Automation as the Key to Success - Interview with Peter Dixen

Shortly after glasstec 2014, Peter Dixen took over as CEO of A+W Software GmbH, succeeding Dr. Uwe Schmid. Dixen brings more than 20 years' experience in the glass and window industry to his new position, most recently as A+W Sales & Marketing Manager. He explains where he sees future challenges for the glass industry and how he wants to support the industry in conversation with GLASWELT editor Matthias Rehberger.

Glaswelt – Mr. Dixen, you have been managing A+W for nearly six months now, what have you changed and where do you want to take the company?

Peter Dixen – One of my foremost concerns is to approach our customers and partners more directly so that we can learn about and understand their most important desires and needs. When it comes to products and service, our company is very well-positioned; in 2014 we were very successful, both in Germany and internationally. The industry admires our expertise and capability. However, we may never forget that the market tells us what it would like, and not the other way around.

What's new? Our internal organization now works more across departments. This improves communication significantly and our customers profit from this. Through the redistribution of tasks, among other things were were able to reduce the management from five to three people.

Glaswelt – The change in management came as a surprise to many people. What feedback have you gotten as the new chief of A+W?

Peter Dixen – The feedback has been surprisingly positive and friendly. Here, of course it was helpful on the one hand that I have been with A+W for a long time and that on the other hand, I have worked closely with our company for many years on the customer side in the international environment. As Sales Manager, I had already experienced the cooperation with our customers, employees, and our parent company Constellation as very trusting. Therefore, I am especially pleased about the additional opportunities that I have to shape the company as CEO.

Glaswelt – Let's look at the industry today. Where do you see the great challenges for glass processors and refiners, as well as the IG manufacturers?

Peter Dixen – Most German glass refiners and construction supply manufacturers understand that they cannot assert themselves in a price war. Capable medium-sized companies create unique selling points wherever they can so that they can distinguish themselves clearly from the competition. Returns cannot be secured with ruinous prices, but rather with intelligent and optimized logistics and services with a high degree of automation. Given these prerequisites, it is possible to work at fair prices. This is where we see a lot of room for play within the industry.

Glaswelt – What do you emphasize when approaching customers, what do you have to offer?

Peter Dixen – We will speak more intensively to our customers and focus more precisely on their desires in all areas – especially in strategic product development. Therefore, beginning in 2015, we will invite them to regular customer and partner events in order to intensify the productive dialog. In addition to new software concepts, we would like to focus the dialog especially on strategic and process-oriented topics and questions about current market and product trends. Our goal is to learn precisely what the industry's needs for software and automation solutions are. At the same time, we will inform people about where and with which products we can better support glass processors and window manufacturers.

Glaswelt – The software and interplay with the individual systems and machines for IG production are becoming ever more complex. What responsibility do you have to your customers?

Peter Dixen – We regard ourselves first and foremost as an innovation advisor to the industry. Naturally the focus is on the software. However, our core competency is creating automated processes with our machine partners; with the help of these machines, the processors can assert themselves on the market. And it must be possible to scale these processes for each customer.

However, we are not just thinking of production. Integrated information processing and process organization begin with the creation of a scheduled quotation. Since a state-of-the-art integrated software system must be able to handle storage and order inquiries, reserve machine capacities, plan shipping, etc., today all of the important information is available in minutes. This way, the user can have a complete quotation in hand quickly. This is where companies find interesting starting points for positioning themselves optimally with respect to the competition.

Glaswelt – What kind of additional support can processors expect from you?

Peter Dixen – We offer our customers user-friendly software that can record and handle complex processes securely and with ease. And for us, the process does not end with sales: anyone who has purchased a high-quality, expensive software package needs long-term support and advice. We have often noticed that powerful functions are not used because the user simply does not know about them. Here, we assist our customers with trainings, video trainings, individual expert tips, and extensive documentation.

With our strong international service department, we are in a position to help quickly when something gets stuck. These software-related services are just as important to our users as the products themselves.

Glaswelt – Do you think the progression of automation and the associated investment is a question of survival for processors?

Peter Dixen – In the long run, no glass refiner will be able to prevail on the market without automation, but here in Germany, we are on the right path already. But for a few exceptions, the industry strives to take all opportunities to increase efficiency.

"Automation is a megatrend" - this message has hit home. However I cannot emphasize often enough that each company has to analyze its needs in advance and weigh every innovative step very carefully.

Glaswelt – What are the special challenges of automated production for smaller and medium-sized glass processors/IG manufacturers?

Peter Dixen – Clearly in cutting; that is, in glass storage, cutting, residual plate management, storage organization, and sorting. A lot of money can be earned or wasted here. This also applies with respect to the follow-up processes, which are organized and prepared here.

However, automation should always be regarded as an improvement of overall logistics. We as a software provider also think about shipping, something for which we have developed interesting solutions, and beyond company boundaries. Thus, for us the optimization of the logistics of a window manufacturing customer begins with glass ordering with A+W Cantor. Starting here, the storage information is created for the construction element manufacturer and passed along with the order via EDI. For details, see the exciting article on the next few pages.

Glaswelt – And which new products are you offering in this context?

Peter Dixen – We are constantly adapting our production control and optimization solutions in cooperation with the machine industry, and we regard ourselves as a leader in intelligent solutions. For example, look at the defect optimization solution A+W Defect Optimizer, which we presented at glasstec 2014: in interplay with jumbo scanners, it saves users time and thus also money day after day. Other special optimizations such as the A+W Stack Optimizer and A+W Shape Optimizer for shape optimization are other examples of intelligent solutions that can be used and combined individually by customers. And our Logistics Optimizer perfectly organizes the maximum utilization of transport capacities and the entire delivery process. Our software aims to optimize costs and increase customer satisfaction.

Glaswelt – And what would you wish for the glass industry?

Peter Dixen – First I would would wish for all glass processors and window manufacturers that the lively boom announced at this year's BAU will materialize. In the long term, I would wish for the industry that it should stay as creative and innovative as it is now. Many companies manufacture good insulated glass, but what we need is innovative products and service offerings. Processors who position themselves well here do not need to fear the cheap competition.

Matthias Rehberger asked the questions.

(English translation by A+W)