Changing the Perspective
More than a component. More than a supplier.
For generations, bearings have been the unsung heroes of countless industries. It’s no exaggeration to say that without them, there would be no cars on our roads or trains on our tracks. Wind turbines would be a pipe dream and quarries and mines would still be relying on humans wielding pickaxes and shovels. Aerospace, food and beverage production, the petrochemical industry and many, many more would all be utterly unrecognisable, if not downright impossible, if it weren’t for bearings.
And yet, despite being utterly vital to life as we know it, bearings are still taken for granted by huge swathes of not just the general public, but experienced members of industry. All too often, they are seen as just components and the companies that supply them as mere manufacturers, rather than what they truly are… highly-engineered, value-adding parts supplied by solutions providers able to offer astounding levels of expertise and experience.
In a world where technology is advancing at an unprecedented rate, one which often seems overwhelming, you need partners able to offer that sort of support. We don’t know what new applications are going to come along over the next few years, but what I am certain of, is that as long as things are still rotating, bearings will still be necessary. Whatever developments or breakthroughs take place in sectors like aerospace, EVTOLs or robotics, NSK products will remain integral to their success.
And that’s no exaggeration. They are integral. We are working to ensure that, across all industries, bearings (as well as other products such as ball screw and linear guides) are truly appreciated for the value they can offer. Equally, we are determined to ensure that NSK employees are appreciated for the breadth and depth of their knowledge, and their ability to offer solutions to such a wide range of challenges.
They are deceptively simple, and often small, but bearings have the potential to reduce downtime, boost productivity, enhance efficiency and increase safety… In broad terms there are two markets for bearings, a higher volume, lower spec market where price is king, and another where you can add value via highly-engineered components backed up by knowledgeable engineers and extensive R&D. NSK can absolutely support higher volume, more conventional applications, but our strategic focus is on the second market. This is, we believe, where we can really make a difference. Our experience, expertise and quality of product mean that we thrive when working with customers whose primary concern is to find the best possible fit for their application.
A vital part of achieving this is engaging with the customer from the earliest possible stage, ideally at the beginning of the design process. We don’t want to offer an off the shelf solution, we want to provide a tailor-made one which demonstrates that we truly understand their application and the challenges they face. Our goal is to always be in a position to supply a better bearing than anyone else can. To guarantee increased reliability, productivity and durability, as well as peace of mind.
These are just two good examples of our proactive approach, but I could mention plenty others, from our solutions for cryogenic pumps, to our new MT Frix ball screws, which offer a significant reduction in dynamic torque friction for machine tool manufacturers, or any of several exciting products we offer for high-speed rail.
Part of the reason we can offer such innovative solutions, is that we don’t just monitor the latest developments in the marketplace, but in tribology as well. Understanding the scientific fundamentals of how surfaces interact whilst in motion is absolutely key to everything we do. It’s how we ensure we are offering high-quality products, and is the main reason why we are able to be so strong in so many different areas.
The best way to make use of our knowledge is to involve us from the very beginning of the design process. If an OEM approaches us after they have already designed their machine or application, then we will still offer them the best possible product we can, but there won’t be much space for different proposals in terms of type or size of bearing. The earlier we are involved, the more options we can provide, some of which may offer significant performance improvements.
Of course, we understand this is a challenge for the customer, but we strive to make the process as smooth and as fast as possible. OEMS who involve us early, and who treat us as a solutions provider able to add value to their applications will benefit greatly in terms of flexibility, reliability, productivity, safety and cost.
NSK is the third largest bearing manufacturer in the world, as well as a pioneer of linear motion technology. That position is based upon our strength in Japan, China and across Asia more generally, but we also have a presence in every major European market, as well as the Middle East and Africa.
We have ‘boots on the ground’ in terms of sales staff and application engineers, able to communicate with customers in their local language and are always looking to build collaborative partnerships. We’re actively developing relationships across exciting markets like EVTOLS, high-speed rail, cryogenic pumps, electric vehicles and the medical sector, as well as more traditional, volume-driven markets where we are also strong.
It's important to stress to the European market that we are far more than just a company that just sells components. We understand their applications, their sectors, their systems and their needs. We understand the unique challenges they face and that markets and trends are different across the continent and further afield.
Despite a difficult economic climate, and the pessimism that now seems all too common in the media, I firmly believe that innovation is alive and well in Europe. Indeed the most innovative companies in the world are operating here and NSK Europe is one of them.
I’ve outlined several of our efforts above, but we also offer hidden value when it comes to product life cycle management, condition monitoring, predicting product lifespans, software and more. These are all areas where we will be building on what are already exceptional offerings, to make new breakthroughs in the future.
This is why I see us as a solutions provider, not a straightforward supplier of components. We have a deep understanding of the markets we serve and are able to help our customers improve their own offering in significant ways. NSK is a conservative, Japanese company and promoting ourselves doesn’t always come naturally. But the market deserves to know about the value we can add, and we are certainly going to start shouting about what we have to offer.