IMAGE INFORMATICS SOLUTIONS Media Cybernetics UK James Francis - Group Sales Manager

New UK Strategy During the last 6-9 months we changed our UK approach to Sales, Support and Marketing because of lessons we learnt from the market 1.Solution value is dropping 2.Product Realisation – we are generic 3.What our value was 4.Marketing is confused As a result of this new model – Q was our best ever and Q is forecast to be our best Q1 ever.

Solution Value have fallen over time Time Price

Product Realisation As a dealer, Media Cybernetics UK sells a relatively Generic Product Microscope companies are getting better and everyone can provide tools to count, do edf and control hardware Note – this is not to say we don’t have good products – we do The important thing was to formalise what makes us better than the microscope company or others

So What Made Us Better than Others Support to end-users is good Training is good Our company is professional We handle expectations well We have a vast number of users We have great application knowledge

How are we working to exploit these We formalised our support options - Bronze, Silver, Gold We formalised our Support Mechanism -Technical query database We formalised our training options -Basic Measurement, Customisation and Fluorescence We formalised our installation expectation -Crib Sheets and training aids We formalised our sales calls to discuss

The Big Message Support and Training is our biggest lock-out specification in deals None of our competitors operate in this way and they can’t sell against it. Including cost for training and installation allows you to add value which can later be discounted rather than discounting on products

Side Benefits Training course sales up Overall customer product knowledge up Customers happier Fewer issues based on misunderstanding Every training course leads to another sale Extended support plan sales up

Marketing is confused What does our marketing say We provide systems – we give some limited information We provide cameras – we have so many to choose from We provide the same as microscope companies We needed to make some quick and effective changes to our marketing in order to compete against microscope companies and to create new solutions in new markets.

Marketing Changes (In Progress) Magazine Advertising dropped Product Specific Direct Mails increased UK References established – You need formatted relevant local references. One of these is now sent with every quotation New System Branding – A System “with Image-Pro MC, a stage and a QICAM” will not sell as effectively as for instance – A Slide Scanner System

Marketing Changes (In Progress) Concentrated Marketing – We have simply too many products to market so we are concentrating on 5 core areas Marketing to Jobs – We now orientate marketing to applications – i.e. tiling rather than pushing Scope-pro Creation of New Systems – By marketing hardware and software in combination with macros or plug-ins we can make job-specific systems like Stereology or Particle Counting