The Online Report Best Practices for a functional, analytical and interactive

1. The Online Report Best Practices for a functional, analytical and interactive disclosure and marketing instrument for all stakeholders Marcus Sultzer General Director, OOO “EquityStory RS” Moscow, November 18, 2011

2. Usage of online annual reports in UK,US and Germany“More than 50 % (UK almost 70 %) of index listed companies produce a full HTML report” The Online Report 2 Marcus Sultzer

3. Agenda • Conception and design: “Express your Equity Story” • Logic and Functionality: “Add value by multimedia and animations” • Mobility: The online report goes “Mobile” • Award winning reports: Examples The Online Report Marcus Sultzer

4. Main approach“Key Visual and Teaser boxes allow image transfer and fast access to main information” Landing page in the style of a corporate website / online portal Animated Key Visual with elements of the image or highlights part of the report Teaser Boxes for entering the report directly to highlights, services etc. The Online Report 4 Marcus Sultzer

5. The landing page as story telling introduction“The Equity Story of the company can be communicated basically through the landing page” Key Facts with straight content accessdirectly atthelandingpage Video: Production based on the annual press conference Fullbackground pictures out ofthe imagepart Directaccesstothe storyand additional information The Online Report 5 Marcus Sultzer

6. Audio and video content“Video messages, company films and podcasts can transport your key messages effectively” • Trend online annualreports 2010: More andmorecompaniesimplementvideoswith CEO message, interviews, annualreviewsorabouttheirproducts • New: thereportaspodcastwithaudiocontentaboutimportantpartsofthereport (automaticallyproducedorpreparedby a speaker) The Online Report 6 Marcus Sultzer

7. Agenda • Conception and design: “Express your Equity Story” • Logic and Functionality: Add value by multimedia and animations • Mobility: The online report goes “Mobile” • Award winning reports: Examples The Online Report Marcus Sultzer

8. Target group oriented introduction“By individualization and customer orientation directly to the interesting content areas” • Bytargetgroups: pre-selectionofcontentfor different targetgroups • Bytopics: Connectedcontentwhichispositionedat different sectionsofthereport will becombinedtosummarizedtopicareas • Baskets: out ofthisreporttheusercancombineits individual online report The Online Report 8 Marcus Sultzer

9. Animated content for better visualization“Special visualization of key figures, content etc. increases the usability of the online report” The Online Report 9 Marcus Sultzer

10. Comparison and calculation tools“Tools for comparing key figures allow the user comfortable comparing, graphical view and download” The Online Report 10 Marcus Sultzer

11. Agenda • Conception and design: “Express your Equity Story” • Logic and Functionality: Add value by multimedia and animations • Mobility: The online report goes “Mobile” • Award winning reports: Examples The Online Report Marcus Sultzer

12. Visualization for mobile devices“Optimization of the online report for iPad and other tablets adds value to new user formats” • The conceptofthe online report will beusedforthetabletversion • Optimizationisdoneforscreen design andprogrammingoffeatures • With an increasingnumberofusersoftabletcomputerstheoptimizationfortheseformatsbringsaddedvalues The Online Report 12 Marcus Sultzer

13. Full adjustment for iPhone and iPad“Will Apps be the future of the annual report? An increasing usage trend is visible” • 75 iPadAppsfor „Annual Reports“ in iTunesstore (status: September 1, 2011) • ExampleiPadApps Germany 2011: Allianz, Audi, Bertelsmann, BMW, Otto Group, SAP, Siemens, Wacker Chemie The Online Report 13 Marcus Sultzer

14. Agenda • Conception and design: “Express your Equity Story” • Logic and Functionality: Add value by multimedia and animations • Mobility: The online report goes “Mobile” • Award winning reports: Examples The Online Report Marcus Sultzer

15. K+S AG – GOLDARC Awards 2010, Category „Fertilizer/Plant Care Product Provider“ The Online Report 15 Marcus Sultzer

16. Fresenius SE - GOLDLACP Spotlight Awards 2011, Category „Web/digital online report“ The Online Report 16 Marcus Sultzer

17. Hannover Re – One of the best Online ReportsIR Global Rankings 2011, Category „Europe“ The Online Report 17 Marcus Sultzer

18. MRSK Ural – Best Online Report 2010 V Конкурса корпоративных сайтов и годовых отчетов в Санкт-Петербурге The Online Report 18 Marcus Sultzer

19. Thank you very much for you attention and interest! Marcus Sultzer General Director, OOO “EquityStory RS” Tel. +7 (495) 916 62 51 Mob. +7 (965) 139 02 72 marcus.sultzer@equitystory.ru EquityStory RS, LLC. Stoloviy Per. 6, Bldg. 2 121069 Moscow, Russia www.equitystory.ru The Online Report 19 Marcus Sultzer

20. Examples – Tullow Oil, Pepsi & Sberbank The Online Report 20 Marcus Sultzer

21. Examples – BASF & Linde Group The Online Report 21 Marcus Sultzer

22. Examples – Audi & Allianz The Online Report 22 Marcus Sultzer