Kolumnentitel

Living Energy

DaeguAll Eyes on

Trending issues, lead-up activities, and local tips for the 22nd World Energy Congress in South Korea

3

Editorial

At the World Energy Congress (WEC) in Daegu, we will discuss one of the most pressing issues of our time: “Securing Tomor-row’s Energy Today.” Leading up to the WEC, on the “Road to Daegu,” we are addressing the regionally diverse challenges and opportunities, with the aim of developing collaborative approaches that combine the strengths of each region to pro-vide benefits for all.

To guide you to this year’s energy hub in Daegu and to facilitate getting around once you’re there, the Living Energy editors have assembled background information along with practical tips from correspondent Kim Young-gyo.

So join us. Bring your thoughts to the table, engage your customers and stakeholders, and come to Daegu to find out what the next steps in the energy world will be.

The Aim of Daegu Is to

siemens.com/energy

The world of energy is full of possibilities. Let’s connect them.

Answers for energy.

Towards a sustainable energy system – join us on the Road to Daegu and at the World Energy Congress 2013.

Making full use of the countless opportunities in the global energy system means achieving sustainability. Siemens is constantly striving to optimize the energy system and unlock effi-ciency potentials. With the growing complexity of the power system, we respond day by day

with ideas to optimize the use of resources. The power matrix is full of possibilities.

Join us when we think, talk, act energy – on the Road to Daegu and at the WEC 2013. Visit us on siemens.com/wec

Connect Possibilities

Michael Suess, Member of the Managing Board

of Siemens AG and CEO of the Energy Sector

4 5

Connecting PossibilitiesConnecting Possibilities

The 22nd World Energy Con-gress 2013 in Daegu, South Korea, from October 13 to 17, 2013, is one of the most impor-tant meeting places for experts, opinion leaders, and decision makers in the global energy industry. It builds networks and provides a forum for the critical issues and global challenges of the future of energy. At WEC, true to the theme of “Securing Tomorrow’s Energy Today,” the course will be set for the sus-tainable development of energy systems around the world.

Solutionsfor a Global Energy System

Michael Suess will sit down with customers, decision makers, and experts from the energy industry for six Round Table discussions to formulate responses to the challenges the energy systems are facing. All of the discussions as well as sum-maries are freely accessible to all interested parties at:

The Round Table Sessions

siemens.com/wec

The Power Matrix is at the core of the deliberations at the Round Tables, which will focus on regional challenges with a global view.

“ There is not just one energy transition, but many throughout the world.”

Michael Suess CEO, Siemens Energy

76

Connecting Possibilities Connecting Possibilities

“Think, talk, act energy!” – these four words encapsulate the com-mitment of Siemens to the vi-sion of WEC 2013. As part of the global energy community, the company is striving to cultivate a cross-border dialog, generate new ideas, and identify syner-gies for the energy systems of our world. In the run-up to WEC 2013 in Daegu, Siemens is study-ing the challenges that energy systems are facing in various countries and regions around the world. Besides the Round Table discussions with Michael Suess, the blog “On the Road to Daegu” presents ground-breaking projects from around the globe and engages various stakeholders.

Two blog authors – Dorothee Andris, Senior Consultant at Siemens Energy Cor-porate Communications, and Christian Hoffmann, Senior Advisor at Siemens Corporate Strategies – are spending six months on an in-depth investigation of the energy systems of six continents in order to report on the trends and

Blogging on the Road to Daegu

“ As a blog author, it is my wish to bring together people and opportuni-ties – and stimulate a discussion on the energy system of the future.”

Christian Hoffmann, TheEnergyBlog

“ I’ll be asking how the differing situations in the regions and countries can be networked to everyone’s advantage.”

Dorothee Andris,

TheEnergyBlog

The key concern: bringing together regional opportunities for the benefit of all. The steady growth of energy demand and, in many countries, the need to integrate renewables into the grid means that the energy sys-tem of the future will be a com-plex arrangement. Therefore, the future shape of the Power Matrix will be a crucial topic at the Round Table sessions.

The foundation of all delibera-tions is the Power Matrix – the model representing all facets and components of the energy market. With a comprehensive portfolio of innovative products and solutions, Siemens is at home in nearly every market worldwide, finding precise, cus-tomized answers to the complex challenges of today and tomor-row. The goal of all activities associated with WEC 2013 is to connect the local strengths of the many diverse regions to form solutions that benefit everyone.

themes that define local energy markets. In the course of their exploration, they have the opportunity to meet with experts and other representatives of the global energy community. Join these discussions at:

siemens.com/theenergyblog

siemens.com/energy/ power-matrix

On the RoadOn the Road

Moscow, Russia

June 4

Abu Dhabi, United Arab Emirates

September 4

North AmericA

South AmericA

middle eASt

AFricA

europeruSSiA

chiNA

dAeGu/Wec

oceANiA

Daegu, South Korea

October 15

Brussels, Belgium

May 14

The Road to

Daegusiemens.com/wec

Beijing, China

August 1

98

Renowned experts and energy executives will join Michael Suess, CEO of the Energy Sector, in addressing the challenges of the energy market – today and in the future. These Round Table sessions and the blogger tour mark the “Road to Daegu.” At its grand finale at WEC in Daegu, the findings of this exploration around the world will be presented.

Juno Beach, USA

July 9

1110

At WEC

Be part of the grand finale of the “Road to Daegu”! At Siemens’ booth A400 at the EXCO, you will meet the Siemens blog authors, who will share their insights and experiences first-hand. Engage with top-level energy executives for inspiring discussions on the energy issues that are on your mind, be they global or highly targeted ques-tions. At the heart of all activities and exchanges of ideas: the best solutions for tomorrow’s energy demands.

The Grand Finale at WEC 2013

On Tuesday, October 15, the

final Round Table with high-profile energy executives

chaired by Michael Suess will

conclude the global Round Table series.

Listen to Round Table Discussions

• Round Table Tuesday, October 15, 2013, in the afternoon Followed by Siemens booth party: discuss, network, and celebrate

Look Out for These Events World Energy Council in Daegu from October 13 to 17, 2013

Twice a day, the blog authors

Dorothee Andris and Christian Hoff-

mann will take you on an exciting

tour around the world and present

the energy highlights of their exploration. Explore the

regional advantages and challenges –

and be inspired!

Talk to the Siemens Blog Authors

Throughout the day, visitors at the

booth can play the off-line version of the Power Matrix Game, a browser game designed

to let you create the best energy mix for your virtual city. Do you have what it takes to

secure tomorrow’s energy demands

with a sustainable energy mix?

Find out!

Experience the Power Matrix

powermatrixgame.com

Check for updates on the Siemens program at siemens.com/wec and the official WEC program at daegu2013.kr.

• Michael Suess, CEO of the Energy Sector, takes part in the plenary “Connecting the Dots” Monday, October 14, 2013, 10:00 a.m.

• Adil Toubia, CEO of the Oil & Gas Division, Siemens AG, Energy Sector: Spotlight Session “Energy Efficiency: How to Fulfill the Potential” Tuesday, October 15, 2013 (time to be announced, subject to change)

Daegu Exhibition and Convention Center EXCO 1676 Sangyeok 2-dong, Buk-gu, Daegu

대구광역시 북구 산격2동 1676번지 엑스코

Meet our bloggers at the Siemens booth A400 at the EXCO.

1312

Spotlight

the World’s Tenth-Largest Energy Consumer

Bugok

The combined cycle power plant approximately 120 kilometers south of Seoul features three units. The highly advanced plant Bugok III, based on Siemens’ own H-class gas technology, will be commis-sioned in 2013.

Andong

On completion in April 2014, the com-bined cycle power plant will have a gross installed electrical capacity of 416 mega-watts and a gross efficiency of over 61 percent. It is designed for 250 starts per year, and will need only 30 minutes for a hot start.

South Korea’s New Combined Cycle Power Plants

Energy Facts

518.6 TWhTotal:

Electricity generation (2011)

233.1 TWhCoal

Renewables w/o Hydro

109.1 TWhGas

Oil 15.2 TWh

3.0 TWh

The Changing South Korean Primary Energy Consumption Mix Liquefied natural gas (LNG), oil, and coal account for 99 percent of South Korea’s massive energy imports. Due to the new combined cycle power plants, the use of LNG has risen significantly.

Source: IEA Statistics; Global Insight

Meet South Korea,

2011

Oil

53.4%

Coal

27.5%

LNG

2.9%

Nuclear

14.8%

Others

1.4%

Oil

36.0%

LNG

16.2%

Others

2.6%

1990

150.2 TWh

8.0 TWh

Nuclear

Hydro (incl. pump storage)

Nuclear

15.2%

Coal

31.0%

Electricity consumption (2012)

9.337 kWh per capita

Total CO2 emissions (2010)

563.08Mt, CO2 in total

(incl. 279.2 Mt CO2 in power and heat supply)

Electricity price for household (2011)

98.2SK wons/MWh

Emissions per capita (2010)

11.52t, CO2 per capita in total

(5.71 t CO2 per capita from power and heat supply)

Population (2012)

50.0 million

14

Transportation Transportation

Travel from Korea’s capital, Seoul, to the East Daegu (“Dongdaegu” in Korean) Station by high-speed train, the Korea Trail Express (KTX), within 1 hour and 45 min-utes. The largest port city of Busan can be reached from Daegu in 55 minutes. Daegu has an extensive trans-portation network (one-way fare SK wons 1,100) with two subway lines, and compact and useful bus routes.

On the Move to Daegu

Daegu Tour App

The official smartphone application “Daegu Tour” features translation and interpretation services and provides detailed information on public transportation.

Taxi

A growing number of taxi drivers speak English, and most taxis offer a free inter-pretation service via mobile telephone. With basic fare beginning at around SK wons 2,500, you should be able to travel to most destinations within the city under SK wons 15,000. Many taxis accept payment by credit card.

Daegu’s largest taxi companies are

• Hanmaeum Call Tel. +82-53-424-1111

• Daegu Call Tel. +82-53-430-3333

Always carry a note with the address of your destination in Korean to show the taxi driver.

15

Noodle Soups

1716

EssentialsEssentials

Eat and Drink in Daegu

Living Energy correspondent Kim Young-gyo names her top choices for a networking coffee, a good Korean meal, or for a drink to strengthen new business relations near the EXCO convention center.

Cloudline Plus 15th Floor, SW Venture Tower, 505–7, Sangeok-dong, Buk-gu, DaeguThe urban bar commands a bird’s-eye view of the central district of South Korea’s third-largest city from its 15th-floor location. It’s the place to go for after-work socializing.

The Paris 207–10 Dusan-dong, Suseong-gu, DaeguThe Paris is the largest and most frequented French restaurant in the city of Daegu. Adding a new flavor to people’s eating-out culture, The Paris has become a favorite destination for local gourmets.

Bong Chang Yi Kalguksu 179–4, Sangyeok 2-dong, Buk-gu, DaeguKalguksu, which literally means “knife noodles,” is a Korean noodle dish consisting of wheat flour noodles served in a large bowl with broth and other ingredients. Bong Chang Yi offers you thick white noodles in a seafood broth.

A Mi Jung1693, Sangyeok 2-dong, Buk-gu, DaeguThe restaurant serves Hanjeongsik cuisine, which refers to a full-course Korean meal that originated at royal banquets. Less heavy sea-soning is used in cooking Hanjeongsik dishes to bring out the best in each ingredient.

I Am Coffee Café1736 Sangeok-dong, Buk-gu, DaeguLocated in a quiet neighborhood, this café with a conscience has a delightful ambi-ence. It uses fair-trade coffee and supports underprivileged youth, training them as baristas and patissiers.

Where to Network, Socialize, or Just Relax

Stylish Bar

French CuisineFull-Course Dining Sustainable

Coffee Shop

Kim Young-gyo is a freelance writer and former correspondent for Korea’s Yonhap News, and covers politics, economy, business, and culture. Her articles have been published in English newspapers in Korea, such as Korea Herald, Korea Times, and Joongang Daily.

Please note that it is not customary to tip at Korean restaurants and cafés. Usually, credit cards will be accepted for payment, except at mom-and-pop shops.

Café Tea: Malgun1st Floor, EXCO, 1676 Sangeok-dong, Buk-gu, DaeguIn Korean, “malgun” means “clean and pure.” The specialty here is traditional Korean herbal tea, made with locally grown organic ingredients known to alleviate fatigue and release energy.

Korean Tea Place

1918

Essentials

See the Sights in Daegu

Daegu may be best known as a textile industry hub and for hosting the 2011 World Championships in Athletics, but the city also offers some historical sights, scenic viewpoints, and bustling markets not to be missed.

What to See if You Have Some Time to Spare

35, Dohak-dong, Dong-gu, Daegu-si

The name Donghwasa means “the temple of paulownia blossoms.” It is located on the slopes of Mt. Palgongsan. First built in 493, the temple was last rebuilt in 1732. It enshrines statues of various Buddhas, including the 17-meter Yeoraebul.

386 Dunsan-dong, Dong-gu, Daegu

The Gyeongju Choi clan constitute the largest group of those who hold the Korean family name Choi. The old estate of the Gyeongju Choi clan, established in the 1600s, offers a glimpse into the architec-ture of the Joseon era.

Gukchaebosang Memorial Park

In October, leaves across Korea will be put-ting on autumn colors. Daegu’s public parks, such as Gukchaebosang Memorial Park and Feb. 28 Joongang Memorial Park, will greet you with beautiful urban foliage.

574-87, Apsansunhwan-ro, Nam-gu, Daegu

The 600-meter-high Apsan Mountain provides a panoramic view across the city. You can either hike or take a taxi to the park. As a major leisure place for Daegu citizens, it has a series of walking trails and a cable car leading to a peak.

42, Dalseo-ro, Seo-gu, Daegu

Seomun Market is one of the country’s oldest markets, home to more than 4,000 shops. It has a long history and was one of the three major marketplaces during the Joseon era.

Donghwasa Temple

Gyeongju Choi Family Clan House

Autumn Foliage in Daegu

View from Apsan Mountain Park

Seomun Market

EssentialsEssentials

Based on Confucian Values

Korea’s society is built on loyal-ty, filial piety, and trust. Korean people value obligation towards others, respect for elders and authority, and harmony within a group. The same holds for busi-ness relations: In accordance with Confucian principles, peo-ple of higher rank or age are treated with explicit respect.

Acknowledging differences in rank, showing respect for titles and other symbols of authority, and acting in a manner appro-priate to one’s own social class are important in conducting business in Korea. Koreans

generally prefer to deal with someone of equal rank than with someone of lower rank.

Mutual trust and benefit are at the core of personal relation-ships, and a significant effort is spent developing and fostering them. Therefore, time should be allocated for this process. The practice of drinking alcohol together after business meet-ings is considered to be one of the ways of cementing a solid relationship.

Text: Kim Young-gyo

The Basics of Korean Business Etiquette

When addressing a Korean, use his or her title along with her or his family name unless you’ve been invited to do otherwise. If there is no title, use Mr., Ms., or Miss with the family name.

Speaking up or making a con-frontational argument is often considered rude. Thus, Koreans will often reply with a positive answer and show reluctance to give direct refusals, desiring to promote and maintain harmony.

use both hands. After receiving a card, carefully look at it before placing it into a card case or pocket.

In business rela-tions, it is important to state one’s title so that the correct status and rank are established.

When presenting or receiving a

business card,

A Business Culture

2120

22

Hello.

안녕하세요. (An nyong ha se yo.)

Goodbye.

안녕히 가세요. (An nyong hi ka se yo.)

My name is…

내 이름은 … 입니다. (Ne yi rum un … yip ni

da.)

Yes.

네. (Ne.)

No.

아니오. (A ni yo.)

Thank you.

감사합니다. (Kam sa ham ni da.)

You are welcome.

천만에요. (Chun ma ne yo.)

I am sorry.

죄송합니다. (Chue song ham ni da.)

It’s okay. / No problem.

괜찮습니다. (Guen chan sum ni da.)

Essentials

Breaking the Ice with a Few Useful Words and Phrases

Publisher: Siemens AG, Energy Sector. Freyeslebenstrasse 1, 91058 Erlangen, Germany

For more information, please contactour Customer Support Center.Phone: +49 180 524 70 00Fax: +49 180 524 24 71(charges depending on provider) E-mail: support.energy@siemens.com siemens.com/energy/living-energy

Concept, Editing and Design: independent Medien-Design, Horst Moser, Munich, Germany, in cooperation with Primafila AG, Zurich, Switzerland All at: Widenmayerstrasse 16, 80538 Munich, Germany

PrePress: Reinhold Weigert, Schornbaumstrasse 7, 91052 Erlangen, Germany

Printer: G. Peschke Druckerei GmbH, Schatzbogen 35, 81829 Munich, Germany

Credits: Corbis (Cover), David Sailer (3), Siemens (5), mDonada (8/9), Siemens, D. Sailer, P. McLeod (10/11), Korea Tou-rism Organization, independent (12/13), mDonada (14/15), Iván Broida, mDonada, independent (16/17), Iván Broida, mDonada, Korea Tourism Organization (18/19), Iván Broida, independent, mDonada (20/21)

Order no. E50001-G100-X185-X-4A00 Dispo: 11900 190058 101215

Printed in Germany

© 2013 by Siemens AG. All rights reserved

Trademarks mentioned in this docu-ment are the property of Siemens AG, its affiliates, or their respective owners. Subject to change without prior notice. The information in this document contains general descriptions of the technical options available, which may not apply in all cases. The required technical options should there fore be specified in the contract.

All information and figures presented herein were current at the time of printing on July 10, 2013.

Living Energy

Please.

부탁드립니다. (Pu tak du rim ni da.)

I am a participant

at the WEC.

저는 WEC에 참석하고 있어요. (Cho nun WEC ye cham

suk ha go yit so yo.)

Where is the Siemens

booth at the WEC?

WEC 안에 지멘스 부스는 어디있죠? (WEC ah ne Siemens

booth nun odi yit cho?)

Please take me

to the hotel.

호텔로 가주세요. (Hotel lo ka ju se yo.)

Please accept my

business card.

제 명함입니다. (Che myong ham yim

ni da.)

Thank you for your

hospitality.

환대해주셔서 감사합니다. (Hwan de he ju sho so

kam sa ham ni da.)

E50001-G100-M164-V8-4A00

Living Energy

siemens.com/energyFindus at

siemens.com/wec