Joybook A53 Series Marketing Communication Brief Rita Chen IMC / BQP Feb. 20, 2008 Rita Chen IMC / BQP Feb. 20, 2008 Internal Usage Only.

Joybook A53 SeriesMarketing Communication Brief

Joybook A53 SeriesMarketing Communication Brief

Rita ChenIMC / BQPFeb. 20, 2008

Rita ChenIMC / BQPFeb. 20, 2008

Internal Usage Only

BenQ Confidential (2007/11) 2007, BenQ Corporation

• 各項資料皆有其時效性的限制，演講者暨明基集團所屬公司，對於所提供的資料不負任何明示或暗示的保證責任，也不負任何形式的賠償責任。

• The contents contained herein is time bound in nature; BENQ Corporation (and its affiliated companies) and the speaker do not make any express or/and implied warrant on the accuracy of the contents. Neither do indemnify any form of loss or damage occurred.


Agenda•2008 Joybook Positioning and Segmentation •A53 ID Story•A53 Product Brief•A53 Specification•Competitor Comparison•Marcom Objectives•Marketing Materials•Appendix– A53 Software List


2008 Joybook Positioning and Segmentation


2008 Joybook Value Proposition

Visual TechnologyVisual Technology Visual TechnologyVisual Technology

With perfect fusion of aesthetics and technology, With perfect fusion of aesthetics and technology, BenQ Joybook provides you incredible digital life eBenQ Joybook provides you incredible digital life e

xperiencexperience

Sensory EnjoymentSensory Enjoyment

Look & FeelLook & FeelLook & FeelLook & Feel

1.1. Charming, Fashion Charming, Fashion DesignDesign

2.2. Cozy, Effortless TouchCozy, Effortless Touch

3.3. Seamless Appearance Seamless Appearance

1.1. True-to-life Colors Display True-to-life Colors Display (Panel)(Panel)

2.2. Outstanding Video Outstanding Video Performance (graphics) Performance (graphics)

3.3. High-definition Video (HDMI) High-definition Video (HDMI)

4.4. Multiple Display Multiple Display

5.5. Various Video Formats SupportVarious Video Formats Support

6.6. Live Video (Videoconference) Live Video (Videoconference)


Joybook Brand Claim Summery

Better See Hear Touch(Sensory Refinement)

Better See Hear Touch(Sensory Refinement)

We see people’s need for a more

joyful and productive

experience in using NB.

• Supported by Consistent Key Features of Hero Models - See (Display/Video Enjoyment) - Hear (Audio Enjoyment) - Touch (Ergonomic design / Touch & feel quality)

• BenQ ID design & Multimedia Enjoyment - ID story - QMedia Application

• Better See Hear Touch without Compromise in: - Product Design - Reliability and Quality Promise - Service Promise

Sensound Sensight Senstouch

Sensory Refinement Claim


CPU

MKT Segment

MKT Name

1 2 3 4 5 7 > 7

NamePanel Size

<12.1"W

12.1"W 13.3"W 14.1"W 15.4"W 17"W > 17"W

Intel

HHome Media Center

　　　　

A All-in-one 　　　 A5

RRegular Portable

　　 R4 R5

S Slim 　 S3 S4 　

Q 2nd Display 　 Q4 　

XExtremely Portable

　 X3 　　

C China Models 　　 C4 　

AMD

M Multimedia 　　　　

DDesktop Replacement

　　　　

P Portable 　　 P4 P5

T Thin & Light 　 T3 　　

U Ultra Portable 　　　　

Joybook Marketing Name Definition


Joybook Product Segmentation

Commuter betweenCompany & home

FrequentTraveler

Occasionalmover

Mobility

Performance

Gaming

VideoEditing

MultimediaPlayback

DocumentEditing

InternetBrowsing

•Smooth 3D game•Smooth HD video playback•Link video/audio to home

theater•Smooth HD video editing

•Smooth 3D CAD•High speed processing for

big database •Smooth HD video editing

•Smooth 3D CAD•Good quality wireless

Communication•Smooth HD video editing•Good quality VOIP/video

conference•Security for data

•DVD playback w/ above average brightness/color

performance•OK 3D game performancew/ above average response

time display

•Above average display for document processing•Above average robust

•Above average appearance design

•Good quality VOIP/video conference

•Good quality wireless communication

•Fancy appearance design

MultimediaP5/R5 Series

ProfessionalS4 Series

Home BasicA5 Series

SOHOR4/Q4 Series

MobileX3 Series

Thin & LightS3 Series


Q1‘08

Q4‘08

Q2‘08

Q3‘08

Q4‘07

X31

MultimediaProfessionalHome Basic SOHO Mobile Thin & Light

S32

S33

R45A5

3

S41

S42

R56

R45

R43

Q41

P53

2008 Joybook Roadmap by Segments

R46

Q42 S3

5


A53 ID Story


BenQ Joybook A53 Design Story Design CommunicationLifestyle Design Center


Aesthetic is not only about visual beauty, but also the emotions you feel in your heart.

In the modern era of constant urbanization, how can design effectuate a metropolitan aesthetic?

The design of the Joybook A53 accomplishes a metropolitan aesthetic that depicts both the facade of a city and the soul underneath.


A Metropolitan Aesthetic : The Pulse of the City


The Indifference and Passion of the City

As a metropolis grows, reinforced steel concrete is used to erect ever taller buildings and construct ever more tightly-knit bridges and roads. The larger the city, the more stiff and frigid its appearance becomes. The greater a city’s population, the greater the feeling of separation between one person and the next.

The development of information technology, however, has provided a cure. With the use of the Internet people have found a much easier way to look for others with similar interests. It has also become easier to find a wealth of exciting activities happening in the city.

A city might appear to be cold and indifferent, but behind this façade are many interesting things, events, and people. Information technology can help you to seek out new opportunities, giving you the key to new discoveries and experiences.


Using Metal to Convey a Sense of Urban Austerity

The designer has made austere metal the primary theme of the A53 to evoke the cool detachment of a city’s facade. The texture of the metal has been intensified with brushing and anodizing techniques.


Dynamic Pattern Symbolizes Interaction and Exchange

The designers of the A53 took the transverse lines of interchanging freeways as the inspiration of the dynamic pattern etched on the cover’s metallic strip. This pattern symbolizes intense interaction and exchange among people in the real and virtual world.


Interior and Exterior in Chorus

The brushed metal used for the palm rest corresponds with the metal strip on the exterior. The dynamic pattern on the touch pad creates a similar choral effect. While surfing the Internet, an impression of your path through the virtual world is visualized under your fingers as they move across the touch pad. Sleek, mirror black material is used for the frame of the screen, like the glass curtain of city buildings.


The Orange Glow of a Warm Body

When you press the power button, the light emitted is not the standard blue found on most laptops, but a distinct orange glow instead. The warmth of the orange light tempers the cold of the metallic surface, representing the heat of the city just underneath its icy façade.


The Consummation of a Metropolitan Aesthetic

Metallic materials are used on the A53 produce a feeling of austerity and refinement. The dynamic pattern and orange light have been ingeniously applied to temper the frigid feel of the metal. The materials, pattern, and color of the A53 consummate a metropolitan aesthetic that evokes the cool detachment and warm buzz of a big city.


Press the power button and a warm orange light shines forth.

Let the A53 accompany you on your journey along the pulse of the city.


The interweaving flow of traffic; The frenetic crowds of peopleThe city is full of life.

Each freeway and interchangeis like an artery delivering nutrients to the city.

The intricacy of the virtual networkis like a nervous system that delivers needed information.

In the city we are all interconnected.With the Joybook A53 you can feel the synchronous pulse of the city, its people and yourself.


Joybook A53


A53 Product Brief


Target Audience

• Male oriented• Aged 18 -35• Basic knowledge & needs of NB• Intention to have nice looking things


For male customers who seek for basic specification and good appearance of a NB, Joybook A53 offers fashionable personality because of the tasteful product design.

Product Positioning


• Cover lid: aluminum brushed metal finish / etching pattern on the band.• Brushed metal finish palm rest and graceful arcs imprinted on the touchpad.• Screen bezel: RHCM (Rapid Heat Cycle Molding) • The orange glow of the power button adds a warm touch

1. Exquisite Industrial Design

2. An integrated numerical keypad to the right of a full-size alphanumeric keyboard.

3. 15.4”W UltraVivid display w/ 8ms response time4. Built-in webcam and internal mic with noise suppression

and echo cancellation functions.

Product Industrial Design is the most important Product Industrial Design is the most important USPUSP

Key Selling Features


Look & Feel


Full Size Ergonomic Keyboard design


BenQ’s patented UltraVivid technology increases the brightness of the screen by taking advantage of DBEFTM

The result is crisply rendered details and vibrant picture quality

even when the Joybook is used in brightly lit environments.

※DBEF： Display Brilliance Enhancement Film

UltraVivid—See the Bright Side


16ms 8ms8ms

The 8ms response time makes the video playing more smooth without lagging or residual image

The Fastest Response Time 15.4”W


Complete and Free Communication Environment

VOIPVOIP

Internal Mic 0.3 MP Webcam

Noise Suppression + Echo cancellationNoise Suppression + Echo cancellation

To enhance users' video chat experience

Enjoyment matters


Unwire from LAN cable for network connection - Featuring 802.11bg WLAN card* for quick and stable office or hotspot connection;

Convenient Wireless Connection

* WLAN are SKU optional


A53 Specification


Model Joybook A53 Joybook A53ELCD 15.4W LCD , 200nit 15.4W LCD , 200nit

Resolution: WXGA (1280x800) WXGA (1280x800)

Response Time: 8ms 8ms

Graphics: SiS MirageTM 3+ SiS MirageTM 3+

Platform: Intel® Pentium® Dual-Core processor Intel® Celeron®

Processor: Intel® Pentium® Dual-Core T2330 and aboveIntel® Core™2 Duo processor T7250

Intel® Celeron® 550 and above

Chipsets SiS M672 SiS M672

Memory (max.): DDRII-667 512MB and above (max to 2.0GB) DDRII-667 512MB and above (max to 2.0GB)

Hard Disk (RPM): 80/120/160/200 GB (5400RPM - SATA) 80/120/160/200 GB (5400RPM - SATA)

Optical: (1) 24X DVD/CD-RW Combo(2) 8X DVD Super-Multi (Support Double Layer)

(1) 24X DVD/CD-RW Combo(2) 8X DVD Super-Multi (Support Double Layer)

Modem Built-in 56K/V.92 modem Built-in 56K/V.92 modem

LAN Built-in 10/100 Ethernet Built-in 10/100 Ethernet

WLAN Built-in 802.11b/g (Option) Built-in 802.11b/g (Option)

Camera Built-in 0.3M camera Built-in 0.3M camera

USB 2.0 3X 3X

RJ-45 Ethernet port 1X 1X

RJ-11 Modem port 1X 1X

VGA/D-Sub port 1X 1X

DC-in for power supply 1X 1X

Microphone-in 1X 1X

Headphone-out 1X 1X

Card reader 4-in-1 (MS/MS-Pro/SD/MMC) 4-in-1 (MS/MS-Pro/SD/MMC)

Battery: 6-cell Lithium-Ion Battery, 53 Whr (4800 mAh) 6-cell Lithium-Ion Battery, 53 Whr (4800 mAh)

AC adapter: 65W 65W

Weight (kg) (with battery): 2.60Kg 2.60Kg


Competitor Comparison


Competitor Comparison

Brand BenQ ASUS Toshiba acer Compaq

Model A53 F5RA200-

PSAF0T-05K01J

Extensa EX5620Z

Presario C737TU

Display

15.4WXGA 15.4WXGA 15.4WXGA 15.4WXGA 15.4WXGA

CPUIntel Dual

CoreT2330

Intel Dual Core

T2250

Intel Dual Core

T2350

Intel Dual Core

T2330

Intel Dual Core

T2330

Graphics

Integrated (SiS Mirage TM3

+)Integrated

(ATI X1100 )

Integrated (Intel GMA

950)


X3100)


X3100)

Webcam

Built-in 0.3M camera




N/A

Card reade

rV V V V V

Weight

2.6 KG(W / 6 cell battery)

2.65 KG(W / 6 cell battery)

2.8 KG2.88 KG

(W / 6 cell battery)

2.6 KG


Marcom Objectives


Marcom Objectives

• To keep accumulating the good ID image of BenQ Joybook• To transform the price limitation of A53’s previous generation, A52, to a higher positioning • To strengthen channel’s confidence and loyalty by continuous market exposure


Marketing Materials


Materials Prepared

• Marketing Materials:– Product shots– ID Sketch x 2– Brochure (EN) – Photo Usage Right

• Product Materials– Sales kit– Marketing Comm. Kit


Brochure

Key Theme: An aesthetic tuned to the pulse of the city skylineA4 size (21 x 28 cm): 4 pagesMDA ID No. 380389


IIP & MDA - Brochure

Genuine translation

Tagline translation

IIP Regulation for Print Media1. Logo usage - The minimum logo size is 3.18cm width and needs to be placed in upper or lower right corner. - Please use locked logo to fulfill the requirement of 50% of reimbursement rate. 2. Reimbursement rate: 50%3. Brand mention: Intel® Core™2 Duo processor4. Trademark acknowledgment line- Locked logo Intel, the Intel logo, Intel Core, and Core Inside are trademarks of Intel Corporation in the U.S. and other countries.5. Additional Branding Elements: - Highly recognizable allowed: 0 - Non-Highly recognizable allowed: 2

MDA2008 Tagline & Genuine translationMicrosoft Excel 工作表

Microsoft Excel ¤u§@ªí


Remark & NoteImportant!!!• All the marketing materials do follow the IIP/MDA

guideline. If any localization is required, please do follow the IIP/MDA rules.

• There are brand new Microsoft Vista® and IIP-Vista Special program guideline might influence the ad reimbursement. Please refer to the Vista/IIP guideline we attached with the material CD.

• Please follow IIP guideline for latest Intel platform: http://intelinside.intel.com/track1/en/index.htm


Appendix– A53 Software List


Software ListItem Vendor

Adobe® Reader® 7 Adobe

Power DVD 7 CyberlinkNero Express 7 Nero

PC-Cillin 2007 Trend Micro

Webcam Companion 2.0 ArcsoftArcSoft Magic-I Visual Effect ArcsoftQ-MediaBar BenQ

Screen saver BenQ

Wallpaper BenQ

MS Office 2007 Free Trial Microsoft

Q-DataTrove 2.5 BenQ


QData Trove – a quick and convenient way to backup or restore your system back to the state you want.Press ALT + F10 and you can

Software_QData Trove 2.5

1. Backup full system at a desired recovery point

2. Restore full system with default factory settings


Software_WebCam Companion™ 2

Capture

Records video in every resolution

Captures image in different resolutions

Bursts Capture (5 images)

Captured media management

Supports single preview for captured media

Refreshes Webcam device list and properties settings



Monitor

Automatic motion capturing

automatic notification via email or FTP

Adjustable sensitivity for motion detection

Automatic album creation; captured images are organized by dates



Edit

Video edit: Trims video and adjusts brightness and contrast with ease

Image edit: Auto Enhance; brightness, contrast and blur adjustments; zoom in/out; rotate left/right; Mirror; resize resolution

Saves those favorite moments from captured video as still images

Sends selected media as email attachments

Supports a variety of image formats: JPG, FPX, PSF, BMP, TIF, GIF, PCX, TGA

Supports popular video formats: MPEG-1, WMV



Chat

Provides shortcuts to download popular chat programs such as Yahoo® Messenger, MSN® Messenger, AIM®, or Skype®

Provides shortcuts to launch the IM tools while installed

Easy to add new shortcuts to support other IM tools


Software_Magic-i™ Visual Effects

Smart and simple video chat complement

Automatically launches with IM clients and webcam apps

Video Plug-in technology

Auto-switches video size

Auto power-saving for notebook users

Enhances video chat with frames, effects, and themes

Fun Frame and Animated Frame

Filter, Mirror, and Distort Effects

Imaginative Themes

Digital Pan, Tilt, and Zoom

Face Tracking

Auto Enhance

Avatar

Compatible with popular webcam applications

Windows Vista® Compatible

Joybook A53 Series Marketing Communication Brief Rita Chen IMC / BQP Feb. 20, 2008 Rita Chen IMC / BQP Feb. 20, 2008 Internal Usage Only.

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