F1 Learning Session. November 8, DRAFT- For Review Purposes Only. Copying / Printing Prohibited

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1 F1 Learning Session November 8, 2012 DRAFT- For Review Purposes Only Copying / Printing Prohibited

2 Me e t i ng Obj e c t i ve s Se r ve as a l e ar ni ng/ s har i ng s e s s i on f or al l par t i e s on 4k s t r at e gy and e xe c ut i on appr oac h Re vi e w F1 Phas e 0 T- 18 ac t i vi t i e s Re vi e w F1 Phas e 1 i ni t i al pl an 2 Sony Electronics (SEL) Strategy Office Confidential Your par t t o pl ay.

3 Age nda: F1 Le ar ni ng & Updat e Se s s i on Opening Remarks- Phil PJ Manage me nt I ndus t r y I ns i ght & St r at e gy End t o End Bi z. St r at e gy & Pl anni ng Te c hnol ogy St r at e gy Cont e nt Aggr e gat i on One Sony Le adi ng 4k r e vol ut i on & Pr oj e c t St at us - Ke r r i Pl ant i ng s e e ds f or c ont e nt de ve l opme nt - Al e c / Tos hi no Go t o Mar ke t Exe c ut i on- Phas e 0 - Mi k e / Ni c k / Ke r r i / Tos hi no Phase 0 Pr oduct Launch, Cust omer J our ney & Pr emi um whi t e gl ove ser vi ce - Mi ke Tech st r at egy Over vi ew- Ni c k Cont ent Updat e Ke r r i / Tos hi no Mar ket i ng Messagi ng Pl an - Laur a Exe c ut i on Pl anni ng- Phas e 1 ( i f t i me al l ows ) - Ni c k Phase 1 i ni t i al Over vi ew - F1 Box 3 Sony Electronics (SEL) Strategy Office Confidential Your par t t o pl ay.

4 PJ Manage me nt Kerri Wor ki ng Toge t he r ONE Sony l e adi ng t he 4k r e vol ut i on SNEI? New Business Cultivation Go to Market Execution SEL,PSA Content Delivery HES/PSA/SPE Content Sony Music Leading Hardware/Software HES/SEL/PSA Planting Seeds for content development PSA, SPE 4 Sony Electronics (SEL) Strategy Office Confidential Your par t t o pl ay.

5 PJ Manage me nt Le ve r agi ng e ac h ot he r f or 4k f oot pr i nt Kerri Kelley to insert SPE events in SPE section Q3-12 Q4-12 Q1-13 Q2-13 Draft Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Launch F5/F55 FSH TV Professional Cameras Server Content Update 1 (non-studio) Studio-in discussion (LOA) FSL/FSM TVs 4K Mastered BD Server Content Update 2 (non-studio) 4K box Events & Messaging PSA SPE SEL House of Rock Press Event AlwaysOnHPresident s ollywood Media Announce Phase 0---Content Service, Website Live, Direct Concierge Trained Event roundtable Announce Phase 1: 4K Master BD, FSM & FSL Announce Phase 0- CES content svc Announce xxxxxx SPT Global Creative Council 4K Camera Launch Event Introduce naïve 4K camera s Enthusiast Print & Digital Media Will reflect 4K TV & Phase 0 story Roadshow: Content Creators 5 Sony Electronics (SEL) Strategy Office Pilot Season 4K outreach program Confidential Your par t t o pl ay.

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.

6 PJ Manage me nt F1 Project (F1: Four K by One Sony) Mission - Contribute to Sony s brand value enhancement by providing new customer value with F1 products and services and to lead 4K market and industry. End state vision 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. Kerri FY15 Objective 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 6 Sony Electronics (SEL) Strategy Office Confidential Your par t t o pl ay.

7 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 ee Tadashi 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. ) UGC/ UX Pr oduct St r at egy Tr ack( S/ Tokyo) Busi ness Tr ack End to End Biz. Strategy & Planning Lead : Mike Lucas (SEL P2C HD) I ndust r y I nsi ght & St r at egy Lead : Al ec Shapi r o ( PSA) Yoshi Takahashi ( SEL) Premium Home Service Content Delivery Lead : Mike Lucas (SEL P2C HD) Cont ent s Aggr egat i on Tr ack PJ End t o End Owne r Phi l Mol yne ux( SEL COO) Kerri Technol ogy Tr ack 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 ) Chr i s Cookson ( SPE), Ni ck Technol ogy St r at egy Col sey ( SEL) Lead: Phase 0 : Ni ck Col sey ( SEL Bi z. Dev. ) - > Phase 1 : Aki r a Shi mazu ( HQ) Technical Standardization Lead : Phase 0 : Paul Hearty (SEL Legal TSO) Spencer Stephens(SPE) > Phase 1 Sonada (HQ) Cont PC-Based ent s Aggr 4K egat Server i on Dev. Tr ack Lead: Phase 0 Jason Clement/Klaus Hofrichter (UXSM) -> Phase 1 Sonada (HQ) Content Security & Encoding Technology Lead : Spencer Stephens (SPE)/Jason Clement (SEL) Sony United Oversight Connection Lead : Kerri Fox-Metoyer (SEL Sony United) Quality Assurance Lead : Tasuku Yazaki (UXSM)/Tim Brison (SEL Service) 7 PJ Management Tr ack SEL Sony / Acr Electronics 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 (SEL) Tsubot Strategy a ( Office St r at egy Of f i ce) Confidential SPE Al i gnment : Toshi no Yuhaku, ( SPE Cor por at e Al l i ance) Your par t t o pl ay.

8 F1 Phas e 0 Rol e & Re s pons i bi l i t y End t o End Bi z. St r at e gy & Critical Pl annipath ng Luc as Pr e mi um Home Se r vi c e Cont e nt De l i ve r y Luc as I ndus t r y I ns i ght & St r at e gy Shapi r o Te c hnol ogy St r at e gy Col s e y Kerri 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. Te c hni c al St andar di z at i on He 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 Cont e nt Se c ur i t y & Enc odi ng Te c hnol ogy St e phe ns / Cl e me nt Qual i t y As s ur anc e Yaz ak i / Br i s on Cont e nt Aggr e gat i on Fox - Me t oy e r ur par t t o pl ay. PJ Manage me nt Fox - Me t oy e r 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.

9 F1 Mi l e s t one Ti me l i ne Pr oj e c t Ef f or t s / Tr ac k End t o End Bi z. St r at e gy & Pl anni ng Luc as Critical Path Pr e mi um Home Se r vi c e Cont e nt De l i ve r y Luc as PHASE 0 Sept Oct Nov Dec 10 Marketing Plan P0 UX PC Order P0 Exec. cost 30 UX Process for Install Kerri 31 Post Service Plan 1st Customer Shipped UX Transition P1 box for P Training for Direct/Retail Partners/Concierge Install Inc. Amendment Agreement Retail Partner I ndus t r y I ns i ght & St r at e gy Shapi r o Te c hnol ogy St r at e gy Col s e y / Cook s on 10 Technical roadmap 18 Joint Engineering plan w/hes 15 Joint content security & encoding plan w/spe 1 Three shorts for CES Te c hni c al St andar di z at i on He 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 15 HQ position labeling 15 CEA WG outcome 22 Alpha Release (Demo) 9 Release 29 Alpha 31 7 Beta 8 Candidate Conte ReleaseContent nt Watermarked 19 Golden Master 16 Content Quality control Completed Cont e nt Se c ur i t y & Enc odi ng Te c hnol ogy St e phe ns / Cl e me nt Define encoding spec Watermarkencoding Workflow process approach 13 Legal review of security approach Qual i t y As s ur anc e Yaz ak i / Br i s on 5 Software/Hardware QA 19 Final Cont e nt Aggr e gat i on Fox - Me t oy e r ur par t t o pl ay. 3 Scorecard for Content Review 31 Marketing Assets & Metadata 28 List: Studio/Nonstudio Content PJ Manage me nt Fox - Me t oy e r 3 Team Formation 10 PJ Admin Tools 24 Milestone Schedule Status Reporting, PM Administration

10 PJ Manage me nt Pr oj ect One F1 I niproject t i at i status- ves Track Summary Kerri 10/11/12 Track Leader Health Status Risks/Issues/Discussion Topic End to End Biz. Strategy & Planning Industry Insight & Strategy Technology Strategy Technical Standardization PC-Based 4K Server Dev. Lucas Defined Phase 0 Deliverables Working on 10/18 Deck, review mtg scheduled 10/16 Shapiro Held kickoff for Dreams Project NEP quote for Sony Open 4K Test Developed budget with SPE/Colorworks Colsey Shimazu Hearty/Stephe ns Hofrichter/Veg a Sonada Working on joint engineering plan w/hes Working on joint content security & encoding plan w/spe Established Sony position: 4K UHDTV Awaiting results of consumer study System architecture, UI/UX defined Home Server supplier selected 10/18 P0 Decision Post 10/18 Need to begin business planning P1 (ie. Cost) Potential unfavorable outcome: CEA position UHDTV, work on plan to minimize impact Very tight/compressed schedule Requirements development happening in parallel Support for backend support for server Content Security & Encoding Technology Content Distribution Service Billing & ID Platform Stephens Align a SEL partner? SPE requesting formal request to be sent from SEL Yazaki Driven by Tokyo for P1 P0 not in discussion Nishino Content Aggregation Fox-Metoyer SEL/SNEI process in place to start discussion w/ 4K content creators. Working w/psa team in UK on 4K content they have intel on Prioritizing demo content to be encoded/ingested PJ Management Fox-Metoyer Track Team formation in progress 55+ extended team Align SEL partners for each Track? F1 Learning session being scheduled 11/1 or 11/8 Sony All is Electronics going well. Track is on (SEL) schedule or ahead of Some concern. Track may be on schedule or slightly 10 Strategy schedule. No Office risks currently identified behind. Potential risks Confidential /issues exist which should be identified and communicated. Promo content w/phase 0 TBD on Oct 18 Speed of HQ QC for demo content Budget request for content acquisitions SPE requesting formal request to be sent from SEL for all SPE participants Your par t t o pl ay. Significant problems exist. Track is behind schedule and successful completion is at risk. Issues should be immediately escalated and resolved.

11 I ndus t r y I ns i ght & St r at e gy Shapi r o Planting Seeds for content development 1 slide joint PSA:Dreams Project presentation 5-7min PSA: Content creator Roadshow Alec/Toshino? PSA:4k Pilot Outreach Program SPE: Industry Leader 4k Training on the lot? SPE: Working w/other studios on 4k? ur par t t o pl ay Department Copyright

12 End t o End Bi z. St r at e gy & Pl anni ng Phase 0 Pr oduct Launch, Cust omer J our ney & Pr emi um whi t e gl ove ser vi ce - Mi ke ur par t t o pl ay Department Copyright

13 Te c hnol ogy St r at e gy Col s e y Tech st r at egy Over vi ew- Ni c k Mar ket i ng Messagi ng Pl an - Laur a ur par t t o pl ay Department Copyright

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

posi t i on Sony 4K Ul t r a hi gh def i ni t

14 Te c hni c al St andar di z at i on He ar t y / St e phe ns xxxxx Spencer or Paul? 2min CEA De c i s i on: Ul t r a Hi gh De f i ni t i on Our Ac t i ons : Our l abel i ng posi t i on Sony 4K Ul t r a hi gh def i ni t i on xxxx ur par t t o pl ay Department Copyright

15 Cont e nt Se c ur i t y & Enc odi ng Te c hnol ogy St e phe ns / Cl e me nt Qual i t y As s ur anc e Yaz ak i / Br i s on Cont e nt Aggr e gat i on Fox - Me t oy e r Content Update Toshino or Spencer/Kerri Studio Content- Toshino or Spencer? Delivery schedule Watermarking Piracy Card Quality Assurance--- Brison?? Non-studio Content- Kerri Pre load Refresh timeline ur par t t o pl ay Department Copyright

16 End t o End Bi z. St r at e gy & Pl anni ng Mar ket i ng Messagi ng Pl an - Laur a ur par t t o pl ay Department Copyright

17 ur par t t o pl ay Department Copyright

18 Sony Electronics (SEL) Strategy Office (Template v2.1)

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