Download - DNIe 2004 Guide
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
Marketing Communication - 3 -
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.)
Marketing Communication - 4 -
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
Marketing Communication - 5 -
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
Marketing Communication - 6 -
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
Marketing Communication - 7 -
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
Marketing Communication - 8 -
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
- 11 - Marketing Communication (VD)
Conventional DNIe
DNIe - 6 times Density (example)
- 12 - Marketing Communication (VD)
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
- 13 - Marketing Communication (VD)
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
- 14 - Marketing Communication (VD)
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.
- 15 - Marketing Communication (VD)
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 )
- 17 - Marketing Communication (VD)
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
- 18 - Marketing Communication (VD)
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
- 19 - Marketing Communication (VD)
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
- 20 - Marketing Communication (VD)
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
- 21 - Marketing Communication (VD)
What to Say?
“Provide Original Natural colors to all people.”
• Minority considered
• Communication of Corporate responsibility and ethic
s