1. Customer Value Proposition Playbook Sales & Marketing Team, Samsung Printing Solutions Business 2016.01 Version 2.0 Industry 1 st Android-based Printing UX system

2. 2 Call-to-Action : How to Use this CVP Playbook? This Customer Value Proposition(CVP) Playbook is the GBM’s global CVP about the benefits and RTBs for corresponding to what a group of customers want to have with the help of our offering in order to accomplish a desired goal. It helps sales representatives in subs develop and propose a specific sales value proposition for a single customer and partner for win. For this, it is organized with 2 parts, which are ‘Value Statement’ and ‘Detail Explanation’. We recommend you to read ‘Value Statement’ section first for the overall understanding and elevator pitch preparation. Then click the hyperlink on each RTB to go to the detail explanation page directly when you want to get more information and edit it for your proposal preparation. 1. Value Statement for the End-customer, the Partner 2. Objection Handling (Security) 3. Product Specification 4. Target End-Customer and Key Benefits 5. Target Channel Partner and Key Benefits 6. Customer Reference & Testimonial 7. Appendix

3. 3 01. Value Statement for End-customer and the Partner Home

4. 4 What is Smart UX Center? Smart UX Center is an open ecosystem for new printing paradigm, that Samsung suggests. It suggests to change the perception of the printer or MFP from peripheral device to a stand-alone device. This ecosystem is to provide new user interface and light weighted solutions based on app. More than a 10.1” Touch Screen UI Panel. Android based Open Ecosystem with UI Platform, App, App Center and SDK. ※ SDK (Software Development Kit) (platform) (content) (development) (delivery system) Home

5. 5 Smart UX Center End-Customer Value Proposition Product NameSamsung Smart UX CenterProduct Grade Printing UX System Product Type □ Product □ Solution Product Role □ Innovator □ Differentiator CUSTOMER DESCRIPTIONPRODUCT DESCRIPTION Target End-Customer  Size : SMB, Enterprises  Premium Customer who could afford SMART MX series  Tech-Savvy Corp. with Innovative culture Concept /Purpose Industry 1 st Android-based printing UX system for creating smart work experience Customer Needs  Better productivity  Opportunity to extend the use of device Specification  Function  OPE  Major App : Widgets, Short cut setting Web search & Quick Print : 10.1” Color Touchscreen : Hancom Office 2014, Send Anywhere for Print, Dynamic Workflow END-CUSTOMER VALUE PROPOSTION STATEMENT Samsung Smart UX Center will change the perception of the ordinary printer. It has an Android based UI platform for printer so users can easily use and operate just like using a smart phone or tablet. Users can personalize the home screen with various apps based on their needs and place various widgets for frequently used features for simple operation. Plus, more apps are continuously being developed and released as business evolves. END-USER BENEFITREASON TO BELIEVE Easy to Use and Customize just like using a Smart phone or tablet  Tablet-like familiar Android User Interface for printer Tablet-like familiar Android User Interface for printer  Widgets(14) for simple operation with frequently used functions Widgets(14) for simple operation with frequently used functions  UI customization capability with Easy Launcher UI customization capability with Easy Launcher Saving Time and Improving Productivity through various Apps support  Integrating multiple apps for a single workflow with Dynamic Workflow Integrating multiple apps for a single workflow with Dynamic Workflow  Edit and print MS Office document capability with Hancom Office Edit and print MS Office document capability with Hancom Office  Sharing documents from device to device with Send Anywhere Sharing documents from device to device with Send Anywhere  Workflow automation with Auto Start option (shortcut) Workflow automation with Auto Start option (shortcut) Extensibility Of the device with more Apps  Useful Apps(32) and Widgets(14) availability increasing as business evolves Useful Apps(32) and Widgets(14) availability increasing as business evolves  More 3 rd party developed Apps and Widget being released continuously More 3 rd party developed Apps and Widget being released continuously Home

6. 6 Smart UX Center Partner Value Proposition Product NameSamsung Smart UX CenterProduct Grade Printing UX System Product Type □ Product □ Solution Product Role □ Innovator □ Differentiator CHANNEL DESCRIPTIONPRODUCT DESCRIPTION Target Channel  Partner with app development capability  Partner who is willing to innovate their traditional biz style and prepare the future with Samsung Concept /Purpose Industry 1 st Android-based printing UX system for creating smart work experience Channel Needs  Satisfy versatile end-customer’s requirements Specification  Function  OPE  Major App :Home Screen Lock, Apps Menu Lock, SFE, Dealer ID, Smart UX SDK : 10.1” Color Touchscreen : Remote Call, Smart Update Smart Service PARTNER VALUE PROPOSTION STATEMENT The Samsung Smart UX Center is the best platform to extend your business into the new digital printing trend. You can increase business opportunity through reliable app development using the Samsung Software Development Kit (SDK) available only through Samsung. Also Samsung supports various apps for SVC and maintenance which will save your SVC cost and time while providing a quality SVC to your customers. These tools will differentiate your business and promote success. PARTNER BENEFITREASON TO BELIEVE More Business Opportunity  Printing App Center as a consulting tool for partners Printing App Center as a consulting tool for partners  Smart UX SDK opened to 3 rd party/ISVs (53 partners and developers) Smart UX SDK opened to 3 rd party/ISVs (53 partners and developers)  Paid App Policy Support for 3 rd party/ISV developed Apps Paid App Policy Support for 3 rd party/ISV developed Apps Saving SVC Cost & Time while providing a high quality SVC with various SVC support Apps  App support for SVC & Maintenance App support for SVC & Maintenance (Remote Call, Smart Update) Home

7. 7 02. Objection Handling - Security Home

8. 8 Objection Handling - Security (FAQ) Home Q1) Security of Android OS is known as weak. How about Android OS for printer? A1) Monthly Android Security Patch updates by Google*Monthly Android Security Patch updates by Google Google constantly monitors Android security threats and provides Samsung an updated patch every month. And this patch will apply to the latest firmware updates. * There is only Android patch updates and Android OS version remains as it is. Q2) Can unauthorized user access from Android to main system? A2) Two separated system between Android platform and main system platform.Two separated system between Android platform and main system platform. Each system has two separated platforms: UI platform(Android based), Printing System platform(Linux based) System use a private interface so Android application can not access main system platform and storage directly. Q3) What security protection from breach to main system? A3) Secure Network and HDD encryption support for confidential info.Secure Network and HDD encryption support for confidential info. Samsung security framework is standard and offers a secure network, which helps prevent unauthorized access to confidential information. And all information is also encrypted to protect data from unauthorized access.

9. 9 Managed Android Constantly Monitored by Google for Android OS + Google constantly monitors Android security threats and provides Samsung an updated Android security patch every month, and these latest security patch will apply to the latest firmware updates.* Also IT admins can get the latest firmware automatically with Smart UX App called ‘Smart Update.’ * In case of critical issue, this Android patch will apply immediately. Objection Handling - Security Home

10. 10 A separated System for Android and Main System System Security Management Android UI Security Management There are two separated platforms for the device: Android UI Platform and Main System Platform. It uses private interface so android application can not access the Main System Platform and Storage (ex. HDD, RAM,etc) directly. Security Enhancement for Enterprise Secure User Secure Fax Secure Data Secure Document Secure Network Secure Management Smart Update* Secure Boot* LKMA**Self TestTPM*** Firmware Security Administrative Control USB Connection Blocking App Installation Restriction Disable Browser Usage Security Platform * Secure Boot: A security mechanism that prevents unauthorized boot loaders and kernels from loaded the startup process ** LKMA (Load-time Authentication of Kernel Module): Detecting any copy/modification of system file *** TPM (Trusted Platform Module): A secure cryptoprocessor, which is dedicated microprocessor designed to secure hardware by integrating cryptographic keys into devices Detail (*TPM/Secure Boot support for MX7 only) Objection Handling - Security Home

11. 11 Secured Network and HDD Encryption for Main System Objection Handling - Security All Samsung printers including Smart line-up offers a secure network, that helps prevent unauthorized access to confidential information. Data Protection with HDD Overwrite HDD Overwrite Options Three overwrite passes of the data using the methods defined Encrypted data for Driver, and Network Printing SSL, SNMPv3, IPSec, 802.1x Protocol/Port Management IP/MAC filtering protocols Network Security HDD AES256 Encryption Driver configuration HDD Encryption  Can’t access to main driver via Android UI Home

12. 12 03. Product Specification -Specification Home

13. 13 Specification CategoryFeatures Samsung Smart UX Center H/W Spec. Dimension265 x 175 x 20 LCD Size10.1” Resolution1024x600(WSVGA) RAM & Internal StorageDDR3 2G (eMMC 4G) SpeakerYes Haptic/MotionYes TypeBuilt-in App/ Extensibility OS Version 4.2 / 4.4 Multi-Media (Movie Player) Yes (from storage) Service Movie ClipYes Android SDK Yes (15’ Mar Release) App Distribution Yes (from B2B market, SyncThru Admin) COTS or ISV based on Android SDK Yes Intent (share)Yes DownloadYes PersonalizationYes Google Certificate AFA + CTS App Distribution http://printingapps.samsung.com * AFA : Anti-Fragmentation Agreement, Minimum Requirement to use Android. Can not use Google Trademarks, 3 rd Party App cannot be installed * CTS : Compatibility Test Suit * COTS : Commercial Off-the-Shelf Home

14. 14 Specification CategoryFeatures Samsung Smart UX Center Intuitive Controls/ Wallpaper Drag & DropYes Multi-Window (Slide, Page)Yes (7) Slide Notification BarYes Wallpaper Yes (from USB, Shared Folder) Active Error NotificationYes Widget/ Quick Copy/Scan/Fax Direct ExecutionYes Date & TimeYes CopyYes ScanYes FaxYes Supplies InformationYes Language SwitchYes Tray InformationYes My ProgramYes Widget CustomizationYes LauncherYes Browser Full Browsing Yes Printing Yes File Download Yes Home

15. 15 04. Target End-Customer and Key Benefit Home

16. 16 Target Customer Industry 1 st Android-based Smart UX Center is perfect for Tech-Savvy Corp with innovate culture where latest tech are openly adopted to employees familiar to tablet user experience and also ITDMs in SMB / Enterprise (10-499 / 500 ~ employees) who expects premium IT devices are the core target. Customer U&A** Survey Result On SMART UX 1. Smart UX Concept?  “66.2% Clear Understood” 2. Expected Benefit  “Customization + Without PC + Extensibility” 3. Expected Concern  “F/W management + Price + Breakdown + Security” Clear Understood, Using in work. Clearly understood, Not used yet. I know what it is Heard of it, But not sure what it is. Never heard of it, Don’t know what it is. Every one can use Various App. Easy to extend Web access without PC Edit, Print Function Customizing Smart UX Easy to manage MFP With Mobile device Weak to hacking / virus Increase of AS. Too expensive Difficult to manage F/W Difficult to use New UI experience Hard to use Without Hard key. 66.2% **. B2B U&A Research, 2014-2015 Premium Customers (SMB / Large Enterprise) Price ≠Key Buying Factor of IT Devices Tech-Savvy Corp. with Innovate culture Open to new / latest IT technology + Home

17. 17 Tablet-like Android User Interface for Printer Easy to use and customize just like a smartphone or tablet Smart UX Center has Android User Interface for printer, so it is intuitive to use just like using a smart phone. Users can drag and configure various apps and widgets easily. SWIPE TOUCH TYPE Home

18. 18 Widgets for simple operation with frequently used functions Easy to use and customize just like a smartphone or tablet Users can drag and configure widgets on home screen for one-tap access to frequently used functions just like setting your smartphone. It will provide simple operation and increase productivity for users. For Sales. Memo widget (Fax Contact Info). Fax widget For Finance. Scan Widget. Copy Widget For Marketing. My Program [ Smart UX Center Customization Example] Home

19. 19 UI Customization Capability with Easy Launcher Easy to use and customize just like a smartphone or tablet Easy Launcher enables users to customize UI background and configuration based on their business environment for better accessibility. [ UI Customization Example] Home UI Configuration Customization UI Configuration Customization

20. 20 Integrating Multiple Apps into a Single Workflow with DW Better work efficiency with various apps support Home Dynamic Workflow (DW) enables document processing functions on the printer to complete one after the other. It enables users to create a simple workflow by integrating multiple apps into a single app. [ Dynamic Workflow ] -App combination: Multiple apps functions combined in a single workflow -Increased productivity: Time-saving shortcuts boost office productivity

21. 21 Edit & print MS Office document capability with Hancom Office Better work efficiency with various apps support Home Hancom Office 2014 enables to view, edit and of course, print Microsoft Office documents from the device without a PC. So users do not have to run back to their desk to edit minor changes in the document for printing any more. [ Hancom Office 2014 ]

22. 22 Sharing documents from device to device with Send Anywhere Better work efficiency with various apps support Send Anywhere is a peer-to-peer file sharing application. It allows users to easily share files in real-time securely by using OTP seed. In just two steps, users can scan, and send or receive and print documents right at the printer. [ Send Anywhere for Printer] Home Receiving & printing: 1. Enter the 6-digit code received from the sender. 2. Receive file and print. Scanning & sharing: 1. Press the scan button to scan the document. 2. Send the automatically generated 6-digit code to the recipient.

23. 23 Workflow automation with Auto start option (Shortcut) Better work efficiency with various apps support Auto Start function can execute a function by just one touch and enhance the printing automation Home [ Auto Start with Programmed Shortcut] [ Automation ] 1. Exposed functions that were complicated to use before 2. Enhanced document flow

24. 24 A wide array of useful Apps & Widgets for various biz needs Easy Customization for user’s environment There are various from in-house to 3 rd party developed Apps(32) and Widgets(14) available (started with 24 Apps in ’14.) As business evolves, more advanced and useful apps will be available for users. Home Hancom Office (w/ 2apps) Language Selector Screen Memo Smart Color Manager SyncThru Web Viewer Easy Launcher Toner Status Account Status Viewer Widget Customizer (Copy/Scan) Dynamic Workflow Advanced Viewer Send Anywhere for Printer (Trial) Alzip File Manager Remote Call Paid Smart Update (WW) 15.1Q15.2Q15.3Q15.4Q Jan.Feb.Mar.Apr.MayJun.Jul.Aug.Sep.Oct.Nov.Dec.

25. 25 More 3 rd party Apps being released continuously Easy Customization for user’s environment There will be more various Apps available not only from Samsung but also from 3 rd party such R-support. It means that there will be more choices for users to utilize UI configuration based on their business environment. More Apps & Widgets Coming in ’16 Home 25 Remote View Sure VideoSure Lock SureMDM Visual Support Hancom Office 2015

26. 26 05. Target Partner and Key Benefit Home

27. 27 Target Partner  Partner with app development capability  Partner who is willing to innovate their traditional business style and prepare the future with Samsung FromPartner* “Fascinating functions of Smart UX Center: Instant Web Print, Short-cut(Auto-Start), UI Customization functions” “It is very interesting to do Web print without PC And we can expect new biz opportunity” “Xerox lab has introduced the concept of Tablet like UI & App 2 years ago and they are still on development while Samsung has accomplished. This is Why we are doing business with Samsung!” FromMedia* Expand of Android OS to new Biz - US - “Android provide various mobile printing options, But if we could print directly from the printer, it would be very useful.” - UK - Internet browsing From Printer - US - *. VOCs of Major Partners/Media from IFA 2014 / Samsung Forum 2015 Home

28. 28 Printing App Center as a Consulting Tool for Partners More Business Opportunity Printing App Center is a web portal enabling users to download Smart Apps and Widgets with access through devices or a PC and also can find all Smart UX App info so partners can utilize Printing App Center as their consulting tool to suggest suitable apps to customers. Home

29. 29 CompanyCo-work Status Citrix Receiver - Sent Smart UX SDK - Test their app with Smart UX SDK for compatibility and will modify their app Kofax Mobile Capture - Samsung will develop using Kofax SDK Solution not fixed and under discussion - Samsung will develop using OnBase SDK Smart UX SDK released to Partners & Developers More Business Opportunity Samsung has released SDK on Samsung Developers (‘15 Feb). 53 partners and developers has contacted and co-working with Samsung to develop more apps & widgets for Smart UX Center. In other words, many apps and widgets will be continuously developed as business evolves. Plus Samsung is the only vendor which Google certified AFA, CTS in printing industry.Google certified AFA, CTS This certification allows for releasing SDK and opening App Center publicly. CompanyCo-work Status AccuRoute Mobile - Sent Smart UX SDK - Conf. call with APSL few times ScanPath Mobile - Sent Smart UX SDK - SEA follow up Laserfiche Mobile - Sent Smart UX SDK - After finishing XOA app, will investigate Smart UX SDK http://developer.samsung.com/ Home

30. 30 Paid App Policy Support for 3 rd Party/ISV Apps More Business Opportunity Samsung is the only vendor which Google certified AFA, CTS in printing industry.Google certified AFA, CTS This certification allows for releasing SDK and opening App Center publicly. In other words, not only Samsung but also partners can also develop and register* new apps with SDK in App Center, so partners can sell their apps through App Center. There is even more business opportunity for partners. http://developer.samsung.com/ Home * All Smart UX Apps & Widgets must go through Samsung’s V&V process for App center registration Samsung’s V&V process

31. 31 App Support for SVC & Maintenance Saving SVC Cost & Time while Providing a High Quality SVC It is important for partners to ensure high quality service with maximum speed, efficiency and cost effectiveness. And Smart UX Center supports for SVC engineers with various Smart UX Apps that speed up and simplify the printer error troubleshooting process; Remote Call, Smart Update and more… These apps can improve service accuracy, cut technical support engineer costs, both service time and redundant visits. AppDescription Connecting the device remotely for diagnosis and troubleshooting Downloading the latest firmware with Android patch for security automatically Remote Call [Paid] Smart Update [Free] Home

32. 32 06. Customer Reference, Case Study and Testimonial Home

33. 33 Customer Testimonial – Smart UX Competitor devices are likely to be out of date within the 3/5 year contract, with Samsung Android capability future proofing is built in as Android platform is not going to be out of date during contract. Samsung 'ecosystem' of connected devices, print, mobile, display, cloud, security. “It is very impressive that you can customize UI configurations and short cut based on user’s environment just like smartphone. Especially ‘Copy Customizer Widget’ is amazingly simple and great widget.” “Smart UX Center, Mobile Apps. These are Why we are doing business with Samsung” - SEUK - Dealer, SEAU - Dealer, SEA Home

34. 34 Customer Testimonial – Smart UX “It is really easy to set up with Smart UX Center. Definitely better than Xerox. With others, you have to go back and forth to desk & printer but With Smart UX Center, you can set up right away from the printer easily. “Smart UX is the strawberry on the cake. A cake without strawberry is just an ordinary cake but with strawberries on top, it makes a special cake. When customers actually use it, they really prefer Smart UX Center.” “When they set up the MX7 for the first time, they were very impressed on Smart UX Center like looking at high technology product not a copier. - Dealer SEA - Dealer SEDA - Dealer SECA Home

35. 35 Customer Testimonial – Smart UX 10.1- inch screen is good. Similar to the UI configuration of Android-based smartphones and tablets are familiar with users. A variety of options such as a wireless internet can offer a wide range of operating environment. (Office environment using a wireless router, mainly) - SI If the product exhibits by playing regular promotional videos, music and more on the demo machine UI screen will promote the work out Developing a wide range of applications such as smart phones increases utilization in some ways. - Samsung BS UX Center appeals as a sales point. Personalized UI component is a quite something. In particular, shortcuts is a significant effect on the running part of it. - Dealer, Korea UI on the big screen, in which user can use a variety of content such as the Internet or games, is much expectable to leverage the business opportunity. Also, it has a great advantage in maintenance through the MoA solutions. (Running X4300 series with good responses in OCI, the chemical manufacturer) - Dealer Home

36. 36 Customer Testimonial – Smart UX “Shortcut with Auto Start Option is very useful and convenient because user can use it with just One-Touch.” “It is just like a smartphone. I think I can easily use it without hassle” “Just touch of Widget button! That all I need to do for copy job.” “It is very convenient to know how many print jobs I have done so far with Counter App.” “Our partners are very interested in SDK. They can develop a solution based on their customer’s pain-point.” “The models with Smart UX is great because they could support remotely when there is an issue on UI. So we could save maintenance cost!” - Actual Users VOC from Korea - Actual Partners VOC from Korea “Many customers wants old UI or at least similar to it, and Launcher tool solved this problem!” Home

37. 37 07. Appendix - Google Certification Level - V&V Process - HQ SME Home

38. 38 V&V Process for registering new apps App validation process 1.Register application for verification 2.Need 1~3 weeks for validation 3.If valid, it will be notified by email & registered on Printing App Center. 4.If fail, it will be notified what should be fixed. 1.Need account of developer level. 2.With developer account V&V option will be available. Samsung V&V process is a validation process for newly developed applications on Printing App Center. So users can use stabled applications without failing from this strict validation process. In results, there will be less service management cost and time. Home

39. 39 Smart UX Center is secured from misuse or unauthorized use by a malicious user with following 4 security management.. Access Control of Android UI for Security App Install/Uninstall Only Admin can control App install & remove* Screen Lock Administrator can prevent to change “Home Screen” by general user. When SFE 013 is enabled MFP blocks all USB memory access including Android App installation by USB When SFE 018 is enabled MFP blocks ‘apk’ installation. Web Browser access control Android UI Web Browser application can be managed in secure way. Administrator can prevent all users using ‘Web Browser’ by using Feature Enablement. * If the best secured condition required, dealer or svc man can restrict Admin’s app install privilege Home

40. 40 3 Step Security Test Process for Smart UX Apps All Smart UX Apps are validated and verified through three-steps before the launch. Test ItemInspection Content Security Inspection 1Static, Dynamic Analysis Security Inspection 2 App Info, Behavior ASCA Static Analysis Malware, App Info ASCA Dynamic AnalysisBehavior Performance Test Install/Uninstall, Memory Leak Function TestApp Function [Step 1][Step 2][Step 3] Security test by R&D Security team (HQ,SRBR,SRK: Hacking team) Security test by SQE Group Security test by Mobile Communications Business ASCA analysis ※ ASCA : Apps Security and Certification Automation ※ SQE : Software Quality Engineering Home

41. 41 Let’s Print the Future Together! THANK YOU