The French Riviera: A Gateway to Europe Knowledge, flexibility & adaptability: lessons learned & perspectives Serge Lambert - McKenzie Team Cote dAzur

P RESENTATION OVERVIEW Part I : Background Information Part II : Our business & technology offer Part III : Creativity and innovation Part IV : The competitive advantage of a region Conclusions - Marketing pitch: 5 reasons to invest - Lessons learned & perspectives - Partnering with Team Cote dAzur 2 Invest in the FRENCH RIVIERA Serge Lambert - McKenzie Team Cote dAzur

Part I : 3 Serge Lambert - McKenzie Team Cote dAzur Background information From a traditional economy to new technologies Invest in the FRENCH RIVIERA

LOCATION 4 Serge Lambert - McKenzie Team Cote dAzur Invest in the FRENCH RIVIERA

5 Serge Lambert - McKenzie Team Cote dAzur Old Cliches Tourist region (resorts, beaches, casinos..) Agriculture based economy Senior population Government passiveness New Reality and rationalisation European region A younger population : migration Global business ambitions Technology & services innovation are the new driving forces Active Gvt involvement and private initiatives contribution decentralisation THE FRENCH RIVIERA OLD AND NEW Invest in the FRENCH RIVIERA

6 Serge Lambert - McKenzie Team Cote dAzur Population : 1.5 million Employment : jobs created since % pop. International residents (160 nat.) companies : 500 foreign capitals students 300 events : trade visitors/year 8.5 million visitors/ year 10 millions air passengers / year THE FRENCH RIVIERA FACTS & FIGURES Invest in the FRENCH RIVIERA

7 Serge Lambert - McKenzie Team Cote dAzur Business with lifestyle Call it home ! Invest in the FRENCH RIVIERA

8 Serge Lambert - McKenzie Team Cote dAzur Part II : Our business & Technology offer Invest in the FRENCH RIVIERA

9 Serge Lambert - McKenzie Team Cote dAzur THE FRENCH RIVIERA BUSINESS OFFER Quality infrastructures : business parks, intl business centers Sophia-Antipolis technology & science park Business offices - Industrial parks & logistics areas New projects and perspectives Invest in the FRENCH RIVIERA

INFORMATION TECHNOLOGIES 10 Serge Lambert - McKenzie Team Cote dAzur World Class corporations : IBM, TI, Thales 981 companies, 33 % involved in R&D, Jobs Telecom, microelectronics, optics, optronics, internet, robotics, multimedia, imaging, software,aeronautics, semiconductors, space industry, new energies, ITS… Events: Imagina, Midem, Milia, Gartner group Intl organisations : European Telecom Standards Institute, W3C (world web Consortium), AMI-C (Automotive Multimedia Interface Collaboration) Some companies: Alcatel Alena, Amadeus, Cable & Wireless, Centile, Kaspersky lab, Metasolv, Philips … Invest in the FRENCH RIVIERA

11 Serge Lambert - McKenzie Team Cote dAzur HEALTHCARE & LIFESCIENCES A wide range of industrial applications 320 companies, jobs, 46 % R&D Nestle/LOréal JV world largest dermatology lab Excellent medical infrastructures Medical equipment, dermatology, oncology, rare pathologies, pharmaceutics, ophtamology, flavoring and fine chemistry, environment & veterinary Events : Intl hospital congress, Aroma, 2nd destination medical conventions Intl organisations : European Heart House, Some companies : Agilent, Allergan, Arkopharma, Mane, Integra Neurosciences, Stryker, Virbac, Genactis, Dow… Invest in the FRENCH RIVIERA

12 Serge Lambert - McKenzie Team Cote dAzur Part III : Boosting Creativity & Innovation Invest in the FRENCH RIVIERA

13 Serge Lambert - McKenzie Team Cote dAzur 130 state-of-the-art research laboratories : 3000 Scientists covering major sectors The university of Nice-Sophia-Antipolis 1600 Scientists (mathematics, physics, IT, life sciences…) Public and private technology, industrial & business schools : Polytechnic school, Eurecom, Mines, Ceram National, regional & international projects : ITER…and the technology clusters of excellence Some laboratories : CNRS, Nat. Telecom, Inra, Inria, Inserm; Hitachi … BOOSTING CREATIVITY & INNOVATION Invest in the FRENCH RIVIERA

14 Serge Lambert - McKenzie Team Cote dAzur 7 High tech. Clusters of excellence grown out of the French Riviera : Secured Communicating Solutions Photonics & Optoelectronics Marine & Sea sciences & technologies Risk management & Homeland industry Emerging pathologies & orphan diseases Perfumes & fragrances, flavoring Non greenhouse gas emitting energies BOOSTING CREATIVITY & INNOVATION Invest in the FRENCH RIVIERA

15 Serge Lambert - McKenzie Team Cote dAzur BOOSTING CREATIVITY & INNOVATION 7 High tech. Clusters of excellence : Benefits to new investors Being introduced to industry leaders Access to highly qualified researchers and staff Best of govt support and financial assistance package : State financial assistance = 1.5 billion Euro, loans,tax credits, marketing & promotion for companies and research labs. Invest in the FRENCH RIVIERA

16 Serge Lambert - McKenzie Team Cote dAzur HIGH ATTRACTION, HIGH RETENTION … Invest in the FRENCH RIVIERA

17 Serge Lambert - McKenzie Team Cote dAzur Part IV : The competitive Advantage of a European region : Sophia-Antipolis Invest in the FRENCH RIVIERA

18 Serge Lambert - McKenzie Team Cote dAzur SOPHIA-ANTIPOLIS : Europes leading science and technology park +/ acres(two-third protected area) 1300 COMPANIES (40 % R&D) Jobs –54% engineers 5000 students 4000 scientists Multicultural environment Invest in the FRENCH RIVIERA

19 Serge Lambert - McKenzie Team Cote dAzur SOPHIA-ANTIPOLIS : Network & cross fertilization SOURCE: COMPETITIVE ADVANTAGE OF NATIONS by Michael E. Porter, June 1998 Invest in the FRENCH RIVIERA

20 Serge Lambert - McKenzie Team Cote dAzur SOPHIA-ANTIPOLIS : Main objectives To create a favorable environment for business, To promote the competitiveness of firms, To generate opportunities for new businesses, be they external investors or local entrepreneurs To inspire a favorable and opportunistic environment for people Invest in the FRENCH RIVIERA

21 Serge Lambert - McKenzie Team Cote dAzur SOPHIA-ANTIPOLIS : How do we fare internationally ? How do we measure competitiveness ? Geographic : An open borderless space Content : Diversification vs high specialisation Social : Open Multiculturalism vs a strong regional identity Means : Continuing learning and education, resources sharing… People : Communication, synergies & associations Increasing Co-operation Vs core competition Invest in the FRENCH RIVIERA

22 Serge Lambert - McKenzie Team Cote dAzur SOPHIA-ANTIPOLIS : What do we have to offer ? SME Development : Large companies help small ones (several international models: eg: NL…) Micro-business development : favorises innovation, creativeness, competition, economy of scale, flexibility, adaptability and development Community development : Local and regional govt intervention allowing extra flows of resources and information:example PACA and for county Integrated rural development initiatives Professional and key qualifications pool spread knowledge and knowhow, skills development / vocational training Public administration sensitive to decentralization issues : ex : Overall Urban / regional planning: changed from top-down, government-driven to more incrementalist and participatory approaches generating efficiency in contribution to business issues and companys developments Invest in the FRENCH RIVIERA

23 Serge Lambert - McKenzie Team Cote dAzur SOPHIA-ANTIPOLIS : Marketing results Companies located in Sophia Antipolis: IT, Bio, Services, Education… Companies contacted 163 Companies have declared their interest in relocating or expanding into Sophia Antipolis Electronic information requests processed 301 Visits of international companies, institutions Invest in the FRENCH RIVIERA

24 Serge Lambert - McKenzie Team Cote dAzur SOPHIA-ANTIPOLIS : Lessons learned? Decreasing Strength and vision: management & perception (Myopia) Aging organisations & networks multiplication for «business as usual» Anticipation: Failure to anticipate can be dramatic (Internet, real estate…) Aging Infrastructures Mono demographics Invest in the FRENCH RIVIERA

25 Serge Lambert - McKenzie Team Cote dAzur SOPHIA-ANTIPOLIS : Lessons learned? Adaptation: internal/ external environment, competition and people Review vision, management & perception (Myopia) Welcome new creative projects International Benchmarking Attract new demographics Promote expertise but engage in diversification within innovation Review education content and framework (Open university) Focus on «clients & publics » Body shape your location Invest in the FRENCH RIVIERA

26 Serge Lambert - McKenzie Team Cote dAzur SOPHIA-ANTIPOLIS : Keeping up with changing times Invest in the FRENCH RIVIERA Vision shaping: «Spirit » One direction one banner Body shaping: «Physical: a convention center » New industries: «sustainable development & innovation» New Territories: «a bridge between Europe and Middle East/ North Africa»

27 Serge Lambert - McKenzie Team Cote dAzur CONCLUSIONS Invest in the FRENCH RIVIERA

28 Serge Lambert - McKenzie Team Cote dAzur CONCLUSIONS Need 5 reasons to Invest In the French Riviera ? Invest in the FRENCH RIVIERA

29 Serge Lambert - McKenzie Team Cote dAzur REASONS TO MOVE TO THE FRENCH RIVIERA #1: A great place to live in Europe One of the fastest growing regions in Europe Rated in the top 8 main places in Europe to live Time (2005) Efforts made towards reducing local tax rates across the county Excellent hospitals and health facilities Large network of bilingual educational schools Family minded territory New metro tram transit system Great natural environment and recreation facilities Invest in the FRENCH RIVIERA

30 Serge Lambert - McKenzie Team Cote dAzur REASONS TO MOVE TO THE FRENCH RIVIERA #2 : Endless entrepreneurial opportunities An open territory with international horizons and perspectives Welcoming international business Local initiatives against unemployment Favoring export and international trade Invest in the FRENCH RIVIERA

31 Serge Lambert - McKenzie Team Cote dAzur REASONS TO MOVE TO THE FRENCH RIVIERA #3 : Global spirit One of the largest multicultural communities in France Favoring contacts and exchanges Among the most attractive locations for North American investors in Europe (Amcham 2005) Great base for a company growing its european market, Southern European and Middle East markets Invest in the FRENCH RIVIERA

32 Serge Lambert - McKenzie Team Cote dAzur REASONS TO MOVE TO THE FRENCH RIVIERA #4 : Open for business Dynamic economic climate One of the highest concentrations of R&D centers in France Large community of international entrepreneur High concentration of trade shows in Europe Access to a large consumer market: 460 millions Invest in the FRENCH RIVIERA

33 Serge Lambert - McKenzie Team Cote dAzur REASONS TO MOVE TO THE FRENCH RIVIERA #5 : Expand your mind with innovation One of the highest percentage of post secondary educated citizens in Europe Vast range of bi-lingual educational choices from pre-school to post-graduate program A crossroad of cultures and traditions Continuing education opportunities Invest in the FRENCH RIVIERA

35 Serge Lambert - McKenzie Team Cote dAzur CONCLUSIONS The essence of lessons learned … Invest in the FRENCH RIVIERA 34 Serge Lambert - McKenzie Team Cote dAzur Invest in the FRENCH RIVIERA « We must reinvent a future free of blinders so that we can choose from real options » David Susuki (Canadian Scientist)

35 Serge Lambert - McKenzie Team Cote dAzur Team Côte dAzur Invest in the FRENCH RIVIERA Partnering with

36 Serge Lambert - McKenzie Team Cote dAzur TEAM COTE DAZUR Who : A 22 players team What : Providing assistance and a wide range of resources to international companies relocating to the region Where : Headquartered in Nice with representatives in the US, Japan, supported by a global network. Invest in the FRENCH RIVIERA

37 Serge Lambert - McKenzie Team Cote dAzur Further Information Team Cote dAzur Serge Lambert Mc Kenzie International Project Manager 400, Promenade des Anglais BP NICE Cedex 3 – France Phone: Côte d'Azur, Creativity in Action Sophia Antipolis, Intelligent by Nature Invest in the FRENCH RIVIERA

38 Serge Lambert - McKenzie Team Cote dAzur THANK YOU Invest in the FRENCH RIVIERA