The World Market for Level Measurement Devices Core Study: The World Market for New-Technology Level Devices Module A: The World Market for Traditional and Emerging Technology Level Devices Module B: Level Strategies, Industries, Applications, Industrial Tank Gauging, and End-User Perspectives Module C: Worldwide Level Devices Market View and Company Profiles Overview Publication Date: Q3 2014-Q1 2015 +1 781-245-3200 27 Water Street +1 781-224-7552 (fax) Wakefield, MA 01880 www.flowresearch.com www.levelresearch.com
2 Flow Research is conducting four new market studies on the worldwide level measurement market. A primary goal is to determine the size of the level measurement market in 2013, and to forecast market size through 2018. The four studies are called: Core Study: The World Market for New-Technology Level Devices; Module A: The World Market for Traditional and Emerging Technology Level Devices; Module B: Level Strategies, Industries, Applications, and End-User Perspectives, and Module C: Worldwide Level Devices Market View and Company Profiles. The four studies identify the following global elements: Market size and market shares for all types of level devices in 2013 by region Market growth and forecasts for all types of level devices through 2018 Industries and applications where level measurement devices are used, and areas of new market growth Product analyses for the main companies selling into the level measurement market Strategies to manufacturers for selling into the level measurement market Company profiles of the main suppliers of level measurement devices One important issue is the contrast in growth between new-technology and traditional technology level devices. We expect to determine the extent to which the newer level technologies such as radar and ultrasonic are displacing the more traditional technologies such as float and bubbler. All these technologies are important to the total market, but some level markets are growing faster than others. This study will quantify that growth. Background of Technology There are a number of different technologies used to measure level. Most level measurement is done inside a closed tank. An exception to this is open channel flow measurement, where a level measurement occurs in many cases. However, level measurement is restricted to either liquids or solids, and it is necessary for the liquid or solid to be contained by some kind of structure. Continuous vs. Point Level Devices One important distinction within level measurement is between point and continuous level measurement. Point level measurement measures level at a single point, such as the height of a liquid in the tank. In continuous level measurement, the level measurement changes as the level varies. For example, if the height of the liquid in a tank goes up and down, continuous level measurement gives changing readings as the height varies. Level Devices for Liquids and Solids While level devices do not measure gas or steam, they do measure both liquids and solids. Solids include grains, pellets, powders, bulk solids, and other types of solids. Level devices
3 measure many kinds of liquids, including water, milk, chemical, pharmaceutical, petroleum, and many types of liquid foods. This study includes level measurement of both liquids and solids. New-Technology vs. Traditional Technology Level Devices Just as there are many technologies used to measure flow, there are many different technologies used to measure level. Some of these have been around for many years, while others have been introduced more recently. Some technologies are mechanical in nature, while others are mainly electronic. As we have done with the flowmeter market, Flow Research classifies these technologies according to the following three categories: New-Technology Level Devices Traditional Technology Level Devices Emerging Technology Level Devices New-Technology Level Devices Non-Contact Radar Nuclear Optical Gap Switches Ultrasonic Vibration (Tuning Fork) Magnetic Level Indicators Traditional Technology Level Devices Bubbler Capacitance Conductive Displacer Floats Hydrostatic Load Cell Magnetostrictive Membrane Paddle Servo Gauge Tilt Switch Site Glasses Emerging Technology Level Devices Guided Wave Radar Laser
4 Rationale for Study There is a compelling need for a comprehensive study of the level device market. In fact, Flow Research was asked by several suppliers to undertake this study because it has been several years since such a market research study has been done. While this is our first study of the level measurement market, we have been researching the related topics of flow, pressure, temperature, analytical instrumentation, and valves since 1998. At the same time we are conducting a study of the level device market, we are also researching the closely related areas of flow and level switches. There is some overlap in the technologies used for level measurement and level switches. The level market is somewhat complex due to the number of different technologies. There is also a multitude of applications for level devices. By segmenting the market into new, traditional, and emerging technology level measurement, we expect to make the discussion more clearly defined. This is the same segmentation we use to classify the flowmeter market, and this segmentation has been quite successful there. These studies address the key issues in the level device market, including: Growth in ultrasonic and radar technologies Shipments of new-technology level devices by revenues and units Shipments of traditional level devices by revenues and units Shipments of level devices by each technology in revenues and units A comparison of the growth rates of new-technology and traditional technology level devices Industry segmentation for the level device market Applications for different level device technologies Mergers and acquisitions in the level device market New entrants into the level device market New products being introduced into the level device market
5 Segmentation of the Level Measurement Study All segmentation will be divided by the seven geographic regions, with forecast data provided through 2018. The segmentation for level measurement study is as follows: Geographic Segmentation North America (United States and Canada) Europe Mideast / Africa Japan China Rest of Asia Latin America (Mexico, Central and South America) What s in this for my company? See the emerging applications and where the growth is Understand world and regional markets Get to know your real competition Learn what other suppliers manufacture, where, and for whom The best information creates the best decisions Average Selling Price of Level Measurement Devices by Region North America (United States and Canada) Europe Mideast / Africa Japan China Rest of Asia Latin America (Mexico, Central and South America) Level Measurement Devices by Measurement Type This study focuses on the two main kinds of level measurement: Point level measurement Continuous level measurement Level Measurement Devices by Measurement Medium Shipments of level measurement devices are segmented by medium type as follows: Liquid level measurement Solids level measurement Liquids Level Measurement Shipments of liquids level measurement devices are segmented according to type as follows: Water Chemical liquids Petroleum liquids Slurries Other liquids
Solids Level Measurement Shipments of solids level measurement devices are segmented according to type as follows: Grains Pellets Food solids Other solids New-Technology Level Measurement Devices Shipments of new-technology level measurement devices are segmented by individual technology by region with forecasts to 2018. These technologies include: Non-Contact Radar Nuclear Optical Gap Switches Ultrasonic Vibration (Tuning Fork) Traditional Technology Level Measurement Devices Shipments of traditional technology level measurement devices are segmented by individual technology by region with forecasts to 2018. These technologies include: Bubbler Capacitance Conductive Displacer Floats Hydrostatic Load Cell Magnetostrictive Membrane Paddle Servo Gauge Tilt Switch Level Measurement Devices by Intelligence Level Smart Conventional 6
Level Measurement Devices by Communication Protocol HART Foundation Fieldbus Profibus Modbus Proprietary digital Ethernet Other Level Measurement Devices by Safety Integrity Level (SIL) SIL 1 SIL 2 SIL 3 SIL 4 Level Measurement Devices by Application Custody Transfer Oil Tank Level Liquefied Petroleum Gas (LPG) Tanks Liquefied Natural Gas (LNG) Tanks Separators Distillation Columns Flare Knockout Blending Tanks Steam Generation Boiler Feedwater Open Channel Flow Tank Gauging Other Level Measurement Devices by Industry Oil & Gas Production, Transportation, and Distribution Refining Chemical Pharmaceutical Food & Beverage Pulp & Paper Metals & Mining Power Water & Wastewater Other 7
Level Measurement Devices by Sales Channel Direct Sales Independent Representatives Distributors E-Business Level Measurement Devices by Customer Type End-Users Original Equipment Manufacturers (OEMs) Systems Integrators Engineers / Consultants Resellers Market Shares of Level Measurement Device Manufacturers Worldwide For each geographic region Strategies for Success Strategies for selling into the competitive level measurement market Company Profiles Business profiles of the main suppliers of level measurement devices Histories, current organization, overall product line summaries Level measurement device product line descriptions Company strategies 8 Publication Date This study of the world market for level measurement devices will be published in four volumes in Q2, Q3, and Q4 2014: Core Study: The World Market for New-Technology Level Devices Q3 2014 Module A: The World Market for Traditional and Emerging Technology Level Devices Q4 2014 Module B: Level Strategies, Industries, Applications, and End-User Perspectives Q1 2015 5Module C: Worldwide Level Devices Market View Q1 2015 We plan to begin work on these studies as soon as we receive final input from level measurement suppliers on this overview.
9 Background Dr. Jesse Yoder is President of Flow Research Inc., a company he founded in 1998. Dr. Yoder has 26 years experience as a writer and analyst in process control and instrumentation. Since 1990, he has written more than 160 market research studies, most of them in the area of flow and instrumentation. Some of the recent and currently-scheduled Flow Research studies are listed below. These and other available studies are described at www.flowstudies.com. Dr. Yoder has also written more than 200 articles on flow and instrumentation for trade journals. Links to these can be found at www.flowarticles.com. Flow Research specializes in instrumentation, and conducts market research studies in a wide variety of instrumentation areas that can be purchased by anyone interested in the topics. We create these studies through interviews with suppliers, distributors, and end-users. Topics include all of the flowmeter technologies - both new and traditional - as well as temperature sensors, temperature transmitters, infrared thermometers and thermal imagers, pressure transmitters, and selected API-certified valves. Besides writing and publishing studies of this type, Flow Research specializes in user surveys that include a detailed analysis of customer perceptions. In addition, Flow Research provides quarterly updates on the flow and energy industries in the Market Barometer and the Energy Monitor. The Energy Monitor analyzes the current state of the oil & gas, refining, power, and renewables industries, and the implications for instrumentation suppliers. Both reports are part of the Worldflow Monitoring Service; more details are available at www.worldflow.com. For more information on Flow Research, please visit our website at www.flowresearch.com. Recent and currently scheduled Flow Research studies: Volume I: The World Market for Coriolis Flowmeters, 4 th Edition (January 2013) Volume II: The World Market for Magnetic Flowmeters, 5 th Edition (Q4 2013) Volume III: The World Market for Ultrasonic Flowmeters, 4 th Edition (Q2/Q3 2012) Volume IV: The World Market for Vortex Flowmeters, 4 th Edition (July 2010) Volume V: The World Market for DP Flowmeters and Primary Elements (January 2007) Volume VI: Worldwide Survey of Flowmeter Users, 2 nd Edition (January 2006) Volume VII: The World Market for Positive Displacement Flowmeters (March 2012) Volume VIII: The World Market for Turbine Flowmeters (January 2012) Volume IX: The World Market for Pressure Transmitters, 3 rd Edition (August 2011) Volume X: The World Market for Flowmeters (includes all flow technologies) (Q3 2012) Volume XI: The World Market for Natural Gas and Gas Flow Measurement (Q3/Q4 2011) Volume XII: The World Market for Steam Flow Measurement (March 2008) Volume XIII: The World Market for Mass Flow Controllers, 2 nd Edition (Q2 2012) Volume IV: The World Market for Thermal Flowmeters (October 2009) Volume XV: The World Market for Liquid Analytical Instruments (February 2011) Volume XVI: The World Market for Oil Flow Measurement (Q1/Q3 2013)
10 In addition to off-the-shelf studies, we conduct custom projects for companies who are looking to expand their product line, merge with or acquire another company, or understand their customer needs better. We are very experienced at doing user surveys that reveal hidden problems, emerging applications, and new product requirements. We gather the data and analyze it in light of our wealth of data on instrumentation. We then formulate strategies that help you achieve your goals. We work with companies individually to formulate strategies that will help them succeed in an increasingly complex world. Dr. Yoder has been working in process control since 1986 and creating market research studies since 1990. He and his team have studied hundreds of companies during this time and have advised most of the top flowmeter suppliers on market and product strategies. Staff Profiles Belinda Burum, Vice President and Editor, worked in journalism and advertising before entering high tech 18 years ago as a writer, marketing communications manager, and customer references consultant. She joined Flow Research in 2002, and since then has worked on many projects. In addition to her work on market studies, Belinda is editor of the Market Barometer and the Energy Monitor. Norman Weeks, Senior Market Analyst, joined Flow Research in November 2004 after a 24- year stint with Verizon. At Verizon, Norm specialized in creating innovative and deliverable customer- specific solutions, product management, and product marketing. He is a fulltime market analyst for Flow Research, has completed many studies, and also serves as associate editor of the Market Barometer and the Energy Monitor. Leslie Buchanan, Research Associate, joined Flow Research in March 2010. She serves as a customer liaison, manages the contacts database, does research and writing for some Flow Research studies and publications, and develops and implements standards for publication formats. Vicki Tuck joined Flow Research in June, 2012. As an administrative assistant, she has experience in both the fast-paced law firms of Boston, and in various nonprofit organizations. Christina Glaser, Research Analyst and Programmer, has worked as a software consultant, programmer, and web developer since 1992. She joined Flow Research in October 2010 and took an active role in refreshing our company website. Nicole Riordan, Director of Marketing, joined Flow Research in 2009. She provides valuable assistance with many functions in the office.
11 27 Water Street Wakefield, MA 01880 United States +1 781 245-3200 +1 781 224-7552 (fax) www.flowresearch.com Christian Doppler The Flow Research Founding Sponsor Program To produce studies that most closely match our clients needs, Flow Research instituted the Founding Sponsor Program. This program enables companies who wish to participate at a high level in a study s research to influence its scope and segmentation. In addition, Founding Sponsors receive regular updates from Flow Research on study progress, and receive a significant discount on the standard retail price of the study. Procedure: Early in the planning phase of a study, Founding Sponsors receive a proposal that includes the proposed segmentation. Founding Sponsors can propose additional segmentation, and can also suggest changes to the proposed segmentation. While the decision to adopt particular segmentation ultimately lies with Flow Research, and is based on input from all contributors, we will do our best to accommodate the specific needs of each of our clients. During the research phase of a study, Flow Research will issue regular reports that provide updates on the progress of the research. These reports will be sent to Founding Sponsors, who are then invited to provide any additional input or comments into the study. Being a Founding Sponsor requires making an early commitment to purchase the study. However, in return, Founding Sponsors receive a significant discount off the regular price of the study. Payment can be made either in one amount at the beginning of the study, or split into two, with the second payment due upon delivery of the study. For additional details, or to find out how the Founding Sponsor program applies to any particular study, please contact Flow Research. We look forward to working with you! If you have any questions about the Founding Sponsor program, please contact Norm Weeks at +1 781 245-3200, or norm@flowresearch.com.
12 The World Market for Level Measurement Devices Why Flow Research? 27 Water Street Wakefield, MA 01880 United States +1 781 245-3200 +1 781 224-7552 (fax) www.flowresearch.com We specialize in flowmeter markets and technologies We have researched all flowmeter types We study suppliers, distributors, and end-users Our worldwide network of contacts provides a unique perspective Our mission is to supply the data to help your business succeed www.levelresearch.com