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F1-US PJ

“4K Content Distribution”

- Overview of the Task at hand -

Phil Molyneux

President and COO, SEL

1. Provide a total solution for Premium 4k content including content production, content

delivery and display at home .

2. Expand F1 product offering enabling Personal 4K contents and create unique F1 experience

at home.

3. Create F1’s new user experience and also a new business model.

• June, 2013: Expand F1 TV Line-up and deliver the world’s first 4K Live test broadcast. (Closed System) • Jan. 2014: Launch the world’s first home-use 4K video camera

- Contribute to Sony’s brand value enhancement by providing new customer value with F1

products and services and to lead 4K market and industry.

(F1: Four K by One Sony)

F1 Project

FY15 Objective

Mission

End state vision

Project Goal Plan in each phase

CY2012 CY2013

Phase 0

Phase 1

Phase 2

TV

Premium Contents

UGC

-Announce/launch 4K 84” TV

-4K Photo book -4K Master BD

-PS3 Software PlayMemories Studio for 4K Photo

-Announce/launch 4K 65”/55” TV - Announce 4K OLED TV

-Confed Cup 4K Live Delivery Test

-Launch 4K OLED TV

-Release I-Pro -Release Orbis -PlayMemories Online for 4K Photo

PSG

-4K Delivery demo @IBC -Pro-use 4K Camera Successor of F65 -Pro-use 4K 30” Monitor

-Pro-use 4K OLED Monitor ＠NAB

-Pro-use 4K Video Camera

-Start 4K Movie Content Delivery (Closed System

4K Media Player

Tablet Smartphone

4K Premium Contents 4K Real time Contents

4K TV 4K STB

Photo book /

Publishing

Streaming (Download)

Network Service

PS3

Broadcaster / Cable / SAT

Download

4K Master BD (xvYCC)

2K BDP

4K

up-con

2K down-con

2K down-con

Broadcasting

2K STB

Broadcasting

Contents

Distribution

Home

playback

4K Contents distribution to home

4K

up-con

Ｔ

4K Receiver (nasne or STB)

4K Premium Contents Contents

Distribution

Home

Entertainment

SPE: - Provide 4K contents

- Technical assessment for 4K content security

- Expand 4K content library

SNEI: - Operation body in 4K streaming(download) service

4K TV

HE&S/R&D:- 4K Receiver

Semicon: - Codec IC

SCE: - PS3 Link

HE&S: - 4K TV set

SEL: -Overall 4K delivery solution planning

- End to End business ownership

4K Delivery

Business Plan 4K Delivery

Solution

Broadcasting

Network Service

Streaming

(Download)

Role of Each Concerned Party

PSG: - 4K Work Flow

Expected Output from Today’s Session

• To share the direction of the F1-US PJ among the core team

• To set the timelines

• Phase 0

• Phase 1

• Phase 2

• To build up the structure of working organization with assigned PICs,

• To clarify the resources required.

Sales and Marketing Update

Yoshi Takahashi

EVP, Product to Consumer Marketing,

SEL

Confidential 10 SEL UXSM Group

LCD TV TTL Market Share Trend ($)

Sony June $ share 6%, have lost over 10% since Jun10


LCD TV $1500+ Market Share Trend ($)

Sony June $ share 9%, less competitiveness in 46”+ Step up

FY10 EOL Action (ex. IR/Bundle)


Product Launch Schedule

• Aug29&30(W&T) : Product Introduction at NY&SF Roundtable : (Working w/Japan HQ to synchronize IFA schedule)

• Sep5(W) : CEDIA (Indianapolis) Press Announcement • Nov/M : Product Shipment (before Holiday Season)

Product Launch Strategy

• Positioning : 4K Super Resolution LED TV • Distribution : High-End Regional Accounts (60 Locations)

FY12 4K TV Launch Highlights


4K (84”) : XBR-84X900

Ship : M/November Pricing : $19999-$21999 (TBD)

■ Key Feature

84” /4K (3840×2160）/120Hz Panel

4K X-Reality PRO

MOTIONFLOW XR 240

Front Side Speaker

3D

■ Network

SEN/Media Remote/DLNA

Wi-Fi Direct /SKYPE

Wireless LAN built in

84” Large Size 4K (3840×2160) Resolution 4K X-Reality PRO (with Up Conversion)

※Product photo :To be updated

84”

84” 4K Super Resolution LED TV


Retail #

Magnolia HIFI 17

Abt 1

B&H 1

Brandsmart 1

NFM 2

VAC 4

Wave Electronics 7

Huppin’s 2

New Orleans AV 1

Bjorn’s 1

Definitive Audio 4

Listen Up 4

Other ISN/AVS 7

Sony Direct 8

Total 60

P2C working closely with Sales to cover Highest Quality Retailers

Ultra Premium 60 Stores for 84” 4K


Exclusive

4k Recapitulate

• Time to Market = Deliver 4K Contents to Consumer

• Create End to End Value Chain – From professional to consumer device with true 4K – Sony Exclusive contents on Sony Hardware device

• Alliance with SPE/SNEI for both contents exclusivity and streaming service

• Lobbying to broadcast and studios

Project Goal Plan in each phase

CY2012 CY2013

Phase 0

Phase 1

Phase 2

TV

Premium Contents

UGC

-Announce/launch 4K 84” TV

-4K Photo book -4K Master BD

-PS3 Software PlayMemories Studio for 4K Photo

-Announce/launch 4K 65”/55” TV - Announce 4K OLED TV


-Launch 4K OLED TV

-Release I-Pro -Release Orbis -PlayMemories Online for 4K Photo

PSG

-4K Delivery demo @IBC -Pro-use 4K Camera Successor of F65 -Pro-use 4K 30” Monitor

-Pro-use 4K OLED Monitor ＠NAB

-Pro-use 4K Video Camera


Nick Colsey

VP, Business Development

SEL

4K “Phase 0” Video Distribution

F1 (HQ) Project Goal Plan in each phase

CY2012 CY2013

Phase 0

Phase 1

Phase 2

TV

Premium Contents

UGC

-Announce/launch 4K 84” TV (“FSH”)

-4K Photo book (PS3) -4K Master BD (2K resolution)

-PS3 Software PlayMemories Studio for 4K Photo (no video)

-Announce/launch 4K 65”/55” TV (“FSM”) - Announce 4K OLED TV


-Launch 4K OLED TV

-Release I-Pro (-Release Orbis) -PlayMemories Online for 4K Photo


Aug 2013 Nov 2012

HDMI 1.4a HDMI 1.4+ ?

SONY CONFIDENTIAL

Concern about lack of 4K video content resulting in press/consumer backlash.

Voice of 4K Customer

Feedback from VPL-VW1000ES customers & dealers

– “Do you have a build sheet for a 4K capable PC?”

– “I built my own 4K PC”

– “I use mine with my Prima Cinema system” ($35K)

– “How long do I have to wait for REDray?”

– Etc.

SONY CONFIDENTIAL

4K Video Options for FS Customers in Nov 2012

$40,000

$30,000

$20,000

$10,000

4K P

layb

ack

Devi

ce C

ost

to C

onsu

mer

Custom Installer Solutions Stand-alone devices

Prima Cinema Theatrical Window $500 per movie

Kaleidascape (?)

Zaxel

REDray ~$3K

High-end Desktop PC

SONY CONFIDENTIAL

4K Server for Phase 0 (Tentative)

Custom-built home theater PC designed for Sony 4K TV & FPJ customers

Intel Core i7 3.5GHz

Sapphire HD graphics with HDMI 1.4a

Expandable storage

Sony bluetooth remote control

$2000 - $3000

Available Nov 2012

Special order via Sony 4K dealers

SONY CONFIDENTIAL

Candidates for Phase 0 Launch Content

UGC Hollywood “In between”

For discussion with SPE

Stock video (Nature, CGI, time-lapse etc.)

Documentaries (e.g. Timescapes)

Niche Sports (e.g. Red Bull, ESPN)

Hundreds of 4K videos, including “full length” up to 5 hours long

Music Videos (SME) (e.g. Taylor Swift, etc.)

Dedicated “channels” for 4K

SONY CONFIDENTIAL

4K Video Distribution for Phase 0:

SEN “4K” Subscription Part of SEN

Subscription service to provide 4K video to 4K TV early adopters.

“In between” content, + movies/tv if possible

Refreshed monthly

Based on existing SEN ID, SNEI network platform. Similar to “PS Plus”.

“Extreme” broadband required, joint promo with MSOs

4K Content available in existing SEN locker (via browser on PC)

Sign up at 4K dealers (“walk-out-working”) or after purchase. Helps offset the problem of FS owners being “stranded” by incompatibility with HDMI 1.4+, 2.0 etc.

SONY CONFIDENTIAL

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