A Case Study on Brand Perception What comes to our mind when we think ofX erox?

The answer to this question without a shred of doubt is A Photo Copier. The brand equity that Xerox has created in the last hundred years of its existence is a source of envy to the other players in the copier market. Xerox brand has become noun, verb and adjective. Only a very few and selected brands in the world have been able to command this kind of a respect and love from their customers. Such a strong brand is a work of years of hard work, commitment and dedication toward what a consumer desires and how best he/she can be satisfied.

Working Principles
The Semiconductor Motor Controller During the 1950's, much effort was put into the development of a four-layer transistor device which had the power to switch large currents at high voltages when triggered by a very small pulse of current. This device became known as the silicon controlled rectifier (SCR), or in Europe, the Thyristor; it is the basis on which all soft starting systems are built. The characteristic of most interest is the ability of the thyristor to switch rapidly (in about 5 millionths of a second) from "OFF" to "ON" when pulsed, and to remain "ON" until the current through the device falls to zero, - which conveniently, happens at the end of each half-cycle in alternating current supplies. By controlling the switch-on point of a thyristor relative to the voltage zero crossing in each half wave of an alternating current, it is possible to regulate the energy passing through the device. The closer the turn-on point is to the voltage zero crossing point, the longer the energy is allowed to flow during the half-cycle. Conversely, delaying the turn-on point reduces the time for the energy to flow. Putting two thyristors back-to-back (or anti-parallel) in each of the phase connections to a motor, and by precisely controlling their turn-on points, an electronic soft starter continuously adjusts the passage of energy from the supply so that it is just sufficient for the motor to perform satisfactorily. So, for instance, by starting with a large delay to the turn on point in each half cycle, and progressively reducing it over a selected time period, the voltage applied to the motor starts from a relatively low value and increases to full voltage. Due to the motor torque being proportional to the square of the applied voltage, the starting torque follows the same pattern giving the characteristic smooth, step less start of the soft-starter Running Induction Motors

Once a start has been completed the motor operating efficiency becomes of interest. When working at or near full load, the typical 3-phase induction motor is relatively efficient, readily achieving efficiencies of 85% to 95%. However, as shown below, motor efficiency falls dramatically when the load falls to less than 50% of rated output. Efficiency v Load In fact, very few motors actually experience consistent fully rated operation, the vast majority operate at much lower loads due to either over-sizing (a very frequent situation), or natural load variations. For Fan and Pumping applications, the affinity laws will allow the inverter drive to show very considerable energy savings over virtually all other methods of control through varying the speed of the motor in response to changes in load. Where motor speeds cannot be varied, the optimising version of the semiconductor motor controller will also produce energy savings in lightly loaded motors. Less sophisticated systems of soft-starter remain at full conduction and the motor then behaves as if it were connected directly to the mains supply. However, at light loads and mains voltages, induction motors always have excess magnetic flux, and suffer efficiency loss and power factor degradation as a result. By detecting the load at any instant, and adjusting the motor terminal voltage accordingly, it is possible to save some of the excitation energy and load loss, and improve motor power factor when the motor is running inefficiently at light loads. Jayashree make soft-starters, which are microprocessor controlled are manufactured with the technical collaboration with fairford electronics UK, and this gives them a number of advantages. Firstly because of our patented method, there are no adjustments to be made for the energy saving function: all calculations necessary to find the best degree of phaseback of the thyristors for any load condition is made by the micro-computer. Secondly, the start always synchronises with the supply voltage and a special structure of turn-on pulses virtually eliminates the inrush currents normally associated with motor start-up; this happens every time. Lastly, there is the absolutely step less starting process, found only with the primary resistance or reactance electro-mechanical starters - but without the wasted energy, and with the opportunity to control the maximum current allowed to flow during the starting process. Other features such as soft stopping are included, or are available, to give considerable control over all modes of induction motor operation. Semiconductor Motor Controller >> Is based upon the silicon controlled rectifier or thyristor. >> By pulsing a thyristor, it switches from off to on until the current stops flowing though it - which occurs every half cycle in an AC. supply. >> By controlling electronically the thyristor turn on point, it is possible to regulate the energy passing through it. >> By starting with a large delay angle and gradually reducing it , the motor terminal voltage is increased from a low value to full voltage, giving a smooth, stepless, start.

In short, by carefully controlling the motor voltage at starting with the help of thyristor, the starting current and torque can be controlled, this tyristor controlled motor starting device is called as electronic soft starter. Microstart is a Digital Soft Starter, thyristor based system which is equipped with all the Electronic advantages. After years of intensive R & D., our principals M/s. Fairford Electronics Ltd., (U. K.) achieved perfection over the control Software and pioneered and patented the micro processor based Thyristor operated controller for induction motors. Principle: - The Digital Soft Starter controls the voltage ramp during starting 30% [adjustable] voltage to 100% voltage of the rated voltage with on site variety of time adjustments ranging from 0.5 Sec. to 120 Sec.

On observing figure 2, the current pattern of the Digital Soft starter will be clear. To get the exact combination of starting time and current, the current limit can be set ranging from 1.5* FLC to 4.5*FLC.