Device Arena

Sony Corporation together with FIFA and its Local Organising Committee (LOC) will today begin the distribution of Sony “BRAVIA” LCD TVs, Sony VAIO laptop computers and associated technical equipment to an extensive network of community development projects across South Africa.

As a part of FIFA’s Football For Hope initiative, more than 4,700 Sony “BRAVIA” LCD TVs, as well as some 350 Sony VAIO laptop computers, previously used to ensure the smooth running of the 2010 FIFA World Cup™, will be donated to a variety of schools, clinics, community youth projects and social development initiatives.

As the largest single-sport event on earth, the FIFA World Cup™ requires substantial quantities of information technology equipment / products to operate successfully. A large proportion of this equipment for the 2010 FIFA World Cup South Africa™ was provided by FIFA’s Partner Sony. As the 2010 FIFA World Cup™ draws to its climax, this product will now be redeployed as part of FIFA and Sony’s long-term commitment to provide disadvantaged communities with the means to enhance their media and communications skills.

“We feel, at the conclusion of this wonderful tournament, that it’s imperative that the equipment provided by Sony for the 2010 FIFA World Cup™ in South Africa will serve a social development initiative within the country,” explained Hidemi Tomita, General Manager, CSR Department, Sony Corporation. “The Football For Hope initiative has empowered organisations to touch lives through education and awareness in key areas of social development. As a corporation we are committed to support the sustainable development under our Corporate Social Responsibility key concept, ‘For the Next Generation.’”

The information technology equipment used by FIFA and the LOC at the FIFA World Cup™ is managed by the IT division of MATCH Services AG. They have kindly committed to ensuring all the hardware and software is comprehensively prepared prior to its redeployment.

The substantial storage requirements and ultimate distribution of the equipment, meanwhile, has been generously donated by the logistics service provider for this event, DB Schenker.
FIFA’s head of Corporate Social Responsibility, Federico Addiechi, underlined the significance of FIFA and the LOC’s decision to launch the initiative at the closing ceremony of the Football For Hope Festival.

He said: “It is highly significant that Sony and FIFA together with the LOC should begin this wonderful initiative here at The Football For Hope Festival. It continues to demonstrate that we are committed to using the platform of our flagship event in order to make a real and lasting difference to the less advantaged communities of South Africa. These are the people we are doing this for and these are the people that are making a real change around the world.”

sony.net

Sony today announced the development of an energy storage module using lithium-ion rechargeable batteries made with olivine-type lithium iron phosphate as the cathode material (hereafter referred to as ‘olivine-type lithium-ion iron phosphate cell’). Key features of olivine-type lithium iron phosphate cell include high power output, long-life performance and excellent thermal stability. Sample shipments of the new module are scheduled to begin from June, 2010.

The newly-developed module is an energy storage module with 1.2kWh-class capacity. Multiple modules can be connected either in series or in parallel to easily expand to a higher voltage or capacity. Furthermore, the new module is compatible with stationary power supplies such as UPS (uninterruptible power supply) for data servers or as a backup power supply for mobile phone wireless base stations.

[Background]
In recent years, there has been an increasing demand for lithium-ion rechargeable batteries, which boast superior energy efficiency, higher power density and excellent storage characteristics, as substitutes for batteries made from lead or nickel-cadmium. Until now, lead-acid and nickel-cadmium batteries have conventionally been used in the stationary power supply market for data server UPSs (uninterruptible power supplies) or as backup power supplies for mobile phone wireless base stations.
Additionally, new applications of lithium-ion rechargeable batteries – such as energy storage systems for efficient energy use and load-leveling – continue to be developed as the installation of new energy generating systems like household photovoltaic systems progresses as part of environmental measures to reduce CO2 emissions.

Sony will bring to market a safe, long-life performance energy storage module using olivine-type lithium iron phosphate cell, which are characterized by their high-power output, long-life performance and excellent thermal stability.

This energy storage module will be on display at the China International Battery Fair 2010 (held from June 24 to 26, 2010) in Shenzhen.

[ Main features of the energy storage module ]
1. ‘High expandability’ Multiple modules can easily be connected either in series or in parallel, enabling both the voltage and capacity to be customized to suit various applications
2. ‘High performance safety’ In addition to the use of olivine-type lithium iron phosphate cell, which boast excellent thermal stability and storage characteristics, the storage module also contains a built-in self-monitoring function to detect any abnormalities within the module itself
3. ‘Low environmental impact’ The long-lasting module can be used repeatedly whilst maintaining a reduced environmental impact

Details of main features of the energy storage module
‘High expandability’
1. Variables such as the voltage and capacity can be customized for different applications by connecting multiple modules either in series or in parallel. Each module is compatible with a high power output maximum of up to 2.5kW, and can be used for various stationary power supplies such as UPS (uninterruptible power supply) for data servers or as a backup power supply for mobile phone wireless base stations.

‘High performance safety’
2. Built-in self monitoring function for detecting any abnormalities within the energy storage module.
3. Internal battery usage can be controlled safely by monitoring the state (voltage, current, temperature) of the internal batteries and communicating this to a linked external battery management system.
4. Another feature derived from the excellent thermal stability provided by olivine-type lithium iron phosphate cell is that the batteries should resist irregular heat generation, even in the event of a battery abnormality occurring for any given reason.

‘Low environmental impact’
5. In comparison to lead-acid batteries, lithium-ion batteries have minimal energy loss when discharging the stored electrical energy. In other words, the charge and discharge of lithium-ion batteries is highly efficient, and demonstrative of the benefits of low energy consumption.
6. Longer-life performance (anticipated longevity of 10 years or more*) * Estimated useful life with one charge-discharge cycle per day.
7. Iron (lithium iron phosphate), which is said to be available in abundance, is used as the electrode material. This enables reduced environmental impact in comparison to lithium-ion rechargeable batteries that use rare metals with extremely limited reserves and that are in low supply.

‘Other features’
8. No regular maintenance required such as rehydration, which is needed for some lead batteries.
9. Compatible with 19-inch (2U) size for mounting on standard computer server racks.

Sample specifications of the energy storage module
Capacity: 1.2kWh
Nominal voltage: 51.2V
Maximum output: 2.5kW
Dimensions: 431 x 420 x 79mm (not including fixtures)
Weight: approx. 17kg

sony.net

Sony Corporation (NYSE:SNE) and Google Inc. (NASDAQ:GOOG) today announced an alliance to provide a range of new and rich entertainment experiences that combine Google’s open-source Android platform with Sony’s expertise in technology and product design. The two companies are exploring the joint development of compelling new Android-based hardware products for the home, mobile and personal product categories.

Through this alliance, Sony aims to leverage the stability, future growth potential and open-source accessibility of Google’s Android platform to further optimize its product development processes, while also providing consumers with an open, expansive and evolving user experience.

The alliance will enable Google to draw on Sony’s cutting-edge technologies, renowned engineering quality, groundbreaking design and diverse product and content portfolio to gain a comprehensive platform from which to drive the adoption of its Android OS across the CE industry.

“The combination of Sony’s industry-leading product design, engineering and development expertise with the flexibility and growth potential of Google’s innovative, open-source Android platform will provide consumers with a world of new and exciting Internet user experiences. Through this alliance, Sony will deliver new levels of connectivity and Internet integration across our range of assets and product categories,” said Howard Stringer, Chairman, President and CEO, Sony Corporation.

“We believe that open systems lead to more innovation, value and choice for consumers, which is why we are so proud to work with Sony to bring the power of the Android platform to more consumers around the world,” said Eric Schmidt, Chairman and CEO, Google Inc.

As the first step in this collaboration, Sony will introduce “Sony Internet TV,” the world’s first TV to incorporate the “Google TV” platform. Through an easy-to-use interface, consumers will be able to search and access content from their TVs and across the Internet – a rich Internet experience on consumer’s TVs. “Sony Internet TV” is scheduled to first launch in the U.S. the Fall of 2010 with the lineup featuring both a standalone TV model and set top box-type unit incorporating a Blu-ray Disc drive.

Going forward, Sony and Google aim to maximize their respective industry-leading technological expertise to deliver products and services that empower users with easy access to compelling content, whenever and wherever they require it. The two companies are also exploring extending the alliance in connection with Sony’s wide range of entertainment assets to establish new forms of cloud-based user experiences.

sony.net

Q1 Highlights:
• Company returns to profitability in Q1 2010
• ASP rises to Euro 134 as Xperia™ X10 and Vivaz™ start shipping
• Improved cost structure generates better margins
The consolidated financial summary for Sony Ericsson Mobile Communications AB (Sony Ericsson)
for the first quarter ended March 31, 2010 is as follows:
Q1 2009 Q4 2009 Q1 2010
Number of units shipped (million) 14.5 14.6 10.5
Sales (Euro m.) 1,736 1,750 1,405
Gross margin (%) 8% 23% 31%
Operating income (Euro m.) -369 -181 20
Operating margin (%) -21% -10% 1%
Restructuring charges (Euro m.) 12 150 3
Operating income excl. restructuring charges (Euro m.) -357 -32 23
Operating margin excl. restructuring charges (%) -21% -2% 2%
Income before taxes (IBT) (Euro m.) -370 -190 18
IBT excl. restructuring charges (Euro m.) -358 -40 21
Net income (Euro m.) -293 -167 21
Average selling price (Euro) 120 120 134
Bert Nordberg, President, Sony Ericsson commented, “We are pleased to see the positive impact of
both the launch of new products and the business transformation programme improving the
company’s results. The Xperia™ X10, our first android-based Communication Entertainment device
featuring signature Sony Ericsson applications Timescape and Mediascape™, and Vivaz™, a
beautifully designed, touch-screen Symbian phone started shipping towards the end of the quarter.
Both models have been well received by global customers.” He added, “Increases in both gross and
operating margins show that we are on the right track to build the correct cost structure for our
business organization and strategy. We will continue to work through the transformation programme
to ensure that we are competitive.”
Units shipped in the quarter were 10.5 million, a decrease of 28% compared to the same period last
year, reflecting the streamlining of the portfolio over the past 12 months to focus on higher-end
phones. Sales for the quarter were Euro 1,405 million, a decrease of 19% year on year. Average
selling price (ASP) increased 12% both sequentially and year-on-year to Euro 134 during the quarter
due to good sell through of existing models, new flagship phones starting to ship at the end of the
quarter and a positive currency effect.

Gross margin rose both sequentially and year-on-year, reflecting a more favourable product mix and
the benefit of cost of sales improvements in the past year, including the resolution of certain royalty
matters during the quarter.
Income before taxes for the quarter excluding restructuring was a profit of Euro 21 million, illustrating
the positive impact of the cost reduction programme.

The transformation programme, which started in mid-2008, with the aim of reducing annual operating
expenses by Euro 880 million is continuing with the full benefit expected during the second half of
2010. Since the start of the programme, Sony Ericsson has reduced its global workforce by
approximately 3,150 people to reach a total of 8,450 by March 31, 2010. The total restructuring
charges taken to date are Euro 342 million.
As of March 31, 2010, Sony Ericsson retained a net cash position of Euro 563 million.
During the first quarter of 2010, Sony Ericsson obtained additional external funding of Euro 150
million. The funding was guaranteed by the parent companies on a 50/50 basis.
Market share in unit base for the quarter decreased by one percentage point sequentially and is now
estimated to be around 4%.
Sony Ericsson maintains a forecast of slight growth in units in the global handset market in 2010.

sony.net

Sony Corporation (“Sony”) announced that Sony, Sony Mobile Display Corporation (“SMD”), a 100% subsidiary of Sony, and KYOCERA Corporation (“KYOCERA”) have executed a definitive agreement for the transfer of small- and medium-sized TFT liquid crystal display (“LCD”) design and manufacturing operations at the Yasu Plant of SMD to KYOCERA.

The transfer is planned to become effective on June 1, 2010, subject to receipt of any necessary government approvals.

Sony and SMD plan to increase efficiency and strengthen operations in the small- and medium-sized TFT LCD business by concentrating manufacturing operations going forward in SMD’s Higashiura Plant and SMD’s Tottori Plant* (to be established on April 1, 2010.) By producing a wide range of technically advanced and cost-effective products, and offering comprehensive product lineups that fully utilize its strengths in small- and medium-sized TFT LCD sales, engineering and product design, Sony aims to enhance its customer relationships and strengthen the competitiveness of its small- and medium-sized TFT LCD business to continue to meet and exceed customer needs.

1. The outline of the agreement
(1) Assets to be Transferred
Equipment and other assets relating to small- and medium-sized TFT LCD design and manufacturing operations at SMD’s Yasu Plant.
(2) Employees
Existing employment agreements are planned to be assigned to KYOCERA on June 1, 2010 and the employees of the design and manufacturing operations will be transferred to KYOCERA.

2. Impact on Financial Results
Although an impairment loss on the fixed assets has been incurred by Sony in connection with the transaction, no material impact is anticipated on Sony’s consolidated financial results forecast for the current fiscal year announced on February 4, 2010 as such loss has been included in the forecast as a part of the 130 billion yen of restructuring charges.

SMD’s Yasu Plant
Location: 800 Ichimiyake, Yasu-City, Shiga Prefecture
Operations: Design and manufacturing of TFT LCD display devices and related parts

* SMD’s Tottori Plant
SMD plans to acquire certain business assets of Epson Imaging Device Corporation at its Tottori Plant and to establish SMD’s new Tottori Plant on April 1, 2010, as explained in Sony’s announcement dated June 30, 2009, titled, “Agreement to Transfer to Sony Certain Epson Business Assets Relating to Small- and Medium-Sized TFT Liquid Crystal Display Operations.”

sony.net