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bizhub C203/253/353 Strategy

bizhub C203/253/353 Strategy. Form Follows Multifunction. Product Strategy – Mission/Pricing !. Basics. C203 / C253 / C353 and C353P offer… Higher Performance and Productivity Faster hardware Better availability Higher Quality for print and scan Next generation toner New image processing

byron-santos
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bizhub C203/253/353 Strategy

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  1. bizhub C203/253/353 Strategy Form Follows Multifunction

  2. Product Strategy – Mission/Pricing !

  3. Basics • C203 / C253 / C353 and C353P offer… • Higher Performance and Productivity • Faster hardware • Better availability • Higher Quality for print and scan • Next generation toner • New image processing • Longer lifetimes and higher reliability • New consumables • New fusing unit • Easier Setup • Enhanced option installation • Enhanced finisher

  4. Topics of MFP itself • The Second Machine of bizhub ‘Next Generation’ Line-up ! • New bizhubOP [Emperon 5.1, OpenAPI 2.0] • InfoLine Concept • New 8,5” Color LCD • MFP for Monochrome and Color ! • Low Mono CPP [30% lower than C252/C352] • Low Color CPP [40% lower than C252/C352] • Better Monochrome Ability to Equivalent bizhub 250/350 • Long life CRU Parts [Toner & I/U] • Mono Mode – even w/o Color Consumables • Ultra Short Image Stabilization [Best In Class] • 99.8% against theoretical performance!

  5. Concept Points • Monochrome Replacement • Low BW CPC, WUT, Finishing, BW Mode – even w/o Color Consumables • Usability • Color LCD, New Box, Authentication Devices, InfoLine • Performance • Emperon 5.1, 100% Duplex, Image Stabilisation, WUT + FCOT • Quality • Laser Engine, Simitri-HD, Edge Enhancement Mode • Office • PageScope Enterprise Suite, CRU, bizhub OP [incl. OpenAPI], XPS • Graphic Environment • Media Handling, Floor Booklet Finishing, Fiery

  6. Learn Once – Operate All ! Sales Strategy – Thames Sales Mission • Accelerate B/W Replacement • Including Competitors with aggressive Mono CPP • Capture Higher Market Share for Segment 2+3 ! • 35% share in Segment 2+3 [ Color+CC] • Increase PV and Non-Hard Revenue ! • To stabilize operation of ‘Core Business’ • Maintain the Genre Top Position for Segment 2-4 Color ! • Embrace / Activate Dealer Channel ! • Focus New Dealer Recruitment • Higher Internal KM’s Share Dual Line Dealers • Complete Color MFP line-up from bizhub C203 to bizhub C650 • Consistent User Operation and Functions throughout models • Base for all upcoming Mono Devices [GangesM, LaPlataM]

  7. Sales Strategy - Pricing • Pricing • bizhub C353 • Reducing Price Premium to Mono machine [bizhub 350/360] • More Aggressive CPP [different supplies] as for bizhub C253/203 • Shift to ‘Upper Segment’ • bizhub C253 • Maintain the current HW pricing position of bizhub C252 • Superb product features will be the key argument ! • Lower running cost will be a differentiation points forthe price [TCO] • bizhub C203 • Minimum required price difference between bizhub C253 and C203 ! • Back-up for bizhub C200 [Spring 2008] ! • Less Focus [less profit] !

  8. Sales Strategy - Positioning • Positioning • bizhub C353 • Dual Approach ! • Office: bizhub OP/ Emperon and Embedded Finisher • Color: Fiery/Floor type Booklet FN • Competitor: RICOH MP3500C, SHARP MX3501, Canon iRC3380i • bizhub C253 • Mainly Office ! • Emperon / Embedded FN [Modular] / FK-502 • Competitor: RICOH MP2500C, SHARP MX2300/2700, Canon iRC2880i • bizhub C203 • ‘Entry Office Color’ • Job Separator • Competitor: SHARP MX1800 [New!]

  9. bizhub 350 vs bizhub 360 vs bizhub C353 bizhub 350 bizhub 350 bizhub 360 bizhub 353 35/0 36/0 35/35 Speed [Mono/Color] Touch Panel 8,5” Color Mono ¼ size Mono ½ size Yes Yes Yes Security Features bizhub 360 Yes Yes Yes Box-Feature [HDD] Yes [Std.- 5.1] Yes [Std.] Yes [Opt.- 2.1] Emperon Opt. Std. Opt. Feeder Yes [2.0] Yes [1.0] OpenAPI N/A bizhub 353 Yes [2.0] Yes [1.0] bizhubOP N/A Embedded + Floor Embedded + Floor Embedded Finishing Yes Yes Yes PageScope Suite 100% 117% Price 108%

  10. Product Concept C353P • Printer Concept • One source - one cost marketing ! • Color Capable ‘PREMIUM’ printer with superior image ! • Real Printer [Large Graphic Display ! • Same finishing functions as MFP ! • Same CPP for MFP as well as printer ! • Conventional Office market and Graphic Market [no Fiery] !

  11. Market Potential

  12. Market Surroundings [Q1 2007] • Segment 2~4 A3 Color Tandem • We're the top position as single vendor [Share 29.3%] • Unit Share is increased by 2.200 units from previous period… • … but the gap to RICOH group, is getting bigger [Gap: 3.200 6.700 units] • Canon and Xerox has been loosing ground [units sales and share]

  13. 700.000 Units Year ! Western Europe Segment 2~4 73% 57% 43% 27%

  14. Maximise Share ! Market Shares

  15. WE Market Development [All Segments] Monochrome Color Capable Color

  16. Western Europe Segment 2 RICOH Group Konica Minolta Xerox Canon SHARP

  17. Western Europe Segment 3 RICOH Group Konica Minolta Xerox Canon SHARP Toshiba

  18. Sales Plan [Two Years] bizhub C353 bizhub C253 bizhub C203 7.900 22.400 11.800 FY07 16.600 47.700 13.800 FY08 24.500 70.100 25.600 Total

  19. MIF Data

  20. 293.569 Units Own MIF ! MIF Data 2006 [20~39ppm Mono]

  21. MIF Data 2006 [20~39ppm Mono]

  22. 335.910 Units MIF ! MIF Data 2006 [20~39ppm Color Capable]

  23. 108.084 Units Own MIF… … but 80% too young ! MIF Data 2006 [13~35ppm Color]

  24. Sales Result

  25. By Model 1st Half 2007 Projection [Mono+Color + CC] Speed 20~35ppm

  26. By Brand 1st Half 2007 Projection [Mono+Color + CC] Speed 20~35ppm

  27. Competition

  28. bizhub C353 vs Canon iR3380 + Color speed 35 vs. 30ppm + Mono Speed 35 vs 33ppm + Std. Paper Weight 256g/m² vs 163g/m² + Duplex Paper Weight 256g/m² vs 105g/m² + Manual Bypass Capacity 150pages vs 50 pages + Max Paper Weight 268g/m² vs 220g/m² + Windows XPS vs N/A + Std. PostScript vs. Optional + Std. Security Functions vs. Optional

  29. bizhub C253 vs RICOH MP2500C + OPM Color 70 vs 35 + Std. Paper Weight 256g/m² vs 216g/m² + Duplex Paper Weight 256g/m² vs 169g/m² + Manual Bypass Capacity 150pages vs 100 pages + Max Paper Weight 268g/m² vs 253g/m² + Max Paper Size A3+ vs A3 only + Windows XPS vs N/A + Std. PostScript vs. Optional + Std. Security Functions vs. Optional

  30. C451 C253 C203 C353 Perceptual Map Monochrome Environment Color Environment

  31. Summary • C203 • Key benefit: flexibility in office environment • Key feature: Emperon • Compete with 4-Cycle product • C253 • Key benefit: productivity in office environment • Key feature: Emperon and enhanced Security • Compete with tandem color capable products • C353 • Key benefit: productivity in office and color environment • Key feature: Emperon and Fiery

  32. Activities – Keywords ! • Dealer Recruitment • Create Good Demo Room Package ! • Demonstration Video ! • Direct Sales Education • Demonstration Competition ! • Increase Color PV • USB Direct Printing [High Color Ratio/Coverage – Risk and Opportunity] ! • iOption [HotSpots, Education Centre] • Special Medias [Banner Printing]

  33. Fight and Change !

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