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Presentation titled "Publishing, Flash and the PSP: Real World Perspective" given by Blaine Graboyes at FITC Hollywood 2006

Presentation titled "Publishing, Flash and the PSP: Real World Perspective" given by Blaine Graboyes at FITC Hollywood 2006

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FITC Hollywood 2006 FITC Hollywood 2006 Presentation Transcript

  • 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%)
      • __ NET PROCEEDS PER UNIT $3.77_____________
      • Licensee Royalty $1.88
      • Silver Platter Margin $1.88
  • 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 _______________
      • Licensee Royalty $4.65
      • Silver Platter Margin $4.65
  • 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)
    • __ NET PROCEEDS PER UNIT $9.70_____________
      • Licensee Royalty $6.79
      • 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]