Sony Internet TV (Digital Strategy)

SONY INTERNET TV

THE SITUATION

Noah Simon and Katrina Yulo, Digital Strategies SP 2011

SIT IS A DISRUPTIVE PRODUCT WITHIN THE TV CATEGORY.

SHIPMENTS OF INTERNET-ENABLED TVS IN 2010 GREW BY 125%*,BUT THESE COMPETITOR MODELS ARE APP-FOCUSED.

* iSUPPLI REPORT


SONY INTERNET TV IS THE ONLY MODEL THAT OFFERS FULL BROWSER CAPABILITIES

SEARCH MARQUEEANDROID APP MARKET

CABLE/SATELLITE ADAPTABILITYOPEN TETHERING

ANDROID PHONE SYNCINGCHROME BROWSER

DUAL-SCREEN BROWSINGDVR ENABLED

CUSTOMIZABLE INTERFACEQWERTY + NAVIGATION CONTROLLER

OPEN SOFTWARE PLATFORM

THE SITUATION


THERE’S AN INTIMIDATING AMOUNT OF BUZZ ON WHAT IT CAN DO.

THE SITUATION


HOW CAN WE GET PEOPLEBUYING

AND NOT JUSTTALKING?

THE SITUATION


THE AUDIENCE

STAY UP TO DATE W/ NEWS AND EVENTS

RESEARCH ON HOW TO DO THINGS

RESEARCH PRODUCTS TO BUYRESEARCH FOR WORK

STAY IN TOUCH W/ FRIENDS

GUYS 44 AND BELOW WHO LIVE ON THE INTERNET FOR BOTH WORK AND PLAY

51% 50% 50% 42% 40%

*GLOBAL WEB INDEX LITE TOOL


THE AUDIENCE

THEIR TWO MOST-USED DEVICES ARE

BOTH OF WHICH ARE INTERNET-ENABLED

*FORRESTER RESEARCH 2010,

AMERICANS UNDER 44 USE SMARTPHONES,THE HIGHEST OCCURENCE INALL AGE GROUPS

00%1 OUT OF 4LIKE TO CONNECT TO THE INTERNETWIRELESSLY VIA CELL PHONE OR LAPTOP


THE AUDIENCE

THEY DO A LARGE VARIETY OF TASKS ON BOTH DEVICES

BUT BECAUSE OF THIS BROAD SPECTRUM,PLAY TAKES SECOND PLACE.

“I HAVE NO TIME, I LISTEN TO NEW MUSIC ONLINE SO THAT I CAN WORK AND HOBBY AT THE SAME TIME. I

SNEAK IN RSS FEEDS WHILE I’M AT WORK.” *

“I HAVE WAY TOO MANY THINGS TO DO WHEN I GO ONLINE. NOW THAT I’M WORKING THERE’S NOT

ENOUGH TIME TO GET EVERYTHING DONE.” *

* SURVEY CONDUCTED ON ZOOMERANG


THE AUDIENCE

THEY LIKE TO ACCESS THEIR HOBBIES AND INTERESTS ONLINE

BUT CAN’T FIND THE TIME TO FULLY FOCUS ON THEM

* FACEBOOK PROFILE RESEARCH, SURVEY CONDUCTED ON ZOOMERANG

“I WANT TO FEEL MORE IMMERSED AND FOCUSED IN WHAT I’M MORE INTERESTED IN. I NEED TO GET AWAY

FROM MY COMPUTER“


THE KEY INSIGHT

THE INTERNET IS ABOUT FOCUSING ON THE STUFF THEY HAVE TO DO, NOT THE STUFF THEY

WANT TO DO


THE KEY INSIGHT

TEDTALK

WHAT IS A MANSPACE?


THE KEY INSIGHT


THE KEY INSIGHT


THE KEY INSIGHT

WHAT THESE MEN ARE EXPERIENCING IN REAL LIFE IS WHAT OUR TARGET IS EXPERIENCING ONLINE.

THEY ARE LOOKING FOR A

A DEDICATED SPACE.


THE BIG IDEA

SONY INTERNET TV IS 100% IMMERSION.


THE BIG IDEA

COMPUTER + MOBILE


THE BIG IDEA

COMPUTER + MOBILE

THE BRAND CAN HIGHLIGHT

DEPTH OF INTEREST

RATHER THANBREADTH OF USES THEIR

OTHER DEVICES ALREADY HAVE.


RECOMMENDATIONS

EMAIL

YOUTUBE

BLOGS OOHSCREENS

ONLINEDISPLAY

MOBILE


RECOMMENDATIONS

EMAIL

YOUTUBE

BLOGS

OF THETARGET

OF THETARGET

37%

63%

SOCIAL MEDIA INVOLVEMENT

OOHSCREENS

ONLINEDISPLAY

MOBILE

OF THETARGET76%

* GLOBAL WEB INDEX


RECOMMENDATIONS

EMAIL

YOUTUBE

BLOGS OOHSCREENS

ONLINEDISPLAY

MOBILE

UTILIZE INFLUENCERS TO CONNECT THE BRAND TO THE TARGET’S HOBBIES


RECOMMENDATIONS

EMAIL

YOUTUBE

BLOGS OOHSCREENS

ONLINEDISPLAY

MOBILE

COLLABORATE WITH BLOGGERS TO CREATE SOMETHING WORTH FOLLOWING OR SUBSCRIBING TO


RECOMMENDATIONS

EMAIL

YOUTUBE

BLOGS OOHSCREENS

ONLINEDISPLAY

MOBILE

USE THESE HOBBY-RELATED EVENTS TO GET THE TARGET TO COME OUT AND PLAY WITH THE PRODUCT


RECOMMENDATIONS

EMAIL

YOUTUBE

BLOGS OOHSCREENS

ONLINEDISPLAY

MOBILE

BECOME THE ‘RECESS’ TO THEIR WORK DAYS:THE COMMUTE, AT BREAKS AND IN BETWEEN TASKS

THANK YOU!

Noah Simon and Katrina Yulo, Digital Strategies SP 2011Noah Simon and Katrina Yulo, Digital Strategies SP 2011

Sony Internet TV (Digital Strategy)

Technology

Sony Internet TV (Digital Strategy)