Xella is a large manufacturer of building materials that is taking steps to adapt to the digital building world. BIM (Building Information Modeling) is becoming mainstream in the industry and manufacturers need to provide digital product information to remain competitive. Xella has developed a strategy that includes creating digital objects for all of its products with detailed specifications and files for use in BIM. It is establishing cloud-based product ranges and marketing locally while maintaining company guidelines. This will allow customers to access comprehensive digital information on Xella's materials anywhere.

1. Xella – Steps towards a digitalXella Steps towards a digital
building world of tomorrow
BIMobject® LIVe
S F iSan Francisco
Thursday, 29th of October 2015
Markus Heße, Xella International GmbH, Duisburg

2. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Xella – well known brands for raw & building materials
Xella Group (2014: Sales 1,273 m€, FTE 6.686)
LIMEBUILDING MATERIALS DRY LINING SYSTEMS LIMEBUILDING MATERIALS DRY LINING SYSTEMS
 Ytong and Hebel AAC blocks  Fermacell Gypsum fibre
b d
 Fels Lime
 Silka Calcium Silicate blocks
 Multipor Mineral Insulation
boards
 Hebel AAC elements
boards
 Aestuver Fire protection
boards
 Fermacell Cement-bonded
 Fels Limestone
 Hebel AAC elements
drywall
system boards
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3. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
BIM will change the
way you
BIM enables you to
create new sales
communicate with
your customers
create new sales
leads
BIM is becoming
mainstream
BIM content is your
business card
towards the customer
BIM is for
manufacturersBIM creates more
3
marketing that pays
for itself
trust in your products

4. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Internet affects your business more and more –
depending on materials you offerdepending on materials you offer
Internet in the building industry - for (almost) everyone profitable
Market survey August – October 2015
Tools
Sanitary articles (visible, in front of the wall)
strongly
affected
Electrical / Home automation
Building materials (with exhibition relevance)
less
affected
Building materials (with exhibition relevance)
Building materials (without exhibition relevance)
Sanitary articles (invisible behind the wall)Sanitary articles (invisible, behind the wall)
Other
1 2 3 4 5 6 7 8 9 10
4
How strong the product areas are affected
(1 less affected / 10 strongly affected)
1 2 3 4 5 6 7 8 9 10

5. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Some important fact about BIM and the
challenges – NBS UK National BIM Report 2015challenges NBS UK National BIM Report 2015
83%
92% 95%
80%
100%
50%
20%
40%
60%
0%
20%
We currently use
BIM
In one year's
time we will use
In three year's
time we will use
In five year's
time we will useBIM time we will use
BIM
time we will use
BIM
time we will use
BIM
77 % of participants
76 % of participants
The designp p
in the market
investigation
believes that BIM is
the future of project
76 % of participants
emphasize the need
for digital product
information by
g
community is looking
to manufacturers to
help in the creation
and implementation
5
the future of project
information
y
manufacturer
and implementation
of BIM

6. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Trend Digitalization
Early-Stage collaboration will
i i i t
Trend Energy efficiency
Buildings as key element to
d ti
Trend Urbanization
Higher number of multi-family
h i i b k t increase in importancereduce energy consumptionhomes in growing urban markets
Increasing data collection &
sharing (Building Info Modeling)
Increasing awareness of energy
consumption
Urban population will grow by
≈3.5B people until 20501
ption
g ( g g)
Early supplier integration and
stronger collaboration)
p
Buildings consume high amount
of energy
p p
67% of population will live in
urban areas by 2050
Descrip
Early stage collaboration with
suppliers more important
High comparability of different
suppliers
Increasing demand for energy
saving materials
Importance of insulation
characteristics of building
High demand for infrastructure
Trend towards high-volume/
low-cost housing
plications
6
supplierscharacteristics of building
materials
low cost housing
Imp
1. Growth of 44% from 2010 until 2050
Source: World Urbanization Prospects: 2011 Revision Population Database; press research; Boston Consulting Group analysis

7. Xella’s way to be prepared forXella s way to be prepared for
new business approach
ff t d b BIMaffected by BIM
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8. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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9. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
10/201305-10/2013
03/2013
Management attention
“Buy this kind of software”
First meeting with BIMobject
and discussion about
technical solution
Market assessment towards
“BIM trend or need?”
Local and global
Buy this kind of software
01-06/2014 01-12/2014
Decision making process
and preparation of the first
Xella BIM strategy
Workshops technical and
marketing together with
BIMobject
04-05/2015
R i i f X ll BIM
01/2015
Fi t l ti f YtRevision of Xella BIM
strategy in cooperation with
BIMobject
First solution for Ytong
masonry walls presented on
BAU2015 fair in Munich
09/2015
Ytong masonry unitization
Creation Fermacell walls
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10. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Xella’s digital building in the future
Worldwide
digital cloud
based product
ranges
Local digital
marketing
under company
guideline
Local technical
services with
digital customer
advisory
Central E-
Commerce
services
Digital on site
support in
logistic and
execution
Full chain software integration – invisible for our customers (SAP, CRM, XPPS, etc.)
10
g ( , , , )

11. Worldwide digital cloud basedWorldwide digital cloud based
product ranges
Worldwide
digital cloud
based
product
ranges
Local digital
marketing
under
company
guideline
Local technical
services with
digital
customer
advisory
Central E-
Commerce
services
Digital on site
support in
logistic and
execution
11
Full chain software integration – invisible for our customers (SAP, CRM, XPPS, etc.)

12. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Digital objects – container of all information
Links to additional
Product information
Geometries
Technical values
Classification systems
Links to additional
information like
certifications, instruction
videos, technical and
marketing brochures
y
marketing brochures
Web based digital
interlinked productinterlinked product
information and
communication container
P L
U S
Usability information
about availability in
different countries and
Software related
information e.g. PDF-
documentation or BIM-
A li ti i R it
12
different countries and
regions
Application in Revit,
Vectorworks, Archicad

13. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Digital image of the product with integrated complete
informationinformation
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14. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Object description Manufacturers links Materials and Origin
Classification systems Availability in regions Sustainability systems
Download options Contact to manufacturer Request for more BIM files
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15. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Be digital visible with your product container
Publishing BIMobject public cloud
Private single brand cloud
Private multi brand cloud
Private project cloudPrivate project cloud
Sharing E Mail and social media
15
Sharing E-Mail and social media

16. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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17. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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18. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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19. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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20. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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21. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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22. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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23. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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24. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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25. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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26. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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27. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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28. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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29. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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30. Local digital marketing underLocal digital marketing under
company guideline
Worldwide
digital cloud
based
product
ranges
Local digital
marketing
under
company
guideline
Local technical
services with
digital
customer
advisory
Central E-
Commerce
services
Digital on site
support in
logistic and
execution
30
Full chain software integration – invisible for our customers (SAP, CRM, XPPS, etc.)

31. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Internet affects your business more and more –
a new focus sales and marketing mixa new focus sales and marketing mix
Strengthening pull activities of investors, planners and architects
Intensification of building materials user support 81%
88%
Launching more product innovations
Start/intensify end customer marketing activities
Support Internet activities of intermediaries 69%
74%
78%
Individualize prices
Networking in e-commerce merchants/processors/customer
Assortments / brands differentiate between online and classical channel 58%
67%
67%
Intensify cooperation with Internet platforms
Create own Internet shop / extend it
Dynamizing prices 46%
52%
56%
Increase non-internet savvy products in the price
Promotion of businesses with mega-dealers
Position products in Internet marketing attractively priced 23%
27%
38%
31
Source: Internet in the building industry - for (almost) everyone profitable, Simon-Kucher & Partners,
Frankfurt, Market survey August – October 2015
Perform more surcharge actions 15%

32. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Let's
t lktalk
about
BIM!
32

33. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
BIM a worldwide topic for a manufacturer
Building
Information
Modeling
The 1. choice for smart architects
33

34. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Company internet news
Planificación y creación digital con
nuestros nuevos objetos BIM
Descargas
B I M
j
Hotel Residencia de Est diantes en B I M
Building
Information
Modeling
Hotel Residencia de Estudiantes en
Vic
34

35. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Information towards customer in different level of detail
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36. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Integration in Internet presence
Digitale Planungshilfeng ta e a u gs e
BIM – Objekte >
36

37. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Integration in Internet presence
B I MBuilding
Information
Modeling
37
Modeling

38. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Presence in portals for Building materials
B I M
Building
Information
Modeling
Digitale Planungshilfen jetzt live erleben
www.xella.com/de/content/bim.php
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39. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Presence and information in portals for architects
Building
Information
Digitale Produktinformationen tagesaktuell
rund um die Uhr für Ihre Planung und
B I MModeling
g
Ausschreibung unter www.xella.com/BIM
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40. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Social media advertisement – example LinkedIn
BIM! Ytong presenta para el mercado español la gama completa como BIM digital de
objetos Ytong.
B I M Experimente Ayudas Planificación
B I M
Building
Information
Modeling
Experimente Ayudas Planificación
Digital viven ahora
www.ytong.es/es/content/noticias.php
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41. Local technical services withLocal technical services with
digital customer advisory
Worldwide
digital cloud
based
product
ranges
Local digital
marketing
under
company
guideline
Local technical
services with
digital
customer
advisory
Central E-
Commerce
services
Digital on site
support in
logistic and
execution
41
Full chain software integration – invisible for our customers (SAP, CRM, XPPS, etc.)

42. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
From information on paper towards digital value
42

43. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Digital information customer tailored
Architects Constructors
Engineers Craftsmen
43
House-Owner

44. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Shifting processes in daily work
Print Media Internet
Digital media
for BIM
Sales Reps Technicians
Tools PeopleInformation
Today Traditional Traditional
Tomorrow DigitalDigital
Benefits: up-to date-information, focus on project business, efficient internal workflows
and better accessibility towards customers
S i it l t d lli T l t d ti CO E i i
44
Savings: unit related selling expenses, Travel costs and time, paper, CO2-Emissions

45. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
The way of communication with BIM for Xella – digital
and personaland personal
Digital objects
Architect / Engineer (AEC)
Xella
BIManalytics-Pro User
Direct customer
contact via Xales
BIManalytics Pro User
45Xella DATA PRIVACY (XDP) rules!

46. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Daily use of BIManalytics for creating sales leads
Sales Force and technical field
support team
Marketing und Product
Management departmentsupport team
 Identify new customer in sales area
 Pre sales intelligence with personal
Management department
 Marketing analysis of products
 Communication in view of marketingg p
contact to architects and engineers
 Personal digital communication via
BIMmail like social media
g
information e.g. invitation to fairs in
modern social media style
 Selected information towardsBIMmail like social media
communication to engage
collaboration in a project
 Selected information towards
classified customers together with
sales force
 Priorization of customers for
collaboration with marketing
 Information about actual changes in
product range
46

47. Digital on site support inDigital on site support in
execution
Worldwide
digital cloud
based
product
ranges
Local digital
marketing
under
company
guideline
Local technical
services with
digital
customer
advisory
Central E-
Commerce
services
Digital on site
support in
logistic and
execution
47
Full chain software integration – invisible for our customers (SAP, CRM, XPPS, etc.)

48. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Digital on site support for engineers and craftsmen
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49. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
Labeling with additional on site information
“Digital Paper” Instruction video
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50. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
All digital product information whenever you need them
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51. Lessons learned forLessons learned for
success in BIM
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52. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
First steps and lessons learned
 Prepare a digital strategy and be brave to change it over the time
 BIM is an ongoing process with a high speed of evolution
 Be open minded towards the technology development
Without a
strategy, it does
not work!
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53. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
First steps and lessons learned
 Be BIM digital visible
 Estimate the grade of quality of your digital information
 Start on a low level and improve your product visibility
The customer
must see you
on the Internet!
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54. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
First steps and lessons learned
 Add digital value to your information
 Be unique and provide to all customer tailored information
 Create digital interaction to your customers
Be your
customer’scustomer s
preferred
partner in BIM!
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55. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
First steps and lessons learned
 Work on digital integration
 BIM for manufacturers is an added tool towards the internet presence
 One stop solution for the presentation of the product offering and the daily
product guidancep g
Digital
integrationintegration
reduces change
management!
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56. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
First steps and lessons learned
 Communicate on all levels internally and externally
 Motivate all involved people in your company and explain them simple and
easy BIM and companies activities
 Use all channels to communicate
with your customers to see the
Keep it simple
use of your BIM objects and stupid!
BIM is easy!
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57. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
First steps and lessons learned
 Understand internet as multi level marketing instrument in construction
industry
 Information about materials and their applications are increasingly networked
 Customers expect simple solutions Customers expect simple solutions
and always have access to the Digital
networking is
latest product data and the
applications on the site
networking is
everyday
networking!
pp
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58. SILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOPSILKAYTONG HEBEL FERMACELL FELSMULTIPOR ECOLOOP
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