F1 ( Four K by ONE Sony) Cr os s - c ompa ny Pr ogr a m Upda t e. Fe br ua r y13, 2013

Transcription

1 F1 ( Four K by ONE Sony) Cr os s - c ompa ny Pr ogr a m Upda t e Fe br ua r y13, 2013

2 F1 Cr os s - c ompany Me e t i ng At t e nde e s Me e t i ng Obj e c t i v e Updat e c ur r e nt s t at us & al i gnme nt on Phas e 1 Se r vi c e Pl anni ng t o e ns ur e c ommon unde r s t andi ng SEL Phi l Mol yne ux Yos hi Takahas hi Mar k Hi t omi Mi ke Luc as Hi r o Ts ubot a Ke r r i Fox- Me t oye r Ni c k Col s e y Laur a Wol f Pat r i c k Le on Os amu I z aki She r i Es pi noz a Jas on Cl e me nt Kl aus Hof r i c ht e r Takayuki Mi yama Er i k Ri l e y 2 Aki r a Oba SPE Chr i s Cooks on Mi t c h Si nge r Ji m Unde r wood Tos hi no Yuhaku Ri c h Mar t y ( wi l l j oi n 1st hour ) Jame s Monr oe Chr i s t ophe r Tayl or Yos hi Takas hi ma Mas aki Nakayama Je r e my Gl as s man DADC Al l e n Le e ( f r om SD) Tr e y Br adl e y ( f r om SPE) PSA Al e c Shapi r o SNEI Hi de Ni s hi no ( f r om Tokyo) Dunc an Ke nne dy ( f r om SPE) Tanve e r Ahmad ( t el econf onl y) Di ane Bur wi k ( f r om SPE) Ti an Li m ( t el econf onl y) Sony Tokyo Yos uke Yas e be ( f r om SD) Hi r o Shi nohar a Ni ki Kat s umat a

3 Age nda Me e t i ng Obj e c t i v e Updat e c ur r e nt s t at us & al i gnme nt on Phas e 1 Se r vi c e Pl anni ng t o e ns ur e c ommon unde r s t andi ng OPENI NG: P. Mol yneux- 5mi n Ke y De c i s i on/ Ne xt s t e ps - 2/ 8 SEL/ SPHE/ SNEI Mt g- K. Fox- Met oyer ( SEL) - 10mi n Phas e 0/ Phas e 1 Sc he dul e Re vi e w- S. Espi noza ( SEL) 5mi n Se r vi c e Pl anni ng De f i ni t i on/ Sc ope - N. Col sey ( SEL) 15mi n Se r vi c e Pl anni ng - ( e xe c ut i on pl an) D. Kennedy ( SNEI ) - 20mi n Cont e nt Aggr e gat i on Updat e - K. Fox- Met oyer ( SEL) - 10mi n Cont e nt Se c ur i t y & Us age Rul e s C. Cookson ( SPE) - 30mi n F1 Box Tokyo ( Mi y ama f or Tok y o) - 10mi n 3 Ope n I s s ue s St or ef r ont Desi gn Tokyo/ SNEI / SEL Ser vi ce Pl anni ng Ser vi ce Opt i ons & Ti mi ng- - - SEL/ SNEI / Tokyo AV Encodi ng ( bi t - r at e) - Tokyo/ SPE/ SEL Ul t r avi ol et Suppor t SPE/ SNEI / Tokyo

4 Age nda OPENI NG: P. Mol yneux- 5mi n Ke y De c i s i on/ Ne xt s t e ps - 2/ 8 SEL/ SPHE/ SNEI Mt g- K. Fox- Met oyer ( SEL) - 10mi n Phas e 0/ Phas e 1 Sc he dul e Re vi e w- S. Espi noza ( SEL) 5mi n Se r vi c e Pl anni ng De f i ni t i on/ Sc ope - N. Col sey ( SEL) 15mi n Se r vi c e Pl anni ng - ( e xe c ut i on pl an) D. Kennedy ( SNEI ) - 20mi n Cont e nt Aggr e gat i on Updat e - K. Fox- Met oyer ( SEL) - 10mi n Cont e nt Se c ur i t y & Us age Rul e s C. Cookson ( SPE) - 30mi n F1 Box Tokyo ( Mi y ama f or Tok y o) - 10mi n Ope n I s s ue s St or ef r ont Desi gn Tokyo/ SNEI / SEL Ser vi ce Pl anni ng Ser vi ce Opt i ons & Ti mi ng- - - SEL/ SNEI / Tokyo AV Encodi ng ( bi t - r at e) - Tokyo/ SPE/ SEL Ul t r avi ol et Suppor t SPE/ SNEI / Tokyo 4

5 Top Li ne f r om Fr i day SEL/ SPE/ SPHE Me e t i ng Cont ent Budget Al i gnment Bi t Rat e Next St eps SPE Equi pment Needs Wor k Fl ow Next St eps For ensi c Wat er mar k Al i gnment f or Phase 1 SNEI Go Li ve Dat e/ Pl an B I ni t i at i ves UV Par t i ci pat i on Di scussi on UX/ UI Devel opment / Next St eps 5

6 Age nda OPENI NG: P. Mol yneux- 5mi n Ke y De c i s i on/ Ne xt s t e ps - 2/ 8 SEL/ SPHE/ SNEI Mt g- K. Fox- Met oyer ( SEL) - 10mi n Phas e 0/ Phas e 1 Sc he dul e Re vi e w- S. Espi noza ( SEL) 5mi n Se r vi c e Pl anni ng De f i ni t i on/ Sc ope - N. Col sey ( SEL) 15mi n Se r vi c e Pl anni ng - ( e xe c ut i on pl an) D. Kennedy ( SNEI ) - 20mi n Cont e nt Aggr e gat i on Updat e - K. Fox- Met oyer ( SEL) - 10mi n Cont e nt Se c ur i t y & Us age Rul e s C. Cookson ( SPE) - 30mi n F1 Box Tokyo ( Mi y ama f or Tok y o) - 10mi n Ope n I s s ue s St or ef r ont Desi gn Tokyo/ SNEI / SEL Ser vi ce Pl anni ng Ser vi ce Opt i ons & Ti mi ng- - - SEL/ SNEI / Tokyo AV Encodi ng ( bi t - r at e) - Tokyo/ SPE/ SEL Ul t r avi ol et Suppor t SPE/ SNEI / Tokyo 6

7 F1 Mi l e s t one Ti me l i ne - Phas e 1 Dec Jan Feb Mar Apr May Jun Jul FSL/FSM 5/19 L Day FSH Upgrade F1 Box Launch End t o End Bi z. St r atcritical e gy & Path Pl anni ng Luc as F1 TV/ Box- Mkt i ng O. I z aki CES Announce Promo: Bundle or stand-alone 1 25 Estab Budget Marketing Plan 15 PID Value prop, specs 1 Pricing/ Channel Approach 10 Customer Journey Support Processes Seihan Qty Plan 5 Cust Journey F1 Box & Service 10 Pitch Deck 30 Promo/content plan Bitrate: New test feedback from SPE due Fri 2/15 Determine Final encode bit rate 2/22 (SPE/SEL/Tokyo) 1 Announce F1 Box & Service F1 Box De s i gn Mi y ama/ Taki t a/ Sugai 15 Content Specification 31 UI Design (initial) 10 Box SQA Start 28 HDD Capacity Determination 28 UI Design (ifinal) 17 Box Sw GM Preload Content F1 Se r vi c e Pl anni ng Col s e y / Ke nne dy / Toky o 25 Svc Definition 13 Svc Delivery 17 Content Roadmap (3rd pty, SPE, Other studios) Plan F1 Se r vi c e - De v/ Wor kf l ow Ki kuc hi / Ahmad 15 Determine encode bit rate 25 Finalize Workflow/QC 25 Determine SPE & 3rd pty encoding process 7 Determine postlaunch content distribution Cont e nt Aggr e gat i on Fox- Me t oy e r / Cooks on 19 Initial List:SPE/3rd Pty Content 31 Direction for 3rd pty content- encode 31 Final Content list for preload 20 Metadata for Service 31 Final Delivery : 4K Master SPE/3rd Pty Content 10 Video Encode (eye IO) 4 Marketing Assets 15 MP4 file encryption PJ Manage me nt Es pi noz a/ Kat s umat a/ Bur wi k Your par t t o pl ay. 7 Milestone Schedule 26 Team Formation Status Reporting, PM Administration Legend: Tokyo Responsible/Accountable 7 SEL Responsible/Accountable SPE Responsible/Accountable SNEI Responsible/Accountable Critical, delay of this milestone can impact delivery v

8 F1 Mi l e s t one Ti me l i ne Phas e 0 Cont e nt Re f r e s h Refresh-1 1 PHASE 0 Refresh-2 1 EOL 31 Phase 0 CHANGE OUT 31 End t o End Bi z. St r at e gy & Pl anni ng Luc as Pr e mi um Home Se r vi c e Cont e nt De l i ve r y Che ng/ Ri c hmond I ndus t r y I ns i ght & St r at e gy Shapi r o Jan Feb Mar Apr May Jun July Aug 1 Mkting/ Comms messaging plan 28 PR Announce Installer Training Install Support Processes 4 Frontline Training Final LOA delivery to SEL is TBD Refresh timing being determined PC- Bas e d 4K Se r ve r De v. Cl e me nt / Hof r i c ht e r Build Content Complete BDs BD Cont e nt Aggr e gat i on Fox - Me t oy e r / Le on Estab. Contracts 6 Content Content delivered to Bldg 7 Scorecard-final 15 Obtain Metadata 7 After Earth Trailer expires PJ Manage me nt Fox - Me t oy e r / Es pi noz a Status Reporting, PM Administration Your par t t o pl ay. Tokyo Responsible/Accountable SEL Responsible/Accountable 8 SPE Responsible/Accountable SNEI Responsible/Accountable Critical, delay of this milestone can impact delivery V

9 Age nda OPENI NG: P. Mol yneux- 5mi n Ke y De c i s i on/ Ne xt s t e ps - 2/ 8 SEL/ SPHE/ SNEI Mt g- K. Fox- Met oyer ( SEL) - 10mi n Phas e 0/ Phas e 1 Sc he dul e Re vi e w- S. Espi noza ( SEL) 5mi n Se r vi c e Pl anni ng De f i ni t i on/ Sc ope - N. Col sey ( SEL) 15mi n Se r vi c e Pl anni ng - ( e xe c ut i on pl an) D. Kennedy ( SNEI ) - 20mi n Cont e nt Aggr e gat i on Updat e - K. Fox- Met oyer ( SEL) - 10mi n Cont e nt Se c ur i t y & Us age Rul e s C. Cookson ( SPE) - 30mi n F1 Box Tokyo ( Mi y ama f or Tok y o) - 10mi n Ope n I s s ue s St or ef r ont Desi gn Tokyo/ SNEI / SEL Ser vi ce Pl anni ng Ser vi ce Opt i ons & Ti mi ng- - - SEL/ SNEI / Tokyo AV Encodi ng ( bi t - r at e) - Tokyo/ SPE/ SEL Ul t r avi ol et Suppor t SPE/ SNEI / Tokyo 9

10 Cont e nt Se r vi c e Ove r vi e w Vi de o Unl i mi t e d 4K s e r vi c e Cont e nt pr e - l oa de d on F1 Box HDD a nd i n t he c l oud Fr e e, EST or Re nt a l. Cons ume r ge t s HD a nd mobi l e ve r s i ons whe n t he y buy 4K ve r s i on ( MyLi br a r y ), UV c ode s uppor t TBD Se aml e s s us e r e xpe r i e nc e 4K i s pr i or i t i z e d, but 3D/ HD/ SD a r e a l s o a va i l a bl e, not s i l o d. Si ngl e s t or e f r ont s howi ng c ont e nt on HDD a nd i n c l oud Movi e s & TV f r om SPE & ot he r s t udi os Non- s t udi o c ont e nt Pha s e 0 c ont e nt pl us s ome a ddi t i ona l. Pr e - i ns t al l as muc h as pos s i bl e on F1 Box s o c ons ume r c an wat c h i ns t ant l y AV Spe c s t i l l TBD*, ma y a f f e c t numbe r of movi e s on HDD e t c. 10 * = Bi t r at e deci si on pendi ng t est s

11 UI for 55 & 65 (Proposed, Conceptual) One video storefront With F1 Box Without F1 Box In 4K 11 Default view: 4K content (~50 titles). Standard VU service + call to action to buy F1 Search, navigate to find all 8000 titles (3D, HD, SD). box via Sony Direct.

12 Content Timeline* * Based on Kerri s list, 1/31/13 3/31/13 (HDD mastering) 5/15/13 (ingest for 7/1/13 release) 8/1/13 12/31/13 ( Holidays ) FY14 Pre-install on F1 Box at factory Distributed by SEN VU 4K 42 SPE movies. 7 SPE TV eps. ~30 non-studio (Phase 0). n/a n/a TBD Pending service launch schedule TBD confirmation. SPE: 2 new releases, 1 library. (X) non-studio. SPE: 5 new releases, 13 TV eps. (X) Other studios. (X) non-studio. Total Movie & TV * (not including non-studio) (tgt) 100 (tgt) 200 (tgt) 12 movies and TV episodes is the method used by the industry to count assets in a service (Netflix, Hulu, etc.)

13 Bitrate Impact on Content F1 Box Value Proposition: Over $400 worth of movies for $399 when purchased with TV Number of movies on HDD F1 Box with 2TB HDD of the movies on Day 1 list will not fit on HDD Mbps 35Mbps 50Mbps Assuming LPCM 5.1ch Audio Preloaded Movies & TV New Movies & TV 13

14 Double-Blind Viewing Test Results 2/12/13 Room BD Upscaled score was significantly* lower than others, was NOT chosen as best by anyone. Results for 25 and 50 were very close, with 25 scoring slightly higher. Results for 25 and 50 were consistent with 2/7/13 test. 4 people chose 25 as best, 4 chose 50 as best. Scoresheet Version J J J J J J J J Total A 25 avg. 50 max. B BD Upscaled C 50 avg. 100 max Based on SPE Showreel (Eldorado, Lawrence, Amazing Spiderman, Bad Teacher) * Significance = 10% or greater difference

15 Ne ar - t e r m Ac t i ons Compl e t e wi r e f r a me of pr opos e d UX ( HES - Ki kuc hi ) due 2/ 15/ 1 3 Ar r a nge f oc us gr oup t o t e s t us a bi l i t y ( UXSC - Ni s hi ka wa, SNE I - Ke nne dy) Bl i nd t e s t s of vi de o qua l i t y ( SEL - Col s e y) a nd r e c omme nda t i on t o HES/ SPE De t a i l e d di s c us s i on of s e a ml e s s UX ( HES - Ki kuc hi, SNEI - Ke nne dy, SEL - Col s e y) Ext r e me Br oa dba nd pa c ka ge c o- ma r ke t i ng pr opos a l ( SEL Ri c hm a n) 15

16 Age nda OPENI NG: P. Mol yneux- 5mi n Ke y De c i s i on/ Ne xt s t e ps - 2/ 8 SEL/ SPHE/ SNEI Mt g- K. Fox- Met oyer ( SEL) - 10mi n Phas e 0/ Phas e 1 Sc he dul e Re vi e w- S. Espi noza ( SEL) 5mi n Se r vi c e Pl anni ng De f i ni t i on/ Sc ope - N. Col sey ( SEL) 15mi n Se r vi c e Pl anni ng - ( e xe c ut i on pl an) D. Kennedy ( SNEI ) - 20mi n Cont e nt Aggr e gat i on Updat e - K. Fox- Met oyer ( SEL) - 10mi n Cont e nt Se c ur i t y & Us age Rul e s C. Cookson ( SPE) - 30mi n F1 Box Tokyo ( Mi y ama f or Tok y o) - 10mi n Ope n I s s ue s St or ef r ont Desi gn Tokyo/ SNEI / SEL Ser vi ce Pl anni ng Ser vi ce Opt i ons & Ti mi ng- - - SEL/ SNEI AV Encodi ng ( bi t - r at e) - Tokyo/ SPE/ SEL Ul t r avi ol et Suppor t SPE/ SNEI 16

17 SNEI - 4K Sc he dul e and De l i ve r abl e s Tanveer Ahmad, SNE-4K Technical POC Diane Burwik, SNE-4K PMO POC Duncan Kennedy, SNE-4K Business POC 17

18 4K Pr oj e c t As s umpt i ons SNEI wi l l s uppor t t he l aunc h of a 4K vi de o s e r vi c e annou nc e d at CES. To dat e 4K pr oj e c t i s a maj or c r os s - f unc t i o nal i ni t i at i ve i nvol vi ng HES/ SEL/ SPE. At s t ake i s t he f a t e of t he TV Di vi s i on SNEI 2013 Vi de o pr i or i t y i s wi t h ne w s t r at e gi c de vi c e pr oduc t and MyLi br ar y ( Cl oud- bas e d vi de o e nt i t l e me nt s ) SNEI I mpac t Se ve r a l SNE t e a ms a r e r e qui r e d t o s uppor t t he e f f or t i nc l udi ng Ne t wor k Pl a t f or m ( NP), Ha mme r he a d, Ka ma j i / DRM, VI NE/ CAVE ( i nge s t i o n t ool s ) a nd Enc odi ng t e a m 18

19 Current VU 2013 roadmap Client Release STR ABS (DASH/HLS) My Library Q Closed PQoS Captions C Crackle CY13 Q1 CY13 Q2 CY13 Q3 CY13 Q4 Hammerhead/Haku Q STR Hammerhead 1.0 Hammerhead 1.1 Q C PS3 CrackleFish STR Capitol (Chihiro+WebVideo) STR SoMC Lagan 1.1 Native Store+DASH Q STR May - June Rhine/UMP ST C Q new strategic device product launch Win8/Modern Support Q Brazil, Mexico expansion 19

20 SNEI As s umpt i ons 4K vi de o s e r vi c e mus t l aunc h i n Summe r K Pr oj e c t c annot di s r upt ne w s t r at e gi c de vi c e pr oduc t or MyLi br ar y i ni t i at i ve s I nt e gr at e d c us t ome r e xpe r i e nc e be t we e n F1 Por t al and 4K Ha mme r he ad Us abi l i t y Te s t i ng i s r e qui r e d Pe r c e i ve d qua l i t y t e s t i ng us i ng bl i nd, qua l i t y/ downl oa d s pe e d e va l ua t i on I nc r e me nt al r e s our c e s ar e r e qui r e d t o s uppor t pr oj e c t Submi t t e d t o SNEI Exe c ut i ve Commi t t e e f or r e vi e w 20

21 NOT I NCLUDED i n Day One SNEI Sc ope 1. Andr oi d App i nt e gr a t i on 2. For e ns i c Wa t e r ma r k 3. HEVC Suppor t 4. St r e a mi ng 5. UV Suppor t 21

22 Pr e l i mi nar y SNEI De ve l opme nt Ti me l i ne Final Use Cases and UX NP 13.4 NP 13.5 NP 13.6 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 4K NP Development Analysis, Device Integration Begin 4K-HH Dev. Device Integration Workflow testing Device Integration Usability Testing DRM Testing Integration of DADC/EyeIO Out of band Export Integration Testing Launch Date TBD Tokyo team Co-location 1 Tokyo Firmware Expert in San Jose 1-2 Tokyo experts for playback stability in San Jose 1. UX/UI design expert required asap in San Jose 2. Co-location required to project launch 22

23 4K Video Service CDN Origin Server Upload 4K file CAVE (4K QA) VINE (DRM Encrypt) Upload 4K content keys Deliver 4K titles to SNEI PMT Slot 4K products, set metadata, price Encode Sony DADC Export 4K metadata (out-of-band) EyeIO Export 4K-Preview, 4K-Image 4K Portal catalog Server (HES) NP Kamaji Deliver DRM License Sign-up/Sign-in Purchase Download file F1 4K-HH storefront 4K - TV 4K portal 23

24 4K Video Service: The Customer Experience HES SNEI 4K Portal System Installation 4K Player View 4k preview View new content Add external HD Delete Contents 4K Portal 4K TV (co-location in San Jose) F1 4K-TV 4K- HH Storefront 4K-HH Register devices and user Enter credit card Complete transaction Purchase and watch SD/HD content View previously purchased content 4K Portal catalog Server Kamaji 24 NP Create a single integrated customer experience using two clients and two back-ends, and 5 development teams from Two Sony divisions

25 Co- Loc at i on Re qui r e me nt Re qui r e d Cus t ome r Expe r i e nc e Te am me mbe r s f r om HES i n San Jos e SNEI of f i c e UX Engi ne e r UX De s i gn F1 Sof t wa r e Fi r mwa r e s uppor t ( 4K TV+F1) Ar r i val of c o- l oc at e d HES t e am ( wi t h f unc t i oni ng F1/ 4K- TV bo ar ds ) i n San Jos e i s r e qui r e d t o c onf i r m SNEI s c he dul e 25

26 Workflow Accountability CDN Origin Server Upload 4K file CAVE (4K QA) VINE (DRM Encrypt) Upload 4K content keys Deliver 4K titles to SNEI PMT Slot 4K products, set metadata, price Encode Sony DADC Export 4K metadata (out-of-band) EyeIO Export 4K-Preview, 4K-Image 4K Portal catalog Server (HES) HES SNEI NP Kamaji SPE Deliver DRM License Sign-up/Sign-in Purchase Download file F1 4K-HH storefront 4K - TV 4K portal 26

27 Rol e s i n 4K Cont e nt Wor kf l ow What i s t he i nt e r di vi s i onal Qual i t y Cont r ol pr oc e s s? Ne e d t o i ns ur e SNEI i nge s t i on pr oc e s s wor ks a c t ua l l y wor ks wi t h Eye I O f i l e s a nd DADC- CFF f i l e s Who i s r e s pons i bl e f or r e vi e wi ng vi de o qua l i t y? Who i s r e s pons i bl e f or r e vi e wi ng me t a - da t a, i nc l udi ng pr i c i ng? Who ma na ge s DADC? Us abi l i t y Te s t i ng ( SNE/ SEL) Doubl e Bl i nd Te s t i ng wi t h a s i gni f i c a nt s a mpl e s i z e Da t a - r a t e s f or downl oa da bl e c ont e nt c oul d be di f f e r e nt t ha n pr e - l oa d Cus t ome r s c a r e a bout downl oa d s pe e ds ( i mme di a t e de l i ve r y i s t he numbe r #1 c us t ome r c ompl a i nt f or VU) I nt e gr a t i on Te s t i ng. End- t o- e nd c us t ome r e xpe r i e nc e, ba s e d on t he wor k of Sa n J os e t e a m 27

28 NEXT STEPS 1. Fi nal i z e Day One Us e Cas e s [ HES/ SEL/ SNEI ] Ma ny us e c a s e s ( i e. Wa t c h c ont e nt wi t h no r e gi s t r a t i on vi a Fuj i t s u l i c e ns e, Mul t i pl e F1 box pur c ha s e s ) a r e s t i l l i n e a r l y di s c us s i on a nd wi l l r e qui r e SEL, HES, SPE, SNE a ppr ova l Ne w wor ki ng gr oup t o f i na l i z e a nd pr i or i t i z e Da y One us e c a s e s f or Ma r c h 1 s t 2. UX f or al l us e c as e s [ HES] SNEI r e c ogni t i on t ha t HES owns UX de s i gn of pr oj e c t Howe ve r, e a c h us e c a s e mus t ha ve a c or r e s pondi ng and doc ume nt e d UX whi c h c a nnot be f i na l i z e d unt i l us e - c a s e s a r e f i na l i z e d UX wor k- s e s s i on t o f i na l i z e UX wi t h HES/ SNE wor ki ng t e a m a nd SEL r e vi e w t e a m Move Tokyo t e am t o SJ Fi r m- up da t e s f or a r r i va l of HES t e a m t o Sa n J os e. Sc he dul e c r i t i c a l pa t h 4. SEL/ HES c onf i r mat i on of who owns whi c h boxe s

29 Age nda OPENI NG: P. Mol yneux- 5mi n Ke y De c i s i on/ Ne xt s t e ps - 2/ 8 SEL/ SPHE/ SNEI Mt g- K. Fox- Met oyer ( SEL) - 10mi n Phas e 0/ Phas e 1 Sc he dul e Re vi e w- S. Espi noza ( SEL) 5mi n Se r vi c e Pl anni ng De f i ni t i on/ Sc ope - N. Col sey ( SEL) 15mi n Se r vi c e Pl anni ng - ( e xe c ut i on pl an) D. Kennedy ( SNEI ) - 20mi n Cont e nt Aggr e gat i on Updat e - K. Fox- Met oyer ( SEL) - 10mi n Cont e nt Se c ur i t y & Us age Rul e s C. Cookson ( SPE) - 30mi n F1 Box Tokyo ( Mi y ama f or Tok y o) - 10mi n Ope n I s s ue s St or ef r ont Desi gn Tokyo/ SNEI / SEL Ser vi ce Pl anni ng Ser vi ce Opt i ons & Ti mi ng- - - SEL/ SNEI / Tokyo AV Encodi ng ( bi t - r at e) - Tokyo/ SPE/ SEL Ul t r avi ol et Suppor t SPE/ SNEI / Tokyo 29

30 30 Cont e nt Aggr e gat i on: Phas e 1 Pr e - l oad Cont e nt / SPE Bundled Films The Amazing Spider-Man Salt The Karate Kid Total Recall Lawrence Of Arabia Bad Teacher Battle: Los Angeles Taxi Driver That s My Boy Bridge on the River Kwai The Other Guys Pre-loaded Films Alamo Bay Angels & Demons Cowboy Funny Girl Ghostbusters Glory Godzilla Groundhog Day Guns of Navarone Hancock Hard Times Investigation of a Citizen Season 1 Breaking Bad Julia & Julia 7 Episodes Looper Men In Black 1-3 Money Ball Philadelphia Premium Rush Spider-man 1-3 The DaVinci Code The Holiday The Tourist The Ugly Truth The Way We Were Think Like a Man

31 Age nda OPENI NG: P. Mol yneux- 5mi n Ke y De c i s i on/ Ne xt s t e ps - 2/ 8 SEL/ SPHE/ SNEI Mt g- K. Fox- Met oyer ( SEL) - 10mi n Phas e 0/ Phas e 1 Sc he dul e Re vi e w- S. Espi noza ( SEL) 5mi n Se r vi c e Pl anni ng De f i ni t i on/ Sc ope - N. Col sey ( SEL) 15mi n Se r vi c e Pl anni ng - ( e xe c ut i on pl an) D. Kennedy ( SNEI ) - 20mi n Cont e nt Aggr e gat i on Updat e - K. Fox- Met oyer ( SEL) - 10mi n Cont e nt Se c ur i t y & Us age Rul e s C. Cookson ( SPE) - 30mi n F1 Box Tokyo ( Mi y ama f or Tok y o) - 10mi n Ope n I s s ue s St or ef r ont Desi gn Tokyo/ SNEI / SEL Ser vi ce Pl anni ng Ser vi ce Opt i ons & Ti mi ng- - - SEL/ SNEI / Tokyo AV Encodi ng ( bi t - r at e) - Tokyo/ SPE/ SEL Ul t r avi ol et Suppor t SPE/ SNEI / Tokyo 31

32 SPE UHD Content Protection Highlights Feature Title Diversity Active Breach Monitoring Rapid Revocation and Renewal Hardware Root of Trust Hardware Protected Video Path Verance Watermark Detection Forensic Watermark Embedding Description Mitigates hack-one-hack-all situations Identify breaches early Revoke breached software and renew within five days of breach discovery Keys protected by hardware Video decryption and decoding pipeline protected by hardware Block playback of illegally copied content Uniquely identify user and device where breach occurred 32

33 Phase-1 Concessions Due to time and resource constraints Phase-1 does not include: Title Diversity Active Breach Monitoring Rapid Revocation and Renewal Forensic Watermark Embedding We believe that other studios will not release UHD without these 33

34 Phase-1 Breach Response SPE will be embedding a service identification mark for Phase-1 content In the event that UHD content is discovered: Mark will be extracted to identify service (e.g. SEN 4k ) Service will be immediately shut down F1 Box certificates will be blocked using Marlin shunning method To reinstate service, at a minimum, the following conditions must be met: F1 Box firmware update patching breach F1 Box Marlin device keys to identify updated firmware version 34

35 Phase-2 Content Protection Additions Title Diversity must prevent hack-one-hack-all Active Breach Monitoring active monitoring required Rapid Revocation and Renewal renewal required within 5 days of breach discovery, mitigated by Title Diversity Forensic Watermark Embedding must inform user and insert mark unique to user 35

36 Phase-1 4k Usage Rules Purchase of 4k content entitles user to receive one 4k content license 4k content license will be bound to F1 Box If F1 Box is transferred, 4k content on the F1 Box is rendered unusable If user has multiple F1 Boxes, SNEI can deliver licenses to those boxes by absorbing cost o f additional licenses 4/7/15 Sony Pictures Confidential 36

37 SPE UHD Content Protection Requirements F1 Phase-1 Day 1 F1 Phase-2 General Content Security & Service Implementation Compliant with C&R rules Compliant with Usage Rules Approved DRM Yes Yes Yes Revocation and Renewal in the event of a breach, service will be immediately shut down renewal required within 5 days of breach discovery, mitigated by Title Diversity Breach Monitoring No active monitoring required Account Authorization Geofiltering Content Delivery User credential requirements Yes Yes Yes Network Service Protection Requirements Storage Yes Documentation Yes Access to content Yes 37 Physical access to servers Yes

38 SPE UHD Content Protection Requirements (cont.) F1 Phase-1 Day 1 F1 Phase-2 Digital Outputs Down-res on non-compliant outputs No output to analogue Robustly distinguish between platforms HDCP 2.2+ n/a Yes Yes Yes Restrictions & Requirements Secure Video Paths Secure Content Decryption Third Party Certification/Trusted Implementer Yes Yes Yes Title Diversity No must prevent hack-one-hack-all Hardware protected video path Yes Hardware root of trust Yes Watermark Requirements Verance watermark detection Yes 38 Forensic Watermarking Requirement No must inform user and insert mark unique to user

39 Age nda OPENI NG: P. Mol yneux- 5mi n Ke y De c i s i on/ Ne xt s t e ps - 2/ 8 SEL/ SPHE/ SNEI Mt g- K. Fox- Met oyer ( SEL) - 10mi n Phas e 0/ Phas e 1 Sc he dul e Re vi e w- S. Espi noza ( SEL) 5mi n Se r vi c e Pl anni ng De f i ni t i on/ Sc ope - N. Col sey ( SEL) 15mi n Se r vi c e Pl anni ng - ( e xe c ut i on pl an) D. Kennedy ( SNEI ) - 20mi n Cont e nt Aggr e gat i on Updat e - K. Fox- Met oyer ( SEL) - 10mi n Cont e nt Se c ur i t y & Us age Rul e s C. Cookson ( SPE) - 30mi n F1 Box Tokyo ( Mi y ama f or Tok y o) - 10mi n Ope n I s s ue s St or ef r ont Desi gn Tokyo/ SNEI / SEL Ser vi ce Pl anni ng Ser vi ce Opt i ons & Ti mi ng- - - SEL/ SNEI / Tokyo AV Encodi ng ( bi t - r at e) - Tokyo/ SPE/ SEL Ul t r avi ol et Suppor t SPE/ SNEI / Tokyo 39

40 F1 BOX hardware, UI/UX overviews February 13th, 2013 TV&Video PP Taro Takita 40

41 Agenda Hardware spec overview UX/UI overview Control device and apps UI/UX flow Out of box experience UI/UX Daily use Title pre-download 41

42 Agenda Hardware spec overview UX/UI overview Control device and apps UI/UX flow Out of box experience UI/UX Daily use Title pre-download 42

43 HW spec overview 4K Contents 4K TV Ext e r na l HDD AV Amp We bapp( Cont e nt l i s t ) Nat i ve ( BOX Se t t i ng) Ether HDMI1.4b For Audio HDMI1.4c For Audio/Video Gigabit Ether router Internet USB3.0 F1-BOX HDD: 3TB Terminals HDMI output x 2 - Audio/Video output (HDMI 1.4c) x 1 - Audio output (HDMI 1.4b) x 1 Ether(Gigabit) x 1 USB(for external HDD) x 1 USB me mor y SD c ar d <UGC contents(day2:tbc)> - USB (for USB memory) x 1 - SD card slot x 1 43 For UGC contents(day2:tbc)

44 Supported format Video: H.264 AVC Decode 3840x2160, 4:2:0, 8bit Frame rate: 24p, 30p MAX bit-rate: 100Mbps Audio: MPEG4 AAC-LC 48KHz/16bit, 2ch, 5.1ch LPCM 48kHz/16bit, 2ch, 5.1ch *DTS-HD, Dolby-TruHD for High resolution(96khz/24bit) is not supported for DAY1 -> we continually study to support after launching. Container : CFF DRM: Marlin-BB Text info: support subtitle data including Closed Caption* * support CEA608B (display caption with fixed font, caption on/off) as launch timing. support CEA708B (user can change font size, font color, font type and language) until Jan. 1st,

45 Supported content From launch timing: movie content that meets supported format. Film including trailer Indies TV episodes Demo content After launching: UGC content (TBC) 4K Photo need to study if F1 BOX could support a format Sony tablet 4K movie. F1 BOX can support their format. Need to test after getting a movie file from mobile team 45

46 Agenda Hardware spec overview UX/UI overview Control device and apps UI/UX flow Out of box experience UI/UX Daily use Title pre-download 46

47 Control devise and apps: Using tablet apps FSM/L (2013 model) User control F1 BOX via TV UI using TV remote commander router FSH (2012 model)/projector User control F1 BOX using an independent apps directory router Independent apps 1st priority: Android 2nd priority: ios Ether IP control Ether Ether IP control No independent UI F1 BOX AV signal FSM/ L No independent UI F1 BOX AV signal FSH/ 4K Pr oj e c t or 47

48 F1 BOX: UI/UX flow Out of BOX Experience Daily use Wire connection Power ON auto pairing SEN account creation /registration TV s UI HOME Application Entrance to 4K service Local Contents TOP Page Playback Shopfront Display the latest titles All the new titles will be predownloaded Displayed titles will be refreshed when newer titles are released. (Old titles can be purchased through All Movies. Purchas e Playback F1 BOX UI 48

49 Daily use Applications on Home UI Go to Main UI *design of 4K service icon is tentative Featured on Home UI Go to selected content menu in Main UI directory Skyfall All Movies 49

50 F1 BOX: Title pre-download Content Server Movie title A f e w t i t l e s / mont h i s r e l e as e d Pre-download a content s data before released (recommended) or Download manually (if user set a pre-download up off ) F1 BOX Movie title Shi p out wi t h t i t l e s pr e - i ns t al l e d 50 *F1BOX s cosmetic design is tentative

51 Age nda OPENI NG: P. Mol yneux- 5mi n Ke y De c i s i on/ Ne xt s t e ps - 2/ 8 SEL/ SPHE/ SNEI Mt g- K. Fox- Met oyer ( SEL) - 10mi n Phas e 0/ Phas e 1 Sc he dul e Re vi e w- S. Espi noza ( SEL) 5mi n Se r vi c e Pl anni ng De f i ni t i on/ Sc ope - N. Col sey ( SEL) 15mi n Se r vi c e Pl anni ng - ( e xe c ut i on pl an) D. Kennedy ( SNEI ) - 20mi n Cont e nt Aggr e gat i on Updat e - K. Fox- Met oyer ( SEL) - 10mi n Cont e nt Se c ur i t y & Us age Rul e s C. Cookson ( SPE) - 30mi n F1 Box Tokyo ( Mi y ama f or Tok y o) - 10mi n Ope n I s s ue s St or ef r ont Desi gn Tokyo/ SNEI / SEL Ser vi ce Pl anni ng Ser vi ce Opt i ons & Ti mi ng- - - SEL/ SNEI / Tokyo AV Encodi ng ( bi t - r at e) - Tokyo/ SPE/ SEL Ul t r avi ol et Suppor t SPE/ SNEI / Tokyo 51

52 Open Issues St or ef r ont Desi gn Tokyo/ SNEI / SEL Ser vi ce Pl anni ng Ser vi ce Opt i ons & Ti mi ng- - - SEL/ SNEI / Tokyo AV Encodi ng ( bi t - r at e) - Tokyo/ SPE/ SEL Ul t r avi ol et Suppor t SPE/ SNEI / Tokyo 52