Presentation during Mobile Monday Brussels event on 26/10 SonyEricsson and Marketplace Play Now Arena by Baldwin Hopmans (product manager) www.playnow-arena.com/playnow5-web/

1. Sony Ericsson – Mobile Monday Market Place, PlayNow 2009-10-26

2. Sony Ericsson – Mobile Monday Market Place, PlayNow Baldwin Hopmans Technical Product Manager

3. AV technology Mobile Communications Technology Product planning & Design Operator Relationships Consumer Marketing/Brand Expertise Network Infrastructure Business

4. Sweden - Kista Sweden - Lund China - Beijing China - Beijing London NAM - Raleigh Japan - Tokyo Japan - Tokyo LATAM - Miami Mexico Malaysia India APAC - Singapore Sales and Marketing Brazil Manufacturing Development Corporate Functions Global Operations EMEA - Munich

5. Our Vision To be the Leader in Communication Entertainment

6. Broaden horizon of entertainment Media Go

7. Seamless service experience

8. …already established 200,000,000 compatible phones 200,000,000 downloads a year Across 35 countries

9. 2006 2007 2008 2009 PlayNow™ evolution… 2004 2005 Ringtones Ringtones Games Ringtones Music Games Ringtones Music Games Wallpapers Ringtones Music Games Wallpapers Ringtones Music Games Wallpapers Applications Movies

10. Market coverage 2008 Q109 Q209 Q309 Belgium Ireland UK Germany France Denmark Italy Spain Sweden Norway Hungary Portugal Finland Czech rep. Netherlands Poland Taiwan Austria Switzerland

11. The best mobile content for your Sony Ericsson phone Best games, applications, music and more Web Mobile Fast mobile shopping experience Discover new music with TrackID and buy! www.playnowTM-arena.com

12. Placeholder – Vicky has something

13. PlayNow™ home for our content offering Music Games Video Apps Themes &Wallpapers Ringtones Filled with all sorts of entertainment Premium services (subscriptions, for example) A lá carte shopping And a whole bunch of ways to consume it Freebies

14. PlayNowTM arena phones 2009 Aino Satio Vulcan Yari Yalou W995 T715 C903 Yue Naite T707 C901 W508 W705 C510 Support more than 40 phone models on the market today!

15. The mobile experience One click access from desktop Browse the full content catalog Pay with pSMS or credit card Mobile

16. Applications – new content category

17. Submission

18. Submission Channel Launched – July 22nd 2009 Free - No registration , submission, yearly, service fees 70% of Net revenue to developers Supported platforms : Java , Symbian and Window Mobile Supported content types : Applications & Games Submission to “in store” within 30 days (max) Legal entities are eligible Overview

19. Submission Channel Process – 7 simple steps Provide Description, Screenshots, Binaries 3 Agree T&C 2 Register @ SEMC DW 1 Select Devices 7 Select Markets 5 Select Price Level 4 Select Languages 6

20. Strategy

21. PlayNow™ applications Quality Qualityprecedence over Quantity Unique apps leverage SE unique features Best on our phones Developer relation from idea to stats The store is a part of the phone Market-in-Market Long-tail Quantity

22. One logo. Infinite possibilities.

23. Application Categories – Quality vs Quantity 3 2 1 Cross Products SE devices SE Device specific Generic Cross platform and cross manufacture Using standard APIs

24. Thank you Questions? Baldwin Homans Technical Product Manager Baldwin.Hopmans@ SonyEricsson.com

25. Thank you Baldwin Homans Technical Product Manager Baldwin.Hopmans@ SonyEricsson.com

26. Appendix

27. Revenue share on premium SMS transactions %based on net revenue These number is an example - varies with markets and operators. Data revenue 35% Operators Paymentprovider Contentprovider

28. PlayNow arena Launched in 2004 Applications Support from July 2009 Available in 18 countries 20 Countries by end of 2009 Premium SMS and Credit Card Applications, Games, Music, Themes, Ringtones, Wallpapers, Movies 150 million downloads in 2008 – BIG market Overview

29. Fun & Downloads Launched in 2003 Available in 70 markets 34 – Premium 36 – Free Available in 200 million phones today 90+ phone models Supported Contents Applications , Games, Themes, Ringtones, Wallpapers Supports Premium SMS and Credit Card. Credit card only supports for purchases on web Overview

30. WE Austria - Premium Belgium - Premium Denmark - Premium Estonia - Premium Finland - Premium France - Premium Germany - Premium Hungary - Premium Ireland - Premium Italy - Premium Latvia - Free Lithuania - Free The Netherlands - Premium Norway - Premium Portugal - Premium Spain - Premium Sweden - Premium Switzerland - Premium United Kingdom – Premium 17 premium 2 free

31. CEEMEA Bulgaria- Free Croatia- Free Czech- Premium Egypt - Premium Greece – Free Israel- Free Romania - Free Russia – Premium (Playfon) Serbia - Free Slovakia – Free Slovenia –Free Turkey – Free Ukraine - Premium (Playfon) Central & Southern Africa (hub site) – Free Jordan – Premium Kuwait – Free Middle East & North Africa (hub site) – Free Marocco – Free Saudi Arabia- Free South Africa - Free United Arab Emirates- Premium 6 premium 15 free

32. LAM/ NAM Argentina – Free Bolivia – Free Brasil – Free Carribean Islands – hubsite- Free Central America –hubsite – Free Chile- Premium Colombia – Premium Ecuador – Free Jamaica – Free Mexico – Premium Paraguay – Free Peru – Free Uruguay – Free Venezuela - Free Canada – Free United States of America – Free 3 Premium 13 free

33. APAC, China & India Australia – Premium China – Partner – Premium Hong Kong- Premium India – Premium-Partner Indonesia – Premium Malaysia – Premium New Zealand – Free Singapore – Premium Taiwan – Premium Thailand – Premium Vietnam – Free Other Asia Pacific hubsite free Pakistan – Free Philippines – Free 8 premium 6 Free