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Sony Tablet launching

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					ECOSYSTEMS
Launching the Sony Tablet
Consumers don’t understand tablets


   2 out of 3 European consumers are unfamiliar
    with tablets

   Tablet traffic to websites typically accounts for
    less than 1% of total
It’s all about Apple anyway



                         Because if consumers
                          have a tablet it’s an
                          iPad, and if they
                          haven’t got an iPad
                          they want one
                             In May 2011 97% of all
                              tablet traffic in Europe
                              was iPad
                             47% of potential
                              European tablet users
                              want an iPad
But it’s not really about tablets...
But it’s not really about tablets...

   It’s about selling an entertainment ecosystem
    with a tablet at the centre
Once you have bought into an ecosystem it is
hard to move away
Ecosystem = screen + experience


   Apple owns the ecosystem currently but while Apple
    have a lot of screens (i.e. iPhone, iPad, Laptop) and
    have a chokehold on most peoples experiences (i.e.
    Apps, Itunes).....

   Sony potentially owns more screens (i.e. TV, Laptop,
    Bluray, Playstation, Phone, Tablet, Camera) and has the
    opportunity to unify more experiences (i.e. Apps,
    Movies, Gaming, Qrirocity)
Two key indicators

   Sony owns the living space and 82% of tablet
    use is at home
     77% living room
     69% on weekdays


   Apple is current top App store but android is
    second...
     ...And catching up
     ...And has more mobile phones
     ...And more development
Who are we selling to?
     Audience and markets are key
        Pick off likely early tablet adopters
           More   familiar with tablets if own a smart phone by
            80%
           Over 45s are 75% less likely to buy


        Talk to lifestyle entertainment junkies
           Because   we’re not just selling tablets

        Re-engage with those who like Sony
           More   existing Sony products and interest
Source: Comscore
Identifying and executing across
target audience is crucial


                                   Move from early
                                   tablet adopters to
                                   entertainment
                                   junkies

           Geek Nowsumer




           Urban Socialites


          Vibrant Family Circles
      Not just about EU5
          Germany and Russia
            Sony          searches still outstrip Apple


          UK, Spain and Italy have highest smartphone
           penetration
            UK        population is extremely active on mobile


          Exclude France as low Smart phone
           penetration and Sony brand saliency
Source: Using Google searches as a proxy for brand saliency, Comscore
Execution
DR
   Harness existing Sony interest and likely tablet
    converters
     Search: Brand, Tablets, Entertainment
     DSPs: deliver targeted display, build segments,
      mine data
     Use existing database: email, owned social
      media, playstation network
     Mobile: mobile users likely to move sooner
Brand
   Sell innovation and reconnect emotionally with
    consumers
     Make Sony famous again for entertainment
      moments
     Make the entertainment ecosystem and the
      premium connected experience real
When people think Sony they think
entertainment
Sony have a heritage in big entertainment
moments
Competitors are dormant in creating big
experiences integrated with online




   Reappraisal             Reinvent


    Heritage             Entertainment
Create new Sony entertainment moments
and use the content to fuel social

   Leverage wider
    Sony ecosystem
    to create events
    based on Sony
    heritage
   Offered to early
    adopters, as
    competitions and
    blogged about
Use Mobile with OOH to demonstrate how
connected ecosystems work


   Use digital display interacting with Mobile phones to
    bring the tablet concept to life
   Allow people to own a space by putting their pictures on
    a board... Until someone else comes along and replaces
   Enable viewing of TV or Music Video content controlled
    by tablet interface on OOH

   Competition to own the complete ecosystem?
Get Geek Nowsumers and Vibrant Families
to experience the tablet ecosystem

   20 proactive trials each month:
     8 tech bloggers (they get the newest technology first)
     12 family bloggers with various passions (who have
      shown an interest in technology)

   Let consumers experience and explain the tablet
    and entertainment ecosystem for you

   Build relationships as a long-term investment and
    help them grow
Summary
The entertainment ecosystem

   Making real on unifying the consumers entertainment
    experience and creating a premium entertainment ecosystem
    is key
       Recover the cool factor through innovation leadership that is
        relevant to consumers, and market solutions, not products
       Sony need to prove that they actually UNDERSTAND people's lives,
        so communication needs to be more customer-centric, simplified,
        and impactful


   Sony are a heritage technology brand, they own
    entertainment, and the launch of the tablet is an opportunity
    for them to reconnect with consumers and reconnect with
    themselves

				
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