S. Last year’s acquisition of Groupe Techsol Marine gives us a strong partner to serve customers with integrated content that goes beyond NavCom in the U.S., out of one hand, and some of the service strategies will put us beyond what our competition can offer.”
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Paul Frank, General Manager, Global Services Imtech Marine
Mr. Frank has an extensive background in maritime communications since 1990. He has been back in maritime services at Imtech Marine in his current role since January 1, 2010. He is responsible for the worldwide services and maintenance business of Imtech Marine, running the global service network and expanding and developing the network and portfolio.
Urs Rathgeb, General Manager Imtech Marine USA (formerly Radio Holland USA)
Mr. Rathgeb came to the U.S. in 1997 as the CFO for Sulzer Pumps in North America, a manufacturer of engineered centrifugal pumps. He joined Radio Holland in late August 2009. He is responsible for the management of Imtech Marine's operations in the USA; this includes both the service network as well as the Sales and Projects organization. In this role, Rathgeb is also taking care of the transition of Radio Holland into a truly integrated member of Imtech Marine. In line with this strategic integration, Radio Holland USA has changed its company name to Imtech Marine USA earlier this year.
Imtech Marine provides maritime service through their founding companies since 1860, executing 60-70 thousand service calls annually on the majority of IMO registered vessels in 95+ service locations worldwide.