ge desalination aliaustralian mkmarket pilpotential · “ with the official opening of the perth...

GE Desalination Technologies: A li M k P i lAustralian Market Potential

Marketing 445: Andrew Bergstein

Tuesday, April 24th, 2007

Monica GokeyEduard ShubEduard Shub

Nicole WahlbergChris Wert

GE Overview

• General Electric (GE) is a $150BGeneral Electric (GE) is a $150B conglomerate company that dabbles in many marketsmany markets – Ranging from fields like Finance to

AeronauticsAeronautics.


GE Businesses

• GE Commercial • AviationGE Commercial Finance

• GE Healthcare

Aviation• Aviation Financial

Services (GECAS)• GE Industrial• GE money

( )• Energy• Energy FinancialGE money

• NBC UniversalEnergy Financial Services

• Oil and GasO a d Gas• Rail• Water


Water

Focus

• The GE Water and Process TechnologiesThe GE Water and Process Technologies SBU ($572M) will be the focus of this project Primarily Desalinationproject. Primarily Desalination technologies and systems


Ecomaginationg

• “Ecomagination puts into practice GE’sEcomagination puts into practice GE s belief that financial and environmental performance can work together to driveperformance can work together to drive company growth, while taking on some of the world’s biggest challenges “the world s biggest challenges.


Ecomaginationg

• Photovoltaic's (solar panels)Photovoltaic s (solar panels)

Cl l ti• Cleaner locomotives

• Wind Farms

• Desalination


Desalination why?y

• Water scarcity affects 1 in 5 people todayWater scarcity affects 1 in 5 people today, and that number will climb to 3 in 5 in 20 yearsyears.


Desalination?

• Desalination is a purification of water.

• Impure water is filtered through a membrane and is purified through the process


Australian GE

• Australia/New Zealand OfficeAustralia/New Zealand Office69-77 Williamson RoadIngleburn NSW 2565Ingleburn NSW 2565AustraliaPh +61 2 9827-6100Ph +61 2 9827 6100Customer Service - 1800 064 140F +61 2 9827-6150F +61 2 9827 6150


Overview: DesalinationOverview: Desalination


Product OverviewGE Desalination Platforms provide freshwater solutions for industry,freshwater solutions for industry,

governments and agriculture. GE also offers a variety of renewable

energy systems to fuel its desalination plants.

GE DesalinationTechnologies use the

Seawater ReverseOsmosis (SWRO) process

of filtration


Other Products – GE WaterMobile Water: GE has the world’s largest fleet of

Other Products – GE Waterg

mobile water treatment systems available for emergency or supplemental water purification needs.

OnPoint™ Water Services: Service contracting for customers seeking to optimize their water treatment operations & maintenance. GE also offers water treatment o tso rcing being a pioneer in the b ild o n operateoutsourcing – being a pioneer in the build-own-operate (BOO) line of business.

W t RWater Recovery: “Reclaiming, recycling and purifying industrial wastewater – like finding a new source of available water for your processes” economic water recycling solutions for businesses


economic water recycling solutions for businesses

GE Desalination: Current ScopeGE Desalination: Current ScopeThere are currently 2 GE Desalination platforms worldwide

(whose primary purpose is drinking water supply):

1) ALGERIA: The Hamma Water Desalination Plant; key stakeholders are both governmental and privatestakeholders are both governmental and private

• Drinking water for over 20% of Algiers• Scheduled completion by July 2007• http://ge ecomagination com/@v=030820071036@/site/index html#al• http://ge.ecomagination.com/@v=030820071036@/site/index.html#al

giers

2) SPAIN: Spain’s existing Aigües Ter-Llobregat (ATLL) plant will be d d ith GE t h l l t di l i lupgraded with a new GE technology: electrodialysis reversal

(EDR)• Drinking water for about 20% of Barcelona• Implementation began in September 2006


• Implementation began in September 2006

Overview Australia

• Australian Government Recognizes their needAustralian Government Recognizes their need for Water Management

– Water Smart Australia Programme• $1.6 billion (AUD) in water management projects

– National Action Plan for Salinity and Water Quality• $1 4 billion (AUD) over the next seven years$1.4 billion (AUD) over the next seven years• 21 priority regions for National Action Plan for Salinity and

Water Quality


Business Climate – AUS

• Foreign Companies must register for and g p gAustralian Business Number– Already registered through Ingleburn office

• Free Trade between US and AUS in 2005– 99% of all tariffs have been lifted including on

waste water treatment equipment – 10% Good and Service Tax (GST) for both

local and imported goods.


Target Market

• Government agenciesGovernment agencies can initiate projects and gain funding from

• 21 priority regionsp y g– Point of entry:

Adelaide (Region 20)


Adelaide Facilityy

• Waterproofing AdelaideWaterproofing Adelaide– Reducing stress on the Murray-Darling Basin which

produces 40% of Australian agricultural products and uses 75% of Australia’s irrigation water

• Drinking water Facility• Drinking water Facility– Alleviates stress on the water tables by creating a

greater supply of potable water – Seawater Reverse Osmosis (SWRO) process of

filtration (amount we can cleanse a day)


Build Own Operate

• Definition

Build Own Operate

With the build-own-operate model, a private company is granted the right to develop, finance, design build own operate and maintain adesign, build, own, operate, and maintain a transportation project. The private sector partner owns the project outright and retains the p j goperating revenue risk and all of the surplus operating revenue in perpetuity. While this approach is more common in the power andapproach is more common in the power and telecommunications, it has also been used to develop transportation infrastructure.


Competitive AnalysisCompetitive Analysis

There is currently only one desalination plant being used in Australia:

Perth, Australia – plant opened Q4 2006

Two separate contracts: Design/Construct and Operate/Maintain GE id k l tiGE can provide a package solution

Plant is powered by renewable wind farm power from a third entity

GE can provide renewable energy systemsp gy y

Project Cost: $387M – Output $130M liters/dayCost for Algiers plant was $270M & output is 200M L/day

“ With the official opening of the Perth Seawater Reverse Osmosis Plant in November 2006, Western Australia became the first state in the country to use desalination as

a major public water source… ultimately supplying 17% if Perth’s needs.” *


Perth Seawater Desalination Plant: Perth Seawater Desalination Plant: Kwinana, Australia

Above: Aerial View of plant, Below: plant technologies


Long‐Term Objectives

• Entering the other 21 priority regions

Long‐Term Objectives

Entering the other 21 priority regions• Enter the Southeast Asian Market


ge desalination aliaustralian mkmarket pilpotential · “ with the official opening of the perth...

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