【正文】 D M a nu f ac t ur i ng S al es an d m ar ke t i ng W as hi ng m ac hi ne r e f r i g e r at or f r ee ze r S w i t ch i ng sy st e m t r an sm i ss i on sy st e m M o bi l e i nf r as t r uc t ur e m ob i l e ha nd s e t G e rm a nyC h i naI nf or m a t i on an d co m m un i ca t i on m ob i l eO the r di vi si on s…WITH A LARGE PRODUCT PORTFOLIO, SIEMENS TENDS TO BE MORE PRODUCT FOCUSED WITH CLEAR LINES OF Pamp。D facility in China ? No product localization ? Production capacity in Shanghai Pudong (150,000) ? 60% of products for Chinese market produced in Hong Kong ? Brightpoint handling over 90% of distribution ? Market share less than 5% Product Production Distribution Marketing ? High mitment to TDSCDMA – tests across China in 2020 ? Asian offensive campaign with US billion investment in Ramp。D, manufacturing, sales and marketing? ? With a broad product portfolio, how does Siemens anize or reanize itself? ? How does Siemens perform and is its performance expected to improve further? SAMSUNG010605BJkickoff2 3 BACKGROUND INFORMATION 1. Background information ? Location ? Registered capital ? Management team ? Equity structure ? Starting year ? Number of employees ? Era analysis 4. Value chain strategy 5. Organization and ownership 6. Financial performance ? Focus on – Marketing, advertising and promotion – Distribution (channel and sales force) ? Organization structure ? Ownership structure ? Sales ? Profit 2. Strategy 3. Product/market ? Mission ? Vision ? Corporate strategy ? Market position ? Key product offerings ? Key customers ? Value proposition ? Geographic focus ? Pricing SAMSUNG010605BJkickoff2 4 CHINA HAS DEVELOPED INTO A MAJOR PILLAR FOR SIEMENS BUSINESS IN ASIA PACIFIC Location ? Based at Germany ? 50+ JVs, 28 offices in China ? Shanghai is the largest Siemens location outside Germany Investment ? Invested USD billion in China Business ? All business sectors of Siemens including information and munication, automation and control, power, transportation and household appliance, etc. Starting ? Entered China39。 Company during an oral presentation。 office work ? Mobile handset –C2588 (small, light smart) –S2588 (brain truster) –3508 (small, light, sexy) –3518i (tough enough) –3568i (smart thinking) ? Broadband work ? IP work ? Fixedline work ? Transmission work ? Office work ? Cable work ? Take TDSCDMA mobile handsets to serial production level by 2020 ? Offer the plete range of mobile solutions including mobile devices, infrastructure and applications, ., wireless home work, ? Complete range of GSM, GPRS and UMTS mobile works, unified messaging and mobile payment ? Overall strategy of a universe of one, pursuing IP driven voice and data munication and customer oriented endtoend solution and services Source: Siemens press release SAMSUNG010605BJkickoff2 12 SIEMENS MODELS HAVE THE MOST COMPETITIVE PRICING Source: McKinsey Analysis Product positioning Dec 2020 A6188 (%) 8850 (%) V8088* (%) S800C (%) A100 (%) T28 (%) 8210 (%) % % % % Business/professional Personal *WAP phone Product positioning June 2020 9110 S800C (%) V8088 (%) 8850 (%) V998 (%) 3568* (%) S600C (%) 7110* (%) T28 (%) 8210 (%) LF2020* (%) 6150 (%) L2020* (4%) S2588 (%) CD928 (%) T18 (%) T10 (%) C2588 (%) 2188 (%) L2088 (%) 3210 (%) 5110 (%) 368C (%) 3508 (%) 338C (%) T2688 (%) % % % % High High medium Medium low Low Business/professional Personal *WAP phone V998++ (%) 7689i (%) LF2020i* (%) 3568* (%) 7110* (%) 6150 (%) 600C (%) 3310 (%) 3518i (%) T18 (%) CD928 (%) S2588 (%) C2588 (%) T10 (%) T2688 (%) 3508 (%) V2088 (%) 3210 (%) 5110 (%) Retail price High High medium Medium low Low Retail price RMB 3,500 RMB 2,200 RMB 1,600 368C (%) V2188 (%) RMB 3,500 RMB 2,200 RMB 1,600 Red Nokia White Motorola Blue Ericsson Brown Siemens Green Samsung 8250 (%) 6210 (%) SAMSUNG010605BJkickoff2 13 SIEMENS TARGETS MID TO LOW END OF THE MARKET High ( RMB 3,500) Source: SinoMR (Jan 2020 – Feb 2020), CCID Breakdown of unit sold by brand for each price point Percent Highmid (RMB 2,5003,500) Mid (RMB2,0002,500) MidLow (RMB1,5002,000) Low (RMB1,500) 565123 241629323400121013141615433 01055017 1800 020Others Siemens Ericsson Motorola Samsung Nokia 9% 15% 7% Units as % of total 26% 43% 7 SAMSUNG010605BJkickoff2 14 31 30 302429 302810 9 911107 772125 243028Tier 1 Tier 2 Tier 3 Tier 4 Nokia Motorola Others SIEMENS ALSO ADDRESSES