HMZ-T1 Head Mount Display Launch Recap

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Initial Challenges-Sony Executives skeptical of product viability and potential unit sales -Minimal Launch Budget and zero ATL support-Need to establish an entirely New Product Category with the trade and consumers-Lack of Social Media Enthusiasm to support this product fully from Day 1-Lack of Sony Direct Store Support until Tokyo sent pictures of 7 hour lines there to try the Head Mount Units-Company was slow to see this product as a Key Sony Innovation Story to halo across all 2011 Sony products

Action Plan Success-Focus on Press Reviews and product demonstrations-Focus on Consumer Events and product demonstrations-Beef up Enhanced Search Terms online-Inclusion in Sony Holiday Catalog and turning Sony Employees into Product Ambassadors for positive publicity-Utilize Sony Cierge for affluent VIP Status Seeker Targeting, one-on-one sales events, email and print catalogs-Delay Regional Account Roll-Out to provide 100% of all available inventory to Sony Direct stores and online

Current Results-All 600 units of available inventory SOLD OUT; 150 units currently on backorder-$3,505 of Enhanced Web Search resulted in 9,742 clicks, 79 orders, and $70,239 in revenue-Won prestigious Popular Science Magazine’s Grand Award for Best New Entertainment Device-Product Seeding Opportunities continue with key influencers in music, film, gaming and tech

Looking Ahead-Mall Events at Beverly Center and Aventura Mall Florida 11/21 thru 12/26 to deliver over 30,000 demonstrations-Local Radio Advertising Support to drive event traffic and customers to the Sony Stores-Head Mount Video tagged with Sony NY store location to run on the Times Square Jumbotron Nov-Dec.-SGNL Video with Wil Wheaton to air in December with assurances he will tweet to his 1.8 million followers-Sony PlayStation primed for event and CRM support in 2012 as more product inventory becomes available

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