ML-4510/5010/5015 SeriesSales Guide

Rev. 1.0

Product Marketing Group

Samsung IT Solutions Business

19th, Apr. 2011

Contents I. Market Assessment

II. Marketing Mix (4P)

III. Launching Schedule

Market Assess-ment

Market Trend

Competitor Analysis

Customer Analysis

I

Market Trend

■ WW Mono LBP Seg 3&4 market trend

- Continuous Growth : Seg3 CAGR 10%, Seg4 CAGR 13%

- ‘11 Market Size : 5,291K (Seg3: 4,517K, Seg4: 775K)

■ Petrel Addressable Market (38~48 ppm) : 33% of Total

MLBP Seg.3&4 Trend

2010 2011 2012 2013 20140

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

3,995 4,5175,209

5,8176,352

627775

925

1,0531,146

Seg.4

Seg.3 Seg.4 CAGR 13%

Seg.3 CAGR 10%

4,6225,291

6,134

6,870

7,497

Petrel Addressable Market

Seg.4 Seg.3

* ‘10 Q4 IDC Forecast * ‘10 Q4 IDC Historical Data (’10 Result)

1,440K(33% of Total Seg.3&4)

[K units]

60 55 53 52 50 48 47 45 43 42 40 38 36 35 34 33 32 310

500

1,000

1,500

2,000

2,500

3,000 [K units]

■ Petrel Addressable Market : 33% of Total Seg 3 & 4

Market Trend - Petrel Addressable Market

60

53

52

50

48

47

45

43

42

40

38

36

35

34

33

31

(K) 1,000(K) 2,000(K) (K) 1,000(K) 2,000(K)(K) 1,000(K) 2,000(K)(K) 1,000(K) 2,000(K)

Seg

4S

eg

3

* ‘10 Q4 IDC Historical Data

‘10 Total Market

2,303K 1,636K 185K230K

351K 133K 41K87K

86K 76K

301K302K

551K 494K

Petr

el A

d-dr

essa

ble

Mag

pie

Har

rier

19K385K

P3015

P4014

E460/E360

T650 Stork

Kestrel2

T652

246K

(5

%)

1,4

55K

(2

8%

)S

eg

4

Market Trend – By Region & Vendor

2010 Seg3&4 Sales Result by Region (38~48 ppm)

Market Total HP LEXMARK SAMSUNG

Sales Portion Sales M/S Sales M/S Sales M/S

North America 561,892 36% 279,063 50% 173,027 31% 3,336 1%

Western Europe 536,054 34% 161,879 30% 234,204 44% 30,129 6%

Eastern Europe 80,328 5% 28,807 36% 31,287 39% 942 1%

Latin America 106,598 7% 35,327 33% 42,293 40% 10,587 10%

CIS 52,580 3% 24,594 47% 10,049 19% 484 1%

Middle East 71,282 5% 27,702 39% 32,174 45% 2,364 3%

Africa 25,951 2% 16,428 63% 6,173 24% 190 1%

China 23,654 2% 16,941 72% 3,859 16% 431 2%

SE Asia 45,892 3% 20,200 44% 12,961 28% 2,088 5%

SW Asia 12,143 1% 9,949 82% 951 8% 201 2%

Korea 33,747 2% 5,708 17% 1,968 6% 9,997 30%

Rest of World 6,320 0% 689 11% 381 6% 　

Total 1,556,441 100% 627,287 40% 549,327 35% 60,749 4%

IDC ‘10 Q4 data (38~48ppm)

■ N. America & Western Europe leads the market by size (70%)

■ HP strong in North America, Lexmark Strong in Europe ‘11, ‘12 Forecast

LJ-P3005 [06.10]33ppm, $549

LJ-P4014 [‘08.05]43ppm, $899

+33M LJ-P3015 [09.07]40ppm, $649

Refresh [‘11.Q4]43ppm, $599

+28M+25M

+36M+44M

LJ-2420/30 [04.09]28ppm/33ppm, $549/$999

LJ-4250 [04.09]43ppm, $1,099

2006 2007 2008 20102009 2011 201220052004

E450 [10]33ppm, $549

E460 [08.11]38ppm, $549

Refresh [11.Q3]43ppm, $549

T640 [05.06]33ppm, $699

T650 [08.11]43ppm, $699

Refresh [11.Q3]48ppm, $699

+41M +30M

+25M +30M

Refresh [‘11.Q3]45ppm, $849

Competitors Analysis

■ High Probability of refresh model launching from HP & Lexmark on Q3

- Seg3,4 print engine change term : 5 years, Model Refresh every 2 years.

- HP is expected to launch refresh model of P4014 and P3015 by 2nd half of 2011

- Lexmark is expected to launch refresh model of T650 and E460 by Q3 of 2011

■ HP & Lexmark dropped MSRP of current model on Q1, 2001 in US

Price of mew models are likely to be same as original price of current model

- HP P4014dn : $899 $799, P3015dn : $649 $449

- Lexmark T650dn : $849 $679, E460dn : $599 $479

Competitors Analysis

[Source: IDC ‘10.Q4]

■ HP & Lexmark dominant the market : M/S 77% - HP growing fast with P3015 and P4014

- Lexmark keep their M/S consistently with E460 and T650

■ 2nd Tier vendor : Kyocera & Xerox - Steady sales with FS-4020 (45ppm) and Phaser 4510 (43ppm)

MLBP 38ppm ~ 48ppm sales trend by vendor

2009Q1 2009Q2 2009Q3 2009Q4 2010Q1 2010Q2 2010Q3 2010Q40

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

HPLexmarkXeroxOKIKyocera MitaDell

HP P4014 P3015

Lexmark T650 E460

Customer Analysis – KBF and Unmet Needs

Gartner Findings

Key Similarities:

Customers across all industries have unmet needs for Supplies Cost and Frequency of Breakdown

Key Differences: Financial Services ranks Supplies Cost as more important than any other vertical, but in general expresses more

satisfaction on all KBF’s

Government ranks Ease of Use higher-than-average importance

Unique Value Groups

Reliability

Performance

Simplicity

Government/Education

Financial Services

Unique Value Groups

Reliability

Economy

Performance

Marketing Mix (4P)II

1) Product

2) Target Customer

3) Target Channel

4) Price

5) Promotion

Concept

ML-4510 / 5010 / 5015 series

43ppm / 48ppm (A4)

KEY Value Propositions

Target Work group users of 10~20 persons ( AMPV 4K ~ 5K )

High Performance Workgroup Printer

1. Product - Concept

Trouble-Free

Economic

Productive

Versatile Solution

1. Product – Unique Selling Point Sum-mary

Productive

Effective Job Handling

• Fast FPOT (Ready : 7sec,

Sleep :14.5sec)

• Fast print speed with big size doc-

ument

from 600MHz Dual Core CPU & 1G

N/W

Effective Paper Handling

• Envelop Feeding from Main Tray

Trouble-free Easy to Maintain

• Anti-Jam Technology

Easy to Use• 4.3” Touch LCD or Numeric Keypad

Low Noise• Less than 54 dBA

Highly Reliable• Max Monthly Duty : 200,000

sheets

VersatileSolutions

Out-of-box Security Solution

• Secure Job Release with numeric key-

pad

• Barcode Solutions/ Job Accounting So-

lutions

EconomicalECO mode & Result Simu-lator

Low CPP from sepa-rated Toner/Drum• Toner (7K, 15K), Drum

(60K)

Fleet Management &

MPS

• SyncThru-Admin/ CounThru

■ High performance laser printer in network environment

1. Product – USP & Key Features

■ Straightforward Productivity

1) Effective Job Processing

- Fastest FPOT in its class

: 7sec from ready, 14.5sec from sleep

- Fast Throughput from

600MHz Dual Core CPU & 1GB N/W

: Faster Throughput for large volume

printing (PPT 50 page test result)

2) Professional Paper Handling

- Envelop Feeding from Main Tray (Up to 100 sheet) : No Extra Cost!

ML-4510/5010/5015 HP P4014 Lexmark T650

Envelop Feeder 100 sheets (50+50)From main tray & SCF

75 sheetsOptional ($265)

80 sheetsOptional ($250)

ML-5010 HP LJ P4014 Lexmark T650

FPOT (Ready) 7 sec 8.5 sec 7.5 sec

CPU600 MHzDual Core

540MHz 600MHz

N/W 1Gbit 1Gbit10/100Mbit

(1Gbit Optional)

Test Result 86 sec 225 sec 176 sec

* Test Result from Samsung QA Team

By performing parallel process of preparing print data and printing it, throughput per-formance could be increased.

• Energy Efficient

Single Core Multi Core0

50

100

150~1.5

x

Power consumption increases in propor-tional to the square of CPU clock fre-quency. Chorus4 Dual Core 600Mhz consumes up to 40% less energy than 1GHz CPU.

HIGH PERFORMANCE & LOW POWER

Single 1Ghz

Chorus4 Dual 600Mhz 40% Energy Effi-cient

Dual Core Printing

Image Preparing (Process-

ing)

CPU1

CPU2

1st Page

2nd Page

3rd Page

1st Pag

e

2nd Pag

e

3rd Pag

e

Engine Printing

Single Core Printing

CPU1st

Page2nd

Page

1st Pag

e

2nd Pag

e

• High performance

1. Product – USP & Key Features

■ Straightforward Productivity : Benefit of Dual Core CPU

■ Trouble-free Printing

1) Easy to maintain

- Anti-jam technology to prevent unwanted

multiple paper pick-up and jam.

2) Easy to use

- Touch screen UI with 4” TFT LCD

- Easy Management from Software Applications

: SyncThru Web Service

ML-4510/5010Retard roller

Lexmark T650Dam Type

1. Product – USP & Key Features

■ Simple Economics

1) Low TCO from Separated Toner & Drum Cartridge

- Toner : 15K/ 20K, Drum: 60K

- Requires fewer replacement of cartridge

2) ECO Mode & Result Simulator

- Enable/Disable simply from a button.

- Result Simulator shows graphically how

much you can save Carbon Footprint/

Power consumption/Paper usage.

ML-5010 HP LJ P4014 Lexmark T650DN

Toner (Max)20K Toner /60K Drum

10K 25K

1. Product – USP & Key Features

■ Versatile Solutions

1) Out-of-box solutions

- Universal Printer Driver: No additional driver installation

- Provide Pull-Printing with pin code

. No additional cost for secure printing

- Barcode Solution

2) Fleet Management & MPS

- Management tools for fleet management & MPS.

Functions Type

SyncThru-Web Admin Service Device Management On Demand

CounThru Billing & Job Accounting Chargeable

1. Product – USP & Key Features

1. Product – Detail Product Features

■ Front View

1. Product – Detail Product Features

■ Rear View

1. Product – Detail Product Features

■ Control Panel – ML-4510ND/ML-5010ND

1. Product – Detail Product Features

■ Control Panel – ML-4510ND/ML-5010ND

LCD Icons

1. Product – Detail Product Features

■ Significantly reduced paper jam by adopting retard roller

• Paper handling reliability with retard roller technology

: previous models and competitor models in this class use friction dam instead of retard roller

to reduce material cost. Retard roller prevents miss-feeding or unwanted multiple paper feeding

from cassette tray by providing backward frictional force during pick-up process.

Retard roller Dam Type (Lexmark T650 Series)

1. Product – Detail Product Features

■ Universal Print Driver - 1

Eliminate redundant installations

The Samsung Universal Print Driver enables you to print to any Samsung device without having to install a driver for every networked printer. It is also compatible with any printer or multi-function printer (MFP) that utilizes PCL6 or PostScript languages, meaning a wide range of devices from different manufacturers can be accessed on the single driver.

Search available printers and check their status

With the Samsung Universal Print Driver’s intelligent discovery functionality, compatible devices on the network can be searched for automatically, as well as added manually; reducing the time required to install and maintain devices on the network and associated costs. Furthermore, you can create lists of most frequently used printers and check their status at a glance, saving time by only sending documents to printers that are currently available.

Save your time and effort

By providing you with a consistent printing experience,the Samsung Universal Print Driver reduces calls to the IT helpdesk.This enables organizations to conserve IT resources and managethe costs associated with ongoing support of the printing environment.

1. Product – Detail Product Features

■ Universal Print Driver - 2

1. Product – Detail Product Features

Types Tray1 Optional Tray MP Tray

Plain • • •Thick • • •Thicker •Thin • • •Bond • • •Color • • •CardStock • • •Labels • • •Transparency • •Envelope • • (Tray2 Only) •Pre-Printed • • •Cotton • • •Archive • • •Letterhead • • •Punched • • •

■ Versatile Media Support - 1

- Support various special media

Paper Level Indicator Available!

1. Product – Detail Product Features

ML-4510/5010/5015 Series: envelope printing from main tray

Lexmark T650 Series & HP P4014 Series: Requires additional Envelop Feeder ($250)

100 sheets ( 50 from Main Tray + 50 from SCF)

80 sheets

■ Versatile Media Support - 2

- Does not require expensive option for envelope printing

: support 50 envelop from each of main tray & 2nd optional tray

1. Product – Detail Product Features

■ Enhanced throughput

• 600MHz Dual Core CPU & Gigabit N/W enable fast printing job handling

especially with big size document.

Model ML-5010ND Lexmark HP

Time taken to print 50 page

Microsoft PowerPoint document 86 sec 225 sec 176 sec

600MHz Dual Core processor with

Samsung’s state-of-the-art System-

On-Chip Technology enables power-

ful performance.

1Gbit LAN support by default

Enables large size of documents

from multiple users to be transmit-

ted and processed fast.

ML-4510/5010/5015

HP LJ P4014 Lexmark T650DN

600 MHz Dual Core 540MHz 600Mhz

ML-4510/5010/5015

HP LJ P4014 Lexmark T650DN

1Gbit Default 1Gbit Default10/100Mbit

(1Gbit Optional)

1. Product – Detail Product Features

• When printing with the optional memory or HDD, you can easily control the active job queue

All of the print jobs waiting to be printed are listed in the active job queue in the order you sent them to the printer. You can delete a job from the queue before printing, or promote a job to print sooner.

■ Intelligent Job Handling

1. Product – Detail Product Features

■ Printing from a USB memory Device

: Provides capability of direct printing from

USB memory without PC

Printable File Format Description

PDF PDF 1.4 and below

BMP BMP Uncompressed

TIFF TIFF 6.0 Baseline

JPEG JPEG Baseline

PRN

Only files created by provided driver with your machine are compatible. PRN files can be created by selecting the Print to file check box when you print a document. The document will be saved as a PRN file, rather than printed on paper. Only PRN files created in this fashion can be printed directly from USB memory device

1. Product – Detail Product Features

■ SyncThru Web Service

Improved printer device management service based on web user interface

• Check the supplies information and status.

• Customize machine settings.

• Set the email notification option. When you set this option, the

machine status (toner cartridge shortage or machine error) will

be sent to a certain person's email automatically.

• Configure the network parameters necessary for the machine to

connect to various network environments.

- Polymerized toner for high image quality

- Separate Toner & Drum for improved CPP

MLT-D307S MLT-D307L MLT-D307E MLT-R307

15K High Yield Toner 60KDrumStandard Toner 20K

1. Product - Consumables

■ High yield & High Quality Toner

• Small and uniform toner particles make

sharper images and lines • The higher wax content of Poly-

merized Toner improves the image gloss and durability. • The printer transfers Polymerized

Toner to the paper in a thinner uniform layer, which reduces the waste toner and requires a lower fusing tempera-ture.

Size : 6~7㎛ Size : 8~9㎛

VSPolymerized

TonerConventional

toner

* Only for ML-5010/5015ND

* Initial Toner 7K

1. Product – Model Configuration

Basic Standard Premium

Model Name ML-4510ND ML-5010ND ML-5015ND

MSRP (US) $649 $849 $949

Speed 43ppm 48ppm

Toner Yield 15K 15K/20K

CPP $0.015 $0.014

UI 4 Line LCD + Numeric Key 4.3” Color Touch LCD

Input Option 1 x Additional SCF 4 x Additional SCF

Output Option N/A Finisher, 4 bin Mail box

Max monthly Duty

150,000 sh. 200,000 sh.

CPP & High AMPVvs.

Initial Cost & Low AMPV

Petrel 43ppm

Solution Requirementvs.

High Volume Printing

Petrel 48ppm

Petrel 48ppm_GUI

43ppm, 15K, 1xSCFGigabit, Duplex

48ppm, 20K, 4x SCFFinisher, Mailbox

Color Touch LCD,Job Accounting

■ Differentiation by Speed, Option, UI

1. Product – Option List

Product Model Name Spec Image Compatible Set

SCF(W/W)

ML-S5010A 520 sh. ML-4510ND, 5010ND, 5015ND

SCF(SEA, SECA)

ML-S5012A 520 sh.ML-4512ND, 5012ND, 5017ND(flat design for SEA, SECA)

HDD ML-HDK470 250 GBML-5010ND, 5015NDML-5012ND, 5017ND

Memory ML-MEM170 512 MBML-4510ND, 5010ND, 5015NDML-4512ND, 5012ND, 5017ND

4 bin Mail-box

ML-MBT65 400 sh.ML-5010ND, 5015NDML-5012ND, 5017ND

Finisher(Staple)

ML-OCT65 500 sh.ML-5010ND, 5015NDML-5012ND, 5017ND

Short Stand

ML-DSK65S -ML-5010ND, 5015NDML-5012ND, 5017ND

Parallel Connector

ML-PAR100 -ML-4510ND, 5010ND, 5015NDML-4512ND, 5012ND, 5017ND

■ Petrel options

NEW

NEW

NEW

1. Product – Competitor Comparison

SamsungML-4050ND

ML-4510NDLexmarkE460DN

HPLJ-P3015dn

   

Price $599 / €855 $649 / €549 $478 / €539 $449 / €579

Speed(A4) 38ppm(A4) / 40ppm(Ltr) 43ppm(A4) / 45ppm(Ltr) 38ppm(A4) / 40ppm(Ltr) 40ppm(A4) / 42ppm(Ltr)

CPU 400MHz 600MHz (Dual Core) 466Mhz 540MHz

FPOT 8.5 / 43 sec 7 / 14.5 sec 6.5 / 6.5 sec 7.5 / 16 sec

Memory 64MB/512MB 128MB/640MB 64MB/576MB 128MB/640MB

Interface

STDUSB 2.0, 10/100LAN,

ParallelUSB 2.0, Gigabit USB 2.0, 10/100LAN USB 2.0, Gigabit

Option N/A Parallel Gigabit, Parallel, Wireless Parallel, Wireless

Paper Input

STD 500 CST, 100 MP 520 CST, 100 MP 250CST, 50 MP 500 CST, 100 MP

Option 3 x 500 SCF 1 x 520 SCF 1 x 550 SCF 2 x 500 SCF

Paper output

STD 250 sh. 500 sh. 150 sh. 250 sh.

Option N/A N/A N/A N/A

UI 2-Line LCD + button 4-Line LCD + Numeric key 4-Line LCD + Numeric key 4-Line LCD + Numeric key

Max. Monthly Duty 200,000 150,000 80,000 100,000

Toner Yield 10K / 20K 7K / 15K 3.5K / 9K / 15K 6K /12.5K

■ ML-4510ND against HP & Lexmark

1. Product – Competitor Comparison

SamsungML-4551ND

ML-5010NDLexmarkT650DN

HPLJ-P4014DN

P    

Price $799 / €689 $849 / €749 $849 / €729 $1,099 ($899) / €999 (€829)

Speed(A4) 43ppm(A4) / 45ppm(Ltr) 48ppm(A4) / 50ppm(Ltr) 43ppm(A4) / 45ppm(Ltr) 43ppm(A4) / 45ppm(Ltr)

CPU 500MHz 600MHz (Dual Core) 500Mhz 540MHz

FPOT 8.5 / 43 sec 7 / 14.5 sec 7.5 / 30 sec 8.5 / 16.5 sec

Memory 128MB/512MB 128MB/768MB 128MB/640MB 128MB/640MB

Interface

STDUSB 2.0, 10/100LAN,

ParallelUSB 2.0, Gigabit,

Direct USBUSB 2.0, Gigabit,

Direct USBUSB 2.0, Gigabit

Option N/A Parallel Parallel, Wireless Parallel, Wireless

Paper Input

STD 500 CST, 100 MP 520 CST, 100 MP 250 CST, 100 MP 500 CST, 100 MP

Option 3 x 500 SCF 4 x 520 SCF 250 / 550 SCF / 2000 HCF 2 x 500 SCF / 1500 HCF

Paper output

STD 250 sh. 500 sh. 350 sh. 500 sh.

Option N/A Mailbox, Finisher Mailbox x 2, Finisher Mailbox, Finisher

UI 2-Line LCD + button 4-Line LCD + Numeric key 4-Line LCD + Numeric key 4-Line LCD + button

Max. Monthly Duty 200,000 200,000 200,000 175,000

Toner Yield 10K / 20K 7K / 15K / 20K 7k / 25k 10k

■ ML-5010ND against HP & Lexmark

2. Target Customer – Segmentation & Target-ing

2%14%

23%

22%

9%

17%

13%

Government/Education

Very Large Business (1000+)

Large Business (500-999)

Medium Business (100-499)

Small Business (10-99)

Small Office (1-9)

Home

Main Target : Public Sector & Large Business

- Large Tender Opportunity : 100~10,000 units- 3~5 years contract, TCO based MPS deal- KBP : TCO , Service Condition & Warranty

Secondary Target : Small & Medium Business

- 10~100 units of project deal- KBP : Initial Purchase Cost* IDC ‘10 Q4

: Petrel Addressable Market (38~48 ppm)

■ Main Target : Public Sector & Large Business (40% of Market)

Develop large tender opportunity from public sector and existing key cus-

tomer

■ Secondary Target : Small & Medium Business (45% of Market)

Increase run-rate biz from key corp. reseller

2. Target Customer – Vertical Market

■ Focus on Gov, Education, Finance & Manufacturing

: Targeting Top Reseller and Top 10 Customer in GSBN data

Increase Finance/Manufacturing market in addition to Public Sector

Vertical Ratio of Petrel Customer

Vertical Mar-ket

Set Consumables

Qty Ratio Qty Ratio

Government 82,639 37% 245,474 21%

Education 13,492 6% 40,026 3%

Finance 20,067 9% 260,164 22%

Manufacturing 23,562 11% 134,534 12%

Healthcare 14,884 7% 25,966 2%

IT 11,718 5% 74,161 6%

Service 9,681 4% 37,094 3%

Others 46,774 21% 348,993 30%

Grand Total 222,817 100%

1,166,412 100%

Government37%

Education6%

Finance9%Manufactur-

ing11%

Healthcare7%

IT5%

Service4%

Others21%

* ‘08~’11 GSBN Tender Data on Stork/Kestrel2

Government59%

Education12%

Finance2%

Manufacturing1%

Healthcare20%

IT1%

Service5%

Government45%

Education2%

Finance15%

Manufacturing15%

Healthcare1%

IT9%

Service3%

Others11%

2. Target Customer – Vertical Market

■ US : Focus on Public Sector, Enter into Healthcare Market

■ EU 5 Countries : Increase Private Sector Sensing from Key

resellerSEA

Vertical MarketSet Consumables

Qty Ratio Qty RatioGovernment 35,082 39% 5,194 2%Education 7,242 8% 6,440 2%Finance 945 1% 85 0%Manufacturing 630 1% 　 0%Healthcare 11,755 13% 4,851 2%IT 329 0% 90 0%Service 3,197 4% 1,123 0%Others 31,365 35% 269,950 94%Grand Total 90,545 100% 287,733 100%

EU 5국Vertical Market

Set ConsumablesQty Ratio Qty Ratio

Government 17,914 45% 125,112 21%Education 696 2% 1,932 0%Finance 5,911 15% 254,093 43%Manufacturing 5,889 15% 52,505 9%Healthcare 509 1% 2,070 0%IT 3,427 9% 73,471 13%Service 1,189 3% 31,052 5%Others 4,561 11% 44,803 8%Grand Total 40,096 100% 585,038 100%

* ‘08~’11 GSBN Tender Data on Stork/Kestrel2

HP Lexmark Samsung

IDC

GFK

3. Target Channel

Dealer17%

Direct2%

Distribu-tor

59%

Other2%

Retail16%

VAR/SI5%

Chart Title

Dealer32%

Direct3%

Distribu-tor

40%

Other1%

Retail10%

VAR/SI16%

Chart TitleDealer12%

Direct2%

Distribu-tor

59%

Other0%

Retail21%

VAR/SI5%

Chart Title

OER/CSP/TCR7%

SH85%

CES1%

CS5% MASSM2% OER/CSP/TCR

11%

SH85%

CES1%

CS2%

MASSM1%

OER/CSP/TCR4%

SH88%

CES0%

CS7%

MASSM0%

* IDC ‘10 Q4, GFK ‘10 Q4 data

■ Main Target : Corporate Reseller, VAR/SI

Reinforce direct engagement with VAR/SI, instead of distributor

■ Secondary Target : OER/OSS

Increase run-rate biz

3. Price - Policy

■ Same set positioning with competitors consider their model

refresh

■ 90% of competitor CPP for better TCO

Model N. America EU ROW

ML-5015ND $949 €849 $949

ML-5010ND $849 €749 $849

ML-4510ND $649 €549 $649

Set Price Positioning

Same price positioning with better

spec

and performance

[ MSRP Positioning by region ]

Consumables Positioning

90% of Lexmark CPP

※ 84% competitiveness vs. HP (P4014)

Region Model YieldRRP

(Ex. VAT) TTL CPP

EU

MLT-D207S 7000 € 114.70 € 0.01834

MLT-D207L 15000 € 157.36 € 0.01244

MLT-D207E 20000 € 190.30 € 0.01146

USA &

ROW

MLT-D207S 7000 $ 144.99 $ 0.02293

MLT-D207L 15000 $ 198.30 $ 0.01544

MLT-D207E 20000 $ 242.99 $ 0.01437

[ MSRP Positioning by region ]

■ Same price positioning as HP, considering next

model

3. Price - Set Positioning

$499

$599

$699

$799

40E460DN

$479 ($599)

P3015dn

$449 ($649)42

T650DN

$679 ($849)45

40ML-4050ND$599

45ML-4551NDR$799

P4014dn

$799 ($899)

45

As Is To Be

ML-5010ND

$84950

ML-4510ND

$64945

ML-5015ND

$94950

(Ex. VAT)

$899

T652DN

$919 ($1,149)50

Compete with Harrier

$999

US & ROW

■ Same price positioning as Lexmark

3. Price - Set Positioning

€ 599

€ 799

€ 899

38E460DN

€539

P3015dn

€57940

T650DN

€85943 38ML-4050ND€ 855

43ML-4551NDR€ 1,129

P4014dn

€1,13943

ML-5010ND

€ 74948

ML-4510ND

€ 54943

ML-5015ND

€ 84948

(inc. VAT)

€ 1,099

T652DN

€1,19948

Compete with Harrier

€ 499

EU

As Is To Be

4. Promotion – SWOT Analysis

Superior Product Performance

- Faster speed on heavy document

- Enhanced Paper Handling : Anti-Jam Technology

- Easy UI from Touch-screen TFT LCD

Superior TCO

- Separated Toner & Drum

Strengths

Lack of channel

- Low walletshare of SI/VAR/Corp. Reseller

- High dependancy on large government deal

Lack of brand awareness

- No holistic brand campaign on printer

Weaknesses

Exsiting Customer base on GSBN

- Targeting large customers who have purchased

Stork/Kestrel more than 2 years ago

Suggest fleet change with Petrel

Opportunities

New product expected on Q3 from

competitiors

- HP lowered MSPR in US market on Q1 ‘11

: P4014dn ($899$799), P3015dn ($649$449)

Threats

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec2010 2011

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

KESTREL2 KESTREL2, STORK PETREL STORK [ units ]

4. Promotion – Model Transition

■ Fast ramp-up by replacing old model with Petrel for tender

- Early engagement of new business opportunity

- Model exchange on existing tender rollout

End of Produc-tionon Stork/Kestrel2

Large Tender Rollout- Mexico Government : 10K- Italy Intesa Bank : 3K- Brazil INSS tender :7K

4. Promotion – Launching Activities

B.O. Cultivation

Cultivate B.O. from existing cus-

tomer

Reseller Program

■ Cultivate business opportunity from GSBN database

■ Increase reseller awareness by Demo Sample Program

Identify Top 10 customer for each subs- From customer base on GSBN DB- From customer base by B2B customer org.

Expand Business Opportunity

Telemarketing (outbound call)Customer Visit & Proposal

Demo Sample Program

- 50% D/C for 10 Top Reseller in

each subs

Name ‘10 Partner Revenue

'10 Result ($K)

'11 Target($K)

　 Portion 　 Portion G/R

TOTAL 2,238,461 91,636 4.1% 150,319 6.7% 64%

SEI 174,200 12,016 6.9% 14,324 8.2% 19%

SEG 121,800 6,590 5.4% 10,300 8.5% 56%

SEF 195,351 6,864 3.5% 17,794 9.1% 159%

SEUK 200,310 12,914 6.4% 17,100 8.5% 32%

SERC 178,000 9,007 5.1% 14,500 8.1% 61%

SEAU 79,000 1,700 2.2% 2,850 3.6% 68%

SEA 787,000 4,297 0.5% 28,750 3.7% 569%

SECA 118,000 6,710 5.7% 8,600 7.3% 28%

SEDA 316,300 29,480 9.3% 32,100 10.1% 9%

SCIC 68,500 2,058 3.0% 4,000 5.8% 94%

Top 10 Subs Top 10 Reseller Revenue Target

■ Increase product awareness : Magazine Award & Internet

Marketing

Target Top 5 Magazine Award from 11 key countries : Golden Sample at SOP

Utilize Internet IT Magazine & Social network to advertize key USP

Item ML-5010ND P4014dn T-650dn

Throughput MS PPT 50 page printing 86 sec 225 sec (2.6 times) 176 sec (2 times)

Paper Handling

Supported Paperweight 220 gsm 200 gsm 176 gsm

Retard Roller (Anti-Jam) Yes Yes No

Envelop printing Supported from Main tray Option ($304) Option ($250)

ECO feature Easiness ECO Button/Simulator Fragmented Fragmented

Key Superior USP against competitor

4. Promotion – Launching Activities

0%20%40%60%80%

79%

17% 10% 6% 3% 1% 3%

70%

15% 12% 10% 11% 4% 3%

Business

IT

Source: IDG bespoke research, 2008

TargetMagazineAward

■ Consistent & Competitive CPP for tender

■ Run Rate Expansion by Volume Incentive Scheme

Volume Incentive for Run RateCompetitive CPP for Tender

- CPP Consistency for efficient channel op-

eration

- Enhance CPP Competitiveness to win ten-

der

- CPP incentive based on H/W Q’ty

- Different CPP incentive by H/W discount rate

- Backend incentive & settle down (monthly/

quarterly)

[CPP vs H/W Mapping]

CPP

H/W Q’ty

0.020

0.018

100 500

0.019 20% D/C Price

Normal Price

4. Promotion – Consumables Strategy

4. Promotion – IMC Plan

Items* ML-4510ND ML-5010ND ML-5015ND Distribution Method

Communication Brief 31 MAR PVI Workplace

Basic Materials Images 8 APR 8 APR 8 APR PVI Workplace

Print Datasheet 22 APR 22 APR 22 APR PVI Workplace

Brochure 2 MAY 2 MAY 2 MAY PVI Workplace

Online Key visual image 2 MAY - 2 MAY PVI Workplace

Feature page 2 MAY 2 MAY 2 MAY PVI Workplace

Multimedia Comparative movie 2 MAY - 2 MAY PVI Workplace

PR Press Release 2 MAY PVI Workplace

Communication Guideline 2 MAY PVI Workplace, Email

* Above list and delivery dates are subject to change in progress. All source data will be uploaded onto PVI Workplace by the completion dates.

■ Who- Target Audience: ITDM in Medium Business

■ What- Category Propositioning : Performance without complexity

- New B2B Range Benefit Statement : Better business without hassle

- Petrel Benefit Statement : Performs for everyone, hassles nobody. (Productive, shareable and reliable)

- Petrel RTB : - Productive : Stably fast speed from Dual-core CPU, Giga-bit LAN

- Reliable : Anti-jam technology, Durable machine, Heavier media compatibility

■ How- Deliverable plans: All below materials will be prepared by 2nd May.

MovieClip

4. Promotion – Professional PVIs

■ Professional PVIs for subs salesman and channel partners

BLI Award

Playbook

• Early engagement with BLI to provide sales tool at the time of launching

- BLI confidential “pre-launch” test

- Target : “Highly Recommended” Award

• Find KSP and competitive edge against competing models

- in-depth benchmark test

- focusing on usability

- 1:1 Comparison

• 1:1 Comparison footage against HP & Lexmark

- Highlight key features & competitive advantage

Launching Sched-ule

Launching Schedule

Launching activities schedule

III

Launching Calendar

Mar Apr May Jun Jul Aug SepMonth

PLC

Sample

Phase

HQ

Subs

PVR

Preparation

MarketingSample

GoldenSample

PVI Registration

(5/16)

LMP (4/5)

LLP (4/30)

Press Release

PM Delegation (Product Training)

Advertising

Sales Analysis

Local IMC Material Road Show or Dealer Event

M-3 M-2 M

PVI ReadySales Guide, Im-age,General Spec,Leaflet, Catalog

PRA (4/15) SRA (5/16)

Launching

M-1

RTS

Post Launching

Service Training

Price Approval

Channel Nomination

■ SRA : 16th, May

Launching Schedule by Countries

ML-4510ND

Basicmodel

Code Basic Country PRA SRA

ML-4512ND

XAA

USA

2011/4/15 2011/5/16Canada

SELAM

ML-4510ND

XAX Mexico 2011/5/30 2011/6/16

XAZ Brazil 2011/4/15 2011/5/16

XPE Peru 2011/4/15 2011/5/16

XBH Chilie 2011/4/15 2011/5/16

SEE Europe 2011/4/15 2011/5/16

XEVRussia

2011/4/15 2011/5/16Ukraine

XSA Austrailia 2011/4/15 2011/5/16

XSSHongkong

2011/5/30 2011/6/16Singapore

TED Taiwan 2011/5/30 2011/6/16

XIP India 2011/4/15 2011/5/16

ETS Israel 2011/4/15 2011/5/16

STS Turkey 2011/4/15 2011/5/16

XSG UAE 2011/4/15 2011/5/16

XFA South Africa 2011/5/30 2011/6/16

(Kor)Korea 2011/4/15 2011/5/16

행망모델 (G) 2011/7/30 2011/8/16

XIL China 2011/6/17 2011/6/30

ML-5010ND

Basicmodel

Code Basic Country PRA SRA

ML-5012ND

XAA

USA

2011/4/15 2011/5/16Canada

SELAM

ML-5010ND

XAX Mexico 2011/5/30 2011/6/16

XAZ Brazil 2011/4/15 2011/5/16

XPE Peru 2011/4/15 2011/5/16

XBH Chilie 2011/4/15 2011/5/16

XBG Argentina 2011/5/30 2011/6/16

SEE UK 2011/4/15 2011/5/16

XEV Russia 2011/4/15 2011/5/16

XSA Austrailia 2011/4/15 2011/5/16

XSSHongkong

2011/5/30 2011/6/16Singapore

TED Taiwan 2011/5/30 2011/6/16

XIP India 2011/4/15 2011/5/16

ETS Israel 2011/4/15 2011/5/16

STS Turkey 2011/4/15 2011/5/16

XSG UAE 2011/4/15 2011/5/16

XFA South Africa 2011/5/30 2011/6/16

(Kor)Korea 2011/4/15 2011/5/16

행망모델 (G) 2011/7/30 2011/8/16

ML-5015ND

Basicmodel

Code Basic Country PRA SRA

ML-5017ND

XAAUSA

2011/4/15 2011/5/16SELAM

ML-5015ND

XAZ Brazil 2011/4/15 2011/5/16

XPE Peru 2011/4/15 2011/5/16

XBH Chilie 2011/4/15 2011/5/16

SEE Europe 2011/4/15 2011/5/16

XEV Russia 2011/4/15 2011/5/16

XSS Hongkong 2011/5/30 2011/6/16

TED Taiwan 2011/5/30 2011/6/16

XIP India 2011/4/15 2011/5/16

ETS Israel 2011/4/15 2011/5/16

STS Turkey 2011/4/15 2011/5/16

XSG UAE 2011/4/15 2011/5/16

XFA South Africa 2011/5/30 2011/6/16

(Kor)Korea 2011/4/15 2011/5/16

행망모델 (G) 2011/7/30 2011/8/16

• Singapore: including Thailand, Malaysia, Philippines, Vietnam, Indonesia, Cambodia• UAE : including Saudi Arabia, Pakistan, Egypt, Syria, Iran• India : including Nepal, Bangladesh

End of Document

Appendix) Market Trend – By Region

■ N. America & Western Europe leads the market by size

■ Developing region has higher growth rate

Source : IDC ‘10 Q4

2011 & 2012 MLBP Seg3&4 Market Forecast

RegionUnits (K) Value (M$)

2011 2012 '11 Ratio G/R 2011 2012 Ratio G/R

North America 1,617 1,731 31% 7% 955 973 34% 2%

Western Europe 1,525 1,601 29% 5% 581 572 20% -1%

Middle East 403 483 8% 20% 204 231 7% 14%

Greater China 346 571 7% 65% 214 313 8% 46%

Latin America 274 308 5% 12% 242 262 8% 8%

Eastern Europe 254 285 5% 12% 133 146 5% 10%

South East Asia 236 308 4% 30% 170 190 6% 12%

CIS 205 260 4% 27% 91 106 3% 16%

Africa 158 181 3% 14% 87 95 3% 9%

South West Asia 127 204 2% 61% 78 106 3% 35%

Korea 90 152 2% 68% 52 64 2% 23%

Rest of World 56 49 1% -12% 43 36 1% -15%

Grand Total 5,291 6,134 100% 16% 2,849 3,093 100% 9%

Pe-trel43/48

Kestrel238

Stork

43

Enhancements

‘11

‘07

4 Line LCD4.3” Color Touch UI

1

2

3

Faster Print:FPOT 30sec →

14.5sec(From Sleep)

More Silent

:57dBA→54dBA

9

6

7

600MHz Dual Core CPU

4

8

Jitter reduced:3.2→2.1

Higher Image Quality

: 2 piece Chemical Toner

2Piece Toner(OPC :60K, Toner 15/20K)

Higher Resolution :1,200dpi

Giga-bit Network

15

Multi-bin mailbox

Quality Performance LOW CPP

Usability

Various Option

12

16

Multi-SCF& Stand

ECO

10

Less Smell

Direct USB

Low Power Consumption:EPA 1.2 level

14

5

13

Envelop sup-port from main CST

11

CAC support

Security

Appendix) Enhancement from Previous Model