Issue 2 / April 2015 The Business Magazine markets Germany What’s Cooking? consumer trends within the food and beverages industry. p13 World of Wonders a summary of fDi investment in Germany. p16 50 Years of Diplomatic Relations talking to the israeli ambassador to Germany. p20 INDUSTRIEAutomation Nation: INDUSTRIE 4.0 is set to entirely revolutionize manufacturing. 4.0 Buch 1.indb 1 19.03.15 15:42 editorial Dear Reader, The fourth industrial revolution – INDUSTRIE 4.0 – is upon us. The Internet of Things is blurring the boundary between the real and the virtual worlds – and manufacturing is no exception. This transformation is of huge importance for Germany as a business lo- cation, and markets Germany has recently dedicated a number of articles to the topic. In this issue, we bring you a cover story on INDUSTRIE 4.0, a development that is chang- ing the face of manufacturing in Germany and around the world. This issue also contains an overview of a large-scale study by Germany Trade & Invest on the foreign direct investment activities of various countries in Germany. The Israeli am- bassador to Germany speaks with us about the past, present, and future of Israeli-German economic relations on the fi ftieth anniversary of the establishment of diplomatic relations between the two countries. We also report on inter- national companies that have been successful in Germany for several decades as well as on companies that have set- tled here recently and have big plans. This issue’s industry reports look at e-commerce, the food industry, and water management. You might also fi nd the special edition of markets Germany interesting: it looks at corporate incentives, provides an overview of the 2014–2020 public funding period in Germany, and outlines how to access funding. We wish you an interesting read! Dr. Benno Bunse markets CEO Germany is also available as an app. Just scan this Qr code and subscribe! Contents COVER STORY ABOUT US Automation Nation .................................................................... 6 Big in Japan ..................................................................... 26 INDUSTRY MY GERMANY ..................................................................... 3 Wait a Minute, Mr. Postman ..................................................12 NEWS ................................................................................. 4 What’s Cooking? ......................................................................... 13 MEDIA .............................................................................. 25 Going with the Flow ....................................................................14 FACTS & FIGURES: Talent Wanted .........................................27 FDI Takeda Takes on More ...............................................................15 A Strong Chemical Bond ............................................................15 World of Wonders ....................................................................... 16 Issue 2 / April 2015 The Business Magazine Never miss an edition of Mind over Matter ........................................................................ 19 markets Germany markets Germany: The Tastemakers ................................................................19 What’s Cooking? order your free subscription Consumer trends within the food and beverages industry. p13 World of Wonders A summary of FDI investment in Germany. p16 on page 24. 50 Years of Diplomatic Relations Talking to the Israeli ambassador LOCATION to Germany. p20 50 Years of Diplomatic Relations ...........................................20 Coming of Age ....................................................................22 Cover DLR (M); ABB (M) SUCCESS INDUSTRIEAutomation Nation: INDUSTRIE 4.0 is set to entirely revolutionize manufacturing. 4.0 Unzipping Genes in Munich ........................................................24 Photos: Germany Trade & Invest (p. 2); Friederike Göckeler 3) 2 markets Germany 2/2015 Buch 1.indb 2 19.03.15 15:42 my germany Foolish in all the right ways Germany was a natural choice for the Motley Fool’s newest website (www.fool.de). The Motley Fool is one of the largest online pro- viders of stock market information and analysis worldwide, and Germany is one of the world’s biggest and strongest economies. The country is also home to some of the best and most respected companies in the world. And with the exciting start-up culture that we found in Berlin, the city seemed like the perfect spot for the Fool to call home in Germany. Fur- thermore, attitudes are changing in the Federal Republic, and more Ger- mans are realizing the wisdom of in- vesting in the stock market. We are excited to be here to help them on their journey. Matt Koppenheffer, Managing Director www.fool.de Photos: Germany Trade & Invest (p. 2); Friederike Göckeler 3) 2/2015 markets Germany 3 Buch 1.indb 3 19.03.15 15:42 news in brief aUtomation iroBot, iParK Travelers needing to leave their cars at Düsseldorf Airport will have one less headache to worry about now that “RAY,” a robotic parking system designed by the Bavarian start-up serva, has been in- stalled. The forklift-like system scans a car’s dimensions and transports it to a perfectly sized spot to maximize garage space while cross-checking fl ight data- bases to know the best place to park based on when you’ll return. Added bonus: while saving space and time, it also reduces emissions. EVERYBODY LOVES A WINNER > www.serva-ts.com Brands. It took fi ve years and a soccer championship, but they’ve fi nally done it! UP cLoSe ermany claimed the top spot from World Cup championship, but also by the United States in the 2014 Anholt- solidifying its perceived leadership in reVoLUtionarY reSearcH G GfK Roper Nation Brands Index. The Europe through a robust economy and annual poll asked 20,125 people in 20 steady political stewardship,” says Simon German physicist Stefan Hell, director of countries to rate how they perceive 50 de- Anholt, the index’s developer and a lead- the Max Planck Institute for Biophysical veloped and developing nations on the ba- ing authority on national image and iden- Chemistry, shared the 2014 Nobel Prize in sis of almost two dozen attributes in six tity. But, he notes, in addition to the gain Chemistry with two Americans for devel- dimensions: exports, governance, culture, in “sport excellence” – the largest gain for oping “stimulated emission depletion” people, tourism, and immigration/invest- any single attribute last year across all sur- (STED) microscopy, which uses lasers and ment. Germany had remained in the top veyed countries – Germany also scored fl uorescent molecules to get past the res- three since the United States knocked it more points in the areas of “honest and olution limits of traditional optical micros- from the top spot in 2009. competent government,” “investment cli- copy in a way once thought impossible. “Germany appears to have benefi ted mate,” and “social equality.” Because of their achieve- not only from the sports prowess it dis- ments, researchers “can played on the world stage at the FIFA > http://bit.ly/1xWPvPU now peer into the nano- world” for the benefi t of mankind, wrote the Royal Swedish Acade- KING OF CONNECTIONS my of Sciences. cHemicaL-free he McKinsey Global Institute (MGI) spot in the cumulative “Connectedness believes that interconnectedness is Index,” followed by Hong Kong and the WitHoUt SUn or Dirt T the key to guaranteeing prosperity in United States. Gaining in all fl ows, Ger- the age of globalization. And ac- many was responsible for USD 3.77 tril- Inspired by NASA and the desire to grow cording to a recent MGI study, lion in global fl ows in 2012 out of a world- their own food “without giving up the mod- the country leading the pack wide total of USD 26 trillion. ern city life,” three Israeli entrepreneurs liv- in this race is Germany. The report attributed Germany’s po- ing in Berlin have launched INFARM, an in- The study, “Global sition to its strength in manufacturing door farming company, in a former factory Flows in a Digital Age: How knowledge-intensive goods, high-quality building. The trio now grows chemical-free Trade, Finance, People, and infrastructure, its central location in the fresh herbs, vegetables, and migro greens Data Connect the World EU, sophisticated innovation capabilities, in hemp-fiber bedding using special water- Economy,” examined the in- highly specialized SMEs, an advanced ing and LED lighting systems – and finds fl ows and outfl ows of goods, business ecosystem, and its “supportive themselves providing kits and advice to services, fi nance, and people for government approach, to industrial and people around the world. 195 countries. With top-seven scores in trade policy, human capital and infra- each category, Germany claimed the top structure investment.” > www.infarm.de Photos: Agência Brasil; WiFiLeech; pagadesign/iStockphoto; Nobelprize.org; emmys.com (p. 5) 4 markets Germany 2/2015 Buch 1.indb 4 19.03.15 15:42 news FANTASTIC TOP SCORES IMAGES ACROSS THE BOARD Visual FX. German fi rm A new European Commission study has wins Emmy for computer- underscored the awesome strength of generated imagery. Germany’s clusters. The biannual “Euro- pean Cluster Panorama” was published in October 2014 by the European Cluster ermany’s Mackevision Medien Observatory, an initiative of the “SMEs: Design took home a Creative Arts Clusters and Emerging Industries” unit G Emmy in the “Outstanding Spe- Congratulations! The of the Commission’s Enterprise