Sales Guide ML-4510/5010/5015 Series Rev. 1.0 Product Marketing Group

Sales Guide ML-4510/5010/5015 Series Rev. 1.0 Product Marketing Group
Samsung IT Solutions Business 19th, Apr. 2011

Contents Market Assessment Marketing Mix (4P) Launching Schedule

I Market Assessment Market Trend Competitor Analysis Customer Analysis

Petrel Addressable Market
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 Petrel Addressable Market [K units] 7,497 [K units] 6,870 Seg.4 Seg.3 Seg.4 CAGR 13% 6,134 5,291 4,622 Seg.3 CAGR 10% 1,440K (33% of Total Seg.3&4) * ‘10 Q4 IDC Forecast * ‘10 Q4 IDC Historical Data (’10 Result)

Market Trend - Petrel Addressable Market
Petrel Addressable Market : 33% of Total Seg 3 & 4 ‘10 Total Market 2,303K 1,636K 185K 230K 351K 133K 41K 87K 86K 76K 301K 302K 551K 494K Petrel Addressable Magpie Harrier 19K 385K P3015 P4014 E460/E360 T650 Stork Kestrel2 T652 246K (5%) Seg4 1,455K (28%) Seg3 Seg4 * ‘10 Q4 IDC Historical Data

Market Trend – By Region & Vendor
N. America & Western Europe leads the market by size (70%) HP strong in North America, Lexmark Strong in Europe ‘11, ‘12 Forecast 2010 Seg3&4 Sales Result by Region (38~48 ppm) Market Total HP LEXMARK SAMSUNG Sales Portion 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 31,287 39% 942 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 Middle East 71,282 27,702 32,174 45% 2,364 Africa 25,951 2% 16,428 63% 6,173 24% 190 China 23,654 16,941 72% 3,859 16% 431 SE Asia 45,892 20,200 12,961 28% 2,088 SW Asia 12,143 9,949 82% 951 8% 201 Korea 33,747 5,708 17% 1,968 9,997 Rest of World 6,320 0% 689 11% 381 Total 1,556,441 100% 627,287 549,327 35% 60,749 4% IDC ‘10 Q4 data (38~48ppm)

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 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 2010 2009 2011 2012 2005 2004 E450 [10] E460 [08.11] 38ppm, $549 Refresh [11.Q3] 43ppm, $549 T640 [05.06] 33ppm, $699 T650 [08.11] 43ppm, $699 48ppm, $699 +41M +30M Refresh [‘11.Q3] 45ppm, $849

MLBP 38ppm ~ 48ppm sales trend by vendor
Competitors Analysis 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 HP P4014 P3015 Lexmark T650 E460 [Source: IDC ‘10.Q4]

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 Government/Education Financial Services Unique Value Groups Unique Value Groups Reliability Reliability Simplicity Economy Performance Performance

II Marketing Mix (4P) 1) Product 2) Target Customer 3) Target Channel
4) Price 5) Promotion

KEY Value Propositions
1. Product - Concept Concept High Performance Workgroup Printer Target Work group users of 10~20 persons ( AMPV 4K ~ 5K ) KEY Value Propositions Trouble-Free Economic Productive Versatile Solution ML-4510 / 5010 / 5015 series 43ppm / 48ppm (A4)

1. Product – Unique Selling Point Summary
High performance laser printer in network environment Effective Job Handling Fast FPOT (Ready : 7sec, Sleep :14.5sec) Fast print speed with big size document from 600MHz Dual Core CPU & 1G N/W Effective Paper Handling Envelop Feeding from Main Tray Productive Easy to Use 4.3” Touch LCD or Numeric Keypad Highly Reliable Max Monthly Duty : 200,000 sheets Trouble-free Easy to Maintain Anti-Jam Technology Low Noise Less than 54 dBA Low CPP from separated Toner/Drum Toner (7K, 15K), Drum (60K) ECO mode & Result Simulator Economical Out-of-box Security Solution Secure Job Release with numeric keypad Barcode Solutions/ Job Accounting Solutions Fleet Management & MPS SyncThru-Admin/ CounThru Versatile Solutions

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-5010 HP LJ P4014 Lexmark T650 FPOT (Ready) 7 sec 8.5 sec 7.5 sec CPU 600 MHz Dual Core 540MHz 600MHz N/W 1Gbit 10/100Mbit (1Gbit Optional) Test Result 86 sec 225 sec 176 sec * Test Result from Samsung QA Team ML-4510/5010/5015 HP P4014 Lexmark T650 Envelop Feeder 100 sheets (50+50) From main tray & SCF 75 sheets Optional ($265) 80 sheets Optional ($250)

Image Preparing (Processing)
1. Product – USP & Key Features Straightforward Productivity : Benefit of Dual Core CPU Dual Core Printing Image Preparing (Processing) CPU1 CPU2 1st Page 2nd Page 3rd Page Engine Printing Single Core Printing CPU High performance Energy Efficient Power consumption increases in proportional to the square of CPU clock frequency. Chorus4 Dual Core 600Mhz consumes up to 40% less energy than 1GHz CPU. Single 1Ghz Chorus4 Dual 600Mhz 40% Energy Efficient By performing parallel process of preparing print data and printing it, throughput performance could be increased. ~1.5x High Performance & Low Power

Trouble-free Printing 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-4510/5010 Retard roller Lexmark T650 Dam Type

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

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 – Detail Product Features
Front View

Rear View

Control Panel – ML-4510ND/ML-5010ND

Control Panel – ML-4510ND/ML-5010ND LCD Icons

Dam Type (Lexmark T650 Series)
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)

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 manage the costs associated with ongoing support of the printing environment.

Universal Print Driver - 2

Versatile Media Support - 1 - Support various special media Types Tray1 Optional Tray MP Tray Plain • Thick Thicker Thin Bond Color CardStock Labels Transparency Envelope • (Tray2 Only) Pre-Printed Cotton Archive Letterhead Punched Paper Level Indicator Available!

Versatile Media Support - 2 - Does not require expensive option for envelope printing : support 50 envelop from each of main tray & 2nd optional tray 100 sheets ( 50 from Main Tray + 50 from SCF) 80 sheets ML-4510/5010/5015 Series : envelope printing from main tray Lexmark T650 Series & HP P4014 Series : Requires additional Envelop Feeder ($250)

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 powerful performance. 1Gbit LAN support by default Enables large size of documents from multiple users to be transmitted 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 10/100Mbit (1Gbit Optional)

Intelligent Job Handling 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.

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

SyncThru Web Service Improved printer device management service based on web user interface • Check the supplies information and status. • Customize machine settings. • Set the notification option. When you set this option, the machine status (toner cartridge shortage or machine error) will be sent to a certain person's automatically. • Configure the network parameters necessary for the machine to connect to various network environments.

VS 1. Product - Consumables High yield & High Quality Toner
- Polymerized toner for high image quality - Separate Toner & Drum for improved CPP Small and uniform toner particles make sharper images and lines The higher wax content of Polymerized 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 temperature. Size : 6~7㎛ Size : 8~9㎛ VS Polymerized Toner Conventional toner MLT-D307S MLT-D307L MLT-D307E MLT-R307 7K 15K High Yield Toner 20K * Initial Toner Standard Toner 60K Drum * Only for ML-5010/5015ND

1. Product – Model Configuration
Differentiation by Speed, Option, UI Petrel 48ppm_GUI Color Touch LCD, Job Accounting Solution Requirement vs. High Volume Printing CPP & High AMPV vs. Initial Cost & Low AMPV Petrel 48ppm 48ppm, 20K, 4x SCF Finisher, Mailbox Petrel 43ppm 43ppm, 15K, 1xSCF Gigabit, Duplex 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.

1. Product – Option List Petrel options Product SCF (W/W) (SEA, SECA)
Model Name Spec Image Compatible Set SCF (W/W) ML-S5010A 520 sh. ML-4510ND, 5010ND, 5015ND (SEA, SECA) ML-S5012A ML-4512ND, 5012ND, 5017ND (flat design for SEA, SECA) HDD ML-HDK470 250 GB ML-5010ND, 5015ND ML-5012ND, 5017ND Memory ML-MEM170 512 MB 4 bin Mailbox ML-MBT65 400 sh. Finisher (Staple) ML-OCT65 500 sh. Short Stand ML-DSK65S - Parallel Connector ML-PAR100 NEW NEW NEW

Gigabit, Parallel, Wireless
1. Product – Competitor Comparison ML-4510ND against HP & Lexmark Samsung ML-4050ND ML-4510ND Lexmark E460DN HP LJ-P3015dn Price $599 / €855 $649 / €549 $478 / €539 $449 / €579 Speed(A4) 38ppm(A4) / 40ppm(Ltr) 43ppm(A4) / 45ppm(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 Inter face STD USB 2.0, 10/100LAN, Parallel USB 2.0, Gigabit USB 2.0, 10/100LAN Option N/A Parallel Gigabit, Parallel, Wireless Parallel, Wireless Paper Input 500 CST, 100 MP 520 CST, 100 MP 250CST, 50 MP 500 CST, 100 MP 3 x 500 SCF 1 x 520 SCF 1 x 550 SCF 2 x 500 SCF Paper output 250 sh. 500 sh. 150 sh. UI 2-Line LCD + button 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

1. Product – Competitor Comparison
ML-5010ND against HP & Lexmark Samsung ML-4551ND ML-5010ND Lexmark T650DN HP LJ-P4014DN P Price $799 / €689 $849 / €749 $849 / €729 $1,099 ($899) / €999 (€829) Speed(A4) 43ppm(A4) / 45ppm(Ltr) 48ppm(A4) / 50ppm(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 Inter face STD USB 2.0, 10/100LAN, Parallel USB 2.0, Gigabit, Direct USB USB 2.0, Gigabit Option N/A Parallel Parallel, Wireless Paper Input 500 CST, 100 MP 520 CST, 100 MP 250 CST, 100 MP 500 CST, 100 MP 3 x 500 SCF 4 x 520 SCF 250 / 550 SCF / 2000 HCF 2 x 500 SCF / 1500 HCF Paper output 250 sh. 500 sh. 350 sh. Mailbox, Finisher Mailbox x 2, Finisher UI 2-Line LCD + button 4-Line LCD + Numeric key 4-Line LCD + button Max. Monthly Duty 200,000 175,000 Toner Yield 10K / 20K 7K / 15K / 20K 7k / 25k 10k

2. Target Customer – Segmentation & Targeting
■ Main Target : Public Sector & Large Business (40% of Market)  Develop large tender opportunity from public sector and existing key customer ■ Secondary Target : Small & Medium Business (45% of Market)  Increase run-rate biz from key corp. reseller 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)

Vertical Ratio of Petrel Customer
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 Market Set Consumables 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 Service 9,681 4% 37,094 Others 46,774 348,993 30% Grand Total 222,817 100% 1,166,412 * ‘08~’11 GSBN Tender Data on Stork/Kestrel2

2. Target Customer – Vertical Market
US : Focus on Public Sector, Enter into Healthcare Market EU 5 Countries : Increase Private Sector Sensing from Key reseller SEA Vertical Market Set Consumables Qty Ratio Government 35,082 39% 5,194 2% Education 7,242 8% 6,440 Finance 945 1% 85 0% Manufacturing 630 Healthcare 11,755 13% 4,851 IT 329 90 Service 3,197 4% 1,123 Others 31,365 35% 269,950 94% Grand Total 90,545 100% 287,733 EU 5국 17,914 45% 125,112 21% 696 1,932 5,911 15% 254,093 43% 5,889 52,505 9% 509 2,070 3,427 73,471 1,189 3% 31,052 5% 4,561 11% 44,803 40,096 585,038 * ‘08~’11 GSBN Tender Data on Stork/Kestrel2

3. Target Channel ■ Main Target : Corporate Reseller, VAR/SI  Reinforce direct engagement with VAR/SI, instead of distributor ■ Secondary Target : OER/OSS  Increase run-rate biz HP Lexmark Samsung IDC GFK * IDC ‘10 Q4, GFK ‘10 Q4 data

Consumables Positioning
3. Price - Policy Same set positioning with competitors consider their model refresh 90% of competitor CPP for better TCO Set Price Positioning Consumables Positioning Same price positioning with better spec and performance 90% of Lexmark CPP ※ 84% competitiveness vs. HP (P4014) [ MSRP Positioning by region ] [ MSRP Positioning by region ] Model N. America EU ROW ML-5015ND $949 €849 ML-5010ND $849 €749 ML-4510ND $649 €549 Region Model Yield RRP (Ex. VAT) TTL CPP EU MLT-D207S 7000 € € MLT-D207L 15000 € € MLT-D207E 20000 € € USA & ROW $ $ $ $ $ $

3. Price - Set Positioning
Same price positioning as HP, considering next model US & ROW As Is To Be (Ex. VAT) $999 Compete with Harrier ML-5015ND $949 50 T652DN $919 ($1,149) 50 $899 ML-5010ND $849 50 45 ML-4551NDR $799 P4014dn $799 ($899) 45 $799 $699 T650DN $679 ($849) 45 ML-4510ND $649 45 $599 40 ML-4050ND $599 P3015dn $449 ($649) 42 $499 40 E460DN $479 ($599)

3. Price - Set Positioning
Same price positioning as Lexmark EU As Is To Be Compete with Harrier (inc. VAT) T652DN €1,199 48 ML-4551NDR € 1,129 P4014dn €1,139 43 43 € 1,099 ML-5015ND € 849 48 € 899 T650DN €859 ML-4050ND € 855 43 38 € 799 ML-5010ND € 749 48 P3015dn €579 € 599 40 E460DN €539 38 ML-4510ND € 549 43 € 499

4. Promotion – SWOT Analysis
Strengths Weaknesses 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 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 Opportunities Threats Exsiting Customer base on GSBN - Targeting large customers who have purchased Stork/Kestrel more than 2 years ago  Suggest fleet change with Petrel New product expected on Q3 from competitiors - HP lowered MSPR in US market on Q1 ‘11 : P4014dn ($899$799), P3015dn ($649$449)

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 [ units ] Large Tender Rollout Mexico Government : 10K Italy Intesa Bank : 3K Brazil INSS tender :7K End of Production on Stork/Kestrel2

4. Promotion – Launching Activities
Cultivate business opportunity from GSBN database Increase reseller awareness by Demo Sample Program B.O. Cultivation Reseller Program Cultivate B.O. from existing customer Demo Sample Program - 50% D/C for 10 Top Reseller in each subs Top 10 Subs Top 10 Reseller Revenue Target Identify Top 10 customer for each subs From customer base on GSBN DB From customer base by B2B customer org. Name ‘10 Partner Revenue '10 Result ($K) '11 Target ($K) 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 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% Telemarketing (outbound call) Customer Visit & Proposal Expand Business Opportunity

Key Superior USP against competitor
4. Promotion – Launching Activities 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 Target Magazine Award Source: IDG bespoke research, 2008 Key Superior USP against competitor 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 No Envelop printing Supported from Main tray Option ($304) Option ($250) ECO feature Easiness ECO Button/Simulator Fragmented

Competitive CPP for Tender Volume Incentive for Run Rate
4. Promotion – Consumables Strategy Consistent & Competitive CPP for tender Run Rate Expansion by Volume Incentive Scheme CPP H/W Q’ty 0.020 0.018 100 500 0.019 20% D/C Price Normal Price Competitive CPP for Tender Volume Incentive for Run Rate - CPP Consistency for efficient channel operation - Enhance CPP Competitiveness to win tender - 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]

4. Promotion – IMC Plan Who What How
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. Items* ML-4510ND ML-5010ND ML-5015ND Distribution Method Communication Brief 31 MAR PVI Workplace Basic Materials Images 8 APR Print Datasheet 22 APR Brochure 2 MAY Online Key visual image - Feature page Multimedia Comparative movie PR Press Release Communication Guideline PVI Workplace, * Above list and delivery dates are subject to change in progress. All source data will be uploaded onto PVI Workplace by the completion dates.

4. Promotion – Professional PVIs
Professional PVIs for subs salesman and channel partners Movie Clip 1:1 Comparison footage against HP & Lexmark - Highlight key features & competitive advantage BLI Award Early engagement with BLI to provide sales tool at the time of launching - BLI confidential “pre-launch” test - Target : “Highly Recommended” Award Playbook Find KSP and competitive edge against competing models - in-depth benchmark test - focusing on usability - 1:1 Comparison

III Launching Schedule Launching Schedule
Launching activities schedule

Launching Calendar SRA : 16th, May M-3 M-2 M-1 M Month Mar Apr May Jun
Jul Aug Sep PLC PVR PRA (4/15) SRA (5/16) RTS Sample Marketing Sample Golden Sample Phase Preparation Launching Post Launching HQ LMP (4/5) PVI Ready PVI Registration (5/16) Press Release Sales Guide, Image, General Spec, Leaflet, Catalog Price Approval PM Delegation (Product Training) Service Training Sales Analysis Subs LLP (4/30) Local IMC Material Road Show or Dealer Event Channel Nomination Advertising

Launching Schedule by Countries
ML-4510ND Basic model Code Basic Country PRA SRA ML- 4512ND XAA USA 2011/4/15 2011/5/16 Canada SELAM 4510ND XAX Mexico 2011/5/30 2011/6/16 XAZ Brazil XPE Peru XBH Chilie SEE Europe XEV Russia Ukraine XSA Austrailia XSS Hongkong Singapore TED Taiwan XIP India ETS Israel STS Turkey XSG UAE XFA South Africa (Kor) Korea 행망모델(G) 2011/7/30 2011/8/16 XIL China 2011/6/17 2011/6/30 ML-5010ND Basic model Code Basic Country PRA SRA ML- 5012ND XAA USA 2011/4/15 2011/5/16 Canada SELAM 5010ND XAX Mexico 2011/5/30 2011/6/16 XAZ Brazil XPE Peru XBH Chilie XBG Argentina SEE UK XEV Russia XSA Austrailia XSS Hongkong Singapore TED Taiwan XIP India ETS Israel STS Turkey XSG UAE XFA South Africa (Kor) Korea 행망모델(G) 2011/7/30 2011/8/16 ML-5015ND Basic model Code Basic Country PRA SRA ML- 5017ND XAA USA 2011/4/15 2011/5/16 SELAM 5015ND XAZ Brazil XPE Peru XBH Chilie SEE Europe XEV Russia XSS Hongkong 2011/5/30 2011/6/16 TED Taiwan XIP India ETS Israel STS Turkey XSG UAE XFA South Africa (Kor) Korea 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 2011 & 2012 MLBP Seg3&4 Market Forecast Region Units (K) Value (M$) 2011 2012 '11 Ratio G/R Ratio 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% 204 231 14% Greater China 346 571 65% 214 313 46% Latin America 274 308 12% 242 262 Eastern Europe 254 285 133 146 10% South East Asia 236 4% 30% 170 190 6% CIS 205 260 27% 91 106 3% 16% Africa 158 181 87 95 9% South West Asia 127 61% 78 35% Korea 90 152 68% 52 64 23% Rest of World 56 49 1% -12% 43 36 -15% Grand Total 5,291 6,134 100% 2,849 3,093 Source : IDC ‘10 Q4

Appendix) Enhancement from Previous Model
Quality Performance LOW CPP 1 12 6 ‘11 2Piece Toner (OPC :60K, Toner 15/20K) Higher Image Quality : 2 piece Chemical Toner Faster Print :FPOT 30sec → 14.5sec (From Sleep) Usability 2 7 13 Jitter reduced :3.2→2.1 Petrel 600MHz Dual Core CPU 4 Line LCD 4.3” Color Touch UI 43/48 8 3 14 Giga-bit Network Direct USB Higher Resolution :1,200dpi Enhancements ECO Various Option 4 ‘07 Envelop support from main CST 9 15 Security Low Power Consumption :EPA 1.2 level Multi-bin mailbox 10 5 11 16 Kestrel2 38 Stork 43 More Silent :57dBA→54dBA Multi-SCF& Stand CAC support Less Smell

Sales Guide ML-4510/5010/5015 Series Rev. 1.0 Product Marketing Group

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