1-1-4 Image Based Code Readers BAS Competition EN 2 0 - Opt

IMAGE BASED CODE READERS
COMPETITOR COMPARISON
Version 2.0
1 Product positioning, market, and competition BASIC

INTRODUCTION
GOAL
In this training you will learn ...

 about the main competitors in the related
business fields and get information on the market
size
 about the SICK portfolio positioning in relation
to the relevant competition portfolio in the
market
Version 2.0 Product segment | Product positioning, market, and competition | Basic | Confidential 2
CONTENT
 Main competitors overview

 Price/performance chart for SICK and
competitors
 Detailed view on the 4 main competitive
products with appropriate sales argumentation
 Exercises
GENERAL MARKET INFORMATION
The global market for image-based code

readers is a growing market with a
volume of > EUR 400 millions.
The market is dominated by players

located in USA, Europe and Asia.
> 50% of the market is dominated the

market leader Cognex. Next 4 biggest
have together a share of around 30%
Diversified market in all kind of industries,

strongest are Electronics, Automotive, Logistics
GENERAL COMPETITORS INFORMATION
 U.S. company  Japanese company, besides sensors also big portfolio of measurement
and microscope products
 Joint-Stock company traded on the NASDAQ
 412,7 bn. YEN sales in total (around 3,5 bn. EUR) in 2016
 Approx. 750 m. USD total sales (around 664 m. EUR), 1.771  Strong direct sales force approach, nearly no business via distributors
employees in 2017  One of the biggest SICK competitors; key products are fiber optics,
 One of the leading machine vision product suppliers worldwide laser & displacement sensors and machine vision but Keyence also
offers safety light curtains & scanners as well as bar code readers very
 Competing with GBC06 and GBC08 in Identification and successfully
Machine Vision business  Comparable products with GBC01, 02, 08 and 09
 Italian company  Japanese company, 36.008 employees (2017)

 Approx. 600 m. EUR sales in 2017, 2.696 employees (2016)  153 subsidiaries, 12 affiliates and more than 300 offices
 Historically grown in the field of photoelectric and later with worldwide
bar code readers  One of the biggest industrial sensor suppliers but also offer full
 Wide product portfolio with bar code readers, mobile automation solutions (incl. control systems and also robots by
computers, sensors for detection, measurement and safety, company Adept that was acquired in 2015)
vision and laser marking systems  Comparable products with GBC01, 02, 07, 08 and 09
 Strong in Retail, Automotive, Logistics & Healthcare
 Offers entire systems like SICK
STRENGTH/WEAKNESSES
DIRECT COMPETITORS
Advantages Advantages Advantages Advantages Advantages

 Our products are  SICK has very good  We have a great  Representative  Lectors and ICR890
known as ruggedized global coverage with installed based product in LA, have low failure rate
and stable with good very good sales and especially in Logistics Automotive and and are well known as
optical illumination service network and Automotive consumer goods, E&S good quality product
and lens design is in preparation
Brand image Geographical coverage References Industry focus Quality

Strong
SICK Keyence Cognex Datalogic
2
1
0
-1
-2
Weak
Easy to make
Financial strength Cost /performance ratio Portfolio Delivery performance
business with
Advantages Advantages Advantages Advantages Advantages
 Especially delivered  Our strength and  Compared to Cognex  Wide product span  Reliable delivery
as system we supply financial power is and Keyence our HW solves all kind of times comparable to
additional values. supported as well by seems to be more applications up to most competitors, but
Lector are complex other product cat.. expensive but we high end ICR89x. Keyence seems to
products and expect Cognex seems to have compensate by lots on Small reader is in have worldwide faster
certain knowledge higher invest convenience feat. development delivery times.
CONTENT
 Main competitors overview

 Price/performance chart for SICK and
competitors
 Detailed view on the 4 main competitive
products with beneficial sales argumentation
 Exercises
PRICE/PERFORMANCE CHART
Rough
List Price Datalogic Cognex
Matrix450 DataMan 503
12.000 €
10.000 €
Lector654
7.000 € Flex
Lector652
Dynamic Focus
6.000 € Datalogic Lector652
Matrix410N Flex
2Mpx
5.000 € Datalogic
Matrix410N
1Mpx
Lector642
4.000 €
Lector621 Cognex Cognex
Keyence DataMan 26x DataMan
Lector620/Eco Lector632 303/363
SR750
3.000 €
Lector61x Lector631
2.000 € Cognex
Keyence DataMan
Cognex
SR700 Datalogic Datalogic Keyence 302/362
DataMan 60
1.000 € Matrix210 Matrix300 SR1000
Cognex
Cognex
ICR803 DataMan 50
0€ DataMan 70
Performance
DATAMAN72 vs. LECTOR611
STRENGTHS AND WEAKNESSES
Product features
 1,2 MP imager (1280 x 960 pixel)
 Integrated USB type-C
 Different illumination colors available, green feedback, IP65
Strengths Weaknesses
 Integrated Ethernet communication  DPM decoder
 Tool-free polarization filter for shiny surface  Easy Auto Setup
 More flexible output format without scripting
 All-in-one multi-color lighting
 Variable stepless focusing
 ToF sensor for distance measurement
Sales arguments
 Variable stepless focusing & Snap-in fixture faster device montage
 Extremely flexible output format possible without scripting (incl. Filter & sorter functionality as well as evaluation conditions)
 Higher resistancy against changing ambient light conditions (@ high shutter times)
MATRIX120 vs. LECTOR611
Product features
 1,2 MP imager (1280 × 960 pixel)
 IP65
 USB and Ethernet Model
 Dimension 45.4 x 48.5 x 23.5 mm (SER+ETH model)
 DPM decoder  Only Ethernet model
 Presentation mode  Installation wizard for applications in movement
 Automatic parameter switching  Compact size
 Polarization filter
 Big range of working distance(50-300mm)
Sales arguments
 Lector611 has a much better reading performance on DPM and low contrast codes
 All-in –one multi color lighting
 More features such as: ToF sensor for distance measurement, presentation mode functionality, automatic parameter switching
Product features
 resolution 1.2 MPx (1280x960)
 Liquid lens Autofocus
 aiming laser, IP65
 Small space requirements due to connector on cable  reading 2D DPM codes
 Integrated multi-color lighting  webserver parameterization
 Automatic parameter switching  Liquid lens autofocus
Sales arguments
 All-in –one multi color lighting
 More features such as: ToF sensor for distance measurement, presentation mode functionality, automatic parameter switching
 Extremely flexible output format possible without scripting (incl. Filter & sorter functionality as well as evaluation
conditions)
SR1000 vs. LECTOR621
Product features
 1,3 MP imager (1280 × 1024 pixel)
 Integrated polarization filter
 Red illumination, IP65
 Higher resistancy against changing ambient light conditions  DPM decoder
 Micro SD card, Green Feedback LED, Presentation mode,  Easy Auto Setup
Infrared version
 Removable polarization filter for more light
 Smaller housing with swivel connector for flexible
installation
 Strong filter, sorter and output formatting functionality
Sales arguments
 Higher resistancy against changing ambient light conditions
 Micro SD card for parameter cloning  faster device exchange
 Strong output formatting  less programming work
Product features
 Integrated polarization filter
 Different illumination colors available, green feedback, IP65
 Micro SD card  DPM decoder
 Removable polarization filter for more light  Easy Auto Setup
 More flexible output format without scripting
(@ high shutter times)
Sales arguments
 Extremely flexible output format possible without scripting (incl. Filter & sorter functionality as well as evaluation conditions)
 Higher resistancy against changing ambient light conditions (@ high shutter times)
Product features
 1,3 MP imager (1280 × 1024 pixel)
 IP67
 Green feedback LED
 DPM decoder  Dark field illumination integrated into the device
 Micro SD card  Installation wizard for applications in movement
 Presentation mode
 Automatic parameter switching
 Polarization filter
Sales arguments
 Lector621 has a much better reading performance on DPM and low contrast codes
 More features such as: micro SD card for parameter cloning, presentation mode functionality, automatic parameter switching
Product features
 Different illumination colors available
 IP65
 Premounted devices  Easy Auto Setup
 Evaluation conditions & data output formating  Decoding performance
 Micro SD card
Sales arguments
 Premounted devices available from SICK
 Higher flexibility in the data output format
SR2000 vs. LECTOR652
Product features
 resolution 3 MPx (2048 x1536)
 integrated polarization filter
 creation of customized output formats without scripting  reading 2D DPM codes, QR codes and bad condition codes
 reading of shipping labels with varying number of codes  reduced easy to use due to missing autosetup
 higher throughput due to faster decoding time  less field of view due to higher required code resolution
 less depth of field due to higher required code resolution
Sales arguments
 high reading throughput due to 360° reading, high depth of field, large field of view, high scan frequency, fast decoder, high calculation
power
 prove results and analyze reads by storing images of objects and code
 process optimization via Code Analytics (analysis of noReads and code condition over time)
 short machine downtime due to quick device and parameter change by unskilled personal via SD Card
Product features
 resolution 5 MPx (2448x2050)
 scan frequency 15Hz
 small space requirements due to fully integrated illumination  reading 2D DPM codes
 suitable for high conveyor speeds due to 40Hz scan frequency  webserver parameterization
 quick parameter cloning via SD Card
 read objects with big height difference due to dynamic focus
variant
Sales arguments
 high reading throughput due to 360° reading, high depth of field, large field of view, high scan frequency, fast decoder, high calculation power
 prove results and analyze reads by storing images of objects and codes
 process optimization via Code Analytics (analysis of noReads and code condition over time)
 short machine downtime due to quick device and parameter change by unskilled personal via SD Card
MANY THANKS FOR YOUR
ATTENTION.

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IMAGE BASED CODE READERS

1 Product positioning, market, and competition BASIC

In this training you will learn ...

 Main competitors overview

The global market for image-based code

The market is dominated by players

> 50% of the market is dominated the

Diversified market in all kind of industries,

 Italian company  Japanese company, 36.008 employees (2017)

Advantages Advantages Advantages Advantages Advantages

Brand image Geographical coverage References Industry focus Quality

 Main competitors overview

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