1. AIPC Annual Conference Gratz, July 17th, 2007 Luca Favetta SAP AG Director Global Events, EMEA – APJ CHANGE PICTURE

2. Events in a Business Corporate Environment

3.  SAP AG 2002, Title of Presentation, Speaker Name / 3 Events @ SAP  26 industries (banking, automotive, chemicals, etc.)  Applications (CRM, SCM, etc.)  Global Events Team (Corporate)  Regions (EMEA, Asia Pacific, Japan, Americas)  Countries  > 150 International events per year supported

4.  SAP AG 2002, Title of Presentation, Speaker Name / 4 Mission Plan, create, manage and measure world-class events & tradeshows that contribute to build the best Customer Experience on behalf of Industries and Applications throughout SAP Regions, including sales -related customer intimacy and executive events

5.  SAP AG 2002, Title of Presentation, Speaker Name / 5 Strategic and tactical objectives

6.  SAP AG 2002, Title of Presentation, Speaker Name / 6 Srategic Objectives  Develop plan, including benchmarks, processes, tools, education and implementation for corporate- wide strategic event planning  Build event planning and execution process to improve efficiency  Introduce performance tracking metrics to improve effectiveness  Demonstrate value of other marketing activities that can drive lead yield

7.  SAP AG 2002, Title of Presentation, Speaker Name / 7 Tactical Objectives  Deliver consistent, unified messaging through events that project company’s image as THE leading company in the Business Software Applications  Create selling opportunities (demand generation)  Create customer excitement  Increase customer/channel communication  Advertise products, solutions, services  Build close customer relationship  Help to launch new products, solutions and services in an integrated and impactful manner

8.  SAP AG 2002, Title of Presentation, Speaker Name / 8 Events Portfolio: Hit the Right Target with the Right Event  Lead Generation events, Classic Trade shows (Cebit, 3GSM, etc.)  Thought Leadership events Analyst Events (Gartner, IDC, etc.), Executive Advisory Councils  Partner Events  Proprietary events (Sapphire, SAP Tech Ed, Executive Events)  Road-shows  Sponsorship (Corporate Hospitality)  Incentive/Motivational Events

9. SAPPHIRE EMEA 2007 a case study

10.  SAP AG 2002, Title of Presentation, Speaker Name / 10 What is SAPPHIRE? SAPPHIRE is a serie of Regional events (US, EMEA, APJ), addressing SAP major target audiences:  Customers  Prospects  Partners  Press  Analysts  SAP employees

11.  SAP AG 2002, Title of Presentation, Speaker Name / 11 SAPPHIRE EMEA 2007: some numbers  Vienna Reed Messe  May 14 – 16, 2007  >8,000 registered  60,000 Sq. Meters show floor  13,000 Hotel room-nights booked directly  >100 Exhibitors

12.  SAP AG 2002, Title of Presentation, Speaker Name / 12 SAPPHIRE EMEA 2007: some numbers  Keynote theatre for 4500  15 Business tracks  15 thematic villages (150/200 pax theatre each)  >250 presentations  50 Events in the event  13 Executive Evening Events  Celebration night for 5000 people

13.  SAP AG 2002, Title of Presentation, Speaker Name / 13 SAPPHIRE EMEA previous venues 2001 Lisbon 2002 Lisbon 2005: Copenhagen 2006: Paris 2007: Vienna 2008: ??? (pitch in progress) 2009: ??? (pitch in progress)

14.  SAP AG 2002, Title of Presentation, Speaker Name / 14 Venue Selection Criteria

15.  SAP AG 2002, Title of Presentation, Speaker Name / 15 Venue Selection Criteria Logistic criteria  Venue Logistic capacity  Space availability  Geographical position  Hotel Capacity/Price level  Airport infrastructure/Flight accessibility  Venue imaging/positioning  Cost/budget  MICE Industry maturity  IT Infrastructure

16.  SAP AG 2002, Title of Presentation, Speaker Name / 16 Venue Selection Criteria Business criteria:  Minimal customer/attendees quota commitment  Business appeal  Overall budget  Competition positioning Personal/Individual criteria:  Previous personal experiences  References  Personal relations/trust

17.  SAP AG 2002, Title of Presentation, Speaker Name / 17 Logistics venue selection criteria Venue Logistic capacity Space availability Geographical position Hotel capacity/price level Airport infrastructure / Flight accessibility Venue image / positioning Cost/budget MICE Industry maturity IT Infrastructure

18.  SAP AG 2002, Title of Presentation, Speaker Name / 18 Business venue selection criteria Venue Minimal Customer quota commitment Business appeal Overall Budget Competition positioning Not good – score 0 Some good – score 1 Good – score 2 Really good – score 3 Perfect – score 4

19.  SAP AG 2002, Title of Presentation, Speaker Name / 19 Where do we get info on venues/destination

20.  SAP AG 2002, Title of Presentation, Speaker Name / 20 Venues information  Major International and local industry exhibitions  Industry publications  Word of mouth/reccomandation/networking  Industry Associations (events, web site, etc.)  Venue Websites/Sales calls

21.  SAP AG 2002, Title of Presentation, Speaker Name / 21 Congress Centers: what is important?  Complex events requires « easy and flexible space ». Strategy should drive logistic, and not the other way around  Technology is important, especially for IT companies but we normally bring in « our own technology ». Flexibility is Key  Speed of change/time in reaction

22.  SAP AG 2002, Title of Presentation, Speaker Name / 22 Event Trends

23.  SAP AG 2002, Title of Presentation, Speaker Name / 23 Event Trends in a Corporate environment  Events as strategic tool  Optimization of the strategic planning process  Integration between Regional and local planning  Optimization of invested $ to get max ROI (KPIs measurement)  Outsourcing of operational/logistic management  Deeper involvement of Procurement Dept. in deal negotiation  Shorter planning window/ visibility  New markets to be addressed  Speed of change

24.  SAP AG 2002, Title of Presentation, Speaker Name / 24 Consequences Needs of additional:  Flexibility  Creativity  Innovation

25.  SAP AG 2002, Title of Presentation, Speaker Name / 25 Dealing better together Openess Professionalism Trust  Let the client understand the limits  Ground transportation  Hotel capacity  Parallel events  Equipment  Manpower in your teams  Construction works in the city  …..  Share experience from other events – both: good and bad

26.  SAP AG 2002, Title of Presentation, Speaker Name / 26 Dealing better together Budget:  provide reasonable and reliable forecasts  allignement between Sales and Operations  no surprises or hidden cost  plan from the beginning with a reasonable contingency in the budget Briefing:  Customer should provide a very comprehensive briefing allowing the venue to understand the project

27.  SAP AG 2002, Title of Presentation, Speaker Name / 27 Partnership!

28.  SAP AG 2002, Title of Presentation, Speaker Name / 28 Thank you