Hannover Messe 2019 2 nd Messemacher Meeting 23

Hannover Messe 2019 2 nd Messemacher Meeting, 23 January 2019 © Siemens AG 2019 siemens. com/hm 19

Hannover Messe 2019 Agenda Introduction Thomas Thiele Content Petra Psaier Market Communications Kirstin Zimmermann Stage Christine Brunner Booth Reiner Tschaban, Andrea Kerber, Silke Graf, Kristin Seifert, Bernd Dorner Outro and Q&A Thomas Thiele Restricted © Siemens AG 2019 Page 2 01. 2019 #HM 19

Hannover Messe 2019 Timeline Key Events Mid of Feb Invitation & Tickets 30. 1. 19 Fair. Org (meeting rooms & guided tours) 28. 2. 19 Stakeholder 3 D booth presentation + wall panel content approval 23. 1. 19 2 nd Messemacher Meeting January February 16. 1. 19 Website Update Beginning of Feb Save the Date 30. 1. 19 Deadline for graphic contents and technical requirements 11. 3. 19 Begin booth construction 1. – 5. April March 18. 2. 19 Pre-Press Conference Winter vacation 4. 3. – 8. 3. 19 22. 3. 19 Distribution Info Package 15. 2. 19 – 15. 3. 19 Fair. Org (booth staff registration) Restricted © Siemens AG 2019 Page 3 01. 2019 #HM 19

Hannover Messe Leading theme at Hannover Messe 2019 Digital Enterprise – Thinking Industry! Restricted © Siemens AG 2019 Page 4 01. 2019 #HM 19

Content © Siemens AG 2019 siemens. com/hm 19

Hannover Messe 2019 Content-Team Cluster BU CC-Kontakt BU-Kontakt Clustersprecher Digital Enterprise DF, PD Rainer Tschaban / Andrea Kerber Thomas Kreuzer / Marvin Lehel Future Technologies DF, PD Silke Graf / Gitta Fuchs-Gösswein Nelli Klein / Manuel Keldenich Mind. Sphere DF PL Damir Hudak Sebastian Wolf / Kristin Seifert Vertical topic: Distributed Energy Solution EM Norbert Vierheilig Vertical topic: Food & Beverage DF Franziska Heinze Liwen Yao Vertical topic: Aerospace (tbd) DF Vertical topic: Pharma PD Christiane Schuler Alma Mirojevic Vertical topic: Fiber PD Kristin Hussner Hermann Schwarz / Jürgen Mielke Security DF FA, DF CS, PD PA Franziska Heinze Franz Köbinger Service/Consulting DF CS, DF+PD Stefanie Freitag Dirk Masurat / Jaana Stubenvoll Dirk Masurat Communication/Identification PD PA, DF FA Heike Keddi-Hertl Peter Schönemann Software DF PL, DF FA, DF MC, PD PA Samuel Schäfer / Marvin Lehel Thomas Kreuzer/ Samuel Schäfer Automation DF FA, DF CS, DF MC, PD PA Silke Graf Bernd Wölfl / Madlyn Weber Timo Mühlhausen / Madlyn Weber Drive Systems DF CP, DF CS, DF MC, PD LD, DF FA Ilona Rybicki / Bozena Immonen / Gerd Reinknecht Gregor Stein, Bernd Wölfel, Judith Ruppert, Stefan Rausch Andreas Diegner Power EM Kathrin Ziegler Energy/Performance Mgt. DF FA, DF CP, DF MC, PD LD, DF CS Energy Supply EM HR HR Kersten Borusiak SFS Sascha Wagner Compliance Frank Agrikola Norbert Vierheilig Patrick Michna Christian Schiller Kathrin Ziegler / Barbara Schneider / Pelletier-Laboureux, Aleth Christian Schiller Kathrin Ziegler Restricted © Siemens AG 2019 Page 6 01. 2019 #HM 19

Hannover Messe 2019 Structure Innovation Slides 1. Digital Enterprise Digital Twins and holistic approach Digital Enterprise: Vertical showcases show end-to-end solutions with special use cases supported by references § Automotive, Additive Manufacturing und Battery § Chemicals, Reference Cathay § Mind. Sphere 1. Distr. Energy Solutions 2. Verticals 3. Highlights / Cluster incl. exhibit + strategic product 2. F&B 3. Pharmaceutical 4. Fiber In BU responsibility Return latest 08. 02. 19 4. Product innovations e. g. SPS 18: https: //intranet. industry. siemens. com/mpm-sim/view/Default? qid=3978840 Restricted © Siemens AG 2019 Page 7 01. 2019 #HM 19

Hannover Messe 2019 Timeline Activity Jan Overall story - Topic architecture - Interpretation Motto - Draft - Final Innovation Slides - Abfrage - Draft - Highlights - Final Resonance slides - Final - Test Resonance package Feb Mar 21. 01. 22. 01. 25. 01. 16. 01. 08. 02. 12. 02. 22. 02. 15. 03. 27. 03. Restricted © Siemens AG 2019 Page 8 01. 2019 #HM 19

Hannover Messe 2019 Resonances 1. Slide deck Innovation slides 2. Cluster product slides (to be delivered by any BU) or 2. BU products slide deck Restricted © Siemens AG 2019 Page 9 01. 2019 #HM 19

Market Communications © Siemens AG 2019 siemens. com/hm 19

Hannover Messe 2019 Targets Market Communications • Foster Siemens’ position as driver for the digital transformation of industries with its future-oriented Digital Enterprise portfolio. • Drive target groups to the event and relevant web entities. Create convers(at)ion. >> siemens. com/hm 19 • Make “Digitalization” more tangible in order to demonstrate the value of digitalization to our customers and to the society. Enable. Conversation. Restricted © Siemens AG 2019 Page 11 01. 2019 #HM 19

Content drivers: Digital Enterprise w/ vertical examples & Future technologies Digital Enterprise & Future Technologies DRA FT Digital Enterprise holistic Future Technologies (AI, Edge, web based process and control system) Digital Enterprise in verticals /w end to end solutions Chemicals: Bioprocessing at China Biorefinery Cathay Automotive: e. Car production /w Additive Manufacturing and Battery F&B, Energy, Fiber, Pharma Portfolio proof points for Digital Enterprise Mindsphere Automation Software Security Service & Consulting Drive Systems Energy Perf. Mgmt Comm. & Identificat. . Power Restricted © Siemens AG 2019 Page 12 01. 2019 #HM 19

Hannover Messe 2019 Overview communication activities Social Media Activities Advertisement Assets #HM 19 • Influencer (topic experts) post statements around highlights • Warm up phase /w weekly focus • topics • Dominating the share of buzz • • Social Content, blogposts, articles • Key Visual & motto • Download versions of lectures • Teaser & highlight videos for So. Me (tbc) • Advertising campaign (content coop, • Innovation Slides display, OOH) Showcases are the highlights for media placements in fair plan & OOH • Booth plan virtual (tbc) Nurturing Search • SEO optimized copy for the site • SEA campaign Teaser on the Siemens Web • Primary and topic teaser on siemens. com • Implementation of further banner/teaser/shoutbox specific on related sites • Internal backlinks • Nurturing campaign for main target groups • Customers & prospects get personalized invitation and info material with clear CTA (e. g. free ticket, PDF download) Non visitor newsletter Content hubs HM 19 • • • siemens. com/hm 19 siemens. com/magazine Ingenuity blog Topic Landingpages Youtube playlists HM 19 • On site activities • • Highlight showcases Open Space challenge Stage presentations /w livestream Guided tours based on storytelling Restricted © Siemens AG 2019 Page 13 01. 2019 #HM 19

Hannover Messe 2019 Coms roadmap incl. warm up phase Measures January /beg Feb 18. - 24. 2. 25. 2. – 3. 3. 4. -10. 3. 11. – 17. 3. 18. - 24. 3 25. -31. 3. Warm up phase (So. Me, Media promotion, SEA) Weekly focus topics under definition Content Development storyline & messages highlights key visual & motto HM 19 1. - 5. 4. HM 19 Implementation, e. g. on website, development of innovation slides Channels Press Pre press. Conf. 18. 02 Press releases - - - - - - - - - - - - - > Press-conf. 1. 4. Video & live coverage So. Me / Influencer Development Editorial Coverage of Press plan Conf. Prep Warm up phase Comprehensive coverage on all relevant So. Me channels Website / SEA Extended website: highlights, teaser video ticketing, new@HM Start SEA Release shout boxes // Digital Enterprise radar (tbc) Release stage program Invitation / Nurturing Save the date (Beg Feb) Invitation mailing (E Feb) Advertising Media briefing/ Creative approach Creative execution Customer Magazine Release virtual booth Magazine articles Thank you Teaser @. com Aftermode Reminder Thank you Nurturing Start media flight (Content Coops, display, So. Me sponsored) Articles for So. Me OOH / Ad Messe daily Special Edition On Site Guided Tour Concept Video production Teaser video Podcast registration Stage / Speaker Placement Concept development Text / cards Development Pre-Teaser /w Chris Brow Agenda Training Release Pre-Teaser videos on DE, Automotive, Chemicals, Future Technologies Production & ad hoc display Aftermovie Concept of orchestration Restricted © Siemens AG 2019 Page 14 01. 2019 #HM 19

Stage © Siemens AG 2019 siemens. com/hm 19

Hannover Messe 2019 Stage Program Tuesday Monday Wednesday Thursday Friday Digital Enterprise Highlight Future technologies (e. g. Artificial Intelligence, Edge Computing, Additive Manufacturing, …) Enhancing Digital Enterprise with future technologies for higher customer benefit Digital Enterprise Customer Implementations Customer use cases/references from various verticals Mind. Sphere Developer Challenge Development (Mind. Sphere Open Space Challenge) and Mind. Sphere Partner presentations Customer Experiences – moderated diaglogues or Panel Discussions All verticals (eg. REXEL cloud-based power monitoring, Modular production with GEA, …) Restricted © Siemens AG 2019 Page 16 01. 2019 Topic Days focusing on specific topics e. g. PD topics on Tuesday afternoon due to PD Customer Evening audience e. g. Nordics customer presentations and CEO Round-table on Thursday #HM 19

Hannover Messe 2019 Core topics - Siemens main booth, hall 9 TOPICS: Digital Enterprise: • Automotive, Additive Manufacturing und Battery § Chemicals, Reference Cathay Open Space Future/IT-based Technologies strengthen our Digital Enterprise Mind. Sphere & Partners Distributed Energy Solutions Food and Beverage Pharmaceutical Fiber • • Daily program from 10: 00 -17: 15 Live Streaming of program (youtube Siemens) Various topics and presentation forms: Innovation presentations, product demonstrations, Programming simulations, eg. Panel discussions and moderated dialogues WITH CUSTOMER involvement Moderator: Chris Brow Restricted © Siemens AG 2019 Page 17 01. 2019 #HM 19 • Cost per presentation slot: 2. 900 EUR (15 mins)

Booth © Siemens AG 2019 siemens. com/hm 19

Hannover Messe 2019 Core topics - Siemens main booth, hall 9 § § § § Largest single booth, Length: 126 m Exhibition Space: 4, 000 m² LED at Mind. Sphere Lounge: L=36 m, H=3 m Open Space with technology and developer presentations Skylounge for customer relationship Guided Tours for customers and political delegations Press and analyst lounges Future/IT-based Technologies strengthen our Digital Enterprise Mind. Sphere Lounge Open Space Fiber Pharmaceutical Customer Skylounge Digital Enterprise: Vertical showcases show end-to-end solutions with special use cases supported by references § Automotive, Additive Manufacturing und Battery § Chemicals, Reference Cathay Food and Beverage Restricted © Siemens AG 2019 Page 19 01. 2019 Portfolio courts (Digital Enterprise portfolio) are positioned around the DE central court Distributed Energy Solutions #HM 19

Digital Enterprise in Chemicals

Integrated showcase for Digital Enterprise in Chemicals Thinking Industry – Thinking a sustainable future Future-proof concepts and flexible integration of digital use cases for optimized processes and sustainable production. Reference Cathay: Siemens technology enables sustainable and ecological production of polyamide from biomass in a totally digital plant using laboratory, automation and control technology Unlock the potential of sustainable production with Digitalization 3 process steps based on reference Cathay Involved Entities Proof: Bioprocessing at China Biorefinery Cathay (Lab & Production) • PD PA • PD LD • PD SLN • DF FA • DF MC • DF PL • DF CS Siemens technology enables production of polyamide from biomass in a digital plant Benefits: Autonomous control, faster time to market, highest production security Extensive plant-wide digitalization and automation have simplified research and maintenance, while also increasing yield 2. Scale Up: Seperator (GEA) Trending topics: 1. Biotechnological production: R&D Laboratory Restricted © Siemens AG 2019 Page 21 01. 2019 3. Production: spinning fibres Front side showcases process steps based on reference Cathay: End-Customer view (Control table (SIMIT, PCS 7, COMOS, Walkinside XHQ, Mobile Operation) + Plant. Sight (Highlight) GEA Exhibit (PCS 7 & TIA Portal) demonstrating Scale Up process & Modular Production Back side: OEM view: Modular Production with Digital Twin(SPS) + Vertical Suites (Mind. Apps) + NOA incl. 3 D Model seperation column, Digitalization Consulting SIMATIC PCS 7 • Sustainability • Duplicate Plant • Upgrade Brownfield plant • Bio-based production • DCS+ • Modular production • Plant. Sight and AR #HM 19

Frontside: End-to-End Solution from Integrated Engineering to Integrated Operations and Services based on Reference Cathay Restricted © Siemens AG 2019 Page 22 01. 2019 #HM 19

Topics Backside: Focus Module Builder Thinking Industry - Thinking Modular Process Plants Bringing together the real world (GEA separator automated with MTP) and the virtual world (Apps/Suites, Monitoring + Optimization) and bringing the data from the field to the cloud optimizes processes over the entire lifecycle Restricted © Siemens AG 2019 Page 23 01. 2019 #HM 19

Digital Enterprise in Discrete Industries

Digital Enterprise in Discrete Industries: integrated showcase with e. Car, Battery, Additive Manufacturing, AGV, Robotics. . . Involved Entities: Trending topics: § § § § Trending topics: Flexible production e-Car/ Autonomous driving Additive Manufacturing Battery Robotics AGV Services 1. Additive Manufacturing (3 D print of e. g. space frame) incl. robotic (SINUMERIK) 4. e. Car (no-brand/generic) end-toend incl. “marriage“ in the center 2. Battery endto-end with focus on cell production and battery pack process § § § DF FA DF MC DF PL DF CS PD PA 3. Automated Guided Vehicle delivering battery pack to marriage DE proof points: Electrical Design Automation (Mentor), Generative Design, Autonomous Driving Simulation (TASS), Mechanic Concept Design, Battery Design Simulation, Plant Simulation, Standardization (battery), Automated Guided Vehicle (AGV) for Intra-Logistics, RTLS, SINUMERIK controlled robot, Mind. Sphere, Additive Manufacturing, Robotics (SIMATIC and SINUMERIK), Digital Services… Restricted © Siemens AG 2019 Page 25 01. 2019 Draft - Status 14. 01. 19 #HM 19 (work in progress)

Hannover Messe 2019 Combination of virtual and real showcase elements LED animation (changing content/loop) LED wall for complete story: from design, simulation to real production (3 Digital Twins) Restricted © Siemens AG 2019 Page 26 01. 2019 Real element: Robot for Additive Manufacturing Real element: car model chassis (generic) Real element: Automated Guided Vehicle Draft - Status 14. 01. 19 #HM 19 (work in progress)

Restricted © Siemens AG 2019 Page 27 01. 2019 Draft - Status 14. 01. 19 #HM 19 (work in progress)

Restricted © Siemens AG 2019 Page 28 01. 2019 Draft - Status 14. 01. 19 #HM 19 (work in progress)

Future Technologies

Hannover Messe 2019 Strengthening the Digital Enterprise through future / IT-based technologies Long term Mid term Today or near future Restricted © Siemens AG 2019 Page 30 01. 2019 Future scenarios include completely selforchestrating factories that respond to changing production requirements, permanently optimize themselves and support the autonomous machines and robots working in it. New IT Technologies enable digital enterprises to handle the increasing complexity of manufacturing processes as well as the increasing amount of data. Productivity gains will be unveiled and leveraged by data insights. By expanding its Digital Enterprise portfolio and integrating future technologies, Siemens is driving forward the digital transformation of the discrete and process industries. #HM 19

The production of the future will optimize itself continuously, through cyber-physical ecosystem – strengthening the Digital Enterprise through future / IT-based technologies Web-based process control PA PL § Voice control with AI assistant § VR/AR Training Scenario and User Guidance § Self learning process control Virtual Collaboration Digital Marketplaces MC § Additive Manufacturing Network Logistics or Licensing with Blockchain (tbd) Closed Loop Analytics FA CS MC all FA § Predictive Maintenance with Edge Computing § CS part tbd Cyber Security § Security Monitoring AI enhanced § Security with Edge Computing Cognitive Engineering 5 G tbd FA Restricted © Siemens AG 2019 Page 31 01. 2019 Autonomous Systems § AGVs with RTLS (Exhibit) § Visual object recognition with AI (Exhibit) #HM 19

Hannover Messe 2019 Strengthening the Digital Enterprise through future / IT-based technologies Interaktive mediale Inszenierung verschiedener Szenarien Automation of Engineering Web based process control Closed loop analytics Cyber Security w. AI Explore DCS+ Tbd with Blockchain AGV DCS+ control center Autonomous systems Exhibit: Virtual Collaboration Edge Computing Additive Manufacturing network DCS+ application demo Next 47 presentation Overall story (Stele) Restricted © Siemens AG 2019 Page 32 01. 2019 Draft 08. 01. 2019 #HM 19

Mind. Sphere

Hannover Messe 2019 Mind. Sphere lounge Mind. Sphere Entrance: Videowall Meeting Room 2 Mind. Sphere Open Space Mind. Sphere Partner, BU´s, Customer - Meeting Room 3 Software AG, AWS Mind. Sphere World Mind. Sphere Sales 12 x Partner Atos, evosoft, Plan Software Entwicklungs Gmb. H, - 4 x BU´s (SFS, …) - 4 x Customer (Festo, Ambos, Ham-Let, …) Mind. Sphere Backoffice Mind. Sphere Solutions with Customer Connect & Monitor Analyze & Predict Digitalize and Transform Meeting Room 1 Mind. Sphere Solution Demos Restricted © Siemens AG 2019 Page 34 01. 2019 Mind. Sphere Partner Akquise DRAFT #HM 19

Restricted © Siemens AG 2019 Page 35 01. 2019 #HM 19

Restricted © Siemens AG 2019 Page 36 01. 2019 #HM 19

Hannover Messe 2019 Mind. Sphere Lounge – Overview A Mind. Sphere Platform: 1. Mind. Sphere Highlights with Customer and Sales examples: Connect and Monitor, Analyze and Predict, Digitalize and Transform (Customer e. g. Fath, Amboß/, Ham-Let/Schmalz, Tia Digi Demonstrator (tbd. with FA)) 2. Mind. Sphere Product Demos: 1. Connect and Monitor: Hardware Overview, Asset management, Io. T extension, Standard Components (VFC, VE), 2. Analyze and Predict: Edge Analytics, Predictive Learning, Product Intelligence 3. Digitalize and Transform: a) Applications Life Cycle, Exchange Service, App Store Model/App Radar b) Topic Table each day for Open Space Challenge c) Mendix 3. Mind. Sphere Solution Package Offering and Sales Networking B Eco-System Mind. Sphere: Customers (4 x), Partners (12 x), Bu´s (4 x) C Mind. Sphere World the Mind. Sphere user community Restricted © Siemens AG 2019 Page 37 01. 2019 DRAFT #HM 19

Booth overall

Hannover Messe 2019 Topic Cluster Mind. Sphere for the Digital Enterprise Power HR, SFS, Compliance Security Energy/Performance Mgt. for the Digital Enterprise Future Technologies Automation for the Digital Enterprise Automation Service/Consulting for the Digital Enterprise Stage Integrated Energy Automation for the Digital Enterprise Drive Systems for the Digital Enterprise Distributed Energy Solutions Food & Beverage Digital Enterprise Software for the Digital Enterprise Automotive Chemicals Pharma Communication/Identification for the Digital Enterprise Fiber Restricted © Siemens AG 2019 Page 39 01. 2019 #HM 19

Restricted © Siemens AG 2019 Page 40 01. 2019 #HM 19

Restricted © Siemens AG 2019 Page 41 01. 2019 #HM 19

Hannover Messe 2019 Most important organizational deadlines Deadline graphic content & technical requirements January 30 Opening of Fair. Org (meeting rooms & guided tours) January 30 Opening of My. Fairs Service-Shop (exhibitor badges, parking tickets, i. Pads) Opening of My. Fairs Service-Shop (hostesses) February 4 – March 25 February 4 - 28 Assignment of working numbers February 6 Fair. Org (booth staff registration) February 15 – March 15 3 D booth presentation (Messemacher, Marketing Heads, etc. ) February 28, 15: 00 – 17: 00 Restricted © Siemens AG 2019 Page 42 01. 2019 #HM 19

Hannover Messe 2019 Weekly Overview (Status January 23, 2019) Sunday, 31. 3. Final Review of Hall 9 Steer. Co Monday, 01. 04. Tuesday, 02. 04. Wednesday, 03. 04. Thursday, 04. Friday, 05. 04. 08: 45 -09: 00 Morning Welcome 08: 45 -09: 00 Morning Welcome 11: 00 -17: 00 Analyst Tours Investor Relations (tbc. ) 08: 30 -16: 30 Visit of J. Snabe Chairman of the board (tbc. ) Visit of Siemens booth by BK Angela Merkel / Swedish Government (tbc. ) Sweden (approx. 150 customer) USA (120 customer) Presse Highlight Tour DMAG (tbd) Booth Approval of Hall 9 Guided Tours Rehearsal Guided Tours Counter Final Review of other Siemens Participations Hall 6, Hall 27 10: 00 -13: 30 Germany Customer Event Discrete Industry (30 customers) Canada Eastern Provinces (20 Government) Mexico (30 customer) Canada (30 customer) China (200 customer and distributor) UK (40 customer) 12: 00 -18: 00 CFO-Round Table Dr. R. -P. Thomas Briefing of “Hofsprecher” Sky Lounge 14: 30 -15: 00 Industrial Pioneer Summit Key Note speech K. Helmrich Hannover Messe, Convention Center 14: 00 BDI Wirtschaftsforum Dr. J. Mrosik 18: 00 -19: 45 Official Opening Ceremony Hannover Congress Centrum 17: 30 China Customer Event (200 customer and distributor) 18: 30 -20: 00 Press Conference K. Helmrich Restricted © Siemens AG 2019 Page 43 Sweden (130 customer) USA (120 customer) Australia (60 customer) Czech Republic (190 customer) China (200 customer and distributor) Canada (100 government) UK (40 customer) 01. 2019 18: 00 Australia Customer Event (60 customer) (tbc. ) 17: 30 -22: 00 International Customer Event 17: 00 First Re-Cap & Results Booth Staff Event 18: 00 Start Dismantling Requested – no fixed dates or number of customers yet: § UAE § Romania § Singapore #HM 19

Q&A © Siemens AG 2019 siemens. com/hm 19