LAUNCHING A NEW GLOBAL BUSINESS

DIVISIONLaunching an Iconic Handset

Samsung Galaxy S (Vibrant) Launch Program (Q3 2010)

Primary Objective

Develop iconic launch program focused on the most the launch of the FIRST Samsung Galaxy S series device to launch in the United States

Challenges

Historically higher devices had challenges gaining consumer awareness and sales

Needed to differentiate from similar Samsung devices launching during same period

Secure program that has assets that can be utilized by all sales distribution points

Investment

$50m+ overall program investment

Results

First 90 Days:•Sold in over 900,000 devices •Generated $375m+ in revenue

Secured exclusive partnership with James Cameron’s Avatar for on device movie preloading and use of film assets for promotional programs

Negotiated pass through promotional rights for both T-Mobile and other key sales distribution points to use Avatar assets to promote the sale of the handset

Approximately $20m in promotional advertising produced and placed by key 3rd party retailers at no additional cost to Samsung during first 90 days of sales

Creative Overview

Joint Public Relations

Samsung

T-Mobile

Galaxy S USB

Twitter Buzz Building T-Mobileclue.com Frontline First 6/29 Galaxy S

Launch Event7/13 Vibrant

Launch Event

Training Info Guides TV PrintSmart

Mock-UpsLive Demo

UnitsRetail POP Standees

Pre-Launch Landing Page

Digital Advertising

Pre-Launch Landing Page In-Store Fixture Promo

Wall

Dealer Collateral

Start-Up Guide

Video WallTouchscreen

KioskVibrant

Hub Site

Creative Overview

National Retailers

Pre-SaleTV

Weekly Flyer

Pre-Sale T-Mobile In-Store Kiosk Online

Digital/Online

FPO

FP

O

In-Store POP

FPO

Weekly Circulars August Buyers Guide TVIn-Store POP

Banner Ads

Creative Overview

Dealer Channel

Dealer 8.5” x 11” Creative Billboards