This years Siemens Media and Analyst conference was branded Where Today meets Tomorrow. Thinking on’t the strap line sounds like a excellent title for a future Bond film. Joking aside, I suggest its intent is more to provide a vision of the future becoming the new norm, and as a aspiration for those looking to digitise their (industrial) operations.

‘New’ was noticeable this year. A new division name, (Siemens Digital Industries Software vs Siemens PLM Software), a new strap-line, some new brand messaging, new location (Brooklyn New York), new packaging ( Xcelerator ) and many new (Siemens) faces (and/or at least job titles). New too were the customer case stories and presentations. Good ones at that.