F1 Learning SessionNovember 8, 2012

DRAFT- For Review Purposes Only

Copying / Printing Prohibited

Confidential2Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.

Meeting Objectives

• Serve as a learning/sharing session for all parties on 4k strategy and execution approach

• Review F1 Phase 0 T-18 activities

• Review F1 Phase 1 initial plan

Confidential3Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.

Agenda: F1 Learning & Update Session

• Opening Remarks- Phil

• One Sony Leading 4k revolution & Project Status- Kerri

• Planting seeds for content development- Alec/Toshino

• ‘Go to Market’ Execution- Phase 0- Mike/Nick/Kerri/Toshino

– Phase 0 Product Launch, Customer Journey & Premium ‘white glove service’- Mike

– Tech strategy Overview- Nick– Content Update— Kerri/Toshino– Marketing Messaging Plan - Laura

• Execution Planning- Phase 1(if time allows)- Nick– Phase 1 initial Overview -F1 Box

PJ Management

End to End Biz. Strategy & Planning

Industry Insight & Strategy

Technology Strategy

Content Aggregation

Confidential4Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.

Working Together…’ONE Sony’ leading the 4k revolution

Kerri

Planting Seeds for content development

Leading Hardware/Software

Go to Market Execution

PSA, SPE

HES/SEL/PSA

Content Delivery HES/PSA/SPE

SEL,PSA

SNEI?

New

Bus

ines

s C

ultiv

atio

n

Content – Sony Music

PJ Management

Confidential5Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.

Leveraging each other for 4k footprint

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep

Q3-12 Q4-12 Q1-13 Q2-13

Enthusiast Print & Digital MediaWill reflect 4K TV & Phase 0 story

CES

FSH TV

House of Rock Press EventAnnounce Phase 0---Content Service, Website Live, Direct Concierge Trained

FSL/FSM TVs 4K Mastered

BD

Announce Phase 1: 4K Master BD, FSM & FSL

4K box

AlwaysOnHollywood EventAnnounce Phase 0-content svc

Lau

nch

Eve

nts

& M

essa

gin

g

Server Content Update 1 (non-studio)

Studio-in discussion

(LOA)

Server Content Update 2 (non-studio)

Draft 10-26-12

President’s Media roundtable

F5/F55 Professional

Cameras

Roadshow: Content Creators

4K Camera Launch EventIntroduce naïve 4K camera s

Pilot Season 4K outreach program

SPT Global Creative Council

Announce xxxxxx

PS

AS

PE

SE

L

KerriKelley to insert SPE events in SPE section

PJ Management

Confidential6Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.

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)

• January 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 Project (F1: Four K by One Sony) 　

FY15 Objective

Mission

End state vision

KerriPJ Management

Confidential7Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.

F1-US Project(=4K Enhancement in US Market)PJ Formation of(Phase 0 -> Phase 1)

F1-US Steering CommitteeTadashi Saito(CSO, S/Corp. Chairperson) Tiger Imamura(HE Biz. Group, S/Corp.) Michael Lynton(CEO, SCA & SPE)

Hideyuki Furumi(UX & PP, S/Corp)Yosuke Yasebe(Biz. Strategy, S/Corp) Akira Shimazu(3d/BD PM Div.)

US Advisory Committee• Michael Lynton(CEO, SCA & SPE)• Tim Schaaff(President, SNEI)• TBD(SCEA)• TBD(SMEI)

Business Track

UGC/UXProduct Strategy Track(S/Tokyo)

Industry Insight & StrategyLead : Alec Shapiro (PSA)

End to End Biz. Strategy & PlanningLead : Mike Lucas (SEL P2C HD)

Sony United Oversight ConnectionLead : Kerri Fox-Metoyer (SEL Sony United)

SEL /Across Sony Alignment : Kerri Fox Metoyer (Sony United, SEL) Sheri Espinoza (SEL PMO), Hiro Tsubota (Strategy Office)SPE Alignment : Toshino Yuhaku, (SPE Corporate Alliance)

PJ Management Track

Yoshi Takahashi (SEL)

Contents Aggregation Track

Technology Track

Quality AssuranceLead : Tasuku Yazaki (UXSM)/Tim Brison (SEL Service)

Chris Cookson (SPE), Nick Colsey (SEL)

PC-Based 4K Server Dev. Lead: Phase 0 Jason Clement/Klaus Hofrichter (UXSM) -> Phase 1 Sonada (HQ)

Technical StandardizationLead : Phase 0 : Paul Hearty (SEL Legal TSO) Spencer Stephens(SPE)

–> Phase 1 Sonada (HQ)

Content Security & Encoding TechnologyLead : Spencer Stephens (SPE)/Jason Clement (SEL)

Technology StrategyLead: Phase 0 : Nick Colsey (SEL Biz.Dev.) -> Phase 1 : Akira Shimazu (HQ)

Contents Aggregation Track

PJ End to End Owner Phil Molyneux(SEL COO)

Premium Home Service Content DeliveryLead : Mike Lucas (SEL P2C HD)

Kerri

Your part to play.

Critical Path

• Define end-to-end consumer experience.• Develop and execute operational execution & marketing plan.

• Develop an execution process and rollout of physical media delivery solution.

• Create and identify 4K content for use at demo at retail and cinema. • Engage with key content creators to migrate from HD to 4K to fill content pipeline.

• Launch a 4K video content solution• Identify external technology vendors which meet Phase 0 deliverables.

• Influence CEA process for consumer-facing labeling and work with Marketing team on outcomes.

• Define/Design/Develop/Release Initial End-to-End 4K Content Experience

• Define security specifications that aligns with quality standards.• Ensure content encoding processes.• Content QA including Sony Tokyo

• Ensure hardware and software QA and related activities

• Coordinate the listing of studio and non-studio quality content meeting security and technical standards

• Coordinate across companies by developing a channel of communication for project status and mitigation of issues, risk, and dependencies across F1 tracks.

End to End Biz. Strategy & Planning

Lucas

Industry Insight & Strategy

Shapiro

Technology StrategyColsey

Technical Standardization

Hearty/Stephens

PC-Based 4K Server Dev.Clement/Hofrichter

Content Security & Encoding Technology

Stephens/Clement

Content AggregationFox-Metoyer

PJ ManagementFox-Metoyer

F1 – Phase 0 Role & Responsibility

Quality AssuranceYazaki/Brison

Premium Home Service Content Delivery

Lucas

Kerri

Your part to play.

PHASE 0

Sept Oct Nov Dec

Critical PathEnd to End Biz. Strategy

& PlanningLucas

Industry Insight & Strategy

Shapiro

Technology StrategyColsey/Cookson

Technical Standardization

Hearty/Stephens

PC-Based 4K Server Dev.Clement/Hofrichter

Content Security & Encoding Technology

Stephens/Clement

Content AggregationFox-Metoyer

PJ ManagementFox-Metoyer

3 Team Formation

10 PJ Admin Tools

24 Milestone Schedule

Status Reporting, PM Administration

F1 Milestone TimelineProject Efforts/Track

31 Marketing Assets & Metadata3 Scorecard for Content Review

15 HQ position labeling

15 CEA WG outcome

22 Alpha Release(Demo)

31 Content

7 Beta Release

8 Content Watermarked

9 Release Candidate 16 Content

Quality control Completed

19 Golden Master

18 Joint Engineering plan w/HES

15 Joint content security & encoding plan w/SPE

18 P0 UXP0 Exec. cost

18 Watermark-encoding approach

10 Marketing Plan

28 List: Studio/Non-studio Content

10 Technical roadmap

24 Define encoding spec

18 UX Transition P1 box for P1

31 Post Service Plan

30 UX Process for

Install

Premium Home Service Content Delivery

Lucas

Quality AssuranceYazaki/Brison

24 Workflow process

13 Legal review of security approach

5 19 FinalSoftware/Hardware QA

29 Alpha

8 Install Inc. Agreement

13 Amendment Retail Partner

13 Training for Direct/Retail Partners/Concierge

26

1st Customer Shipped

1 Three shorts

for CES

Draft 10-24-12

25PC Order

Kerri

Confidential10Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.

Project One InitiativesTrack Leader Health Status Risks/Issues/Discussion Topic

End to End Biz. Strategy & Planning

Lucas • Defined Phase 0 Deliverables• Working on 10/18 Deck, review mtg

scheduled 10/16

10/18 P0 DecisionPost 10/18 Need to begin business planning P1 (ie. Cost)

Industry Insight & Strategy

Shapiro • Held kickoff for Dreams Project• NEP quote for Sony Open 4K Test • Developed budget with SPE/Colorworks

Technology Strategy ColseyShimazu

• Working on joint engineering plan w/HES• Working on joint content security & encoding

plan w/SPE

Technical Standardization

Hearty/Stephens

• Established Sony position: 4K UHDTV• Awaiting results of consumer study

Potential unfavorable outcome: CEA position UHDTV, work on plan to minimize impact

PC-Based 4K Server Dev.

Hofrichter/Vega

Sonada

• System architecture, UI/UX defined• Home Server supplier selected

Very tight/compressed scheduleRequirements development happening in parallelSupport for backend support for server

Content Security & Encoding Technology

Stephens • Align a SEL partner? SPE requesting formal request to be sent from SEL

Content Distribution Service

Yazaki • Driven by Tokyo for P1 P0 not in discussion

Billing & ID Platform Nishino

Content Aggregation Fox-Metoyer • SEL/SNEI process in place to start discussion w/ 4K content creators.

• Working w/PSA team in UK on 4K content they have intel on

• Prioritizing demo content to be encoded/ingested

• Promo content w/phase 0 TBD on Oct 18• Speed of HQ QC for demo content• Budget request for content acquisitions

PJ Management Fox-Metoyer • Track Team formation in progress 55+ extended team

• Align SEL partners for each Track?• F1 Learning session being scheduled

11/1 or 11/8

SPE requesting formal request to be sent from SEL for all SPE participants

All is going well. Track is on schedule or ahead of schedule. No risks currently identified

Some concern. Track may be on schedule or slightly behind. Potential risks /issues exist which should be identified and communicated.

Significant problems exist. Track is behind schedule and successful completion is at risk. Issues should be immediately escalated and resolved.

F1 Project status- Track Summary10/11/12

KerriPJ Management

Your part to play.

Planting Seeds for content development

Department Copyright09.10.15

11

1 slide –joint presentation 5-7min Alec/Toshino?

PSA:Dreams ProjectPSA: Content creator RoadshowPSA:4k Pilot Outreach ProgramSPE: Industry Leader 4k Training on the lot?SPE: Working w/other studios on 4k?

Industry Insight & Strategy

Shapiro

Your part to play.

Department Copyright09.10.15

12

• Phase 0 Product Launch, Customer Journey & Premium ‘white glove service’- Mike

End to End Biz. Strategy & Planning

Your part to play.

Department Copyright09.10.15

13

• Tech strategy Overview- Nick• Marketing Messaging Plan - Laura

Technology StrategyColsey

Your part to play.

xxxxx

Department Copyright09.10.15

14

Spencer or Paul?2min

• Our labeling position• Sony 4K Ultra high definition

• xxxx

Technical Standardization

Hearty/Stephens

CEA Decision: Ultra High Definition

Our Actions:

Your part to play.

Content Update

Department Copyright09.10.15

15

Toshino or Spencer/Kerri

• Studio Content- Toshino or Spencer?• Delivery schedule• Watermarking• Piracy Card• Quality Assurance--- Brison??

• Non-studio Content- Kerri• Pre load• Refresh timeline

Content Security & Encoding Technology

Stephens/Clement

Content AggregationFox-Metoyer

Quality AssuranceYazaki/Brison

Your part to play.

Department Copyright09.10.15

16

• Marketing Messaging Plan - Laura

End to End Biz. Strategy & Planning

Your part to play.

Department Copyright09.10.15

17

Sony Electronics (SEL)╬ Strategy Office ╬

(Template v2.1)