Business Week 2012 - Garantziotis

PA125/01/20121 Confidential

Becoming part of Sony

1 Brant Team - Global Marketing Copyright 2012 Sony Corporation01 2012

PublicPA123/12/20112

The entertaining world of Sony

900mSony devices

100mTV screens connected

to the internet

94mPlayStation Networkaccounts worldwide

1 BnSony movies & TV

shows sold last year

1 BnViewers of Sony

Television network

>60 BnHours of music in

the US alone last year

Confidential

Business Week May 2012

GfK Retail and Technology MEETING Sony Mobile GfK HELLAS DECEMBER 2011 14/02/2012

PA13/5/20125 Confidential

Consumer Confidence Index

Πηγή ΙΟΒΕ

Slight recovery of the C.C.IEuropean Indexes show a down sloping curve for most countries

-90

-80

-70

-60

-50

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Ευρωπαϊκή Ένωση Ευρωζώνη Ελλάδα Μ. Ο. Ελλάδας 1990-2010European Union Euro - zone Greece Greece Av. 1990 - 2010

GfK Retail and Technology MEETING Sony Mobile GfK HELLAS DECEMBER 2011 14/02/2012

PA13/5/20126 Confidential

Escalating crisis having an impact on Europe I

Source: GfK R&T

Convergence

Make consumers digital life easier !

Confidential Business Strategy

Execute Sony Convergence Strategy to create value and differentiation. Meet strong consumer demand to simplify their digital life.

2Implement powerful marketing

activities through unique Sony assets.

3 Develop Xperia Brand

awareness & preference

1

Sony is the ONLY one delivering this!

Confidential

THE BEST LAUNCH EVER !

11CONFIDENTIAL

Department Copyright12

GfK Retail and Technology MEETING Sony Mobile GfK HELLAS DECEMBER 2011 14/02/2012

PA15/5/201214 Confidential

GfK Retail and Technology 1/2012

Smartphones

Sales Units %

Jan 10-Dec 10, Jan 11-Dec 11

Greece Panelmarket

© by GfK-RT, www.gfkrt.com PRJ 63948 - RG 1471415 - RP 9479486 - ID 260881893

Jan 10-

Dec 10

Jan 11-

Dec 11

Jan 10-

Dec 10

Jan 11-

Dec 11

Jan 10-

Dec 10

Jan 11-

Dec 11

Jan 10-

Dec 10

Jan 11-

Dec 11

Jan 10-

Dec 10

Jan 11-

Dec 11

Jan 10-

Dec 10

Jan 11-

Dec 11

Jan 10-

Dec 10

Jan 11-

Dec 11

Jan 10-

Dec 10

Jan 11-

Dec 11

Total 0 < 100 100 < 150 150 < 200 200 < 300 300 < 400 400 < 500 >= 500

100,0 100,0 0,0 1,5 4,1 26,6 10,2 30,3 23,1 15,1 18,8 4,2 11,0 3,2 32,7 19,1

633,3 1.210,6 0,1 18,2 26,1 322,1 64,7 366,8 146,1 182,2 119,2 51,4 69,8 39,2 207,2 230,7

Sales Units %Sales Units %

Sales Ths. UnitsSales Ths. Units

2,7

26,3

9

22,1

7,2

5,4

23,7

2,7

3,6

27,4

24,3

12,4

3,4

5,2

14,6

77,6

12,9

9,5

24,8

50

21,8

12,8

63,9

22,6

3,5

8,2

10,8

28,5

34,7

4,3

4,8

4,1

4,3

13,5

72

8,7

3,9

47

20,9

20,2

4,1

3,1

45,5

15,3

17,5

5,5

9,5

6,3

26,2

33,4

15

18,9

3,6

47

4,6

34

7,8

6,3

20,1

9,5

23,8

6

7,4

12,1

14,1

7,1

24,1

21,9

19,3

16,4

11,4

5

12,4

14,7

40,3

5,5

11,9

14,2

8,9

6,3

3,7

5,3

4,7

70,9

14,7

2,9

2,9

74,7

ALCATEL

APPLE

BLACKBERRY

HTC

LG

MOTOROLA

NOKIA

SAMSUNG

SHARP

SONY ERICSSON

VODAFONE

ZTE

Others

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PA125/01/201216 Confidential

“Sony” or “make.believe” is a registered trademark of Sony Corporation.Names of Sony products and services are the registered trademarks and/or trademarks of Sony Corporation or its Group companies.

Other company names and product names are the registered trademarks and/or trademarks of the respective companies.