bizhub c203/253/353 strategy form follows multifunction

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


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!


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


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 !


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] !


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!]


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 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%


Price


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


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]


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%


Market Shares

Maximise

Share !Maximise

Share !


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


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


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


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


MIF Data 2006 [20~39ppm Mono]

293.569 Units

Own MIF !293.569 Units

Own MIF !


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


MIF Data 2006 [20~39ppm Color Capable]

335.910

Units MIF !335.910

Units MIF !


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


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


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


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


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


Perceptual Map

Monochrome EnvironmentMonochrome Environment

Color EnvironmentColor Environment

C253C253C253C253

C451C451C451C451

C353C353C353C353

C203C203C203C203


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


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 !

bizhub c203/253/353 strategy form follows multifunction

Documents

machine of bizhub

equivalent bizhub

bizhub c253203shift

mono machine bizhub

bizhub op emperon

bizhub c203253353 strategyform

bizhub c200 spring

color lcdmfp