Since installing the first communication pole using ATOS steel near Daejeon in central Korea on October 6, POSCO has already completed the installation of ten poles.

To facilitate the transition, POSCO recently completed the standardization of its own specifications. These, along with information regarding the switch in changing steel grades, were discussed with representatives from KT Corporation at a POSCO-led briefing session on October 25.

Until now, mobile carriers had used general materials in the construction of communication poles. But, as natural disasters such as earthquakes and typhoons have become more commonplace, the risk of fires related to overturned communication poles has increased. Subsequently, there has been growing public concern over related safety issues. In particular, since the installation of these poles is largely dependent on human resources, it is essential to reduce their weight and eliminate the hazards associated with the process.

To meet evolving market demands, POSCO put much effort into developing crossover ideas for the application of ATOS steel, which had previously been used for cranes and frames for special vehicles. Based on the results of its solution marketing research, the company found communication poles to be an appropriate fit.

In the process, POSCO succeeded in gaining the trust of its clients while ensuring satisfaction by not only supplying steel materials, but also providing support in the structural analysis needed for the application of high strength steel to communication poles.

POSCO holds a briefing session regarding the application of the company’s specialized steel material, ATOS steel, to communication poles on October 25 at the KT Daejeon Office.

“POSCO’s strategic alliance with mobile carriers has brought about a complete paradigm shift in materials for communication poles,” remarked Ingyu Hwang, Director of the Korea Structural Engineering IT Research Institute. “Since national safety is the top priority in applying ATOS steel to communication poles, this material will perform a significant role in the corresponding market in the future.”

POSCO will continue to conduct evolved solutions marketing by exploring crossover ideas and establishing new business models. In this way, the company will elevate the general materials market in Korea to a high-value steel materials market.

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The escape ladder refers to a structure installed in the balcony or on the floor slab of apartments that allow a person to evacuate a building in the event of a fire or emergency situation. It works by opening up a buried hatch, unfolding a containment ladder, and climbing down the ladder to the ground below.

The current Building Act requires apartment buildings to install any one of the following: a shelter space, lightweight party wall between housing units, evacuation exit on a party wall, or a top-down evacuation exit (escape ladder).

Escape ladder made of the high-strength, high-corrosion resistant stainless steel PossSD.

Having already been implemented in buildings in Busan and Gyeongnam Province, some local governments in Chungnam Province are now also seeking to install the escape ladders. This has led to a new demand for stainless steel, which amounts to around 3,000 tons as of last year, and such demand is expected to make an annual growth of more than 20%.

Responding to the demand in the market, POSCO has gone through trial productions for its unique stainless steel material, PossSD, which the company had developed to replace the 304 steel. In collaboration with domestic producers of the escape ladder since early this year, POSCO also plans to start mass-producing and supplying the product in September after undergoing a fire safety certification test.

Having the similar level of corrosion-resistance and ductility as 304 steel, PossSD won the Innovation of the Year Award last October from the World Steel Association. The use of PossSD has improved the stability and durability of the newly developed escape ladder. The company plans to further promote the material, targeting local governments, domestic construction companies and manufacturers of escape ladder to expand its sales.

How POSCO is Making the World Earthquake-Resistant

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With an aim to strengthen POSCO’s solutions marketing and World Premium products in India, POSCO-INDIA (President, Mr. Gee-Woong Sung) will take the role as the regional representative of POSCO. Responsible for the marketing of PosMAC, it has already entered into sales agreements with a few Indian clients.

The Future of PosMAC in India

In the past few months, POSCO-INDIA has secured the supply order for 300 tons of PosMAC, and the first consignment will arrive by December. A huge jump in the sales volume is expected in 2016. Together with POSCO-IDPC, POSCO-INDIA’s target is to promote and introduce PosMAC to its existing Engineering Procurement Construction (EPC) and Independent Power Producer (IPP) clients. It will also gradually increase the sales volume in India by partnering with other big players in industries ranging from general engineering, automobile and home appliances. The solar power industry is also one of the main focuses for PosMAC in India. In January 2016, POSCO-INDIA is planning to organize a PosMAC technical seminar for potential local clients, with assistance from POSCO HQ and other family companies within India.

At present, two rooftop solar panel structures using PosMAC steel, with 75000 Kwh annual capacity, is being installed at the POSCO-IDPC plant in Bawal. It is considered to be the pilot project for introducing PosMAC in India, intended to showcase these solar units to potential PosMAC clients. The completion target is February 2016 and upon completion, both units will cover the power requirements of the administration and canteen building at IDPC plant.

POSCO-INDIA believes that PosMAC can become popularized for use in the solar panel market in India. Because it is less expensive than other corrosion-resistant materials such as stainless steel, PosMAC steel is highly sought-after for its strength, durability and affordability, which is a key deciding factor for the price-sensitive market. Additionally, PosMAC steel will significantly lower costs by eliminating the need for frequent replacement.

The Benefits of PosMAC Steel

It is well known that steel is essential to modern life and to a future of sustainable development. Nevertheless, it is susceptible to inevitable obstacles. Steel corrodes when exposed to certain conditions. As the industrialized world looks into ways to prevent corrosion, POSCO’s unwavering focus on R&D of steel material products resulted in PosMAC. It is a ternary alloy coated steel with high corrosion resistance developed using POSCO’s own technology and is five to ten times more resistant than normal hot-dip galvanized steel sheets (GI, HGI) of the same coating weight. This means it can replace normal thick plating products.

A tropical country surrounded by ocean on three sides, India has varied climatic conditions, exposing steel structures to environmental corrosion. PosMAC is an appropriate solution to such situations, as it guarantees more durability and resistance to rust and corrosion than existing versions of steel. In 2014, the Prime Minister of India, Mr. Narendra Modi, set a target of 100 GW of solar generation capacity by 2022, nearly a 33-fold increase from the current capacity. This announcement generated the interest of many private companies in India’s solar power sector. POSCO-INDIA expects to offer PosMAC as a durable solution to corrosion resistance in India.

POSCO-INDIA is committed to enhancing competitiveness for its customers by offering technology, business know-how, marketing support and other assistance to its clients. PosMAC will take the lead in a new era of innovative, premium products developed by POSCO.

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Establishing the Foundation Solution Marketing through POSCO Tech Day

The overall result of ‘POSCO Tech Day’ was marvelous: 1,352 people attended the event held at Gwangchi Toyota on January 30th and 1,050 people attended the Gwangchi Honda event. This event has an exceptional meaning to both Gwangchi Toyota and Gwangchi Honda. Because the companies had never previously held an in-house event with an exclusive invitation to a single supplier.

Along with the introduction of POSCO, EVI (Early Vendor Involvement) activities and case examples of solution marketing were presented at the event. Localization strategies through operating Guangdong Pohang Automotive Steel, TSC (Technical Service Center) and POSCO-CFPC were also presented. Moreover, other information such as world premium products, unique steel technologies, and new steel material demand development activities, which are executing with auto parts companies, were introduced.

Above all, ‘POSCO Tech Day’ drew client’s interest and emotions through content that emphasizes automotive structures. Clients who experienced POSCO’s solution marketing at the event expressed their eager interests by sounding out cooperative business possibilities with auto parts companies.

Targeting engineers and purchasing department of each company, the event’s technical seminar focused on Advanced High Strength Steels (AHSS), utilization techniques, performance evaluation, and stainless auto parts products.

Perspectives for POSCO in Guangdong, China
This event is expected to strengthen the future technical partnership in Guangdong, China by raising the potential for practical solution demand identification and joint technical project research. Moreover, it is estimated that the event has helped to enhance the global automotive client networks and increase the actual promotion effects. The greatest outcome of the event is the fact that the foundation for POSCO’s solution marketing is constructed in China, the country that is rapidly developing as the world’s largest automobile market with considerable inbound investment from global automakers.

POSCO will build on this event to actively pursue differentiated client-oriented care, new steel product development, and enhanced commercial support. In the second half of this year, POSCO will hold a technical seminar focusing on local TSC for other global automakers and respond to client’s needs for car body weight reduction and advanced product design capabilities.

Meanwhile, POSCO was the first steel company to be invited to a technical exhibition of PROTON, the only local automotive company in Southeast Asia, in September 2014. POSCO also showed that POSCO is leading the field of car body weight reduction through developing new steel grades and participating in the development project of Renault’s EOLAB concept car which was unveiled at 2014 Paris Motor Show.

If you are interested in more information, scroll down and check out global automakers’ displayed items at ‘POSCO Tech Day’!

PBC-EV (POSCO Body Concept for Electric Vehicle) at EVI Activity Section
By applying the cutting edge technology such as PosM Steel and hot press forming, PBC-EV is lighter than the previous car bodies.

(From left) Rear Lower Arm, First Generation Styled Wheel, Front Lower Arm, Fuel Tank

Electricity Motor Cores (manufactured with electrical steel) at Power Train Section
(Left)Bonded Core Stack – EM Free
(Center)Core Stack – Embo Type
(Right)EV Traction Motor Core (Electric Vehicle Motor Core)

Front Sub-frame Upper at Chassis Section

[Innovative Steel Technology] Amplification of Green and Economical Technology through Endless Research & Development 

FINEX Process
FINEX is an innovative steelmaking process that has altered the conventional paradigm of ‘producing molten metal in a blast furnace’. It is designed to produce molten metal using cheap, powder-type iron ore and bituminous coal and as a result, saves much in investment and fuel processing costs while reducing the amount of polluting substances produced. Commercialized for the world’s first by POSCO, FINEX plant with the annual production capacity of 1.5 million tons, has been running successfully since its launch in 2007. Moreover, 2 million tons of additional facilities has been on-stream in recent years.

Hydrogen-based Steelmaking Process
‘Hydrogen-based steelmaking process’, using Hydrogen (H) instead of coal as a reducing agent, is also at the research stage. Generally, iron ore exists in a state which iron and oxygen are in combination (Fe₂O₃, Fe₃O₄). If coal is used as the reducing agent for separating oxygen, carbon dioxide emission is inevitable in the process. However, if hydrogen replaces carbon as the reducing agent, the reaction with oxygen will result in water and thereby process steel without any CO₂ emission. However, technical and financial issues on securing a large amount of hydrogen follow in accordance. As a possible solution, nuclear energy is currently being considered.

Thin Slab Casting
The steel industry is heading to the direction of environmental-friendly business by revamping the steel process as a direct and consecutive procedure. The new eco-friendly steel process that remarkably reduces energy consumption, is being developed. The most representative case is the ‘thin slab casting’ which manufacturers ‘slab’, the intermediary material, in the thinnest possible form in order to minimize the additional heating temperature.

Compact Endless cast-rolling Mill (CEM) Process
Lately, a new method for creating hot-rolled steel sheet that does not reheat the thin slab has been under development. This innovative technology developed by POSCO is called CEM (Compact Endless cast-rolling Mill) process. The CEM process consecutively produces thin slabs and immediately connects them with the hot-rolling process as a means to create hot-rolled steel products. Through this process, energy consumption of the previous casting process will be saved up to 50%.

[Innovative Steel Products] Leading the Automobile and Energy Industry with High-Quality Materials

Automobile
The automobile industry, which is large in steel consumption, is reaching the pinnacle of eco-friendly vehicle development. Engine efficiency should be enhanced by lightening the vehicle weight in order to improve fuel efficiency. That is, automotive flat products, which occupy most of the vehicle weight, should be lightened. The best method for this issue of the current state is the Hot Press Forming (HPF).

However, there has been a development of new steel material that has sufficient strength and processability without being processed. The best-known example is PosM Steel which was developed by POSCO in 2010. Compared to regular automotive flat products, the PosM Steel sheet, a mixture of iron, manganese, and aluminum, is 3-4 times stronger and about 30% lighter. As a matter of fact, POSCO reduced 130kg from an auto body of ‘EOLAB’ concept car which was a recent cooperation with Renault. The weight reduction enabled the car to run at 100km per liter of fuel. In response to the commercialization of electric automobiles, the innovative electrical steel of high electrical efficiency is under development while super metal with better strength is also in the research process.

Energy
Innovative steel products are being expanded in the energy sector as well. Due to the generalization of deep-sea oil field development, a competition for exploitation of unconventional resource such as shale gas is now at its heights. Accordingly, FPSO (Floating Production Storage and Offloading) for energy development, is expanding in its demand. Used in the offshore plant, the steel material for energy is known for its high quality and safety standards because it must endure the extreme condition of deep sea and the Polar Regions.

In order to meet the strict standards, an alloy steel that holds strength and impact toughness even in an extremely low temperature is under development. Notably, the newly invented high manganese steel is an advanced product of 25% increase in manganese content. The increment in content improved the steel’s low thermal expansion, machinability, and processability. Thus, the steel can dramatically increase the storage capacity of an LNG tank.

Manufactured at a lower price through the environmentally friendly production process, the innovative steel products will solidify its status as key materials within the steel industry. The advancement in the automobile, shipbuilding and energy industry would have been impossible if the innovation of the steel material did not occur. The joint-growth paradigm which is brought by the cooperation between the demanded industry and the steel industry will continue to go on even in the future.

Growing Need for Rust-free, Corrosion-Resistant Steel

Steel is an essential industrial material, but exposure to water, salt, or oxidation can cause it to rust. Rust and corrosion can drastically reduce the safety of buildings by posing a constant potential threat to their structural stability. Additionally, rust has a negative effect on the aesthetics of a structure and its surrounding environment. There has been a jump in interest and demand for corrosion-resistant steel to avoid the high costs of frequent maintenance and replacements.

POSCO Presents Ultra Corrosion-Resistant PosMAC Steel

POSCO’s undying focus on the research and development of steel material products has produced PosMAC, a revolutionary plated steel sheet that is five to ten times more resistant to rust and corrosion than existing versions. The product is an upgrade of existing generic plated steel imbued with resistance to the corrosion of the cut edges that is superior to competing products in strength and resilience. This innovative product, PosMAC represents over 30years of technological progress in the field of steel plate production, as well as POSCO’s commitment to the research and development of ultra-resistant steel plates for the past six years.

PosMAC, or POSCO Magnesium Alloy Coating Product, is an ultra-corrosion resistant alloyed steel plate developed with unique POSCO technology. One of the world’s highest quality steel surface treatment products, PosMAC is five to ten times more resistant to rust and corrosion than existing alloyed steel plate products. Being less expensive than other corrosion-resistant material such as stainless steel, the revolutionary PosMAC steel is highly sought after not only for its strength and resistance but also for its affordability.

PosMAC: Resistant to scratches and steel cut edges corrosion

Existing rolled steel is vulnerable to steel cut edge corrosion

PosMAC is highly resistant not only to rust in general, but also to alkali, scratches and steel section corrosion, thanks to PosMAC’s superior steel plating technology. The magnesium in PosMAC’s plating accelerates the formation of highly stable corrosion products, which in turn forms a layer on the surface of the steel plating, preventing the steel plate from corrosion. While existing rolled steel are vulnerable to steel cut edge corrosion, PosMAC’s steel edges form a protective layer from corrosion products after six months, preventing steel cut edges from forming corrosion. This makes PosMAC five to ten times more resistant to corrosion compared to existing products, as well as giving it resistance to steel cut edges corrosion, a unique advantage not found in other general plated metal products.  Furthermore, PosMAC is highly resistant to alkali and ammonia, which makes it highly suitable for use in livestock handling facilities or in situations where components are in contact with concrete tar.

Let’s have a look at the various applications of PosMAC technology

Reducing production costs of solar panels

PosMAC is being highly sought after in the solar panel market for its high resistance and affordability

The demand for highly durable PosMAC is on the rise in the solar panel industry where solar panel structures are expected to be fully functional for up to 20 to 30 years from their installment. We expect PosMAC to become highly popular in the solar panel market: the plated steel used in the manufacture of supporting fixtures of solar panel structures are extremely costly, and using highly durable and resistant PosMAC steel will significantly lower costs by removing the need for frequent replacement.

Manufacturing automobile motor cases with PosMAC

PosMAC is used for motor cases which require extra-high resistance and durability

POSCO is also offering PosMAC as a solution for automobile components that require extra-high resistance and durability such as ABS, power windows and motor cases. PosMAC will take the lead in a new era of more durable and long-lasting automobiles!

The PosMAC Initiative: Expand PosMAC’s applications

PosMAC has been expanding its market presence mainly in agriculture/livestock/fishing, solar panels, motor cases, and road facilities. Now it’s time for the next phase of the PosMAC Initiative: plans to expand PosMAC’s applications to home electronics and automobile steel plates are under way!

POSCO takes the lead in a new era in the steel industry with PosMAC, the revolutionary product developed through years of research and development. POSCO will continue its commitment to leading the global steel market with the highly resistant and durable PosMAC.

This was the second case where all thick plates of a single project were supplied altogether, and POSCO is the only global steel company to have done so. The first being was for FPSO unit of the Daewoo Shipbuilding and Marine Engineering (DSME) where 90,000 tons of thick plates were supplied.

The 150,000 tons of thick plates supplied was approximately 58% of the entire 260,000 tons of steel materials required in Shell’s LNG development project structure, and is equivalent to an amount that can build 7 buildings at the POSCO Center scale which used 20,000 tons of thick plates.

The ‘Shell’s FLNG Project’ to which the company successfully supplied all thick plate materials is a 3 billion USD scale order won by Samsung Heavy Industries from Shell in 2010 for the world’s first LNG drilling, production, and storage facility (FLNG: Floating Liquefied Natural Gas).

It is a mega-scale offshore plant that has a length of 468 m, a width of 74 m, and a height of 100 ml, producing 3.5 million tons of LNG annually, with the capacity to store 450,000㎥ of LNG which is equivalent to three days of all LNG consumption in Korea.

▲ Image of the world’s first LNG drilling and FLNG facilities led by Shell

POSCO was able to supply all thick plates to the massive project as it was recognized for excellent materials, timely supply, and responsiveness to urgent requests.

POSCO satisfies strict safety and quality standards applied to energy steel materials used in offshore and deep sea plants such as the FLNG, as they must be able to be processed for application to various parts, have corrosion resistance against water, and have high toughness and solidity of steel materials, as they must firmly connect each part of the facilities and equipment.

To supply all products within the appointed date of delivery, the company also prepared all necessary thick plate production lineups for the project and minimized defect rates.

In addition, the ability to efficiently respond to urgent steel material orders due to inevitable frequent changes in design played a factor in being able to supply all the materials.

This project is particularly being seen as an exemplary case where joint correspondence with the client company led to successful execution.

POSCO has successfully carried out steel material development for LNG partitions and low temperatures, as well as applicability tests and the WPQT (welding procedure qualification test) for shipyard drydock equipment through joint technology cooperation with Samsung Heavy Industries.

POSCO prepared a project task force where all related departments of quality control, manufacturing, production, and transportation logistics participated so that there was no delay or mishaps in supply through production status monitoring as well as quality and supply management.

The company will continue to proactively provide support at early project stages so that client companies can receive large-scale overseas orders, and plans to provide a firm system to be able to supply excellent quality steel materials at the right time when needed.

Furthermore, considering energy steel materials as a future match for the steel industry, the company expects to see results in its efforts of strengthening R&D and investment, through marketing in the field, and to also strengthen its position in the energy steel material market.

The global energy steel material market has been supplied by select steel companies of Europe and Japan with high technology levels and excellent supply records, but POSCO has rapidly increased market share by successfully completing major global projects based on its technology.

Meanwhile, the company has completed development of 23 types of steel, with an additional 60 types of energy steel material developments planned for completion.

Further, POSCO family companies POSCO E&C, Daewoo International, and Sungjin Geotec, by supplying steel materials concurrently with energy plant orders, has the goal of reaching a market share of more than 10% in the global energy steel material market by 2020.

Meeting with Female Leader in POSCO IDPC

I had a great privilege to interview Ms. Yu-ran Seo, the Managing Director of POSCO’s India Delhi Steel Processing Center (POSCO IDPC), who has effectively positioned herself alongside with other POSCO leaders. My first interaction with Ms. Seo was back in 2010, when I was working at POSCO HQ in Seoul. She was a very elegant, charming, smart and outspoken Korean lady I had ever met. After coming to India, she has perfectly balanced her work and social life here, interacting and melting with Indian culture very well. Besides, she has been very successful in achieving her goals in the world of Steel. As a global storyteller, I would like to share my candid and impressive conversation with Ms. Seo with ‘Hello, POSCO.’

Could you tell us a little bit about yourself?

[dropcap style=”1″ size=”3″]I[/dropcap]  joined POSCO in October 1990. I had worked in Foreign Procurement Department for the first 6 years and shifted to Export Department, where I spent most of my career. I came to settle down here in Gurgaon, India in August 2010 as a General Manager of Marketing & Sales of POSCO-IDPC. Two months ago, I was appointed to the post of Managing Director of the same company.

How is your life in India? Is it very different from Korea?

[dropcap style=”1″ size=”3″]B[/dropcap]efore coming to India, I never lived and worked overseas. So far, I have observed that India is a very dynamic country with full of opportunities. Although some of my acquaintances worry about me living abroad, I am doing really fine here. Of course it is difficult to live in somewhere as a foreigner but I don’t mind those minor inconveniences that much. I try to have fun in India and thank all the bright sides regarding more business opportunities and meeting very nice people.

What is unique about the services/products IDPC provides?

[dropcap style=”1″ size=”3″]P[/dropcap]OSCO IDPC provides a wide range of high quality steel materials in partnership with POSCO and POSCO Maharashtra. Utilizing high-end facilities like wide slitter, wide shearer, TWB and blanking machines, we supply processed steel material as well as raw steel coils. Our main customers are Marti-Suzuki, Tata Motors, Hero Motocorp., LG Electronics India and many other local OEM companies and vendors.

You have spent several years in POSCO. How has your journey been?
What lessons could you learn?

[dropcap style=”1″ size=”3″]B[/dropcap]efore joining POSCO, I never imagined that I would be working here for more than 22 years. It is really hard to put in words how wonderful the experiences were for me at POSCO. It has been a journey with many exciting moments. Also, I learned about how we should approach the concept of ‘People’ in workplaces. I personally think ‘People’ matter the most as we generate all the masterpieces as well as disasters. It may sound like clichéd but ‘Attitude’ is also very vital when working with your colleagues. These are the lessons I have learned from POSCO.

How does it feel to be a Managing Director of IDPC?

[dropcap style=”1″ size=”3″]W[/dropcap]hen I first heard the announcement, it came to me as a huge pressure and responsibility. On the other hand, I also felt happy with the fact that I can stay longer here with reliable and beloved POSCO IDPC staff. I was also excited that we could continue working together for the development of our business in line with Indian economy’s progress.

Challenge, motivation and Mantras of POSCO India’s female leader

How do you motivate yourself and stay as a successful business woman?

[dropcap style=”1″ size=”3″]I[/dropcap]n fact, I feel unfamiliar with the term ‘success’. I would rather say that I am happy to be working at where I am now, with continuous challenges, errors, frustrations and failures. Whenever I feel lost, I try to make myself resilient through reading good books or listening to inspirational music. I believe in appreciating oneself as incomplete. With such approach, you can drive yourself to learn from others and stay motivated to develop yourself.

As a female, did you experience any particular setbacks at workplace?

[dropcap style=”1″ size=”3″]T[/dropcap]here were some tough times when I was frustrated and depressed during my career in marketing field. However, I don’t think those happened because of the fact that I am a woman. I would say it was quite challenging to find the balance between work and family so as most other female Korean workers generally tackle.

POSCO encourages women empowerment and there are many young female prospects working with us. Do you have any words of wisdom for them?

[dropcap style=”1″ size=”3″]I[/dropcap]’d like to give these two Mantras, made by myself, to my fellows. That is, “Attitude is everything” and “Try to be trusty than clever.”

Yes, I totally agree with her. ‘Attitude is everything’ as it can shape our competence and career as POSCO’s future leaders. Our conversation was highly inspiring and impressive. I felt the working women in various social spectrums need to engage actively with their tasks to achieve what they want. I will be coming back to ‘Hello, POSCO’ with more news and inspiring stories from India.