1. Agency Briefing Document
This document has been developed to help agencies understand what we want to achieve with the magicolor 2450
Specifications and accessories are based on the information available at the time of generating the presentation, and are subject to change without notice. ( )

2. magicolor 2450 Graphical workgroup colour printer
direct photo print ready

3. Primary Specifications
A4 multi-pass color laser
Emperon driven
5 ppm color A4
20 ppm mono A4
600x600x4 PhotoArt Con-Tone
PS3/PCL emulation
Direct Photo Print
PictBridge compatible
Interfaces
10/100 BaseT network
USB 2.0 high speed connectivity
Parallel (IEEE1284)
Paper input:
200 Standard
700 Maximum
Paper output: 200 sheets
Standard Memory: 128 MB
Powered by Emperon

4. What we want to achieve with magicolor 2450
We are a leading manufacturer in low speed colour laser printers. We need to maintain this position with the magicolor 2400 series.

5. Product Strengths

6. magicolor 2450: Paper handling
Duplex unit
(Optional)
Standard paper output
200 sheets face-down
Standard paper input feeder, incl. dust cover
200 sheets multi-purpose
Lower paper feeder
(Optional)
500 sheets multi-purpose

7. magicolor 2450: Controller
The magicolor 2450 developed a new PCL / PS controller
EMPERON Driven
High performance
300 MHZ CPU
128 MB memory standard
640 MB memory Maximum (TBD)
1 Free memory slot, up to 512 MB
Competitive processing speed of print jobs
Fully HP4550/4600 compatible
HP 4600 is leading
Extensive Printer management tools available
PageScope NetCare
PageScope Web connection
PageScope Network Setup
PageScope Peer to Peer Printing Tool
PageScope EMS plug-in
PageScope Web Jet Admin plug-in
PageScope Plug and Print
PageScope NDPS Gateway
Download manager
Print monitor
Status monitor
Powered by Emperon

8. magicolor 2450: Photo Art Con-Tone
The magicolor 2450 uses PostScript 3 with 600x600x4 Contone resolution to ensure the best possible print quality
Contone allows varying the intensity of a single pixel
This leads to 16 times sharper prints, and smoother gradients
A traditional, non-Contone printer, will always compromise on sharpness or gradients
traditional halftones need 16 pixels to ‘mix’ one colour
A contone pixel intensity can be controlled individually
Great detail in color can be achieved
Smooth gradients can be achieved

9. magicolor 2450: PictBridge
magicolor 2450 has full PictBridge support with standard memory configuration
Available with MR1, August 2005
Firmware update required
PictBridge uses the 600 x 600 x 4 Photo Art Con-tone technology
Good to Know
When the camera is not configured into PictBridge mode, the connection between the camera and the printer can not established
Check your camera documentation
Photo cameras are by default not often configured for PictBridge
The settings of the PictBridge compliant camera will overrule the configured printer settings.
Except the Media Type, this setting is only available within the printers menu.

10. magicolor 2450: PictBridge

11. magicolor 2450: eAIDC technology
Konica Minolta developed the “enhanced Automatic Image Density Control” (eAIDC) technology and implements this into the magicolor 2400 series. eAIDC maintains always the optimum colour density within a variety of environmental conditions. As a result the output quality is consistent during its machine life under many different conditions.

12. magicolor 2450: Polymerized Toner – Simitri -
Polymerized toner is similarly and smaller than pulverized toner due to the fundamental different production process of this toner. Konica Minolta is one of the vendors that can produce this toner.
Clear, sharper output
Fine Text
Better halftones
Toner consumption reduced by 30%
The advantage of Polymerized toner is also that the toner contains wax inside. This will also have the following major advantages
Oil-Free fusing system
Reduces mechanical parts as a result to reduce the Cost of operating and enhance reliability.
Improved fuser unit life
Keeps the printer clean
No oil steamy condition
Lower fusing temperature
Reduces energy consumption
More flexible paper applications
Reduces paper curl
Reduce the possibility of paper jam
Enhance reliability
Polymerised Toner is environmental friendly
Less emissions of carbon acid gas (CO2), nitrogen oxide (NOx) and sulfur oxide (Sox) within production process

13. magicolor 2450: True Desktop
Compact size
430 x 505 x 341 mm – with dustcover
430 x 395 x 341 mm
Full front access
Easily maintenance
Full back cover design
Fit comfortable on every desk
Weight: 20.0 KG (including consumables)

14. Product Positioning

15. magicolor 2450 Positioning
Customers that requires PCL or PostScript
Solution providers
SAP
Citrix metaframe
Versatile network printer that works with any application
The perfect fit for DTP users.
Ideally fast photo printing to add pictures to professional reports.
Index printing
N-up printing

16. magicolor 2450 Positioning: Typical users mc2450
Professionals
Professional Mac users.
Professional DTP users.
Professionals who often need to print pictures from their digital cameras will love the speed and efficiency of PictBridge.
Small offices that are working with special developed software, which isn't windows based
Dentist
Opticians
Doctors
Small workgroups (2-10 users)
Small departmental workgroup printer works with every application that can be placed everywhere in the office
To be used mainly by one user that uses DTP graphical applications but gives also the flexibility to use the magicolor 2450 within there workgroup.
Workgroups who have limited space will enjoy the mc2450 compact design and flexibility.
Professional users
Users that needed PCL/PS
Suitable within every infrastructure
PictBridge
Easily prints your photo’s with the best quality as a colour laser printer can prints
Easily index printing.
Fast printing
5 ppm colour / 20 ppm mono
21 seconds first page out colour
12 seconds first page out monochrome
49 seconds warm-up time
Versatility
Versatile network printer that works with any application
Print high-quality full-colour documents in-house
Duplex printing possible
Low user interference
Only 5 consumables
High yield: and pages
500 sheet lower feeder available
TYPICAL USERS
BENEFITS

17. magicolor 2400 Series: Basic specification overview
magicolor 2400W
magicolor 2430DL
magicolor 2450
A4 print speed
(color/BW)
5/20 ppm
5/20ppm
Memory (std / max)
32 MB / 32 MB
32 MB / 544 MB
128 MB / 512 MB
Warm up-time (avg)
49 sec
Noise level (printing)
53 dBA
Resolution
2400 x 600 dpi
600x600x4 Photo Art Con-Tone
Interface
USB 2.0
10/100BT, USB 2.0, PictBridge
10/100BT, USB 2.0, Parallel, PictBridge
Emulation
GDI
Konica Minolta Raster Laungage
PCL / PS3
OS supported
Win 98SE/NT/2000/XP,
Win 98/NT/2000/XP, Mac, Linux
Paper size A4
Paper input (std / max)
200 / 200
200 / 700
Paper options
None
500 tray, duplexer
PictBridge
Yes
Toner starter Kit
1.500 – CMYK –
4.500 – CMYK –

18. Product Strengths

19. Competitive Radar Chart
magicolor 2450
PictBridge
List Price (€)
Yes
400
Dell 3100cn
483
566
Yes
0.14
649
OKI C5400n
Samsung C550N
HP 2550N
0.16
Epson C1900PS
PostScript 3
732
0.18
Footprint (m2)
0.20
815 No
0.22 No
898
0.24
0.26
128 64 32 35
32.5 30
27.5 25
22.5 20 50
Weight (kg)
Memory (Standard)
100 10
150 32
200
600x600 9 8
250
1200x600 29 7
300 6
350
1200x1200 26 5
400 23
Processor speed (Mhz)
No. Consumbles
2400x600 20 17
600 x 600 x 4 Photo Art 14
First page out (colour, sec.)
Resolution

20. Competitive Radar Chart
Cost
PictBridge
List Price (€)
Yes
400
Functionality
483
566
Yes
0.14
649
0.16
PostScript 3
732
0.18
Footprint (m2)
0.20
DeskTop
815
0.22
magicolor 2450 No No
898
0.24
0.26
128 64 32 35
32.5 30
27.5 25
22.5 20 50
Weight (kg)
Memory (Standard)
100 10
150 32
200
600x600 9 NA 8
250
1200x600 29 7
Performance
300
350
1200x1200 26 6
MC2450
HP 2550N
Dell 3100cn
Samsung C550N
OKI C5400n
Epson C1900PS 5
400
Ease
of Use 23
Processor speed (Mhz)
No. Consumbles
2400x600 20 17
600 x 600 x 4 Photo Art 14
First page out (colour, sec.)
Resolution

21. Benefits to promote about the printer -1-
Cost
Only Dell is cheaper
Desktop
Revolutionary small design
Full Front access
Weight is acceptable for desk
Ease of use
Only 5 consumables for the easiest maintenance ever
Printer is ready to go
4.500 starter toner
Average first print out in colour

22. Benefits to promote about the printer -2-
Performance
Very impressive print quality due to the 4 dept print resolution
600x600x4 Photo Art Con-Tone
High processor speed to have a very fast internal controller
Emperon driven
Standard 128Mb, enough memory to print duplex with the highest possible resolution
Functionality
PostScript 3 compatible
PCL 5/6 compatible
PictBrigde as a standard option available
The combination PictBridge with 600x600x4 PhotArt Con-Tone will give you an impressive good printed photo

23. Other things we should keep in mind
Award winning heritage
The magicolor 2450 joins a multi-award winning family
Reputation in the market
We produce competitive products
Dependability
Great service and support
Konica Minolta products are very reliable

24. Conclusion Best graphical performance in its class
The magicolor 2450 brings a top level addition to the award winner magicolor 2400 series
Versatile network printer that works with any application any operating system
Full HP PCL compatible
PostScript 3 compatible
The full front access is a major step forward from the magicolor 2350 and is big advantage over competitive products

25. Where the magicolor 2450 fits into our colour product range

26. How KM products will map into market segments
Entry Level Office Colour
Mid range Office Colour Laser
High Speed Office Colour laser
Graphics
New Segments
MC2400W
MC5440DL
MC2430DL
MC2350
MC3300
MC7300
MC5430DL
NOW
MC7300
MC2400W
MC5430DL
MC5440DL
MC2430DL
MC5450
MC2450
Short
Term

27. Target Sales Channels for the magicolor 2450
End User
Printer Distributor
Consumable Distributor
Spare part Distributor
TPM
Catalogue Dealer/ E-commerce Dealer
VAR’s
Copier Dealer
Retail
Konica Minolta

28. Who will buy a colour laser printer
Eventually all business users will use colour laser printers instead of monochrome laser printers and inkjets
Users will increasingly use colour because it
Engages
Colour improves readership as much as 40 percent.
Informs
Colour also accelerates learning between 55 to 78 percent and comprehension by 73 percent.
Persuades
Ads in color are up to 42% more effective than the same ads in monochrome
The alternative technology (inkjet) is too slow and expensive

29. Influence on Purchasing Decision Printers
Most important purchase influence criteria:
Test Results
Actual customer requests
Info from supplier web page
Recommendations by relatives/friends
Average
2003
Top 1 = very important
2002
Test Results
Actual Customer Requests
Information from Supplier‘s Web Page
Recommendations (by
Realitives/Friends/Business Partners)
Information in Dealer Magazines
(e.g. CRN)
Brochures from Suppliers (printed)
Information in Consumer ITC Journals
(e.g.Computer Bild)
Information from Distributors
Web Pages
Brochures from Distributors
(printed)
Information from Manufacturers
via "Newsletter„
Roadshows of Suppliers
Advertisement in Public Journals
(e.g. Focus, Spiegel)
via "Newsletter"
2,0 2,0
2,2 2,3
2,5 2,5
2,6 2,8
2,6 2,7
2,8 2,7
3,1 3,1
3,2 3,3
3,2 3,2
3,3 3,3
3,4 3,6
3,4 3,4
Least important purchase influence criteria:
Info from distributors ( newsletter
Adds in public journals
Road shows of suppliers
Info from vendors ( newsletter)
Brochures from distributors
GfK Marketing Services Dealer Survey 2003 Suppliers of Printing Devices
Question 13