ST5500/ST5000 Launch

PR Guideline for Internal

Use
CONTENTS

1...................................Overview

2...................................Launch messaging and strategy

3.......................Press materials

a. Launch press release

b. Specification sheet

c. Designer Interview

1
STRICTLY INTERNAL USE ONLY.
1. Overview

Samsung unveiled its digital cameras at the Consumer Electronics Show

(CES) on January 4, 2010. Two key products in this line up were the
ST5500 and ST5000, which are now to be officially launched in local
markets.

The design philosophy of Samsung Digital Cameras is 'ease of use'. This

means that Samsung cameras are designed with consumers in mind, so
that they not only look beautiful but also have intuitive user interfaces
that allow consumers to get the most from the easy to use, impressive
features. The ST5500/5000 are the latest models designed under this
philosophy, the flagship models of the premium compact category. Their
superior design, high image quality and additional features will make
them the camera of choice for the ‘style prestige’ audience sector. This
audience cares about the design and style of their technology, and seeks
out the best in feature quality. They see their camera as not only a tool for
capturing images but an expression of who they are. The two cameras are
designed for consumers who pursue the state-of-art in every aspect of
their lives.

The design is evident throughout the features on the cameras which

include an oversized lens to create a luxurious look and feel, a remarkable
angled body design which fits comfortably into the palm of your hand, and
hydro-forming technology which produces a smoother silhouette,
seamless bonding, and high-quality surfaces. The premium lens also
features a lettering design inspired by the mirror-writings of Leonardo da
Vinci for an added premium touch for today’s stylish users.

The ST5500 range also comes equipped with an account with an active
account from Boingo Wireless, the world’s largest Wi-Fi network,
delivering high broadband speeds at more than 100,000 Wi-Fi hotspots
across the world. The Boingo account means users can upload picture
files, send emails and access social networking sites, as well as share
photos and videos between the camera and other DLNA-certified Digital
TV Digital TV at the touch of a button.

The ST5500 and ST5000 represent the success of Samsung’s ongoing aim
to create beautiful cameras which are extremely easy to use. Not only are
they designed to be asthetically pleasing, they have been created to
capture best quality images with the minimum of effort and expertise. The
cameras’ unique features have been created to enable clear and crisp
images and enhance our customers’ overall experience and enjoyment of
photography.
Their launch further establishes Samsung’s strong position and aggressive
expansion in digital imaging. Our PR programme needs to build on the
excitement and industry credentials created by the success of the 2009

2
STRICTLY INTERNAL USE ONLY.
Samsung camera ranges and the initial announcement this year at CES to
drive additional market share and value for Samsung in 2010. Our
campaign will seek to complement the existing online and above the line
campaign elements, while creating a PR strategy that will deliver
Samsung’s key messages to consumers and the camera industry through
the targeted and effective use of media.

A mini toolkit of PR materials including launch messaging, a press release

and specification sheet to support the campaign follows below.

2. Launch Messaging and Strategy

A simple six step storytelling process to create a

strong and impactful launch message for the
product has been used.

Stage One: Establish Setting

– The ST5500/ST5000 represents Samsung’s

commitment to pursue design leadership,
pioneer ease of use and maintain technology
excellence within the digital imaging industry
– The ST5500/ST5000 is the embodiment of Samsung’s continued
innovation within the smart camera category

Stage Two: Grab Attention

– The ST5500/ST5000 is the first camera range to be created by

Samsung which is specifically designed to be aesthetically pleasing,
yet respond to consumer demands for superior ‘ease of use’
– The cameras are redefining photography by delivering an
outstanding, sleek design created using innovative manufacturing
techniques and capitalising on existing trends, yet offering a
uniquely intuitive user experience
– The easy-to-use features of the cameras enable even novice users
to enjoy the category-leading image quality and innovative features
of the ST5500/ST5000

Stage Three: Humanise

– The ST5500/ST5000 are products founded on consumers’ desire for

style, design and ease of use that also deliver the latest market-
leading technological features
– People demand more from the products they buy. The strong
emphasis on design for the ST5500/ST5000 means purchasing one is
an example of self expression, because people want products to be
reflections of themselves and their personal style
– Consumers demand convenience and ease of use through high-
quality design – and if they do not get it they go elsewhere

3
STRICTLY INTERNAL USE ONLY.
Stage Four: Introduce Tension

– The competition is tough – to survive you need to outperform some of

the most popular and biggest selling models on the market today
– ‘Ease of use’, ‘style’ and ‘ergonomic design’ of the ST5500/ST5000
represents an opportunity for Samsung, not yet occupied by other
brands

Stage Five: Identify ‘Eureka’ Moment

– The ST5500/5000 will redefine the compact camera market by

bringing unprecedented ease of use, functionality and unparalleled
style
– Samsung’s heritage is to innovate and create, with the end result
being ‘effortless performance’ e.g. the bigger lens of the
ST5500/ST5000 makes a bigger impression on consumers and has a
positive impact on image quality
– Let’s showcase the innovation of the design and unique, easy to use
features behind the ST5500/ST5000
– Samsung’s pursuit of design leadership could redefine the landscape
of the global camera market

Stage Six: Communicate the Outcome

– The ST5500/ST5000 is about freedom and effortless performance - to

look good, feel good and take beautiful pictures easily through easy-
to-use, innovative technology and design
– The ST5500/ST5000’s impressive feature set allows end users to
capture high-quality images every time
– The new camera range ensures that end users achieve the best in
performance through ease-of-use capabilities and enhanced design
features
– Samsung has used its strong focus on innovative technology and
manufacturing to create a range that is both sleek, superior and easy
to take high-quality pictures with
– The ST5500/ST5000 allows the ‘Style Prestige’ audience to express
themselves through innovative and visionary designs of products
which are intuitive and easy to use
– The advanced technology and premium design of the ST5500/ST5000
represent who you are as an individual

The communication theme is:

“Modern design meets performance art”
The PR platform is:

4
STRICTLY INTERNAL USE ONLY.
 “Superior design – effortless performance”
PR tagline to feed into all materials is:
“Designed to make it easy to capture and share the
things you love”

The story at a glance:

5
STRICTLY INTERNAL USE ONLY.
Rationale

The ST5500/ST5000 cameras allow the ‘Style Prestige’ user to achieve

high-quality images effortlessly every time, through its intuitive design
and innovative features. Our platform and the materials provided below
perform a variety of different functions which deliver the core messages
behind the product as follows and allow us to convey the key benefits to
our audience.
The ST5500/ST5000 has the design and
features to fit seamlessly into your hands – The ST5500/ST5000 gives consumers the
and your life freedom to express their personal style,
without compromising on features

“Superior design – effortless performance”

The ST5500/ST5000’s unique design and

The cameras feature ease-of-
innovative technology is there to make it
use through design innovation
easy to capture and share the things you love
based on what consumers really
want from their device

3. Press Materials

The following set of press materials can be used to support local outreach
during the launch phase of the campaign:

1. Launch press release (outlining Samsung’s consumer strategy

and key messaging - positioning key spokespeople for quote and
interviews)
2. Product specification sheet
3. An interview with the designer of the ST5500/ST5000
4. Product imagery /life Style
Down: PVI - Global material – image- product image & life Style
image
5. Product introduction movie: available now
ST5500/ST5000 Design Concept Kit, 2010 1H Line-up - Design
Metaphor
Down: PVI - Global material - Instore material - Online material -
Flash/Movie

1. Launch press release

EXPERIENCE EFFORTLESS PERFORMANCE THROUGH SUPERIOR DESIGN

WITH THE NEW ST5500/5000 RANGE

Samsung’s sleek ST5500 and ST5000 cameras deliver an intuitive user experience

6
STRICTLY INTERNAL USE ONLY.
 through innovative technology and easy-to-use features

SEOUL, Korea – Feb xx, 2010: Perfectly capturing and sharing the things
you love just became effortless, with the launch of the innovative and
easy-to-use performance features of the Samsung ST5500 and ST5000
cameras. The new range is redefining photography by bringing together
intuitive user interfaces and impressive yet simple features to get the
most from your camera and truly enjoy your photography experience.

The cameras’ features ensure ease-of-use capabilities based on research

into what our customers really want from their devices, with a body
design that’s angled at 7 degrees, the lens and a shutter button set at a
unique angle for more comfortable use and intuitive photos to capture
that perfect image, effortlessly. Samsung has also added class-leading
features such as a 3.7” WVGA large, bright AMOLED touch screen and an
oversized lens to create a chic package that will define the future of the
compact camera market.

A further premium design enhancement is the ‘da Vinci-inspired design’

of the lens technology, based on Leonardo da Vinci’s famed habit of
writing notes backwards to be read later using a mirror. This method
ensures that when the camera is turned on, the lens barrel extends
automatically and the image’s specifications (focal length and aperture)
appear in the concave reflective lens rings instantaneously.

To also help reduce blur, the impressive lenses of both the ST5500 and
ST5000 are paired with Samsung’s Dual Image Stabilisation technology,
which counteracts the negative effects of a user’s shaky hand. Alongside
Samsung’s Smart Auto 2.0 (still & movie) scene recognition technology,
the cameras will match the settings you need with your surroundings so
you can produce the best shot possible with ease.

The cameras’ comfortable, ergonomic feel is testament to the vision of

Samsung’s design engineers, who have created a revolutionary new
‘angled posture’ design that fits comfortably into your hands, bringing
unprecedented ease-of-use, functionality and unparalleled style to capture
those important images. Samsung’s use of hydro-forming technology, an
innovative manufacturing technique which compresses liquid metals at
high pressures to form tube or metal sheet materials, has been used on
both models to produce smoother silhouettes, seamless bonding and high-
quality surfaces.

Available in three different colours; Black, Grey and Terracotta Orange,

the ST5500 and ST5000 cameras incorporate the perfect mix of great
styling with top-end capabilities. Their innovative features and unique
design help you stand out from the crowd and provide the freedom to
express your personal style, without compromising on technology
performance and experience.

7
STRICTLY INTERNAL USE ONLY.
Both models shoot in 14.2 megapixels, often a characteristic of bulkier,
heavyweight cameras, and this image quality, alongside the premium lens
and 7x optical zoom, ensures crisp, clear, shots every time.

And what use are great images if you can’t share them quickly, on the
move and with friends? The ST5500 is equipped with wireless connectivity
options, including Bluetooth 2.0, Wi-Fi and DLNA, so you can easily send
images on the go using the camera’s touch-screen keypad or upload
straight to your Facebook®, Picasa™, YouTube® or samsungimaging.com
accounts. The ST5500 range also comes equipped with an account with
mobile hotspot provider Boingo, delivering broadband speeds in the palm
of your hands at more than 100,000 Wi-Fi hotspots across the world.

Both cameras come equipped with Samsung’s Smart Gesture UI, the user
interface which incorporates simple-to-use touch screen technology to
navigate around the device. It also gives you the ability to access and use
key features with either a simple tilt or a hand gesture. The Smart Gesture
UI function adds a level of fun to the way you can interact and enjoy your
content, allowing you to quickly scroll through your photos with a swipe of
the finger or by slightly tilting the camera in either direction.

“Consumers are continually seeking a great-looking camera which brings

together high-end styling, beautiful image production and, above all,
ease-of-use features including enhanced lens capabilities, revised angle
technology and refined product design, for effortless performance. We
understand that standing out from the crowd and taking the best shots
with ease are of the upmost importance to consumers, so we have
produced two cameras which bring together a wealth of easy-to-use
features with unique good looks,” said Mr. S J Park, CEO of Samsung
Digital Imaging Company. “The ST5500 and ST5000 deliver on the need
for consumers to have a camera that does it all. They are convenient and
easy-to-use, but still retain style and an element of fun; after all, this is
what photography is all about. In the case of the ST5500 we’ve taken it a
step further by providing several connectivity options to share those
photos and videos on the go.”

2. Product specification sheet

The following table of product specifications should be inserted below all

press releases and media pitches, to confirm the details of all product
features on the ST5500 and ST5000. It should also be sent out in
response to enquiries about the features of the ST5500 and ST5000.

Specifications
ST5500 ST5000
Mega-Pixels 14.2 mega-pixels 14.2 mega-pixels
(Effective) 1/2.3” CCD 1/2.3” CCD
Optical 7x Optical Zoom 7x Optical Zoom
Zoom

8
STRICTLY INTERNAL USE ONLY.
 LCD Size 3.7 inch WVGA AMOLED Touch-Screen 3.5 inch TFT LCD Touch-Screen
Lens Schneider-KREUZNACH Schneider-KREUZNACH
Movie Mode 720p HD / 30fps / H.264 Format / built- 720p HD / 30fps / H.264 Format / built-in
in HDMI connectivity HDMI connectivity

Size 103.8m x 58.3mm x 19.6mm 103.8mm x 58.3mm x 19.6mm

Special • Ultra-slim (.77” thick) / 7-degree • Ultra-slim (.77” thick) / 7-degree
Features angled design angled design
• Bluetooth 2.0 • Smart Gesture UI / Haptic Feedback
• Wi-Fi Connectivity (DLNA Supported) • Smart Filter (Advanced Filter Effects)
• Email / Direct upload to photo sharing • Dual Image Stabilisation : Optical IS +
websites Digital IS
• AMOLED Touch Screen • 7x Optical Zoom
• Smart Gesture UI • Smart Auto 2.0( Stills & Movie)
• Smart Filter (Lens & Color effect) • Smart Album
• Dual Image Stabilisation : Optical IS + • Smart Face Recognition (up to 20
Digital IS faces)
• 7x Optical Zoom • Perfect Portrait System: Beauty Shot /
• Smart Auto 2.0 (Still & Movie) Face Detection / Self Portrait /
• Smart Album Smile Shot / Blink Detection/Red-eye
Fix
• Smart Face Recognition (up to 20
faces) • Photo Style Selector
• Perfect Portrait System: Beauty Shot / • Panorama Shot
Face Detection / Self Portrait / • Built-in software for playback,
Smile Shot / Blink Detection / Red- management, and editing on a PC (no
eye Fix CD-Rom installation required)
• Photo Style Selector
• Built-in software for playback,
management, and editing on a PC
(no CD-Rom installation required)
MSRP • $399.99 • $299.99
Availability • April 2010 • March 2010
* Specifications are subject to change without notice.

For more information about Samsung news and products, please visit www.samsung.com/newsroom.

3. An interview with the designer of the ST5500/ST5000

DESIGNER Q&A INTERVIEW

ST5500/5000 Designer: (INSERT NAME AND TITLE OF

DESIGNER)
Q Tell me about the new ST5500/5000 Digital Cameras.
What inspired their design?

The design philosophy behind the Samsung Digital Camera range, and
specifically the ST5500 and 5000, is ‘ease of use’ for our customers.
We appreciate the needs of our camera users and have considered in
detail the features and innovations that will truly benefit their
photography experience. Not only are they designed to be asthetically
pleasing, they have been created to capture best quality images with
the minimum of effort and expertise. The ST5500 and 5000 are the

9
STRICTLY INTERNAL USE ONLY.
first of our cameras to fully incorporate that philosophy. Capturing and
sharing those special moments and images should be effortless, and
much consideration has gone in to meeting this goal. The cameras’
unique features have been designed to specifically enhance our
customers’ overall experience and enjoyment of photography.

Q How do the new features affect the overall performance

of the cameras (e.g. posture 7 degree, oversized lens,
Davinci-inspired design and hydro-forming)?
I have created a number of unique features for the ST5500 and 5000
to ensure ‘ease of use’ for the end user. One main example is the
Posture 7 degree. This idea was originally based on the shape and
angle of a cocktail glass, and the need to consider different
perspectives for a user-driven design concept. Posture 7 allows the
photographer to take images from a number of different potential
angles, to provide the ultimate clear self-portrait shot.
Posture 7 degree has worked well alongside the ‘oversized lens’, a
new larger lens size to reflect the enlarged watch trend we’ve seen
among consumers in recent months. We feel the lens size represents
similar qualities to a person’s eyes – the bigger they are, the smarter
and more beautiful they seem. The lens technology has also been
enhanced with the use of a ‘Davinci-inspired design’, based on
Leonardo Davinci’s famed habit of writing notes backwards, to be read
later using a mirror. This idea has been adapted to create innovative
lens markings on the ST5500 and 5000. When the camera is turned
on, the lens barrel extends and the specifications (focal length and
aperture) appear in the concave reflective lens rings. The
specifications are then inscribed in reverse and disappear when the
lens retracts, ensuring that no details are missed from the overall
beauty of the final image.
There has also been an exciting development in the exterior design of
the ST5500 and 5000, via the use of hydro-forming, a method
commonly used by the car industry to create smoother and seamless
car designs. Hydro-forming is the compression of liquid metals at high
pressures to form tube or metal sheet materials, which have been
used on the exterior of the device. This design concept has been
applied to our latest camera range to ensure easy grip technology with
few edges and a smooth outer casing, meaning the ST5500 and 5000
have really stood out visually from other cameras on the market.

Q Who is Samsung’s target market for the ST5500/5000?

The Samsung ST5500 and 5000 are aimed at our ‘style prestige’
customers, who care about the finished design and style of their
technology and who seek the best in feature quality. They see their
camera as not only a tool for capturing images but an expression of
who they are. The cameras are for consumers who pursue the state-
of-the-art in every aspect of their lives. They are passionate, self-
distinctive and naturally sensitive to high design and innovative
quality brands.

10
STRICTLY INTERNAL USE ONLY.
Q What are the main differences between the ST5500/5000
and conventional compact cameras? What are the specific
consumer benefits?
The ultimate difference in the design of our cameras is the
consideration that has gone into this particular range in contrast to its
counterparts. The cameras have been designed with one thought in
mind: ‘ease of use’, created through a unique and innovative design.
Our research revealed that consumers want stylish and innovative
cameras which enable them to stand out from the crowd and we
strongly believe this is what the ST5500 and 5000 have achieved.

Q What do you think the future holds for the design and
development of the compact digital camera?
It’s difficult to say, but I expect there will be increasing emphasis on
the need to meet end user requirements and create a fulfilling
photography experience, rather than simply focusing on the aesthetic
appeal of the camera. There will be a continued focus on creating
cameras that are convenient and easy to use, but that still retain style
and an element of fun, after all, this is what photography is all about.
The ST5500 and 5000 have been designed following in-depth
consideration to encompass these exact aims and create cameras
which encapsulate ‘ease-of-use’ features, design and performance
capabilities. This is a design philosophy we intend to carry forwards in
future product designs.

11
STRICTLY INTERNAL USE ONLY.