Transforming to a “Customer Centric” Enterprise, Drew Martin, SOny Electronics

Tr ans f or mi ng t o a Cus t ome r Ce nt r i c Ent e r pr i s e

February 2008

Sony Cor por at i on Today

He adquar t e r s : Tokyo, JapanCEO: Si r Howar d St r i nge rEmpl oye e s : 163, 000 wor l d wi deRe gi onal HQs : As i a- Pac i f i c , Eur ope , Japan, Lat i n

Ame r i c a, Mi ddl e Eas t , Af r i c a, and Uni t e d St at e s .

Sony El e c t r oni c s I nc . ( SEL)

Sony’ s l ar ge s t ove r s e as s ubs i di ar y Annual s al e s of appr oxi mat e l y $12 bi l l i on Ove r 15, 000 e mpl oye e s Numbe r one e l e c t r oni c br and i n Har r i s Pol l of

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Commi t me nt - Sony Cor por at e Cul t ur e

The early days of Sony Corporation of America

Aki o Mor i t a & Mas ar u I bukaFr i e nds and par t ne r s f or 40 ye ar s , t he y made Sony an i c on of Japan' s r e bi r t h

“Car e f ul l y wat c h how pe opl e l i ve , ge t an i nt ui t i ve s e ns e as t o what t he y mi ght want and t he n go wi t h i t . ”

“I f you go t hr ough l i f e c onvi nc e d t hat your way i s al ways be s t , al l t he ne w i de as i n t he wor l d wi l l pas s you by. ”

- Aki o Mor i t a

Commi t me nt - Sony El e c t r oni c s US Mi s s i on

To exceed customer expectations and enrich their lives with product, service, and

entertainment experiences like only Sony can

GROW t h e b u s i n e s s

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S US TAI N b r a n d l e a d e r s h i p

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Cu s t o me r Ex p e r i e n c e Ex c e l l e n c e

• We i n v e s t e d i n r e s e a r c h a n d we b a n a l y t i c s t o o l s t o u n d e r s t a n d e x a c t l y h o w o u r o n l i n e u s e r s b e h a v e

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– Cu s t o me r s s i mu l t a n e o u s l y s h o p f o r p r o d u c t a n d v e n d o r d u r i n g p u r c h a s i n g l i f e c y c l e

– Ac t i v i t i e s s u c h a s Re s e a r c h i n g a n d Co mp a r i n g ma y b e v i s i t e d ma n y t i me s a s c u s t o me r s c o n s i d e r p u r c h a s e

– Us i n g e x t e n d s t h r o u g h o u t t h e l i f e o f t h e p r o d u c t– Re s e a r c h i n g , Co mp a r i n g , Pu r c h a s i n g a n d P l a n n i n g p r e s e n t u n i q u e d e s i g n o p p o r t u n i t i e s

– Re s e a r c h p r o c e s s i s r e p e a t e d f o r e a c h p u r c h a s e b r o u g h t i n t o t h e h o me

– De p t h o f r e s e a r c h d e p e n d s o n h o w i mp o r t a n t t h e p u r c h a s e i s c o n s i d e r e d a n d i s o f t e n l i n k e d t o c o s t o r p a s s i o n f o r o b j e c t

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Cus t ome r Expe r i e nc e Exc e l l e nc e

2007 – SonySt yl e . c om Ve r s i on 4. 0

Cus t ome r Expe r i e nc e Exc e l l e nc e

Me as ur e s

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s i mp l i c i t y : “ Wo u l d y o u r e c o mme n d Co mp a n y ABC t o a f r i e n d o r

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