PDF Download - Deutsche Bahn AG
PDF Download - Deutsche Bahn AG
PDF Download - Deutsche Bahn AG
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
22 |<br />
DEUTSCHE BAHN <strong>AG</strong><br />
CLear StrategiC tHrUSt<br />
Our strategic thrust is clearly defined: based on a strong core<br />
business in Germany our goal is to continue our progress by<br />
introducing new products and entering new markets. We intro-<br />
duced four special initiatives aimed at helping us achieve this<br />
goal: customers and quality, engineering, capital expenditures<br />
and our market initiative.<br />
Strengthening our core business<br />
We are continuing to further develop from our core business<br />
platform. In doing so we are pursuing the goal of sustainable<br />
stability as well as reinforcing our core business by increasing<br />
the quality and efficiency of our operations. Customer-oriented<br />
service measures are being expanded by the customer and<br />
quality initiative while ensuring that the quality of our operations<br />
is also being improved. Along with these measures the<br />
engineering initiative is focused on raising the levels of safety<br />
and quality in our operations and optimizing collaboration<br />
between us and the industrial sector. After all, the capital<br />
expenditure initiative involves significantly higher quality derived<br />
from investments made to procure new vehicles, modernize the<br />
infrastructure, as well as harmonizing the IT landscape.<br />
Development of new offers<br />
We want to exploit possible synergies within our business<br />
portfolio even better than in the past so we can offer our customers<br />
improved and new attractive offers. Furthermore, we<br />
also want to realize intermodal potential to reduce costs. Our<br />
emphasis here is on the further expansion of integrated offers<br />
by intelligently linking different modes of transport together.<br />
We must take ecological challenges into consideration<br />
when we create new mobility and logistical solutions, and when<br />
we further develop existing solutions. In order to operate our<br />
transport networks in a sustainable and future-oriented manner<br />
we have set ourselves the goal of reducing the CO2 emitted by<br />
our rail, road, air and waterway transports by 20 % (in comparison<br />
to 2006) by 2020.<br />
Expand and strengthen transport networks<br />
Future-capable transport networks require continuous expansion<br />
into new markets. Within the framework of the market initiative<br />
we are realizing the opportunities involved in developing and<br />
strengthening transport networks based on customer needs.<br />
The advancing liberalization of our home market, in particular,<br />
requires us to expand our business activities into new markets<br />
outside of Germany. The acquisition of the British transport<br />
company Arriva during the year under review enabled us to<br />
expand our European passenger transport network thereby<br />
taking a major step forward towards becoming an international<br />
provider of mobility services. In addition to growing our transport<br />
networks, we also want to further strengthen existing networks<br />
and achieve an optimal level of integration.<br />
Parallel to these activities we also want to market our railway<br />
know-how to a greater extent than we have in the past, thereby<br />
making a decisive contribution towards the global renaissance<br />
of rail. We will achieve this by marketing the experience we have<br />
gained in planning complex transport networks around the world<br />
thereby creating the prerequisites to win follow-up assignments.<br />
The 49 % stake we obtained in the Qatar railways Development<br />
Company (QrDC) in the previous year was an important step in<br />
this direction.<br />
integrateD MoBiLitY in gerManY<br />
anD poSitioning in eUrope<br />
Within the German passenger transport sector we are further<br />
raising the performance capabilities of our rail products and<br />
integrating individual services to form comprehensive mobility<br />
solutions. This means that we are linking various transport<br />
modes together and offering our customers flexible door-to-door<br />
solutions from a single source. In doing so we enable the creation<br />
of complete end-to-end travel chains, thereby offering a com-<br />
petitive and ecologically beneficial alternative to motorized<br />
individual transport.<br />
We work closely with our end-customers, as well as other<br />
companies and policymakers when we develop additional products<br />
for our range of mobility offers. This is because we operate efficient<br />
and integrated transport networks in local and long-distance<br />
transport. The links in these networks are being continually<br />
improved in line with customer requirements, thereby generating<br />
optimized connection possibilities to make time-saving transports<br />
a reality.<br />
By integrating various individual systems into a compre-<br />
hensive offer we provide our customers all of the needed travel<br />
information and make it easier for them to book various mobility<br />
options from a single source. This linkage and the possibility to<br />
bundle transport together allows customers to reduce their<br />
mobility costs and benefit from a more comprehensive offer<br />
both in terms of national and international travel. We are working<br />
together with various partners to develop the electronic<br />
Touch&Travel system that allows customers to use a mobile<br />
phone as a ticket for various modes of transport.
Change language