1. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 V3 Workshop (Company Confidential) Industry Marketing Chiaki Shimada Industry Automation Systems Marketing November 24, 2004 Confidential

2. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.2 V3 Workshop (Company Confidential) Why Industry Marketing is required Why Industry Marketing

3. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.3 V3 Workshop (Company Confidential) Becoming the top supplier We must be the No. 1 Process Automation supplier by 2010 Uchida-sanApproved by Minaki-san declared on August 24, 2004 as follows;

4. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.4 V3 Workshop (Company Confidential) Regional Strategies Industry Strategies Product Strategies Top Supplier Strategies by BUs by RHQsby....

5. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.5 V3 Workshop (Company Confidential) BUs works out Product Strategies Engineering Services...

6. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.6 V3 Workshop (Company Confidential) Industry Marketing is required Engineering Services D Ready B A C Industry

7. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.7 V3 Workshop (Company Confidential) Roll of Industry Marketing model Sales RHQ Customers/ Market Customers/ Market Marketing team Network -Suggestion -Request -Info. -Materials Attract Interact Industry Marketing Industry Marketing

8. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.8 V3 Workshop (Company Confidential) Industry Strategies Top Supplier Strategies Product strategies ・ Focusing on chemicals ・ Obtaining market shares from competitors in oil refining ・ Entering high-growth markets, such as overseas E&P, LNG, pharmaceutical, food, and batch ・ Finding niche markets in power generation ・ Securing a future foothold in other industries by narrowing down target regions Industry strategies Regional strategies Concentrate on No. 1 product segments Winning in the control systems market -Enhancing competitiveness through DCS and safety systems -Reinforcing PRM, MES, and other software Obtaining the No. 1 share for key sensors Expanding the product portfolio Realizing “one-stop shopping” Gaining market leadership in fieldbus ・ Increasing market shares in the world’s largest Western market ・ Obtaining the largest share in the growing Chinese and Southeast Asian markets ・ Laying a solid business foundation in the Japanese market ・ Enforcing the Middle East organization ・ Reinforcing the sales, engineering, and service ・ Enhancing multinational MA and the major project sales activities

9. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.9 V3 Workshop (Company Confidential) Industry Marketing launched What’re focused Industries

10. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.10 V3 Workshop (Company Confidential) Market Volume and Yokogawa’s Share by Industry Average: 9.3% Average 2.6% From 2003 ARC DCS Worldwide Outlook Large volume, high growth in developing countries. Middle scale but expected to grow faster. Traditional mega market

11. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.11 V3 Workshop (Company Confidential) Industry-based Business Strategies Average: 9.3% Average 2.6% From 2003 ARC DCS Worldwide Outlook Increase business volume with dedicated solutions Secure market position in hydro-carbon segment Increase presence in oil & gas production segment including LNG Focus on batch and MES solutions

12. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.12 V3 Workshop (Company Confidential) Increase synergy based on Industry Marketing Engineering Services Power Ready Pipeline Oil & Gas Upstream Ready LNG Ready Pharma Ready

13. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.13 V3 Workshop (Company Confidential) Industry Marketing launched How to proceed Industry Marketing

14. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.14 V3 Workshop (Company Confidential) Marketing Process & Deliverables The sales funnel After sales commit ment Attract –Advertisement Industry ads, solution ads –Direct Marketing Promo CD –Public Relations News releases, magazine articles, success stories –Events Industry shows, industry conferences –Web Industry web pages Interact –Sales tools Internal handbooks Bulletins White papers Tier3 Reference lists –Demos Retain –Project execution & lifecycle support Engineering KM network Network –User groups Periodic meeting, e-Update Upstream LNG Power Pharma

15. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.15 V3 Workshop (Company Confidential) Promotion tools to Attract the prospect Brand Ad Solution Ad Advertisement Promo CD-ROM Coming soon! Direct Marketing PowerGen Europe May 04 Events Pipeline Conference Oct 04 Industry Web

16. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.16 V3 Workshop (Company Confidential) Alarm & Events Promotion tools to Attract the prospect Matrikon Yokogawa Google AdWords

17. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.17 V3 Workshop (Company Confidential) Sales tools to Interact with prospects Attract –Advertisement Industry ads, solution ads –Direct Marketing Promo CD –Public Relations News releases, magazine articles, success stories –Events Industry shows, industry conferences –Web Industry web pages Interact –Sales tools Internal handbooks Bulletins White papers Tier3 Reference lists –Demos Retain –Project execution & lifecycle support Engineering KM network Network –User groups Periodic meeting, e-Update The sales funnel After sales commit ment Internal Handbooks Tools to interact with prospects Tier3 Sales tools Tools to interact with prospects

18. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.18 V3 Workshop (Company Confidential) Available Deliverables status (as of today) Interactive Promo CD Web pages Industry bulletin White paper Industry Tier 3 slides Industry handbook Internal network (BBS) LNG Pipeline (SCADA) PharmaPower Oil & Gas Upstream Soon Available TBD Soon Available TBD Available Soon Available

19. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.19 V3 Workshop (Company Confidential) Industry Marketing launched Industry Marketing Team

20. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.20 V3 Workshop (Company Confidential) Japan Americas Europe ASEAN Upstream Marketing Networking Team Yuji Takami Naoki Ura Walter Wilmsen Derrick Lee YHQ: Ura, Okada, Betchaku, Higashiyama YCA: Takami, Gunter, Kanno YEA: Derrick Lee, Xue Song Shou, Loke Chee Yeong YEF: Wilmsen, Meulman, Hankey, Ewan, Huin YSA: Perreira, Lobo, Figueira, Sanatana, Koga YAU: Hadland, Morony Upstream Networking Shingo Okada F. Koga

21. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.21 V3 Workshop (Company Confidential) Japan Americas Europe ASEAN LNG Global and Networking Team Constantine Lau John van der Geer Loke Chee Yeong Dennis Hockenbury YHQ: Shigetsugu Betchaku(Beck), Toshitake Minami YCA: Constantine Lau, Dennis Hockenbury YEA: Loke Chee Yeong YEF: John v.d. Geer, Marcel Kelder, Ger v.d. Oosten YAU : Lindsey Hadland YSA: Augusto Perreira YTW: David Tsai LNG Networking Marcel Kelder Shigetsugu Betchaku (Beck)

22. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.22 V3 Workshop (Company Confidential) YHQ Americas Europe Asia- Pacific, ME Power Marketing and Networking Team Brent Lilienthal Shigeru Horikoshi John Picoto David Whan Power Networking Hiroko Yamazaki Murray Champion YHQ: S.Horikoshi (15 members ) YCA: B. Lilienthal, M. Cosentino YEA: M. Champion, T. Suan Han YEF: J. Picoto, J. vd Geer, C.Plomer, YEF-F: Oliver Deslangle, Olivier Cheyrou, R.Sultana YEF-Spain: Andres Marin, J.Criado YEF-SA: B.Cillers YEF-Italy: G.Moccia YME: P. De Vuyst YBI: A.Garg, B. P. Mehta YTH: J. Pattanadilokl, S. Wongakard, Apiruk YIL: S.Muhadi YAU: J. Cripps, P.Nicolson (30 members) TCS: D.Whan, M.Barry, D.Dyson 、 B. Mitchell YSA: Natalino YXC: G.Yan, L.WhenZhou YTW: H.C. Lin YKO: K.Shin, P.S. Jun Tech Comm Barry Mitchell Natalino Passos

23. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.23 V3 Workshop (Company Confidential) Japan USA Europe ASEAN Pharma Task Force & Networking Team Constantine Lau Chiaki Shimada John van der Geer Sng Hee Meng Dave Emerson YHQ: C.Shimada,N.Kousaka, N.Togami YCA: C.Lau, B.Jensen, D.Emerson, B.Quigley, D.Cathey YEA: S.Meng, J.Tan, E.Yau, N.Chuan, S.Kuan, J.Lee YEF: J.Geer, A.Voogd, B.Mohring, R.Halliwell, I.Pichler, P.Carrington, G.Kalis, F.Schleapfer, YSA: A.Perreira, J.Natalino, M.Figueira, M.Sanatana YTW: A.Chen Pharma Networking Arthur Voogd, Roger Halliwell Bruce Jensen

24. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.24 V3 Workshop (Company Confidential) Schedule 789101112123456 20042005 Ads Direct Mktg Public Rela Event Sales Tools Web Demos Rollout InterPhex Asia, US Tier3 Slides Enhance Ads Promotion ARC ForumTest Marketing LNG CD GasTech OTC LNG Demo Success stories PowerGen (Europe)

25. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.25 V3 Workshop (Company Confidential) Launch Industry sessions Industry Session Today!

26. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.26 V3 Workshop (Company Confidential) Industry Session Hiroko Yamazaki Power Shigetsugu Beck LNG Shingo Okada Oil & Gas (Pipeline) Pharma Chiaki Shimada

27. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.27 V3 Workshop (Company Confidential) Be aggressive in each industry with:

28. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.28 V3 Workshop (Company Confidential) Industrial Marketing launched Industrial Marketing Example with Oil & Gas Upstream Industry

29. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.29 V3 Workshop (Company Confidential) is Autonomous, remote operable High speed, deterministic control Network –TCP/IP based Web enabled Scalable IEC61131, JAVA, HTML Application Port Folios Application oriented Solutions

30. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.30 V3 Workshop (Company Confidential) Upstream solutions… Yokogawa offers a suite of solutions to fit both Up-stream and Down-stream type of applications. Each application has its own characteristics and requirements. By determining the applications parameters and requirements the best solutions can be selected. Yokogawa solutions seamlessly integrate into each other and provide via an open architecture integration capabilities with 3rd party products. EXPLORATIONPIPELINESDISTRIBUTIONPROCESSINGSHIPPINGTERMINAL

31. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.31 V3 Workshop (Company Confidential) On-/Offshore Production –Oil wells, Gas wells, Manifolds, Etc. Movement –Block valves, Compressors, Custody transfer –Pipeline management, Etc. Storage –Tanks, Transfer, Etc. STARDOM application for Upstream industry EXPLORATIONPIPELINESDISTRIBUTIONPROCESSINGSHIPPINGTERMINAL Storage Production Movement

32. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.32 V3 Workshop (Company Confidential) FAST/TOOLSSCADA for e.g. Production and Pipeline Management STARDOM Networked Based RTU Foundation FieldbusAdvanced Fieldbus network Typical solution: FAST/TOOLS & Stardom EXPLORATIONPIPELINESDISTRIBUTIONPROCESSINGSHIPPINGTERMINAL

33. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.33 V3 Workshop (Company Confidential) Major Awards for STARDOM –Energy saving solutions and products Award 2002 –“Innovative Technology in Process Control Systems” French Magazine “Mesures” –Control Engineering’s Editor’s Choice Award (2003) –SICE Award for New products （ 2004 ） The Society of Instrument and Control Engineers Japan

34. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.34 V3 Workshop (Company Confidential) SPDC Nigeria Wellhead Control Gas Lift Optimization Saibu Gas LNG Receiving Terminal PDO Wellhead Control Sakhalin 2 RTU: Pipeline Control Sea Systems FPSO BESCOM EMS Balongan Pipeline Monitoring Hazila Pipeline Control Enlarging STARDOM success Confidential

35. BMD-C0027 Copyright © Yokogawa Electric Corporation October 2004 Page.35 V3 Workshop (Company Confidential) STARDOM Roadmap 20042007 2010 Various Industry and Application oriented Solutions Water treatment Energy saving Environment monitor : Penetrate into market FF Redundancy Profibus-DP HSE Linking JAVA Redundancy ABS, CSA :