1. BUSINESS BAVARIA The Business Promotion Agency of the State of Bavaria
ISSUE 04 | 2012
WHAT’S INSIDE
5 MINUTES WITH ...
Karl Schweisfurth of Herrmannsdorfer
Landwerkstätten
Page 2
IN FOCUS: MOBILE AND SECURE
SURFING
The Trend towards Mobile Payment
Page 3
BAVARIA IN YOUR BRIEFCASE
Yodelling – Bavarian Culture by Voice
Page 4
HOLLYWOOD IN YOUR POCKET
When the organisers of NAB Show, the world’s largest Broadcasting selected dependent on location. The technological challenge of course lies
Fair, showcase future concepts of media technology in Las Vegas, in the supply of content – irrespective of location, connection and playback
Bavarian enterprises naturally will be a part of the event. Bayern In- device – with optimum picture and sound quality”. The Fraunhofer Institute
ternational, an initiative of the Bavarian State Government, supports for Integrated Circuits with its head office in the Franconian city of Erlangen is
film and media technology companies from the Free State with a joint one of the five Fraunhofer member institutes in the digital alliance.
exhibition booth.
LTE, DVB-T2 or UMTS – regardless of how films are transmitted to mobile
Under the motto “Where Content Comes to Life”, the American National As- phones, PCs or TVs, the quality always depends critically on the original re-
sociation of Broadcasters is inviting experts to visit the city in Nevada’s desert cording. Bavarian companies traditionally have a high level of competence
from 16 to 19 April 2012. Content has started to come to life at the annual here. At the NAB show, a total of 26 companies headquartered in Bavaria will
meeting there, especially since 3D technology has become a trend. But the fo- showcase their innovations in the sectors of high-tech microphones, camera
cus this year is centred on the question, where movies, radio feeds and other equipment and digital film technology as part of the Bavaria pavilion which
media formats will be experienced in the future. Just as at the FICCI Frames in offers nearly 400 square meters of exhibition space. Any enterprise with a
India, the Mobile World Congress in Barcelona and the ITB in Berlin, the show branch in Bavaria can profit from the fair participation programme of the Free
in Las Vegas will also feature the topic of “Mobile Internet” as a key issue. State of Bavaria.
Siegfried Fößel, spokesman of the Fraunhofer Allianz Digital Cinema, belie- BAVARIAN EXHIBITION BOOTH BY BAYERN INTERNATIONAL ON THE NAB
ves that when it comes to media consumption, we are entering a new era: SHOW | CENTRAL HALL C4, STAND C8740
“In future, audio-visual content will be accessed in the most different envi- www.nabshow.com
ronments. The appropriate device for the type of media consumption will be www.bayern-international.de/en/international-business/bavarian-pavilion
PATENT ALLIANCE STRENGTHENS near future, the Kansai TLO agency will promote innovations from Bavarian
KNOWLEDGE TRANSFER BETWEEN universities among Japanese companies. The focus here lies on the sectors
of Life Sciences and Physical Sciences. The experiences of the experts also
JAPAN AND BAVARIA prove to be helpful with specific issues, such as the licensing and transfer
of patents. According to a spokesman of the Patentallianz, the objective is a
A new innovation bridge between Japan and Bavaria offers central access to “fast, pragmatic and unbureaucratic co-operation”. The central patent agency
28 Bavarian universities and colleges. Co-operation between research and in- evaluates and markets – among other things – the inventions of more than
dustry is being strengthened under the roof of the Patentallianz GmbH. In the 17,000 scientists in Bavaria.
W W W. I N V E S T- I N - B A V A R I A . C O M PA G E 1

2. 5 MINUTES WITH ...
KARL SCHWEISFURTH OF HERRMANNSDORFER
LANDWERKSTÄTTEN
The Herrmannsdorfer Landwerkstätten were founded in 1986 by Karl Ludwig Schweisfurth. Prior
to this, the entrepreneur had sold his meat company Herta, built up by himself, for ethical rea-
sons. Instead of mass livestock production, he has since then dedicated himself to organically
grown stock farming on a former farm estate in the Upper Bavarian town of Glonn. Driver for the
decision was his son Karl, who today manages the organically-oriented enterprise.
THE HERRMANNSDORFER LANDWERKSTÄT- Artisanal production has become modern again.
TEN WERE DISTINGUISHED WITH THE NA- Only hand-crafted production can provide real food
TIONAL ORGANIC FARMING AWARD. TWO quality. After all, organic food should not only be
OF THE THREE WINNERS COME FROM BAVA- organic, but also particularly tasty.
RIA. DOES THE FREE STATE OFFER SPECIAL
ADVANTAGES HERE? WHAT DOES THE NAME OF LANDWERKSTÄT-
In Bavaria, there are still many rural farms with TEN ACTUALLY MEAN?
small-area management and therefore less factory Landwerkstätten are workshops in the country.
farmed livestock. These enterprises are optimally Butchers, bakers, cheese makers - they are all
suited for organic farming. food craftspeople and work in the workshops. The
workshops are located in the country, close to the HERRMANNSDORF IS KNOWN FOR ITS
YOUR AD SLOGAN IS “HANDMADE FOOD” – farms which supply the stock and the grain. The ANIMAL WELFARE POLICY, BUT YOU ALSO
THIS ACTUALLY SOUNDS SOMEWHAT OLD- food is manufactured for the city. MANUFACTURE BREAD AND BEER. WHICH
FASHIONED, DOESN’T IT? TRADITIONAL CRAFTS DO YOU UPHOLD IN
PARTICULAR?
We manufacture all products for daily use oursel-
ves. In all the food workshops, old craftsmanship
is combined with modern procedures and techno-
logy: in the warm meat butcher‘s shop, the meat
is processed and turned into sausages at normal
room temperature – just like in former times when
people did their own slaughtering. In the cheese
factory, only raw milk cheese is manufactured. In
the baker‘s shop, we work with natural sourdough,
whole grains, extra-long dough proving and without
bread improvers. Our Schweinsbräu beer is natural-
ly opaque. www.herrmannsdorfer.de
10
The top 10 of the fastest growing German districts are all located in Ba- largest increases are recorded for the districts of Freising (16 per cent)
varia. Economic prosperity and the quality of life attract ever more people and Erding (15 per cent) which both lie north of Munich. Outside Upper
to Bavaria. The top ten German districts with the largest increase of inha- Bavaria, it is the district of Landshut in Lower Bavaria with 13 per cent
bitants by 2025 are all situated in Bavaria. That is the result of the INKAR that particularly attracts new citizens. Already today, there is no other
study (indicators and maps for territorial and urban development) of the German Federal state where more residential buildings are being const-
Federal Institute for Building, Urban Affairs and Spatial Research. The ructed than in Bavaria.
W W W. I N V E S T- I N - B A V A R I A . C O M PA G E 2

3. IN FOCUS: MOBILE AND SECURE SURFING
THE TREND TOWARDS MOBILE PAYMENT
Faster, flatter, bigger – with LTE technology, Nano SIM Cards and five- on mobile phones“, states Stefan
inch displays mobile internet surfing becomes ever more attractive. Ex- Waldenmaier, press officer with
perts such as Ralf Opalka of O2 and Stefan Waldenmaier of Giesecke Giesecke & Devrient. “For us, it was
& Devrient agree that the majority of our purchases will be paid via obvious that we needed to combine
mobile phone in future. Bavarian enterprises play an important role in these security technologies in the
the search for the most secure technology. ‘pay phones’”, comments Walden-
maier. The SIM card has to meet
A gentle contact with your fingertip – and your tablet computer turns into a the same security standards as the
small cinema, a game console or a magazine. When the German Apple Flag- chip on a credit card. Waldenmaier
shipstore in Munich’s pedestrian zone started the sale of the new iPad on 16 is convinced that our mobile phone
March, customers had already been queuing for hours. Apart from the techni- will become the standard currency
cal finesse of the hardware it is not least also the media content available in handler in future: “It is only a ques-
the App-Store and on iTunes which attract buyers. Apple has thus proven that tion of time; the increasing use of smartphones has changed user behaviour.”
consumers are happy to use mobile payment systems if the product range
matches. Those who already want to pay with their mobile phones now do not have to
wait for the new chip, if they use the payment system “SMS & Park”. Sun-
For 2012, the Market Research Institute of the German Federal Association hill Technologies, which is headquartered in Erlangen, is among the market
for Information Technology, Telecommunications and New Media (BITKOM) leaders in SMS parking world-wide. With its phone-based payment systems,
expects further growth of three per cent to about 1.5 billion in global sales of car owners can pay their parking fees at approximately 150 locations across
mobile devices. In Germany, the rise in the number of sales is above average Europe with a simple text message. The procedure is both secure and easy to
with a 5.5 per cent plus: nearly 29 million mobile phones will presumably be use: without having to register, drivers communicate their license plates and
sold here this year – and for the first time – more smartphones than mobile the parking period via text. After a confirmation text, the fee is charged to
phones. Soon nearly everyone will have a mobile phone with internet access, their mobile accounts. Especially practical: before the parking time expires, a
so why not use it directly for paying? Friedrich Joussen, member of the BIT- text reminder is sent and the parking duration can be extended via text again.
KOM board, sees an important future trend in mobile payment. “It is evident “A big advantage compared to NFC systems, where the mobile phone has to
that smartphones are increasingly changing consumer behaviour”, comments be held up to a scanner“, comments Melanie Kreß, press officer of Sunhill
Joussen. Chain stores and gas stations have, therefore, begun to equip their Technologies. Her company intends to continue its success story with the
cash systems with the appropriate technology. “Here, we could finally experi- “SMS & Ride” system for tickets in trains and busses. Even for the e-mobility
ence a breakthrough”, predicts Joussen. sector there already is a suitable application called “SMS & Charge”.
To enable people to pay their bills with their mobile phones as easily as possi-
ble, Munich-based network operator O2 Telefónica Germany has joined forces
SMART TELECOMMUNICATIONS IN BAVARIA
with Vodafone and Telekom. “Mobile payment is an interesting growth market
for O2, says press officer Ralf Opalka. In a joint offer the enterprises intend to 1809 Samuel Thomas von Soemmerring designs an
promote mobile shopping with the payment service mpass which is based on electrical telegraph in Munich.
so-called Near Field Communication (NFC). The reader device recognizes the 1991 Giesecke & Devrient supplies the first commercial
NFC chip built into the mobile phone, just like an ID card, without direct con- SIM card to a Finnish network operator.
tact. The Market Research Institute Juniper Research estimates that by 2014 2001 The Erlangen-based enterprise Sunhill Technologies
50 billion dollars will already have been transacted via NFC Smartphones introduces a mobile radio parking system in Zagreb.
world-wide. Opalka agrees: “Even today, every second German can imagine 2006 The telecommunications provider O2 Telefónica
paying with his mobile phone”. After the first successful pilot projects, the Germany sets up its headquarters in Munich’s tallest
mpass system is to be launched in the 2nd half of 2012. “Customers will then building.
be able to pay in stores and other retail outlets using NFC technology. Here, 2007 Google opens its first German research and develop-
we particularly target national retailers“, comments Opalka. The interest in ment centre in Munich.
this mobile payment option is very high in that sector. 2007 Microsoft inaugurates its German headquarters in
Unterschleißheim.
The success of such an innovation usually depends on whether consumers 2008 Apple opens its first German Apple Store in Munich.
trust the technology. Here the network operators secured the traditional Mu- 2011 The Erlangen-based Fraunhofer Institute for Integrat-
nich-based enterprise Giesecke & Devrient as specialist partner for payment ed Circuits presents LTE mobile phones in Full-HD
systems and security engineering. The company has been printing bank notes voice and audio quality for the first time.
for states all over the world for more than 150 years and with Smart and
SIM cards has set standards in the digital age. “Just as important as the se-
cure transfer of payment data is the safe storage of the required programmes
W W W. I N V E S T- I N - B A V A R I A . C O M PA G E 3

4. BAVARIA IN YOUR BRIEFCASE
YODELLING – CULTURE THAT TICKLES THE THROAT
We are not far from the summit of the 1674 m vibrate, sometimes fast and sometimes slow,
high Hochfelln. A group of 30 people is enjoying sometimes high and sometimes low.”
the fantastic view across the Chiemgau Alps on a
mountain meadow. Suddenly a joyous shout fills Originally, yodelling was actually used to call cat-
the air. Shortly thereafter the entire group is yo- tle and to lure cows back from the high grasslands
delling. Hikers passing by first have a somewhat in the mountains. Farmers also used it to com-
irritated look on their faces – which eventually municate with each other from alpine meadow to
turns into broad smiles. alpine meadow. Today, the high-alpine Bavarian
tradition has become a call for peace, freedom
“Yodelling is an expression of joy and cheerful- and nature, particularly among urbanites. Crafts-
ness, it not only creates good mood among the men, general managers, homemakers, administra-
people yodelling, but usually also among listen- tors and actors – they all come to the Chiemgau to
ers”, explains Josef Ecker. Ecker must know - after yodel together with Josef Ecker.
all, people call him the “Yodelling Guru”. Wear-
ing Lederhosen, a red and white chequered shirt Important is the correct breathing technique which
and an accordion, he holds yodelling seminars, lets the air emerge from the diaphragm behind the
not only in the Bavarian Alps, but also in Berlin, navel and adds volume and sound to the voice.
Cologne, Hamburg and even on the Island of Sylt. But also all facial muscles, the tongue and lips
“Yodelling is a very old Bavarian cultural tradi- must be used when yodelling. “That might sound
tion, an art form that has nothing in common with complicated, however, it is not that difficult”, WEBSITE OF JOSEF ECKER:
shouting or musty folk music”, states the trained explains Ecker. Yodelling is an art form, but one www.jodelseminar.de
singer and music teacher. He stresses, “the voice that can eventually be mastered by everyone. “A
turns the body into an instrument and makes it real heavenly pleasure”, if we take the Yodelling THIS IS HOW GENUINE YODELLING SOUNDS:
Guru’s word for it. www.youtube.com/watch?v=fF1Z0WtvGxc
FAIRS & EVENTS
… IN NUREMBERG … IN MUNICH
IFH INTHERM ANALYTICA 2012 IFAT ENTSORGA 2012
18 – 21 APRIL 2012 SMT HYBRID PACKAGING 17 – 20 APRIL 2012 07 – 11 MAY 2012
Trade Fair for Sanitation, Heating, 08 – 10 MAY 2012 Leading International Fair for World’s Leading Fair for Water,
Air Conditioning, Renewable Energies International Trade Fair and Congress Laboratory Technology, Analytics and Sewage, Waste and Raw Materials
www.ifh-intherm.de/en/ for System Integration in Micro Biotechnology Management
Electronics www.analytica.de/en www.ifat.de/en
www.mesago.de/en/SMT/home.htm
EUSAR 2012 … FROM AND BY INVEST IN BAVARIA
23 – 26 APRIL 2012 PCIM EUROPE
European Conference on Synthetic 08 – 10 MAY 2012 WELCOME NEWCOMERS INVEST IN BAVARIA ON
Aperture Radar International Trade Fair and WORKSHOP FOR JAPANESE THE NAB SHOW
www.eusar.de Conference for Power Electronics, ENTERPRISES IN MUNICH 16 – 19 April 2012 in Las Vegas,
Intelligent Motion, Renewable 20 April 2012 in Munich, Bavaria USA
Energy, Energy Management
www.mesago.de/en/PCIM/home.htm Your Contact: Your Contact:
Mrs. Kaori Yamaguchi Humpertv Mr. Peter Englert
Phone: +49 89 24210-7503 Phone: +49 89 24210-7520
kaori.yamaguchi-humpert@invest-in-bavaria.com peter.englert@invest-in-bavaria.com
YOUR KEY TO OUR STATE PUBLISHER BUSINESS BAVARIA
Invest in Bavaria – The Business Promotion Agency of the Bavarian Ministry of DR. JOHANN NIGGL COORDINATION: ALEXANDRA SCHMIDHUBER
Economic Affairs, Infrastructure, Transport and Technology and Bayern International. PRINZREGENTENSTR. 28 EDITORIAL DEPARTMENT: WWW.TEXTBAU.COM
80538 MÜNCHEN TRANSLATION: WWW.TRANSLATE-ME.INFO
IMAGE SOURCES P.1: © Kelvin Lung - Fotolia.com | P. 2: Portrait Foto Mr. Karl TEL.: +49 89 24210-7500 ART DIRECTION | INTERNET: ALEX PODOLAY
Schweisfurth: © Foto: Herrmannsdorfer | P.3 : © Dukes - Fotolia.com | FAX: +49 89 24210-7557 DESIGN: WWW.TREIB-STOFF.COM
P. 4 Portrait Foto Mr. Josef Ecker: © www.jodelseminar.de INFO@INVEST-IN-BAVARIA.COM
W W W. I N V E S T- I N - B A V A R I A . C O M PA G E 4