Richard Golden Key Account Manager: Data Media

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Sony Rewards you

• Richard Golden Key Account Manager Data Media

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Agenda

• Storage Media Market Overview
• Sony Storage Media Strategy
• Products
• Programs
• Communications
• Sony Partnership for growth

3
Storage Media Market Overview

• Downward market trend reverses in 2007
• LTO becoming dominant format with 59 share in 06

4
Storage Media Market Overview

• Review
• LTO market explosion fierce price competition
• Stable AIT 2/3 sales AIT5 stimulating new
  demand
• Fast shrinking DLT market - threat from
  refurbished
• Outlook
• LTO remains dominant, but growth is much softer
• New format arrivals LTO4, DAT160
• Market value growth (stable pricing new
  formats)

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What type of media does Sony sell?

• We have it all! One Stop Shop!

• Consumer Media
• USB Storage
• DVD /-
• 8cm
• Single sided
• Double Layer
• Blu-Ray
• Magneto Optical
• CD/CDRW
• Video Tape
• 8MM
• DVC
• VHS
• Mini Disc
• Biometrics

Tape Media AIT SAIT LTO SDLT DLT-VS DLT
IV DDS 8MM Mammoth
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Sony Data Media gt Product Strategy
AIT Roadmap
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Sony Data Media gt Product Strategy
Sony LTO Media

• Among first to market with LTO4 (April)
• Aggressive value price positioning
• 2 national ad campaigns planned for 2007 focus
  on awareness and reilability
• 50 years of manufacturing experience key OEM
  supplier

Plus Programs

• Media Suite Services
• Storage Rewards
• Reseller Rewards

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Sony Data Media gt Product Strategy
2010
2005
2006
2007
2008
2009
2003
2004
LTO6
LTO Roadmap
LTO5
Full-Height
LTO4

• 6.4 TB
• 440-540 MB/s
• (SAS 6.0/FC 8Gb)

• 3.2 TB
• 300-360 MB/s
• (SAS 6.0/FC 8Gb)

LTO3

• 1.6 TB
• 200-240 MB/s
• (Ultra 320/SAS 3.0/FC 4Gb)

LTO2

• 800 GB
• 136 MB/s
• (Ultra 320, SAS 3.0CQ106, FC-TBD)

• 400 GB
• 68 MB/s
• (Ultra 160)

LTO5
WORM
LTO4
LTO3
Half-Height

• 3.2 TB
• 200-250 MB/s
• (SATA 3.0/SAS 3.0)

LTO2

• 1.6 TB
• 150-180 MB/s
• (SATA 3.0/SAS 3.0)

• 800 GB
• 100-120 MB/s
• (Ultra 160/SATA 3.0/SAS 3.0)

• 400 GB
• 40 MB/s
• (Ultra 160, SATA 1.5-CQ405, SAS-Ext.)

Assumes 21 Compression
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Sony Data Media gt Product Strategy
DDS/DAT Roadmap
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AIT-Turbo

• Capacity 20GB native to 80GB native
• Transfer Rate 6MB/s to 12MB/s
• New low cost entry point for AIT family.
• Perfect migration from DDS-3 DDS-4
• Plus all the performance, reliability and clean
  running design advantages of AIT.
• Ideal entry format for new Sony AIT users.

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Classic

• Capacities
• 512MB, 1GB, 2GB, 4GB, 8GB
• Virtual Expander compression software preloaded
• Expand the capacity of the Micro Vault device to
  virtually store 3 times as much data.
• Hi-Speed USB 2.0 (USB 1.1 compatible)

w/Virtual Expander
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Tiny
1.17

• 512MB, 1GB, 2GB and 4GB capacities (color-coded
  capacities)
• Compact and stylish design in five exciting
  colors.
• Hi-Speed USB 2.0 (USB 1.1 compatible).

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• Sony Media
• REWARDS
• you and your customer
• for buying Sony

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Sony Data Media gt Program Strategy

• New web-based program launched in September
• Loyalty program rewarding sales to end-users
• Points earned and redeemed via debit card
• Double point opportunities
• Purchases from authorized distributors

www.sony.com/resellerrewards
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Sony Data Media gt Program Strategy

• End user loyalty program rewarding purchases of
  Sony Storage Media
• Points are redeemed on an online rewards catalog
  featuring Sony products
• 1,000 point sign-up bonus 2/15-5/31
• Reseller Rewards 10 bonus
• for enrolling an active user
• All major categories

www.sony.com/storagerewards
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Sony Data Media gt Program Strategy
Barcode Labeling Service

• FREE service
• Free Barcode Labels
• Free Labels applied to tape media
• Minimum Qty of 50pcs to qualify
• Completed Label Form

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Sony Data Media gt Communication Strategy
Solution Provider Center
Storage Media Home Page
Monthly Newsletter
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Sony Data Media gt Communication Strategy

• LTO Advertising

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Sony Data Media gt Communication Strategy

• AIT Advertising

The Format that Fits
Born to Backup
SMB End users IT Managers, CIO managers
May Oct 06
Sep 06 Mar 07
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• Thank you!

See you at the Showcase
Richard Golden-Account Manager Media
Tel[phone] Email richard.golden_at_am.sony.com