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The Online ReportBest Practices for a functional, analytical and interactive disclosure and marketing instrument for all stakeholders

Marcus Sultzer General Director, OOO “EquityStory RS”

Moscow, November 18, 2011

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Usage of online annual reports in UK,US and Germany“More than 50 % (UK almost 70 %) of index listed companies produce a full HTML report”

Marcus Sultzer

Agenda

Conception and design: “Express your Equity Story”

Logic and Functionality: “Add value by multimedia and animations”

Mobility: The online report goes “Mobile”

Award winning reports: Examples

3The Online ReportMarcus Sultzer

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Main approach“Key Visual and Teaser boxes allow image transfer and fast access to main information”

Marcus Sultzer

1. Landing page in the style of a corporate website / online portal

2. Animated Key Visual with elements of the image or highlights part of

the report

3. Teaser Boxes for entering the report directly to highlights, services etc.

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The landing page as story telling introduction“The Equity Story of the company can be communicated basically through the landing page”

Video: Production based on the annual press conference

Full backgroundpictures out of theimage part

Direct access to thestory and additionalinformation

Key Facts with straight content access directlyat the landing page

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Audio and video content“Video messages, company films and podcasts can transport your key messages effectively”

Marcus Sultzer

Trend online annual reports 2010: More and more companies implement videos

with CEO message, interviews, annual reviews or about their products

New: the report as podcast with audio content about important parts of the report

(automatically produced or prepared by a speaker)

Agenda

Conception and design: “Express your Equity Story”

Logic and Functionality: Add value by multimedia and animations

Mobility: The online report goes “Mobile”

Award winning reports: Examples

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By target groups: pre-selection of content for different target groups

By topics: Connected content which is positioned at different sections of the

report will be combined to summarized topic areas

Baskets: out of this report the user can combine its individual online report

Target group oriented introduction“By individualization and customer orientation directly to the interesting content areas”

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Animated content for better visualization“Special visualization of key figures, content etc. increases the usability of the online report”

Marcus Sultzer

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Comparison and calculation tools“Tools for comparing key figures allow the user comfortable comparing, graphical view and download”

Agenda

Conception and design: “Express your Equity Story”

Logic and Functionality: Add value by multimedia and animations

Mobility: The online report goes “Mobile”

Award winning reports: Examples

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Visualization for mobile devices“Optimization of the online report for iPad and other tablets adds value to new user formats”

Marcus Sultzer

The concept of the online report will be used for the tablet version

Optimization is done for screen design and programming of features

With an increasing number of users of tablet computers the optimization for these

formats brings added values

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Full adjustment for iPhone and iPad“Will Apps be the future of the annual report? An increasing usage trend is visible”

Marcus Sultzer

75 iPad Apps for „Annual Reports“ in iTunes store (status: September 1, 2011)

Example iPad Apps Germany 2011:

Allianz, Audi, Bertelsmann, BMW, Otto Group, SAP, Siemens, Wacker Chemie

Agenda

Conception and design: “Express your Equity Story”

Logic and Functionality: Add value by multimedia and animations

Mobility: The online report goes “Mobile”

Award winning reports: Examples

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K+S AG – GOLDARC Awards 2010, Category „Fertilizer/Plant Care Product Provider“

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Fresenius SE - GOLDLACP Spotlight Awards 2011, Category „Web/digital online report“

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Hannover Re – One of the best Online ReportsIR Global Rankings 2011, Category „Europe“

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MRSK Ural – Best Online Report 2010 V Конкурса корпоративных сайтов и годовых отчетов в Санкт-Петербурге

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Thank you very much for you attention and interest!

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Marcus Sultzer

General Director, OOO “EquityStory RS”

Tel. +7 (495) 916 62 51

Mob. +7 (965) 139 02 72

marcus.sultzer@equitystory.ru

Marcus Sultzer

EquityStory RS, LLC.

Stoloviy Per. 6, Bldg. 2

121069 Moscow, Russia

www.equitystory.ru

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Examples – Tullow Oil, Pepsi & Sberbank

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Examples – BASF & Linde Group

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Examples – Audi & Allianz