PetrelWW Launching Master Plan

Rev. 1.1

B2B Biz Group

Samsung IT Solutions Business

13th, Apr. 2011

Contents I. Market Assessment

II. Marketing Mix (4P)

III. Launching Schedule

Market Assess-ment

Market Trend

Competitor Analysis

Customer Analysis

I

Market Trend

■ WW Mono LBP Seg 3&4 market trend

- Continuous Growth : Seg3 CAGR 10%, Seg4 CAGR 13%

- ‘11 Market Size : 5,291K (Seg3: 4,517K, Seg4: 775K)

■ Petrel Addressable Market (38~48 ppm) : 33% of Total

MLBP Seg.3&4 Trend

2010 2011 2012 2013 20140

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

3,995 4,5175,209

5,8176,352

627775

925

1,0531,146

Seg.4

Seg.3 Seg.4 CAGR 13%

Seg.3 CAGR 10%

4,6225,291

6,134

6,870

7,497

Petrel Addressable Market

Seg.4 Seg.3

* ‘10 Q4 IDC Forecast * ‘10 Q4 IDC Historical Data (’10 Result)

1,440K(33% of Total Seg.3&4)

[K units]

60 55 53 52 50 48 47 45 43 42 40 38 36 35 34 33 32 310

500

1,000

1,500

2,000

2,500

3,000 [K units]

■ Petrel Addressable Market : 33% of Total Seg 3 & 4

Market Trend - Petrel Addressable Market

60

53

52

50

48

47

45

43

42

40

38

36

35

34

33

31

(K) 1,000(K) 2,000(K) (K) 1,000(K) 2,000(K)(K) 1,000(K) 2,000(K)(K) 1,000(K) 2,000(K)

Seg

4S

eg

3

* ‘10 Q4 IDC Historical Data

‘10 Total Market

2,303K 1,636K 185K230K

351K 133K 41K87K

86K 76K

301K302K

551K 494K

Petr

el A

d-dr

essa

ble

Mag

pie

Har

rier

19K385K

P3015

P4014

E460/E360

T650 Stork

Kestrel2

T652

246K

(5

%)

1,4

55K

(2

8%

)S

eg

4

Market Trend – By Region & Vendor

2010 Seg3&4 Sales Result by Region (38~48 ppm)

Market Total HP LEXMARK SAMSUNG

Sales Portion Sales M/S Sales M/S Sales M/S

North America 561,892 36% 279,063 50% 173,027 31% 3,336 1%

Western Europe 536,054 34% 161,879 30% 234,204 44% 30,129 6%

Eastern Europe 80,328 5% 28,807 36% 31,287 39% 942 1%

Latin America 106,598 7% 35,327 33% 42,293 40% 10,587 10%

CIS 52,580 3% 24,594 47% 10,049 19% 484 1%

Middle East 71,282 5% 27,702 39% 32,174 45% 2,364 3%

Africa 25,951 2% 16,428 63% 6,173 24% 190 1%

China 23,654 2% 16,941 72% 3,859 16% 431 2%

SE Asia 45,892 3% 20,200 44% 12,961 28% 2,088 5%

SW Asia 12,143 1% 9,949 82% 951 8% 201 2%

Korea 33,747 2% 5,708 17% 1,968 6% 9,997 30%

Rest of World 6,320 0% 689 11% 381 6% 　

Total 1,556,441 100% 627,287 40% 549,327 35% 60,749 4%

IDC ‘10 Q4 data (38~48ppm)

■ N. America & Western Europe leads the market by size (70%)

■ HP strong in North America, Lexmark Strong in Europe

LJ-P3005 [06.10]33ppm, $549

LJ-P4014 [‘08.05]43ppm, $899

+33M LJ-P3015 [09.07]40ppm, $649

Refresh [‘11.Q4]43ppm, $599

+28M+25M

+36M+44M

LJ-2420/30 [04.09]28ppm/33ppm, $549/$999

LJ-4250 [04.09]43ppm, $1,099

2006 2007 2008 20102009 2011 201220052004

E450 [10]33ppm, $549

E460 [08.11]38ppm, $549

Refresh [11.Q3]43ppm, $549

T640 [05.06]33ppm, $699

T650 [08.11]43ppm, $699

Refresh [11.Q3]48ppm, $699

+41M +30M

+25M +30M

Refresh [‘11.Q3]45ppm, $849

Competitors Analysis

■ High Probability of refresh model launching from HP & Lexmark on Q3

- Seg3,4 print engine change term : 5 years, Model Refresh every 2 years.

- HP is expected to launch refresh model of P4014 and P3015 by 2nd half of 2011

- Lexmark is expected to launch refresh model of T650 and E460 by Q3 of 2011

■ HP & Lexmark dropped MSRP of current model on Q1, 2001 in US

Price of mew models are likely to be same as original price of current model

- HP P4014dn : $899 $799, P3015dn : $649 $449

- Lexmark T650dn : $849 $679, E460dn : $599 $479

Competitors Analysis

[Source: IDC ‘10.Q4]

■ HP & Lexmark dominant the market : M/S 77% - HP growing fast with P3015 and P4014

- Lexmark keep their M/S consistently with E460 and T650

■ 2nd Tier vendor : Kyocera & Xerox - Steady sales with FS-4020 (45ppm) and Phaser 4510 (43ppm)

MLBP 38ppm ~ 48ppm sales trend by vendor

2009Q1 2009Q2 2009Q3 2009Q4 2010Q1 2010Q2 2010Q3 2010Q40

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

HPLexmarkXeroxOKIKyocera MitaDell

HP P4014 P3015

Lexmark T650 E460

Customer Analysis – KBF and Unmet Needs

Gartner Findings

Key Similarities:

Customers across all industries have unmet needs for Supplies Cost and Frequency of Breakdown

Key Differences: Financial Services ranks Supplies Cost as more important than any other vertical, but in general expresses more

satisfaction on all KBF’s

Government ranks Ease of Use higher-than-average importance

Unique Value Groups

Reliability

Performance

Simplicity

Government/Education

Financial Services

Unique Value Groups

Reliability

Economy

Performance

Marketing Mix (4P)II

1) Product

2) Target Customer

3) Target Channel

4) Price

5) Promotion

Concept

ML-4510 / 5010 / 5015 series

43ppm / 48ppm (A4)

KEY Value Propositions

Target Work group users of 10~20 persons ( AMPV 4K ~ 5K )

High Performance Workgroup Printer

1. Product - Concept

Trouble-Free

Economic

Productive

Versatile Solution

1. Product – Unique Selling Point Sum-mary■ High performance laser printer in network environment

Productive

Effective Job Handling

• Fast FPOT (Ready : 7sec,

Sleep :14.5sec)

• Fast print speed with big size doc-

ument

from 600MHz Dual Core CPU & 1G

N/W

Effective Paper Handling

• Envelop Feeding from Main Tray

Trouble-free Easy to Maintain

• Anti-Jam Technology

Easy to Use• 4.3” Touch LCD or Numeric Keypad

Low Noise• Less than 54 dBA

Highly Reliable• Max Monthly Duty : 200,000

sheets

VersatileSolutions

Out-of-box Security Solution

• Secure Job Release with numeric key-

pad

• Barcode Solutions/ Job Accounting So-

lutions

EconomicalECO mode & Result Simu-lator

Low CPP from sepa-rated Toner/Drum• Toner (7K, 15K), Drum

(60K)

Fleet Management &

MPS

• SyncThru-Admin/ CounThru

1. Product – USP & Key Features

1) Effective Job Processing

- Fastest FPOT in its class

: 7sec from ready, 14.5sec from sleep

- Fast Throughput from

600MHz Dual Core CPU & 1GB N/W

: Faster Throughput for large volume

printing (PPT 50 page test result)

2) Professional Paper Handling

- Envelop Feeding from Main Tray (Up to 100 sheet) : No Extra Cost!

ML-4510/5010/5015 HP P4014 Lexmark T650

Envelop Feeder 100 sheets (50+50)From main tray & SCF

75 sheetsOptional ($265)

80 sheetsOptional ($250)

ML-5010 HP LJ P4014 Lexmark T650

FPOT (Ready) 7 sec 8.5 sec 7.5 sec

CPU600 MHzDual Core

540MHz 600MHz

N/W 1Gbit 1Gbit10/100Mbit

(1Gbit Optional)

Test Result 86 sec 225 sec 176 sec

* Test Result from Samsung QA Team

■ Straightforward Productivity

■ Trouble-free Printing

1) Easy to maintain

- Anti-jam technology to prevent unwanted

multiple paper pick-up and jam.

2) Easy to use

- Touchscreen UI with 4” TFT LCD

- Easy Management from Software Applications

: SyncThru Web Service

ML-4510/5010Retard roller

Lexmark T650Dam Type

1. Product – USP & Key Features

■ Simple Economics

1) Low TCO from Separated Toner & Drum Cartridge

- Toner : 15K/ 20K, Drum: 60K

- Requires fewer replacement of cartridge

2) ECO Mode & Result Simulator

- Enable/Disable simply from a button.

- Result Simulator shows graphically how

much you can save Carbon Footprint/

Power consumption/Paper usage.

ML-5010 HP LJ P4014 Lexmark T650DN

Toner (Max)20K Toner /60K Drum

10K 25K

1. Product – USP & Key Features

■ Versatile Solutions

1) Out-of-box solutions

- Universal Printer Driver: No additional driver installation

- Provide Pull-Printing with pin code

. No additional cost for secure printing

- Barcode Solution

2) Fleet Management & MPS

- Management tools for fleet management & MPS.

Functions Type

SyncThru-Web Admin Service Device Management On Demand

CounThru Billing & Job Accounting Chargeable

1. Product – USP & Key Features

- Polymerized toner for high image quality

- Separate Toner & Drum for improved CPP

MLT-D307S MLT-D307L MLT-D307E MLT-R307

15K High Yield Toner 60KDrumStandard Toner 20K

1. Product - Consumables

■ High yield & High Quality Toner

• Small and uniform toner particles make

sharper images and lines • The higher wax content of Poly-

merized Toner improves the image gloss and durability. • The printer transfers Polymerized

Toner to the paper in a thinner uniform layer, which reduces the waste toner and requires a lower fusing tempera-ture.

Size : 6~7㎛ Size : 8~9㎛

VSPolymerized

TonerConventional

toner

* Only for ML-5010/5015ND

* Initial Toner 7K

1. Product – Model Configuration

Basic Standard Premium

Model Name ML-4510ND ML-5010ND ML-5015ND

MSRP (US) $649 $849 $949

Speed 43ppm 48ppm

Toner Yield 15K 15K/20K

CPP $0.015 $0.014

UI 4 Line LCD + Numeric Key 4.3” Color Touch LCD

Input Option 1 x Additional SCF 4 x Additional SCF

Output Option N/A Finisher, 4 bin Mail box

Max monthly Duty

150,000 sh. 200,000 sh.

CPP & High AMPVvs.

Initial Cost & Low AMPV

Petrel 43ppm

Solution Requirementvs.

High Volume Printing

Petrel 48ppm

Petrel 48ppm_GUI

43ppm, 15K, 1xSCFGigabit, Duplex

48ppm, 20K, 4x SCFFinisher, Mailbox

Color Touch LCD,Job Accounting

■ Differentiation by Speed, Option, UI

1. Product – Option List

Product Model Name Spec Image Remark

SCF ML-S5010A 520 sh.ML-S5012A(flat design for SEA, SECA)

HDD ML-HDK470 250 GB

Shared with Harrier

Memory ML-MEM170 512 MB

4 bin Mail-box

ML-MBT65 400 sh.

Finisher(Staple)

ML-OCT65 500 sh.

Short Stand

ML-DSK65S -

Parallel Connector

ML-PAR100 -

■ Shared with Harrier, except for SCF

1. Product – Competitor Comparison

SamsungML-4050ND

ML-4510NDLexmarkE460DN

HPLJ-P3015dn

   

Price $599 / €855 $649 / €549 $478 / €539 $449 / €579

Speed(A4) 38ppm(A4) / 40ppm(Ltr) 43ppm(A4) / 45ppm(Ltr) 38ppm(A4) / 40ppm(Ltr) 40ppm(A4) / 42ppm(Ltr)

CPU 400MHz 600MHz (Dual Core) 466Mhz 540MHz

FPOT 8.5 / 43 sec 7 / 14.5 sec 6.5 / 6.5 sec 7.5 / 16 sec

Memory 64MB/512MB 128MB/640MB 64MB/576MB 128MB/640MB

Interface

STDUSB 2.0, 10/100LAN,

ParallelUSB 2.0, Gigabit USB 2.0, 10/100LAN USB 2.0, Gigabit

Option N/A Parallel Gigabit, Parallel, Wireless Parallel, Wireless

Paper Input

STD 500 CST, 100 MP 520 CST, 100 MP 250CST, 50 MP 500 CST, 100 MP

Option 3 x 500 SCF 1 x 520 SCF 1 x 550 SCF 2 x 500 SCF

Paper output

STD 250 sh. 500 sh. 150 sh. 250 sh.

Option N/A N/A N/A N/A

UI 2-Line LCD + button 4-Line LCD + Numeric key 4-Line LCD + Numeric key 4-Line LCD + Numeric key

Max. Monthly Duty 200,000 150,000 80,000 100,000

Toner Yield 10K / 20K 7K / 15K 3.5K / 9K / 15K 6K /12.5K

■ ML-4510ND against HP & Lexmark

1. Product – Competitor Comparison

SamsungML-4551ND

ML-5010NDLexmarkT650DN

HPLJ-P4014DN

P    

Price $799 / €689 $849 / €749 $849 / €729 $1,099 ($899) / €999 (€829)

Speed(A4) 43ppm(A4) / 45ppm(Ltr) 48ppm(A4) / 50ppm(Ltr) 43ppm(A4) / 45ppm(Ltr) 43ppm(A4) / 45ppm(Ltr)

CPU 500MHz 600MHz (Dual Core) 500Mhz 540MHz

FPOT 8.5 / 43 sec 7 / 14.5 sec 7.5 / 30 sec 8.5 / 16.5 sec

Memory 128MB/512MB 128MB/640MB 128MB/640MB 128MB/640MB

Interface

STDUSB 2.0, 10/100LAN,

ParallelUSB 2.0, Gigabit,

Direct USBUSB 2.0, Gigabit,

Direct USBUSB 2.0, Gigabit

Option N/A Parallel Parallel, Wireless Parallel, Wireless

Paper Input

STD 500 CST, 100 MP 520 CST, 100 MP 250 CST, 100 MP 500 CST, 100 MP

Option 3 x 500 SCF 4 x 520 SCF 250 / 550 SCF / 2000 HCF 2 x 500 SCF / 1500 HCF

Paper output

STD 250 sh. 500 sh. 350 sh. 500 sh.

Option N/A Mailbox, Finisher Mailbox x 2, Finisher Mailbox, Finisher

UI 2-Line LCD + button 4-Line LCD + Numeric key 4-Line LCD + Numeric key 4-Line LCD + button

Max. Monthly Duty 200,000 200,000 200,000 175,000

Toner Yield 10K / 20K 7K / 15K / 20K 7k / 25k 10k

■ ML-5010ND against HP & Lexmark

2. Target Customer – Segmentation & Target-ing

2%14%

23%

22%

9%

17%

13%

Government/Education

Very Large Business (1000+)

Large Business (500-999)

Medium Business (100-499)

Small Business (10-99)

Small Office (1-9)

Home

Main Target : Public Sector & Large Business

- Large Tender Opportunity : 100~10,000 units- 3~5 years contract, TCO based MPS deal- KBP : TCO , Service Condition & Warranty

Secondary Target : Small & Medium Business

- 10~100 units of project deal- KBP : Initial Purchase Cost* IDC ‘10 Q4

: Petrel Addressable Market (38~48 ppm)

■ Main Target : Public Sector & Large Business (40% of Market)

Develop large tender opportunity from public sector and existing key cus-

tomer

■ Secondary Target : Small & Medium Business (45% of Market)

Increase run-rate biz from key corp. reseller

2. Target Customer – Vertical Market

■ Focus on Gov, Education, Finance & Manufacturing

: Targeting Top Reseller and Top 10 Customer in GSBN data

Increase Finance/Manufacturing market in addition to Public Sector

Vertical Ratio of Petrel Customer

Vertical Mar-ket

Set Consumables

Qty Ratio Qty Ratio

Government 82,639 37% 245,474 21%

Education 13,492 6% 40,026 3%

Finance 20,067 9% 260,164 22%

Manufacturing 23,562 11% 134,534 12%

Healthcare 14,884 7% 25,966 2%

IT 11,718 5% 74,161 6%

Service 9,681 4% 37,094 3%

Others 46,774 21% 348,993 30%

Grand Total 222,817 100%

1,166,412 100%

Government37%

Education6%

Finance9%Manufactur-

ing11%

Healthcare7%

IT5%

Service4%

Others21%

* ‘08~’11 GSBN Tender Data on Stork/Kestrel2

Government59%

Education12%

Finance2%

Manufacturing1%

Healthcare20%

IT1%

Service5%

Government45%

Education2%

Finance15%

Manufacturing15%

Healthcare1%

IT9%

Service3%

Others11%

2. Target Customer – Vertical Market

■ US : Focus on Public Sector, Enter into Healthcare Market

■ EU 5 Countries : Increase Private Sector Sensing from Key

resellerSEA

Vertical MarketSet Consumables

Qty Ratio Qty RatioGovernment 35,082 39% 5,194 2%Education 7,242 8% 6,440 2%Finance 945 1% 85 0%Manufacturing 630 1% 　 0%Healthcare 11,755 13% 4,851 2%IT 329 0% 90 0%Service 3,197 4% 1,123 0%Others 31,365 35% 269,950 94%Grand Total 90,545 100% 287,733 100%

EU 5국Vertical Market

Set ConsumablesQty Ratio Qty Ratio

Government 17,914 45% 125,112 21%Education 696 2% 1,932 0%Finance 5,911 15% 254,093 43%Manufacturing 5,889 15% 52,505 9%Healthcare 509 1% 2,070 0%IT 3,427 9% 73,471 13%Service 1,189 3% 31,052 5%Others 4,561 11% 44,803 8%Grand Total 40,096 100% 585,038 100%

* ‘08~’11 GSBN Tender Data on Stork/Kestrel2

HP Lexmark Samsung

IDC

GFK

3. Target Channel

Dealer17%

Direct2%

Distribu-tor

59%

Other2%

Retail16%

VAR/SI5%

Chart Title

Dealer32%

Direct3%

Distribu-tor

40%

Other1%

Retail10%

VAR/SI16%

Chart TitleDealer12%

Direct2%

Distribu-tor

59%

Other0%

Retail21%

VAR/SI5%

Chart Title

OER/CSP/TCR7%

SH85%

CES1%

CS5% MASSM2% OER/CSP/TCR

11%

SH85%

CES1%

CS2%

MASSM1%

OER/CSP/TCR4%

SH88%

CES0%

CS7%

MASSM0%

* IDC ‘10 Q4, GFK ‘10 Q4 data

■ Main Target : Corporate Reseller, VAR/SI

Reinforce direct engagement with VAR/SI, instead of distributor

■ Secondary Target : OER/OSS

Increase run-rate biz

3. Price - Policy

■ Same set positioning with competitors consider their model

refresh

■ 90% of competitor CPP for better TCO

Model N. America EU ROW

ML-5015ND $949 €849 $949

ML-5010ND $849 €749 $849

ML-4510ND $649 €549 $649

Set Price Positioning

Same price positioning with better

spec

and performance

[ MSRP Positioning by region ]

Consumables Positioning

90% of Lexmark CPP

※ 84% competitiveness vs. HP (P4014)

Region Model YieldRRP

(Ex. VAT) TTL CPP

EU

MLT-D207S 7000 € 114.70 € 0.01834

MLT-D207L 15000 € 157.36 € 0.01244

MLT-D207E 20000 € 190.30 € 0.01146

USA &

ROW

MLT-D207S 7000 $ 144.99 $ 0.02293

MLT-D207L 15000 $ 198.30 $ 0.01544

MLT-D207E 20000 $ 242.99 $ 0.01437

[ MSRP Positioning by region ]

■ Same price positioning as HP, considering next

model

3. Price - Set Positioning

$499

$599

$699

$799

40E460DN

$479 ($599)

P3015dn

$449 ($649)42

T650DN

$679 ($849)45

40ML-4050ND$599

45ML-4551NDR$799

P4014dn

$799 ($899)

45

As Is To Be

ML-5010ND

$84950

ML-4510ND

$64945

ML-5015ND

$94950

(Ex. VAT)

$899

T652DN

$919 ($1,149)50Compete with Harrier

$999

US & ROW

■ Same price positioning as Lexmark , considering

next model

3. Price - Set Positioning

€ 599

€ 799

€ 899

38E460DN

€539

P3015dn

€57940

T650DN

€85943 38ML-4050ND€ 855

43ML-4551NDR€ 1,129

P4014dn

€1,13943

ML-5010ND

€ 74948

ML-4510ND

€ 54943

ML-5015ND

€ 84948

(inc. VAT)

€ 1,099

T652DN

€1,19948

Compete with Harrier

€ 499

EU

As Is To Be

4. Promotion – SWOT Analysis

Superior Product Performance

- Faster speed on heavy document

- Enhanced Paper Handling : Anti-Jam Technology

- Easy UI from Touch-screen TFT LCD

Superior TCO

- Separated Toner & Drum

Strengths

Lack of channel

- Low walletshare of SI/VAR/Corp. Reseller

- High dependancy on large government deal

Lack of brand awareness

- No holistic brand campaign on printer

Weaknesses

Exsiting Customer base on GSBN

- Targeting large customers who have purchased

Stork/Kestrel more than 2 years ago

Suggest fleet change with Petrel

Opportunities

New product expected on Q3 from

competitiors

- HP lowered MSPR in US market on Q1 ‘11

: P4014dn ($899$799), P3015dn ($649$449)

Threats

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec2010 2011

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

KESTREL2 KESTREL2, STORK PETREL STORK [ units ]

4. Promotion – Model Transition

■ Fast ramp-up by replacing old model with Petrel for tender

- Early engagement of new business opportunity

- Model exchange on existing tender rollout

End of Produc-tionon Stork/Kestrel2

Large Tender Rollout- Mexico Government : 10K- Italy Intesa Bank : 3K- Brazil INSS tender :7K

4. Promotion – Launching Activities

B.O. Cultivation

Cultivate B.O. from existing cus-

tomer

Reseller Program

■ Cultivate business opportunity from GSBN database

■ Increase reseller awareness by Demo Sample Program

Identify Top 10 customer for each subs- From customer base on GSBN DB- From customer base by B2B customer org.

Expand Business Opportunity

Customer Visit & Proposal

Demo Sample Program

- 50% D/C for 10 Top Reseller in

each subs

Name ‘10 Partner Revenue

'10 Result ($K)

'11 Target($K)

　 Portion 　 Portion G/R

TOTAL 2,238,461 91,636 4.1% 150,319 6.7% 64%

SEI 174,200 12,016 6.9% 14,324 8.2% 19%

SEG 121,800 6,590 5.4% 10,300 8.5% 56%

SEF 195,351 6,864 3.5% 17,794 9.1% 159%

SEUK 200,310 12,914 6.4% 17,100 8.5% 32%

SERC 178,000 9,007 5.1% 14,500 8.1% 61%

SEAU 79,000 1,700 2.2% 2,850 3.6% 68%

SEA 787,000 4,297 0.5% 28,750 3.7% 569%

SECA 118,000 6,710 5.7% 8,600 7.3% 28%

SEDA 316,300 29,480 9.3% 32,100 10.1% 9%

SCIC 68,500 2,058 3.0% 4,000 5.8% 94%

Subs Top10Customer List

Top 10 Subs Top 10 Reseller Revenue Target

4. Promotion – Launching Activities

■ Proactive support on Business Opportunity : Total 5 case, 12,840 units in pipeline

Subs Customer Name Model Expected Bid Date

Roll-out Start Date

Qty Support

SENA Suomen Lahikauppa (Retail Shop)

ML-5010ND '11.04 '11. 09 680

• BMT sample support

• Technical Support from B2B SVC

• On-time delivery of PVI to reply RFI & RFQ

SEHK Hospital Authority ML-4510ND '11.07 '11. 09 2,500

한국 교보 생명 ML-5010ND '11.06 　 - 　 3,000

SEI Consip ML-5010ND '11.07 '11. 11 6,000

SEASA Brou Tender ( 우루과이 국영은행 ) ML-4510ND '11.04 - 　 650 Stork Petrel Model Change 　

Total 12,840

■ Increase product awareness : Magazine Award & Internet

Marketing

Target Top 5 Magazine Award from 11 key countries : Golden Sample at SOP

Utilize Internet IT Magazine & Social network to advertize key USP

Item ML-5010ND P4014dn T-650dn

Throughput MS PPT 50 page printing 86 sec 225 sec (2.6 times) 176 sec (2 times)

Paper HandlingRetard Roller (Anti-Jam) Yes Yes No

Envelop printing Supported from Main tray Option ($304) Option ($250)

ECO feature Easiness ECO Button/Simulator Fragmented Fragmented

Key Superior USP against competitor

4. Promotion – Launching Activities

0%20%40%60%80%

79%

17% 10% 6% 3% 1% 3%

70%

15% 12% 10% 11% 4% 3%

Business

IT

Source: IDG bespoke research, 2008

TargetMagazineAward

■ Consistent & Competitive CPP for tender

■ Run Rate Expansion by Volume Incentive Scheme

Volume Incentive for Run RateCompetitive CPP for Tender

- CPP Consistency for efficient channel op-

eration

- Enhance CPP Competitiveness to win ten-

der

- CPP incentive based on H/W Q’ty

- Different CPP incentive by H/W discount rate

- Backend incentive & settle down (monthly/

quarterly)

[CPP vs H/W Mapping]

CPP

H/W Q’ty

0.020

0.018

100 500

0.019 20% D/C Price

Normal Price

4. Promotion – Consumables Strategy

4. Promotion – IMC Plan

Items* ML-4510ND ML-5010ND ML-5015ND Distribution Method

Communication Brief 31 MAR PVI Workplace

Basic Materials Images 18 APR 18 APR 18 APR PVI Workplace

Print Datasheet 22 APR 22 APR 22 APR PVI Workplace

Brochure 2 MAY 2 MAY 2 MAY PVI Workplace

Online Key visual image 2 MAY - 2 MAY PVI Workplace

Feature page 2 MAY 2 MAY 2 MAY PVI Workplace

Multimedia Comparative movie 2 MAY - 2 MAY PVI Workplace

PR Press Release 2 MAY PVI Workplace

Communication Guideline 2 MAY PVI Workplace, Email

* Above list and delivery dates are subject to change in progress. All source data will be uploaded onto PVI Workplace by the completion dates.

■ Who- Target Audience: ITDM in Medium Business

■ What- Category Propositioning : Performance without complexity

- New B2B Range Benefit Statement : Better business without hassle

- Petrel Benefit Statement : Performs for everyone, hassles nobody. (Productive, shareable and reliable)

- Petrel RTB : - Productive : Stably fast speed from Dual-core CPU, Giga-bit LAN

- Reliable : Anti-jam technology, Durable machine, Heavier media compatibility

■ How- Deliverable plans: All below materials will be prepared by 2nd May.

VideoClip

4. Promotion – Professional PVIs

■ Professional PVIs for subs salesman and channel partners

BLI Award

Playbook

• Early engagement with BLI to provide sales tool at the time of launching

- BLI confidential “pre-launch” test

- Target : “Highly Recommended” Award

• Find KSP and competitive edge against competing models

- in-depth benchmark test

- focusing on usability

- 1:1 Comparison

• 1:1 Comparison footage against HP & Lexmark

- Highlight key features & competitive advantage

- Edited Version for Non-comparison

Launching Sched-ule

Launching Schedule

Launching activities schedule

III

Launching Calendar

Mar Apr May Jun Jul Aug SepMonth

PLC

Sample

Phase

HQ

Subs

PVR

Preparation

MarketingSample

GoldenSample

PVI Registration

(5/16)

LMP (4/5)

LLP (4/30)

Press Release

PM Delegation (Product Training)

Advertising

Sales Analysis

Local IMC Material Road Show or Dealer Event

M-3 M-2 M

PVI ReadySales Guide, Im-age,General Spec,Leaflet, Catalog

PRA (4/15) SRA (5/16)

Launching

M-1

RTS

Post Launching

Service Training

Price Approval

Channel Nomination

■ SRA : 16th, May

Launching Schedule by Countries

ML-4510ND

Basicmodel

Code Basic Country PRA SRA

ML-4512ND

XAA

USA

2011/4/15 2011/5/16Canada

SELAM

ML-4510ND

XAX Mexico 2011/5/30 2011/6/16

XAZ Brazil 2011/4/15 2011/5/16

XPE Peru 2011/4/15 2011/5/16

XBH Chilie 2011/4/15 2011/5/16

SEE Europe 2011/4/15 2011/5/16

XEVRussia

2011/4/15 2011/5/16Ukraine

XSA Austrailia 2011/4/15 2011/5/16

XSSHongkong

2011/5/30 2011/6/16Singapore

TED Taiwan 2011/5/30 2011/6/16

XIP India 2011/4/15 2011/5/16

ETS Israel 2011/4/15 2011/5/16

STS Turkey 2011/4/15 2011/5/16

XSG UAE 2011/4/15 2011/5/16

XFA South Africa 2011/5/30 2011/6/16

(Kor)Korea 2011/4/15 2011/5/16

행망모델 (G) 2011/7/30 2011/8/16

XIL China 2011/6/17 2011/6/30

ML-5010ND

Basicmodel

Code Basic Country PRA SRA

ML-5012ND

XAA

USA

2011/4/15

2011/5/16

Canada

SELAM

ML-5010ND

XAX Mexico2011/5/3

02011/6/1

6

XAZ Brazil2011/4/1

52011/5/1

6

XPE Peru2011/4/1

52011/5/1

6

XBH Chilie2011/4/1

52011/5/1

6

XBG Argentina2011/5/3

02011/6/1

6

SEE UK2011/4/1

52011/5/1

6

XEV Russia2011/4/1

52011/5/1

6

XSA Austrailia2011/4/1

52011/5/1

6

XSSHongkong 2011/5/3

02011/6/1

6Singapore

TED Taiwan2011/5/3

02011/6/1

6

XIP India2011/4/1

52011/5/1

6

ETS Israel2011/4/1

52011/5/1

6

STS Turkey2011/4/1

52011/5/1

6

XSG UAE2011/4/1

52011/5/1

6

XFA South Africa2011/5/3

02011/6/1

6

(Kor)Korea

2011/4/15

2011/5/16

행망모델 (G)2011/7/3

02011/8/1

6

ML-5015ND

Basicmodel

Code Basic Country PRA SRA

ML-5017ND

XAAUSA

2011/4/15 2011/5/16SELAM

ML-5015ND

XAZ Brazil 2011/4/15 2011/5/16

XPE Peru 2011/4/15 2011/5/16

XBH Chilie 2011/4/15 2011/5/16

SEE Europe 2011/4/15 2011/5/16

XEV Russia 2011/4/15 2011/5/16

XSS Hongkong 2011/5/30 2011/6/16

TED Taiwan 2011/5/30 2011/6/16

XIP India 2011/4/15 2011/5/16

ETS Israel 2011/4/15 2011/5/16

STS Turkey 2011/4/15 2011/5/16

XSG UAE 2011/4/15 2011/5/16

XFA South Africa 2011/5/30 2011/6/16

(Kor)Korea 2011/4/15 2011/5/16

행망모델 (G) 2011/7/30 2011/8/16

• Singapore: including Thailand, Malaysia, Philippines, Vietnam, Indonesia, Cambodia• UAE : including Saudi Arabia, Pakistan, Egypt, Syria, Iran• India : including Nepal, Bangladesh

Business Goal

2011 Business Goal

IV

2011 2012 -

20,000

40,000

60,000

80,000

100,000

120,000

140,000

29,027

123,750

20267

22327

Stork

Kestrel2

Petrel

2011 Business Goal

■ 2011 Management Plan : 72K unit

　 Model '11 2H '12 '13 1H Total

Total

Total 29,027

123,750 77,344

230,121

ML-4510ND 15,693 64,249 40,156

230,121

ML-5010ND 8,807 49,500 30,938

ML-5015ND 4,527 10,001 6,251

NorthAmer-

ica

ML-4510ND 1,340 10,638 6,649

38,400 ML-5010ND 1,549 8,511 5,319

ML-5015ND 936 2,128 1,330

Europe

ML-4510ND 4,814 15,396 9,623

58,136 ML-5010ND 1,919 12,317 7,698

ML-5015ND 1,365 3,079 1,925

ROW

ML-4510ND 8,638 26,115 16,322

91,128 ML-5010ND 4,204 18,993 11,870

ML-5015ND 1,128 2,374 1,484

Korea

ML-4510ND 901 12,100 7,562

42,458 ML-5010ND 1,135 9,680 6,050

ML-5015ND 1,098 2,420 1,512

71,621

123,750G/R73%

M/STarget

4% 6%

* M/S Target : According to Petrel Addressable Market

End of Document

2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q2006 2007 2008 2009 2010 2011

0

5,000

10,000

15,000

20,000

25,000

30,000

KESTREL2 KESTREL2,STORK STORK

Appendix) Lifetime Sales Trend of Stork/Kestrel2■ 2006 ~2011 Sales Trend of Previous Model

Appendix) Model Transition in US & EU 5

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec2010 2011

0

100

200

300

400

500

600

700

KESTREL2 KESTREL2, STORK PETREL STORK

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec2010 2011

0

1,000

2,000

3,000

4,000

5,000

6,000

Europe Top 5 Subs ( SEUK, SEG, SEF, SEI, SESA)

SEA

Country US UK Germany Italy France

No.1 CRN Channel InfoStiftung War-

entestPC Profession-

aleLe Guide du

point

No.2 GCN Business Info Computer Bild WIREDChefs d’entre-

prises

No.3 Printer Comparison Dealer Support PC Welt PC World L’usine Nouvelle

No.4 PC Magazine OEN ChipSette del Cor-

riere DellaL’entreprise

No.5 PC World PC Pro C’t MagazinePanorama Economy

01netpro.com

Country Spain Russia Austrailia Sweden Netherland

No.1 TCN Upgrade Special PC Authority HjemmePC Compuetr! Total

No.2 Dealer World MirPK APC PC for Alla Computer Idee

No.3 Channel Partner Hard’d’Soft PC User Hus & Hem Hardware Info

No.4 PC World Zhelezo Mikrobitti Computable

No.5 Byte PC Magazine T3 CRN

Appendix) Top 5 Magazine List

■ Top5 Magazine List for each country

Pe-trel43/48

Kestrel238

Stork

43

Enhancements

‘11

‘07

4 Line LCD4.3” Color Touch UI

1

2

3

Faster Print:FPOT 30sec →

16.5sec

More Silent

:57dBA→54dBA

9

6

7

600MHz Dual Core CPU

4

8

Jitter reduced:3.2→2.1

Higher Image Quality

: 2 piece Chemical Toner

2Piece Toner(OPC :60K, Toner 15/20K)

Higher Resolution :1,200dpi

Giga-bit Network

15

Multi-bin mailbox

Quality Performance LOW CPP

Usability

Various Option

12

16

Multi-SCF& Stand

ECO

10

Less Smell

Direct USB

Low Power Consumption:EPA 1.2 level

14

5

13

Envelop sup-port from main CST

11

CAC support

Security

Appendix) Enhancement from Previous Model

SubsidiaryCustomer Name Total

SEA

Walgreen Co. 11,000

Department of the Air Force- Blanket Purchase Agreement - 5,000

Lifetouch Portrait Studios 2,200

State Of Wisconsin 2,000

Los Angeles Unified School District 2,000

Army ADMC 2 1,700

Marriott International, Inc. 1,250

Novant Health Triad 1,200

NASA SEWP Contract 1,100

HealthTrust Purchasing Group 1,050

SEUK

Trinity Mirror PLC 2,000

Large Retail 1,600

Sainsbury's Supermarkets Ltd 800

Surrey County Council 300

DSGi business 260

Leeds City Council 250

Rhondda Cynon Taff County Borough Council 200

Royal Devon and Exeter NHS Foundation Trust 173

Scotmid 130

Abbey 100

SEG

Justizministerium des Landes Nordrhein-Westfalen 6,350

Deutsche Rentenversicherung Rechenzentrum Nord GmbH 3,000

Deutsche Rentenversicherung Bund Berlin 2,500

Saint-Gobain Glass Deutschland GmbH 500

Cordes & Graefe Bremen KG 400

Koelnmesse GmbH 300

Landesamt für Datenverarbeitung und Statistik Nordrhein-Westfalen 250

alpha - Manfred Wenzel GmbH & Co. KG 250

Kreisverwaltung Hilden 240

Aventis Pharma Deutschland GmbH 200

SEF

MATERIS CORPORATE SERVICES SAS 600

TOTAL SAS 500

MAIRIE DE SAINT DENIS GROUPE 353

APRIA / RSA 200

AIG EUROPE SA 102

INSTITUT FRANCAIS DU PETROLE GROUPE 100

TAGERIM 80

DEPARTEMENT DE LA MANCHE GROUPE 35

Centre Hospitalier Renaudot 2

SEI

CONSIP (GOVERNMENT) 8,000

UBI Banca spa 3,097

TSF TELE SISTEMI FERROVIARI SPA 300

FERSERVIZI SpA 250

Banca Popolare di Intra 150

Camera Commercio Ferrara 80

ALLIANZ 60

EDIPOWER SPA 20

ermenegildo zegna 16

MPI Magneti Permanenti Industriali 5

Subsidiary Reseller Name Total

SEA

Technology Integration Group (TIG) 5,000 En-Net Services 2,350 Emtec Federal 1,935 Intelligent Decisions 1,850 Parker Associates 1,800 MCPc, Inc 1,498 CDW 1,273 Tanager Corporation 1,250 CDWG 997 Computer Service Partners Inc. 900

SEUK

KARLSON UK LIMITED 2,000 THE DANWOOD GROUP LIMITED 361 SCC (HQ) 300 DSG RETAIL LTD T/A EQUANET 184 SOFTCAT PLC UK 140 XMA LTD 80 INSIGHT (LONDON) LTD 74 Printware Ltd 51 STONE COMPUTERS LTD 48 CCS Media 40

SEG

T-Systems Enterprise Services GmbH 6,350 on line Datensysteme GmbH 3,000 M+K IT Services GmbH 500 Computercenter AG & Co. oHG 300 alpha - Manfred Wenzel GmbH & Co. KG 250 GOP Global Office Products AG 240 BECHTLE LOGISTIK & SERVICE GMBH 200 HDT - Henke Datentechnik GmbH 175 Büro Creative GmbH 157 Office Products Zeitler & Schneck GmbH 155

SEF

SCC 500 Computacenter - Nantes 400 (blank) 367 CFI (EURALLIANCES) 353 01 PHOENIX INFORMATIQUE 200 COMPUTACENTER LILLE 80 SCC LILLE 35 ECONOCOM GROUPE GROUPE 35 MAREIX SARL 2

SEI

CONVERGE Spa 8,000 PROJECT INFORMATICA S.r.l. 3,097 ASYSTEL SPA 336 ROBERTO PESSIONE & C. s.a.s. 250 B.D.F. S.p.A. 150 Multicopia arredaufficio Srl 80 BDF Spa 60 numero10 5

Appendix) Top 10 Customer & Top10 Reseller

* ‘08~’11 년 GSBN rawdata

Top 10 Customer Top 10 Reseller