PATENT ALLIANCE STRENGTHENS KNOWLEDGE TRANSFER BETWEEN JAPAN AND BAVARIA

BUSINESS BAVARIA

When the organisers of NAB Show, the world’s largest Broadcasting Fair, showcase future concepts of media technology in Las Vegas, Bavarian enterprises naturally will be a part of the event. Bayern In-ternational, an initiative of the Bavarian State Government, supports fi lm and media technology companies from the Free State with a joint exhibition booth.

ISSUE 04 | 2012

BUSINESS BAVARIA

HOLLYWOOD IN YOUR POCKET

Under the motto “Where Content Comes to Life”, the American National As-sociation of Broadcasters is inviting experts to visit the city in Nevada’s desert from 16 to 19 April 2012. Content has started to come to life at the annual meeting there, especially since 3D technology has become a trend. But the fo-cus this year is centred on the question, where movies, radio feeds and other media formats will be experienced in the future. Just as at the FICCI Frames in India, the Mobile World Congress in Barcelona and the ITB in Berlin, the show in Las Vegas will also feature the topic of “Mobile Internet” as a key issue.

Siegfried Fößel, spokesman of the Fraunhofer Allianz Digital Cinema, belie-ves that when it comes to media consumption, we are entering a new era: “In future, audio-visual content will be accessed in the most different envi-ronments. The appropriate device for the type of media consumption will be

A new innovation bridge between Japan and Bavaria offers central access to 28 Bavarian universities and colleges. Co-operation between research and in-dustry is being strengthened under the roof of the Patentallianz GmbH. In the

selected dependent on location. The technological challenge of course lies in the supply of content – irrespective of location, connection and playback device – with optimum picture and sound quality”. The Fraunhofer Institute for Integrated Circuits with its head offi ce in the Franconian city of Erlangen is one of the fi ve Fraunhofer member institutes in the digital alliance.

LTE, DVB-T2 or UMTS – regardless of how fi lms are transmitted to mobile phones, PCs or TVs, the quality always depends critically on the original re-cording. Bavarian companies traditionally have a high level of competence here. At the NAB show, a total of 26 companies headquartered in Bavaria will showcase their innovations in the sectors of high-tech microphones, camera equipment and digital fi lm technology as part of the Bavaria pavilion which offers nearly 400 square meters of exhibition space. Any enterprise with a branch in Bavaria can profi t from the fair participation programme of the Free State of Bavaria.

BAVARIAN EXHIBITION BOOTH BY BAYERN INTERNATIONAL ON THE NAB SHOW | CENTRAL HALL C4, STAND C8740

www.nabshow.com

www.bayern-international.de/en/international-business/bavarian-pavilion

near future, the Kansai TLO agency will promote innovations from Bavarian universities among Japanese companies. The focus here lies on the sectors of Life Sciences and Physical Sciences. The experiences of the experts also prove to be helpful with specifi c issues, such as the licensing and transfer of patents. According to a spokesman of the Patentallianz, the objective is a “fast, pragmatic and unbureaucratic co-operation”. The central patent agency evaluates and markets – among other things – the inventions of more than 17,000 scientists in Bavaria.

WHAT’S INSIDE

5 MINUTES WITH ...Karl Schweisfurth of Herrmannsdorfer Landwerkstätten

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IN FOCUS: MOBILE AND SECURE SURFINGThe Trend towards Mobile Payment

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BAVARIA IN YOUR BRIEFCASEYodelling – Bavarian Culture by Voice Page 4

PA G E 1W W W. I N V E S T- I N - B A V A R I A . C O M

The Business Promotion Agency of the State of Bavaria

The top 10 of the fastest growing German districts are all located in Ba-varia. Economic prosperity and the quality of life attract ever more people to Bavaria. The top ten German districts with the largest increase of inha-bitants by 2025 are all situated in Bavaria. That is the result of the INKAR study (indicators and maps for territorial and urban development) of the Federal Institute for Building, Urban Affairs and Spatial Research. The

10 largest increases are recorded for the districts of Freising (16 per cent) and Erding (15 per cent) which both lie north of Munich. Outside Upper Bavaria, it is the district of Landshut in Lower Bavaria with 13 per cent that particularly attracts new citizens. Already today, there is no other German Federal state where more residential buildings are being const-ructed than in Bavaria.

The Herrmannsdorfer Landwerkstätten were founded in 1986 by Karl Ludwig Schweisfurth. Prior to this, the entrepreneur had sold his meat company Herta, built up by himself, for ethical rea-sons. Instead of mass livestock production, he has since then dedicated himself to organically grown stock farming on a former farm estate in the Upper Bavarian town of Glonn. Driver for the decision was his son Karl, who today manages the organically-oriented enterprise.

THE HERRMANNSDORFER LANDWERKSTÄT-TEN WERE DISTINGUISHED WITH THE NA-TIONAL ORGANIC FARMING AWARD. TWO OF THE THREE WINNERS COME FROM BAVA-RIA. DOES THE FREE STATE OFFER SPECIAL ADVANTAGES HERE? In Bavaria, there are still many rural farms with small-area management and therefore less factory farmed livestock. These enterprises are optimally suited for organic farming.

YOUR AD SLOGAN IS “HANDMADE FOOD” – THIS ACTUALLY SOUNDS SOMEWHAT OLD-FASHIONED, DOESN’T IT?

Artisanal production has become modern again. Only hand-crafted production can provide real food quality. After all, organic food should not only be organic, but also particularly tasty.

WHAT DOES THE NAME OF LANDWERKSTÄT-TEN ACTUALLY MEAN? Landwerkstätten are workshops in the country. Butchers, bakers, cheese makers - they are all food craftspeople and work in the workshops. The workshops are located in the country, close to the farms which supply the stock and the grain. The food is manufactured for the city.

KARL SCHWEISFURTH OF HERRMANNSDORFER LANDWERKSTÄTTEN

HERRMANNSDORF IS KNOWN FOR ITS ANIMAL WELFARE POLICY, BUT YOU ALSO MANUFACTURE BREAD AND BEER. WHICH TRADITIONAL CRAFTS DO YOU UPHOLD IN PARTICULAR? We manufacture all products for daily use oursel-ves. In all the food workshops, old craftsmanship is combined with modern procedures and techno-logy: in the warm meat butcher‘s shop, the meat is processed and turned into sausages at normal room temperature – just like in former times when people did their own slaughtering. In the cheese factory, only raw milk cheese is manufactured. In the baker‘s shop, we work with natural sourdough, whole grains, extra-long dough proving and without bread improvers. Our Schweinsbräu beer is natural-ly opaque. www.herrmannsdorfer.de

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5 MINUTES WITH ...

Faster, fl atter, bigger – with LTE technology, Nano SIM Cards and fi ve-inch displays mobile internet surfi ng becomes ever more attractive. Ex-perts such as Ralf Opalka of O2 and Stefan Waldenmaier of Giesecke & Devrient agree that the majority of our purchases will be paid via mobile phone in future. Bavarian enterprises play an important role in the search for the most secure technology.

THE TREND TOWARDS MOBILE PAYMENT

A gentle contact with your fi ngertip – and your tablet computer turns into a small cinema, a game console or a magazine. When the German Apple Flag-shipstore in Munich’s pedestrian zone started the sale of the new iPad on 16 March, customers had already been queuing for hours. Apart from the techni-cal fi nesse of the hardware it is not least also the media content available in the App-Store and on iTunes which attract buyers. Apple has thus proven that consumers are happy to use mobile payment systems if the product range matches.

For 2012, the Market Research Institute of the German Federal Association for Information Technology, Telecommunications and New Media (BITKOM) expects further growth of three per cent to about 1.5 billion in global sales of mobile devices. In Germany, the rise in the number of sales is above average with a 5.5 per cent plus: nearly 29 million mobile phones will presumably be sold here this year – and for the fi rst time – more smartphones than mobile phones. Soon nearly everyone will have a mobile phone with internet access, so why not use it directly for paying? Friedrich Joussen, member of the BIT-KOM board, sees an important future trend in mobile payment. “It is evident that smartphones are increasingly changing consumer behaviour”, comments Joussen. Chain stores and gas stations have, therefore, begun to equip their cash systems with the appropriate technology. “Here, we could fi nally experi-ence a breakthrough”, predicts Joussen.

To enable people to pay their bills with their mobile phones as easily as possi-ble, Munich-based network operator O2 Telefónica Germany has joined forces with Vodafone and Telekom. “Mobile payment is an interesting growth market for O2, says press offi cer Ralf Opalka. In a joint offer the enterprises intend to promote mobile shopping with the payment service mpass which is based on so-called Near Field Communication (NFC). The reader device recognizes the NFC chip built into the mobile phone, just like an ID card, without direct con-tact. The Market Research Institute Juniper Research estimates that by 2014 50 billion dollars will already have been transacted via NFC Smartphones world-wide. Opalka agrees: “Even today, every second German can imagine paying with his mobile phone”. After the fi rst successful pilot projects, the mpass system is to be launched in the 2nd half of 2012. “Customers will then be able to pay in stores and other retail outlets using NFC technology. Here, we particularly target national retailers“, comments Opalka. The interest in this mobile payment option is very high in that sector.

The success of such an innovation usually depends on whether consumers trust the technology. Here the network operators secured the traditional Mu-nich-based enterprise Giesecke & Devrient as specialist partner for payment systems and security engineering. The company has been printing bank notes for states all over the world for more than 150 years and with Smart and SIM cards has set standards in the digital age. “Just as important as the se-cure transfer of payment data is the safe storage of the required programmes

on mobile phones“, states Stefan Waldenmaier, press offi cer with Giesecke & Devrient. “For us, it was obvious that we needed to combine these security technologies in the ‘pay phones’”, comments Walden-maier. The SIM card has to meet the same security standards as the chip on a credit card. Waldenmaier is convinced that our mobile phone will become the standard currency handler in future: “It is only a ques-

tion of time; the increasing use of smartphones has changed user behaviour.”

Those who already want to pay with their mobile phones now do not have to wait for the new chip, if they use the payment system “SMS & Park”. Sun-hill Technologies, which is headquartered in Erlangen, is among the market leaders in SMS parking world-wide. With its phone-based payment systems, car owners can pay their parking fees at approximately 150 locations across Europe with a simple text message. The procedure is both secure and easy to use: without having to register, drivers communicate their license plates and the parking period via text. After a confi rmation text, the fee is charged to their mobile accounts. Especially practical: before the parking time expires, a text reminder is sent and the parking duration can be extended via text again. “A big advantage compared to NFC systems, where the mobile phone has to be held up to a scanner“, comments Melanie Kreß, press offi cer of Sunhill Technologies. Her company intends to continue its success story with the “SMS & Ride” system for tickets in trains and busses. Even for the e-mobility sector there already is a suitable application called “SMS & Charge”.

1809

1991

2001

2006

2007

2007

2008

2011

Samuel Thomas von Soemmerring designs an

electrical telegraph in Munich.

Giesecke & Devrient supplies the fi rst commercial

SIM card to a Finnish network operator.

The Erlangen-based enterprise Sunhill Technologies

introduces a mobile radio parking system in Zagreb.

The telecommunications provider O2 Telefónica

Germany sets up its headquarters in Munich’s tallest

building.

Google opens its fi rst German research and develop-

ment centre in Munich.

Microsoft inaugurates its German headquarters in

Unterschleißheim.

Apple opens its fi rst German Apple Store in Munich.

The Erlangen-based Fraunhofer Institute for Integrat-

ed Circuits presents LTE mobile phones in Full-HD

voice and audio quality for the fi rst time.

SMART TELECOMMUNICATIONS IN BAVARIA

PA G E 3W W W. I N V E S T- I N - B A V A R I A . C O M

IN FOCUS: MOBILE AND SECURE SURFING

YOUR KEY TO OUR STATEInvest in Bavaria – The Business Promotion Agency of the Bavarian Ministry of Economic Affairs, Infrastructure, Transport and Technology and Bayern International.

PUBLISHERDR. JOHANN NIGGLPRINZREGENTENSTR. 2880538 MÜNCHENTEL.: +49 89 24210-7500FAX: +49 89 24210-7557INFO@INVEST-IN-BAVARIA.COM

BUSINESS BAVARIACOORDINATION: ALEXANDRA SCHMIDHUBEREDITORIAL DEPARTMENT: WWW.TEXTBAU.COMTRANSLATION: WWW.TRANSLATE-ME.INFOART DIRECTION | INTERNET: ALEX PODOLAYDESIGN: WWW.TREIB-STOFF.COM

PA G E 4W W W. I N V E S T- I N - B A V A R I A . C O M

We are not far from the summit of the 1674 m high Hochfelln. A group of 30 people is enjoying the fantastic view across the Chiemgau Alps on a mountain meadow. Suddenly a joyous shout fi lls the air. Shortly thereafter the entire group is yo-delling. Hikers passing by fi rst have a somewhat irritated look on their faces – which eventually turns into broad smiles.

“Yodelling is an expression of joy and cheerful-ness, it not only creates good mood among the people yodelling, but usually also among listen-ers”, explains Josef Ecker. Ecker must know - after all, people call him the “Yodelling Guru”. Wear-ing Lederhosen, a red and white chequered shirt and an accordion, he holds yodelling seminars, not only in the Bavarian Alps, but also in Berlin, Cologne, Hamburg and even on the Island of Sylt. “Yodelling is a very old Bavarian cultural tradi-tion, an art form that has nothing in common with shouting or musty folk music”, states the trained singer and music teacher. He stresses, “the voice turns the body into an instrument and makes it

FAIRS & EVENTS

… IN MUNICH

ANALYTICA 201217 – 20 APRIL 2012 Leading International Fair for Laboratory Technology, Analytics and Biotechnology

www.analytica.de/en

… IN NUREMBERG

IFH INTHERM 18 – 21 APRIL 2012Trade Fair for Sanitation, Heating, Air Conditioning, Renewable Energies

www.ifh-intherm.de/en/

EUSAR 201223 – 26 APRIL 2012European Conference on Synthetic Aperture Radar

www.eusar.de

YODELLING – CULTURE THAT TICKLES THE THROAT

… FROM AND BY INVEST IN BAVARIAWELCOME NEWCOMERS WORKSHOP FOR JAPANESE ENTERPRISES IN MUNICH 20 April 2012 in Munich, Bavaria

Your Contact:Mrs. Kaori Yamaguchi HumpertvPhone: +49 89 24210-7503kaori.yamaguchi-humpert@invest-in-bavaria.com

BAVARIA IN YOUR BRIEFCASE

WEBSITE OF JOSEF ECKER: www.jodelseminar.de

THIS IS HOW GENUINE YODELLING SOUNDS: www.youtube.com/watch?v=fF1Z0WtvGxc

vibrate, sometimes fast and sometimes slow, sometimes high and sometimes low.”

Originally, yodelling was actually used to call cat-tle and to lure cows back from the high grasslands in the mountains. Farmers also used it to com-municate with each other from alpine meadow to alpine meadow. Today, the high-alpine Bavarian tradition has become a call for peace, freedom and nature, particularly among urbanites. Crafts-men, general managers, homemakers, administra-tors and actors – they all come to the Chiemgau to yodel together with Josef Ecker.

Important is the correct breathing technique which lets the air emerge from the diaphragm behind the navel and adds volume and sound to the voice. But also all facial muscles, the tongue and lips must be used when yodelling. “That might sound complicated, however, it is not that diffi cult”, explains Ecker. Yodelling is an art form, but one that can eventually be mastered by everyone. “A real heavenly pleasure”, if we take the Yodelling Guru’s word for it.

SMT HYBRID PACKAGING08 – 10 MAY 2012International Trade Fair and Congress for System Integration in Micro Electronics

www.mesago.de/en/SMT/home.htm

PCIM EUROPE08 – 10 MAY 2012International Trade Fair and Conference for Power Electronics, Intelligent Motion, Renewable Energy, Energy Management

www.mesago.de/en/PCIM/home.htm

INVEST IN BAVARIA ON THE NAB SHOW 16 – 19 April 2012 in Las Vegas, USA

Your Contact:Mr. Peter EnglertPhone: +49 89 24210-7520peter.englert@invest-in-bavaria.com

IFAT ENTSORGA 201207 – 11 MAY 2012World’s Leading Fair for Water, Sewage, Waste and Raw Materials Management

www.ifat.de/en

IMAGE SOURCES P.1: © Kelvin Lung - Fotolia.com | P. 2: Portrait Foto Mr. Karl Schweisfurth: © Foto: Herrmannsdorfer | P.3 : © Dukes - Fotolia.com | P. 4 Portrait Foto Mr. Josef Ecker: © www.jodelseminar.de