Carlsberg Presentation Title – Month/Day/Year – Month/Day/Year Page 1

Microsoft at Carlsberg

Anders L MunckJanuary 13th 2008

2

Business Strategy

3

Market leader

Top 2-4

Market share

NepalOwnership: 48%

DenmarkOwnership: 100%

MalaysiaOwnership: 28%

PortugalOwnership: 30%

Market leading positions, 1999

4

Market leader

Top 2-4

Majority ownership in:DenmarkSwedenFinlandUKItaly GermanyHong KongSingaporeSwitzerland

NorwayTurkeyPolandCroatiaBulgariaChinaVietnamSerbia

Joint Ventures in:RussiaUkraineBaltic countriesKazakstanChinaNepal

Sri LankaMalaysiaSouth KoreaVietnamLaosCambodia

Market leading positions, 2005

Most became part of Carlsberg after S&N

deal in 2008

Major transition from being a Danish business with license takers to being a global business with

majority ownerships.

Many new opportunities to reduce cost and increase efficiency by consolidating business and governance.

Many new challenges to achieve benefits without jeopardizing local flexibility and competitiveness.

5

IT Software Strategy

SAP & MicrosoftP

rocesses P

eop

le

MS Dynamics

MS Project / Portfolio

MS Office

MS Sharepoint

MS .NET

MS Exchange

MS Office Communicator

SAP PortalSAP Business Objects

SAP Mobile/CRMSAP R/3

SAP APO

SAP HRAgility

People are unstructured and need tools to communicate, collaborate,

structure, and mature the ideas that drive the business forward.

StabilityProcesses are structured and need

tools to be securely managed, connected, and developed to

ensure smooth business operation.

A good Software strategy establishes a mix of technologies that fit the business profile and goals without jeopardizing neither stability nor agility.

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Software Strategy

Core Business Processes Supporting Business Processes

Procurement

Production

Sales

Human Resources Marketing

Communication

Legal

Many small/local applications

Few big applications

Known Cost Hidden Cost

Various Applications

Known and Reduced Cost

Use MS technology to standardize non-SAP

applications and reduce costs

Software Costs

SAP related

55%

MS related42%

I nfrastr.3%

Enterprise Application Costs

Global

1. Products from strategic vendorsStandard product or component from SAP or Microsoft.

If no standard product can fulfill requirements within an acceptable timeframe or budget then move down.

2. Global custom solutionGlobal 3rdParty product or custom-built MS application supported internally.

If no 3rdParty or custom Microsoft application can be used then move down.

3. Local custom solution

LocalLocal Custom applications using non MS-technologies, local 3rdparty applications.

SAP/MS

Number of Applications

Cos

t

Enterprise Application Costs

Optimal Application Governance

Local or custom applications used for a limited number of users each

Cheap to start with, but IT cost and complexity rise fast.

Use for Unique local requirements

Custom developed or 3rdParty software used for more than one country/region

Higher initial cost, but cost sharing quickly makes it cheaper to use.

Use for global requirements not offered by standard software.

Standard software used globally

Highest initial cost, but much less expensive when scaled to enterprise level.

Use as widely and as many features as possible

IT Initiatives

Bu

sin

ess

Init

iati

ves

Global

Local

SAP/MS

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Initiative 1 – Common infrastructure

Outsourcing in 2006 to create common infrastructure..

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Initiative 2 – Global platforms

Northern Light (2004-2006)

River (-2008) BSP (2009-2013)

Italy (-2006)

..use new infrastructure to establish common European

SAP Platform..

Monolit

Initiative 2 – Global Platforms

• Sharepoint 2007 Platform• Custom Development Platform• Live Communication Infrastructure• Office 2007 Standard

..and use Microsoft to tie global regions together.

Monolit

Initiative 3 – Governance

Establish global governance to maximize benefits of global

platforms and reduce inconvenience of centralization

NW Europe E Europe

Asia

Global

Number of Applications

Cos

t

Goal

Optimal Application Governance

IT Initiatives

Bu

sin

ess

Init

iati

ves

Global

Local

SAP/MS

15

Microsoft Projects

Carlsberg Presentation Title – Month/Day/Year – Month/Day/Year Page 16

Seven projects..

Desktop

Windows7

Office 2007

Communication

Live Communication

Exchange 2007

Portal

Development Infrastructure

Sharepoint 2007

Business data Integration

New platform for delivering custom

requirements

Upgrades to common tools

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Questions