Marketplace Play Now Arena

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    Notes on slide 1

    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.

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    Marketplace Play Now Arena - Presentation Transcript

    1. Sony Ericsson – Mobile Monday
      Market Place, PlayNow
      2009-10-26
    2. Sony Ericsson – Mobile Monday
      Market Place, PlayNow
      Baldwin Hopmans
      Technical Product Manager
    3. AV technology
      Mobile Communications Technology
      Product planning & Design
      Operator Relationships
      Consumer Marketing/Brand Expertise
      Network Infrastructure Business
    4. 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
    5. Our Vision
      To be the Leader
      in
      Communication
      Entertainment
    6. Broaden horizon of entertainment
      Media Go
    7. Seamless service experience
    8. …already established
      200,000,000
      compatible phones
      200,000,000
      downloads a year
      Across 35 countries
    9. 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
    10. 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
    11. 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
    12. Placeholder – Vicky has something
    13. 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
    14. 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!
    15. The mobile experience
      One click access from desktop
      Browse the full content catalog
      Pay with pSMS or credit card
      Mobile
    16. Applications – new content category
    17. Submission
    18. 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
    19. 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
    20. Strategy
    21. 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
    22. One logo. Infinite possibilities.
    23. Application Categories – Quality vs Quantity
      3
      2
      1
      Cross Products SE devices
      SE Device specific
      Generic
      Cross platform and cross manufacture
      Using standard APIs
    24. Thank you
      Questions?
      Baldwin Homans
      Technical Product Manager
      Baldwin.Hopmans@ SonyEricsson.com
    25. Thank you
      Baldwin Homans
      Technical Product Manager
      Baldwin.Hopmans@ SonyEricsson.com
    26. Appendix
    27. 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
    28. 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
    29. 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
    30. 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
    31. 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
    32. 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
    33. 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

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