Alexandra Nelles EMEA Competitive Intelligence Manager Alcatel-Lucent, Germany

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1 A Pan-European Conference Competitive Intelligence New ways of gathering and analysing data; transformation from information to knowledge and professional, systematic and strategic approaches to CI; transparency and defense strategies in CI Hôtel Concorde Berlin, Germany 30th September & 01st October 2010 Capturing competitor information at the right time and in the most effective way is crucial for surviving in today s saturated market place. This conference will present case studies on cutting edge topics such as: Developing of a CI structure: Systematic gathering of data, data analysis and transformation from data to information to knowledge Using the right information channels mix: Free and paid sources, interviews and software Construction of a global CI culture in decentralised and international companies Integration of CI in company wide strategies and planning for sustainable development of CI within the organisation Effective forecasting of competition Different tools and processes Internet: Tool for observation of competition and precaution with its use Outsourcing of certain CI functions, linkage of CI and sales, emerging markets and CI How to get reliable intelligence from the field? Plus: Panel Discussion on Day 1: CI in emerging markets: How to capture knowledge of BRIC countries? marcus evans Expert Speaker Panel: Alexandra Nelles EMEA Competitive Intelligence Manager Alcatel-Lucent, Germany Anne-Sophie Brélivet-Camus Head of Competitive Intelligence Alstom Transport, France Paul Bould Bayer HealthCare Pharmaceuticals, USA Brendan Saritschniy Intelligence Manager Europe, Anti-illicit Trade Intelligence Unit British American Tobacco, UK Michèle Stöckli DSM Nutritional Products, Switzerland Anne-Sophie Deparis Manager, Service Competition Monitoring and Service Trends Daimler AG, Germany Sabine Hehner Senior Manager, Business Development, Corporate Strategy & Business Intelligence Lufthansa Cargo, Germany Matthias Holder Head of Segment Management, Business Development manroland, Germany Kees Deijl Director Scientific Competitive Intelligence Merck & Co, Netherlands Matthew Stalder Competitive Intelligence Manager Nestlé Nutrition, Switzerland Gian-Luca Gioletti Head, Business Development EMEA Nokia, Finland Gerard van der Ligt Director Business Intelligence Philips IP & S, Netherlands Early Bird Special Offer: Book by and save 10% Co Sponsor: François Jeanne-Beylot Professor Ecole de Guerre Economique, France Caroline Funk Head of Strategic Marketing LG Electronics, Germany Christophe Favre Director Global Sales & Marketing LexisNexis Analytics, France Christian Frey Head of Market & Competitive Intelligence Sika, Switzerland Evangelos Avramakis Head Business Development Sales Swiss Life, Switzerland Dr. Thomas Bamert Business Development Sales Swiss Life, Switzerland Co-operation Partners: conferences

2 Speaker Profile Evangelos Avramakis is Head of Business Development Sales for Swiss Life. Before that he was Head of Market Strategy. In the past, Evangelos Avramakis was Senior Strategy Consultant for Capgemini Switzerland. He studied sport sciences, mathematics and fine arts, business information technology, and economy. Dr. oec. publ., lic. phil. Thomas Bamert has been holding the position of project leader in Business Development Sales for Swiss Life. Before that he was project leader Market Strategy and Head of Market & Competition. Dr. Thomas Bamert is a visiting lecturer at the University of Zurich in Marketing and Services Management. He finished his studies of economy and psychology at the University of Zurich. Gian Luca Cioletti is an executive in the Telecom industry with over 16 years of experiences in international business development and management. The last 3 years he has been at the head of the business development team of Forum Nokia EMEA. Before joining Nokia Gian Luca Cioletti has been working for several Finnish companies and he was also appointed at Hewlett-Packard. Gian Luca Cioletti has a background as Engineer designing hard and software for more then 10 years. After that he got his MBA and he shifted to the business. Kees Deijl is Director of Scientific Competitive Intelligence at Merck. Before the Merger between Merck & Co and Schering, he was Associate Director CI at Schering Plough Corporation. He started his career at NV Organon, where he was holding several positions such as Associate Director CI, Associate Director e-business and Senior Manager Strategy & Business Development. Anne-Sophie Deparis is manager responsible for Service Competition Monitoring and Service Trends. She joined the after-sales division of Daimler AG in 1999 after finishing her MBA in London. First, she was part of the marketing management team responsible for USA, Canada, Japan, Australia Pacific, developing service and parts marketing plans in the Australian and Japanese markets. After 4 years, she took over the market team responsible for France, Belgium, the Netherlands and Luxemburg, and dealt with the yearly after-sales objectives of these markets as well as the implementation of marketing service and parts measures. Anne- Sophie Deparis helds a Masters degree from Grande Ecole de Commerce de Montpellier. Christophe Favre is Director, Global Sales and Marketing at LexisNexis Analytics which is a leading provider of web and media content-enabled workflow solutions for knowledge professionals in market intelligence, reputation and risk management. Previously, Christophe worked 20 years with Dun&Bradsteet International, a leading provider of risk management solutions as VP Europe, Sales and Marketing and member of the European Executive Committee. Christian Frey Based in Zurich, Switzerland, Christian Frey works for Sika Services as Head of Market & Competitive Intelligence. He began his career at Sika over 20 years ago as an apprentice in R&D before he went to university to earn his master s degree in economics. During his studies, Christian worked in several positions in Sika (R&D, controlling, marketing and technical services). Later he joined ExxonMobil in Switzerland, where he was Head of purchasing and accounts payable, before returning to Sika in his current position. Sabine Hehner joined Lufthansa Cargo in 2003 to establish a Competitive Intelligence process as base for a strategic planning at Lufthansa Cargo. Competitive Intelligence had been integrated in the strategic department in Before that Sabine Hehner joined Ferrero at Frankfurt where she had been holding the position of project leader in quantitative and qualitative market research in the sector of communication and product development. She started her career at Icon Forschung & Consulting in Nürnberg in the field of international marketing consulting and build-up of consumer brands. Sabine Hehner is also a visiting lecturer at the FH Bad Honnef. Matthias Holder is Head of the Global Segment Management of manroland AG, before that he has established the organisation for Strategic Pricing and Competitive Intelligence. Before joining manroland he was working internationally as a Business Consultant for the graphic arts industry and managed a business unit of a leading consulting company. Matthias Holder is a graduated in Engineering & Business after a professional education in printing and after having spent several years in production-management and sales of printing companies. Gerard van der Ligt joined Philips Intellectual Property & Standards (IP&S) in 1996 as a patent information specialist and became manager of the patent information department in After a successful transfer of a major part of this activity to Bangalore India, he started managing the newly established Business Intelligence department of IP&S in Here, IP Intelligence and Market Intelligence were merged into a true CI function, with still a lot challenges for further improvement. Gerard van der Ligt studied Mechanical Engineering in the late seventies and started working for Philips Lighting in 1981 as a production engineer. Alexandra Nelles is EMEA CI-Manager at Alcatel-Lucent with over 12 years of experience in information management. She started her career at Alcatel-Lucent by setting up the Information Research Centre for Germany. With the merger of Alcatel and Lucent she joined the Corporate Strategy Department before moving on to EMEA Strategic Marketing. Alexandra Nelles studied library science and holds an MBA from the Georg-Simon- Ohm Management Institute. Brendan Saritschniy has over 15 years of experience in the Intelligence, Security & Risk industry. He joined British American Tobacco in 2007 as the Security and Intelligence Manager in the company s Middle East Dubai Headquarters, before moving in late 2008 to London taking up his current role as Intelligence Manager for BAT s Europe region within the Anti Illicit Trade Intelligence Unit. Born in Melbourne, Australia, Brendan Saritschniy has spent much of his career working with the Australian Department of Defence, within a strategic and tactical environment. During the nineties, Brendon Saritschniy spent time studying Information Technology, before focusing on Criminology, which lead to Post Graduate Studies in Justice & Intelligence. Upon completion of his undergraduate studies in 1996, Mr. Saritschniy, joined the Department of Defence, where he worked for 12 years, before discharging to join the private sector.

3 Speaker Profile Matthew Stalder is Competitive Intelligence Manager at Infant Nutrition, Nestlé Nutrition since From 2001 to 2006 he was Partner & Co-Owner of Pioneers Research & Consulting Group S.A. in Lausanne. Before that, from 1992 to 2000, he was in Junior and then in Management positions in commodity trading and supply chain in Switzerland, Brazil and Mexico. Matthew Stalder holds a Masters Degree in International Relations, by the Graduate Institute of International Studies in Geneva and an Executive MBA, he did at ESSEC (Paris) & University of Mannheim. Michèle Stöckli In 2005, Michèle Stöckli has joined DSM as Market Intelligence Manager. In 2007, she had the chance to build up a global competitive intelligence organisation. Today, seven people in China, India and Switzerland are supporting her. After her studies as food technician, she has worked in different industries in the product management, technical marketing and sales.

4 Day 1 Thursday, 30th Septmber 2009 Booking Line: Tel: +49 (0) Fax: +49 (0) Izzet.Maral@marcusevansde.com Registration with Coffee and Tea Opening Address from marcus evans and the Chair SYSTEMATIC GATHERING OF DATA, STRATEGIES FOR DATA ANALYSIS IN CI AND INTEGRATIVE AND PROFESSIONAL APPROACHES Case Study: Getting started with CI How to develop a structure Finding already existing sources in a global company Sorting and structuring of existing information Setting up of a CI organisation Defining targets and information needed, defining recipients and their requirements Making CI usable for the company Matthias Holder Head of Segment Management, Business Development manroland, Germany Case Study: Information channels: Free and web-based sources, subscription based sources, BI solutions and qualitative interviews Finding a systematic approach to effectively use all channels Trailblazers or chart monkeys? Different needs along the development line Must-haves and additional secondary sources Freebees Primary sources and ethics Kees Deijl Director Scientific Competitive Intelligence Merck & Co, Netherlands Refreshment Break Reputational risk: Monitor your most important asset on the web? Risk reputation attributes on the web How to monitor these attributes? Why social media impact your online reputation Description of a business case Christophe Favre Director Global Sales & Marketing LexisNexis Analytics, France Case Study: How to effectively integrate CI in strategic business planning for maximum competitive gain CI clearly defined! Building strategic CI capabilities Integrating CI within strategic business planning Ensuring CI longevity and sustainable business impact Paul Bould Bayer HealthCare Pharmaceuticals, USA Luncheon Exhibitor at the conference: CONTINUOUS AND LEGAL OBSERVATION OF COMPETITORS RELIABLE TOOLS AND NEW TRENDS ON THE INTERNET Case Study: Competitive intelligence at Alcatel-Lucent: Tools and processes to conduct CI in a global company The past How to build a global CI community in a decentralised environment The present SAM: A custom made CI portal And the future Exploring web 2.0 tools Alexandra Nelles EMEA Competitive Intelligence Manager Alcatel-Lucent, Germany Case Study: CI at Nokia: Anticipating the next wave of mobile Who forecasts the next big thing? Is the application store as a business model sustainable for the ecosystem? What do consumers actually want to have and do with their mobile? Telco as one of the fastest changing industries: Systems and strategies to capture information and transform it quickly into knowledge Analysis of the differences of Nokia and competitors applications What would be the next "big thing" and who forecasts it best? Gian-Luca Gioletti Head, Business Development EMEA Nokia, Finland Refreshment Break Case Study: Open sources place in watching systems for competitive intelligence Current observation: Overflow of information, institutional and participative communication and acceleration of information circulation speed on the web, interconnection of real and virtual networks How internet has changed the management of information flows and the role of CI Internet as a watching and influential tool: What a company has to watch and to say on the net Precaution that is required with the use of internet for CI François Jeanne-Beylot Professor Ecole de Guerre Economique, France Case Study: Competitive intelligence monitoring in after-sales division and service marketing CI as an important and company wide component to success How to define and store knowledge in the after-sales department? Which research tools and sources are needed to deal with knowledge? Creating a working CI structure within the after-sales division Anne-Sophie Deparis Manager, Service Competition Monitoring and Service Trends Daimler AG, Germany Panel Discussion: CI in emerging markets: How to capture knowledge of BRIC countries? Market analysis and potential analysis of new markets and countries Access to science and knowledge in emerging markets How can you access the research in BRIC countries? CI in emerging markets: What role do cultural and ethical issues play? End of Day One

5 Day 2 Friday, 1st October 2009 Booking Line: Tel: +49 (0) Fax: +49 (0) Izzet.Maral@marcusevansde.com Registration with coffee and tea Opening Address from the Chair CRITICAL POINTS FOR CI: DEFENSE STRATEGIES TO MINIMISE CORPORATE INFORMATION LEAKAGE, OUTSOURCING OF CI AND LEGAL ISSUES Case Study: How to forecast competitors action in the most effective way? Closing the gap of competitor information CI as base for strategic decision making How to derive competitors future action Competitors action in a volatile market environment Value added through CI Sabine Hehner Senior Manager, Business Development, Corporate Strategy & Business Intelligence Lufthansa Cargo, Germany Case Study: Illicit Trade: Competitor analysis Combating a global problem with CI Quantifying illicit trade A global problem? How illicit trade undermines legitimate business The size and nature of the problem Combating illicit trade A government or business responsibility? Responding to the challenge Brendan Saritschniy Intelligence Manager Europe, Anti-illicit Trade Intelligence Unit British American Tobacco, UK Refreshment Break Case Study: Intelligent and fractional outsourcing of CI functions within the cycle Where does outsourcing make sense and which parts have to be kept in-house? Challenges and pitfalls when outsourcing CI How to setup the supply management? Cultural differences Christian Frey Head of Market & Competitive Intelligence Sika, Switzerland CI AS A GLOBAL AND COMPANY WIDE STRATEGY, CI AND SALES, IP AND CI Case Study: From operational to strategic competitive intelligence: Creating value for executive management Competitive Intelligence: A key support function for the business Understanding competition is not enough: competitive environment Competitive intelligence: The value creating devil s advocate & business development partner Should competitive intelligence be a senior function? Matthew Stalder Competitive Intelligence Manager Nestlé Nutrition, Switzerland Case Study: Intelligence from the field: Access to public information is easily available, but how to get information from the field? How to implement a long term process in order to capture regularly information from the field? Which information is useful and for what? In which countries is the process applied: Example BRIC How to get value-added information on competitors and suppliers? How to manage ground information? Anne-Sophie Brélivet-Camus Head of Competitive Intelligence Alstom Transport, France Case Study: Competitive intelligence in B2B Needle in a hay stack? From data to information Case studies (CI report, export statistics, landscape analysis etc) Knowledge management Custom made database Link CI with sales (experience report and case study market share analysis) Michèle Stöckli DSM Nutritional Products, Switzerland Refreshment Break Case Study: Reshaping the sales organisation using competitive intelligence in Financial services / Life Insurance How competitive intelligence helps shaping the market development and sales organisation Most suitable and used methods implemented Implementation process and barriers Dynamic maintenance of market development and sales organisation Dr. Thomas Bamert Business Development Sales Evangelos Avramakis Head of Business Development Sales Swiss Life, Switzerland Case Study: Intellectual property as a source for CI Why IP is important for CI What can be learned from IP information How Philips organises CI from IP Some practical issues when using IP information A case study (tentative) Gerard van der Ligt Director Business Intelligence Philips IP & S, Netherlands Closing Comments from the Chair End of Conference We would like to thank everyone who has helped with the research and realisation of this marcus evans (Germany) conference, in particular the speakers for their continued support and commitment. Verena Lagler Conference Producer, General Business Division marcus evans (Germany) Ltd Luncheon Who Should Attend: Directors, Heads of Department, Vice Presidents, Managers and Executives responsibles for: Competitive Intelligence Market Research Market Intelligence Strategic Marketing and Sales Business Development Information Management Knowledge Management Strategic Planning / Corporate Planning Technical Benchmarking R&D Technology Management Risk Management from all industries

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