Marketing Communications / IT Activity Update August 2008

Agenda

    

Organization and strategies

PR / events project status and update Ads, Web and CRM project status and update IT Activities Summary and discussion

08_21_08 2 © Fujitsu Microelectronics America, Inc. 2008

Organization Mktg / Sales Communications

Emi Igarashi Director, Corporate Communications and IT Services

Information Technology (IT)

Maureen Brammer Administrative Assistant Reiko Okamoto Corp Communications Administrative Assistant

IT Plan 08 Project Team



CRM



FMA Portal



SAP BI / BW

PR / Collateral Manager (TBD) Sherry Chen Direct Marketing Communications Manger Frederick Kim MarCom Specialist/CRM Sys Admin (Web/CRM) Mark Puorro IT Manager IT Applications Manager (TBD) Martin Garza Database Analyst - IT Applications Analyst (TBD) Press Relations: Ad Creative: Media Buy: Lead Management: 08_21_08 IPRA (Dick Davies) Corporate Culture (Christian Seichrist), NK Designs (Kathy Nguyen) OttCommMedia (Pam Ott) Sales Runner (Linda Fadden) 3 © Fujitsu Microelectronics America, Inc. 2008

Strategies

  

Marketing Communications

 Develop and execute integrated communications programs  Web / collateral   Direct marketing (e-blasts) Ads (print, online – further shift to online)   1H – 80% online; 20% print 2H – 85% online; 15% print    Tradeshows / speaking engagements / customer meetings Press / analyst relations Technical articles / white papers – lead generation

Sales Communications

 Communicate effectively with field sales by using the same source material (Internet, Portal/Extranet, Customer Tracking System on the web)  Customers, field sales/reps, business partners, and employees  Further CRM enhancements

Maximize the ROI

 Annual budget  1% of revenue  Funding from FJ  Tradeshows: Interop, WiMAX World 08_21_08 © Fujitsu Microelectronics America, Inc. 2008 4

Agenda

    

Organization and strategies

PR / events status and update

Ads, Web and CRM project status and update IT Activities Summary and discussion

08_21_08 5 © Fujitsu Microelectronics America, Inc. 2008

Press / Analyst Relations

  Press conference / interviews    Host press conferences and interviews at major tradeshows with news and updates  Interop – 10G  WiMAX World  Convergence – Automotive “Connecting People to Cars” Meet editors and analysts regularly  Annual FMA Executive briefing (October 28, 2008)  Regular analyst meetings (Gartner, IDC, Linley Group and others) Continue to provide news and business direction of Fujitsu Microelectronics White papers and technology backgrounders  Position Fujitsu as a leader in the industry  Process technologies / ASIC  Automotive Embedded ASSPs   MCU, FlexRay, IDB-1394 controllers GDC  Non-Automotive ASSPs    10GbE WiMAX MCU / DCC  New products    H.264

ISDB-T Milbeaut 08_21_08 © Fujitsu Microelectronics America, Inc. 2008 6

Collateral

    

ONFullfilment http://www.onfulfillment.com/fujitsumicro/

 Flash videos       GDC MCU LPC – TBD Auto – Convergence 10G WiMAX MCU Data Library DVD FMA Corporate Profile Fact Sheets Whitepapers Tech Backgrounders 08_21_08 7 © Fujitsu Microelectronics America, Inc. 2008

Agenda

    

Organization and strategies PR / events project status and update

Ads, Web and CRM project status and update

IT Activities Summary and discussion

08_21_08 8 © Fujitsu Microelectronics America, Inc. 2008

Banner Ads

Lightreading ED, EDN, Automotive Designline, Ward’s, Techonline ED, EDN, Techonline Automotive Designline, Ward’s, Techonline

08_21_08 9 © Fujitsu Microelectronics America, Inc. 2008

Featured Tech Backgrounders and White Papers on TechOnline

 CMP

tech

online

Tech Paper Results (April 2007 – March 2008)       ASIC WiMAX 10G GDC FlexRay MCU

Total:

359 Leads 594 Leads 448 Leads 480 Leads 981 Leads 851 Leads

3,713 Leads

 GDC Educast 695 Leads 08_21_08 © Fujitsu Microelectronics America, Inc. 2008 10

FY07 Banner Ads Stats – Commercial Pubs (April 2007 – March 2008)

Banners Tech papers Educast TOTAL Impressions 3,508,650 Estimated Total 3,508,650 Clicks 12,755 Leads 3,758 695 17,208 CTR (%) 0.36

0.49

Cost ($) 219,186 CPM ($) 62.47

08_21_08 © Fujitsu Microelectronics America, Inc. 2008 11

FMA eBlast Campaigns

    Events and tradeshows Webinar announcements News and product campaigns Newsletters, FujitsuFocus 08_21_08

Event / Product Blast Sent

Telematics 08 Fujitsu Focus Interop 08 HP Tech Forum

MCU DVD v3.8a

10G Educast

WiMAX Beamforming WiMAX CPE Device

5/19/08 5/27/08 6/6/08 7/2/2008 8/1/2008 7/31/2008 8/13/2008 12 1926 2190 2186 135 2973 7336 7321

Opened (Rate) Click-Through (Rate)

65% 42% 33% 24% 41% 33% 33%

33% 50% 17% 19% 28% 41% 15%

© Fujitsu Microelectronics America, Inc. 2008

Leads Generation and Promotions Flow

Online whitepaper MarCom Leads Database (Trakker) Register to download Online banner ads

08_21_08

Google adwords Identifiable success rate (Open / Click Through Rate)

13

Leads eBlasts (events/updates/products)

© Fujitsu Microelectronics America, Inc. 2008

Leads Management and Follow-up System

 Simplify leads management and flow  Comprehensive leads management system to identify data source, lead status, and follow-up history   Automatic distribution and notification of hot leads to sales Application user interface accessible via SAP portal for ease of lead follow-up Lead Source A Web Registration Lead Source B Telephone Lead Source C Tech Papers Lead Source D Tradeshows/ Events Lead Source E Misc. Resources Leads Database Server 08_21_08 MarCom Group 3 rd Party Agent Group Application Interface CRM 14 SAP Enterprise Portal New Leads Notification / Flag Business Group Users Group © Fujitsu Microelectronics America, Inc. 2008

Web Stats – http://us.fujitsu.com/micro

Urchin June 2008 Section Title Total

FMA main page BWA WiMAX MCU total How to Buy Documentation ASIC Wireless ASSP Networking ASSPs Memory total What's New Foundry GDC Portuguese Site SMS h264 idb1394

PDF Downloads Grand Total

08_21_08

Page View 112,247

12,216 11,583 22,079 11,261 7,569 5,389 5,661 4,595 2,753 2,577 1,458 3,399 3,783 5,807 1,158 696

79,566 Web Trends June 2008 Section Title Page Views Total Unique Visits

FMA main page

58,927 15,728

4,330 BWA WiMAX MCU total How to Buy Documentation ASIC 2,680 1,777 806 569 299 Wireless ASSP Networking ASSPs Memory total What's New Foundry GDC Portuguese Site SMS h264 idb1394 195 693 492 103 207 481 47 226 164 80

Urchin July 2008 Section Title Total

FMA main page BWA WiMAX MCU total How to Buy Documentation ASIC Wireless ASSP Networking ASSPs Memory total What's New Foundry GDC Portuguese Site SMS h264 idb1394

PDF Downloads Grand Total

15

Page View 82,381

16,462 8,413 20,726 4,241 3,519 1,774 3,901 2,991 2,110 1,857 662 2,553 1,269 2,563 730 458

Web Trends July 2008 Section Title Page Views Total Unique Visits

FMA main page

62,390 16,479

4,655 BWA WiMAX MCU total How to Buy Documentation ASIC 2,548 1,760 983 496 298 Wireless ASSP Networking ASSPs Memory total What's New Foundry GDC Portuguese Site SMS h264 idb1394 225 881 547 119 136 627 39 154 189 72

71,412

© Fujitsu Microelectronics America, Inc. 2008

Featured Web Videos and EduCast

Microcontroller Video Presentation 10G Video Presentation URL: http://www.fujitsu.com/us/services/edevices/micro electronics/microcontrollers/mcuvideo.html

URL: http://www.fujitsu.com/us/services/edevices/mi croelectronics/networkingassps/10gvideo.html

08_21_08 16 © Fujitsu Microelectronics America, Inc. 2008

Customer Issue Ticket Tracking and Knowledgebase System



OTRS - Ticket Tracking System + Knowledgebase is now live!

http://microelectronics.us.fujitsu.com/otrs/customer.pl

 System for all business groups to handle technical support issues and manage technical documents accessible by customers    Secure sign-on Customers can open tickets and access knowledgebase Requests are automatically distributed to affiliated members with the ability to track e-mail trail and view ticket status  Site to archive solutions, FAQs and related support documents 08_21_08 17 © Fujitsu Microelectronics America, Inc. 2008

FMA Connect Portal

 

Rolled out FMA Portal to replace the Intranet and eRoom

 Consolidation of information  Intra Company Communication Tool  Share business information  Single-Sign On  SAP, CRM  User-friendly interface

SAP BI reports available on the Portal – Sep 08

08_21_08 18 © Fujitsu Microelectronics America, Inc. 2008

IT Activities

  Infrastructure  $1.5M

FMA Business Applications     SAP SAP Portal / BI project  $250K    Phase I – Accounting / Finance Reports Phase II – Forecast Office automation CRM  Major Account Program  FML access to FMA CRM Extranet FAI SDD FMA IT 08_21_08 19 © Fujitsu Microelectronics America, Inc. 2008

Summary and Discussion

  

Develop and Execute Integrated MarCom Programs and Strategies

 Continue to strengthen Fujitsu Microelectronics web presence   Continue targeted on-line advertising campaigns Further shift to web and direct marketing (on-line) efforts  Participate in targeted tradeshows with technology and product/application focus  Host press conferences at major tradeshows  Set up customer meetings  Set product announcements for industry events to reach a broader audience

Help create awareness of the global Fujitsu Microelectronics brand in the U.S.

Further Enhancement of CRM System and FMA Portal



IT Emphasis on FMA Business Applications Maximize ROI Issue Relating to FML

 Lack of Communications  Lack of Clear Strategies of Marketing Activities / MarCom Directions 08_21_08 © Fujitsu Microelectronics America, Inc. 2008 20