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Rafael' senior member - “The national leaders should promote defense exports”

DavidSling

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Oron Oriol, Executive VP Business Development & Marketing at Rafael Advanced Defense Systems, in an exclusive interview set against the background of the changes in the world’s potential markets, the shrinking defense budgets and the company’s growth engines

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One of the most substantial and most important deals in Rafael’s history could change the Company’s balance sheet for 2015. Rafael finalized the sale of thousands of Spike precision surface-to-surface missiles to the Indian military, except the signing of the agreement is being delayed, and in the meantime, top US leaders are exerting pressure on the Indian government to back down from the agreement with Israel and purchase US-made Javelin missiles instead of the Israeli-made Spike missiles.

Oron Oriol expects similar involvement on the part of Israel’s top political echelon, in order to promote Israeli defense exports, but according to him – these things do not usually happen in reality.

“One of the difficulties we encounter, and here I am conveying a message to our leaders, is the fact that the American leaders promote their industry much more intensively. You can see President Barack Obama travelling to India to speak with them about defense deals. François Hollande, the President of France, does the same, as well as the leaders of Germany and Russia, Angela Merkel and Vladimir Putin, and there are many other examples. We, on the other hand, saw a glimmer of light only when Defense Minister Moshe Ya’alon attended the defense exhibitions in India (February 2015) and in Azerbaijan (July 2014) – and those were the first visits to those countries by an Israeli Defense Minister ever.”

Prime Minister Netanyahu invests quite a lot in the relations with the Prime Minister of India, who will be visiting Israel soon…

“The Indian Prime Minister, Narendra Modi, is coming to Israel and that is good, but Prime Minister Netanyahu, on the other hand, has never visited India. The President of the USA travelled to India and Modi travelled to Washington, but you never see our leaders travelling around the world and assisting the industries, with the exception of very few unusual cases. The visit to Israel by Indian Prime Minister Modi could be an opportunity, as according to various reports, during a visit he made to Russia, several defense transactions were signed there.

“Generally speaking, the economic field should, in my opinion, be much higher on the agenda of our leaders. The top national leaders are the ones running these things worldwide. We need at least the Minister of Defense or the Prime Minister to help us. When it did happen – during the two visits by Defense Minister Ya’alon, his presence made a substantial contribution. As an industry, we would have liked to see more of it, on the part of the highest echelon.”

Oron Oriol had been appointed as Rafael’s VP Business Development & Marketing following a successful tenure as the Company’s marketing manager in the USA. He had spent his military career in the IAF. A less well-known incident in his past occurred in 1987, when the F-16 fighter he was flying sustained a direct hit by a shoulder-launched surface-to-air missile over Lebanon. The young pilot, Oriol, did not bail out of his damaged aircraft, which could have led him into enemy captivity, and eventually managed to land safely in Israel.

“The defense export market is currently facing a major problem,” says Oron Oriol in an exclusive interview he granted to us on defense exports generally and on Rafael in particular.

“Israeli defense exports are shrinking by about a billion dollars per year. The problems are substantial, as the world market is shrinking. Some of the places where the market is growing after all (like the countries in the Persian Gulf) are not relevant to us. We cannot benefit from that market, so, like others, we seek other markets: South East Asia, the South China Sea region, South Korea, Vietnam and the Philippines – where security tensions are high. These regions are currently gaining the security attention of the world.

“Regarding the European market, some tension is emerging there, especially in the context of the Ukraine as well as with regard to ISIS. Nevertheless, only Poland has made any active moves toward procurement. The others are not there yet. As you draw farther away from the Ukraine, the pressure subsides – with the exception of England.”

According to various reports, the British acquired Spike NLOS missiles by Rafael for their operations in Afghanistan…

“The British definitely continue to lead the line of military procurement in Europe. They make it a point of remaining among the leading countries with state-of-the-art weapon systems and cutting-edge technological capabilities. You do not see much of that in other countries on the continent. In the past, Europe was the target market for about one fourth of Rafael’s sales. Today, Europe only accounts for about 6%-8% of our total sales. Very little indeed.”

Speaking about the Poles, to whom you sold quite a few Spike missiles in the past, what can you say about the reports according to which the multi-billion-dollar deal with them, involving the new air-defense system David’s Sling has been cancelled?

“This deal was not really cancelled. The Poles made a decision to acquire systems from the USA for their missile defense, possibly from Raytheon, which is our US partner in the development of the David’s Sling system. The deal has not been finalized with Raytheon yet, but we may become involved in the project in Poland with them, as the David’s Sling interceptor will be a part of their system.

“The entire issue of the David’s Sling system is relatively complex, as in the project in Israel we are admittedly the prime contractor and have the over-all responsibility, but the C2 element is supplied by Elisra (of the Elbit Systems Group) and the Radar is manufactured by the Elta division of IAI. The contracts of IMOD regarding the development and procurement (of these elements) were signed directly with Elisra and Elta, and they are not our sub-contractors. This is one of the problems regarding any attempt to sell David’s Sling systems in the world.”

What about the markets in India and Singapore?

“Regarding India, we consider it as our second largest target market, after the IDF. Namely – when I look at our export market it begins with India and only then goes to South East Asia. We are waiting for orders from India for projects regarding which we have already completed the entire process, including, naturally, the Spike deal. They are currently completing their round of signatures, having concluded the negotiations, but that takes time. If these deals are signed before the end of this year – then 2015 will have the potential of being our most successful year in India to this day. Right now, we are not there yet.”

What projects are we talking about?

“The Barak missile (for naval surface-to-surface use), naturally. We are also waiting for the signing of a deal for the selling of our Litening air strike pod. That was an open tender process, and everything has been finalized. I can tell you that due to the policy of the Indian Prime Minister to promote manufacturing on Indian soil, in line with their ‘Make in India’ concept, we established an assembly plant for the Litening system in India, in cooperation with a small local partner. This was the first time that we established something in India from the very beginning. We have many sub-contractors there, but that plant was erected on virgin soil, from scratch – and that is significant.

“In India we are also waiting for a follow-up order for our Spice system (high-precision air-to-surface missile). This order, too, has to go through additional approval stages, but it is a nearly done deal. The major Spike deal currently on the agenda also involves the establishment of capabilities on Indian soil. It will not be a manufacturing plant, as our local partner, BFL, is sufficiently large to accommodate the manufacturing in their own facilities. We signed the cooperation agreement with them at a major event during the defense exhibition in Bangalore (February 2015).

“The local partner aspect is a part of the process of negotiating with the Indian Government. The Indians insisted on an almost complete technology transfer. According to the agreement, the last missiles will be manufactured on the scope of not less than 90% in India. Naturally, in the follow-up orders, if we receive such orders, the scope of manufacturing done on Indian soil will begin at 90%. The ‘Make in India’ concept is very important to the Indians. They say: ‘I buy a lot, so I can present extreme requirements as to what will be manufactured in India and what will not.’ We are talking about 8,000 missiles, which is about one third of what Rafael has manufactured to this day, and that refers to the entire Spike family, so they can make the rules.”

What about Singapore, you have not answered that part…

“I’d rather not discuss our sales over there.”

Let’s talk a little about South America, with the emphasis on Brazil. Are you disappointed with your sales in that country?

“Brazil is really a major disappointment as far as the defense market is concerned, but the economic situation over there is fairly complicated. If you look at the exchange rate of their currency and at the rate of inflation, along with their global commitments to the FIFA World Cup and the Olympic Games, you will realize that the situation is problematic. Nevertheless, we are doing well over there in the context of the Griffin aircraft (Brazil’s future fighter aircraft, manufactured by the Saab Company of Sweden). Rafael manufactures sub-systems that are to be fitted to or carried by the aircraft, including the Litening pod and the Spice missiles. This was specified as part of the deal. The Brazilian Air Force presented that as a demand to the Saab Company. We are currently in contact with Saab regarding that issue. The aircraft should be delivered to the Brazilians after having been adapted to carry the Spice and Litening. The Brazilians have not yet specified their parameters for the air-to-air role.”

At the time you considered acquiring a local company in Brazil…

“We have a local company of which we own 40% - GESPI. It is a small company, but I can say that in the last four years since we had acquired it, very few deals were signed with Brazil. It is also important to understand that Brazil has no acute need for border defense and is not currently involved in any significant defense-related tension, and that affects their decisions.”

Success in Cyber Technology
What do you regard as an engine that could renew or increase your sales overseas or in Israel?

“I think that we are currently looking very intensely at the global trend of shrinking defense budgets. Apparently, that shrinking trend leads clients to seek solutions with prices that would be more convenient for them. The price issue is sometimes more dominant than the performance issue. Rafael, on the other hand, has always placed the emphasis on the development of the most advanced capabilities.

“We are talking about highly unique products and state-of-the-art technology, which set us apart from others owing to the fact that we can offer a complete solution at the cutting edge of technology. Today you see around the world more and more clients that settle for whatever is available. They will sometimes settle for inferior capabilities as they do not necessarily have the money that needs to be paid, so adaptations are necessary.

“We know how to adapt ourselves even to this trend. Take, for example, our Spike SR: this is an example of a product where we did away with some of the capabilities featured in the other Spike models, and supposedly took a step back. We went for a more basic guidance head in order to reduce the price. In this case, you will have 80% of the solutions you would have wanted. For some clients, that is better than nothing. On the other hand, Rafael will not leave the electro-optical field because it is more expensive than laser and the world is searching for inexpensive solutions. We will continue to retain our leadership capabilities as at some point, the markets will recover, and eventually there is high demand for these products. High-end is not a field you can enter and exit: you must constantly protect your position at the cutting edge of technology, as otherwise the cost of regaining that position would be enormous.”

What is the percentage of the procurement by IDF out of your total sales? Compared to other Israeli defense industries, you are less export-oriented…

“Last year, procurement by IDF from Rafael accounted for more than a half of our sales, so that 55% were intended for the local market. At this time of the year, we still have to wait and see how 2015 will be concluded as far as the sales to IDF are concerned, but it seems that the percentage of procurement by IDF has exceeded 40%-45%, and that took place while exports, in general, decreased.

“Following Operation Protective Edge, procurement gained some momentum. If now the Americans actually offer Israel some sort of compensation for the agreement with Iran, this will constitute a very serious test for the defense establishment – we will have to see if it goes for the easier option, which is to acquire US-made weapon systems.

“When you purchase an F-35 fighter aircraft, there is no place to buy it other than the USA, but when you purchase munitions – you have the option of buying either US-made or Israeli-made products, and here the decision as to where we’re heading will be very critical for us.”

Israel Defense reported that the Boeing Corporation of the USA is developing with Rafael a long-range version of the GPS guidance kit for the JDAM air-to-surface bombs, to be designated JDAM-LR. What can you tell us about that?

“At the moment we are in the process of searching for a client. We still to not have a client who will purchase that product. Boeing and we assumed that IAF will regard it as a solution and would go for it, but right now it is not happening. The major advantage of the product is the fact that it delivers the capabilities of the JDAM to ranges of 80-100 kilometers. That cannot be an alternative for the Spice in an area where the GPS will be blocked. The GPS solutions available today are relatively simpler and less expensive but they do not provide a complete solution. A solution which is totally GPS-independent has its price tag. With this system, too, we know how to ensure that IAF will pay the lion’s share of the cost using dollars of the US defense aid.”

Where does the move initiated by IMOD, to integrate in the Trophy system the interceptor of the Iron Fist system by IMI, currently stand?

“Let’s just say that the dialog is still on-going,” says Oron Oriol.

Following Operation Protective Edge, which option did you finalize with the IDF, a new version of the Trophy system or an upgrade of the existing version?

“Any weapon system that we manufacture for the IDF, following operational activity and most certainly after gaining operational experience – we will upgrade. It is not yet a new version. We received an order for the same system we sold in the past with a number of improvements.”

Do you have anything to offer against mortar fire?

“We are currently working with MAFAT on the laser solution against mortar fire, Iron Beam. We had said from the outset that laser is the appropriate solution for extremely close-range threats and for massive fire threats – when the laser matures. It is still under development. We believe that the laser should be incorporated in the over-all defensive setup. The range of the laser is short, so the defensive capabilities it will be able to offer would apply to a very small radius from the over-all system perspective.”

What about the world of unmanned vehicles? Aerostats? What is your vision for those activities?

“The field of unmanned aerial vehicles is highly advanced, but that activity is not something you rush into. In the sea medium, I admit there are several clients we work with – there are several clients to whom we have already sold products. I admit that this product has not achieved a breakthrough with regard to global sales, but I still think it would come during certain stages. The field of unmanned vehicles and remotely-controlled operation is a developing activity.”

You entered the field of cyber technology relatively late…

“The cyber technology field is a very significant potential. We currently invest heavily in this field. We have several partnerships we are about to close in several countries around the world in this field. I assume this is an activity that will grow substantially.”

“The national leaders should promote defense exports” | Israel Defense
@500 @Natan @Adir-M @Solomon2
 
India is not going to come under pressure from US and spike missiles would be added in very big numbers, more then the original numbers decided in initial agreement
 
Rafael Advanced Defense Systems is a successful state-owned corporation, and should not be worried too much about promotion, unlike public companies like Elbit Systems privately owned companies like Plasan.
 

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