The document discusses Sony's Internet TV and its target audience of men aged 44 and younger. It notes that while Internet-enabled TV shipments grew 125% in 2010, competitors focus on apps rather than full browser capabilities like Sony's TV. The target spends much of their time online for work and play but on multiple devices, leaving little time for hobbies. The key insight is that the target wants a dedicated space online for hobbies like men want a man cave. The recommendation is for Sony to position its TV as a space for 100% immersion in hobbies rather than breadth of uses, and connect with the target through influencers and hobby-related events.

1. SONY INTERNET TV

2. THE SITUATION
SHIPMENTS OF INTERNET-ENABLED TVS IN 2010 GREW BY 125%*,
BUT THESE COMPETITOR MODELS ARE APP-FOCUSED.
SIT IS A DISRUPTIVE PRODUCT WITHIN THE TV CATEGORY.
* iSUPPLI REPORT Noah Simon and Katrina Yulo, Digital Strategies SP 2011

3. THE SITUATION
SONY INTERNET TV IS THE ONLY MODEL THAT OFFERS
FULL BROWSER CAPABILITIES
SEARCH MARQUEE
ANDROID APP MARKET
CABLE/SATELLITE ADAPTABILITY
OPEN TETHERING
ANDROID PHONE SYNCING
CHROME BROWSER
DUAL-SCREEN BROWSING
DVR ENABLED
CUSTOMIZABLE INTERFACE
QWERTY + NAVIGATION CONTROLLER
OPEN SOFTWARE PLATFORM
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

4. THE SITUATION
THERE’S AN INTIMIDATING AMOUNT OF BUZZ ON WHAT IT CAN DO.
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

5. THE SITUATION
HOW CAN WE GET PEOPLE
BUYING
AND NOT JUST
TALKING?
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

6. THE AUDIENCE
GUYS 44 AND BELOW WHO LIVE ON THE INTERNET
FOR BOTH WORK AND PLAY
51% 50% 50% 42% 40%
NEWS AN D EVENTS O THINGS
/ D UY
STAY UP TO DATE W O N HOW TO DUCTS TO B SEARCH FOR WORK
RESEARCH RE SEARCH PRO RE C H W/ FRIEND
S
STAY IN TOU
*GLOBAL WEB INDEX LITE TOOL Noah Simon and Katrina Yulo, Digital Strategies SP 2011

7. THE AUDIENCE
THEIR TWO MOST-USED DEVICES ARE
BOTH OF WHICH ARE INTERNET-ENABLED
1 OUT OF 4
AMERICANS UNDER 44
00%
LIKE TO CONNECT TO THE INTERNET
USE SMARTPHONES, WIRELESSLY VIA CELL PHONE OR
THE HIGHEST OCCURENCE IN LAPTOP
ALL AGE GROUPS
*FORRESTER RESEARCH 2010, Noah Simon and Katrina Yulo, Digital Strategies SP 2011

8. THE AUDIENCE
THEY DO A LARGE VARIETY OF TASKS ON BOTH DEVICES
BUT BECAUSE OF THIS BROAD SPECTRUM,
PLAY TAKES SECOND PLACE.
“I HAVE NO TIME, I LISTEN TO NEW MUSIC ONLINE SO “I HAVE WAY TOO MANY THINGS TO DO WHEN I GO
THAT I CAN WORK AND HOBBY AT THE SAME TIME. I ONLINE. NOW THAT I’M WORKING THERE’S NOT
SNEAK IN RSS FEEDS WHILE I’M AT WORK.” * ENOUGH TIME TO GET EVERYTHING DONE.” *
* SURVEY CONDUCTED ON ZOOMERANG Noah Simon and Katrina Yulo, Digital Strategies SP 2011

9. THE AUDIENCE
THEY LIKE TO ACCESS THEIR
HOBBIES AND INTERESTS ONLINE
BUT CAN’T FIND THE TIME TO
FULLY FOCUS ON THEM
“I WANT TO FEEL MORE IMMERSED AND FOCUSED IN
WHAT I’M MORE INTERESTED IN. I NEED TO GET AWAY
FROM MY COMPUTER“
* FACEBOOK PROFILE RESEARCH, SURVEY CONDUCTED ON ZOOMERANG
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

10. THE KEY INSIGHT
THE INTERNET IS ABOUT FOCUSING ON THE STUFF THEY
HAVE TO DO, NOT THE STUFF THEY
WANT TO DO
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

11. THE KEY INSIGHT
WHAT IS A MANSPACE?
TEDTALK
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

12. THE KEY INSIGHT
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

13. THE KEY INSIGHT
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

14. THE KEY INSIGHT
WHAT THESE MEN ARE EXPERIENCING IN REAL LIFE IS
WHAT OUR TARGET IS EXPERIENCING ONLINE.
THEY ARE LOOKING FOR A
A DEDICATED SPACE.
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

15. THE BIG IDEA
SONY INTERNET TV IS
100% IMMERSION.
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

16. THE BIG IDEA
COMPUTER + MOBILE
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

17. THE BIG IDEA
COMPUTER + MOBILE
THE BRAND CAN
HIGHLIGHT
DEPTH OF INTEREST
RATHER THAN
BREADTH OF USES THEIR
OTHER DEVICES ALREADY HAVE.
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

18. RECOMMENDATIONS
OOH
BLOGS SCREENS
ONLINE
DISPLAY EMAIL
YOUTUBE
MOBILE
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

19. RECOMMENDATIONS
37% OF THE
TARGET SOCIAL MEDIA INVOLVEMENT
OF THE
63% TARGET
OOH
BLOGS SCREENS
OF THE
76% TARGET
ONLINE
DISPLAY EMAIL
YOUTUBE
MOBILE
* GLOBAL WEB INDEX Noah Simon and Katrina Yulo, Digital Strategies SP 2011

20. RECOMMENDATIONS
UTILIZE INFLUENCERS TO CONNECT THE BRAND TO THE TARGET’S HOBBIES
OOH
BLOGS SCREENS
ONLINE
DISPLAY EMAIL
YOUTUBE
MOBILE
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

21. RECOMMENDATIONS
COLLABORATE WITH BLOGGERS TO CREATE SOMETHING WORTH
FOLLOWING OR SUBSCRIBING TO
OOH
BLOGS SCREENS
ONLINE
DISPLAY EMAIL
YOUTUBE
MOBILE
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

22. RECOMMENDATIONS
USE THESE HOBBY-RELATED EVENTS TO GET THE TARGET TO
COME OUT AND PLAY WITH THE PRODUCT
OOH
BLOGS SCREENS
ONLINE
DISPLAY EMAIL
YOUTUBE
MOBILE
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

23. RECOMMENDATIONS
BECOME THE ‘RECESS’ TO THEIR WORK DAYS:
THE COMMUTE, AT BREAKS AND IN BETWEEN TASKS
OOH
BLOGS SCREENS
ONLINE
DISPLAY EMAIL
YOUTUBE
MOBILE
Noah Simon and Katrina Yulo, Digital Strategies SP 2011

24. THANK YOU!
Noah Simon and Katrina Yulo, Digital Strategies SP 2011