pag. 1

THE FORMAT

WHY TO PARTICIPATE

Smau Milan 2012

THE NEW Smau format

The new format has been designed by ICT Ecosystem operators (vendor, channel, universities and business schools, tradepress) together with Industry and Trade Associations (Confindustria and Ascom) to allow Information &Communication Technology enterprises:• to create new opportunities of doing business with enterprises and public administration;• To develop and/or enhance brand awareness, taking advantage of an authoritative and independentplatform;• To meet ICT partners and new trade operators, developing a direct/indirect network to increase market share.

Demand orientation

Each visitor will set a personal agenda according to his/her business needs by means of the online profiling system in order to identify:• the educational and information meetings of interest amongst more than 300 50-minutes workshops by the most authoritative lecturers and independent analysts;• success cases of Italian enterprises (ICT Innovation Prize);• the best technology suppliers gathered together in a single event to help visitors in their ICT investments.

Billable services for exhibitors

• Database: a list of profiled participants who expressed interest in the same thematic area sponsored by your enterprise.• Lead Generation: all visitors registered at smau.it website interested in your thematic area will be invited to visit your stand; unlimited number of complimentary invitations sent to your customers; prospects, tailored electronic mailings to users in linewith your target; dedicated call centre.• Brand Awareness: your case history or promotional message published in the Innovation Agenda (handed out to visitors)and on smau.it website; your solutions highlighted in the online Gallery of products; media relation with editorial offices inEconomy of main local newspapers.• 9 sq m turn key fully equipped booths (including personalized graphics arts).

To create new business opportunities

BILLABLE SERVICES•Meetingswithnewbusinessusers/ICTchannelatyourstand•Databaseofprofiledcontactsbusinessusers/ICTchannel•Mediavisibility•Networkingamongstparticipatingenterprises

LEAD GENERATION AND TURNOVER INCREASE

To recruit new ICT channel operators2 OBJECTIVES

2DIMENSIONS

RESULTS

<<

>>

October 17-19, 2012

MILAN

Smau Milan is the most important Italian event dedicated to Information&Communication Technology designed to help main national and international suppliers of ICT solutions meet entrepreneurs, corporate and public administration decision makers and ICT channel operators: three days during which the cutting-edge technological novelties and benefits for businesses deriving from adoption of digital technologies will be presented.

SMAUdimensionstoday• Smau Business: dedicated to corporate/public administration managers and decision makers• Smau Trade: dedicated to ICT channel operators (vendors, ISV, VAR, system integrators, software houses…)•SmauMedia: over 1.800 journalists accredited - TV, raedio stations, daily papers, press agencies, trade journals, web sites - (during Smau 2010 edition)

pag. 2

SMAU MEDIA• ICT Innovation Prize – Premio Innovazione ICT, dedicated to the most innovative Italian enterprises and pubblic administrations

• Innovation Paths. From the Idea to Business - Percorsi dell’Innovazione. Dall’Idea al Business, which brings together over 100 start ups and the most innovative local Pubblic Administrations

• Press Guide, a publication distributed to all journalists, containing the event official program and all the special initiatives of the exhibitors.

• Press Room, which houses more than 1,800 journalists in the three-day event

Communication Plan

• More than 350 advertising pages on main trade magazines and websites

• More than 20 advertising pages on main national newspapers

• More than 300 commercials on major local radio stations and focus on Radio 24

• More than 950,000 targeted paper advertising mailed in collaboration with trade associations, authoritative Universities and

Business Schools, exhibitors

• More than 65,000 calls by a dedicated call centre to invite business decision makers and ICT channel operators

PR actions

• Over 200 editorials, specials and focuses on innovation and technology published on main economics journals (Corriere Economia, Repubblica Affari e Finanza, Il Sole 24Ore, La Stampa … )

• Over 800 editorials, specials and focuses on innovation and technology published on main trade journals and web sites (Top Trade, PC Professionale, Computer Build, Data Manager, Zerouno, … )

• More than 300 journalists accredited for the ICT Innovation Prize, opening event which takes place in front of the local and national authorities

• More than 30 TV reports on national TV station before and during the event l’evento (TG1, TG2, TG3, TG5, Sky TG 24, Rai News, Telelombardia Net C@fe, …)

Web

• A dedicated website with more than 700,000 users and over 1,300.000 visited per year

• Continuous presence on main social networks (facebook, twitter, youtube..) before and during the event

pag. 3

ENDUSERSDATABASE(entrepreneursandmanagers)divided per area of interest and short-term investment plan of visitors

Thematic Area Milan2011

A01 - How Enterprise Resource Planning can help manage information and processes in an efficient way 5,584A02 - How business intelligence applications can support decisions 3,979A03 - CRM applications as a tool to effectively manage relations with client 3,726A04 - The opportunities offered by e-invoicing and document dematerialization 3,692A05 - Document Management collaboration and support through Intranet and Web 2.0 solutions 4,020A06 - Innovating processes through Mobile & Wireless solutions 4,529A07 - Cloud Computing and Software as a Service to improve the efficiency and flexibility 3,898A08 - How innovative solutions can improve the efficiency and flexibility of an IT architecture/IT infrastructure 4,152A09 - Innovating corporate communication infrastructures (VoIP, Unified Communication) 3,060A10 - How to avoid costs and damages generated by poor IT security systems 3,387A11 - How to reach new customers through online marketing services and Web B2C applications 4,507A12 - CAD and PLM solutions 2,096A13 - The benefits of digital printing solutions 2,752A16 - Tablet and Smartphone for business 5,329

*exclusive profiled contacts. Each visitor can declare interest in one or more thematic area

Line of Business Profiledpartecipants

F01 - Marketing & Sales 4,588F02 - Administration, finance, control 2,025F03 - Operation & Logistics 1,813F04 - Purchase 1,586F05 - Human resources, organization 1,289F06 - Research and development, design 1,966F07 - Retail & Large Retail Trade 1,080F08 - Public Administration 1,614

2011SMAUMILANRESULTSENDUSERSDATABASE:26,340(entrepreneursandmanagers)divided per enterprise sector, number of employees, turnover and function/position

PROFILEDPARTICIPANTS::52,486( 26,340 END USER and 26,146 ICT CHANNEL)

MILAN2011

FUNCTION

PurchaseAdministration, finance, control Sales, business development ICT, Information system Logistics, supply chain Marketing, communicationProduction, operationsResearch and development, design Human resources, organization Other

3,2%16,0%15,2%21,9%2,6%

12,6%6,2%8,0%2,8%

11,5%

TURNOVER

min 5 mil Euro 5-20 mil Euro21-50 mil Euro 51-100 mil Euro 101-500 mil Euro more than 500 mil Euro

55,3%13,3%6,7%6,4%8,2%

10,1%

NUMBER OF EMPLOYEES

Min 10 11-50 51-250 250-500More than 500

43,5%18,0%15,6%6,5%

16,4%

SECTOR

Industry TradeServices PA-Health-Education-BodiesOther

33,6%3,2%

34,1%28,1%1,0%

pag.4

PROFESSIONAL ASSOCIATIONS AND INDEPENDENT ANALYSTS

ICTCHANNELOPERATORSDATABASE:26,146(dealers,ISV,VAR,systemintegrators…)divided per enterprise sector, number of employees, turnover and function/position

(source: Smau Milan 2011)

TURNOVER

min 5 mil Euro0,5-2 mil Euro2-5 mil Euro5-10 mil Euro10-50 mil Euro50-500 mil Euromore than 500 mil Euro

44,5%16,4%9,7%4,1%8,2%8,4%8,7%

FUNCTION

Purchase and LogisticsAdministration, finance, control Technical Area (research and development, design)

Help deskSalesMarketing, communication Human resourcesOther

3,3%12,3%33,6%

4,5%29,4%9,9%0,8%6,8%

NUMBER OF EMPLOYEES

Min 10 11-50 51-250 250-500More than 500

56,9%18,4%7,9%4,4%

12,4%

*each visitor can belong tomore than one sector

SECTOR

Telecommunication system salesHardware and components sales (e.g. networking)Software developmentThird party software integration and developmentICT publisher

26,5%

42,6%

45,8%38,2%

3,6%

pag. 5

PROFESSIONAL ASSOCIATIONS AND INDEPENDENT ANALYSTS (source: Smau Milan 2011)

pag. 6

PARTNERS COMMENTS (from the closing press release of Smau Milano 2011)

Our participation at Smau was crucial to enable us to present the benefits of our new Channel program, Intel Technology Provider and to compare with the large number of ICT players in the territory. The large attendance to the courses run at our booth has demonstrates once again the awareness and maturity of local ICT players in considering the ICT sector the only competitive factor for the growth of business .Luca Romani, Regional Channel Manager, Intel Italy & Switzerland

The participation to SMAU allowed us to meet with entrepreneurs, managers, public sector and IT professionals, with whom we have detailed the most innovative technology trends during the event, from conferences to our workshops and training. We focused on the benefits of Cloud computing, showing the effectiveness of solutions such as Microsoft Office 365, a simple and flexible solution which can support also the smallest companies on the Cloud. At Smau we also reconfirmed our commitment to support the competitiveness of Small and Medium Enterprises and business partners through concrete actions and a team focused just on Cloud Computing. Aware of the great opportunities of the cloud, Microsoft wants to promote its adoption and diffusion to support the growth of the national economy. Smau was also an important meeting and discussion with representatives of the Public Sector with whom Microsoft has been working for a long time to accelerate the process of digitization of the country.Silvia Candiani, Marketing and Operations Director, MicrosoftItalia

We returned to Smau Milano after a long time of absence, convinced of the importance of a project that is unique in Italy and it is able to aggregate the major players in the ICT market, universities, associations. UCC, Cloud, Social are just some of the key elements that have characterized the presence of Siemens Enterprise Communications at Smau 2011, and that, together with business applications, can represent an important growing opportunity for Italian companies. OpenScape V6, the latest new product just announced during the event, is based on these elements with innovative capabilities in the communications media on the desktop and the integration with Skype communication environment. Smau has represented, and very successfully, an important time for sharing and comparing “cultural” issues and key technologies for the present and the future of the country, in which Siemens wants to continue to exercise a significant role.Riccardo Ardemagni, Chief Executive Officer Siemens Enterprise Communications

The participation of Telecom Italy at Smau Milano 2011 shows the path of development taken by our company to provide not only telecommunications network infrastructure, but also new IT services through the Italian Cloud. Our solutions are dedicated to small and medium enterprises, professionals, large enterprises and public sector that wish to contribute, with Telecom Italy, to the growth of the country.Pietro Labriola, Director of Corporate Business Unit Telecom Italia

Foranyfurtherinformation: SegreteriaOrganizzativa: ph. 02 283131 / 049 8808444 e-mail: info@smau.it

WHAT THE MEDIA SAY ABOUT SMAU MILANO (source: Smau Milan 2011)

The after-Smau allows the sector to breath again. For three days technology has been the argument to talk about. (BorsaeFinanza)

In Italy October is the month of ICT: the appointment in Fieramilanocity comes back, getting together suppliers and industry partners. Exhibitors and spaces increasing despite the crisis. (PanoramaEconomy)

Smau, a cloud switch on in the sky of Milan. The Italian exhibition dedicated to technology opens today. Cloud computing will be the star. (LaStampa)

More than refined palates. So are the 50,000 visiting professionals and managers of this edition of Smau in order to capture all the opportunities offered by digital technologies.(Tg2)