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February 200 5

February 200 5. VP-D353 Sales Guide. I. Product Concept. 1. Background of Product Development. Samsung Camcorder needs a competitive model targeting the conventional shooting category, the biggest pie in the digital camcorder market.

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February 200 5

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  1. February 2005 VP-D353 Sales Guide

  2. I. Product Concept 1. Background of Product Development Samsung Camcorder needs a competitive model targeting the conventional shooting category, the biggest pie in the digital camcorder market. This product will replace analog camcorders, which will be no more produced. So the key point is to have price competitiveness. 2. Customer Benefit • Affordable Price : $299 • Upgraded Movie Quality by New DSP (Visumax) • Advanced Applications such as PictBridge, High Quality MPEG4 Movie Clip, USB2.0 3. Product Image

  3. II. Target Customer 1. Main Target Customer : Diary Keeper 2. Target’s life style Ave.P. 4.77 Bourgeois (21.9%) • Use twice per month in average. • Low knowledge and usage of high-end or complicated features. • Main subjects are family events and children. 8 Professionals (5.0%) BUYING POWER 7 6 Practical Mania (20.0%) Ave. P. 5.29 Episode Recorder (16.9%) 5 Diary Keeper (36.3%) 3. Target’s unique needs in order 8 4 • Value for money • Compactness and lightness • After Service • Durable products 3 3 4 5 6 7 INVOLVEMENT

  4. III. Product Positioning 1. Positioning in terms of value factor 1. Retail Price Raised : $349 → $299 2. Function (memory card, MPEG clip ) 3. Convergence with DSC 4. Performance (video/audio/zoom) Raised : DSP6 화질/성능 개선 5. Size/Weight/Design Raised : Slim, Luxurious 6. Power Consumption 7. Durable and A/S 8. Easy to Use 9. Additional Features 1점 2점 3점 4점 5점 Samsung Dragon-pj (VP-D353) Samsung’s 2004 Model (Delta2-PJ, VP-D103) Competitor’s 2004 Model (JVC, GR-D33)

  5. III. Product Positioning 2. Positioning in terms of price $3499 $2299 $1999 $1999 $1999 $1899 $1699 $1699 $1499 Dragon-pj $1199 HD Cam $1099 Mega Pix. DVD Cam 3CCD Cam $999 $899 $799 MiniDV / D8 $699 $599 $499 $399 8mm LCD $299 $199 8mm ’00 ’01 ’02 ’03 ’04 ’05 ’06 ’07

  6. IV. Features 1. Unique Selling Point • Handy & Easy Digital Camcorder : With upgrade DSP engine (Visumax), the consumers enjoy recording movies stills without any hassles or inconvenience. 2. Product Key Feature • 20x Optical Zoom Lens • 2.5” LCD • 4 in 1 Multi Memory Card Slot (Option) • Built-in Memory Up to 64MB • USB2.0 • High Quality MPEG4 Movie Clip (720x480, 30fps) • PictBridge

  7. IV. Unique Selling Proposition 3. Adoption of new technology & Technology Terms Enhanced Video Quality with Upgraded DSP Engine Cinema Mode • DSP5 (2004) 500 line VGA (640x480) 530 line Real Wide • DSP6 (2005) SVGA (800x600) VGA (640x480) [Resolution] [JPEG Size] [Natural Color] [Wide Mode 16: 9]  Concept - Enhance video performance by utilizing Samsung proprietary chip technology. * Image Quality Enhancer ( ex :CNIe, Digic-DV) * JPEG Expansion Technology * Noise Reduction Technology * Real Wide Mode for HDTV / Wide TV ※ Upgraded DSP Engine will be adopted to all 680K Pixel CCD Product

  8. IV. Unique Selling Proposition 3. Adoption of new technology & Technology Terms Memory Card Slot + Built-in Flash Memory • Samsung • Brand S. 16MB 16MB 32MB 32MB 64MB • Brand J./P. Multi Memory Card Slot 16MB 32MB  Concept - Mass storage provides practical benefit to consumers. ※ Optional Feature by Model No.

  9. IV. Unique Selling Proposition 3. Adoption of new technology & Technology Terms USB 2.0 • USB 1.1 ※ Max. Speed 480Mbps Max. 12 Mbps • USB 2.0 Max. 480Mbps 12Mbps USB 1.1 USB 2.0 ※ Actual Trasfer Rate is different according to the devices.  Concept - Faster USB Streaming from DVC to PC. ※ All new product will adopt USB 2.0 interface

  10. … … IV. Unique Selling Proposition 3. Adoption of new technology & Technology Terms High Quality MPEG4 Movie Clip & USB Streaming • 2004 • 2005 MPEG4 Movie MPEG4 Movie DSP6 QVGA size (320x240) D1 size (720x480) 10Fps 30Fps  Concept - Lower bit rate with good image quality suitable for a personal movie album and e-mail. ※ All new product will adopt high quality MPEG4 feature

  11. IV. Unique Selling Proposition 3. Adoption of new technology & Technology Terms PictBridge™ • 2005 • 2004  Concept - Direct print from a camcorder to a printer (No PC). - PictBridge enabled printers: Canon, HP, EPSON, Samsung and Olympus. ※ All new product will adopt PictBridge feature

  12. V. Competitors Comparison 1. Comparison Table Samsung 2004 JVC 2004

  13. VI. Summarized General Spec 1. Key Specifications (SC-D35X)

  14. VI. Summarized General Spec 1. Key Specifications (VP-D35X)

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