Technology Market magazine

Technology Market

TM Monthly magazineIssue 1 June 2011

www.technologymarket.eu

� June 2011 Technology Market TMwww.technologymarket.eu

Technology Market

TM

Mercedes-Benz celebrates its heritage

1�

EU introduces new telecoms rules 16

14Apple brand voted top

Monthly magazineIssue 1 June 2011

AutoNation reports increase in car sales 18

�June 2011Technology MarketTM www.technologymarket.eu

This is the first edition of the Technology Market monthly

magazine and we hope you enjoy this taste of things to come.

Why not subscribe and watch how the magazine develops? We

plan to add many more pages and sections as we learn more about what stories from this often bewildering but sometimes amazing world of technology interest our readers. n

Welcome to Technology Market magazine

Maria Santiago

Audi R8 GT prices revealed

4

Cray launches new supercomputer 6

10Asimo visits Canada

Hondajet completes milestone flight 8

4 June 2011 Technology Market TMwww.technologymarket.eu

Want one? Audi prices up the R8 GT Audi of America established

prices for the limited-production 2012 Audi R8 GT starting at

$196,800 at the launch of sales in the US market

The Audi R8 GT is the lightest, fastest and most powerful entry in the Audi supercar lineup, which has won global

acclaim. Only 333 Audi R8 GT models will be produced worldwide, with 90 slated for US buyers.● 2012 R8 GT pricing (excluding $1,250 destination charge, taxes, title, options and dealer charges): R8 GT Coupe (R tronic) – $196,800.

The 2012 R8 GT receives significant exterior modifications aimed at enhancing its already stellar handling, and it is powered by a modified 5.2-liter V10 FSI engine that produces 560 horsepower (35 hp more than the R8 Coupe 5.2 quattro and the R8 Spyder 5.2 quattro).


The 2012 R8 GT employs the R tronic sequential manual transmission. This pairing produces a top track speed of 199 mph, and a 0-62 mph time of 3.6 seconds. Overall, the Audi R8 GT will provide drivers with high lateral acceleration and a low center of gravity.

The signature Audi ASF lightweight construction of the Audi R8 GT, combined with extensive use of lightweight carbon fiber body parts reduces the weight by approximately 180 pounds when compared to the Audi R8 Coupe 5.2 quattro. Key carbon fiber components are the rear hatch, spoiler and diffuser.

The Audi R8 GT continues the heritage of mid-engine configuration with quattro

all-wheel drive that has distinguished all R8 variants. The axle load distribution of the R8 GT will be 43/57 front/rear. Integrated into the front differential is axle-load-optimized torque split with self-locking differential in the rear axle.

The newest member of the Audi sports car family was inspired by the Audi R8 LMS GT3 race car. To convey its limited-edition nature, the Audi R8 GT will come with a variety of exclusive interior and exterior touches. Each car will have a numbered gearshift knob.

The instrument cluster will be white with the R8 GT logo and the interior will feature carbon matte inlays. The seats, headliner, steering wheel and handbrake lever will be black Alcantara with contrast stitching. Door sills will include aluminum inserts with the R8 GT logo.

On the exterior, the grille, distinctive sideblade and other trim parts will come in exclusive matte finishes. The Audi R8 GT will also be available in an exclusive new color: Samoa Orange.

Optional carbon-fiber reinforced ceramic brakes are available to provide superb fading resistance even in racetrack conditions. Brake calipers with a red anodized finish come with the ceramic brakes. A 12-speaker, 495-watt Bang & Olufsen sound system is also available. The Audi R8 GT offers other trim and wheel options to personalize the full array of standard features. n

The Audi R8 GT will be made in a very limited quantity – only 333 to be exact, according to the company

Want one? Audi prices up the R8 GT


The Cray XK6 super-computing system is upgradeable to more than 50 petaflops (quadrillions of operations/second) of compute power

Cray unveils the XK6 supercomputerprogrammer productivity with a unified x86/GPU programming environment that includes tested and powerful tools, libraries, compilers and third-party software.

When combined with the Cray Linux Environment, the result is a fully integrated Cray supercomputer that blends scalable hardware, software and a network.

Cray XK6 customers will be able to utilize the capabilities of a multi-purpose supercomputer designed for the next-generation of many-core, high performance

Global supercomputing leader Cray launched the company’s new production hybrid supercomputing

system – the Cray XK6 supercomputer – at the 2011 Cray User Group (CUG) meeting in Fairbanks, Alaska.

The highly anticipated new supercomputer will combine Cray’s Gemini interconnect, AMD Opteron 6200 Series processors (code-named “Interlagos”) and NVIDIA Tesla 20-Series GPUs to create a tightly-integrated supercomputing system upgradeable to more than 50 petaflops (quadrillions of operations/second) of compute power.

The Cray XK6 system introduces an innovative approach to increasing


computing (HPC) applications. The Swiss National Supercomputing Centre (CSCS) in Manno, Switzerland is Cray’s first customer for the new Cray XK6 system. CSCS, which develops and promotes technical and scientific services for the Swiss research community in the field of HPC, signed a contract with Cray to upgrade its Cray XE6m system, nicknamed “Piz Palu,” to a multi-cabinet Cray XK6 supercomputer.

CSCS is a long-standing Cray customer and supports scientists working in diverse fields such as weather forecasting, climatology, chemistry, physics, material sciences, geology, biology,

genetics, experimental medicine, astronomy, mathematics and computer sciences.

Professor Dr. Thomas Schulthess, Director of CSCS, said: “Given the remarkable interest in GPU technology from the Swiss computational science community, it is essential that CSCS adopt this technology into its high-end production systems soon.

“However, we are not looking for another GPU based stunt to place high on any Top500 lists. The Cray XK6 promises to be the first general-purpose supercomputer based on GPU technology, and we are very much looking forward to exploring its performance and productivity on real applications relevant to our scientists.” n

Cray unveils the XK6 supercomputer


HondaJet completes milestone flight test

Honda Aircraft Company has announced that it has

successfully completed additional milestone flight tests

Honda Aircraft Company has announced at the annual European Business Aviation Convention &

Exhibition in Geneva, Switzerland, that it has successfully completed additional milestone flight tests with its FAA-conforming HondaJet, including the achievement of a maximum operating altitude of 43,000 ft.

This accomplishment follows soon after Honda’s advanced light business jet recorded a maximum speed of 425KTAS (489 mph) during flight testing at the company’s Greensboro, North Carolina, world headquarters facility.

The 43,000 ft. mark – reached on April 27, 2011 – confirms the company’s maximum-operating-altitude performance commitment


to customers for the FAA-conforming HondaJet. In addition, the aircraft has achieved a climb rate of 3,990 ft./min., confirming another important performance parameter for the delivery aircraft.

“We are very encouraged by the achievement of these important performance milestones at this early phase of the HondaJet flight test program,” said Michimasa Fujino, Honda Aircraft Company President & CEO. “Our flight test data indicate that the aircraft is performing as expected, and our team continues to work hard to realize additional performance milestones as we move forward.”

The first FAA-conforming HondaJet (F1), which achieved first flight on December 20, 2010, will soon be joined by additional

conforming aircraft to supplement the company’s certification efforts. A second conforming aircraft (ST1) already has been completed and undergone extensive structural testing under various load conditions to ensure conformity with all certification requirements.

Furthermore, Power-On testing has been completed successfully on a third conforming aircraft (F2) that will be used for flight testing. Honda is nearing completion of function testing on this aircraft, which is scheduled to take flight this summer.

A fourth conforming aircraft (F3), to be used for additional flight testing, has progressed through the major assemblies consolidation phase and is now in the early stages of systems installation. A fifth conforming aircraft (ST2) also is planned to be completed in early 2012 to support additional stress and extensive fatigue testing. Concurrent with the assembly of conforming aircraft, Honda continues to conduct numerous component qualification tests for each aircraft system to support the certification program.

“In order to maximize the effectiveness of our flight test program and to support an accelerated certification process, we will add a sixth conforming aircraft (F4) to our certification fleet,” said Fujino. “This test aircraft will take flight in spring 2012 and will support cabin systems testing, as well as functions and reliability testing. With a total of six aircraft planned to support the certification process, we believe we will have optimal resources to meet both our flight test program needs and our certification schedule.”

As Honda progresses through the certification program, the company is focused simultaneously on the process of equipping and manning its new HondaJet production facility, which was recently completed on the company’s Greensboro campus.

Pre-production planning and preparations are in progress as equipment and personnel begin to move into the facility. Training of production staff will soon be underway to support the HondaJet production ramp-up beginning in 2012. n

Honda has amassed orders for well over 100 HondaJet advanced light business jets


advances to the latest generation of ASIMO since we launched the first generation of ASIMO in 2000, and we’re thrilled to bring ASIMO back to show Canadians what it can do.”

The latest generation of ASIMO, which stands for Advanced Step in Innovative Mobility, stands at 130 centimeters (4 feet, 3 inches) and is lightweight and compact. It has advanced, flexible walking and running technology; expansive range of arm movement; simplified operation; and a people-friendly design.

Sandra Pupatello, Ontario Minister of Economic Development and Trade, said: “As we reach the milestone of a quarter century of Honda building vehicles in Ontario, the visit by ASIMO will be the perfect occasion to celebrate the company’s innovation and commitment to the province. We look forward to building on our strong partnership with Honda as the province works across the industry to strengthen our position as a North American auto industry leader.”

Fans can follow ASIMO’s Canadian journey on Honda Canada’s Facebook page and find out more about ASIMO on its Facebook page. n

ASIMO on stage in front of thousands of Canadian fans

Honda takes ASIMO robot to CanadaHonda’s ASIMO humanoid robot has completed an extended visit to Canada

Honda’s ASIMO, the world’s most advanced humanoid robot, was in Canada recently for its first visit

since 2007. Designed to someday assist people with mobility challenges, ASIMO is the culmination of more than two decades of research and development by Honda engineers. While in Canada, ASIMO made two stops in Toronto and one in Gatineau, where Honda demonstrated its humanoid robotics technology to the public.

“Our goal at Honda is to help people move in innovative ways – whether that’s with our cars, motorcycles, our new HondaJet, or as with ASIMO, to help people with mobility challenges,” said Takashi Sekiguchi, President and CEO of Honda Canada Inc.

“ASIMO was, in fact, created to be a helper to people, and Honda continues to dedicate resources to robotics research and development. There have been several

Technology MarketTM www.technologymarket.eu June 2011 11

1� June 2011 Technology Market TMwww.technologymarket.eu

Mercedes-Benz celebrates 1�� years Luxury car maker

Mercedes-Benz reflects on its

successful past

Mercedes-Benz celebrated the 125 year anniversary of the invention of the automobile at the 16th annual

Amelia Island Concours d’Elegance from March 11-13, 2011, which featured nearly 250 rare vehicles and benefitted the Community Hospice of Northeast Florida.

A prominent display situated on the golf course at the Ritz Carlton featured four sym-bolic Mercedes-Benz vehicles that showcased a piece of the Company’s fascinating 125 year history and its contributions made to the au-tomobile industry: ● 1886 Benz Patent Motorwagen, marks the invention of the automobile in addition to Carl Benz’s patent issued 125 years ago. ● 1908 Grand Prix Car, a groundbreaking

1�June 2011Technology MarketTM www.technologymarket.eu

racecar that featured an innovative four-cylinder engine that could generate 120 horsepower. It won the French Grand Prix on July 7, 1908. ● 1935 500K Special Roadster, showcases many new performance technologies and luxury equipment of the era from the supercharged engine, bespoke interiors, and overall legendary design that to this day for many is considered one of the most beautiful cars ever created. ● 1958 180D Ponton, established a new era for post-war vehicle development while demonstrating new safety innovations, diesel engines, and the Company’s overall ability to create mass production processes.

Among these historic Mercedes-Benz

vehicles, several of the most innovative AMG vehicles are also on display and available during Concours weekend for car enthusiasts to test drive including the exclusive 2011 SLS AMG “Gullwing” supercar, the 2012 CL 63 AMG, and the all new redesigned 2012 CLS 63 AMG, which is available in June.

In addition, Mercedes-Benz is displaying the all new redesigned 2012 SLK 350, which features MAGIC Sky Control Roof that allows the adjustment of its transparent roof from light to dark at the touch of a button.

Beyond the Mercedes-Benz displays, a Class within the Concours field featured Mercedes-Benz 600 sedans including the 1965 600 Pullman Landaulet built for Pope Paul VI. The historic vehicle used by Pope Paul VI made its first appearance on US soil. Alongside this historic vehicle was also displayed a 1972 600 Pullman SWB (small wheel base) limousine which was owned by Luciano Pavarotti and was used to chauffeur him while on his many tours in the US and a 1972 600 Pullman first owned by Huge Hefner as his personal daily drive when his Playboy headquarters were still in Chicago.

Mercedes-Benz also hosted its gala dinner during the Amelia Concours with this year’s honoree – legendary driver Bobby Rahal. n

The 1886 Benz Patent Motorwagen marked the invention of the automobile in addition to Carl Benz’s patent issued 125 years ago

Mercedes-Benz celebrates 1�� years


“Strong brands, while not immune to the vicissitudes of the market, are more protected, prepared, resourceful and resilient.”

The BrandZ Top 100 Most Valuable Global Brands study, commissioned by WPP and conducted by Millward Brown Optimor, identifies and ranks the world’s most valuable 100 brands by their dollar value, an analysis based on financial data combined with consumer measures of brand equity.

“Our brand valuations are a powerful measure of an organization’s ability to create real and lasting value for shareholders,” said Eileen Campbell, CEO of brand research company Millward Brown.

“By nurturing its brand and constantly innovating, Apple is able to command a high price premium and weather economic turbulence, providing a global business success story that other brands can learn from.

“Business leaders can embrace brand management as a critical competency for building long-term financial value,” she added. “Compared with an overall improvement of 13 percent in the world’s equity markets during 2010, the best brands grew their value 30 percent faster.” n

Apple becomes world’s most valuable brandGoogle’s four-year reign as the world’s most valuable brand comes to an end

Registering a staggering 84 percent increase in value over the past year, Apple has emerged as the most

valuable brand in the world, ending the four-year reign of Google at the top of the table in the sixth annual BrandZ Top 100 Most Valuable Global Brands study.

The Apple brand, as calculated by Millward Brown Optimor, a WPP company, has increased in value by 859 percent since 2006 and now stands at $153.3 billion. Other key findings in the study are that during the economic recovery of the last year, the combined value of all the brands in the top 100 has risen by 17 percent and is now worth $2.4 trillion.

In terms of geography, according to the 2011 BrandZ study, 19 of the Top 100 brands now originate in “BRICs” markets, versus only two in 2006.

“The importance of brand for global business success is becoming increasingly significant,” said David Roth at WPP.

“In the last year, the global economy shifted from recovery to real growth, the combined value of all brands in the Top 100 ranking has risen by 64 percent since 2006 and is now worth $2.4 trillion.


The Most Valuable Global Brands �011Rank Brand Value in $ million Brand Value change from 20101 Apple 153,285 +84%2 Google 111,498 -2%3 IBM 100,849 +17%4 McDonald’s 81,016 +23%5 Microsoft 78,243 +2%6 Coca-Cola* 73,752 +8%7 at&t 69,916 -8 Marlboro 67,522 +18%9 China Mobile 57,326 +9%10 GE 50,318 +12%

*The Brand Value of Coca-Cola includes Lites, Diets and Zero


New telecoms rules to benefit citizens and businesses across Europe

infringement proceedings against Member States which have not implemented them in time. Reinforcing the Single Market for telecoms services is a key objective of the Digital Agenda for Europe.

Neelie Kroes, Vice President of the European Commission for the Digital Agenda said: “Citizens and businesses should take full advantage of the opportunities these new rules give them to get more competitive telecoms services.

“I will do my utmost to help them to do so. If these rights are not made available in practice, I will take the measures necessary to fix that situation vis-à-vis Member States and telecoms operators.”

As of 25th May, the new EU rules give citizens and businesses:

Higher levels of consumer protection and more choice:● the ability to switch fixed or mobile phone

By 25th May 2011, Europeans started to have new rights and services regarding phones, mobile and Internet. New EU

telecoms rules to ensure a more competitive telecoms sector and better services for customers were implemented in national law by this date.

They include the right for customers to switch telecoms operators in just one day without changing their phone number, the right to more clarity about the services customers are offered and better protection of personal data online.

New oversight powers for the European Commission and regulatory powers for the Body of European Regulators for Electronic Communications will create more regulatory certainty and help telecoms operators to grow in a single, pan-European telecoms market.

The Commission has worked closely with Member States to seek swift implementation of these EU rules and will consider launching


operator without changing phone number within one working day● a maximum length of 24 months for customer’s initial sign-on contracts and an obligation on operators to offer 12 month contracts. This will allow customers to switch more easily to a different operator if they find a better deal● clearer information on services to which a customer is subscribed. Consumer contracts must give information about minimum service quality levels. In particular, internet subscribers must be given information about traffic management techniques and their impact on service quality, as well as any other limitations (such as bandwidth caps, available connection speed or the blocking or ‘throttling’ of access to certain services such as Voice Over Internet Protocol). Contracts also must give details of compensation and refunds available if these minimum levels are not met

Improved online privacy and safety:● better protection against personal data breaches and “spam” (unsolicited e-mails), mandatory notifications for personal data breaches● better information and consent requirements for storing or accessing information in users’ devices (such as ‘cookies’ not related to the service currently accessed

More consistent regulation across the EU:● national regulators will gain greater independence and will have powers, as a last resort, to oblige telecoms operators with significant market power to separate their communication networks from their service branches to ensure non-discriminatory access for other operators (without necessarily separating ownership or obliging the creation of a separate company).● the Commission, in cooperation with the Body of European Regulators for Electronic Communications (BEREC), has also been granted extra powers of oversight on the competition remedies for the telecoms markets (the so-called “Article 7 procedure“). In practice, should the Commission consider that a draft competition remedy notified by a national regulator would create a barrier to the Single Market for telecoms services, the Commission can proceed to an in-depth assessment and, in consultation with BEREC, can issue a recommendation to the national regulator to amend or withdraw its planned remedy. National regulatory authorities must take utmost account of such recommendations.

Other new elements in the package include better access to emergency services including 112, Europe’s single emergency number.

The Commission’s Recommendation indicating to national telecoms regulators how they should regulate third-party competitive access to ultra-fast fibre networks (also known as ‘next generation access’ – NGA – networks) was introduced recently on the basis of new elements in the updated telecoms rules. n

New EU-wide rules governing telecoms will benefit citizens, according to the EU


US car sales rise in AprilThe largest automotive retailer in the US reports an increase in car sales in the month of April

AutoNation, America’s largest automotive retailer, said that its retail new vehicle unit sales in April 2011,

as reported to the applicable automotive manufacturers, totaled 18,266, an increase of 11% as compared to April 2010.

Retail new vehicle unit sales in April 2011 for AutoNation’s operating segments were as follows:● 5,796 for Domestic, up 18% versus April 2010,● 9,123 for Import, up 4% versus April 2010, and● 3,347 for Premium Luxury, up 19% versus April 2010.

AutoNation also announced that on May 3, 2011, its Board of Directors authorized the repurchase of up to an additional $250 million of AutoNation common stock, increasing the total amount authorized under the Company’s existing stock repurchase program to $395.9 million. n


�0 June 2011 Technology Market TMwww.technologymarket.eu

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