Equipment World Digital Magazine
Issue link: http://read.dmtmag.com/i/699963
T here are two givens when it comes to construction equip- ment technology: there's a lot of it, and what's there isn't understood well, or in the case of telematics, used much. Three recent contractor comments, how- ever, have prompted me to ponder what might be possible if manufacturers took a slightly different approach to contractor machine technology adoption: "I feel I get bits and pieces when it comes to technology. There's enough to spark my interest, but not enough to spark my investment." "The technology piece isn't supported to the same standard as the machine." "Technology just changes so quickly that I don't know when to jump in." With the full recognition that three opin- ions do not constitute a quorum, I want to float a proposal: manufacturers start offer- ing technology guarantees, starting with GPS/GNSS and machine control systems. Yes, the technology now on machines comes with warranties, but this would go beyond that. Under such a purchased technology guarantee, for X number of years, both your machine software and hardware will be updated as new versions roll out. On top of that – and perhaps more important to contractors – the guarantee would include any additional training and support to get your crews comfortable with what's new. I fully recognize there are a lot of caveats that go with this premise, the biggest of which is whether or not an OEM's dealer network is up to providing this level of service. While some dealers are now put- ting specific people in place to address the disconnect that frequently happens when merging field experience with technology, the contractor experience may be uneven from locale to locale. And manufacturers, of course, would have to spell out what exactly such a guar- antee involves. For example, if a contractor has a 2D system on a machine, would they get a 3D system when it becomes available for that model? The price difference with such a technology upgrade could make a manufacturer gulp. But as I talk with contractors, it's clear to me they want a complete hand-hold when it comes to technology, especially as it becomes increasingly built-in to machines. This is not their area of expertise, but they realize it's necessary, especially when they see their direct competitors getting ahead of them. Such packages would have to be priced appropriately. There may be technology breakthroughs that require a significant machine revamp, which would increase manufacturer risks … and hesitancy. But this approach, even with its inherent com- plications, could possibly be one tactic in solving both the contractor's need for tech- nology reassurance and an OEM's desire to be seen as a technology leader. There are fuel efficiency guarantees, ser- vice guarantees and uptime guarantees … why not this? EquipmentWorld.com | July 2016 9 on record | by Marcia Gruver Doyle MGruver@randallreilly.com A technology hand- hold, guaranteed