Proteomics: Product Line Profile

1. Proteomics: Product Line Profile Dr Ian Taylor Group Product Manager, Proteomics January 2001

2. Product Portfolio Includes the following: • GSI (Genomic Solutions) Family of Integrated Proteomics Instrumentation • ProXPRESS (formerly Arthur): this will have a separate Product Profile • Technologies under development (includes Protein Chips and Mass Spec) Note: PKI currently do not have access to US, UK and Japan ‘Core’ territories for GSI products.

3. Proteomics Portfolio - Global

4. Value Proposition for PKI Proteomics • Market and growth trend: • $1 billion for 2000 • $5.8 billion by 2005; CAGR >40% • Intended customers: Academic, Pharma, MALDI installations, Proteomic Factories • Timeframe: 2001 +5 years • What do Proteomic customers want?: move on from genomics; use combination of bioinformatics and proteomics to find new targets, validate targets, tox studies for new drugs, accelerate clinical trials • Competitive alternatives: Integrated Solutions from BioRad (ProteomeWorks) and APB (Ettan) • What does the PKI experience deliver? • ‘Proteomics for the masses’ - ‘Off the shelf’ and cost effective access to current and emergent enabling proteomic technologies • ‘First to market’ and established market share and installed base with GSI • Unique technology - Direct picking from fluorescent protein gel arrays • Working and proven technology • Integration with other proteomic technologies/components e.g. LIMS tracking, ProXPRESS for DIGE • Comfort from ‘local’ expertise in all geographies (applications, training, service)

5. Business Issues • Global Proteomics Sales Target 2001: $4.6 million • Product Mix: solely GSI products: ProPic, ProGest, ProMS, Proteomic Consumables • Geography: • Centre of gravity and trench warfare will continue to be Europe • Asia-Pacific will be strong emergent area during 2001 using PKI networks • Strong local proteomics communities which must be harnessed in Canada and Australia

6. Market Drivers for Proteomics General Drivers • Genomics and the completion of the Human Genome Project • Proteomics is closer to drug action, and biologically more complex than genomics, so development wil be intense and drive the market • Big Pharma needs increases efficiency of discovery and drug evaluation • Availability of Government funding and venture capital Specific Drivers • Established proteomic techniques prepare the market for growth as it is already an accepted technology • Automation of sample prep, transfer, and handling procedures to remove bottlenecks between the 2D and the MS • Sustained growth of the MS market and continued improvements in sensitivity of detection

7. Customer Needs General The challenge facing proteomics labs is to establish a strategy for high throughput cell mapping of proteins and protein expression profiling. The NEED is to provide protein information which is complete, accurate and reliable Specific Given that there are a number of products in the proteomics portfolio, we will focus on Need, Feature, Benefit, Proof for one product as our working example: this is the ProPic Workstation. Table is provides for ProPic Workstation as a separate Word document.

8. Competition General As mentioned in the value proposition, the main competitors for the complete ‘Integrated Solutions’ Segment of the Proteomics Market are BioRad/Micromas and Amersham Pharmacia Biotech BioRad • Well established at the ‘wet’ end with 2D gel and chemicals and approx $30M in revenues • Strategic marketing alliance with Micromass for MS • Strength is their PDQuest 2-D analysis software will be integrated with Micromass MS analysis sofware • Have a low tech spot cutter which they will package aggressively with the MS components; committed to have fluorescent picking early 2001 APB • Have tended to work through Technology Access Programs with proteomics • Dominate the differential expression (protein profiling) market using their proprietary 2-D dye system • Use these partnerships to leverage install of their new automation e.g. spot cutting robot • Also have a huge share of ‘wet’ front end 2-D gel rigs and chemicals

9. The PerkinElmer Solution Restate from value proposition: • ‘Proteomics for the masses’ ‘Off the shelf’ (no need to enter expensive technology access programs) and cost effective access to current and emergent enabling proteomic technologies • ‘First to market’: established market share and strong installed base with GSI • Unique technology - Only Company able to do Direct picking from fluorescent protein gel arrays • Working andproven technology • Integration and Synergywith other proteomic technologies/components e.g. GSI Protein Warehouse LIMS sample tracking, ProXPRESS for differential protein expression profiling as part of the GSI/PKI total proteomics solution. • Comfortfrom ‘local’ expertise and representation in over 100 companies (Regional Sales Specialists for Proteomics, applications support, training, service)

10. Success Stories - 3 examples Institute of Food Research / John Innes Centre, UK Package for 2 complete proteomic systems (gel rigs, gel processors,pickers,digestors, spotting) with two ARTHUR systems. Close collaboration between GSL UK and PKI in GSI ‘core’ territory to secure Arthur sales as part of the package Level 3 sale, sales cycle approx 12 months; Q1 2000 order University of Leiden, Benelux Sale of first ProPic Workstation by PKI directly Packaged with G3 Genomics Workstation and hyb station - Complete Solution from one supplier Dec 2000 order MDS Ocata, Canada Crucial customer: foundation of the new proteomics factory company ‘MDS Proteomics’ Already took one ProPic as part of GSI beta program in Sept Customer: Keith Ashman in MS group ordered second ProPic plus ProGest/ProMS as a package. Dec 2000 order

11. Market Penetration & References • History for 2000 (UK plus global PKI sales): • ProPic - 9 units (of which 3 were PKI) • ProGest - 11 units (of which 5 were PKI) • ProMS - 3 units (of which 2 were PKI) • PKI also sold 2 Gel Processors • Specific examples: Academic: Univ of Aberdeen, UCL (both UK), Univ of Rostock (Germany) Pharma: Merck, Pfizer • US examples (GSI Core territory) • Univ of Louisville, Sam Noble Foundation, Univ of Scranton • Specific details of customer sites and end user names will be available as part of a Proteomics Product Information Package (PIP) to be launched in Feb 2001

12. Top Qualifying Questions For the Account Managers: • Who runs 2-D protein gels in the Department? • Who does Protein Mass Spectrometry in the Department (or MALDI-TOF MS)? These are the two key driving groups for any proteomic strategy.

13. Top Qualifying Questions - specifics 2D Gel Groups 1. How many gels per week? 2. What stains do they use (Silver, Fluorescent)? 3. Do they cut out spots for further analysis; How? 4. Establish need for automation/increased throughput/sample tracking 5. Where do they buy chemical/reagents from? (one-stop shop opportunity) Mass Spec Groups 1. What is their need for trypsin digestion of protein spots? 2. How many spots do they currently manually digest per week? (- need for automation) 3. What type of MALDI MS do they have (PerSeptive, Bruker, Micromass are the key names) 4. Do they cut the spots out of gels, or does that happen in a separate ‘wet’ lab group (say the previous 2D groups)?; it could be that all downstream automation will reside in the MS group.

14. Critical Sales Tools Literature fulfillment to order & carry 1599-1921-01 ‘New Style’ Brochure - ProPic Workstation (8 pages) ProPic Specifications Flyer - in preparation 1599-9102-01 Proteomics flyer - Investigator ProGest 1599-9104-02 Proteomics flyer - Investigator Gel Processor 1599-9105-01 Proteomics flyer - Investigator 2-D Gel System 1599-9106-01 Proteomics flyer - Investigator ProMS 1599-9100-03 Updated Investigator Proteomic Solutions brochure Product Information Pack Under construction with GSI for release to Sales Specialists at February Product Training Published Literature List To be assembled with GSI as part of PIP Proteomic Chemicals List Focus chemicals list of 20-30 lead line items should be available in Q1 2001