Structural transformation initiatives
Consolidating to a uniform software platform
From its foundation in Berlin, in 1969, PSI was built up through organic development supplemented by a number of acquisitions, and as a result the company currently works with around 25 different specialist software platforms, each developed for specific vertical markets of applications. The requirement to enhance, maintain and support all of these platforms clearly results in very significant inefficiencies, suppressing margins and impairing competitiveness.
Exhibit 4: New platform architecture
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Industry solutions: Contains industry-specific or customer-specific functions and algorithms and interfaces to existing enterprise software or machinery.
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Application layer: Provides ready to use applications for solving operational tasks. Includes algorithms for optimisation, production control and logistics.
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Framework layer: Provides the basic interfaces and tools to enable rapid, cost-effective application development.
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Infrastructure layer: Contains the key elements common to all components and services. Key elements include the operating system, databases and networks.
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Source: PSI, Edison Investment Research
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The company introduced a new platform in July 2010, based on the Eclipse Java based architecture and has invested well over €10m in the development to-date. The group is now around a third of the way through a programme to progressively migrate its operations onto this architecture, which should ultimately improve the efficiency of R&D and support and enhance competitiveness. It is also a key enabler of the company’s strategic transition from its previous position as an IT solutions provider to a more product-driven software licensing model.
The key benefits of this migration to the company’s margin profile are as follows:
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reduced replication of work, through the use of a common platform. For example if an infrastructure software provider changes an interface, the modification can be implemented just once across all applications rather than once for each legacy platform;
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efficiency gains through using a more modern, user-friendly platform;
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access to a larger pool of developers, enabling reduced dependence on (typically expensive) niche skillsets and increased ease of near shoring or offshoring; and
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more flexibility in being able to reallocate staff across applications according to the balance of demand.
Ultimately, the potential for this platform consolidation to proportionately reduce R&D costs and raise margins could be significant. In the transition period however, margins are being compressed by an element of double costs being incurred, as the company still supports a number of disparate legacy solutions, while it further develops the platform.
The migration process is also very much a long-term project, with the divisional schedule based on both commercial need and degree of complexity. Consequently the release of efficiency benefits will be very progressive.
However, we believe that the recent strategic deal with ThyssenKrupp for PSI Metals, which is now largely based on the new platform, does give investors an indication of the type of commercial benefits which will be made possible. As part of the deal, PSI become the standard software provider for ThyssenKrupp’s European steel business, and over a period of years all of ThyssenKrupp’s 15-20 European plants, (which currently use a variety of different solutions) will migrate to the PSI platform. We highly doubt that such a deal would be possible using a legacy solution.
Shift towards a more product-based model
Historically, PSI operated a solutions-based model, whereby the licensing component of a customer engagement was relatively low, with revenues weighted towards the implementation project, which involved customising and then integrating the solution, often on a fixed-price basis. Facilitated by the move towards a standard software platform, the company is now shifting its model, whereby the licensing component (for a more modern, flexible product) will be higher, while the implementation work will be carried out on a time and materials basis, and should proportionately reduce with the improved configurability of the new platform. The standardisation of the platform should also support growth in maintenance and upgrade revenues, through enhancing the company’s ability to sell standard software upgrades and security patches, often bundled into a full upgrade and maintenance contract. Historically, the typical value of a standard maintenance contract was 15-16% of sales, whereas under the new model a full upgrade and maintenance contract may be worth as much as 20-25% of the initial licence fee.
Exhibit 5: Revenue progression by type (strategic growth areas in green)
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Source: PSI, Edison Investment Research
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Improving margins and earnings predictability
Ultimately, this shift in the model should help drive up margins and improve earnings predictability. The shift should drive growth in licensing (high margin but volatile) and maintenance and upgrade revenue (high margin and recurring), while software development and integration revenues are likely to decline, although the shift towards time and materials contracts should reduce exposure to cost overruns. Hardware revenues, a significant proportion of which are generated by Incontrol, are unpredictable and low margin. The shift will also suppress growth in the order book in the near term as multi-year fixed price implementation projects, (where the whole value would be recognised in the order book) give way to time and materials, upgrade and maintenance revenues, which enter the order book more progressively.
Building on strengths, potential rationalisation of non-core
The company has also taken further steps over the course of the past year to consolidate the business, building on its key strengths in vertical markets, where the company has a strong competitive position, while rationalising weaker operations.
The acquisition of Broner, a direct competitor to PSI metals in Q414, showed PSI’s ambition to build upon its core strengths, consolidating the market to improve pricing power and grow the company’s customer and geographic footprint. Equally, the headcount at PSI Incontrol has been reduced by 40 to adjust to the difficult economic environment in South-East Asia.