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Presenting ARC's Digital Plant of the Future Forum
Optimize Asset Lifecycle Performance through Better Asset Information Management
October 13-15, 2008 - Houston, Texas
ARC's Asset Lifecycle Management Forum Focuses on the “Virtual Asset”
ARC's Asset Lifecycle Management (ALM) Forum began with a keynote presentation from ARC Vice President Sid Snitkin that answered the questions, "What is asset information, what makes it good, what is asset information management (AIM), and what is AIM excellence worth?"
 In ARC’s definition, asset information answers any reasonable question, about any asset, from any stakeholder in the asset lifecycle management program in a way that suits their needs and helps them execute their ALM tasks. Asset information falls into several categories, with the two primary groupings of reference data and activity records. Asset information is the “Virtual Asset” in the trinity of physical, human, and information assets that make up a real operating facility. In addition, the Virtual Asset is just as important as the physical equipment since humans need it to understand, analyze, and improve the facility.
Asset information is created, used, and cared for by various groups throughout the asset lifecycle. The value of a specific piece of information to an individual depends upon what they need for their role in the lifecycle and this leads to information quality problems when those responsible for creating information do not use it in their jobs. Asset information reaches a level of excellence only when everyone agrees that it is complete, accurate, consistent, accessible, and timely.
AIM excellence provides rapid operational readiness, where plant startup happens flawlessly, and efficient, effective plant operation and upgrades. AIM excellence can quickly pay for itself. According to a NIST study, AIM excellence can provide a 1.3 percent savings in installed cost. According to the same study, during operations the payback is 2.8 percent of the value of total assets. A 30 percent improvement in maintenance efficiency can also be attributed to AIM excellence.
 Dow Looks into the Eye of the ALM Storm
Jerry Gipson of The Dow Chemical Company was next on the agenda. In addition to being one of the biggest chemical companies in the world, Dow is also one of the biggest EPCs in the world. But how does Dow prepare for the challenges that a large-scale chemical manufacturer faces? Jerry used the analogy of preparing for an impending storm. It could be a physical storm as we saw in Houston not too long ago, or it could be the recent tumult in financial markets or the everyday challenges faced in plant design and construction. Safety is also critical to Dow, which has a safety culture that has successfully and steadily driven down incidents such as injury, illness, and accidents over the past several years.
Dow has a build and modify facility work process for its projects that asks the central question, “Are we designing for what we want to accomplish with this asset?” One key way that Dow determines this is to drive more collaboration and more shared intent through AIM excellence. Dow also ensures that engineering data supports ALM, and Jerry acknowledged that the FIATECH organization is bringing the company together and is driving a shared understanding and associated shared outcomes. According to Jerry, “If we look at the aftermath of the storm, we can see its exposed flaws. What can we do to execute the next time to avoid some of these flaws?” To Dow, ALM is delivery of sustainability.
 Petro-Canada Uses AIM to Drive Rapid Operational Readiness in the Canadian Oil Sands
Jim Simpson of Petro-Canada discussed how his company is developing business processes and systems that will be used in the new Fort Hills oil sands project. Fort Hills is an integrated mining project and is a world scale open pit mine. They use a large bitumen extraction plant to separate bitumen from sand and produce 140 thousand barrels per day of synthetic crude. With a staff of 2,000 in the far north, a lack of local resources, and high turnover, the overall demographics mean that the staff for Petro-Canada will be increasingly younger and less experienced. The tough operating conditions including extreme low temperatures and abrasive oil sands add to the operating challenges.
Accordingly, Petro-Canada needs to establish key strategies and develop and state their end state targets. The company also had to develop a risk-managed plan to reach their goal, which meant implementing simplified and standardized processes. They needed to automate as much as possible and make that automation scalable, repeatable, and shorten the learning curve. This means developing processes and systems in advance of the business need. These processes and systems are developed in four phases, starting with the basics and adding on more complexities over time. Good asset information management is a key goal, and is recognized as a priority early in the program.
Jim’s advice to EPCs was to keep delivering accurate information. There is still a lot of work to do on the part of the owner operator after the information is received. Early delivery of selected information to the owner operator can reduce risk and shorten time to startup. Owner operators will always need to transform, supplement, structure, and deliver information to meet their specific requirements for safe reliable operation. In many cases, the effort to do this is not well understood and vastly underestimated.
First Panel Discussion: Answering the Big Questions
The first panel discussion of the morning was moderated by Ric Jackson, Director of FIATECH. Jim Humphries of Fluor, Jerry Gipson of Dow, Craig Llewellyn of Emerson Process Management, Scott Hillman of Honeywell, and Blair Wheeler of AspenTech all sat on the panel. The overarching discussion revolved around the questions of what the vision of ALM should be, what are the benefits and challenges and what is needed to attain that vision. Jim Humphries noted that most people are using stage gate processes such as Front End Loading (FEL 1, 2, and 3), but there is no clear definition of the information flow across those stages. What is the IT infrastructure? How do you go about building it into a standard process? Stage gate processes are facilitated by a set of integrated tools that are built for purpose. There are many generic tools, but they are not optimized for the needs of capital project execution. Owner Operators (O/Os), EPCs, and suppliers need a common view of what those stage gate processes are and can then develop common processes and tools.
Second Panel Discussion: Identifying an AIM Vision for Operations and Maintenance
The next panel discussion explored the key AIM challenges that need to be addressed to ensure optimal performance during plant operations. Panelists included John Cusimano of Siemens Energy and Automation, Tom Hannigan of Zachry, Magnus Pousette of ABB Reliability Services, Jim Simpson of Petro Canada, Ian Gordon of Silcar, and Pradeep Nair of IBM Tivoli. Sid Snitkin served as moderator.
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Who Should Attend
The Houston 2008 Forum is a must-attend event for:
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CEOs, COOs, and Presidents
- CIOs, CTOs, Directors, and Managers of IT
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VPs, Directors, and Managers of Engineering
- VPs, Directors, Managers of Maintenance and Reliability
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VPs, Directors, and Managers of Operations
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VPs, Directors, and Managers of Supply Chain
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VPs, Directors, and Managers of Manufacturing
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Plant Managers and Supervisors responsible for Operations and Maintenance
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Project Managers, Procurement Managers
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IT Team Leaders in areas related to AIM
- Leaders of industry and standards efforts related to AIM
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Agenda
Following is the schedule for the Forum.
Monday, October 13
Tuesday, October 14
| 7:00 AM |
Registration and Continental Breakfast |
| 7:00 AM |
AT&T Breakfast |
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Asset Information Management (AIM): The Foundation for Optimizing Asset Performance |
| 8:30 AM |
AIM Excellence: What Is It? What Is It Worth?
Sid Snitkin, ARC Advisory Group |
| 8:50 AM |
The Value of AIM Excellence: An Owner/Operator Perspective
Jerry Gipson, Dow Chemical
Jim Simpson, Petro-Canada |
| 9:30 AM |
AIM Excellence in Capital Projects (Panel Discussion)
Jerry Gipson, Dow Chemical
Richard Jackson, FIATECH
James Humphries, Fluor
Craig Llewellyn, Emerson Process Management
Scott Hillman, Honeywell Process Solutions
Blair Wheeler, AspenTech |
| 10:30 AM |
Break |
| 11:00 AM |
AIM Excellence in Operations and Maintenance (Panel Discussion)
Jim Simpson, Petro-Canada
Tom Hannigan, Zachry Industrial Services
Magnus Pousette, ABB Reliability Services
John Cusimano, Siemens Energy & Automation
Pradeep Nair, IBM Tivoli
Ian Gordon, Silcar |
| 12:00 PM |
Lunch |
| 12:00 PM |
Emerson Process Management Lunch
(Media, Partners, EPCs, and O/Os Only) |
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Track 1:
Design and Build: AIM for the Bullseye in All Your Capital Projects |
Track 2:
Maintain and Improve: AIM for Optimal Reliability, Availability and Safety |
| 1:30 PM |
What Is Needed? What Is Reality?
Russ Novak, ARC Advisory Group |
What Is Needed? What Is Reality?
Wil Chin, ARC Advisory Group |
| 2:00 PM |
Strategies for Meeting Your Operational Readiness Goals (Panel Discussion)
Cliff Pederson, Suncor (Retired)
Peter Staines, Bechtel
Patrick Holcomb, Intergraph
Rob Glasier, AVEVA
Ian Smith, Bentley Systems
Paul Gray, NRX |
Strategies for Role-Friendly, On-Demand Access to Asset Information (Panel Discussion)
Marty King, Chevron
Wael Al-Hashash, Equate Petrochemical
Augie DiGiovanni, Emerson Process
Donald Frieden, Wonderware Mobile
Daniel Miller, AT&T Mobility
Harrell Waldrop, AssetPoint |
| 3:00 PM |
Break |
Break |
| 3:30 PM |
Leveraging Process and 3D Models Across the Asset Lifecycle
Kevyn Renner, Chevron
Tom Fiske, ARC Advisory Group
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Using AIM to Drive Evergreen, Ever-Better Maintenance Strategies
Kevin Bauman, Dow Chemical
Joe Nichols, Meridium
Greg Toomey, SKF |
| 4:30 PM |
The Role of Design and Scan-based 3D Models (Panel Discussion)
Kevyn Renner, Chevron
Larry Lynch, Shaw Group
Eric Hoffman, Quantapoint
Costantino Lanza, INOVx Solutions
Robert Axtman, Dassault Systems
Brian Ahern, Trimble |
Integrating Real-time Asset Information into Your AIM Strategy (Panel Discussion)
Dave Brown, Bechtel
Wolfgang Morr, NAMUR
Eddie Habibi, PAS
Mike Brown, Matrikon
George Buckbee, ExperTune |
| 5:30 PM |
AVEVA Cocktail Reception |
Wednesday, October 15
| 7:00 AM |
Registration and Continental Breakfast |
| 7:00 AM |
AspenTech Breakfast |
| Incorporating AIM in Operations and IT Strategies |
| 8:30 AM |
AIM for the CIO and IT: What Is Needed? What Is Today's Reality?
Bob Mick, ARC Advisory Group |
| 9:00 AM |
The Best AIM IT Strategy for Owner/Operators (Panel Discussion)
Russ Dickinson, Dow Chemical
HaJo Lockermann, SAP
Andy Binsley, Oracle
Sam Youness, Microsoft
Brian Sallade, BlueCielo
David Parry, McLaren Software |
| 10:00 AM |
Break |
| 10:30 AM |
The Impact of Strategic Partnerships on AIM (Panel Discussion)
Mike Brooks, Chevron
Eric Cosman, Dow Chemical
Eric Van Gemeren, Flowserve
Ben Keizers, Endress + Hauser
Chet Mroz, Wireless Fibre Systems |
| 11:15 AM |
AIM Strategies for Optimizing Plant Operations (Panel Discussion)
Cathy Culpepper, Ineos Nova Bayport
Asish Shah, Fluor
Bob Fernandez, Invensys Process Systems
Charles Rieb, AspenTech
Don Hart, Pavilion Technologies, a Rockwell Automation Company |
| 12:00 PM |
Lessons Learned, Key Takeaways, and a Call for Action
Sid Snitkin, ARC Advisory Group |
| 12:30 PM |
Forum Ends with Boxed Lunch.
ISA Expo Shuttle Departs (Sponsored by Emerson Process Management). Return service at 5:30 PM. Reservation requested (call 781-471-1123). Expo registration fee is free for members, $25 for non-members. Additional fees for technical sessions for all.
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| 1:00 PM |
Benchmarking Consortium & Customer Advisory Board Meeting | |
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Executive Speakers and Panel Participants
The following executives are among those who will present or participate in a panel discussion at this Forum.
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 Wael Al-Hashash
Senior Reliability Engineer, EQUATE Petrochemical
Wael has over 14 years of experience in the petrochemical field. He currently works in PE Packaging at the PP plant and EG plant. Wael also works as an SME for IntelaTrac and ODR. He previously worked for three years as a Maintenance Engineer with the PIC plant.
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 Kevin Bauman
MaintenanceNEXT Partner Project Manager, Dow Chemical
Kevin is a member of Dow's Global Maintenance Technology Center and Project Manager for the MaintenanceNEXT Project, Dow's next generation of Maintenance and Reliability Information Management Tools. He has 29 years of chemical industry experience in maintenance engineering, maintenance management, and reliability engineering.
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 David Brown
Engineering Specialist, Bechtel
David has 38 years of experience in the process control business. At Bechtel, he is a member of the CAT team as a FOUNDATION Fieldbus (FF) consultant in the OG&C business group. Prior to joining Bechtel, David spent 37 years with Emerson Process Management where his responsibilities included design engineering for developing process control equipment, field support on process control issues, and supporting ISA and IEC committees for safety system, environmental, and instrumentation installation.
He has 14 years of FF experience, both in design and field.
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 Mike Brooks
Venture Executive, Chevron Technology Ventures
Mike has more than 25 years of experience in chemical plant operations management, refinery planning and scheduling, distributed control and instrumentation project implementation, advanced control application development, as well as development of process information management systems and graphical user interface products. Mike focuses on software architecture technologies to support operational activities for all Chevron refineries and the company's supply chain.
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 Eric Cosman
Engineering Solutions Architect, Dow Chemical
Eric’s responsibilities include system architecture definition and design, technology management and integration planning for manufacturing systems globally. He has held positions with Dow in both Canada and the US, with assignments in Process Engineering, Process Systems Software Development, Telecommunications, Automation Architecture and Consulting. Eric represents Dow on various standards committees and industry focus groups.
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 Cathy Culpepper
Site Manager, INEOS NOVA
Cathy has been with Nova Chemicals for 12 years working in the styrenics organization. She currently is the Site Manager at the INEOS NOVA Bayport styrene plant and is primarily responsible for improving plant performance and the operating model. Cathy has spent the majority of her career in the manufacturing arena in various operations roles at Dow Chemical and Nova Chemicals.
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 Russ Dickinson
System Architect, Dow Chemical
TRuss has over 33 years of experience in automation, information systems, and manufacturing at Dow. He is currently the global System Architect for Manufacturing and Engineering at Dow and has led various architecture development and information systems strategic planning efforts as well as managing a number of large global projects. Most recent activities have centered on the implementation of Dow’s next generation maintenance and reliability management system.
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 Jerry Gipson
Director Engineering Solutions Technology Center, Dow Chemical
The Tech Center has global responsibility in Dow for the development, improvement, and effective application of competitive, leveraged technologies in the areas of process automation, process engineering, process safety, design engineering, and construction management. Jerry has worked in a number of functional and business alignments during his 28-year career at Dow. Among his external activities in support of industry and market collaboration, Jerry speaks at a number of venues, and is Vice-Chair of the Board of Directors of FIATECH, a consortium dedicated to the development and deployment of fully integrated and automated technologies which deliver the highest business value throughout the lifecycle of all types of capital projects.
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 James Humphries
Vice President Performance Technology & Siting Support, Fluor
Jim is responsible for the Performance Technology & Siting Support unit of the Global Services group at Fluor. His team provides consulting and technical services to start new facilities and for step change performance improvement initiatives. The scope of these improvements varies from lean manufacturing, purchasing, and materials management to quality, maintenance, plant reliability, engineering, and human performance.
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 Richard Jackson
Director, FIATECH
Richard is the Director of FIATECH, a not-for-profit consortium focused on developing and deploying technologies to improve the design, engineering, construction, and maintenance of capital projects. He manages the consortium’s research initiatives, including the Capital Projects Technology Roadmap, Automating Equipment Information Exchange, and Smart Chips. Previously, Richard spent almost 30 years at the National Institute of Standards and Technology (NIST), including the last four as Director of the Manufacturing Engineering Laboratory directing a staff of 400 in research and development in advanced technology for the manufacturing industry.
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 Alan Johnston
President, MIMOSA
Alan is a 25 year veteran of the industrial software industry and is currently a senior open standards-based interoperability consultant to both public and private sector concerns. He is president of MIMOSA and the designated D-Liaise representative to ISO TC184 SC5 WG7 (Working on Operations & Maintenance Integration) while also participating as a voting member of the ISA SP95 Committee. He currently chairs the ISO TC184 Manufacturing Asset Management Integration Task Force and is chair of the OpenO&M Initiative.
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 Marty King
Senior Engineer Process Automation, Chevron Energy Technology
Marty has 23 years experience in chemical engineering, instrumentation & control system engineering, plant operation, construction, and maintenance. He has directed the engineering and technical effort for implementation of various control and instrumentation projects. He was responsible for the organization, reporting, drawings, purchasing, and negotiating with outside contractors to insure the successful and profitable completion of projects.
Marty has experience with various operating companies, along with extensive commissioning and start-up experience.
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 Larry Lynch
Director of Project Automation, Shaw Power Group
Larry is currently responsible for providing strategy and direction for streamlining Shaw Power’s EPC work process improvement with the use of advanced automation tools. He has over 35 years of experience on both fossil and nuclear power generation engineering and construction projects using a wide range of 3D modeling and Oracle-based integration and automation tools. Prior to joining Shaw, Larry was Bechtel Power’s Plant Design Chief responsible for front-end engineering and the Development Manager for Bechtel’s 3D Engineering System and Construction Integration Tools.
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 Wolfgang Morr
General Manager, NAMUR
Wolfgang is a physicist by education and has been working in the field of automation technology since he joined the Bayer group in 1989. His main area of work have been process control systems and vertical integration. Today he serves Bayer Technology Services as head of a competence center within the Process Management Technology Division. In 2007, Wolfgang became General Manager of NAMUR, the international user organization of automation technology in process industries.
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 Cliff Pedersen
Manager Product Production Processes, Suncor Energy (retired)
At Suncor, Cliff was accountable for all process control and real-time applications used in plant operations for the entire company. With the company for over 20 years, he was responsible for advanced process control applications, real-time process optimization, major reinstrumentation projects, and information technology. Previously, he worked for Shell Canada Products as a Staff Engineer and supervised systems development in the Process Computer Applications Dept. Prior to that, he was with Imperial Oil Enterprises as an Applications Engineer and a Project Engineer and pioneered some of the first multivariable constrained closed-loop computer control.
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 Kevyn Renner
Strategy & Planning Leader, Control & Information Systems, Chevron Global Refining
Kevyn has a chemical engineering background with more than 20 years combined experience in process design and operations, advanced control and instrument systems, vertical industry marketing, and information systems with PetroCorp, Mobil Oil, Foxboro, Emerson, and Sun Microsystems. He is currently focused on the integral use of refining system automation and petroleum downstream enterprise information, within an interoperable infrastructure, to drive enhanced value from the downstream petroleum value chain.
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 Ashish Shah
Director of Automation, Process Technology for Energy & Chemicals Group, Fluor
Ashish has been with Fluor for over 20 years and has been involved in manufacturing and industrial engineering design, level 3/4 process control, systems development, and plant and design automation. He served as Director of New Technology Development in Fluor's Facilities and Plant Services unit. For the past 13 years, he has focused primarily on front-end engineering and integrated design automation. Prior to joining Fluor, Ashish served as Manager of Engineering at Riley Stoker Corporation, Manager of Industrial and Systems Engineering at Telex Corp, and Senior Systems Engineer at Dravo Engineers.
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 Jim Simpson
Project Manager, Business Process Implementation, Fort Hills Project, Petro-Canada
Jim is a chemical engineer who has been involved with the oil business for more than 30 years in many roles, including planning and performance, engineering, strategic planning, and strategic retail marketing. For the last 12 years, he has focused on business process improvement supported by large systems implementations in a wide range of industries, including oil & gas, telecommunications, shipping, rail, chemicals, and utilities. Jim is currently developing the business processes and systems that will be required to support the Fort Hills partnership which plans to develop a new oil sands facility that will be built in multiple phases. The first phase has a planned cost of $14.1 billion with a design production of 140,000 barrels per day of synthetic crude.
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 Peter Staines
Manager EPC Systems, Bechtel
Peter has overall responsibility for Bechtel’s portfolio of EPC applications utilized on projects globally. Peter has been with Bechtel for 27 years with expertise in plant design, CAD/CAE, IT, and services management working on projects in North America, Europe, Asia, and the Middle East, including assignments in London, Saudi Arabia, Iraq, China, Singapore, Canada, and the US. Prior to assuming his current role Peter was Services Manager on the Scotford Upgrader Expansion I project in Alberta, Canada.
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 Brian Ahern
Sales Manager Americas, Power, Process & Plant, Trimble Navigation
Brian manages the direct and indirect channels for providing 3D imaging, positioning, and tracking hardware and software solutions to the power, process, and plant market. Prior to Trimble, he was Director and General Manager for BitWyse Solutions, a provider of software solutions for plant engineers and designers.
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 Robert Axtman
Executive Director Business Intelligence, Dassault Systems DELMIA
Bob has been with DELMIA (formerly DENEB Robotics) for 14 years. In addition to his 30 years of sales and marketing experience, his background includes automated high speed equipment design, robotic system design and installation, as well as automated systems sales. Bob has served many roles within the organization from new product sales to an assignment in Japan as President of DELMIA Japan and Director of Business Development for the Asia Pacific Rim from 1995 to 1999. More recently he served as Executive Director of DELMIA Worldwide Marketing. Prior to that he was Director of Business Development for Latin America.
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 Andrew Binsley
Senior Director Manufacturing and ALM Product Strategy, Oracle
Andy's team is responsible for defining product strategy and direction for manufacturing and asset lifecyle management products. The strategy team works closely with customers, partners, and industry analysts to evaluate trends and establish priorities for product development. Andy has held executive positions at Anheuser-Busch, TSW, and American Software. He has 30 years of experience helping companies with strategies for managing, maintaining, and operating assets effectively.
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 Mike Brown
Vice President Solutions, Matrikon
Mike has 20 years experience in performance improvement solutions in the process industries. He has extensive experience with strategic process control solution consulting to achieve optimal plant performance. Mike works with Matrikon's professional services teams and industry domain experts to ensure effective delivery of Matrikon solutions.
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 George Buckbee
Vice President of Product Development, ExperTune
George is co-designer of ExperTune’s PlantTriage software. As an experienced process control practitioner, he has over 20 years of practical experience in process control. He has worked in oil & gas, petrochemical, pulp & paper, and many other process industries. He is the author of a book for ISA, and has written dozens of magazine articles on the topic of control improvement.
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 John Cusimano
Market Development Manager, Siemens Energy & Automation
John has 20 years of experience in process automation marketing, business development, product management, and application engineering. He and his team are responsible for developing and driving strategic growth initiatives for the Process Automation Systems (PAS) business unit. Previously, John held a variety of positions with Siemens and Moore Products Co. including Global Business Development Manager for Siemens Process Safety, Director of Product Marketing, Safety System Marketing Manager, QUADLOG Product Manager, and APACS+ Product Specialist.
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 Augie DiGiovanni
Vice President PlantWeb Services, Asset Optimization Division, Emerson Process Management
Augie is responsible for leading the design, implementation, and on-going execution of PlantWeb services projects, machinery health management programs, and reliability solutions. Leveraging his years of experience in reliability in a mission-critical environment, Augie understands that balancing the right technology, work processes and expertise are essential to world-class performance in various industrial environments. Previously he se
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