Marketplace Play Now Arena

Sony Ericsson – Mobile Monday
Market Place, PlayNow
2009-10-26

Sony Ericsson – Mobile Monday
Market Place, PlayNow
Baldwin Hopmans
Technical Product Manager

AV technology
Mobile Communications Technology
Product planning & Design
Operator Relationships
Consumer Marketing/Brand Expertise
Network Infrastructure Business

Sweden - Kista
Sweden - Lund
China - Beijing
China - Beijing
London
NAM - Raleigh
Japan - Tokyo
Japan - Tokyo
LATAM - Miami
Mexico
Malaysia
India
APAC - Singapore
Sales and Marketing
Brazil
Manufacturing
Development
Corporate Functions
Global Operations
EMEA - Munich

Our Vision
To be the Leader
in
Communication
Entertainment

Broaden horizon of entertainment
Media Go

Seamless service experience

…already established
200,000,000
compatible phones
200,000,000
downloads a year
Across 35 countries

2006
2007
2008
2009
PlayNow™ evolution…
2004
2005
Ringtones
Ringtones
Games
Ringtones
Music
Games
Ringtones
Music
Games
Wallpapers
Ringtones
Music
Games
Wallpapers
Ringtones
Music
Games
Wallpapers
Applications
Movies

Market coverage
2008
Q109
Q209
Q309
Belgium
Ireland
UK
Germany
France
Denmark
Italy
Spain
Sweden
Norway
Hungary
Portugal
Finland
Czech rep.
Netherlands
Poland
Taiwan
Austria
Switzerland

The best mobile content for your Sony Ericsson phone
Best games, applications, music and more
Web
Mobile
Fast mobile shopping experience
Discover new music with TrackID and buy!
www.playnowTM-arena.com

Placeholder – Vicky has something

PlayNow™
home for our content offering
Music
Games
Video
Apps
Themes &Wallpapers
Ringtones
Filled with all sorts of entertainment
Premium services
(subscriptions, for example)
A lá carte shopping
And a whole bunch of ways to consume it
Freebies

PlayNowTM arena phones 2009
Aino
Satio
Vulcan
Yari
Yalou
W995
T715
C903
Yue
Naite
T707
C901
W508
W705
C510
Support more than 40 phone models on the market today!

The mobile experience
One click access from desktop
Browse the full content catalog
Pay with pSMS or credit card
Mobile

Applications – new content category

Submission

Submission Channel
Launched – July 22nd 2009
Free - No registration , submission, yearly, service fees
70% of Net revenue to developers
Supported platforms : Java , Symbian and Window Mobile
Supported content types : Applications & Games
Submission to “in store” within 30 days (max)
Legal entities are eligible
Overview

Submission Channel
Process – 7 simple steps
Provide Description,
Screenshots, Binaries
3
Agree
T&C
2
Register @
SEMC DW
1
Select
Devices
7
Select
Markets
5
Select
Price Level
4
Select Languages
6

Strategy

PlayNow™ applications
Quality
Qualityprecedence over Quantity
Unique apps leverage SE unique features
Best on our phones
Developer relation from idea to stats
The store is a part of the phone
Market-in-Market
Long-tail
Quantity

One logo. Infinite possibilities.

Application Categories – Quality vs Quantity
3
2
1
Cross Products SE devices
SE Device specific
Generic
Cross platform and cross manufacture
Using standard APIs

Thank you
Questions?
Baldwin Homans
Baldwin.Hopmans@ SonyEricsson.com

Thank you
Baldwin Homans
Baldwin.Hopmans@ SonyEricsson.com

Appendix

Revenue share on premium SMS transactions
%based on net revenue
These number is an example - varies with markets and operators.
Data revenue
35%
Operators
Paymentprovider
Contentprovider

PlayNow arena
Launched in 2004
Applications Support from July 2009
Available in 18 countries
20 Countries by end of 2009
Premium SMS and Credit Card
Applications, Games, Music, Themes,
Ringtones, Wallpapers, Movies
150 million downloads in 2008 – BIG market
Overview

Fun & Downloads
Launched in 2003
Available in 70 markets
34 – Premium
36 – Free
Available in 200 million phones today
90+ phone models
Supported Contents
Applications , Games, Themes, Ringtones, Wallpapers
Supports Premium SMS and Credit Card.
Credit card only supports for purchases on web
Overview

WE
Austria - Premium
Belgium - Premium
Denmark - Premium
Estonia - Premium
Finland - Premium
France - Premium
Germany - Premium
Hungary - Premium
Ireland - Premium
Italy - Premium
Latvia - Free
Lithuania - Free
The Netherlands - Premium
Norway - Premium
Portugal - Premium
Spain - Premium
Sweden - Premium
Switzerland - Premium
United Kingdom – Premium
17 premium
2 free

CEEMEA
Bulgaria- Free
Croatia- Free
Czech- Premium
Egypt - Premium
Greece – Free
Israel- Free
Romania - Free
Russia – Premium (Playfon)
Serbia - Free
Slovakia – Free
Slovenia –Free
Turkey – Free
Ukraine - Premium (Playfon)
Central & Southern Africa (hub site) – Free
Jordan – Premium
Kuwait – Free
Middle East & North Africa (hub site) – Free
Marocco – Free
Saudi Arabia- Free
South Africa - Free
United Arab Emirates- Premium
6 premium
15 free

LAM/ NAM
Argentina – Free
Bolivia – Free
Brasil – Free
Carribean Islands – hubsite- Free
Central America –hubsite – Free
Chile- Premium
Colombia – Premium
Ecuador – Free
Jamaica – Free
Mexico – Premium
Paraguay – Free
Peru – Free
Uruguay – Free
Venezuela - Free
Canada – Free
United States of America – Free
3 Premium
13 free

APAC, China & India
Australia – Premium
China – Partner – Premium
Hong Kong- Premium
India – Premium-Partner
Indonesia – Premium
Malaysia – Premium
New Zealand – Free
Singapore – Premium
Taiwan – Premium
Thailand – Premium
Vietnam – Free
Other Asia Pacific hubsite free
Pakistan – Free
Philippines – Free
8 premium
6 Free