ls 1203 handheld laser scanner...from gift shops, boutiques, video and sporting goods stores to...

©Symbol Technologies 2006

MARCH 2006

LS 1203 HANDHELD LASER SCANNER

The LS1203 handheld scanner from Symbol Technologies is designed to meet the needs of small retailers, delivering high quality laser scanning, user-friendly ergonomics and durability at an affordable price. From gift shops, boutiques, video and sporting goods stores to jewelers, florists and more, the LS1203 delivers the features, functionality and reliability needed to improve operational efficiencies from the checkout line to the back room — day in and day out. Manual keying is minimized, customers are charged the correct amount and paper-based inventory processes are automated. The result is faster checkout, increased customer satisfaction, increased employee productivity — and a rapid return on investment.

BACKGROUND The LS1203 is a new economically priced handheld laser scanner from Symbol. With this affordable addition to the ADC portfolio, Symbol is specifically targeting the value segment of the retail market - primarily local, neighborhood Tier 4 retailers and retailers in parts of the world that are particularly cost conscious. Because this end-user segment does not typically make their own scanner purchasing decisions, Symbol is promoting the LS1203 very heavily to the low end EPOS (Electronic Point-of-Sale) Resellers, EPOS Distributors and EPOS Manufacturers. We are targeting resellers of Sharp, Toshiba TEC, Casio, Samsung, Sanyo, Panasonic and DataSym EPOS Systems, to name a few. These resellers and distributors typi-cally provide a total POS offering to their end user customers that includes the EPOS System, the Application Software and a low cost Scanner. Our goal is to encourage them to replace our competitor’s scanner with the LS1203 as part of the bundle. We will continue to offer the LS4208, LS4278 and LS2208 through our exiting distributors, all of whom sell our competitor’s competitively priced economy scanners. Our goal with this new scanner is to replace our competitor’s value-priced scanners with the LS1203 and NOT substitute the LS1203 for the LS2208 or other Symbol premium scanners. The LS1203 will be offered for sale predominantly through our Indirect distribution channel and OEM Sales Teams. This document will guide readers through the LS1203’s key features & benefits and how to sell against the competition. THE LS1203 VALUE With a combination of affordability, excellent scanning performance, high reliability and durability, the LS1203 offers outstanding scanning performance and enhanced productivity for Tier 4 retail customers who can now own the scanner brand of choice of many of the world’s largest retailers. As for the target EPOS Resellers, EPOS Distributors, EPOS Manufacturers and our current Distributor Channel, the LS1203 is suited to replace the Metrologic Voyager, PSC QS2500 and Datalogic Heron. In addition, the LS1203 offers premium laser performance over the inexpensive CCDs offered by some of our competitor’s today.

The LS1203 ergonomics are based on the successful LS1900 Series Cobra offering a true hybrid of CCD and gun shape. This lightweight and balanced product is ideal for easy all day, everyday usage.

VALUE PROPOSITION The LS1203 is the scanner of choice for Resellers and OEM Customers who value: Increased profits If a reseller buys the LS1203, which typically costs less than our competitors’ similar offerings and continues to sell it at the same price to the end user, profit margins increase. And, because even one service call can eliminate any profits at all, Symbol resellers have the security of knowing that the LS1203 is built with the same dedication to durability and reliability that they’ve come to rely upon in our more expensive laser scanners. Customer Satisfaction Excellent Scanning, Easy Programming and built in host migration combine with Symbol’s comprehensive services and support to ensure that your customers scanners stay up and running.

SALES GUIDE


PRODUCT OVERVIEW The LS1203 is a handheld laser scanner designed to provide Automated Data Capture Distributors, EPOS Distributors, EPOS Resellers and EPOS Manufacturers with the ability to enhance profitability by selling this attractively priced scanner as part of their total solution.

PERFORMANCE Intuitive Use – Little, if any, training required • Simply aim and press the large yellow trigger on

top or; • Simply aim and scan in Auto-Scan™ mode with no

need to press a trigger

Excellent Laser Scanning Performance • Reads 100% UPC from contact to 8.0” (20cm) • Reads 5 mil Symbols from 0.5” – 4.0” (10cm) • Superior angular tolerances minimizing product

orientation & unnecessary hand movements • Decodes difficult to read bar codes reducing

manual keying • Easily reads bar codes with only 30% minimum

reflective difference Future-proof Investment Protection • USB , Keyboard Wedge and RS232 Interfaces

on-board • Simply scan a bar code & change the cable to mi-

grate to future hosts GTIN compliant and RSS bar code capable

LOW TOTAL COST OF OWNERSHIP Built-to-Last Construction • Leveraged design from 30 years of bar code

scanner experience • Single PCB construction – eliminates unreliable

connections such as ribbon cables • Liquid Polymer Scan Element – Superior shock

protection & long-term durability • Ability to withstand multiple 5ft. (1.5m) drops to

concrete Additional Feature Highlights • Available in Cash Register White & Twilight Black

Plastics • Menu / Pick list Aiming modes to easily scan

bar codes with close proximity to each other with shorter scan line

• Compatible with Symbol’s universal cables and power supplies

For more information on the technical & performance characteristics please refer to the LS1203 datasheet which can be found on symbol.com at www.symbol.com/ls1203 after March 14, 2006 or on Partner Hallway after February 15, 2006.


FEATURES & BENEFITS

FEATURE WHAT IS IT? WHY IT MATTERS TAKE AWAY POINT

On board multiple inter-faces

Every LS1203 Scanner comes standard with RS232, Keyboard Wedge and USB Interfaces on board

Customers may require one inter-face for installation with current host but can use the same scan-ner with a mere cable change if migration to a new host is ever required

• LS1203 is an excellent choice because it offers future-proofing of the customer’s investment

• Integration and installation is simplified

• Minimizes stocking requirements

Choice of two scanner colors

Twilight Black Cash Register White

Allows the Scanner to match the Point of Sale System for a professional look

Many retailers are concerned about every aspect of their image, including POS equipment

Choice of Triggering Options

Product comes with default set to “Press trigger to scan” . Can be programmed to Auto-Scan™ mode eliminating the need to press the trigger to scan

Competitive products are avail-able with triggered or continuous mode (Auto-Scan™) operation The LS1203 provides both trigger modes in one scanner

The scanner offers flexibility so that it can be used in the scanning mode that the user prefers

Power through Host Cable Scanner may be powered by the host with Keyboard Wedge, USB and some RS232 Hosts.

Increased reliability by eliminating a separate power source

• Maximizes reliability & uptime

• Easy plug and play interfaces

• Reduces cost

Recessed Exit Window

Scratch Resistant • Cracked or dirty windows im-pedes or stops scanning

• Scratch proof window • Easily cleaned with common

cleaning agents

Maximizes reliability & uptime

Service from the Start – Advanced Exchange Sup-port Bronze

Cost-efficient service option that can be purchased upfront with initial product sale or within 30 days thereafter

Delivers three years of seamless coverage at a one-time cost with defined 24 hour replacement guaranteed and guaranteed telephone response times

• Provides significant cost savings

• Helps lower total cost of ownership

• Helps ensure service peace of mind

Service Center Support – Bronze, Gold

Ongoing maintenance plans for the life of the product

Provides the same features as Service from the Start, except they are renewable in one-year increments and can be purchased at any time

• Helps ensure service peace of mind

• Minimizes downtime • Revenue opportunity for

partners


SYMBOL SERVICES Symbol Global Services Division (GSD) is offering the following services to support the LS1203:

Service Offering

Time of Purchase

Length of Coverage

Service SKU

Service from the Start – Advanced Exchange Support Bronze

Purchase up front with the hardware

(or within 30 days thereafter)

Three years

SXB-LS1203-30

Service Center Support – Bronze Purchase at any time One year

SCB-LS1203-10

SERVICE OFFERINGS Customers may choose various levels of service based on their specific needs: Service from the Start – Advanced Exchange Support Bronze provides significant service advantages for our customers as com-pared to warranty and traditional Ser-vice Center repair: • Fast response time with next-business-day delivery of

replacement product • Symbol-provided spares pool for replacement product

alleviates the need for customers to purchase, stock and manage spare units

• Includes Comprehensive Coverage, which extends beyond “normal wear and tear” to cover accidental damage to displays, plastics, exit windows and internal components

Service Center Bronze-level service packages provide enhanced service offerings for those customers who require support cost certainty and rapid turnaround times above the product warranty terms. Bronze level includes: • Depot repair with 3-day turnaround • Application Loading

SYMBOL SERVICES VALUE PROPOSITION Even the most intelligent, rugged products require a maintenance plan and a support strategy. Symbol service contracts: Increase performance • Minimize downtime • Reduce impact on productivity and revenue

Lower total cost of ownership Provide price-protected, fixed costs • Decrease financial risk with fixed, prepaid repair costs • Put it in the budget and don’t worry about it ever again • Covers much more than warranty

Help ensure peace of mind • Investment protection • Convenient, easy to use/purchase Sell Service from the Start – Bronze up front with every LS1203 • Selling service upfront is much easier and results in a

higher success rate than hardware-only sales. • Service from the Start provides three years of seamless

coverage with known repair costs for the life of the agreement.


KEY DIFFERENTIATORS • Reliable Construction

⇒Single PC Board Construction ⇒Liquid Polymer Scan Element (Demonstrates over

150+ years of continuous life in simulated Symbol lab tests)

• Triggered or Auto-Scan™ (Continuous Mode) • High Level of Service Offering – Symbol’s Advanced

Exchange PRICING EXAMPLES Please refer to Solution Builder for the latest prices on scanners, accessories, kits & services. http://sb.symbol.com

COMPETITIVE POSITIONING MATRIX The LS1203 series will be primarily challenged by: • Metrologic’s Voyager MS9540 & MS9520 • Metrologic’s Eclipse MS5145 • HHP’s IT3800

• Datalogic’s Heron • PSC QS2500

Performance

Product Line Positioning Competition

Estim

ated

D1

Pric

e

HHP3800

QS 2500LS2208

Voyager

LS1203 Eclipse

$ 100

$ 85

$ 150

$ 120

DL Heron


TARGET MARKETS & CUSTOMER PROFILE Retail Tier 4 and Below Point-of-sale and back-end Mom & Pop / Corner Shops / Strip Mall Retailers Examples : Dry Cleaners, Flower Shops, Boutiques, Video Stores, Shoe Stores, Pet, Jewelry, Bakery, Liquor Stores, Cafeterias, School Lunchrooms

These retailers are often facing small margins and high employee turnover. Most scanner purchases for these local retailers will be made as part of a total EPOS (Electronic Point of Sale) System consisting of a low-end cash register, application software and service contract. Therefore, the target customer for the LS1203 sale is the Reseller of the EPOS System and not necessarily the end user. The EPOS Reseller decides which scanner to provide to the end user as part of the total solution.

Other target customers are distributors of EPOS cash registers. These distributors operate similar to our existing ADC distributors but specialize in selling EPOS components such as the cash register, cash drawers, printers, payment terminals and scanners. Many EPOS resellers purchase their EPOS systems and accessories direct from these EPOS Distributors. Our research has also shown that many of these EPOS resellers may Purchase their EPOS cash registers from either the EPOS manufacturer or EPOS distributor but still shop traditional ADC distributors for the best choice/price in scanner offerings. Additionally, OEM opportunities exist for EPOS manufacturers and distributors to bundle the LS1203 with their EPOS cash registers.

QUALIFYING SALES QUESTIONS FOR THE EPOS RESELLER Consider Symbol’s LS1203 if you answer yes to any of the following questions: • Do you currently sell the Metrologic Voyager? • Would you be interested in knowing more about Sym-

bol’s new economically priced LS1203 scanner which offers excellent scanning performance on 100% UPC bar codes and superior scanning range on all higher density (10 mil, 7.5 mil and 5 mil) bar code symbols?

• Would you be interested in increasing your profits by

directly replacing your Metrologic Voyager, PSC QS2500, Datalogic Heron or HHP 3800LR sales with a lower cost Symbol LS1203 that can be sold at the same end user price resulting in increased revenues?

• Are you interested in increasing your service revenue

by offering one of Symbol’s signature service options such as our Advanced Exchange program or Bronze Level Service?

• Are you interested in knowing why the single PCB

design of the Symbol LS1203 can eliminate lost profits by being more reliable than other scanners with multiple PCBs and ribbon cables between connectors?


QUALIFYING SALES QUESTIONS FOR THE RETAILER Consider Symbol’s LS1203 if you answer yes to any of the following questions: • Are you buying a new Point-of-Sale system? • Is increased throughput, increased productivity and

improved customer service important to your bot-tom line?

• Do you agree that your business margins will in-

crease with scanning and inventory control? • Are your current scanners out of warranty resulting

in increased repair costs? • Are you looking for an economy priced scanner that

performs at the level the world’s largest retailers have come to expect?

FREQUENTLY ASKED QUESTIONS Q: What is Advanced Data Formatting (ADF) and why might it be used? A: ADF is the ability to customize and format scan data prior to being sent to the host application. This customiza-tion may include the addition of special characters to the data such as SPACE, *, ENTER (<CR>) or TAB, to name a few. ADF also allows the user to strip characters out of the data string, parse the data and send blocks of data accord-ing to preprogrammed transmit time periods. ADF provides a simple and cost effective way to modify the data when the host application requires it, eliminating the need to perform costly modifications to the host.

Q: Which is the better technology, laser or digital scanning? A: Both technologies are needed. The application decides.

• Laser scanning technology is the right technology for many applications that require one or more of the following:

• 1D bar code scanning

• High speed swipe scanning

• Scanning bar codes at distances greater than 12 inches (30.5 cm)

• Lower scanning cost • Lower power consumption

• Digital scanning is the right technology for many applica-tions that require one or more of the following:

• 1D, PDF-417 & Matrix bar code scanning

• Image Capture

• Omni-directional scanning in a hand-held scanner.

Q: Does the LS1203 have an Intellis-tand TM for hands-free operation? A: No, our studies have shown that when customers pay for a HF Stand they typically only order the stand 20% of the time. Yes customers will use it more often when it is free but the stand is typically not a requirement. If your customer absolutely must have a HF stand then we suggest the LS2208. Q. What are the key differences between the LS1203 and the LS2208? A: Overall, the LS2208 offers twice the work-ing range and a longer warranty than the LS1203 providing higher productivity and lower total cost of ownership. The table on the following page outlines the differences:


Differences between the LS1203 and LS2208 outlined below:

LS1203 LS2208

Working Range Depth of Field: 0-8” (20cm) for 100% UPC Depth of Field: 0-17 inches (42cm) for 100% UPC

Interfaces 3 interfaces: USB, RS-232, KBW 5 interfaces: IBM, USB, RS-232, KBW, Wand, Synapse

Ergonomics Hybrid (CCD – Gun) Gun shape

Triggering Trigger or Auto-Scan Mode Trigger or HF Stand Mode

HF Intelli-stand No Yes

Warranty 36 months 60 months

List Price - KBW Kit $178 $204

CONTACT INFORMATION Product Manager Joel E. Kahn [email protected] +1 631-738-4634 Sales Tools & Communications Bernadette Ackerman [email protected] +1 631-738-5654 www.symbol.com/ls1203 (after 3.14.06) More information for Partners on Partner Hallway at http://www2.symbol.com/osp/nac/partner_select/index.html

ls 1203 handheld laser scanner...from gift shops, boutiques, video and sporting goods stores to...

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