DNIe 2004 Guide

1. DNIe 2004 Guide

2. DNIe Brand Startegy • Growing to the level of sub-brand for Samsung TV • Aggressive communication to enhance consumer recognition (ex) SONY : WEGA / WEGA Engine Philips : Pixel Plus TV Samsung : Samsung DNIe TV • Expand DNIe concept as a total process of picture optimizing technology • Need to re-interpret DNIe through technological change - Need to appeal with additional technologies (6-times density, Image Optimizer) • Mid and long-term perspective on future technological development

3. Plasma LCD DLP PJTV DNIe redefinition • 4 Picture Optimizer engines realize life-like natural images working effectively with any display device type. • Dense and High definition image through 6 times Density technology • Image Optimizer generates emotional Natural Images enriching consumers’ versatile needs. Motion Optimizer 6 Times Density Contrast Enhancer Works effectively with any display device Detail Enhancer Color Optimizer from any signal Image Optimizer (MCC,I2C etc.)

4. Communication Objective Emotional & Natural Image Functional Benefits (Technology) Emotional Benefits Emotional Image More than Real Life Natural Image Differentiation Strengthen Expand Main Benefit Easy to Communicate With Consumers Reinforce Communication Of DNIe’s 4 elements Expand DNIe concept Including MCC, I2C etc. Versatile Benefits Motion Optimizer Detail Enhancer Contrast Enhancer Color Optimizer Image Optimizer (MCC, I2C) 6 Times Density

5. Communication Direction • Maintain DNIe brand identification - Consistent communication of DNIe as Samsung's TV technology with a long-term view • Differentiation of additional functions - Focused communication on new functions ( 6 times Density, Image Optimizer) • Reinforced communication through events - Exhibition ('04 ICE Show), Road show (Europe, Asia) , 2004 Athens Olympic • Easy communication - Benefits presented through empirical and direct communication - Development of diverse communication tools (Different tools for different targets) - Technical details are explained in connection with consumer benefits

6. Communication Guideline • “ 6 times Density ” is the main message of DNIe • Appeal emotional benefits of Image Optimizer • Main Communication Message of DNIe • Natural and High definition images due to more pixels • Competitive advantage should be delivered. 6 times Density Additional Features • Versatile benefits for customers • Appeal Emotional benefits • Each Technology can be communicated individually ( MCC, I2C ) 感 Image Optimizer 明 • Maintain current communication messages •  Make Understanding DNIe’s 4 elements • Deliver the developed / advanced image of • 4 elements 動 Contrast Enhancer Motion Optimizer Advanced Features 色 細 Color Optimizer Detail Enhancer

7. Communication Message 6 times Density Reproduction of 6-times high quality visual image (vertically double, horizontally triple) world's first superior to competitor Image Optimizer MCC (My Color control) Without damage to other areas, user control colors for skin, green, and sky Color weakness Correction Color correcting function for the color weakness communication of corporate image caring for the minority World’s first No specific name I2C (Intelligent Image Control) Input signal and surrounding brightness analyzed for automatic contrast signal and backlight control resulting in optimum screen creation limited to LCD TV Advanced 4 elements Finer picture quality realized by enhancing the four existing elements Appeal as advanced version

8. Communication Tools • Full Scale Communication • Focus on development of Marcom Tools that can be directly seen and experienced Visualization Naming, Logo Design  Product/ Box, Chip, Demo mode Advertisement TV Ad, Print Ad, Outdoor Events Launching Road Show, Exhibition, Olympic PR Press Release, Advertorial, Press kits Online Promotion DNIe Microsite, Online events In-store Promotion Sales Guide Book/CD, DVD Demo Catalog, POP (sticker, stand,)

9. Appendix : DNIeTM Technology

10. DNIe - 6 times Density • Horizontal Pixel is tripled through Samsung's own algorithm using non-linear filter: horizontal pixels tripled (720  2160) , Vertical lines doubled  6 times density Realize Finer and high resolution image Sony WEGA engine Samsung DNIe 3 X 2 X 3 X 2 X 2 4 times Density 6 times Density

11. DNIe - 6 times Density (example) Conventional  DNIe

12. DNIe – Motion Optimizer Target pixel Analyzing targets Not analyzing pixels • No blurring or noise in still or motion pictures • Noise-free by 3-dimensional analysis Motion Optimizer Contrast Enhancer Detail Enhancer DNIe Conventional Color Optimizer General NR 3D Motion Optimizer Analyze target pixel, surrounding pixels and correspondent pixel in next frame. (Target frame) (Target frame) (Next frame) Spatial analysis Time analysis

13. DNIe 3 – Contrast Enhancer • Contrast and brightness are reproduced naturally • Blacker blacks and Whiter whites • Dynamic contrast range by a first ever minute analysis Motion Optimizer Contrast Enhancer Detail Enhancer Conventional DNIe 3 Color Optimizer Conventional DNIe DNIe

14. DNIe 3 – Detail Enhancer • Perfect in every detail image without noise nor flicker • Frequency characteristics improvement by natural peaking for natural transition of edge. Motion Optimizer Perfect in every detail Contrast Enhancer Detail Enhancer Conventional DNIe Color Optimizer High Frequency Medium Frequency Low Frequency Conventional Input DNIe

15. DNIe 3 – Color Optimizer DNIe Color Brightness Analysis Color Analysis • Create purelynatural colors : Analyze Color, brightness, thickness Motion Optimizer Contrast Enhancer Detail Enhancer Conventional DNIe 3 Color Optimizer Color thickness Analysis OUTPUT INPUT Color Enhance DNIe

16. Image Optimizer MCC ( My Color Control ) Color weakness Correction I2C ( Intelligent Image Control )

17. MCC (My Color Control) • “For Skin tone, Green grass, and Blue Sky ; • 1. Colors can be controlled without affecting other colors • 2. Screen can be controlled as desired for enjoyment Blue Sky Skin Color Green Grass

18. I2C ( Intelligent Image Control) Motion Optimizer Contrast Enhancer Detail Enhancer Color Optimizer • Increase dynamic contrast range based on input signal • Adjust backlight brightness by Surrounding illumination level  Optimum image and Power Saving effect (savings of 30%) DNIe3 Output LCD Panel Input C/E control R/G/B average Max, Min Control Backlight I2C Processor S E N S O R

19. What to Say? • Active display technology, • which automatically senses the • 'internal input image' and 'external viewing environment' • to produce optimum and fine images • Power Saving Effect • No strain on eyes • Provide Perfect Picture suitable for the environment

20. Color Weakness Correction • Modify images for Color weakness to see original colors (9 levels of each red/green/blue color weakness) Modified image Original Image Color Transforming Processor Display Unit Visual Contents User Color Information Partial color blindness Matrix Determination of color Blindness level < Block Diagram> Image by color weakness Color Week's recognition image

21. What to Say? • “Provide Original Natural colors to all people.” • Minority considered • Communication of Corporate responsibility and ethics