©2011 Motion Display Scandinavia AB - All Rights Reserved.

©2011 Motion Display Scandinavia AB - All Rights Reserved


• About Motion Display– Background– The original vision– Choice of technology– Development up till now

• Electronic Paper Displays– Positioning– Unique Features– The technology

• Proven Dramatic Sales Increase - Case Studies• Exchangeable overlays concept• Applications and Samples• Standard Project Plan• Summary and Questions

MOTION DISPLAYCONTENT


• Swedish company founded by Erik Danielsson (the founder of Pricer) in 2005

• Electronic Shelf Label (ESL) systems are expensive and lack possibility of efficient real time promotion

• The vision was to combine the advantages of ESLs with the possibility of effective at-shelf marketing - “ESL-add-on”

ABOUT MOTION DISPLAYBACKGROUND

Traditional shelf talkers next to a Pricer ESL at Carrefour

PRICER ESL AND MOTION DISPLAY ADD-ONREGULAR PRICE MODE - CLOSE UP

©2011 Motion Display Scandinavia AB - All Rights Reserved CONFIDENTIAL

The add-on display shows “regular price mode” (in this example just showing the Coca Cola logo) when the Pricer ESL shows regular price.

PRICER ESL AND MOTION DISPLAY ADD-ONCAMPAIGN MODE - CLOSE UP

Campaign mode with attention grabbing animation starts at the same time as the Pricer ESL is being updated with the campaign price.



• Promotion fully synchronized with price change• Enabling short event driven campaigns• Enabling easy evaluation of campaign efficiency• Reports showing when a campaign was implemented • etc…

ABOUT MOTION DISPLAYTHE ORIGINAL VISION

Early test with attention grabbing displays. ICA Cola (own brand)sold out in one day (picture from ICA Sävja, Uppsala, Sweden)


Requirements: • Extremely low power consumption.• The display must create sales lifting attention grabbing.• The display must be able to be placed at the shelf.• An ESL add-on must support wireless communication.• An ESL add-on must be easy to integrate with any ESL

supplier.

This led us to

ABOUT MOTION DISPLAYCHOICE OF TECHNOLOGY


• Development of our own controller• Prototype lab in Uppsala 2008 (prototypes in 2-3 weeks)• Production in China up and running 2009• Second production plant set up in China 2011 – first volume Q4

2011• Initially focusing on product development• Great interest from all over the world• Established contact with many of the leading brands• Stand alone displays successfully launched• Exchangeable overlay concept successfully launched• Now ready for the original vision with retailer controlled

promotions

ABOUT MOTION DISPLAYDEVELOPMENT UP TILL NOW


STATIC PRINT

ELECTRONIC PAPER DISPLAY

TV

ELECTRONIC PAPER DISPLAYSTHE NEW GENERATION IN-STORE MARKETING - BETWEEN PRINT AND TV


EPD WITHOUT OVERLAYCOLORFUL ANIMATION CONTROL UNIT AND BATTERY

PROVIDES POWER AND

CONTROLS THE ANIMATIONS

FULL COLOR PRINT ON TOP OF E-PAPER

OVERLAY E-PAPER

SEGMENTED LAYOUT

MOTION DISPLAY E-PAPER DISPLAYS THE BUILDING BLOCKS


ELECTRONIC PAPER DISPLAYSUNIQUE FEATURES

• Deployed as easily as traditional POS-material• Allows integration with traditional static print (i.e. hybrids)• Any shape - even holes• Paper thin, lightweight and flexible• Proven dramatic sales increase• Brings life into printed material• Extremely power efficient

– runs on small batteries for several months• No cables• Full color pictures• 180⁰ viewing angle• Interactivity - button on the control unit to switch between pre-set animations• Higher contrast in bright surroundings - ideal for retail environments• Long lifetime – display material with lifetime of >30 000 hours


• ELECTRONIC PAPER is based on Electronic Ink.

• ELECTRONIC INK is a prize awarded technology and the base component in Electronic Paper. The patented material consists of millions of small microcapsules with a width of human hair.

• THE MICROCAPSULES consist of positively charged white particles (zink) and negatively charged black particles (carbon) in a transparent fluid.

• EXTREMLY LOW POWER is needed to activate the organic white and black particles in order to create motion.

ELECTRONIC PAPER DISPLAYSINNOVATIVE DISPLAY TECHNOLOGY


0v 0v +v +v 0v 0v 0v

ELECTRONIC PAPER DISPLAYSINNOVATIVE DISPLAY TECHNOLOGY


SALEBUY ONE GET ONE 50% OFFBUY ONE GET ONE FREEGIVE A GIFTCARD ONE SIZE FITS ALL

ALLOWS DIFFERENT MESSAGES IN THE SAME DISPLAYEXAMPLE LADY FOOTLOCKER, USAAPER DISPLAY ADDED ON SEVERAL DIFFERENT STATIC PRINTS


Each segment must be sufficient to contain a 0.500 mm diameter circle inside.

0.50

0mm

Once a segment has an area large enough to fit the minimum 0.500 mm diameter circle, then it can narrow down to a smallest width of 0.200 mm.

DESIGN GUIDELINESEXAMPLE: LADY FOOTLOCKER


1. Crushed Tomatoes – 2007ICA, Sweden

2. Adidas - 2010Adidas/Intersport stores

3. Bacardi UK, 2011St Ives

PROVEN DRAMATIC SALES INCREASECASE STUDIES


SALES WITH ELECTRONIC PAPER DISPLAYs

SALES WITH STATIC PRINT

PRIZE AWARDED STUDY

By The Nordic School of Retail Management (Jens Nordfält, PhD)THE SWEDISH RETAIL INSTITUTE, HUI

THE RESULTOrganic crushed tomatoes – sales increased by 64% vs. printMilk – sales increase of 24% vs. printCustomer observations increased by 34%

SALES INCREASE OF 64%

64 %24 %

CRUSHED TOMATOES – PROVEN DRAMATIC SALES INCREASEICA, SWEDEN


Variable Motion Display’s exposure

Regular exposure

Difference Increase Significance

Pass 100 % (n=163) 100 % (n=165) - - -

Watch 37.4% (n=61) 24.2% (n=40) 13.2% 54.5% 0.01**

Stop 30.7% (n=50) 15.8% (n=26) 14.9% 94.3% 0.001***

Examine 20.2% (n=33) 9.1% (n=15) 11.1% 122.0% 0.004***

** Significant on a 5 %-level, *** Significant on a 1 %-level

122 %

PROVEN DRAMATIC INCREASE OF OBSERVATION AND EXAMININGADIDAS, INTERSPORT STORES, SWEDEN


PROVEN DRAMATIC SALES LIFT OF UP TO 79%BACARDI / ERISTOFF - UK

79 %• E-paper shelf edge POS to support Eristoff and

Bacardi Breezer instore activity

• 105 units live in 35 stores for 2 months

• Up to 79% sales increase in February on Eristoff sales vs. January

• Bacardi Breezer increasing market share of category

‘Using E-paper, St Ives Digital Media team developed an innovative solution to help our brands increase message engagement at the point of purchase . We’re delighted with results to date – up to 79% increase in sales of Eristoff vs. pre-period, whilst Bacardi Breezer has increased category share over the past 2 months . We are now working with St Ives on new E-paper opportunities across our portfolio.’

Mark GloverNational Accounts Manager - Northern IrelandBacardi Brown-Forman Brands

‘The Bacardi and Eristoff campaigns have demonstrated clear sales and operational benefits. The technology requires little management whilst the price-change capability has allowed us to react quicker to market demand than traditional POS’

Andrea CarsonMarketing ManagerWineflair Stores – Northern Ireland

MOTION DISPLAY EXCHANGEABLE OVERLAY SOLUTIONREUSING THE DISPLAY FOR SEVERAL CAMPAIGNS


– Same e-paper display preprogrammed with a number of animations– The e-paper display is being reused for several campaigns– The color overlay is loose and inserted on top of the e-paper– A new campaign only requires a new color overlay

MOTION DISPLAY EXCHANGEABLE OVERLAY SOLUTIONFLASHES “NEW” AND BACKGROUND


+Overlay Black and white e-paper display

The exchangeable overlay inserted on top of the flashing display

MOTION DISPLAY EXCHANGEABLE OVERLAY SOLUTIONFLASHES “NEW” AND BACKGROUND


MOTION DISPLAY EXCHANGEABLE OVERLAY SOLUTIONANIMATED DISPLAY WITH VARIOUS SEGMENTS


Press a button on the backside of the display to switch the animations.

Animation 1 & 5: NEW & Nyhet

Animation 2: Arrow plus Circle

Animation 3: Arrow

Animation 4: Circle

Animation 6: PURE (ON/OFF)

Total size: 183.7 x 44,4 mm

An E-paper display can be designed and programmed to blink the different segments to create desired effects.

Animations based on this basic e-paper display could for instance be six animations as showed on the right.



Animation 1: NEW

Animation 2: Arrow plus Circle

Animation 3: Arrow

Animation 4: Circle

Animation : 6 PURE (ON/OFF)

Total size: 183.7 x 44,4 mm

Colgate Overlay

HUGGIES Overlay

TOBLERONE Overlay

Gillette Overlay

Coca Cola

Can work with any overlays

Animation 5: Nyhet



Animation 1: NEW + Colgate Overlay

Animation 2: Arrow plus Circle + HUGGIES Overlay Animation 2: Arrow plus Circle + TOBLERONE Overlay

Animation 4: Circle + Gillette Overlay Animation 4: Circle + Coca Cola Overlay

Hand write price or other messages here


APPLICATIONS AND SAMPLESVARIOUS TYPES AV DISPLAYS

ATG (Swedish Horse Racing Totalisator Board) Sweden


PROMOTION SIGNS – MOUNTED ON SHELFUnilever Sweden – AXE Excite Launch 2011


Adidas – Roll out Intersport stores, EU

PRODUCT STANDS – EXPOSURE STANDSONE E-PAPER DISPLAY ADDED ON SEVERAL DIFFERENT STATIC PRINTS


PRODUCT STANDS – EXPOSURE STANDSHYBRID SOLUTION – THE E-PAPER IS INTEGRATED INTO STATIC PRINT

Adidas – Roll out Intersport stores, EU


PROMOTION SIGNS – COUNTER STANDS

Rollout Lady Footlocker USA Electrolux – EU (11 languages)


Electrolux Sweden

PROMOTION SIGNS


Animation proposal

Quotation

Order

Final animation

Customer approval of animation

Specification for production

Optional: Prototype approval

Production

Delivery

1-2 weeks

1-2 weeks

8-12 weeks (without prototype)

ELECTRONIC PAPER DISPLAYSPROJECT PLAN


• A paradigm shift in in-store-marketing • Proven dramatic sales increase• Brings life into printed material• No cables – deployed as traditional POS material

• Exchangeable overlay solution allows reusing the displays

• ESL add-on enables remotely controlled at-shelf marketing:• promotion fully synchronized with price change• facilitates short event driven campaigns• easy to evaluate campaign efficiency

MOTION DISPLAY – SUMMARY

CONTACTMOTION DISPLAY

www.motiondisplay.com

[email protected]

Fax: +46 (0)18 700 11 81

Salagatan 16

753 30 Uppsala, Sweden

Phone: +46 (0) 18 444 03 00

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