1. CONFIDENTIAL Concept Sheet June 2006 Sony Corporation,PSBG

2. CONFIDENTIAL Consumer’s attitude are changing to express their personal experience and share it with others. Style of expression will diversify to utilizing music and movie soon. On the other hand branding and marketing activities utilize UGM will be in general. Sony is now developing unique network media with advanced our new hardwares, so that it accelerate this movement. This media will be open for others and should be helpful for advertisement and marketing activities. We would like to establish the business partnership which drive buzz communication and buzz marketing with music and video together. Buzz Movie Media

3. CONFIDENTIAL 1. Be Trusted and Fine UGM featuring video 2. Be Independent media with advertisement revenue model 3. Provides new video experience with hardware connection 4. Execute the Partnership strategy Concept Highlights “ UGM produced by Sony” Infrastructure layer System layer Business Layer CDN Content Management Partner a Partner b Business domain Branding,Marketing UI, User management,,,

4. CONFIDENTIAL What is Sony’s Next with “Hardware”? “eyeVi” is an open media platform, but we can produce best matched products, so that allows user to experience more actively and smoothly.

5. CONFIDENTIAL Conceptual chart for brand’s growth TV experiencePC experience Creation Social media Professional content Commercial content User Generated Content time Viewing

6. CONFIDENTIAL How to partner with other brand? Users/Content Hardware Services Infrastructure PCiPod,PSP PC TV CAMERA Phone Revenue Sharing Powered by XYZ XYZ

7. CONFIDENTIAL Business Model We aim to establish the buzz marketing media featured movie by means of strong partnership with content holders and advertisement companies. 1.Studio (Basically for Free) Options: Premium materials (charged),etc 2.Advertisement Content matched ad. Production of buzz CF and distribution Providing Solutions utilized this media 3.Billig System 4.Rights managemant Satellite TV,IPTV, Free TV,ISP

8. CONFIDENTIAL AprMayJunJul Vendor Partnering Prototype development Ad company partnering System Business Marketing /Content Buzz content planning βver.Trial Aug Sep Concept Work Content Preparation Business Planning Schedule Coordinating with electronics Div.

9. CONFIDENTIAL Positioning

10. CONFIDENTIAL Back ups

11. CONFIDENTIAL Sony’s Next “Media” We aim to provide services and devices it helps people to find their own life style.This media enable to make chance of joining fun community and even business opportunity and it is new entertainment based on personal emotion. Tagging media Visual Community Theme; North European Culture interior Jazz live Travel

12. CONFIDENTIAL Consumer’s Experience Express your emotion for instance “My Page”/ My Blog site Name:Brad Age:20 Profile: Getting more into interesting stuff Finally I’ve got cool vintage jeans that I’d been wanted for so long!! We can restore your damaged denim works … Many Tribes Generated car gorumet game ecology comedy Indees band baseball gadget fashion Enrich personal site by movieHave more chance to meet favorite Tribe Entry New Levi’s CF competition The birth of Star “eyeVi” offers the place people can feel fun of movie creation. skills Movie Director,musician,actor,actress,etc