Complete-Edition 04-2009-Ps Redbull IT

Best Practice
The T-Systems customer magazine
Issue 04|2009
Best Practice 04 | 2009
ICT is giving Red Bulls worldwide community wings

Integrated solutions for greater flexibility:
Unified communication and collaboration
editorial
Business and IT expert Olaf Heyden, 46, is a Member of T-Systems Board of Management and Head of ICT Operations.
Photo: T-Systems
Computing power and storage delivered from the cloud enable greater agility, dynamism and transparency. Olaf Heyden, Member of TSystems Board of Management, gives his take on this muchtalkedabout topic.
I recently visited a customer...

or rather several customers who brought up the issue of cloud computing and security. Many had read negative views and were concerned that the cloud was not secure. They asked me, What is T-Systems doing in this area? Would you deploy cloud computing in your company? And I replied with a resounding yes. Because I believe that, when it comes to discussing the risks of cloud computing, some skeptics are mixing together arguments that are not really relevant. The cloud we know from Google is not the same cloud we use for our customers even though we do deploy similar virtualization technologies at our data centers. Server farms simply cannot be cost and energy efficient without virtualization. But when T-Systems provides ICT resources and storage from the cloud, the services are delivered from our own high-security data centers and governed by robust service-level agreements. Our experts are familiar with the servers and monitor them on an ongoing basis. Whats more, customers can decide whether we deliver our offering from facilities in Germany, Europe or around the world. Our cloud is a private cloud and security is our top priority. Businesses and IT departments that embrace this offering benefit from outsourcing models that enable greater agility, dynamism and transparency. Companies, such as Shell, MAN and Linde for example, receive demand-driven ICT services from T-Systems. Whats more, cloud computing is more environmentally friendly even if Norbert Walter, Chief Economist at Deutsche Bank, questions that in this edition. We actively encourage critical debate of this hot topic.
Best regards, Olaf Heyden
Best Practice 04 l 2009
contents
ISSue 0|2009
extreme atheletes like Felix Baumgartner help cement Red Bulls reputation as a high flyer in the energydrinks industry.
news
06 From around the world
International round-up. What have automotive
Photos: Sascha Bierl (bottom right), Ralph Sondermann (center right), Red Bull Photofiles (top right), PR Jane McGonigal (top left), Johannes G. Krzeslak (bottom left)
player Continental, aeroporti di Roma and the austrian national railroad provider got in common? Innovative ICT solutions are accelerating business processes and helping improve customer service. and the same goes for hospital group asklepios, uSabased packaging specialists Sonoco and logistics player Deutsche Post DHL.
ICT in action
10 Collaboration
Red Bull. When it comes to enterprise 2.0,
marketing strategists at the energydrink company are exploring new dimensions. CTo andi Gall (left) reveals the impact Red Bulls worldwide fan communities have on the success of the brand.
Best Practice
The TSystems customer magazine
Published by Thomas Spreitzer, TSystems Marketing Publication Manager Gina Duscher Project Management Tatjana Geierhaas, Liane Schnefeld Editor-in-Chief Thomas van Ztphen (responsible for content) Design Jessica Winter Managing Editor Stefan M. Glowa Translation Martin Crellin Copywriting and Translation Authors of this issue Brigitte von Boch, Frank Griesel, Steffan Heuer, Roger Homrich, Matt Sloan, Thorsten Kolle, Thomas Staisch, HansPeter Thelen, Thomas van Ztphen Publisher HoFFMann unD CaMPe VeRLaG GmbH, a GanSKe VeRLaGSGRuPPe company Harvestehuder Weg 2, 2019 Hamburg, phone: +9 0 1 8857, fax: +9 0 1 88236, email: cp@hoca.de General Manager Dr. Kai Laakmann Production Manager at HoffMAnn unD CAMPE Christian Breid Litho einsatz Creative Production, Hamburg Printing neeF + STuMMe premium printing GmbH & Co. KG, Wittingen Copyright 2009 by TSystems Reproduction requires citation of source and submission of a sample copy. The contents of this publication do not necessarily reflect the opinions of the publisher. for questions regarding content, delivery or orders: BestPractice@tsystems.com ISSn: 18607217 Excellence recognized Best Practice won gold in the Best Corporate Publication 2008 competition as the best B2B magazine in the category of IT/ telecommunications.
17 Analyze IT
Enterprise 2.0. Forrester analyst Pascal Matzke
on ICT providers whose customers can communicate with employees, partners and consumers via social media anytime and anyplace.
a new dimenision: thanks to unified communications and collaboration, customers, colleagues and business partners can reach employees at any time, no matter where they are.
Best Practice 04|2009
In Jane McGonigals problemsolving games, even pay phones experience a comeback.
experience+expertise
18 Key functionality
uCC. unified communications and collaboration
people+places
34 Lifestyle
Its that time again. Lifestyle coach Brigitte von
24 Special feature
Edunex. 100 schools in the German state of
opens the door to a whole new world for todays businesses. Its time to wave goodbye to the familiar the person youve called is not available message.
Hesse have been piloting TSystems innovative learning platform. Teachers and students gave us their first impressions.
20 Pioneer
30 CIO Talk
Boch provides unique tips on finding the perfect present for loved ones. and we discover how time plays an important role when it comes to exchanging gifts.
3 Hours in not much time for sightseeing? even a flying visit to downtown new York or Vienna pays off.
Claus Moldenhauer. DaK CIo explains how
Jane McGonigal. a fine line between work and
play. More and more companies are implementing the future forecasters gaming strategies to strengthen collaboration and improve knowledge transfer.
a smart call distribution systems helps the healthinsurance provider manage over 80,000 phone calls a day.
36 Time out
40 One of us
22 One matter. Two minds
Heike Auerbach. TSystems frontline woman
opportunities and risks. The meaning of the
in the uSa loves a tough challenge in business and on the golf course.
term green ICT can vary greatly. Best Practice asked norbert Walter (Deutsche Bank) and Dr. Jrgen Sturm (Bosch und Siemens Hausgerte) for their personal definitions.
42 Bits & bytes
Whats on. The Business Intelligence Summit in
London is just one of the upcoming dontmiss dates for your diary.
PoDCAST Heard it yet? www.t-systems.com/podcast VIDEo Watched it yet? www.t-systems.com/videos BEST PRACTICE onLInE Read it yet? www.t-systems.com/bestpractice TWITTER Seen it yet? www.twitter.com/tsystemscom
Innovative platform: TSystems stateoftheart learning solution edunex is bringing students and teachers together at 100 schools in Hesse.
Best Practice 04|2009
news
FROM AROunD THe WORlD
FlexIble,
ADAPTAble AgReeMenTS
More and more companies worldwide are asking for flexible, adaptable agreements, where services are delivered and charged in line with changing business requirements. but T-Systems went one step further in a recent deal with Continental. The term of the new contract depends solely on the quality of services provided and the benefits for the customer. T-Systems will consolidate and operate Continentals entire SAP landscape. And the Hanover-based automobile parts manufacturer will only pay for the computing and storage capacity it actually uses. We have signed a pioneering outsourcing deal with T-Systems, which reduces costs and offers enormous flexibility at the same time, says Dr. Ralf brunken, CIO of Continental Automotive group. Whats more, the two companies enjoy close collaboration. This business model is so adaptable that it allows for future changes to our strategy, adds elisabeth Hoeflich, CIO at Continental Rubber group. The deal is one of T-Systems biggest ever SAP projects worldwide, with more than 55,000 users, around a million SAP Application Performance Standard units, and a storage capacity of 250 terabytes.
Contact: oswald.romainczyk@t-systems.com
Flying high with T-Systems Italy

Aeroporti di Roma (ADR), Italys largest airport operator, is sticking to a winning formula. The company has extended its five-year outsourcing deal with T-Systems Italy, signed in May 2005, until May 2013. Above all, ADR was impressed with the high quality of service and T-Systems ability to anticipate its specific requirements, and not just in terms of cost savings. The renewal of the contract covers expansion of the existing ICT environment and operation of more than 100 applications by T-Systems Italy including SAP software, the Website infrastructure, and customer-specific applications.
Contact: maurizio.piacesi@t-systems.it
Virtual home visits

Asklepios Kliniken, one of germanys largest groups of private hospitals, is piloting unified communication and collaboration (uCC) technology. The Alster project is designed to enable nationwide communications between the companys 4,000 hospital-based physicians, family doctors and patients. It leverages T-Systems telemedicine solution to support real-time, secure online consultations. The system enables patients with chronic conditions to discuss treatment, test results and general progress with their Asklepios doctor from the comfort of their own home. And if required, consultants or family physicians can join the conversation at the click of a mouse. Thanks to videoconferencing, patients can talk to doctors as if they were in the same room. each participant has an access key or smart card for authorization purposes. And communications are made possible via a T-Systems portal combining the collaboration platform Platon and uCC technology. Patients and doctors simply require the special Alster software, a PC and a few inexpensive accessories, such as a Webcam and headset. The solution has a host of benefits: patients save time and money otherwise spent traveling to appointments, and they receive better quality care. Hospitals can directly involve patients in the planning of their treatment, and all stakeholders are able to share and view data for a more comprehensive picture. Moreover, doctors can seek a second opinion from colleagues during online conferences, helping improve the treatment of chronic illnesses and avoiding lengthy delays.
Contact: stefan.drobisch@t-systems.com
A pioneer in green ICT

Photo: Stockphoto (3), PR Continental, Plainpicture (top center)
T-Systems is helping its customers cut energy consumption and is leading by example. The ICT provider receives electricity for its 30 data centers in germany, home to around 20,000 servers, exclusively from renewable sources. As a result, it produces not a single ounce of carbon. Whats more, T-Systems is working with Intel to create the energy-efficient data center of the future in Munich. The highlight of the building is a variable ceiling that can alter the volume of air that needs to be cooled. Servers are positioned specially to benefit from the airflow.
Contact: beatrix.richter-shalaby@t-systems.com
A winning package
Does a company need a server in every country in which it operates? not according to Sonoco. The packaging supplier, headquartered in the uSA, has outsourced its entire ICT infrastructure, which supports sixteen european countries, to T-Systems. because the servers are now located in one central location, they are easier to manage and maintain. Whats more, the new setup requires fewer network resources, as non-timecritical applications such as email can be transmitted via an encrypted connection over the Internet. And the telecommunications network is reserved for core applications such as the companys eRP software, ensuring that important data gets to the right place, at the right time.
Contact: marie.hanssens@t-systems.be
news
FROM AROunD THe WORlD
Smart logistics
220 countries, 500,000 employees: global logistics players like Deutsche Post DHl need fast, reliable data and communications networks. The worlds leading delivery and logistics company has tasked T-Systems with the modernization and management of mission-critical connections between its data centers. Within the scope of this deal, facilities in the Czech capital Prague, Cyberjaya in Malaysia, and in the uSA will be integrated via a sophisticated network. bandwidths can be scaled up or down in line with changing requirements eliminating costly unused capacity. So Deutsche Post DHl benefits from better quality of service at a lower price in line with the companys ambitious cost-cutting goals. As a result of its ongoing Telecoms Optimization Program, the market leader is set to reduce costs for telephony and networks alone by over 190 million euros over the next five years.
Contact: thomas.henke@t-systems.com
T-Systems pushes ahead with global strategy

germanys federal antitrust agency (bundeskartellamt) has given T-Systems the green light to take over SAP hosting activities in europe. Following the migration, around 0 midsize companies will source their ICT infrastructure and services from T-Systems data centers. In addition, they will have the option to access SAP-related services and resources dynamically, in line with changing requirements. The acquisition is part of T-Systems international growth strategy. Multinational players such as Shell, MAn and linde already use SAP applications on an on-demand basis via the T-Systems network. With over 1.55 million SAP users, the ICT provider is the worlds leading supplier of customized SAP services from the network.
Contact: gerald.vonnieding@t-systems.com
ReD-HOT DeAl
Red-hot deal in belgium: Vesuvius, the worlds leading manufacturer of refractory products for high-tech industrial applications, has tasked T-Systems with its fixed-network telephony. Previously, Vesuviuss 12,000 employees in 41 countries on five continents relied on 25 different providers across the globe for these services. now, T-Systems delivers a one-stop solution for telephone connections, invoicing and helpdesk support. The benefit? Five to ten percent savings at every site.
Contact: marie.hanssens@t-systems.be
A new data center at Frankfurt airport

Operational services gmbH & Co. Kg, a joint venture founded by T-Systems and Fraport, has established one of europes most modern data centers at the Frankfurt airport. The facility has a total area of 1,200 square meters, comprises 10 IT racks, and has a capacity of 1.2 megawatts. Customers benefit from reliable, highly available IT services and contractually-defined cost savings. The Frankfurt airport, one of the most important air transportation hubs in the world, is home to over 500 companies with more than 0,000 employees. The data center has supported the IT behind Fraports airport services, including quick check-in terminals, flight-status displays, ground transportation, cargo handling, and office communications, since 200.
Contact: thomas.kunze@o-s.de
State-of-the-art, more transparent, more userfriendly: baden Wrttembergs new local government Website is all this and more. T-Systems has given the portal (www.servicebw.de) a makeover, adding a host of functions. local residents and businesses can now contact 9,000 local authorities, find out more about 50 government services, and receive valuable information and advice regarding deadlines, fees, and other issues. The eu has stated an objective of transferring the registration of new service-sector businesses to the Web by 2010. And thanks to the portals secure document safes and a virtual mailbox, certain administrative procedures in baden-Wrttemberg can now already be carried out online.
Contact: peter.duemig@t-systems.com
Cutting down on trips to local authorities
Intelligent ticketing system

National Austrian railroad company, bb, is developing a new ticketing and reservation system for its 45 million passengers with the help of T-Systems. The project, which will run for five years, is called ticket4all. It is designed to make all bbs offerings available around-the-clock, and to ensure consistency across all sales channels whether customers are purchasing at machines at brick-and-mortar stations or via the Web. Whats more, the system will automatically find the best available price. The first step is to jointly define a technology platform for the services, and to develop a comprehensive Internet portal. Then, bbs call centers plus POS systems and ticket machines at around 1,000 stations will be integrated into the new solution. gerhard Weissinger, ticket4all Project Manager at bb: We were very taken by T-Systems proposal because it fulfills all our requirements, but remains flexible in terms of accommodating new ideas.
Contact: alfred.kutschera@t-systems.at
Photos: PR DHl (ltop left), Vario Images (bottom right), ecopix/ gebert (bottom center) iStockphoto (3)
10
ICT in action
Red Bull
Typical Red Bull:
extreme athletes
like Austrian Felix Ba
umgartner are al
so looking for ne w challenges.
Photos: Sven Hoffmann / Red Bull Photofiles(left), Jrg Mitter/ Red Bull Photofiles (right) Best Practice 04 l 2009
11
Breathtaking achievements:
Always thirsty for new records

Red Bull is essentially a manufacturer of energy drinks. But thanks to intelligent marketing, the Austrian drinks company has created an exhilarating brand experience, using digital content to quench the thirst of its international community of producers, suppliers and consumers.
12
ICT in action
Red Bull
On land, in the wa
ter and in the sky
breathtaking wo
rld records captur
e the spirit of Re
d Bull.
Red Bull satisfies its fans thirst for adventure with its energy drink and a cornucopia of thrilling events and experiences, sporting or otherwise. Thanks to state-of-the-art ICT solutions from T-Systems, crossing from real life into Red Bulls exhilarating world of excitement is becoming increasingly simple for the brands global community.
Flying high: Red Bull founder dietrich Mateschitz.
Photos: Jrgen Skarwan/ Red Bull Photofiles, Mark Watson/ Red Bull Photofiles, Patrick Voigt/ laif (below);
n his early forties, dietrich Mateschitz gave up a well-paid job to establish an international company with just a Thai drinks recipe and a small amount of start-up capital. 22 years later, at the age of 65, the Red Bull founder heads a global corporation that sells millions of hectoliters of its product in 151 countries. But the brand has come to represent much more than an energy drink. It symbolizes a journey through a unique and exhilarating world of lifestyle experiences and sport one where mankind is constantly pushed to new limits, testing what is possible. An increasing number of people, both the young and youngat-heart, are accompanying dietrich Mateschitz on this journey. And it is this growing community of followers that gives Red Bull its wings. Basically, Mateschitzs company is a marketing department, said Vienna-based business magazine Trend, pondering the secret to the success of the winner of the Man of the Year award in early 2001. And little has changed since then apart from the sales figures, which have entered a whole new dimension. In 2008, the company sold 4,016 billion cans of Red Bull worldwide, an increase of 13.2 percent over 2007. Revenues, when adjusted for currency fluctuations, rose by 7.9 percent from 3.0 billion euros to 3.3 billion euros.
13
freestyle biker And Red Bull gives you and Spanish
reu Lacondeguy wings.
The high-flying company headquartered in Fushl am See, North Austria, eschews traditional advertising methods to boost sales of its energy drink, made up of water, sugar, taurine, caffeine and vitamins. Instead, Mateschitzs 900 employees favor more innovative forms of marketing: For example, Red Bull sponsors various extreme sports events, and sometimes even creates its own competitions whether rock climbing or freestyle motocross, cliff diving or aerobatics. Whats more, Red Bull is represented by soccer and ice hockey teams, and has proven successful in a number of motorsports, including Formula 1, where it has teamed up with German driver Sebastian Vettel. These events regularly result in breathtaking world records ensuring that the brand is recognized across the globe, from ushuaia in Argentina to ulan-ude in Siberia. Whether on land, in the water, or in the sky, the company is not in search of records like those of the 100-meter sprint, which are often broken the very next day. Records achieved by Red Bull athletes are tough to emulate. Take the Austrian Felix Baumgartner, for example. In 2003, he became the only person ever to skydive across the english Channel jumping from 9,000 meters and using specially made fiber wings. Fearless Felix embodies the spirit shared by millions of Red Bull fans, as he explained: We dont know any limits but if we suspect there could be one somewhere, we have to find out if it truly exists.
Increasing awareness through sponsorship
The second driving force behind the soft-drink manufacturers success lies with its customers. Red Bull has recruited student brand managers at many German universities, including Hamburg, lbeck, Kiel and Aachen, as well as at other institutions worldwide. These students assume the role of Red Bull ambassadors, seeking to persuade their peers of the many benefits of the energy drink, such as its performance-enhancing effects. Whether at California State university in los Angeles or the College of Fine Arts in Sydney starting at the clubs and bars on campus, the student scouts are constantly increasing the radius of their marketing activities and conquering kilometer upon kilometer of new (sales) territory for Red Bull. According to a recent article in uS magazine Newsweek, this is guerilla marketing in its most perfect form: Red Bull has grown slowly but steadily, city by city, region by region, and is available today in 40 states.
The rise of Red Bull
Photos: carroux.com/ Red Bull Photofiles, rutgerpauw.com/ Red Bull Photofiles
14
ICT in action
Red Bull
T-Systems? They are just as enthusiastic as we are.

Andi Gall, CTO at Red Bull Media House, a subsidiary of Red Bull, on mobility, three-dimensional working and the importance of close partnerships.
What boundaries are you trying to break at the moment? To continue to offer the kind of experiences we do of large-scale events, such as Formula 1 races, on an almost day-to-day basis, we will need incredible computing power for our marketing and multimedia activities. And to realize our goals, we need the right IT and a partner like T-Systems. You enjoy exploring new dimensions in technology. Indeed, quite literally. In fact, working in three dimensions will become more important for us. T-Systems is a partner who knows how to distribute content from around the world to an international network, and how to reach consumers by teaming up with T-Home or T-Mobile or broadcasting content via IPTV.
Breaking boundaries: Bavarian Andi Gall, CTO of Red Bulls IT division, enjoys teaming up with the right technology partner and discovering new dimensions.
Photos: dean Treml/ Red Bull Photofiles, Ralph Sondermann (small)
Mr. Gall, what role does ICT play in the Red Bull community? Were making good progress when it comes to integrating our global communities. And IT plays an important role in all processes of the Red Bull world its almost like an elixir. Our vision is: we have an idea, we set it in motion and then we create a platform that enables people across the world, wherever they are, to be a part of that idea. Our goal is anytime, anywhere access. What does that mean for communications and animation both areas where Red Bull is already leading the way? A second vision of ours is that there will be no limits when it comes to putting an idea into practice at least not where IT is concerned. Can you elaborate? For example: when I created my first Formula 1 animation for Red Bull in 2008, no one would have thought it possible. It was a high-quality, realistic animation that gave every visitor the impression of being at the heart of the action. But even since then, rendering has taken a giant leap forward when it comes to creating realistic, virtual environments.
Why did you choose T-Systems? It was simple: We took our gives you wings approach to the T-Systems Board of Management last year. And we discovered that they were just as enthusiastic as we are. From the start, it was vital to align our vision in terms of content with T-Systems vision in terms of technology. It sounds simple. It is. T-Systems delivers a reliable technology backbone, for example in the form of offerings such as cloud computing or dynamic services. And together, we add innovative, creative components which give us everything we need. T-Systems delivers the mobility and easy access we require. Whats more, I like the fact that we have a single point of contact in such a large company. This close connection between the two organizations has created a strong partnership built on mutual trust and that is something that is very important to me personally. Why personally? Youre just doing your job. Youre right but its the best job in the world. Because it allows me to set so many ideas in motion, to give them wings.
ICT in action
Red Bull
15
Waterskier Dalla s Fr
iday embodies th
e unique Red Bu
ll world of advent
ure.
Taking brand value to a whole new level
There have been a number of attempts to copy the soft drink most of them unsuccessful. Yet Red Bull does not produce the drink itself, nor does it have its own points of sale. Mateschitzs product became an international hit thanks to a unique network of opinion leaders. Today, Mateschitz and his team quench the thirst of fans with a cornucopia of events and experiences, sporting or otherwise, that create touch points for a worldwide community. The european Brand Institute puts the current market value of Red Bull at 12 billion euros. Andi Gall, CTO of the company, explains why: We provide our constantly growing consumer base with news relevant to and from their community, revitalizing their network. Red Bull now sponsors 480 individual athletes worldwide. Sports stars such as the Spanish freestyle biker Andreu lacondeguy (20) and the water skier dallas Friday (22) from Florida give the brands slogan, Red Bull gives you wings, a whole new meaning and regularly defy the laws of physics. The groups Website (www.redbull.com) is updated on an almost minute-by-minute basis with information on Red Bull events and stars. In addition, Red Bull has its own TV station (ServusTV), magazine and the entertainment channel Red Bull TV, which can be viewed on any cell phone via dVB-H. Through these extensions, the companys strategists enable consumers to become a part of the brand experience. This accounts for a large part of our success, and would not be possible without an ICT-based connection between the venues and the stars, and between Red Bull ambassadors and our customers, explains Gall. He continues: essentially, we remain a drinks manufacturer, just like at the start. But we also generate experiences that probably wouldnt exist without us. In the future, Red Bull aims to continue providing its community with new, up-to-date content by allowing fans to act as mobile reporters, reporting live on events around the world via their cell phones but with extremely high-quality image and sound. The aim is to achieve live transmissions via cell phone with anytime, anywhere access, and to integrate these reports with the Red Bull Website.
Flying high with ICT
Our consumers will become producers or prosumers, says Gall. And we want this to happen in near real-time. Thats why Red Bull started looking for a service provider able to deliver a highly efficient ICT platform for its global network and community. last year, the drinks manufacturer decided to establish an innovation partnership with T-Systems because, as Gall explains, they share our curiosity about what can be achieved with technology, more than any other service provider. The basis for rapid, reliable interaction between the brand and its customers is a secure content pool a robust file system that can handle large volumes of data and distributed storage systems efficiently, with proposed bandwidths of up to 100 megabits per second. In addition, MPlS technology is deployed for live streaming of highdefinition video content between Red Bull hotspots in Salzburg and Sao Paulo, los Angeles and Frankfurt with current bandwidths of up to 30 megabits per second. Red Bull also tasked T-Systems with expanding its international network to 20 sites worldwide.
Prosumers set the pace
Photos: Joey Meddock/ Red Bull Photofiles (both)
16
ICT in action
Red Bull
onso Red Bull sp 00 extrem rs around 5 orldwid e athletes w e.
Multi-touch tables provide intuitive interfaces where fans of the brand can follow their favorite sports or events from anywhere in the world. According to T-Systems Key Account Manager Georg Tschandl, these tables have three key functions: content generation, management and distribution. As an enterprise 2.0 future becomes increasingly real, enabling consumers to generate content themselves, the future seems bright for Red Bull not least in terms of technology. And the group is now ready to make the jump to a virtual reality. To provide Red Bull with the computing resources it needs for video animations and simulations, whether for extreme sports or Formula 1 races, the ICT provider has teamed up with its subsidiary T-Systems Solutions for Research. The goal is to create three-dimensional models or two-dimensional pixel images that integrate light, colors, text and a whole host of other special effects. Anyone who has watched a demonstration on their iPhone of the Red Bull team assembling its Formula 1 sports car will have some idea of what CTO Andi Gall is aiming for.
Content management is crucial
A true high-flyer
In 2001, when Bavarian Andi Gall was still Technical director at the radio station ORF, he received the Master of excellence award one of the most coveted honors in the industry for his development of a pioneering digital pocket-sized recorder for radio journalists. On accepting the award, he said: I am always looking to find out what is possible when technology is leveraged by consumers to create something new.
THOMAS VAN ZTPHeN Contact: georg.tschandl@t-systems.at Links: www.redbull.com www.t-systems.com/dynamic-services www.t-systems.com/dynamic-services-microsite www.t-systems.com/pdf/dynamic-services-whitepaper www.t-systems.com/cloud-computing www.t-systems.com/cloudblog Video: www.t-systems.com/video/dynamic-services
Photos: Markus Fischer/ Red Bull Photofiles, ulrichgrill.com/ Red Bull Photofiles
ICT in action
ANAlYZe IT
17
For Pascal Matzke, Vice President of Forrester Research, IT must be both aggregator and integrator.
Interview
THe MARKeT FOR FRONT-TOeNd SOluTIONS WIll GROW.

Turning the Enterprise 2.0 vision into a reality will require the introduction of platforms for knowledge management, for project coordination and for many different forms of collaboration. Pascal Matzke, Vice President of Forrester Research, answered our questions on the deployment of social software in a business context.
The potential uses of open-space tools for hierarchy-free communication were discovered 25 years ago. Social software with Web 2.0 features is not all that different. What is the current hype all about? There is some justification to your question. After all, the technological basis for managing collective intelligence has existed for some time. However, the digital-native generation is generating an influx of new employees for whom Facebook, Twitter and similar networks are givens they are communication channels they expect to use within their working environments. This generation has grown up with the concept of personal networking, with the integration of knowledge. And they reject traditional, restricted processes. The second reason is globalization. For cost and other reasons, businesses are moving communications into the virtual space, and doing without physical, face-to-face meetings. At the same time, increasing intraand inter-enterprise integration is generating demand for consistent collaboration platforms. The wisdom of the crowd, collective intelligence is Enterprise 2.0 the key? It sounds more like a fairytale? The idea of making hierarchies more flexible, and of creating successful selfmanaging organizational structures is highly promising, very tangible, and no fairytale. The new generation of young employees expects a very different approach, and far more transparency when it comes to decision-making processes in business organizations. They expect and engage in competition with each other in a very natural way, and are alienated by rigid hierarchies. Companies need to respond; they need to create transparency from the board down to the basement, and the other way around. If they fail to do so, they will not attract and retain the young high-potential recruits now graduating from universities. And at the very least, they need to secure their participation on a project-by-project basis by deploying many-to-many communications. It sounds like a cultural challenge? For many enterprises, it is. In most organizations, we encounter diverse generations within one working environment: the old guard, the baby boomers, generation X, and now the digital natives. This means considerable challenges in terms of cultural change management. But it is important to understand that each generation has its own specific abilities and insights that it can bring to business processes. We need new concepts that enable the cross-generational learning of the necessary skills, helping to create a new culture of communication and collaboration. So what kind of companies need to take note of Enterprise 2.0 plaforms? Basically any company whose operations require extremely collaborative processes, for example project-driven businesses such as consulting and ICT. Also industries where research and development play a pivotal role; in other words the automotive sector, pharmaceuticals where lengthy and complicated international approval procedures for medicines require extremely interactive approaches. And the manufacturers of consumer products, who need to involve consumers in their own processes in order to achieve customer satisfaction and innovation. From user-generated content to mass collaboration what do ICT providers have to do in response to the blurring of lines between employees, partners and customers? They need to operate as IT factories, creating a toolbox of modular elements based on standards, and they need to combine them with more businessdriven solutions, and to offer them within the context of business processes. The market for comprehensive front-to-end customer solutions will grow, and only providers with a portfolio that addresses both aspects, standards and go-tomarket, will be in a strong position. Niche providers will only stand a chance if they join forces to create eco-systems. This is the only way to resolve the challenge that can be summed up as: IT as aggregator and integrator.
INTeRVIeW: THOMAS VAN ZTPHeN
Foto: PR
Link:
www.forrester.com
18
UCC
experience+expertise rfahren
Despite huge technological progress, it remains a problem: companies provide their staff with all the latest whiz-bang gadgets, but communications and collaboration between employees, and with customers and partners, is still a road littered with stumbling blocks. It is estimated that the average office worker squanders up to 60 minutes every day because they cannot get hold of colleagues on the phone, or because they have to undertake time-consuming journeys in order to discuss documents face-to-face. The result is a huge waste of time, resources and money. And the answer is unified communication and collaboration (UCC). The advantages of a fully integrated UCC solution can be illustrated by taking a closer look at the offices of UCC Solution Limited in Leipzig.
Everything at their fingertips
Financial accounting
Tina Moneypenny is looking forward to talking to her colleague, Tommy Flash. The field sales professional has managed to make a bit of a hash of his travel expenses again, but she takes a quick glance at her screen, and immediately knows how and when she can get hold of him. The UCC solution indicates when he is on the road, and therefore best contacted on his cell phone. Or that he is in his office, at his desk, and in the middle of call. In days gone by, Tina would have had to call repeatedly to get a simple answer to a simple question, losing time and patience in the process. Now, she has plenty of options. For example, she can send her colleague an instant message from her PC. Or she can set up a video conference, something that she prefers when talking through the tricky topic of travel expenses with Tommy. And again, she can arrange the eyeball-toeyeball exchange directly from her desktop. .
Illustration: Sascha Bierl
Sales
Harry Peddler spends more than 150 days of the year on the road, visiting established customers or presenting to prospects. He is a born salesman, and loves traveling. He is rarely to be found at his desk. He doesnt need to be: he has his cell phone, his laptop and instant access to all his appointments, the latest prices, whatever he needs. His next assignment is to explain the advantages of a new product in a new city to a new customer. And Harry wants to have the most persuasive sales arguments to hand. He calls a member of the development team, and uses his car phone to set up a three-way conference with a fellow mobile sales professional someone who has already successfully pitched the new solution.
Tim Account can answer most questions right away. After all, he can access all product and customer information with point-and-click simplicity. But this time its trickier. The question is so specific, that he has to pass. But he knows two people within the company who are experts on the matter. He glances at his on-screen list and relaxes. The guy in production is currently on the phone, but Peter Wise is available. He transfers the caller, confident that he is in the good hands of his knowledgeable colleague on the third floor.
Technical support
Top management
Contact: rainer.oude-hengel@t-systems.com Link: www.t-systems.com/ucc
It is time to talk nuts and bolts with the production manager at the new factory in Munich. On the way, Callum Topman suddenly realizes that he has forgotten to make a copy of the figures from the last board meeting. He pulls into a gas station, orders a coffee, and logs onto the company network via UMTS, downloading the information he needs directly from his office desktop. His phone rings. Two other members of the board want to hold a video conference with Topman that evening. He will dial-in using the hotel landline and his laptop. There are some discussions and decisions that simply cannot wait.
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A technophile has walked unannounced into an outlet in Hamburg and asked about a new, complex product she read about in a magazine. In days gone by, the prospect would have been asked to arrange a consultation later that week or even that month. But not now. She is invited to take a seat in conference room, where she takes part in a video conference with Conrad Noall at company headquarters in Leipzig. He explains the advantages of the new development over the older product, intermittently throwing PowerPoint slides on screen to highlight key features. The prospect is very pleased. She has saved a lot of time, and is highly impressed by the product, and by the service. In the past, she might well have taken a stroll around the corner to a rival company who might have had time to hold a meeting without a prior appointment.
Consultation
The new machine is due to be shipped and installed next month. Everything is pretty much on track. There is just one component, sourced from an external partner, that is still not ready to be manufactured. It is threatening to derail the whole project. John Planner wants to review the problem with the supplier. Using a special collaboration platform with a highly secure virtual project room rented for the occasion, John talks through the design live on screen. He shows the partner the previous component, and points out the positions on the design drawing that need to be modified. The partner now understands how to resolve the outstanding issues, and is confident of meeting his deadline.
Project management
Development engineering
Carlos Clever has been taxing his brain over the design drawing for the valves for a new engine block all day. A presentation of the brand-new component has been scheduled for the day after tomorrow. Theres not much time left. Certainly not enough to catch a train down to southern Germany to hold a meeting with fellow engineers. A glance at the screen indicates that one of the developers in Friedrichshafen on Lake Constance is at his desk and available. Carlos invites him to attend a video conference, and explains the problem. Together, they review and improve the design in real time. An hour later, a solution has been found. Carlos drives home in an upbeat mood; the presentation holds no fear.
Susi Info and four co-workers in the same call center field requests and inquiries via a variety of channels: telephone, fax, email or traditional snail mail. The tasks used to be split up according to channel. One person kept an eye on the fax, somebody else read the hardcopy letters, a third monitored the emails, and two others manned the phones. It was a timeconsuming arrangement, and many callers would be put on hold for long periods. Today, things are different. Each member of the five-strong team now monitors all inbound communications, because all messages, no matter what the channel, arrive in single inbox. When a customer calls, the system immediately displays all information related to them and their account, including the devices they use and previously encountered problems. And when the call is over, the latest information is immediately captured and available within the solution, allowing all departments to collaborate seamlessly. It is now possible to provide better, quicker assistance to callers, which makes for more pleasant exchanges, and more satisfied customers.
Call center
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pioneer
The alternative (ideas) manager

Future forecaster Jane McGonigal wants to transform tomorrows businesses into endless, integrated board games. The aims: to boost creativity and promote team spirit.
ane McGonigal has a vision: By 2035 at the latest, a game designer will be nominated for a nobel prize. Though, laughing, the 32-year-old admits, You have to take games very seriously to be able to imagine that. And that is just what an increasing number of companies are doing, as they adopt McGonigals idea of finding solutions for a better reality through the systematic mech-anics of play. Since 2004, a dozen Global Fortune 500 companies alone have asked the researcher at the institute for the Future in Silicon Valley to develop a game tailored to their needs, enabling them to address their real-world problems within the scope of game workshops spanning several days.
To harness participation bandwidth, we need to develop new systems for scalable and sustainable collaboration.
McGonigal argues that good game players create a better corporate climate, better products and services and enable greater satisfaction a commodity that will be Jane McGonigal increasingly rare in the future. Companies need to take a new approach when it comes to games, she explains. Games are not simply an entertaining way of escaping reality. on the contrary, through proper use of games like Superstruct, knowledge workers can be involved in innovation processes. She predicts, in the next decade, many business will make their biggest breakthroughs by playing games.
Would you like to improve your personal network or strengthen collaboration? For McGonigal, games are not just a reflection of reality: they represent a betDo you want to forge new contacts, or need external creative input? Clients as ter reality. Thats why she advocates creating working environments that are diverse as Microsoft, intel, McDonalds and the American Heart Association similar to gaming environments: The world around us should be designed to are taken by McGonigal, the energetic teachers daughter from pennsylvania, be more like a game. increasingly, people feel more comfortable in a game and her company Avantgame. With a large dose of self-confidence, a humor- than in real life. McGonigal, who lives in California, thinks that companies ous twinkle in her eye, and great persuasiveness, she says: Were not trying should modify the world of work to correspond with computer games, i.e. to predict the future, were making the future. And she asks: Have you ever in the way players move from task to task, collect rewards and collaborate considered that integrated game systems are perhaps the most innovative with others. platform for effective mass collaboration? McGonigal lends weight to her McGonigal refers to virtual environments designed to provide a stimulus invitation to view the world from a different perspective by citing some influ- and set an example to Ceos as alternate reality games. McGonigal was head ential movers and shakers. its a clever approach. Did you know that it was designer at 42 entertainment, the company that practically invented the Albert einstein who said that games are the most elevated form of investiga- genre. An alternate reality game consists of questions, problems and puzzles tion? And dont you agree with Stanford researcher nick Yee who that can be solved via email, the internet, using a cell phone, on believes: only through games can you train people to work foot or in the office. if a company is the game master, who pulls the strings and regularly issues clues, it will harder, to push themselves beyond their usual boundaries and to enjoy the experience? ultimately gain useful insight for new products and Where do the world services or intellectual property. The findings of work and the world Treading a fine line between from Superstruct, for instance, provide of play meet? market forecasts that would otherwise cost work and play And what language will the gamers serious money. Games have played a pivotal role in McGonigals of tomorrow speak? life since early childhood: at the age of ten, Since 2006, 11,000 researchers from she and her identical twin sister programmed pharmaceuticals player pfizer have taken McGonigal claims: Intelligent games trigger motivation and their first computer game on a Commodore part in 150 brainstorming games within boost productivity across an entire organization with lasting effect. Players strengthen and increase their knowledge, talents the scope of an open innovation program. 65. Since then, as a university graduate with and skills. Whats more, McGonigal has defined ten characterher own company, shes been perfecting the each round generated up to 100 new, istics of collective intelligence: multi-capitalism is the ability to potentially usable ideas for products and balance between consumer electronics and deal with multiple value systems and currencies to bridge processes. For Jane McGonigal, who was reality. She created the game i Love Bees for the gap between different worlds. Longbroading and emergensight are the gift of being able to consider the hailed a Top innovator to Watch for 2009 in Microsoft and The Lost ring for McDonalds breadth and depth of a problem at the same time, Business Week, this is clear proof of her a six-month treasure hunt in nine languages, and to recognize emerging trends in belief: A game beats any meeting. across 100 countries timed to coincide with the confusingly complex systems. STeFFAn Heuer Beijing olympics. Her online simulation Superstruct brought employees from proctor & Gamble, national Semiconductor, Kraft and electronic Arts together (virtually, of course) to join thousands of participants from all over the Links: www.iftf.org world in saving the planet in 2019 from fictitious problems such as disease, www.avantgame.com www.superstructgame.org food shortages and political unrest.
Games as a platform for innovation
Team players in business
photos: Jane McGonigal
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Green ICT: more than a PR buzzword?

Are environmentally-friendly IT products and services simply nice-to-haves at times when business is going well? Or can they also drive efficiency and cut costs? Best Practice asked two experts for their views.
For
IT urgently needs an energy label
gainst the backdrop of climate change, resource consumption is coming under critical scrutiny in many industries. Unfortunately, IT professionals in many areas have yet to grasp the importance of this issue. The IT sector, too, must face up to its environmental and social responsibilities. Investment in high-tech solutions can bring about significant improvements. In the past three and a half years, we at BSH Bosch und Siemens Hausgerte GmbH have focused on the following aspects of our IT: computing power, security and reliability, and sustainability. Thanks to high-end, energy-efficient servers, extensive virtualization and cutting-edge cooling technologies, we have doubled our systems performance and slashed energy use by 50 percent. We also deploy a variety of simple energy-saving mechanisms at our data center, operated by T-Systems in Munich. For example, we use the hot/ cold-aisle containment approach. In conventional data centers, cool air is circulated throughout the entire space. But we use a more focused cooling method: since our servers are placed back-to-back, we only deliver cold air to the backs of servers. Air from remaining aisles, referred to as hot aisles, is ducted out from above. In addition, we have attached cables to servers from above, not from below. This frees up valuable space below servers, improving air circulation and making cooling more efficient. And we also use virtualization. All in all, these solutions help us save 1.3 million kilowatt-hours in operating our SAP systems equivalent to 793 metric tons of carbon dioxide. To offset these emissions, we would have had to plant 70,000 pine trees. More sustainability in data centers These examples illustrate that it is possible to improve performance while using fewer resources. So we should all do more to reduce the ecological footprint of our IT. Careful planning and targeted investments can bring about lasting benefits not just for the environment, but also for our business. But we need more pressure from the public: from professional IT users, vendors, consumers, political figures and businesses. It is simply unacceptable that the ICT sector has still not introduced an energy label, especially considering that many other industries did so years ago. And we should not stop at greening IT we should also green business through IT. The deployment of state-of-the-art information technologies in transportation, telematics and manufacturing can result in significant energy savings and lower carbon emissions. Green IT should go beyond the walls of the data center. It should encompass entire production processes and value chains, and play a role in all areas of life.
Contact: beatrix.richter-shalaby@t-systems.com Links: www.bsh-group.com www.t-systems.com/green-ict www.t-systems.com/bestpractice/backgrounder-green-it Video: www.t-systems.com/video/fuel-cell
The IT industry needs a transparent, meaningful energy label like the ones that have been introduced in other sectors.
Dr. Jrgen Sturm, CIO at BSH Bosch und Siemens Hausgerte GmbH
Foto: XXX xxx
OnE MATTER. TWO MInDS.
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Green IT must be about more than reducing energy costs it must be more comprehensive in nature.
Norbert Walter, Chief Economist at Deutsche Bank
Against
IT is not and never will be green
n the face of rising energy costs and ongoing discussions about climate change, who would dispute the fact that green IT is a hot topic? These three facts speak for themselves:
} The ICT sector accounts for 2 percent of the worlds carbon emissions the
same volume as the air travel industry.

} Electricity consumption for ICT devices in British households has more than
doubled in the last five years. By 2020, it will account for around half of a households power usage. } Energy costs at data centers are climbing eight times faster than hardware expenses, and make up the lions share of IT budgets. Based on optimistic estimates, this energy consumption could be cut by as much as 50 percent. Is this not proof enough of the importance of the issue? So why are there still people who claim green IT is nothing more than hype? Highly toxic e-waste One reason is that the term itself can be easily misinterpreted. IT is not really green at all. And that is not just because of the energy usage associated with high-tech devices there are other factors to take into account. Toxic substances such as lead, mercury, cadmium, and bromine are used to manufacture hardware. If used improperly, these materials can pose a significant danger to humans and the environment. Whats more, the IT sector is accountable for the majority of electronic waste and, due to its properties, this is extremely difficult to recycle. Green IT must be about more than reducing energy costs it must be more comprehensive in nature. It should sever the historic link between energy consumption and economic growth. In many sectors, IT is already helping companies reduce the volume of resources they deploy. For example, many enterprises are using state-of-the-art technology to improve process monitoring and increase production efficiency. Green IT should not focus so much on energy savings in IT, rather on saving energy and resources through IT. Both the private and public sector must grab every opportunity to break the tie between energy usage and economic growth. Even if IT is not and never will be green green IT is much more than short-lived hype.
Link: www.deutsche-bank.com
Photos: Denise Vernillo (left), Reinhard Rosendahl
Join the discussion

We would like to hear your opinion. Simply send an email to: bestpractice@t-systems.com
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Learning without boundaries: with Edunex, students from immigrant families benefit from content and teaching methods tailored to their needs.
>>>> 8:15am, Freiherr-vom-Stein School, Fulda >>>>>>>>>>>>>>>>
Making the grade

In Germany, a country where raw materials are scarce, education and knowledge are key resources offering unlimited potential for growth. This summer, the state government of Hesse and T-Systems launched a year-long pilot within the scope of a public-private partnership. The aim: to bring 100 schools into the digital age. Since then, up to 30,000 students have been leveraging Edunex, T-Systems education platform, via broadband connections to learn independently both at school and in virtual classrooms at home. Through this initiative, the latest generation of students can explore the multimedia world of e-education with the help of an innovative interface and discover that life-long learning is fun. But how are the teaching methods of the future being applied? Best Practice caught up with four participating schools in Hesse.
EDUnEx
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he Archimedes sculpture in the entrance hall to the enormous building on Dmnenweg has its eyes shut. Which is a shame because theres plenty to see at this impressive school campus: home to 1,543 students from 40 nations, and 122 teaching staff. It is one of 100 educational institutions benefiting from the public-private partnership between the state of Hesse and T-Systems. The philosophy behind this particular establishment is simple yet revolutionary: We are unconventional teachers who deploy unconventional instruction methods, explains Dieter Umlauf, 48, a German and English teacher. With the help of Edunex, teachers can create digital modules and draw up lesson plans. Whats more, handouts, tests, reading lists and other materials are posted on a dedicated Website for each class every day. As a result, people can study independently and, in particular, effectively prepare for their high-school diploma exams. Math lessons are delivered via video tutorials short films that ensure students get to grips with the ins and outs of algebra, for example.
Everything under control: even the youngest pupils at Freiherr vom Stein School in Fulda are learning independently. Their teacher Clemens Gross just has to supervise.
High-tech equipment
The school has five wireless hotspots and six computer rooms that are always full. And it is no surprise that even the teacher substitution schedules are displayed on flat screens along the corridor like departure boards at an airport. As early as 2001, students could research, and work at one of a dozen terminals, and borrow key materials or even the latest movies from the schools own multimedia center whenever they wanted. The direction the institution is headed is clear: mobile, flexible and independent learning are the way forward in Fulda. The old-school learning-by-heart approach is becoming a thing of the past. Students can select what they want to be examined on them-
selves. They can also hold practice presentations and try their hand at the tests we post on the platform. Our aim is to impart study skills, underlines 39-year-old chemistry and math teacher Clemens Gross. And it is not only pupils who have responded positively: Parents benefit from the transparency of lessons because they can play an active role in the learning process, says Gross, who hopes the project will also lighten his and his colleagues heavy workload. The pilot project requires considerable investment in terms of time and effort from teachers, particularly in the early stages. But eventually, staff will begin to save time as a result of digital learning models.
>>> 8:45am, Freiherr-vom-Stein School, Fulda >>>>>>>>>>>>>
Photos: Thorsten Zimmermann
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English teacher norbert Junghans checks his students Usman and ninas homework online.
ina and Miriam Grnewald are sisters. They share a passion for soccer and both play in their local team, SV niederursel 1919. But when it comes to Internet use, the siblings similarities end. I spend six hours a day at my computer, admits 14-year-old nina, a ninthgrade pupil at Ernst Reuter School 2 (ERS2) in Frankfurt. Her 15-year-old sister, on the other hand, is online for around an hour every day. She prefers to be outside in the fresh air: Id rather play soccer, laughs the tenth-grader. The pair illustrates the wide range of PC and Internet knowledge of students at the high school. Physics teacher Matthias Kraus explains, Some kids are very familiar with computers and quickly
Smart kids: sisters Miriam (left) and nina enjoy playing soccer together. But their opinions differ when it comes to technology and the Internet.
>>>>11am, Ernst Reuter School 2, Frankfurt >>>>>>>>>

get used to the education platform. Others are a little more resistant. Kraus is one of 135 teachers at the school, which has 1,157 students, and is also a project coordinator. He remarks, Were still experimenting. But he has already identified ways to improve the practical application of Edunex. In his opinion, navigation could be more intuitive and the passwords simpler. The pedagogue has observed that tech-savvy students have no problems with the passwords, which are based on strict security regulations. But those who are already a bit wary of the new technology are put off by them when they log on for the first time. It is exactly this kind of feedback, whether the hiccups are the result of emotional or technological issues, that T-Systems project managers are keen to collect and analyze over the course of the year. As Stefan Wilke, Sales Manager at T-Systems for Hesse, stresses, The project gives us the opportunity to find out what we can improve and where we need to do more homework. And the ten project coordinators in Hesse play a key role. Just like Matthias Kraus, they manage the exchange of information between participating schools. But they also offer vital insight into students and teachers experiences by passing on comments. tions online. Today, hes introducing his class to the online forum. This enables them to follow threads between teachers and students and to support each other. If someone has a question about how the portal works, Junghahns points them in ninas direction or to her classmate and fellow computer whiz kid Usman Latif. The 14-year-old grew up using PCs and would ideally like all his lessons to be online. That would be cool, he grins. not least because I often end up losing paper worksheets. But there are also youngsters like Miriam who are a little less enthusiastic. Junghahns: For many, my math lessons are the first real contact with the world of computers. All the kids are familiar with social networks but this is the first step toward using IT in a working environment, which will help them later in life.
Effective way to monitor progress
One of the users at ERS2 is ninas math teacher norbert Junghans. He is introducing the new system step by step, starting with homework. Because, as the 43-year-old explains: Homework presents a big problem for students of middleschool age. I use the platform to check work and answer pupils questions online. The students complete worksheets at their PCs and indicate when theyve finished by switching a red light to green. That way, I can perform spot checks and I dont have to patrol the classroom like a police officer, continues Junghahns. Whats more, he values the opportunity he gets to provide tailored help to individual pupils and respond to their ques-
Matthias Kraus, who piloted Edunex in his physics class, reports a wide range of reactions to the tool, from initial distrust to all-out enthusiasm.
EDUnEx
27
>>>INTERVIEW>>>
E-learning has strategic significance for Hesse

Since August 2009, 100 schools in Hesse have been using the education platform Edunex. Rudolf Peschke, from the states Ministry for Culture, talks about experiences to date and makes suggestions for improvement.
What do you expect from the e-education pilot? We want to offer schools a broad range of new teaching and learning experiences. School managers and education authorities need a solid basis when it comes to making strategic decisions about e-learning. We would also like to find out how a strong partnership with an ICT provider can benefit schools. Why did you choose Edunex? The main reason was that T-Systems was prepared to develop the platform in line with schools real-world requirements. In addition, we initially didnt need to clear up the issue of copyright of content with school-book publishers ourselves. Whats more, we were impressed by the platforms features and security. Which subjects, teaching methods and students is the system most suitable for? There arent really any limitations. But subjects such as politics and economics have different requirements when it comes to up-to-the-minute material than, say, art. The platform aims to provide content from book publishers which students can use to learn independently and improve
Foto: xxx xxx
their knowledge. Material is tailored to the individual needs of each pupil, in terms of content, the number of tasks and the available time. Do you have any suggestions on how the platform could be improved? It could be easier to use and more accessible to all participants. Students and teachers will only work effectively and successfully with Edunex if they consider it useful. Whats more, in addition to teaching methods and content, Id like Edunex to offer better integration with existing software deployed in schools. Would you like to add anything about the content school-book publishers provide? I would like to see more willingness to innovate and invest. Education material is subject to change and needs to be constantly updated. I hope publishers recognize the strategic importance of e-learning platforms as we do and respond by introducing interactive, digital products.
InTERVIEW: THOMAS VAn ZTPHEn
Photos: Johannes G. Krzeslak
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EDUnEx
Irtaza Ahmed (left), a digital native, is always connected. A senior at Ernst Reuter School 1 in Frankfurt, he is preparing for his IT finals.
2pm, center for senior students, Ernst Reuter School 1, Frankf
Photos: Thorsten Zimmermann, Johannes G. Krzeslak
Foto: xxx xxx
-year-old Irtaza Ahmed is already more advanced. He is a senior student at Ernst Reuter School 1 focusing on IT. At first, we used Edunex to learn how to redesign the software that enables vending machines to dispense cola. In March, Irtaza will sit his final exams. He finds Edunex useful because he can always find up-to-date material and doesnt miss out if he cant attend a lesson. When the left-handed tennis player gets up in the morning, he doesnt reach for his radio or the coffee machine, he switches on his PC and logs onto the portal. His teacher, Peter Poloczek, explains: Students can download the latest version of all worksheets and programs. However, the 58-year-old regrets that school-book publishers provide little material for senior pupils so the majority of content has to be developed by teachers themselves. This gives rise to the question of copyright. Intellectual property is an important issue for T-Systems Sales Manager Wilke: Its something well have to address when we evaluate the project. For the past few months, Poloczeks pupils have been using the forum to post their lesson notes and collect feedback. Poloczek likes the fact that he can provide tailored support to each of his students. Our pupils come here from 40 schools in Frankfurt and all have different levels of knowledge and experience. The education platform provides a wealth of opportunities for students to catch up with others. Another Edunex enthusiast is German and history teacher Peter Moritz, 34. He uses the portal to create digital versions of the white board and to manage lesson plans and notes. Its great that all our students can get to grips with the kind of technology that some of them know from Facebook or StudiVZ. It helps them overcome any inhibitions. And with a wink, Moritz admits, The same thing goes for the teachers.
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Mobile learning
As part of a year-long pilot project, this summer, the Hesse Ministry for Culture and T-Systems hooked up 30,000 students at 100 schools across the state to the Edunex learning platform. During the initiative, set to run to the end of the 2009/10 school year, teachers will tailor learning and teaching processes to the needs and abilities of individual pupils and adapt them for workgroups and project work. The e-education project aims to enable children, young people and adults to study independently and to manage their own learning.
Most students at the Hersfeld School for adult education participate in class from the comfort of their own homes.
onrad Duden and Konrad Zuse, who were successful in Bad Hersfeld for many years and are now immortalized in statues in front of the towns famous monastery ruins, would have enjoyed visiting this inconspicuous-looking concrete building in Geistalweg. Because this school, surrounded by picturesque gardens, has created a close and effective link between knowledge transfer and IT. For three years and without external help, education experts led by Thomas Bs and Dietmar Becker were showing adults the way to achieving a high-school leaving certificate of any level. But since this summer, the school has been benefiting from T-Systems Edunex. In addition, vocational courses that are recognized by the German Chamber of Commerce are also on offer. Wedged between two desks in his office and armed with a laptop and headset, school principal Becker, 55, a German and biology teacher, is demonstrating the knee-jerk reflex to his students, many of whom are a similar age to him. But his pupils are nowhere to be seen. Instead, a white
thanks to flexible blended learning, which combines traditional teaching methods with state-ofthe-art e-learning, there are no language barriers despite the fact that 40 percent of students are from immigrant families. In fact, quite the contrary is true: accessible entrance requirements and a large number of translation options ensure equal opportunities for everyone. In addition, these innovative offerings enable virtual conferences with partner schools in France, the netherlands and Poland as part of a program supporting integration through cultural exchange (IdA). Whats more,
furt
5pm, school for adult education, Bad Hersfeld and Fulda

using the Web-based platform, teachers can create content tailored to the needs of individual pupils, and can provide easy access to the information. In a tiny side room, Joachim Herget (55) and Yvonne Gaska (28) are sitting opposite each other with laptops and headsets. Although only 50cm separate them, they are working in competing virtual workgroups to find out about the inner workings of the human knee. Between questions from his teacher, Herget, one of the few students regularly present at the school, finds time to tell us about his own take on life-long learning, For the past two and half years, Ive been coming here every evening. Im currently working toward my high-school diploma and then Id like to go to university. And Herget has experienced considerable success. On this late afternoon, he managed to grasp the reflex mechanism quickly and easily. As he says himself, My progress has a lot to do with the education platform. When I was at school the first time around, we couldnt even have dreamt of such technology.
MATT SLOAn/THOMAS STAISCH Contact: joerg.uterhardt@t-systems.com Links: wwww.fvs-fulda.de (German) www.ersii.de (German) www.sfe-osthessen.de (German) www.t-systems.com/education www.t-systems.com/edunex Video: www.t-systems.com/video/edunex
board on the wall shows nine flashing symbols, each representing a member of the class. And its no surprise, because the state-of-the-art education platform knows (almost) no limits when it comes to mobile study. Bs goes on to explain why the 395 students sometimes dont physically attend his multimedia lesson for several days: We serve an area of 100 kilometers, including east Hesse and, in particular, the rural areas.
Equal opportunities for everyone

Foto: xxx xxx
With the exceptions of sport and religion, the adult learners in Hersfeld and Fulda study every subject. Whether they are originally from Lebanon, Turkey, Afghanistan or Chechnia is not important. And
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CIO Talk
Only the best players can join our network

Claus Moldenhauer, 58, is Vice Chairman of the Board at DAK, one of Germanys leading health-insurance providers. He talked to Kai Schichtel, head of the T-Systems sales unit for insurers, about cost-cutting customer-service initiatives, intelligent management of 80,000 phone calls a day, and the benefits of flexible, scalable, dynamic solutions.
Best Practice 04 l 2009 Foto: XXX xxx
erfahren
CIO-Talk
31
Facts
Dak
Founded: Members: People covered: Starting capital in 1774: Healthcare spending in 2008: Locations in Germany: 1774 4.7 million 6.0 million 10,000 talers 15 billion euros 800
Mr. Moldenhauer, when DAK was founded in 1774, Leonardo da Vinci had already been dead some 200 years. Now he is experiencing a renaissance at the company. Can you explain the significance of da Vinci for DAK? We write it in capitals DaVINCI and it stands for Dak Voice over IP Enterprise Computer Integration. DaVINCI is a highly intelligent automatic call distribution system. We have made a good start on the project and I expect implementation to be complete by early 2011. The Florence native of the same name had many professions for example, he was an amazing goldsmith and outstanding canal designer. Do you see any parallels with your project? Just like the great artist and scientist, we are also treading new ground and exploring the unknown. The new phone system will optimize communications between our six million customers and 800 call centers across Germany. That means none of our customers end up speaking to an anonymous member of staff. Instead, they are quickly connected to a skilled customer-service agent without having to wait. This employee has the customers entire contact history on the screen in front of them.
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CIO Talk
Only the best and most innovative players can join our network of experts and services. That is our benchmark for T-Systems too.
Claus Moldenhauer, 58, CIO and Vice Chairman of the Board at Dak.
What does an optimized communications infrastructure mean for DAK customers and their relatives in everyday life? Each year we coordinate services worth 15 billion euros with almost 200,000 doctors, 21,000 pharmacies, 2,200 hospitals and 640,000 employers. Time plays a pivotal role in the healthcare sector in recovery, as well as prevention. To implement the necessary processes, we need a state-of-the-art infrastructure. And what exactly does state-of-the-art mean in this context? It means we can use our central ICT infrastructure dynamically so we only pay for the resources we use. and thanks to the integration of telephony, we no longer have to stock pile specialist knowledge in one call center. Instead, we can give employees anytime access to knowledge, wherever they are. This project will be a true success story and hard to replicate in Germany, even in Europe. What contact do you have with customers on a daily basis? 50 percent of our contact with customers is by phone. Our new telephony infrastructure will deal with around 80,000 phone calls a day and enable us to respond flexibly to all our customers needs. This is supported by the intelligent call distribution system, which takes into account the region a customer is calling from as well as their specific preferences or wishes for example, if a certain request was recorded in a previous call. So thats the benefit for your customers. But how is this reflected in financial terms? Its not what you would expect: our customer-service initiative is saving us several million euros each year. How? Thanks to voice over IP, all internal phone calls are completely free of charge and external calls are charged flexibly. On August 15, you became Chairman of the Supervisory Board at BITMARCK GmbH, an ICT service provider for the healthcare sector. What does the company do for you? In BITMaRCk, we have created an organization with 1,250 IT staff and current revenues of 250 million euros. The aim of BITMaRCk is to implement standardized health-insurance software for its 200 members, to introduce a one-stop data-center solution, and to provide access to expert consulting and customer service for example, on data clearing. Based on these services, we are driving forward telemedicine applications and solutions and the electronic healthcare card. By spinning off our IT to BITMaRCk, we have in close collaboration with T-Systems created the largest full-service provider of IT solutions in the health-insurance sector.
Healthy banter: kai Schichtel, head of the T-Systems sales unit for insurers, and Claus Moldenhauer (pictured on next page), CIO at Dak, get together regularly for a chat.
That sounds like a milestone. It is. Just think about data center operations, 24 hours a day, seven days a week, and the distribution of network load this results in synergy and efficiencies that help us reduce IT costs. It no longer makes sense for individual health insurers to operate all this in-house, particularly from a financial point of view. BITMaRCk enables a special form of outsourcing one that allows us to keep control over patient data that, quite rightly, must be handled extremely sensitively in accordance with legislation. Now we can focus on our core business as a health insurance company, while benefiting from collaboration between T-Systems, Dak and BITMaRCk. and that goes for all other health insurers in our organization, too. How do BITMARCK and T-Systems work together? Just as well as T-Systems and Dak in the past. With the support of T-Systems international service backbone, BITMaRCk can provide its customers including Dak with cost-effective, competitive and high-quality IT services, as
33
Rsum
Claus Moldenhauer
Claus Moldenhauer, 58, is a native of SchleswigHolstein. He is CIO and Vice Chairman of the Board at Dak, one of Germanys largest health insurance providers. He coordinates services worth 15 billion euros for six million customers each year. Moldenhauer supervised the spin-off of Daks IT to BITMaRCk GmbH, a recently- founded ICT service provider for the healthcare sector. He also serves as Chairman of the Supervisory Board at BITMaRCk.
well as other value-added services. Everyone involved benefits from the two companies in-depth knowledge of scalability and resources. You are one of the largest three health insurance providers in Germany and an innovation leader in an industry that is constantly in flux. How can ICT service providers help you remain in this position? Only the best and most innovative players can join our network of experts and services. Thanks to integrated, innovative offerings and excellent collaboration, our customers benefit from unique, tailor-made services. That is our benchmark for T-Systems too. Your contract as CIO and Head of HR was recently extended by five years. Your second term begins in January next year where do you think DAK will be when it ends in 2015 ? In 2015, Dak will be No. 1 in terms of customer satisfaction because we are more customerfocused than any other health insurance player. Our technology-driven projects such as DaVINCI are designed to help us reach this goal, as are the smart service agreements we provide. What is a smart service agreement? Its all about the effective combination of outpatient, inpatient and rehabilitative care. In other words, cutting out unnecessary steps for the patient and preventing unnecessary delays in the recovery process. For example, that could mean that an overweight patient awaiting a hip operation spends time in a residential care facility beforehand. This provides an opportunity to learn more about the treatment and can be used to motivate the patient to lose weight prior to the procedure, improving recovery afterwards. Excellent collaboration between family doctors, consultants and staff at hospitals and care facilities ensures that everything runs smoothly. This tight integration has two benefits: better quality treatment for the patient and more streamlined cost structures.
When it comes to integrated care, DAK is setting the pace. What role will telemedicine, offered within the scope of a strong partnership, play in your patients lives in the future? Telemedicine and integrated care are closely related because the former is an important part of the latter. It is still early days but telemedicine will definitely become more significant over the next few years. and thats why were involved with so many pilot projects. There are two main aspects: firstly, we can already improve the quality of life for people with certain illnesses, for example by monitoring heart patients in their own homes. Secondly, we need to consider our options for providing care to patients in regions where there is a shortage of doctors, such as Mecklenburg-Western Pomerania. Telemedicine has a great deal of potential in this area. The introduction of electronic healthcare cards is designed to improve collaboration between doctors, pharmacies and health insurers. Following pilot projects in selected regions, what benefits do you think the card will have? Theres no question about it: electronic healthcare cards will be rolled out. How and when remains to be seen, but I am certain they will be a success. One of the reasons for this is the changing state of the healthcare system. Insurers have less funding and therefore must look for intelligent ways of establishing new structures. Your network includes partners such as the German Athletics Association and Runners World magazine. Is that an attempt to lure young people away from their Game Boys, computers and Playstations? Unfortunately, many people only realize how important their health is when they fall seriously ill. as a health insurer, we try to communicate this idea early on. People who value their health are more likely to adopt a healthier lifestyle. We dont want to preach but we believe that a healthy lifestyle can be fun. and thats why we form these partnerships. When it comes to self-promotion, DAKs spending is much lower than the legal limit of 3.73 euros per member for advertising. What alternative methods do you use? In this competitive marketplace, we cant afford not to advertise at all. But word-of-mouth recommendations from our customers who have experienced excellent service and received good advice are just as important. Thats why, in contrast to some insurers, we value face-to-face customer contact and operate regional offices. Of course, customers can also process enquiries and find information online, but we offer both options.
Contact: kai.schichtel@t-systems.com Links: www.dak.de www.t-systems.com/ip-voice Video: www.t-systems.com/video/dak
Photos: Ralph Sondermann
34
people+places
lifestyle
lifestyle coach Brigitte von Boch on the dangers of too much haste when it comes to buying presents, and the art of making people happy with little surprises.
Or at least they are less Children have more imagination than we do. wishes. Ask a child what self-conscious when it comes to expressing their long list. then, brimming they would like as a gift, and theyll hand you a to receive what theyve with anticipation and excitement, they will wait adults are different. they asked for and not just at Christmas time. But some cases, businessmen often cant think of a single thing theyd like. in gift for their wife or even task their secretary with finding a suitable rt boutique. But who needs partner. Or they pick up something at an airpo that famous Parisian another stylish pen? Or scar f number ten from A lot of effor t goes into fashion house? And perfume is a gray area, too. have made their choice, selecting a favorite scent, so when most women out. they stock up on it themselves to avoid running difficult with time for Giving and receiving gifts seems to get more y like? What do i want? both men and women. What would he or she reall agers of our own personalWeve already got ever ything we need. As man well prepared its part of ities, were not used to surprises. Were always life with self confidence modern life. But just because we stride through are just as rosy. thats doesnt necessarily mean our emotional worlds your imagination to think why my advice for the perfect gift is time use e material presents bring of a way of spending it together. Of course, som y such as a handmade us joy time and again, too. An unusual accessor someone a unique aura bag can be a very special, personal gift, giving make a lasting impression. that can be enjoyed ever y day. Books can also an old, lovingly restored And there are women who would be thrilled by not derive the greatest Beetle convertible in their driveway. But do we Precious time shared pleasure from the things we dont have ever y day? t in a hurr y. with someone special is not something we forge
The gift of time
Photos: istockphoto, Herms Paris, Getty images, PR
35
A classic on any wish list are two plane tickets to here or there. And wherever you end up, its fun to pick out souvenirs together that will remind you of the trip when you return home. But sometimes you dont even have to travel very far. i for one delight in an unexpected winte r outing to a Bavarian lake for an afternoon of the regional version of curlin g. you only have to use your imagination and the ideas will start to flow: theres a host of exciting and creative ways to spend time with loved ones. for example, why not book a surprise trip in a hot air balloo n? its something youve talked about but never done. And sharing the exper ience will be fun. i like the idea of taking off together. Giving gifts is a two-w ay process. And people who take it seriously are showing that they care abou t their relationships. the well-known adage diamonds are a girls best friend seems outdated these days now that both sexes live a fulfilled life and have opportunities for self-realization. But complete self-realization also has a downside: were developing autistic characteristics, and we need to address them.
GAlACTiC GeTAwAy www.mondland.de Why not lift off with your loved one and visit the international space station iss? the trip will set around 20.5 million euros, but they do throw you back in the astronaut training for free. Or how about a simple flight to check out the Milky Way? At 98,00 0 euros , its a bargain. sweeTs for your sweeT www.memarmelade.de from well-loved classics to exotic flavor s, theres a jam for everyone here. Create your own mix from over 50 different ingredients. Prices for this home made treat start at 2.70 euros for a 100-gram jar. A ChoCoholiCs DreAm www.chocri.de selec t a base chocolate and add your own ingredients to create a delicious indulgence for that specia l some one. from 1.90 euros for 100 grams (adde d ingredients cost extra).
We are unlikely to mention that the scarf was the wrong color or the tie too conservative for our taste. But when we take a trip together or share an adventure, certain conflicts are unavoidable. And these, in turn, can lead to new happiness. these are the ups and downs of life, and we all have to live with them. The degree and duration of enjoyment felt by someone receiving a gift is directly proportional to the thought that goes into it and the time taken to select it. i find this a good rule of thumb. A surprise love letter can be the best present. i know that ambitious careers can rob relatio nships of precious time. Perhaps thats why i value those shared moments and experiences so much and the children with their vivid imaginations. Giving and receiving gifts requires time.
the collateral damage this may involv e.
with people and accepting
Giving time is about connecting
thats why i think presents are not just for holidays and certa in days of the year.
r Tre ATmenT Give Them The sTA ww w.myst ar.de e-less star s in the there are plenty of nam n one? And to help you galaxy. Why not christe your gift pick out the of and the luck y recipient get a detailed map. star in the night sky, you from 159 euros. Prices A niGhT in An iGloo llene-geschenke/ efa ww w.mydays.de/ausg z-Deutschland.html wei iglu -oesterreich- sch unforgettable Never mind the cold: an rdinary set ting at the experience in an extrao untains. snuggle t mo top of europes highes touches and take in s up, enjoy some luxuriou star s. an incredible view of the Bes CreATive snow Glo de us. ww w.schneekugelha
Brigitte von Boch heads a unique lifestyle enterprise. the mother-of-four established her reputation as a creative thinker in the nineties when she opened a modern hotel in traditional country-house style in saarland, Germany. she has since published several interior-design books with her son Oliver and launched a mail-order company for her own fashion, furniture and accessories ranges which are now also sold in 16 dedicated stores. Her lifestyle magazine Brigitte von Boch living is a great success. link: www.bevonboch.com
36
people+places
time out
of the eight lakes in New Yorks green lung Central Park, Wollman rink and the Pool are the most popular with ice skaters in winter.
3 hours in...
New York
New York in three hours? Thats a tall order in any city but in the mother of all metropolises, its a near impossibility. Or is it? Our exclusive tips give an insiders view of the city, focusing on highlights you wont find in other guides.
37
DELIS, BARS & RESTAURANTS Republic

it is not one of New Yorks in eateries but it offers a relaxed, modern setting to enjoy oriental cuisine alongside locals. 37 union Square www.thinknoodles.com
Roof Garden Caf

Photo:s page 42: Christian Heeb/ Laif; page 43: the New York times/ Redux/ Laif (top), Camille moirenc/ hemis.fr/ Laif
the perfect place for a romantic date: the roof of the metropolitan museum of Art. With sensational views of Central Park, and the manhattan skyline. Whats more, you can enjoy some excellent sculpture exhibitions. open may through october (except mondays). 1000 Fifth Avenue +1 212 535 7710 www.metmuseum.org
Spice Market
A cool venue in the meatpacking district. the tables are positioned in small alcoves around an atrium. And the eastern-style interior and subtle lighting create a chilled atmosphere. on the menu: delicious variations on oriental cuisine. 403 West 13th Street +1 212 675 2322 www.jean-georges.com You could easily miss this inconspicuous bar on the upper West Side. But the jam sessions that take place behind these doors are legendary. Newcomers make their breakthrough in this dimly-lit room. And some of the greats of the jazz world occasionally drop by. But its mediterranean vegetarian food is also worth the visit. the bars name is a reference to the egyptian obelisk in Central Park. 2485 Broadway +1 212 769 6969 www.cleopatrasneedleny.com
CULTURE
A homage to American art spread across four floors (see photo above). it includes studies by Robert Henri, maurice Prendergast, Ben Shahn, Roy Lichtenstein, Andy Warhol and around 2,000 pieces by edward Hopper. Closed mondays and tuesdays. 945 madison Avenue www.whitney.org
Whitney Museum of American Art
The High Line
Cleopatras Needle
New Yorks most exciting park project is a breathtaking elevated green oasis, stretching for 2.3km above manhattan. it offers beautiful walks and a unique view of the city. Landscape gardeners and architects have created a green haven in the middle of the Big Apple. Benches and deckchairs provide a refuge from the hustle and bustle, and state-of-the-art LeD lighting creates striking effects. www.thehighline.org
Bargemusic
the worlds only floating chamber concert hall. Violinist olga Bloom hosts around 220 chamber concerts each year, for around 125 guests at a time, on a barge on the east River. Listen to top-rate musicians and watch the lights of the city dancing on the water. Fulton ferry landing, on the Brooklyn side, directly next to Brooklyn Bridge.
SHOPPING
Green is definitely the new black in New York. Green and organic markets can be found in almost every district. All markets are open from 8am to 6pm, unless otherwise stated. For a comprehensive list, visit: www.ny.com/dining/green.html We recommend the St. Marks Church farmers market. its a paradise for lovers of all things organic though the prices are pretty high. in addition, the area is teeming with quirky shops and cafes well worth a visit. open tuesdays 8am to 7pm June through December east 10th and 2nd Avenue
Aedes De Venustas
this lavish perfume store with its fine array of soaps and body lotions attracts some well-known customers, including madonna and Heidi Klum. Alongside the latest scents from top brands, German owners Karl Bradl and Robert Gerstner present their own exclusive range of beautifully packaged perfumes. Prices range from $20 to $1,300. 9 Christopher Street www.aedes.com
RUNNING
Some of the most popular jogging routes follow the Hudson River, and offer sweeping views of the citys skyline. our favorite: start at the George Washington bridge and run along the waterfront path that takes you through several parks. For a break, take in the panorama at one of the newly-renovated piers. the New York Road Runners Club offers more recommendations: www.nyrr.org/resources/training/central_park.asp
38
people+places
time out
Vienna
Vienna could be compared to an old-fashioned diva who loves to surprise her visitors by dressing in modern gowns. The traditional laid-back feeling, typical of this city, is present in the citys many coffee houses, parks and museums. But behind the baroque faade, there is also a new and hip Vienna. The club scene, like in any other European metropolis, has international influences. But where else in the world are female guests called Miss and greeted by fierce-looking bouncers with a tender kiss on the hand?
Foto: XXX xxx
erfahren
VoRDeNKeR
its over a century since the Austrian empire ended, but Vienna retains its imperial charm (the photo on the right shows Hofburg Palace). the 300-year old auction house Dorotheum (left) is a mecca for lovers of art and culture, with items ranging from the old masters to modern art.
39
COFFEE HOUSES
Some classics are: Luckily, time has stood still here. the waiters are extremely charming yet ber-efficient. the interior is old, or at least it has been perfectly restored, and there is a huge range of national and international newspapers and magazines for guests to persue. At the back of the caf, the clack-clack of colored billiard balls rings out. Closed Sundays in July and August. Gumpendorfer Str. 11 +43 1586 4158 www.cafesperl.at
Caf Sperl
Caf Jelinek
theres no need to rush thats this cafs endearing motto. Delicious homemade pastries, heavenly coffee blends, and in winter, a wood stove crackles away in the corner. Simply divine. +43 1597 4113
Caf Prckl
traditional caf on Ringstrasse. Locals have been bringing their guests here to enjoy a coffee and a sweet treat for over one hundred years. either immerse yourself in your paper or set the world to rights with the person at the next table. Stubenring 24 +43 1512 6115 www.prueckl.at
RESTAURANTS sterreicher im MAK

Award-winning chef Helmut sterreicher serves up mouthwatering modern Viennese dishes. But you definitely need to book. Stubenring 5 +43 1714 0121 www.oesterreicherimmak.at
CULTURE
one of the ten largest cultural and artistic districts in the world. the white cube is home to a unique collection of Austrian art. And a further architectural highlight, a giant gray block, houses mumoK, the museum of modern Art. its courtyard, complete with distinctive plastic structures called enzis, is popular with sunbathers in the summer. in winter, the enzis become igloos and serve hot punch. museumsplatz 1 www.mqw.at
Museumsquartier
Photo:s page 44: Cathrine Stukhard/ Laif; page 45: Peter Rigaud/ Laif, Berthold Steinhilber/ Laif
SHOPPING Dorotheum
Whether you want to buy or just look, Aunt Dorothee, as the Viennese call the oldest auctioneer and pawnbroker in the city, is definitely worth a visit. Youll find jewelry, furniture, paintings, antiques, knick-knacks and kitsch. Around 600 lively auctions are held each year. But there are also plenty of regular stores for shopping. Dorotheergasse 17 www.dorotheum.com
Albertina
A Viennese highlight. the largest graphic collection in the world includes over one and a half million prints. From Drer to Rubens to Chagall the Albertina boasts pieces from almost all prominent artists. Visit before January 10, 2010 and catch the acclaimed impressionism exhibition Painting Light. Albertinaplatz 1 www.albertina.at
Kaufhaus Steffl
this classic shoppers paradise was relocated to a brandnew, futuristic building a few years ago. Youll find everything you want: from traditional Austrian dress to international designer brands. And the Sky Bar on the top floor offers a spectacular view of the city. Krntner Str. 19 www.kaufhaus-steffl.at
RUNNING
the most popular jogging routes through the city are those in the pretty Viennese parks, such as Schnbrunn, trkenschanzpark or Prater. All running and walking trails are well signposted, telling visitors everything they need to know about their chosen route. For a comprehensive list of trails in Vienna, visit www.runningcheckpoint.at
40
Driving success
Heike Auerbach is putting T-Systems North America on the map.
ou could almost say Heike Auerbach lives in paradise. Her garden, in a suburb of Phoenix, Arizona, backs on to the lush green of Starfire Gold Club, a part of Scottsdale Country Club. The Arizona Mountains rise up on the horizon. I dont really need to travel anymore, laughs the 41 year old, multi-lingual manager. I live where others come for a vacation. Heike Auerbach has a sunny disposition that fits in well with her new home in the American southwest. Ive got the best job in the world, she says. Originally from Stuttgart, Auerbach has so far spent 12 years overseas. Shes been in Phoenix since the summer. Before that, she spent a year in New York, two in the motor city Detroit and eight in Johannesburg, South Africa. She explains the benefits of her nomadic lifestyle: My time abroad has been incredibly interesting. Ive experienced a great deal and got to know many different cultures. My family lives in Germany and I have friends all over the world, but thanks to todays communications technology, it is easy to stay in touch. Living in the suburb of Scottsdale, Phoenixs golf mecca, does not make Auerbach nostalgic for other places. Quite the contrary: shes hooked already. Her first impressions: The people have a laid-back attitude to life, and are easy to get to know. I think I could live here forever. And she could actually do just that because after a record time of just nine months, a much soughtafter green card arrived in her mail box. I could stay as long as I like. But who knows where my next task will take me. In all her years as an expatriate, Auerbach has not been able to lose her southern-German Swabian accent. Even though she now feels more at home speaking English than her native German, a soft hint of her heritage comes through. Whats more, Auerbach has retained the relaxed way of talking also typical of her region. But her laid-back manner should not be misread: this lady means business. For the past year, she has held two roles at T-Systems North America: Managing Director and Head of Finance and all at a time when the company was battling to get back into the black. The entire team put in night shifts and weekends to steer the company back onto the road to success. I didnt have much time for my beloved trips to the golf course. In Auerbachs job, with its busy schedule, you cant afford not to tell it like it is. Thats why I take a direct, honest approach to communications, she says of her management style. Its important to tell people where there is room for improvement. But it is just as important to recognize outstanding achievement. I see myself as a team coach. And every quarter she meets with the entire management team and informs employees how business is developing. But communications shouldnt be one way, she says. I want my employees to tell me where they see problems and what they think managers could do better. Auerbach is already making an impact. Since the start of this year, T-Systems North America has been recording positive earnings. Now that were making a profit again, we will focus on rapid growth. But she concedes,
We cant win every deal. Were still relatively unknown on the vast US IT services market. So when it comes to bids, were sometimes still the underdog. But were going to change that over the next few years. When she speaks, the keen golfer reveals a enthusiastic, hands-on attitude that would perhaps be expected from the boss of a mid-sized enterprise. And to an extent, thats how she sees herself. Auerbach explains her own role as part of a larger organization: T-Systems North America has 600 employees. We are part of a global network, but we are small and agile enough to respond flexibly to our customers specific requirements. We have the best of both worlds. Auerbach deals with a broad customer base, including oil giant Shell, sister company T-Mobile, carmakers Daimler and Volkswagen and Canadian aircraft manufacturer Bombardier. To maintain existing contacts and forge new ones, Auerbach practically lives out of a suitcase. My office is the airport and vice versa, she laughs. On average, Im on the move four or five days a week. Her trusted companion is her Blackberry mobile office, telephone and alarm clock in one. I have a pretty much paper-less way of working, she says. She only deals with written documents if they require a signature. When I arrive at my hotel late in the evening, theres usually an envelope waiting for me. This mobile world of work is far removed from what Auerbach encountered when she arrived in Johannesburg in 1997. Back then, we had three employees, no office and I dont think we were even registered with the chamber of commerce. We had to build up the business. It was an exciting time. When T-Systems expanded following an acquisition, there was more groundbreaking work to be done. There was no underlying support structure for the new employees. There was no HR or legal department, no marketing team. Auerbach and her team had to find practical, effective solutions and they were successful. By the time I left the country in 2005, we had moved up to position number 5 in the ICT provider ranking. And the colleagues in South Africa are currently working hard to make it to number 1. It was during her time in South Africa that Auerbach discovered golf. It really is a fascinating sport. You can only play a good round if you remain focused and dont lose confidence over a few bad shots. She continues, And just like in business, you are more successful at golf if you have a sense of humor and keep things in perspective. Auerbach doesnt believe in a one-size-fits-all formula for personal success. In fact, she says, I dont think you should plan your career too precisely. People who are too focused on one particular path miss opportunities that arise elsewhere. Auerbach thinks her strength lies in her ability to cope with change. I can fit into an environment even if the conditions or circumstances arent perfect. Im an optimist through and through, she says smiling.
MATT SLOAN Contact: heike.auerbach@t-systems.com Link: www.t-systems.com/usa
A true pioneer
The right lady for the job
Photo: Brandon Sullivan/ Agentur Focus
people+places
ONE OF US
41
The 41-year-olds garden backs on to her favorite golf course in Phoenix, Arizona. She enjoys the sport because it requires stamina and confidence: You can only play a good round if you remain focused and dont lose heart over a few bad shots.
Heike Auerbach, originally from Stuttgart, has lived overseas for 12 years. She loves a little spontaneity:
People who are too focused on one particular path miss opportunities that arise elsewhere.
42
people+places
BItS & ByteS
u December 23 u
cHRIsTMas gIfTs Online the last opportunity to order presents in time for Christmas: Internet surfers in Germany can shop at Amazon until the afternoon of wednesday December 23. And the gifts will be delivered by lunchtime the following day thanks to DHL. And if you want to send a gift youve purchased offline, DHL will ensure it reaches its recipient on time, within the same time period. www. dhl.de; www.amazon.de
u January 2010 u
IT RUMOR Launch of Apples tablet computer with iPhone software. Quite fitting since it was in January 1983 that Apple Lisa was introduced. It was one of the first PCs with a mouse and an operating system with a GUI since Xerox Star in 1981 and Xerox Alto in 1974. www.apple.com
u u
t t
u January 8 u
u february u
LOOkInG fORwARD, LOOkInG BACk

December to February
sPORT BIRTHDay stephen Hawking is 68 300 years to the day after Galileo Galile died, the most famous astrophysicist of our time was born. Until September 2009, the scientist, who suffers from amyotrophic lateral sclerosis (ALS), held the acclaimed title of Lucasian Professor of Mathematics at the University of Cambridge. www.hawking.org.uk The 21st Winter Olympic games will be held in Vancouver, Canada from february 12 to 28. HDTv German television channels aRD and ZDf will launch their HDtV satellite offering to coincide with the games.
u December 2009 u
u January u
cULTURe
u february u
ceLeBRaTIOn chinese new year the most significant holiday in the Chinese calendar falls on february 14. It signals the start of the year of the tiger. Chinese people tend to take around five days off. So be sure not to schedule any important meetings in China that week.
Photos: iStockphoto, Apple Inc., Getty Images, Cebit, Joel Brodsky/Corbis, Bildagentur Hamburg/Christian Ohde, Murdo Macleod/Polaris/Laif
fesTIve cOnceRTs st. Michaelis (Michel) church, Hamburg, December 16, 8pm to 11pm: organ recital (the first concert using the newly restored organ) December 19/20: Johann Sebastian Bachs Christmas Oratorio cologne cathedral, December 18, 8pm: Advent choral concert Berlin Philharmonic conducted by Donald Runnicles, December 18/19/20 at 8pm Live online at http://dch.berliner-philharmoniker.de
the Tutankhamun exhibition in Hamburg runs until January 31, 2010. HDTv German tV channels Pro7, sat1, Kabel1 will broadcast their first HDtV programs via satellite.
t December 8 t
u January u
smoke alarms will become compulsary. Berlin will close its roads to vehicles that emit dangerous amounts of particulates. BMW will launch its new 5 series which, along with the Mercedes e-class, is the most popular company car in Germany. soccer the German Bundesliga kicks off again after its winter break on January 16.
events
DaTes TO ReMeMBeR Las vegas CeS Consumer electronics Show, January 7-10 Detroit Auto Show 2010, January 11-24 London Gartner Business Intelligence Summit, february 1-2 frankfurt IDC Mobility Conference, february 4 Hannover CeBIt , March 2-6
BIRTHDay Jim Morrison would have turned 66 on December 8. His death in Paris on July 3, 1971 made the lead singer of the Doors, who even published three poetry books, a legend the world over. www.thedoors.com

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T-Systems pushes ahead with global strategy

A new data center at Frankfurt airport

Cutting down on trips to local authorities

Intelligent ticketing system

Typical Red Bull:

like Austrian Felix Ba

so looking for ne w challenges.

Always thirsty for new records

Best Practice 04 l 2009

ter and in the sky

rld records captur

Best Practice 04 l 2009

freestyle biker And Red Bull gives you and Spanish

reu Lacondeguy wings.

Increasing awareness through sponsorship

The rise of Red Bull

Photos: carroux.com/ Red Bull Photofiles, rutgerpauw.com/ Red Bull Photofiles

Best Practice 04 l 2009

T-Systems? They are just as enthusiastic as we are.

Best Practice 04 l 2009

Taking brand value to a whole new level

Flying high with ICT

Prosumers set the pace

Photos: Joey Meddock/ Red Bull Photofiles (both)

Content management is crucial

THe MARKeT FOR FRONT-TOeNd SOluTIONS WIll GROW.

Best Practice 04 l 2009

Everything at their fingertips

Illustration: Sascha Bierl

Best Practice 04 l 2009

Best Practice 04 l 2009

The alternative (ideas) manager

Best Practice 04 l 2009

Games as a platform for innovation

Team players in business

photos: Jane McGonigal

Green ICT: more than a PR buzzword?

IT urgently needs an energy label