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HiGHLiGHtS 2011
SOMFY GROUP 4-9
Somfy Activities Somfy Participations
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CONTENTS - EDITORIAL
2011
can be summed up by one key event: the launch of our 2015 Let’s...! project. Our combined efforts and shared enthusiasm have driven Let’s...! forward from dream to reality. All the participants at the Somfy Conference, the Let’s Share Sessions and the UTS sales force seminar, which brought together almost 700 salesmen, shared the pleasure of pooling their ideas and driving forward our vision and ambition for 2015.
SOMFY SAS 10-13
Somfy SAS
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2011 was rich in initiatives and success stories. Bolstered by exemplary cooperation between teams from our three Activities Business Areas across the world, we made significant progress towards realizing the five inflections of our 2015 Let’s…! project: — We extended our home automation offer and enhanced BA groundwork in training installers and promoting new solutions among end users. — We strengthened our positions in emerging markets, notably by creating a strong China BA and bolstering
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DISTRIBUTION 20-31
ACTIVITIES 14-19
Shutter & Awning Window & Blind Access Innovations 2011
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operations in Brazil through a partnership with Garen. — We also strengthened our position in commercial markets in all regions, from the USA to Asia: proof of our growing credibility in these markets. — All Business Units in Europe worked hard to consolidate our leadership position across all market segments and distribution channels. Some BUs, notably in Southern Europe, were particularly successful, despite the difficult economic environment.
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France Central Europe Eastern Europe Northern Europe Southern Europe North America Latin America Middle East & Africa Asia Pacific China
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SIMU BFT WAY 32-35
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In terms of the fundamentals, significant groundwork was undertaken to ensure that we maintained our leadership and reputation for quality. All these achievements confirm that our strategy is the right one. I am certain that Let’s…! will make us increasingly strong in today’s tough and unpredictable economy. In 2012, we shall write a new chapter in the history of Let’s…! It is not just a matter of human and financial resources, it is also a mindset: in today’s uncertain economic
Simu BFT WAY
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environment we must use our own strengths, and display both serenity and adaptability. We need to be able to work effectively as a team, as this will make all the difference in today’s difficult market. In 2012, you can count on my determination to maintain the Let’s…! mindset, to help you act simply, and to support you as you implement our projects. Jean-Philippe Demaël
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SOMFY GROUP Let’s succeed together! Let’s share!
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Strategic plan: 2015 Let’s…! shows the way
SOMFY ACTIVITIES
Born from a Strategic Committee initiative in mid-2010, Let’s… ! was officially launched at the Somfy Conference of April 2011 in Baveno, in Italy. As both a strategic vision and shared corporate project, 2015 Let’s…! Living Environment Transformation by Somfy is a program that unites all members of the Group around a shared ambition that can only be achieved together. 2015 Let’s...! is ambitious, but realistic. Ambitious, because it conveys our desire to accelerate growth over the coming years, notably through five strategic inflections: consolidating Somfy’s leading position in Europe, extending our distribution channels, reinforcing our leadership position in the home automation market, developing Group business in emerging countries, and becoming the market benchmark for automation solutions in commercial buildings. Realistic, because it is rooted in the immense potential represented by consumer demand for quality living solutions. Somfy intends to meets these consumer expectations by complete solutions, rather than just products, to save energy, enhance home and office security and comfort, and enable greater autonomy for senior citizens.
Sharing and communicating Throughout 2011, various actions and events were organized to promote 2015 Let’s…! among stakeholders. Over 2,000 employees took part in Let’s Share Sessions in all Business Areas across the world, sharing and exchanging ideas as to how best to implement Let’s in their entity. In September, the UTS seminar brought the Group’s sales teams together in Morocco and mobilized them around this new dynamic. A further initiative, held in Tunisia in early October, aimed to ensure the buy-in of Somfy’s 80 largest suppliers.
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3rd United Talents of Somfy SOMFY ACTIVITIES
After Chamonix in 2002 and Opio in 2005, 2011 saw Morocco’s turn to host the Somfy sales team seminar. This third UTS brought together almost 700 employees from all Business Areas and the Somfy, Simu and WAY brands: a sign of the Group’s growing international presence. Under the unifying theme of ”We are all actors of Let’s…!”, participants were shown concrete ways to integrate components of the new strategy into all domains. The event culminated in the Business Innovation Awards, with Lebanon triumphing among six nominees.
Quality with Customer First!
7th Suppliers Meeting held in Tunisia Five years after the previous meeting in Bonneville, the 2011 Somfy Suppliers Meeting was held in Tunisia from October 6th to 7th. In all, 250 professionals attended the event, including 160 guests who represented Somfy’s 80 most important suppliers, accounting for 90% of the Group’s purchasing expenditure. As such, their buy-in is essential to the success of the Group strategy. The aim of this Meeting was to present the project’s key features and encourage suppliers to integrate them into their own strategy. Mission accomplished!
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Presented at the Somfy Conference in April, Customer First! is the Group’s new Quality project. New and existing product quality has deteriorated over recent years, as our product offer has grown and diversified so rapidly. A thorough overhaul is now needed to drive an important change in our Quality mindset. Customer First! demands that we pay close attention to customer expectations and respond rapidly to all complaints. In house, it aims to instill an entrenched Quality mindset across the company: all company members have a role to play in driving this change, notably by assuming responsibility for their own actions and behavior.
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Somfy is deploying a strategy of corporate social responsibility through its Foundation and Sustainable Development divisions.
Somfy Fondation Up and running
Emmaüs, a committed partner Emmaüs France is a leading player in the struggle against inequality. The Somfy Foundation is committed to supporting its actions in France, notably through building and renovation work in various communities. In Bourg-en-Bresse, this partnership has already helped refurbish a sales room and build subsidized housing. On September 24th, Somfy employees supported Emmaüs volunteers and companions at a sale not far from Cluses in France, helping make the event a success and underscoring the principle of shared support and human solidarity that defines this partnership.
Steered by its reorganized and revitalized Board of Directors, the Somfy Foundation is now up and running under the banner “Living together better”. It operations team, led by Vincent Defrasne, is contracting ambitious partnerships to help solve the problem of sub-standard housing, in line with Somfy’s determination to help improve living conditions wherever it operates.
living together better
Sustainable Development Week
SOMFY ACTIVITIES
Between April 4th and 7th, an intensive program was deployed, including waste recycling, energy savings and soft mobility. Numerous activities were undertaken to promote the latest developments and possibilities for further enhancing Somfy’s environmental footprint, all supported by figures.
Eco-ambassadors in the field Eco-ambassadors are responsible for promoting good environmental practices in their department. They meet regularly to share ideas and new practices. On October 4th, they visited the “Maison pour la Planète”, a Somfy-equipped show-case near Annecy in France, that is managed by the Prioriterre association. Here, they also learned more about eco-driving and tried out various hybrid cars and electrical bicycles.
Actively reducing our carbon footprint We have saved 24 tons of paper in the last year. Trains are always prioritized over planes for professional travel. Our greenhouse gas emissions are under control. Eco-design is also gaining ground as a way to reduce the carbon footprint of Somfy products. And the energy used by the Oximo motor when on standby has been halved.
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Sale of agta record
Somfy Participations acquires a stake in Pellenc Created in 1975 by Roger Pellenc and based in Pertuis (Provence, France), this Group specializes in designing and producing innovative portable electrical tools and equipment for the wine and olive growing industries (grape picking machines, sorting tables, secateurs, hedge-trimmers, etc.). Pellenc is now the world’s leading vendor of wine and olive growing machinery. The Group includes five production and assembly sites, in Pertuis, Slovakia, Spain and China. Pellenc generated revenues of 115 million euros in 2010, and net profits of 8 million euros. The Group employs 750 persons worldwide and does business in 30 countries. On October 20th, Somfy Participations and Pellenc Group shareholders signed an initial acquisition of a 47.5% equity interest.
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In February, Somfy Participations sold its 32.95% stake in agta record to Assa Abloy for a total of 109.8 million euros, thereby realizing a gain of 61.6 million euros, net of all tax and costs. An initial payment of 101 million euros was paid when the agreement was signed. The remaining 8.7 million euros will be paid over a maximum of two years, as set forth in the agreement.
SOMFY PARTICIPATIONS
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Somfy SAS Let’s move! Let’s act!
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Somfy, a handicap-friendly company Somfy SAS has introduced numerous initiatives to continue meeting the needs of its handicapped employees: tailored work station environments, professional redeployment support or training for new functions, etc. Handicapped employees now account for close to 6% of the workforce on the Cluses and Bonneville sites, as required by law. As part of the handicap awareness week of November 14th to 18th, a moving comedy play was staged on the four sites in Cluses, helping break down prejudice and change our vision of handicap.
Security has been greatly enhanced After more than 500 work days of riskprevention awareness and over 100,000 euros invested in the last year, security has been greatly enhanced. The audit conducted last July confirmed that overall risks have been reduced by 7.9%, and the highest risks by 58%. Electrical risks usually take the first place, but have now been relegated to 7th position. The final objective remains ambitious: to totally eradicate 28 priority risks. Although the expertise of external consultants provides fresh perspective in compiling action plans, active manager involvement remains key to achieving this goal.
SOMFY SAS
Stress at work 1,243 employees give their opinion A stressful working environment can induce work-related illnesses, and also reduces company productivity. Eradicating workplace stress is therefore in everyone’s interest. Employees’ opinions were sought by a questionnaire or through one hour-long individual interviews. Findings show that the working atmosphere at Somfy is good, with few situations likely to induce stress. This is good news indeed, but we must maintain our day-to-day efforts to ensure that Somfy remains a company where is it pleasant to live and work.
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New showrooms at Méca2
In order to reduce its printing budget, the International Logistics department decided to produce its own product manuals in-house. This strategy has had multiple benefits: greater responsiveness, space gained by the reduced need to keep stocks of manuals, and a more fluid organization for supplying the product lines. All objectives have been met, with 150 manuals already printed in-house, and the 200 mark fast approaching.
The Shutter & Awning showroom was inaugurated on January 6th, with the entire team present. Some months later, another showroom was opened specifically to highlight Somfy’s extensive Residential Access range. It showcases the offer targeted at DIY stores, including the Somfy Box, gates, garage doors, roller shutters and alarms. It also incorporates the full offer for professional users, including motorized gates, garage doors, barriers and alarms.
SOMFY SAS
Product manual success for International Logistics
Wide-ranging building renovations Throughout the year, large-scale building renovation projects were undertaken. The walls of the Garette Tour were refreshed and the former restaurant was converted into office space. At Méca2, over 1,100m2 of new office space was created and will be occupied by several teams, including TEC, Sustainable Development and Quality. The renovation work at Crétêt focused on installing fully automated solar protections.
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ActivitIEs Let’s grow! Let’s imagine!
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SHUTTER & AWNING
Telis 16 and Telis 6 Chronis New remotes for the RTS range The Telis 16 RTS and Telis 6 Chronis RTS remotes are easy to use, offer advanced functions for users, like central control and programming, and are quick and easy for installers to program. Telis 16 RTS has been available since September 2010 and will replace Telis RTS Composio as of 2011. With 16 channels, the latter constitutes a new benchmark in terms of multiple-channel remote controls, and its wide LCD display panel and icon-based controls make it particularly easy to use. It is available in two attractive designs that fit seamlessly into any interior environment.
Pergola io proved successful
SHUTTER & AWNING
Eolis 3D io An innovation in wind management Eolis 3D io detects and measures windinduced blind vibrations using precise, three-dimensional sensors: if vibrations exceed the specified threshold, the blinds will automatically be raised. The product is easy to install, discreet and attractive. It was developed using three different patents: detecting wind direction, automatic configuration of a windresistance threshold, and an Auto-Save function that automatically disables the mechanism when the casing is opened (e.g. to change the batteries).
The pergola market is developing rapidly in southern Europe, to Somfy’s advantage. Somfy decided to develop specific motorized solutions to meet this demand: the Pergola io and Pergola Screen io. Both these solutions use io technology. Initially marketed in Italy, Greece and Spain, sales reached approximately 1,000 units in 2011; 5,000 unit sales are forecast for 2012. This successful launch opens the way to further market launches elsewhere in Europe: notably France, Belgium and Germany. Although seen as a ‘small project’, Pergola io has enticed customers to move from RTS to io.
TaHoma blazes its trail After its initial launch in France in late 2010, the TaHoma Connect range was introduced in Germany in May 2011, then in Belgium and the Netherlands. By the end of 2011, this most advanced of Somfy’s home automation solutions was available at 700 points of sale. The TaHoma Box uses evolutive software, whose features have already been enhanced twice to integrate new options and extend compatibility with other Somfy products and propose new functions as the management of sensors.
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WINDOW & BLIND
A growing Sonesse range After the 30 and 50 diameter products, the Sonesse 40, available with wired and radio connections, is the latest addition to this range of silent motors for all interior requirements: roller blinds, pleated blinds, venetian blinds, and projection screens.
Somfy and Philips: an effective partnership The new J4 io is a gift for installers! The io range now includes adjustable solar screens that can be controlled via a central TaHoma control device. The new J4 io motorization solution enables installers to deploy a complete exterior io-homecontrol® solution. All Somfy’s J4 products aim to keep things simply for installers: motors are pre-configured before delivery and automatic limit settings are programmed in the factory.
Ongoing collaboration between Somfy and Philips has been developed yet further. In business terms, this ambitious partnership means more joint projects. Communications, for example, will be facilitated by a joint concept and presentation guidelines: “Light Balancing – Enjoy the comfort of energy saving”.
J4 RTS - The first EVB motor with integrated radio functions Somfy’s innovative J4 RTS product is the first motor for adjustable solar screens of all sizes to have integrated radio functionality. It is also the most compact product on the market. It is quick and easy to install, does not degrade walls in any way, and ensures enhanced user comfort: slats can be adjusted as required using the Telis Modulis remote, and the device is compatible with other automatic wind and sun protection and optimization products, to ensure maximum user well-being.
WUNDOW & BLIND
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New version of animeo KNX
Winning projects In 2011 as in previous years, the quality of Somfy’s solutions has enabled many Business Areas to win equipment contracts: notably, the Brisbane project, Warsaw IB+ in Poland, Abu Dhabi Financial Center and Princess Norah University in the UAE, StatoilFomebu in Norway, and BancaIntesa Turin in Italy. These six projects alone account for 23,000 motors and 6,600 controls.
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The latest animeo KNX Master Control makes it easier than ever to control solar screens. Its intuitive interface makes it easy to program; solar protection is thus easy to manage and automatic controls are easy to configure for all building zones. Used in association with Somfy’s weather station sensors, the system ensures that all building occupants enjoy an optimum management of visual and thermal comfort .
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ACCESS
Somfy embraces integrated gate motorization with STOR’M In May, after working together for several months, Somfy acquired a 40% stake in the capital of STOR’M, a company specializing in integrated, and therefore totally invisible, motorization systems. It designs, produces and markets highly technical products that leverage its own patented technology, and its comprehensive offer includes integrated gate motorization and on-site installation.
ACCESS
Evolvia A leader among motors Launched in January, Evolvia is an arm motor for the GSB market. With its new design, 8˝ opening time and exceptional quietness, Evolvia outstrips all its competitors. The motor locks into the façade and includes integrated opening stops, making it easy for end users to install: an installation video is available on the internet, all remotes are preconfigured in the factory, and terminals are color coded.
Garen and Somfy: a winning partnership in South America In line with its strategy to accelerate development in high-potential countries, Somfy finalized the agreement first discussed in February with shareholders of the Brazilian company Garen Automaçao. Garen Automaçao employs 350 persons and leads the South American door and gate automation market, with a 45% market share in Brazil. It produces approximately 400,000 motors each year, 80% of which are sold in Brazil and the rest elsewhere in South America. This partnership will enable us to step up marketing of Somfy products across this continent.
Launch of the INVISIO range Somfy integrated STOR’M’s products into its brand and launched the INVISIO RTS range in France, a solution with integrated motorization, dedicated to aluminium gate manufacters. This range was developed from STOR’M products and includes an integrated RTS protocol. Our stated ambition for 2015 is to increase revenues threefold by leveraging Somfy’s distribution network. The launch of this product range constitutes a key step in our ongoing business development.
Protexial io - An innovative alarm After the successful launch of Protexial RTS in 2010, Somfy further enhanced it alarm offer for professional users with Protexial io. This first io-compatible alarm makes innovative use of GSM to send alerts, it offers video monitoring by IP camera, and can be controlled from a Smartphone. It fits seamlessly into a Somfy Home Motion system: its io motors can be controlled by keyboard or remotely, and roller blinds can be programmed to close in the event of an external intrusion, or opened in the event of fire.
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PRODUCTS LAUNCHED IN 2011
ACCESS
Controls
Pro range
— Plug io — Telis 6 Chronis — Smoove origin RTS & io
GO — Axovia 220B RTS — Elixo 800 and Elixo 2000 230V RTS — Invisio RTS GDO — Dexxo pro 800 io
Home Automation
— TaHoma: Product enhancements introduced in June and December (DIY, sensors, alarms, cosmic functions) — Temperature sensors Shutter & Awning
Quality — Euro 2010 (electronic motor board): Europe and the USA New offers — J. ilmo (Japan) — Pergola io — Altus 12 rpm (China) — Eolis3D io — Grad’Hermetic io — OREA WT (Korea)
INNOVATION
SHUTTER & AWNING
CONTROLS
— Keygo io remote ALARM
— Protexial io DIY range
— Evolvia — Motorization kit for Rollerdrive combined window shutters
WINDOW & BLIND Products for interior use
— WT et Sonesse 40 RTS
— Solar Pack WirefreeTM
Solutions for external venetian blinds
— J4 io — J4 RTS
— Situo Mobile io VB
solutions for commercial use
— animeo KNX — New rain sensors — animeo IB+ / Philips Occuswitch
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Distribution Let’s go! Let’s deliver!
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FRANCE
Energy performance showcased at Batimat The Batimat trade show, a key event for building professionals, was held in Paris between November 7th and 12th. The 2011 exhibition focused on enhancing occupant comfort by leveraging energy performance, and provided an opportunity for Somfy to promote its expertise. Somfy presented its products and solutions for the residential sector (TaHoma, io) and commercial buildings (Shadow management with animeo) on a 150m2 stand. At the “Architects’ Meeting” organized by Le Moniteur magazine, Jean-Philippe Demaël presented Somfy’s vision of these future developments at the Musée Branly on November 9th.
TaHoma in the limelight
Somfy - Leading provider of alarms for the general public
Deployed in 300 Somfy Expert stores across France, TaHoma was 2011’s spearhead product. Somfy Experts have equipped special showrooms with various communication tools specifically designed to promote this product: in particular, an interactive touch-screen tablet demonstrates the full potential of this product. Along with these POS* operations, a TV campaign was broadcast in August on the major national channels. And in the fall, various BtoC movies were filmed on customers’ premises and published on somfy.fr and YouTube. Some of them were also taken up in the “La Maison France 5” TV program broadcast on Wednesday December 7th.
With a 39% market share, Somfy became the leading alarm provider in 2011, and this success can be explained by the competitive advantages of its products: alarm systems that can be controlled remotely, and an intuitive interface that can be used to manage all Somfy RTS motorization solutions (gates, garage doors, roller blinds, etc.) and lighting fittings. Lapeyre was quick to recognize the value of these products, and the Protexiom Plus alarm kit is the first alarm solution to be marketed through its stores.
France
* Point Of Sales
2011 Somfy Expert Conference - Getting ready for smart housing! The Somfy Expert network now includes over 700 professionals in mainland France, many of whom convened between February 1st and 6th for the 2011 conference. The objective of this 23rd conference was to underscore the Experts’ critical role in the Home Automation market. Highlights included a day-long Paris workshop that gave 400 participants the opportunity to discuss business developments, smart housing, and the best ways to generate additional value, promote visibility, meet customer needs precisely, and facilitate their daily tasks via Internet, etc. The next day, 200 participants jetted off to the USA to continue their discussions in sunny Florida.
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Promoting Dynamic Insulation A Dynamic Insulation seminar was held on September 23rd and 24th. Various companies were invited to present their smart solar protection, heating and air conditioning solutions for controlling heat exchange in buildings and thus enhancing energy performance. Somfy leveraged this opportunity to present its latest Home Automation solutions to specialized builders and architects operating across Switzerland.
GERMANY
Professional partnership for io To provide first-class service, Somfy created the “io-professional partner” program. This enables dealers to benefit from training, receive Somfy end-customer enquiries regarding io-homecontrol®, and obtain attractive presentation kits. Furthermore, a Somfy-sponsored Google AdWords advertising campaign has been deployed to attract the attention of builders and other professionals in the partner’s locality. These services are available to all installers of io technology. Reponses have been extremely positive; over 250 companies had already signed up for this program by end October.
First Somfy Ski Cup!
Central Europe
SWITZERLAND
In March, Germany’s Installers Sales Unit organized a first Somfy Ski Cup at the Galtür ski resort in Austria’s famous Silvretta mountain range. For four days, 50 customers enjoyed the snow and magnificent weather before finally competing in an exciting race to win an original trophy created specifically for this event.
io-Roadshow 2011: Driving towards the future! BioClimatic Facades at the Symposium for Architects The second “Symposium for Architects” was held on October 20th and November 10th and 17th. This year’s Symposium focused on BioClimatic Facades.
In January and February, a Roadshow presented the io-homecontrol® solution at 11 venues, including the Porsche plant in Leipzig, the Trade Fair Tower in Frankfurt and the Maybach museum in Nuremberg. The Roadshow attracted 900 guests, who were able to find out more about activating shutters, screens and lighting remotely by PC or Smartphone, test io-homecontrol® for themselves using the 30 or so iPads provided, and experience its simplicity and polyvalence first hand.
Launch of the new “Somfynetz” B2B portal Somfy Germany launched a new internet portal for installers, electricians and OEM partners. It includes specific menus that can be used to customize content to each user’s profile. In addition to providing access to all tools and the Somfy product database, the portal includes news and information on training, POS tools and promotions, etc. At the click of a button, Somfynetz provides a customized dashboard that saves users much valuable time.
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CROATIA
Enhancing the visibility of Commercial Building Solutions To increase architect, engineer and property developer awareness of its Commercial Building Solutions (CBS), Somfy joined the Green Building Council and KNX association. It also sponsored the ORIS 2011 seminar at the International Architecture Symposium, an event that attracted leading architects from across the world.
RUSSIA
Somfy - A leading player in the sustainable building sector Somfy Russia is now an active member of Russia’s Green Building Council and has joined the community of leaders on the sustainable building market. Somfy was therefore a logical candidate to support Moscow’s First Active House project, feedback from which will be used to compile a national standard in this domain. Somfy was also involved in organizing two seminars for companies working on the 2014 Winter Olympics to be held in Sochi. Somfy made the most of this opportunity to present its energy-saving and environmentally-friendly solutions to architects, property developers and builders.
Eastern Europe
New subsidiary in Ukraine Somfy continued its geographical expansion by opening a new subsidiary in Kiev, Ukraine, on October 25th, 2011. Business in this country is managed by a team of five people.
Somfy Experts meet French biathletes Three members of France’s biathlon team, Simon Fourcade, Sophie Boilley and Jean-Guillaume Béatrix, travelled to Moscow on November 9th to attend the annual Somfy Expert meeting: a great opportunity for 50 Russian Experts to share experience and discuss their ideas.
Hungary
Somfy Hungary joins the Electricians Network Somfy Hungary has joined the Electricians Network, a new and important distribution channel. The National Electricians Conference provided an opportunity to present the GDO/GO* offer, and radiocontrolled and energy-saving solutions (with sensors, etc.) were particularly well received. The three leading market distributors, Elektro-Profi, Mentavill and Multi-Will, encompass all the country’s electricians. Leaflets were prepared in the fall and demonstration panels have already been installed in showrooms. For 2010, the objectives is to increase cooperation with all these networks. *Garage Door Openers/Garage Openers
Reviving the Somfy Expert and Partner network The Somfy Expert and Partner network has been revived by implementing specific sales and marketing operations for target partners. At the Somfy Expert meeting of October 27th, participants were treated to a preview of the io range. Under the terms of this partnership, network members can market this solution exclusively for two months.
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Home Motion House: a dream come true! Thanks to the combined efforts of the 130 partners involved in this project, a Home Motion resource center is now open in Amsterdam. It was an immediate success. By the end of September, it had received visits from over 7,500 consumers and more than 500 professionals from across the world. Open seven days a week, the purpose of the HMH is to inform the general public about Home Motion and present Somfy’s existing solutions in this domain, notably its TaHoma product. A three-person team ensures that each of the 150 people who visit the centre each week enjoy individual attention and leave their contact details that compile a customer database. Somfy teams can now use this space to demonstrate the offer and inform dealers about our new solutions.
UNITED KINGDOM AND IRELAND
A complete commercial buildings solution
Northern Europe
THE NETHERLANDS
Somfy UK consolidated its position on the CBS* market by providing the building management systems industry with a turnkey solution that includes technical specification, installation and specialized training. The results are clear to see: enhanced control over solar shading projects, easier installation, and total satisfaction for all stakeholders.
* Commercial Building Solutions
Initial roll-out of the HTI Cupid program The Cupid program lies at the heart of Somfy’s Business Model in the UK and Ireland. It aims to position the brand as a high-value partner to the Expert Network and companies operating in the high-end home audiovisual and custom installation market, providing integration assistance and marketing support on a B2B2C basis.
Enhancing public awareness As public awareness of Somfy is relatively under-developed in the UK and Ireland, a press campaign was launched to accompany the creation of the first Somfy Expert Network.
BELGIUM
Somfy Home Motion Experts: a successful program Somfy Benelux prepared the deployment of TaHoma by launching a wide-reaching campaign intended to transform its Somfy Experts into Somfy Home Motion Experts. The “Home Motion Expert” program and all the associated marketing tools were presented to a group of approximately 100 Experts at the Home Motion House in Amsterdam. This initiative proved highly successful; most of these Experts then signed a two-year agreement to incorporate the program.
Next Active Facades A profitable partnership Next Active Facades is a partnership between an aluminum facade system manufacturer (Alcoa Architectural Systems), a HVAC* unit manufacturer (TROX) and Somfy. The concept uses BioClimatic facades: the envelope of the building “steers” the associated installation elements. The aim is to ensure a comfortable inside temperature while also optimizing energy consumption.
* Heating, ventilation and air conditioning
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ITALY
ISRAEL
An unprecedented, yet effective, approach to customer relations Somfy Israel has experienced considerable success with the home specification model launched in 2010. It enables end users to enjoy the support of Somfy professionals for up to a full year. As part of this process, they are invited to visit Somfy’s offices in order to specify their building projects. The aim is to encourage them to adopt Somfy solutions as the best fit with their requirements. After this visit, all consumers who choose to use Somfy motors receive a remote control as a gift. This process has generated an 80% increase in motor sales compared to 2010.
BULGARIA
New showroom Somfy Bulgaria opened its new showroom on October 26th in the presence of customers, its staff and the Somfy Greece management. Direct and indirect customers, specifiers and end users can get an overview of the motorized solutions for openings and closures of residential buildings. All motorized applications are presented in the showroom, controlled by different automations presenting the concept of Home Motion.
Installers captivated by TaHoma Between October 3rd and 5th, Italy’s 50 leading system integrators attended the first US Consumer Electronic Association meeting to be held in southern Europe. Somfy sponsored this three-day meeting held in Stresa, near Milan, and enjoyed the opportunity to meet 25 specialized installers. Their response to TaHoma was highly positive: they were particularly impressed by this new approach to the Home Automation market, far from the usual expensive, high-end solutions. On-going follow-up actions on key contacts are managed by the local Somfy Italy team.
SPAIN
Southern Europe
The Expert Network visits Cluses
GREECE
Google AdWords campaign Somfy Greece followed its successful 2010 Google campaign with a further initiative that ran from March 31 to November 18. The campaign was continually enhanced and achieved an important click rate of 10.94% at an average cost per click of 0.34 euros.
200 installers from Somfy Spain’s Expert Network spent two days visiting the head office in Cluses. In the midst of Spain’s economic difficulties, this visit helped strengthen ties between the brand and its customers. It also enabled the Experts to find out more about Somfy, its production and development processes.
Specifications at the Construmat trade show Somfy Spain has created a Specifications Department to promote motorization solutions among architects. This department and its mission were showcased via a special stand at Construmat, the international construction industry trade show held in May. This action was supported by further communications and promotional activity throughout the year, including at the Home Automation Congress, and positioned Somfy as a leading player in this domain.
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UNITED STATES Sunsetter Awnings, one of Somfy’s most important US customers, launched a motorized sun-shade offer that uses Altus 40. Known as EasyShade, this product is available from Costco Wholesale Club, the USA’s largest warehouse membership club and third largest distributor. This program alone generated sales of 7,000 Altus 40 units to Sunsetter in the first year.
Social networks: Like!
North America
7 000 Altus 40 for Sunsetter Awnings
Somfy Systems has developed an effective social media presence via Facebook, Twitter and YouTube. Social networks like these can be used to build lasting relationships with professional communities and customers, which is by no means incidental. Like other media, these tools now constitute a key component of all communication strategies.
Somfy Pro, an online database for professionals SomfyPro (www.SomfyPro.com) is a new Internet site designed specifically to keep Somfy professionals fully informed about all the company’s products. Users thus have access to the latest news and product updates, Somfy’s trade show and training schedule, technical support documentation, and an overview of Somfy’s history. The site also features an extensive online catalog.
Successful TaHoma launch Launched in the second half of the year, TaHoma is an integrated solution for optimizing energy consumption within a home or building: heating, lighting and air conditioning can all be customized according to user preferences and programmed remotely via a wireless connection. Installed by recognized Somfy Experts, this solution is now available across the USA.
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A new stand at Las Vegas Somfy launched a new stand at the 2011 International Window Coverings Expo in Las Vegas. From April 26th to 28th, this all-new stand showed TaHoma off to its best advantage, leveraging iPad technology to demonstrate the product’s remote management functionality. The stand also used more conventional means to promote Somfy’s motorized solar protection solutions and their manifold advantages: energy savings, occupant well-being, etc.
canada
Somfy dominates Toronto Toronto’s 65-storey Shangri-La Tower already dominates Canada’s skyline and, when completed, will be one of the city’s ten tallest buildings. Architect James Cheng opted to install Somfy automatic controls for curtains and sun screens. The 220 bedrooms and 353 apartments will be fitted with Glydea and Sonesse motors, to be installed by Solarfective.
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COLOMBIA & Welcome to the Latin America BA! OTHER HISPANIC COUNTRIES Small Blinds without borders January 1 , 2011 constituted a historical st
milestone for Somfy. In addition to the new year, the Group also celebrated the official creation of its Latin America BA, a development which expresses the Group’s determination to grow its business in emerging countries.
After Brazil, this offer was extended to other South American countries. However, the challenge remained the same: increase motorization rates on the residential small blinds market. To do this, an alluring consumer prize was offered through each POS and promoted using a specially-developed communications kit. However, winning the prize and generating business volume meant squeezing the profit margins of all those involved: Somfy, assembly technicians and dealers. This program was implemented in both Colombia and Argentina.
Business start-up in Chile Although Somfy already had some Chilean customers, business operations only officially started up in this country in June, on the Commercial Buildings and Interior Blinds markets. Business was initially generated by specification and responding to calls for bids for the new head offices of the Gildemeister Group and Philips Chile, where Somfy lighting management solutions will now be implemented.
BRAZIL
E-commerce for Glydea
South America
Until recently, the Glydea range had never really taken off in Brazil: it was difficult to reach curtain producers, who formed a highly diffuse network set apart from the conventional IWC market. Somfy Brazil decided to address this problem using a new sales channel, online retailing, to promote Glydea among professionals. An online communications campaign was organized to accompany the launch, including 1,500 emails and a Google AdWords campaign.
Mystery shoppers visit Interior Blinds dealers
First end-user advertising campaign in Brazil In the second half of the year, Somfy Brazil launched a first advertising campaign to promote the Small Blinds program among end users. It was decided to run the campaign in a national mass consumer monthly: Casa Cláudia, the country’s best-selling decoration magazine. Over the last 33 years, this magazine has acquired a readership of over one million. The campaign also promoted the Internet site created specifically for the program (www.surpreendasesomfy.com.br), where customers can find a list of all participating dealers.
Having promoted motorized interior blinds through its Small Blinds program, Somfy Brazil then rolled out a Mystery Shopper operation in August and September. Mystery shoppers visited dealers, pretending to be ordinary customers asking for simple blind solutions. Dealers who suggested a motorized solution won an instant prize. The operation was deployed in 53 retailers and had a notable impact, with 44 prizes being awarded!
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Activity launch Somfy South Africa celebrated the opening of its new office with events, one of which was held in a prestigious 5-star hotel in Cape Town. More than 60 guests from 15 companies attended this event that marked the start of another fine adventure.
LEBANON
Building Tomorrow Together: an unmissable key event Beirut hosted the first “Building Tomorrow Together” symposium, from June 22nd to 24th, a key event for Somfy Middle East, Turkey and Africa. This conference was an unique opportunity for key customers from the wast Business Area to meet and forge ties.
Let’s communicate! Morocco On April 18th, Somfy Morocco launched its first end user campaign. The campaign ran over 6 weeks, via newspapers, magazines, posters and the Internet, and constituted a first step in promoting Somfy shutter and blind solutions among end users in Morocco.
Middle East & Africa
South Africa
Turkey For the second year running, Somfy ran a TV campaign in the Turkey’s No. 1 TV channel. Somfy sponsored the weather forecast and ran a total of 1,110 adverts in April. The campaign increased the number of visits to Somfy Turkey’s website from 182 to 1,038 in one month.
DUBAI
New offices Saudi Arabia Somfy B2K opened a new office in Damman.
Tunisia Somfy’s new Tunis office is located in a commercial complex that already houses many well-known building sector players. The premises include a showroom that can be accessed by end users, dealers and professional installers. In parallel, steps are being taken to incorporate Somfy Tunisia as a legal entity.
Conrad Hotel Somfy equipped the prestigious, 5-star PPM Conrad Hotel, a member of the world-renowned Hilton International chain, scheduled to open in early 2012. The 180,000m2 hotel will be equipped with 1,758 Glydea WT motors worth about 400,000 euros. A second order for 463 Sonesse 30 RTS motors is also planned.
Middle East From April 16th to June 3rd, Somfy Middle East repeated its successful 2010 campaign on pan-Arabian TV channels. It sponsored the weather forecast on Al-Arabiya and ran a total of 1,500 adverts, 40 a day, ensuring brand visibility across the Arabicspeaking world.
TURKEY The newly opened Izmir office has started organizing training programs for its customers: so far, 195 installers have been trained in using Somfy solutions.
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KOREA JAPAN
J-ilmo takes off
In June, Somfy KK launched J-ilmo with Lixil, Japan’s largest window and shutter manufacturer. This is a big step forward for the roller shutter business as it involves both motors and controllers. YDC (Yokohama Design Center) codeveloped the model with the Shutter and Awning Business Unit, based on the ilmo control system originally developed for the European market. The control was tailored to the requirements of the Japanese market and inserted in a switch designed in accordance with Japanese JIS regulations.
SINGAPORE
Asia Pacific
Quick and easy quotes Somfy Singapore launched a new online tool for the IWT market. Somfy Experts can thus used Smartphones and tablets to create immediate customer quotes. This simple, comprehensive B2C resource also enables Experts to access product brochures and other relevant literature for their customers.
The apartment market - A new challenge Somfy Korea equipped the prestigious Hannam Hill apartment building, known as Korea’s Beverly Hills, with 600 motorized awning units with radio motors and sensors. An even larger scale project is underway at Haewoondaei Park, Busan, where over 1,000 radio motors and RS485 transmitters have been installed.
OCEANIA
Motorization for all The Affordable Automation project is a key Let’s initiative for Oceania. It aims to reposition IWT* motorization prices for end users. The objective is to double the motorization rate and gain a 70% market share, making Somfy the benchmark brand for mass consumer motorization.
* Interior Window Treatment
THAILAND
Sales office becomes subsidiary Thailand has considerable potential for developing motorization. The Bangkok sales office has now become a subsidiary and recently won a 1,200 motor contract for the 4-star Centre Point Sukhumvit Asoke Hotel.
Somfy Cup for top retailers The Somfy Cup competition for Somfy Experts ran from April to September. Every month, three iPads and 20 Visa gift cards were awarded to the dealer who had sold the most Somfy solutions. The best of all received a star prize: a trip to the R+T trade show in 2012.
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Inauguration of the Somfy Home Motion Center On December 18th, Somfy and IAI (Architects and Interior Designers) opened the Somfy Home Motion Center in Degaomeiju-Guangzhou. Over 100 interior designers, local customers and journalists were invited to the official opening ceremony. The Home Motion Centre is the first of its kind in China, with 70m2 entirely dedicated to promoting Somfy’s products.
January 1st was a landmark day for the Asia-Pacific zone, marking the creation of the China BA from Somfy China, LianDa and Dooya. This new BA confirms Somfy’s business strategy in this high-potential country, and demonstrates the Group’s determination to allocate appropriate means and resources to develop business in this high-growth region. On July 11th, the five-person Somfy China Business Area team moved into its Shanghai office. This team is likely to expand to ten persons in the very near future. The Door and Gate development department is located in Beijing.
Somfy sponsors the Picasso exhibition From October 18th to January 20th, 2012, the China Pavilion of the Shanghai Expo Center will host around a hundred of Picasso’s major works. These paintings and photographs cover the artist’s eight periods and are being exhibited outside France for the first time: a historic event, with which Somfy naturally wished to be associated. Through this patronage and various associated operations, the Group will be able to promote its image as a French company that supports the universal values of culture, alongside other leading Chinese companies like China Telecom, MengNiu and Jumeirah.
China
Creation of the China BA
100 % Design, a high-end show The 100% Design trade show was held at the Shanghai Expo Center during the first week of November. Thousands of members of the public visited the stands of interior designers and architects, including some world-renowned names like Fendi Casa, Casa Versace, Rolf Benz, Huelsta, etc. Over 5,000 visitors stopped by Somfy China’s 36m2 stand, where they were able to learn all about Somfy’s home solutions.
A new Dooya factory In February, Somfy and Dooya jointly laid the cornerstone of the future Dooya factory, in the presence of Jean-Philippe Demaël.
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SiMU bFt WAY
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Fun in the sun! After a summertime spit-roast barbecue accompanied by the rhythms of jazz, the 2011 summer fun continued with a casino event that epitomized the corporate team spirit so dear to Simu. These events brought together teams from across the company, an aspect of the festivities that all participants particularly appreciated. After two years, these summertime events are now an eagerly awaited highlight of everybody’s year.
TSA+ remote control November 2011 saw the launch of Simu’s new TSA+ remote control. This product clearly illustrates the company’s ability to leverage its human dimension. Marketing, design, electro-mechanics... Effective interaction between all the professionals employed by the company enabled the TSA+ to be brought to market in less than one year. This rapid “Time to Market” was achieved without damaging the perceived quality, as design was an integral part of the development process. With its advanced intuitiveness, compact size and attractive look that subtly combines plastic and metal, TSA+ is certain to appeal to Residential and Commercial Access customers alike.
Simu’s part in multibrand policy Simu joined the other Somfy Group brands in a global think-tank that aimed to clarify the market position of each one. The aim was to establish a balance between industrial synergies and customer differentiation. This meant first defining a clear market position for the entire brand (product range, image, services, market segments, distribution channels, customer profiles, etc.) and the role played by each element. Studies have shown that customer perception of the Simu brand complies with its positioning as a pragmatic, high-tech brand.
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Hoshin workshops Hoshin workshops are simple, effective and collaborative, reflecting Simu’s corporate mindset perfectly. This initiative was first launched in 2010 to help combat waste. All professionals working in any given production unit were involved in identifying, measuring and prioritizing any malfunctions (waiting time, ineffective actions, travel, etc.). Participatory Hoshin workshops generated considerable improvements (60% less waste) at very little cost. They do require some time and effort to prepare, but the pay-off in industrial efficiency is well worth it!
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Exclusive event in Rome Products showcased at Batimat 2011
BFT
After Italy, France is BFT’s second-largest market. As such, the brand was keen to ensure a highly visible presence at Batimat 2011, Europe’s largest building industry trade show. After inaugurating its new visual identity at the 2010 Equip’Baie trade show, BFT used this opportunity to present almost all of its range and illustrate the brand’s compliance with its promise to remain «tuned to you». Flashing lights, automated doors for garages and other industrial uses, terminals and barriers, parking systems and more were presented to visitors from different sectors: installers, designers, companies, public organizations and authorities, etc. All these products can be used together as an integrated package. iPads were used to present further information about the various BFT products, and demonstrate use of the BFT configuration tool to compile systems in real-time. The stand, with its accessible, welcoming two-tier structure, confirmed that the strategic position adopted last year was the right one, by emphasizing the technological expertise of a forward-looking company that is attentive to the needs of its customers and partners, and creates innovative solutions for them.
From April 26th to May 28th, BFT hosted an event entitled “Vivi Roma” (Discover Rome). To mark the 150th anniversary of the unification of Italy, BFT chose Rome, the Eternal City, as the ideal backdrop for this very special event, which provided an enjoyable opportunity to renew and consolidate its partnerships with key customers. A special “design the future” workgroup was held on May 26th, followed on May 27th by a cultural excursion led by the celebrated Italian architect, writer and TV presenter, Professor Valerio Massimo Manfredi.
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The “Rebound ASA” strategic project was launched in 2011 to enhance ASA brand content and develop its product portfolio. The offer will be enriched with high value-added products like the electronic plug & play motor, ETR 35 radio motor and specifically designed remotes, sensors and electronic accessories. A new visual identity, logo and numerous other tools have been created for «Rebound ASA» (catalogue, internet site and stand), all of which will be unveiled to the public at the next R+T trade show. “Rebound ASA” will start to yield visible results in 2012, notably because of the brand’s heightened international presence, particularly on markets like France and Germany where ASA intends to develop its customer portfolio.
WAY
“Rebound ASA” in 2011
Tende & Tecnica 2011 Way was of course present in Rimini from October 20th to 22nd for the 2011 Tende & Tecnica trade show. Year after year, the Adriatic Coast has provided an ideal location for solar protection equipment specialists to meet.
Way opens in Galliera Way has moved into its new 6,400 m2 premises in Galliera. The site includes 800m2 of administrative office space, 2,400m2 of production, test laboratory and after sales service and 3,200m2 of warehouse storage for components and assembled products. This brand new production tool increases Way’s daily production capacity to over 2,700 motors.
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Somfy Internal Communications - February 2011 – Thanks to the ICN correspondents and all contributors to Highlights 2011. Photos: Somfy (E. Lamy, Arnaud Childéric, Dominique Eskenazi, Getty images, Patricia de Gorostarzu, Juan Carmona), SIMU, BFT, WAY, STOR’M, Dooya, Pellenc, Fotolia (p.12 et p. 34). Printed on Cocoon paper, FSC® certified (wood from responsible managed forests). ‘Imprim’Vert’ certified printer. Realisation : www.explorations.fr
Somfy SA 50, avenue du Nouveau Monde BP 152 - 74 307 Cluses CEDEX - France Tél. : + 33 (0)4 50 96 70 00 www.somfy.com
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