F1 Learning Session - WikiLeaks 0/F1...3 Confidential Sony Electronics (SEL) Strategy Office Your...

F1 Learning SessionNovember 8, 2012

DRAFT- For Review Purposes Only

Copying / Printing Prohibited

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

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


Age nda: F1 Le ar ni ng & Updat e Se s s i on

• Opening Remarks- Phil

• 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

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

Te c hnol ogy St r at e gy

Cont e nt Aggr e gat i on


Wor ki ng Toge t he r …’ ONE Sony’ l e adi ng t he 4k r e vol ut i on

Kerri

Planting Seeds for content development

Leading Hardware/Software

Go to Market Execution

PSA, SPE

HES/SEL/PSA

Content Delivery HES/PSA/SPE

SEL,PSA

SNEI?

New

Bus

ines

s C

ultiv

atio

n

Content – Sony Music

PJ Manage me nt


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 EventAnnounce Phase 0-content svc

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)

Draft 10-26-12

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

Announce xxxxxx

PS

AS

PE

SE

L

KerriKelley to insert SPE events in SPE section

PJ Manage me nt


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

KerriPJ Manage me nt


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)

Kerri

Your par t t o pl ay.

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

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

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

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

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

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

Luc as

Kerri


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


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

31 Content

7 Beta Release

8 Content Watermarked

9 Release Candidate 16 Content

Quality control Completed

19 Golden Master

18 Joint Engineering plan w/HES

15 Joint content security & encoding plan w/SPE

18 P0 UXP0 Exec. cost

18 Watermark-encoding approach

10 Marketing Plan

28 List: Studio/Non-studio Content

10 Technical roadmap

24 Define encoding spec

18 UX Transition P1 box for P1

31 Post Service Plan

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


24 Workflow process

13 Legal review of security approach

5 19 FinalSoftware/Hardware QA

29 Alpha

8 Install Inc. Agreement

13 Amendment Retail Partner

13 Training for Direct/Retail Partners/Concierge

26

1st Customer Shipped

1 Three shorts

for CES

Draft 10-24-12

25PC Order

Kerri


Pr oj ect One I ni t i at i vesTrack Leader Health Status Risks/Issues/Discussion Topic

End to End Biz. Strategy & Planning

Lucas • Defined Phase 0 Deliverables• Working on 10/18 Deck, review mtg

scheduled 10/16

10/18 P0 DecisionPost 10/18 Need to begin business planning P1 (ie. Cost)

Industry Insight & Strategy

Shapiro • Held kickoff for Dreams Project• NEP quote for Sony Open 4K Test • Developed budget with SPE/Colorworks

Technology Strategy ColseyShimazu

• Working on joint engineering plan w/HES• Working on joint content security & encoding

plan w/SPE

Technical Standardization

Hearty/Stephens

• Established Sony position: 4K UHDTV• Awaiting results of consumer study

Potential unfavorable outcome: CEA position UHDTV, work on plan to minimize impact

PC-Based 4K Server Dev.

Hofrichter/Vega

Sonada

• System architecture, UI/UX defined• Home Server supplier selected

Very tight/compressed scheduleRequirements development happening in parallelSupport for backend support for server

Content Security & Encoding Technology

Stephens • Align a SEL partner? SPE requesting formal request to be sent from SEL

Content Distribution Service

Yazaki • Driven by Tokyo for P1 P0 not in discussion

Billing & ID Platform 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

• Promo content w/phase 0 TBD on Oct 18• Speed of HQ QC for demo content• Budget request for content acquisitions

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

SPE requesting formal request to be sent from SEL for all SPE participants

All is going well. Track is on schedule or ahead of schedule. No risks currently identified

Some concern. Track may be on schedule or slightly behind. Potential risks /issues exist which should be identified and communicated.

Significant problems exist. Track is behind schedule and successful completion is at risk. Issues should be immediately escalated and resolved.

F1 Project status- Track Summary10/11/12

KerriPJ Manage me nt


Planting Seeds for content development

Department Copyright09.10.15

11

1 slide –joint presentation 5-7min Alec/Toshino?

PSA:Dreams ProjectPSA: Content creator RoadshowPSA:4k Pilot Outreach ProgramSPE: Industry Leader 4k Training on the lot?SPE: Working w/other studios on 4k?


Shapi r o



12

• Phase 0 Pr oduct Launch, Cust omer J our ney & Pr emi um ‘ whi t e gl ove ser vi ce’ - Mi ke




13

• Tech st r at egy Over vi ew- Ni c k• Mar ket i ng Messagi ng Pl an - Laur a

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


xxxxx


14

Spencer or Paul?2min

• Our l abel i ng posi t i on• Sony 4K Ul t r a hi gh

def i ni t i on

• xxxx


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 :


Content Update


15

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







16

• Mar ket i ng Messagi ng Pl an - Laur a




17

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