Restricted Siemens AG 2015 All rights reserved. Siemens
Communications Strategy July 2015
Slide 2
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 2CG G CST Communications goals Topics Tactics We make real
what matters Our path: mission, goals, stages, positioning Culture
Strategy Our mission is based on Vision 2020 and brought to life
through defined communications Communications Vision 2020Mission
The Siemens company concept inspires a funda- mental narrative that
is brought to life through defined communications
Slide 3
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 3CG G CST Vision 2020 Three topics paving the way to a
successful future OUR PATH A clear mission Our mission defines
ourselves, our aspiration and is the expression of a strong brand.
Positioning, Stages, Goals OUR CULTURE A lived ownership culture
One engine of sustainable business is our ownership culture, in
which every employee takes personal responsibility for our companys
success. Always act as if it were your own company OUR STRATEGY A
consistent strategy Vision 2020 defines a concept that will enable
us to consistently occupy attractive growth fields, sustainably
strengthen our core business and outpace our competitors in
efficiency and performance.
Slide 4
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 4CG G CST Mission As an expression of a strong brand, the
mission formulates our aspiration
Slide 5
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 5CG G CST The Siemens mission describes what we do how and why
Why we exist Grounded in reality, we are inspired by the desire to
shape the future in cooperation with our partners. Leveraging our
passion for engineering, we make real what matters and improve the
lives of people today and in the generations to come. Customers all
around the world trust us and count on our know-how and our
strength in execution to make them more competitive. What we do We
empower our employees and our customers to set benchmarks with our
power of innovation, our leading technologies, our global presence
and, last but not least, our financial solidity. We generate value
by transforming the value chain of electrification, reaching across
both the digital and physical worlds. How we succeed Our knowledge
is the basis of our performance. We partner with our customers,
leveraging sustainable business practices. With determination and
ingenuity, we deliver engineering excellence, taking personal
ownership until we jointly succeed. We make real what matters By
setting the benchmark in the way we electrify, automate, and
digitalize the world around us. Ingenuity drives us and what we
create is yours. Together, we deliver.
Slide 6
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 6CG G CST Communications Goals Position Siemens as "The
company that sets the benchmark and makes real what matters by
demonstrating how Siemens is the partner of choice through customer
references and with communications that are closely aligned to
business needs. Increase the perception of Siemens digitalization
strengths by emphasizing our digitalization strengths in our core
topics Sustainable Energy, Future of Manufacturing and Intelligent
Infrastructure, and by applying the Digital Layer where suitable.
Foster an ownership culture and promote Siemens as an employer of
choice by inspiring employees to act as if this is their own
company and by enhancing Siemens reputation as an attractive place
to work. Our communications goals support Vision 2020:
Slide 7
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 7CG G CST Corporate (annual report, shareholders meeting, )
Focus countries (US, China, Germany, Brazil, Mexico) External:
"Step 1" of morphing process moving on from answers FY 2015: Moving
on from answers with brand morphing and preparing the organization
internally Mission forms basis for all communications Build
internal understanding with references and proof point stories
Internal: Prepare the organization and seeding Global roll-out with
new brand program and creative expression platform Date TBD First
movers Global hot spots (Gartner Symposium, Hannover Fair, ) Others
Please reach out to us if you see relevance to start brand morphing
Answers will run its course in FY 2015 after which it will no
longer be used New productions should incorporate the digital layer
to highlight E-A-D New productions should not use
"siemens.com/answers" rather just "siemens.com" Employer branding
(Adaption of existing motifs)
Slide 8
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 8CG G CST The digital layer Goal Highlight the business value
delivered to customers by combining electrification, automation and
digitalization and connecting the digital and physical worlds
Visualization We add a digital layer to the existing physical world
Message Siemens meets customer needs in an increasingly digitalized
world Implementation The Digital Layer has been integrated into
several pilots, such as film, advertisements or online banners.
Further applications in development. Next steps Ready mades to be
available in February For details on how to apply the digital layer
please refer to
https://brandville.siemens.comhttps://brandville.siemens.com
Slide 9
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 9CG G CST Global topic architecture Vision 2020 Vision 2020
helps us grow profitably and sustainably. With our clear strategy
in electrification, automation and digitalization we are well
positioned for the future. Our ownership culture will further
cultivate a sense of entrepreneurship among employees. Vision 2020
Vision 2020 helps us grow profitably and sustainably. With our
clear strategy in electrification, automation and digitalization we
are well positioned for the future. Our ownership culture will
further cultivate a sense of entrepreneurship among employees.
Sustainable energy We help electrify the world by providing
solutions for sustainable generation, reliable and low-loss
transmission and distribution as well as efficient consumption.
Sustainable energy We help electrify the world by providing
solutions for sustainable generation, reliable and low-loss
transmission and distribution as well as efficient consumption.
Future of manufacturing We seamlessly connect the virtual and real
worlds of product development and production. Our automation and
drive technologies and innovative software enable greater
productivity, flexibility, resource efficiency and shorter time to
market. Future of manufacturing We seamlessly connect the virtual
and real worlds of product development and production. Our
automation and drive technologies and innovative software enable
greater productivity, flexibility, resource efficiency and shorter
time to market. Intelligent infrastructure Through automation and
digitalization we help our customers to reap the full potential of
urban infrastructure to increase efficiency, reduce operation
costs, improve safety & resiliency, and lower environmental
burdens. Intelligent infrastructure Through automation and
digitalization we help our customers to reap the full potential of
urban infrastructure to increase efficiency, reduce operation
costs, improve safety & resiliency, and lower environmental
burdens. Digitalization We combine our strong engineering and data
competences to provide value to our customers, by making big data
smart. Digitalization We combine our strong engineering and data
competences to provide value to our customers, by making big data
smart.
Slide 10
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 10CG G CST Our growth fields in electrification, automation
and digitalization Digitalization Automation Electrification Power
to last Drive energy management Efficient urban mobility Shape
Industrie 4.0 Grow in Process Industries Next Generation Healthcare
18% x% Est. market growth 2013-2020 (CAGR) Offshore wind power
Flexible and small gas turbines 8% Distribution grid automation and
software 7% Urban and interurban mobility Selected growth fields 5%
Digital-twin software 7% Key verticals in process industries e.g.,
O&G, F&B 6% Image- guided therapy and molecular diagnostics
8-10% Business analytics and data-driven services, software and IT
solutions 8%
Slide 11
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 11CG G CST Messaging Vision 2020 We simplify and accelerate
processes by reducing complexity We speed up decision making
through fewer management layers and more stringent governance We
introduced a new operating system with four priority- action areas
to effectively implement our strategy: Customer proximity: We
invest in a local sales, support and presence to meet and exceed
our customers' expectations Innovation: we foster an open
innovation culture, and increase our focus on growth areas,
particularly software and IT solutions Business excellence: We
strive for excellence in managing our business and aim for
continuous improvement People excellence and care: We cultivate an
ownership culture and promote lifelong learning and personal
development We optimize the environment our businesses operate in,
to best support their lasting success We focus on both core
businesses and growth fields along electrification, automation and
digitalization. Electrification: We are positioned along the entire
value chain. As leaders in this field this is where our future
lies. Automation: We hold leading market positions worldwide and we
intend to maintain and expand these positions. Digitalization: We
want to exploit the opportunities of software solutions even better
as the value add for customers lies increasingly in this field. We
want to foster an ownership culture that inspires everyone to act
as if this is their own company We empower our employees to take
decisions on all levels and enable them to take personal ownership
of our companys success We want everyone to share in our companys
success by increasing the amount of employee shareholders. Our
ownership culture is based on the following principles: Leadership,
entrepreneurial behaviors, people orientation, company values and
equity culture. Siemens matters most: We should always act in the
best interest of Siemens - beyond divisions, regions and processes.
We have a clear strategy for profitable growth in electrification,
automation and digitalization Vision 2020 is an entrepreneurial
concept that ensures our lasting success by making real what
matters For full details on Vision 2020 strategy please see:
www.siemens.com/strategy-overview
Slide 12
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 12CG G CST Messaging Digitalization The world is becoming more
connected. The internet of things will lead to collaborative ways
for machines and people to interact. The real and digital worlds
are converging and Siemens is uniquely positioned in both. Due to
increasing global competition, resource scarcity, decentralization
and individualization, products will become more customized,
resources must be used more efficiently, and infrastructure systems
must become more sustainable and resilient. Siemens creates the
next level of efficiency by combining the real and virtual worlds.
This results in significant customer benefits along the entire
value chain: higher productivity and accelerated time-to-market in
design and engineering, new levels of flexibility and resilience in
production and operations predictive and efficient services and
maintenance Siemens enables customers to reach new levels of
productivity by combining data and engineering technology Across
all domains, Siemens helps customers transform their core
operations through the integration of data, software and hardware
delivering proven outcomes Our software solutions across the entire
lifecycle of products and manufacturing facilities increase
productivity and efficiency, and reduce time to market by up to 50%
Intelligent traffic information and management systems from Siemens
help reduce congestion, accidents and CO 2 emissions by up to 20%.
Through smarter building technologies, the energy consumption of
buildings can be reduced by up to 40% Smart grid technologies
balance supply and demand to accommodate increasing demand, while
also enabling the large-scale integration of renewables at 40% less
cost Siemens syngo.via software can significantly help save time
when reading medical images. Time savings for cardiac exams with CT
amount up to 77% compared to other reading solutions Our
industry-specific software applications optimize performance along
the entire value chain, delivering proven outcomes By connecting
hardware, software and data we create the next level of efficiency
for our customers Siemens will significantly expand its leading
position in connecting hardware, software and data Digitalization
is of utmost strategic importance to Siemens and our customers. The
intelligent processing, analysis and application of the masses of
data generated by our systems and products offers huge business
opportunities Siemens is already one of the biggest software
companies employing 17,500 software engineers More than 280,000
customer devices worldwide are monitored by the common Remote
Service Platform (cRSP) from Siemens. Siemens has been active in
Silicon Valley since 1960s and invested in 170 companies and 40
VCs. The vertical IT & software market targeted by Siemens is
growing some 8% annually and is estimated at 100 billion for
2020
Slide 13
July 2015 Restricted Siemens AG 2015 Page 13Sustainable Energy
Team / CG G CST CP Messaging Sustainable energy Energy is the basis
for economic activity. A reliable and affordable supply is not only
critical, but indispensable for societal development and
prosperity. Changing energy markets, the rise of unconventional
fuels, growing decentralized generation, new forms of energy-
conversion and increased digitalization pose challenges and
opportunities for the worlds energy system. Adressing climate
change needs continued decarbonization: Around 40 percent of the
world's GHG emissions come from the energy sector, necessitating
the need for cleaner power generation. Energy efficiency key to
reduce energy consumption. Oil & Gas: We help our customers to
operate efficiently and reduce impact on the environment. Our
technologies drive profitability and lower the variable cost of
production regardless of the price of oil. Efficient and clean
power generation: Our highly-efficient fossil power systems
maximize the use of scarce resources, while flexible gas power
plants are the perfect low emission partner for renewables. We are
market leader in Offshore Wind technologies. Power transmission
& distribution: Our transmission and distribution technologies
transport electricity reliably and efficiently with lowest loss
possible. Smart grid solutions stabilize grids and enable the
integration of distributed energy sources. Energy storage:
solutions help facilitate the integration of variable renewable
power and stabilize supply. Energy efficiency: Our products help
control and reduce energy consumption in buildings, industry and
transportation. With a deep commitment to partnering with our
customers to solve their challenges, backed by our technical
know-how and innovation strength, we deliver pioneering and value
creating solutions We want to become a trusted partner to our
customer globally - offering innovative, value-creating and
tailored technologies along the entire value chain of energy
systems worldwide. We provide the highest level of service
combining smart data with technology know-how. This helps our
customers achieve optimal performance, availability and reliability
for the lifecycle or their energy investments. By integrating
digital and automation technologies, we help customers optimize
their energy operations. We offer financing solutions to enable
customers to realize large-scale energy projects. With 140 years
global experience in energy technology, we help our customers and
societies to address their most pressing challenges. Our best-in
class technologies and services span the entire energy value chain
enabling an affordable, reliable and environmentally friendly power
system We help power the world and provide solutions to supply and
use energy more efficiently Energy systems are changing world wide
with new technologies and players entering the market, building a
complex infrastructure
Slide 14
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 14CG G CST Messaging Future of manufacturing Industrial
enterprises face constant pressure as customers demand new,
customized products in ever shorter time intervals. Global
competition is intense and enterprises must continually increase
productivity, reduce energy and resource use to keep costs down.
Technology is changing the face of industry, which is increasingly
seen as a driver for innovation, growth and stability. Mature
economies are experiencing a manufacturing resurgence and the
creation of highly skilled jobs. For emerging and developing
countries, industry is a ladder to greater productivity and a
rising standard of living. Technological and social changes are
resulting in a new era of manufacturing around the world Through
our technologies we help industrial enterprises to reach a higher
level of competitiveness and to thrive in changing markets The
Siemens Collaboration Platform is a holistic automation solution
that enables seamless integration of development, production and
suppliers Our energy- and resource-efficient solutions improve
business performance, reduce lifecycle costs, and meet
environmental regulations Industrie 4.0 is the next step into a new
industrial era. Plants, products and machines self-organize in an
integrated value chain enabling industrial customers to produce
with a higher flexibility and achieve mass customization.
Industrial enterprises increase productivity, enhance flexibility
and reduce time to market through our world-leading industry
software, automation and drive technologies Specializing in
vertical market segments, we meet customer needs along the entire
value chain. Simulated validation with PLM software of the product
development and production process ensures highest productivity and
shortens time to market. Totally Integrated Automation minimizes
engineering time and reduces costs through efficient
interoperability of all automation components. Integrated Drive
Systems shorter time to market and shorter time to profit for our
customers by seamlessly integrating all drive components, in any
automation environment, with software and services for lifecycle
management. Industry Services increase availability, reduce
downtime and costs in order to boost the performance of machines
and plants along their entire lifecycle. Our digital technologies
are driving the transformation of manufacturing We enable
industrial enterprises to advance manufacturing and remain
competitive Preliminary: To be revised after further strategic
alignment
Slide 15
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 15CG G CST Messaging Intelligent infrastructure Between 2013
2030 more than $50 trillion* will need to be invested in
infrastructure in order to keep up with global GDP and population
growth. In advanced economies the challenge is to maintain,
modernize and upgrade ageing infrastructure as cities often have
not been designed to cope with the population and lifestyles of
today. In developing economies, the infrastructure can often not be
built quick enough to keep pace with growth. Building new
infrastructure offers possibilities for technology leaps.
Infrastructure is the backbone of economic growth and prosperity
The level of automation and intelligence in many infrastructure
systems is far below what is technologically possible. Improving
assets utilization, better maintenance regimes and demand
management technologies could generate savings of up to $400
billion a year.* Siemens has the domain know-how to turn the masses
of data generated in an infrastructure system into tangible
improvements in its daily operations. Applying intelligent
algorithms that process the data and initiate immediate actions
optimizes the performance of infrastructure assets. Innovative
technologies integrate platforms across infrastructure systems to
offer a holistic view and more efficient resource use: smart
buildings in a smart grid, integrated mobility platforms etc.
Siemens intelligent infrastructure systems improve efficiency,
lower cost, increase resiliency and bring environmental benefits
Intelligent technologies boost the performance of urban
infrastructure systems like transportation, water, electricity and
buildings. They increase capacity, improve resource efficiency and
strengthen resilience so they are able to withstand and respond to
sudden shocks like weather hazards. Intelligent urban transport
solutions reduce congestion, accidents and CO 2 emissions by up to
20%. Driverless metros can increase the passenger carrying capacity
by up to 20% Building Managements systems can reduce energy
consumption of buildings by up to 40%. Smart energy management
technologies reduce transmission losses and balance loads in order
to accommodate increasing demand without the need for extra power
generation capacity. They also enable the integration of
decentralized power, such as renewables, at 40% less cost.
Automation and digitalization makes infrastructure intelligent
Intelligent Infrastructure makes economies, cities and businesses
more efficient, competitive and resilient. * Mckinsey,
Infrastucture productivity 2013
Slide 16
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 16CG G CST Communication Target Groups Buy our products.
Partner of choice Customers Influence regulations and laws
Ownership culture. Employer of choice Employees Attractive long-
term investment Investors Amplify our messages, third party
endorsement Multipliers Business support through thought and
solution leadership E.g. CEOs, CIOs*, technical experts E.g.
government, party leaders, Mayors E.g. leadership, blue collar,
potential employees E.g. shareholders, financial analysts E.g.
press, NGOs, academics, market analysts* (e.g. Gartner) Who Why
*new important target groups Political Stakeholders
Slide 17
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 17CG G CST Vision 2020 Annual Report Global Communication
Roadmap FY15 OctNovDecJanFebMarAprMayJunJulAugSep FY15 Focus topics
Communication Highlights* Branding AGM, Q1 Munich, Jan 27 Annual
Press Conf. Berlin, Nov 6 SBC Berlin, Oct 8-10 Capital Market Day
Berlin, Dec 9 Sustainable Energy Future of Manu- facturing Cebit
Hanover, Mar 16-20 Hannover Messe Hanover, Apr 13-17 CERA Week
Houston, Apr 20-24 Intelligent Infrastructure World Cities Summit
Majors Forum New York, Jun 8-10 DigitalizationDigitalization
Digitalization Roadshow IDG/The Atlantic Roundtables & Media
Cooperation Digitalization Research Gartner Symposium Barcelona,
Nov 9-13 Prepare the organization (seeding) Internally: internal
understanding. Mission informs communications Externally: Brand
morphing phase moving on from answers Start of new brand platform
Launch of new brand platform and campaign to strengthen the brand
and drive business Start TBD Mission forms the basis for
communications European Utility Week Amsterdam, Nov 4-6 DistribuTEC
San Antonio, Feb 3-5 UITP World Congress Milan, Jun 8-10 PowerGen
Europe Amsterdam, Jun 9-11 SPS IPC Drives Nuremberg, Nov 25-27
Achema Frankfurt, Jun 15-19 Lausward April 4 OTC Houston, May 5 - 8
PowerGen International Orlando, Dec 9-11 As of Feb 3, 2015 Q2 May 7
Q3 July 30 EWEA Offshore (Launch D7) Copenhagen, March 10-12 China
International Industry Fair Shanghai, Nov 4-8 Christening New
Service Vessel Hamburg, Rostock, June Smart Cities Event Amsterdam,
Jun 2-5 *S, A activities with high positioning relevance and
business impact February 2015Page 17CG G CST
Slide 18
February 2015 Restricted Siemens AG 2015 All rights reserved.
Page 18CG G CST Annual Report Global Communication Roadmap FY16
OctNovDecJanFebMarAprMayJunJulAugSep FY16 Focus topics
Communication Highlights* AGM Munich, Jan 26 Annual Press
Conference (TBC) Berlin Nov SBC Berlin CW 43 Capital Market Day
(TBD) Cebit Hanover, Mar 14-18 Hannover Messe Hanover, Apr 25-29
CERA Week March/April Gartner Symposium Barcelona, Nov 8-12 Q2 May
Q3 July Q4 Nov 12 Q1 Jan World Cities Summit (TBC) Singapore July
10-14 China Industry Fair Shanghai Nov 3-7 Gartner Symposium
Orlando, Oct 4-8 As of Feb 3, 2015 Vision 2020 Sustainable Energy
Future of Manufacturing Intelligent Infrastructure
DigitalizationDigitalization Alignment of topics and communication
highlights after Division/Country input Big Idea/Santas Workshop
TBD US, GER, Global Nov/Dec *S, A activities with high positioning
relevance and business impact State of Infrastructure TBD Los
Angeles Sept/Oct