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this prediction: the city of the future will be green. nFor more information please THE AUTHORPeter Löscher has been President of the ManagingBoard and Chief Executive Officer of Siemens AG since2007. In 1985, he became a Senior ManagementConsultant in the Kienbaum Consulting Group. From1988, he held various positions in the Hoechst Group.In 2000, he became Chairman, President and CEO ofAventis Pharma Ltd., Japan. In 2002, he becamePresident of Amersham Health and then ChiefOperating Officer at Amersham plc. In 2004, he joinedGeneral Electric as President and CEO of GEHealthcare Bio-Sciences. In 2006, he becamePresident of Global Human Health at Merck & Co., Inc.ABOUT SIEMENS AGSiemens AG (Berlin and Munich) is a globalpowerhouse in electronics and electrical engineering,operating in the industry, energy and healthcaresectors. For over 160 years, Siemens has stood fortechnological excellence, innovation, quality, reliabilityand internationality. The company is the world'slargest provider of environmental technologies. Infiscal 2010, which ended on September 30, 2010,revenue totalled 76 billion and net income 4.1 billion. At the end of September 2010,Siemens had around 405,000 employees worldwide. INNOVATION TECHNOLOGY083" "CITIES ARE THEMAIN SOURCES OFEMISSIONS. THEYACCOUNT FOR 75PER CENT OFGLOBAL ENERGYCONSUMPTIONAND FOR 80 PERCENT OF THEGREENHOUSE GAS EMISSIONS GENERATED BYHUMAN ACTIVITY?10 billion, Siemens is clearly set on growth. As aresult, the company is building the world's largest windfarm off the coast of Wales. When it is completed in2014, this plant in the Irish Sea is expected to supplygreen power to around 400,000 British homes. Transporting electricity with low losses to destinationsover thousands of kilometres away is just as importantas climate-friendly power generation. A successfulproject has recently been completed in China. Thehigh-voltage direct current (HVDC) transmissionsystem from Siemens connects hydroelectric powerplants in Yunnan Province with the megalopolises ofGuangzhou and Shenzhen. This system has roughly 50per cent lower losses than a conventional three-phasetransmission system. Solutions of this type will becrucial in the future for transporting "green" electricityfrom solar power plants in the desert or wind turbinesat sea to large cities.One municipality that will combine nearly all existinggreen solutions in one location is Masdar City. Thisplanned green city in the Emirate of Abu Dhabi has afuturistic appearance, and will serve as a model for theurban landscape of tomorrow. Cutting-edge technologieswill produce Masdar's entire energy supply locally andemission-free. In just a few years, 50,000 people areexpected to live in this green desert metropolis. With theinstallation of smart grids and other technologies,Siemens is a strategic partner to Masdar City and onceagain a pioneer in environmental progress.Masdar City is still a model project, yet everyoneinvolved will do whatever they can to begin transferringthis concept to as many other cities as possible. Thanksto projects like Masdar City, today we can already make

roviding a secure, reliable and sustainableenergy supply has become a top priority inmany countries around the world. Whilethe need to develop sustainable andviable energy sources has become more evident thanever, the challenge remains as to how to maximise ourenergy generation capacity and how to better controlour energy consumption.Whilst presenting its most recent strategic plan toachieve the goal of saving 20 per cent of Europeanenergy consumption by 2020, the EuropeanCommission put forward its calculations on how the20-20-20 targets are to be achieved. Of the threepillars that make up the Energy 2020 strategy, "Energyefficiency" has emerged as the most talked about. However, European efforts to increase energyefficiency up to this point have been very focused onmeasures to improve end-use efficiency, and largelyignore the potential to reduce huge losses that occur inthe production and delivery of power."Energy Efficiency or what we prefer to call 'efficientenergy' is more than just reducing greenhouse gases,it is about the efficient use of our resources, our fuel,water and land. In general it is about driving thedevelopment of more resource efficient energyproduction and delivery sectors in Europe; activities towhich GE Energy is entirely committed," says RicardoCordoba, President of GE Energy for Western Europeand North Africa.With various barriers presenting a challenge to the European Union's ambitions to meet its 2020targets, it is clear that the road ahead remains long and there is much work still to be done. The 2010 report "Governments, Market and Green Growth: Energy systems transformation for sustainable prosperity" highlighted that in order tomitigate our reliance on carbon energy, policies mustfocus on an "altogether new systems trajectory", thuspromoting innovations and technologies "that in a new and integrated manner create a low carbon system to produce, distribute, and use energy in new ways."1GE Energy is at the forefront of this development andis committed to leadership in Europe and around theworld for the development of "efficient energy". SUPPORTING SUPPLY-SIDEEFFICIENCY Many of the technical, supply-side, options are proven, cost-effective and reliable technologies that are already commercially deployed, however their potential has yet to be fully realised. Thisencompasses a wide range of complimentary solutionsthat inlcude, for example, combined heat and power,improvements in power plant efficiencies and waste heat recovery (using the waste heat fromindustrial processes to generate what is effectively zerocarbon electricity). Supply-side efficiency options also support theemergence of smart grid technologies, which willenable electricity systems to be operated moreefficiently, and so reduce energy losses fromtransmission and distribution networks, and reducesome of the need for the construction and operation ofhigh cost and polluting back-up power stations.The benefits of supply-side power generationefficiencies are independent of the evolution ofRight:Ricardo Cordoba,President of GE Energyfor Western Europe andNorth AfricaENERGY EFFICIENCY BEGINS WITH EFFICIENT ENERGY084INNOVATION TECHNOLOGYPGE ENERGY