Evolution of TV

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

Black & White Color TV SDTV HDTV LED TV 3D TV Smart TV

TV

3 / 60
Smart TV Category Creation
New Smart TV category will open up new opportunities.

LED category created new market New Smart TV categorization will create new
demand and growth in TV industry opportunities

2008 2009 2010 2010 2011

L
E L
Premium L
D E
E
D
D
L
E
L P L P D L P
Step-up C D C D C D
D P D P D P L
E
D

L L P
P
Entry C C D
D
D D P
P

LED = a feature LED = New category  Connected TV Smart TV = New category

= a feature

 Created new market demand

 Slowed ASP down
 Led high growth of TV industry
Samsung Samsung Smart TV
LED TV
4 / 59
Smart TV Forecast
New environment will nurture the significant growth in Smart TV.

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

49M
CAGR 76%
33M

22M
11M
 More Smart TV from new entrants

5M

2009 2010 2011 2012 2013

(Source: iSuppli, McKinsey Analysis) 5 / 59
 Samsung led the way in 2010
Samsung accelerated Smart TV expansion by continuous innovation

Samsung Apps download Activation rate increasing

174,089
63%

57,084 57%

Feb Mar Apr May Jun Jul Aug Mar Apr May Jun Jul Aug

By month Cumulative BDP TV

Source: NPD Monthly, Samsung internal data 6 / 59

 Smart Hub
An integrated gateway to all content related functions on TV

+ New
Features + Remote App

2nd TV App
What do consumers expect of Smart TV?
Samsung Smart TV,
We are here to deliver your promises!

Smart Hub
+ - Gateway to all contents

Search All
+ - Wide search to diverse content needs

Your Video
+ - Video recommendation based on usage pattern

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

Web Browser
+ - Easy and convenient access to web
 Your Video
I prefer aggregated
recommendations
Customized video recommendation of your taste

 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

 Search All Too much information
overload, what I really
Instant response to your diverse content needs want is to find
something easily

 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
 Web Browser Applications are
awesome, but I want
Easy & convenient access to web internet service also

1 3

2 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
 Social TV Interacting while
watching TV is
Chat and share TV experience with friends important to me

 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

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

Various Functions Channel/Volume Hotkeys Smart Hub Text Input

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 Needs to Drive Digital Content to Transition

Consumers to SMART TV

2010 Launched 2011 Planned Partnerships

SEAU
Launched  Movies on Demand  Catch up
TV  Sport on
Demand 

• 1.6m subscribers
Bigpond TV • VOD services
• Dedicated Sports • Need to leverage Aust.
love of sport
ninemsn • Critical to SMART TV • AFL coming Q1
• Media • Planning with ARU
ABC iView • Need to shape • Need to pull through
• On line DVD rental outcomes in ATL
• 45,000 catalogue
• Expansion to IPTV
NRL Game Analyser
2011 Local Smart TV Content Roadmap

April May June July August

To be
launched

In
Negotiations

Test 2∽3 Weeks Several Weeks

Key At least 6∽7 Weeks
Widget For the Test For Samsung QA For OTN Test + OTN
Milestones
Benefit to Content Partner
Partnership with the world’s leader in TVs
High brand value and wide coverage of Samsung to ensure higher audience

Partnership with the leader

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

New Platform Multiple device Synergy

 Access to living room devices  Same widget for TV & BD
 New revenue generation  Shorter development cycle
opportunities  Shorter time to market

16 / 60
Benefit to Customers
Easy and convenient access to rich internet contents on TV.
High interactivity and device synergy will provide enhanced user experience

New & Demanded content on TV

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

More for less hassle Enhanced User experience

 Easier access to on demand content  Similar user experience across devices
 No need for multiple boxes or linking  Interactive user experience
computer to TV

17 / 60
Big Pond TV Business Phase

Phase 1)
Big Pond Movies VOD(PPV)
Big Pond Music Live Streaming
1
Big Pond News Live Streaming
Big Pond Sports Live Streaming
V8 Supercars Live Streaming
Big Pond Horseracing Live Streaming
Big Pond Kids Live Streaming

6 Channels and 1 VOD For Free

Phase 2)
2
Pay TV Channels Live Streaming
MTV Live Streaming
Discovery Live Streaming
Disney Live Streaming
BBC Live Streaming
CNN Live Streaming
Cartoon Network Live Streaming ○ Big Pond TV is a widget in Samsung Device
ESPN Live Streaming - Application download is for free
-
3D Content Live Streaming ○ Subscriber which uses can access Big Pond TV
Xtreme Sports Live Streaming Application in Samsung Device
Big Pond Broadband M/S in AUS market: 81%
○ Phase 2) will be monthly subscription fee base
○ A La Carte can be provided as the part of the
service
What is Big Pond TV ??
How does it work ??

What is Big Pond TV ??

Big Pond TV Service Structure

Service Structure Application Types

Big Pond TV Application

Telstra Suggests
Free Download

Game Analyzer Big Pond TV

Widget Application

VOD
Game Analyzer Application is a tool that shows highlights
(Free on of sporting matches
Demand
+
PPV) Live Streaming
For (A La Carte Monthly 2 Way Update
Free / Sub Fee
Mini Pack) 1 2

6 Live Guide Widget Main Widget

Streaming (Detect Firmware) (Full Service)
(Free Channel)
Guide Widget has a simple UI/Message
It is mainly promotional
It can detect firmware update
Marketing & CS
Maximize Big Pond TV Subs and Samsung TV Sales

Co-Marketing Big Pond TV in Samsung TV A/S

On-Off Line Telstra Store Technician Operate

Promotion Promotion Support Call Center

Big Pond TV Widget

Commercial AD
And etc. Great
Customer Satisfaction

Increase Big Pond TV Subs.

with Samsung TV
ATL/BTL Launch Plan
2011

April May Jun Jul

2 2 2
TV 8000 TARPS incl regional
weeks weeks weeks
networks and STV channels

OOH 6 weeks Major CBD buses, trams and

bus interiors nationally
Print Full page inserts 15 Full page ads across Good
Weekend, Sunday Life etc
Online Banners ads
Major News Portals incl
takeover pages for 3 months.
SEM Search Search Smart TV campaign for
4 months on major keywords
Launch:

EXPERIENTIAL 4 weeks tour

40 locations,
9 week national tour
SHOP DISPLAY 6 weeks
500 key retail shop-fronts
70% of Aust. CE mkt value $
TRAINING FSM training roadshow
1,650 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 Sales

Credit Plan
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