AJEM Consulting is a B2B Marketing consultancy leveraging -amongst other sector experiences- its former Transportation, Energy and Construction global marketing experience. Its aim is to support companies’ development and positioning in these sectors. To keep an eye on market trends and various moves, marketing studies are done yearly to sense the market. This year’s market study concerns new on-board technologies for EMEA mini excavators (MEX) below 6t. The targeted interviewees are end-users, rental companies, contractors, dealers, and OEMs. The presentation shared here, is a set of extracts from the full report. The full report will be availble upon request. Please send your request or questions to: Jemylia RAIMBAULT AJEM Consulting jraimbault@ajemc.com

1. Innovation Market
for MEX below 6t
REPORT
May, 2022

2. TABLE OF CONTENT
MEX INNOVATIO N MARKET IN EUROPE
2
Construction, OEMs
and rental co.
Market point (p.9)
Status and needs
Interviewees’ point (p.41)
Experience and references
AJEM Consulting (p.66)
Study purpose and executive summary
Introduction (p.3)
Appendix (p.62)

3. 5
Executive Summary | Structure
AJEM CONSULTING
INSIGHTS
Pre-
and
post- COVID-19
impact
MARKET
OUTLOOK
Technologies,
OEMs,
and
Rental co.
INTERVIEWEES
OUTLOOK
OEMs,
Dealers,
and
Rental co.

4. A market need is hardly defined by
just the customers or the end-users
(machine operator/owner).
In fact, the combination of available
technologies in the construction
market, OEMs moves (R&D, services,
etc.), and the observation of the
sensitive rental channel will help
extract drivers and trends.
THREE ANGLES
TO CAPTURE MARKET MOVES
10
Market point | From where would the drivers come?
Construction
Rental channel
OEMs

5. ACCELERATED DIGITIZATION
WITH SOME COMPACT PLAYERS CATCHING UP VERY FAST
Note (2) : The illustrative (and not exhaustive) OEMs’ time list Source: AJEM Consulting
Market point | OEMs technologies implementation timeline
35
2012 2022
2021
2013 2014 2015 2016 2017 2018 2019 2020
Monitoring
(from fleet location and maintenance alerts to fleet coordination)
Full autonomy
Operators’ assistance
Connectivity
Telematics
Cloud storage
Semi-autonomy
Building Intelligence
(being prepared) Predictive
capacity
Virtual walls, grading
Obstacle avoidance
Transparency
(understanding)
AR / VR / initial AI stage
Realtime database / 5G
Visibility (seeing)
IoT (Cameras, sensors, etc.)
Autonomy Robotics
Enhanced AI
(Machine Learning)
*
*
(*) Refers to eFuzion MEX presented at BauMa 2019
Note (1) : Please note all OEMs have been hidden on purpose
Almost* exclusively Heavy Generalists’ OEMs
in construction and agriculture sectors
Heavy Generalists construction OEMs
except for Compact Construction Equipment
players
Construction and agriculture OEMs from Heavy to Compact,
be them, generalists or specialists

6. Companies
Profiles
Geographies
Beyond the OEMs’ existing
innovations what is important to
capture is the market need.
Therefore, to study the MEX
innovations in EMEA, direct
interviews of dealers and rental
companies and some OEMs have
been conducted. The customer’s
point is based on the collection and
analysis of information to capture
their needs and complete the
analyzed information from the
Market Point.
THROUGH
INTERVIEWS
TO SENSE THE MARKET AT ITS DIFFERENT
LEVELS
42
Customer’s point |

7. INTERVIEW PROCESS
TO CAPTURE THE MOST ACCUR ATE MARKET VIEW
Build the interview guide
To benefit from already done
and existing surveys and to
add the missing parts to reach
the needs of the current study
Within AJEM With Customers
With Experts With AJEM
Test the interview guide
To challenge and fine tune
each sections and questions
Conduct the Interviews
To reach the best
understanding; i.e., to allow as
much time as possible (from 1h
up to 4h)
Analyze the answers
To extract market views
transversally (by section)
43

8. Dealers
Mono brand / Multi brand
Rental companies
Global leaders / National leaders
Companies type
Directors & Experts
Technical / Trainer / 2nd hand sales
Heads & Managers
Sales / Marketing / Procurement
Profiles
EMEA Traditional Countries
France, Germany, Italy
EMEA Innovative Countries
UK
Geographies
46
Customer’s point | Customers panel (1/2)
Source: Conducted interviews by AJEM Consulting | January to March 2022

9. Customer’s point | Interview analysis –Part C (3/6)
57
Q2: TECHNOLOGIES TO IMPLEMENT
THE NEW TECHNOLOGIES’ INDUCED COST IS SEEN AS THE MOST DIFFICULT ELEMENT TO OVERCOME
0
1
2
3
4
5
6
Tip/Roll over
Obs. avoidance
Machine monitoring
El. Joysticks
Force feedback joysticks
Remote control (intuitive, complex op°)
Localization alarm (cables and pipes)
Driving assistance (AR, AI, other)
Pre-settings according to tasks
OEMs Dealers Rentals
Source: AJEM Consulting research, interviews, and analysis | January to March 2022
Note: Please note the technologies to implement have been
hidden on purpose.
Stability

10. B2B MARKETING & BUSINESS DEVELOPMENT
FROM STRATEGY TO OPERATIONS
Jemylia RAIMBAULT
+420 605 350 879
jraimbault@ajemc.com