f1 us project session 0/f1 us pj sessionf 11... · • opening remarks- molyneux • one sony...

F1 US Project SessionNovember 8, 2012

Copying / Printing Prohibited

Confidential2Sony Electronics (SEL)╬ Strategy Office ╬ Your par t t o pl ay.

We l c ome

• SEL– Phi l Mol yne ux– Yos hi Takahas hi– Mi ke Luc as– Hi r o Ts ubot a– Hi r o Shi nohar a– Ke r r i Fox- Me t oye r– Ni c k Col s e y– Tas uku Yaz aki– Ti m Br i s on– Aki r a Oba– John Dol ak– Jas on Cl e me nt– Paul He ar t y– Je nni f e r Sas s e n– Laur a Wol f– Kl aus Hof r i c ht e r– Os c ar Ve ga– Pat r i c k Le on– She r i Es pi noz a

• PSA– Al e c Shapi r o– Rob Wi l l ox

• SNEI– Hi de Ni shi no– Mi chael Ar agon– Chr i s t i na Ki m

• SPE– Chr i s Cooks on– Spe nc e r St e phe ns– Tos hi no Yuhaku– Chr i s t ophe r Tayl or– J i m Under wood– Laur en Gl ot zer– Yos hi Takas hi ma– Mas aki Nakayama– Jas on Al l e n– Ri c h Mar t y– Je r e my Gl as s man– Ke l l e y Ri c h

– Bi l l Bagge l aar– Gr ove r Cr i s p– Chr i s Hol t– Ji mmy Fus i l– Bob Bai l e y


Me e t i ng Obj e c t i ve

• Se r ve as a s t at us updat e & s har i ng s e s s i on f or F1 US pr oj e c t on 4k s t r at e gy and Phas e 0 e xe c ut i on


• Ope ni ng Re mar ks - Mol y ne ux

• One Sony Le adi ng 4k & Pr oj e c t St at us - Fox - Me t oy e r

• Te c hni c al St andar di z at i on- He ar t y

• 4K Cont e nt De l i ve r y I ns i ght s – Le on

• PSA Updat e - Shapi r o

• ‘ Go t o Mar ke t ’ Exe c ut i on- Phas e 0– Pr oduc t Launc h/ Mar ke t i ng Pl an, Cus t ome r Jour ne y, Pr e mi um Home Se r vi c e

Cont e nt De l i ve r y- Luc as

– 4K Se r ve r De v. Updat e - Col s e y

– Se c ur i t y & Enc odi ng Appr oac h - St e phe ns

– Cont e nt Updat e — Yuhak u/ Fox - Me t oy e r

– Qual i t y As s ur anc e Pl an- Br i s on

• Wr ap up- Fox - Me t oy e r

Age nda: F1 Se s s i on & Tr ac k Updat e

PJ Manage me nt

End t o End Bi z . St r at e gy & Pl anni ng

I ndus t r y I ns i ght & St r at e gy

PC- Bas e d 4K Se r ve r De v.

Cont e nt Aggr e gat i on

Cont e nt Se c ur i t y & Enc odi ng Te c hnol ogy

PJ Manage me nt

Qual i t y As s ur anc e

Department Copyright4/7/155

1st to market with content delivery with 84” TV Launch1st to deliver 4K to the home

Changing the way we do business

SEL: Overall 4K Solution DeliverySPE: Provide Studio Content & SecurityPSA: 4K Professional SolutionSNEI: Contract 3rd Party Non-studio content

PJ Manage me nt Fox - Me t oy e r

Wor ki ng Toge t he r …’ ONE Sony’ bui l di ng t he 4k e c o- s ys t e m


Le ve r agi ng e ac h ot he r f or 4k f oot pr i nt

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

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

Enthusiast Print & Digital Media

Will reflect 4K TV & Phase 0 story

CES

FSH TV

House of Rock Press Event

Announce 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 Event

Lau

nc

h

Eve

nts

& M

essa

gin

g

Server Content Update 1 (non-studio)

Studio-in discussion

(LOA)

Server Content Update 2 (non-studio)

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

Present F5/F55 cameras

PS

AS

PE

SE

L

26

19 Announce Phase 0: Exclusive blog post: on Sony Blog & single press outlet (teaser)

29



F1- US Pr oj ect ( =4K Enhancement i n US Mar ket )PJ For mat i on of ( Phase 0 - > Phase 1)

F1- US St eer i ng Commi t t eeTadashi Sai t o( CSO, S/ Cor p. Chai r per son) Ti ger I mamur a( HE Bi z. Gr oup, S/ Cor p. ) Mi chael Lynt on( CEO, SCA &

SPE)Hi deyuki Fur umi ( UX & PP, S/ Cor p) Yosuke Yasebe( Bi z. St r at egy, S/ Cor p) Aki r a Shi mazu( 3d/ BD PM Di v. )

US Advi sor y Commi t t ee• Mi chael Lynt on( CEO, SCA &

SPE)• Ti m Schaaf f ( Pr esi dent ,

SNEI )• TBD( SCEA)• TBD( SMEI )Busi ness Tr ack

UGC/ UXPr oduct St r at egy Tr ack( S/ Tokyo)

I ndust r y I nsi ght & St r at egyLead : Al ec Shapi r o ( PSA)

End to End Biz. Strategy & Planning

Lead : Mike Lucas (SEL P2C HD)

Sony United Oversight Connection

Lead : Kerri Fox-Metoyer (SEL Sony United)

SEL / Acr oss Sony Al i gnment : Ker r i Fox Met oyer ( Sony Uni t ed, SEL) Sher i Espi noza ( SEL PMO) , Hi r o Tsubot a ( St r at egy Of f i ce)SPE Al i gnment : Toshi no Yuhaku, ( SPE Cor por at e Al l i ance)

PJ Management Tr ack

Yoshi Takahashi ( SEL)

Cont ent s Aggr egat i on Tr ack

Technol ogy Tr ack

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

Chr i s Cookson ( SPE) , Ni ck Col sey ( 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)

Technol ogy St r at egyLead: Phase 0 : Ni ck Col sey ( SEL Bi z. Dev. ) - > Phase 1 : Aki r a Shi mazu ( HQ)

Cont ent s Aggr egat i on Tr ack

PJ End t o End Owne r Phi l Mol yne ux( SEL

COO)

Premium Home Service Content Delivery

Lead : Mike Lucas (SEL P2C HD)

Your par t t o pl ay.

PHASE 0

Sept Oct Nov Dec

Critical Path


Luc as


Shapi r o

Te c hnol ogy St r at e gyCol s e y / Cook s on

Te c hni c al St andar di z at i onHe ar t y / St e phe ns

PC- Bas e d 4K Se r ve r De v.Cl e me nt / Hof r i c ht e r


St e phe ns / Cl e me nt

Cont e nt Aggr e gat i onFox - Me t oy e r

PJ Manage me ntFox - Me t oy e r

3 Team Formation

10 PJ Admin Tools

24 Milestone Schedule

Status Reporting, PM Administration

F1 Mi l e s t one Ti me l i nePr oj e c t Ef f or t s / Tr ac k

31 Marketing Assets & Metadata3 Scorecard for Content Review

15 HQ position labeling

15 CEA WG outcome

22 Alpha Release(Demo)

7 Beta Release

8 WatermarkTesting

9 Release Candidate 16

Content Quality control

19 Golden Master19 Start Server production

18 Approval of Phase 0

15 Joint content security & encoding plan w/SPE

18 P0 UXP0 Exec. cost

18 Watermark-encoding approach

10 Marketing Plan

28 Final List: Studio/Non-studio Content

10 Technical roadmap

24 Define encoding spec

19 Announce

31 Qty- PC Orders

30 UX Process for Install

Pr e mi um Home Se r vi c e Cont e nt De l i ve r y

Luc as

Qual i t y As s ur anc eYaz ak i / Br i s on

24 Workflow process

13 Legal review of security approach

5 19 FinalSoftware/Hardware QA

29 Alpha

10 Install Support Processes 20

4K PC Loan Agreement

20 Install Process Training- Service/Direct/Dealers

Carson to Customer

1 Three shorts

for CES

V 11-7-12

25PC Order

20 Marketing Materials for DirectTraining

31 Premium Service Support R&Rs

22 Content from SPE

19

Golden Master

10 Customer Journey Support Processes

29

12 All 10 Titles received

4

Ship to Carson

16White GloveInstall Instructions

10/13







• ‘ Go t o Mar ke t ’ Exe c ut i on- Phas e 0– Pr oduc t Launc h/ Mar ke t i ng Pl an, Cus t ome r Jour ne y, Pr e mi um Home Se r vi c e

Cont e nt De l i ve r y- Luc as







PJ Manage me nt






PJ Manage me nt



Te c hni c al St andar di z at i on – CEA Updat e

Department Copyright10

• Spat i al f or mat def i ni t i on [ 3840x2160] al i gned wi t h Sony panel and ser vi ce of f er i ng

• Al l r ef er ence t o f r ame r at es suppr essed

• 60 FPS woul d be a pr obl em f or i ni t i al panel s and ser vi ce

• Label i ng not t he 4K Ul t r a Hi gh Def i ni t i on we pr oposed

• CEA t er mi nat ed pr ocess bef or e Sony compr omi se, whi ch we t hi nk woul d have been successf ul , consi der ed

• CEA ant i ci pat es and agr ees t hat manuf act ur er s may use 4K pr ef i x

Te c hni c al St andar di z at i on

He ar t y

Me e t t he Pr e s s on CEA De c i s i on: Ul t r a Hi gh De f i ni t i on

De t ai l s :


4K Cont e nt De l i ve r y I ndus t r y I ns i ght s

Red will launch a 4K network video distribution service for consumers

and B2B later this year


Le on

• Initial content will be independent producers using Red equipment

• Their announcement of Consumer distribution…. Could lead to delivery of movies at some point

Implications“Next month we start shipping 4k REDRAY players to alot of new eyeballs.. consumers and professionals alike .. we have partnered with one of the most innovative content distribution companies that both content owners and viewers have ever seen...and we built it right into REDray … expect the official REDRAY and 4k Content Distribution network announcement along with pre-orders to happen in a couple weeks … our Production Lines are churning.. manufacturing is ramping up.” – Jarred Lane, President Red Digital Cinema


PSA Updat e

• New F5/ F55Camer a Launch—11/ 28 at SPE• Dr eams Pr oj ect• “Exhi bi t i on” Pr oj ect – wor ks of Manet• Sony Open 4K pr oduct i on i s f or “t est ” and demo

f oot age, onl y. No pl an f or use at CES


Shapi r o

I s s ue : Tokyo PCL r equi r ement & Cont ent Aut hor i zat i on pr ocess i s a deal ki l l er f or usi ng PSA F65 pr oj ect s f or consumer TV demosNeed SPE or Phi l t o di scuss t he col or gr adi ng i ssue wi t h PCL and communi cat e back t o Kaz Endo at DMPC.


• Nov 28t h at SPE; capaci t y of 325 at Car y Gr ant Theat er

• Af t er par t y at Col or wor ks and t he DMPC f or f ur t her scr eeni ng

• 84” 4K UHD l ocat ed i n t he DMPC

• Scr eeni ng : Ne w• Tr i beca Fi l ms shor t

( Shot on F65, BTS on t he F5)

• St ar gat e Di gi t al Tr avel ogue on Sr i Lanka

• AFI HD Shor t• Make ar r angement s f or

Ker r i t o get a copy of t he 4K cont ent f or eval uat i on f or use

Ne w Came r a Launc h Eve nt


• Dr eams• Cur r ent l y wor ki ng wi t h Chapman Col l ege,

Tr i beca Fi l ms USC and AFI• Have secur ed Post Pr oduct i on quot e f r om

Col or wor ks• Br i ef sent t o Laur a and Chr i st i ne, l ooki ng

f or any f eedback on cont ent • Ker r i i s t o f or war d cont act i nf or mat i on

• Road Show• Compl et ed NY, Bost on, At l ant a• Bur bank show bei ngs t oday• Feat ur ed t he Consumer 4K UHD pr oj ect or • Wel l r ecei ved wi t h posi t i ve comment s

Dr e ams and 4K Wor k Fl ow Road Show


Shapi r o


Ne w Pr oj e c t s

• Vi l mos Zsi gmond F65 Shor t Movi e “Ki ckst ar t er Thef t ”

• Li mi t ed scr eeni ng ( 25 DP’ s) wi t h Vi l mos f or Fr i day November 16t h at t he DMPC

• Cont ent wi l l be made avai l abl e t o us t hr ough Band Pr o

• Avai l abl e f or consumer demos.


Ne w Pr oj e c t s

• “Exhi bi t i on” Pr oj ect – wor ks of Manet• Shoot i ng maj or Manet

ar t exhi bi t i on i n Par i s wi t h F65; demo cl i ps i n 4K t o be avai l abl e f or CES

• Ri ght s avai l abl e f or event ual Bl u- Ray or i nt er net di st r i but i on. Van Gogh and Ver meer exhi bi t i on shoot s al so pl anned.







• ‘ Go t o Mar ke t ’ Exe c ut i on- Phas e 0– Pr oduc t Launc h/ Mar ke t i ng Pl an, Cus t ome r Jour ne y, Pr e mi um Home

Se r vi c e Cont e nt De l i ve r y- Luc as







PJ Manage me nt






PJ Manage me nt



Sony bui l di ng t he 4K wor l d

Acquisition

F65 Camera

Production

Memory Recorder

Digital PostProduction

Professional Monitor

Distribution

TheatricalReleases

Exhibition

Media ServerDigital Cinema

Projector

Home

Home Theater

Projector

Professional

4K TV

Sister companies

Consumer

Sony =


Luc as


4K UHD TV Launc h – Se pt - Apr i l 2013

Obj e c t i ve s1. Gener at e exci t ement and bui l d awar eness

f or Sony 4K2. I ni t i at e Sony l eader shi p i n 4K UHD f or TV…

usi ng XBR- X900 as t he best TV on t he mar ket

3. Gener at e i nt er est i n seei ng Sony TVs…send peopl e t o r et ai l and event s and bui l d moment um f or FY13 Launch

Si t uat i on Anal ys i s4. No 4K awar eness5. LG l aunchi ng at $15K ( act ual sel l i ng

pr i ce)6. Samsung l ed/ OLED camp mount i ng

Tar ge t•. Mal e, 40+ Yr s. Ext r eme Weal t h ( mi n $10M

Net Wor t h) , Ext r eme Pr emi um Shopper•. Mal e 35+ Yr s. Af i ci onado/ Ent husi ast ( mi n

$3M Net Wor t h)•. Home Theat er I nst al l er s/ I ndust r y

He r o Pr oduc t s84” XBR- X900Pos i t i oni ngOn a Sony, you j ust see mor e. Sony 4K t echnol ogy del i ver s pi ct ur e qual i t y so unbel i evabl y shar p, i t t r anscends wat chi ng t o exper i enci ng.

Me s s agi ng Hi e r ar c hySony XBR 4K Ul t r a HD Tel evi si on1. 4 t i mes t he r esol ut i on of f ul l

HD2. 4K upscal i ng wi t h 4K X- Real i t y

Pr o3. 84” bi g scr een – i mmer si ve

exper i ence4. Sony’ s 4K exper t i se5. 4K Ul t r a HD Medi a Pl ayer wi t h

mor e t han 10 Hol l ywood f i l ms and mor e compel l i ng 4K cont ent

6. I mmer si ve sound


Luc as


4K TV Mani f e s t o


Luc as


How/ Whe r e t o r e ac h t he 4K c us t ome r

4K Foc us mar ke t i ng


Luc as


Rationale: Modern Luxury reach an affluent audience in SEL priority markets

• Event Sponsorship: Tap into Modern Luxury’s audience through a one-to-one custom experience

o On-site activation can include branded “Sony 4K TV Lounge”, product inclusion in Step & Repeat, and/or video streaming on the TV

o Potential activations at:o Best of the City Issue Release (Jan) in Houston, Manhattan and Miami features

VIP parties at exclusive venues celebration home design, fashion and cultureo Superbowl Viewing Party (Feb in LA)o Oscar Night America (2/24 in San Francisco) o OR host exclusive events at Sony Stores

• Print: o 1x insertion each of the following:o Angeleno, DC Magazine, Houston Magazine, Manhattan Magazine,

Riviera Orange County, Riviera San Diego, Miami Magazine, San Francisco Magazine

o Pre/Post event coverage• Digital:

o Targeted rotational media in each market• Added Value:

o Product featured in-book in “Top Five” promotional listings in each market

Re ac hi ng t he Af f l ue nt vi a Mode r n Luxur y Tas t e make r Eve nt s

Sample Tactics


Luc as


Dr i ve t o Sony Di r e c t St or e s

- Pr e mi um Me r c handi s i ng

- Loc al me di a dr i vi ng t o s t or e

- Pai d Se ar c h

- We b

- Tr ai ne d as s oc i at e s

- Compe l l i ng c ont e nt r e - f r e s he s

Sample Tactics


Luc as


4K Pr omo Suppor t f or Re t ai l e r s

- VI P e ve nt s

- Ad Mat s

- Emai l t e mpl at e s

- Br oc hur e s

- I n- St or e s i gnage

- Modul ar me r c handi s i ng e l e me nt s

- 4k Movi e Ti c ke t pr omot i on t o dr i ve e ngage me nt


Luc asSample Tactics


SEL Phas e 0 Summar y

Phase 0: ( November - J une’ 13)Bundl ed Ser ver + Cont ent Ser vi ce

FS 84” $25k Bundl e i ncl udes:• Lease of Ser ver + Tabl et

• Loaded wi t h• 10 SPE movi es • 10- 20 non st udi o t i t l es

• I ni t i al I nst al l & Set Up vi a Whi t e Gl ove Ser vi ce

• Addi t i onal cont ent del i ver y vi a Physi cal Medi a

• 20 non st udi o t i t l es bi - mont hl y• Consumer opt f or Conci er ge or BD

ROM Mai l del i ver y

• Ke y Updat e s :• Se r ve r f or Cons ume r onl y ( no B2B)• Re t ai l POS t hr u t abl e t vi de o ( App?)

El e vat e t he br and by f i r ml y e s t abl i s hi ng Sony as t he l e ade r i n 4k wi t h t he f i r s t t o mar ke t l aunc h of 4K s e r vi c e and 84” TV i n Nove mbe r .

• Ke y dr i ve r f or Sony’ s Pr e mi um st r at egy wi t h br eakt hr ough consumer message – i ni t i at e “Loui s Vui t t on”

• $1M i nve s t me nt t o t ake t he l ead i n cr eat i on of mar ket l eadi ng $250M+ busi ness i n FY13

• Dr i ve 270M r each wi t h ear ned medi a val ued at $20-30M f or equi val ent r each i n ATL t ar get

• Lever age Sony success f or mul a t hr ough HW + c ont e nt bundl e mar ke t i ng s ol ut i on


Luc as


Nami ng/ Br andi ng

• TV – Sony 4K Ultra High Definition TV or Sony 4K Ultra HD TV

• Player + Movies– 4K Ultra HD Video Player

• Tablet App– 4K Ultra HD Remote

• TV + Server + Movies + Tablet/App– 4K Ultra HD Home Experience

• Content type– 4K Ultra HD movie . SEL requests marketing language from SPE that explains source and output process for 4K content

(e.g. scanned from 70MM film into 4K? Or shot in native 4K?)


Luc as


Customer Experience- Phase 0

Purchase, White Glove Service & Enjoy content

Whi t e Gl ove De l i ve r y FSH & 4k ser ver : CEVA: Del i ver y

Di r ect : I nst al l s I nc PM coor di nat es cust omer I nst al l at i on

.Deal er : Coor di nat es cust omer

i nst al l

Pr e mi um I ns t al l at i onSet up of TV, Ser ver & Tabl et

I nst al l s I nc. OR Cust om I nt egr at or

Pur c has eSal es made by Sony Di r ect St or e

Mgr . , Tel esal es r epr esent at i ve,

Conci er ge orAut hor i zed Deal er

• Cus t ome r s i gn ‘ Sony 4K Conc i e r ge Agr e e me nt ’

• Cust omer choose BDR or Conci er ge cont ent updat e

• Di r ect or Deal er admi ni st er si gned agr eement t o Ser vi ce

Out of t he boxTur n on Tabl et Cl i ck App Abl e t o br owse cont ent on Tabl et & met adat a

UI Browse / Control

from Tablet

Enhanced metadata

experience

Play on TV

Cus t ome r Enj oyi ng Cont e nt


Luc as

‘Sony 4K Concierge Agreement’(between Sony & end-customer)

• Server loan agreement to return• Content watermarks used for anti-piracy

• Dealer Name/Dealer PO # to Sony• Content Update choice: BDR vs. Concierge• Customer Info.

• Name, signature, date, address, phone#, email

• Installer Info, address, phone#, email



At Home Expe r i e nc e … Cont e nt Updat e ( Fe b, Apr )

Conc i e r ge

Cont act cust omer t o coor di nat e

cont ent updat e by Conc i e r ge

Conc i e r ge i nst al l s cont ent

Bi - mont hl y del i ver y of non- st udi o cont ent Appr ox. 20 new asset s each del i ver y

Vi e w Cont e nt

Tur n on Tabl et Cl i ck App

New Cont ent s wi l l show up on Tabl et scr een

Mai l e r

BDR i s mai l ed t o cust omer

Cust omer i nser t s i n BD dr i ve, cont ent aut o l oad t o

ser ver

Concierge

Mailer


Luc as


Confidential

Te l e phone Cal l Suppor tTi er I I Pr emi um Ser vi ces

Dedi cat ed I nst al l er Suppor t Hot l i ne7 A.M. (PST) – 10 P.M. (PST), 7 days a week

Suppor t TV & 4k Se r v e r

Re pai r : Ti er I I coor di nat e ASC & w/ I nst al l er f or r epai r

& r epl acement

60 day Advanc e d Exc hange


At Home Expe r i e nc e … Pos t Se r v i c e Suppor t

Cont e nt Updat e : Ti er I I coor di nat e Conci er ge I nst al l

Ser vi ce/ Cont ent Updat es Ti er I I i s mai l i ng ser vi ce of BDR’ s f or Phase 0


Luc as


Coor di nat e d c us t ome r c ont ac t

Cus t ome r s pur c has e FSH t hr ough s al e s c hanne l s ….

Conci er ge/ Di r ect St or e

Onl i ne Aut h Deal er / PSA

Pur c has e Conci er ge- Tel esal esConc i e r ge Re p/ St or e Manage r

eCommer ce/ Tel esal esRe l at i ons hi p/ VI P Sal e s Re p

Di r e c t / I ndi r e c t Re s e l l e r s

Si gn Agr e e me nt Conci er ge Rep/ St or e Mgr . wi l l admi ni st er Loan agr eement & t hat cust omer si gns agr eement

Rel at i onshi p/ VI P Rep wi l l admi ni st er Loan agr eement & t hat cust omer si gns agr eement

Sony Sal e s Re p wi l l ensur e Deal er admi ni st er s Loan agr eement , send t o Ti e r I I

I nv. Mgmt . pl ace hol d on FSH/ PC skus. CSS pul l s a box- sku or der r epor t dai l y of or der s pl aced. Mat ch or der s wi t h si gned agr eement s.

Mi s s i ng Agr e e me nt

Conci er ge Rep/ St or e Mgr . cont act s Cust omer

Rel at i onshi p/ VI P Rep cont act s cust omer

CSS t o cont act Deal er

Whi t e Gl ove De l i ve r y

Conci er ge Rep/ St or e Mgr . cal l s CEVA- Del i ver y & PM I nst al l s I nc coor di nat e Del i ver y & I nst al l

Rel at i onshi p Rep/ VI P Sal es Rep. cal l s CEVA- Del i ver y & PM I nst al l s I nc coor di nat e Del i ver y & I nst al l

De al e r coor di nat es del i ver y w/ I nst al l er

Pr e mi um I ns t al l at i on

I nst al l s I nc. or cust omer opt s f or t hei r own i nst al l er

I nst al l s I nc. or cust omer opt s f or t hei r own i nst al l er

De al e r i ns t al l e r or cust omer opt s f or t hei r own i nst al l er

Or de r Manage me nt Di r ect Depl oyment Team Di r ect Depl oyment Team CSS Team

Cont e nt Updat e Conci er ge Rep/ St or e Mgr cont act Cust omer , t hen i nt er nal l y coor di nat e t hr ough Ti er I I . St or e Mgr / WWTS wi l l go t o cust omer home t o per f or m updat e

Rel at i onshi p/ VI P Rep cont act Cust omer , t hen i nt er nal l y coor di nat e t hr ough Ti er I I

Ti er I I f or not i f i cat i on and conf i r mi ng met hod of del i ver y

Pos t Se r vi c e Suppor t

Ti er I I Ti er I I Ti er I I

F1 4k Se r ve r Swap ( Phas e 1)

Conci er ge Rep/ St or e Mgr cont act Cust omer , t hen i nt er nal l y coor di nat e t hr ough Ti er I I

Rel at i onshi p/ VI P Rep cont act Cust omer , t hen i nt er nal l y coor di nat e t hr ough Ti er I I

Ti er I I


Luc as

Co

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e Re p

/Sto

re Man

ager

VIP

Sal es R

ep

Tier II


Exe c ut i on: Ti me l i ne t o Announc e Phas e 0

• 11/ 5 Fi nal i z e Pi t c h de c k and Q&A

• 11/ 7 Sony Sal e s VC/ Tr ai ni ng on F1/ Phas e 0.

• 11/ 10 Have Dr af t of Bl og Pos t , pr e s s Re l e as e

• 11/ 12 De al e r / SGA Me e t i ng Pi t c h

• 11/ 19 Exc l us i ve bl og pos t : on Sony Bl og & s i ngl e pr e s s out l e t

( t e as e r )

• 11/ 20 St ar t t r ai ni ng

• 11/ 26 1s t pr oduc t s hi p: Pr e s s Re l e as e - pr oduc t i s s hi ppi ng &

Phas e 0

• Wk of 11/ 26 NYC pr e s s r oundt abl e and SF pr e s s r oundt abl e

• 11/ 27 Sony we bs i t e ge t s updat e d e ar l y AM

• 11/ 29 Hous e of Roc k e ve nt i n LA; Ent e r t ai nme nt / Li f e s t yl e Pr e s s


Luc as







• ‘ Go t o Mar ke t ’ Exe c ut i on- Phas e 0– Pr oduc t Launc h/ Mar ke t i ng Pl an, Cus t ome r Jour ne y, Pr e mi um Home Se r vi c e Cont e nt

De l i ve r y- Luc as







PJ Manage me nt





PJ Manage me nt




F1 Phas e 0 St at us – 11/ 5

• Las t we e k’ s ac c ompl i s hme nt s– End- t o- End Bi z St r at . & Pl anni ng Tr ac k – Pl aced or der s f or 50 uni t s PC & Tabl et . $600/ uni t l ess t han pr oj ect budget .

– Agr eed sei han pr ocess: P2C r esponsi bl e f or or der i ng t abl et & PC based on demand and pr oduct i on l ead t i me.

– Phase 0 bundl e not avai l abl e f or 4K B2B sal es

– PR based on 11/ 19 medi a al er t & 11/ 29 event i n LA

– Pr e mi um Home Se r vi c e Cont e nt De l i ve r y Tr ac k– Loan agr eement t o be onl i ne t o f aci l i t at e sal es pr ocess

– Ti er 2 t o admi ni st er cust omer dat abase based on l oan agr eement

– Cont e nt Aggr e gat i on Tr ac k– SPE Cont ent

o Fi nal i zed l i st of t i t l es, r ecei ved met adat a

– Non- St udi o cont ent

o Shor t l i st of ~ 30 t i t l es

o Agr eed acqui si t i on budget , $100K

o Est abl i shed “Compel l i ng Cont ent WG” t o f i l t er cont ent

o Pr oposed cont ent QA pr ocess t o HES

– PC- Bas e d 4K Se r ve r De v.– Fi nal i zed pr oduct i on pl an based on 15 uni t s/ day i n Bl dg 7, f i r st shi p 11/ 29 t o Car son.

– Wat er mar ki ng pr ocess wor ki ng, abl e t o est i mat e cycl e t i me and pr oduct i on pr ocess

– Rel i abi l i t y t est i ng

o 600 hour agi ng t est i ng i n 40C chamber st ar t ed

o 600 hour compl et e on Nov 22nd

– Packagi ng

o Packagi ng st udy compl et e

o Over packi ng t abl et i nsi de PC Accessor y box conf i r med

– St i cker : Deci si on made t o DROP 4k st i cker on PC

Col s e y


F1 Phas e 0 St at us – 11/ 5

• Thi s we e k’ s pl anne d Ac c ompl i s hme nt s– End- t o- End Bi z St r at . & Pl anni ng Tr ac k– Fi nal i ze Cust omer J our ney- Oper at i onal pr ocesses ( Pur chase/ Or der Mgmt . pr ocesses)

– Fi nal i ze Sal es Pi t ch Deck

– Conduct Sal es VC P0 Tr ai ni ng

– Dr af t Pr ess Rel ease

– Pr e mi um Home Se r vi c e Cont e nt De l i ve r y Tr ac k– Appr oval of 2nd Dr af t of ‘ Sony 4K Home Exper i ence Agr eement ’ ( 4K PC Loan Agr eement ) by Sr . Mgmt .

– Fi nal i ze I nst al l / Ser vi ce oper at i onal pr ocesses

– Cont e nt Aggr e gat i on Tr ac k– Compl et e non- st udi o cont ent eval uat i on scor ecar d ( Gol den eye Qual i t y r evi ew & Compel l i ng cont ent r evi ew)

– Fi nal i ze st udi o & non- st udi o cont ent l i st

– Est abl i sh cont r act s f or 3r d par t y non- st udi o cont act s

– PC- Bas e d 4K Se r ve r De v.– “Fi nal Bet a” sof t war e r el ease

– Fi nal 4K Logo/ Br andi ng

– Compl et e Secur i t y Har deni ng Bet a

– Pl an 1st “Gol den Mast er ” i mage cr eat i on

– Rel i abi l i t y t est i ng: ESD t est – 5kv f r ont / back

– Packagi ng: Tr anspor t at i on t est i ng ( Tabl et + PC Packi ng)

– Document at i on: Pr el i mi nar y “Whi t e Gl ove I nst al l at i on” i nst r uct i ons r el ease ( Tar get compl et i on dat e Nov 16t h)

• Ri s k Ar e as– Ti ght t i mel i ne t o execut e- mul t i pl e r evi ews coul d i mpact t i mi ng t o del i ver– Del ay i n r ecei vi ng f i r st SPE cont ent ( i e. 1 f ul l l engt h f i l m f or t est i ng) put s r i sk t o under st andi ng t i me t o l oad/ pr oduce PCs ( t i me t o

wat er mar k/ encr ypt ) .– Wai t i ng f or on SPE t o pr ovi de f i nal 4K cont ent del i ver y dat e, we need by 11/ 12– Sw Dev: Open Sour ce Li censi ng I ssue wi t h MPC- HC ( GPLv3) ; i nvest i gat i ng wor kar ound

Key cr i t i cal pat h mi l est ones l at e or dat es mi ssed, but pl ans i n pl ace t o

mi t i gat e

Col s e y















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PJ Manage me nt





Enc odi ng

• I mage : 60Mbps CBR AVC HP L5. 1 3840x2160@23. 98 f ul l f r ame

• Col or s pac e - r e c 709 f ul l r ange 0- 255 8bi t

• Audi o: 384kbps VBR HE-AACv2 ( AAC+ v2) 5. 1c h @ 96KHz

• Phas e 0 • Phas e 1 - Eye I O

• Pr opos e d I mage : 26Mbps VBR Max 40Mbps AVC HP L5. 1 3840x2160@23. 98 f ul l f r ame

• Col or s pac e – YUV f ul l r ange 0- 255 8bi t 4: 2: 0

• Audi o: t o be de t e r mi ne d


St e phe ns


Phas e 0 Se c ur i t y

Summar y

Each copy i s i ndi vi dual l y wat er mar ked usi ng Ver i mat r i x. Pi r at ed copi es can be t r aced back t o t he consumer

Cont ent i s encr ypt ed wi t h uni que Cont ent Encr ypt i on Key ( CEK) per t i t l e per t ar get ser ver

CEK i s encr ypt ed wi t h publ i c key of t ar get ser ver

Wat er mar k payl oad, CEK I D and t ar get ser ver I D ar e associ at ed and l ogged by SEL• NOTE: “Chai n of cust ody” may be used i n l egal pr oceedi ngs.

No user l og- on on ser ver

Bi t Locker f ul l di sk encr ypt i on

Al l por t s l ocked except f or t abl et access

Tabl et bound t o ser ver

Me e t s s e c ur i t y goal s


St e phe ns


Phas e 1 Se c ur i t y

Summar y St at us

Phase 1 wi l l use HDCP 2. 2 V. good

Mar l i n Br oadband. Ther e i s no per - t i t l e di ver si t y, hacki ng one pl ayer exposes al l cont ent . Ther e i s al so no per - devi ce di ver si t y, hacki ng one pl ayer exposes al l pl ayer s.

Fal l s shor t

Mar l i n i mpl ement at i on wi l l be mor e r obust t han i s r equi r ed by t he Mar l i n compl i ance and r obust ness r ul es but we have not been abl e t o di scuss i t so f ar wi t h Phase 1 engi neer s because of NDA wi t h Panasoni c – di scussi on wi l l be week of November 12

?

Ther e wi l l not be any t hi r d par t y assessment of t he secur i t y sol ut i on

Fal l s shor t

F1 box cannot embed i ndi vi dual f or ensi c wat er mar ks AND SNEI unabl e t o embed i ndi vi dual f or ensi c wat er mar ks

Fal l s shor t


St e phe ns


Phas e 1 Se c ur i t ySummar y St at us

SPE i s sol el y r esponsi bl e f or moni t or i ng f or secur i t y br eaches. • NOTE: I ndust r y pr act i ce i s cont ent pr ot ect i on l i censi ng

aut hor i t y moni t or s f or secur i t y beaches ai ded by i mpl ement er s and cont ent par t i ci pant s

Fal l s shor t

“Revocat i on” Cr i t er i a shal l be equal t o t he cr i t er i a Mar l i n BB def i nes. ( El i gi bl e) Cont ent Pr ovi der and ( El i gi bl e) Ser vi ce Pr ovi der wi l l have a r i ght t o commence “Revocat i on” pr ocess when such cr i t er i a i s sat i sf i ed. • NOTE: Goal of Enhanced Cont ent Pr ot ect i on i s r api d

r esponse t o secur i t y br eaches. Thi s pr ocess wi l l be r el at i vel y sl ow.

Fal l s shor t

No deci si on has been made on how or whet her t o r espond t o a secur i t y br each.

?

F1 box may not be upgr adabl e t o bet t er secur i t y. F1 box engi neer s ar e st udyi ng FW updat e capabi l i t y t o add addi t i onal f eat ur es

?

SNEI wi l l not suppor t any f eat ur es beyond st andar d Mar l i n Br oadband


St e phe ns


High level workflow

40

101110001

4K AVC Encoder

MP4 Muxer

Uncompressed Video, Audio

Verimatrix Embedder(Windows)

VerimatrixPre-Processor

(Windows)MP4 File (50~100GB/Title)

Metadata/log (including .SM_AD file)(~ 5GB/Title)

AES128 enc

F1 Phase 0 Server Bit

Locker

SEL(Per each server

installation)MP4 File

50~100GB/Title0.5~1TB (10 title)/Server

101110001

Metadata (.SM_AD)

X15 of feature length X5.5

Metadata (.SM_AD):

Aspera

Key is unique per title / per server

NOTE: White glove additional movie loading service will have same level of security as explained by SEL on 10/29 Telco

6~10min / one movie file60~100min (10 title) / server(Depends on Movie File size & I/O speed)

QC


St e phe ns

Confidential41Sony Electronics (SEL)╬ Strategy Office ╬ Your par t t o pl ay.41


St e phe ns















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PJ Manage me nt






St udi o Cont e nt Updat e - Phas e 0 Cont e nt Li s t

Ti t l e St at us ( as of 11/ 6/ 12)

Tot al Recal l ( 2012) 95% Compl et e

Bad Teacher 80% Compl et e

The Kar at e Ki d ( 2010) 70% Compl et e

Sal t 40% Compl et e

Bat t l e LA 25% Compl et e

The Amazi ng Spi der man 0% Compl et e

The Ot her Guys 10% Compl et e

That ’ s My Boy 0% Compl et e

Taxi Dr i ver 80% Compl et e

The Br i dge on t he Ri ver Kwai 80% Compl et e

Lawr ence of Ar abi a ( Whi t e gl ove bonus cont ent )

50% Compl et e( Feb 2013 del i ver y)

*Current status of content includes 4k mastering, compression, audio, WM pre-processing, and QC

Cont e nt Aggr e gat i onYuhak u


Bl u- r ay “Mas t e r e d i n 4K” – Pr oj e c t Pl anni ng

• 2013 Ti t l e Pl anni ng ( TBC)

• The Amazi ng Spi der -Man

• Pr emi um Rush• Looper• Tot al Recal l• Moneybal l• Sal t• Kar at e Ki d• The Ot her Guys

• Bat t l e LA• That ’ s My Boy• Bad Teacher• Lawr ence of

Ar abi a• The Guns of

Navar one• Taxi Dr i ver• Dr . St r angel ove• Br i dge on t he

Ri ver Kwai• Ne xt St e ps• Fi nal i ze br andi ng / messagi ng• Lock packagi ng & l ogo

consi der at i ons• Devel op t i mel i ne / depl oyment

st r at egy• Det er mi ne r et ai l er / bundl e

oppor t uni t i es• CES announce

Li ne l ook e xampl e s – i n de ve l opme nt



CES 2013: 4K/ wi de c ol or de mo

• Tokyo has r e que s t e d 6- 10 c l i ps f or 4K/ wi de c ol or de mo at CES

• Eac h c l i p i s 2 mi ns , c hos e n f r om 10 t i t l e s f r om Phas e 0

• Cl i p de t ai l s ar e pe ndi ng wi t h SPE Le gal Cl e ar anc e s

• SPE t o de l i ve r 2 c l i ps i n BD/ xvYCC and DPX/ DCI - P3 by Nov. 21 ( PST)

• SPE t o de l i ve r r e mai ni ng c l i ps i n s ame f or mat by De c . 2 ( PST)

• SPE t o us e As pe r a s e r ve r s e t up f or t he Phas e 1 t e s t i ngRe mar ks- Cur r ent l y, Zaxel HDD i s onl y best

candi dat e f or nat i ve pl ayback wi t h wi de col or ( Kushi zaki wi l l expl ai n) . Concer n i s, shoul d we show uncompr essed DPX as phase 1 ser vi ce.

- Cont ent spec t o be det er mi ned accor di ng t o pl ayback devi ce

- A mock- up of F1 phase 1 box wi l l be di spl ayed.

San Mon Tue Wed Thu Fr i SatNov 18 19 20 21 22 23 24

25 26TV

sampl es Avai l abl e

27 28 29 30 Dec 1

2 3 4 5 6 7 8

9 10 11 12 13 14 Sampl es Shi ppi ng

15

Thanksgi vi ng



Ne w Ci ne ma Mode :

• Re pr oduc e s c ol or qual i t i e s t hat t he f i l m’ s or i gi nal c r e at or s i nt e nde d t o de l i ve r

• Sony e ngi ne e r s c ol l abor at e d wi t h c ol or s c i e nt i s t s at Sony Pi c t ur e s Col or wor ks

• Sony and SPE agr e e d on a ne w “Ci ne ma 1” mode f or t he 84” and al l 2013 mode l s

• Pe ndi ng i s s ue s :

[ 1] De f i ni t i on of “Ci ne ma 2” mode - Tokyo’ s Ci ne ma 2 mode = “Japane s e c r i t i c s ” ve r s i on - SPE’ s pr opos al = s hop- f r ont ve r s i on of Ci ne ma 1 ( adj us t e d br i ght ne s s )

[ 2] How t o i mpl e me nt t he ne w Ci ne ma mode f or XBR- 84X900 f or s hop- f r ont de mos and home i ns t al l at i on

[ 3] Mar ke t i ng pl an r e : ne w Ci ne ma mode f or 2013 mode l s



Non- s t udi o Cont e nt Updat e


Non-Studio, SONY Owned Content

OWNER TITLE COMMENTS STAGE TYPE

PSA El Dorado received SHORT

PSA Arrival received SHORT

TOKYO Feel The Beauty waiting for response SHORT

TOKYO Berlin Phil waiting for response SHORT

TOKYO Another World currently given to another territory for use SHORT

TOKYO Unknown Forest Rights until Sept 2013

TOKYO The Wild Blows HQ delivering files SHORT

PSA FRANCE Ecobot waiting for owner contact SHORT

PSA FRANCE Citibot waiting for owner contact SHORT

PSA FRANCE Luvbot waiting for owner contact SHORT

PSA tokyo Generations HQ delivering files SHORT

SME New Zealand Annah Mac music videoMusic video shot on F65. Introduced by Sony New Zealand. Gratis. Waiting for agreement Music Video

GOAL: 20 pi e c e s t o i nc l ude a mi x of f ul l l e ngt h f i l m, t i me l aps e , s hor t s and mus i c vi de o.

SONY OWNED


Non- St udi o Cont e nt - 3r d Par t y

Owner TitleConfidence for

Phase 0 Mins Secs Type GenreRohit Batra Goggles Hi 14 38 Short Drama

Rohit Batra Because I Can Hi ~2 ClipSports/Wome

nTony Gardiner iii Lo 3 33 Clip Artistic

Kate Rees-Davies Sticks & Stones Hi ~20 Short Drama

Sony Music NZ Annah Mac Hi 3 15 Music Video Music

Terje Sorgjerd Water Lo 2 38 Clip TimelapseTerje Sorgjerd Arctic Light Lo 3 22 Clip TimelapseTerje Sorgjerd The Mountain Lo 3 9 Clip TimelapseTerje Sorgjerd The Aurora Lo 1 55 Clip Timelapse

Derek Frankowski Life Cycles Hi 46 52 Feature SportsVincent La Foret Epic 308 Lo 2 20 Clip Timelapse

Showdown Visual Escape Hi 2 30 Clip ArtisticShowdown Visual Merge Hi 2 25 Clip Artistic

Mystery Box Redwood National Park Hi 3 39 Clip TimelapseMystery Box New Zealand Hi 2 28 Clip TimelapseHoward Hall Deep Sea Synergy Hi 2 7 Clip UnderwaterHoward Hall Creature of Lembeh Strait Hi 5 11 Clip UnderwaterHoward Hall Giant Cuttlefish Hi 3 26 Clip UnderwaterHoward Hall Sperm Whale Hi 1 47 Clip UnderwaterHoward Hall Blue Ocean in Red Hi 4 17 Clip UnderwaterHoward Hall Coco 2010 Hi 3 18 Clip UnderwaterHoward Hall Sailfish Drama Hi 2 32 Clip UnderwaterHoward Hall The Maldives Red Hi 4 1 Clip UnderwaterFlatlight Films Aurora Borealis Hi 2 30 Clip TimelapseShawn Reeder Yosemite Hi 4 32 Clip TimelapseA Media Vision Reach for Me Hi 1 30 Feature Drama

Giant Screen Films Dino Alive Lo 40 0 Feature DocumentaryGiant Screen Films Mummies Lo 40 0 Feature Documentary

Giant Screen Films Wild Ocean Lo 40 0 Feature Documentary















PJ Manage me nt



PJ Manage me nt







QA Appr oac hPr oduc t & Cus t ome r Expe r i e nc e


• Coor di nat e Pr e and Post l aunch act i vi t i es t oget her wi t h HEoA / UX Engi neer i ng t eams

• Est abl i sh and Execut e ‘ Whi t e Gl ove’ Ser vi ce f or bot h SONY Di r ect and Cer t i f i ed I nst al l er Di st r i but i on Channel :

• Medi a Cont ent Updat e• Set Exchange ( Panel Fai l ur e)• Boar d Repai r• Tabl et / Ser ver Exchange

• Ensur e Legal Revi ew and Pr oduct Compl i ance• Bundl e ( TV/ Tabl e t / Se r ve r ) wi l l be t e s t e d t o me e t Sony

s t andar ds

• Coor di nat e Pr oduct Ret ur n and Fai l ur e anal ysi s by ENG SD J apan

• Pr ovi de Pr emi um Techni cal Suppor t / Par t s Suppl y ( Par t s Suppl y t o be mai nt ai ned i n SD, not APRC)

• Mai nt ai n st r ong CS communi cat i on wi t h TVQA CS / I NZ / EMCS Ki sar azu















PJ Manage me nt







PJ Manage me nt


Wr ap- up


Appendix

(Template v2.1)


Critical Path

• Def i ne end- t o- end consumer exper i ence.• Devel op and execut e oper at i onal execut i on & mar ket i ng pl an.

• Devel op an execut i on pr ocess and r ol l out of physi cal medi a del i ver y sol ut i on.

• Cr eat e and i dent i f y 4K cont ent f or use at demo at r et ai l and ci nema. • Engage wi t h key cont ent cr eat or s t o mi gr at e f r om HD t o 4K t o f i l l cont ent

pi pel i ne.

• Launch a 4K vi deo cont ent sol ut i on• I dent i f y ext er nal t echnol ogy vendor s whi ch meet Phase 0 del i ver abl es.

• I nf l uence CEA pr ocess f or consumer - f aci ng l abel i ng and wor k wi t h Mar ket i ng t eam on out comes.

• Def i ne/ Desi gn/ Devel op/ Rel ease I ni t i al End- t o- End 4K Cont ent Exper i ence

• Def i ne secur i t y speci f i cat i ons t hat al i gns wi t h qual i t y st andar ds.• Ensur e cont ent encodi ng pr ocesses.• Cont ent QA i ncl udi ng Sony Tokyo

• Ensur e har dwar e and sof t war e QA and r el at ed act i vi t i es

• Coor di nat e t he l i st i ng of st udi o and non- st udi o qual i t y cont ent meet i ng secur i t y and t echni cal st andar ds

• Coor di nat e acr oss compani es by devel opi ng a channel of communi cat i on f or pr oj ect st at us and mi t i gat i on of i ssues, r i sk, and dependenci es acr oss F1 t r acks.


Luc as


Shapi r o

Te c hnol ogy St r at e gyCol s e y

Te c hni c al St andar di z at i onHe ar t y / St e phe ns

PC- Bas e d 4K Se r ve r De v.Cl e me nt / Hof r i c ht e r


St e phe ns / Cl e me nt


PJ Manage me ntFox - Me t oy e r

F1 – Phas e 0 Rol e & Re s pons i bi l i t y


Pr e mi um Home Se r vi c e Cont e nt De l i ve r y

Luc as


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

PJ Manage me nt


Nove mbe r - Apr i l – 4K TV Launc h

Obj e c t i ve s1. Gener at e exci t ement and bui l d awar eness f or

Sony 4K 2. Bui l d awar eness among af f l uent St at us Seeker s

i n t he U. S. and home i nst al l er s t hat Sony i s l eadi ng t he i ndust r y i n 4K and t hat t he XBR-X900 i s t he best TV on t he mar ket

3. Gener at e i nt er est i n Sony TVs – hal o ef f ect f or HX/ EX sal es and bui l d moment um f or FY13 Launch

Si t uat i on Anal ys i s4. No 4K awar eness5. LG l aunchi ng at $17K6. Samsung l ed/ OLED camp mount i ng

Tar ge t•. Mal e, 40+ Yr s. Ext r eme Weal t h ( mi n $10M Net

Wor t h) , Ext r eme Pr emi um Shopper•. Mal e 35+ Yr s. Af i ci onado/ Ent husi ast ( mi n $3M

Net Wor t h)•. Home Theat er I nst al l er s/ I ndust r y

He r o Pr oduc t s84” XBR- X900

Pos i t i oni ngOn a Sony, you j ust see mor e. Sony 4K t echnol ogy del i ver s pi ct ur e qual i t y so unbel i evabl y shar p, i t t r anscends wat chi ng t o exper i enci ng.

Me s s agi ng Hi e r ar c hySony XBR 4K Ul t r a HD Tel evi si on1. 4 t i mes t he r esol ut i on of f ul l

HD2. 4K upscal i ng wi t h 4K X- Real i t y

Pr o3. 84” bi g scr een4. i mmer si ve sound5. Sony’ s 4K exper t i se6. Cont e nt pr omo bundl e - 4K Ul t r a

HD Medi a Pl ayer wi t h mor e t han 10 Hol l ywood f i l ms and mor e compel l i ng 4Kcont ent

Ke y Tac t i c s•. CRM•. Local medi a t o dr i ve t o st or es•. Ret ai l er / Conci er ge VI P Event s•. Pr i nt•. Di gi t al Banner s•. Web/ Pai d Sear ch•. Cont ent St or y


4K Pr omo Suppor t f or Re t ai l e r s

- Ad Mat s

- Emai l t e mpl at e s

- Br oc hur e s

- I n- St or e s i gnage

- Modul ar me r c handi s i ng e l e me nt s

- 4k Movi e Ti c ke t pr omot i on t o dr i ve e ngage me nt


De t ai l Me r c handi z i ng di s c us s i on wi t h r e t ai l par t ne r s( I mpl e me nt e d at NY St or e - The at e r r oom me s s agi ng )

58


Ke y Channe l - Sony Conc i e r ge Pr ogr am

Conc i e r ge Pr ogr am• Dedi cat ed per sonal shoppi ng

consul t ant s• Af f i l i at ed wi t h Sony st or es i n

NYC and LA• Hi gh t ouch pr oduct sel ect i on,

i nst al l at i on, ser vi ce/ suppor t• Connect ed t o VI Ps at SPE and SME• Key sal es and mar ket i ng channel

f or FSH Pr omot i on• 20, 000 Act i ve member s• Af f i l i at ed wi t h AmEx

cent ur i on/ pl at i num member s, Weal t hEngi ne CRM net wor k, and ot her l uxur y br and par t ner s

60

2

34

5

Load GM image, 4K content, and Water Marking = 5 hours per 4K server

SPE 4K content and Water Marking servers

Tabl

et

Pai

ring

In Line Testing & Final QA

Packing PC & Paired Tablet

Production Area layout for 4K server Phase 0

1

Unpacking PC & Paired Tablet

4K phase 0 servers

Option 1 10, 4k servers / day 5 servers $15K



Production Area for 4K server Phase 0

61

Phase 0 Content QA:Proposal

SEL 11-4-12


Phase 0 Non-studio Content Acquisition Process

Red BullRubber MonkeyGiant ScreenBrain FarmHeavy GDewald AukemaStance FilmsTSO PhotographyShawn ReederSnaproll MediaArctic Light PhotographyEsquireFlatlight FilmsBent Image Labs4K Film Production Inc.Evosia StudiosStian RekdalVita Brevis FilmsHoward HallVincent La foretPatrick LawlerShowdown VisualAndrew WildingT-RecsRay GalleryHD TimelapseACL Digital CinemaVFS Digital DesignEtc, etc.

SEL 4K Content Team:Filter & curate

Mike LucasKerri Fox-MetoyerLaura WolfPat LeonNick Colsey

Phase 0 Candidate Content

20 assets for Day 1.Add more in Feb & Apr

Content QA: Picture quality review and approve/reject of

each asset.

4K Producers & Film-makers

Receive encoded

files

NDA & Contract for total SENSNEI Content Acquisition Team:

Mike AragonChristina Kim

11/5/12First weekly cycle

After filtering, introduce to SNEI

Sig

ned

con

tra

ctQ

A A

ccep

t

Phase 0 ContentIn golden master

Scorecard: Marketing judgment based on genre, subject matter, cost, etc.

Playback test


Non-studio Content QA

• Includes members who understand picture quality criteria used in Tokyo (P. Espinosa, P. Shintani)

• Manage locally for speed and efficiency

SEL Content QA Team:Pablo Espinosa (HEoA) - LeaderPeter Shintani (HEoA)Amy Escobio (FPJ Evangelist)Ray Stanley (TV Mktg)Seungwook Hong (Encoding expert)


Non-studio Content QA

• Parallel checking in San Diego & Tokyo

• All candidate files uploaded to shared drive provided by Niki Katsumata

• Same media player, same model TV, same TV settings in San Diego & Tokyo

• Weekly schedule– Tues PM (PST)/Wed AM (JST)– Confirm candidate videos for the week: spreadsheet on shared drive

– Wed PM (PST)/Thu AM (JST)– Candidate video files for the week on shared drive.

– Thu PM (PST)/Fri AM (JST)– QA results posted by both teams to shared drive.

– Fri PM (PST)– M. Lucas decides yes/no for candidate files.

• Niki Katsumata will be content QA window person in Tokyo on behalf of HES. Nick Colsey is window person in SEL.


Non-studio Content Schedule

• Cycle 1 (Tentative)– El Dorado, Arrival, Feel The Beauty, Berlin Phil, Another World, Unknown

Forest, The Wild Blows.– Epic 308, Escape, Terje Sorgjerd, Americas Finest Timelapse– See spreadsheet for full details of each video

Prepare Feb 2013 Update

11/5 11/12 11/19

11/8 11/15 11/22

Cycle 1:Videos 1 - 10



QA Result:Videos 1 - 10



11/23

Include approx 20 videos in GM


Requests

• Please confirm non-studio content picture quality pass/fail criteria for Phase 0

• Please confirm studio content picture quality pass/fail criteria for Phase 0 and process with SPE


Pr e mi um Home Se r vi c e Cont e nt De l i ve r yFr e que nt l y As k e d Que s t i ons ( FAQs )

• What i f t he c us t ome r r e f us e s t o s i gn t he l oan agr e e me nt ?– The cust omer wi l l not r ecei ve t he 4K PC wi t h cont ent

• How wi l l t he l oan agr e e me nt ge t t o Ti e r I I t e am?– St or e Manager / Deal er scan and emai l si gned doc t o [email protected]– Open quest i on- - - - SVEN, how can Conci er ge Rep or Rel at i onshi p r ep get doc i n? Roge r , pl e as e

add

• What i f t he c us t ome r opt s t o have t he i r ‘ own’ i ns t al l e r pe r f or m i ns t al l at i on of TV and 4K Se r ve r ?

– I f cust omer bought t hr ough Sony: Sony i s not r esponsi bl e f or TV i nst al l . For ser ver , we wi l l send I nst al l s I nc. out f or i nst al l

– I f cust omer bought t hr ough Aut h. Deal er , a Sony Aut hor i zed i nst al l er must i nst al l TV and ser ver .

• How wi l l t he i ns t al l at i ons be s c he dul e d?– Ti er I I wi l l coor di nat e f or Sony Cust omer s– Aut h. Deal er s ar e r esponsi bl e f or coor di nat i ng f or t hei r cust omer s

• How wi l l t he 4K Se r ve r be t r ac ke d?– Ti er I I i s r esponsi bl e f or t r acki ng ser ver s/ agr eement s– al l docs house i n Shar epoi nt– CSS wi l l mat ch or der s t o si gned l oan agr eement s. – Loan agr eement wi l l cont ai n cust omer i nf or mat i on, i nst al l er i nf or mat i on, cont ent del i ver y choi ce, Deal er name/ Deal er

PO# t o Sony

– Upon Del i ver y, ser i al # wi l l be capt ur ed i n SAP. Logi st i cs wi l l send POD t o [email protected] t o be housed i n Shar epoi nt

• Who wi l l manage c ont e nt r e f r e s he s ( Fe b/ Apr ) ?– Ti er I I coor di nat e cont ent r ef r eshes


Luc as

mailto:[email protected]


We mus t dr i ve t he bus i ne s s now


Luc as



Luc as


Bui l di ng Sony’ s 4K br and l e ade r s hi p

• Goal : Re al i z e 4K = Sony

• Pos i t i oni ng: Sony i s l e adi ng t he way i n 4K.

•Wi t h Sony’ s hi ghe s t r e s ol ut i on TVs and t he be s t 4K c ont e nt , you’ l l s e e e ve r y de t ai l and e nj oy an i mme r s i ve e nt e r t ai nme nt e xpe r i e nc e onl y Sony c an pr ovi de

•Ke y Me s s age ( TBC)

•Li ve Be yond De f i ni t i on

•Re as ons t o Be l i e ve

1. 4 t i me s t he r e s ol ut i on of f ul l HD

2. 4K ups c al i ng

3. 4K pr oduc t i on and Pos t pr oduc t i on e xpe r t i s e

4. 4K c ont e nt owne d, mas t e r e d, de l i ve r e d by Sony


Luc as

f1 us project session 0/f1 us pj sessionf 11... · • opening remarks- molyneux • one sony...

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