Lennard Hoornik, Sony Ericsson

1CONFIDENTIAL

EXPERIA – the most entertaining smartphones Lennard Hoornik

Head of Marketing

Making people smile

communication (noun) /kəˌmjuː.nɪˈkeɪ.ʃən [1] the act of communicating with people. [2] formal a message or a letter. [3] the various methods of sending information between people and places,

especially official systems such as post systems, radio, telephone, etc.

entertainment (noun) /ĕnˌtər-tānˈmənt [1] The act of entertaining. [2] Something that amuses, pleases, or diverts, especially a performance or show. [3] The pleasure afforded by being entertained;

amusement:

Communication Entertainmentis the future, where the lines between both worlds are blurred.

You cannot imagine one without the other

A compelling consumer promise

Smartphones drive industry growth

Smartphones set to grow in value share

Source : Gartner, ABI research, SEMC internal estimate

2010 over 50% of industry revenue generated by smartphones

Android expected to represent over 40% of smartphone market by 2012

Smartphone market in volume

Smartphones TTL Android

2009 2010 20122011

1.1B 1.2B 1.3B1.2B

15% 20% 30%25%

Overall mobile phone market

Smartphone ratio

The smartphone alternatives

Source www.gigaom.com

Android eco-system emerging as the only credible alternative to Apple

Mar2010

Mar2008

June2008

Dec2008

Mar2009

June2009

Dec2009

0%

5%

10%

20%

15%

25%

30%

100

200

300

400

20102014

Market Share %

2010

2014

0 20 40 60 80 100

0 20 40 60 80 100

Q2 2010

Q2 2009ANDROID PHONES GAINING ACCEPTANCE & LOYALTY

Percentage of those who plan on buying a smartphone in the next 90 days who would prefer Google Android as the operating system.

THE FUTURE OF PHONESMobile Device OS Salesto End Users (in millions)

SOURCES

• gartner.com• distimo.com• changewaveresearch.com

• metrics.admob.com• chitika.com

0

Source: Investor Place, Another Major Leap for Google Android OS Among Consumers, September 2010 http://www.investorplace.com/investment-research/smartphones/ another-major-leap-for-google-android-os-among-consumers.html ; ACNielsen, Android Most Popular Operating System in U.S. Among Recent Smartphone Buyers, October 2010, http://blog.nielsen.com/nielsenwire/online_mobile/android-most-popular-operating-system-in-u-s-among-recent-smartphone-buyers/

Android is now the most popular OS in U.S. among recent smartphone buyers

Android’s global spread

Source: Informa

As of Sep 2010

More than 200 OpCos in 75+ markets with more operators and more markets joining each month

Developers’ perspective. It’s an Android Momentum!

60% of developers surveyed by VisionMobile in July 2010 had recently made Android apps

Ahead of the 50% who’d made iOS and Java apps

70% of iPhone developers are planning to release Android apps in the next six months

AdMob’s survey found 31% of developers in its network are working on multiple platforms today

Android Market breaking 100.000 apps

Android activations are scaling rapidly

20 May 2010: 100,000 activations

per day

23 Jun 2010: 160,000 activations

per day

4 Aug 2010: 200,000+ activations

per day

200,000 daily activations = annualised run-rate of 73 million

Android likely to exit 2010 with a run-rate of 125-130 million

Activations doubled inside 75 days

14 Feb 2010: 60,000 activations

per day

Fast growing eco-system

Truly open

Consumer is not locked up

Strong

Brand values

Influential and helpful

Brands of choice

Sony Ericsson working with Android

Great start in 2010

Strong performance and innovationin 2010

Best Android phone for media and photography

Best Android phonefor portability

“It’s an Xperia™ for everyone – both size-wise and price-wise.”

XperiaTM

X10 mini pro

XperiaTM

X10 mini

XperiaTM

X10

XperiaTM

X8

Our Ambition

To BecomeNumber 1

on Android

How to get to #1

Smartphone market dynamicsTwo-step decision making for the consumer

2. Which brand will I choose ?

1. What Smartphone will I buy?

the most entertaining smartphones

Design

SMARTPHONE ENTERTAINMENT+

Latest is not enough!Sony Ericssonwill be the

Android Benchmark

SONY ONLINE SERVICES

Clear AudioTM

VivazTM

VivazTM pro

XperiaTM

X10 mini proXperiaTM

X10 mini

XperiaTM

X10

XperiaTM

X8

A8i

An Inspiring Brand

Passion for our partnerships

KeyPartners

KeyAssets

And in 2011..

.. we celebrate 10 years of Sony Ericsson

Digital technologies & Content & services

Product planning & Design

Consumer insight &Brand expertise

Mobile communications technologies

Operatorrelationships

Network infrastructure

business