Cross Value Innovation Final Case

INTRODUCTION
Panasonic Corporation, based in Osaka, Japan, is a worldwide
leader in the development and engineering of electronic
technologies and solutions for customers. Since its founding in
1918, the company has expanded globally and now operates
around 500 consolidated companies worldwide, recording
consolidated net sales of more than 65 billion USD for the year
ended March 31, 2014. Committed to pursuing new value
through innovation across divisional lines, the company strives
to create a better life and a better world for its customers.
Panasonic India currently has a portfolio of 6 companies in India
with a dedicated workforce of about 13,000 in India spread
around 5 manufacturing bases. Recently, Panasonic India has
also been designated as regional hub to drive growth. India is
the sixth strategic region designated by Panasonic which will
take care of its markets in SAARC nations, Middle East Asia and
Africa.
For Panasonic India, one of the most important and thrust area
is ENERGY STORAGE BUSINESS, representing products like
LITHIUM ION , VRLA & SOLAR Modules, We started Li-Ion
Cell Production since 1994 and after acquisition of Sanyo, we
are World Leader in Li-Ion Technology especially for
Automotive, Telecom & Infrastructure Business with lowest
failure rate and best field performance accumulated data till date
and also as far SOLAR Products are concerned - So we
represent , one of the WORLD's Highest Conversion Efficiency
Panels HIT - which is a patented Technology of Panasonic.

E NERGY S TORAGE (L I -I ON )
There are Several Success Stories which have been created in
INDIA for Energy Storage, especially in TELECOM SECTOR,
one of the recent Business Success is - Power backup Solution
for 4G network in INDIA using lithium Ion Energy Storage
Products, We have successfully implemented more than 12,000
Sites in India and several thousands are in progress.
Panasonic India Introduced a long lasting & Cost Effective
Intelligent, highly Customizable Lithium Ion Energy Storage
Solutions for the Telecom Industry with performance oriented

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Cross Value Innovation Final Case

approach in terms of Total Cost of Ownership, ROI, and other
Parameters
The Solution has technical advantages in terms of power to
weight to volume ratio, absence of pollutants like acid and lead
thus turning to Panasonic Silver Bullet for Indian Telecom
Industry and will change the way the industry operates.

L I - ION T ECHNOLOGY
Lithium-ion batteries are incredibly popular these days. The
technology has stood the test of time. You can find them in
laptops, PDAs, cell phones and iPods. They're so common
because they're some of the most energetic rechargeable
batteries available.

They're generally much lighter than other types of

rechargeable batteries of the same size. The electrodes
of a lithium-ion battery are made of lightweight lithium and
carbon. Lithium is also a highly reactive element,
meaning that a lot of energy can be stored in its atomic
bonds. This translates into a very high energy density for
lithium-ion batteries. Here is a way to get a perspective
on the energy density. A typical lithium-ion battery can
store 150 watt-hours of electricity in 1 kilogram of battery.
A NiMH (nickel-metal hydride) battery pack can store
perhaps 100 watt-hours per kilogram, although 60 to 70
watt-hours might be more typical. A lead-acid battery can
store only 25 watt-hours per kilogram. Using lead-acid
technology, it takes 6 kilograms to store the same amount
of energy that a 1 kilogram lithium-ion battery can handle.
They hold their charge. A lithium-ion battery pack loses
only about 5 percent of its charge per month, compared
to a 20 percent loss per month for NiMH batteries.
They have no memory effect, which means that you do
not have to completely discharge them before recharging,
as with some other battery chemistries.
Lithium-ion batteries can handle hundreds of
charge/discharge cycles.

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Cross Value Innovation Final Case

T ELECOM M ARKET
The telecom market is very challenging in terms of
implementation of Energy Storages. In areas such as UP, Bihar,
Jharkhand and some parts of Madhya Pradesh, The diesel
mafia creates hurdles for smooth operations. Thus the telecom
storage business growth is slower than the expected market
growth.

Market Share - Telecom Industry

100%
80%

Others

60%

D-Company

40%

C-Company

20%

B-Company
A-Company

0%
2012

2013

2014

Panasonic

*Estimated figures - to give industry overview

N EW A PPLICATIONS
Now, Panasonic is also aiming on small and critical applications
for OEM business of Li-ion/Li-polymer storages. New areas will
be from applications such as POS machines, handheld medical
devices, handheld power tools, E-bikes, garden tools, toys,
mobile batteries, power banks, wearable device etc. The new
demand will be catered by local assembly in India.

D ELIVERABLES
Teams need to conduct a study and determine the demand of
Li-ion storage in small applications
1) Identify applications
2) Calculate the market size for these applications
3) Categorise applications: manufactured in India vs import
trading *Panasonic will only focus on applications that have substantial manufacturing
in India; because imports

4) Identify the top three most potential areas

5) Specifications of Battery pack for these applications
(capacity, size, li-ion/li-polymer etc.)
6) Design the Go-to-market strategy
Max 15 slide presentation: Annexures can be added extra.

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