http://cimicon.we-conect.com COMPETITIVE & MARKET INTELLIGENCE Sophisticated and holistic methods & strategies, tools & systems and evolutionary processing of CMI Globalization means that companies and markets are more than ever confronted with a quick change of products and competitors. Therefor Competitive Intelligence (CI) became a vital activity in any business. It is a given fact that with growing competition in BRIC, CI is the most crucial tool for surviving and thriving in a competitive environment. These challenges and risks will increase significantly in the future; therefore monitoring competitors is of utmost importance if organizations desire to sustain their competitive advantages. The most common problem faced in companies is the lack of knowledge of how to effectively implement a full CI programme as well as the accurate input of data into these programmes. The process of disseminating information within an organization is also of great concern. As companies are becoming more and more aware of the beneficial factors of CI, these strategies are being adopted and implemented in their working culture. As part of the CiMi.CON Evolution 2012, representatives from major industrial companies in all major industry sectors will present their strategies, processes and methods in actual case studies on specific projects for implementation, reorganization, management or effective use of tools and systems for competitive and market intelligence. The CiMi.CON Evolution 2012 will focus on the following main topics: - Mastering the CI challenge in competing against newly emerging global competitors / forecasting newly emerging markets and economies - Technology foresight, disruptive technologies & open innovation in a global competitive environment: Why indirect competitors matter more than you think and how you can find, measure and monitor them - Scenario tracking ‒ Bringing scenarios to life! - Counter intelligence ‒ Defensive strategies for competitive intelligence attacks - Use of HUMINT resources in conjunction with other sources to obtain accuracy in CIS/Asian markets and successful triangulation of data for final results - Human vulnerability ‒ Protection of information by awareness - Analysis and linking of fragmented data and information already existing in the company - Application of CI-Supporting tools to create a collaborative CI-Network - Using war games to anticipate a competitor’s next move Visit the CiMi.CON Evolution 2012 & you will meet top speakers from renowned companies. Use our interactive B2B platform and experience an exciting and profitable event in the heart of Berlin. We look forward to welcoming you! Your we.CONECT team

1. Sophisticated and holistic Methods
& Strategies, Tools & Systems AND
Evolutionary Processing of CMI
25th – 26th June 2012 | Scandic Berlin Potsdamer Platz, Germany
More than 18 Case Studies | World CafÉ sEssion |
IceBreaker Session | Challenge your Peers
http://cimicon.we-conect.com
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2. CiMi.CON Evolution 2012
25 th – 26 th June 2012 | Scandic Berlin Potsdamer Pl atz, Germany
OVerview
CiMi.CON Evolution 2012
SPeakers Main Topics
Nanette Bulger, Senior Director and Healthcare Global Strategies
Lead, Marketing and Strategic Planning > Mastering the CI challenge in competing against newly
Philips Healthcare / USA emerging global competitors / forecasting newly emerging
markets and economies
David Ahrens, VP, Competitive & Market Intelligence, > Technology foresight, disruptive technologies & open
Business Analytics, Technology & Mobility innovation in a global competitive environment: Why
SAP America Inc. / USA indirect competitors matter more than you think and how
you can find, measure and monitor them
Dr. Volkmar Pflug, Vice President Strategies, Market and > CI & longterm HR development: Strategic talent acquisition,
Competitive Intelligence effective messaging, branding and team building
Siemens Energy AG / Germany Methods
> Scenario tracking ‒ Bringing scenarios to life!
Mikko Syrjänen, General Manager, Power Plants Business > Aggregating primary intelligence, secondary research &
Development MI framework
Wärtsilä / Finland > Counter intelligence ‒ defensive strategies for competitive
intelligence attacks
Gil Sadeh, CEO > Knowledge management process: Leveraging corporate
d&a Visual Insights / Israel BI assets for CI tools & systems
> Using war games to anticipate a competitor’s next move
Minna Laukkanen, Director, Analysis and Information
Services Processing
> M&A ‒ Competitive intelligence for mergers and acquisitions
UPM Kymmene Corp. / Finland
> Use of HUMINT resources in conjunction with other
Daniel Cho, Director Marketing, Market Intelligence & New sources to obtain accuracy in CIS/Asian markets and
successful triangulation of data for final results
Product Introduction
> Advanced methodology and application, organizational
Philips Healthcare / Germany
models & processes embedded in a comprehensive
Giles Cattermole, Founder CMI-model
> Human vulnerability ‒ Protection of information by
Strategy Resource Partners / UK
awareness
Michael Akim, Director of Strategic Development Tools & Systems
ABB Ltd. / Russia > Connecting CMI to BI, social media, cloud, intranet and
integrate them into the right IT Systems & Platforms to
Steven Victor Turbes, Head: Global Market Intelligence avoid data and information overload
Cheminova A/S / Denmark > How CI-tools help cope with data overload
> Analysis and linking of fragmented data and information
Matthias Heimerl, Head of Strategic Intelligence already existing in the company
AIRBUS S.A.S. / France > Application of CI-Supporting tools to create a collaborative
CI-Network
Dr. Reinhardt Schink, Head of Market Analysis and Strategy
Allianz Deutschland AG / Germany
Alexander Stumpfegger, Head of Sales Business PartnerS
CID / Germany
Ulf Hermansson, Head of Business Intelligence
Sandvik Machining Solutions AB / Sweden
Tina Bundgaard Petersson, Head of Market Intelligence
Rockwool International A/S / Denmark
Alexandre Richard, Head of Competitive & Market
Intelligence – Sanofi Global Operations
Sanofi S.A. / France
Jose Tormo, Business Strategy and Corporate Development
HP Company / USA
Mario Esteban Martinez, Competitive Intelligence Manager
Eliana Benjumeda, Competitive Intelligence Expert
Acciona S.A. / Spain
Charles Langlet, Business Intelligence Manager
Alstom Transport S.A. / France
Ahmet Turhan, Marketing Coordinator Strategic Projects
Team EMEA
Eaton Electrical Corp. / The Netherlands
Omer Ozener, Business Intelligence Manager Europe &
North Africa
AIR FRANCE KLM S.A. / The Netherlands
Stefan Althoff, Team Manager Marketing Research
Lufthansa Technik AG / Germany
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3. CiMi.CON Evolution 2012
25 th – 26 th June 2012 | Scandic Berlin Potsdamer Pl atz, Germany
aGENDA
Contents ICEBREAKER Session | Sunday, 24th June 2012
P. 2 | Overview
Speakers we.CONECT ICEBREAKER
Main Topics
P. 3 | Overview + Icebreaker Our Icebreaker Session consists of small Round Tables with speakers, business partners
and attendees where the audience will discuss the main challenges and cutting edge
Icebreaker Session
topics of the conference in a relaxed atmosphere. Glass in hand, make your way around
Business Partners
our Round Tables and get to know each other. Enjoy food and drinks at the opening of the
Media Partners conference, break the ice and get the show on the road.
P. 4-6 | Conference Day 1
Challenge your Peers
Evening Session
P. 6-7 | Conference Day 2
Morning Session
World Café
20.00 | we.CONECT ask the leaders
Pre-conference drinks and Icebreaker Round Tables with speakers, business partners & participants
ICEBREAKER Round Table 1
Learning from the past while looking into the future – Evolution and development of CMI
Giles Cattermole, Founder, Strategy Resource Partners / UK
ICEBREAKER Round Table 2
Competitive Intelligence Analyst Profile
> How to recruit the best team
> It’s all about: Knowledge, Skills (Conceptual / Human), Attitude
Mario Esteban Martinez, Competitive Intelligence Manager, Acciona S.A. / Spain
Eliana Benjumeda, Competitive Intelligence Expert, Acciona S.A. / Spain
ICEBREAKER Round Table 3
Mining the CI Rich World of Social Media
Business Partners
CID GmbH
Gewerbepark Birkenhain 1 | 63579 Freigericht, Germany
Phone: +49 6051 9772-0 | Fax: +49 6051 9772-222
Email: info@cid.de
www.cid.de
Comintelli
Kista Science Tower
Färögatan 33 | 164 51 Kista, Sweden
Phone: +46 8 6637 600 | Email: contact@comintelli.com
www.comintelli.com
Strategy Resource Partners
180 Piccadilly | W1J 9HF London, UK
Phone: +44 (0)207 917 9894 | Mobile: +44 (0)7717 718 097
www.StrategyResourcePartners.co.uk
Esmerk
Schweinfurter Straße 28 | 97076 Würzburg, Germany
Phone: +49 (0)931 29929-21 | Fax: +49 (0)931 29929-49
Email: andrew.garrett@esmerk.de
www.esmerk.de
d&a Visual Insights
7 Gibori Israel St. | Natanya 42504, Israel
Phone: +972 73 7181650 | Fax: +972 73 7181651
Email: info@dainfo.com
www.dainfo.com
Global Intelligence Alliance
Kaninenberghöhe 50 | 45136 Essen, Germany
Email: info@globalintelligence.com
www.globalintelligence.com
MEdia Partners
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4. CiMi.CON Evolution 2012
25 th – 26 th June 2012 | Scandic Berlin Potsdamer Pl atz, Germany
aGENDA
Conference Day 1 | Monday, 25th June 2012
8.00 | Registration with coffee and tea
8.30 | Welcome and introduction by we.CONECT and the Chair
Chair: Nanette Bulger, Philips Healthcare / USA
we.CONECT Strategy Track (1)
Sophisticated and holistic Methods & Strategies and Evolutionary Processing of CMI
8.40 | Case Study
Airbus Strategic Intelligence – Building a Strategic intelligence function in aerospace
> Competitive Environment of Airbus
> Define and position intelligence
> Strategic Intelligence product and customer evolution
> Lessons learnt for aerospace
Matthias Heimerl, Head of Strategic Intelligence, AIRBUS / France
9.20 | Case Study
Competing with Emerging Markets Competitors – How this Affects the Global Competitive Landscape
> Understand the specific needs and opportunities from emerging markets and requirements for products and services
to be marketed in these countries
> Understand competitive advantages and strategies of newly emerging local and global competitors
> Learn about counter-strategies to surmount the challenges such companies pose
> Learn about how to transform western incumbents to achieve sustainable competitive advantage against emerging
markets competitors
> Case examples of how CI results were integrated into the strategies of a leading company that is facing increased
competition from the emerging world
> Examples presented from India and China
Dr. Volkmar Pflug, Vice President Strategies, Market and Competitive Intelligence, Siemens Energy / Germany
10.00 | Case Study
See the forest AND the trees: Combining ecosystem analysis models with competitive intelligence to gain
actionable insights
> The Ecosystem approach as the answer to diverse competitive intelligence needs
> The connection between Ecosystem intelligence and data visualization
> The balance between technology and human factor within the Ecosystem approach
> The importance of the intelligence officer within an organization
> “Connecting the dots“ as a key factor within competitive assessments
Gil Sadeh, CEO, d&a Visual Insights / Israel
10.40 | Refreshment break with Networking Zone
we.CONECT Strategy Track (2)
Tools, Methods, Platforms and Processes to Create a Common, Sustainable and
Integrated CI Culture on a Global and Local Level
11.10 | Case Study
How to create a collaborative, connective and integrated competitive intelligence culture in a global &
diversified company
> Tools, Methods, Platforms and Processes @ Royal Philips
> How to involve the employees and get them to stand behind the CI-Structure
Daniel Cho, Director Marketing, Market Intelligence & New Product Introduction, Philips Healthcare / Germany
we.CONECT Tools & Systems Track (1)
Potential analysis, War Gaming, global forecasting, scenario based planning and CI
simulation
11.50 | Case Study
Competitive Intelligence & “Big Data“ – Information Monitoring, Analysis & Trend Detection in Real-Time
> How Competitive Intelligence can profit from Knowledge Management & Big Data
> How to tackle information overload and analyze most different kinds of data from financial and market figures,
competitor and product information, news, scientific publications to Social Media etc.
> Possibilities and methods not only to manage knowledge but to gain insights and support decision making
> Ways to prove the benefit of an investment in a CI tool for business
Alexander Stumpfegger, Head of Sales, CID / Germany
12.30 | Lunch with Networking Zone
13.30 | Case Study
Building High Impact Competitive Intelligence Programs to Support Strategy – The Reorganisation of SAP’s
CI-Structure
> What makes an intelligence program high impact?
> Key success factors in establishing high impact strategic intelligence programs
> Building future focus into the intelligence process
> Applying process efficiency and quality measures in intelligence work
David Ahrens, VP, Competitive & Market Intelligence, Business
Analytics, Technology & Mobility, SAP America Inc. / USA
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5. CiMi.CON Evolution 2012
25 th – 26 th June 2012 | Scandic Berlin Potsdamer Pl atz, Germany
aGENDA
Conference Day 1 | Monday, 25th June 2012
we.CONECT Process Track (1)
Successful implementation and process integration of CI in B2B environment ‒
Connecting CI in a holistic and sophisticated model
14.10 | Case Study
Scouting for trends, coverage of competitors and use of advanced BI tools at Sandvik Tooling
> BI as a vital importance to top management
> Restrictive involvement of BI: Data <-> Analysis <-> Decision making
> Inherent limitations of BI due to its origin
> Traps and Key Success Factors of BI
Ulf Hermansson, Head of Business Intelligence, Sandvik Machining Solutions AB / Sweden
14.50 | Case Study
ReverseCosting ®: Putting CI to work
> How to find the detailed cost breakdown of a competitor’s specific service or product
> Line by line reporting: Why a competitor have lower / higher costs and what you can do
> Experiences from over 30 years of working with ReverseCosting ®
> 100% ethical correct and confidential solutions
Giles Cattermole, Founder, Strategy Resource Partners / UK
15.30 | Refreshment break with Networking Zone
we.CONECT Challenge your peers –
What would you do?
In up to six round tables, each with six moderators, the participants interact, describe & discuss
their specific issues, approaches and solutions regarding the conference topic. we.CONECT finds
out in advance with a special inquiry approach the most important issues facing the participants.
16.00 | Parallel Round Tables
Based on your input from the delegate checklist, we will create a round table session involving an interactive discussion
with your peers. The topics that will be discussed on-site will be announced 3 weeks before the event begins.
Round Table 1
New Trends and Markets
Alexandre Richard, Head of Competitive & Market Intelligence – Sanofi Global Operations, Sanofi S.A. / France
Round Table 2
Tools & Systems
Daniel Cho, Director Marketing, Market Intelligence & New Product Introduction, Philips Healthcare / Germany
Round Table 3
Processing & Methods
Stefan Althoff, Team Manager Marketing Research, Lufthansa Technik AG / Germany
Round Table 4
Strategies, Business Development & Planning
Mikko Syrjänen, General Manager, Power Plants Business Development, Wärtsilä / Finland
17.00 | Case Study
The “Pathway to Leadership” and the Role of Intelligence in Upstream Strategic Activities and M&A
> Applying the use of competitive intelligence, through the intelligence function, to M&A planning and integration.
> Delivering impactful and ROI justified results through advanced CI processes and a new Methodology called Path to
Leadership
> Fully using intelligence capabilities in upstream strategic activities
> Making the right acquisition, divestiture and integration decisions through the use of competitive intelligence
Nanette Bulger, Senior Director and Healthcare Global Lead, Marketing and Strategic Planning, Philips Healthcare / USA
we.CONECT Tools & Systems Track (2)
Connecting CMI to BI, Social Media, Cloud, Intranet and integrate them into the right
IT Systems & Platforms to avoid data and information overload
17.40 | Case Study
Tailoring the CI structure by KM and implementing supporting tools like SharePoint
> Differences between Knowledge Management and Competitive Intelligence in a B2B market
> Aligning Knowledge Management and Competitive Intelligence
> Application of CI-Supporting tools like Share Point to create a collaborative CI-Environment
Ahmet Turhan, Marketing Coordinator Strategic Projects Team EMEA, Eaton Electrical Corp. / The Netherlands
18.20 | Case Study
Knowledge at your fingertips – The Content Management Tool Insight Mining
> Techniques that are used primarily for the analysis of user-generated content (Web 2.0) can also be applied
differently
> A modern content management system can generate new insights
> As a result, a lot of time and money can be saved
> Maintaining a tool such as Insight mining is less expensive than you think
Stefan Althoff, Team Manager Marketing Research,
Lufthansa Technik AG / Germany
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6. CiMi.CON Evolution 2012
25 th – 26 th June 2012 | Scandic Berlin Potsdamer Pl atz, Germany
aGENDA
Conference Day 1 | Monday, 25th June 2012
20.00 | Networking Dinner
DINNER in a relaxed atmosphere to conclude
the first conference day
aGENDA
Conference Day 2 | Tuesday, 26th June 2012
8.20 | Welcome and introduction by we.CONECT and the Chair
Chair: Alexandre Richard, Sanofi S.A. / France
8.30 | Case Study
Russian CMI Case: Strategic Decisions and Business Planning in the Rapidly Changing Market
> The gap between two worlds: Challenges for the Market actors, when Russia enters the WTO, and their impact on
strategic planning and alignment
> “Technical Policy” as a challenge, but also as a tool to define priorities and rules for the business expansion
> New approaches and tools for systematization and screening of technologies, equipment and solutions to insure long
term competitiveness
> Viability of “Technical Policy” for the industry
Michael Akim, Director of Strategic Development, ABB Ltd. / Russia
9.10 | Case Study
Challenges, future & limits of Market Intelligence – Holistic View on Developing Decision Making Support in
fast changing markets and complex consumer mindsets
> Increasing role of understanding your customers and what shapes their needs in the future
> How to identify and deal with structural interruptions
> Setting the future expectation: Market Intelligence as a holistic process
> Insights based growth and innovation support through Market Intelligence
Dr. Reinhardt Schink, Head of Market Analysis and Strategy, Allianz Deutschland AG / Germany
9.50 | Refreshment break with Networking Zone
we.CONECT World Café
The World Café will be initiated with short lectures
10.10 | Lecture Strategy Café
How should the weak signals of the business environment be followed in the most
efficient and systematic way?
> How should the follow up be organized (roles and responsibilities)?
> What type of tools, systems and processes should be in place?
> How to engage the organization to the follow up process?
> How to ensure that this knowledge and insights are turned to serve the strategy work?
Minna Laukkanen, Director, Analysis and Information Services, UPM Kymmene Corp. / Finland
10.15 | Lecture Methods Café
How to develop a Market Intelligence Community within a global company building a sharing information platform?
> Go from a local CI team to a global CI community
> Strengths, weaknesses, opportunities and threats of building a central platform for information sharing and its global using
> Provide with the right information at the right time at all level in the company, from commercial to management,
everywhere in the world
> Best Practices in sharing information from Alstom Transport
Charles Langlet, Business Intelligence Manager, Alstom Transport S.A. / France
10.20 | Lecture Process Integration Café
Internal processes organization in CI Units: How to organize the work
> How to organize internal requests: Who can use the CI unit
> How to organize the work: Who does what (organizing the tasks by abilities, by subject, by frequency of projects…)
> How to do the projects: Individually, by teams, with several project managers…
> How to present project: Tools to enhance impact, visualization…
> How to handle administrative tasks
Mario Esteban Martinez, Competitive Intelligence Manager, Acciona S.A. / Spain
Eliana Benjumeda, Competitive Inelligence Expert, Acciona S.A. / Spain
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7. CiMi.CON Evolution 2012
25 th – 26 th June 2012 | Scandic Berlin Potsdamer Pl atz, Germany
aGENDA
Conference Day 2 | Tuesday, 26th June 2012
10.25 | Lecture Tools & Sytems Café
War Game 101: Using War Games in Decision Making: Challenges & Opportunities
> Market simulation: How to use War Games to anticipate a competitor‘s next move?
> What tools and methodologies should be applied, How & Why ?
> Key outcomes: Pros & Cons of the exercice
> Key Learnings & Practical Tips
Alexandre Richard, Head of Competitive & Market Intelligence – Sanofi Global Operations, Sanofi S.A. / France
10.30 | START WORLD CAFÉ | EACH SESSION LASTS 30-40 MINUTES
we.CONECT and the chair open the World Café, explaining the principles and set the World Café etiquette.
Strategy Café Methods Café Process Integration Tools & Sytems Café
Café
12.50 | World Café Panel Discussion
Presentation of the key results of the World Café and the individual interviews
13.20 | Lunch with Networking Zone
we.CONECT Methods Track
Advanced methodology and application, organizational models & processes embedded
in an comprehensive global CI & MI framework
14.30 | Case Study
Look into the future with Scenario Planning – See the change before it gets you
> How to use scenario planning for Competitive Intelligence
> Anticipating innovation & disruptive technologies
> Know your competitors and get ahead with your business
> Finding technology to address emerging needs of the customers
Jose Tormo, Business Strategy and Corporate Development, HP Company / USA
we.CONECT Process Track (2)
CI & longterm HR development: Strategic talent acquisition, effective messaging,
branding and team building
15.10 | Solution Study
From Local to Central – Implementing a Global Centralized CMI-Unit for success
> Pros & Cons: Local Reporting vs. Centralized reporting
> Creating a CMI centre of excellence
> Outsourcing CMI?
Omer Ozener, Business Intelligence Manager Europe & North Africa, AIR FRANCE KLM / The Netherlands
15.50 | Refreshment break with Networking Zone
16.20 | Case Study
Finding and implementing models for implementing a strategic intelligence team within the HR function
> On-demand intelligence projects: Gathering, analyzing, synthesizing knowledge, recommending actions and
evaluating the impact of the intelligence provided.
> Ongoing intelligence services: Scanning, monitoring, and scouting the environment for relevant trends, patterns and
discontinuities with a potential impact for HR
> A one-stop intelligence base: Running a one-stop knowledge base and facilitating knowledge networking, providing
fast and easy access to relevant intelligence
Tina Bundgaard Petersson, Head of Market Intelligence, Rockwool International A/S / Denmark
17.00 | Case Study
Use of HUMINT resources in conjunction with other sources to obtain accuracy in CIS / Asian markets and
successful triangulation of data for final results
> Multiple sources of data input mitigate against the risk of inaccurate studies and opportunistic behaviour.
> Triangulation of data sources (utilising three sources or elements, of which one is HUMINT. This can also be two
separate HUMINT sources in the same market) is the recommended ideal methodology in all markets, however in
these due distance (real and in Hofstede terminology) it is even more vital.
> Examples from Cheminova GMI which added to the bottom line or mitated against financial risk.
Steven V. Turbes, Head: Global Market Intelligence, Cheminova A/S / Denmark
17.40 | Closing words from the chair and end of the conference
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8. For more detailed information
about Our speakers and interactive segments
please visit
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We are looking forward to welcoming you!
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