VP-D353 Sales Guide

February 2005

I. Product Concept1. 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 Benefit1) Affordable Price : $2992) Upgraded Movie Quality by New DSP (Visumax)3) Advanced Applications such as PictBridge, High Quality MPEG4 Movie Clip, USB2.0

3. Product Image

II. Target Customer1. Main Target Customer : Diary Keeper

8

76543

8

7

6

5

4

3

Bourgeois(21.9%) Professionals

(5.0%)

Diary Keeper(36.3%)

EpisodeRecorder(16.9%)

Practical Mania(20.0%)

INVOLVEMENT

BU

YIN

G P

OW

ER

Ave. P. 5.29

Ave.P. 4.77

2. Target’s life style

3. Target’s unique needs in order

1) Use twice per month in average.

2) Low knowledge and usage of high-end or complicated features.

3) Main subjects are family events and children.

1) Value for money

2) Compactness and lightness

3) After Service

4) Durable products

III. Product Positioning1. Positioning in terms of value factor

1. Retail Price

2. Function (memory card, MPEG clip )

4. Performance (video/audio/zoom)

5. Size/Weight/Design

8. Easy to Use

6. Power Consumption

9. Additional Features

3. Convergence with DSC

7. Durable and A/S

1 점 2 점 3 점 4 점 5 점Samsung Dragon-pj (VP-D353)Samsung’s 2004 Model (Delta2-PJ, VP-D103)Competitor’s 2004 Model (JVC, GR-D33)

Raised : $349 → $299

Raised : Slim, Luxurious

Raised : DSP6 화질 / 성능 개선

III. Product Positioning2. Positioning in terms of price

’00 ’01 ’02 ’03 ’04

$199

$399

$599

$799

$999

$1199

$299

’05 ’06 ’07

$899

$699

$1099

$499

$1699

$2299$1999 $1999

$1899$1699

$3499

$1999

$1499

8mm

8mm LCD

MiniDV / D8

Mega Pix. DVD Cam 3CCD Cam

HD CamDragon-pj

IV. Features1. 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

1) 20x Optical Zoom Lens

2) 2.5” LCD

3) 4 in 1 Multi Memory Card Slot (Option)

4) Built-in Memory Up to 64MB

5) USB2.0

6) High Quality MPEG4 Movie Clip (720x480, 30fps)

7) PictBridge

IV. Unique Selling Proposition3. Adoption of new technology & Technology Terms

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

SVGA (800x600)

VGA (640x480)

530 line

500 line

[Wide Mode 16: 9][JPEG Size][Resolution] [Natural Color]

DSP5

(2004)

DSP6

(2005)

VGA (640x480)

Cinema Mode

Real Wide

Enhanced Video Quality with Upgraded DSP Engine

IV. Unique Selling Proposition

16MB

32MB

16MB

32MB

32MB

64MB

Concept - Mass storage provides practical benefit to consumers.

Brand S.

Brand J./P.

Samsung

Multi MemoryCard Slot

Memory Card Slot + Built-in Flash Memory

16MB

※ Optional Feature by Model No.

3. Adoption of new technology & Technology Terms

IV. Unique Selling Proposition

Concept - Faster USB Streaming from DVC to PC.

USB 1.1

USB 2.0

Max.12 Mbps

Max.480Mbps

USB 1.1 USB 2.0

12Mbps

※ Max. Speed 480Mbps

※ All new product will adopt USB 2.0 interface

USB 2.0

※ Actual Trasfer Rate is different according to the devices.

3. Adoption of new technology & Technology Terms

IV. Unique Selling Proposition

2004 2005

DSP6

Concept - Lower bit rate with good image quality suitable for a personal movie album and e-mail.

QVGA size(320x240)

10Fps

MPEG4Movie

…

30Fps

D1 size(720x480)

MPEG4Movie

…

※ All new product will adopt high quality MPEG4 feature

High Quality MPEG4 Movie Clip & USB Streaming

3. Adoption of new technology & Technology Terms

IV. Unique Selling Proposition

Concept - Direct print from a camcorder to a printer (No PC). - PictBridge enabled printers: Canon, HP, EPSON, Samsung and Olympus.

2004 2005

※ All new product will adopt PictBridge feature

PictBridge™3. Adoption of new technology & Technology Terms

V. Competitors Comparison1. Comparison Table

Model Code & Picture

SC-D103 SC-D353 GR-D33 Lens 20x / 900x 20x / 900x 16x / 200x CCD 680K / 800K Pixel 680K / 800K Pixel 680K / 800K Pixel LCD / Viewfinder 2.5” / B&W 2.5” / B&W 2.5” / B&W Low Light Recording Light / IR / LSS IR / LSS LSS (Night Alive) Light / Flash Video Light - LED Light Image Stabilizer DIS DIS DIS PC Interface IEEE1394 / USB IEEE1394 / USB2.0 IEEE1394 Memory Card Memory Stick Slot Memory Stick Slot - Image Resolution VGA XGA - Movie Clip MPEG4 MPEG4 (VGA/30fps) - Volume / Weight 55x87.5x150 (721cc) 60x90x110 (594cc) 71x91x118 (762cc) Convenience 1 Easy-Q, EZ Navigator Easy-Q, EZ Navigator 520 line, 3D NR Convenience 2 PB Zoom, Multi Display PB Zoom, Multi Display F1.6 Price $349 $299 $399

Samsung2004

JVC2004

VI. Summarized General Spec1. Key Specifications (SC-D35X)

Region NTSCModel code D351 D352 SC-D353 D354 D355Format → → MiniDV ← ←Resolution → → 520 line ← ←Zoom/Digital Zoom → → 20x / 900x ← ←CCD → → 680K ← ←LCD → → 2.5", 112K ← ←Viewfinder → → BW ← ColorAudio → → 12/16b PCM ← ←Image Stabilizer → → DIS ← ←IEEE1394 → → In/Out ← ←USB - → USB2.0 ← ←USB Stream. (For./size/F.Rate) - → M4/VG/15f ← ←Web camera (For./size/F.rate) - → MJ/QV/15f ← ←Memory Card Slot - - M.S. Slot ← MultiBuiltin Memory - - - 32M 64MMemory Card - - - - -JPEG Recording Size to Memory - - SVGA(800x600) ← ←MPEG Clip Format / size / F.Ratio - - M4/D1/30f ← ←Continuous Shot / Image Mix - → - / - ← ←JPEG Multi Display - → 6 pics ← ←Light / Nite Pix / LSS -/-/O O/O/O -/-/O O/O/O ←AV / S.Jack / Ext.Mic / H.phone → → O/O/O/- ← ←Beep Sound / Display / PB Zoom → → O/GUI/O ← ←Multi Lang./Batt. Check/Instant On → → O/10step/X ← ←Analog In → → X ← ORemocon / Accessory Shoe → → X/X O/X ←Battery Pack → → SB-LSM80 ← ←Carrying Case / Tape → → Opt./Opt. ← ←S-Cable / Scart Jack → → -/- ← ←Accessory Comment → → - ← ←

VI. Summarized General Spec1. Key Specifications (VP-D35X)

Region PALModel code D351 D352 VP-D353 D354 D355Format → → MiniDV ← ←Resolution → → 520 line ← ←Zoom/Digital Zoom → → 20x / 900x ← ←CCD → → 800K ← ←LCD → → 2.5", 112K ← ←Viewfinder → → BW Color ←Audio → → 12/16b PCM ← ←Image Stabilizer → → DIS ← ←IEEE1394 → → Out ← ←USB - → USB2.0 ← ←USB Stream. (For./size/F.Rate) - → M4/VG/12.5f ← ←Web camera (For./size/F.rate) - → MJ/QV/12.5f ← ←Memory Card Slot - - M.S. Slot Multi ←Builtin Memory - - - 16M 64MMemory Card - - - - -JPEG Recording Size to Memory - - SVGA(800x600) ← ←MPEG Clip Format / size / F.Ratio - - M4/D1/25f ← ←Continuous Shot / Image Mix - - - / - ← ←JPEG Multi Display - - 6 pics ← ←Light / Nite Pix / LSS → -/O/O O/O/O ← ←AV / S.Jack / Ext.Mic / H.phone → → O/O/O/- ← ←Beep Sound / Display / PB Zoom → → O/GUI/O ← ←Multi Lang./Batt. Check/Instant On → → O/10step/X ← ←Analog In → → i Model Option ← ←Remocon / Accessory Shoe - X/X O/X ← ←Battery Pack → → SB-LSM80 ← ←Carrying Case / Tape → → Opt./Opt. ← ←S-Cable / Scart Jack → → Opt./Opt. ← ←Accessory Comment → → - ← ←