Bluebird-R : ML-1860/1865Launching Master Plan

Strategic Marketing Team

Samsung IT Solutions Business

2010.09

ContentsContents1. Market Analysis

• Market size and market trend• Key competitor analysis

2. Product Introduction• Product concept• Sales points• Value proposition• Price positioning guide

3. IMC Plan• Communication theme• Deliverables & schedule

4. 2010 Sales Target

5. Launching Schedule

• Market size and market trend• Key competitor analysis

Market Analysis

Market AnalysisMarket Analysis

4

Entry MLBP Market Trend

• Entry MLBP market (Seg.1& Seg.2) CAGR -1% (’10~’14)- Seg.1 CAGR -16%, Seg.2 CAGR 14% (market switching from seg.1 to seg.2)

- 2011 seg.1 market FCST : 7M units (Seg.2 to surpass Seg.1 in 2012)

• ’11 Seg.1 MLBP market regional distribution : Total Market FCST 7M Units- Regional portion : China 20%, Europe 18%, CIS 16%, MEA 15%

■ Entry MLBP Market Trend (Seg.1, Seg.2)■ ’11 Seg.1 MLBP Market Regional Distribution

(Source: IDC ’10, 2Q)

K Units

Key Competitor AnalysisKey Competitor Analysis

5 (Source: IDC ’10, 2Q)

P1102− 18ppm− FPOT 8.5 sec− 150 sh. Bin− auto install− auto on, auto-off

[Change from previous model P1005].• Speed up : 4ppm ↑ • Additional functions : auto install, auto-on auto-off• Body size : 8%↑• After market toner yield : 100 page↑

LBP6000− 18ppm− FPOT 7.5 sec−150 sh. Bin

[Change from previous model LBP3010]• Speed up : 4ppm ↑ • Body size : 4%↓

(`10.03)

Competitor Status Competitor Lineup Refreshment

WW MS No.1 : 37%• America, China MS No.1• SE Asia, SW Asia, MEA

MS No.2

‘10 2Q seg.1 MS

WW MS No.3 : 24%• SE Asia, SW Asia, China

MS No.1 • CIS MS No.2

HL-2035− 18ppm− FPOT 8.5 sec− GDI− 250 sh. CST + 1 MP

[Refresh expected in 2011]• Speed up : 2ppm. • Only launch in European region.

MS No.3 in European

region (15%)

(`08.01)

• Product concept• Sales points• Value proposition• Price positioning guide

Product Introduction

Product ConceptProduct Concept

RTS 2010.12

TargetCustomer

Concept

Personal & SOHO (Sensitive to Purchasing Cost)• Personal users with high volume document printing needs (Professionals, Students).• Home, SOHO users operating under PC connected environment.

The World’s Smallest Mono Laser Printer

Easy Printing

• One-touch Printing

• Software

Enhancement

Smart print screen

AnyWeb 2.07

Good Design

• Compact design

Same size with

Bluebird.

Significantly smaller

than

competing models.

• Elegant Simplicity

Stylish design brings

the

next level of elegance

to

you desktop

Ultra-compact

Sales PointSales Point

8

1. One-touch Screen Printing

User Scenarios:

Internet map print easily print a copy of the map to your next destination.

Instant message print simply keep friendly message from your instant messenger.

Online reservation print quickly print your flight, hotel confirmation on the go.

Print what you see on the screenPrint what you see on the screen With Samsung unique one-touch screen print functionWith Samsung unique one-touch screen print function

Sales PointSales Point

9

2. Enhanced Software Features

1. Anyweb Software 2.0Enhanced web-printing usability→ IE, Firefox, Safari (Mac) compatibility

3. Smart Print Screen Solution

1. Push the Print Screen Button on your printer (1) Capture “screen” (2) Print directly

2. Push the “Print Screen” Key On your Keyboard (1) Smart Print Screen application will run automatically (2) Capture “screen” and edit it (3) Print it out as you wanted.

InternetExplorer

MozillaFirefox

Mac OS Safari(1st in the market)

2. Integrated Printer ManagementEnhanced easy device setting and status

monitoring→ Integrated single management program

VS.

3 separated managing tools 1 integrated tool

Easy PrinterCare

ToolboxFX

SolutionCenter

Sales PointSales Point

10

1. Ultra Compact Device(Machine size : 341 x 224 x 184 mm)

HP P1102349 x 238 x 196mm

HP P1102349 x 238 x 196mm

Canon LBP6000359 x 249 x 198mm

Canon LBP6000359 x 249 x 198mm

Body : 16% smallerFootprint: 9% smallerBody : 16% smallerFootprint: 9% smaller

Body : 26% smallerFootprint: 17% smallerBody : 26% smallerFootprint: 17% smaller

2. Ultra Compact Packaging(Package size : 389 x 277 x 238 mm)

Package400 x 250 x 298 mm

Package400 x 250 x 298 mm

HP P1102

Package389 x 277 x 238 mm

Package389 x 277 x 238 mm

ML-1860/5

16% Smaller

1. ElegancyStylish design brings the next level of elegance to you desktop

2. SimplicitySimplified design makes Bluebird-R a perfect fit into your working environment.

3. Ultra Compact Size 4. Elegant Simplicity

Value PropositionValue Proposition

11

Target Customer a. personal user with document printing needs (professionals, students) b. individual office user with access to other printing devices.

Needs a. printer designs to fit into working/living environment b. print web-base information frequently c. quick and handy solutions for draft printing work.

Benefits a. good design and compact size easily to fit into any environments. b. print screen function : best for web printing and draft printing work.

ML-1860/5 vs. HP P1102

ML-1860/5 vs. Canon LBP6000

ML-1860/5

a. Better design and compact size.

b. One-touch print screen function.

c. Enhanced software solutions.

`

Size

AdditionalFeatures

DesignPaper handling

TonerYield

Speed

LBP6000

ML-1865W

P1102

a. Better design and compact size

b. One-touch print screen function.

c. Enhanced software solutions. FTOP

Price Positioning GuidePrice Positioning Guide

12

P1102w€129

P1102€99

€

$

18 ML-1860/65€89

18 ML-1865W€119

Price Positioning Guideline : $99 / €89• $10/€10 price increase from Bluebird

• $40/€30 price gap with wireless model • (* Shared consumable with ML-1660 model. Same consumable price position.)

18

18

18 HL-2035 €89

18 ML-1860/65$99

18 ML-1865W$139

P1102w$149

P1102$10918

18

LBP6000$9922

16 ML-1660/65€79

18 ML-1660/65$89

‘10 ‘11

IMC Plan• Communication theme• Deliverables & schedule

Communication ThemeCommunication Theme

14

Benefit Statement

Confidencein Easy Operation

Communication Theme

“Ultra compact laser printer gets much easier.”

Key Features

Ultra compact, One touch Screen Print,

Enhanced software (AnyWeb)

Primary Target

Professions

Positioning Concept (Key Value Proposition)

Compact size + easy operation

Category Position

Performancewithout Complexity

Product Value Brand Value Target Insight

Conscious on;

Space saving,Easy Operation,Printing Speed,

Cost saving

Deliverables & ScheduleDeliverables & Schedule

15

Deliverables Timeline

Category Product Based

Product based - Image 18 Oct 2010

- Leaflet

- Online feature

- Shop display (Mat, Back wall, etc.)

- Press Release

1 Nov 2010

Common - Sales Talk Guide* 1 Nov 2010

* Not developed separately, it will be incorporated into the integrated Sales Talk Guide 2010.

2010 Sales Target

2011 Bluebird-R Model Sales Target : 2,368K Units• 2011 Seg.1 MLBP market size FCST : 7,000K (China, CIS, MEA over 1 M units).

• Bluebird-R MS FCST : 33%.

2011 Sales Target2011 Sales Target

17

425

85

N. AmericaN. America

‘11 Seg.1 MLBP Market FCST

’11 Bluebird-R Sales Target

WWWW

7,076

177

(Source: IDC ’10, 2Q)

1,425

ChinaChina

200

617

L. AmericaL. America

298

565

SE. AsiaSE. Asia

159

845

W. EuropeW. Europe

418

428

SW. AsiaSW. Asia

161

395

E. EuropeE. Europe

177

1,063

MEAMEA

331

1,144

CISCIS

326

127

KoreaKorea

121

2,368

33%

Launching Schedule

Launching ScheduleLaunching Schedule

19

’10 AprLaunching

Kick-Off

’10 Nov 151st SRA

MarketingSample

W41

Price Approval

BasicImage

W35

DeliverableOwnership

PMPPM

Marcom

AM / Subs.Local Launching Plan

DP guide Final Spec.Approval

On-going

LaunchingSupport

LaunchingExecution

GoldenSample Request

• Leaflet • Online Feature• Shop Display• Sales Talk Guide

W42 W45 W46W43

Press Release

W40

LMP

20

Appendix

Spec. ComparisonSpec. Comparison

21

Vendor Samsung HP Canon Brother

Model ML-1860 P1102 LBP6000 HL-2035

Image

Print speed (A4/Ltr.) 18/19 ppm 18/19 ppm 18/19 ppm 18/19 ppm

Resolution (Enhanced) 1,200 x 600 dpi 600 x 600 dpi 600 x 600 dpi 2,400 x 600 dpi

FPOT (From ready) 8.5 sec 8.5 sec 7.5 sec 10 sec

Printer languages GDI GDI GDI GDI

PaperHandling

Input 150 sh. Bin 150 sh. Bin 150 sh. Bin250 sh. CST

1 sh MP

Output 100 sh. 100 sh. 100 sh. 100 sh.

General

Memory TBD 8 MB 32 MB 32 MB

Interface USB 2.0 USB 2.0 USB 2.0 USB 2.0

Duty cycle,Monthly

5,000 sh. 5,000 sh. 5,000 sh. 5,000 sh.

Dimension(W x D x H)

341 x 224 x 184 mm 349 x 238 x 196 mm 359 x 249 x 198mm 371 x 361 x 165.5mm

Consumables (Initial)

1.5K(0.7K)

1.6K(0.7K)

1.6K(1.0K)

1.5K(1.0K)