1. Bluebird-R : ML-1860/1865 Launching Master Plan Strategic Marketing Team Samsung IT Solutions Business 2010.09

2. 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 4. 2010 Sales Target 5. Launching Schedule

3. Market size and market trend Key competitor analysis Market Analysis

4. 4 Entry MLBP Market Trend Entry MLBP market (Seg.1& Seg.2) CAGR -1% (’10~’14) - Seg.1 CAGR -16%, Seg.2 CAGR 14% (market switching from seg.1 to seg.2) - 2011 seg.1 market FCST : 7M units (Seg.2 to surpass Seg.1 in 2012) ’11 Seg.1 MLBP market regional distribution : Total Market FCST 7M Units - Regional portion : China 20%, Europe 18%, CIS 16%, MEA 15% ■ Entry MLBP Market Trend (Seg.1, Seg.2) ■ ’11 Seg.1 MLBP Market Regional Distribution (Source: IDC ’10, 2Q) K Units

5. Key Competitor Analysis 5 (Source: IDC ’10, 2Q) P1102 − 18ppm − FPOT 8.5 sec − 150 sh. Bin − auto install − auto on, auto-off [Change from previous model P1005]. Speed up : 4ppm ↑ Additional functions : auto install, auto-on auto-off Body size : 8%↑ After market toner yield : 100 page↑ LBP6000 − 18ppm − FPOT 7.5 sec − 150 sh. Bin [Change from previous model LBP3010] Speed up : 4ppm ↑ Body size : 4%↓ (`10.03) Competitor StatusCompetitor Lineup Refreshment WW MS No.1 : 37% America, China MS No.1 SE Asia, SW Asia, MEA MS No.2 ‘10 2Q seg.1 MS WW MS No.3 : 24% SE Asia, SW Asia, China MS No.1 CIS MS No.2 HL-2035 − 18ppm − FPOT 8.5 sec − GDI − 250 sh. CST + 1 MP [Refresh expected in 2011] Speed up : 2ppm. Only launch in European region. MS No.3 in European region (15%) (`08.01)

6. Product concept Sales points Value proposition Price positioning guide Product Introduction

7. Product Concept RTS 2010.12 Target Customer Concept Personal & SOHO (Sensitive to Purchasing Cost) Personal users with high volume document printing needs (Professionals, Students). Home, SOHO users operating under PC connected environment. The World’s Smallest Mono Laser Printer Easy Printing One-touch Printing Software Enhancement Smart print screen AnyWeb 2.0 7 Good Design Compact design Same size with Bluebird. Significantly smaller than competing models. Elegant Simplicity Stylish design brings the next level of elegance to you desktop Ultra-compact

8. Sales Point 8 1. One-touch Screen Printing User Scenarios:  Internet map print easily print a copy of the map to your next destination.  Instant message print simply keep friendly message from your instant messenger.  Online reservation print quickly print your flight, hotel confirmation on the go. Print what you see on the screen With Samsung unique one-touch screen print function

9. Sales Point 9 2. Enhanced Software Features 1. Anyweb Software 2.0 Enhanced web-printing usability → IE, Firefox, Safari (Mac) compatibility 3. Smart Print Screen Solution 1. Push the Print Screen Button on your printer (1) Capture “screen” (2) Print directly 2. Push the “Print Screen” Key On your Keyboard (1) Smart Print Screen application will run automatically (2) Capture “screen” and edit it (3) Print it out as you wanted. Internet Explorer Mozilla Firefox Mac OS Safari (1 st in the market) 2. Integrated Printer Management Enhanced easy device setting and status monitoring → Integrated single management program VS. 3 separated managing tools1 integrated tool Easy Printer Care Toolbox FX Solution Center

10. Sales Point 10 1. Ultra Compact Device (Machine size : 341 x 224 x 184 mm) HP P1102 349 x 238 x 196mm Canon LBP6000 359 x 249 x 198mm Body : 16% smaller Footprint: 9% smaller Body : 26% smaller Footprint: 17% smaller 2. Ultra Compact Packaging (Package size : 389 x 277 x 238 mm) Package 400 x 250 x 298 mm HP P1102 Package 389 x 277 x 238 mm ML-1860/5 16% Smaller 1. Elegancy Stylish design brings the next level of elegance to you desktop 2. Simplicity Simplified design makes Bluebird-R a perfect fit into your working environment. 3. Ultra Compact Size4. Elegant Simplicity

11. Value Proposition 11  Target Customer a. personal user with document printing needs (professionals, students) b. individual office user with access to other printing devices.  Needs a. printer designs to fit into working/living environment b. print web-base information frequently c. quick and handy solutions for draft printing work.  Benefits a. good design and compact size easily to fit into any environments. b. print screen function : best for web printing and draft printing work. ML-1860/5 vs. HP P1102 ML-1860/5 vs. Canon LBP6000 ML-1860/5 a. Better design and compact size. b. One-touch print screen function. c. Enhanced software solutions. ` Size Additional Features Design Paper handling Toner Yield Speed LBP6000 ML-1865W P1102 a. Better design and compact size b. One-touch print screen function. c. Enhanced software solutions. FTOP

12. Price Positioning Guide 12 P1102w €129 P1102 €99 € $ 18 ML-1860/65 €89 18 ML-1865W €119 Price Positioning Guideline : $99 / €89 $10/€10 price increase from Bluebird $40/€30 price gap with wireless model (* Shared consumable with ML-1660 model. Same consumable price position.) 18 HL-2035 €89 18 ML-1860/65 $99 18 ML-1865W $139 P1102w $149 P1102 $109 18 LBP6000 $99 22 16 ML-1660/65 €79 18 ML-1660/65 $89 ‘10‘11

13. IMC Plan Communication theme Deliverables & schedule

14. Communication Theme 14 Benefit Statement Confidence in Easy Operation Communication Theme “Ultra compact laser printer gets much easier.” Key Features Ultra compact, One touch Screen Print, Enhanced software (AnyWeb) Primary Target Professions Positioning Concept (Key Value Proposition) Compact size + easy operation Category Position Performance without Complexity Product ValueBrand ValueTarget Insight Conscious on; Space saving, Easy Operation, Printing Speed, Cost saving

15. Deliverables & Schedule 15 DeliverablesTimeline CategoryProduct Based Product based- Image18 Oct 2010 - Leaflet - Online feature - Shop display (Mat, Back wall, etc.) - Press Release 1 Nov 2010 Common- Sales Talk Guide*1 Nov 2010 * Not developed separately, it will be incorporated into the integrated Sales Talk Guide 2010.

16. 2010 Sales Target

17. 2011 Bluebird-R Model Sales Target : 2,368K Units 2011 Seg.1 MLBP market size FCST : 7,000K (China, CIS, MEA over 1 M units). Bluebird-R MS FCST : 33%. 2011 Sales Target 17 425 85 N. America ‘11 Seg.1 MLBP Market FCST ’11 Bluebird-R Sales Target WW 7,076 177 (Source: IDC ’10, 2Q) 1,425 China 200 617 L. America 298 565 SE. Asia 159 845 W. Europe 418 428 SW. Asia 161 395 E. Europe 177 1,063 MEA 331 1,144 CIS 326 127 Korea 121 2,368 33%

18. Launching Schedule

19. 19 ’10 Apr Launching Kick-Off ’10 Nov 15 1 st SRA Marketing Sample W41 Price Approval Basic Image W35 Deliverable Ownership PM PPM Marcom AM / Subs. Local Launching Plan DP guide Final Spec. Approval On-going Launching Support Launching Execution Golden Sample Request Leaflet Online Feature Shop Display Sales Talk Guide W42 W45 W46 W43 Press Release W40 LMP

20. 20 Appendix

21. Spec. Comparison 21 VendorSamsungHPCanonBrother ModelML-1860P1102LBP6000HL-2035 Image Print speed (A4/Ltr.)18/19 ppm Resolution (Enhanced)1,200 x 600 dpi600 x 600 dpi 2,400 x 600 dpi FPOT (From ready)8.5 sec 7.5 sec10 sec Printer languagesGDI Paper Handling Input150 sh. Bin 250 sh. CST 1 sh MP Output100 sh. General MemoryTBD8 MB32 MB InterfaceUSB 2.0 Duty cycle, Monthly 5,000 sh. Dimension (W x D x H) 341 x 224 x 184 mm349 x 238 x 196 mm359 x 249 x 198mm371 x 361 x 165.5mm Consumables (Initial) 1.5K (0.7K) 1.6K (0.7K) 1.6K (1.0K) 1.5K (1.0K)