To achieve this, assets must exchange information with each other, i.e. "understand" each other. This is not possible without common industry 4.0-compliant semantics. "We build the house from the bottom up, this may be a slower way, but it is more effective. We digitize first the shop floor, then the office floor, and thus gain access to data whose potential we do not yet know, as well as the business models that can be created from it," said Dr. Gunther Kegel, Chief Executive Officer of Pepperl + Fuchs, during a discussion on the above topic during the HANNOVER MESSE Digital Days .