sony internet tv (digital strategy)
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SONY INTERNET TV
THE SITUATION
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
SIT IS A DISRUPTIVE PRODUCT WITHIN THE TV CATEGORY.
SHIPMENTS OF INTERNET-ENABLED TVS IN 2010 GREW BY 125%*,BUT THESE COMPETITOR MODELS ARE APP-FOCUSED.
* iSUPPLI REPORT
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
SONY INTERNET TV IS THE ONLY MODEL THAT OFFERS FULL BROWSER CAPABILITIES
SEARCH MARQUEEANDROID APP MARKET
CABLE/SATELLITE ADAPTABILITYOPEN TETHERING
ANDROID PHONE SYNCINGCHROME BROWSER
DUAL-SCREEN BROWSINGDVR ENABLED
CUSTOMIZABLE INTERFACEQWERTY + NAVIGATION CONTROLLER
OPEN SOFTWARE PLATFORM
THE SITUATION
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
THERE’S AN INTIMIDATING AMOUNT OF BUZZ ON WHAT IT CAN DO.
THE SITUATION
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
HOW CAN WE GET PEOPLEBUYING
AND NOT JUSTTALKING?
THE SITUATION
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
THE AUDIENCE
STAY UP TO DATE W/ NEWS AND EVENTS
RESEARCH ON HOW TO DO THINGS
RESEARCH PRODUCTS TO BUYRESEARCH FOR WORK
STAY IN TOUCH W/ FRIENDS
GUYS 44 AND BELOW WHO LIVE ON THE INTERNET FOR BOTH WORK AND PLAY
51% 50% 50% 42% 40%
*GLOBAL WEB INDEX LITE TOOL
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
THE AUDIENCE
THEIR TWO MOST-USED DEVICES ARE
BOTH OF WHICH ARE INTERNET-ENABLED
*FORRESTER RESEARCH 2010,
AMERICANS UNDER 44 USE SMARTPHONES,THE HIGHEST OCCURENCE INALL AGE GROUPS
00%1 OUT OF 4LIKE TO CONNECT TO THE INTERNETWIRELESSLY VIA CELL PHONE OR LAPTOP
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
THE AUDIENCE
THEY DO A LARGE VARIETY OF TASKS ON BOTH DEVICES
BUT BECAUSE OF THIS BROAD SPECTRUM,PLAY TAKES SECOND PLACE.
“I HAVE NO TIME, I LISTEN TO NEW MUSIC ONLINE SO THAT I CAN WORK AND HOBBY AT THE SAME TIME. I
SNEAK IN RSS FEEDS WHILE I’M AT WORK.” *
“I HAVE WAY TOO MANY THINGS TO DO WHEN I GO ONLINE. NOW THAT I’M WORKING THERE’S NOT
ENOUGH TIME TO GET EVERYTHING DONE.” *
* SURVEY CONDUCTED ON ZOOMERANG
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
THE AUDIENCE
THEY LIKE TO ACCESS THEIR HOBBIES AND INTERESTS ONLINE
BUT CAN’T FIND THE TIME TO FULLY FOCUS ON THEM
* FACEBOOK PROFILE RESEARCH, SURVEY CONDUCTED ON ZOOMERANG
“I WANT TO FEEL MORE IMMERSED AND FOCUSED IN WHAT I’M MORE INTERESTED IN. I NEED TO GET AWAY
FROM MY COMPUTER“
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
THE KEY INSIGHT
THE INTERNET IS ABOUT FOCUSING ON THE STUFF THEY HAVE TO DO, NOT THE STUFF THEY
WANT TO DO
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
THE KEY INSIGHT
TEDTALK
WHAT IS A MANSPACE?
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
THE KEY INSIGHT
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
THE KEY INSIGHT
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
THE KEY INSIGHT
WHAT THESE MEN ARE EXPERIENCING IN REAL LIFE IS WHAT OUR TARGET IS EXPERIENCING ONLINE.
THEY ARE LOOKING FOR A
A DEDICATED SPACE.
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
THE BIG IDEA
SONY INTERNET TV IS 100% IMMERSION.
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
THE BIG IDEA
COMPUTER + MOBILE
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
THE BIG IDEA
COMPUTER + MOBILE
THE BRAND CAN HIGHLIGHT
DEPTH OF INTEREST
RATHER THANBREADTH OF USES THEIR
OTHER DEVICES ALREADY HAVE.
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
RECOMMENDATIONS
YOUTUBE
BLOGS OOHSCREENS
ONLINEDISPLAY
MOBILE
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
RECOMMENDATIONS
YOUTUBE
BLOGS
OF THETARGET
OF THETARGET
37%
63%
SOCIAL MEDIA INVOLVEMENT
OOHSCREENS
ONLINEDISPLAY
MOBILE
OF THETARGET76%
* GLOBAL WEB INDEX
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
RECOMMENDATIONS
YOUTUBE
BLOGS OOHSCREENS
ONLINEDISPLAY
MOBILE
UTILIZE INFLUENCERS TO CONNECT THE BRAND TO THE TARGET’S HOBBIES
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
RECOMMENDATIONS
YOUTUBE
BLOGS OOHSCREENS
ONLINEDISPLAY
MOBILE
COLLABORATE WITH BLOGGERS TO CREATE SOMETHING WORTH FOLLOWING OR SUBSCRIBING TO
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
RECOMMENDATIONS
YOUTUBE
BLOGS OOHSCREENS
ONLINEDISPLAY
MOBILE
USE THESE HOBBY-RELATED EVENTS TO GET THE TARGET TO COME OUT AND PLAY WITH THE PRODUCT
Noah Simon and Katrina Yulo, Digital Strategies SP 2011
RECOMMENDATIONS
YOUTUBE
BLOGS OOHSCREENS
ONLINEDISPLAY
MOBILE
BECOME THE ‘RECESS’ TO THEIR WORK DAYS:THE COMMUTE, AT BREAKS AND IN BETWEEN TASKS
THANK YOU!
Noah Simon and Katrina Yulo, Digital Strategies SP 2011Noah Simon and Katrina Yulo, Digital Strategies SP 2011
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