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 I
(Submitted Under Seal)

Taehyung Kim

1223 S. New Hampshire Ave.
Los Angeles, CA 90006
[phone]
[e-mail]

Date: May 4, 2012

Certificate of Translation
I hereby certify that this Korean to English translation of pages
SAMNDCA00401905 to SAMNDCA00401989
of the document with the beginning Bates number SAMNDCA00401905
is an accurate and complete rendering of the contents of the source document to the best of my
knowledge, except for the word “TRANSLATION” at the upper right corner of each translated
page. I further certify that I translated said document and that I am fluent in both Korean and
English.

Highly Confidential - Attorneys' Eyes Only

SAMNDCA00401905

Mobile Communications Division

October 2011

2012 BUSINESS STRATEGY

Translation

Pages Intentionally Omitted

Develop archetype designs
(18-24 months)

ID archetype design process

Discover research opportunity areas
for the near future

South America, Africa, etc.)

Advanced discovery of new UX

New metal solution

Expanded review of design points for sensing market characteristics and consumer needs (Central and

CMF solution, etc.)

Secure design USP that suits the characteristics of emerging market (Use Case based concept, low price

Strengthen Mass/Entry smartphones and responsive designs in emerging market

Discover new material-based Premium/distinct CMF (Nano coating, Secret Blue, etc.)

Discover iconic UX & USP that could represent Samsung’s Touchwiz

- Develop design archetypes that could lead market distinction and trend REDACTED
- Discover and propose innovative concepts that could have new usage and form new category (new
concept Smart Device)

Strengthen integrated designs for breakthrough innovations/discovery of archetype concepts

Develop iconic designs (ID, UX, CMF) that could lead the market as First Mover

Strengthen Design Leadership

Translation

Pages Intentionally Omitted

Create and lead the Note
market
First Class Marketing

Magnify targeting Tablet
market

Lead New Markets

Strengthen the #1 Status in
Smartphone

2012 Strategy

Push ahead with No. 1
strategy by region

Keep in check emergence of
Chinese vendors

Translation

153 million units in 2012 (growth rate 57% )

2011

2012

635 million units

2011

2012

153 million units

Market Demand: Average of 3 companies: SA, Gartner, and ICD

Growth Rate

Smartphone Demand Samsung Sales Volume

2010

2011

11.11 (North America)

11.12 (Korea)

2012

Early dominance of the LTE market centered on developed markets, such as the U.S.A., Korea, Japan, etc.

98 million units of smartphones in 2011

Pin-to-Pin Direct Face-Off with Apple

1. Go Head-To-Head with Apple ; Strengthen the No. 1 status in Smartphone

Translation

Year ’11
2011

Year ;12
2012

Market Demand: Average of 3 companies: SA, Gartner, and ICD

Year ’10
2010

635 million units

Smartphone Demand by Price Range

2011

2012

Samsung Mass Market Smartphones

Aggressively respond to demands for low priced smart phones in developing markets, such
as Southwest Asia, Central Asia, etc.

Continuously introduce follow-up models to existing Hit products, such as Galaxy Ace/Mini, etc.

Create Hit Models for each Price Group of Mass Smartphones

1. Go Head-To-Head with Apple ; Strengthen the No. 1 status in Smartphone

Translation

2011

2012

16.0 million units

Annual Sale Volume

Samsung: Document 9, Line 10 2011, Management Plan 2012,
Competitor: Average Forecast by Securities Companies

Sales Volume
(% relative to Apple)

(million units)

154% )

Tablet sales goal: 6.3 million units in year ’11

2011

2012

-inch

-inch

included

-inch

Samsung Volume by Size

Sales Volume
(proportion %)

3,270,000 units
(20 %)

3,480,000 units
(22 %)

9,240,000 units
(58 %)

(10,000 Units)

16 million units in year ’12 (compared to the previous year

1. Go Head-To-Head with Apple ; Magnify targeting Tablet Market

Translation

inches

inches

inches

2011

2012

Refrain from low pricing and continue based on the premium strategy

New introduction of mass market tablet models

ODA (On Device Activation): platform that supports data service through activation and pre-paid transaction by the user without contract terms

Create new demand through introducing ODA business models and Win 8 models

Enhance Samsung’s inherent strength through provision of Note function (pen input function)

1. Go Head-To-Head with Apple ; Magnify targeting Tablet Market

Translation

Pages Intentionally Omitted