3 / 60

Evolution of TV

A TV is no longer just a plain TV. The whole experience and interaction between TV and Consumer

has evolved.

HDTVBlack & White

TV

Color TV SDTV LED TV 3D TV Smart TV

Smart TV Category CreationNew Smart TV category will open up new opportunities.

LED category created new marketdemand and growth in TV industry

New Smart TV categorization will create new opportunities

LED = a feature LED = New category

2008 2009 2010 2010 2011

Connected TV

= a feature

Smart TV = New category

Created new market demand

Slowed ASP down

Led high growth of TV industrySamsung

LED TV

Premium

Step-up

Entry

P

D

P

P

D

P

L

E

D L

C

D

P

D

P

L

C

D

L

C

D

P

D

P

P

D

P

L

E

D

L

C

D L

E

D

L

E

D

L

C

D

L

E

D

Samsung Smart TV

4 / 59

Smart TV ForecastNew environment will nurture the significant growth in Smart TV.

(Source: iSuppli, McKinsey Analysis)

Smart devices boom

More Smart TV from new entrants

2013

49M

2011

22M

2009

5M

2012

33M

2010

11M

CAGR 76%

“Smart Device” Booming up (Mobile and Living Room) Smart TV Market Forecast (Worldwide)

5 / 59

Samsung led the way in 2010Samsung accelerated Smart TV expansion by continuous innovation

Source: NPD Monthly, Samsung internal data

CumulativeBy month

AugJulJunMayAprMarFeb

174,089

57,084

Samsung Apps download Activation rate increasing

AugJulJunMayAprMar

BDP TV

63%

57%

6 / 59

+ +New

Features

2nd TV App

Remote App

Smart HubAn integrated gateway to all content related functions on TV

Samsung Smart TV,

We are here to deliver your promises!

What do consumers expect of Smart TV?

Social TV- Chat & blog with your friends while watching TV

Search All- Wide search to diverse content needs

Smart Hub- Gateway to all contents

Your Video- Video recommendation based on usage pattern

Web Browser- Easy and convenient access to web

+

+

+

+

+

Lean back and enjoy the recommendation service to movies, dramas & more

We will recommend you to videos by analyzing your viewing history

Even your friend’s favorite movies will be recommended to you by Facebook

You will be guided to rent/buy to watch contents instantly

Customized video recommendation of your taste

I prefer aggregated

recommendations

Your Video

Access the content from diverse sources from web, apps, Your Video and All Share

Search for contents by texting keywords with your remote control or Touch Control

Experience auto completion text input service for faster access

Watch the searched video contents with your VOD services like CinemaNow & more

Instant response to your diverse content needs

Too much information

overload, what I really

want is to find

something easily

Search All

1

2

3

4

Access the web and find unlimited contents online

Watch & explore the web at the same time, by adjusting widow modes

Input search words, view history and bookmark pages

Keep your children safe by setting parental control & web filter

Easy & convenient access to web

Applications are

awesome, but I want

internet service also

Web Browser

Chat, share & blog with your friends and family while watching TV

Access Facebook, Twitter and Google Talk by one simple click

Enjoy social networking without using other devices like notebook or smart phone

Interact with friends and family without switching your view on TV

Chat and share TV experience with friends

Interacting while

watching TV is

important to me

Social TV

Remote App

Enhance your TV viewing experience with Smart devices

Wifi-based remote control : Auto TV detecting (AP, TV Model)

Supporting Android phones & iPhone

Smart Hub feature enhanced in 2011

Channel/Volume Smart HubHotkeysVarious Functions Text Input

Movies on DemandCatch up

TV

SEAU Needs to Drive Digital Content to Transition

Consumers to SMART TV

Sport on

Demand

• 1.6m subscribers • VOD services• Dedicated Sports

• Critical to SMART TV• Media • Need to shape outcomes

• Need to leverage Aust. love of sport• AFL coming Q1• Planning with ARU• Need to pull through in ATL

2011 GTM Strategy – Local Smart TV Content

IPTV platform content partnerships for ‘11- Leverage free-to-air catch-up TV content via media partners

SEAU

Launched

ninemsn

2010 Launched 2011 Planned Partnerships

Bigpond TV

ABC iView

NRL Game Analyser

• On line DVD rental• 45,000 catalogue• Expansion to IPTV

To be launched

April May June July August

In Negotiations

At least 6∽7 Weeks

For Samsung QA

2∽3 Weeks

For the Test

TestWidget

Several Weeks

For OTN Test + OTNKey

Milestones

2011 Local Smart TV Content Roadmap

16 / 60

Leading TV & BD market share High Brand value of Samsung Global coverage for TV and BD products

Partnership with the leader

New Platform

Access to living room devices New revenue generation

opportunities

Multiple device Synergy

Same widget for TV & BD Shorter development cycle Shorter time to market

Benefit to Content PartnerPartnership with the world’s leader in TVs

High brand value and wide coverage of Samsung to ensure higher audience

17 / 60

Benefit to CustomersEasy and convenient access to rich internet contents on TV.

High interactivity and device synergy will provide enhanced user experience

Enlarges the range of contents on TV Customers watch what they want to watch

New & Demanded content on TV

More for less hassle

Easier access to on demand content No need for multiple boxes or linking

computer to TV

Enhanced User experience

Similar user experience across devices Interactive user experience

Big Pond Movies VOD(PPV)

Big Pond Music Live Streaming

Big Pond News Live Streaming

Big Pond Sports Live Streaming

V8 Supercars Live Streaming

Big Pond Horseracing Live Streaming

Big Pond Kids Live Streaming

Pay TV Channels Live Streaming

MTV Live Streaming

Discovery Live Streaming

Disney Live Streaming

BBC Live Streaming

CNN Live Streaming

Cartoon Network Live Streaming

ESPN Live Streaming

3D Content Live Streaming

Xtreme Sports Live Streaming

6 Channels and 1 VOD For Free

○ Phase 2) will be monthly subscription fee base○ A La Carte can be provided as the part of the

service

1

2

-

○ Big Pond TV is a widget in Samsung Device- Application download is for free○ Subscriber which uses can access Big Pond TV

Application in Samsung Device

Big Pond Broadband M/S in AUS market: 81%

Phase 1)

Phase 2)

Big Pond TV Business Phase

What is Big Pond TV ??

How does it work ??

What is Big Pond TV ??

For Free

Live Streaming

(A La Carte

/

Mini Pack)

VOD

(Free on

Demand

+

PPV)

6 Live

Streaming

(Free Channel)

MonthlySub Fee

Big Pond TV Application

Free Download

Big Pond TVApplication

Game AnalyzerWidget

Game Analyzer Application is a tool that shows highlights of sporting matches

Guide Widget(Detect Firmware)

Main Widget(Full Service)

Guide Widget has a simple UI/MessageIt is mainly promotionalIt can detect firmware update

1 2

Telstra Suggests

2 Way Update

Service Structure Application Types

Big Pond TV Service Structure

Co-Marketing

On-Off Line Promotion

Telstra StorePromotion

Big Pond TV in Samsung TV A/S

TechnicianSupport

OperateCall Center

Big Pond TV WidgetCommercial AD

And etc.

Increase Big Pond TV Subs.with Samsung TV

GreatCustomer Satisfaction

Maximize Big Pond TV Subs and Samsung TV Sales

Marketing & CS

TV

2011

JulJunMay

OOH

Online

SEM

Print

2

weeks

2

weeks

2

weeks

6 weeks

Full page inserts

Banners ads

Launch:

Search

ATL/BTL Launch Plan

8000 TARPS incl regional

networks and STV channels

15 Full page ads across Good

Weekend, Sunday Life etc

Major News Portals incl

takeover pages for 3 months.

Search Smart TV campaign for

4 months on major keywords

Major CBD buses, trams and

bus interiors nationally

April

EXPERIENTIAL

SHOP DISPLAY

4 weeks tour

6 weeks

40 locations,

9 week national tour

500 key retail shop-fronts

70% of Aust. CE mkt value $

TRAINING FSM training roadshow1,650 retail sales people trained

nationally

Launch:

Consumer Experiential

• National Experiential Tour event to demonstrate Smart TV, Design and Picture Quality/3D.

• 153,000 demonstrations planned.

• 40 Shopping Centres

• 2 months activity

Element 2011 PLAN

Locations 40 centres

Demonstrations 153,000

Duration 9 weeks

Telstra to own a dedicated “SMART POD”

• Branding and brand ambassadors

• POS distribution and BP bundling offers

Smart TV Point-of-sale

In-store POS

Security Covers Ceiling Banners Floor Banners

Shop Display –BP Execution Areas

Smart TV Telstra Big Pond TV

On-Screen Demo/Plus Demonstrators

• Addition of Telstra On-screen promo

to Samsung content.

• 3,000+ TV’s in Australian retail

stores.

• Live demonstrations of Big Pond TV

by in-store demonstrators during

launch

BP Movies Promotion- TBC

• A strong Bigpond Movies promotion delivers customer adoption

of both Samsung & Telstra’s technology

• May – June time frame for the new 2011 range models.

SERIES BP Movie Credit

SalesPlan

Series D5500 $100 1,550

Series D6000 $200 13,300

Series D6400 $200 6,450

Series D6600 $200 9,145

Series D6900 Plasma $200 9,880

Series D7000 LED $200 5,380

Series D8000 Plasma $200 2,520

Series D8000 LED $200 2,390

TOTAL 51,665

Thank you