Apple Inc. v. Samsung Electronics Co. Ltd. et al

Filing 1362

Unredacted Exhibits to Musika Declaration in Support of Apple's Opposition to Samsung's Daubert Motion re 1256 Order on Administrative Motion to File Under Seal, (Dkt. No. 991) by Apple Inc.. (Attachments: # 1 Exhibit D, # 2 Exhibit E, # 3 Exhibit F, # 4 Exhibit G, # 5 Exhibit H, # 6 Exhibit I, # 7 Exhibit J, # 8 Exhibit L, # 9 Exhibit M, # 10 Exhibit N, # 11 Exhibit O, # 12 Exhibit P, # 13 Exhibit Q, # 14 Exhibit R, # 15 Exhibit V, # 16 Exhibit W, # 17 Exhibit X)(Jacobs, Michael) (Filed on 7/26/2012) Modified text on 7/27/2012 (dhm, COURT STAFF).

Exhibit H
(Submitted Under Seal)

GS

Confidential

Attorneys

2011

Eyes

Only

TO

Highly

SEPTEMBER

CHOI VISIT

STA

20

SAMNDCA11513944

SAMNDCA11513945

share

Apple
`beat

plan

to

to

a

our

in
are

Only

Eyes

Confidential

with

Generally

we

but

OK

GS

for

Mu

may

WOW

a

be

a

is

`beating

a
Apple

big

Currently

GSIII

GSIII

45

must

Delay

plan Overall

Attorneys

confidence lacking

wont

be

of

end

big

the

and

be

area weak
we

70+

a

Goal

dont

opportunity

differentiated

should target volume

UTUB

is

be

device

goal

lacking

currently

challenge

need

`beat
define

Apple

idea

meaning

users iPhone

year next

Highly

to

S>A
see

30M

of

FROM COMMENTS

APPLE BEAT

rate upgrade

DALE

of

not
the

Pages Intentionally Omitted

Smart

SAMNDCA11513957

NonSmart

MPSA

API

100

UAT3 Brand

in

API

100

in

in

I

A

prietary

Galaxy

Galaxy

Only

Highly

>$05B

Confidential

Systems

Attorneys

Revenue

Network Wireless

>

WT

>15

36Mu
ASP

vol

S

M

572

In

III

III

S

US

In

US

In

u

1

In

BUILDING

TO

THE

US

MUST

KPIs Brand

Handsets

Connected Tablets

Profit

Growth Revenue

Eyes

WiFi

MPSA UAT3

volume nonsmart
volume smartphone
volume phone

PASS

>20

50

II

>

Phase

BUSINESSES
SUSTAIN

YoY

I

Phase

higher Sustainably

Samsung

Apple Beat

Phase

in

Accomplishments

Goals

UAT3 Brand

2011

GSIII

Apple than scores

smartphone Samsung

parity subsidy

Goals

DRIVE

higher sustainably Continue

share

UAT3 Brand

Apple

Apple with

MPSA

share market Android

2010

3010

than

MPSA

2012

GROWTH FUTURE

WHILE APPLE OVER LEAD

THE

NEW
AND

STA

Pages Intentionally Omitted

SAMNDCA11513961

Thunderbolt

Charge

I

Sam

34

V1

_

Only

Eyes

Attorneys

set

•

4Q

of
in

Confidential

70

ir

HTC

tih

ti1

1•
1•

and

2Q

in

SP

1M

32

31

30

tiA
Sam

tit

till

1•

titi

40

Highly

Over

SAM

$99

and

has

4G

EVO

28

HTC

27

26

25

24

23

_
22

21

look

3

60

29

feel

pricing Aggressive

Shift

3Q

expected

reference

SP

to

sellthru

$399 Inspire

Sense

80

vs

UI

and

product Consistent

0
10

SW

and

Launching

20
30

new

40

executing

technology
high

Almost

point reference

sellthru

3Q

weeks

plan quarterly

lost

prior plan quarterly

already

Infuse

upgrades
first

level
50

all

at

a

is

HTC

2

in

to

SKUs

25M+

20

19

18
60

4

12

in

35M

11

in

at

15M

SKUs

K

in

in

TAM

US

Feb

4Q

in
on

VZ

Jan

7

`10

3

in

May

$49

is

Apple

success

iPhone3

dependent

share growing aggressively

Apple blunting

iPhones White

Sprint launch

carriers

consistent

$499

delays product significant experienced

both

20

0

lost

start quarter

Note

nonphone

volume

May

33

1646

end

ti
Infuse

lli••i
Inspire

WkWkWkWkWkWkWkWkWkWkWkWkWkWkWkWkWk

1547

Volume SellThru Weekly

1495

1799

iPhone

future

153

Ms

TAM

is

1

QUARTERS

259
TAM

US

in

2

OF

1

THROUGH LEARNED CHALLENGESLESSONS

nonphone

2010

1806

2011

1845

2012

3

FIRST

35

KEY

Pages Intentionally Omitted

SAMNDCA11514055

49m
between
capability

opportunities bundling Consider

PhoneTabletTV
Enable

UXUI

across experiences

sharing interactions
portfolio

Samsung
and

of

etc
are

key
to

3rd

Eyes

Attorneys

Confidential

Highly

DevicetoDevice

Common

Ecosystem
Content

Ease

of

for

use

key
for
and

POS

to

Product

as
POS

for

and

J

to

for

Win

gaps experience

Only

2012

interactions

Tablet

Competitiveness

Experience

Use

Deliver

plan Action

UI

Maintain

Work

Productivity

with

content

Skype Netflix

parties

gaps ecosystem

Facebook

consistency

signature

TouchWix

covered
cover

Communication

capability

Android

Work

Gamestop

experience buying

tablets

Reading Gaming Video outofbox
cases

support

consumer optimize

select

with

retailers

such

positioning

Continue

retailers

Strategy

with work

prime

efforts marketing

carriers select

2012

Apple against compete

to

RP

5

Use

of

Attorneys

Eyes

6

Confidential

interactions

Only

with

sharing capability

PhoneTabletTV

interactions

UXU1
across

ofTouchWix

SA4NDCA11514056

Consider bundling opportunities

between

Enable

portfolio

content
Netflix Skype

cover

experiences

consistency

Samsung signature

Maintain

Facebook

cases

Productivity

covered

parties

ecosystem gaps

Work

Communication

etc

ceto Device

capability

Video Gaming Reading

Deliver

$299$249$199
outofbox

2012

$299$199$99

3rd

are

Devi

experience

SPRINT

Galaxy Nexus+

$299$249$199

HWSW

to

Content Ecosystem

1H

$299$199$99

in

for

vs

key

Ease

Win

class

ocket

Strategy

SKy
vs

use

key

at

Highly

Key

Best

G

R

Positioning

2012

VZW

Galaxy Nexus

Products

Ia

Competitivenesj

2012

Samsung

S2

Product

iPhone

Competitors

Market Product coverage
ATT

$299$249

PREMIUM

2012

US
HD
for

and

2H

Pages Intentionally Omitted

us

A

S

>

Highly

Confidential

Attorneys

Eyes

Only

think differently

requires

to

r

c

SP1MNDCA11514060

SAMNDCA11514061

Pod

an

35

10

of

paid

at

are

apps

18

Only

Eyes

Analysis

STA

Internet

Attorneys

Research

1••

per

an

app

of
83

Avg

iOS

US

device

Highly

145M

Sources

Confidential

installed

Apple

iPhone

Apple Comscore

Touch iPod

collective

27M

downloads

Each

base

18M

on

in

average

own

own

price

an

2011

$100 over spends user

user

content

unique

Pew

iPhone

Touch

$144

apps

users

iOS

Keep

of

45M

within

>>

iOS

strong base installed

`Engage Strong

levels high with

Apple

of

coownership

US

US

145

Can

Confidential

Attorneys

Eyes

Only

Price Products Higher
To

Highly

iOS

Better Together

Than Separate

EcoSystem

Keep

SAMNDCA11514062

Capture that Network Effect Value

Work

J

Products

and

Effects

_

Network

Common

Strong `Engage

base strong with high levels

>>

Each Product Leverages

within

installed

coownership

Apple
of

SANNDCA11514063

lffinnmmmmw•

sawe

ce

33

P

sulw5

device

has

Only

Eyes

Attorneys

their

Source

orreee7t

hlielsen

has

1Q111

same

Confidential

OEMOS

srfartphone

the

acquwers

previous

whose

device
devsee rurent

51

Purchasers

as

0f

OdrhTr

recent

the

51

78

Repeat

rr

smartphsne

OEMOS

acquirers

their

whose

device prey

46

o

Purchasers`

current

an

11

Customer Over

64

Repurchases

Lifetime

39

Smartphone

Total

e
to

and

programs

+30

KPI

CRM

consumer Increase

digitalsocial

community bookTwitter Face Grow

Loyalty

loyalty

5M

via

STA

to

KEY

`Sticky

Highly

Android

FY12

Segments Consumer Attacking

Loyalty

rresNebleRepeat
Bzsol4egesSar6uskeAA
communications services
content Customized
program emailnewsletter Monthly
current

customers best

180Klgoal

comprehensive

Opportunities Business

STRATEGIES MARKETING

Android Samsung

ti

yet

not

is

But

is

••

V

t

are

Eet

e

rs

t

introduce

Frill

rep

will

ILce

or

s

our

aw

ar€

dta

iv

V

e

I

CEO

ATT

Ia

De

Customer

111

1

J

1

Research QuestionbyQuestion

=
1

P4

Wyman

11

Attorneys

Eyes

Only

SAMNDCA11514064

family

entire

tissue

of

Confidential

Oliver

products

Samsung

across

connective

through more

this lead further

strengthen

are

Highly

Source

arApple`

the

ReadOut

2£111

Vega

Itvviii

itpooIed

e

IJune

Ralf

on

caresoon

y

plans

157risLng

tmet

We

vorkincj

pricing

2C111

clot

can

tiered

=r

tiered

products

our

CFCIr1a

purchase

t

tiwith

owners

smartphzne

Isiah

interest

purchase

predisposed

smartphones

Consumers

Efficient

to

Verixon

a
e

data

irvning

e

service

v

rtphone

t5blt

interest

b

unlirited

E
V

fter

Samsung

Covrersexpress

5mertphne

=

etir

datplans

veriLon

far

smertphne
ateblet

the

purhese

f

subscriptsns

got

ehs

cvme

Current Samsung

TIJNTY

More

our

nultiple

AT
barrir

A

Iver

N

iikFyn

••FPC

Base
who

Carriers

to
PLANS CREATING

the

THfi

Selling

Is
own

4

=13

1
1

51>

Apr

SA4NDCA11514065

Kim

Player Galaxy

Galaxy

devices

Only

Eyes

Tab

and

+
Tab

on

UX

of

TV

HD

for

Confidential

Hub

Hub

Highly

First

Media

2

UX

Social

First

S

GALAXY

unified

r

and

ICS

it

the

Make

S
3

Tab

Tab

Can

S2

S
3

Galaxy

Galaxy
Introduced

Galaxy

product across

Live

Show

commonality

through over Carry

Attorneys

Cream

achieved

powered

Galaxy

categories

Widgets Panel

capability

Ice

Galaxy

S
2

Next

Galaxy Based

Feature Hero

Ecosystem Samsung

and

Gen

the

Attorneys

Eyes Only

our

Confidential

iPod Touch

Moving

Signature

SAMNDCA11514066

experiences across devices

Samsung

drive

Across Platforms

strategy

Services

NScreen
adoption

Leverage

Signature

Signature Services

of

Highly

iPhone

Leveraging

to

SAMNDCA11514067

Hardware

Interfaces

Class

Common

Best

User

in

Conf

P

products

Only

Eyes

Attorneys

Confidential

N 0

1114v

Highly

Galaxy

Kies

Air

Media

View

Galaxy

Nexus

2011

GALAXY

Apps Samsung

Show

Hub

y

Discoverability

of

enable

our

3rd

a

Actions

standardized Leverage

around Ecosystem Party

Distribution

Capabilities Platform Cross Leading

Smart Samsung

Population Application Improve

Accj Smart

strategy connector

Apple Beat

to

to

Pages Intentionally Omitted