SONY READERSONY READER

DOTZEVA Milena, KASNAK Sukran KLAPPAS Panagiotis, MATHUR Bhuvan, MORVAN

Cecile

Product

Competitors

Idea

Content

Distribution

Communication

Agenda

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Agenda

4

Product Presentation

The SONY Reader is a digital book reader. It is an innovative new way to carry all your favorite books in electronic format and enjoy them whenever you want.

• Huge choice of eBooks: store 100s, even 1000s, of eBooks

• Read for hours on a paper-like screen

• Support for multiple file formats (EPUB, PDF, Word documents, music, image)

• Lightweight & colorful design

• Low energy use for a long battery life (6,800 to 7,500 page turns)

• 3 versions: Reader Pocket Edition, Reader Touch Edition, Reader Daily Edition

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Agenda

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0

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2

3

4

5

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Display Brightness

Screen Size Touch Screen Processor Speed

Battery Life Economy Perception

Weight/ Convenience

SONY E-Reader B&N Nook Cybook Opus

Amazon Kindle Apple I Pad

Value Curve

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Product Benchmarking

Features SONY Reader Apple IPAD Amazon Kindle Barnes& Nobles Nook Booken Cybook

Versions Pocket, Digital, Daily Wi-Fi ,Wi-Fi +3G Kindle1,2, DX Nook Opus, Gen3

Accessories

Cover with reading

light,screen protector

Keyboard Dock,case, dock,camera

connection kit, USB power adapter

Cover, Light,earphpne,adapter, skin,

Cover, Back&Frame,

Light,Rec.Battery,USB cable,

Mobile SD card

Protection sleeve, USB cable, memory

card, frame

Backlight No Yes No No NoTouch Screen Yes Yes No Yes No

Weight 7.8 Ounce 24 Ounce 10.3 Ounce 12.1 Ounce 5.3 Ounce Memory 512 MB 16-32-64 GB 2 GB 2 GB 1 GB

Color option Yes No No No No

Extra Features Music, photos,notes

Music, videos, photos,e- mail,

Accessibility

Free Access to Wiki, Sharing,

syncing,

Sharing, syncing, Photos

Photos, music

Battery Life 2 weeks 10 hours 2 Weeks 10 days 2-3 weeks

Connectivity Wi-Fi, 3G(New) Wi-Fi ,Bluetooth ,3G

Free Wireless (Free)Wi-Fi on

stores,3G No(Mob. Phone

Tech), 3G 8

Current PriceMiddle range reader.

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CompetitorsDistribution:Apple Online Store, FNAC (soon)Apple Retail Stores

Distribution: Amazon.com Online Kindle Store

Distribution:Barnes&Noble online store ( not for sale

outside U.S), Amazon.com (inter), BN stores

Communication:Apple.com, Online Social Communities, Blogs, Special Events,Press, Commercials

Communication:Commercials, Amazon.com , Online Social Communities, Blogs , Press

Communication:Commercials, www.barnesnoble.com, Online

Social Communities, Blogs ,Press,

Content:E-Book, e-mail, music, video, newspaper, photo, magazine, itunes, maps, calendar

Content: E-book, newspaper, magazine

Content: E-book, newspaper, magazine,

Audiobook, photos10

Competitors

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Distribution:Booken online shop, FNAC (online),Pixmania (online), Book ( online) stores e.g.Gibert Joseph, Gibert Jeune

Communication:www.booken.com commercials, , Online Social Communities, Blogs , Press

Content: E-book, newspaper, magazine,music, photos

Distribution:FNAC, Sony (Online) Store, Pixmania.com

Communication: Youtube commercials, , Online Social Communities, Blogs , Press

Content: E-book, newspaper, magazine, music, photos

ORANGE is also coming out with an e-reader in the future

Hot news every hour via hourly wireless updates by 3G and WiFi connections. The 1GB device will also come with 30 preloaded books and is already under a two-month public testing trial. Orange's machine concentrates almost exclusively on newspapers, namely Le Monde, Le Parisien, Les Echos, L'Equipe and Télérama

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Points of Parity/ Difference

Competition with US Brands: Sony vs. Apple

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Points of Parity/ Difference

Competition with other US Brands: Sony vs. others

The iPad w

ill be th

e new media device

that s

ets the

standard fo

r all p

ublishers

and developers

around the

world

Honestly, I think I will use it mainly as an eBook reader and also as a mobile internet tablet

Instead of a laptop. I think it will be more convenient, as far as size goes. 3G data will be cheaper as well.

Facebook, youtube, games, web,

applications, music, videos, pictures

that what I will useOn plane flights as a

movie platform it will be

nice as the screen size is

great and so is the

battery

Consumer Perceptions

MEDIA DEVICE

14*Quotes from online blogs and interviews

CYBOOK

SONY

Batterylife: se

veral weeks o

f norm

al use

(consumes no energy when disp

laying a

page)

Though the Sony Reader Pocket

Edition is heavier than the Opus and

has fewer font options, it is similar in

size and costs lessComfortable:Read in all conditions – indoors or

outdoors, even in direct sunlight

Simple:Easily downloads titles by connecting to a computer’s USB port (PC or Mac)

USER FRIENDLY

Strong and Sturdy

“ I just lo

ve the touch

screen and the backlight”

The design is “ boxy,

clunky and old school

80s!”

The ability to change the

font size on any page

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Consumer Perceptions

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Points of Parity/ Difference

Direct Competition: Sony vs. Cybook

NOOK

KINDLE

Love to listen to music as

reading

Easy to read: E-ink screen

very easy on the eyes for

extended periods

Shorter battery life than

kindle

Great interfa

ce, color touch screen, expandable

memory, mp3, pdf, w

i fi, 3G, after update fast!!!

Would recommend to anyone

looking for a quality e-reader

at a reasonable price.

Too many features and difficult to use

SCREEN

FREE WIRELESS Easy downloads

Low E Book Prices

“You don't have to

go to th

e library

or the booksto

re or wait f

or a book

to arrive in th

e mail, you sim

ply

download it”

“sophisticated” and “elegant” looking

“I really look forward to a touch

screen , colour display and faster

speed”

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Consumer Perceptions

DESIGN

SIMPLICITY

LOW PRICE

HIGH PRICE

Just PriceGood Features

Higher Priced for the current simple features

Great Features but

expensiveJust PriceGood Features

Low PriceSimple Design

Perceptual Map

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Agenda

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Experience

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Target MarketFo

r New

spap

ers a

nd books

For books and general content

For school books and leisure21

• Different Segmentation from iPad in terms of:– Price positioning– Computer Experience

• Aim: maintain the closest feeling a person can have to a paper book

• Offer: convenience and flexibility in today’s busy life in terms of content

Strategic Intentions

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Distribution

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Strategic Intentions

Heavy School Bags : Destroying Childhood

Kids struggle with the weight

Empowering the Kids with the SONY E ReaderEducate your

kids in a healthy way

Concept Story

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Remember when you had to carry the weight of your favourite books when you travelled? And the additional

Duty you had to pay at the airports

SONY E- Book Reader“An affordable Solution”

Concept Story

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Remember when you didn‘t know how to make your child comfortable and happy during travelling

Take care of your child’s education or lull your angel to sleep, while travelling

SONY E Book Reader with audio story teller and an education pack

Be sure you maintain your kids’ smile :)

Concept Story

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Agenda

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* Based on a consumer research

Content

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Content

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Content

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Signe de Sens is an association established to help deaf children to build themselves by explaining different aspects of culture with mime, image and creativity (paintings, history, abstract concepts,…).

This association already works with the Louvre Museum.

PARTNERSHİP WİTH« SIGNE DE SENS »

To be really innovative the

Reader has to be accessible to all

of us, handicapped or

not.

Agenda

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Product Distribution

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Distribution & Targets

Universities & Schools

Increase Partnerships with Universities. Implement the SONY Reader in libraries and class rooms Offer students the opportunity to borrow one on monthly or yearly

basis

Main Utility: No need to carry all the books or search them in the libraries

Eco friendly dimension:A lot of space will be saved in libraries, if there weremore e-books offered instead of the limitedtextbooks.

Benefit for the future : Young students can be SONY Reader’s potential buyers when they graduate.

34Students

Pricing for Libraries and Schools

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Analyzing e-book pricing options and models based on FinELib e-book strategy Paula Mikkonen The National Library Helsinki, Finland

19 € : Paper book 15 € : e-book

Pricing Models for Schools and Libraries

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Hotels - Conferences

Partnerships with Luxury and Business Hotels

Offer SONY Readers to clients for free and increase the awareness. – Have a flyer at the reception

– Make it available in rooms based on the Customer’s preferences.

– Collaborate with the hotels, use their CRM database to target people who stay in the hotel mostly because of business trips and not of sight seeing / relaxation incentives.

• During Conferences• Gap time from the check out at the hotel to the airport boarding

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Business People

Collaboration with: Airline Companies

Offer to Business Class and First Class Passengers /

at Business Class Lounges of Air France

Cruise Companies

Croisières Costa, abcroisiere, MSC Croisière…

Trains

Offer to first class and business class

passengers for long trips of SNCF

Transport Companies

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Business People

Focus on the cultural aspect of the French market

Make the Reader available in selected famous, popular and trendy cafés, in major cities, starting with Paris.

Give the chance to experience the sample Reader first hand without worrying about costs.

Target places: Café de la Paix, Café de Flore, Café des Deux MagotsAim: Educate our potential customers about the Reader’s utility and profits

Main Utility: Ability to download music & books Library

Cafés

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Placement in Stores

Maintaining the distribution partnership with Fnac (store & website),NOT as an exclusivity by focusing on:

• Improving the Sony Reader Stand• Improving the service conditions – give training to the staff, since they are not well educated about the Sony Reader / employ SONY experts for the Reader.

Also:• Improve the product visibility in the SONY Style Boutique in Paris – George V• Begin partnership with other distribution channels like Auchan.

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Online Distribution

Web distribution to be developed:

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Loyalty Tools

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Agenda

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Intensive optimization of new mediaonline social communities and blogs with banner campaigns

Using a benchmarking from Nespresso’s advertisement strategy forour TV campaign

– publish advertisements online and create a contest where the audience will vote for the one they prefer to be aired on TV

– create a blog / facebook group where they can comment– broadcast on TV of the winner ad strong link between website and TV: reinforce the

communication strategy / minimizing costs and risks

PR campaigns and Conferences

Communication

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Business People

Proposed Ad. Concept

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• Collaboration with companies that organize conferences

(Medical, Educative, Technical, Business)

• Check the main conferences that take place in France.

• Form a group of experts who present the SONY - Reader in

the beginning of the conferences.

• Place flyers and samples for demonstration, near the

conference gates.

Event Management

Business People Students

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Proposed Collaborations

Ecological / Environmental Conferences (national and/or international).

Example: "Citoyens de la Terre" : international conference whichoccurred in Paris in February 2007 fighting for a worldwide ecologicalgovernance ecological responsibility matches with 1 aspect of the Sony Reader.

France at the presidency of the G20 in Paris in 2011:Potential building of a huge conference / convention center in Paris Opportunity for Sony to be a sponsor Meetings with more than 5,000 people.

Business People47

4 Existing Facebook groups dedicated tothe Reader. #1: I Sony Reader ♥

890 members

Intention: Give a «super-sexy» feeling to e-Reading

Communities

-Improve the dialogue inside the social media.-Make the Reader more visible and attractive on the SONY website and especially on the corporate SONY FB group

Objective

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Thank You

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