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A B B A B ILIT Y M A NUA L , 1 2 M A RCH , 2017 HOUSTO N

Communicating ABB Ability™

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Content

001 Introduction

002 What is ABB Ability?

009 How to communicate ABB Ability

009 Theme line

011 ABB Ability story
012 Key overarching messages
013 Value proposition
015 Q&A
018 Communication do’s and don’ts
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Introduction

UNLE A SHING THE P OWER OF A B B

This is a manual to help you communicate about ABB Ability.

What follows will detail what ABB Ability is and what it’s not;
it will share the theme line and story to familiarize you with
how our business will communicate ABB Ability; and it will
explain the ABB Ability value proposition, key messages, and
Q&A, giving you the tools you need.

The primary goal of this training manual is to empower you

to discuss, write about and sell ABB Ability more effectively,
but this is also intended as more than a “how-to” guide. It is
a glimpse of where we’re headed as a company.

ABB Ability is the future of ABB. It is the leading edge of what

we, as a company, are becoming, and it is the product of our
more than 40 years of experience connecting software and
digital capabilities to devices, equipment and systems.

ABB Ability is not just something we sell. Increasingly, digital

is how we look at the world, how we solve problems, and how
we maximize the value we create with our customers.

Getting ABB Ability right is fundamental to our short-

and long-term success. It is a process that will unleash the
collective power of ABB. It’s a process that begins now.
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What is ABB Ability?

THER E A R E M A N Y WAYS TO THINK A B OUT

W H AT A B B A B ILIT Y IS:

A: A unification of our digital capabilities

B: A defined subset of our offerings

C: A technology platform

D: Our answer to the competitive landscape

E: Our roadmap to the future

The fact is that ABB Ability is all of these … and more.

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A: A unification of
our digital capabilities

With an installed base of 70 million digitally enabled connected devices,

70,000 digital control systems and 6,000 enterprise software solutions,
ABB has unmatched digital-industrial experience.
Across sectors at ABB, we have multiple cloud solutions, control and
management systems, and analysis and optimization capabilities.
Sometimes they are on disparate technology platforms, and typically,
we have gone to market with a variety of different brands.
This approach has served us well within industries, but now we are
looking to compete globally at scale. This requires that as many of our
offerings as possible be marketed under the ABB name. The unification
of our offering brands will help customers better understand and navi-
gate our offerings and will be carefully managed through a migration
process over time.
ABB Ability brings all of our digitally connected devices, equipment,
systems and solutions, our digital-enabling services and our cloud
platform and ecosystem together under one brand, which will support
our strategic evolution to harmonized technologies and standards.

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B: A defined subset of our offerings

ABB
ABB Digital ABB Ability
Offerings Offerings Offerings

No software Software-enabled

Software-enabled + Connected
ABB Ability offerings are our
digital devices, equipment, systems
and solutions that are connected
(either locally or over a wide-area
network) back to ABB, as well as
our digital-enabling services.

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C: A technology platform

In addition to a portfolio of digitally connected devices, equipment,

systems and solutions, as well as digital-enabling services, ABB Ability
is the technology platform they use and will, increasingly, be built on.
This is an integrated industrial Internet platform that leverages
Microsoft’s enterprise-grade Azure cloud infrastructure. The platform
creates an open, globally available digital-industrial ecosystem for
customers, partners, suppliers and developers and also takes full
advantage of Azure’s cybersecurity and core services such as the
Azure IoT Suite and Cortana Intelligence Suite. This allows customers
to capitalize on insights gathered at every level, from device, to system,
to enterprise, to cloud.
The ABB Ability platform will enable customers to aggregate their data,
securely share and integrate industry data (if they choose), apply big
data and predictive analytics, and generate insights that can help them
drive performance and productivity improvements through increased
uptime, speed and yield. Our platform will also allow customers and
system integrators to develop applications that interoperate with
ABB Ability solutions.

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D: Our answer to the
competitive landscape

The competition is significant, and their digital offers/platforms

are unified and branded:

Competitor Digital brand

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E: Our roadmap to the future

Today, digitally connected devices, equipment, systems and solutions

along with digital-enabling services are a significant and growing subset
of our total offering portfolio. In the near-term future, supported by a
unified technology platform and cloud infrastructure, we believe our
entire portfolio of offerings will be digitally connected or enabled.
By unifying and building on our vast digital capabilities, ABB Ability
represents the roadmap to the future of ABB.
ABB Ability is how we are capitalizing on the sweeping changes brought
about by the Fourth Industrial Revolution. It is how we will continue to
be a pioneering technology company that is customer first, helping our
customers compete at the technological forefront. It is how we will
remain true to our engineering heritage while becoming a truly digital
organization.
ABB Ability also represents our roadmap to the future because it is a
catalyst for us to become one ABB, unified and horizontally leveraged.
Thinking digitally will allow us to become more connected and aligned
across our organization. It will enable us to share knowledge and
intellectual property as well as applying capabilities, systems,
technologies and solutions from anywhere in ABB.
As one ABB, we will bring the best of what we have to offer to wherever
it makes the most difference for a customer, regardless of industry.
Our sector and domain expertise enable us to tailor what we have
developed in one industry to the specific requirements of a customer
in a different industry. By doing this, we can ensure that, at the point of
delivery, what we provide will always be vertically focused and specific
to the customer.

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W H AT I S A B B A B I L I T Y ?

What it is What it isn’t

A digital brand that highlights that

A unification of our digitally
ABB is divided between digitally
connected and enabled offerings
connected and all other offerings

Our digitally connected devices,

All of our digital or software-enabled
equipment, systems and solutions;
offerings
plus our digital-enabling services

A unified technology platform that

A cloud platform that only offers
connects our ABB Ability offerings
data storage, analytics and apps
and cloud infrastructure

The way we convey our leading digital A me-too digital industrial brand
capabilities and also highlight our that mimics how competitors have
real-world expertise and experience branded their digital offerings

A commitment to share IP and

capabilities across ABB to ensure A branded offer with no behavioral
that customers always get the best component
of what we offer

A long-term roadmap to the digital A short-term sales and marketing

future of ABB campaign

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How to communicate
ABB Ability

THEME LINE

Writing the future of

digital takes ability.
ABB Ability.™

This is the overarching (default) theme line that is part of a system.

The structure of this system is outlined on the following page.
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Theme line structure

Rather than one fixed signature line, the ABB Ability theme line will
be a common structure used in communications that can be changed
to reflect the specific context of the communication.
The structure is as follows:
[Unexpected/provocative phrase grounded in a key issue or concern]
takes ability. ABB Ability™.

Examples
ABB ABILIT Y
To pinpoint the real drivers of operational performance takes ability.
ABB Ability™.
SEC TOR
For cities to reduce their impact on our environment takes ability.
ABB Ability™.
S O L U T I O N/ B U S I N E S S
Building ships that can be crewed from land takes ability.
ABB Ability™.
PRODUCT
Reducing fuel consumption and emissions takes ability.
ABB Ability™.
E M P L OY E E S
Releasing your inner “geek” takes ability.
ABB Ability™.
DE VELOPER COMMUNIT Y
Creating the next great customer app takes ability.
ABB Ability™.
E VENT PROMOTION (E .G ., H A NNOVER MESSE )
Seeing the future of the digital enterprise takes ability.
ABB Ability™.

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ABB Ability story

Today, many companies talk about the benefits of the Industrial Internet
of Things. Going digital is “in,” and some even say that in order to thrive
in the current environment, industrial companies need to become soft-
ware companies.
At its core, ABB Ability is about connecting customers’ business
operations to the Industrial Internet of Things because of the value this
delivers. Performance. Productivity. Uptime, speed and yield. On the
surface, this sounds similar to what many companies promise.
The ABB Ability difference is expertise — the kind of deeply relevant
knowledge that only comes from experience. ABB Ability is not a brand
that represents an effort to go digital. It is the banner we’ve chosen to
fly above our unified digital capabilities — existing capabilities that have
stood the test of time.
As a leader in software, mechanical and electrical engineering and
materials science, we have always applied the best tools available for the
task at hand. For more than 40 years, that has meant building software
and connectivity into our devices and systems. With an installed base of
more than 70 million digitally enabled connected devices, 70,000 digital
control systems and 6,000 enterprise software solutions, ABB is digital.
It’s in our DNA.
With this unmatched digital industrial experience, we understand that
harnessing the Fourth Industrial Revolution requires bridging the physical
and digital worlds, not focusing exclusively on either one. As we move
forward, we will continue to combine deep domain and digital expertise
with mission-critical industrial automation and process capabilities to
give our customers a significant advantage through network effects.
ABB Ability is how we bring it all together and drive progress with our
customers every day. Engineering connectivity. Applying expertise.
Building trust. Working in partnership. We offer digital solutions from
device to edge to cloud that enable our customers to know more, do
more, do better, together. Writing the future of digital takes ability.
ABB Ability™.

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Key overarching messages

Three key takeaway points

– ABB Ability is our unified, cross-industry digital capability,
from device to edge to cloud
– ABB Ability combines deep domain expertise with unmatched
connectivity experience
– ABB Ability enables our customers to know more, do more,
do better, together

ABB Ability in one sentence

ABB Ability is our unified, cross-industry digital capability –
extending from edge to cloud – with devices, systems, solutions,
services and a platform that enable our customers to know more,
do more, do better, together.

ABB Ability in 10 words or less

Deep domain expertise unleashes digital connectivity to drive
customer value.

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VA LUE PROP OSITION

ABB Ability™ combines

deep domain expertise
with unmatched
connectivity experience
to enable customers
to know more, do more,
do better, together.
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Value proposition UNMATCHED CONNECTIVITY

EXPERIENCE
– Leading installed base
ABB Ability combines deep >70,000,000 digitally enabled
domain expertise with devices

unmatched connectivity >70,000 digital control systems

experience to enable >6,000 enterprise software

solutions
customers to know more, – World leader in securing and
do more, do better, together. using data

Expertise + Connectivity = Customer Value

DEEP DOMAIN EXPERTISE KNOW MORE, DO MORE,

DO BETTER, TOGETHER
– In-depth operational knowledge
and insights across 20 industries – Individual consultation,
support and solutions from
– More than 40 years experience
a trusted advisor and partner
building software and
connectivity into our devices, – Improved operational
equipment and systems performance and
productivity through
– Global leadership in industrial
enhanced uptime, speed
process and automation
and yield
knowledge based on No. 1
position in DCS and industrial – No data or system lock-in,
automation which provides optimal
flexibility
– Strong heritage in software,
electrical and mechanical – Access to best-practice
engineering and materials science benchmarking, industry-level
and cross-industry data, etc.,
from the network effects of
a cloud-based industrial
ecosystem (i.e., value increases
with each new entrant)
– Transparency into
operations, from the device
to enterprise level

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Q&A

Q1: What is ABB Ability; how do we communicate what it is

to external audiences?
– ABB Ability is our unified, cross-industry digital capability,
which extends from device to edge to cloud.
– It is the set of digitally enabled industry solutions and the
platform they use, meaning it includes a comprehensive
portfolio of …
– Digitally connected devices, equipment, systems and solutions;
– Digital-enabling services;
– A technology platform and cloud infrastructure that create
an open, globally available, digital-industrial ecosystem for
customers, partners, suppliers and developers.
– ABB Ability is how we drive progress with our customers every
day, enabling them to know more, do more, do better, together.

Q2: What is an ABB Ability solution?

An ABB Ability solution is a connected digital system that lets our
customers know more, do more, and do better. It delivers insight,
efficiency and productivity based on ABB’s expertise in science,
information, and automation technology.

Q3: Is an ABB Ability solution a product or a service?

It can be both or either. Some ABB Ability solutions are delivered
“as a service” using connected digital technology that is paid for on a
subscription basis. Others are sold as a one-time product (e.g., device
or system) that customers can operate entirely on their own or as a
service (e.g., remote monitoring) that supports customer operations.

Q4: How many ABB Ability solutions does ABB offer?

Today, we have more than 180 unique solutions that have been deployed
for customers. They include offerings we have had for a long time
such as our System 800xA distributed control system as well as more
recently announced solutions, such as EV-Charging. Every business unit
at ABB is also busy developing new solutions.

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Q&A

Q5: Are all ABB Ability solutions connected to a cloud?

No, but an increasing number will have the option (if the customer
chooses) of allowing selected data to be shared in the cloud.

Q6: What is the ABB Ability platform?

The ABB Ability platform is a set of common digital-enabling technolo-
gies that are used to build and connect ABB Ability solutions. These
technologies exist at the device, gateway and cloud level. They let
ABB develop solutions more quickly, reliably, and securely. Solutions
developed on the ABB Ability platform will be more integrated and work
in a consistent manner. We will invite customers and system integrators
to develop applications using the ABB Ability platform.

Q7: What should we tell customers about the ABB Ability platform?
It’s actually more important to tell customers about the solutions we
have developed for their industry because this is what they will actually
be adopting. This is the “what.” The platform is the “how” (the way we
make the solutions). Knowing that the ABB Ability platform is built
from industry-standard technologies makes it easier for customers
to potentially integrate our solutions into others they have already
deployed. System integrators such as Accenture, Wipro, HCL, etc. that
are certified developers on Microsoft Azure, IBM Watson and SAP HANA
will find it easy to develop additional applications that interoperate with
ABB Ability solutions.

Q8: Is the ABB Ability platform competing with Predix, Lumada and
Mindsphere?
ABB believes that no single Internet of Things (IoT) platform will provide
all of the capabilities customers need. Instead, we believe we will see an
“intercloud” of applications that interoperate across multiple IoT plat-
forms. An ABB Ability solution can be connected to one running on those
other platforms provided that APIs and data formats are compatible.

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Q&A

Q9: How is ABB Ability different from Predix, Lumada and MindSphere?
ABB Ability is one of a number of Industrial IoT platforms that include
digitally connected devices and systems. What is different about
ABB Ability is the expertise it delivers as a result of ABB’s unique
capabilities and heritage:
– In-depth operational knowledge and insights across 20 industries
– Unparalleled experience (more than 40 years) building software
and connectivity into our devices, equipment and systems
– Global leadership in industrial process and automation knowledge
based on No. 1 position in DCS and industrial automation
– Strong heritage in software, electrical and mechanical engineering
and materials science

Q10: How does ABB protect customer data (either on-premise or in

the cloud)?
ABB is comitted to deploying the best cybersecurity technologies at
every level (device, gateway and cloud). These cybersecurity technologies
take into account the specific needs of Operational Technology (OT),
which are more demanding than those from the world of Information
Technology (IT). Furthermore, ABB is leading a conversation on the
ownership of data (which we call our Data Manifesto – which will soon
be published on ABB.com as a blog post to engage customers and
partners). We believe that customers own their data, and they should
know what ABB will be doing with it. Customers also need to provide
consent before we share any of their data. Lastly, we respect the
intellectual property (IP) of our customers.
We don’t ask customers of ABB Abiilty solutions to cede their IP rights
to us when they use our digital solutions.

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Communication Do’s and Don’ts

Do’s Don’ts

Brand

Use ABB Ability in a way that

Treat ABB Ability as a sub-brand implies it is a group of people
or organizational entity

Treat ABB Ability as a person by

Use constructs such as:
using constructs such as:
– ABB Ability devices, systems
– ABB Ability’s devices, systems
and solutions
and solutions
– ABB Ability infrastructure
– ABB Ability’s infrastructure
– the ABB Ability range of offerings
– ABB Ability’s range of offerings
– ABB Ability DCS (800xA)
– ABB Ability’s DCS (800xA)

Use ABB Ability™ in the first or most

prominent use in any communication
Use the trademark symbol "TM"
or branding material, as well as where
everywhere ABB Ability is
we use any form of the tagline,
mentioned in a communication.
"Writing the future of digital takes
ability. ABB Ability™."

Tone of Voice

Sound authoritative, confident Sound either arrogant or

and expert defensive, a follower or “me-too”

Sound bold, passionate and Sound clinical, unemotional

enthusiastic or expected

Sound technically savvy and “geeky,” Sound overly technical or detailed

Sound real, grounded, practical Sound overly future-focused,

and factual theoretical or academic

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Do’s Don’ts

Content

Share ABB’s digital expertise Overwhelm with too much detail

Be customer-first and frame

ABB Ability capabilities around the Be product-first and focus primarily
customer needs and concerns they on features and functions
address

Convey our experience, what ABB has Make it seem that we are focused on
done with digital solutions past achievements

Communicate our emphasis on

Make it sound like we are selling extra
partnership, collaboration and
services
support

Demonstrate that we are Announce leadership and risk

pioneering technology leaders sounding arrogant or self-satisfied

Back up claims of digital expertise

with tangible proof points and case Make bold, unsupported assertions
studies

Use or coin proprietary terms that

Use industry-standard terminology require significant sell-in such
such as “Industrial Internet of Things” as “Internet of Things, Services
and People”

Be clear, consistent and concise

Be ambiguous or unclear; assume
with our use of terms like “platform”
that the customer knows what you
and “digital” that can be used in
are talking about
different ways

Provide a clear information hierarchy, Treat all levels of information

beginning with what is essential and equally and overload communication
allowing customers to get what they with everything that can be said on
want and need a subject

Simply and clearly describe what the

Hype what the technology can
technology can do; allow its capability
do and risk a loss of credibility
to wow the customer

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Writing the future of digital takes ability.
ABB Ability™.