DNIe 2004 Guide

Marketing Communication - 2 -

DNIe Brand Startegy

Growing to the level of sub-brand for Samsung TV Aggressive communication to enhance consumer recognition

(ex) SONY : WEGA / WEGA Engine

Philips : Pixel Plus TV

Samsung : Samsung DNIe TV

Expand DNIe concept as a total process of picture optimizing technology

Need to re-interpret DNIe through technological change

- Need to appeal with additional technologies (6-times density, Image Optimizer)

Mid and long-term perspective on future technological development


DNIe redefinition

4 Picture Optimizer engines realize life-like natural images working

effectively with any display device type. Dense and High definition image through 6 times Density technology Image Optimizer generates emotional Natural Images enriching consumers’

versatile needs.

Works effectivelyWorks effectively with any display device

Plasma

DLP

DetailDetailEnhancerEnhancer

DetailDetailEnhancerEnhancer

ColorColorOptimizerOptimizer

ColorColorOptimizerOptimizer

ContrastContrastEnhancerEnhancerContrastContrastEnhancerEnhancer

Motion Motion OptimizerOptimizerMotion Motion

OptimizerOptimizer

PJTVfrom any signal

LCD6 Times6 TimesDensityDensity6 Times6 TimesDensityDensity

Image OptimizerImage Optimizer

(MCC,I2C etc.)(MCC,I2C etc.)

Image OptimizerImage Optimizer

(MCC,I2C etc.)(MCC,I2C etc.)


Communication Objective

ReinforceCommunication Of DNIe’s 4 elements

StrengthenStrengthen

Expand DNIe conceptIncluding MCC, I2C etc.

Versatile Benefits

ExpandExpand

Main Benefit

Easy to CommunicateWith Consumers

DifferentiationDifferentiation

Functional Benefits (Technology)Functional Benefits (Technology)

Natural Image Emotional ImageMore than Real Life

Image Optimizer(MCC, I2C)

Emotional BenefitsEmotional Benefits

Emotional & Natural Image

Motion OptimizerDetail EnhancerContrast EnhancerColor Optimizer

6 Times Density


Communication Direction

Maintain DNIe brand identification

- Consistent communication of DNIe as Samsung's TV technology with a long-term view

Differentiation of additional functions

- Focused communication on new functions ( 6 times Density, Image Optimizer)

Reinforced communication through events - Exhibition ('04 ICE Show), Road show (Europe, Asia) , 2004 Athens Olympic

Easy communication - Benefits presented through empirical and direct communication

- Development of diverse communication tools (Different tools for different targets)

- Technical details are explained in connection with consumer benefits


Communication Guideline

6 times6 timesDensityDensity6 times6 timesDensityDensity

• Versatile benefits for customers

• Appeal Emotional benefits

• Each Technology can be communicated individually ( MCC, I2C )

明ContrastContrastEnhancerEnhancer

色ColorColorOptimizerOptimizer細DetailDetail

EnhancerEnhancer

動Motion Motion OptimizerOptimizer

感ImageImageOptimizerOptimizer

“ 6 times Density ” is the main message of DNIe Appeal emotional benefits of Image Optimizer

• Main Communication Message of DNIe• Natural and High definition images due to more pixels• Competitive advantage should be delivered.

• Maintain current communication messages Make Understanding DNIe’s 4 elements • Deliver the developed / advanced image of 4 elements

AdditionalAdditionalFeaturesFeatures

AdvancedAdvancedFeaturesFeatures


Communication Message

6 times Density6 times Density6 times Density6 times Density

Advanced 4 Advanced 4 elementselements

Advanced 4 Advanced 4 elementselements

MCC (My Color MCC (My Color control)control)

MCC (My Color MCC (My Color control)control)

Color Color weakness weakness CorrectionCorrection

Color Color weakness weakness CorrectionCorrection

I2C (Intelligent I2C (Intelligent Image Control)Image Control)I2C (Intelligent I2C (Intelligent Image Control)Image Control)

Reproduction of 6-Reproduction of 6-timestimes high quality visual image high quality visual image(vertically double, horizontally triple)(vertically double, horizontally triple)

Reproduction of 6-Reproduction of 6-timestimes high quality visual image high quality visual image(vertically double, horizontally triple)(vertically double, horizontally triple)

Finer picture quality realized by enhancing the four Finer picture quality realized by enhancing the four existing elementsexisting elements

Finer picture quality realized by enhancing the four Finer picture quality realized by enhancing the four existing elementsexisting elements

Without damage to other areas, user control colors for skin, green, and sky

Without damage to other areas, user control colors for skin, green, and sky

Color correcting function for the color weakness communication of corporate image caring for the

minority

Color correcting function for the color weakness communication of corporate image caring for the

minority

Input signal and surrounding brightness analyzed for automatic contrast signal and backlight control

resulting in optimum screen creation

Input signal and surrounding brightness analyzed for automatic contrast signal and backlight control

resulting in optimum screen creation

world's first world's first superior to superior to competitorcompetitor

world's first world's first superior to superior to competitorcompetitor

Appeal as advanced version

Appeal as advanced version

World’s firstNo specific name

World’s firstNo specific name

limited to LCD TVlimited to LCD TV

Image OptimizerImage OptimizerImage OptimizerImage Optimizer


Full Scale Communication Focus on development of Marcom Tools that can be directly seen and

experienced

VisualizationVisualization

AdvertisementAdvertisement

In-storeIn-storePromotionPromotion

Online PromotionOnline Promotion

EventsEvents

Naming, Logo Design Product/ Box, Chip, Demo mode

TV Ad, Print Ad, Outdoor

Sales Guide Book/CD, DVD DemoCatalog, POP (sticker, stand,)

DNIe Microsite, Online events

Launching Road Show, Exhibition, Olympic

PRPR Press Release, Advertorial, Press kits

Communication Tools

Appendix :

DNIeTM Technology

- 10 - Marketing Communication (VD)

Horizontal Pixel is tripled through Samsung's own algorithm using

non-linear filter

: horizontal pixels tripled (720 2160) , Vertical lines doubled

6 times density

Realize Finer and high resolution image

DNIe - 6 times Density

X 2X 2

X 2X 2

4 times Density4 times Density

X 3X 3

X 2X 2

6 times Density6 times Density

Samsung Samsung DNIe 3DNIe 3Sony Sony WEGA WEGA engineengine


Conventional DNIe

DNIe - 6 times Density (example)


Conventional DNIe

No blurring or noise in still or motion pictures Noise-free by 3-dimensional analysis

Target pixel

Analyzing targetsNot analyzing pixels (Target frame) (Target frame)(Next frame)

Analyze target pixel, surrounding pixels and correspondent pixel in next frame.

General NR 3D Motion Optimizer

Spatial analysis Time analysis

DetailEnhancer

ContrastEnhancer

Motion Optimizer

ColorOptimizer

DNIe – Motion Optimizer


DetailEnhancer

ContrastEnhancer

Motion Optimizer

ColorOptimizer

DNIe 3 – Contrast Enhancer

Conventional DNIe DNIe

Conventional DNIe 3

Contrast and brightness are reproduced naturally

Blacker blacks and Whiter whites Dynamic contrast range by a first ever

minute analysis


DetailEnhancer

ContrastEnhancer

Motion Optimizer

ColorOptimizer

DNIe 3 – Detail Enhancer

Conventional DNIe Input

Low Low FrequencyFrequency

Medium Medium FrequencyFrequency

High High FrequencyFrequency

Perfect in every detail

Conventional DNIe

Perfect in every detail image without noise nor flicker

Frequency characteristics improvement by natural peaking for natural transition of edge.


DetailEnhancer

ContrastEnhancer

Motion Optimizer

ColorOptimizer

DNIe 3 – Color Optimizer

Conventional DNIe 3

Color thicknessAnalysis

INPUT OUTPUTColorEnhance

DNIe

Color Analysis

DNIe

Color Brightness

Analysis

Create purely natural colors

: Analyze Color, brightness, thickness

Image Optimizer

Color weakness CorrectionColor weakness Correction

I2C ( Intelligent Image I2C ( Intelligent Image

Control )Control )

MCC ( My Color Control )


MCC (My Color Control)

“For Skin tone, Green grass, and Blue Sky ; 1. Colors can be controlled without affecting other

colors

2. Screen can be controlled as desired for enjoyment

Sky AreaGrass Area

Skin Area

Sky AreaGrass Area

Skin Area

Blue Sky

Skin Color

Green Grass


I2C ( Intelligent Image Control)

Increase dynamic contrast range based on input signal

Adjust backlight brightness by Surrounding illumination

level

Optimum image and Power Saving effect (savings of

30%)

I2CI2CProcessorProcessor

Motion Optimizer

ContrastEnhancer

ColorOptimizer

Detail Enhancer

SENSOR

LCD PanelInput

R/G/B averageMax, Min

C/E control

DNIe3

Control Backlight

Output


What to Say?

Active display technology, which automatically senses the

'internal input image' and 'external viewing environment'

to produce optimum and fine images

• Power Saving Effect

• No strain on eyes

• Provide Perfect Picture suitable for the environment


Visual Contents

Partial Partial color color

blindness blindness MatrixMatrix

DeterminationDeterminationof colorof color

BlindnessBlindnesslevellevel

Color Transforming

ProcessorDisplay Unit

User Color User Color InformationInformation

< Block Diagram>

Original Image

Image by color weakness

Modified image

Color Week's recognition image

Modify images for Color weakness to see original colors (9 levels of each red/green/blue color weakness)

Color Weakness Correction


What to Say?

“Provide Original Natural colors to all people.”

• Minority considered

• Communication of Corporate responsibility and ethic

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DNIe 2004 Guide

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