F1 Learning Session
November 8, 2012
DRAFT- For Review Purposes Only
Copying / Printing Prohibited
Meeting Objectives
• Serve as a learning/sharing session for all
parties on 4k strategy and execution
approach
• Review F1 Phase 0 T-18 activities
• Review F1 Phase 1 initial plan
2
Sony Electronics (SEL)
╬ Strategy Office ╬
Confidential
Your part to play.
Agenda:
F1 Learning & Update Session
• Opening Remarks- Phil
PJ Management
Industry Insight &
Strategy
End to End Biz.
Strategy & Planning
Technology Strategy
Content Aggregation
• One Sony Leading 4k revolution & Project
Status- Kerri
• Planting seeds for content developmentAlec/Toshino
• ‘Go to Market’ Execution- Phase 0Mike/Nick/Kerri/Toshino
– Phase 0 Product Launch, Customer Journey & Premium
‘white glove service’- Mike
– Tech strategy Overview- Nick
– Content Update— Kerri/Toshino
– Marketing Messaging Plan - Laura
• Execution Planning- Phase 1(if time allows)Nick
– Phase 1 initial Overview -F1 Box
3
Sony Electronics (SEL)
╬ Strategy Office ╬
Confidential
Your part to play.
Kerri
PJ Management
New Business Cultivation
Working Together…’ONE Sony’ leading the 4k
revolution
SNEI?
Go to Market Execution SEL,PSA
Content Delivery HES/PSA/SPE
Content – Sony Music
Leading Hardware/Software HES/SEL/PSA
Planting Seeds for content development PSA, SPE
4
Sony Electronics (SEL)
╬ Strategy Office ╬
Confidential
Your part to play.
PJ Management
Launch
Kerri
Leveraging each other for 4k footprint
Kelley to insert SPE
events in SPE
Q3-12
Q4-12
Q1-13
Q2-13
Draft 10-26-12
section
Oct
Nov
Jan
Feb
Mar
Apr
Jun
Jul
Aug
Dec
May
Sep
F5/F55 FSH TV
Professional
Cameras
FSL/FSM TVs
4K Mastered BD
Server
Content
Update 1
4K box
Server
Content
Update 2
(non-studio)
Studio-in
discussion
(LOA)
(non-studio)
AlwaysOn President’s Announce Phase 0---Content Service, Website Live, Direct Concierge Trained
Hollywood Media
Event
Announce Phase 1: 4K Master BD, FSM & FSL
roundtable
Announce
Phase 0content svc
CES
Enthusiast Print & Digital Media
Will reflect 4K TV & Phase 0 story
SPE
Events & Messaging
SEL
House of Rock Press Event
Announce xxxxxx
SPT Global
Creative Council
PSA
4K Camera Launch Event
Introduce naïve 4K camera s
Roadshow: Content Creators
Pilot Season 4K outreach program
5
Sony Electronics (SEL)
╬ Strategy Office ╬
Confidential
Your part to play.
PJ Management
F1 Project (F1: Four K by One Sony)
Kerri
Mission
- Contribute to Sony’s brand value enhancement by providing new customer value with F1 products and
services and to lead 4K market and industry.
End state vision
1.
2.
3.
Provide a total solution for Premium
4k content including content
production, content delivery and
display at home .
Expand F1 product offering enabling
Personal 4K contents and create
unique F1 experience at home.
Create F1’s new user experience and
also a new business model.
FY15 Objective
• June 2013: Expand F1 TV Line-up
and deliver the world’s first 4K Live
test broadcast. (Closed System)
• January 2014: Launch the world’s
first home-use 4K video camera
6
Sony Electronics (SEL)
╬ Strategy Office ╬
Confidential
Your part to play.
F1-US Project(=4K Enhancement in US Market)Kerri
PJ Formation of(Phase 0 -> Phase 1)
F1-US Steering Committee
Tadashi Saito(CSO, S/Corp. Chairperson) Tiger Imamura(HE Biz. Group, S/Corp.) Michael Lynton(CEO, SCA &
SPE)
Hideyuki Furumi(UX & PP, S/Corp)Yosuke Yasebe(Biz. Strategy, S/Corp) Akira Shimazu(3d/BD PM Div.)
US Advisory Committee
UGC/UX
PJ End to End Owner
• Michael Lynton(CEO, SCA &
Product Strategy
Phil
Molyneux(SEL
COO)
SPE)
Track(S/Tokyo)
• Tim Schaaff(President,
SNEI)
• TBD(SCEA)
• TBD(SMEI)
Business Track
Technology TrackChris Cookson (SPE), Nick
Yoshi Takahashi (SEL)
End to End Biz. Strategy & Planning
Lead : Mike Lucas (SEL P2C HD)
Premium Home Service Content Delivery
Lead : Mike Lucas (SEL P2C HD)
Industry Insight & Strategy
Lead : Alec Shapiro (PSA)
Colsey
(SEL)
Technology
Strategy
Lead: Phase 0 : Nick Colsey (SEL Biz.Dev.)
-> Phase 1 : Akira Shimazu (HQ)
Technical Standardization
Lead : Phase 0 : Paul Hearty (SEL Legal TSO) Spencer
Stephens(SPE)
–> Phase 1 Sonada (HQ)
Contents Aggregation
Track 4K Server Dev.
PC-Based
Lead: Phase 0 Jason Clement/Klaus Hofrichter (UXSM)
-> Phase 1 Sonada (HQ)
Content Security & Encoding Technology
Contents Aggregation Track
Sony United Oversight Connection
Lead : Kerri Fox-Metoyer (SEL Sony
United)
Lead : Spencer Stephens (SPE)/Jason Clement (SEL)
Quality Assurance
Lead : Tasuku Yazaki (UXSM)/Tim Brison (SEL Service)
PJ Management Track
SEL /Across Sony Alignment : Kerri Fox Metoyer (Sony United, SEL) Sheri Espinoza (SEL PMO), Hiro
Sony Electronics (SEL)
7 Tsubota (Strategy Office)
╬ Strategy Office ╬
Confidential
SPE Alignment : Toshino Yuhaku, (SPE Corporate Alliance)
Your part to play.
Kerri
Critical
Path
F1 – Phase 0 Role & Responsibility
End to End Biz.
Strategy & Planning
Lucas
•
•
Define end-to-end consumer experience.
Develop and execute operational execution & marketing plan.
Premium Home Service
Content Delivery
Lucas
•
Develop an execution process and rollout of physical media delivery
solution.
•
•
Create and identify 4K content for use at demo at retail and cinema.
Engage with key content creators to migrate from HD to 4K to fill content
pipeline.
•
•
Launch a 4K video content solution
Identify external technology vendors which meet Phase 0 deliverables.
•
Influence CEA process for consumer-facing labeling and work with
Marketing team on outcomes.
Industry Insight &
Strategy
Shapiro
Technology Strategy
Colsey
Technical
Standardization
Hearty/Stephens
PC-Based 4K Server Dev.
Clement/Hofrichter
Content Security &
Encoding Technology
Stephens/Clement
Quality Assurance
Yazaki/Brison
• Define/Design/Develop/Release Initial End-to-End 4K Content Experience
•
•
•
• Ensure hardware and software QA and related activities
•
Coordinate the listing of studio and non-studio quality content meeting
security and technical standards
•
Coordinate across companies by developing a channel of communication for
project status and mitigation of issues, risk, and dependencies across F1
tracks.
Content Aggregation
Fox-Metoyer
our part to play.
PJ Management
Fox-Metoyer
Define security specifications that aligns with quality standards.
Ensure content encoding processes.
Content QA including Sony Tokyo
Timeline
Sept
Critical
Path
Project Efforts/Track
PHASE 0
End to End Biz.
Strategy & Planning
Lucas
Kerri
Oct
10
Marketing
Plan
25
18
PC Order
P0 UX
P0 Exec. cost
Premium Home Service
Content Delivery
Lucas
1st Customer Shipped
Nov
31
Post Service Plan
30
UX Process for
Install
18
UX Transition
P1 box for P1
8
13 13 Training for Direct/Retail Partners/Concierge
Install Inc. Amendment
Agreement Retail Partner
Industry Insight &
Strategy
Shapiro
1
Three shorts
for CES
18 Joint Engineering plan w/HES
Technology Strategy
Colsey/Cookson
Technical
Standardization
Hearty/Stephens
10
Technical
roadmap
15
Joint content
security & encoding plan w/SPE
15 HQ position
labeling
15 CEA WG outcome
PC-Based 4K Server Dev.
Clement/Hofrichter
22 Alpha
Release
(Demo)
Content Security &
Encoding Technology
Stephens/Clement
9 Release
Candidate
29 Alpha 31 7 Beta 8
Conte Release Content
Watermarked
nt
18
24 24 Define encoding spec
Watermark-Workflow
encoding process
approach
Quality Assurance
Yazaki/Brison
Content Aggregation
Fox-Metoyer
5
3 Scorecard
for Content
Review
our part to play.
PJ Management
Fox-Metoyer
Dec
26
3 Team 10 PJ
Formation Admin
Tools
19 Golden Master
16 Content
Quality control
Completed
13
Legal review of
security approach
Software/Hardware QA 19 Final
31 Marketing Assets & Metadata
28 List:
Studio/Nonstudio
Content
24 Milestone
Schedule
Status Reporting, PM Administration
PJ Management
Kerri
Project
One F1
Initiatives
Project status- Track Summary
Track
Leader
Lucas
End to End Biz.
Strategy & Planning
Health
Status
•
Defined Phase 0 Deliverables
•
Working on 10/18 Deck, review mtg
scheduled 10/16
Held kickoff for Dreams Project
NEP quote for Sony Open 4K Test
Developed budget with SPE/Colorworks
Industry Insight &
Strategy
Shapiro
•
•
•
Technology Strategy
Colsey
Shimazu
• Working on joint engineering plan w/HES
• Working on joint content security & encoding
plan w/SPE
10/11/12
Risks/Issues/Discussion Topic
10/18 P0 Decision
Post 10/18 Need to begin business planning
P1 (ie. Cost)
Technical
Standardization
Hearty/Stephe
ns
•
•
Established Sony position: 4K UHDTV
Awaiting results of consumer study
Potential unfavorable outcome: CEA position
UHDTV, work on plan to minimize impact
PC-Based 4K Server
Dev.
Hofrichter/Veg
a
Sonada
•
•
System architecture, UI/UX defined
Home Server supplier selected
Very tight/compressed schedule
Requirements development happening in
parallel
Support for backend support for server
Stephens
•
Align a SEL partner?
SPE requesting formal request to be sent
from SEL
Content Security &
Encoding Technology
• Driven by Tokyo for P1
P0 not in discussion
Fox-Metoyer
• SEL/SNEI process in place to start discussion w/
4K content creators.
• Working w/PSA team in UK on 4K content they
have intel on
• Prioritizing demo content to be encoded/ingested
• Promo content w/phase 0 TBD on Oct 18
• Speed of HQ QC for demo content
• Budget request for content acquisitions
Fox-Metoyer
•
Track Team formation in progress 55+
extended team
•
•
Align SEL partners for each Track?
F1 Learning session being scheduled
11/1 or 11/8
SPE requesting formal request to be sent
from SEL for all SPE participants
Content Distribution
Service
Yazaki
Billing & ID Platform
Nishino
Content Aggregation
PJ Management
10
Sony
All is Electronics
going well. Track is (SEL)
on schedule or ahead of
schedule. No
risks currently
identified
╬ Strategy
Office
╬
Some concern. Track may be on schedule or slightly
behind. Potential risks
/issues exist which should be
Confidential
identified and communicated.
Your part to play.
Significant problems exist. Track is behind schedule and
successful completion is at risk. Issues should be immediately
escalated and resolved.
Industry Insight &
Strategy
Shapiro
Planting Seeds for content development
1 slide –joint
presentation 5-7min
Alec/Toshino?
PSA:Dreams Project
PSA: Content creator Roadshow
PSA:4k Pilot Outreach Program
SPE: Industry Leader 4k Training on the lot?
SPE: Working w/other studios on 4k?
our part to play.
11
09.10.1
Department
5
Copyright
End to End Biz.
Strategy & Planning
•
Phase 0 Product Launch, Customer Journey & Premium ‘white glove
service’- Mike
our part to play.
12
09.10.1
Department
5
Copyright
Technology Strategy
Colsey
•
•
Tech strategy Overview- Nick
Marketing Messaging Plan - Laura
our part to play.
13
09.10.1
Department
5
Copyright
Spencer or Paul?
2min
Technical
Standardization
Hearty/Stephens
xxxxx
CEA Decision: Ultra High
Definition
Our Actions:
• Our labeling position
• Sony 4K Ultra high
definition
• xxxx
our part to play.
14
09.10.1
Department
5
Copyright
Content Security &
Encoding Technology
Stephens/Clement
Quality Assurance
Yazaki/Brison
Content Update
Content Aggregation
Fox-Metoyer
• Studio Content- Toshino or Spencer?
• Delivery schedule
• Watermarking
• Piracy Card
• Quality Assurance--- Brison??
• Non-studio Content- Kerri
• Pre load
• Refresh timeline
our part to play.
15
09.10.1
Department
5
Copyright
Toshino or
Spencer/Kerri
End to End Biz.
Strategy & Planning
•
Marketing Messaging Plan - Laura
our part to play.
16
09.10.1
Department
5
Copyright
our part to play.
17
09.10.1
Department
5
Copyright
Sony Electronics (SEL)
╬ Strategy Office ╬
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