Chancellor Merkel at Emmas Enkel – shopping goes virtual

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CeBIT News 2013

Chancellor Angela Merkel does her shopping tomorrow’s way – with the aid of her smart-phone. The German premier can hardly contain her excitement as she scans items on the digital shopping wall at the Vodafone pavilion, and adds them to her virtual basket: crisps and a chocolate bar. Joining the Chancellor on her CeBIT tour were Poland’s Prime Minister Donald Tusk, Lower Saxony’s Minister-President Stephan Weil and Germany’s Minister of Educa-tion Johanna Wanka. Jens Schulte-Bockum, CEO of Vodafone Germany, presented the retail pro-ject Emmas Enkel to his guests. The Düsseldorf

start-up is a breath of fresh air for the retail world (see page 4) – and it runs using Vodafone’s net-work technology. “We have stepped up our sup-port for young entrepreneurs and their fresh, new ideas,” confirms Schulte-Bockum, picking up where the Chancellor left off in her opening speech at CeBIT. Merkel underlined the impor-tance of start-ups to Germany.

Shop floor on the wallWith the shopping wall, businesses can make the move from street-side store to digital shop – on the wall of a building in a pedestrian zone. The range of products on offer varies according to cus-tomers’ needs and the time of day. Retailers man-age the virtual outlet with mouse-click simplicity, consumers shop using their smartphones, and their goods are delivered to their homes. The result is a more dynamic service, with more items on offer and more customers – all in a highly affordable prime location. Vodafone machine-to-machine technology is making this dream a reality.

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“the time is ripe for businesses to embrace innovation!”

Mr Geldmacher, what do today’s international busi-ness leaders expect of a company like Vodafone?The modern world is incredibly complex and technology is changing at an ever-faster pace. People at the helm of global enterprises need to make real-time decisions. To this end, they need access to high-quality, up-to-the-minute knowledge. I recently participated in a workshop for entrepreneurs and engineers. I was astounded to learn how little they knew about machine-to-machine tech-nologies and the potential of these connected devices. The time is ripe for businesses to embrace innovation and explore new market opportunities.

What will be the biggest innovation driver in the near future?According to forecasts by IDC and Cisco, there will be

around 50 billion connected devices by 2020. The M2M market is expanding at a rate of knots. The resulting Internet of Things will be revolutionary – for example, improving traffic management, thanks to cars that com-municate with each other and can even raise the alarm in an emergency or accident. The megacities of tomor-row will not be possible without connected systems and solutions.

Can you give us an example of how Vodafone is creating connected innovations?We have been designing connected solutions in collab-oration with a global manufacturer of coffee makers. The company’s machines have an Internet connection and alert users when they are running out of coffee or main-tenance or repair work is needed. This innovation was the result of a strategic consultation.

What are the priorities for 2013? What is your roadmap?We want to help our customers to master increasing com-plexity while enhancing their agility and empowering them to respond quickly to market fluctuations. One example is the migration of on-site network and comput-ing resources to the cloud. That way, customers only pay for the capacity they actually use and are better equipped to meet tomorrow’s challenges. At Vodafone, we are also shaping up for the future – by investing in our own infra-structure, continuously streamlining our processes and strengthening professional and technical skills. This is the only way to realise our vision of being not just a tele-communications provider but also an innovation partner to our customers.

With all these innovations, will data protection be a key future issue?Absolutely. And it is already a key issue today. Vodafone has entered into a strategic partnership with British security leader BAE Systems. This has given rise to the Vodafone Mobile Threat Manager, which will be available shortly. This solution enables enterprises to scan mobile network traffic in real time, to protect against intrusions and block malware – across geographical borders. We’re also working on our own developments: Vodafone Secure SIM links authentication directly to the SIM card, simplify-ing access to data networks while enhancing security. And the Secure Device Manager enables customers to manage their mobile devices simply and securely via a central service on the Vodafone network.

as CEo of Vodafone global Enterprise, Jan geld-macher provides services to clients in 120 countries. His team speaks 23 languages and works in 60 nations. Vodafone global Enterprise is the right part-ner for one-stop business it solutions worldwide. Customers expect Vodafone to be a step ahead of developments. but how are today’s innovations changing the way we work? and how can Vodafone help businesses around the globe to exploit new opportunities and penetrate new markets? the M2M megatrend is key.

Alexander Leinhos@alexleinhos

“I’ll take that apron!” Angela Merkel discovers the future of shopping at #Vodafone at #CeBIT in #Hanover pic.twitter.com/oHdl3fiSuE05.03.13 13:54

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working on the solutions of the future

Hanover today: Cebit visitors enjoyed 10 hours of sunshine and highs of 14°C.

Pavilion number 33 serves as a kind of cubby hole for Vodafone at CeBIT. Adjacent to the main stand in all its glory, the area is mainly used for storage and managing logistics. But suddenly, all eyes are on this expansive space: as if by magic, a toy fire engine begins making its way through the hall. The man at the wheel is Andreas Dorstel – and he is standing leis urely in the pavilion next door, controlling the truck from a tablet PC. “The vehicle is fitted with cameras and I can steer it using a virtual dash-board on my device,” explains Dorstel, who is Head of the TAE Department.

This may only be a toy, but it illustrates the Innovation Park’s objective: to foster engineer-ing skills, create a unique, industry-wide infra-structure and above all, to connect capabil-ities, systems and applications. Increasingly, the facility is evolving from a service provider to a proactive platform that unites players from diverse industries. The days when com-panies would vehemently keep their innova-

Vodafone’s innovation park Labs in düsseldorf are a high-security operation. not only are these 9,000 square metres of laboratory space used for putting user devices through their paces, but all imaginable mobile networks from around the world are also simulated there. the test network would be sufficient to deliver telecommunications services to a country the size of Switzerland. But the Innovation Park has a much greater significance for Vodafone: customers can now leverage it for their own product development and as a platform for collaboration.

tions close to their chests seem to be over. Today, new projects are born from dialogue that can span sectors and sees rivals sitting down at the same table. “This is, for example, how automakers work with us when it comes to developing car-to-car communication tech-nologies,” explains Dorstel.

The list of successful partnerships originating from the Innovation Park is long. Hand-in-hand with Paravan from south Germany, experts developed a retrofit solution to make vehicles accessible to the disabled. In association with Bosch, they created a connected charging in-frastructure for electric cars. And in close col-laboration with French company Morpho, the team demonstrated how biometric data can be securely stored on a SIM card and used to verify digital identities. These projects under-line the course Vodafone is travelling: as its CeBIT theme suggests, connected power is the way forward.

Remote control via tablet: Andreas Dorstel deftly

manoeuvres the toy fire engine using his finger,

steering the truck around in a neighbouring hall.

VodafoneInnovationPark

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CUSToMEr rEFErENCE

Vodafone is revealing how retailers can avoid falling victim to the online shopping trend. Be-cause digital solutions – if deployed correctly – are not so much a threat for small shops as an opportunity. At CeBIT, Vodafone is shedding light on how digital M2M innovations can solve two key challenges smaller stores face – too little space, and extortionate rent in the busiest parts of town – with the help of Emmas Enkel. Having a small shop limits the range of products retailers can offer. And with little variety, they won’t attract as many customers. Moreover, if they can’t afford a prominent location, they are cut off from high-street hustle and bustle, and from the majority of shoppers.

In collaboration with the food start-up from Düs-seldorf, Vodafone has developed a solution that provides new sales channels for retailers: the world’s first virtual shopping wall that can be dynamically controlled. The first prototype will

soon be installed at the Vodafone Campus in Düsseldorf. Emmas Enkel will use it to sell its products – in a top location. Because Vodafone’s new headquarters is home to a workforce of 5,000. Employees will be able to select the items on display using their smartphones, and then collect their goods at a pick-up point at a defined time. What’s more, Emmas Enkel can change the products that are on offer at the click of a mouse, depending on the time of day. The Newspaper BILD and some bread rolls in the morning; crisps and refreshing drinks in the evening – according to what the customer wants. The prototype presents a winning op-portunity for small businesses. It enables smaller shops to offer a more diverse range of goods and attract more customers, without having to expand their bricks-and-mortar stores.

In Düsseldorf city centre, Emmas Enkel is already establishing a loyal customer base. Founders Brüser and Diehl grew up among the villages of the rural Sauerland – the land of corner shops and beer carts. It’s no wonder then, that both are convinced that, “Tante Emma never really went away.”

the corner shop enters the 21st century

benjamin brüser is too young to remember the little shop at the end of the street – he’s only heard about it from his grandparents. but now he’s hooking up the past with the future. “we’ve catapulted local, traditional tante Emma stores into the 21st century,” explains the young entre-preneur. His and sebastian diehl’s shop Emmas Enkel, based in düsseldorf city centre, unites the shopping experience of years gone by with the world of possibilities the internet brings. and now, Emmas Enkel is coming to the Vodafone Campus – complete with digital shopping wall.

At the Emmas Enkel stand in the Vodafone pavilion, visitors can try out the virtual shopping wall, scan products using their smartphones, and take them home free of charge.

Thomas, Vodafone@being_vodafone

The welcome desk marathon is finished. We greeted and electronically scanned 1,400 visitors. Time for home! pic.twitter.com/DydNwDkcEL05.03.13 18:02

Political Tuesday at VodafoneNo sooner had Chancellor Angela Merkel and her guest Polish Prime Minister Donald Tusk left the exhibition grounds in a military heli-copter, than yet more prestigious visitors were arriving at the Vodafone pavilion. After the traditional Tuesday talks with Jochen Homann and Dr Iris Henseler-Unger, Head and Vice President of the Federal Network Agency, Germany’s Vice Chancellor and Minister for Economics Dr Philipp Rösler paid a last-minute visit to the stand.

Vodafone Germany CEO Jens Schulte-Bockum with Vice Chancellor and Minister for Economics Dr Philipp Rösler

Chancellor Dr Angela Merkel

President Jochen Homann and Vice President Dr Iris Henseler-Unger (Federal Network Agency) with Vodafone Director Thomas Ellerbeck

THE DAy IN PICTURES

Published bythomas EllerbeckJan geldmacher alexander saul

Publication Manager(responsible for content)alexander Leinhos

Produced bysteinkuehler-com: Jens Frantzen , Matthias Schwarzer (Copy), Beate Korenjak (Graphics), Oliver Krato (Photos), Gabriela Schöne (Managing Editor)

Additional PhotosNils Hendrik Mueller (4)

TranslationMartin Crellin Copywriting and translation

Vodafone GmbHVodafone Campus Ferdinand-Braun-Platz 140549 düsseldorf germany www.vodafone-deutschland.de

Deadline for content5 March 2013, 6pm

photos and news from Hall 32

Vodafone

international• Vodafone Group: founded in 1985,

in Newbury, Great Britain

• Shares in mobile communications networks in 30 nations, with partners in a further 50 countries

• 403 million customers worldwide

germany• Vodafone is the first integrated

communications group

• Offerings in mobile communications, fixed-line, data, and broadband Internet services

• 12,000 employees, additional 12,000 at partner companies

• Revenues of 9.6 billion euros

Visit the press section of http://www.vodafone.de/unternehmen/presse/pressemappe-cebit-2013.html

for all the Vodafone press releases and images from this year’s CeBIT.