Siemens 2010 Annual Report Download - page 62

14 Foundation 4 Introduction 26 Structure
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In bustling cities and rural areas alike: we’re close to
our customers all around the world. Market proxim-
ity is a key driver for sustainable growth. And to
maintain it in the future, we’re concentrating on the
following focus areas:
GROW IN EMERGING MARKETS
We already hold a leading position in many of the
world’s markets. Building on this achievement, we
intend to continuously increase the share of reve-
nue we generate in the world’s emerging countries.
To tap these markets even more effectively, we’re
increasingly tailoring our products, solutions and
services to the requirements of the booming middle
and lower market segments. We’re also shifting
more decision-making authority to our local busi-
nesses. For example, we’ve now given our compa-
nies in the emerging countries more responsibility
for product management, development, procure-
ment and production.
EXPAND OUR SERVICE BUSINESS
Services are not only a key driver for implementing
our growth strategy; they also make a major contri-
bution to our profitability. While generating reliable
revenue with high margins, services are less capi-
tal-intensive than other types of business. Based on
long-term agreements, they’re also less sensitive to
cyclical influences. To further leverage our enor-
mous potential in the area of highly diversified ser-
vices, we’re making investments around the globe.
We’re also systematically expanding our range of
innovative services and advanced service technolo-
gies. As product standardization increases, we’re
convinced that services will provide us with a
strategic competitive advantage while bringing us
closer to our customers – over entire product
lifecycles. That’s why we’re intensively driving our
service business and will continue to do so in the
future.
INTENSIFY OUR CUSTOMER FOCUS
We’ve long had a reputation for outstanding cus-
tomer proximity. We’re committed to providing our
customers, most of whom are small to mid-sized
businesses, with direct local support – a commit-
ment we’re fulfilling via a global sales network man-
aged by our Regional Clusters and Regional Compa-
nies. To present one face to major customers in our
most important markets, we’ve established a key
account management system. Our more than ,
key account managers are providing these custom-
ers worldwide with sustainable solutions encom-
passing everything from routine deliveries to major
infrastructure projects. After all, our success de-
pends on customer satisfaction, which we measure
using an internationally recognized methodology.
Get closer to our customers
See also pages - and overview on page .
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