Social Discovery and Consumption Paltform – SDC for Toshiba

Paris 30/11/10

2Table of Contents

1. Why SDC2. What is SDC3. Social Content Platform positioning4. Service identity and Customer Experience5. Personalised experience and recommendations6. Content offering7. Commercial Framework8. Multi-device supported9. SDC Vision10. SDC opportunity for Toshiba11. SDC Long term potential for Toshiba12. SDC and XMDF overview13. Executive Summary14. High Level Use Cases

3Why SDC - Social Media Landscape Overview

• Both Facebook and Twitter are addressing the key need of maintaining relevance for users and stopping devaluation of the network (helping users extract more value from their network through respective Social Graph Techniques including filtering and Social Search) • The Social Network ecosystem is rapidly polarising around Facebook and Twitter. They in turn becoming more platformfocussed, allowing other applications and vertical Social Networks to sit on top of the platform layer

• The rise of Foursquare, rollout of Facebook and Twitter propositions underlines Geo-location will be core to the evolutionof Social Media. The rise of Group Buying location services like Groupon (launched late 2008, now 15m users) , even MicrosoftEnters market with Cudo

• Facebook and Twitter are both rapidly becoming more brand and content friendly e.g. Plug-ins, Annotations.

• Mobile usage, and use cases, will surge ….

“People all over the world are walking around with mini computers in their hands and you can basically let your imagination run wild with the endless possibilities that offers to the social media industry.”

Niall Harbison, theNextWeb.com, Sept 2010

4Why SDC - Social Validation means….

• Value Extraction from your network – its about using your community to help drive purchasing /consumption decisions. 40% of consumers would not buy online without consulting online reviews (Nielsen)

• This is Facebook’s main strategy pillar for expanding the platform – i.e. control the social conversation outside of facebook.com, via their key enabler – Open Graph API

• This is a key part of the fabric that connects social behaviour with premium content Consumption or commerce

Live example:Social Layer on e-commerce – “Shop with friends”

5Why SDC – Change way people use internet

Trend 1: Dealing with Data Deluge -234m websites at end of 2009, - By 2020, the Digital Universe will be 44 times as large as it was in 2009*

=> Users struggle to process such volumes of data through Search Engines alone

Trend 2: Huge Mobile Platform Growth, where SNs are so dominant

Trend 3: People are spending more time on Social Networks than ever before and are looking for more value

=> Users require different experience on mobile to PC, more App oriented than browser oriented. So challenge is for Apps or UX to preovide the discovery tools

http://blog.nielsen.com/nielsenwire/online_mobile/social-media-the-next-great-gateway-for-content-discovery/http://www.emc.com/collateral/analyst-reports/expanding-digital-idc-white-paper.pdf

6Why SDC – Change way people discover and consum content

The fundamental issue is too much information – this leads users to try to solve three problems• Latest Information (Realtime)• From Trustworthy Sources• Ordered for Relevance

That the current preferred solution to these issues is Social Networks/Media – through a combination of their network of contacts and the SN functionality (or API), users can create a curated web experience built on accessing the most relevant content and information as quickly and easily as possible

Whether the web is dead or not, its clear that the way people find and consume content is changing:• 75% of people who find news online get it either forwarded through e-mail or posts on social

networking sites• In 2009 Facebook was the #4 source of visits to News and Media Sites in the US (growing 290% on

2008)* • 52% (of 75%) forward news from these sources• Only 7% of people get information from a single media platform 46% claim get media from between 4-6

different platforms. • 33% of users now consumer on the phone, 28% use personalized news• 37% have contributed to news creation, commented on news or shared it via social media sites such as

FB & Twitter

* http://www.guardian.co.uk/technology/blog/2010/feb/08/google-facebook-traffic-threat

7

• Content Consumption is changing, driven by Streams and Apps, not the browser - Today the content you see in your browser — largely HTML data delivered via the http protocol on port 80 — accounts for less than a quarter of the traffic on the Internet … and it’s shrinking

Core Characteristics:

• Use the internet for transport, but not the browser fordisplay • Driven by mobile computing driven by the iPhone• Within 5 years, Morgan Stanley projects, the number of users accessing the Net from mobile devices will surpass the number who access it from PCs

Mantras for Social Media Success:

• Ensure Relevance – Social Validation, Geo-location• Treat media and content as a conversation – Social Media and Media no longer distinct • Use conversations and Social Validation to drive transactions• Target services – help users a) get to the content that is most relevant, and b) stream new content based on tastes and

interests• Leverage the platform critical mass – be vertical, integrate

Why SDC – fit with the Evolution of Content Discovery & E-Purchasing

Reducing share of browser based consumption

8Why SDC – Content Market fragmentation

The content market in the US and Europe is very fragmented with a large number companies vying for market share and content rights, and a pre-existing group of aggregators and d2c players having already launched start-up services.

• Still strong local providers

• Example : Seesaw (UK), BBC (UK ), Spotify (UK, US, FR), Deezer (FR), Hulu (US only), Last Fm (US, UK and DE), le monde (fr) The Guardian (UK), La republica (IT), Pandora (US); Netflix (US), vevo (us)

• Various business model:

• Example: freemium, Adsvertising, Premium Pay per download or Subscription

ÞBusiness development with content partner could be fastidious per market with limited opportunity to provide a complete offer in term of content and business model.

9What is SDC

A Social Discovery and Consumption platform for content

•Unique entry point for users to be able to browse, search, access, purchase, stream or download and play any type of digital content

•Interactions with friends through social networks

•Social validation and recommendations in a single user interface

10Consumer proposition

All your friends and the web you care about but have no time to manage… filtered and organised in One Place

11SDC Positioning

SDC could make a unique selling proposition for connected devices :• Drive device purchase through service attraction• Deliver unique user experience deeply integrated in HW• Trigger User social and content behavior to generate recommendation and service revenue

Information Rich

Interaction Rich

Multi usage HW with high application expandability(s and connected TV with services)

Facebook

GooglePure Hardware manufacturers(e-Reader Slate PC, Smartphone, etc.)

TwitteriTunes

12Service identity and Customer Experience

SDC is a one-stop open unified feed service for all of user’s feeds based on real-time updates. This concept enables to:

• Design Unique User experience• Unifie part of the manufacturer offering• Integration with others services and with the hardware

Example of UI/UX design:

• Newspaper presentation “À la” Paper.li

• List presentation “À la” Twitter.com

• Slot presentation “À la” Tweetdeck:

13Personalised experience and recommendations

Social Feeds Content Feeds

Social activities:- Share- Follow/Like- Favourite- Recommend

Content activities:- Follow official feeds- Read/Listen/Watch- Share- Favourite/Rate- Like

Filtered Content Stream Personalized Recommendations

SmartStream

User

Passive datas collection Proactive datas collection

Sophisticated Multi Dimensional Algorithm

14Content offering

• SDC is a democratic marketplace with an open and transparent policy.

• Content approach:- Global brands with universal appeal - Locally relevant brands supported by local aggregator partners to provide depth of content- Human Curation by content provider, or gurus members of the SDC’s affiliation program

• Free and Premium feeds (pushed directly by content providers) with support for different business models such as free, freemium (rental, premium download) and subscription to premium feeds; and publish them in real-time

• Content available by trends, device, and/or market

15SDC Vision

• In 2 years all traditional broadcasters will be challenged by the social consumption on connected TV. • Seamless integration of functions and a focus on relevant user experiences will determine connected TV

market leadership. • In 4 years advertisers will be attracted by knowing what people LIKE. Targeting will also evolve to be

predictive rather than contextual. The SDC is perfectly placed to both influence what people buy as well as understanding their interests and tastes

16SDC opportunity for Toshiba

What?• Introducing a new social way of discovering and sharing content, monetized by Toshiba through

hardware and advertising.

Who/Where?• First through Toshiba Places in France, then across the follow-on territories and across other Toshiba

connected devices.

Why?• A social media strategy perfectly fitting with Toshiba strategy to be on the forefront of bringing

multimedia content into a kind of next-gen connected TV experience. Toshiba will leverage on rapidly growing social networks using Social Validation to lead their customers to start socially consumming content through .

How?• Capitalize on social consumption of content through open social networks• Move away from traditional browsable digital stores to a real-time feed based ecosystem integrating

main social network platforms

17SDC Long term potential for Toshiba

• A content service platform through which service providers want to distribute their service & content

• The core service which makes Toshiba TV be an ultimate entertainment device

How: - Investing on User relationship and less content right- Once critical mass is reached start to obtain content rights directly and sell to your own customers increasing your margins.- Service providers can use SDC as “earned media”

Introduction

Growth

Maturity

“Entry first”

•Device: wihtin Toshiba Places•Content service: Existing

content (to entry), •ARPU: Content discovery opportunity

enhance, Pay per play/download and subscription model

New Region and service evolution,

•Device: New Features (3D etc)•Content service: Video,Music,

Games, Apps•ARPU: Pay per play/download and

subscription model

New device evolutionDifferentiation by service, monetization

•Device: Multi device (, Smartphone,.. Etc)

•Data service: Bundled Data•Content service: Bundled

services•ARPU:Promotions, Curation program

Rich advertisment

18SDC – Cloud based service and XMDF overview

SN accounts / Feeds Subscription

Feeds activities

Social Network activities

Social Feed

On the web

On devices

Smartphone Smartbook

Commission modelAd model

Toshiba Places Client (Unified UI/UX)

Public Feed

Premium device model

ePurchase, content enjoymentactivities

Feeds

Content

Social NetworksPublic feeds

Content Providers(TV )

TV

Smartstream

SDC

Content

Arvato Accounting/BillingMedia/CRM

Wizitv

19Executive Summary

Buongiorno is proposing to design, deliver and manage SDC for Toshiba across all it’s range of current and future devices in it’s major markets and support the growth of the partnership eco-system as a primary gateway to Toshiba for Digitial service.

Buongiorno can support Toshiba on a consultative basis, to develop all the strategy, documentation, advice, review and guidance to set the SDC business plan, social content positioning, go-to-market strategy, positioning for Telco’s and develop the unique and distinctive UI/UX for .

•Toshiba can leverage on Buongiorno vast experience and know-how as leader in the packaging and delivering of mobile entertainment, relationships with operators, relationships with content owners, technical expertise for the development of the back-end platform, the programme management for the delivery of SDC as well as to support in development of the UI/UX as well as support in the business model and the service creation.

•Business case for Toshiba will be: – Drive device purchase through service attraction – Generate service revenues

High Level Use Cases

21Key Use cases - Personas

Vanessa, 24 femal, is a connector using technology to keep her in touch with her peers and the environment around them. Being aware of what’s happening around she is crucial for Vanessa — it’s too paralyzing to be kept out of the loop. The line between work and play is blurred Vanessa since technology provides a way to stay productive in almost any situation. Natural leaders and social networkers, Vanessa takes the pulse and present it back in a continuous feedback loop to her 200 friends on facebook and 70 followers on twitter. Social Networks are a central part in his life especially and he checks in to facebook & twitter several times a day.

John, 37, male, is a Tweaker, an enthusiastic early adopters and power users clear the path the realists and connectors will later follow.

For him technology isn’t static, it’s always changing, evolving, advancing — more than anything else, he loves just trying to keep up.

Customization isn’t just about being unique, it’s about pushing the limits of technology to their fullest. If something can’t (or shouldn’t) be done, John will find a way to do it anyway, and then share the know-how with his community of fellow Tweakers.

22Key Use cases - Purchase Use Scenario

Scenario

Vanessa was interested in the Toshiba Places by a friend post on Facebook sharing a Youtube video about the service user experience.

She was really attracted by the simple and manageable interface where she can “watch” her Facebook stream on TV and interact with her peers while watching shows or news.

On July 14th, 2011, she bought the Toshiba Places at her retailer store and took it back to his home.

John was interested in Toshiba Places service rumors on blogs. He went to http://www.toshiba.eu/toshiba-places/en/ on PC and learned that Toshiba Places is a simple way to look at photo galeries, video on the intenet and access the internet and the world enriched TV on multi devices (Tablet, PC TV…). It is the ultimate discovery and viewing experience for rich and intense content within a unique application deeply integrated with the HW.On April 15th, 2011 John bought the Toshiba Places at his retailer store and took it back to his home.

Device and ServiceLife Cycle

Consum Web & Premium

SignUp

Watching

Purchase

ContentFree enjoyment

Discovery

23Key Use cases – Out of the box - SDC Sign-Up Use Scenario

Device and ServiceLife Cycle

Scenario

Vanessa opened the box and turned his Toshiba Palces on.The sign-up screen to Places appeared and Vanessa can in 2 clicks Log-In using Facebook connect. The message "Thank you for joining to Places. "Thank you for joining Toshiba Palces. Start now sharing your media and the web with your friends" appeared on his Toshiba Places . Vanessa can skip and “Watch” directly her Facebook All news in her TV home screen.

John opened the box and turned his Toshiba Places on.The sign-up screen to Places appeared and John can in 2 clicks Log-In using Twitter connect. The message "Thank you for joining Toshiba Palces. Start now sharing your media and the web with your friends" appeared on his Toshiba Places . John browse a directory of content officials feeds relevant to John’s country and language by category populated by Toshiba Places MarketPlace. John can select feeds he wants to be updated with. Then John can start Watching his stream mixing his social feeds from Twitter and official feeds from content providers his following with¨Places and share socially about content with his followers.

Consum Web & Premium

SignUp

Watching

Purchase

ContentFree enjoyment

Discovery

Toshiba Places

packaged

24Key Use cases – Watching Use Scenario

Scenario

When Vanessa turned her Toshiba device on she can “Watch” her Facebook stream.Vanessa’s stream is filtered/ranked in a way reflecting her interest based on proactive activities in “Watching” experience (Watch, following feeds, favouriting content etc.) and passive activities (number of mutual connections, conversation and purchase frequency etc.).While browsing Places on PC at job or Smartphone on the go Vanessa can easily queue new video content to watch them later on TV at home.

When John turned his Toshiba he can browse his Photo galeries, Videos and others content from his local network.

He can add his Facebook account and create several filtered or ranked stream by picking some of his Facebook friends and officials feeds from curators to "Watch" a relevant content he expects to experience on his TV at different time or for different topics. For example a News stream he can watch at any time or a Sport Stream he enjoyed 20 minutes after the diner to get an extraction of what happened during the day in soccer championship in video.

John has an easy access buttons to switch from one stream to another or switch ON/OFF the automatic refresh of new feeds.John can access and control these streams from his Smartphone and PC.

Device and ServiceLife Cycle

Consum Web & Premium

SignUp

Watch & Share

Purchase

Web enjoyment

Discovery

25Key Use cases – Discovery Use Scenario

Scenario

When Vanessa turned her Toshiba Places on she can “Watch” her Facebook stream and when clicking on an “internet content” link she gets in real-time contextualized recommendations to others content populated in official feeds from content providers relevant to the content displayed.She can sees a Lady Gaga YouTube video on his Facebook stream shared by Mike which is not a Places user. Thanks to the integration of the service within the TV, the video plays in a controlled environment and on the top, side or through smouth alert system on the screen the service provides Vanessa with recommendations for content to Lady Gaga which she can watch.Now Vanessa has friends using also Places and thanks to the “Activity feeds” facebook social plug in she gets TV content shared and liked from her Facebook friends in Places (Social validation).

When John turned on Toshiba Places he can discover new content available to watch through a the MarketPlace where official feeds from content providers are organised by trends. John can decide to follow some of these feeds to get quick access to relevant content a curated content or any related content they populated in real time through Palces.

John can also find new official feeds to follow or content to watch by searching keyword.

Now John is a regular user of Toshiba Places and he gets personalised recommendations of content to watch from the service based on his social and content enjoyment activities on the service.

Device and ServiceLife Cycle

Consum Web & Premium

SignUp

Watching

Purchase

ContentFree enjoyment

Discovery

26Key Use cases – Free Content Enjoyment Use Scenario

Scenario

When Vanessa turned her Toshiba Places on she enjoys a content. Then she can react by running following activities:- Rate or Favourite the content on Places. She

can consent, first time she uses the rate or favorite function, to share her Toshiba Places Ratings and Favourites activities on her Facebook account (opt-in).

- LIKE the Content or the POST and comment it by using Like social plugin of Facebook.

- Add to her Queue on Toshiba Places to retreive the content later.

- Share the content or the Post through her Facebook account. The sharing post will link up her friend’s linking to Toshiba Places Website.

John can enjoy all URL contained in his Twiter and Facebook posts within Toshiba Places UI/UX as following:- Read stories from high traffic site or popular

blogs URLs within a Webview with an overlay of the story referred in the Post.

-Playback music URLs within Places embedded player (When technically feasible)-Browse high traffic site or popular blogs URLs in overlayed webview and control playback of music URLs included in pages thanks to a media controler provided alongside an overlayed Webview-Browsing all other URLs in embedded browser.

Only URLs linking up Toshiba content could be enjoyed outside Places within Toshiba signature App pre-intalled on the TV .

John can enjoy content offline for his most recent posts in his stream.

Device and ServiceLife Cycle

Consum Web & Premium

SignUp

Watching

Purchase

ContentFree enjoyment

Discovery

Subject to technical

validation with Toshiba

27Key Use cases – LogIn services and consum premium Use Scenario

Scenario

Vanessa carried her Toshiba with Places everyday and everywhere to use it for Web browsing.

Now Vanessa is an advanced userShe has LogIn her Youtube and Last.fm account and retrieves her video subscription and Music Playlist through his Places stream.

She trust in selection of curators and she buys premium movies from Toshiba Places resulting from Youtube video recommending by her curators (DJs, reviewers..).

On Jan. 20th, $3, content fee, was withdrew by credit card.

John uses his Toshiba Places everyday to keep updated about news use it for Web browsing.

Now John is an advanced user and he has LogIn his Google Reader Account and retreive his Google Reader subscription within his Places stream.

He starts subscribing the premium official feeds from New York Times News populated by SDC to enjoy an enhanced full reading through Places.

From Jan, 20th, $10,subscription fee, was withdrew by credit card every month.

Device and ServiceLife Cycle

Consum Web & Premium

SignUp

Watching

Purchase

ContentFree enjoyment

Discovery

Thank You