The World of TOSHIBA, en, Nr. 14

THE

WORLD OF

AIRCONDITIONING

ISSUE 14

December 2017

OVERVIEW

03 04 06 07

Best Practice Croatia

08

Campaign 2018

09 10 11

Refrigerant R32

Daiseikai 9

9th Convention | Sales / Product Training 40 Years Anniversary Gala

Hello Babies

Toshi Bear New Team Member

Editorial …what a year!…

Dear Toshiba partners, 2017 is ending soon. Looking back makes me very proud because 2017 was a very special year in the history of Air-Cond.

40 years of Air-Cond, definitely one of the most enduring companies throughout the airconditioning branch. This is true not only for the Austrian market but also internationally.

Thanks to my colleagues on 10th October, we could celebrate a memorable event together with you, our friends, partners and suppliers. – It was a Gala evening of a special kind. I love to recall the event and each and every single guest and I hope that you also experienced unforgettable moments.

Coming back to business, I am happy to announce that since weeks the whole team from the areas Marketing, Product Management and Sales is already devoted to the year 2018. They intensively prepare everything for the next season in order to be ready to support your needs with sales and other marketing materials. In general, this year’s newly introduced concept for sales materials will remain the same with minor adaptations and a new campaign. I am already looking forward to next year’s motto: „Love is in the air“!

The changeover in refrigerants to R32 will remain strongly discussed throughout 2018. Regarding R32, I want to strongly spotlight the legal obligations which will be binding for all involved parties in the air conditioning market.

I am sure that R32 provides an opportunity for you to differentiate yourself in time from the competition. With TOSHIBA products you can convince your clients of the newest technology. Besides the changeover in refrigerant, our products become even more efficient and correspond with the latest state of the art. I wish you a lot of success with the new generation of TOSHIBA products!

Finally, I would like to wish you, your families and your employees, on behalf of Team Air-Cond, a merry Christmas, relaxing holidays and a happy new year 2018!

Best regards, Your Jürgen Unterrainer

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The World of Toshiba

Best Practice Croatia After an impressive year 2016, we achieved success also in 2017. Especially, we want to highlight the Croatian market which increased its sales by 24 % compared to last year and is therefore AIR-COND’s third best sales market.

An interview with Robert Horvath, Key Account Manager in Croatia, gives insights into the Croatian market, its peculiarities and its recipe for success.

lost connection with competition, plus some brands developed themselves significantly. It was necessary to increase all activities on the Croatian market, from marketing, presence, contacts to forums.

1. What is the current economic situation on the Croatian market?

The current situation is in the ascending path. After many years of recession, the economy has recovered in the last two years. Most thanks to the personal consumption of citizens. The deficit is reduced to 0.8 % of the GDP, and S&P agency has also recently changed the prospects for the economy from stable to positive with BB rating, which is a good indicator of the trend. All this has positive impacts on our business.

2. How does the Croatian market work?

The Croatian air conditioning market is quite saturated. There are practically no manufacturers who are not represented, either through sales offices or through distributors of Japanese, Korean, and Chinese brands.

The competition is extremely intense and the market is quite price-driven.

3. What are the major challenges?

One of the biggest challenges for us was to regain market confidence in our brand and compensate the loss of market share. In the last 5-6 years, the good position of TOSHIBA on the Croatian market was disrupted, we have

4. What is your „recipe“ for success?

First, it was necessary to look at the challenges and the way how to approach them. One of the most important things was to set up the „order“ in the Project business, where our partners fought against each other instead of the competitors, losing the precious energy. After that, it was necessary to reposition the Residential equipment, both from price and technical perspective. Also it was necessary to empower partners through open communication in order to actively represent the brand TOSHIBA. Here it is necessary to recognize that all of our distributors, along with the TOSHIBA brand, also represent our competition, and thus the task required great energy and a lot of personal engagement to make the difference. The most delicate matter was to increase the presence in those parts of the market where we were weakly present, to open some new business opportunities, but not to disrupt the relationships with our old partners. Along with all these activities, it was necessary to reactivate the collaboration with project designers, who are important for Project business, and to convince them that with TOSHIBA they will easily and efficiently achieve projects. All these activities in last 2 years increased our TO by 45 % in 2016 and in 2017 we still have growth of 24 %.

We were partly helped by a good sunny year, especially in the home segment where growth was over 60 %, but what personally rejoices me most, was more than 200 % growth in Project Business.

5. Which is the most important product segment?

I think it would be unfair to point out only some segments, I think they are of equal importance. For prestige (as well as for TO) you must be successful in the Project Segment, however presence in home segment gives a wide brand awareness, while the RAV segment gives stability and represents our strong backbone.

6. As VRF is strong in Croatia, which is the best way to enter this market?

To succeed in the VRF segment requires a lot of energy because it is a „semi-finished product“ which requires working with all stakeholders of this business, from investor, designer, distributor, installer to service provider. I have recently seen that the presentation to the investor is of crucial importance and that this part should not be left out of hand and waiting for another stakeholders to do it for us. There is also another thing on which I personally always insist, it is increasing staffing in the service, because I think it is a very sensitive, specific segment that does not allow improvisation. The quality of service people makes the invisible foundation, provides safety and supports sales.

Together with commitment, hard work and a little imagination, the VRF segment comes to live and becomes successful.

The Croatian market sets a good example and is mentioned here only in place of many success stories of different partners. We are proud of each and every single partner and are happy that we can count on such good collaborations.

The World of Toshiba

3

Love is in the air. – The new slogan of our advertising campaign for 2018.

Last year, we startet the campaign „Fan of Toshiba“. The idea was good, however, we encountered some limitations.

Our challenge for the new campaign was to find an idea with more impact and simple to understand. The messages have to become clearer, easily applicable and we want to offer you even more variety in taste and a broader choice for many advertising purposes.

Simple. Bright. Clever. That’s exactly the idea of the new advertising campaign.

With love is in the air, we can perfectly express the main benefit of air-conditioning systems „feeling well“. The big idea behind the campaign: If you had an air-conditioning system from TOSHIBA, you had more harmony, more productivity, more peacefulness, more love… and „Love is in the air.“ The idea is versatile. You only need a little bit of fantasy and creativity.

It would be a pity to use the idea only for covers or print ads. It is virtually crying out for stories. It is the perfect base for a radio spot. Or a video clip. Also for social media it works perfectly. Design billboard campaigns! ...

Or play with the idea and brand your neighbourhood’s park benches. Design giveaways for your customers. Wherever there is air, „love is in the air“ is working.

This campaign provides a vast potential, to position Toshiba as a manufacturer of airconditioning systems and heat pumps.

Together we can spread this campaign and make it really big.

Let‘s bring it to our customers!

Are you in love? We definitely are!

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The World of Toshiba

Collect likes

Impressive in the newspaper

As a roll-up

A real eye catcher

The World of Toshiba

5

R32 TOSHIBA underlines its support to preserve our environment with new products with the refrigerant R32 For the whole air-conditioning branch 2017 was the year of introduction of the new refrigerant – in the home segment up to 10 kW cooling capacity, the first product range with the new refrigerant R32 has already proven successful. To be honest, R32 is not totally new, because it accompanies us already since a couple of years as 50 % component of the established refrigerant R410A. With its slogan „Leading Innovation“, TOSHIBA lives in harmony with nature with its production and product application since the year one. What would 2018’s motto of AIR-COND „Love is in the air“ mean, if the air was not clean and utilizable for many more generations to come?

The new split products for the home segment commit themselves to this motto. A 70 % lower global warming potential multiplied by 30 % less refrigerant charge equals in a CO2 equivalent which is only one quarter compared to an equalivent system with R410A. Air conditioning systems have to become accustomed with this fact and will have to benchmark itself against this calculation.

R32

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The World of Toshiba

TOSHIBA does a lot – eventually, R32 entails a lot of advantages: its high ability to transfer heat load, its conformity with the latest EU legislation and, last but not least, its attractive world market price assure R32 a brilliant future. Especially the energetic factor has a major impact, beause 50 % of EU‘s overall energy consumption is caused by heating and cooling. – Everybody is to some extent responsible for the future of our Blue Planet and for saving it for the next generations.

What is happening in the area of product developments for R32?

Additionally to the already available entry segment MIRAI with R32, the whole product range follows: the top-class units of DAISEIKAI start off and show the direction of the new technological versatility. The two new key words are B-Code and Bi-Ref: TOSHIBA uses B-Code for indicating the possibility that an indoor unit can be used for single and multi split applications. An indoor unit labelled with Bi-Ref means that this unit can be connected with R410A or R32 outdoor units. With only a short delay also the midtier segment (SUZUMI PLUS) as well as the entry level products (MIRAI) will follow. Until the middle of 2018 also the whole multi split segment will be available with the refrigerant R32. Those product updates imply also many other treats: For example, the 60x60 slim cassette, already known from the business segment, with optional comfort wired control and a new extra slim wired control for all multi split units will be available also for the home segment. Furthermore, a new chassis unit for on site paneling with up to 40 Pascal external static pressure, will enrich the multi split portfolio. In addition, TOSHIBA engineers are already developing the next generation of multi split systems. Many experts already today agree that with steady minimization of refrigerant charge, the future will lie in DX/water hybrid systems, hot and cold water preparation - We are eager to know more about it soon!

Nevertheless, not only in the home segment all signs are pointing towards R32. Also the business RAV segment is consequently approaching the new refrigerant with a new product line-up by the middle of 2018. In early summer the Super Digital Inverter outdoor units with 2 to 5 PS capacity and a new chassis will be launched, followed by the Digital Inverter with 1 to 5 PS capacity in special „drop in“ versions, adapted for the new refrigerant. Of course, you will have the known, broad choice of indoor units compatible with these new products. Additionally, we are looking forward to a new product which is especially interesting for cooling of areas with technical equipment. The new floor-standing unit will be much-loved for its uncomplicated handling and its versatile applications.

TOSHIBA does a lot – a variety of new products accompany the upcoming season 2018. As usual, AIR-COND partners will receive all necessary information regarding product details, prices and availibilities in a clear and comprehensible way on the partner website and via newsletters. Especially in times of technical innovation, values such as quality, continuity and reliability of business partnerships become even more important. Therefore, AIR-COND continuously establishes close ties between producer, importer, installers and end users.

Daiseikai 9 TOSHIBA’s premium single split high efficiency system DAISEIKAI is celebrating its 20th birthday and is being relaunched as Series 9 – obviously with the newest refrigerant R32.

For the last 20 years, the product name DAISEIKAI stands for the fusion of highest virtues in one single system regarding air conditioning units: best energy efficiency values, lowest possible noise level for outdoor and indoor units, high quality air filter system as well as easy operation are inextricably linked with the name DAISEIKAI. Our flagship from the home segment enters the 9th round. The technical values and features of the current Daiseikai model 8 are already impressive and are of course entirely preserved in the new model: hybrid-inverter controlled twin-rotary compressor, absolutely draft-free 3D airflow, specially coated heat exchanger fins, the 8 °C defrost function, a user-friendly infra-red control and the multiple times rewarded plasma air filter system are retained to the full extent in the DSK9 products.

Everybody who decides in favor of this premium air conditioning system will emphasize not only up-to-date features and durability but will also have in mind environmental aspects: equipped with the refrigerant R32, all DAISEIKAI models have effectively implemented this „extra“. The same cooling and heating capacity can be reached with 30 % less refrigerant charge and the low GWP of 675. This equals in an extremely low CO2 equivalent for all three units of this system. By the way, the three known capacity levels of 2,5 kW, 3,5 kW and 4,5 kW nominal cooling capacity will remain available with the DSK9. TOSHIBA’s perfect inverter control has proven itself in practice and guarantees a stable operation far beyond the nominal values.

The effiency class A+++ guarantees the best possible transformation of electrical power in cooling and heating capacity. All efficiency values are, as always, clearly stated in the databook or on the ecodesign Lot10 Website.

The DAISEIKAI product range presents itself absolutely up-to-date and flexible with regards to connection possibilities. Two different model types will be available.

A 1:1 single version in combination with the respective outdoor unit. In this case a big heat exchanger provides for best energy efficiency values.

2,5 – 6,0

A+++

Cooling capacity

Energy efficiency

WiFi ready

The second version carries the TOSHIBA „M“ Code in its article number: these indoor units, with a smaller heat exchanger, are optimized for multi inverter outdoor units – perfect balance for energy transmission in heating and cooling in systems for up to five indoor units. This product version is also indicated as „Bi-Ref“ and can therefore be used in combination with R410A and R32 outdoor units.

The major changes for DSK9 in comparison to Series 8 begin already with the design. Produced in the already established chassis with its elegant and well-integrated, dimmable LEDs, the new front cover of Series 9, bribes with its luxurious wooden texture reflect finish in white. Furthermore, the eagerly awaited WiFi option in order to conveniently control all functions via PC or any mobile device will be available soon. It deserves to be mentioned that the WiFi module will be wired with the PC board and stored invisibly inside the indoor unit. TOSHIBA decided to introduce a proprietary system with an own cloud solution which ensures safety and reliability.

With the convenient infrared control established, as well as new, functions can be activated. These days a big issue is the operating sound level of the outdoor units. – At the touch of a button the noise level can be diminished in two steps „Silent 1 & 2“. These settings cause a lower sound pressure level of up to 4 dB(A) lower. Additionally, a special „fireplace mode“ in the heating operation enables a perfect heat distribution from other heating sources. In this case also two different modes are available. Regarding the heating mode, with the new DSK9 heating is possible up to an outdoor temperature of minus 30 °C. Renowned DAISEIKAI features such as 3D airflow, 8 °C defrost function, plasma filter with super ionizer, weekly timer, defrosting if necessary, preset, power select, comfort sleep, Hi Power and eco mode can also be found in the DSK9.

Top-class systems such as TOSHIBAs new DAISEIKAI9 find their admirers apart from the vast majority of cheap entry level users. In this case users are satisfied with 100 % and they know exactly what they want and in which brands they can trust since decades. 2018 is going to be a year where confidence will be created with just one word: DAISEIKAI9!

The World of Toshiba

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9th CONVENTION &

Sales Meeting Knowledge transfer and trainings always have a top priority with us and TOSHIBA. Therefore, we hosted two major events this fall to inform our partners about the latest sales and product news. In October, the known and already established 9th Convention for our export partners took place at Castle Rabenstein. We presented product highlights and an outlook for 2018.

Similarly to this event, in November, we invited our Austrian partners to Vienna for the product / sales training. At this two-day training, next to product news, the focus was primarily on the new refrigerant R32 and its regulative norms. A technical lecture by Mr. Franz Seyfried provided insights into the topic R32 and gave a lot of information about safety regulations for R32, the current state of law and regulations. He emphasized the importance of a quick changeover to R32 in order to save the R410A quotas for possible maintenance and repair of old systems.

Also at TOSHIBA all signs are pointing to a fast changeover to R32!

We are looking forward to supplying you up-to-date products with many additional features.

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The World of Toshiba

40 Years AIR-COND

On 10th October 2017, the event location Seifenfabrik in Graz, was THE venue for the whole air conditioning branch of half of Europe. 330 guests, customers, partners and friends of AIR-COND, arrived from 14 different countries. The furthest, some guests guests from Japan travelled. Even Hirokazu Kondo, TOSHIBA’s president and CEO of TOSHIBA Carrier Corporation (TCC) and Jean-François Hendricks, director of TOSHIBA EMEA insisted on their visit and on being part of the AIR-CONDs anniversary gala.

Thank you very much for participating and celebrating 40 years of history together. It was a great pleasure for us to welcome you on 10th October 2017 in the Seifenfabrik in Graz and we hope you enjoyed this evening as much as we did. Together we have made this evening an unforgettable moment!

We also express our sincere thanks for the excellent cooperation in the last couple of years and also for your trust in us and TOSHIBA! Let us together find out what the upcoming 40 years will bring.

The World of Toshiba

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Welcome

Welcome

Welcome

Pichler

Taucher

Emma

Maximilian Johannes

22nd June 2017 | 3780 g | 54 cm

30th July 2017 | 2880 g | 48 cm

28th November 2017 | 2870 g | 51 cm

The littlest feet make the biggest footprints in our hearts. We wish Irene, Thomas and Emma all the best.

Cheers to the new mommy and daddy, Melanie and Markus. May Maximilian grow up bright and healthy!

Becoming a parent is the moment when all of life‘s battles suddenly seem worth fighting for... Congratulations to Bernd and Bianca on your princess Julia!

Welcome

Welcome

Macher

Julia

Welcome

Isabella

Vanessa Sophie

Sebastian Reinhold

2nd September 2017 | 3495 g | 52 cm

19th September 2017 | 1540 g | 40 cm

19th September 2017 | 2285 g | 44 cm

Hahn

A new ray of sun has fallen on your life, the ray of a cute little princess.

Dear Conny and Gernot, congratulations for your daughter.

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The World of Toshiba

Orthaber

Orthaber

Cute little toes, twenty instead of ten. Innocent dreamy eyes, four instead of two.

Heart-melting cuddles, two instead of one. Parents of twins, get everything in double.

People will say you have two new reasons to smile but in reality, you have a million!

Congratulations to Sonja and Reinhold for your twins.

New Team Member

VA N E S S A

communicative S P O N TA N E O U S

loves taking pictures

C R E AT I V E

Adventurous

Vanessa Mischinger Pre & After Sales Marketing

TOSHI-Bear is thinking about...

! INVENTORY DATE !

26th - 31st January 2018

The last couple of days of a year is mostly the time to review the passed year, and this is true not only for us bears. Most likely also you, together with your AIRCOND sales manager, will retrospect 2017 before Christmans. You will review sales and purchase figures. Of course, these were expectedly not comparable with an incredible season 2016. However, analyzing the last couple of years, you will find out that AIR-COND with TOSHIBA and you, as our strong partners, grew continously. You will also notice that the home segment which strongly correlates with the weather did not meet last year’s figures. On the contrary, the project business with VRF and the ESTIA segment successfully increased its market share. We are happy to see that our investments in tools, mutual activities and your engagement for these business segments finally bear fruits.

Furthermore, our sales team and you will have a look into the next season 2018.

You will see that we are already working, full of energy and a passion for TOSHIBA products, on the preparations for 2018. After strong autumn sales, we are positive that 2018 will await us with a good season start.

After work-intensive days before Christmas, let’s have a look also on more important values: on values like friendship, partnership and respect. We are happy that we could experience these values and even celebrate them with our long-lasting partners on many occassions like the trip to Thailand, many seminars and trainings, the Convention, the kick off and finally, this year’s highlight at the 40 years‘ anniversary gala.

With this in mind and grateful for such long-term, amicable customer relationships, I wish you a merry Christmas with your loved ones, a happy new year, health and a successful, fantastic year 2018, according to the motto of our campaign: LOVE IS IN THE AIR.

CREDITS gettyimages.at shutterstock.at 500px.com

IMPRINT

Haushamer Straße 2 A-8054 Graz-Seiersberg, Austria Tel.: +43 316 80 89 office@air-cond.com toshiba-aircondition.com

The World of Toshiba

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and a Happy New Year 2018

Company Holidays Our head office is closed from 23rd December 2017 until 7th January 2018.

We will be back on 8th January 2018 and we look forward to a successful year 2018 and a good cooperation with you!