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Product Introduction of FY11 Home Cinema Products

Product Introduction of FY11 Home Cinema Products. Snowbell W. Snowbell. Keyaki W. Keyaki. Keyaki-L. Cycad. The New Lineup for FY11. € 4,000. R4000. R4000. € 3,000. R2000. R2000. Full HD 3D. TW5500. 20.0k. TW4400. € 2,000. 32.1k. TW3600. € 1,000. TW3200. TW3200. 20.3k.

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Product Introduction of FY11 Home Cinema Products

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  1. Product Introduction of FY11 Home Cinema Products

  2. Snowbell W Snowbell Keyaki W Keyaki Keyaki-L Cycad The New Lineup for FY11 € 4,000 R4000 R4000 € 3,000 R2000 R2000 Full HD 3D TW5500 20.0k TW4400 € 2,000 32.1k TW3600 € 1,000 TW3200 TW3200 20.3k Persimmon TW450 20.3k € 500 Target Qty FY10 FY11

  3. Epson’s Goal Establishing absolute status in 1080p market having 40% market share in 2015and being a market leader. Key Business Concept

  4. How is the 1080p market situation? 1080p Latest Market Situation 6% 5% 6% 6% 4% 10% 10% 6% 27% 16% 24% 24% 34% 25% 60% 49% 71% 70% 71% 60% 69% 78% 41% 30% • Market trend has been moving to entry class because of the appearance of low-priced DLP projectors and “the home theater” becomes close to everyone. • However, the middle segment has shrunk because of the boost of entry market. • FY09Q3 : 30,251units  FY10Q3 : 27,989 units (7.5% shrinking) • In high-end segment, market size had shrunk but it stopped from FY09Q4. It shows a certain number of AV manias exist in this segment. Source : Future Source/PMA

  5. DLP products 60% Optoma 30% Epson 26% Acer 11% BenQ 10% DLP products 71% Vivitek 1% FY09Q3 Market Share in the market under $1,999 Mitsubishi 8% Epson 19% Optoma 32% *TW3600 is not included in some area Asia and Europe. FY10Q3 Market Share in the market under $1,999 Vivitek 6% Mitsubishi 21% *TW3600 is not included in some area Asia and Europe. BenQ 7% Acer 11% Epson Status Market under $1,999 • With TW3600/3200, Epson has broken into the entry market and build up a presence. • From a market share point of view, however, we are still behind the main DLP competitors.

  6. Market size 30,251 units Market size 28,436 units Epson 6,532 units Epson 7,173 units FY09Q3 Market Size $2,000 - $4,999 FY10Q3 Market Size $2,000 - $4,999 Epson Status Market between $2,000 and $4,999 • Growth in the entry market and appearance of high-end 3D products has shrunk the middle-end market. • As the market has shrunk, so Epson sales have decreased. • Our challenge is to distinguish the advantages of our products and reverse the trend. • Market size : 6.0% shrinking • Epson sales : 9.0% shrinking • Epson share : 0.7% down M/S 23.7% M/S 23.0%

  7. JVC 25% Sim2 11% Sony 15% Vivtek 28% FY10 Market Share in the market above $5,000 Epson Status Market under above $5,000 • JVC and Sony have the top market share* in the market above $5,000 with stable fans of LCOS technology.*The market share of Sim2 and Vivitek are also high, but their price is too high, and they are not our direct competitors. • Epson’s target is to satisfy users’ every need in every segment as a leading company. • Although we have not launched R4000 Series yet, that is our target and we will develop appropriate channels once R4000 Series is ready. • We understand we are facing a tough situation because of the lack of R4000 Series now, but we are gathering as much user feedback as possible, and exploit it to give users “WOW experience”, and to maximize sales and profitability with AV2.

  8. Epson 26% Epson 19% *TW3600 is not included in some area Asia and Europe. FY09Q3 Market Share in the market under $1,999 FY10Q3 Market Share in the market under $1,999 *TW3600 is not included in some area Asia and Europe. Target Concept • We have raised market share WW even though our prices are higher than the main DLP competitors. • We still have an opportunity to beat them and gain further market share in order to establish absolute status and become market leader below $1,999. • In FY2011, the launch of DLPs projectors with Full HD 3D at affordable price is predicted. • By launching TW6000 Series at the appropriate prices against competitors, and considering TW6000 Series’s advantages, we will be able to halt DLP growth and further build up Epson’s presence. Why launch TW6000 Series…? Epson No.1

  9. FY10 Sales result of Home product Why launch TW9000 Series…? Unit sales of 1080p product in FY10 was very good, However………. Average unit price of 1080p in FY10 decrease sharply compare with FY09. We need to think the way which we can sell higher products with increasing market share. Point 1. We should to try to increase average unit price with TW9000 Series.

  10. Business Target Target Market Share -1080p total- • EHAN FY10 : 20.2% FY11 : 23.5% • EAI FY10 : 33.8% FY11 : 37.0% • EMD FY10 : 26.9% FY11 : 30.0% • EHK FY10 : 11.2% FY11 : 23.4% • ECC FY10 : 8.5% FY11 : 24.8% • ETT FY10 : 23.6% FY11 : 26.6% • ESP FY10 : 5.6% FY11 : 15.0% • EKL FY10 : 3.7% FY11 : 9.8% • EAL FY10 : 31.8% FY11 : 35.0% 12 months: Oct. 2011 – Sep. 2012

  11. SE Group Confidential (Related Staff Only) Until: Permanent EH-TW9000 Series May 2011 Seiko Epson Corp.

  12. Contents • - Target Customers • - Product Overview • - Features and Benefits • - Product Spec • - Sales Activities • - How to sell TW9000 Series ( Q&A )

  13. Target Customers AV Fan and enthusiasts - Focus on not only quality but also price - Usually own home projector already (replacement purchase) - Pay for premium quality (reasonable expensive) Big screen flat panel TV user - The customers using a big screen of flat panel TV ( Some of them want a bigger screen in stead of a flat panel TV that is around 50inch. )

  14. Target Customers – analyzing - • The people who… • buy Blu-rays regularly • are cable TV subscribers • always compare functions before buying something • are interested in new technology • frequentlyget information of AV products from the internet or magazines • prioritize not only functions but also price Key points 1. AV dealers will to continue to be the main channels; customer base expansion and selling are the keys. 2.Advertising also effective on cable TV and through Blu-ray vendors (incl. Amazon and other online stores). 3.Emphasizing new technology aspect good for attracting attention of magazine and website editors, and bloggers.

  15. Product Overview The world’s first 3LCD HD wireless 1080p projector with 3D functionality Best-in-class high brightness 3D full HD projector Great install flexibility with best-in-classlens shift range The world’s first 3LCD HD wireless 1080p projector with 3D functionality Best-in-class high brightness 3D full HD projector Great install flexibility with best-in-classlens shift range

  16. Product Overview Home Cinema EH-TW9000 NEW 0.74’’D8.4 / 1080p C2Fine pannel NEW! 3D Compatible NEW! 2D to 3D conversion NEW! Dynamic Contrast (200,000:1) Native Contrast (6,000:1) Super Resolution 2,400 ANSI Lumens ISF Certified ( only SnowBell / W ) THX Certified (only SnowBell for EAI, EAL and ECC )TBD 2.1 Zoom Lens V:96% / H:47% lens shift Powered Lens Cover NEW! New Color Modes HDMI CEC Split Screen NEW! Pixel alignment correction NEW! BLACK White Powered lens cover Split Screen

  17. Features and Benefits Ultimate 3D theater experience Newly Developed LCD pannel (D8.4) 240Hz drive for 3D High Contrast (Dynamic contrast ratio 200,000:1) 2,400 ANSI Lumens for Viewing on Various Screen Sizes 2D-3D conversion function Ultimate Install Flexibility Wireless function (only wireless model ) 2.1x Zoom & Wide Lens Shift Range in the Class Powered lens shutter Optional Cable Cover Ultimate technology for picture quality Variety of Color Modes Super resolution Frame interpolation Cinema filter Fujinon lens ISF Certified Color Management Supports Precise Color Calibration

  18. Ultimate 3D Theater Experience

  19. TW9000 (as of 11th May) TW6000 (as of 11th May) EPSON has the Brightest 3D image quality Key point 1. Only Epson can pass Disney 3D ,THX3D and Real D luminance standards (above 4.5fL)

  20. Why EPSON has the Brightest and highest 3D quality in this class ? There are 3 points 1. Newly developed LCD panel 2. E-TORL lamp 3. Unique EPSON technology (Virtual 480Hz Drive)

  21. Newly developed LCD panel for ultimate 3D theater quality EPSON own 3LCD High-power 2,400lm optical engine is realized by newly developed LCD panel and EPSON’s own E-TORL • Newly developed LCD panel • 240Hz drive for 3D • D8.4 / C2 Fine panel • 0.74 inches (same as Chestnut ) • Aperture ratio 65% ( Ref. D7:52%) • EPSON own E-TORL lamp • Lamp power increased from 200W to230W (TBD) • compared with Chestnut ×

  22. Unique EPSON 3D technology ( Emulate 480Hz) Current 3D Emulate • Key points • This is unique EPSON technology. ( Planning an application for a patent) • This function makes 3D images brighter.

  23. Ultimate 3D Theater Experience ( Premium 3D quality ) High power 2,400lm 3LCD optical engine and new EPSON technology realize ultimate 3D image quality. 3D cinema with Bright & High picture quality Premium 3D quality × = Premium 3D quality 3LCD Features 1.Bright Images 2. Natural Images 3. Easy on the Eyes With EPSON own technology

  24. ３D futures

  25. Compatible 3D signals Handling 3D format • Side by Side • Top-and-Bottom • Frame Packing • Frame alternative (TBD) Key point 1. Can handle major 3D signals, such as Blu-ray 3D and 3D broadcast.

  26. 2D-3Dconversion function This function remove one of the biggest problem of 3D that is absence of 3D contents. 2D contents 2D contents • Key points • Only TW9000 Series has this function. (not TW6000 Series) • It can adjust depth to 3 levels. • This technology is basically the same as other companies employ.

  27. Options -External 3D IR Emitter- Top view Table-top Wall-mount Rotatable RJ45 connector • Built-in emitter: [Projector]…5m…[Screen]…4m…[3D glasses] • External emitter: [Emitter] …10 m…[3D glasses] IR LEDs inside Metal part for Wall-mount 5m Screen 4m Screen 10m

  28. Ultimate Install Flexibility Easy to Fit in Your Room

  29. Why EPSON 3D is the best install flexibility in this class ? There are 3 points 1. Wide range lens shift 2. Compact body and Center lens 3. Wireless HD

  30. Easy to install Epson's wide lens shift range provides exceptional installation flexibility. Vertical 96% Horizontal 47% Key point 1. You can put your projector anywhere you like.

  31. Most Compact 3D Projector in its Class • The most compact size in its class and a center lens design make it easy to install the projector on the ceiling or a shelf, thus minimizing its presence in the room. < View from the top of each models > EPSON TW9000 Series SONY VW90ES JVC X3,7,9 Key point 1. Epson TW9000 Series has the smallest footprint in this class.

  32. Wireless HD Means Simple and Low-Cost Installation No need to run cables from the projector to the reproduction equipment. Only power cable Key point 1. Thanks to wireless HD, no expensive cabling work is required.

  33. Wireless HD: Restrictions • Deep Color (10bit, 12bit) is not supported in the case of following signals, • 2D • 1080p/50Hz /60Hz • 3D • All signals of Frame-packing • 1080p/50Hz/60Hz of Side-by-Side and Top-and-Bottom • Start-up time and source switching time are longer than wired HDMI. • We are trying to shorten them.

  34. The Ultimate Technology for picture Quality Various Ingenious technology

  35. Great functions on TW9000 series which is in common with TW5500/TW4400 Super-resolution Frame Interpolation Crisp and clear details in motion images Producing smooth and sharp edges even from low-resolution contents (!) Not work with 3D mode Cinema Filter Fujinon lens Top quality lens by a manufacture of cinematograph lens Pure and rich color that creates color space Key point 1. TW9000 Series has all of popular functions of Chestnut.

  36. Super-Resolution Technology (Review) • Function • Mixed color separation • Separate mixed colors that are neighboring the border of an object in order to deblur. • People feel that the resolution got higher and the quality was improved. *The pictures are just images.

  37. Original source Frame interpolation ON 60Hz 120Hz 1 1 1.5 = = = = 2 2 2.5 = = = = 3 Frame Interpolation (Review) • Frame Interpolation • Frame interpolation technology inserts new frames between original ones. • As a result, blurring is suppressed and moving pictures look much smoother and sharper. Interpolate new frame Interpolate new frame 3

  38. Fujinon Lens ( Review ) • “Fujinon” lens is used for Texas series. • ( used for Chestnut and R4000 Series as well ) • “Fujinon” retains more than 60% share in the TV and broadcasting camera field. • Fujinon lens cameras have been used for digital cinema, such as “STAR WARS EPISODE III”. For more information, please visit http://www.fujinon.co.jp/en/index.htm. <Lens specification> *These are the lens specification but actual performance will differ slightly in projectors.

  39. Remote Control • Basic design is same as R4000 Series • The key assignment for 3D functions has been revised • Available in black only • Key functions for picture are easy to use

  40. Schedule Sales start - End November

  41. Q&A for dealers and consumers

  42. How to sell for TW9000 Series (situation:1) Q: What are differences between TW6000 Series? A: TW6000 Series is a type of the projector which you can enjoy entertainment such as movies , sports and TV games and so on. In addition, TW9000 Series was developed and designed to enjoy the movies deeply. We really would like to recommend TW9000 Series to all of movie fans.

  43. How to sell for TW9000 Series (situation:2) A: It’s true JVC has higher contrast. But TW9000 Series was made to realize bright image to enjoy big screen and high picture quality anywhere such as theater room and living room. Especially, we recommend TW9000 Series to AV funs who place emphasis 3D picture quality because we get over lack of brightness which is one of the weaknesses of 3D technology. Q: Does JVC have higher contrast than TW9000 Series? I think a projector with high contrast has high picture quality.

  44. How to sell for TW9000 Series (situation:3) Q: How is the brightness of 3D pictures? A: It is difficult to mention the brightness of 3D pictures because there is no standard to measure brightness of 3D pictures. However TW9000 Series has high power optical engine which can realize 2,400lm in 2D that is almost twice as bright as other companies. 3D Images of TW9000 Series are created by the high power optical engine mentioned before. Therefore We believe TW9000 Series realizes equal or brighter 3D images compared to other companies.

  45. END

  46. TW6000 series

  47. Contents • Sales Activities • SEC • Requests • Introduction • Key Business Concept • Latest Market Situation • Epson Status • Business Target • Sales Points • Product Specifications • Key Sales Points • Bright 3D • Installation Flexibility • All-in-one • Good Image Quality

  48. Target Users I am 23 years old. I love to watch the special effects dramas or movies such as Star Trek, Godzilla…. I am 62 years old. I watch movies twice a week at home with blue mountain coffee. That is my wonderful time. Also, I go to cinema every other week. Who is target users…? I am 30 years old. A friend of mine and I sometimes go to the Game Show which is gathered every new video games in the world. I am 65 years old. I love to go to the theater and watch the play. The best one is Shakespeare. He is genius….

  49. TW6000 series Key Product Concepts

  50. Bright 3D • High color light output • 480 Hz • 3D glasses • Installation Flexibility • Wireless HD • Keystone correction • Good clearance Sales Key Points • All-in-one • Wireless HD • Built-in speakers • Good Image Quality • High color light output • Dynamic contrast ratio • 3LCD

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