iconannual 2016 - The European Business and Invetsment Magazine

iconvienna

Issue 2016

Official Magazine of iconvienna _ The European Business and Investment Forum

presented by

2016

INNOVATIVE ENTREPRENEURSHIP


SETTING NEW

STANDARDS

THE INDEPENDENT

EUROPEAN IP

INSTITUTE

www.europeanbrandinstitute.com


iconvienna

Editorial

Innovative

Entrepreneurship _ A Key

Competitive Advantage

KR DI Dr. Gerhard Hrebicek

President iconvienna

Editor

ıconvıenna

ınvestments for europe

Im Einklang mit dem Motto „Make contacts to contracts“

und dem diesjährigen Konferenzschwerpunkt

„International Summit on Innovative Entrepreneurship“,

gibt iconvienna erfahrenen Opinion Leader

wieder die Möglichkeit Erfahrungen zu tauschen und

interessante Diskussionen zu führen sowie Experten

und Entscheidungsträgern die Chance neue Kontakte

zu knüpfen und damit zum wirtschaftlichen Erfolg

beizutragen.

Das renommierte internationale Forum hat in den

letzten Jahren seine Horizonte und Ost-West Beziehungen

von Nord- und Lateinamerika über West-, Zentralund

Osteuropa bis nach China erweitert. In diesem

Sinne freuen wir uns die Volksrepublik China im Rahmen

des diesjährigen Forums erstmals willkommen

zu heißen.

Die Young Leaders erwarten auch heuer sehr interessante

Diskussionsthemen im Rahmen des youLEAD –

Young Leaders Dialogue, wo junge Unternehmer und

High Potentials mit dem Ziel aufeinander treffen, mit

ihren kreativen Ideen „ein besseres Europa zu kreieren“.

Mein besonderer Dank geht auch dieses Jahr wieder

an die Stadt Wien und den Bürgermeister Dr. Michael

Häupl für seinen Ehrenschutz. Ich möchte mich auch

bei unseren weiteren Partnern Wirtschaftskammer

Wien und Österreich, Ministerien und Botschaften,

Vertretern von Regionen, Städten, Unternehmen, Medienpartnern

sowie bei allen unseren Beiratsmitgliedern

und dem European Brand Institute für die gute

Zusammenarbeit im Rahmen der iconvienna sowie der

dritten Publikation des iconannual bedanken.

Für die Zukunft wünsche ich Ihnen gute Beziehungen.

Nutzen Sie dieses Magazin ganz nach unserem

Motto “MAKE CONTACTS TO CONTRACTS“!

According to the motto „Make contacts to contracts“

and this year's topic “International Summit on Innovative

Entrepreneurship”, iconvienna provides

an opportunity for experienced opinion leaders to

exchange their knowledge and lead interesting discussions

and gives experts and decision makers the chance to establish

new contacts and contribute to the economic success.

The prestigious international forum has recently extended

its horizons and East-West relationships from North

and Latin America across Western, Central and Eastern Europe

to China. Therefore, we are glad to welcome the People's

Republic of China to this year's forum for the first time.

Young Leaders Dialogue is offering Young Leaders interesting

discussion topics for the third time this year. you-

LEAD gives young entrepreneurs and high potentials the

chance to meet and “create a better Europe” with their ideas.

I would particularly like to thank the City of Vienna

and the Mayor Dr. Michael Häupl for his patronage. I would

also like to thank our partners Austrian Federal Economic

Chamber, Vienna Chamber of Commerce and Industry,

ministries and embassies, region and city representatives,

companies, media partners as well as our council members

and the European Brand Institute for the good cooperation

in terms of iconvienna and the third publication of

iconannual.

For the future I wish you successful relations! Use

this magazine according to our motto “MAKE CONT-

ACTS TO CONTRACTS“!

Foto: Katharina Schiffl

The European Business and Investment Magazine iconannual 3


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MAKE CONTACTS TO CONTRACTS

Forewords

7

Greetings from international partners

20

Central European Initiative

Embassies of the United States, Romania, Slovakia, Czech Republic,

China, Bulgaria, Russia, Dominican Republic, Cuba, Guatemala, Nicaragua,

Venezuela, Panama, El Salvador, Colombia, Argentina, Ecuador

iconvienna & young leaders dialogue

56

About iconvienna

About youLEAD

International Finance & Projects

64

European Strategy for the Danube Region

Crowdinvesting as an alternative venture financing option

New Ways of Infrastructure Financing

ITKAM - Italian Sounding

Alternative financing for innovative entrepreneurship

Innovation & Cooperation

IST Austria – Committed to pursue excellent science

Innovative Technology – Made in Austria

76

Infrastructure & Transport

86

OBB−Infrastruktur: Auf dem Weg von der smarten City zur smarten Bahn

Smart Cities & Regions

Future cities and global challenges

Städte als Standorte für Innovative Entrepreneurship

Vienna - the city for innovative start−ups

Growing cities flourishing urban regions

92

Coverfoto: istockphoto.com

International Branding

In Europa liegen noch viele Marken im Verborgenen

China Council for Brand Development - To be scientific, impartial,

transparent and admitted

Sports For Life – Sports For Good!

Women Leadership Forum

iconvienna 2015 impressions

eurobrand forum

102

Imprint: Publisher/Proprietor: maX iconvienna GmbH | 1010 Wien | Börsegasse 9 | A-1010 Vienna | Tel +43 1 532 1000 23 | Fax +43 1 532 1000 30 | Email office@icon-vienna.net | www.icon-vienna.net;

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Responsible for the content: maX iconvienna GmbH; Disclaimer: The publisher assumes no liability for the accuracy of the contents and the copyright to the photos. Typesetting and printing

errors reserved. iconannual is the official medium of iconvienna and supports the networking concept of this platform.

The European Business and Investment Magazine iconannual 5


WO

RLD

CLASS

PART

NERS

www.advantageaustria.org

ADVANTAGE AUSTRIA is the official Austrian trade promotion

organisation of the Republic of Austria. With its more than 110

offices in over 70 countries, provides a broad range of intelligence

and business development services for both Austrian companies

and their international business partners. Our 800 employees

and 35 consultants around the world can assist you in locating

Austrian suppliers and business partners. We organize more

than 1,200 events every year to bring business contacts together.

Other services provided by ADVANTAGE AUSTRIA offices range

from introductions to Austrian companies looking for importers,

distributors or agents to providing in-depth information on Austria

as a business location and assistance in entering the Austrian

market.


iconvienna

Foreword

Make contacts

to contracts!

KR Dr. René Alfons Haiden

Chairman iconvienna

ıconvıenna

ınvestments for europe

Iconvienna findet heuer zum 12. Mal statt und hat

sich somit als eine erfolgreiche und hoch geschätzte

Plattform für Top-Level Business Networking etabliert.

Auch dieses Jahr werden Top Experten und

Entscheidungsträger aufeinander treffen und über aktuelle

Themen und Trends diskutieren. Dies sorgt nicht

nur für einen wichtigen Erfahrungstausch, sondern

fördert auch die Zusammenarbeit zwischen Unternehmen

und Vertretern aus über 50 Ländern.

Dieses Jahr freue ich mich wieder über die dritte

Publikation des iconannualThe European Business

and Investment Magazine. Das Magazin bietet heuer

interessante Einblicke in den Bereichen Innovative

Entrepreneurship, Infrastructure Innovations for Sustainable

Regions and Cities, Alternative Financing, Digital

Europe und viele mehr.

Erfreulich ist auch die Weiterführung des Young

Leaders Dialogue, der High Potentials zusammenbringt

mit dem Ziel über aktuelle Themen zu diskutieren, die

dann wiederum Fokus der Konferenz iconvienna sein

werden. iconvienna hat das Ziel die Schließung neuer

Geschäftspartnerschaften zu fördern und eine gute Zusammenarbeit

zwischen internationalen Unternehmen

zu sichern.

Ich wünsche allen Partnern und Teilnehmern iconvienna

viel Erfolg!

I

convienna is taking place for the 12th time this year

and has therefore become a highly-rated platform for

Top-Level Business Networking. Top experts and decision

makers meet this year again and discuss current

topics and trends. Beside the important exchange

of know-how that iconvienna provides, it also fosters

cooperation between companies and representatives

from more than 50 countries.

I am very glad about the third publication of iconannual

The European Business and Investment Magazine.

This year's issue offers interesting insights in the

fields of Innovative Entrepreneurship, Infrastructure

Innovations for Sustainable Regions and Cities, Alternative

Financing, Digital Europe and many more.

Also particularly pleasing is the continuation of the

Young Leaders Dialogue, which gathers High Potentials

and gives them the opportunity to discuss relevant topics,

which the conference iconvienna will in turn focus

on. The aim of iconvienna is to promote the establishment

of new business partnerships and to ensure an

easy cooperation between international companies.

I wish all partners and participants a successful forum!

Foto: Haiden

The European Business and Investment Magazine iconannual 7


8 iconannual The European Business and Investment Magazine

Foto: Fotolia


City of Vienna

Foreword

Willkommen in Wien!

Welcome to Vienna!

Dr. Michael Häupl

Bürgermeister und Landeshauptmann von Wien

Mayor and Governor of Vienna

Bereits zum zwölften Mal findet das

European Business and Investment

Forum unter dem Titel iconvienna

in Wien statt. Mit dem Ziel

persönliche Kontaktmöglichkeiten zwischen

Führungskräften, Unternehmern

und Projektpartnern im Raum CEE zu

fördern, hat sich die iconvienna schon

längst zu einer bedeutenden Wirtschaftsund

Investitionsplattform entwickelt. Sie

leistet ihren Beitrag zur wirtschaftlichen

Zusammenarbeit in Europa und ist damit

gerade in der heutigen Zeit an Relevanz

schwer zu überbieten.

Durch die Lage an der ehemaligen

Grenze zwischen West und Ost war Wien

schon immer Dreh- und Angelpunkt für

Austausch, Zukunft und Entwicklung. In

diesem Sinne kann ich mir keinen geeigneteren

Veranstaltungsort für einen Kongress

im Zeichen des wirtschaftlichen

Dialoges vorstellen, als unsere schöne

Stadt im Herzen Europas.

Als Bürgermeister und Vertreter des

Gastgebers Wien heiße ich alle Teilnehmerinnen

und Teilnehmer herzlich in

unserer Stadt willkommen und wünsche

Ihnen interessante und informative Tage

in Wien. Ich hoffe, dass Sie im Rahmen

Ihres Aufenthaltes auch die Möglichkeit

haben, unsere vielfältige Stadt zu erleben

und zu genießen.

Iconvienna – The European Business

and Investment Forum takes place for

the twelfth time in Vienna. Aiming to

promote establishment of contacts

between executives, entrepreneurs

and project partners in the CEE region,

iconvienna has become one of the major

economic and investment platforms. It

contributes to the economic cooperation

in Europe and is therefore nowadays difficult

to outpace.

Thanks to its location between the

East and West, Vienna has always been

a hub for exchange, future and development.

Therefore, I cannot think of a better

and more appropriate venue for an economic

dialogue congress than our beautiful

city, situated in the heart of Europe.

As Mayor and host representative of

Vienna, I welcome all participants to our

city and wish interesting and informative

time in Vienna. I hope that you will have

the opportunity to enjoy your stay in our

city, which is full of diversity.

Foto: Michele Pauty

The European Business and Investment Magazine iconannual 9


We support the City of Vienna in

reaching its goal of being a Smart City.

TINA Vienna GmbH

Smart City Wien Agency

Energy Center Wien

A company of Wien Holding

www.tinavienna.at

www.smartcity.wien


Vienna Chamber of Commerce and Industry

Foreword

Wien als Zentrum fur

Innovationen, Start _ ups

und Entrepreneurship

DI Walter Ruck

Präsident der Wirtschaftskammer Wien

President Vienna Economic Chamber

Foto: Weinwurm

Moderne Technik, Vernetzung

und neue Medien haben im

letzten Jahrzehnt die Wirtschaft

in einem nie dagewesenen

Tempo verändert. Und diese

Innovationsgeschwindigkeit wird

auch weiter anhalten. Eines der erfolgreichsten

europäischen Zentren

für Innovationen, Start-ups und

Entrepreneurship ist Wien. Hier hat

sich in der Vergangenheit eine lebendige

Szene junger Unternehmen

mit neuen Ideen entwickelt. Und

täglich wächst diese Community

weiter. Wien übernimmt damit auch

in der New Economy eine bedeutende

Drehscheibenfunktion, die es

bereits seit langem mitten im Herz

Europas lebt.

Deshalb bildet die iconvienna

den passenden Rahmen für den

Austausch unter Entrepreneuren,

für Diskussionen über die bestmögliche

Finanzierung junger Ideen und

natürlich für die Innovations-Förderung

für Europas Regionen. Dem

und vielen weiteren Themen werden

sich Top-Entscheider aus internationalen

Organisationen Politik, Wirtschaft

und Gesellschaft gemeinsam

mit Vertretern der verschiedensten

Regionen Zentral- und Osteuropas

widmen. Der Kongress bietet die

Chance, die Zukunft aktiv zu gestalten.

Ich wünsche Ihnen spannende

Vorträge und Gespräche.

The European Business and Investment Magazine iconannual 11


Wien im

internationalen

Dialog

Zusammenarbeit von Wien und Belgrad bei

der EU-Strategie für den Donauraum

Wien – Grenzen

überschreitender

Dialog, Chancen

und Projekte

Mit dem 1. Jänner 2016 hat die Eurocomm-PR,

ein Unternehmen der Wien

Holding, die Öffentlichkeitsarbeit der

Stadt Wien in Belgrad, Budapest, Krakau,

Ljubljana, Prag, Sarajevo, Sofia

und Zagreb übernommen. Ziel der

Eurocomm-PR ist es, Wien als Standort

für Investitionen und regionale Headquarter

global zu positionieren, die

Voraussetzungen für eine produktive

Zusammenarbeit zu schaffen und die

Chance für gemeinsame erfolgreiche

Projekte zu eröffnen.

Die TäTigkeiTen Der eurocomm-Pr sind

auf die Förderung des Dialogs der Verwaltungen

sowie auf die positive Darstellung der Wiener

Stadtverwaltung in den Zielstädten ausgerichtet.

Dafür werden im Rahmen der Medienarbeit die

Kommunikationsschwerpunkte der Stadt Wien an

lokale Medien übermittelt. An den Auslandsstandorten

werden mehrtägige Wien-Events organisiert,

um die positive Wahrnehmung der Stadt Wien

zusätzlich zu stärken. Die Eurocomm-PR stellt

profunde Informationen zu Politik, Verwaltung

und Wirtschaft der Zielstädte zur Verfügung, unterstützt

den Know-how Transfer zwischen Wien

und den Städten des Auslandskommunikationsnetzwerks

und betreut PolitikerInnen und FachbeamtInnen

bei bilateralen Delegationen.

BereiTs seiT Dem Jahr 1996 unterhält

Wien ein Netzwerk mit osteuropäischen Hauptstädten.

Gemeinsame Projekte finden sich in un-

Prag ist Teil des Auslandskommunikationsnetzwerkes

der Stadt Wien

terschiedlichen kommunalen

Be reichen. Belgrad und Wien

arbeiten vor allem bei der Stadtplanung

und dem U-Bahn-Bau

zusammen. Der Wiener Weg

beim Tierschutz steht im Fokus

der Kooperation von Wien und

Budapest. Zwischen Wien und

Krakau gibt es bei der städtischen

Daseinsvorsorge und der

Verkehrsplanung einen regen

Austausch. Die Zusammenarbeit

von Ljubljana und Wien

besteht in erster Linie in den

Bereichen EU-Kooperation und

Stadtplanung. Das Interesse für

eine smarte Stadtgestaltung verbindet

Wien und Prag. Sarajevo

und Wien tauschen ihre Erfahrung

im Bereich der modernen

Verwaltung und der Energietechnologien

aus. Mit Sofia bespricht

sich Wien vor allem zur

Abfallwirtschaft und zur Donauraumstrategie.

Der Erfahrungsaustausch

zwischen Wien

und Zagreb konzentriert sich auf

die städtische Verwaltung.

Den Zielländern wird vom

Wiener Institut für Internationale

Wirtschaftsvergleiche für

die nächsten Jahre mittelfristig

ein Wirtschaftswachstum

von durchschnittlich ca. 3 %

prognostiziert. Die Stadt Wien

möchte an diesem Wachstum

teilhaben und den Städten in

den CEE- und SEE-Ländern das

Know-how der Stadtverwaltung

zur Verfügung stellen sowie Wien

als idealen Wirtschaftsstandort

präsentieren, weiterführende

Informationen gibt es unter:

www.eurocomm.at


Wien Holding

Foreword

Innovative

Entrepreneurship

Komm.-Rat Peter Hanke

Managing Director Wien Holding

Launching a new business is a huge step

and requires a lot of dedication and work.

But it's not just about having an idea, it's

about being able to realize it. Networking

offers a great opportunity to get in contact

with new people who might be able to help.

Not only financially but also with experience

and knowledge. For innovative entrepreneurship

it is essential to understand the market

environment and the entrepreneurial capabilities

and culture. For the past twelve years,

iconvienna has offered assistance to facilitate

projects between Austrian and international

companies. Through offering a high-level networking

platform, it brought together company

representatives and decision makers enabling

business and social contacts as well as

an exchange of experience. By doing so, iconvienna

also reinforces Vienna's position as a

desirable business location by strengthening

its reputation around the world.

As a municipal company, our main goal is

making Vienna worth living by implementing

projects that add value to the economy and

the quality of life of the population in Vienna.

Wien Holding with its 75 companies in five

business sectors – cultural management, real

estate, logistics, media, environmental management

– stands for future-oriented, sustainable

projects. Through one of our companies,

TINA Vienna, we introduce innovations

to transform and shape the city in terms of

Smart City and Energy topics. We aim to be

the driving force that takes initiative and lays

the groundwork for others while also making

sure that development corresponds to urban

planning and strategic economic goals. Business

networking platforms such as iconvienna

are essential for promoting new projects

and achievements for they allow the transfer

of knowledge and the exchange of experiences

between cities.

Vienna is a strong, internationally attractive

location. It's central position in the heart

of Europe, its close economic ties and proximity

to the growth market in Central and Eastern

Europe make it an ideal business location

and a strong competitor among the world's

cities. To secure this position for the future,

we will continue to support inconvienna in

its aim of “making contacts to contracts” and

thereby enabling the transfer of knowledge

and innovation.

Foto: Barbara Nidetzky

The European Business and Investment Magazine iconannual 13


14 iconannual The European Business and Investment Magazine

Foto: WKO


Austrian Federal Economic Chamber

Foreword

iconvienna −

Knowledge Transfer

and International

Networking at its Best

Dr. Christoph Leitl

President Austrian Federal

Economic Chamber

Foto: Atelier Doris Kucera

Few other events can measure up to the

high level of iconvienna, which has established

itself over the years as one of

the key discussion platforms for leading

decision-makers in business, politics and science.

Hence, I am proud that the twelfth edition

of this prestigious forum is once again

held at the premises of the Austrian Federal

Economic Chamber.

Due to its geographic location, Austria – and

particularly the city of Vienna – has always

served as the bridge from the West to the East

and Southeast of Europe. Therefore, it is not

surprising that iconvienna takes place here, in

the heart of Europe. Vienna plays an important

role as a meeting point and hub for companies

and institutions from all over the region.

The aim of iconvienna is the effective promotion

of economic and social integration in

Europe. In this context, this year's focus on Innovative

Entrepreneurship covers such important

issues as financing measures, infrastructure

development and regional cooperation.

Moreover, the programme is again enriched by

the young leaders‘ dialogue, which brings high

potentials and young entrepreneurs from Central

and Eastern Europe together on one table.

iconvienna offers them a unique opportunity

to discuss recent developments, bring in fresh

input and develop new ideas.

Another topic of iconvienna 2016 is innovation

and digitalization, which I consider to

be one of the most crucial indicators for determining

Europe's future competitiveness in the

world. Information Communication Technology,

Big Data and innovative apps shape the

world as we know it today. The facilitation and

promotion of a "Digital Europe" is vital and an

absolute necessity in order to develop innovative

approaches and cross-border solutions.

Undoubtedly, iconvienna offers up-to-date

knowledge transfer, high-level presentations

and top-notch expert discussions. Yet, the particular

value of this event lies in its attractive

networking framework. Hardy anywhere else

can one connect with so many international

experts and business people, share ideas,

develop international business relations and

create cross-border friendships. It truly is the

ideal platform to "Make Contacts to Contracts".

The European Business and Investment Magazine iconannual 15


16 iconannual The European Business and Investment Magazine

Foto: Creative Commons


Ministry for Europe, Integration and Foreign Affairs

Foreword

How to successfully

prepare Europe for

the 21 st century

Sebastian Kurz

Federal Minister for Europe,

Integration and Foreign Affairs

Foto: Felicitas Matern/feelimage.at

Numerous challenges are clear

and present at a global scale.

Digitalisation for example will

fundamentally change the work

environment and innovation. Climate

change needs urgent and sustainable

answers by the entire international

community.

Austrian and European companies

will have to live up to these and other

challenges in order to stay competitive

at a global level. These challenges

should be seen as a chance to shape

future innovations and market scale

solutions.

A strong and competitive Austria

needs effective networks with competitive

and innovative regions around

the world. With this in mind the Federal

Ministry of Europe, Integration and

Foreign Affairs contributes in supporting

Austria as an attractive business

location. Among others it recently

established a new department for

Business Service” to assist Austrian

companies abroad and realigned its

network of diplomatic representations

by opening new embassies in economically

promising locations such as Qatar,

Singapour, Colombia or the Silicon

Valley. It also launched the Austrian

Leadership Programs, a visitors program

which aims at building a global

network of decision makers having

first-hand experience of Austria's political

and economic environment.

iconvienna 2016 is manifestly part

of such future-oriented thinking by

connecting regions, companies and

ideas in order to be better prepared to

face future challenges. I therefor warmly

congratulate the organisers of the

12. European Business and investment

forum for their active engagement and

wish you all the best for the event.

The European Business and Investment Magazine iconannual 17


European Commission

Transport

and Mobility

across and in the Regions of Europe

Since 2014, the EU has a new transport infrastructure

policy that connects the continent between

East and West, North and South. This policy aims

to close the gaps between Member States' transport

networks and to remove the bottlenecks that still

hamper the smooth functioning of the internal market,

in order to boost the European economy and create new

jobs. It promotes and strengthens seamless transport

chains for passenger and freight, while keeping up with

the latest technological trends.

In 2014–2020, EU investments will focus on the Trans-

European Transport Network (TEN-T), especially along

its nine core corridors of high European added value.

Two sets of EU funding instruments make financial

support available to projects implementing the TEN-T:

the Connecting Europe Facility (CEF), with a budget of

24 billion euro, and Regional Policy funds, i.e. the Cohesion

Fund and the European Regional Development

Fund (ERDF), with a total envelope of 70 billion euro to

be invested throughout 2014–2020.

I say it often, better connectivity is crucial to Europe's

economic competitiveness. Convenient road and rail connections,

comfortable and environment-friendly public

transport systems; these infrastructures have a great impact

on the attractiveness of a territory for businesses and

tourism, on the competitiveness of the local and national

economy and on the quality of the people's everyday life.

In 2014–2020, Regional Policy will not only improve

connectivity, but invest in the transport system of tomorrow,

making it greener, cleaner and smarter. Out of

the 70 billion euro envelope, almost 40 billion will be

solely dedicated to low-carbon transport (rail, seaports,

inland waterways) and sustainable urban mobility.

Regional Policy will therefore support enhanced multimodality

and innovative technology to reduce road

congestion, cut greenhouse gas emissions gases and boost

In the next decade, Regional

Policy will be a key enabler of a

smart, modern transport system

contributing to address the challenges

of the EU real economy.

transport safety and security. It will promote the shift

towards more sustainable transport modes such as railways,

public transport, cycling and walking in urban areas.

And it will facilitate the use of intelligent transport

systems and infrastructure using alternative fuels.

70% of the European population now lives in urban

areas, and cities are hubs of growth and innovation but

also homes to many challenges, not least poor air quality,

congestion, noise or roads accidents. This is why in-

18 iconannual The European Business and Investment Magazine


Foreword

Foto: istockphoto.com

Corina Cretu

European Commissioner

for Regional Policy

creasing visibility and importance is given now to the

urban dimension of EU transport policy.

Against this background, the Commission presented

in December 2013 an Urban Mobility Package,

which reinforced European action on urban mobility,

called on local authorities to develop and implement

Sustainable Urban Mobility Plans and invited Member

States to provide national policy frameworks that

would support local efforts for sustainable urban mobility

more effectively.

Sustainable transport mobility will also be a priority

under the upcoming EU Urban Agenda, which we are

now consolidating in the context of the Dutch presidency

Foto: European Commission

of the Council. With stronger stakeholder involvement

in the decision-making process on EU policies with an

urban impact, with better benchmarking and exchanges

of best practices and with further synergies between EU

policies and funding instruments, we will make sure to

maximise the impact of EU investments in urban transport

systems.

To this end, it is crucial to make full use of the opportunities

offered by the new Regional Policy framework

for 2014–2020 and its enlarged scope for the use

of financial instruments, in order to lever more private

financing for projects.

In addition, European Commission Vice-President

Jyrki Katainen, responsible for Jobs, Growth, Investment

and Competitiveness, and I recently issued guidelines

on how to best combine Regional Policy funds with the

European Fund for Strategic Investments (EFSI), the

heart of President Juncker's Investment Plan, in order to

attract more private capitals and allow quality projects

to quickly get off the ground.

This is particularly relevant in the fields of transport

projects, which are often ambitious, forward-looking

projects in need of both EU investments and private capitals

to see the light of day.

In the next decade, Regional Policy will be a key enabler

of a smart, modern transport system contributing to

address the challenges of the EU real economy.

The European Business and Investment Magazine iconannual 19


Central European Initiative

CEI

Immediately after the fall of the Berlin wall in 1989, Italy,

Austria, Hungary and the former Yugoslavia established –

as it is known today – the Central European Initiative

(CEI). Since its inception, the CEI has taken root, grown

and finally blossomed into the largest and oldest regional

intergovernmental forum, committed to supporting European

integration. Currently counting eighteen Member

States 1 , the CEI has become a recognised promoter of EU/

non-EU-country partnership and regional cooperation.

Moreover, its unique geographical position makes the CEI

the only regional international organisation connecting

the Baltic, the Danube, the Adriatic-Ionian, the Black Sea

and the Alpine regions. It is the only organisation providing

a peer-to-peer environment for bridging experience

and synergising the new added values of the macro-regional

approach to the complexity of transnational governance

and programming.

The CEI strategic objectives, outlined in the CEI Plan of

Action, are focusing on supporting its Member States on

their path towards European integration; promoting the

alignment of the CEI Member States to EU standards; implementing

small and medium-sized projects and converting

constructive ideas into innovative results. In order to

offer a solid contribution to European integration the CEI

combines political dialogue (multilateral diplomacy) and

project management. Through its project-oriented working

method, the CEI is also a flexible basis for regional cooperation

of its Western Balkan countries and the three Eastern

Partners (Belarus, Moldova and Ukraine). The CEI is

paying special attention to its non-EU Member States' need

for capacity building through know-how transfer and

exchange of experience with its EU countries, thus also

providing sound evidence of the permanent validity of its

A solid

contribution

to European

integration

mission in these difficult times of political turbulence and

economic crisis.

In order to meet the strategic objectives for the benefit of

its Member States, the CEI makes use of a variety of Funds

and Instruments for cooperation:

Our 20-plus-year partnership with the European Bank

for Reconstruction and Development (EBRD) is a real

success-story in this regard, significantly contributing to

strengthening CEI's project-oriented dimension. The CEI

Fund at the EBRD, towards which the Italian Government

has solely made a total contribution of €41.5 million, mainly

provides grant-type assistance for specific components

of Technical Cooperation (TC) projects. Since its inception,

the Fund has provided more than €24 million for funding

144 TC assignments, mobilising €4.8 billion of international

investments in the countries of operations. For one euro

spent on CEI Technical Cooperation, €215 had been invested

by the EBRD and other International Financial Insitutions.

The Fund's main beneficiaries are the non-EU CEI

Member States.

Since 2004, the CEI Fund at the EBRD has also contributed

a total of more than € 2.2 million to the Know-How

Exchange Programme (KEP) supporting 80 projects. As of

2008, the KEP has been also financed by Austria through an

1 CEI Member States and accession date: Albania (1996), Austria (1989), Belarus (1996), Bosnia and Herzegovina (1992), Bulgaria (1996), Croatia (1992), Czech Republic (1993), Hungary (1989), Italy (1989),

Macedonia (1993), Moldova (1996), Montenegro (2006), Poland (1991), Romania (1996), Serbia (2000), Slovakia (1993), Slovenia (1992), Ukraine (1996)

20 iconannual The European Business and Investment Magazine


Greetings

Botschafterin Dr. Margot Klestil-Löffler

Alternate Secretary General

Central European Initiative

Foto: Vojtech Vlk

agreement with the Austrian Development Agency (ADA):

it has so far committed around € 0.9 million for 31 projects.

Poland had also contributed with € 50.000 to co-financed

projects. The Programme, promoting the alignment of CEI

Member States to EU standards, provides grants for projects

related to capacity building and transfer of good practices

and contributes to the economic and social advancement

of the non-EU CEI countries. It also supports the recent EU

Members in their transformation from recipients to donors

of development assistance and promotes principles of foreign

development aid as well as international collaboration

among institutions in CEI countries.

The CEI Cooperation Fund – financed by annual

contributions from all Member States – supports smallsized

projects, such as seminars, workshops, conferences,

training courses, aimed at fostering mobility and people-to-people

contacts in the CEI region. Through these

Cooperation Activities, the intra-CEI mobility rate has

grown to an average of 5,000 people every year. Since its

inception in 2002, 947 activities have been co-financed

with more than € 8.7 million.

To achieve the objectives outlined in its multi-annual

Plan of Action, the CEI is also promoting result-oriented

projects by participating in EU-funded programmes. We

are proud of our records: 29 EU-funded projects, where the

CEI operates both as Lead Partner and as a reliable, effective

partner in key sectors of transnational cooperation,

e.g. transport, science and innovation, renewable energy,

cultural heritage, capacity building. Its long-standing activity

in the promotion of regional cooperation and well-established

networks in Central, Eastern and South-Eastern

Europe represent an added value for the construction of

transnational, cross-border and interregional partnerships

and for the elaboration of concepts and constructive ideas

to be translated into innovative EU project applications.

This operational participation in the implementation of

the EU policies is also the mainstream of our concrete ties

with the European Commission as mandated by our Foreign

Ministers.

This CEI expertise in the implementation of transnational

projects is also very important in view of pursuing

the goals of the EU macro-regional strategies and of the

Eastern Partnership, where most of our countries are included.

All macro-regional strategies have a role to play

for the benefit of the CEI non-EU Member States. Bringing

them closer to the European Union in a very consistent

way to reach the strategic goal driving our activity.

In a nutshell: the CEI is a well-functioning intergovernmental

machinery with strong operational character,

including an Executive Secretariat in Trieste, and project-oriented

approach. Its manifold activities in various

areas and initiatives to create a good business environment

as well as its investment in a knowledge-based

economy have served and are going to continue serving

to increase the economic, social and territorial cohesion

within the regional scope. The CEI also remains committed

to supporting good-neighbourly relations, stability

and prosperity of the countries in the region. The final

scope of the CEI is to assist those countries remaining

outside of the EU on their path towards further European

integration. In this context, the CEI activities are devised

in particular to assist in the preparations for EU membership

of candidate countries and assure an active participation

of its Eastern Member States.

The European Business and Investment Magazine iconannual 21


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United States of America

Greetings

Dear readers!

H. E. Alexa Wesner

U.S. Ambassador to Austria

Congratulations to iconvienna on its twelfth year

as an outstanding platform for investment, entrepreneurship,

and economic cooperation. For investors,

policy makers and entrepreneurs all over

the world, our connections, feedback, and networks—

found at iconvienna—are vital to our shared economic

future. As a vast domestic market with a transparent legal

system, America's most innovative companies have

embraced our connected future. The U.S. Embassy in

Austria is proud to be a partner in this year's program,

proving again that America is open for business.

Everywhere I go across Austria and around the world,

I meet people, especially young people, who are ready to

start something of their own. Their passion for innovation

makes the world a better place, creating new jobs that

bring new wealth, products, and ways to deliver basic services.

In doing so, they transform or create entirely new

industries that drive the global economy and empower

innovation and invention. When successful, these visionaries

turn their way of seeing the world into a safer,

healthier, and more enjoyable reality for everyone.

Austria is filled with successful innovators and entrepreneurs.

Vienna is Europe's most important hub

for commerce, entrepreneurship, and research. Business

leaders in Austria have long recognized that they

can profit from the dynamic, entrepreneurial, business-friendly

environment we have in the United States.

Accessing the U.S. market strengthens their positions

at home, boosting domestic activities through growth

and innovation on both sides of the Atlantic. Time and

again, communities that welcome foreign investors see

job growth and increased economic activity, bringing

new customers and fueling even greater investment.

It is in that spirit that I invite you to join us at the

2016 SelectUSA Investment Summit in Washington,

D.C. June 19–21. Established by President Obama in

2011, SelectUSA (selectusa.commerce.gov) is a unique

program to promote and facilitate investment in the U.S.

More than 2,600 people—including 1,300 companies

from more than 70 countries, over 500 U.S. economic

development officials, and representatives from all 50

states—met last year to exchange ideas with global partners.

Join us this summer for the next SelectUSA, where

20 different federal agencies and hundreds of U.S. economic

development officials can tell you how your business

will profit from the uniquely open and lucrative

business environment we have in America.

The global economy is increasingly interconnected,

and events such as iconvienna and SelectUSA are vital

to building the networks that drive the economy and

shape our future. I wish you all a successful conference

here in Vienna. On behalf of the people of the United

States, I look forward to working with all of you to build

a better future, filled with new opportunities for economic

cooperation.

Foto: U.S. Embassy

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Romania

Greetings

Werte Leserinnen

und Leser!

H. E. Bogdan Mazuru

Ambassador of Romania to Austria

Iconvienna hatte eine bemerkenswerte Initiative,

als sie die Thematik des Business und

Innovation Forums 2016 festgelegt hat: Innovation

und ihre Finanzierung. Die Vorträge

und Gespräche werden dazu beitragen, dass Innovation

vorangetrieben werden kann und ihre

Ergebnisse in der Praxis umgesetzt werden.

Auf europäischer Ebene, wünscht sich

Rumänien neue Maßnahmen und Strategien

die effizienter die Innovation fördern sollen,

um sicher zu stellen, dass die EU nachhaltig

auf der Weltbühne wettbewerbsfähig bleibt.

Intern, wurde ein Konzept erstellt um Innovation

zu unterstützen: 2014 wurde die nationale

Strategie für Forschung, Entwicklung

und Innovation (2014 – 2020) verabschiedet,

Dokument dass Forschung und Innovation als

strategische Treibkraft für die Steigerung der

Wettbewerbsfähigkeit festlegt und den Anschluss

an die neuen europäischen Prioritäten

in Wissenschaft und Technologie verfolgt. Diese

Strategie soll maßgeblich zur wirtschaftlichen

Entwicklung beitragen.

Rumänien strebt das Ziel an 2% des BIP

für Forschung und Innovation zuzuteilen (1%

aus der öffentliche Hand und 1% aus privaten

Quellen). Innovation wird auch durch Förderungsprogramme

für Betriebe unterstützt,

aber auch durch steuerliche Vorteile für die

IT-Branche. Die Letzte hat im Jahr 2014 mit

6% ein Rekordanteil an den BIP erworben, davon

2,5% nur aus Softwareentwicklung und

Dienstleistungen. Um die privaten Investitionen

in Entwicklung zu fördern, wurde 2015

ein Gesetz für die Stimulation individueller

Unternehmer, die sogenannte „Business Angels“,

verabschiedet.

Rumänien und Österreich sind durch traditionsreiche

wirtschaftliche Beziehungen

verbunden. Österreich ist zurzeit der zweitgrößte

Investor in Rumänien, mit Direktinvestitionen

von 4,8 Milliarden Euro und mehr als

7.000 Unternehmen mit mehrheitlicher österreichischer

Beteiligung, die am meisten in der

Industrie, Banken und Versicherungen, Energie,

Bauindustrie und Landwirtschaft tätig

sind. Wir möchten die guten wirtschaftlichen

Beziehungen ausweiten und dieses Ziel kann

auch durch Förderung der Forschung und der

Innovation, sowie durch Know-how-Transfer

erreicht werden.

Foto: Romanian Embassy

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Foto: Hansjörg Schwab


Slovakia

Greetings

Dear readers!

H. E. Juraj Macháč

Ambassador of the Republic of Slovakia to Austria

It's an honor to address you again in iconannual magazine.

Since the beginning of my diplomatic mission

in the position of Ambassador of the Slovak Republic

in Austria in 2012, iconvienna has been in my calendar

every year. Particularly significant was the 2014

East – West Summit on Innovation and Smart Cities

and Slovakia had the honor to be Guest Country. I am

particularly pleased that so many Slovak leaders, government

representatives, local officials, academics and

companies from Slovakia participated in iconvienna

2014.

The motto of the event is "Make Contacts to Contracts",

which is characteristic of today's world – for example

in the case of Smart Cities, I would like to point

out the efforts to harness the potential closeness of the

two Capital cities of Austria and Slovakia, where good

contacts already exist – as we are only 60 kilometers

apart – but need to be translated into business contracts.

The main topic of this year's European Business

and Investment Forum 2016 iconvienna is innovation.

Slovakia has a lot to offer, especially in the automotive

industry. In 2015, we reached the magic limit of 1

million cars produced, thus confirming our leadership

in the world in number of cars produced per capita.

Innovation unites us. Out of many examples, let me

mention just three: the flying car Aeromobil, invented

and designed by Slovak Štefan Klein, which was presented

at the Pioneers Festival 2015 in Vienna, Slovak

e-mobility company Greenway, where electric vehicles

and charging stations can be found in Austria and the

sports arena, an extraordinary Slovak investment and

ice hockey complex with ice rink with the most modern,

environmentally friendly technologies.

Whether we take innovation as a complex assembly

of ingenuity from implementation, inventing new

products, services, processes and technologies to putting

them into practice, it is always a creative process

that combines existing things in new way in order to

offer something unique to the market. iconvienna itself

has the characteristics of being unique. Vienna is the

intersection of business activities in Eastern and Western

Europe, the established headquarters of many international

companies and international organizations

and it is therefore only logical that representatives from

the world of business, energy, politics and diplomacy

meet again in the Austrian capital. I wish iconvienna

2016 successful course and to participants interesting

contributions and fruitful discussions. Let this year's

European Business and Investment Forum be at least

as successful as before!

Foto: Slovakian Embassy

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Foto: Hansjörg Schwab


Czech Republic

Greetings

Verehrte Leserinnen

und Leser!

H. E. Jan Sechter

Ambassador of the Czech Republic to Austria

G

erne nütze ich hiermit die Gelegenheit,

anlässlich des 12. Jahrgangs des Europäischen

Business & Investment Forums

iconvienna 2016 Grußworte an Sie zu richten.

Es ist sehr erfreulich, dass diese alljährlich

stattfindende Veranstaltung in einer Zeit, die von

Unsicherheit und Turbulenzen geprägt ist, in geschäftlicher

wie gesellschaftlicher Hinsicht in

Wien einen Fixpunkt bildet.

iconvienna ist das Synonym einer branchenübergreifenden

Netzwerkveranstaltung, die

internationale Unternehmen, Investoren und

Entscheider mit Schwerpunktinteressen in Mittel-

und Osteuropa zusammenbringt. Firmen begrüßen

die Möglichkeit, auf diese Weise wertvolle

Kontakte zu knüpfen, sich neue Anregungen und

Ideen zu holen und nicht zuletzt Geschäfte abzuschließen.

iconvienna bietet auch in diesem Jahr seinen

Besuchern eine Diskussionsplattform zu topaktuellen

Themen, bestimmenden Trends und Akzenten

in Wirtschaft, Wissenschaft, Technologien

und daraus resultierenden Chancen. Der Wandel

und die Erneuerung vieler herkömmlicher

Geschäftsmodelle finden in einer umfassenden

Digitalisierung Ausdruck, die erhöhte Anforderungen

stellt, aber auch große Chancen eröffnet.

Eine lebendige, dynamische Start-Up-Szene stellt

eine vielversprechende Gemeinsamkeit unter anderem

zwischen tschechischen und österreichischen

Zentren dar. Neue Fragen wie Big Data, Internet

der Dinge, Datensicherheit, Crowdfunding

oder eine bislang unbekannte Kultur des Teilens

verlangen neue Antworten, während andererseits

die Notwendigkeit intelligenter Mobilität

und Investitionen in die Energiesicherheit die

Infrastruktur vor Herausforderungen stellen. Vor

diesem Hintergrund ist es ausdrücklich zu begrüßen,

dass das diesjährige Forum iconvienna 2016

Innovation als unbestrittenen Dreh- und Angelpunkt

der Entwicklung in den Mittelpunkt stellt.

Das Forum iconvienna leistet über den geschäftlichen

Nutzen hinaus einen namhaften

Beitrag zur sozialen und wirtschaftlichen Integration

in unserer Region sowie in Südosteuropa.

Ich bin überzeugt, dass das diesjährige Forum die

Erwartungen der Besucher erneut vollauf erfüllen

wird und dass aus ihm vielfältige Synergieeffekte

entstehen.

Foto: Embassy of the Czech Republic

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China

Greetings

Osterreich spielt eine wichtige

Rolle in der Zusammenarbeit

zwischen China und Europa

M

it großer Freude habe ich zur Kenntnis genommen,

dass iconvienna – The 12 th European Business

and Investment Forum – sich dem Motto „Innovation“

widmet, das mit den Leitgedanken des

chinesischen Entwicklungskonzeptes „Innovation, Koordination,

Grün, Offenheit und Teilhabe“ im Einklang

steht. Der Veranstalter des Forums legt großen Wert auf

Chinas wachsende Einflüsse, lädt dieses Jahr zum ersten

Mal chinesische Unternehmen zur Teilnahme ein und

wird 2017 China als Hauptgastland begrüßen.

China misst den Wirtschafts- und Handelsbeziehungen

mit Europa einen hohen Stellenwert bei. Österreich

liegt am Schnittpunkt zwischen Ost- und Westeuropa,

verfügt über einzigartige Standortvorteile und ist wirtschaftlich

eng mit dem Rest Europas verflochten. Deswegen

könnte Österreich eine wichtigere Rolle in der

Zusammenarbeit zwischen China und Europa spielen.

Zurzeit vertieft sich das politische Vertrauen zwischen

China und Österreich ständig und die substanzorientierte

Zusammenarbeit zwischen beiden Seiten nimmt

einen Aufschwung. Während des China-Besuchs des

Bundespräsidenten Dr. Fischer im Jahr 2015 haben

Führungspersönlichkeiten beider Länder einen breiten

Konsens zur Erweiterung der Wirtschafts- und Handelszusammenarbeit

erreicht. Österreich ist eines der Gründungsmitglieder

von der Asiatischen Infrastrukturinvestmentbank

(AIIB) und hat als Beobachter an dem 4.

Gipfeltreffen zwischen China sowie zentral- und osteuropäischen

Staaten teilgenommen. Dadurch entstehen

neue Chancen für die Erweiterung der bilateralen Zusammenarbeitsbereiche.

Die Filiale von Bank of China

in Wien wurde frisch getauft. Beide Länder nehmen momentan

das 45. Jubiläum der Aufnahme ihrer diplomatischen

Beziehungen in diesem Jahr zum Anlass, um die

Zusammenarbeit zukunftsorientiert zu gestalten.

Ich hoffe aufrichtig, dass das Forum gebündelte Vorteile

von Informationen, Ressourcen und Netzwerkbau

voll zur Geltung bringen wird, um den Austausch und

die Zusammenarbeit zwischen China und Europa sowie

zwischen China und Österreich stärker voranzutreiben.

Ich begrüße es auch, dass sich österreichische Unternehmen

aktiv an Projekten im Rahmen der „One Belt,

One Road“-Initiative beteiligen und mit chinesischen

Partnern über industrielle Zusammenarbeit auf dem internationalen

Markt diskutieren.

Zum Schluss wünsche ich iconvienna, dem 12.

European Business and Investment Forum viel Erfolg

im Voraus.

Foto: Embassy of the People's Republic of China

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Bulgaria

Greetings

Liebe Leserinnen

und Leser!

H. E. Mrs. Elena Shekerletova

Ambassador of the Republic of Bulgaria to Austria

S

eit mehr als 10 Jahren ist das European Business

and Investment Forum – iconvienna eine etablierte

und erfolgreiche Dialogplattform zwischen

Vertretern der Wirtschaft, der Politik und des öffentlichen

Lebens aus der ganzen Welt. Im Rahmen des

Netzwerks und der Veranstaltungen von iconvienna

werden Projekte präsentiert, gemeinsame Probleme

identifiziert und thematisiert, innovative Gedanken

ausgetauscht, Kontakte geknüpft. In diesem Jahr bildet

das Thema Smart Cities ein spezieller Schwerpunkt für

iconvienna.

Ein Smart-City-Konzept beinhaltet umfassendes

know-how, zukunftsorientierte Visionen und mutige

Entscheidungen auf vielen Gebieten – Energie, Transport,

Informationstechnologien und Telekommunikation,

Umsetzung eines intelligenten Verkehrssystems,

höheres Niveau der Ressourceneffizienz in den Städten.

Die strategisch und langfristig geplanten und energieeffizienten

Maßnahmen führen zu einem Wirtschaftswachstum

und zu einer merkbaren Verbesserung in

allen wichtigen Bereichen wie Lebensqualität, Wohlstand,

Beschäftigung.

Die Energieeffizienz ist Schlüsselpriorität der Regierung

in Bulgarien. Man legt großen Wert darauf, die

Konkurrenzfähigkeit der bulgarischen Wirtschaft zu

steigern und die Lebensqualität in den Städten zu verbessern

– durch niedrige Heizkosten, sicherere Wohnungen

und modernes und angenehmes Stadtambiente.

Die Umsetzung läuft durch ein nationales Programm

für Energieeffizienz, das die Sanierung von über 1,3

Mio. Wohnungen für circa 3 Mio. Bulgarische Bürger-

Innen mit öffentlichen Mitteln ermöglicht. Burgas und

Plovdiv sind zwei bulgarische Städte mit langfristiger

Smart City Perspektive. Burgas zählt zu den wichtigsten

Wirtschafts- und Industriestandorte in unserem

Land und ist die erste Stadt, die sich an der Green Digital

Charter angeschlossen hat. In der Stadt werden

fünf Projekte zur Steigerung der Energieeffizienz und

zur Verringerung der Treibhausgasemissionen um 30%

in den nächsten 10 Jahren umgesetzt. Auch Plovdiv

möchte sich als Smart City entwickeln. In Umsetzung

ist ein Projekt zur Modernisierung des Stadttransports

im Wert über 44 Mio. Leva. Projektziel ist eine erhöhte

Verkehrssicherheit. Mit Hilfe neuer Technologien im

Bereich der Sensorik kann das Verkehrsgeschehen an

den Kreuzungen erfasst, gesteuert und kommuniziert

werden. In der Hauptstadt Sofia sind in Umsetzung

zwei Projekte „Sofia – eine intelligente Stadt” und „Innovationen

in der Kulturwirtschaft”.

Die genannten Projekte sind Bulgariens Beitrag zum

Thema Smart Cities. iconvienna wird ohne Zweifel offene

Diskussionen, Erfahrungsaustausch und persönliche

Kontakte zu dem Thema fördern und so für die

Entwicklung weiterer innovativen Ideen und Projekte

beitragen.

Foto: Romanian Embassy

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Russian Federation

Greetings

Liebe Leserinnen

und Leser!

H. E. Dmitry Lyubinskiy

Ambassador of the Russian Federation to Austria

Das jährliche European Business und Investment

Forum iconvienna, das heuer

schon zum 12. Mal stattfindet, ist bereits

aus dem Leben Wiens als anerkannte

Kontaktplatform zwischen Vertretern

der Wirtschaft, Wissenschaft, Politik und

des öffentlichen Lebens aus Ost- und Westeuropa

nicht wegzudenken. Es ist dem Forum

hervorragend gelungen, die vorteilhafte Lage

und Rolle der österreichischen Hauptstadt als

Drehscheibe zwischen Ost und West zu nutzen,

dabei aber auch selbst zu einem wichtigen

Mechanismus des Erfahrungs- und Meinungsaustausches

zu werden und einen bedeutenden

Beitrag zur tiefen und vielseitigen Brückenbauarbeit

zu leisten.

In Zeiten des ständigen Wandels und Fortschritts

sind die vom diesjährigen iconvienna

angesprochenen Themen wie Innovatives Unternehmertum,

Kommunikationstechnologien,

Transport und Mobilität, Datensicherheit u.a.

von besonderem Interesse und versprechen

wieder angeregte und interessante Diskussionen.

Auch Russland ist regelmäßig aktiver Teilnehmer

der iconvienna. Neben der zentralen

Veranstaltung von 2008, bei dem Russland als

Gastland präsentiert wurde, nehmen regelmäßig

russische Regionen wie Moskau, Nowgorod

oder Iwanowo als „Guest Regions“ am

Event teil. Dieser regionale Aspekt ist meiner

Meinung nach von besonderer Wichtigkeit, da

er ein immer breiteres Teilnehmerfeld ermöglicht

und somit das bestehende Netzwerk an

Kontakten ausweitet.

Ich wünsche dem ganzen Team von iconvienna

viel Glück bei der Vorbereitung und

Durchführung dieses Events und Ihnen, liebe

LeserInnen, viel Vergnügen mit der vorliegenden

Ausgabe!

Foto: Richard Pobaschnig

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Fotos: Embassy of the Dominian Republic


Dominican Republic

Greetings

Strengthening

Cooperation with Latin America

and the Caribbean

H. E. Ramón Quiñones

Ambassador of the Dominican Republic to Austria, and Bulgaria.

Dean of the Diplomatic Corps for Latin America and Caribbean

As Dean of the Diplomatic Corps for Latin America

and the Caribbean and Ambassador of the

Dominican Republic in Austria, I would like

first of all to thank iconvienna and its President

Dr. Gerhard Hrebicek for the opportunity to participate

again in this important business event, which has allowed

for the establishment of new contacts and the exchange

of knowledge, ideas, experiences, and business

opportunities for more than a decade.

Conscience of its importance, the Embassy of the

Dominican Republic has supported iconvienna since

its very inception, actively participating in its Forums,

and facilitating contacts with our producers of rum, tobacco

and tourist services. In 2015, we expanded the

long-standing and fruitful collaboration between iconvienna

and the Dominican Republic with the active participation

of other Latin American countries, strengthening

economic and commercial relations between our

two regions in multiple areas.

This year we would like to bring our collaboration

to a new level by institutionalizing the productive relations

between iconvienna and the countries in our

region as part of an increasingly dynamic and constructive

partnership. Situated in the heart of Europe,

iconvienna constitutes an excellent forum for fostering

business relations between the 28 member countries

of the European Union (EU) and the 33 Member States

of the Community of Latin American and Caribbean

States (CELAC) to the benefit of both regions. As is well

known, the EU is the second-largest trading partner of

Latin American and Caribbean, a region that offers great

opportunities for foreign investment and commercial

exchanges.

Opportunities particularly abound in the Dominican

Republic, which despite the economic and financial

crises is enjoying one of the highest growth rates in the

world, underpinned by a favorable and stable business

and investment climate, a competent labor force, and a

vibrant banking sector. Strategically located in the heart

of the Caribbean, the Dominican Republic has become

an important commercial center between Europe, North

America and the rest of Latin America and the Caribbean,

supported by a solid infrastructure. These and other

factors have allowed the Dominican Republic to maintain

a 7% growth rate for the second year in a row in 2015.

The country's favorable climate, stunning beaches, and

friendly people have also made the Dominican Republic

the most popular tourist destination of the Caribbean,

with 5.6 million tourist arrivals in the year 2015.

On behalf of the Diplomatic Corps for Latin America

and the Caribbean and the Embassy of the Dominican

Republic in Vienna, I would like to again congratulate Dr.

Gerhard Hrebicek and his team for turning icon vienna

into a big success, which will be further strengthened

by an intensive collaboration between business

partners of our regions in the future.

Foto: Embassy of the Dominian Republic

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38 iconannual The European Business and Investment Magazine

Foto: istockphoto.com


Cuba

Greetings

Cuba: Opportunities for

trade and investment

H. E. Juan Antonio Fernández Palacios

Ambassador of the Republic of Cuba in Austria and Permanent

Representative to the United Nations Office at Vienna and the

International Organizations based in Austria.

I

highly appreciate and I would also like to

thank you most sincerely for the invitation

to participate in iconvienna. Cuba, a small

country, on which more than half a century

economic blockade weighs, advances

in updating its economic model, focused on

preserving and extending the social achievements,

raising economic efficiency and

achieving the sustainable and prosperous socialism

we aspire.

In the past 25 years, Cuba has transformed

the structure of its economy so that

services now generate more than 60% of export

earnings.

In the area of international economic relations,

Cuba maintains trade with over 75

countries and numerous companies from

all continents which are established in the

country. Diversification is a priority of economic

and trade links.

Foreign investment is a key to achieving

higher growth rates in line with our plans

for development. Law No. 118 of the Foreign

Investment guarantees and incentives to foreign

capital. 12 sectors of the national economy

have been prioritized and 326 projects are

identified which are ready for the participation

of foreign investors.

Development of energy sources, especially

renewable ones, is one of the strategic sectors;

given the priority we assign to the change of

the country's energy matrix.

Electronics, biotechnology, pharmaceutical

and food industry, agriculture, sugar, iron

and steel, light, chemical industries are included

among the priority sectors as well as

the tourism sector which is exhibiting a more

dynamic growth.

The creation of the Mariel Special Development

Zone, the first of its kind in the country,

introduces additional incentives to invest

in Cuba. The area has very favorable logistical

location and conditions. The area offers

a special regulatory framework and fiscal attractive

stand.

The timing is particularly opportune to

take advantage of all these possibilities and

opportunities. In this regard, consider Cuba

as a place to invest and make business.

Foto: Cuban Embassy

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40 iconannual The European Business and Investment Magazine

Foto: istockphoto.com


Guatemala

Greetings

Guatemala:

Tourism destination and

commercial promotion

Foto: Embassy of Guatemala

H. E. Antonio Roberto Castellanos López

Ambassador of the Republic of Guatemala to Austria,

Czech Republic, Slovakia, Slovenia and Hungary

T

his year, once again, it is an honor for me, as

Ambassador of Guatemala to participate in

iconvienna 2016, the European Business and

Investment Forum.

In this context, I would like to highlight Guatemala's

tourism industry and the opportunities it offers as an

investment centre. Indeed, it is a first rate destination for

European travelers thanks to a combination of natural

beauty, a tradition of hospitality and an excellent selection

of hotels – most international chains are present in

our country. A good communications network with motorways

crisscrossing the Nation make it possible both

for sports lovers and those seeking relaxation to spend

time in Lake Atitlán and within a few hours reach the

beautiful beaches that may be found both on the Pacific

and the Caribbean coastline.

Equally, Guatemala is a land steeped in history,

boasting both well pen founded in the XVI century and

declared a World Heritage Site by UNESCO is a beautiful

example of European civil and religious architecture together

with indigenous elements within an active urban

setting. It is one of the best preserved colonial cities in

the Western Hemisphere.

Guatemala is the largest economic market in Central

America with a GDP worth US $ 50.3 billion in 2015,

representing 27.8% of the region's total. The country's

economic growth continues unabated based on a state

policy aiming to promote development, an approach

that has fostered the joint endeavors of public and private

sectors. In so doing it has facilitated an economic

access to key global markets. The latest studies on investment

banking highlight Guatemala's great economic

stability, particularly in the last twenty years.

Also Guatemala enjoys a very solid financial system

with excellent reserve levels and the lowest foreign debt

in the region. Its financial system is integrated by 18

banks, 14 financial institutions, 27 insurance companies,

2 foreign exchange entities and 7 offshore entities.

These institutions offer investors a variety of financial

services with the highest quality and security standards.

In sum, Guatemala is a mature destination both for

high-end tourism and investors seeking stability and

good rates of return. This is why I encourage iconvienna

participants to consider my country when contemplating

foreign direct investment away from European

markets.

In addition to its good road network, Guatemala also

boasts and excellent infrastructure. This fact, together

with internationally recognized human resources

standards is the reason why, for instance, Guatemala has

been selected as a destination of choice when setting call

centre up, providing services the world over.

The European Business and Investment Magazine iconannual 41


42 iconannual The European Business and Investment Magazine

Fotos: Embassy of Nicaragua


Nicaragua

Greetings

Dear readers!

H. E. Álvaro José Robelo González

Ambassador of Nicaragua to Austria, Liechtenstein,

San Marino, Greece, Saudi Arabia and United Arab Emirates

I

am very pleased that the Embassy of Nicaragua participates

another time at the European Business and

Investment Forum iconienna granting business opportunities

to international entrepreneurs.

Let me congratulate Dr. Gerhard Hrebicek and his

staff for their efforts in organizing this business forum.

In recent years, Nicaragua has gone from being the

best kept secret, to stand out as an attractive investment

destinations because of its favourable business climate,

which has been steadily improving thanks to the joint

efforts of the Government of Nicaragua, the private

sector and related institutions. In 2014 were made major

reforms to reduce times for key procedures such as

starting a business; furthermore, remained as one of the

safest countries in the region.

This in addition to its abundant natural resources,

social and political stability has allowed Nicaragua to

become the perfect destination for foreign investments,

resulting in record numbers. In 2014, the country's DGP

grew by 4.7 percent to US $ 11,806 million. Likewise,

total exports were US $ 5,143 million and foreign direct

investment flows reached US $ 1,447 million for the first

time in history.

We invite you to visit Nicaragua as one of the most

attractive destinations in the Western Hemisphere for

international companies looking to grow and optimize

their operations. In this case the Ministry of Development,

Industry and Trade (MIFIC; www.mific.gob.ni),

the official Investment and Export Promotion Agency of

Nicaragua (PRONicaragua; www.pronicaragua.org) are

pleased to assist any interested entrepreneurs in Nicaragua

to provide information about the competitive advantages

that the country offers, the excellent opportunities

for investment and business in key sectors, the solid

legal framework and investment incentives.

Nicaragua grants preferential access to international

markets through a variety of signed agreements.

Therefore Nicaragua is Party to the

• Association Agreement with the European Union

(AdA)

• Central America Common Market Treaty

• Latin American Integration Association (ALADI)

• Free Trade Agreement between Central America, the

United States of America and the Dominican Republic

• Generalized System of Preferences with Japan, Norway,

Canada, Russian Federation and Switzerland

• Preferential Access Agreement with Venezuela, Cuba

and Colombia

Nevertheless Nicaragua is still looking to further

strengthen trade relations and hopes that iconvienna

will serve as a platform to achieve that objective.

I express my sincere gratitude to the President of iconvienna

for the possibility to participate at the twelfth

edition of this business forum.

Foto: Embassy of Nicaragua

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44 iconannual The European Business and Investment Magazine

Foto: Embassy of Venezuela


Venezuela

Greetings

Congratulations to

inconannual 2016

H. E. Jesse Chacón

Ambassador of the Bolivarian Republic of Venezuela

to Austria, Croatia and Slovakia

I

would like to take this opportunity

to congratulate iconvienna – the

European Business and Investment

Forum – for its 12 th Anniversary.

This Forum is a unique platform

for business networks and the

best arena to exchange ideas regarding

the regional and international

cooperation.

Venezuela is a country of opportunities

for investment in sectors

such as energy, telecommunication,

agriculture, tourism, industry, mine

and many others. The Venezuelan

Government is working on the promotion

of new sectors of investment

in order to transform our productive

system, which aim to reinvigorate

our economy.

The mining is one of the most immediate

sources that the country has

and is part of a plan the Government

wants to reactivate the Mine Arc,

where we have about 44 thousand

between gold and diamond, which

will cover strategic areas with high

industrial value. The aim is to diversify

the sectors of economy with

a goal to increase the performance

and productivity.

We believe that iconvienna

would allow us to increase and

strengthen our strategic partnership

with Austria and Europe and to establish

equal relationships taking

into account our solidarity, integration

and justice values.

As Ambassador, I would like to

wish the organizers and participants

a successful conference that

will bring fruitful debates and opportunities

to the countries of Latin

America and the Caribbean.

Foto: Embassy of Venezuela

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46 iconannual The European Business and Investment Magazine

Foto: istockphoto.com


Panama

Greetings

Panama, hub of

the Americas

H.E. Paulina Franceschi, Ph.D

Ambassador of Panama to Austria

It is a great pleasure for the Embassy of Panama to participate

in iconvienna to whom I extend my gratitude

and congratulations for the twelfth edition of this

business forum.

Panama is world famous for its 48-mile canal that

connects the Pacific with the Atlantic Ocean. Therefore,

it is no coincidence that the Panama Canal stands out as

the image of Panama throughout the world, more over

now with its expansion being underway. Its strategic

location, infrastructure and connected area make Panama

an ideal destination for meetings, conventions, business

in general and living. Being a point of contact and

a crossing site, this small isthmus is considered a true

melting point of races. Our land is also home to more

species of birds and trees throughout the Americas.

Its geographical position gives this country a unique

characteristic as a natural Hub for the Americas. Far beyond

the interconnectivity by air, maritime and logistics,

Panama is also home to the City of Knowledge, an

innovative project that aims at expanding the knowledge

platform; and in the near future, Panama will host

the Humanitarian Hub for the region.

According to the IMF and the Economic Commission

for Latin America and the Caribbean Countries Panama's

economy is one of the most stable, sustainable and

increasing in America. Its main economic activities are

financial, tourism and logistics, which represent 75%

of the GDP. In 2015, Panama reached 6% of economic

growth, with only 0.2% of inflation. The country has the

highest per capita income in Central America. Additionally,

the infrastructure sector is a booming factor that

has contributed to boost its economy. This sustained

growth translates into improved quality of life of the average

citizen, with more access to goods and services.

Panama's banking system has over 90 main worldwide

banks with hundreds of branches, located in the

metropolitan area and throughout the provinces. The

advantages of Panama's banking center are a set of stable

economic and labor rules, a high degree of technological

modernization, encrypted account services, an

extensive network of international and immediate communication

with international capital markets. In the

province of Colon, we have the second biggest Free Zone

in the world, among other economic zones thorough the

country, like the Panama-Pacific Area.

Some activities to do in Panama are rainforest tours,

surfing, snorkeling, diving, hiking, camping, birdwatching,

white water rafting, beaches resorts and more. In

Panama City, you can enjoy world-class dining, nightlife,

casinos and shopping!

Foto: Embassy of Panama

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48 iconannual The European Business and Investment Magazine

Fotos: Embassy of El Salvador


El Salvador

Greetings

El Salvador, a Country

of Opportunities

H.E. Carmen María Gallardo Hernández

Ambassador of El Salvador to Austria and Concurrent ambassador

to Bulgaria, Croatia, Hungary, Romania, and Slovakia and Permanent

Representative to United Nations in Vienna.

The Embassy of El Salvador in Vienna has the honour

to congratulate the 12 th European Business

and Investment Forum that provides an important

economic platform in order to promote business

contacts network, in multiple regions and countries

around the world.

I highly appreciate to address you in this year's edition

of the magazine, especially to share why El Salvador is

a country of opportunities, its geographic location enables

a short access time to major cities in North and South

America; the country has an export-oriented economy, it

is an ideal destination for tourism and business.

El Salvador enjoys wide-spread international support

with solid partnerships. Numerous multinational

companies have chosen El Salvador as an investment

destination; El Salvador also has trade agreements with

43 countries in the Americas, Europe and Asia. Together

we represent a potential market of 1.2 billion consumers.

The fDi Intelligence, a division of the Financial Times,

has classified El Salvador as the most cost effective country

in Central America. El Salvador's competitive costs

are in terms of labor costs, electricity rates for commercial

and industrial users, tax incentives to investors, specialized

textiles and apparel, tourism and many more.

El Salvador offers an attractive platform of investment

in the energy sector –a market based on production

costs, Bids based on long-term contracts, Investment

opportunities in renewable energy, Clear rules under a

legal framework that promotes the diversification of our

energy matrix, at small and large scale and Attractive

tax incentives for renewable energy investments.

Another opportunity that El Salvador offers it is tax

incentive scheme to investors, that provides several exemptions

from income tax to municipal taxes, and taxes

on transfers of real-estate property as well as customs

duties and taxes on the import of machinery, equipment,

raw materials and other articles used in the production

of goods and services.

In addition, El Salvador offers attractive investment

opportunities to specialized textile and clothing companies

wishing to enter the regional Central and North

American markets based on the favorable tariff conditions

of FTAs with the U.S. (CAFTA) and the EU.

In recent years, the tourism sector has undergone

a significant expansion, like the natural wealth of the

country, the historical past inherited from the Maya,

the pleasant climate, the hospitality of Salvadorians and

highlighting the Investment Opportunities in Tourism.

In this sense, for more information, contact El Salvador's

National Export and Investment Promotion Agency

(PROESA), offers various services to support you during

the process of evaluation, establishment and operation

of your business in El Salvador (www.proesa.gob.sv/

info@proesa.gob.sv).

Foto: Embassy of El Salvador

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Foto: Embassy of Colombia


Colombia

Greetings

Dear readers!

H. E. Jaime Alberto Cabal Sanclemente

Ambassador of the Republic of Colombia to Austria,

and non-resident Ambassador to Croatia,

Czech Republic, Hungary, Montenegro, Serbia,

Slovenia and Slovakia

I

wish to congratulate iconvienna on the success of

The European Business and Investment Forum that

allows countries and companies to strengthen trade

relations, exchange experiences and network in a

unique atmosphere.

In this context, Colombia is, without doubt, an attractive

partner as being a country that thanks to successful

development strategies achieved an average growth

of 4% over the last 15 years and, thus, offers more and

more thriving business opportunities; a fact that is reflected

also in the constantly falling unemployment

which reached the lowest rate of the last 15 years in 2015

with 8.9% and, that way, approaches the goal of extreme

poverty eradication.

This success development strategies focused on the

investment of US $ 35 billion in the country's infrastructure,

which is one of the main economic sectors besides

mining and energy, agriculture, manufacture, technology,

and tourism.

As for the mining and energy sector, Colombia is

the worldwide fourth largest exporter of coal, growing

in gold production, and ranks among the first producers

of Latin America in nickel production. Also 55% of

the planet's emeralds, considered the best in quality, are

produced in Colombia. A noteworthy fact is that in 2014

Colombia was ranked first in Latin America and seventh

in the world in producing biofuels according to the

“Global Energy Architecture Performance Index 2014”.

As development and peace are two interactive and

economically decisive factors, the Colombian Government

is investing around US $ 457 million in the "Colombia

Siembra" program with the object of planting

one million additional hectares until 2018, to increase

productivity and promote the agricultural sector which

plays a significant role in the country's peace process.

A major beneficiary of Colombia's continuous growth

and development is the flourishing tourism sector. The

natural and cultural wealth, with properties inscribed

on the UNESCO World Heritage List, has turned Colombia

into an attractive tourist destination, the best in ecotourism

according to the World Tourism Fair 2014 held

in Shanghai.

The growing importance of Colombia is also reflected

in the bilateral relations between Austria and Colombia,

proved by this year's reopening of the Austrian Embassy

in Colombia and the official visit of President Heinz

Fischer to Colombia in March.

The World Bank ranked Colombia as most business-friendly

country in Latin America in its 2015

"Doing Business Report", and has bseen recognized by

Austrian companies that are increasingly investing in

local projects. These are some of the reasons why

we invite you to invest in Colombia and visit our

beautiful country.

Foto: Foto: Embassy of of Colombia

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52 iconannual The European Business and Investment Magazine

Fotos: Embassy of Argentinia


Argentinia

Greetings

Congratulations

to iconvienna 2016

H.E. Rafael Mariano Grossi

Ambassador of Argentinia to Austria

It is with great pleasure that I welcome the

twelfth edition of iconvienna, a prominent

entrepreneurial and investment forum in

Central Europe. This year's theme, “International

Summit on Innovative Entrepreneurship”,

assertively apprehends the key issue in

today's global economy: bridging geographical

boundaries and linking relevant private and

governmental players, catalyzing investment

and research to profitably develop transformative

initiatives.

As Argentine Minister of Foreign Affairs

Susana Malcorra has stated, Argentina is a

solid and attractive destination for foreign investors.

It is the third largest economy in Latin

America and the Caribbean, has a wealth

of vast natural resources and an exceptional

human capital. Argentina's geographical location

not only gives it immediate access to the

Southern Cone's population of 244 million, in

addition to its own 43 million inhabitants, but

also connects it to the main world markets via

the South Atlantic and the South Pacific.

My country has a highly diversified economy.

The primary sector is internationally

renowned for its high productivity levels and

use of advanced technologies. Its well developed

industrial base includes key sectors

such as agribusiness, vehicles, pharmaceuticals,

chemicals, biotechnology and design

manufacturing. The traditional service sectors

are also well established, gradually developing

niche expertise in the most sophisticated

segments of the value chain, with notable

growth in software and IT services as well as

a wide variety of high added value professional

services.

In 2016, Argentina has renewed and

strengthened its historical role as an actor

present in all relevant international fora,

from the traditional UN system organizations

and agencies to the G20, seeking to develop

a dialogue with international organizations,

governments and private companies.

President Mauricio Macri's participation in

the Davos World Economic Forum at the onset

of his administration is a clear example

in this direction.

Foto: Embassy of Argentinia

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54 iconannual The European Business and Investment Magazine

Foto: istockphoto.com


Ecuador

Greetings

Congratulations

to iconvienna 2016

H.E. Wilson Marcelo Pástor Morris

Ambassador and Permanent Representative of the Republic

of Ecuador to the International Organizations in Vienna

Iwish to congratulate iconvienna for reasserting

itself all over the years as a prestigious

business and investment forum

which efficiently promotes the exchange

of experiences and the generation of enterprise

networks.

The economic and social indicators that

Ecuador has achieved since 2007 turned it

into a successful country in Latin America,

which is mainly due to the transformation

of the traditional political landscape

and used resources, especially oil, as its

main source of wealth to invest in health,

education and infrastructure.

Ecuador is a country with strong comparative

advantages due to its geography

and luminosity, which allow a high productivity,

as well as the potential of cultivating

and harvesting all year round. Ecuador

– although small in territory – has

been endowed with abundant natural

resources, fertile soil, fish-filled seas, fair

climate, varied topography and – above all –

industrious and hard-working people.

This has allowed us to bring to market

high quality products, many of which are

sold in European countries and around

the world: bananas, shrimp, tuna, passion

fruit and roses, to name a few.

We are looking forward to the final approval

on the accession of Ecuador to the

EU Trade Agreement with Colombia and

Peru, which will allow us to benefit from

improved access for our main exports to

the EU market as well as increase our opportunities

for the micro-, small- and medium-sized

enterprises.

Ecuador provides high quality products

which comply with international standards

as well as production models that are

environmentally friendly and sensitive to

the community. For this and more, Ecuador

is an excellent trading partner.

Foto: Embassy of Ecuador

The European Business and Investment Magazine iconannual 55


About

iconvienna

iconvienna is an organization, which aims to

promote business contacts between Austrian

and international companies and regions in the

CEE countries and Russia. Annually in April,

the European Business and Investment Forum

iconvienna invites to an active dialogue and personal

networking. According to the motto:

"Make Contacts to Contracts"

We provide services for

participants and partners

through personal

contact and presentation

opportunities. We develop the

most recognized European platform

for business and economics.

iconvienna allows company representatives

and decision makers to

present projects in exclusive circles

and specifically to establish

contacts with export markets.

iconvienna in brief

The European Business & Investment

Forum iconvienna is an exclusive

Business & Networking

Event, promoting business contacts

between Austrian and international

companies in CEE regions and

Russia and encouraging project

and investment business between

East and West. Following the motto

"Make Contacts to Contracts",

top-level national and international

decision makers from politics

and economy, international

experts and representatives of regions

meet at the forum. We deliver

value to participants and partners

through personal contacts with

executives, entrepreneurs, government

officials, project partners, as

well as concrete business opportunities

at the forum.

Conference Language

German and English with simultaneous

translations

Welcome reception in

Vienna City Hall

The Opening Night at the Vienna

City Hall is an excellent occasion

Foto: Katharina Schiffl

for easy initial contacts and thus

promote networking and know

how exchange, offering delegations

of regions the opportunity to

introduce themselves to potential

business partners, investors and

decision makers.

56 iconannual The European Business and Investment Magazine


iconvienna

Foto: Katharina Schiffl

Foto: Katharina Schiffl

(left to right)

Gerhard Hrebicek,

President iconvienna;

Anna Maria Hochhauser,

Secretary-General,

Austrian Federal

Economic Chamber;

Wilhelm Molterer;

Director European Fund

for Strategic Investments;

Andreas Matthä,

Executive Director

ÖBB Infrastruktur

Site visit Vienna Central Station

Foto: Fernanda Nigro

Conference at the Austrian Federal Economic Chamber

Expert Panels

During the day, national and international

experts present and

discuss contemporary key issues

that are vital to Europe's integration

and sustainable development.

(left to right) Gerhard Hrebicek, President iconvienna; H.E. Alvaro Jose Robelo Gonzalez, Ambassador of

Nicaragua to Austria; H.E. Carmen Maria Gallardo Hernandez, Ambassador of El Salvador to Austria;

H.E. Gloria Del Carmen Young Chizmar, Ambassador of Panama to Austria; H.E. Jaime Alberto Cabal

Sanclemente, Ambassador of Colombia to Austria; H.E. Ramon Quinones, Ambassador of the Dominican

Republic to Austria; H.E. Ali Uzcategui Duque, Ambassador of Venezuela to Austria; H.E. Antonio Roberto

Castellanos Lopez, Ambassador of Guatemala to Austria

Project Exhibition

Enterprises and regions present

best practice projects and opportunities.

This is an excellent chance

to network, attract investors and to

acquire new business partners.

High Ranking Participants

CEOs, entrepreneurs, top politicians,

representatives of regions,

international organizations and

science meet at the iconvienna forum.

Including side events, participants

from approximately 40 different

countries join each forum.

Vision

iconvienna – the appealing platform

in the center of Europe for the

effective promotion of economic

and social integration in Europe. >>

The European Business and Investment Magazine iconannual 57


(left to right)

Gerhard Burian,

iconvienna;

Florian Saliger,

ÖBB Infrastruktur AG;

Johannes Turner,

ÖBB Infrastruktur AG;

Wolfgang Zottl,

ÖBB Infrastruktur AG;

Amb. Margit Waestfelt;

Gerhard Hrebicek,

President iconvienna;

René Alfons Haiden,

iconvienna

Foto: Katharina Schiffl

Foto: Katharina Schiffl

Foto: Katharina Schiffl

(left to right) Dianne H. B. Welsh, Professor of Entrepreneurship and Founding Director of the Entrepreneurship Program at The University of North

Carolina Greensboro; Alois Steinbichler, CEO Kommunalkredit Austria; Gerhard Hrebicek, President iconvienna; Andreas Matthä, Executive Director ÖBB

Infrastruktur; Stane Bozicnik, University of Maribor, Faculty of Civil Engineering; Ingolf Schädler, Head of Innovation (III/I), Federal Ministry of Transport,

Innovation and Technology

Mission

iconvienna offers an appealing,

promoting and effective environment

including the features of the

city of Vienna such as:

• Vienna as a secure hub for the

international Project-Businesses

for representatives from politics

and economy

• a mix of new and effective business

and social events for regions

and companies including amongst

others exhibitions, presentations,

lounges, contact areas, panel discussions

and keynote speeches,

dinners and receptions, as well as

• cooperation with public institutions,

business incorporations,

media and business partners

from the East and West

iconvienna emblazes the background

for a successful integration

between East and West, especially

• the actual economic development

within the East and the West

• regional "Priority"-Projects

• Best Practice experiences of regions

and companies, as well as

• environmental, resource and

financial questions

iconvienna provides an effective

and efficient contact platform between

East and West, in which

• targeted contacts to experts and decision

makers can be established,

• the attractive side events offer an

ideal atmosphere to

• establish a cooperation network

including targeted contacts to

business partners,

• the international business network

can be of use year-round and

• equity financing, growth capital

and advancing across partners

can be provided.

58 iconannual The European Business and Investment Magazine


iconvienna

Foto: Katharina Schiffl

(left to right) Erich Foglar ÖGB, Andrea Scheichl Austrian Patent Office, Gerhard Hrebicek iconvienna, Birgit Kolb youLEAD, Willy Kempel Federal Ministry

for Europe, Integration and Foreign Affairs

FACTS AND FIGURES

Patronage:

Dr. Michael Häupl, Mayor and

Regional Governor of Vienna

Countries of origin since 2005:

Participants from 78 countries

Chairman of the Advisory Board:

KR Dr. René Alfons Haiden

President:

Foundation: 2004

First Forum: 2005

KR DI Dr. Gerhard Hrebicek, MBA

Target Groups: National and international Top

Decision-Makers from international

organizations, Politics, Economy,

Science and Media Representatives of

Regions from Russia, Central & Eastern

Europe, Latin America and the

Caribbean and USA

Motto:

Make Contacts to Contracts

Participants since 2005: around 8.300

Speakers since 2005: around 620

FOCUS 2016:

International Summit on

Innovative Entrepreneurship

Previous Focus Areas:

• East-West Summit on Regional Cooperation through Innovation

and Entrepreneurship (2015)

• East-West Summit on Innovation and Smart Cities (2014)

• East-West Summit on Innovation and Infrastructure (2013)

• East-West Summit on Innovations for Growth in the

Danube Region (2012)

• East-West Summit on Innovation and Sustainability (2011)

• East-West Summit on Energy and Sustainability (2010)

• East-West Summit: New opportunities through East-West

Cooperation (2009)

• Challenge Russia - Europe-Russia: New Opportunities (2008)

• Future Investments for Europe (2007)

• Sustainable Solutions for the Information Society (2006)

• Information and Consulting (2005)

The European Business and Investment Magazine iconannual 59


youLEAD

young leaders dialogue

The second iconvienna YOUNG

LEADERS DIALOGUE took

place on April 22, 2015 at the

Austrian Federal Chamber of

Commerce. According to the

motto of iconvienna "MAKE

CONTACTS TO CONTRACTS",

the main purpose of bringing

young entrepreneurs, young

leaders and high potentials

from different disciplines as

science, transportation, technology,

etc. from Central and

Eastern Europe together and to

facilitate exchange and develop

joint views on issues of key

relevance for the future, was

successfully accomplished.

iconvienna

YOUNG

LEADERS

Fotos: Fernanda Nigro

DIALOGUE

Focus areas were mobility,

sustainable energy, infrastructure

and growth, entrepreneurial

opportunities as

well as the future of Europe. All

these interesting and significant

topics were discussed over the

course of keynote speeches, followed

by a World Café, where the

participants had the opportunity

to pass five stations, such as Mobility,

Sustainable energy, Entrepreneurial

opportunities, etc., to

ex change opinions and to consequently

present the outcomes.

The event was opened by the

President of iconvienna Gerhard

Hrebicek. In his welcome speech

he explained the relationship between

the European Business and

Investment Forum iconvienna and

Young Leaders Dialogue.

The event proceeded with

a keynote held by Dianne H.B.

Welsh – Professor of Entrepreneurship

and Founding Director

of the Entrepreneurship Program

at The University of North Carolina

Greensboro, who emphasized

that entrepreneurship required

60 iconannual The European Business and Investment Magazine


youLEAD

youLEAD

Young Leaders Dialogue

Format: keynote speeches

followed by a World

Café, Networking

Coffee Breaks by

café +co

Topic: Create the future

of Europe through

Re search, Innovation

and Cooperation

Participants: young entrepreneurs,

young leaders and

high potentials up

to the age of 40,

open-minded and

active involvement

Your benefit in attending the

conference: networking with likeminded

young leaders and senior

decision-makers

senior experts & mediation experts

Further Information:

www.icon-vienna.net/youLEAD

creativity and innovativeness.

Young entrepreneurs need to have

both, a skillset and a mindset.

The event was also marked by

four impulse statements and interesting

discussions. Throughout

the dialogue the young leaders

jointly developed concepts for

the future of Europe in general,

exchanged their opinion, analyzed

the relevant requirements and

discussed essential findings with

leading decision-makers such

as Anita Graser, Scientist at the

AIT Mobility Department; Roland

Ambrosch, Managing Director

ProAutomation GmbH; Andreas

Hajek, Editor-in-Chief CIO Guide

and Karin Mottl, Managing Director

Energiepark Bruck/Leitha.

The findings discussed at the

opening panel meeting were a

focus throughout the iconvienna

2015 conference.

young leaders dialogue

world café

The European Business and Investment Magazine iconannual 61


youLEAD

young leaders dialogue

Foto: Birgit Kolb

Foto: Florian Saliger

Birgit Kolb

Chair youLEAD

Florian Saliger

Chair youLEAD

The future is in our hands −

let’s shape it together!

This year's youLEAD will

take place on April 20, 2016

at the Austrian Chamber of

Commerce. Young entrepreneurs

will have the exciting opportunity

to join a community of

other like-minded young leaders

and attend an event focusing on

the future.

In line with the topic of the 12 th

iconvienna conference "International

Summit on Innovative Entrepreneurship"

that will convene in

Vienna from 20 – 22 of April 2016,

we would like to bring young leaders

together and jointly discuss on

innovative entrepreneurship, alternative

financing, digitalization.

Young potentials will again exchange

views, analyze the relevant

requirements and discuss findings

with leading decision-makers.

PROGRAM OVERVIEW youLEAD 2016

April 20, 2016

14.00 Moderation

Michael Hamberger, Spokesman Experts Group Business Mediation,

Austrian Federal Economic Chamber

Welcome

Gerhard Hrebicek, President iconvienna

Birgit Kolb, Chair youLEAD

Florian Saliger, Chair youLEAD

14.30 Impulse Statements

GAMIFICATION

Georg Steinfelder, Paul Spiesberger-Höckner, Os

"Os are presenting their experiences as independent app developers and

how they tackle social issues with gamification"

CROWDFUNDING

Marina Wittner , Parliamentary Assistant European Parliament

"Europe has to support innovative ideas and evolve a new spirit of entrepreneurship

in order to create an attractive hub for business and investment"

SUSTAINABLE BUSINESS

Gianluca Vitale, AVL List

"A sustainable vehicle development process for the mobility of the future"

MORE THAN FACEBOOK

Andreas Viehhauser, Buddy me

"Fake it until you make it: Why many platforms fake their user numbers,

but real community still remains unbeaten"

15.30 Coffee Break

16.00 Speed Networking

16.30 youLEAD World Café Young Leaders

17.30 Wrap-up

62 iconannual The European Business and Investment Magazine


• Fairtrade

und Rainforest

zertifizierter Kaffee

• Fairtrade zertifizierter

Bio-Kakao

• Bio-Alpenmilch und

Bio-Rübenzucker

• Becher zu 100 %

abbaubar

höchster genuss.

maximal nachhaltig.

www.maxPLANET.at


European Strategy for the Danube Region

European Strategy

for the Danube Region

The river Danube is one of the longest and most important rivers of our continent. Its basin

includes wide parts of Central and Eastern Europe. On its way to the Black Sea Danube

river passes 10 countries, almost 20 countries have at least tiny parts of the entire river

basin. Along the river 10 autochthon languages are spoken and 12 in the whole basin. In

20th century the Iron Curtain divided the river into a capitalistic and a communist part for

more than 40 years. And still the river is divided by European means: many countries on

the rivers shores are not member of the European Union.

These circumstances make the river Danube Region

the most international in Europe. Neither

Rhine-, Elbe- nor Volga-Region have such a multicultural

and administrative heterogenic structure.

Also population density, GDP and infrastructure

are very specific in the Danube Region. Density is far

lower than in the Rhine basin and referring to GDP and

infrastructure there is a big gap between countries in

the Danube Basin.

This very unique situation in Central and Eastern

Europe was the main reasons for implementing a macroregional

strategy for the Danube Region. Macro-regional

strategies follow the characteristics of soft policy tools

and are applying a multi-level and cross-sectoral approach

at the crossroads of territorial policies and foreign

relations. The EU Strategy for the Danube Region

was initiated in 2009 by European Council. 14 states

participate in this political program. The aim is to create

a new momentum through a broad range of harmonized

activities. They can lead to a better spending of European

funding for investments in the future, thus bringing

prosperity and better living conditions to its citizens.

European Council adopted Strategy and Action-Plan

in 2011. 12 Priority Areas were identified dealing with

Waterways, land and air transport, energy, culture and

tourism, water quality, environmental risks, biodiversity

and landscapes, knowledge society, competitiveness,

people and skills, institutional capacity and security.

Within this framework the City of Vienna and

the Slovenian Center for Excellence in Finance were

asked as coordinators for Priority Area

10, Institutional Capacity and Increase

of Cooperation.

The heterogenic environment of the

Danube Region needs an increase of cooperation

and to improve its institutional

capacity. Among the 14 participating

states there are huge disparities in terms

of rule of law, transparency, democracy, the market economy

and political stability. Efficient administrations are

prerequisite for reforms and effective investments. The

challenge in the Danube Region are f. e. insufficient development

of e-government, lack of transparency and

administrative weaknesses. Moreover, a structured bottom-up

process and the involvement of civil society can

contribute to sound and efficient steps to better living.

The stabilization of political systems in countries and on

local and regional level will enforce the macro-region.

Priority Area 10 therefore concentrates

• on development of public administrations capacities,

• on urban policies as cities are the closest to citizens,

• on the involvement of local actors as these are very

active on the fields of social inclusion, sustainable

development and transparency and

• on innovative financing to raise the absorption of

EU funds.

Priority Area 10 has implemented several tools to

match the targets:

Foto: istockphoto.com

64 iconannual The European Business and Investment Magazine


International Finance & Projects

SOME OF THE ONGOING PROJECTS

SUPPORTED BY THESE TOOLS ARE:

Training4Ports for increasing the quality of port services

(Romania, Ukraine and Moldova)

CDCP Roma for revising the population's attitudes

towards Roma (Hungary, Romania, Bulgaria, Slovakia)

Authentic Danube is a project to delivering tourism

excellence for visitors and industry (Bulgaria, Serbia

and Austria)

CSDanube will help to increase cybersecurity in the

Danube Region (Czech Rep., Austria, Croatia, Moldova,

Serbia, Slovakia)

B-CAP is combining building capacity in the educational

sector and the restoration of historical buildings

in Romania (Austria, Romania)

Priority Area 10 is working for a better life for people in

the Danube Region by involving an immense variety of

actors: NGOs, trade unions, chambers of commerce,

ministries, financial institutions, cities, regions and all

innovative actors in the entire macro-region

www.danube-capacitycooperation.eu

Danube Financing Dialogue (DFD) is a series of international conferences

hosted by the Danube Region's National Banks. It merges the business promoter's

needs and the existing funding sources and financing products.

Euro Access encompasses the most relevant programs for the Danube

Region. The main objective is the development and maintenance of a

user-friendly database. It will include important information on

EU-Funding relevant for the Danube Region till 2020.

Rudolf Schicker is Coordinator

of Priority Area 10 of EU-Strategy

for the Danube Region

Foto: EUSDR

START – Danube Region Project Fund aims at providing Seed

Money. To cover the project expenses from the beginning, beneficiaries

receive an early pre-financing of 50% of the total grant. The Seed Money

principle shall help small organizations.

Technical Assistance Facility for Danube Projects (TAF-DRP) fills the

gap between project idea owners and available funding sources by providing

consultant services. The services are financed by the facility.

The European Business and Investment Magazine iconannual 65


CONDA

Crowdinvesting as

an alternative venture

financing option

Ever lower interest rates and declining corporate lending make individuals as well as entrepreneurs

increasingly look for alternative investment and financing opportunities. This is where crowdinvesting

– also known as equity or lending based crowdfunding – comes into play. With crowdinvesting,

entrepreneurs profit from the financial strength of the public (the crowd) who collectively invests into

their business. On the other hand small investors may receive attractive returns on their investment.

Crowdinvesting is a special form of crowdfunding.

In a public crowdinvesting campaign many people

invest in a company and later participate in

its success. At CONDA, the leading equity crowdfunding

platform in Austria, investors are given the opportunity

to invest small sums, starting from 100 Euro

up to 5,000 Euro into promising startups and SMEs.

Crowdinvesting is more than just a trend. There is

hardly any other financial product that gives small investors

the opportunity to explore, interact with and

decide for an individual investment target by themselves.

By doing so, crowdinvestors share the entrepreneurial

risks with the companies they invest in, let

their capital work in real economy and thus generate

long-term passive income. Through the removal of intermediaries,

the money reaches the companies faster

and more direct, the investor holds full responsibility

for the investment and its return, chances and risks likewise.

Crowdinvesting can therefore be referred to as

the democratization of finance.

The roll of crowdinvesting in

financing innovative ventures

As actual equity crowdfunding is deemed too complex

in Austria, due to the established types of companies

and the overload of handling a multitude of (direct) investors,

the most frequently used financial instrument

for crowdinvesting is a subordinate loan. Depending on

the contract design, the money invested from the crowd

may be qualified as equity mezzanine, as it is in the case

of CONDA. The larger part of the investment's return is

tied to the company's growth.

66 iconannual The European Business and Investment Magazine


International Finance & Projects

A lot of innovative entrepreneurs chose crowdinvesting

for the benefits that come with this type of financing

– the crowdinvesting campaign:

• Building a community: gaining direct market feedback,

building a company image and trust, enhancing

customer loyalty

• Media attention: active communication online and

in social media as well as traditional PR achieve a

high marketing value

• Equity mezzanine financing: better financial standing

can be leveraged to access other loans, public

funds or to approach investors

The future of crowdinvesting in Austria and Europe

Since its launch, the CONDA crowd has invested more

than 8.57 million Euro in 44 successful crowdinvesting

campaigns. The CONDA community counts more than

15,000 users and 5,000 crowdinvestors, the average investment

being a little over 1,000 Euro.

In September 2015 a new, so called "crowdfunding

law" came into effect in Austria. The prospectus requirement

that previously started at a financing sum of

250,000 Euro, was elevated to 5 million Euro, making

Crowdinvesting much more attractive for innovative

startups with ambitious goals and SMEs. The new law

is considered a great success across the national opinion

leaders and is a great opportunity for the still so young

equity crowdfunding industry. "Even at closer inspection,

we consider the law a great success and a confirmation

of our crowdinvesting model, because we already

meet the legal requirements. We believe the market is

at its early stages and with this new legal framework we

look very confidently into the future." said Paul Pöltner,

managing director of CONDA.

Until recently, CONDA was mainly operating within

the Austrian and German market. Due to the fact that

crowdfunding and crowdinvesting are worldwide trends

with double to triple digit growth rates per year, CON-

DA aims to serve the entire European market. In March

2016 it opened its platform for Slovenian and Slovakian

projects and investors, and more countries are to follow

soon. CONDAs vision is to foster entrepreneurship and

innovation on a European level by delivering highquality

processes and contracts to entrepreneurs and investors

and enabling cross-country investments.

The European Business and Investment Magazine iconannual 67


Kommunalkredit Austria

New Ways

of Infrastructure Financing

Under the constraints of budget consolidation, limits on public debt are being tightened to a growing

extent. Financing infrastructure projects from the public budget alone is therefore becoming

more and more difficult. Regulatory requirements limit the possibility for banks to carry long-term

assets on their balance sheets. In this strategic environment, which is characterized by the imperative

of budgetary discipline, on the one hand, and the need to invest in municipal infrastructure, on

the other hand, broadening the basis for public infrastructure financing is of particular importance.

The current edition of the Municipal Finance Report

1 shows that capital expenditure by municipal

authorities increased by 17.8% to EUR 2.1 billion

in 2014. In nominal terms, this is the third highest

level of municipal investments since 2000; the highest

level was reached in 2003 with EUR 2.2 billion. 92% of

the increase, i.e. EUR 300 million, is due to higher investments

by communities with fewer than 10,000 inhabitants.

Excluding new debt, this level of capital expenditure

is the highest since 2000 (see Diagram 1). In their

investment activities, municipalities have to comply with

the provisions of the Austrian Stability Compact (in force

since 2011) and aim for a balanced result in accordance

with the Maastricht criteria by 2016; since 2011, this target

has been met fully, with the municipalities reporting

a positive result, most recently in the order of EUR 185

million or 0.06% of GDP. This is a clear indication of the

commitment to budgetary discipline at the local level. In

2014, the level of local government debt was reduced by

another EUR 79.9 million or 0.7% to EUR 11.27 billion.

Kommunalkredit Austria specializes in public-sectorrelated

infrastructure project business, offering comprehensive

advisory services and innovative solutions.

Kommunalkredit acts as a link and a bridge between

clients and project sponsors, on the one hand, and institutional

investors, on the other hand. Its activities are

concentrated in three core segments: "Social Infrastructure",

"Energy and Environment" and "Transport".

The strategic framework for infrastructure projects

has changed significantly in recent years:

• As the financial latitude allowed to public entities

is increasingly limited on account of the need for

budget consolidation, infrastructure projects can no

longer be financed exclusively from government debt

and demand an innovative approach.

• Regulatory requirements to be met by banks in accordance

with Basel III rules, such as the new stable

funding ratio (reduced possibilities of maturity

transformation), make it more and more difficult

for banks to carry long-term assets on their balance

sheets and increase the costs of long-term loans.

• Faced with a historic low of capital market yields,

with base rates of 0.95% for 10-year investments and

less than 1.5% for 30-year investments, institutional

investors have to broaden their investment universe.

Public-sector-related infrastructure projects with

stable cash flows are an attractive target segment.

Such an environment calls for new approaches to the

financing of long-term infrastructure projects. Having

anticipated this development, Kommunalkredit has po-

1

Published by Kommunalkredit Austria in cooperation with the Association of Austrian Municipalities and the Association of Austrian Cities and Towns; www.kommunalkredit.at/gemeindefinanzbericht2015

68 iconannual The European Business and Investment Magazine


International Finance & Projects

Total investments

Foto: Petra Spiola

Share of

investments

financed from

new debt

Share of investments

financed

from own

resources

Mag. Alois Steinbichler

Chairman of the Exec. Board

of Kommunalkredit Austria

Diagram 1: Investments by municipalities (excluding Vienna) in EUR million

sitioned itself as a specialist in infrastructure project

business for public-sector clients. The bank bridges the

gap between the needs of project sponsors for structuring

and financing solutions and institutional investors

(insurance companies, investment funds, etc.) looking

for investment opportunities. Kommunalkredit's special

focus is on project structuring and financing of the

construction phase; to a growing extent, long-term finance

for the operational phase will be provided, above

all, by institutional investors. On this basis, added value

is created for municipalities, clients and project developers

as well as institutional investors.

Your life is our passion.

Culture, real estate, logistics, media and

environment: Wien Holding brings our city

to life. Wherever and whenever you want.

365 days a year. For everyone in Vienna.

www.wienholding.at

making

v enna

worth

living.

making vienna worth living.

The European Business and Investment Magazine iconannual 69


ITKAM

䤀 洀 瀀 爀 漀 瘀 攀 礀 漀 甀 爀 戀 甀 猀 椀 渀 攀 猀 猀 椀 渀 䤀 琀 愀 氀 礀 愀 渀 搀 䄀 甀 猀 琀 爀 椀 愀

Italian Sounding

Der italienische Ursprung von Lebensmitteln ist ein wichtiges Kaufkriterium für

den österreichischen Konsumenten. Es ist daher verständlich, dass Lebensmittelproduzenten

versuchen ihr Produkt italienisch aussehen zu lassen (Italian Sounding),

um den Absatz zu fördern, obwohl das Produkt keinen Italienbezug hat.

Jährlich wird weltweit ca. ein Umsatz von 60 Milliarden

Euro mit Lebensmittelprodukten des Italian

Sounding erwirtschaftet. Der dadurch entstehende

Schaden ist aus zweierlei Hinsicht enorm: Der

Konsument bekommt kein italienisches Produkt und

verliert das Vertrauen in italienische Produkte; die italienischen

Lebensmittelproduzenten können wirklich

italienische Produkte nicht absetzen. Italien exportiert

in der Tat „nur“ 23 Milliarden Euro an Lebensmittelprodukten.

Es stellt sich die Frage, wie man gegen diese

Geschäftspraktiken vorgehen kann. Sofern ein

Produkt Auswirkungen auf den österreichischen

Markt hat, ist im Regelfall österreichisches Recht

anzuwenden; konkret das Lauterkeitsrecht (§48

Abs 2 IPRG, Art 6 Abs 1 ROM II – VO). Das Lauterkeitsrecht

besagt, dass eine Geschäftspraktik als

irreführend gilt, wenn sie unrichtige Angaben

enthält oder sonst geeignet ist einen Marktteilnehmer

in Bezug auf das Produkt zu täuschen,

sodass dieser eine Entscheidung trifft, die er andernfalls

nicht getroffen hätte (§2 Abs 1 UWG). Ausschlaggebend

sind also die Angaben, die ein Verkäufer auf

der Verpackung macht. Darunter versteht man jegliche

Äußerung über geschäftliche Verhältnisse, die objektiv

auf ihre Richtigkeit überprüft werden kann. Subjektive

Werturteile zählen nicht dazu.

Ein Werbeslogan wie „Italiens bester Kaffee“ wird

als subjektive Meinung des Werbenden aufgefasst und

ist so zu verstehen, dass es sich um ein sehr gutes

Produkt handelt (ÖBI 1977, 166). Auch gelten marktschreierische

Übertreibungen nicht als

irreführend, da sie vom Publikum nicht

ernstgenommen werden.

Entscheidend ist bei der Feststellung,

ob eine Irreführung vorliegt, dass der

Gesamteindruck eines Produktes einen

Kunden mit durchschnittlicher Aufmerksamkeit

bei flüchtiger Betrachtung

Die ITKAM: die Handelskammer

für wirtschaftliche Beziehungen

zwischen Deutschland und Italien

(seit 1911) und Österreich und

Italien (seit 2013)

täuscht. Irreführend wäre somit, eine „Pizzaschachtel“

im Supermarkt mit dem Namen „da mamma“, der

italienischen Fahne, der Aufschrift „Original italienische

Pizza“ – sofern diese Pizza nicht italienisch

ist. Der Kunde würde wahrscheinlich zu dieser Pizzaschachtel

greifen und die Pizza die daneben, ohne

diesen Merkmalen liegt, außer Acht lassen. Unter gewissen

Voraussetzungen können aber auch einzelne

Elemente, die einen besondere Blickfang darstellen,

eine Irreführung begründen (ÖBI 2001, 85-10; ÖBI

1972, 12 Ung. Sal. II).

Foto: Thomas Wanker

70 iconannual The European Business and Investment Magazine


International Finance & Projects

Dott.Mag. Thomas Wanker ist als juristischer

Mitarbeiter bei LGP mit Schwerpunkt

auf internationale Rechtsbeziehungen, speziell

in den Bereichen Handels-, Wirtschaftsund

EU-Recht, tätig. Der Jurist und Ökonom

begleitet italienische Unternehmen beim

Markteintritt in Österreich und umgekehrt

und berät diese beim Ausbau der Marktpräsenz

vor Ort. Als offizieller Delegierter

des ITKAM Austrian Desk der Italienischen

Handelskammer ITKAM setzt sich Thomas

Wanker zudem auf bilateraler Ebene für die

Wirtschaftsbeziehungen zwischen Österreich

und Italien ein. Er hat an den Universitäten

Trient, Wien und Hamburg sowie an

der Reading University und LSE studiert,

wo er Abschlüsse in den Studienrichtungen

Rechtswissenschaften und Sozialökonomie

erworben hat. Der gebürtige Südtiroler

spricht fließend Deutsch, Englisch, Russisch,

Spanisch und Italienisch.

In solch einem Fall der Täuschung, kann ein Mitbewerber

klagen. Er hat die Möglichkeit eine Unterlassung

zu erwirken. Diesen Anspruch auf Unterlassung,

hat jeder Unternehmer, der Waren oder Leistungen

gleicher oder verwandter Art herstellt und in den geschäftlichen

Verkehr bringt (§14 UWG, OGH 2011,

17Ob 10/11m).

Oftmals kommt es jedoch vor, dass ein Unternehmen

solche Produkte in mehreren europäischen Ländern

auf den Markt bringt. Nehmen wir an, dass dieses

Produkt neben Österreich auch in Italien und Deutschland

die Regale füllt. In diesem Fall ist das Recht des

jeweiligen Staates anzuwenden (OGH RIS – Justiz RS

0076930).

In Italien kann sich der Mitbewerber an die nationale

Wettbewerbsbehörde (Antitrust) wenden und eine

Intervention in Form von Bußgeldern (bis zu 10% des

Umsatzes) verlangen. Die Wettbewerbsbehörde kann

aber auch etwaige verwaltungsrechtliche Sanktionen

verhängen. In Deutschland muss der Mitbewerber,

oder eine Vereinigung zur Förderung wirtschaftliche

Interessen, gegen diese Geschäftspraktiken vorgehen.

Auch in Österreich gibt es die Möglichkeit, dass eine

Vereinigung, die dazu befugt ist, klagt.

Um Mitbewerber zu unterstützen hat die ITKAM,

die Handelskammer für wirtschaftliche Beziehungen

zwischen Deutschland und Italien (seit 1911) und Österreich

und Italien (seit 2013) einen eigenen Verein

gegründet. Ziel ist es, den Vertrieb falscher Produkte

zu unterbinden, den Markt zu überwachen und über

Marken und Produktmissbrauch zu berichten und gemeinsam

mit Anwaltskanzleien rechtlich gegen solche

Geschäftspraktiken zu agieren.

In Österreich ist die Rechtsanwaltskanzlei Lansky,

Ganzger + Partner (LGP) der Partner der ITKAM. Mit

140 Mitarbeitern und Juristen aus rund 20 Ländern zählt

LGP zu den größten Wirtschaftskanzleien Österreichs.

Der Italian Desk ist im Set-up der Sozietät ein zentrales

Element. Sein Kernteam bilden Rechtsanwalt Dr. Gerald

Ganzger, der Rechts- und Wirtschaftsexperte aus Südtirol

Dott.Mag. Thomas Wanker, die in Italien aufgewachsene

Spezialistin für italienisches Recht Tatiana Urdaneta-

Wittek sowie Rechtsanwalt Doz. DDr. Alexander Egger

und in Rom Rechtsanwältin Dr. Corinna Marzi.

The European Business and Investment Magazine iconannual 71


Austrian Experts Group on Business Mediation

Business

Mediation in

international projects

Foto: privat

The leading mediator – the mediating leader?

Mediation seems to be a skill

for experts, primarily external

ones. Does it make sense

to think in terms of mediation

also when it comes to

leadership?

Regarding information

it was easy in former times

to monitor the flow. Bottom

Johannes Gotsmy, MAS, MA

Austrian Experts Group on upwise information was

Business Mediation EGWIME centralised at the head. Commands

were given top down

– through this natural monopoly of information

more or less unchallenged. Thus the head could

keep his crew under control quite comfortably.

The overwhelming availability of all kinds of

information, running horizontically and not vertically

any longer, killed the head's power merely

on beeing the physical meeting point of information.

This fractal allocation increased creativity

and speed in developing new ideas. And it superseded

the position of anyone collecting and

distributing information. How to react? Trying to

block the progress and lead a fight against information

flow on the employee's level obviously is

a Don Quichotesque fight against wind mills. Not

to mention all the drawbacks coming along with

this behavior. So how to define the character of

leadership regarding the role of information?

At this point the mediative approach comes

into play. Not only skills and knowledge are widely

spread, all the information is decentralised. So

it requires someone to gather, organise and structure

– without feeling obliged to put one's stamp

on the result. That way the cumulative knowledge

can be utilized at full extent. But, someone

may object, letting all the ideas sprawl will lead

to anything but a goal-driven clear result.

True in many cases. Therefore a distinctive

leader's role is required. Leading various people

with different perspectives, a bunch of ideas and

quite often contradictory interests without killing

creativity or hindering really good results – that's

what mediative skills are for. The mediative approach

guarantees the best of the worlds the employees

or any other stakeholders live in – thus

creating solutions which really hit the center of

the target.

72 iconannual The European Business and Investment Magazine


International Finance & Projects

Foto: Frederic Cirou

Four most important success factors

in communication for startups.

The thriving founder scene of the last two decades

lead to the development of a lot of new concepts like

"Agile", "Scrum", "Lean Startup" and "Business Model

Canvas", to name but a view.

Focusing in this article on the concepts of "Agile"

and "Lean Startup" we can see the common denominator

of both being the "moving target". Both the

agile manifesto's postulate "to welcome changing

environment" as well as the lean startup's credo "fail

often, fail fast, fail cheap" do not fit well with the

basic need of control of the people involved.

When people lack the feeling of being in

control of their environment, they can fall into

stress or depression and develop diseases. The

WHO lists the following organizational risk factors

amongst others: Degree of involvement in

decision making, employee recognition, decision-making

autonomy and relationships.

The infographic below shows the four most

important rules for startup communication,

which were compiled from the insights of many

successful leaders of startups and when you

check them, you will see that they are in line

with the WHO findings.

Building a communication culture for startups

should be an active process rather then happening

by chance. According to forbes the average return on

collaboration is four times

the initial investment. Consultants

associated with the

ExpertsGroup Business-

Mediation of the Austrian

Chamber of Commerce (EG

WiMe der WKO) have different

backgrounds – there

Ing. Leon Pogrzebacz, MSc.

EGWIME

you will find the right expert for your situation.

For further free information register on

www.zankapfel2016.at for the Business-Mediation-Day

on April 27th 3 p.m. at WKO.

Foto: privat

The European Business and Investment Magazine iconannual 73


Austria Wirtschaftsservice

Alternative

financing

for

innovative

entrepreneurship

Access to funding is a key driver in the creation, survival and growth of innovative new ventures.

These typically technology-focused startups are expected to generate a significant boost for the economy

in terms of growth, employment and competitiveness. In Austria, outside capital is still the primary

method of funding, given the country's Mittelstand structure and large share of small and medium

enterprises (SMEs). Bank loans apart, the market for alternative funding options is rather small,

especially when compared to countries such as the United States. Yet, young and innovative ventures

are rarely able to obtain a bank loan, given their lack of securities and the strict equity regulations.

Accordingly, venture capital is the chief source

of funding for innovative startups that have a

high growth potential. Private investors invest

their own money in a business while institutional

investors, in managing the (previously collected)

money of a fund, act as intermediaries. Based on

a due diligence procedure, venture capital (VC) funds

and business angels provide capital (frequently combined

with know-how) to promising new ventures, in

return for a stake in the business. VC funds invest for

a specified term (up to ten years) and then sell their

stake at a profit.

Business angels, on the other hand, are a new phenomenon

that is playing an increasingly important

role on the market. They concentrate on the early stages,

the start-up and seed phases of a firm, when there

is relatively little need for capital and when VC funds

are not yet interested enough to take a stake. In addition

to providing funding, business angels contribute

the requisite sectoral know-how, experience, credibility,

contacts and networking.

Austria understands the importance of venture

capital in adding dynamism and innovative power to

its economy. On behalf of the Austrian Federal Government,

Austria Wirtschaftsservice (aws) has developed

a wide variety of measures to stimulate the Austrian

venture capital market. aws supplies the venture

capital necessary to foster the founding and growth

of innovative projects and arranges contacts between

startups and investors. Its purpose is to extend the offer

of alternative funding options and improve access

to them:

74 iconannual The European Business and Investment Magazine


International Finance & Projects

Foto: aws, Ludwig Rusch

Mag. a Edeltraud Stiftinger

Managing Director austria wirtschaftsservice

aws Founder Fund

The aws Founder Fund is Austria's leading venture

capital fund. It acts as a co-investor by taking a stake

in startups with a high growth potential during their

founding and initial growth phases and continues as

a long-term partner by providing knock-on and follow-up

financing.

aws Business Angel Fund

The aws Business Angel Fund is the result of a joint

initiative taken by the European Investment Fund

EIF and aws, the latter acting on behalf of the Federal

Ministry of Science, Research and Economy and

the Federal Ministry of Finances. Endowed with

€ 22.5m, the Fund doubles the investment volume of

experienced, independent business angels, thereby

achieving a total financing volume of up to € 45m.

Since its establishment, the Fund has entered into

co-financing agreements with business angels for a

total volume of € 12m.

Venture Capital Initiative

With its Venture Capital Initiative aws aims to stimulate

the local market for early phase funding and provide

incentives for international investors to commit

to Austrian businesses. The Initiative helps mobilise

private venture capital to finance the startup and

growth phases of new research- and technologyfocused

firms by co-investing in them together with

venture capital investors. Its funds are furnished by

the National Foundation for Research, Technology

and Development.

aws Equity Finder

aws Equity Finder is the foremost Austrian platform for

presenting and contacting startups and SMEs in search

of networking with alternative investors. It offers a direct

path to crowd funding and crowd investment platforms,

business angels, early-stage and founder funds,

and venture capital firms. For potential investors, the

aws Equity Finder provides quick and free access to

innovative ideas and firms without any preselection.

At present, some 650 firms and 380 investors are registered

with this platform.

aws i2 Business Angels

Austria's only independent, nation-wide network of business

angels, aws i2 Business Angels has been running a

national angels matching service since 1997, acting as a

meet-and-match platform for business angels and startups/established

SMEs in search of equity capital.

Business angels participating in the scheme can

draw on the services of a highly specialised aws team

that offers independent, customised analyses and

preselections in terms of technology, proprietary rights

and commercial prospects.

To businesses in search of equity capital aws supplies

professional, sound and clearly structured access

to an exclusive circle of business angels. Austrian angel

investors furnish equity as well as the all-important

entrepreneurial know-how and contacts.

Every year i2 receives some 500 enquiries from

ventures in search of equity, and their requests are

processed and developed for the 250 business angels

participating in the network.

The European Business and Investment Magazine iconannual 75


Institute of Science and Technology Austria

IST Austria

Committed to pursue

excellent science

The Institute of Science and Technology Austria

(IST Austria) is an international, PhD-granting,

interdisciplinary research institution dedicated

to cutting-edge basic research in the life, physical,

mathematical, and computer sciences.

IST Austria was established by the federal government

of Austria and the state government of Lower Austria

and was inaugurated in 2009. Following the implementation

of the ambitious development plan, about

90 research groups will be working in a highly modern

environment by 2026, modeled after international examples

such as the Max Planck institutes, ETH Zurich,

and the Weizmann Institute of Science.

Committed to pursue excellent science

The scientists are organized into independent research

groups, each headed by a Professor or a tenure-track

Assistant Professor. The Institute chooses which fields

of science to enter based solely on the availability of

outstanding individuals. It will pursue a direction of

research only if it can compete with the best in the

world. The Institute is evaluated regularly by leading

international scientists and science administrators.

Research excellence and promise are the exclusive

hiring criteria for all scientists at IST Austria—from

doctoral students to professors. The graduate school

at IST Austria educates doctoral students from around

the world to become research scientists. The decision

to promote an Assistant Professor to Professor with a

permanent contract is based entirely on an evaluation

by international experts of the scientific achievements

of the Assistant Professor.

IST Austria fosters an interdisciplinary scientific

atmosphere: The Institute offers one PhD program with

courses for graduate students in all fields of the natural

and formal sciences. Hierarchical and separating

organizational structures, such as departments, are

avoided. Employees currently come from more than

50 nations.

First President of the Institute is Thomas A.

Henzinger, a computer scientist and former professor of

76 iconannual The European Business and Investment Magazine


Innovation & Cooperation

Foto: Lisa Cichocki

Foto: Reiner Riedler

Institute of Science and Technology

the University of California at Berkeley and the EPFL

in Lausanne, Switzerland. He is supported by Vice President

Michael Sixt, who oversees the operation of the

scientific service units. The administration of IST Austria

is led by Managing Director Georg Schneider.

More information on IST Austria can be found at

www.ist.ac.at, where you can also sign up for the Institute's

quarterly newsletter.

Bridging science and industry –

Tech Transfer & Tech Park

Under the umbrella of TWIST, IST Austria has launched

a series of initiatives to support IST researchers

interested in developing their ideas towards commercialization.

We facilitate the exchange with industry,

support young entrepreneurs, and help students and

postdocs make informed career decisions. While we

recognize the long-term nature of technology transfer

activities, now is the time to implement appropriate policies

and foster an innovative culture on campus.

IST Austria's IP policies are clear: all intellectual

property from inventions of our scientists rests with

IST Austria and is actively developed in a cooperative

way between the inventors and the Institute, for the benefit

of both.

We support the exchange with industry; companies

we brought to campus include Amazon, Airbus, Bosch, or

TTTech. In order to provide the resources to develop promising

ideas for commercialization, IST Austria has introduced

the TWIST Fellowship program, which allows

its scientists to dedicate time to translational research.

IST Austria supports the development of IST Park,

a science and technology park for research-intensive

enterprises, adjacent to campus, through a joint venture

with Ecoplus, the business development agency of

Lower Austria.

The European Business and Investment Magazine iconannual 77


Novomatic

Innovative

Technology

Made in

Austria

Foto: Novomatic

Growing success

The NOVOMATIC Group is one of

the biggest producers and operators

of gaming technologies.

With a turnover of more than Euro

3.9 billion in 2015 NOVOMATIC

group ranks among the largest gaming

technology groups worldwide.

Founded by entrepreneur Prof. Johann

F. Graf, the Group has locations

in 50 countries and exports

high-tech electronic gaming equipment

to 80 countries. NOVOMATIC

operates over 235,000 gaming machines

in more than 1,600 Group

operations such as casinos and

electronic casinos and via rental

concepts. The company offers its

products and operations only in

well regulated markets with precise

regulatory frameworks.

NOVOMATIC's strong

casino-related competencies

The NOVOMATIC Group's activities

in the area of casinos (i.e. gaming facilities

in which not only electronic

games, but also live games such as

roulette with a croupier or card and

dice games are offered) include the

operation of establishments ranging

from the highest-revenue casino

in Germany (Spielbank Berlin) to

one of the most profitable casinos

in Switzerland. With ACE Casino

Holding AG as part of NOVOMATIC,

the Group also owns the casino Group

with the highest revenues in Switzerland:

the three casinos in Mendrisio,

Locarno and Bad Ragaz, which

have been operated by NOVOMATIC

since 2003, not only achieve the

highest gross gaming revenues

among all operators, but also pay the

highest taxes to the individual cantons.

NOVOMATIC continues to

strength en its casino competences

considerably. During the past years,

the Group acquired the Casino

ADMIRAL Gibraltar as well as the

Casino FlaminGO in Macedonia.

Among others the NOVOMATIC

Group also runs comprehensive casino

offerings with live games in the

Czech Republic. The flagship is the

Casino ADMIRAL Colosseum in Hatě.

Harald Neumann, CEO

"Employees are our company's

most valuable asset. NOVOMATIC

owes its high degree of innovation

and success to the interaction and

innovative strength of our

individual employees."

Foto: Novomatic

78 iconannual The European Business and Investment Magazine


Innovation & Cooperation

Foto: shm

Winning

Technology

INNOVATIVE R&D,

MADE IN AUSTRIA

The three-time Formula-1 World

Champion Niki Lauda is the brand

ambassador for NOVOMATIC. “I

am very pleased that NOVOMATIC

chose me for their brand ambassador.

It is no coincidence that the

words ‘Winning Technology' are

right next to the company logo on

the cap. NOVOMATIC is a leading

international Group that has grown

from its base in Austria to become a

global player.”

Group operations worldwide

The Group subsidiary ADMIRAL

Sportwetten GmbH is the largest

sportsbetting provider in Austria

with 243 sportsbetting outlets.

Greentube Internet Entertainment

Solutions GmbH, another

Group subsidiary, is the leading

full service provider in the online

gaming and entertainment

market segment and a pioneer in

the development and provision

of state-of-the-art gaming solutions.

In addition to the headquarters

in Gumpoldskirchen,

Lower Austria, the Group holds

production facilities and research

and development centres in Germany,

Great Britain, the Czech

Republic, Hungary and Poland.

NOVOMATIC employs about

24,000 staff worldwide and about

3,300 employees in Austria.

Leadership through Innovation

The heart of NOVOMATIC‘s success

story has always been the

Group‘s unique innovative force.

That is why the Research & Development

department has a prominent

position within the Group.

Competitive advantages such as

the duality as both producer and

operator as well as the international

Group network of R&D competence

centres are constantly extended.

NOVOMATIC focuses on

promising technologies such as

server-based / downloadable gaming

as well as online, social and

mobile gaming.

21 technology centers

in 13 countries deal mainly

with software development

and programming.

NOVOMATIC also fosters close

cooperation with leading technical

universities in these

countries. This strategy pays

off across the whole Group:

NOVOMATIC currently has more

than 3,600 intellectual property

rights, such as patents, registered

trademarks and designs. This

makes the Group well equipped

for the future.

Consistent investments in research

and development, an eagerness

to do pioneer work, a keen

sense of trends and a total commitment

to quality have made

NOVOMATIC Group a major player

of the international gaming industry.

RESPONSIBLE GAMING

Increasingly important, next to creative

gaming ideas and technological

innovations in operations, is also

the basic concept of responsible

gaming. NOVOMATIC has developed

one of the most modern concepts

for the prevention of pathological

gaming in Europe and is proud of

having developed and implemented

a unique and innovative access control

system for gaming operations

that guarantees maximum protection

of minors and pathological

gamblers.

www.novomatic.com/

responsible-gaming

The European Business and Investment Magazine iconannual 79


PIONEERING TRENDS

start here.

Gaming innovation starts here.

As one of the leading gaming technology companies in the

world we owe our success to our more than 24,000 employees.

The basis for this is their multicultural diversity, rigorous training and

their interlinked know-how. By this we encourage great careers as

well as innovative technologies – at the location of our headquarters

in Austria as well as in more than 50 other countries.

For more information, please visit www.novomatic.com


Michael Leitner

Chief Sommelier

CÉ LA VI

Ambassador

of Austrian Hospitality in Asia

CÉ LA VI’s wine list is curated by Chief Sommelier

Michael Leitner. Austrian-born and

bred, Michael was the Head Sommelier and

Assistant Maitre d’Hotel for leading 5-star

Dromoland Castle Hotel in Shannon, Ireland.

Michael was also previously the Chef De Rang on

board luxury cruise line Seabourn Cruise Line.

In Singapore, Michael served as Head Sommelier

and Assistant Restaurant Manager for L’Atelier de

Joel Robuchon Restaurant, before joining the CÉ

LA VI to oversee the illustrious wine programme.

While trained in traditional sommelier methodology,

Michael strongly believes that guests should

be allowed to experience their personal choices

despite the popular rule of thumb when it comes

to wine pairing. Inspired by his Austrian roots,

Michael breaks from conventional to curate an

approachable yet exceptional wine list where the

sommelier team can serve to educate wine enthusiasts

and offer diners to a gratifying vinous journey.

Guests are able to broaden their palates starting

from excellence in quality of house pours,

sampling world-class Austrian wines from Tement

in Styria to New Zealand’s Astrolabe wines

from Marlborough as part of the repertoire. The

globe-spanning wine list includes an extensive

two-page selection of saké, encompassing bottles

from various parts from North to South Japan

and is designed to educate in the complexities of

saké. Elevating the wine programme to a new level,

CÉ LA VI has also teamed up with Astrolabe

from New Zealand to produce a special CÉ LA

VI Edition of their range of Sauvignon Blancs, as

well as Tamanohikari from Kyoto for a specially

brewed for CÉ LA VI version of Junmai Daiginjo

Yamadanishiki saké.

CE’ LA VI aims to create unique experiences that

stimulate the senses, elevate the spirit, amplify passion

and fuel the Pursuit of Pleasure from the captivating

heights of the iconic Marina Bay Sands’ 57th level.

UNIQUELY INSPIRED. MASTERFULLY CONCEIVED.

DRAMATICALLY PREPARED. ARTISTICALLY

PRESENTED. CÉ LA VI presents the tantalising new frontier of the

Modern Asian philosophy. Creating drama and inspired moments out of

culinary, mixology, music, culture and spectacular surroundings, CÉ LA

VI is a legendary name in top-end international lifestyle dining and entertainment,

a world-class brand orchestrated with masterful precision

and finesse, and time-honoured Asian hospitality.


ELK BUILDING SYSTEMS.

WE CREATE SPACE.

➤ STUDENT HOUSING

➤ EDUCATIONAL BUILDINGS

➤ RESIDENTIAL BUILDINGS

➤ COMMERCIAL BUILDINGS

➤ HOTELS AND RESTAURANTS

Primary School “Simon Balle“

[Hertford, UK]

Floor space: 2.280 m 2

Mixed urban site “Garden Road“

[London, UK]

Floor space: 6.300 m 2

Office Building "Synthesa“

[Perg, A]

Floor space: 1.900 m 2

Hotel "Keller“

[Gumpoldskirchen, A]

Floor space: 970 m 2

Student Apartments “Thames Street“

[Oxford, UK]

Floor space: 5.020 m 2

www.elkbuildingsystems.com


Elk

Innovation & Cooperation

ELK BUILDING SYSTEMS

Experienced _ Efficient _ Flexible

FAIRHOTEL In Austria ELK realised a 3-storey hotel as a

Passive House, with 32 rooms and 1.600 m2 floor space.

ELK has two large manufacturing

facilities for timber walls, one lag cabin

factory as well as one factory for

windows and doors.

STUDENT APARTMENTS “CHAPEL STREET”

In Oxford, UK, ELK built two 4-storey buildings with

190 student apartments and 6.000 m2 floor space.

ELK Building Systems GmbH

Wiedner Hauptstraße 120-124

A-1050 Wien

T: +43 (0)2853/705 723

info@elkbuildingsystems.com

www.elkbuildingsystems.com

ELK is one of the largest manufacturers

of timber buildings

in Europe with more

than 70.000 made over the

last 45 years. We offer a wide variety

of building styles for commercial,

residential and educational use.

Working with ELK adds immediate

sustainable and environmental

building credentials to your

project and simplifies the building

process with integrated product

solutions and a robust supply and

delivery chain. Buildings are engineered

to a very high quality and

can be designed to suit different

design layouts and can accommodate

any external finish required.

Smooth process

Close cooperation with investors,

developers, contractors and architects

guarantees a smooth process

from planning to manufacturing

and through to assembling.

Efficient

Our unique manufacturing system

allows us to provide buildings that

are cost efficient as well as energy

efficient.

Experienced

ELK has over 45 years of experience

in the field of industrialised

prefabricated construction, two

large manufacturing facilities for

timber walls, one log cabin factory

as well as one factory for windows

and doors. In 2014 ELK built 1,047

units of houses at an average of

4.65 houses per day, using 35,600

cubic meters of wood.

Rapid

The very highest level of precision

engineering and manufacturing

enables minimal assembling time

on the site. Using a totally dry construction

method means no drying

time is needed after construction,

ELK buildings can be assembled

all year round regardless of the

weather. Every project is realised

within a short time-frame, which

guarantees a rapid return on investment

(ROI).

The European Business and Investment Magazine iconannual 83


Monitoring systems

for user-friendly short and long-term measurements

HBM offers a complete solution for your measurement task.

For choosing and installing the individual measurement technology components or for planning and starting up the measurement

setup, including suitable training – HBM is your partner.

Measurement signal conditioning with QuantumX

Transducers

■ Optical measuring chains

■ Displacement, strain, crack width ■ Stand-alone data recording

■ Oscillation, acceleration


■ Temperature, humidity

■ Can be used in stationary or mobile applications

■ Analog current / voltage sensors

■ Digital inputs / outputs

■ Pulse counters

■ Optical sensors

Scalable as a group of devices, allows for flexible setup and works synchronously

■ Offers high measurement quality by compensating for line lengths and interference

frequencies as well as high EMC stability and cyclical auto-adjustment.

Further information:

www.hbm.com/civil-engineering

HBM Test and Measurement ■ Tel. + 43 1 865 8441-0 ■ info@at.hbm.com ■ www.hbm.at


Digital Creativity

improving SoCiety!

EuropEan Youth award

Europe’s unique competition for young people, social entrepreneurs

and start-ups founders

using digital technologies to to improve society!

Apply now and promote your project on on a a pan-European stage!

Win valuable knowledge, mentorship, project checks and and much more!

Submission: October -- July July

Jury: August -- September

Winners Festival: 30 30 Nov Nov - - 33 Dec Dec 2016 2016 in in Graz, Graz, Austria Austria

crEatiVE contEnt

diGital

diGital

innoVation

innoVation

social EntrEprEnEurship

social EntrEprEnEurship

www.eu-youthaward.org

www.eu-youthaward.org

@eyagraz

@eyagraz

#EYA16 | facebook.com/EuropeanYouthAward

#EYA16 | facebook.com/EuropeanYouthAward

The European Business and Investment Magazine iconannual 85


OBB

OBB−

Foto: ÖBB

Infrastruktur:

Im Jahresheft iconannual 2015 durfte ich Sie von unseren

Plänen für den Ausbau von Österreichs Bahninfrastruktur

und die positiven Auswirkungen dieser

Bemühungen auf die Volkswirtschaft unseres Landes

informieren. Als künftiges Highlight nannte ich vor einem

Jahr an dieser Stelle den neuen Wiener Hauptbahnhof

als Knotenpunkt der Mobilität von morgen. Heute

können wir diese Zukunft bereits hautnah erleben: Der

Hauptbahnhof der Bundeshauptstadt hat seinen Vollbetrieb

aufgenommen. Neben der immensen wirtschaftlichen

und verkehrspolitischen Bedeutung ist der Bahnhof

auch das starke Herz eines neuen, hochmodernen

Stadtteils. Und damit ein großer Schritt Wiens auf dem

Weg zur Smart City

Der neue Hauptbahnhof etabliert Wien noch stärker

im Zentrum Europas. Er ist ein Durchgangspunkt, ein

Knotenpunkt, der Wien in alle Himmelsrichtungen vernetzen

wird. Und die Bahn schafft mit ihren Investitionen

wertvolle Arbeitsplätze. Apropos Zentrum und Arbeitsplätze:

was der Hauptbahnhof für die Fahrgäste, ist

der Terminal Wien Süd mit seiner Inbetriebnahme Ende

2016 für die verladende Wirtschaft. Er wird als zentrale

Logistikdrehscheibe am Schnittpunkt von drei Güterverkehrskorridoren

fungieren und damit der österreichische

Einfüllpunkt für alle Güterverkehre auf der Südstrecke

sein, welche entlang des Baltisch-Adriatischen

Güterverkehrskorridors verlaufen. Wir dürfen hier aber

gedanklich nicht an den Europäischen Grenzen halt

machen, sondern müssen auch die internationalen (Waren-)

Ströme im Blick behalten. Doch natürlich ist auch

in Österreich am Bahnsektor viel in Bewegung geraten.

Am Beispiel der Investitionen in den Ausbau der neuen

Südstrecke lassen sich die volkswirtschaftlichen Effekte

gut verdeutlichen: So löst eine Investition in Höhe von

6 Milliarden Euro eine gesamte Wertschöpfung von

15 Milliarden Euro aus (Barwert, Bauphase inkl. 30-jährige

Betriebsphase). Alleine die steuerlichen Rückflüsse

betragen 5,3 Milliarden Euro. In diesem Zeitraum werden

auch 20.000 neue Arbeitsplätze geschaffen. Die

Bahn ist eine der wichtigsten Wirtschaftslokomotiven

Österreichs. Und zugleich ein wesentlicher Bestandteil

unserer hohen Lebensqualität, die auch durch die internationale

Vernetzung auf verschiedensten Ebenen jeden

Tag aufs Neue entsteht und erarbeitet wird.

Und auch Smart City bedeutet Vernetzung: Nämlich

die der Verkehrsträger – die Zukunft gehört sowohl im

Güter- als auch im Personenverkehr der Intermodalität.

Das heißt für unsere Fahrgäste, Bahn, Auto, U-Bahn,

Straßenbahn und Bus intelligent miteinander zu verbinden.

Und dann auch noch andere Bereiche einzubeziehen,

Bereiche wie Gastronomie, Hotels, Kulturangebote,

Sportveranstaltungen – der Phantasie sind keine Grenzen

gesetzt. Wir schaffen konzernübergreifend neue

Plattformen auf Computern und auf Handys, erheben

86 iconannual The European Business and Investment Magazine


Infrastructure & Transport

Auf dem Weg von

der smarten City

zur smarten Bahn

Ing.

Foto: Sabine Hauswirth

Mag. (FH) Andreas Matthä

Vorstandsdirektor ÖBB-Infrastruktur AG

und liefern die Daten dafür und errichten die blitzschnellen

Kommunikationsnetze auf den Bahnhöfen,

in den Zügen und auf den Terminals. Wir wollen damit

ein klares Symbol für die zukünftige Ausrichtung der

Bahn setzen. Eine Smart City ist eine Stadt, die für alle

Lebensvorstellungen, alle Lebensentwürfe Spielräume

lässt, Entwicklungsmöglichkeiten eröffnet, eine Stadt,

die sich wegbewegt von dem "Schneller, Höher Weiter"

hin zu mehr Lebensqualität. Wir müssen unsere Infrastruktur

näher zu den Leuten und zur verladenden

Wirtschaft bringen und dafür sind einfach verfügbare,

digitale Angebote ein absolutes Muss. Denn Bahn ist

weit mehr als ein Schienennetz mit Zügen und Bahnhöfen

– dahinter steht ein ganzes Netzwerk an Firmen,

Industriebetrieben sowie kleinen und großen Unternehmen.

Sie machen den Bahnverkehr mit ihren Dienstleistungen

erst zu dem, was er ist: ein großes und funktionierendes

Verkehrs- und Transportnetz für Menschen

und Güter in Österreich.

Und Bahn ist auch für die kostbare Umwelt weit

mehr als ein Schienennetz mit Zügen und Bahnhöfen.

Bahnfahren ist eine Investition in die Zukunft und Lebensqualität

unserer Kinder. Wer mit der Bahn fährt,

verursacht nur ein Zwölftel des Kohlendioxids eines

Autos. Und ein Flugzeug erzeugt pro Person und Kilometer

13 mal so viel Kohlendioxid wie die Bahn. Und im

Gütertransport verursacht eine Fracht im Lkw 15 mal

mehr Emissionen als in der Bahn. Mehr als 90 Prozent

des Bahnstrombedarfs werden aus umweltfreundlicher

Wasserkraft erzeugt. Und im abgelaufenen Jahr haben

wir das weltweit erste Bahn-Solarkraftwerk im Burgenland

eröffnet.

Wie Sie sehen, ist die Bahn auf verschiedensten Wegen

und in unterschiedlichsten Bereichen unterwegs in

die Zukunft. Oft ist es nicht der leichteste Weg, den wir

gehen – aber jedenfalls ein guter für unser Land und

seine Wirtschaft – und natürlich für unsere Kunden.

Für Sie. Wir wollen möglichst viele Menschen für die

Bahn begeistern. Dafür investiert die ÖBB-Infrastruktur

AG entsprechend auf Basis unseres Zielnetzes

2025+ und entsprechend dem neuen Rahmenplan jährlich

knapp 2,5 Mrd. Euro. Und das gelingt uns. Unsere

Kunden schätzen all unsere Maßnahmen, denn die

Kundenzufriedenheit steigt messbar. Die ÖBB sind also

ein Wirtschaftsmotor und auch ein Unternehmen, das

stetig forscht und Innovationen fördert und vom eher

gemächlichen Beförderungsunternehmen zu einem

topmodernen Dienstleister wird. Ein moderner Dienstleister,

der die Wandlung Wiens zur Smart City unterstützt

und vorantreibt. Ein moderner Dienstleister, der

von der Nachfrage nach Vernetzung und Nachhaltigkeit

in einer smarten Stadt aber auch profitiert – und

so zur smarten Bahn wird, bereit für die kommenden

Herausforderungen.

The European Business and Investment Magazine iconannual 87


SHOPPING FÄHRT EIN

• 90 Shops

• Mo – So: Länger shoppen bis 21.00 Uhr

• Direkt an der U1

• 2h gratis parken

90 Shops in

einem Zug genießen.

Der neue Wiener Hauptbahnhof bietet mehr Service – nicht nur für Fahrgäste.

Auf 20.000 m 2 ermöglichen 90 Shops, Gastronomiebetriebe, Bäckereien und Cafés

Shoppingvergnügen und Reisen unter einem Rautendach.


OBB

Infrastructure & Transport

RAILPOWER

BOX

The energy metering system

for the railway of the future.

The Railpower box is the leading energy

metering system in Europe and enables environmentally

friendly Energy Management

through clear, minute by minute calculation of

locomotive electricity demand. The specially

developed user interface, the railpower client,

gives improved and faster called-up of information

by the user. The railpower client is a web

application that allows data collected from the

railpower box to be readily visualized.

OBB-Infrastruktur AG has developed the railpower

box as an electrical energy metering system for

traction vehicles that captures energy consumption

per train and country in real-time. With the

railpower box, energy and location data for international

rail traffic is combined and stored in a central database.

The recorded data is used for current electricity billing for

trains both in Austria and in other countries, including

payment settlement with other infrastructure operators.

ÖBB-Infrastruktur AG makes this data available to other

infrastructure managers based on international standards.

In addition, the railpower box has been designed and

configured for future development to meet all current and

planned international guidelines, according to UIC Leaflet

930, from CENELEC TCX9 WG11 to EN 50463.

National requirements, such as the measurement

and calibration act and the regulation of individual

infrastructure operators, have also been taken into account

with the railpower box. Moreover the railpower

box is certified by a notified body and approved

throughout Europe.

Because transparency matters

The railpower box enables transparency and cost savings

compared to conventional flat rate billing, due to

the fully automatic detection of the exact track electricity

consumption by train and by country. The information

is always available online via the internet through

the railpower client user-interface application. Among

other data, a representation of the load profile, and total

consumption etc. is available. Furthermore, data can be

downloaded in different formats and as a representation

of spatial data via Google Earth.

The capture of the actual consumption by each

traction unit and by each country is enabled through

GPS. Using the data gathered, energy evaluation and

management decisions can be carried out. Billing payment,

on the basis of logged data, is made in different

countries, with return feed-in to the grid also being

taken into account. Border crossings are recorded using

GPS, allowing consumption to be allocated by

country or region. Energy metering by means of the

railpower box meets all international requirements. >>

The European Business and Investment Magazine iconannual 89


OBB

The principle of remote

meter reading

Once the railpower box is installed

on the locomotive, independent

transmission of data (including spatial

data) is conducted via GPRS to

a server of ÖBB-Infrastruktur AG.

The data are read in 1-minute intervals

in the Energy Data Warehouse

(EDW) and allocated by country or

region using GPS coordinates. Data

is displayed in the EDW and the

web portal for the railpower client

user interface.

Main components of the

railpower box

The railpower box consists of a

combined antenna (GPS / GPRS),

an intelligent modem, an EMH (AC)

or LEM-meter (AC / DC), a DC / DC

converter, and a GPS receiver. Power

is supplied by 110 V or 24 V using

the locomotive power supply. The

standard unit dimensions are 500 x

400 x 150 mm, but customized sizes

may be possible on request.

The built-in meter (LEM or

EMH) records values every minute,

in both directions, for drawn down

(kWh+, kWh-) and feed-in power

(kvarh+ kvarh-). The combination

antenna (GPS) records values for

location data (longitude, latitude,

speed, frequency, LEM meter) at

1-minute intervals. The modem and

antenna combination (GPRS) save

captured data and transmit them to

a server of ÖBB-Infrastruktur AG.

Meter reading with the railpower

box allows for substantial cost

transparency compared with a replacement

value calculation, due

to the automated minute by minute

collection and billing of energy demand

in real time.

As a result it forms the ideal

basis for environmentally friendly

energy management. Railway

ÖBB RAILPOWER BOX

transport and infrastructure companies,

locomotive manufacturers,

fleet managers and leasing companies

across Europe have reacted

very positively to the benefits of

the railpower box. Current customers

include: ÖBB-Personenverkehr

AG, Rail Cargo Romania, Rail Cargo

Austria, Rail Cargo Hungaria,

BLS Cargo, CaptrainHV LE, Wiener

Lokalbahnen Cargo, MAV TRAK-

CIO, SLB, Westbahn, LTE, RTS,

STLB. But also manufacturers and

railway leasing companies are already

equipted with the railpower

box: Bombarider Transportation

GmbH, Mitsui Rail Capital Europe,

European Leasing Locomotive

(ELL) as well as Siemens AG.

A story of success

throughout Europe

• Transparent data availabale

24/7

• Rental or purchase options

• Can be used on new or existing

locomotives

• Autonomous system – can be

customised for specific needs

• Exact country and minute by

minute data

• Includes service package with

test box

• Internet application in English,

German and all Eastern European

languages

90 iconannual The European Business and Investment Magazine


Schneller ankommen – und was

mach’ma mit der gewonnenen Zeit?

Ganz sicher nicht motzen!

Die ÖBB bauen aus – Österreich wird schneller und umweltfreundlicher

Investitionen in die Bahn bringen allen was: 6.500 Züge schonen täglich unsere Umwelt. Immer mehr

Menschen – in ganz Österreich – nutzen die Vorteile der Bahn. Moderne Bahnhöfe und Strecken werden gebaut.

130 km Hochleistungsstrecke sind seit 2012 fertiggestellt, damit Sie schneller ankommen.

Hochleistungsstrecken

Meilensteine Bahnhofsoffensive

Auf in die Zukunft !

2012

Wien –

St. Pölten und

Unterinntal

2013

Wels –

Attnang

Puchheim

2014

Salzburg,

Attnang Puchheim,

Wien Hauptbahnhof

2015

Graz;

Vollinbetriebnahme

Wien Hauptbahnhof

2016

Teileröffnung

Güterzentrum

Wien Süd

2026

Fertigstellung

Neue

Südstrecke

Alle Infos unter oebb.at/zukunftbahn


Tina Vienna

Smart City Agency

Future cities

and global cha

In the future cities will be

confronted increasingly with

global challenges like climate

change, a severe shortage of

natural resources, urbanisation

and demographic development,

hence determining

the design of cities as living

spaces and the quality of life

for their citizens.

Taking these challenges into

account, Smart City Wien was

developed by the City of Vienna

as a long-term initiative

that looks at a cross-section of the

city, covering all areas of life, work

and leisure activities in equal measure,

and includes everything from

infrastructure, energy and mobility

to all aspects of urban development.

It defines the development of a city

that assigns priority to, and interlinks,

the issues of energy, mobility,

buildings and infrastructure. The

main goals of Smart City Wien are

radical resource preservation, the

development and productive use of

innovations and new technologies

along with a high and socially balanced

quality of life. >>

Fotos: tina vienna

92 iconannual The European Business and Investment Magazine


Smart Cities & Regions

llenges

The European Business and Investment Magazine iconannual 93


Tina Vienna

Smart City Wien Framework Strategy

and new initiatives

In order to make these goals legally binding, the Smart

City Wien Framework strategy was adopted by the

Vienna City Council in 2014 as a long-term umbrella

strategy. The time horizon of the framework strategy

extends to 2050 and focuses on necessary and often

fundamental changes in the fields of energy, mobility

or construction. The main objective is the best quality

of life for all inhabitants of Vienna, while minimizing

the consumption of resources. This will be realized

through comprehensive innovations.

The Smart City Wien Framework Strategy aims to

reach this objective by implementing Vienna's urban

sectorial strategies, reaching from the urban development

concept, climate protection programme and

urban energy efficiency programme to Vienna's mobility

concept and urban space concept. In 2015, two

new strategies – the "Digital Agenda" and "Innovative

Vienna 2020" – were added. Digitalisation and innovation

are the main target areas of these strategies,

which underline the growing importance of ICT solutions

and innovative approaches in a smart city.

First steps towards implementation

The implementation process of the framework strategy

started recently with a wide range of trans-disciplinary

and international research initiatives

and implementation projects within the areas environment,

transportation, social inclusion and

ICT. Here, experts from universities, governmental

institutions and urban development agencies work

together in finding solutions for challenges like the

use of renewable energy sources or the creation of

an urban lab for sustainable mobility in new urban

development districts. Within the ICT and innovation

sector, new methods for a "smarter" and

more innovative city administration are being developed;

Vienna's approach was chosen among the

most innovative strategies in Europe in the context

of the "iCapital" award. Other achievements of the

Smart City initiative cover new social housing programmes

and resource-efficient renovation methods.

In all these projects, despite the increasing use

of advanced technology, the active participation

and inclusion of Vienna's citizens in decision-making

processes play a very important role.

The outcomes of this implementation process –

in terms of their contribution to the Smart City Wien

Framework Strategy – are monitored by the City of Vienna

within a pilot monitoring process that focuses

on more than 50 indicators to measure the degree of

achievement. From 2016 on, the Smart City Wien objectives

will be monitored at a regular basis, in order to

guarantee the successful implementation of the framework

strategy. In addition, Smart City Wien seeks new

partners for cooperation and collaboration on a European

level and actively participates in transnational networks

in order to exchange know-how with other cities.

New projects in the

Smart City Wien

DigitalCity.Wien initiative

The DigitalCity.Wien Initiative started in 2014 as an independent

and non-profit initiative of the administration

of Vienna & dedicated ICT companies located in

Vienna with its aim, to raise public awareness in the

importance of IT in Vienna and to foster Vienna's top

position as a digital hotspot in Europe.

Numerous ICT topics are addressed in accordance

and coordination with the "Smart City Wien Framework

Strategy of the City of Vienna". The aim is to take

action against the shortage of skilled workers, to support

digital competence and excellence, and particularly

to inspire and promote women in IT professions.

Other important objectives are an acute responsiveness

to eruptive technology trends, and the strengthening

of economic power in Vienna. An important feature of

the initiative is its participatory approach – ideas and

collaboration platforms form the basis of an active exchange

between experts of research institutions and

Viennese citizens. This gives rise to future Smart City

Wien projects.

Foto: Johannes Zinner

94 iconannual The European Business and Investment Magazine


Smart Cities & Regions

Foto: Raimo Rudi Rumpler

Vienna Main Station

The Vienna Main Station project spanning over 109 hectares

is currently one of the most important infrastructure

projects in Vienna. The new main station is being

constructed as a through station with twelve tracks and

ten platforms. In the construction process all the recyclable

material – especially concrete demolition and

ballast – was prepared on the premises and reinstated.

With the aid of geothermal and solar energy systems,

Vienna Main Station generates 13 percent of its entire

energy needs directly on site. Overall, ÖBB at Vienna

Main Station covers 100 percent of its power requirements

from renewable energy resources.

Foto: Michael Appelt

Additionally, an entirely new urban district is

gradually emerging around the station on the 59-hectare

former ÖBB site. Altogether, approximately 5,000

apartments are being built to accommodate 13,000 residents,

offices for 20,000 employees and space for hotels,

shops, services and catering establishments

eTaxi initiative

In 2016, the implementation of the eTaxi project will start

in Vienna; within the next two years 250 new electric vehicles

will be used in the city. This project not only leads

to an increased use of sustainable cars, but also offers new

jobs for now unemployed taxi drivers and unemployed

citizens looking to receive training for the job.

In the first phase of the project, 10 charging stations

will be installed in Vienna; in a second phase until

2018 more charging points will be implemented. Within

the first year the e-taxi drivers will receive electricity

free of charge.

All these projects – and these are just a few examples

– support on implementing Smart City Wien strategies

and processes. This will be the topic of the future

in order to make Vienna fit for coming challenges and

maintain the quality of life standards.

The European Business and Investment Magazine iconannual 95


Austrian Institute of Technology

Stadte als Standorte fur

Innovative

Foto: krischanz.zeiller./AIT

Entrepreneurship

Die Smart City der Zukunft ist

eine ökologisch nachhaltige

und ressourcenschonende

Stadt, die Vorteile für Gesellschaft

und Wirtschaft bringt. Sie

trägt durch gute Luftqualität, einen

hohen Wohnkomfort bei geringen

Energiekosten und ein hochwertiges

Angebot an Mobilitätsdienstleistungen

zu einer höheren Lebensqualität

der städtischen Bevölkerung bei.

Darüber hinaus steigert das innovative

Umfeld einer Smart City die

Attraktivität der Stadt als Standort

für Wirtschaft und Forschung und

schafft somit hochqualifizierte Arbeitsplätze.

Aufgabe der österreichischen

Forschung ist es vor diesem

Hintergrund, Know-how für Smart

Cities zu generieren, um den österreichischen

Städten und Unternehmen

einen klaren Innovationsvorsprung

und Wettbewerbsvorteil auf

diesem zukunftsträchtigen Markt

zu schaffen.

Städte als Wirtschaftsmotoren

Städte beherbergen schon jetzt mehr

als die Hälfte der Weltbevölkerung,

konsumieren rund zwei Drittel

der Gesamtenergie und verantworten

damit auch einen Großteil des

CO 2

-Ausstoßes. Neben diesen demografischen

und ökologischen

Aspekten übernehmen Städte aber

auch eine wichtige wirtschaftliche

Rolle: Sie fungieren als Motoren der

Wirtschaft, des Wissens und der Innovation

für gesamte Regionen und

Länder. Im globalen Standortwettbewerb

werden daher massive Investitionen

in Forschung, Entwicklung

und Bildung notwendig sein, um

in Städten ein innovatives Umfeld

Mag. DI Dr. Brigitte Bach, MSc

Head of Energy Department

Austrian Institute of Technology

Foto: Johannes Zinner/AIT

96 iconannual The European Business and Investment Magazine


Smart Cities & Regions

Foto: krischanz.zeiller./AIT

zu schaffen, das für die Wirtschaft

und hochqualifizierte

Arbeitskräfte attraktiv ist. Forschungseinrichtungen

wie das

AIT haben die Aufgabe, diese

Prozesse mit Szenarien, Monitoring,

Modellierung und Simulation,

Folgenabschätzung

und Prototypenentwicklung

entlang des gesamten Policy

Cycle zu begleiten und wissenschaftlich

zu unterstützen.

Ökoinnovation, Smart

Specialisation und

Smart City Konzepte

Ein möglicher Weg zur Standortsicherung

ist die Umsetzung

von Ökoinnovationen,

also Investitionen in technologische

Schlüsselbereiche zur

CO 2

-Reduktion. An erster Stelle

stehen hier Energieeffizienz

in Gebäuden und Industrie

sowie die Steigerung des Anteils

erneuerbarer Energie. Von

innovativen Entwicklungen

in diesen Bereichen erhofft man sich zudem positive

Impulse für die Wirtschaft, so etwa die Erhöhung des

Bruttoinlandsprodukts um 550 Millionen Euro und die

Schaffung von rund 6.400 neuen Arbeitsplätzen in dieser

Zukunftsbranche.

Ein weiteres Lösungskonzept lautet „Smart Specialisation“.

Wirtschaft, Forschung und Industrie arbeiten

hier eng zusammen, um durch gezielte Entwicklungsprioritäten

regionale Schlüsselbereiche zu stärken.

Studien haben gezeigt, dass diese wirtschaftliche und

technologische Spezialisierung die Produktivität und

Wettbewerbsfähigkeit und somit auch das Wirtschaftswachstum

von Regionen positiv beeinflusst. Die Stadt

Wien geht mit ihrer Smart City Rahmenstrategie klar

in diese Richtung, indem sie ökologische, soziale und

ökonomische Dimensionen verbindet und eine klare

Vision und Ziele für 2050 formuliert. Auf längere Sicht

wird es notwendig sein, auf dieser Basis eine Marke zu

entwickeln und damit

internationale

Sichtbarkeit und Vorbildwirkung

zu erreichen.

Dafür muss

sich die Stadt selbst

verstärkt als „Living

Lab“ begreifen, in

dem Lösungen für die

Zukunft entwickelt

und erprobt werden.

Der Export des daraus

entstehenden Knowhows

trägt in der

Folge dazu bei, den

Wirtschaftsstandort

längerfristig abzusichern.

Solche Demonstratoren

dienen

darüber hinaus aber

auch dafür, internationale

Sichtbarkeit zu

erreichen. Sie fungieren

als Eintrittskarte

für internationale

Schlüsselkonsortien

und schaffen für Infrastrukturbetreiber

und Wirtschaft einen

Wissensvorsprung,

der wiederum zur

Standortsicherung beiträgt. Das AIT fungiert als wissenschaftlicher

Schlüsselpartner in europaweit sichtbaren

Demonstratoren im Bereich Smart Cities. So zeichnet

das AIT Energy Department für die Begleitforschung der

Projekte „Smart City Demo Aspern“ und „Smarter Together“

verantwortlich. Ziel des letztgenannten europäischen

Leuchtturmprojekts ist es, Wien neben Lyon und

München zu einem Best Practice Beispiel für eine smarte

und nachhaltige Stadt der Zukunft zu entwickeln.

Foto: krischanz.zeiller./AIT

The European Business and Investment Magazine iconannual 97


MA 23 _ Wirtschaft Arbeit und Statistik

VIENNA

the city for

innovative start−ups

Vienna is fertile ground for start-ups and young

entrepreneurs wishing to make their ideas and

projects come true. Not only does it boast the highest

quality of life and ranks high where innovation

is concerned, it is also the biggest university city

in the German speaking world. In recent years people

have increasingly been finding that Vienna is far more

than a city of music but one of research, innovation and

start-ups too.

Why Vienna?

Vibrant, inspiring and diverse as it is Vienna is quickly

approaching the rank of other attractive start-up cities

such as Berlin, New York and Copenhagen. Vienna came

in sixth in a ranking of the TechCocktail "Top 10 Startup

Cities 2015 – Where Entrepreneurs Want to Meet Up",

an internet platform which assesses requests from the

platform Startuptravels.

"Vienna is a very big start-up hub for the Central European

region", says TechCocktail in an effort to explain

what draws entrepreneurs to Vienna: "With serial entrepreneurs,

investors, and low-cost co-working spaces

compared to the big startup hubs like London, Vienna

has all the components start-ups are looking for."

It then goes on to describe what entrepreneurs can

expect from the city once they arrive: "Vienna has a

very active start-up scene with competitions and events,

and these events connect Eastern and Western European

start-ups. One of the most important international

events is the Pioneers Festival."

The Vienna start-up ecosystem has been developing

rapidly in recent years with the support of a variety of

activities and initiatives. Start-ups have many different

services at their disposal, including the Vienna Business

Agency, the Vienna Economic Chamber 1 and AWS 2

for business promotion.

The city has now come up with a new strategy for

research, technology and innovation. With "Innovative

Vienna 2020" as its goal Vienna wants to be particularly

attractive for researchers and business founders. Good

business ideas are to become reality here. As it strives

for excellence as an international start-up hub Vienna

will create the ideal business environment for researchers

and entrepreneurs and bring its culture of welcome

to perfection.

1

gruenderservice.at

2

/www.awsg.at

98 iconannual The European Business and Investment Magazine


Smart Cities & Regions

Idea turns business

Initiatives, such as "Gründen

in Wien" (founding in

Vienna) offered by the Vienna Business Agency, as well

as the rapid increase in the number of co-working spaces

are good proof that the start-up scene in Vienna is

indeed alive and vibrating. This pioneering spirit is actively

supported by the Vienna Business Agency 3 . Initiatives

and businesses are networked at all levels, they are

provided with the necessary know-how and financial

means, both nationally and internationally. The "Vienna

Start-up Welcome Package" for one was established

to help selected international businesses develop their

business ideas in Vienna for a period of three months.

Along with business promotions and affordable, flexible

premises the Vienna Business Agency offers freeof-charge

multilingual services for founders and young

entrepreneurs wanting to implement their ideas for the

long run. Individual consultancy, coaching on founding,

financing and expansion, as well as specialised

workshops are just some of the options available.

Foto: Peter Burgstaller

Start-ups are a driving force for innovation and

value creation. The number of new businesses has been

rising continuously for many years. More than three

quarters of start-ups in Vienna are linked to technology

and IT, and more than one fifth are located in creative

industries.

Vienna leads the way in eGovernment and also lays

claim to a top position in IT. It has attracted plenty of

know-how from different areas in recent years and

boasts excellent training centres and an active scene

that start-ups thrive on. "Digital City. Vienna" was initiated

to network IT businesses and the Vienna City Administration

4 , while "Virtual Campus Vienna – Where IT

meets Smart City meets Start-up" offers comprehensive

information for businesses and start-ups.

Start-up hub

Vienna

Neu Marx in the 3 rd district

is home to the Campus

Vienna Biocenter, the Media

Quarter Marx (MQM),

the T-Center, the Marxbox

and with its many additional

projects has proved a

perfect location for media,

research, technology and

creative industries. Furnished

with affordable and flexible start-up offices provided

by the Vienna Business Agency and the academic

start-up service INITS 5 it has turned into one of the

hotspots for start-ups in Vienna.

Vienna is home to the Pioneers Festival, one of

the biggest annual conferences for entrepreneurship

and new technologies in all of Europe. Almost 700

start-ups from across the globe apply for the Pioneers

Award. 2,500 visitors, numerous sponsors and partners

contribute to this one-of-a-kind event.

Vienna is a young, growing and multicultural city

with excellent training institutions and a high quality

of life. According to Consulter Mercer Vienna regularly

ranks first for quality of life – again in 2015.

This mix of factors makes Vienna the perfect breeding

ground for different branches of all sizes: for start-ups,

small and medium sized businesses and large corporations.

Foto: David Bohmann

3

wirtschaftsagentur.at

4

digitalcity.wien

5

www.inits.at

The European Business and Investment Magazine iconannual 99


Osterreichischer Stadtebund

Growing cities

flourishing

Nowadays, cities and towns are undergoing new

challenges, due to intense human action during

the last decades. This has someplace lead to

significant problems within urban structures,

e.g. when it comes to historic city centres – especially

in small and medium sized cities and towns in

more rural areas. In some places one started to

speak of "dying city centres". This clearly is a

development that has to be dealt with, now. The

core of the city is the very center of identification

and the guarantor for future development.

Outskirt shopping centres and sprawling human

settlements threaten the function of these

cities and smaller towns, that most of the time

are the heart of a so-called urban region.

On a recent Conference about Smart cities,

Saskia Sassen, a well-known urban researcher quoted:

"When do I know that I am in a city? Pure monofunctional

technology parks cannot be a city, even

if they consist of a vast agglomeration of highrising

buildings." So, what we learn from that is, that not

every agglomeration is a city and not every vibrant

city has to be an agglomeration. Cities arose from the

option of multi-interaction evolving in public spaces.

These public spaces are the faces of urbanism, they

are funcitioning as living-rooms for citizens and melting-pots

of their life-styles. Still, one very dominating

life-style is the car-orientation, that we all grew up

with. Fortunately for denser urban areas, this trend

is remarkably sinking – if people see alternatives and

urban regions

Cities are nearly everlasting icons of the human era. They are outliving

trends and bear a great capacity for resilience. Cities are the

ideal substrate for a continously changing social ecosystem, they

have been shaped and transformed through centuries – but still

stay their recognizable selfs.

their benefits in them, the are willing to change their

life-style and adept to their city.

Today, cities are facing two recent challenges, that

are on the edge of reshaping the functional organisation

of cities:

On the one hand on december 12 th

the 21 st UN-Climate Conference in

Paris successfully united (nearly all

of) the worlds nations in an agreement

for concerted efforts against

climate change.

On the other hand, the epic streams of

refugees that marched through Europe

seeking for shelter, agitated the political

landscape of the European Union –

sustainably…

Both current events have a massive impact on urban

areas. Cities are "hot spots" in both terms oft he

word:

• Weeks and weeks of more than 40 degrees Celsius

during the summer of 2015 turned cities all over

Europe into urban heat islands (UHI) 1 . Cities have

to prepare for more of those days to come and develop

strategies against urban heat effects.

1

Urban heat island (UHI) means a significant temperature difference between the urban zone and the surrounding rural areas.

100 iconannual The European Business and Investment Magazine


Smart Cities & Regions

Pedestrian Zone Mariahilferstraße,

Vienna

Fotos: c.fuerthner/MA18

• Since at least autumn 2015, refugees and asylum

seekers are coming to Europe – most of the time

turning to urban areas with the expectation, that

there will be more options for their future, like better

networks, more housing opportunities and – on

long term – jobs.

Both events already have and in the near future will

intensify their impact on the cities development. And

there are still the meanwhile seemingly "old" trends,

cities already had to face like the demographic change

and social challenges based on migration, changing

lifestyles and the need for affordable housing in combination

with a growing social gap; the spatial coordination

and the (re-)organisation of growth in combination

with conserving resources; energy change,

land-consumption and a reform of land-policy. When

it comes to smart cities and urban areas, new governance

is a still unsolved issue. And last but not least,

the planning instruments and financial ressources are

often insufficient.

The Urban Future Global Conference in Graz, in

March 2016, showed the variety and possibility for a

modern urban development for the sustainable cities

of tomorrow. For the public, especially modern urban

development projects like the Viennese Seestadt Aspern

and the Smart City of Reininghaus in Graz represent

recognisable Smart City acitivities. These are good

examples to show, what the near future in our cities

would look like. Furthermore, it is of great importance

to provide an urban structure, where people can really

Presentation of the Portal www.stadtregionen.at at the „Stadtregionstag“

(Urban Areas Day), Vienna 2015

act smart. What we don't know yet is, where technology

will become a really helpful asset when it comes to

nowadays challenges. Technology is not automatically

"smart" – it can only be used smart and help the city to

involve the inhabitants into a sustainable urban development.

Since 2015, the AACT has – togehter with strategic

partners – adopted an Agenda for city center revitalisation,

an Agenda for urban regions, and is member of a

national working group for the re-organisation of public

transportation in and around cities, because public

transport is the connecting link in the "actual living

areas" of people because of their interdependent relations

between living, working, shopping, recovering,

etc. The economic, cultural and social life does not respect

boarders. The areas with the highest functional

relations are so called "Stadtregionen" – the urban areas

and their structural indicators and development have

been made visible via the Portal www.stadtregionen.at.

Last but not least, the AACT is strongly involved in

Smart City-initiatives and projects. What is the common

sense of all these actions? When it comes to urbanisation

we all will have to adept our life-styles for good.

Cities – and citizens as well – have always proofed to be

adeptable. We will see, what the future "Smart Citizen"

will be like. The city will always be there for everybody.

The European Business and Investment Magazine iconannual 101


European Brand Institute

In Europa

liegen noch

viele Marken

im Verborgenen

Es ist kein Geheimnis, dass Marken von

größerer Bedeutung sind, als das Produkt

selbst, erklärt Gerhard Hrebicek, Präsident

des European Brand Institute. Im

Interview mit dem iconannual-Magazin

spricht er über die Herausforderungen

des Marken-Managements, ganz besondere

Werte und den Einfluss von alternativen

Finanzierungsformen.

iconannual-Magazin: Marken genossen im vergangenen

Jahrhundert das uneingeschränkte Vertrauen

der Konsumenten und führten zu einer fast lebenslänglichen

Treue ihrer Kunden. Herr Dr. Hrebicek,

wo liegt im Vergleich dazu die Bedeutung einer

Marke heute, im 21. Jahrhundert?

Gerhard Hrebicek: In der Einstellung der Kunden

und der Firmen hat sich viel verändert. Früher waren

die grossen Markenartikelhersteller eigentlich einfache

Industrieunternehmen, die in grosser Zahl ihre

Produkte auf den Markt brachten und – so ganz nebenbei

– diese auch noch vermarkteten. Diesen Marken

vertraute der Konsument und daher kaufte er sie

auch. Ich würde generell sagen, dass Marken heute

vermutlich immer noch die wertvollsten, gleichzeitig

aber auch die am wenigsten verstandenen immateriellen

Vermögensgegenstände sind. Der Slogan: „People

buy brands not products“ – gilt in der globalen Kommunikationsgesellschaft

immer noch. Es hat sich also

eines grundlegend geändert: Marken werden zwar als

höchst wertvolle Güter des Wirtschaftslebens anerkannt,

doch es ist kein Geheimnis, dass Marken heute

von noch viel größerer Bedeutung sind als das Produkt

selbst.

Das geht so weit, dass die Bedeutung von Marken

nicht nur bei Konsumenten oder den Firmeneigentümern

steigt, sondern ebenso bei Investoren und bei

Managern. Im Rahmen einer guten Markenführung

und einer transparenten Verfolgung der Markenentwicklung,

ebenso wie im Sinne einer guten Corporate

Governance, müssen Marken und deren Beeinflussungsgrößen

für die Aktionäre, das Management, die

Gesellschaft, die Partner und die Mitarbeiter verfolgt,

verstanden und gemanagt werden. Deshalb ist es ganz

102 iconannual The European Business and Investment Magazine


International Branding

besonders wichtig, Marken und Patente immer wieder

bewerten zu lassen.

iconannual-Magazin: Wie agiert ein Manager heute

wenn er Markenmanagement betreibt?

Foto: Schedl/APA/European Brand Institute

„ Der durchschnittliche

Anteil des Markenwerts am

Unternehmenswert bewegt

sich bereits Richtung 60%.“

KR DI Dr. Gerhard Hrebicek

Präsident European Brand Institute

Foto: Gregor Titze

Gerhard Hrebicek: Heute können bereits die komplexesten

Technologien, aber auch Services, Menschen

oder ganze Unternehmen zu Marken werden. Markenfamilien

werden ständig größer. Deshalb ist Ihre Frage

nicht so leicht zu beantworten. Die eigentlichen Fragen

lauten vielmehr: Wie werden Marken aufgebaut,

was macht Marken wertvoll, wie werden sie bewertet

und inwiefern müssen sich bestehende Markenführungssysteme

verändern? Dies gilt ebenso für nicht

börsennotierte Unternehmen und Klein- und Mittelbetriebe,

denen es durch die neuen Informationstechniken

heute möglich ist, global aufzutreten und rasch

signifikante Marktpositionen einzunehmen.

Das Management einer Marke und deren Wert hat

in der heutigen Wirtschaft eine besondere Bedeutung

erreicht, da sich mit dem wirtschaftlichen Umfeld die

Schwerpunkte des Managements verändert haben.

Aus ökonomischer Sicht ist folgendes passiert: Die

großen Unternehmen haben sich heute von einer produzierenden

Industrie mit materiellen Vermögensgegenständen,

zunehmend zu wissensbasierten Dienstleistungsunternehmen

entwickelt, die hauptsächlich

über immaterielle Vermögensgegenstände verfügen.

Das wertorientierte Management sollte vor allem auf

immaterielle Vermögensgegenstände – also auf die

Marke – ausgerichtet sein. Der Trend in der Entwicklung

der Werthaltigkeit von Vermögensgegenständen

in Unternehmen heute geht weg von den materiellen

und hin zu immateriellen Vermögensgegenständen.

iconannual-Magazin: Wie bewertet man eine Marke

am besten aus Ihrer Sicht und ab wann wird eine

Marke eigentlich relevant für die Firmenbilanz?

Gerhard Hrebicek: Es ist Ihnen sicherlich aufgefallen,

dass Marken in den vergangenen Jahren immer

stärker dazu tendierten, Emotionen und Gefühle zu

vermitteln. Das hat man ja auch sehr gut in Werbespots

verpacken können. Also zum Beispiel hat ein schnittiger

Wagen, wie ein „Mercedes“ mit dem Slogan „Das

Beste kennt keine Alternative“ ein Lebensgefühl vermittelt.

Hingegen hat ein Getränk wie „Red Bull“ dem

Konsumenten „Flügel verliehen“, oder besser: es wurde

mit einem Mal zu einem Kultgetränk. Und so kam

es dazu, dass die meisten Marken plötzlich nur >>

The European Business and Investment Magazine iconannual 103


European Brand Institute

erfolgreich sein konnten, wenn

sie bei den Konsumenten starke

Gefühle vermittelten. Bekannte

Marken können in der Folge zu

einem positiven Firmenimage

verhelfen und aber auch die Corporate

Identity stärken und positiv

beeinflussen. Das geht dann

so weit, dass wertorientierte Unternehmensstrukturen,

in denen

die Marke in eine eigene Gesellschaft

ausgelagert, dann noch

an die Betriebsführung lizenziert

wird – um damit einerseits

den Wert der Marke besser zu

sichern und andererseits Werte

für das Unternehmen zu schaffen,

die man ohne diese Strukturen

nicht schaffen könnte

– sowohl für das Management,

die Eigentümer, aber auch für Kapitalgebende Banken

von Vorteil sein können.

Als immaterieller Vermögensgegenstand wird der

Wert der Marke immer eine der wichtigsten bilanzrelevanten

Kennziffern bleiben. Informationen darüber

werden auch für potentielle Kapitalgeber immer von

zentraler Bedeutung sein.

iconannual-Magazin: Wo bewegt sich eine Marke

am Kapitalmarkt und wo liegt – aus finanzorientirter

Sicht – der Wettbewerbsvorteil von Markenunternehmen?

Gerhard Hrebicek: Von Unternehmen erwarten sich

die aktiv am Kapitalmarkt Beteiligten zunehmend

nicht nur eine finanzorientierte und auf „hard facts“

basierende Informationsgestaltung, sondern vor allem

eine stärkere Integration der „soft facts“, um die Effizienz

und Abläufe der unternehmerischen Entscheidungsstruktur

nachvollziehen zu können. Investoren

erkennen einerseits zunehmend die Vorteile einer

starken Marke: also erhöhte Rentabilität und niedrigeres

Risiko. Andererseits sind sie sich der Tatsache

bewusst, dass der Wert der Marke oftmals einen Großteil

des gesamten Unternehmenswertes, laut unseren

Studien im Durchschnitt um die 40 Prozent aller Unternehmen,

Tendenz Richtung 60 Prozent steigend,

darstellt. Der Wettbewerbsvorteil der Marke aus wertorientierter

Sicht des Unternehmens liegt eindeutig

in der Beschleunigung und der geringeren Volatilität

Foto: Schedl/APA/European Brand Institute

der zukünftigen Cashflows. Aus

Sicht der Kunden beruht der

Wettbewerbsvorteil der Marke

vor allem auf Reputation und

Image. Diese Einstellung ermöglicht

die positive Entwicklung

der zukünftigen Cashflows für

das Unternehmen und schafft

Werte für alle Beteiligten.

iconannual-Magazin: Auf welche

Methoden greifen Experten,

wie Sie einer sind, derzeit

bei der Bewertung von Marken

zurück?

Gerhard Hrebicek: Es gibt eigentlich

zwei wesentliche Methoden

auf die wir immer wieder

zurückgreifen, die sind: zum

einen, die finanzwirtschaftliche Betrachtungsweise,

nach der ein Markenwert als Barwert aller zukünftigen

Einzahlungsüberschüsse, die der Eigentümer

aus der Marke erwirtschaften kann, festgelegt wird.

Weiters gibt es noch die verhaltenswissenschaftliche

Betrachtungsweise, die sich von der betrieblichen

Betrachtung löst und Konsumentenurteile in den

Mittelpunkt stellt. Nur so können längerfristig zum

einen die Effektivität und weiters die Effizienz von

Marketingmaßnahmen aber auch die Markensteuerung

verbessert werden. Die verhaltenswissenschaftliche

Sichtweise widmet sich verstärkt der Messung

der Markenstärke, wobei zum Teil nur Einzelaspekte

betrachtet und relativ bewertet werden, so dass eine

Monetarisierung des Markenwertes nicht im Vordergrund

steht. Das hat zum Nachteil, dass die verhaltenswissenschaftliche

Operationalisierung des Markenwertes

nur eine mangelhafte Verknüpfung der

resultierenden Ergebnisse mit einem ökonomischen

Wert liefert.

Abgebildet in den Normenwerken ISO 10668

„Brand Valuation – Requirements for monetary

brand valuation“ und der ÖNORM 6800 „Markenbewertung“,

die von mir entwickelt wurden, sind

Marken unter Einbeziehung von den drei wesentlichen

Bereichen zu bewerten. Es handelt sich dabei

um finanzielle, verhaltenswissenschaftliche und

letztendlich auch noch rechtliche Aspekte. Um eine

Marke zu bewerten, müssen gewisse Grundsätze beachtet

werden. Dazu zählen:

104 iconannual The European Business and Investment Magazine


International Branding

Foto: Schedl/APA/European Brand Institute

• die Berücksichtigung des Bewertungsanlasses

(Verkauf, Merger, Lizenz, Managementbewertung,

Bank, etc.)

• die Berücksichtigung des Markenschutzes und

des aktuellen Markenstatus

• die Berücksichtigung der Markenart und

Markenfunktion

• die Berücksichtigung der wirtschaftlichen

Lebensdauer der Marke

• die Isolierung von markenspezifischen

Einzahlungsüberschüssen

• die Berücksichtigung von markenspezifischen

Risiken

• die Berücksichtigung eines ertragswertorientierten

Verfahrens

Der Markenwert macht oftmals einen Großteil des gesamten

Unternehmenswertes aus und wird aus diesem

Grund als operative Management-Größe an Bedeutung

gewinnen. Diese Größe wird in herkömmlichen Unternehmensbewertungen

nicht berücksichtigt. Deswegen

ist es sinnvoll, den Markenwert intern zu verfolgen. Periodische

Markenbewertungen ermöglichen es, einen „Return

on Brand Investment“ zu ermitteln und in weiterer

Folge die Effizienz des Marketings sichtbar zu machen.

Danach sieht man sich den Effekt der Marke beim Kunden

an und die finanziellen Auswirkungen einer Marke

für das Unternehmen. Die meisten dieser Markenbewertungsverfahren

werden zum überwiegenden Teil in der

bilanziellen Bewertung im Zuge von Käufen oder Verkäufen

einzelner Marken oder des Unternehmens eingesetzt.

iconannual-Magazin: Wo liegt denn das große Potential

für Marken hier in Europa?

Gerhard Hrebicek: Wir haben in unseren europäischen

Studien gesehen, dass Europa im internationalen

Vergleich gegenüber Amerika und China in den

Markenwerten zurückfällt. Doch durch das Aufladen

von „Heritage Brands“ und mit relativ geringen Investitionen

in bestehende Marken, die in Europa vor allem

durch viele Klein- und Mittelbetriebe vorhanden

sind, hätten wir hier ein immenses Marken-Potential.

Wie wir ebenfalls in unseren Studien feststellen,

haben wir in Europa zwar doppelt so viele Marken wie

die Amerikaner, doch sind die europäischen Marken

im Schnitt nur die Hälfte Wert. Das bedeutet, wir >>

The European Business and Investment Magazine iconannual 105


European Brand Institute

haben hier mit den vielen europäischen

Marken ein großes Potential.

Vor allem bedeutet es, dass wir danach

trachten sollten, die Marken

der Klein-und Mittelbetriebe, also

jene der kleinen Markenunternehmen

mit zukunftsorientierten Investitionen,

in ihrem Wert zu steigern.

iconannual-Magazin: Wie kommen

wir zu „großen“ und wertvollen

europäischen Marken?

An new ISO Standard on Brand

Evaluation will be developed

In September 2014, a new ISO committee on

Brand Evaluation was constituted in Bejing.

Foto: CCBD

Gerhard Hrebicek: Die Zukunft

Europas hängt in meinen Augen

am geistigen Eigentum und hier

besonders an den vielen starken

und wertvollen Marken, die wir

noch viel besser vermarkten müssten.

Europa ist bei den Ausgaben in

Bildung, Forschung und Entwicklung

führend. Die wichtigste strategische

Massnahme zum Schutz

von Innovationen vor der Nutzung

durch Wettbewerber ist einerseits

der zeitliche Vorsprung. Daraus

entstünde genügend Know How

das in „intellectual assets“ wie Innovationen,

Patente und vor allem

Marken übergeführt werden kann.

Ein zeitlicher Vorsprung spielt vor

allem bei Produktinnovatoren mit

Marktneuheiten eine große Rolle.

Ein zweiters strategisches Instrument

ist die Geheimhaltung. Sie

erlaubt den Ausschluss Dritter, von

im Unternehmen entwickeltem,

innovationsrelevantem Wissen. In

einzelnen europäischen Ländern,

wie Finnland, Schweiz, Luxemburg,

Schweden, Dänemark und

auch Österreich leisten Unternehmen

die höchsten Marken-Beiträge

zur jeweiligen Volkswirtschaft und

sind damit auch weltweite Spitzenreiter

im Verhältnis Markenwerte

zum Bruttonationalprodukt. Dieser

Weg könnte und sollte auch auf Gesamteuropa

übertragen werden.

Within this committee a new global

standard on brand evaluation will

be developed, where the President

of European Brand Institute, Dr.

Gerhard Hrebicek holds the Chair.

Goals of this new ISO

Initiative are as follows:

This standard is aimed to standardize

the technical requirements and

evaluation methods in the implementation

of major components of

brand valuation, which will guide

the brand manager and brand evaluators

to conduct activities in the

field of brand evaluation.

Brand evaluation contains

three major steps:

1. identify the key elements which

influence brand value

2. measure the actual performance

of brand key elements (taking the

stake holders' awareness and evaluation

of all key elements into account)

3. draw the conclusions (including

monetary and non-monetary).

Although the key elements of brand

value and evaluation methods are

various, the major influencing factors

can be identified by study on

successful brand cases and analysis

of the relevant data.

The benefits of the development

of the new ISO Standard

on Brand Evaluation

The international standard of

brand evaluation will bring more

brand information to the consumers

and more information on the

evaluation and management of

the world's best brands research

results and practical experience

(particularly in developing countries,

small and medium-sized

enterprises) in order to conduct

brand management more effectively

to the brand owners.

106 iconannual The European Business and Investment Magazine


International Branding

WARUM MARKEN BEWERTEN?

VERHANDLUNGS-

SITUATIONEN

MARKEN

MANAGEMENT

FINANZIERUNG

• Markengeschäfte

• Fusionen & Erwerb

• Markenrechtsverletzungen

• Benchmarking – Studien

• Strategische Planung

• Portfolio Management

• Marken Controlling

• Franchising

• Lizenzen

• Fundraising

Mit dem Aufbau Marken- und IP-orientierter Unternehmensstrukturen

unterstützt eurobrand die europäische Wirtschaft und begleitet

auch kleine und mittlere Unternehmen bei der Maximierung

ihrer Marken-IP Werte und der Schaffung von Nachhaltigkeit.

eurobrand unterstützt Unternehmen und Organisationen mit innovativen

Dienstleistungen, ihre wichtigsten immateriellen Vermögenswerte

– die Marke & IP – in einer wertorientierten Weise

zu managen um Wettbewerbsvorteile zu realisieren.

Europäische Marken sollten als wesentliches Asset

mit derzeit durchschnittlich 40 Prozent des Unternehmenswertes

– Tendenz steigend – in die Bilanzen der

Unternehmen aufgenommen und in Ratings berücksichtigt

werden. Damit würden zusätzlich „Beteiligungsmöglichkeiten“

an Marken und an Klein- und

Mittelunternehmen geschaffen und damit ein wichtiger

Schritt für Investitionen in Marken und damit die

zukünftige Entwicklung hin zu großen und wertvollen

Europäischen Marken gesetzt.

iconannual-Magazin: Wie lassen sich diese Markeninvestitionen

finanzieren?

Gerhard Hrebicek: Das wäre eigentlich sehr einfach,

denn durch alternative Finanzierungsformen wie

etwa Crowdfinancing, Venture Capital oder Business

Angel-Beteiligungen, wurde hier ein großes Potential

geschaffen. Man könnte auch einen Bruchteil, der für

die Sanierungsmaßnahmen im Bereich des Bankenund

Finanzsektors heute in Österreich und Europa

verwendeten Gelder dazu nützen, Fonds für immaterielle

Vermögenswerte – also Marken – von staatlicher

Stelle einzurichten. Diese Fonds könnten sich

gemeinsam mit privaten oder institutionellen Investoren

bei den wachstumsfähigen Marken – und hier

vor allem den zahlreichen kleinen und mittleren Markenunternehmen

– beteiligen.

iconannual-Magazin: Herr Dr. Hrebicek, was wünschen

Sie sich für die nächsten fünf Jahre? Wo soll

es beim Markenmanagement hingehen?

Gerhard Hrebicek: Berechnungen zum Markenwert

einzelner Firmen haben ergeben, dass dieser mitunter

die Hälfte des Firmenwertes ausmacht. Manche Firmen

bestehen nur noch aus Produktdesign und Markenmanagement.

Produziert wird dann irgendwo auf

der Welt. Dass Produktion und Design künftig weiterhin

getrennt bleiben, davon ist auszugehen, aber das

Wichtigste wird sein, dass Marken sich weiterhin im

Spannungsfeld zwischen Emotionen der Kunden und

der Methodik des Managements bewegen.

iconannual-Magazin: Herr Dr. Hrebicek, wir danken

Ihnen für dieses Gespräch.

The European Business and Investment Magazine iconannual 107


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International Branding

Global Top 10 Brand Corporations Brand Value in Mio. €

136.903

73.632

66.598

66.521

52.212

48.679

47.931

47.257

47.064

46.339 © eurobrand 2015

Resume of 2015 eurobrand Global TOP 100 results

World's most valuable brand corporations:

1. Apple, 2. Google, 3. Microsoft. China Mobile moves up to No. 6

The most valuable brand corporation in the world is

Apple, in Europe it is LVMH.

Apple remains world's leading brand corporation

with a brand value of EUR 136,903 bn (+21%), followed

by Google representing a value of EUR 73,632

bn (+9%) and Microsoft with a brand value of 66,598

bn (+7%) which overtook the Coca Cola Company.

Top 10 global brand corporations dominated by US,

except for China Mobile No.6.

LVMH remains Europe's most valuable brand corporation

representing a brand value of EUR 39,829 bn

(global rank 14), followed by AB Inbev with a value of

EUR 35,781 bn (+20%) and Nestlé representing a value

of EUR 34,289 bn (+4%).

Asia, especially China is growing their presence in

the TOP 100. Europe is decreasing.

US brand landscape is dominated by IT & Technology,

Consumer Goods and Financial Services and represents

47 (+1) out of the TOP 100 brand corporations.

Europe represents 35 (-6) with Germans leading,

whilst Asia is represented with 18 (+5) brand corporations,

thereof 10 from China.

Average growth of TOP 100 is 11%, TOP 10 USA

13%, TOP 10 Europe 6%.

TOP 10 China grow by 29%, with China Mobile remaining

No.1 Asian brand corporation with a brand value of

EUR 48,679 bn (global rank 6) and Baidu showing the

highest brand value increase of +47% (EUR 12,413 bn).

The European Business and Investment Magazine iconannual 109


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Markenschutz

in China

Wer zuerst kommt ...

Lansky, Ganzger & Partner (LGP)

Mit 140 Mitarbeitern und Juristen aus rund 20

Ländern zählt Lansky, Ganzger + Partner (LGP)

zu den größten Wirtschaftskanzleien Österreichs.

Der China Desk ist im Set-up der Sozietät

ein zentrales Element. Sein Kernteam bilden

Rechtsanwalt Dr. Gabriel Lansky, Mag. Luciano

Duque-Cordero und die aus China stammende

Juristin Yu Tianqi.

Foto: LGP

Mag. Luciano Duque-Cordero

ist Leiter des China Desk bei

der Rechtsanwaltskanzlei

LANSKY, GANZGER + Partner

(LGP) in Wien und auf Unternehmens-

und Verfahrensrecht

spezialisiert. Vor seiner

Tätigkeit bei LGP absolvierte

Luciano Duque-Cordero einen

postgradualen Studienaufenthalt

in China und arbeitete für

eine chinesische Sozietät.

… registriert zuerst. Anders als in unseren westlichen

Rechtskulturen herrscht beim Markenschutz in der VR

China das Prinzip „first come, first serve“. Dies bedeutet,

dass eine beliebige Marke von jedermann bei den chinesischen

Behörden registriert werden kann – ungeachtet

dessen, ob diese Marke bereits von anderen verwendet

wird. Viele ausländische Unternehmen lernen diese

Realität nur sehr schmerzhaft kennen (darunter auch

Branchenriesen wie Apple oder Pfizer).

Ein gängiges Missverständnis ist, dass man durch

Registrierung seiner Marke in der EU oder in den USA

bereits ausreichend geschützt ist. Da das Markenschutzrecht

nationalen Grenzen folgt, hat eine Registrierung

hierzulande für das Markenschutzrecht der VR China

keinerlei Bedeutung. Ein zweites gängiges Missverständnis

ist, dass einem durch jahrelange Verwendung

einer Marke im Geschäftsverkehr gewisse unabdingbare

Rechte an der Marke zustehen, welche man – ungeachtet

einer Registrierung durch einen unberechtigten

Dritten – jederzeit gegen jedermann durchsetzen könne.

Nicht in China: hier musste beispielsweise der US-Konzern

Apple die Marke ‚iPad‘ um teures Geld „zurückkaufen“,

da ein anderer diese Marke in der VR China

bereits vor Apple – vollkommen legal – für sich registriert

hatte. Im schlimmsten Fall kann man sogar vom

Markeninhaber in Anspruch genommen werden, wenn

man „seine“ Marke unberechtigt verwendet. So wurde

beispielsweise das bekannte Sportschuhunternehmen

New Balance von einem chinesischen Gericht kürzlich

zu Schadenersatzzahlungen an den Markeninhaber in

Millionenhöhe verurteilt, da New Balance die „eigene“

Marke unberechtigt verwendet hatte.

Es können jedoch auch Unternehmen betroffen sein,

welche ihre Produkte gar nicht in der VR China vertreiben,

sondern dort lediglich für den Export produzieren

lassen. Dies kann beispielsweise dazu führen, dass der

Markeninhaber eine Beschlagnahme beantragen kann.

Die rechtlichen Möglichkeiten, gegen die Registrierung

der eigenen Marke durch Dritte vorzugehen, sind

gering. Chancen bestehen nur dann, wenn es sich beim

Markeninhaber um einen Geschäftspartner handelt,

welcher widerrechtlich die Marke für sich registriert

hat, oder wenn es sich nachweislich um sogenanntes

Marken-Squatting handelt. Doch auch hier ist der Nachweis

nur schwer zu erbringen. Der einfachste und wirksamste

Schutz gegen unangenehme Überraschungen

heißt: „registrieren, registrieren, registrieren.“ Eine Registrierung

kann rasch und kostengünstig durchgeführt

werden. Selbst wenn Sie noch nicht in der VR China aktiv

sind, empfiehlt sich ein vorbeugender Schutz durch

Registrierung der eigenen Marke.

The European Business and Investment Magazine iconannual 111


China Council for Brand Development (CCBD)

China Council for

Brand Development

To be scientific, impartial,

transparent and admitted

China Council for Brand Development (CCBD)

is the only national brand-related organization

that has acquired permission from the State

Council and approval from Ministry of Civil

Affairs of the PRC and is under the direct administration

of General Administration of Quality Supervision,

Inspection and

Quarantine of the

PRC (hereinafter referred

to as "AQSIQ").

Adopting the system

of council, CCBD is a

non-profit social organization

constituted

voluntarily by enterprises,

public institutions,

social groups

and individuals that

are relevant to brand development. Mr. LIU Pingjun,

member of the national committee of CPPCC and former

deputy director of AQSIQ, acts as the president

of CCBD.

CCBD is mainly engaged in brand theory study, formulation

of international and national standards, publicity

of brand evaluation, brand fostering consultation,

professional and technical training, brand exhibition,

international cooperation and exchange, etc.

CCBD has been focusing on brand evaluation,

which is currently its important undertaking, in the

principle of "To be scientific, impartial, transparent

and admitted". It

CCBD is mainly engaged in brand

theory study, formulation of international

and national standards,

publicity of brand evaluation, professional

and technical training,

international cooperation, etc.

also publishes "China

Brand Evaluation

Information" on

Dec. 12 th every year

by cooperating with

entities like CCTV to

conduct annual summary

and analysis on

Chinese brands' comprehensive

connotation

and value. Brand

evaluation is an important action to generate positive

energy for Chinese brands, improve their international

influence and propel them to go global.

As required by the development of international

brand evaluation, International Organization for Standardization

(ISO) established a Technical Committee

112 iconannual The European Business and Investment Magazine


International Branding

Fotos: CCBD

2015 China Brand Evaluation Press Conference

(ISO/TC 289 Brand Evaluation) in January,

2014 through the voting among ISO members

and ISO/TMB in response to the joint proposal

from China (SAC) and the U.S. (ANSI). The

secretariat of ISO/TC 289 is in CCBD, which

also hold the national mirror committee in

China.

By now, ISO/TC 289 has held two plenary

meetings in Beijing and London; and two Working

Group (ISO/TC 289/WG 1 Brand evaluation

process) meetings in Shenzhen and Vienna

for the development of new international standard.

SAC (China) and ASI (Austria) share the

convenorship of ISO/TC 289/WG 1 to initiate

the formulation of international standard Brand

Evaluation-Fundamentals and Principles.

CCBD is willing to cooperate with institutions

of brand research, evaluation and management

all over the world in multiple levels

and aspects to promote brand development and

build a better life.

The European Business and Investment Magazine iconannual 113


Sports for Life

An initiative of

SPORTS FOR LIFE _

Fotos: Sports for Life!

SPORTS FOR GOOD!

SPORTS FOR LIFE! is an initiative of former

footballers and sportsmen aiming to promote

football to society, especially to kids who are

socially disadvantaged!

One of the main goals is to show our children

the way from indoor to outdoor activities in order

to get them in good trim. Sports encourages

the youth and connects them – it doesn't matter

which ethnic or social group they belong to. Team sports

are very important because they teach children self-confidence

and help them learn a lot about respect, teambuilding

and other important traits that will help them

in their future life.

The cooperation between the SPORTS FOR LIFE!-

Foundation and several sponsors as well as local associations

throughout Austria ensures a variety of benefits

for children.

Austria's trade union for football players (Vereinigung

der Fußballer, VdF) hosts the Bruno-Gala, an event where

footballers and trainers are being honoured. In terms of

this exclusive event, donations enable disadvantaged families

free access to the camps.

114 iconannual The European Business and Investment Magazine


International Branding

SPORTS FOR LIFE!

STARCAMPS

Fotos: Sports for Life!

Thanks to its unique concept and the support of

many sponsors and communities, STARCAMPS

can offer attractive prices starting from € 99,

which enables access for everyone. This is the

most favorable price offered in Austria, mixed

with the know-how of well-educated and

professional trainers.

The main purpose of the initiative is to make sports

a part of children daily life on the one hand, and

to provide them with the benefits of teamwork and

social contacts on the other. This way the foundation

attracts many children (7–14 years) and gives them

the opportunity to join the beautiful game of football.

Various professional football players of the Austrian

Bundesliga come to take part in different exercises in

terms of the STARCAMPS' trainings. The children have

the great chance to train with them and ask individual

questions – an interesting experience for everyone!

Beside the reasons listed above, creating fun and

future prospects for children is SPORTS FOR LIFE!'s

main ambition.

Since 1998 the VdF is highly engaged in the promotion

of young football players. Therefore they have been

successfully promoting the camps for years. With lots of

specific camps and finally with the STARCAMPS (2006)

the VdF managed to fill the gap with high quality offers

and fair prices. All this became possible thanks to the

support of many authorities and professional footballers.

The European Business and Investment Magazine iconannual 115


Women Leadership Forum

An Initiative of

Have more

CONFIDENCE

Fotos: Katharina Schiffl

in YOURSELF and write your

The promotion of Women Leadership in various fields, like

Economy, Science and Research, as well as Public Institutions

and Society, but also the connection of successful

women and powerful men with the purpose of strengthening

innovative and economic power in Austria, is the

ultimate goal of the Women Leadership Forum which has

been initiated by the European Brand Institute.

own story

116 iconannual The European Business and Investment Magazine


International Branding

Foto: Katharina Schiffl

"A woman's career

is divided into three

stages: Meritocracy,

the Messy Middle

and Leadership"

Barbara J. Krumsiek

Member of Board of Directors

at Pepco Holdings, Inc.

"Turn diversity into a competitive

advantage. Having teams consisting of both

men and women, especially in the field of

science is very important.

Male and female scientists

from all over the world

with different educational

backgrounds are a key to

success."

Foto: krischanz.zeiller./AIT

Brigitte Bach

Head of Energy Department AIT

"In order to stay internationally competitive,

Austria needs women on leading positions,

regardless whether they are

active in Corporate Boards,

NGOs, or as entrepreneurs

in science and technology.

Therefore, having more

women on the top is an

economic and social matter."

Renate Altenhofer

Initiator Women Leadership Forum

It was a special day at the Novomatic Forum in

Vienna and September 16 th of 2015 should belong in

the memories of all of the attendees. The European

Brand Institute has invited more than 160 exclusive

guests to its third Women Leadership Forum, which

this year followed the slogan "Women make Future".

It was the Ambassador of the United States of

America to Austria, H.E. Alexa Wesner, who opened

the event by emphasizing the challenges that women

face on their way to attain leadership positions. And

indeed, though it is widely believed that men have always

a better shot at leadership positions in business

and politics, there is little consensus, however, on why

women still remain underrepresented in these fields.

Some of the major reasons that there aren't more women

in top leadership roles in business and politics are

higher standards for women and lack of readiness by

companies to hire women for top positions and by voters

to elect women to higher office. But there are also

other reasons, such as: family responsibilities, inexperience,

or women not being tough enough, that are

cited less frequently as significant barriers to female

leadership.

In her keynote speech, US-Leadership expert Barbara

J. Krumsiek, an experienced executive in investment

management, a leader in the field of sustainable

investing, and a dedicated advocate for global women's

empowerment, who joined the Georgetown University

Women's Leadership Institute as a senior industry

fellow, asked the question "Why aren't we there yet?"

Krumsiek described first some of the key words of her

speech: "We" are working women, particularly those in

corporations; "there" refers to full equality, opportunity,

access to capital and seats at the board table and in the

C-suite; and "yet" is now. Krumsiek contended that most

C-corps are really he-corps, since the lion's share of positions

in upper management — including board of director

seats — are held by men. Although well-educated

and often well-prepared for leadership, women are not

yet at parity with their male counterparts. In the 100 >>

"Gender diversity is

not a social matter

but a competitive

advantage."

Anett Hanck

Head of Sales HEUTE

& Board Member WLF

Foto: Privat Foto: Katharina Schiffl

The European Business and Investment Magazine iconannual 117


Women Leadership Forum

largest companies in the U.S., women occupy only 14

percent of senior executive positions and only four percent

of CEO positions. Getting to parity will take time.

Barbara Krumsiek divides a woman's career into three

stages: Meritocracy, the Messy Middle and Leadership.

Based on her experiences, she offered career advices to

women in each of the three career stages:

Meritocracy:

Don't let anyone else fill in the blanks. Women need

to find discreet ways to share their strengths with

leaders and peers. Krumsiek advises, "Know your

strengths and find ways to let others know how competent

you are. Have confidence in yourself and write

your own story."

(left to right) Mag. Tatjana Oppitz, IBM; Mag. Karin Zipperer, Hafen Wien;

Mag. DI Dr. Brigitte Bach, AIT; Marie Bysveen, SINTEF; Michaela Leonhardt, Ph.D.,

APG/ femOVE; Mag. Ulrike Huemer, Stadt Wien; Mag. Michaela Huber, OMV

(left to right) Dr. Georg Horacek, OMV; Mag. Martina Flitsch, Novomatic AG;

Dr. Josef Fritz, Board Search; Dr. Esther Mitterstieler, NEWS; DI Sigrid Oblak, Wien

Holding; Mag. Corinne Gabler, Nestle; Martin Leveringhaus, Deutsche Bank

Maurizio Giambra

Fotos: Katharina Schiffl

(left to right) Anett Hanck, HEUTE; Mag. Sonja Kato, unicato communications,

H.E. Alexa Wesner, US Ambassador; Mag. Renate Altenhofer, maX iconvienna

"Companies need to create an environment, which support women to become successful

and proactively foster them on management level. Women themselves need to be willing

to take this road actively and to combine it with their personal life, i.e.

they really have to be willing to obtain management positions, prove

their competence and be ready to face problems. In terms of operational

business, it is proved that teams with equal proportion of men and women

show efficient team dynamics. I am convinced that this will be the case in

corporate boards too."

Foto: Nestlé

Corinne Gabler

former General Manager Nestlé Österreich GmbH

118 iconannual The European Business and Investment Magazine


International Branding

The Messy Middle:

To move ahead, think obstacle course instead of corporate

ladder. Change your thinking about climbing the

corporate ladder and instead think of your career as an

obstacle course. "Compassion and competition can coexist

when you picture your career as an obstacle course

and not a ladder", notes Krumsiek.

Leadership:

Declare your life balanced. No one can — or should —

dictate how you balance your life. "Whatever you choose

as your life balance is right," says Krumsiek. Avoid others'

advice or judgments on having or not having it all.

Do what is best for you, own it and declare it.

In conclusion, Barbara Krumsiek encouraged women

to make an impact by staying informed, but also by supporting

other women in their careers, by facing challenges

and by challenging others — but for all: by investing in

change. Krumsiek also stressed the need for a balanced

allocation of women and men in leading positions.

For more than 25 years Sigrid Meuselbach is discussing

female responsibility in companies and helps

to support women on how to take their professional

talents. Today she is a highly sought expert in male

and female careers in science and industry. With her

long experience of lectures, training, coaching and

mediation, the expert guaranties that the success of

companies and the advancement of women through

gender cooperation can be managed. The coach and

author of the book "Awaken the boss in you", made

an impulse statement, in which she talked about the

price women have to pay by following the "rules of the

game", called "job".

"In order to stay internationally competitive, Austria

needs women on leading positions, regardless

whether they are active on Corporate Boards, NGOs,

or as entrepreneurs in fields such as science and technology.

Therefore, having more women on the top is

an economic and social matter", concluded the Women

Leadership Forum-initiator, Renate Altenhofer. >>

"I did an apprenticeship as a

supervisory board member and then

pointed out that I want to take such a

position. I decided

to take this step,

as no one would

have offered me this

position."

Foto: Novomatic/krischanz

Martina Flitsch

Member of the supervisory

board Novomatic AG

"Women Leadership Forum sets important

incentives for more women in leading positions.

Having more women in management is an essential

requirement for companies to

conduct business successfully.

Moreover, supporting females

contributes to cultural

diversification in management."

Kristin Hanusch-Linser

Head of Open Innovation Lab & Service

Design Center ÖBB Holding AG

Foto: Hauswirth

"Apart from that, I think it is quite foolish to renounce on the

potential of half of the human race, I do not believe in “the

typical feminine”. I believe in the abilities of individuals. If you

provide the younger generation the same chances in their

development, in their education and in their

environment and if you give them a good

example, the relationship between men and

women will converge in top positions."

Foto: OMV

Michaela Huber

Senior Vice President of safety and

environmental agendas OMV AG

Upcoming

WOMEN

LEADERSHIP FORUM

September 14, 2016

NOVOMATIC FORUM

WIEN

www.womenleadership.at

The European Business and Investment Magazine iconannual 119


Women Leadership Forum

After these amazing keynote speeches, three panel discussions

gave a brighter view on the goals women in

higher positions should have nowadays: In the first panel

discussion, based under the slogan "Woman makes

future", the speakers took an active part at the forum to

discuss the topic "Powerful job rules — inspire women

to undertake control". Among them were: News-Chief

Editor Eva Weissenberger, former Director Corporate

Communications of the Austrian Railways ÖBB, Kristin

Hanusch-Linser, Head of the Sales Team at the free newspaper

Heute, Anett Hanck and Rewe International Group

Director Corporate Communications Corinna Tinkler.

In the second well awaited panel, the member of the

Editorial Crew at the Magazine News, Esther Mitterstieler,

the member of the Novomatic supervisory board,

Martina Flitsch, the CEO of the Vienna Holding — a pillar

of the economic power of the Vienna City Administration

— Sigrid Oblak, the authorized officer of the

Deutsche Bank, Martin Leveringhaus, as well as former

Nestlé-Director General, Corinne Gabler, discussed the

topic "Command & control".

In the course of the third panel "Don't fear the

STEM" panelists, like IBM-General Manager Tatjana

Oppitz, the Chief Information Officer of the City of

Vienna, Ulrike Huemer, the Expert on eco- and energyeconomic

forecasts in the Austrian Power Grid AG,

Michaela Leonhardt, as well as the Senior vice president

of safety and environmental agendas of OMV, Michaela

Huber, revealed special ways of success for Women

in the intersection of mathematics, informatics, science

and technology, under the guidance of the panel chair,

the Head of Energy Department at the Austrian Institute

of Technology (AIT), Brigitte Bach. Karin Zipperer,

former Managing Director of the Port of Vienna, made

instantly clear that, "the technical vocational field will

start experiencing benefits, once the ice has been broken

and women strengthen their position in technical professions".

After the three panel discussions, that have been

followed meticulously and attentive by the attendees of

the Women Leadership Forum, the Italian Designer

Maurizio Giambra inspired all the participants with

a highly exclusive Fashion Show and got a huge applause

by the crowd. At the following Cocktail reception

there was more time to deepen and discuss all

the ideas communicated during the day.

"Technology is women's best

friend – there is no sector with

better career prospects, more

flexible working models or

greater chances to work in an

international environment. Nevertheless,

there is a downward

trend in the number of women,

working in the technology sector.

We certainly can't and don't

want to allow ourselves to lose

50% of this potential. Therefore,

we must raise the attractivity

of techhnical professions. This

vision should

be already set

in the preschool

age!"

Foto: Pepo Schuster

"Having more women power at management level would

be beneficial for every sector. Women Leadership forum sets

valuable insights for awareness-raising and helps us support

females to reach the desired leading

positions, which are still dominated by

men. Women should rather concentrate

on their strengths and know-how, than on

being different in comparison to men."

Foto: REWE International AG

Tatjana Oppitz

Country General

Manager IBM Austria

Corinna Tinkler

Director Corporate Communications

REWE International AG

"I am deeply convinced that

a significant share of women

in top management level

positions and supervisory

committees will bring a wide

range of positive effects."

Sigrid Oblak

Director Wien Holding

Foto: Eva Kelety

120 iconannual The European Business and Investment Magazine


maximize your business communication!

award conception I brand communication & consulting

event management I marketing outsourcing

public relations I ratings & studies

Our initiatives

www.icon-vienna.net

www.europeanbrandinstitute.com/forum/

www.womenleadership.at

maX iconvienna GmbH

Börsegasse 9/8, 1010 Wien

office@maxcc.at

www.maxcc.at


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iconvienna Gallery

Impressions

from

iconvienna

2015

Fotos: Katharina Schiffl

(left to right) Gerhard Hrebicek, President iconvienna; H.E. Alvaro Jose Robelo Gonzalez, Ambassador of Nicaragua

to Austria; H.E. Carmen Maria Gallardo Hernandez, Ambassador of El Salvador to Austria; H.E. Gloria Del Carmen

Young Chizmar, Ambassador of Panama to Austria; H.E. Jaime Alberto Cabal Sanclemente, Ambassador of Colombia

to Austria; H.E. Ramon Quinones, Ambassador of the Dominican Republic to Austria; H.E. Ali Uzcategui Duque,

Ambassador of Venezuela to Austria; H.E. Antonio Roberto Castellanos Lopez, Ambassador of Guatemala to Austria)

Austrian Federal Chamber of Commerce

(left to right) Gerhard Hrebicek, President iconvienna; Anna Maria Hochhauser, Secretary-

General, Austrian Federal Economic Chamber; Wilhelm Molterer; Director European Fund for

Strategic Investments; Andreas Matthä, Executive Director ÖBB Infrastruktur

(left to right) Christian Wurm, Head of Department Research, Technology and Innovation,

Municipality Department 23; Silke Sorger, Head of Purchasing Infineon; Daniel Chladek,

Regional Manager, Vienna Business Agency; Ana B. Bovan, President Central European

Development Forum, Serbia; Ahmed Adel, Inventor & Owner Solabolic

(left to right) H.E. Ramon Quinones, Ambassador of the Dominican Republic to Austria;

Renate Altenhofer, Managing Partner iconvienna; Gerhard Hrebicek, President iconvienna;

H.E. Ali Uzcategui Duque, former Ambassador of Venezuela to Austria; Maya Stoeva,

Project Manager iconvienna

(left to right) Stefan Petters, Managing Director, guo Business Development Consult; Hugo-Maria

Schally, Head of Unit Eco-Innovation & Circular Economy, EC; Brigitte Bach, Head of Energy

Department AIT; Harald Jony, Director of Energy Management & Sales ÖBB-Infrastruktur AG;

Dianne H.B. Welsh, Professor of Entrepreneurship at The University of North Carolina Greensboro;

Peter Canciani, Project Manager CEI

The European Business and Investment Magazine iconannual 123


eurobrand forum

BRANDS RELOADED

eurobrandforum is the independent consulting platform for brand and

IP experts (brands, patents, trademarks, designs and copyrights, …).

The exclusive event for high level national and

international decision makers and opinion

leaders provide the perfect setting for extensive

discussions and to exchange know-how

on the needs of intellectual property, the relationship

between brands, media, agencies, human resources,

politics and tax and on the questions of how IP rights

and brands can be successfully managed in order to

compete on a global level.

REVIEW 2015

The European Brand Institute invited to

eurobrand forum 2015 following the motto

"Brands Reloaded" on October 14, 2015 at

the Novomatic Forum Vienna.

Fotos: Katharina Schiffl

(left to right): Josef Wurditsch, Consultatio; Gerhard Schuller, ELK; Manfred

Berger, Neusicht; Anett Hanck, HEUTE; Gerhard Hrebicek, European Brand

Institute; Alexander Szadeczky, Nofrontiere Design

In the course of the exclusive brand event, representatives

from International business media and brand

community discussed the future of heritage brands,

challenges and opportunities of the new reloaded traditional

brands and brand management implementation.

(left to right): Paul Leitenmüller, Opinion Leaders Network; Doris Felber,

Bäckerei Felber; Peter Baumgartrner, freeyourbrand; Alfred Schrott, Manner AG

The president of the European Brand Institute

Gerhard Hrebicek introduced the event with his opening

remarks on the topic "Heritage Brands are valuable!

eurobrand global Top 100 brand corporations – a

global perspective of the value".

The following speakers discussed the challenges

and opportunities of brands in the course of the

podium discussion "Brands Reloaded – Wirtschaftsfaktor

oder Markenkosmetik" with panel chair Anett

Hanck, HEUTE: Manfred Berger – Neusicht, Gerhard

Hrebicek – European Brand Institute, Alexander

Szadeczky – Nofrontiere Design, Gerhard Schuller –

ELK Holding, and Josef Wurditsch – Consultatio.

Finally, eurobrandforum was followed by the exclusive

ceremony BRAND [LIFE] AWARD, which took

place for the 7 th time, awarding Austrian personalities

for their life-time achievement in successfully establishing,

developing and managing brands and brand

corporations. KTM-boss Stefan Pierer was 2015's winner

of the BRAND [LIFE] AWARD.

124 iconannual The European Business and Investment Magazine


International Branding

An Initiative of

BRAND [LIFE] AWARD

The brand life award ceremony took

place for the 7 th time, awarding Austrian

personalities for their life-time

achievement in successfully establishing,

developing and managing

brands and brand corporations.

UPCOMING

eurobrand forum 2016

OCTOBER 18, 2016

NOVOMATIC FORUM WIEN

(left to right): Stefan Pierer, KTM; Gerhard Hrebicek, European Brand Institute

www.europeanbrandinstitute.com/forum/

"Corporate and product brands are essential value factors and prosperity indicators

for each economy. They create identity and value among the whole society."

BRAND AMBASSADORS &

BRAND [LIFE] AWARD WINNER 2015

(left to right): Paul Leitenmüller, Opinion Leaders Network; Adi Hirschal, Helmut Hanusch, VGN; Doris Felber, Bäckerei Felber; Helene Karmasin, Karmasin

Behavioural Insights ; Stefan Pierer, KTM; Iris Sageder, Artist; Alfred Riedl, Jacques Lemans; Gerhard Hrebicek, European Brand Institute

The European Business and Investment Magazine iconannual 125


Contacts

A. Hartl Resort GmbH & Co. SH Land- und Golfhotel Betriebs KG Kurallee 1, 94086 Bad Griesbach, Germany www.quellness-golf.com

AIT Austrian Institute of Technology GmbH Donau-City-Straße 1, 1220 Vienna www.ait.ac.at

Austrian Experts Group on Business Mediation Schwarzenbergplatz 14,1041 Vienna www.wirtschaftsmediation.cc

Austrian Federal Economic Chamber Wiedner Hauptstraße 62, 1045 Vienna www.wko.at

Austria Wirtschaftsservice Gesellschaft mbH Walcherstraße 11A, 1020 Vienna www.awsg.at

café+co Österreich GmbH Theodor-Sickel-Gasse 2, 1100 Vienna www.cafeplusco.at

CÉ LA VI SINGAPORE Marina Bay Sands SkyPark, Tower 3,

1 Bayfront Avenue, 18971 Singapore www.celavi.com

Central European Initiative Via Genova 9, 34121 Trieste, Italy www.cei.int

China Council for Brand Development (CCBD)

No.18/Bei San Huan Dong Lu/ Chaoyang District,

100013 Beijing, China www.brand-intl.cn

City of Vienna Rathaus, 1082 Vienna www.wien.gv.at

CONDA Crowdinvesting Österreich Donau-City-Straße 6, 1220 Vienna www.conda.at

Eurocomm-PR GmbH Renngasse 5/3, 1010 Vienna www.wienholding.at

ELK Building Systems GmbH Wiedner Hauptstraße 120-124, 1050 Vienna www.elkbuildingsystems.com

Embassy of Argentina in Austria

Goldschmiedgasse 2/1, 1010 Vienna

Embassy of Colombia in Austria Stadiongasse 6-8/15, 1010 Vienna austria.embajada.gov.co

Embassy of Nicaragua in Austria

Ebendorferstraße 10/3/12, 1010 Vienna

Embassy of Romania in Austria Prinz-Eugen-Straße 60, 1040 Vienna vienna.mae.ro

Embassy of the Slovak Republic in Austria Armbrustergasse 24, 1190 Vienna www.mzv.sk/vieden

Embassy of the Czech Republic in Austria Penzinger Straße 11 - 13, 1140 Vienna www.mzv.cz/vienna

Embassy of the People's Republic of China in Austria Metternichgasse 4, 1030 Vienna www.chinaembassy.at

Embassy of the Republic of Bulgaria in Austria

Schwindgasse 8, 1040 Vienna

Embassy of the Russian Federation in Austria Reisnerstraße 45-47, 1030 Vienna www.rusemb.at

Embassy of the Dominican Republic in Austria

Prinz-Eugen-Straße 18, 1040 Vienna

Embassy of the Republic of Cuba in Austria Kaiserstraße 84, 1070 Vienna www.cubadiplomatica.cu/austria

Embassy of the Republic of Guatemala in Austria

Prinz-Eugen-Straße 18 / Top 7, 1040 Vienna

Embassy of the Bolivarian Republic of Venezuela in Austria Prinz-Eugen-Straße 72/1.OG//Top1.1, 1040 Vienna www.austria.gob.ve

Embassy of the Republic of Panama in Austria

Goldschmiedgasse 10/403, 1010 Vienna

Embassy of the Republic of El Salvador in Austria Prinz-Eugen-Straße 72/2/1, 1040 Vienna www.rree.gob.sv

Embassy of the United States of America in Austria Boltzmanngasse 16, 1090 Vienna www.usembassy.at

Permanent Mission of Ecuador in Vienna

Goldschmiedgasse 10/2/205, 1010 Vienna

European Brand Institute Börsegasse 9/8, 1010 Vienna www.europeanbrandinstitute.com

European Commission BERL 09/399 , 1049 Brussels, Belgium ec.europa.eu

EU Strategy for the Danube Region (EUSDR) Kirchberggasse 33-35/9, 1070 Vienna www.danube-capacitycooperation.eu

General Motors Austria GmbH Groß-Enzersdorfer Straße 59, 1220 Vienna www.opel.at

HBM GmbH Lemböckgasse 63/2, 1230 Vienna www.hbm.com

ICNM - International Center for New Media Leopoldskronstraße 30, 5020 Salzburg www.eu-youthaward.org

Institute of Science and Technology Austria Am Campus 1, 3400 Klosterneuburg www.ist.ac.at

ITKAM-Austrian Desk Biberstraße 5, 1010 Vienna www.itkam-austria.org

Kommunalkredit Austria AG Türkenstraße 9, 1092 Vienna www.kommunalkredit.at

LANSKY, GANZGER + partner Biberstraße 5, 1010 Vienna www.lansky.at

Lyoness Austria GmbH Grazbachgasse 87-93, 8010 Graz www.lyoness.com

maX iconvienna GmbH Börsegasse 9/8, 1010 Vienna www.icon-vienna.net

MA 23 - Wirtschaft, Arbeit und Statistik Meiereistraße 7, Sektor B, 1020 Vienna www.wien.gv.at/kontakte/ma23

Ministry for Europe, Integration and Foreign Affairs Minoritenplatz 8, 1010 Vienna www.bmeia.gv.at

Novomatic AG Wiener Straße 158, 2352 Gumpoldskirchen www.novomatic.com

ÖBB-Infrastruktur AG Praterstern 3, 1020 Vienna www.oebb.at/infrastruktur

Österreichischer Städtebund Rathaus, Stiege 5, Hochparterre, 1082 Vienna www.staedtebund.gv.at

Sports For Life Börsegasse 9/8, 1010 Vienna www.sports-for-life.net

TINA Vienna GmbH Liechtensteinstraße 12/10, 1090 Vienna www.tinavienna.at

Vienna Chamber of Commerce and Industry Stubenring 8-10, 1010 Vienna wko.at/wien

Wien Holding Universitätsstraße 11, 1010 Vienna www.wienholding.at

Woman Leadership Forum Börsegasse 9/8, 1010 Vienna www.womenleadership.at

126 iconannual The European Business and Investment Magazine


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INKLUSIVE

PRIVAT-

SEKRETÄR

Der neue Astra Sports Tourer

mit

Das Auto des Jahres 2016 überzeugt mit luxuriösen Features der Oberklasse:

• Ihr persönlicher Online- und Service-Assistent

• Automatische Notfallhilfe und Navi-Zieleingabe

• Diagnosen und Verriegelung via Smartphone App

Mehr auf opel.at/astra-sportstourer

Verbrauch gesamt in l / 100 km: 3,4 – 6,2; CO 2

-Emission

in g / km: 89 –142. Abbildung zeigt Sonderausstattungen.

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