Bluebird-W : ML-1865W Launching Master Plan Strategic Marketing Team Samsung IT Solutions Business

Contents 1. 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 Sales Target 5. Launching Schedule

Market size and market trend Key competitor analysis Market Analysis

4 Wireless Market Trend Wireless home networking market CAGR 20% FCST (’08~’12) Entry MLBP market trend : - 145K units in 2009 (44% increase from 2008) - 350K units expected in 2010 (HP P1102w model 50%) market FCST : 500K units M Units 15 K Units ■ Wireless Home Network FCST ■ Entry MLBP Wireless Market Trend (Source: IDC ’10, 1Q)

Key Competitor Analysis 5 (Source: IDC ’10, 1Q) P1102w − 18ppm − FPOT 8.5 sec − GDI − 150 sh. Bin + 1 MP − Network not available. [Change from previous model P1006]. Raised printing speed : 2ppm ↑ Black color : home-user friendly. Wifi supportive. Wireless MLBP model not yet available [Wireless model expected in 2011] 18ppm GDI, wireless only. No major spec. change expected. (`10.03) HL-2170W − 22ppm − FPOT 8.5 sec − PCL − 250 sh. CST + 1 MP − Network + wireless [Refresh expected in 2011] Spec. down Network connectivity eliminated. Lower than current price position. Current Competitor StatusCompetitor Lineup Refreshment FCST : K units K units Regional sales portion : N. America 50% Europe 25% ROW 25% Sales Status K units sold G/R expected at 20% Regional sales portion : N. America 65% Europe 15%, Asia 10% N/A (`08.01)

Product concept Sales points Value proposition Price positioning guide Product Introduction

Product Concept 7 Target Customer Concept Personal & SOHO (Sensitive to Purchasing Cost) Personal users with high volume document printing needs (Professionals, Students). Home, SOHO users operating under wireless environment. The World’s Smallest Wireless Supported Laser Printer ML-1865W Good Design World’s Smallest 16% smaller than current smallest wireless laser printer HP P1102w Elegant Simplicity Stylish design brings the next level of elegance to you desktop Wireless Supported WPS Button Super Easy One-touch Wireless Connection Setup Ultra-compact

Sales Point 8 1. One-touch Wireless Setup It’s easy with our secure, one-touch wireless setup. Wireless setup process :

Sales Point 9 2. Ultra Compact Size World smallest wifi support laser printer (Machine size : 341 x 224 x 184 mm) HP P1102w 349 x 238 x 196mm Brother HL-2170w 368 x 361 x 170.5mm Body : 16% smaller Footprint: 9% smaller Body : 61% smaller Footprint: 74% smaller Ultra compact packaging (Package size : 389 x 277 x 238 mm) Package 400 x 250 x 298 mm HP P1102w Package 389 x 277 x 238 mm ML-1865W 16% Smaller 3. Elegant Simplicity Elegancy Stylish design brings the next level of elegance to you desktop Simplicity Simplified design makes ML-1865W a perfect fit into your working environment.

Sales Point AnyWeb Print Software AnyWeb print software allows you to drag and drop content from different sources and consolidate into 1 printable page. 5. Front Soft Power Button Unlike traditional printing device ML-1865W adoptsSoft Power Button and located it in the front panel, which makes operation much simpler. Front Soft Power Button VS. Back Power Button 6. Upgraded Performance (18ppm) ML-1865W prints 18 pages per minute (a 2ppm increase from the basic ML-1665 model, same speed with HP P1102w), which increases the competitiveness of ML-1865W.

Value Proposition 11  Target Customer a. personal user with document printing needs (professionals, students) b. Home, SOHO user operating under wireless environment.  Needs a. simple wireless enabled personal printing solution. b. printer designed to fit into working/living environment  Benefits a. economical and easy-to-setup personal wireless printing device b. compact and elegant design fits perfect into personal spaces. ML-1865W vs. HP P1102w ML-1865W vs. Brother HL-2170W ML-1865W a. Better design and compact size. b. Anyweb Print software. ` Size Additional Features Design Paper handling Toner Yield Connectivity Speed HL-2140W ML-1865W P1102w a. Better design and compact size b. One-touch Wifi setting. c. Anyweb Print software.

Price Positioning Guide 12 P1102w €129 P1102 €99 HL-2170w €169 € $ 16 ML-1660/65 €89 18 ML-1865W €129 Price Positioning Guideline Same price position with HP P1102w model. HQ general MSRP guide : €129 / $149. (Detailed pricing guide to be released by W30) (* Shared consumable with ML-1660 model. Same consumable price position.) 18 ML-2525W € HL-2035 €89 16 ML-1660/65 $99 18 ML-1865W $149 ML-2525W $ P1102w $149 P1102 $ HL-2170w $ HL-2140 $99 22

IMC Plan Communication theme Deliverables & schedule

Communication Theme 14 Benefit Statement Confidence in Easy Operation Communication Direction Compact + One touch Wi-Fi Setting Key Features One touch Wi-Fi Setting, World’s Smallest Primary Target Professions Positioning Concept (Key Value Proposition) Easy Operation with “One touch” Category Position Performance without Complexity Product ValueBrand ValueTarget Insight Conscious on; Space saving, Easy Operation, Printing Speed, Cost saving

Deliverables & Schedule 15 DeliverablesTimeline CategoryProduct Based Product based- Image15 Jul Leaflet - Online feature - Shop display (Mat, Backwall, etc.) 13 Aug Press Release31 Aug 2010 Common- Sales Talk Guide*13 Aug 2010 * Not developed separately, it will be incorporated into the integrated Sales Talk Guide 2010.

2010 Sales Target

2011 ML-1865W Model Sales Target : 85K Units 2011 Entry MLBP wireless market size FCST : 500K (250K ex. USA). ML-1865W MS FCST : 17% (34% ex. USA). (* ML-1865W not planned to be launched in USA market.) 2011 Sales Target West Europe CIS East Europe SE Asia M.E & A L. America [ K Unit] N.A ‘11 MLBP Wireless Market FCST ‘11 ML-1865 Sales Target WW 19 Korea ‘11 ML-2525W USA 25 (Source: IDC ’10, 1Q)

Launching Schedule

19 ’10 Apr Launching Kick-Off ’10 Sept 16 1 st SRA Marketing Sample Jul 5 Price Approval Basic Image Jun 28 Deliverable Ownership PM PPM Marcom AM / Subs. Local Launching Plan LMP Final Spec. Approval On-going Launching Support Launching Execution Golden Sample Request Leaflet Online Feature Shop Display Sales Talk Guide Jul 30 Jul 15Aug 13 Aug 30 Aug 6 Press Release Sales Guidance

20 Appendix

Spec. Comparison 21 VendorSamsungHPBrotherSamsung ModelML-1865WP1102wHL-2170wML-2525W Image Print speed (A4/Ltr.)18/19 ppm 22/23 ppm24/24 ppm Resolution (Enhanced)1,200 x 600 dpi 2,400 x 600 dpi1,200 x 1,200 dpi FPOT (From ready)8.5 sec 10 sec9 sec Printer languagesGDI PCL6GDI Paper Handling Input150 sh. Bin 10 sh. MP 250 sh. CST 1 sh MP 250 sh. CST 1 sh MP Output100 sh. 80 sh. General MemoryTBD8 MB32 MB64 MB InterfaceUSB, Wifi.USB, Wifi Network USB, Wifi Network Duty cycle, Monthly 5,000 sh. 10,000 sh.12,000 sh. Dimension (W x D x H) 341 x 224 x 184 mm349 x 238 x 196 mm368 x 361 x 170.5mm360 x 389 x 197 mm Consumables (Initial) 1.5K (0.7K) 1.6K (0.7K) 1.5K/2.6K (1.0K) 1.5K/2.5K (1.0K)