Marketplace Play Now Arena


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Presentation during Mobile Monday Brussels event on 26/10
SonyEricsson and Marketplace Play Now Arena
by Baldwin Hopmans (product manager)

Published in: Technology, Business
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  • Evolution from ring tones to full content offerThe PlayNow™ service has also evolved considerably since its launch in 2004, constantly adapting to customer needs. An ever-growing content offer, starting with polyphonic music ring tones and expanding to ring tones based on master recordings (master tones), java games, full track music and themes An evolution in the user interface to refresh the PlayNow™ service image, and accommodate the expanding content offer.
  • We have one logo. It is bold. It is confident.It allows us to include variable propositions, e.g. ‘a world of entertainment on’, ‘unlimited movie downloads on’, ‘the latest chart toppers on’It can be used in any of the brand colours (except Emerald Green)It is flexible for use in small spaces or in handset UI.
  • Marketplace Play Now Arena

    1. 1. Sony Ericsson – Mobile Monday<br />Market Place, PlayNow<br />2009-10-26<br />
    2. 2. Sony Ericsson – Mobile Monday<br />Market Place, PlayNow<br />Baldwin Hopmans <br />Technical Product Manager<br />
    3. 3. AV technology<br />Mobile Communications Technology<br />Product planning & Design<br />Operator Relationships<br />Consumer Marketing/Brand Expertise<br />Network Infrastructure Business<br />
    4. 4. Sweden - Kista<br />Sweden - Lund<br />China - Beijing<br />China - Beijing<br />London<br />NAM - Raleigh<br />Japan - Tokyo<br />Japan - Tokyo<br />LATAM - Miami<br />Mexico<br />Malaysia<br />India<br />APAC - Singapore<br />Sales and Marketing<br />Brazil<br />Manufacturing<br />Development<br />Corporate Functions<br />Global Operations<br />EMEA - Munich<br />
    5. 5. Our Vision<br />To be the Leader <br />in<br />Communication<br />Entertainment<br />
    6. 6. Broaden horizon of entertainment<br />Media Go<br />
    7. 7. Seamless service experience<br />
    8. 8. …already established<br />200,000,000<br />compatible phones <br />200,000,000<br />downloads a year<br />Across 35 countries<br />
    9. 9. 2006<br />2007<br />2008<br />2009<br />PlayNow™ evolution…<br />2004<br />2005<br />Ringtones<br />Ringtones<br />Games<br />Ringtones<br />Music<br />Games<br />Ringtones<br />Music<br />Games<br />Wallpapers<br />Ringtones<br />Music<br />Games<br />Wallpapers<br />Ringtones<br />Music<br />Games<br />Wallpapers<br />Applications<br />Movies<br />
    10. 10. Market coverage<br />2008<br />Q109<br />Q209<br />Q309<br />Belgium<br />Ireland<br />UK<br />Germany<br />France <br />Denmark<br />Italy <br />Spain<br />Sweden<br />Norway<br />Hungary<br />Portugal<br />Finland<br />Czech rep. <br />Netherlands<br />Poland <br />Taiwan<br />Austria<br />Switzerland<br />
    11. 11. The best mobile content for your Sony Ericsson phone<br />Best games, applications, music and more<br />Web<br />Mobile<br />Fast mobile shopping experience<br />Discover new music with TrackID and buy!<br /><br />
    12. 12. Placeholder – Vicky has something <br />
    13. 13. PlayNow™<br />home for our content offering<br />Music<br />Games<br />Video<br />Apps<br />Themes &Wallpapers<br />Ringtones<br />Filled with all sorts of entertainment<br />Premium services <br />(subscriptions, for example)<br />A lá carte shopping<br />And a whole bunch of ways to consume it<br />Freebies<br />
    14. 14. PlayNowTM arena phones 2009<br />Aino<br />Satio<br />Vulcan<br />Yari<br />Yalou<br />W995<br />T715<br />C903<br />Yue<br />Naite<br />T707<br />C901<br />W508<br />W705<br />C510<br />Support more than 40 phone models on the market today!<br />
    15. 15. The mobile experience<br />One click access from desktop<br />Browse the full content catalog<br />Pay with pSMS or credit card<br />Mobile<br />
    16. 16. Applications – new content category<br />
    17. 17. Submission<br />
    18. 18. Submission Channel<br />Launched – July 22nd 2009<br />Free - No registration , submission, yearly, service fees<br />70% of Net revenue to developers<br />Supported platforms : Java , Symbian and Window Mobile <br />Supported content types : Applications & Games<br />Submission to “in store” within 30 days (max)<br />Legal entities are eligible<br />Overview<br />
    19. 19. Submission Channel<br />Process – 7 simple steps<br />Provide Description,<br />Screenshots, Binaries<br />3<br />Agree<br />T&C<br />2<br />Register @<br />SEMC DW<br />1<br />Select <br />Devices<br />7<br />Select <br />Markets<br />5<br />Select<br />Price Level<br />4<br />Select Languages<br />6<br />
    20. 20. Strategy<br />
    21. 21. PlayNow™ applications<br />Quality<br />Qualityprecedence over Quantity<br />Unique apps leverage SE unique features<br />Best on our phones<br />Developer relation from idea to stats<br />The store is a part of the phone<br />Market-in-Market<br />Long-tail<br />Quantity<br />
    22. 22. One logo. Infinite possibilities.<br />
    23. 23. Application Categories – Quality vs Quantity<br />3<br />2<br />1<br />Cross Products SE devices<br />SE Device specific<br />Generic<br />Cross platform and cross manufacture<br />Using standard APIs<br />
    24. 24. Thank you <br />Questions? <br />Baldwin Homans<br />Technical Product Manager<br />Baldwin.Hopmans@<br />
    25. 25. Thank you <br />Baldwin Homans<br />Technical Product Manager<br />Baldwin.Hopmans@<br />
    26. 26. Appendix<br />
    27. 27. Revenue share on premium SMS transactions<br />%based on net revenue<br />These number is an example - varies with markets and operators.<br />Data revenue<br />35%<br />Operators<br />Paymentprovider<br />Contentprovider<br />
    28. 28. PlayNow arena<br />Launched in 2004<br />Applications Support from July 2009<br />Available in 18 countries <br />20 Countries by end of 2009<br />Premium SMS and Credit Card <br />Applications, Games, Music, Themes, <br /> Ringtones, Wallpapers, Movies<br />150 million downloads in 2008 – BIG market<br />Overview<br />
    29. 29. Fun & Downloads<br />Launched in 2003<br />Available in 70 markets<br />34 – Premium<br />36 – Free<br />Available in 200 million phones today <br />90+ phone models<br />Supported Contents <br />Applications , Games, Themes, Ringtones, Wallpapers <br />Supports Premium SMS and Credit Card. <br />Credit card only supports for purchases on web<br />Overview<br />
    30. 30. WE <br />Austria - Premium<br />Belgium - Premium<br />Denmark - Premium<br />Estonia - Premium<br />Finland - Premium<br />France - Premium<br />Germany - Premium<br />Hungary - Premium<br />Ireland - Premium<br />Italy - Premium<br />Latvia - Free<br />Lithuania - Free<br />The Netherlands - Premium<br />Norway - Premium<br />Portugal - Premium<br />Spain - Premium<br />Sweden - Premium<br />Switzerland - Premium<br />United Kingdom – Premium<br />17 premium<br />2 free<br />
    31. 31. CEEMEA<br />Bulgaria- Free<br />Croatia- Free<br />Czech- Premium<br />Egypt - Premium<br />Greece – Free<br />Israel- Free<br />Romania - Free<br />Russia – Premium (Playfon)<br />Serbia - Free<br />Slovakia – Free<br />Slovenia –Free<br />Turkey – Free<br />Ukraine - Premium (Playfon)<br />Central & Southern Africa (hub site) – Free<br />Jordan – Premium<br />Kuwait – Free<br />Middle East & North Africa (hub site) – Free<br />Marocco – Free<br />Saudi Arabia- Free<br />South Africa - Free<br />United Arab Emirates- Premium<br />6 premium<br />15 free<br />
    32. 32. LAM/ NAM<br />Argentina – Free<br />Bolivia – Free<br />Brasil – Free<br />Carribean Islands – hubsite- Free<br />Central America –hubsite – Free<br />Chile- Premium<br />Colombia – Premium<br />Ecuador – Free<br />Jamaica – Free<br />Mexico – Premium<br />Paraguay – Free<br />Peru – Free<br />Uruguay – Free<br />Venezuela - Free<br />Canada – Free<br />United States of America – Free<br />3 Premium<br />13 free<br />
    33. 33. APAC, China & India<br />Australia – Premium<br />China – Partner – Premium<br />Hong Kong- Premium<br />India – Premium-Partner<br />Indonesia – Premium<br />Malaysia – Premium<br />New Zealand – Free<br />Singapore – Premium<br />Taiwan – Premium<br />Thailand – Premium<br />Vietnam – Free<br />Other Asia Pacific hubsite free<br />Pakistan – Free<br />Philippines – Free<br />8 premium<br />6 Free<br />