This is a story about brand. And how Sony' s brand has been challenged by customer and competitors expectations. Customers expectations have been raised by the new digital experiences that they are now surrounded by or perpetually immersed in, google, facebook etc, this means that their expectations from a consumer electronics firm have been transformed, it is now harder than ever before to be exceptional in this landscape. Secondly Sony has found itself in a market place where its competitors market their products (Apple, Samsung) to teenagers in Tokyo in the same way they do in Paris or Mumbai. Sony had a more fragmented approach taking a much more localised message out to its customers, which had diluted the brand. This project was about the fight back it was and is about Sony speaking with one voice to its global customer base, to promote exceptional customer experiences in One Brand.

1. ‘ONE SONY’ & THE
GLOBAL CUSTOMER
EXPERIENCE
Simon Ashby
1

2. ARTISTS & ENGINEERS
2
ARTIST PROFESSION
An artist is a person engaged in
one or more of any of a broad
spectrum of activities related to
creating art, practicing the arts,
and/or demonstrating an art.
ENGINEER PROFESSION
An engineer is a professional
practitioner of engineering,
concerned with applying scientific
knowledge, mathematics, and
ingenuity to develop solutions for
technical, societal and
commercial problems.
Sony copyright and confidential, 2014

3. THE PROBLEM
Consumer Electronics purchase journey:
80% research online, online is the #2
factor in final purchase decision. [1]
Leading brands increasingly execute
online globally. Great experiences drive
up consumer expectations.
1. Local optimization
2. Becoming fragmented
3. Duplicated efforts
4. Pace of change
5. Hyper-competition
3
[1] consumer barometer with Google 2012
Sony copyright and confidential, 2014

4. A PLATFORM TO DELIVER THE BRAND VALUES
ONLINE - WITH A WOW CUSTOMER EXPERIENCE
4
Strategy
STIMULATE & INSPIRE
EVALUATE & CONSIDER
BUY & GET
USE & OWN
Tone
HUMAN
SIMPLE
ORIGINAL
SOCIAL
Proposition
QUALITY
CRAFTSMANSHIP
UNEXPECTED
Brand
BE MOVED
GLOBAL CONTENT
CREATION
GLOBAL PROCESSES GLOBAL ORGANIZATION
GLOBAL TECHNICAL
PLATFORM
Sony copyright and confidential, 2014

5. TO DELIVER THE TRANSFORMATION WE
CREATED A GLOBAL OPERATION
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Web User Experience
Content Creation
Web Merchandizing
Search/Social/Analytics
Project Management
Technical Architecture
Content Management
Partner Companies:
Software Development
Software Configuration
Integration
Program Leadership
Change Management
Benefit Realization
Shared
Services
Sony copyright and confidential, 2014

6. WHAT THE ENGINEERS DELIVERED
6Sony copyright and confidential, 2014

7. WHAT THE ARTISTS DELIVERED
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USER EXPERIENCE
DESIGN
GLOBAL CONTENT
CREATION
CREATIVE VISION
Sony copyright and confidential, 2014

8. PAIN POINTS
8
DELIVERING THE MINIMUM VIABLE PRODUCT
E-COMMERCE INTEGRATION
TRANSLATION / COUNTRY VERIFICATION
WIREFRAME AND HTML
CONTENT MIGRATION / INTEGRATION
DEPENDENCIES UNDERESTIMATED
Sony copyright and confidential, 2014

9. LEADING IT
9
THREE TECHNOLOGY VENDORS
THREE CREATIVE AGENCIES
THREE CONTINENTS
STAKEHOLDERS:
COUNTRY / REGIONAL
PRODUCT CATEGORY
CORPORATE & HQ
AGILE & WATERFALL
QUARTERLY SCOPE PLANNING
RESOLVING ISSUES
BY FOCUSING ON
THE CUSTOMER
Sony copyright and confidential, 2014

10. LIVE IN EUROPE AND LATIN AMERICA – THIS YEAR
59
Countries
26
Languages
Responsive Design
MORE THAN
JUST ELECTRONICS
Premium Content
Consumer
Satisfaction
Increased
+2pp (EU)
+4pp (LA)
Purchase Intention &
Buy Clicks Increased
Up to
+2pp (EU)
+4pp (LA)
Positive Impact on
Direct Sales
Full Set of Analytics
from Day 1
Positive Consumer
Feedback
Stable Platform
(Close to 1% Error Pages
& Improving Everyday)
…And Improving
Everyday…
Main Improvements
for Consumers
LOOK & FEEL
IMAGES
PERFORMANCE
BRAND
Actual Page from launch
Source: Foresee – Feb/ 14
Source: Foresee – Mar 14
10Sony copyright and confidential, 2014

11. PLATFORM FOR GROWTH
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Ability to quickly add new countries
(content localization and ranging)
Rapid deployment of new
features – prioritized based on
consumer experience feedback
Sony copyright and confidential, 2014

12. THOUGHTWORKS & US
12
ADAPTING AGILE
IN A WATERFALL SHOP
AWKWARD WHEN
FACED WITH LESS THAN
PURE SOLUTIONS
DELIVERED THE
SCOPE ON TIME
VALUABLE ARCHITECTURAL
INPUT AND ADVICE
EXPERTS GAVE US
A JUMP START
Sony copyright and confidential, 2014

13. THANK YOU
For questions or suggestions:
Simon Ashby
company
contact info