【正文】 k ? 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 THE IMPORTANT 4TH TIER CITY MARKET Percent market share, 2020 Ericsson Siemens 18% 19% 23% 40% Tier size as % of total 100%= Million units Source: McKinsey Analysis SAMSUNG010605BJkickoff2 15 SIEMENS IS RELATIVELY STRONG IN CENTRAL, EAST AND WEST Market share by brands per geographic area, 2020 Percent Market share by geographic area Percent 29 31 29 31 28 2830 25 29 2629261416 13 13 11 1798 75813 15 12 15 13 1464105 71311East Siemens Ericsson Samsung Others Nokia Motorola West North Northeast South 30 13 15 13 11 Central 18 Source: GfK, McKinsey Analysis SAMSUNG010605BJkickoff2 16 VALUE CHAIN STRATEGY 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 17 ?Siemens?s value delivery system strategy has evolved since 1999. It has invested $ billion in the Asian Pacific area as its Asian offensive campaign ? Siemens has spent a great effort in localizing Ramp。s telemunication market ? Broad product portfolio representing all business sectors of Siemens worldwide Source: Siemens press release SAMSUNG010605BJkickoff2 5 STRATEGY 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 6 SIEMENS AIMS TO BE NUMBER 2 IN MOBILE COMMUNICATION MARKET IN CHINA Product ? Focus on stylish new models wi