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Rubens (CLP-350N)

Value Proposition

2008.1.15

B2B Product Marketing

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Agenda

Issue finding

Target Customer

Product value

VM approach & other value

Spec. comparison

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Issue Finding

1. RTS slippage due to SRA delay

- 7/20 9/22 (SRA) , sales loss for 2 months

2. Price Positioning

- Minimal difference in price position between Gogh and Rubens ($50 based on SRP)

3. Fail to offer differentiation

- Convincing differentiation was required to approach to B2B Market / Heavy Users

4. Lacking of regional activity for Rubens

- Lack of focus on stretched sales.

5. Insufficient channel approach

- Need more focus on route to B2B market

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Target Customers

• Target Market for the CLP-350N– SMB segment

– Mainly target at Europe/CIS/Korea, but open to other region.

• What customer business need(s) does the CLP-350N address?– Industry standard features designed to help exceed basic business requirements, help en

sure performance, and lower overall cost of ownership.

Fast Mono printing Speed (19ppm), High Toner Capacity (M 4K, C 2K)

Fast FPOT (M 14 sec, C 24 sec)

– A secure technology foundation that supports the business processes and strategy, efficiently and effectively.

Variable Printer Language Support (GDI, PS3, PCL6)

– Flexibility and scalability for business growth, investment protection and resource optimization.

Default 128MB & Max. 256MB memory, SCF (250 sheets)

– Maximum uptime to keep business running.

Max. duty 25,000 / month

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Countermeasure – Product Value Proposition

Products Comparison (Intraline)

Gogh Millet Rubens

Price (U$) $299 $299 $349

Color Speed (A4) 4ppm 4ppm 5ppm

Mono Speed (A4) 16ppm 16ppm 19ppm

CPU (MHz) 300 266 300

Emulation GDI GDI GDI + PS3, PCL6

Memory 64 32 128

Option - -128 MB memory

250 cassette

Toner (Color/Mono) 1,000 / 2,000 1,000 / 1,500 2,000 / 4,000

Comparative advantages

•faster Mono / Color Speed•support PS3, PCL6•default memory (128MB) – upgradeable to 250mb•additional 250 paper tray capacity

•higher Toner Capacity - low CPP, TCO

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Countermeasure – Product Value Proposition

Products Comparison (Competitors)

HP CLJ-2605DN OKI C3300N Rubens

Price (U$) $477 $349 $349

Color Speed (A4) 10ppm 12ppm 5ppm

Mono Speed (A4) 12ppm 16ppm 19ppm

CPU (MHz) 300 200 300

Emulation PS3, PCL6 GDI PS3, PCL6

Memory 64 32 128

Option256MB Memory

250 cassette -

128 MB memory

250 cassette

Toner (Color/Mono) 2,000 / 2,500 1,000 / 1,000 2,000 / 4,000

StrengthsStrengths• competitive price vs HPcompetitive price vs HP• higher spec than OKIhigher spec than OKI• faster mono speedfaster mono speed• support PS3, PCL6 vs OKIsupport PS3, PCL6 vs OKI• default memory (128MB)default memory (128MB)• 250 paper tray capacity250 paper tray capacity• higher toner capacity (Low CPP, TCO) higher toner capacity (Low CPP, TCO)

How to handle objection ? How to handle objection ? • It’s designed good enough to meet basic printing needs in SMB not requiring heavy printing.• It’s designed to meet mono focused printing as well as to meet basic color printing needs in SMB segment.

Weakness Weakness • No duplex, low speed (color)• Memory scalability

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Countermeasure – Positioning Map

CLP-350N 19/5ppm,$349

CLP-300N 16/4ppm,$299

CLP-300 16/4ppm,$249

$249

$299

$349

$199

$399 Rubens

$449

$499

$549

$599

$649

$699

CLP-660N 24/24ppm,

$599

CLP-610ND 20/20ppm,

$499

CLP-660ND 24/24ppm,

$699

CLJ-2605DN 12/10ppm,

$4773010CN

25/5ppm,$449

C3300N 16/12ppm,

$349

CLP-310N 16/4ppm,$299

CLP-310 16/4ppm,$249

(U$D Standard)

Rubens positioned as bridge platform to cover customer requirements on higher mono speed but can sacrifice color speed in entry color printing seg.

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Vertical Market approach &

Other Value Proposition

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Countermeasure – Possible VM market approach

Healthcare Insurance

ServiceTransportation

Utilities

Banking

Retail (POS)

Wholesale

Consumer

Financial Service-Point of Sales

-Retail (back office)

-Hospitals-Clinics-Medical offices

-Electricity-Water-Natural Gas

-Personal user-Home user-Small office

-Bank -Credit Union-Saving & Loan institutions

-Passengers-Freight-Assistant Company

-Super store-Club House-Chain store-Distributor

-Consulting -Cleaning-Repair and maintenance-Plumbing

-Dental insurance-Health insurance-Standard & Poor's-Moody's Investors

-Stock brokerages -Credit card company-Insurance Brokerage -investment banks

• Comprised of individual consumers that are purchasing hardware, software, & services

• Enterprises involved in the reselling of goods and services (Point-of-Sales and back office)

• Enterprises involved in the sale of goods to other enterprises for resale, for value-add mfg processes, or internal consumption

• Companies involved in moving freight or passengers as well as companies that assist in this process

• Companies who’s primary business is the offering of insurance of any kind

Manufacturing-Manufacturing -General company-Business entity

• Includes both discrete and process manufacturing based companies

• B2B services as well as B2C

• Organizations that provide necessities to businesses and consumers (e.g. electricity, water, natural gas, etc.)

• All types of healthcare provider (e.g. hospitals, clinics, medical offices)

• Institutions that facilitate and execute capital transfers

<Source : 프린팅 ( 事 ), B2B Business Manual, 2007>

Government-Federal government-State / local government-Department of defense, etc

•Includes all public admin, defense, and justice activities

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Countermeasure – VM market approach

Segment Services Industry Public Private Services

Vertical Financial Manufacturing Government Communication Service*

Market Size(Gartner)

6,274 (22%) 5,242 (18%) 4,174 (14%) 4,008 (14%) 1,985 (7%)

H/W 4,659 3,819 2,982 2,911 1,311

Service 1,044 915 764 717 433

S/W Solution 571 508 427 380 241

%

MLBP 22% 23% 22% 22% 22%

CLBP 24% 23% 23% 22% 24%

MFP Small 11% 10% 10% 11% 11%

MFP Large 14% 12% 13% 13% 14%

Key Buying Factor

- Initial purchase

price

- Running costs

- Specification

- Initial purchase

price

- Running costs

- Specification

- Initial purchase

price

- Running costs

- Specification

- Initial purchase

price

- Running costs

- Specification

- Initial purchase

price

- Running costs

- Specification

EU Top 5 Vertical / Market Size (reference)

- CLP-350N Focus : H/W market, CLBP category, with Low Price Vs. Competitors (HP CLJ2065 series, OKI3200/3300 series)

Solution Value Proposition (1)

SyncThru Web Admin

ServiceTime and Cost saving printer fleet management tool!

- Effective remote troubleshooting & maintenance

- Easy Printer Setting and Monitoring

- Local Device Discovery

- Report generation for Usage tracking & forecast consumable + paper consumption

Figure out what’s going on your printers

Toner emptyPaper jam Door open

RemoteTroubleshoot

at once

Solution Value Proposition (2)

Variable Solutions are ready!

Category Solution CLP-350N

Output Management

SyncThru™ Web Service O

SyncThru™ Web Admin Service O

SyncThru™ Plug insReport Generator O

Local Device Discovery O

Smart Panel O

Creation

Forms Overlay O

Font Download O

Barcode print O

Software Value Proposition

Easy Install

- Few click to install & Support network remote install

Barcode Printing

- Embedded Barcode Font and Easily adopting to VM market

Track information easily, quickly and with extreme accuracy

Smart Panel

- Easy Printer Setting

- Status Monitoring

- Toner ordering

- Trouble Shooting

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• Customer Requirements

- Compact networked Color Laser Printer

- Strong TCO, Compact Size, and Good Printing quality

• SEUK countermeasure

- Convince the customers of CLP-350N advantages

- Close interface with customers / Ensure customers have confidence in choosing Samsung

via service response product reliability

Got Deal of CLP-350N 300 units! (Supply to be within Mar ’08)Got Deal of CLP-350N 300 units! (Supply to be within Mar ’08)

Deal Winning - Huddersfield University in U.K.

• Profile - 18,000 full and part-time students. - 7 schools (Sciences, Computing & Engineering, Design, Education, Business, Health Sciences, and Music)

• Location - North of England in the county of West Yorkshire

• Facilities - Computing and Library Services - The Learning Centre (library and computing facilities in one location) - All students get a computing and e-mail account.

# Reference Site# Reference Site

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Samsung CLP-350N

HP CLJ 2605dn

Brother HL-4040CN

Dell 3010CN

Print Speed (M/C)

19/5ppm 12/10ppm 20/20ppm 25/5 ppm

ResolutionUp to 2400 x 600 dpi

Effective Output

1200 x 600 dpi (M)) 600x 600 dpi (C)

HP ImageREt 2400Up to 2400 x 600 dpi 600 x 600 dpi

Emulation PostScript 3, PCL6, SPL-C PostScript 3, PCL6 PCL6 GDI

Processor 300 MHz 300Mhz 300MHz 300 MHz

Memory (Max.) 128MB (256MB) 64MB (320MB) 64MB (576MB) 64MB (576MB)

Interface USB 2.0, N/W USB 2.0, N/W USB 2.0, N/W USB 2.0, N/W

Duplex Manual Automatic Manual Manual

Paper Input 150 CST250 CST

250 MP tray250 CST

50 sheet MP tray250CST

Max. Duty 25,000 pages 35,000 pages 35,000 pages 45,000 pages

Toner (K/CMY)pages

3,000/1,500 (Init. Yield)4,000/2000 (Std. Yield)

2,500/20002500/1500 (Std. Yield)5000/4000 (High Yield)

2,000/1,000

Size 390 x 420 x 270mm 407 x 453 x 395mm 419 x 475x 317 mm 420x424x432mm

Weight 14.8kg 19.9kg 29.1kg 25kg

Option250 sheet SCF

Memory

250 sheet SCF;

MemoryMemory

250/ 500 sheet SCF

Memory

Comparison (1)

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Comparison (2)

Samsung CLP-350N

OKI C3400N

OKI C3200N

LexmarkC532N

Print Speed (M/C) 19/5ppm 20/16 ppm 20/12ppm 22/21ppm

ResolutionUp to 2400 x 600 dpi

Effective Output1,200 x 600 dpi 1,200 x 600 dpi Up to 2400 x 600 dpi

Emulation PostScript 3, PCL6 SPL-C, GDI GDI PostScript 3, PCL5c, PCL6,

Processor 300 MHz 200MHz 200 MHz 375Mhz

Memory (Max.) 128MB (256MB) 32 MB (288MB) 32MB (288MB) 128MB (640MB)

Interface USB 2.0, N/W USB 2.0, N/W USB 2.0, N/W USB 2.0, N/W

Duplex Manual Manual Optional Manual

Paper Input 150 CST300 CST

100 MP300 CST, 100 MP

250 CST

50 MP tray

Max. Duty 25,000 pages 35,000 pages 35,000 pages 75,000 pages

Toner (K/CMY)pages

3,000/1,500 (Init. Yield)4,000/2,000 (Std. Yield)

1,500/1,000 (Init. Yield.)

2,500/2,000 (Std. Yield.)

3,000/1,500 (Std. Yield.)

3,000/3,000 (High Yield)

4,000/3,000 (Std. Yield.)4,000/ 5,000 (High Yield.)

Size 390 x 420 x 270mm 376 x 479x290mm 400 x 528 x 342 mm 440 x 512 x 484mm

Weight 14.8kg 19.3kg 20kg 25.9kg

Option250 sheet SCF

MemoryMemory Memory

550 sheet SCF

Memory

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Comparison (3)

Samsung CLP-350N

Samsung CLP-300N

OKI C3300N

Print Speed (M/C) 19/5ppm 16/4 ppm 16/12 ppm

ResolutionUp to 2400 x 600 dpi

Effective OutputUp to 2400 x 600 dpi

Effective Output1,200 x 600 dpi

Emulation PostScript 3, PCL6 SPL-C, SPL-C GDI

Processor 300 MHz 300 MHz 200MHz

Memory (Max.) 128MB (256MB) 64 MB 32 MB (288MB)

Interface USB 2.0, N/W USB 2.0, N/W USB 2.0, N/W

Duplex Manual Manual Manual

Paper Input 150 CST 150 CST250 CST

100 MP

Max. Duty 25,000 pages 24,000 pages 35,000 pages

Toner (K/CMY)pages

3,000/1,500 (Init. Yield)4,000/2,000 (Std. Yield)

1,500/ 700 (Init. Yield)2,000/1,000 (Std. Yield)

500/500 (Init. Yield.)

1,000/1,000 (Std. Yield.)

Size 390 x 420 x 270mm 390 x 344 x 265mm 376 x 479x290mm

Weight 14.8kg 13.6kg 21kg

Option250 sheet SCF

Memory- Memory

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Thank you