Bluebird-W : ML-1865W Sales Guide Strategic Marketing Team Samsung IT Solutions Business

Contents 1. Product Introduction Product concept Sales points Value proposition Price positioning guide 2. IMC Plan Communication theme Deliverables & schedule

Product concept Sales points Value proposition Product Introduction

Product Concept 4 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 5 1. One-touch Wireless Setup It’s easy with our secure, one-touch wireless setup. Wireless setup process :

Sales Point 6 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 7 4. 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 8  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.

IMC Plan Communication theme Deliverables & schedule

Communication Theme 10 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 11 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.

12 Appendix

Spec. Comparison 13 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)