Master Data Management@Siemens
Drive standardization at the same time as supporting
local flexibility
© Siemens AG 2016. All rights reserved.
siemens.com
169 years of innovation –
Milestones
1959
Simatic
(electronic
automation)
1879
Electric
train
1881
Telephone
switchboard
1850
1962
Thyristors
for energy
transmission
1939
Electron
microscope
1847
Werner von
Siemens founds
the company
1840
2000
syngo
user interface
1860
1870
1880
1890
1900
1974
Computed
tomography
scanner
1953
High-purity
silicon
1910
1920
1930
1940
1950
2000
Wind turbine
rotor blades
in one cast
1960
1970
1980
1990
2009
World record
gas turbine,
370 MW
2000
1958
Heart
pacemaker
1847
Pointer
telegraph
1881
Electric
streetcar
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1988
Megabit
chip
1935
Coaxial cable
2020
2013
PLM
Software
1924
Traffic
light
1866
Dynamo
2010
1965
Integrated
circuit
2010
Biograph
mMR
1985
ICE –
top speed
300 km/h
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2015
Somatom
Force
Siemens AG
Vision 2020 –
Electrification, automation, and digitalization
Market development (illustrative)
~7 – 9%
Our mission
We make real what matters,
by setting the benchmark in
the way we electrify,
automate, and digitalize the
world around us.
Ingenuity drives us and what
we create is yours.
Together we deliver.
market growth
Digitalization
market growth
Automation
~2 – 3%
Electrification
market growth
Mid term – 2020
Today
Power
Generation
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~4 – 6%
Power
transmission,
distribution, and
smart grid
Efficient
energy
application
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Imaging and
in-vitro
diagnostics
Siemens AG
Driving sales excellence by digital transformation which requires consistent
processes and IT landscape - Customers are increasingly using Digital
Sources along the entire Sales Process
Customer Journey
Acquire
Idea, Concept
Decision
Interest
Engages in
digital media,
Views webcast
Engineering
Documentation
Ordering
Operations
Maintenance
Selection
Download
Whitepaper
After-Sales
Growth
Reads analyst
review online
Uses online forum –
reviews product ratings
Digital
touches
Non-digital
touches
Read magazines,
call suppliers
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Met with channel
rep onsite
Presentations
negotiations
Project
meetings
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Siemens AG
Harmonized processes, IT-solutions and data are building blocks
for an individual customer experience (CX) and collaboration
Individual
CRM Vision Principles
Customer Experience
 Quick serving of customers’
self-service desires and needs
Digital Business Collaboration Platform
Analytics – Self Services – 360 Customer View – Transparency
 Capture digital and physical
customer touch points with
harmonized systematics
Data- quality
and quantity
Sales Management Platform
Consolidated Data & Information
Customer Master, Product, Transactional, “Unstructured”, Financial
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 Ease of use tool landscape for
digital collaboration along the
customer lifecycle
 Automation where needed and
human touch where necessary
After-Sales
Service
Assembly/ Operating
Logistics Information
Ordering
Quotation
Pricing
Configuration
Data Provisioning
Information Provisioning
Marketing-Automation
Media Provisioning
Optional Human
Touch
Process and
data quality
 Joint data framework
(definitions and structure like
customer master data) as
basis for internal and external
facing platforms
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Siemens AG
Master Data Management, today:
Working effective and efficient?
Approval
Many
high-touch
activities
Process
Fragmented
application support
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Siemens AG
Master Data Management tomorrow:
Less complex and faster in execution!
Approval
Automated
routing
Most
activities
no-touch
Decision
Process
100% application
support
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Page 7
Siemens AG
• Ensure country and system specific flexibility
…
Local requirements
(system/process/legal)
UI and local validation
Asia
Flexibility:
Europe
How to combine global standardization with flexibility for local needs?
Standardization &
Harmonization:
• Set up a global MDM Framework to be applicable
for all Siemens entities
Access to global data bases,
general validations,
Workflow,
Data model
• Create one place where all master data (Customer/
vendor) can be requested and handled
MDM
Framework
…
• Centralize and harmonize all field validations
• Integrate all relevant central data source to ensure
smooth end to end process
• Increase efficiency by making all relevant
information for approval processes available in one
tool (E.g. Bank validation, address validation …)
Platform:
Access management,
User identification,
Layout definition
Siemens Enterprise Layer
Pega 7 Platform
Cloud solution setup for Siemens
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• make reuse of Pega platform functional
components already set up within Siemens
• Make reuse of the out-of-the-box solutions
provided by Pega 7 (e.g. flows, actions, reports)
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Siemens AG
FocuS/4 PEGA MD solution connects the user to all relevant data sources
(single point of entry)
Example: local and central search
 PEGA MD solution is fully integrated
in internal databases (e.g. internal and
external business partner) and SAP
backend systems
 Based on search results, possible
actions are automatically derived (e.g.
unblock only when block is set; update
existing business partner)
 Full end-to-end integration: all
requests in PEGA are replicated to
local SAP systems
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Siemens AG
FocuS/4 PEGA MD solution guides the user to what is relevant driving
efficiency
Example: customer change
approval
 Role-based approval tab has been
implemented (e.g. different fields
highlighted for compliance officer
vs. business approver)
 Only relevant fields are displayed
& changes to previous versions
are highlighted
 All remaining fields are visible via
separate standard tabs
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Siemens AG
FocuS/4 PEGA MD solution validates entries increasing quality and speed of
entry
Example: address auto completion &
validation (vs. global postal validation)
 Proposal inputs are shown real-time
when typing
 Proposals are derived from trusted
sources (e.g. global postal service)
Example: bank detail completion &
validation
 By entering bank account / IBAN, all
bank details can be automatically
derived incl. status of bank account
(e.g. blocked / not existing)
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Siemens AG
FocuS/4: Master Data Management
The big picture: WHAT?
External Siemens
Business Partners
Service setup
Vendor
portal
SWE
CMDB
Global backbone
ERP
ERP
Push1)
Operations &
support
Finavigate
SCM
CRM
…
Multiple Siemens
central tools/applications (e.g.)
1) Push principle will be applied. Interface
requirements to be analyzed in details.
ERP
ERP
NWE
PEGA MDM
Framework
Push3)
Data storage,
replication
UI, workflow,
validations
Technical solution
Internal and
external
validation
sources

Siemens
Employees
ERP
Multiple Siemens ERP
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

Single source of truth
 Central data creation, maintenance and validation
 Central data distribution via “push” principle
 Integration with internal tools & external sources
Efficiency, Quality and Flexibility
 Quality at creation ensures lower processing & process
cost (higher automation, less complaints & returns)
 One single “pre-system” optimizes data footprint (no
duplication) and helps reduce tool landscape complexity
 Scalable layer cake platform ensures functional flexibility
 Perform central and standardized validation of addresses,
bank details, tax code, e-mail & telephone number
formatting, completion and consistency
Leverage of technology and service capabilities
 Deployment of “best of breed” technology taking advantage
of harmonization and at the same time supporting flexibility
 Ensure end-to-end integration of master data management
processes and tools
 Scaling of cost efficiency master data services (existing
know-how across MD areas and activities - from daily
maintenance over analytics to automation)
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Siemens AG
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