1. BenQ Projector High Brightness Campaign SP870 Marketing Brief — Updated 2008/2/1 (Internal Use Only) Jennifer PS, Hsieh BQP Marcom 2008 / 2 / 1 Jennifer PS, Hsieh BQP Marcom 2008 / 2 / 1

2. BenQ Confidential December  2007, BenQ Corporation 2 The contents contained herein is time bound in nature; BENQ Corporation (and its affiliated companies) and the speaker do not make any express or/and implied warrant on the accuracy of the contents. Neither do indemnify any form of loss or damage occurred. Strictly confidential

3. BenQ Confidential December  2007, BenQ Corporation 3 Agenda Background (2008 Value Proposition / Key Stories) High Brightness Campaign Marketing Communication Plan

4. 2008 Value Proposition and Key Stories

5. BenQ Confidential Decemberr  2007, BenQ Corporation 5 2008 Product Segmentation Best Value WXGA Short Throw Vivid Color High Brightness Mainstream Series High End Series Entry Series

6. BenQ Confidential Decemberr  2007, BenQ Corporation 6 2008 Value Proposition & Key Stories Q3 Q1 Q2 Best Big Visual Experience WXGAQuietnessVivid ColorBrightness Q4 W2000 MP512 ST MP522 ST SP870 SP920 MP513 MP522 MP512 MP623 MP624 W700 ST MP727 MP724 MP735 Short-throw SP831 2007 MP771

7. BenQ Confidential Decemberr  2007, BenQ Corporation 7 2008 Key Stories High Brightness Short Throw Q1Q2Q3Q4 SP870 (Jan.-B) 5,000 lmns 512st/522st (Jul.-E) W700 st (Mar.-E) SP920(Jun.-E) Dual Lamp 2008 MP771 (07-E) SP831 (07-M) 4,000 lmns

8. BenQ Confidential Decemberr  2007, BenQ Corporation 8 Rationale of Key Stories By having a reliable yearly roadmap, we identifies two key stories in the beginning of 2008. Key stories “High Brightness” and “Short Throw” will be communicated throughout 2008 with solid models support under each key stories. With the key stories, we could have a consistent tone and manner to communicate BenQ projector product image. We want to associate BenQ projector with “High Brightness” and “Short Throw” image.

9. BenQ Confidential Decemberr  2007, BenQ Corporation 9 High Brightness Campaign Agenda Market Update Marketing and Communication Objective Price and Channel Target Segments Value Proposition / Product Brief Deliverables from RO Competitor Analysis

10. Market Update

11. BenQ Confidential Decemberr  2007, BenQ Corporation 11 DTC 2007 Projector Resolution Trends According to DTC data, XGA resolution will still be the mainstream in the business projector market. 50 % 74 %

12. BenQ Confidential Decemberr  2007, BenQ Corporation 12 Projector Brightness Trend > 10% > 20% Fast growth observed in > 3000 ANSI lumen segment PMA, Jan 2007

13. Marketing Objective / Price and Channel Type

14. BenQ Confidential (December/2007)  2007, BenQ Corporation 14 Marketing and Communication Objective To claim more market share of high-end projector market (more profitable), instead of fighting with competitors in the price war field of low-end projector market. To deliver “Brighter is Better”, “Brighter, Happier” message to encourage users to upgrade their projectors. Use sales talk to communicate SP870 is an affordable brightness model for those who want to upgrade their projectors.

15. BenQ Confidential (December/2007)  2007, BenQ Corporation 15 Price and Channel Type Price : –BenQ/SP870 =$2,999 ; NEC/NP4000=$6,999; Sanyo/DXT10L=$5,495; Mitsubishi/XL5980LU=$10,995; Panasonic/D5600UL=$11,500; Sharp/PH76X- N=$7,995; ViewSonic/PJ1172=$4,999 Channel type: –Pro AV channels Channel’s character –Pro AV channels provide office IT equipments total solution, they will suggest client what’s the most suitable equipments for the client that meets their needs.

16. Target Segments

17. BenQ Confidential December  2007, BenQ Corporation 17 Projector Market Segmentation Front Projector Business (50%) Education (35%) Public Display (2%) Home/ Consumer (13%) Communicate ideas clearly and accurately Mobile: Light weight, professional & stylish appealing SMB/ SOHO: Low price Corporate: Good performance Auditorium: High brightness Fulfill versatile demand from education market Mobile: Light weight, fast operation K12: Low price, anti-theft anti-dust Higher Education: Best C/P ratio, anti-theft anti-dust Auditorium: High brightness, anti-theft anti-dust Experience big screen Content Display: Good picture quality (WXGA) and high brightness Commercial Display: Low price and high brightness Hospitality: Anti-dust and low maintenance fee Bring enjoyment to everyone Home Cinema: -- Ultimate visual enjoyment Elegant ID Professional Inputs Dedicated video optical engine Leading contrast Home Entertainment: -- big screen for family Home ID Rich AV connectivity Spec oriented (Best C/P) Brightness > 1500 lm Personal – big screen, everywhere Fashionable ID Extreme small Super close projection

18. BenQ Confidential December  2007, BenQ Corporation 18 Target Segments Mix Business Large Venue Public Display Government & Education (High / Middle School) 40% 35% 25%

19. BenQ Confidential December  2007, BenQ Corporation 19 Target Segments Profile  Who buys high brightness projector: Large corporates Government units Education (high/middle school)  Why do they use high brightness projector : Presentation/Speech in big meeting rooms Seminar/Class in large venue or auditorium Public display  What do they care: High brightness--- Image Clarity Easy installation & maintenance & Operation High reliability  Where do they buy: Pro AV

20. Value Proposition / Product Brief

21. BenQ Confidential Decemberr  2007, BenQ Corporation 21 High Brightness Campaign Value Proposition BenQ’s SP series projector provides sufficient brightness to allow you to see the powerful presentations with lights on ! SP831 4000 LMNS SP870 5000 LMNS SP920 6000 Lmns Dual Lamp Design First WaveSecond Wave

22. BenQ Confidential December  2007, BenQ Corporation 22 First Wave Value Proposition No need to turn the light off anymore during the meeting, SP831/SP870 engages audiences with big, perfect images in fully lit environments 5,000 ANSI Lumens BrilliantColor UNISHAPE 3D Color Management 4,000 ANSI Lumens SP870SP831

23. BenQ Confidential December  2007, BenQ Corporation 23 SP870 Benefit Tree SP870 Image Clarity 5,000 ANSI Lumens BrilliantColor TM 3D Color Management sRGB 2000:1 Contrast Ratio Humanity Features Power On/Off Tone Presentation Timer Panel Key Lock Quick Auto Search 12V Trigger Quick Cooling MyScreen Wall Color Correction Reliable Design High Altitude Mode Auto Off Security Password Lamp Care

24. BenQ Confidential December  2007, BenQ Corporation 24 BrilliantColor TM Boost mid-tones by 50% Regular 4 Segments CW(RBGW) Golden Ratio 6 Segments CW (RBGYCW) Not-So-Saturate & Greenish Color More Vivid & Natural Color BrilliantColor TM is a new cutting-edge technology that enables higher brightness levels by boosting mid- tone colors, resulting in more vibrant, precisely rendered colors. BriliantColor Splash Screen Lock 12V Trigger Quick Auto Search Panel Key Lock Presentation Timer Wall Color Correction Power On/Off Tone 3D Color Managemen t Lamp Care

25. BenQ Confidential December  2007, BenQ Corporation 25 3D Color Management Original picture ALL Saturation Red Saturation BriliantColor Splash Screen Lock 12V Trigger Quick Auto Search Panel Key Lock Presentation Timer Wall Color Correction Power On/Off Tone 3D Color Managemen t Lamp Care

26. BenQ Confidential December  2007, BenQ Corporation 26 Wall Color Correction Technology Have fun with consistent color in various environment light yellow: 2174pink: 2138light green: 2206 blue: 2210// / BriliantColor Splash Screen Lock 12V Trigger Quick Auto Search Panel Key Lock Presentation Timer Wall Color Correction Power On/Off Tone 3D Color Managemen t Lamp Care

27. BenQ Confidential December  2007, BenQ Corporation 27 – Remind you projector status! 1. Power on ring tone: Projector has been activated. 2. Power off ring tone: Finish cooling, unplug and go! How to enable or disable the Power On/Off Ring Tone? Power On/Off Tone BriliantColor Splash Screen Lock 12V Trigger Quick Auto Search Panel Key Lock Presentation Timer Wall Color Correction Power On/Off Tone 3D Color Managemen t Lamp Care

28. BenQ Confidential December  2007, BenQ Corporation 28 A thoughtful tool for presenters! Presentation Timer Set up Timer Easy to set up: Show “Timer is ON”Final count downShow “Timer is OFF” when it’s over BriliantColor Splash Screen Lock 12V Trigger Quick Auto Search Panel Key Lock Presentation Timer Wall Color Correction Power On/Off Tone 3D Color Managemen t Lamp Care

29. BenQ Confidential December  2007, BenQ Corporation 29 Press it for 5 seconds – Prevent the unnecessarily touch! Oops! Someone touched the keypad! Use remote control to unlock panel key! Focus on presentation, no worries on projector! or The panel keys are now unlocked! The panel keys are now locked! From keypad: press ▼ for 5sec From Remote: press right key for 5 seconds or “MENU” to release from OSD Panel Key Lock BriliantColor Splash Screen Lock 12V Trigger Quick Auto Search Panel Key Lock Presentation Timer Wall Color Correction Power On/Off Tone 3D Color Managemen t Lamp Care

30. BenQ Confidential December  2007, BenQ Corporation 30 Still waste your time on searching source? Just turn on Quick Auto Search and plug in cable Then get image in 2 seconds! Quick Auto Search BriliantColor Splash Screen Lock 12V Trigger Quick Auto Search Panel Key Lock Presentation Timer Wall Color Correction Power On/Off Tone 3D Color Managemen t Lamp Care

31. BenQ Confidential December  2007, BenQ Corporation 31 Supply power for versatile equipments Easily enlarge connectivity! 12V trigger Electric Screen BriliantColor Splash Screen Lock 12V Trigger Quick Auto Search Panel Key Lock Presentation Timer Wall Color Correction Power On/Off Tone 3D Color Managemen t Lamp Care

32. BenQ Confidential December  2007, BenQ Corporation 32 Always show out your unique style! Capture company logo or favorite picture as splash screen and lock it! Splash Screen Lock BriliantColor Splash Screen Lock 12V Trigger Quick Auto Search Panel Key Lock Presentation Timer Wall Color Correction Power On/Off Tone 3D Color Managemen t Lamp Care

33. BenQ Confidential December  2007, BenQ Corporation 33 Lamp Care BriliantColor Splash Screen Lock 12V Trigger Quick Auto Search Panel Key Lock Presentation Timer Wall Color Correction Power On/Off Tone 3D Color Managemen t Lamp Care Guarantee not to damage lamp Lamp’s temp is too high, to start projector will damage the lamp Lighting Lamp Instruction Lamp’s temp. is ok to start the projector Active the fan to cool down the temperature of the lamp Ignite the lamp to start project the image When lamp’s temperature cooled enough, lamp will be ignited to start project the image

34. BenQ Confidential December  2007, BenQ Corporation 34 Basic video input - Composite - S-video D-sub output D-sub input - Analog RGB - Component Rear IR sensor DVI-D input (Support HDCP) Audio input12V trigger USB(mini B type) - For page up/down RS- 232 Wire remote Component in Y Pb/Cb Pr/Cr Multi-Function Connection

35. BenQ Confidential December  2007, BenQ Corporation 35 11 picture modes Image capture for Start-up- screen Major function hot keys - Enter: confirm Menu/ Exit: access the OSD and return from OSD Arrow key: Hot keys for keystone, FAQ and Panel key losck/ arrow keys Auto: auto adjustment Source: source detection Blank: hide image Digital zoom hot key Page up/down hot key Laser pointer Hot keys for Brightness and Contrast adjustment Presentation timer setup hot key Full Function Remote Control

36. BenQ Confidential December  2007, BenQ Corporation 36 Wired Remote Control Making the remote a wired control The remote control is equipped with a jack on the top allowing connection to the projector with a 2.5 mini jack cable available in the market(not a standard accessory). This feature helps you easily locate the remote control when needed as it is connected to the projector and within the distance no greater than the cable’s length.

37. BenQ Confidential December  2007, BenQ Corporation 37 SP870 Competitor Comparison

38. BenQ Confidential December  2007, BenQ Corporation 38 Second Wave Value Proposition SP920’s dual lamp design provides 6,000 ANSI Lumens of light output, so you can produces crisp pictures in challenging large- venue lighting environments.

39. BenQ Confidential December  2007, BenQ Corporation 39 Dual Lamp @ Normal - 6000 AL, maximized lumen output Dual Lamp @ Eco - 4800 AL, redundancy for constant operation Single Lamp @ Normal - 4000 AL, auto swapping for longevity BenQ SP920 - Simple design with maximum brightness - Dual Lamp with redundancy & flexibility Dual Lamp