FITC Hollywood 2006

Publishing, Flash and the PSP
Introduction / Overview
PlayStation Portable
Flash for the PSP
Distribution Economics
Real World Perspective

Hi, my name is Blaine
Media Architect
Creative + Technical + Business
13 Yrs of New Media Production Experience
President - Silver Platter
The Indie UMD Label
www.umdlab.com
Consultant - Scope Seven
Entertainment, Games, Education
www.scopeseven.com

Silver Platter
Silver Platter is the first independent UMD label. Founded in the summer of 2005 by industry professionals, we saw a unique opportunity to acquire, convert and release a diverse range of content selected specifically for handheld viewing.

The DC Video wins IGN Award
“...sets a new standard” is what the most respected site in gaming has to say

#1 Download @ Sony Connect

Scope Seven
Scope Seven is a privately held media production and design company, providing world-class technical and creative services to select companies in the entertainment, games and education industries.
Recent Clients Include:
Warner Bros., Mattel, Lions Gate, New Line, LeapFrog, New Line, BBC, Fox, SBG / bEQUAL
Development Platforms:
DVD, HD-DVD, Blu Ray, DVD Games, DVR & Settop Box Games, PSP, Broadband Games

video/games
video-rich games
casual interactive entertainment
DVD Games
DVR Games
Broadband Games
Next-Gen Consoles
Virtual Worlds
Interactive TV

Universal Awareness

PSP Overview
Designed and built by Sony (SCEI)
333MHz processor with 32MB RAM
Photo, Music, Video, Games and Online
480x272 progressive scan display (16x9 ratio)
Playback from UMD Disc or Memory Stick
Built-in WiFi LAN (802.11b) & Web Browser
Ad-hoc and Infrastructure Modes
Stereo Speakers, USB 2.0, Memory Stick, irDA, IR Remote -- GPS, Camera, Keyboard and other capabilities forthcoming

The DC Video UMD

Sony’s Plans for the PSP
PS1 has sold 100 million units and PS2 is on track to also sell 100 million units
Sony plans to sell 100 million PSPs
17 million PSPs are in the market as of today
Current pricing is $199 for the Core Pack
Future pricing is expected to be $100 in 2007

Who is the Audience?
We know the audience is not watching feature-length movies and instead is away from home ...on a skateboard , in a car, plane, or with friends
Whether 16 or 30 years old, they are looking for an entertainment experience that is as fun to watch for 5 minutes as an hour and over again
Primary Targets guys 16 years old
guys 30+ years old
Secondary Targets families / parents
girls 16 to 35 years old

PSP Target Owner = 16 Yrs Old Source: Sony DADC

Made for our Audience
Silver Platter licenses & produces content specifically for the mobile media market
Designed for “ media snacking ” and combining innovative, easy-to-navigate menus with professionally optimized audio and premium video encoding – Silver Platter delivers the highest quality UMDs, packed with Bonus Features at the fairest price possible for mobile media consumers.

PSP Multimedia Usage Photos Games Music Video Source: Sony DADC

PSP Audience Preferences
NDP Report on 55k PSP owner’s intent:
nearly 2/3 own Universal Media Discs (UMD)
more than 2/5 say the ability to watch media on their PSPs was a very important factor in purchasing
media appears to be entrenched, making the right content key to capturing and retaining these consumers
1/3 of PSP users who don't own UMDs said they are likely to purchase a UMD in the near future
PSP users state the main barrier to purchasing UMDs is price, followed by the available selection
average customers say they don't necessarily care about the format in which content is provided

Web 2.0 Pioneers
UMD is web technology on a little disc
MPEG-4 video
JavaScript for menus
XML for playlists
Innovations developed for PSP translate to computers, phones and future devices
Business will evolve to digital distribution
Sony Connect - psp.connect.com

Flash for PSP : Overview
Capability as of September 2006
Engine Options
Native Player
Firmware 2.7 and above
Shipped April 23, 2006
Supports Flash Player 6 (details…)
Oregan Networks
Custom Render Engine
Available for Current Projects
Supports Flash Player 7 (details…)

Native Player : Overview
Enabled within native System Setup
Only supported via Web Browser
Supported Features
Flash Player 6 (6,0,72,27)
Mouse, Keyboard, Data Input, Fonts, Sound
Non-Supported Features
Clipboard, Video Playback, Context Menu, Printing, Live Connect, FCS/FMS, XMLSocket, Transparent Backgrounds

Native Player : Issues
Frame rate between 18-24 fps
Large size Flash contents cannot be played
The size of the content should be within 1.5 MB
External file loading different from PCs
Load completion must be confirmed.
PSP has 5 font sizes, same as the Browser
Mouseout Event may not occur as expected
Restrictions deep nesting ActionScript
Speedometer Test
http://www.richardleggett.co.uk/psp/

Oregan Networks : Overview
3rd Party Flash Render Engine
Developer & Licensing Fees apply
www.oregan.net (Reed Hinkel - contact)
Supported Features
Flash 7.0 content rendering
ActionScript 2.0 support
JavaScript to ActionScript control API
Highly optimised integer-based code for maximum performance on embedded platforms
Small Executable Footprint - 500 KB

Some Flash PSP Websites
Newgrounds
http://newgrounds.com/togo/psp/
ARComics
http://www.arcomics.com
PSP Cave
http://pspcave.com/PSP
PSP 411
http://www.psp411.com
Fingertime
http://www.ftpsp.com/

Newgrounds PSP Stats
Thanks to Tom Fulp at newgrounds.com
500,000 visitors per day
Largest and oldest Flash portal
Since launching PSP portal - May’06
139,594 Wallpaper downloads for the PSP
670,585 Video downloads for the PSP
5,000+ page serves to PSP, each day (1%)
Include Flash streaming portal

PSP Flash Possibilities
Instant Messenger
Games (Download & Online)
Education and Training
Andover Prep SAT Course from Silver Platter
GPS Accessory - Available Fall 2006
PSP Keyboard - Coming Spring 2007
FITC Contest for Keyboard Development
PSP-Programming.com Contest
http://www.psp-programming.com/contest

PSP Video Options
Download
MPEG-4
MP4 & AVC (w/ or w/o DRM)
Streaming
LocationFree TV from Sony
Neuros PSP Video Streaming Device
Flash Video
Not Supported via Native Player
Playback from UMD / MemStick via Oregan

Silver Platter Flash Plans
Andover Prep SAT Course for PSP
http://www.andovercollegeprep.com/
Developing in Flash for PSP and Phones
Scheduled for Fall 2007 Release
Interactive SAT Training
Video + Q&A, Scored Tests, Flashcards, Vocabulary
Flash UMD Titles
Video, Games, Travel Guides, Comics, etc.
Flash PSP Utilities (tbd)

PSP Programming
Tutorial by FLUFF
Flash Audio Player for PSP
Play an external MP3 file from Memory Stick
Original Project - tinyurl.com/eaz9c
Code Sample:
mySound = new Sound();
mySound.loadSound("file:/PSP/MUSIC/test.mp3",true);
total = mySound.getBytesTotal();
loaded = mySound.getBytesLoaded();
trace(total);
trace(loaded);
trace(mySound.getBytesLoaded());
trace(mySound.duration);
mySound.play();

Silver Platter Product Lines
UMD is a standard that can be applied to a wide range of content and genres
UMD Video
UMD Flash Games
UMD Comic Books
UMD Magazines
UMD Audio Books
UMD Travel Guides
PSP Digital Downloads
Future Devices...

Worldwide Sales
We sell UMDs wherever there are PSPs:
Online Merchants
North America
UK & European Union
Japan
South Korea (fall)
Australia (summer)
UMDlab.com
UMDlab Retail

Distribution Outlets
Silver Platter manufactures at Sony in USA & Austria and provides finished goods to:
Direct clients include; Videogame Stores, Airport Kiosks, Apparel Stores, Cell Phone Stores, Comic Shops, Core Stores, etc.
Image Entertainment - top 30 traditional
Infinity Enterprises - UK & EU exclusive
Ally Video - action sports stores
Shopster.com - Online
Championvisions - Japan

Silver Platter Online
www.UMDlab.com
Commerce
www.PSPset.com
Downloads
PSP Formatted
10k visitors per day
50% from PSPs
B2B Site Coming
Wholesale Orders

Retail Business Structure
Licensing Deal
Licensee provides original master
Distributor handles all aspects of production
Licensee receives a % of sales, minus fees
Distribution Deal
Licensee produces finished goods
Distributor purchases and resells finished goods
Licensee receives an amount per unit

Pros and Cons
Licensing Deal
Easy for Licensee
Not always able to control details
Success based on volume in retail
Distribution Deal
Licensee responsible for all aspects
More control = More work
Potential for larger income from direct sales

MSRP Distribution Pricing
Silver Platter UMD Video MSRP $15.95
Retail Price $15.95
Wholesale (50%) $7.98
Distributor (25%) $5.98 NET SALE
HOLDBACKS Accounting $5.86 (2%)
Marketing $5.57 (5%)
_______ Manufacturing $3.57 ($2.00)____
__ NET PROCEEDS PER UNIT $3.57_____________
Licensee Royalty $1.78
Silver Platter Margin $1.78

MSRP UK Licensing
Silver Platter UMD Video MSRP £7.99
Retail Price £7.99
Dealer Price (60%) £3.20 NET SALE
Manufacturing £2.20 (£1.00)
__ GROSS PER UNIT £2.20_____________
CONVERSION RATE $1.75
HOLDBACKS Accounting $3.77 (2%)

Self Distribution with PayPal
Silver Platter UMD Video MSRP $15.95
Retail Price $15.95
Shipping & Handling $5.00
Direct Sale $20.95 NET SALE
HOLDBACKS PayPal Processing $19.83 ($1.12)
Fulfillment $14.83 ($5.00)
Shipping $12.83 ($2.00)
Accounting $12.57 (2%)
Marketing $11.31 (10%)
_______ Manufacturing $9.31 ($2.00)____
__ NET PROCEEDS PER UNIT $9.31 _______________

MSRP Pricing for iTunes
Silver Platter Video MSRP $1.99
Retail Price $1.99
Wholesale (70%) $1.39
Distributor (25%) $1.04 NET SALE
HOLDBACKS Accounting $.02 (2%)
Marketing $.05 (5%)
__ NET PROCEEDS PER UNIT $.98_____________
Licensee Royalty $.49
Silver Platter Margin $.49

MSRP Pricing for DVD-Video
M3DVD Royalty MSRP $19.95
Retail Price $19.95
Wholesale (fixed) $11.20 NET SALE
HOLDBACKS Manufacturing $9.70 ($1.50)
based on (70%) - to be split between 3 partners
Distributor reserves the right to withhold up to 25% of royalty payable as a reserve against future returns, to be paid back within six months of the withholding

Contact Info
Blaine Graboyes
Media Architect
www.umdlab.com
www.scopeseven.com
[email_address]

FITC Hollywood 2006

by Blaine Graboyes on Dec 14, 2010

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