Perfect World Sony Hospitality and Airline Partnership
“Perfect World” Brief <ul><li>Establish partnerships with companies in the hospitality and air travel industries. </li></u...
I Luxurious Living  Las Vegas’s New  Community Developments
<ul><li>Definition of Properties </li></ul><ul><li>Posh Community </li></ul><ul><li>Sophisticated </li></ul><ul><li>Upscal...
<ul><li>View movie times and purchase tickets </li></ul><ul><li>Remote DVR </li></ul><ul><li>Vegas casino on your phone.  ...
<ul><li>Golf Cart Sponsorship </li></ul><ul><li>Golf Scorer and analysis tool on your mobile phone </li></ul><ul><ul><li>S...
<ul><li>Sony Ericsson provides instant access to concierge and other hotel amenities by speed dial. Phones designed to inc...
<ul><li>Provide co-branded Sony Ericsson phones to residences that allow for condo live video to your mobile phone   </li>...
I  TRAVEL Airport Travelers Advertising Opportunities
Arbitron Airport Report* <ul><li>92 million Americans have taken at least one round-trip flight in the past 12 months (New...
I Big Outdoors <ul><li>Develop SE phone display directing people to the Cell Phone waiting area </li></ul><ul><li>Runway g...
I Airport Display <ul><li>Provide SE branded storage bags at Security Point for people to put their pocket items in rather...
I Airport Luxuries <ul><li>Provide SE lounge chairs with embedded speakers for relaxation in the executive lounges </li></...
<ul><li>Advertising on food trays </li></ul><ul><li>Employment Uniform advertising (this may be even having new uniforms t...
<ul><li>Reposition Sony Ericsson phone as the “TRAVEL PHONE” with enhanced camera features and translation guides  </li></...
<ul><li>Huge billboards at Airports (or other travel transportation locations) with cutouts of SE phones  People can remov...
I Baggage <ul><li>Advertising on Trolleys that take people to departure gate and baggage claim. </li></ul><ul><li>Sony Eri...
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Travel Marketing Opportunities

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A way to promote mobile handsets to travelers. The main push was for a particular handset to promote through the airports and in Las Vegas. This was put together about five years ago.

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  • Golf Application Notes: Mobile Golf Scorer: http://www.mobilegolfscorer.com/ mScorecard: http://www.mscorecard.com/mscorecard/index.php
  • Property Scan: IRIS: http://www.techdigest.tv/2006/06/iris_mobile_pho.html 3rdi: http://www.smartcontent.info/frogpad/3rdi-Seeks-Retail-Partners-to.htm Notes on NFC: In its pilot form, NFC (Near Field Communications) allows personal cell phones to become the key to hotel rooms. When going through reservation via phone, online or through an agent, customers have the option of receiving an NFC room key. Before arrival to the room, an SMS message is sent to the phone with the hotel information, room # and encrypted file to enter the room. To enable NFC keys, an NFC chip would have to be built in the phone and the hotel would have to implement NFC compatible door locks. “ NFC is a standard that has been adopted by all of the telecommunication and handset manufacturers in the mobile industry. Most new phones incorporate NFC technology, and over time, more people will be carrying them.” says Ivan Lazarev, president, ITN. http://talknfc.com/index.php Tracient Technologies has taken a step to facilitate the adoption of NFC by creating a phone fitting accessory that turns the phone into a platform for NFC applications known as NFC “Silver”. http://www.tracient.com/near-field-communications.html NFC operates in the 13.56 MHz frequency range, over short distance. Underlying technology are based on ISO, ECMA and ETSI standards. NFC technology opens windows for more opportunity on your mobile phone such as financial and informational transactions. Chips can read and write data as well as transmit it. “ With the technology of paying via NFC over cell-phones, NFC-enabled phones are the direction of production. It is expected that by 2010, 50% of devices will incorporate NFC chips.” Erik Michielsen, director at market analyst firm, ABI Research )
  • -Airports contacted individually in regards to Security Screening zip lock bags
  • Translation Information Notes: HNH Soft Talking Phrase book is compatible with Sony Ericsson Phones. (M600i, W950, P990i, M600, P990) Steape also offers a talking translator on Sony Ericsson phones. (www.steape.com) Coolgorilla.com offers a free translation tool for Sony Ericsson devices in select languages. Camera Quality shot: http://www.micron.com/applications/mobile/
  • Billboard Concept: http://billboardom.blogspot.com/2005/10/billboard-for-ipod-nano-in-japan.html
  • Travel Marketing Opportunities

    1. 1. Perfect World Sony Hospitality and Airline Partnership
    2. 2. “Perfect World” Brief <ul><li>Establish partnerships with companies in the hospitality and air travel industries. </li></ul><ul><li>Keep in mind Sony Ericsson’s corporate and public image </li></ul><ul><li>Sony is currently in the middle of dialogue with two developments in Las Vegas </li></ul><ul><ul><li>Reaching demographic that are most inclined to be Sony Ericsson users </li></ul></ul><ul><ul><li>Strengthening brand identity </li></ul></ul><ul><li>Sony meeting with large U.S. carriers </li></ul><ul><ul><li>Take advantage of captive audience </li></ul></ul><ul><ul><li>Familiarizing travelers with Sony Ericsson brand as a multimedia companion </li></ul></ul>
    3. 3. I Luxurious Living Las Vegas’s New Community Developments
    4. 4. <ul><li>Definition of Properties </li></ul><ul><li>Posh Community </li></ul><ul><li>Sophisticated </li></ul><ul><li>Upscale </li></ul><ul><li>First-Class </li></ul><ul><li>Luxury </li></ul><ul><li>Elegant </li></ul><ul><li>Fashionable </li></ul><ul><li>Secure </li></ul><ul><li>Modern </li></ul><ul><li>Innovative </li></ul><ul><li>Worldly </li></ul><ul><li>Amenities </li></ul><ul><li>Full Spa </li></ul><ul><li>Valet Parking </li></ul><ul><li>Concierge </li></ul><ul><li>Lounge </li></ul><ul><li>Pools </li></ul><ul><li>Fitness Centers </li></ul><ul><li>Shopping Centers </li></ul><ul><li>Room Service </li></ul><ul><li>Entertainment </li></ul><ul><li>Fine Dining </li></ul><ul><li>Housekeeping </li></ul><ul><li>Cabanas </li></ul>New Properties in Las Vegas
    5. 5. <ul><li>View movie times and purchase tickets </li></ul><ul><li>Remote DVR </li></ul><ul><li>Vegas casino on your phone.  Play while not at the casino.  Practice while away. </li></ul><ul><li>Pre-loaded mobile music that can plug into the Sony player back at your room and play over the speaker </li></ul><ul><li>Link to golfing in Vegas and use mobile phones to record scores </li></ul>I Entertainment
    6. 6. <ul><li>Golf Cart Sponsorship </li></ul><ul><li>Golf Scorer and analysis tool on your mobile phone </li></ul><ul><ul><li>Scorecard and yardage book </li></ul></ul><ul><ul><li>Game analysis with graphs and statistics </li></ul></ul><ul><ul><li>GPS lengths and distances </li></ul></ul><ul><ul><li>>8,500 Courses available for download </li></ul></ul><ul><ul><li>Bets and Wagers </li></ul></ul>I Golf
    7. 7. <ul><li>Sony Ericsson provides instant access to concierge and other hotel amenities by speed dial. Phones designed to include image of speed dial service on numbers </li></ul><ul><li>Link hotel phone to the mobile phone </li></ul><ul><li>Link Phone to Nightclub, like push message to provide VIP access passes </li></ul><ul><li>Personalized welcome message when returning on what has been going on, updates on while you were away, dry cleaning is done and ready, etc. </li></ul><ul><li>Push message on what's happening on the Strip coming up </li></ul>I Communication # 0 Wake-up Call * 9 Manager 8 Business Center 7 Valet/ Doorman 6 Restaurant 5 Messages 4 Concierge 3 Room Service 2 House keeping 1 Front Desk
    8. 8. <ul><li>Provide co-branded Sony Ericsson phones to residences that allow for condo live video to your mobile phone   </li></ul><ul><li>Property scan – planning on walking to the park, going to the pool, exercising at the gym, have a look before you go and avoid going when there's a crowd </li></ul><ul><li>Locator of where you are to where you want to go </li></ul><ul><li>Use Mobile phone to get into room as a scanning room key and/or to get into exclusive hotel guest only rooms </li></ul>I Security
    9. 9. I TRAVEL Airport Travelers Advertising Opportunities
    10. 10. Arbitron Airport Report* <ul><li>92 million Americans have taken at least one round-trip flight in the past 12 months (New York receiving the highest number with over 8 million) </li></ul><ul><li>72% of travelers who recall noticing airport advertising, say they take the time to read them </li></ul><ul><li>43% of Frequent Flyers classify themselves as “early adopters” and show an interest in accessing audio/video in a new way </li></ul><ul><li>Movies and music are a major source of entertainment for travelers. </li></ul>*Arbitron, 2004
    11. 11. I Big Outdoors <ul><li>Develop SE phone display directing people to the Cell Phone waiting area </li></ul><ul><li>Runway ground image of SE phone </li></ul><ul><li>Advertise on the Jetways </li></ul>
    12. 12. I Airport Display <ul><li>Provide SE branded storage bags at Security Point for people to put their pocket items in rather than having to fetch it all out and hold up the line while going through screening </li></ul><ul><li>Sony Ericsson phones as a ticket to go through the Security VIP line. </li></ul><ul><li>Advertise on ticket jackets </li></ul><ul><li>Develop a Sony Ericsson Floor Exhibit </li></ul><ul><li>Projected enjoyment – Sony Ericsson phone projected to the floor where people can play a sort of “Simon Says” sort of deal with the keys </li></ul>
    13. 13. I Airport Luxuries <ul><li>Provide SE lounge chairs with embedded speakers for relaxation in the executive lounges </li></ul><ul><li>Have photos taken by SE phones in the lounge and make reference. </li></ul><ul><li>Have signage promoting cell phone users to turn on their Bluetooth to receive coupons for stores while they wait for their flight </li></ul>
    14. 14. <ul><li>Advertising on food trays </li></ul><ul><li>Employment Uniform advertising (this may be even having new uniforms that are imaged to Sony Ericsson phones) </li></ul><ul><li>Sky Mall phone purchase </li></ul><ul><li>Mileage redemption program </li></ul><ul><li>&quot;Sony Ericsson asks you to please turn off your cell phones&quot; announcement </li></ul><ul><li>Commercial advertising ads on airplanes </li></ul>I On-Plane Advertising
    15. 15. <ul><li>Reposition Sony Ericsson phone as the “TRAVEL PHONE” with enhanced camera features and translation guides </li></ul><ul><li>Provide language translation and listen to the pronunciation </li></ul><ul><li>Branded Airplane pillows and eye masks (SE Comfort Pack) </li></ul><ul><li>Pre loaded walkman phones with sony music artists and movies (sort of like Digiplayers on Hawaiian Airlines) </li></ul><ul><li>Sony Ericsson phone winner on select flights </li></ul><ul><li>Provide Sony Walkman® earphones as an alternative to the cheap version and charge the same price </li></ul><ul><li>Rentable/prepaid SE phones for out of the country use </li></ul>I Travel Companion
    16. 16. <ul><li>Huge billboards at Airports (or other travel transportation locations) with cutouts of SE phones People can remove phone from billboard and take home </li></ul><ul><li>Moving Sidewalk advertising </li></ul><ul><li>Illuminated/Digital Wall banners and displays </li></ul><ul><li>Pole advertising wraps </li></ul>I Billboard Advertising
    17. 17. I Baggage <ul><li>Advertising on Trolleys that take people to departure gate and baggage claim. </li></ul><ul><li>Sony Ericsson Carousel Advertising </li></ul><ul><li>Baggage Cart Advertising </li></ul><ul><li>SE Luggage Tags for travelers that don’t have identification on their luggage </li></ul>

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