  In the SUSY SO(10) GUT context, we study the exclusive processes $B \to
K^{(*)} l^+l^-(l=\mu,\tau)$. Using the Wilson coefficients of relevant
operators including the new operators $Q_{1,2}^{(\prime)}$ which are induced by
neutral Higgs boson (NHB) penguins, we evaluate some possible observables
associated with these processes like, the invariant mass spectrum (IMS), lepton
pair forward backward asymmetry (FBA), lepton polarization asymmetries etc. In
this model the contributions from Wilson coefficients $C_{Q_{1,2}}^\prime$,
among new contributions, are dominant. Our results show that the NHB effects
are sensitive to the FBA, $dL/d\hat{s}$, and $dT/d\hat{s}$ of $B \to K^{(*)}
\tau^+ \tau^-$ decay, which are expected to be measured in B factories, and the
average of the normal polarization $dN/d\hat{s}$ can reach several percent for
$B \to K \mu^+ \mu^-$ and it is 0.05 or so for $B\to K \tau^+\tau^-$, which
could be measured in the future super B factories and provide a useful
information to probe new physics and discriminate different models.
