Internal Use Only

HERA W9 LMP
 Internal Use Only

Index

1. 시장 경쟁 구도

2. Competitor Analysis

3. Customer Analysis

4. Value Proposition

5. Marketing Strategy
1. 시장 경쟁 구도 1. Market Competition Internal Use Only

Premium/High OBGYN 시장 지속 성장 중이나, WS80A 경쟁력 약화로 당사 W10으로 E10/E8 단일 대응 中,

경쟁 구도 정상화를 위한 W9 출시 필요
Premium / High OBGYN market continues to grow, but W10 launches to normalize competition
while E10 / E8 responds to W10 due to weakened WS80A
competitiveness

1,583 AS-IS TO-BE

[ ’16~’20年 OB/GYN Grade별 시장
1,526
크기 ] [ Premium OBGYN 경쟁구도 ]
1,320 w/ M atrix w/ M atrix HERA I10
1,238 471 488
1,078 Voluson E10 Voluson E10
407
365 12% w /o Matrix HERA W10 w /o Matrix HERA W10
[$M]
8% 54% 363
Premium 337 350 New

298 1% 303
29% Voluson Voluson HERA W9
High 231 E8 E8
429 445 WS80A Elite
368 371
Mid 350

High
WS80A WS80A
239 276 287
Low 160 207 Voluson Voluson
E6/S10 E6/S10
HS70A HS70A
2016 2017 2018 2019 2020
*2019~2020 Projected
[Source : IHS 2019]
-3-
2. Competitor Analysis - Duplicate Internal Use Only

• In case of E10 vs E8, image performance difference based on differentiation of probe (2D / 1.5D Matrix),
• * RM6c (1.5D volume convex)

• W9 can compete with E8, but W10 has 3D / 4D partial gap closing hour (including 1.xxD volume convex)

• * CMV4-55 (tentative) probe expected mounting schedule ‘21 .4Q

• [Main Contents of US Premium OBGYN M / S and G Company] [Implications]

Premium OBGYN M/S

Division Dualization Element Differentiation with image through E10

12 month patch to improve performance

probe / OLED
Matrix Gen2 (Image ↑, Light weigth)
Matrix 4D speeds up and strains the
Matrix 4D speed approximately doubled * BT20
fetal heart W10 threat
E10 Fetal
차별 heart FetalHQ : E10 academic use
GE 79.4% -Compared to W10 with 3D and 1.5D
화 3D/4D 1.5D Matrix, VSRI 3D Image Matrix
Filter W9 (W10) Color / 3D
Monito OLED Competitive,
r
2D Single Crystal Probe (C2-9,C1-6)
Samsung However, 2D PW parts need to
12.8% E10/
E8
Color Radiant flow, SlowflowHD be improved
P 7.8% W9 (W10) GYN video
GYN/IVF IOTA , Follicle Improvement, Uterine performance inferior
2018
Trace*BT20
[Source : Klein Report 2019] Need to prepare checks for
strengthening G company's GYN
-4- / IVF
3. Customer Analysis - Duplicate Internal Use Only

Academic / precision diagnosis (fetal heart, etc.) is the best performance / differentiation function-oriented market W10

OB Routine / 3D / GYN is the basic performance / workflow-oriented market W9

[Premium OBGYN 內 Application Config ] [Application Environment

• Long inspection time, frequency of
Details App. Characteristic Config./Price using Doppler
Academic Drive Differentiation HIgh
Utilizing Advanced 3D / 4D such as
Precision Top specifications / Academic STIC
diagnosis performance center /
Fetal
Precision • Purchase equipment for research
Heart) Basic Diagnosis purposes
OB performance/Workflow (Fetal
OB Routine exam Premium Heart) •A large number of patients, the test
(Protocol Base) OB Routine

W9 Main Target
/3D proceeds according to the protocol
Cosmetic 3D
3D
Basic performance / • For Simple 3D Diagnostics (Coronal View)
GYN GYN Oncology diagnostics GYN/IVF •
Low Basic image centering /
IVF IVF diagnosis standardization
-5- trend
4. Value Proposition : ① Key Benefits Internal Use Only

HERA W9 is optimized for fast and accurate inspection for Busy Practice / Routine OB

Three core appeal points 別 Focus on appeal by mapping our differentiation function

[HERA W9] “Best for your Busy Practice”

Extraordinary Image HERA Platform / S-Vue / ShadowHDR / LumiFlow

Maximized Efficiency Biometry Assist / touch customizing / EZ-Exam

Diagnostic Confidence CrystalVue / 5D Follicle / MV Flow / E-cervix

-6-
5. Marketing Strategy : ① Product Performance --Duplicate Internal Use Only

The launch point is the OB Routine / 3D market.

* CV1-8A (W9) vs RAB6D (E8)
Precision / GYN market enters after 12 month improvement patch including PW / GYN / 3D workflow

[Product Price performance map] [Samsung vs G Performance comparison]

Price

E10/E8 이원화 0
Matrix/STIC↓ W10 E10
140K - Matrix Probe
E10
w/ Matrix E1 태아심장
Color
- 3D Performance
vs 정밀 진단
(RM6C+VSRI vs RAB6D) 3D↓
120K CV1-8A *3D 12月 패치 예정 RM6C
- OLED
W10 E10 W10
w/o Matrix Ergonomics Swivel
100K
Target
Now Level
Video
2D /C↑/PW↓ W9 * PW 12 month patch coming E8
W9 E8 (12月)
Performance
80K * GYN 12 month patch coming
GYN
W10/W9W9 dualism

W9 vs E8
-Academic / 3D CV1-8A RAB6D
60K WS80A
Differentiation
Automation
Function Workflow
- Luxury design / exterior 3D * Polyline 12 month patch
coming
* 5D follicle performance coming in December
[Source : Klein Report 2019] Primary benefit_Performance Diagnos 5D Follicle/IOTA
patch
-7- tic
5. Marketing Strategy : ② Target Market 別 W9 VS. W10 Internal Use Only

W9 focuses on E8 at G's customer's site by securing basic performance and price

competitiveness

Focused targeting of large hospital academic market through W10 academic

reinforcement (S / W Full option package)

W10 / W9 positioning strategy by key customer]

Our IB and other competitors.
[IB and other competitors IB] W10
G company satisfied
Competitor OB / Gyn Academic Features
customers IB
AS-IS TO-BE AS-IS TO-BE
Acad 전체 All options available for W10
Large emic E10 E10 W10 Compe W10
hospi titors W10 Introduced S / W full option pkg ($ 20K)
Detail (E10 / WS80A
tal EPIQ,
ed/ E8 E8 W9
etc.)
W9
(WTP Option Performance Average GTP $
Routine 15K)
Compet G Satisfied Customers
Small and medium E10 E10 W10
itors
W10 A
WS80
precision E8 . W9
(E8 / W1 Higher basic performance
Affinity
hospital Routine Etc)
0 than W9 competitor
W9
E8
HDR Shadow HDR, LumiFlow,

-8- HQ-Vision, etc. Default

5. Marketing Strategy : ③ Pricing Internal Use Only

Enhanced Eight Default Options for Secure Base Performance and Price Competitiveness (LumiFlow, Shadow HDR,
HQ-Vision)
Options for Smart 4D, HDVI (UK) and MV-Flow (Europe) may be unnecessary in some markets

[ G社 Voluson Series ASP trend ] [ W9 Global RRP/TP ]

E8 W9
[K $]
160 150 150
135 135 Classific Config GRRP GRRP GTP
140 125 W10 ation
E10 System - 62,000 43,500
120 (LumiFlow, Shadow HDR, HQ-Vision 포함)
100 99
90 90 92 W9 Probe CA1-7A - 6,606 4,855
100 E8
New E8 CV1-8A 8,766 6,443
80 65 65 65 64 58 比 7% ↓
* E8 Price DIA E6
60 60 EV3-10B 9,582 6,707
58
40 S10 Option Smart 4D, HDVI - 2,261 1,583
(Routine OB pack)
20
MV-Flow 3,543 2,480
0
2014 2015 2016 2017 2018 Set 92,000 92,758 65,568
[Source : Klein Report 2019]

-9-
5. Marketing Strategy : ④ Local Launching Plan Internal Use Only

Preparing to establish a differentiated regional strategy (LLP) in consideration of regional market characteristics
such as differentiation of US / UK video / Workflow, Chinese AI / MV-Flow, and emphasis on European /
domestic 3D performance

USA/UK China Europe Domestic

Regional • Sonographer Market • China E10 47% vs E8 High share of E8 market •High percentage of female
characteristi • US E10 63% vs E8 37% 53% • Utilize 3D diagnostics hospitals
cs UK Routine OB 80% • High acceptance of new 3D Routine
* Klein / UK Survey features* Ipsos • E10 30%: E8 / S10 70%

Target • MFM 內 Routine OB •First grade hospital first • Routine OB • Women's Hospital 3D /
Market performance • Level2/ Private Cabinet Precision
Ultrasound Room for Routine • Outpatient University
OB Hospital
Sogue • Penetration강조 • Automation with AI • 3D performance Women's Hospital 3D / 2D
Store • Automation/Customizing • MV-Flow • high frequency preference Performance
University Hospital E-
cervix
Various functions
Strategy • (US) W10 Intensive • Focus on differentiation • Target E8 with 3D focused • Review of free option
Price-driven deal W9 offer • Secure pre-buzz utilizing appeal packages and focus
• (UK) W9 Intensive W10 - 10/52 - • Utilize W10 / WS80A IB on 3D strengths
5. Marketing Strategy : ⑤ Market Communication Internal Use Only

Proposal of customized products for customer environment through HERA Family Marketing

Marketing collateral and educational materials are mostly prepared from existing W10, focusing on acquiring
undetermined demo images such as GYN

[ HERA Family Marketing ] [ Marketing collateral ]

- Proposal of customized products for customer environment through

HERA Family Marketing

- 11/52 -