SONY CORPORATION OF AMERICA Sony Research Planning Council

SONY CORPORATION OF AMERICA Sony Research & Planning Council Mandate and Mission Presented By Bruce B. Friend SVP of Research, Columbia Tri. Star Marketing Group

Proposal For A Sony Corporate Research & Planning Council MEMBER/PARTICIPATION STRUCTURE: – This Council will be comprised of the senior-most Research and/or Brand Strategy executives from the following Sony Divisions & Partners: (ideally not to exceed 10 members) • SEL • SPE (Feature Films , Television, Home Video & Digital Entertainment) • SME • SOCAN • Universal Mc. Cann Advertising (Media Research & Planning) – Also, in time this Council will create working sub-committees, and appoint additional execs to work on specific divisionrelated projects. These sub-committees will be headed up by Council members, and will report into the Council.

Proposal For A Sony Corporate Research & Planning Council OPERATIONAL STRUCTURE: – This Research & Planning Council will operate in an informal manner, and if possible, its members will meet on a quarterly basis (in person) at central locations and times, as determined by member availability. – Quarterly Council meetings will follow a pre-determined agenda, as set by the Sony Marketing and Media Councils. – During these quarterly meetings the Council “Sub-committee” Heads will report in to the Council on their progress/ findings, and ultimately present their conclusions and recommendations. – The Council will also periodically receive updates from both the Sony Marketing and Media Councils on their Corporate priorities, so that this Council can develop initiatives to address these priorities, if they are deemed essential.

Proposal For A Sony Corporate Research & Planning Council MISSION OF THE COUNCIL: – This should ultimately be determined by all marketing and media related Sony Council members, but will focus on supporting and furthering: • Key initiatives within specific Sony divisions (short term) • Key corporate, cross-divisional initiatives (long term) • And ultimately, Sony’s strategic plans and corporate vision (long term)

Proposal For A Sony Corporate Research & Planning Council GOALS/OBJECTIVES: – These should also be determined by Sony Marketing and Media Council Members, and will focus on, but will not be limited to: • Developing a communications structure/ system to facilitate the sharing and deployment of existing Sony research/ information and strategic intelligence. • Identify and maximize the research data, tools and systems available to Sony via its relationship with universal Mc. Cann • Developing new corporate-wide research initiatives, and subsequent information resources/ systems, that support the key strategic objectives of all the Sony operating divisions, as well as Sony’s corporate vision. • Achieve significant cost savings for research and info-based services at both the corporate-wide level, and across divisions.

Proposal For A Sony Corporate Research & Planning Council POTENTIAL COUNCIL INITIATIVES: Short Term – Develop plan/ system to facilitate the cross-divisional and cross company (w/Universal Mc. Cann) sharing of relevant research studies, information, methodologies and systems. – Review all key cross-divisional supplier/vendor contracts, and then renegotiate those that can be consolidated at the corporate level, to achieve cost savings where possible. – Seek out and review/ evaluate new research resources, methodologies and sources of information, and introduce those, worthy of trial, to Sony Corporate and Division users. – Develop a “Sony Brand/ Consumer” Study, which services the consumer insights needs of all Sony divisions, and which also identifies potential synergy strategies, alliances and initiatives.

Proposal For A Sony Corporate Research & Planning Council POTENTIAL COUNCIL INITIATIVES: Long Term – Develop research, planning and modeling tools off existing data and systems (e. g. , Sony Consumer Internet Research Panels). – Develop a Sony Research Council Newsletter, to be issued on a quarterly basis. – Develop a Sony Research Council Web-site, which will allow access to the following research and planning information: • Past newsletters, and recent key study summaries • A contact list of all key research and planning executives at Sony • Hyper-links to research vendor/ subscription web-sites • A Sony Research Library, containing historical information on all relevant Sony Research related studies, vendors and services

Proposal For A Sony Corporate Research & Planning Council Current Committee Members: · · · · · Brady Darvin - Home Entertainment Bruce B. Friend - Feature Films Chris Gaebler - Electronics Susan Jurevics - SCA Jennifer Mann – SPDE John Mc. Carter - SOCAN Stacey Mc. Innes – Mc. Cann (Mrkt Research/Planning) Susan Nathan – Mc. Cann (Media Research) Doug Roth – TV Linda Ury Greenberg – Music

Proposal For A Sony Corporate Research & Planning Council Thank You