The difficulty of unbiased “comparison shopping”

One problem that faces users and specifiers of flowmeters is how to compare the specifications and performance of different flowmeters. This is a real problem because specifications are often written so as to emphasize positive features, and minimize the negative features of a particular product.

We decided that something could be done to assist the end users and specifiers of flowmeters. What was needed was a thorough, objective, third-party assessment of the specifications of all of the world’s flowmeters.

We decided to begin with magnetic flowmeters, because they are one of the most commonly used technologies, both in process and environmental applications. We began by producing a Competitive Intelligence Report and Marketing Intelligence Report that were intended to be sold primarily to manufacturers and large end-users. However, we found that there was a real need for a simplified, lower cost version that could be used by smaller end-users and individual specifiers.

To this end, we developed “The Consumer Guide to…” series of books. The first in the series was The Consumer Guide to Magnetic Flowmeters, published by Copperhill and Pointer and available from ISA Press. This book is now in its second edition.
Magnetic flowmeters are not a commodity product

There is a perception within the instrumentation, systems, and automation community that magnetic flowmeters have become a commodity product. It has been said that magnetic flowmeters are pretty much equal, that their specifications are pretty much equal, and therefore their performance is pretty much equal. This has made it difficult for users and manufacturers alike to differentiate magnetic flowmeters. In order to compete, manufacturers have reduced prices and stifled new product development across the product niche. This is because high development costs cannot be justified to develop innovative products in a market where the only differentiation is on price.

We discovered that both printed and verbal manufacturer claims actually tend to support the perception that a magnetic flowmeter is a commodity item. These claims typically refer to claimed performance under ideal conditions, and are often simplifications intended to make things easy for the purchaser/specifier. So incredibly "easy" have things become that even the accuracy of the widely used analog output signal is often not stated and is often not known. Yet this is important, since the analog output is the most commonly used to control the process.
How we put together our study
Recent information we developed in the course of doing research for our series of reports “Competitive Intelligence Survey: Magnetic Flowmeters,” challenges the perception that magnetic flowmeters are, or should be considered, a commodity product. Originally, we collected data on 43 companies worldwide who sell magnetic flowmeters. We found that 26 companies manufacture meters, with the remainder private-labeling them from one or more manufacturers. When the study was completed, our list expanded to over 60 companies worldwide, including companies in
Eastern Europe, China, and India.
We asked the companies to participate in our research, and all but a few agreed to provide product specifications. Their raw information was tabulated on over 150 data sheets that were developed specifically for this purpose. The types of magnetic flowmeters were further organized into categories (see sidebar). Within each category, each model was compared on the basis of its published performance specifications. If there appeared to be an omission or inconsistency in a published specification, we sought further clarification from the supplier.
How we analyzed the data

Tabulated and graphical performance data revealed significant differences between models and manufacturers of magnetic flowmeters. Some magnetic flowmeter performance was as much as 2-3 times poorer than that of other flowmeters in the same category (see chart).

The calculations illustrate much of the reason why magnetic flowmeters might be perceived as a commodity product. Magnetic flowmeter performance specifications are often intricate, yet suppliers often simplify them to reflect performance only under the best operating conditions. So incredibly "simple" have things become that some suppliers cannot quantify the accuracy of the analog output signal. Yet this is important, since the analog output is the signal most commonly used to control the process.
What the data means

End-users and consulting engineers who know that several suppliers offer identical equipment (except for nameplate) will be able to better control whose equipment they purchase, and at what price. To simplify these relationships, the flowmeter categories were tabulated by supplier along with country of origin and/or source of manufacture.

To help select the best equipment for an application, users would also like to know which models perform better in a given category of magnetic flowmeters. To this end, within each category, each model was ranked in order of its calculated performance.
The results of the study

The report concludes, “…while there are differences in the electronic features associated with different transmitters, flowmeter performance at reference conditions was found to vary widely. Differences were especially significant at low flow conditions that are commonly encountered in actual flowmeter operation.”

This series of reports is unique in providing this comparison data. We consider the results to be significant and expect that some buying patterns and marketing strategies may be altered as an outcome of our research. Because of the dynamic changes in the flowmeter marketplace due to acquisitions, product additions and deletions, we intend to update this report as events warrant, and make it available as a consumers’ guide utility on a continuing basis.