Ⓒ 2009 Sony Corporation

Steve Currie Deputy General ManagerFeliCa Business DivisionSony Corporation

Mobile FeliCa – Platform & Applications

May 7th, 2009

2009/3/3Ⓒ 2009 Sony Corporation 2

NFC / FeliCaMarket Direction

About FeliCa Networks

57%

5%

38%

FeliCa Networks, Inc. was established in Jan. 2004, as a JV of Sony and NTT DoCoMo.

( East Japan Railway also joined in Jul. 2004)

FeliCa Networks, Inc. was established in Jan. 2004, as a JV of Sony and NTT DoCoMo.

( East Japan Railway also joined in Jul. 2004)

FeliCa Networks Main Businesses

FeliCa NetworksMobile FeliCa Platform

Mobile FeliCa IC chip licensefor installment in Cell-Phone

Licensing

FeliCa Networks manages ”Common Area”in Mobile FeliCa chip

Platform service

Mobile FeliCaMiddleware spec

FeliCaCommunication

Protocol

Service Providers

FeliCa OS

E-wallet Membership IDCredit Ticketing

Online registration service & Data writing

“Common Area”operation

ポイント会員証 PointMembershipE-money

ContactlessIC

Membership

E-money

(1) Online registration service & data writing* to the areaof Mobile FeliCa IC chip in handset on behalf of SPs

(2) Area management in Mobile FeliCa chip(i.e. Allocate an area address to each SP)

Platform service operation business of FeliCa Networks

MobileNetworkMobile

Network

Net

wor

kN

etw

ork

ServiceProviders

Middleware

Protocol

*: Membership ID or e-money value etc

FeliCaNetworksservers

Handset w/Mobile FeliCa

All Mobile network operators (100%)offer cell-phones with Mobile FeliCa.* “Willcom” will start Mobile FeliCa Service in 2009 Network operators’ share

55 million* units of cell-phones with Mobile FeliCa has been diffused.

NTT NTT DocomoDocomoKDDIKDDI

SoftbankSoftbank

100%78%* of Mobile Phone models had Mobile FeliCa Chip.

Spread of Mobile Phone with Mobile FeliCa

WillcomWillcom

* Dec-2008

Service expansion with widespread of Mobile FeliCa

FY2004FY2004FY2004 FY2005FY2005FY2005

Sep-05

au (KDDI)

Nov.-05

Vodafone( Current “Softbank Mobile”）

Jul-04TopicsTopics

Service expansionService expansion

NTT Docomostarted the service

FY2006FY2006FY2006

Jul-07

FY2007FY2007FY2007 FY2008FY2008FY2008

55 Mil.(Dec.-08)55 Mil.

(Dec.-08)

MNOs adaption of Mobile FeliCa Feb-09

About 50% subscribers have been estimated to Mobile FeliCa Cell-Phone in Dec- 2008.

Diffusion of Mobile FelICa Phones

Diffusion of Mobile FelICa Phones

48.8 Mil48.8 Mil

3 Mil3 Mil

30 Mil.30 Mil.

14 Mil.14 Mil.

FeliCa Networks Application Platform service -in

Transportation/Payment - Mobile Suica

Stored Fare(Single Ticket)

CommutingPass

Upper ClassTicket

(Rapid train)

Point

SHINKANSENTicket

E-money

(1) ConvenienceTicketless serviceService activation by online application/registrationOnline charging of Stored Fare/E-MoneyOnline purchasing of Commuting Pass,Upper Class Ticket and SHINKANSEN TicketChecking information on Mobile Phone Display(Current value, Ticket info., position of reservation seat etc.)

(2) PriceExclusive discount vs.paper ticket( “Upper Class Ticket” &“SHINKANSEN Ticket”)

Service

Customer Benefit

Airline - ANA

E-ticket

MileageExchange

for Edy Value(E-money)

MembershipCard of Frequent

Flyer Program(Mileage Program)

(1) ConvenienceTicketless service (Domestic flight only)Service activation by online application/registrationChecking service information on Mobile Phone Display(Current mileage point and reserved flight information)

(2) Exchangeable for E-money1 Mile can be \1 EdyValue (E-money)

Service

Customer Benefit

Reservation&

E-check in

Coupon Services by McDonald’s

Benefit:After user installs McDonald’s application onto the mobile phone, users can download available coupons via the application and select their favorite menu.At the McDonald's restaurant, just by tapping the mobile phone on the reader, customers can quickly place their order and pay.The feedback of customer buying history can be used for CRM.

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Connection between Mobile world and PC/CE devices

2009/3/3Ⓒ 2009 Sony Corporation 12

On line Payment at Home

Realize FeliCa e-payment through networked CE devices, eg.TV

e-money transaction server

Easy Payment by just tapping FeliCa

Checking usage history and

reloading e-money

e-commerce

Musicdownload

Videodownload

Mobile phone and TV

Get mobile couponLink between TV program and mobile site

今すぐかざして特典をゲット！

１０％off

タッチして、URLをケータイに転送しよう！

URL of mobile site related to the program Coupon of commercial

買い物リストをケータイに転送

Shopping list

Any other services...

電子チラシサイト

Communication between mobile phone and TV makes it possible to incubate new applications and services in conjunction with TV programs, commercials and websites.

<BRAVIA> TV with FeliCa Reader

FeliCa Port(FeliCa Reader/Writer)

① On-line purchase at “acTVila” video servicePay by “Edy”、”eLIO” e-money

② Reload Edy value, browse usage historySelect menu for “Edy Viewer”

③ Access “Pocket Channel” mobile siteBy touching the remote and push one button

～ TV Application ～

Pocket ChannelT-Memo Inc. announced their new service “Pocket Channel” from April 2009, which provides information of products, shops and restaurants related to TV programs or commercials on the mobile site.Simply by touching an “Osaifu Keitai” (Mobile Wallet Phone) on the remote control of a FeliCa equipped Sony BRAVIA TV, users can access the “Pocket Channel” mobile site.

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NFC – connects the home & townLeisure

Shopping

Restaurant

Tap with the phone & watch a movie

Touch the screen & get coupons

Share picture andvideo by tapping

In the living room with TV or PC...

Shareen!!

Bring pictures and videos back home

Go shopping with coupon and e-money “tapped” at home

One touch & top up e-money

クーポン

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http://www.sony.net/Products/felica/