Organized by

The Only B2B Event Dedicated to the

PHEV and EV Industry
SAVE $200
when you register by
In Conjunction with 28th January 2011. Unique
discount code inside.

Plug-In Electric Vehicle

Infrastructure USA 2011
March 31-April 1 2011, Hilton San Diego Resort & Spa, CA, USA

Prepare to Take EVs Mass Market: Commercial Recharging

and Deployment Strategy to Speed-Up Consumer Adoption
 A 360 Degree Perspective of the EV Market: Examine
Expert Speakers Include
charging infrastructure roadmaps, pricing models, stakeholder
strategies etc. and revise your commercial plan accordingly
 AUTOMAKER BLUEPRINT FOR EV AND PHEV GROWTH: Debate
whether the intelligence for a smart EV infrastructure will reside
in-vehicle or off board. Discuss advantages and feasibility to gauge
consumer preference
 The Utility Perspective on Powering EVs: Devise enticing
pricing models and solutions to enable users to charge at off-peak
hours, maintain network stability and save on grid investment for a
sustainable infrastructure
 Breakthrough Charging Technologies: Analyze consumer
requirements for both public charging and in-home charging options to
ensure your solution is aligned with changing demands
 Keeping the Customer in the EV Equation: Address key user
concerns such as range anxiety, pricing, safety, privacy, tech familiarity
etc. to build consumer confidence
 Stake Your Claim in the EV Market: Discuss current utility-
automaker demos, tech trials and pilot results to evaluate how your
offerings compare to competing systems

OPEN NOw! FACT!

For the Full Program 200+ Executives
Top-Notch Speaker Line Up 25+ Expert Speakers
Interactive Sessions I'm impressed! There is great

“
16+ Hours of Networking
Exclusive Discount & Business-Focussed Case Studies representation from
all players in the industry.
Registration Form Pilot Study Results
Companies at the show are
joining together in partnerships to
Gold Sponsors silver Sponsor Knowledge Sponsor
make it a success
Volkswagen Group
”
Visit the website today for the latest updates on speakers and the full conference program!
www.evupdate.com/USA
 BE AT THE FOREFRONT OF THE EMERGING Electric Vehicle INDUSTRY

Super Charge your Business to BE PROFITABLE IN THE Key Speakers Include:

GROWING ELECTRIC CAR MARKET
FACT: Global market for EVs will hit 1.21 million units by 2015 according Aaron Singer,
Head of Sustainability,
to Frost & Sullivan
BMW
2009 and 2010 were packed with technology developments that have propelled the
industry’s capabilities by leaps and bounds. 2011 is earmarked as when concrete Chris Chen,
steps have to be taken to cement the electric vehicle hype from a ‘nice-to-have’ Marketing Development Manager,
luxury to a commonplace necessity. SDG&E

NOW is the time to ensure that you are fully prepared for 2011 and beyond. If you’re
not the first off the starting block this decade, your EV business will be left behind. George Bellimo,
Staff Project Engineer,
FACT: The lack of a sustainable charging infrastructure, interoperable solutions General Motors
and seamless connectivity needs to be overcome for success in the EV economy
Gustavo Collantes,
This is why Electric Vehicle Update has launched Plug-In Electric Vehicle
Energy Office, Innovation and
Infrastructure Conference & Expo 2011 – an event to support the industry in
Policy Priorities, Washington State
building the foundations of a profitable future in EVs - a robust charging infrastructure. Department of Commercey
With the first of the much publicised EVs being launched in a couple of months, the
charging infrastructure market is simmering up to a boil. This 2 day conference
Michael Pesin,
is perfectly timed to bring together the best of international EV automakers,
Chief Technology Advisor,
electric utilities and charging infrastructure developers to keep up the zooming
Seattle City Light
momentum!
Leveraging our relationships with top electric utilities and automakers from our very
successful sister brands, Smart Grid Update and Telematics Update, we’ve brought Richard Lowenthall,
the best together to tell you how to stand out from the crowd, win more business
CEO,
Coulomb Technologies
and future proof your offerings!

FACT: Adopting new business models, cross industry partnerships and robust
Sascha Simon,
strategies are critical to the future of your success in the EV industry
Head of Advanced Technology,
Mercedes Benz
Uncover business models to determine what is required by you to work profitably with
colleagues in this new and unfamiliar value chain.
Based on independent, industry wide research, the conference will help you: Leslie Baroody,
Team Leader for Electric Vehicles,
• Take best practice from established industries: To save you the time, California Energy Commission
we’ve invited experts from the auto, utilities, telecom and tech space to tell you
exactly what’s worked for them
• Map out proven routes to market: We’ve secured the pioneers in this space to
help you lay out your route to market – gather proven methods of deploying EV Our Powertrain of Experts Include:
infrastructure and prepare your business plans accordingly
• Make money! Get the stats and facts on the main trends, growth areas and PRTM Automatiks
forecasts for this market to position your solutions in line with demand
Pike Research EPRI
To find out more, simply turn the page and read on. Lay the basis for future
350Green TVA
partnerships through exposure, networking and most importantly, by learning how
to make those partnerships successful. Ecotality Portland General
Nissan Electric
Secure your seat at Plug-in Electric Vehicle Infrastructure Conference in March 2011
to the best in the field and learn how you can super charge your EV business! Coda Automotive Duke Energy
I look forward to meeting with you in San Diego this March. SAE International Frost & Sullivan
Best Regards,
And many more!

We’re adding new speakers everyday!

Visit the website for the latest
Ruthana Foulkes
Conference Director speaker line-up:
Telematics Update www.evupdate.com/USA

Open now for full program

 5 COMPELLING REASONS WHY THIS IS A MUST-ATTEND EVENT

1. N
 EW! Revolutionary
Cross-Industry Discussions
EV Update invites you to join senior level execs
at our all new working group discussions
You have valuable ideas about what the industry needs to
progress – so do your peers. The biggest need for an emerging
industry, as you will all agree, is interaction across the entire value
chain. Combining the expertise of the attendees is the best way
to ensure this happens. That’s why these intimate working group
discussion sessions form an integral part of the agenda at the
meeting in March. Simply put, they are results oriented roundtable
discussions where you'll walk away with practical and
actionable strategies.
3. World Class Case Studies
Learn from industry experts with firsthand
experience in the EV space on how to:
Remain flexible and integrate new technologies
2. Unparalleled Networking Time
This isn't a large expo where you get 2 minutes to talk to
a key executive. We've engineered top quality networking
time including:
• Access to the pre-show online networking center from the moment you
register, to allow you to set up one-to-one meetings with hard to meet execs
• Networking drinks party, extended coffee & networking lunch breaks to
give you the time to hold meetings and conduct industry led discussions
• Post show online networking access until April 29 2011 to allow you to
follow up with your contacts and seal those lucrative deals!
4. The Most High Profile Attendee List
The ONLY EV conference with all the top automakers,
infrastructure developers and electric utilities under one roof
We’ve given away complimentary passes to select automakers and electric
utilities to get them to share key expertise and lay down what they look for from
the rest of the value chain. They will also dissect various business models to
work out the most profitable route to market.
Sign up now to meet, network and do business with these senior
level executives.

Test & deploy cost efficient charging infrastructure See who you’ll meet and do business with:
EV OEMS and Utilities - 27%
Understand consumer concerns and charging patterns Charging
EVInfrastructure
OEMS and Developers - 23%
Utilities - 27%
WirelessCharging
Carriers -Infrastructure
7% Developers - 23%
Offer enticing cross-border billing and pricing models Wireless Carriers - 7%
Regulatory/Standards Bodies - 4%
Regulatory/Standards Bodies - 4%
Battery Technologies - 13%
Build a secure supply chain and sustainable partnerships Battery Technologies - 13%
Components Manufacturers - 7%
Components Manufacturers - 7%
Application Developers
Application - 8%
Developers - 8%
Consultants - 4% - 4%
Consultants
“Really liked the Working Group Discussions. Great way to Others Others
- 7% - 7%
discuss solutions with execs from different backgrounds.
Very informative and a great networking opportunity.” 5. The Best EV Event Checklist
Electrical Engineer, Mott MacDonald
EV OEMS Case Studies

Electric Utilities In-Depth Round Tables

MORE ON WORKING BRAND

Infrastructure Developers Regulatory Update

GROUP DISCUSSIONS NEW Wireless Carriers Global Update

Battery Technologies New Markets for Growth

Standards Organisation Commercial Fleet studies

Add yourself to the best checklist in the EV industry

Interactive Delegate List BRAND

NEW
Imagine sitting next to a EV automaker, electric utility,
6 weeks of networking with our online networking
charging infrastructure developer, regulatory body and centre for all attendees!
engaging them with your ideas and getting their face-to-face Our exclusive Online Networking Center means you can personally and directly
feedback. Each group will feature a small number of attendees contact all conference attendees prior to the event - giving you an ‘interactive
from across the value chain working with an expert moderator delegate list’. Plan meetings in advance, network during the event and follow up
on real life case studies. Our working group discussions will leads after the conference.
focus on 2 vital areas that drastically need industry wide
co-operation and inspired solutions: Watch our online space Sign up for your ticket today!
for more details on the topics www.EVupdate.com/USA Visit www.EVupdate.com/USA

Open now for full program

Conference agenda day 1: Thursday march 31, 2011
Keynotes
Electric Vehicle 360 – A
Complete Industry Overview
Global market for EVs will hit 1.21 million
units by 2015 according to F&S. Note the
key partnerships and strategies at the
forefront of this rapidly growing market.
• Get to grips with consumer and
enterprise led vehicle purchase and
usage criteria and align your product
portfolio accordingly to win new
business
• Receive a ‘status update’ on charging
infrastructure roadmaps, pricing models
and stakeholder strategies to revise
your business plan
• Analyze recent data and results from
F&S’s consumer study to understand
end-user service and charging
requirements
Veerender Kaul, Director - Automotive &
Transportation, Frost & Sullivan
Powering Vehicles – The Utility
Perspective
Utilities are the linchpin of infrastructure
development in the EV space. Discuss
what type of smart tech progress has
been made to enable fast charging.
• Devise enticing pricing models to get
users to charge at off-peak hours,
maintain network stability, save on
grid investment for sustainability and
profitability
• Hear how EVs complement intermittent
sources of renewable energy by
working as temporary storage units
for consumers and how this will alter
pricing models
• Debate plans to connect meters with
appliances to satisfy energy demands
and provide customers with hassle-free
and convenient charging options
Michael Pesin, Chief Technology Adviser,
Seattle City Light
James Ellis, Senior Manager Transportation
& Infrastructure Technology Commission,
TVA
Charlie Allcock, Economic Development
Director, Portland General Electric
Mark Duvall, Director, EPRI
For the most up-to-date agenda, visit www.evupdate.com/USA
Automaker Strategy -
Foundations for EV and PHEV
Growth
Automakers are on the look-out for
market savvy models and tech solutions
to take EVs mainstream and to deliver
positive consumer experiences.
• Understand differing OEM business
models to scale up EV production and
work out lucrative channels for your
services and solutions
• Will the intelligence for a smart EV
infrastructure reside in-vehicle or
off-board? Discuss advantages and
feasibility to gauge which will be
preferred by end-users
• Discover which apps developers,
wireless carriers and EVSC players
are allying themselves with OEMS to
deliver a complete EV experience
Mark Perry, Director of Advanced
Technology, Nissan USA
Coda Automotive (Speaker name to be
announced shortly)
How to Achieve Funding?
Government or Otherwise…
With many projects throughout the USA
being funded by government grants and
venture capitalists, we discuss how you
can get your piece of the pie.
• Learn which criterion such as market
viability and economic impact will
enable you to prime your business to
achieve government funding during the
second allocation round
• Gain an in-depth understanding into
California Government’s strategy to
fast-track EV adoption and plot your
rollout strategy accordingly
• Understand how public funds will be
utilized to initiate EV infrastructure
development and energy usage plans
Leslie Baroody, EV Team Leader,
California Energy Commission
A Comprehensive Look at
EV Related Standards and
Regulations
Understand which policies, incentives and
standards will drive EV adoption across
the USA.
• Assess standards and technology choices
that are critical to delivering vehicle-to-
grid two-way communications to facilitate
seamless connectivity across borders
• Find out which standard will emerge as the
industry norm. We explore Level 3 DC fast
chargers, CHAdeMO protocol, SAE J1772,
the IEC 62196- 2-X amongst others
• Take note of funds and incentives in place
for commercial rollout of advanced vehicles
and fuels research activities to benefit from
Govt. support
George Bellino, Staff Project Engineer
Infrastructure Commercialization Group,
General Motors
Jack Pokrzywa, Director, Ground Vehicle
Standards, SAE International
Practical Case Studies
BMW Roadmap to eMobility
• Hear how BMW assessed and utilized
data from the MINI E field trial to refine the
offering for the upcoming 1 series ActiveE
• Analyze which tech options will support the
‘MegaCities Vehicle’ coming in 2013. We
evaluate carbon fiber LifeCell architecture,
advanced powertrain and efficient dynamic
systems
• Understand how remote charge scheduling,
preconditioning and access to information
will impact customer perception of EVs
Aaron Singer, Head of Sustainability, BMW
Get to Grips with the I5
Corridor Project
• Decipher data trends to gauge whether
investment in inter-urban infrastructure will
help the plug-in EV market
• Learn how to forge successful partnerships
to maintain business momentum and
leverage financial support
Gustavo Collantes, Energy Office, Innovation
and Policy Priorities, Washington State
Department of Commerce

Breakthrough Charging
Technologies
Exclusive 120V Presentation
Whilst the most effective infrastructure for
EV charging still remains uncertain, discuss
the effectiveness of the standard 120V
home-based charging station.
• Examine consumer requirements for both
public charging and at home charging
to ensure your solution is in line with
changing consumer demands
• Hear how utilities will manage
widespread load on the grid arising
from 120V charging and see how your
solutions will fit in
• Outline business plans and pricing
structures for 120V charging to build
solutions that will enable the EV market
to gather momentum
Chris Chen, Market Development Manager,
San Diego Gas & Electric
The Battle Royale between
Different Charge Options
• Explore the advantages and
disadvantages of different charging
options such as Level 2 and DC Fast incl.
the modeling and reporting involved to
assess which suits your commercial plan
• Discuss how different types of charge will
impact battery life and what can be done
to minimize harm and boost battery life
• How to overcome obstacles such as grid
overload whilst laying out and configuring
a network of charging units
Mariana Gerzanych, CEO, 350Green
Fantastic Sponsorship & Marketing Opportunities
This is the Launching a new product
perfect Book your prime exhibition space
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Call 1 800 814 3459 x 7585 for group discounts & savings
Conference agenda Day 2: Friday april 1, 2011
Keynotes
The EV Supply Chain
Mapped-Out
The supply chain will witness a reshuffle
as different stakeholder groups endeavor
to manage energy demands, costs and
consumer convenience. Hear how.
• Work out who will be in the driving seat
of infrastructure development by devising
a win-win business model to deliver a
seamless infrastructure
• Discuss current utility-automaker demos,
tech trials and pilot results to evaluate
how your offerings compare to competing
systems
• Take note of new entrants such as smart
meter aggregators that bridge the V2G
(vehicle-to-grid) service gap and find out
how this will impact value chain dynamics
Oliver Hazimeh, Principal, PRTM
Breakthrough Charging
Technologies
Which Charger? On the Road,
On the Move, or, At Home
EV range is improving, but widespread
charging remains key to increasing EV
adoption by consumers and fleets. Sift out
the most practical charging infrastructure in
the market right now.
• Evaluate various charging infrastructures
such as fast charging, wireless charging,
embedded systems etc. to see which will
prove successful and with which type of
EVs
• Pick out operational lessons from various
pilots including best station locations,
tech. for secure charging and installation
provision to devise a viable adoption
strategy
• Gather alternatives to conventional plug-in
charging. Assess differing models such as
battery leasing, battery swapping, range
extension technologies etc.
Richard Lowenthal, CEO,
Coulomb Technologies
Creating industry awareness
Show and demonstrate your
offerings to interact first hand with
the industry and get them buzzing!
Getting San Diego ‘EV Ready’ -
Prepare your City
• Determine infrastructure planning
requirements to ensure compliance with
legal frameworks in order to offer high
quality charging experiences to users
• Get the low down on partnership models
to work out how it can be scaled up to a
city-wide development with the aim for a
nationwide infrastructure
• Understand how to create an integrated,
fully interoperable, system that is open to
multiple EV vendors and players
Ray Hobbs, Director of Product Education,
ECOtality
Joel Pointon, Electric Transportation Program
Manager, San Diego Gas & Electric
Mark Perry, Director of Advanced Technology,
Nissan USA
Driving Consumer Adoption of
Electric Vehicles
Under the Microscope: EV
Metering and Billing Solutions
Understanding optimal Grid Pricing
techniques is crucial for payment options.
Examine established models from the
telecom sector to reflect consumer choice
and convenience.
• Find out who will own the SIM card for
data collection and payment and work
out how to share data to offer complete
billing services
• Debate strategies to ensure data integrity,
security and transparency is maintained
whilst allowing users to buy electricity
from their preferred provider
• Harness the information and lessons
learnt from early-adopters and pilots to
select must-have solutions for phase 2 of
infrastructure deployment
Per Lindberg, Global Business Development
Executive, Telenor
Reinforcing market position
Reach new clients as you exhibit
your solutions to the most influential
executives in the EV space
Conference agenda Day 2: Friday april 1, 2011
Deliver Seamless Connectivity
to Support Mass EV
Deployment
• Understand utility plans to connect
meters with other fixed and moving
components to satisfy energy demands
and provide customers with hassle-free
and convenient charging options
• How to determine optimal Grid Pricing
options based on energy availability
and transfer rates to meet customer
requirements
• Explore multiple approaches to
bundling different technologies with
wireless capabilities to allow customers
to conduct easy payments
John Horn, National Director, T-Mobile
Keeping the Consumer in the
EV Equation
The EV industry is dependent on the
support and participation of one key
stakeholder group – the end-user. Find
out how to win and retain EV early
adopters.
• Address key user concerns such
range anxiety, pricing, safety, privacy,
familiarity with technology etc. to win
them over
• Differentiate the core needs of
commercial fleets and passenger
cars users to provide relevant and
customized services for each category
• Evaluate advanced pricing strategies
such as time-of-use etc. to analyze
behaviour change and attitude shifts to
increase the penetration of EVs
Michael Pesin, Chief Technology Adviser,
Seattle City Light
Call a member of the EV Update team for a
free consultation on 1 800 814 3459 x 7585
or e-mail us on USA@evupdate.com
today to secure the best deals and contribute to industry growth
maximum exposure
Reserve your place today - email USA@EVupdate.com
Telematics – a ‘Must Have’ for Innovative Battery Technologies
Connected EVs
Evaluate various types of battery tech in
Telematics services for EVs will be a high the market and assess how production will
potential market by 2016. Telematics may be to scaled-up to manage demand and
be deemed as a ‘luxury service’ for ICE supply.
(internal combustion engine) cars, but it’s
indispensable for EVs. • Examine innovations that will trigger
market progression - increased battery
• Explore systems that provide charge lifetime, reduced charging cycle, weight,
level data, routing information, nearest increased security, etc.
charge source etc. to beat consumer
‘range anxiety’ and increase adoption • Discuss how battery tech improvements
within the areas of energy density
• How to bundle location based services and safety will impact commercial EV
(LBS) such as traffic, weather etc. with deployment
EV led solutions such as ‘charge level’
to open up new revenue streams • Expert views on battery-led after-market
and associated services such as battery
• Discuss how telematics services, apps management, required maintenance, and
and RVD (remote vehicle diagnostics) recyclability for mass EV adoption
will help electric utilities better manage
John Gartner, Senior Analyst, PIKE Research
load, demand and distribution networks
Steve Wollenberg, Vice President - Business
Development, Automatiks
Tim Taylor, Chief Operating Officer, Telogis
Networking Party -
The Future of Electric Vehicles You're Invited!
The Hydrogen Competition On March 31st, take advantage
FCVs are in early stages of development, of the best opportunity this
and several challenges must be overcome year to enjoy a relaxed evening
before these vehicles become main
stream. Discover potential benefits of
and connect with your industry.
FCVs. Lay the basis for long-term
• Discuss public and private partnerships partnerships by making those
in place to support infrastructural and vital new contacts as we’ve
deployment needs of fuel cell cars to
assess the potential for uptake gathered the cream of EV
• Evaluate the latest technologies, expertise under one roof!
innovations, hydrogen generation,
distribution and storage solutions to
plot progress on the zero emission car
map
• Compare the pros and cons of
supporting Team Fuel Cell and
understand if your specialized services
will be a source of revenue for the
hydrogen economy
Sascha Simon, Head of Advance Product
Planning, Mercedes Benz
ARE YOU TO THE EV NETWORK YET?
Join our brand new EV Update LinkedIn group today to start
making those key connections, holding discussions with experts and
JOIN NOW! Search for Electric Vehicle Update on www.linkedin.com
March 31-April 1, 2011 Organized by
Hilton San Diego Resort & Spa, CA, USA

Plug-In Electric Vehicle

All Passes Include:
Infrastructure USA 2011 Full Access to All Sessions
Networking Coffee and Lunch Breaks

REGISTER NOW IN 3 EASY STEPS Networking Drinks Party

Access to Online Networking Center for 6 weeks
1. Select Your Registration Package Post-Conference Presentation Slides

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• Post-Conference Webcast Access

silver Pass
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EV OEM/UTILITY PASS
• Pass equivalent to a Gold Pass but restricted to EV Automakers and
Electric Utilities only $1095 $1295 $1395 $1495
• All Registrations will be verified and is subject to our approval. Any that
do not qualify will automatically be upgraded to a Silver pass.

Dates & Venue GROUP DISCOUNTS - More Heads are Better Than One
March 31-April 1, 2011 Why come alone to California? Bring your team along and make the most
Hilton San Diego Resort & Spa, CA, USA of the informative conference, networking and group discounts!
Hotel Discounts Make the most of our significant group discounts and sign up for:
We have negotiated special hotel room rates for our 2 passes - €$50 discount per pass!
delegates. Reservation and price details will be sent 3 passes - €$100 discount per pass! Discount Code:
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TERMS & CONDITIONS If you have to cancel: Places are transferable without any charge. Cancellations before January 28th 2011 incur an
administrative charge of 25%. If you cancel your registration afterJanuary 28th 2011 we will be obliged to charge the full fee. Please note:
you must notify ElectricVehicle Update in writing of a cancellation, or we will be obliged to charge the full fee.The organizers reserve the right
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discount at a time can be applied. Individuals cannot avail of 2 discount schemes simultaneously as per management guidelines. Super
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standard price of the conference pass i.e. Gold Pass price $1895, Silver Pass price $1695, EV OEM/Utility Pass $1495.
Organized by
The Only B2B Event Dedicated to the
PHEV and EV Industry
SAVE $200
when you register by
In Conjunction with
28th January 2011. Unique
discount code inside.

Plug-In Electric Vehicle

Infrastructure USA 2011
March 31-April 1 2011, Hilton San Diego Resort & Spa, CA, USA

Prepare to Take EVs Mass Market: Commercial Recharging

and Deployment Strategy to Speed-Up Consumer Adoption
Industry Buzz about
WHAT SETS PEV INFRASTRUCTURE 2011 APART? Our Events

1 INFORMATIVE CASE STUDIES from leading electric utilities,

automakers and infrastructure developers to share best practice via “
I discovered a number of
technologies and vendors at
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pilot study results on what works and what doesn’t
useful for my existing

2 HAND-PICKED SET OF EXPERT SPEAKERS, (not a blanket call

for papers), focused sessions, latest technologies and next gen
and future projects
Ford Motor Company
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trends showcased at this event to make it the best investment of The conference was well organized
your time
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prepared as leaders in their field of
PRE & POST EVENT NETWORkING SITE to give you the
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exclusive opportunity to organise one-to-one meetings with hard
educational and well, ... fun!
to meet executives and follow up after Palladium Energy
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4 Revolutionary Working Group Discussions
A well organized networking
where you work on real life case studies with potential clients,
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event with a good mix of utility
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infrastructural challenges Sempra Utilities
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