3rd Review, Vienna, 16th of April 1999 SIT-MOON ESPRIT Project No Siemens AG Österreich Robotiker Technische Universität Wien Politecnico di Milano PAN Verlag EDIT 4 Editioni San Paolo Arista slide 1 SIEMENS AG Österreich, AV IMS Continued Market Analysis –Development in Germanys market –US-Market Analysis of Competition Competitive strategies –Market –Siemens specific CARAT-Lite in the SIT-MOON environment Siemenss marketing activities SIEMENS Exploitation plan

3rd Review, Vienna, 16th of April 1999 SIT-MOON ESPRIT Project No Siemens AG Österreich Robotiker Technische Universität Wien Politecnico di Milano PAN Verlag EDIT 4 Editioni San Paolo Arista slide 2 SIEMENS AG Österreich, AV IMS German Market development for EP Source: Andreas Vogel, Media Perspektiven, 2/99 Development Online services Turnover contribution of EP EP products: shares for trade journals

3rd Review, Vienna, 16th of April 1999 SIT-MOON ESPRIT Project No Siemens AG Österreich Robotiker Technische Universität Wien Politecnico di Milano PAN Verlag EDIT 4 Editioni San Paolo Arista slide 3 SIEMENS AG Österreich, AV IMS Market Analysis: US Market Not included: CBT market Source: Gistics, Media asset management market report, 1998, Frost & Sullivan, US Digital Media Management Systems report, 7/98 Show case: expensive investment forces alliances and outsourced services like EDIT4 remakes of original products re-use of content for spin-off products John Mc Cormick: total integrated solution will be the key, up to now no one can provide all aspects of integrated solution

3rd Review, Vienna, 16th of April 1999 SIT-MOON ESPRIT Project No Siemens AG Österreich Robotiker Technische Universität Wien Politecnico di Milano PAN Verlag EDIT 4 Editioni San Paolo Arista slide 4 SIEMENS AG Österreich, AV IMS Analysis of Competition Most of the competitive products come from text and images therefore often support of cross-platform products often strong support of only one media type few offer some kind of workflow or integrated solution wide prize range in accordance with product features SIT-MOON and CARAT strength and weakness Plus wide Multimedia support integrated workflow production log high scalability - SIT MOON/CARAT Lite openness for integration of new tools Minus Cross platform support

3rd Review, Vienna, 16th of April 1999 SIT-MOON ESPRIT Project No Siemens AG Österreich Robotiker Technische Universität Wien Politecnico di Milano PAN Verlag EDIT 4 Editioni San Paolo Arista slide 5 SIEMENS AG Österreich, AV IMS Competitive strategies - Market Pricing strategies –low price pressure (1997) –industry competitiveness increases –with ongoing market maturity increasing price pressure expected Market strategies –complete solutions from creation to distribution –partnering or acquiring other products to provide a total solution –creating vertical solutions that address a particular industry Scalability and features for SIT-MOON All of them are included in SIT-MOON

3rd Review, Vienna, 16th of April 1999 SIT-MOON ESPRIT Project No Siemens AG Österreich Robotiker Technische Universität Wien Politecnico di Milano PAN Verlag EDIT 4 Editioni San Paolo Arista slide 6 SIEMENS AG Österreich, AV IMS Competitive strategies - SIEMENS Definition of industry specific complete solutions High scalability, –CARAT-Lite –Lite version for small publisher –Enterprise version for big publisher or provider establishing of partnerships with content provider, producer and product vendors in –training environment Industry University –foot stockage provider

3rd Review, Vienna, 16th of April 1999 SIT-MOON ESPRIT Project No Siemens AG Österreich Robotiker Technische Universität Wien Politecnico di Milano PAN Verlag EDIT 4 Editioni San Paolo Arista slide 7 SIEMENS AG Österreich, AV IMS CARAT-Lite in the SIT-MOON environment Low price Media Asset Management Pre-configured database Concentrated on images, audio and text for low hardware costs long-term archiving on CD-ROM with manual transfer (no HMS) but maintained by the system fully compatible with the actual SIT-MOON Core full SIT-MOON functionality upgrades –enterprise solution –video support –database configuration –etc. Competitive strategies - SIEMENS

3rd Review, Vienna, 16th of April 1999 SIT-MOON ESPRIT Project No Siemens AG Österreich Robotiker Technische Universität Wien Politecnico di Milano PAN Verlag EDIT 4 Editioni San Paolo Arista slide 8 SIEMENS AG Österreich, AV IMS SIEMENSs marketing activities Preparation of Co-operation with customer in training environment –Austria: Commercial school producing online training suites (700 user) and CD-ROMS –Austria: University for Multimedia production made by students and platform for commercial user (close to contract) –Siemens Tele-Centre and WIFI –Industrys Training centre in Germany test-installation –US University Preparation of Co-operation with customer in US (Foot stockage provider)

3rd Review, Vienna, 16th of April 1999 SIT-MOON ESPRIT Project No Siemens AG Österreich Robotiker Technische Universität Wien Politecnico di Milano PAN Verlag EDIT 4 Editioni San Paolo Arista slide 9 SIEMENS AG Österreich, AV IMS SIEMENSs marketing activities Marketing information events with possible customers (world- wide) in the demostudio –requests are taken into account for the roadmap –leads to definition of CARAT Lite (Software and Hardware, plug and play) Information events for distribution partner –training –demo-installation Information for/from german EP user groups –Arbeitskreis für elektonisches Publizieren (AKEP), Börsenverein des deutschen Buchhandels, 420 members, publisher and service provider –Commission of electronic publishing in Verband Deutsche Fachpresse Feedback confirms the overall strategy of SIT-MOON

3rd Review, Vienna, 16th of April 1999 SIT-MOON ESPRIT Project No Siemens AG Österreich Robotiker Technische Universität Wien Politecnico di Milano PAN Verlag EDIT 4 Editioni San Paolo Arista slide 10 SIEMENS AG Österreich, AV IMS Consortiums information actions Homefairs Techno-Z Österreichisches Filmarchiv Österreichisches Bundesministerium für Unterricht Informix Media Day, Ismaning, München WIFI Vienna Styrian Economic Chamber of Commerce and Industry, Information & Communication Technologies (ICT), Digital Studio Arbeitskreis für Elektronisches Publizieren (AKEP) Siemens GE Medien, Headquarter, Germany (indirect sales channel) Siemens GE Medien Austria (indirect sales channel) Wiener Handelsakademien Vienna Tele-center ORF-ON(line) RAI Elemondi Tecnopublishing Editrice Principato Mc Graw Hill Italia Articles Herzog, M., Peratello, R. "Integrating Digital Archives and Multimedia Production Tools", in: Proceedings of Annual Conference on European Multimedia, Conferences Embedded Systems, Technologies for Business Processing and Electronic Commerce - EMMSEC 99, Stockholm, Sweden, June 21-23, 1999