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bizhub C203/253/353 Strategy
Form Follows Multifunction
Product Strategy – Mission/Pricing !
Exchange Meeting Jan 06 – Lars Moderow
C203 / C253 / C353 and C353P offer…● Higher Performance and Productivity
• Faster hardware
• Better availability
● Higher Quality for print and scan
• Next generation toner
• New image processing
● Longer lifetimes and higher reliability
• New consumables
• New fusing unit
● Easier Setup
• Enhanced option installation
• Enhanced finisher
Basics
Exchange Meeting Jan 06 – Lars Moderow
Topics of MFP itself
The Second Machine of bizhub ‘Next Generation’ Line-up !● New bizhubOP [Emperon 5.1, OpenAPI 2.0]
● InfoLine Concept
● New 8,5” Color LCD
MFP for Monochrome and Color !● Low Mono CPP [30% lower than C252/C352]
● Low Color CPP [40% lower than C252/C352]
● Better Monochrome Ability to Equivalent bizhub 250/350
● Long life CRU Parts [Toner & I/U]
● Mono Mode – even w/o Color Consumables
● Ultra Short Image Stabilization [Best In Class]
• 99.8% against theoretical performance!
Exchange Meeting Jan 06 – Lars Moderow
Concept Points
Monochrome Replacement
● Low BW CPC, WUT, Finishing, BW Mode – even w/o Color Consumables
Usability
● Color LCD, New Box, Authentication Devices, InfoLine
Performance
● Emperon 5.1, 100% Duplex, Image Stabilisation, WUT + FCOT
Quality
● Laser Engine, Simitri-HD, Edge Enhancement Mode
Office
● PageScope Enterprise Suite, CRU, bizhub OP [incl. OpenAPI], XPS
Graphic Environment
● Media Handling, Floor Booklet Finishing, Fiery
Exchange Meeting Jan 06 – Lars Moderow
Sales Strategy – Thames Sales Mission
Accelerate B/W Replacement
●Including Competitors with aggressive Mono CPP Capture Higher Market Share for Segment 2+3 !
●35% share in Segment 2+3 [ Color+CC]
Increase PV and Non-Hard Revenue !●To stabilize operation of ‘Core Business’
Maintain the Genre Top Position for Segment 2-4 Color ! Embrace / Activate Dealer Channel !
●Focus New Dealer Recruitment
●Higher Internal KM’s Share Dual Line Dealers
●Complete Color MFP line-up from bizhub C203 to bizhub C650
●Consistent User Operation and Functions throughout models
●Base for all upcoming Mono Devices [GangesM, LaPlataM]
Learn Once –
Operate All !Learn Once –
Operate All !
Exchange Meeting Jan 06 – Lars Moderow
Sales Strategy - Pricing
Pricing● bizhub C353
● Reducing Price Premium to Mono machine [bizhub 350/360]
● More Aggressive CPP [different supplies] as for bizhub C253/203
● Shift to ‘Upper Segment’
● bizhub C253
● Maintain the current HW pricing position of bizhub C252
● Superb product features will be the key argument !
● Lower running cost will be a differentiation points for the price [TCO]
● bizhub C203
● Minimum required price difference between bizhub C253 and C203 !
● Back-up for bizhub C200 [Spring 2008] !
● Less Focus [less profit] !
Exchange Meeting Jan 06 – Lars Moderow
Sales Strategy - Positioning
Positioning● bizhub C353
● Dual Approach !
● Office: bizhub OP/ Emperon and Embedded Finisher
● Color: Fiery/Floor type Booklet FN
● Competitor: RICOH MP3500C, SHARP MX3501, Canon iRC3380i
● bizhub C253
● Mainly Office !
● Emperon / Embedded FN [Modular] / FK-502
● Competitor: RICOH MP2500C, SHARP MX2300/2700, Canon iRC2880i
● bizhub C203
● ‘Entry Office Color’
● Job Separator
● Competitor: SHARP MX1800 [New!]
Exchange Meeting Jan 06 – Lars Moderow
PageScope Suite
Feeder
Touch Panel
Emperon
Box-Feature [HDD]
Security Features
bizhub 350bizhub 350
Finishing
bizhub 350 vs bizhub 360 vs bizhub C353
Speed [Mono/Color]
bizhub 350bizhub 350 bizhub 360bizhub 360
bizhubOP
YesYes
YesYes
Yes [Std.]Yes [Std.]
Yes [1.0]Yes [1.0]
YesYes
EmbeddedEmbedded
Mono ¼ sizeMono ¼ size
35/035/0 36/036/0
YesYes
YesYes
Yes [Opt.- 2.1]Yes [Opt.- 2.1]
N/AN/A
Embedded + FloorEmbedded + Floor
YesYes
Std.Std.Opt.Opt.
OpenAPI Yes [1.0]Yes [1.0]N/AN/A
Mono Mono ½½ size size
bizhub 360bizhub 360
bizhub 353bizhub 353Yes [2.0]Yes [2.0]
35/3535/35
YesYes
YesYes
Yes [Std.- 5.1]Yes [Std.- 5.1]
Embedded + FloorEmbedded + Floor
YesYes
Opt.Opt.
Yes [2.0]Yes [2.0]
8,5” Color8,5” Color
100%100% 108%108% 117%117%
bizhub 353bizhub 353
Price
Exchange Meeting Jan 06 – Lars Moderow
Printer Concept
● One source - one cost marketing !
● Color Capable ‘PREMIUM’ printer with superior image !
● Real Printer [Large Graphic Display !
● Same finishing functions as MFP !
● Same CPP for MFP as well as printer !
● Conventional Office market and Graphic Market [no Fiery] !
Product Concept C353P
Market Potential
Exchange Meeting Jan 06 – Lars Moderow
Market Surroundings [Q1 2007]
Segment 2~4 A3 Color Tandem
● We're the top position as single vendor [Share 29.3%]
● Unit Share is increased by 2.200 units from previous period…
● … but the gap to RICOH group, is getting bigger
[Gap: 3.200 6.700 units]
● Canon and Xerox has been loosing ground [units sales and share]
Exchange Meeting Jan 06 – Lars Moderow
Western Europe Segment 2~4
73%73%
27%27%
0
20.000
40.000
60.000
80.000
100.000
120.000
140.000
160.000700.000 Units
Year !700.000 Units
Year !
57%57%
43%43%
Exchange Meeting Jan 06 – Lars Moderow
Market Shares
Maximise
Share !Maximise
Share !
Exchange Meeting Jan 06 – Lars Moderow
WE Market Development [All Segments]
2006 2005 20040
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
Monochrome
Color Capable
Color
Exchange Meeting Jan 06 – Lars Moderow
Western Europe Segment 2
0
2.500
5.000
7.500
10.000
12.500
15.000
17.500
2005/1-3 2005/4-6 2005/7-9 2005/10-12 2006/1-3 2006/4-6 2006/7-9 2006/10-12 2007/1-3
Canon
SHARP
RICOH Group
Konica Minolta
Xerox
Exchange Meeting Jan 06 – Lars Moderow
Western Europe Segment 3
0
2.500
5.000
7.500
2005/1-3 2005/4-6 2005/7-9 2005/10-12
2006/1-3 2006/4-6 2006/7-9 2006/10-12
2007/1-3
Canon
SHARP
RICOH Group
Konica Minolta
Xerox
Toshiba
Exchange Meeting Jan 06 – Lars Moderow
16.60016.60016.60016.600
7.9007.9007.9007.900
47.70047.70047.70047.700
22.40022.40022.40022.400
13.80013.80013.80013.800
11.80011.80011.80011.800
25.60025.60025.60025.60070.10070.10070.10070.10024.50024.50024.50024.500
bizhub C353bizhub C353 bizhub C253bizhub C253 bizhub C203bizhub C203
FY07FY07
FY08FY08
Sales Plan [Two Years]
Total
MIF Data
Exchange Meeting Jan 06 – Lars Moderow
MIF Data 2006 [20~39ppm Mono]
293.569 Units
Own MIF !293.569 Units
Own MIF !
Exchange Meeting Jan 06 – Lars Moderow
MIF Data 2006 [20~39ppm Mono]
CA
NO
N
KO
NIC
A M
INO
LT
A
XE
RO
X
RIC
OH
SH
AR
P
NA
SH
UA
TE
C
KY
OC
ER
A
TO
SH
IBA
GE
ST
ET
NE
R
OL
IVE
TT
I
PA
NA
SO
NIC
0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
400.000
450.000
Exchange Meeting Jan 06 – Lars Moderow
MIF Data 2006 [20~39ppm Color Capable]
335.910
Units MIF !335.910
Units MIF !
Exchange Meeting Jan 06 – Lars Moderow
MIF Data 2006 [13~35ppm Color]
108.084
Units Own
MIF…
… but 80%
too young !
108.084
Units Own
MIF…
… but 80%
too young !
Sales Result
Exchange Meeting Jan 06 – Lars Moderow
biz
hu
b C
25
2
biz
hu
b 2
50
CA
NO
N iR
C 2
88
0 i
RIC
OH
Afic
io M
P 2
00
0
CA
NO
N iR
C 3
38
0 i
SH
AR
P M
X 2
30
0 N
biz
hu
b 2
10
CA
NO
N iR
30
25
N
SH
AR
P A
R-M
20
7
CA
NO
N iR
10
22
A
0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
16.000
1st Half 2007 Projection [Mono+Color + CC] Speed 20~35ppm
By ModelBy Model
Exchange Meeting Jan 06 – Lars Moderow
1st Half 2007 Projection [Mono+Color + CC] Speed 20~35ppm
CA
NO
N
RIC
OH
KO
NIC
A M
INO
LTA
XE
RO
X
NA
SH
UA
TE
C
SH
AR
P
KY
OC
ER
A
TO
SH
IBA
HP
GE
ST
ET
NE
R
OLI
VE
TT
I
DE
VE
LOP
0
10.000
20.000
30.000
40.000
50.000
60.000
By BrandBy Brand
Competition
Exchange Meeting Jan 06 – Lars Moderow
bizhub C353 vs Canon iR3380
+ Color speed 35 vs. 30ppm
+ Mono Speed 35 vs 33ppm
+ Std. Paper Weight 256g/m² vs 163g/m²
+ Duplex Paper Weight 256g/m² vs 105g/m²
+ Manual Bypass Capacity 150pages vs 50 pages
+ Max Paper Weight 268g/m² vs 220g/m²
+ Windows XPS vs N/A
+ Std. PostScript vs. Optional
+ Std. Security Functions vs. Optional
Exchange Meeting Jan 06 – Lars Moderow
bizhub C253 vs RICOH MP2500C
+ OPM Color 70 vs 35
+ Std. Paper Weight 256g/m² vs 216g/m²
+ Duplex Paper Weight 256g/m² vs 169g/m²
+ Manual Bypass Capacity 150pages vs 100 pages
+ Max Paper Weight 268g/m² vs 253g/m²
+ Max Paper Size A3+ vs A3 only
+ Windows XPS vs N/A
+ Std. PostScript vs. Optional
+ Std. Security Functions vs. Optional
Exchange Meeting Jan 06 – Lars Moderow
Perceptual Map
Monochrome EnvironmentMonochrome Environment
Color EnvironmentColor Environment
C253C253C253C253
C451C451C451C451
C353C353C353C353
C203C203C203C203
Exchange Meeting Jan 06 – Lars Moderow
Summary
C203
● Key benefit: flexibility in office environment
● Key feature: Emperon
● Compete with 4-Cycle product
C253
● Key benefit: productivity in office environment
● Key feature: Emperon and enhanced Security
● Compete with tandem color capable products
C353
● Key benefit: productivity in office and color environment
● Key feature: Emperon and Fiery
Exchange Meeting Jan 06 – Lars Moderow
Activities – Keywords !
Dealer Recruitment
● Create Good Demo Room Package !
● Demonstration Video !
Direct Sales Education
● Demonstration Competition !
Increase Color PV
● USB Direct Printing [High Color Ratio/Coverage – Risk and Opportunity] !
● iOption [HotSpots, Education Centre]
● Special Medias [Banner Printing]
Fight and Change !