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PICTURES OF THE FUTURE

Reader

Sur vey

and 11 percent said they were university pro- fessors or held positions of responsibility at research institutes.

2005 Reader Survey

S iemens has been publishing Pictures of the Future twice a year since 2001. In re- sponse to growing demand, the publication’s circulation has more than doubled to its pres- ent level of around 54,000 copies per issue. Pictures of the Future is published in English and German, and, as of this year, is also avail- able in an abridged French version. It is distributed to readers in more than 120 coun- tries. Just under 40 percent of its readers live in Germany, 25 percent in the rest of Europe,

20 percent in the Americas, and around 13 percent in Asia. Only ten percent of the publi- cation’s readers are Siemens employees.

Some 25,000 copies of the Spring 2005 issue contained a detailed reader survey whose key results are summarized below. More than 820 questionnaires were returned by mail or via the Internet. A total of 71 per- cent of the responses were from external readers; 28 percent of respondents described themselves as top managers or managers,

It was particularly pleasing to learn that 80 percent of respondents read the magazine for over half an hour and that 38 percent read it for over an hour. Whereas 51 percent of respondents file Pictures of the Future, 42 percent pass it on. In all, 84 percent of respondents said that they enjoy reading the magazine very much.

Many respondents said they would like us to report more often on the use of applica- tions and innovations by customers and by providing more analyses of global trends. We

intend to do exactly that

Ulrich Eberl

The names of the survey prize winners and some of the 130 respondent statements can be viewed at www.siemens.com/pof

READING TIME

WHO RESPONDED

  • >

    60

30–60 15–30 < 15 Minutes

  • 0

    10

20

Percentage of replies

30 40 50

Self-employed Top manager Middle manager Employee Research manager (university, institute) Involved in public research Government employee / civil servant Other (student, retiree, journalist etc.)

Percentage of replies

Agree completely

Strongly agree

Agree

Disagree

Strongly disagree

Agree completely

Strongly agree

Agree

Disagree

Strongly disagree

GENERAL ASSESSMENT OF THE MAGAZINE

The layout is reader-friendly

50%

75%

The magazine has a logical structure

PoF provides me with valuable information for my work

PoF addresses trends at the right time

PoF provides interesting insights into R&D activities at Siemens

PoF offers serious reports on important future developments

It was only through PoF that I discovered Siemens’ full range of activities

The pictures and illustrations are appealing

Charts and tables are informative

The Facts+Forecasts with trend analyses are informative

The In Brief boxes are useful

Reading the magazine is fun

Europe (excluding Germany)

? ? ? ? ?

  • 0

    5

10

15

20

25 30 35

RESPONSE TO PUBLICATION’S DESIGN

The style of writing in Pictures of the Future is easy to understand

50%

75%

Responses by age & region

30 or below Over 60 50–59 Age 30–39

40-49

Place of residence

Germany

U.S.A.

Asia

Africa Australia-Pacific

WHAT RESPONDENTS LIKE TO READ...

...AND WHAT THEY STILL WANT

Scenarios presenting the main themes Brief reports about the latest research results Lead articles on trends and Siemens developments Analyses in the Facts+Forecasts boxes Interviews with external experts Articles about startups and spin-offs Articles about joint research ventures

77.8% 71.0%

    • 67.5

      %

    • 33.1

      %

    • 30.8

      %

    • 25.5

      %

    • 21.1

      %

More background analyses of international trends More reports on customers’ utilization of innovations More reports on applications

More reports on innovation management and planning for the future at Siemens

More information about R&D results at Siemens

More personal profiles of researchers More information on contact partners and links

More reports on cooperation with partners

    • 22.1

      %

    • 18.8

      %

    • 14.6

      %

    • 59.9

      %

    • 50.4

      %

    • 46.8

      %

    • 45.9

      %

    • 45.8

      %

PICTURES OF THE FUTURE

  • Preview Spring 2006

I N N O V AT I V E M A C H I N E S

Some 140 years ago, Werner von Siemens invented the dynamo and equipped locomo- tives, streetcars and elevators with electric motors. Today we can’t imagine a world without electrical machines. But the age of innovation is far from over. Hybrid drives combining combustion engines and electric motors have huge potential, gearless genera- tors have already been installed in wind power plants, and we may soon see super- conducting propulsion systems in ships and a new type of motor made of piezoceramics.

LIFELINE INFRASTRUCTURES

OPTIMIZED SIMUL ATIONS

The future will see the increasing use of computers to simulate solutions long before they are actually implemented in everyday life. In addition to creating end products, computers will also design the machines that produce these goods, the factories in which they are produced, and the complex processes involved in their production. What’s more, many processes will be refined through the use of mathematical optimiza- tion methods and with the help of auto- mated learning techniques.

They are the lifelines that sustain today’s society: high-speed trains that link distant cities, power lines that transport gigawatts across continents, and mobile communica- tion networks that bring multimedia mes- sages to even the most remote locations. Industrialized societies and up-and-coming developing countries alike depend on them. What’s more, new technologies are also improving the quality of life for people in previously neglected regions, by providing them with water, electricity and a spectrum of goods.

Would you like to know more about Siemens and our latest developments?

So far, Pictures of the Future has reported on almost 30 topics — ranging from mate- rials to megacities, security to software, and water to knowledge-based societies.

@ A t w w w . s i e m e n s . c o m / i n n o v a t i o n , y o u c a n o r d e r m o s t o f t h e p r e v i - o u s i s s u e s o f P i c t u r e s o f t h e F u t u r e a s w e l l a s a d d i t i o n a l b r o c h u r e s f r e e o f c h a r g e . I f y o u p r e f e r , y o u c a n a l s o s e n d y o u r o r d e r v i a f a x ( + 4 9 ( 0 ) 9 1 3 1 9 1 9 2 - 5 9 1 ) o r r e g u l a r m a i l : P u b l i c i s E l k e E n g e l - h a r d t P o s t f a c h 3 2 4 0 , 9 1 0 5 0 E r l a n g e n , G e r m a n y . O r , s i m p l y s e n d u s a n e - m a i l : e l k e . e n g e l h a r d t @ p u b l i c i s - e r l a n g e n . d e ( s u b j e c t : P i c t u r e s o f t h e F u t u r e , F a l l 2 0 0 5 ) Y o u l l f i n d m o r e i n f o r m a t i o n a b o u t S i e m e n s i n n o v a t i o n s o n l i n e a t : w w w . s i e m e n s . c o m / i n n o v a t i o n ( S i e m e n s R & D w e b s i t e ) w w w . s i e m e n s . c o m / i n n o v a t i o n n e w s ( w e e k l y m e d i a s e r v i c e ) w w w . s i e m e n s . c o m / p o f ( P i c t u r e s o f t h e F u t u r e w e b s i t e , d o w n l o a d s ) w w w . s i e m e n s . c o m / j o u r n a l ( O n l i n e m a g a z i n e i n n i n e l a n g u a g e s )

Pictures of the Future | Fall 2005

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