Transcript DNIe 3

DNIe 2004 Guide
DNIe Brand Startegy
 Growing to the level of sub-brand for Samsung TV
 Aggressive communication to enhance consumer recognition
(ex) SONY : WEGA / WEGA Engine
Philips : Pixel Plus TV
Samsung : Samsung DNIe TV
 Expand DNIe concept as a total process of picture optimizing technology
 Need to re-interpret DNIe through technological change
- Need to appeal with additional technologies (6-times density, Image Optimizer)
 Mid and long-term perspective on future technological development
Marketing Communication
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DNIe redefinition
 4 Picture Optimizer engines realize life-like natural images working
effectively with any display device type.
 Dense and High definition image through 6 times Density technology
 Image Optimizer generates emotional Natural Images enriching consumers’
versatile needs.
Plasma
Motion
Optimizer
6 Times
Density
Contrast
Enhancer
Works effectively
with any display device
Detail
Enhancer
from any signal
Color
Optimizer
LCD
DLP
PJTV
Image Optimizer
(MCC,I2C etc.)
Marketing Communication
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Communication Objective
Emotional & Natural Image
Functional Benefits (Technology)
More than Real Life
Natural Image
Emotional Benefits
Emotional Image
Differentiation
Strengthen
Expand
Main Benefit
Reinforce
Communication Of
DNIe’s 4 elements
Expand DNIe concept
Including MCC, I2C etc.
Easy to Communicate
With Consumers
6 Times Density
Marketing Communication
Motion Optimizer
Detail Enhancer
Contrast Enhancer
Color Optimizer
Versatile Benefits
Image Optimizer
(MCC, I2C)
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Communication Direction
 Maintain DNIe brand identification
- Consistent communication of DNIe as Samsung's TV technology with a long-term view
 Differentiation of additional functions
- Focused communication on new functions ( 6 times Density, Image Optimizer)
 Reinforced communication through events
- Exhibition ('04 ICE Show), Road show (Europe, Asia) , 2004 Athens Olympic
 Easy communication
- Benefits presented through empirical and direct communication
- Development of diverse communication tools (Different tools for different targets)
- Technical details are explained in connection with consumer benefits
Marketing Communication
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Communication Guideline
 “ 6 times Density ” is the main message of DNIe
 Appeal emotional benefits of Image Optimizer
Additional
Features
6 times
Density
感
動 明
細 色
Image
Optimizer
Advanced
Features
Marketing Communication
• Main Communication Message of DNIe
• Natural and High definition images due to more pixels
• Competitive advantage should be delivered.
• Versatile benefits for customers
• Appeal Emotional benefits
• Each Technology can be communicated individually ( MCC, I2C )
Motion
Optimizer
Contrast
Enhancer
Detail
Enhancer
Color
Optimizer
• Maintain current communication messages
 Make Understanding DNIe’s 4 elements
• Deliver the developed / advanced image of
4 elements
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Communication Message
6 times Density
Reproduction of 6-times high quality visual image
(vertically double, horizontally triple)
world's first
superior to competitor
Image Optimizer
MCC (My Color
control)
Without damage to other areas, user control colors for
skin, green, and sky
Color weakness
Correction
Color correcting function for the color weakness
communication of corporate image caring for the minority
World’s first
No specific name
I2C (Intelligent
Image Control)
Input signal and surrounding brightness analyzed for
automatic contrast signal and backlight control resulting in
optimum screen creation
limited to LCD TV
Finer picture quality realized by enhancing the four
existing elements
Appeal as advanced
version
Advanced 4 elements
Marketing Communication

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Communication Tools
 Full Scale Communication
 Focus on development of Marcom Tools that can be directly seen and experienced
Visualization
Naming, Logo Design  Product/ Box, Chip, Demo mode
Advertisement
TV Ad, Print Ad, Outdoor
Events
Launching Road Show, Exhibition, Olympic
PR
Press Release, Advertorial, Press kits
Online Promotion
DNIe Microsite, Online events
In-store
Promotion
Sales Guide Book/CD, DVD Demo
Catalog, POP (sticker, stand,)
Marketing Communication
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Appendix :
TM
DNIe
Technology
DNIe - 6 times Density

Horizontal Pixel is tripled through Samsung's own algorithm using non-linear filter
: horizontal pixels tripled (720  2160) , Vertical lines doubled
 6 times density
 Realize Finer and high resolution image
Sony WEGA engine
Samsung DNIe 3
X2
X3
X2
X2
6 times Density
4 times Density
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Marketing Communication (VD)
DNIe - 6 times Density (example)
Conventional  DNIe
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Marketing Communication (VD)
DNIe – Motion Optimizer
Motion
Optimizer
 No blurring or noise in still or motion pictures
 Noise-free by 3-dimensional analysis
Contrast
Enhancer
Detail
Enhancer
DNIe
Conventional
Color
Optimizer
General NR
3D Motion Optimizer
Target pixel
Analyzing targets
Not analyzing
pixels
(Target frame)
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(Target frame) (Next frame)
Spatial analysis Time analysis
Analyze target pixel,
surrounding pixels
and correspondent
pixel in next frame.
Marketing Communication (VD)
DNIe 3 – Contrast Enhancer
Motion
Optimizer
 Contrast and brightness are reproduced naturally
 Blacker blacks and Whiter whites
 Dynamic contrast range by a first ever minute analysis
Contrast
Enhancer
Detail
Enhancer
Conventional
DNIe 3
Color
Optimizer
DNIe
Conventional
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DNIe
Marketing Communication (VD)
DNIe 3 – Detail Enhancer
Motion
Optimizer
 Perfect in every detail image without noise nor flicker
 Frequency characteristics improvement by natural
peaking for natural transition of edge.
Perfect in every detail
Contrast
Enhancer
Detail
Enhancer
Conventional
Color
Optimizer
DNIe
High
Frequency
Medium
Frequency
Low
Frequency
Input
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Conventional
DNIe
Marketing Communication (VD)
DNIe 3 – Color Optimizer
 Create purely natural colors
: Analyze Color, brightness, thickness
Motion
Optimizer
Contrast
Enhancer
Detail
Enhancer
Conventional
DNIe 3
DNIe
Color
Optimizer
Color
Brightness
Analysis
Color
Analysis
INPUT
Color
thickness
Analysis
DNIe
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Color
Enhance
OUTPUT
Marketing Communication (VD)
Image Optimizer
MCC ( My Color Control )
I2C ( Intelligent Image Control )
Color weakness Correction
MCC (My Color Control)
“For Skin tone, Green grass, and Blue Sky ;
1. Colors can be controlled without affecting other colors
2. Screen can be controlled as desired for enjoyment
Skin Area
Blue Sky
Skin Color
Grass Area
Sky Area
Green Grass
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Marketing Communication (VD)
I2C ( Intelligent Image Control)
 Increase dynamic contrast range based on input signal
 Adjust backlight brightness by Surrounding illumination level
 Optimum image and Power Saving effect (savings of 30%)
DNIe3
Input
Motion
Optimizer
Contrast
Enhancer
Detail
Enhancer
Color
Optimizer
Output
LCD Panel
C/E control
R/G/B average
Max, Min
S
E
N
S
O
R
Control Backlight
I2C
Processor
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Marketing Communication (VD)
What to Say?
Active display technology,
which automatically senses the
'internal input image' and 'external viewing environment'
to produce optimum and fine images
• Power Saving Effect
• No strain on eyes
• Provide Perfect Picture suitable for the environment
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Marketing Communication (VD)
Color Weakness Correction
 Modify images for Color weakness to see original colors
(9 levels of each red/green/blue color weakness)
Original Image
Modified image
Color
Transforming
Processor
Visual
Contents
User Color
Information
Partial
color
blindness
Matrix
Display Unit
Determination
of color
Blindness
level
< Block Diagram>
Image by color weakness
Color Week's
recognition image
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Marketing Communication (VD)
What to Say?
“Provide Original Natural colors to all people.”
• Minority considered
• Communication of Corporate responsibility and
ethics
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Marketing Communication (VD)