f1 learning session november 8, 2012 draft- for review purposes only copying / printing prohibited
TRANSCRIPT
F1 Learning SessionNovember 8, 2012
DRAFT- For Review Purposes Only
Copying / Printing Prohibited
Confidential2Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.
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
Confidential3Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.
Agenda: F1 Learning & Update Session
• Opening Remarks- Phil
• One Sony Leading 4k revolution & Project Status- Kerri
• Planting seeds for content development- Alec/Toshino
• ‘Go to Market’ Execution- Phase 0- Mike/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
PJ Management
End to End Biz. Strategy & Planning
Industry Insight & Strategy
Technology Strategy
Content Aggregation
Confidential4Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.
Working Together…’ONE Sony’ leading the 4k revolution
Kerri
Planting Seeds for content development
Leading Hardware/Software
Go to Market Execution
PSA, SPE
HES/SEL/PSA
Content Delivery HES/PSA/SPE
SEL,PSA
SNEI?
New
Bus
ines
s C
ultiv
atio
n
Content – Sony Music
PJ Management
Confidential5Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.
Leveraging each other for 4k footprint
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
Q3-12 Q4-12 Q1-13 Q2-13
Enthusiast Print & Digital MediaWill reflect 4K TV & Phase 0 story
CES
FSH TV
House of Rock Press EventAnnounce Phase 0---Content Service, Website Live, Direct Concierge Trained
FSL/FSM TVs 4K Mastered
BD
Announce Phase 1: 4K Master BD, FSM & FSL
4K box
AlwaysOnHollywood EventAnnounce Phase 0-content svc
Lau
nch
Eve
nts
& M
essa
gin
g
Server Content Update 1 (non-studio)
Studio-in discussion
(LOA)
Server Content Update 2 (non-studio)
Draft 10-26-12
President’s Media roundtable
F5/F55 Professional
Cameras
Roadshow: Content Creators
4K Camera Launch EventIntroduce naïve 4K camera s
Pilot Season 4K outreach program
SPT Global Creative Council
Announce xxxxxx
PS
AS
PE
SE
L
KerriKelley to insert SPE events in SPE section
PJ Management
Confidential6Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.
1. Provide a total solution for Premium 4k content including content production, content delivery and display at home .
2. Expand F1 product offering enabling Personal 4K contents and create unique F1 experience at home.
3. Create F1’s new user experience and also a new business model.
• 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
- Contribute to Sony’s brand value enhancement by providing new customer value with F1 products and services and to lead 4K market and industry.
F1 Project (F1: Four K by One Sony)
FY15 Objective
Mission
End state vision
KerriPJ Management
Confidential7Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.
F1-US Project(=4K Enhancement in US Market)PJ Formation of(Phase 0 -> Phase 1)
F1-US Steering CommitteeTadashi 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• Michael Lynton(CEO, SCA & SPE)• Tim Schaaff(President, SNEI)• TBD(SCEA)• TBD(SMEI)
Business Track
UGC/UXProduct Strategy Track(S/Tokyo)
Industry Insight & StrategyLead : Alec Shapiro (PSA)
End to End Biz. Strategy & PlanningLead : Mike Lucas (SEL P2C HD)
Sony United Oversight ConnectionLead : Kerri Fox-Metoyer (SEL Sony United)
SEL /Across Sony Alignment : Kerri Fox Metoyer (Sony United, SEL) Sheri Espinoza (SEL PMO), Hiro Tsubota (Strategy Office)SPE Alignment : Toshino Yuhaku, (SPE Corporate Alliance)
PJ Management Track
Yoshi Takahashi (SEL)
Contents Aggregation Track
Technology Track
Quality AssuranceLead : Tasuku Yazaki (UXSM)/Tim Brison (SEL Service)
Chris Cookson (SPE), Nick Colsey (SEL)
PC-Based 4K Server Dev. Lead: Phase 0 Jason Clement/Klaus Hofrichter (UXSM) -> Phase 1 Sonada (HQ)
Technical StandardizationLead : Phase 0 : Paul Hearty (SEL Legal TSO) Spencer Stephens(SPE)
–> Phase 1 Sonada (HQ)
Content Security & Encoding TechnologyLead : Spencer Stephens (SPE)/Jason Clement (SEL)
Technology StrategyLead: Phase 0 : Nick Colsey (SEL Biz.Dev.) -> Phase 1 : Akira Shimazu (HQ)
Contents Aggregation Track
PJ End to End Owner Phil Molyneux(SEL COO)
Premium Home Service Content DeliveryLead : Mike Lucas (SEL P2C HD)
Kerri
Your part to play.
Critical Path
• Define end-to-end consumer experience.• Develop and execute operational execution & marketing plan.
• 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.
• Define/Design/Develop/Release Initial End-to-End 4K Content Experience
• Define security specifications that aligns with quality standards.• Ensure content encoding processes.• Content QA including Sony Tokyo
• 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.
End to End Biz. Strategy & Planning
Lucas
Industry Insight & Strategy
Shapiro
Technology StrategyColsey
Technical Standardization
Hearty/Stephens
PC-Based 4K Server Dev.Clement/Hofrichter
Content Security & Encoding Technology
Stephens/Clement
Content AggregationFox-Metoyer
PJ ManagementFox-Metoyer
F1 – Phase 0 Role & Responsibility
Quality AssuranceYazaki/Brison
Premium Home Service Content Delivery
Lucas
Kerri
Your part to play.
PHASE 0
Sept Oct Nov Dec
Critical PathEnd to End Biz. Strategy
& PlanningLucas
Industry Insight & Strategy
Shapiro
Technology StrategyColsey/Cookson
Technical Standardization
Hearty/Stephens
PC-Based 4K Server Dev.Clement/Hofrichter
Content Security & Encoding Technology
Stephens/Clement
Content AggregationFox-Metoyer
PJ ManagementFox-Metoyer
3 Team Formation
10 PJ Admin Tools
24 Milestone Schedule
Status Reporting, PM Administration
F1 Milestone TimelineProject Efforts/Track
31 Marketing Assets & Metadata3 Scorecard for Content Review
15 HQ position labeling
15 CEA WG outcome
22 Alpha Release(Demo)
31 Content
7 Beta Release
8 Content Watermarked
9 Release Candidate 16 Content
Quality control Completed
19 Golden Master
18 Joint Engineering plan w/HES
15 Joint content security & encoding plan w/SPE
18 P0 UXP0 Exec. cost
18 Watermark-encoding approach
10 Marketing Plan
28 List: Studio/Non-studio Content
10 Technical roadmap
24 Define encoding spec
18 UX Transition P1 box for P1
31 Post Service Plan
30 UX Process for
Install
Premium Home Service Content Delivery
Lucas
Quality AssuranceYazaki/Brison
24 Workflow process
13 Legal review of security approach
5 19 FinalSoftware/Hardware QA
29 Alpha
8 Install Inc. Agreement
13 Amendment Retail Partner
13 Training for Direct/Retail Partners/Concierge
26
1st Customer Shipped
1 Three shorts
for CES
Draft 10-24-12
25PC Order
Kerri
Confidential10Sony Electronics (SEL)╬ Strategy Office ╬ Your part to play.
Project One InitiativesTrack Leader Health Status Risks/Issues/Discussion Topic
End to End Biz. Strategy & Planning
Lucas • Defined Phase 0 Deliverables• Working on 10/18 Deck, review mtg
scheduled 10/16
10/18 P0 DecisionPost 10/18 Need to begin business planning P1 (ie. Cost)
Industry Insight & Strategy
Shapiro • Held kickoff for Dreams Project• NEP quote for Sony Open 4K Test • Developed budget with SPE/Colorworks
Technology Strategy ColseyShimazu
• Working on joint engineering plan w/HES• Working on joint content security & encoding
plan w/SPE
Technical Standardization
Hearty/Stephens
• 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/Vega
Sonada
• System architecture, UI/UX defined• Home Server supplier selected
Very tight/compressed scheduleRequirements development happening in parallelSupport for backend support for server
Content Security & Encoding Technology
Stephens • Align a SEL partner? SPE requesting formal request to be sent from SEL
Content Distribution Service
Yazaki • Driven by Tokyo for P1 P0 not in discussion
Billing & ID Platform Nishino
Content Aggregation 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
PJ Management 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
All is going well. Track is on schedule or ahead of schedule. No risks currently identified
Some concern. Track may be on schedule or slightly behind. Potential risks /issues exist which should be identified and communicated.
Significant problems exist. Track is behind schedule and successful completion is at risk. Issues should be immediately escalated and resolved.
F1 Project status- Track Summary10/11/12
KerriPJ Management
Your part to play.
Planting Seeds for content development
Department Copyright09.10.15
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1 slide –joint presentation 5-7min Alec/Toshino?
PSA:Dreams ProjectPSA: Content creator RoadshowPSA:4k Pilot Outreach ProgramSPE: Industry Leader 4k Training on the lot?SPE: Working w/other studios on 4k?
Industry Insight & Strategy
Shapiro
Your part to play.
Department Copyright09.10.15
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• Phase 0 Product Launch, Customer Journey & Premium ‘white glove service’- Mike
End to End Biz. Strategy & Planning
Your part to play.
Department Copyright09.10.15
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• Tech strategy Overview- Nick• Marketing Messaging Plan - Laura
Technology StrategyColsey
Your part to play.
xxxxx
Department Copyright09.10.15
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Spencer or Paul?2min
• Our labeling position• Sony 4K Ultra high definition
• xxxx
Technical Standardization
Hearty/Stephens
CEA Decision: Ultra High Definition
Our Actions:
Your part to play.
Content Update
Department Copyright09.10.15
15
Toshino or Spencer/Kerri
• Studio Content- Toshino or Spencer?• Delivery schedule• Watermarking• Piracy Card• Quality Assurance--- Brison??
• Non-studio Content- Kerri• Pre load• Refresh timeline
Content Security & Encoding Technology
Stephens/Clement
Content AggregationFox-Metoyer
Quality AssuranceYazaki/Brison
Your part to play.
Department Copyright09.10.15
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• Marketing Messaging Plan - Laura
End to End Biz. Strategy & Planning
Your part to play.
Department Copyright09.10.15
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