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Concept Sheet

June 2006

Sony Corporation ,PSBG

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Consumer’s attitude are changing to express their personal experience and share it with others.

Style of expression will diversify to utilizing music and movie soon.On the other hand branding and marketing activities utilize UGM will be in general.

Sony is now developing unique network media with advanced our new hardwares, so that it accelerate this movement.

This media will be open for others and should be helpful for advertisement and marketing activities.

We would like to establish the business partnership which drive buzz communication and buzz marketing with music and video together.

Buzz Movie Media

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1. Be Trusted and Fine UGM featuring video

2. Be Independent media with advertisement revenue model

3. Provides new video experience with hardware connection

4. Execute the Partnership strategy

Concept Highlights “ UGM produced by Sony”

Infrastructure layer

System layer

Business Layer

CDN

Content Management

Partner a

Partner b

Business domainBranding,MarketingUI, User management,,,

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Creation Wireless Network Media

Portable Device

TV

RSS

What is Sony’s Next with “Hardware”?

“eyeVi” is an open media platform, but we can produce best matched products, so that allows user to experience more actively and smoothly.

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Conceptual chart for brand’s growth

TV experiencePC experienceCreation

Social media

Professional content

Commercial contentUser Generated Content

time

Viewing

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How to partner with other brand?

Users/Content

Hardware

Services

Infrastructure

PC iPod,PSP iPod,PSPPC

TV

CAMERA

Phone

Revenue SharingPowered by XYZ

XYZ

XYZ

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Wireless NewMediaPro CreatorMedia salesStudioPersonal castingProducing/Co-planningAggregation/SyndicationClientAd AgentAd companyUsers

Wireless NewMediaPro CreatorMedia salesStudioPersonal castingProducing/Co-planningAggregation/SyndicationClientAd AgentAd companyUsersWireless NewMediaPro CreatorMedia salesStudioPersonal castingProducing/Co-planningAggregation/SyndicationClientAd AgentAd companyUsers

Wireless NewMediaPro CreatorMedia salesStudioPersonal castingProducing/Co-planningAggregation/SyndicationClientAd AgentAd companyUsers

Wireless NewMediaPro CreatorMedia salesStudioPersonal castingProducing/Co-planningAggregation/SyndicationClientAd AgentAd companyUsers

Wireless NewMediaPro CreatorMedia salesStudioPersonal castingProducing/Co-planningAggregation/SyndicationClientAd AgentAd companyUsers

Wireless NewMediaPro CreatorMedia salesStudioPersonal castingProducing/Co-planningAggregation/SyndicationClientAd AgentAd companyUsers

Wireless NewMedia

Pro Creator

Media sales

Studio

Personal casting

Producing/Co-planning

Aggregation/Syndication

Client

Ad A gent

Ad company

Users

Business Model

We aim to establish the buzz marketing media featured movie by means of strong partnership with content holders and advertisement companies.

1.Studio (Basically for Free)

Options: Premium materials (charged),etc

2.Advertisement

Content matched ad.

Production of buzz CF and distribution

Providing Solutions utilized this media

3.Billig System

4.Rights managemant

Satellite TV,IPTV,

Free TV,ISP

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Apr May Jun Jul

VendorPartnering

Prototype development

Ad company partnering

System

Business

Marketing

/Content

Buzz content planning

βver.Trial

Aug Sep

Concept Work

Content Preparation

Business Planning

Schedule

Coordinating with electronics Div.

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Positioning

Storage

Editing

(easy)Posting,

Sharing

Remixing

Social SNS sites

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Back ups

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RSS

Sony’s Next “Media”We aim to provide services and devices it helps people to find their own life style.This media enable to make chance of joining fun community and even business opportunity and it is new entertainment based on personal emotion.

Tagging

Taggi

ng

Tagging

mediamedia

media

media

media

Visual Community

Theme;North European Culture

interior

Jazz live

Travel

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creativity.

Scene 1 Scene 2 Scene 3

Consumer’s Experience

Express your emotion for instance

“My Page”/ My Blog site

Name:Brad

Age:20

Profile:

Getting more into interesting stuff

Finally I’ve got cool vintage jeans that I’d been wanted for so long!!

We can restoreyour damaged denim works …

Many Tribes Generated

car

gorumet

game

ecologycomedy

Indeesband

baseball

gadget

fashion

Enrich personal site by movie Have more chance to meet favorite Tribe

Entry New Levi’s CF competition

The birth of Star

“eyeVi” offers the place people can feel fun of movie creation.

skills

Movie Director,musician,actor,actress,etc