Sony Computer Entertainment Inc. Forms New Subsidiary Organization (America) Inc. to Manage North American Online Enterprise

Culmination of Internal Resources and Strategic Partners Aid New Corporate Group in Development of Computer Entertainment Hub,


Demonstrating its continued commitment to extending the PlayStation experience in the online space, Sony Computer Entertainment Inc. announced today the formation of a new subsidiary organization, (America) Inc., that will supervise and direct all activities pertaining to the company's North American initiatives. These efforts will include the evolution of the PlayStation brand online, the development and management of the e-commerce strategies, and eventual extension of the site as a gateway into an entertainment content distribution system.

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Based in Foster City, Calif., along with sister organization Sony Computer Entertainment America Inc., the new company has already managed an extensive re-launch of, including the introduction of an e-commerce component providing consumers the opportunity to purchase a variety of PlayStation®, PlayStation®2 and entertainment products. Focusing on content, commerce and community, the site was developed to enable all consumers to shop, connect to others and get news and information about products, such as games, music CDs and DVD titles -- all entertainment options in the world of PlayStation.

Partnering with (America) Inc. to realize the complex and intricate site are some of the country's premier front- and back-end Web design and engineering, order management, fulfillment and Internet infrastructure firms including ATG (Art Technology Group), Digital Island, Electron Economy, Organic, Inc, PricewaterhouseCoopers and Sun Microsystems.

"By creating a subsidiary organization to manage the business, we are demonstrating that Sony Computer Entertainment America is taking full advantage of the potential offered by the Internet," said Kazuo Hirai, president and chief operating officer, Sony Computer Entertainment America Inc., and president, (America) Inc. "The considerable amount of expertise and resources that contributed to the success of the new further demonstrates our commitment to create and support the most comprehensive online entertainment destination possible."

The site was developed and will be managed by an internal team at (America) Inc. with specific support from the following formidable organizations (listed in alphabetical order):

  -- ATG (Art Technology Group) - developer of the ATG Dynamo® e-Business
     Platform used to build and deploy a reliable customer-driven Web site
  -- Digital Island - manages the integrated hosting of
     site, in addition to providing enhanced performance, reliability and
     delivery of content on the Web site via the company's Footprint®
     Content Delivery Network
  -- Electron Economy - provider of InternetTONE™ software platform used
     to manage fulfillment operations and ensure efficient supply chain
     execution across multiple trading partners
  -- Organic, Inc. - managed the front-end Web store design, development and
     ATG Dynamo® implementation, as well as made significant contributions
     to the development of the overall site strategy and brand research
  -- PricewaterhouseCoopers - provided overall project management and Web
     site integration services, including implementation of CRM and data
     warehouse solutions
  -- Sun Microsystems - successfully worked with multiple project partners
     to design, develop and install a site that met
     (America) Inc.'s requirements for scalability, availability and
     security.  To meet the challenge, Sun servers, the Solaris™
     Operating Environment and Java™ technology are employed in the test
     and production systems.

The following is additional background about's strategic partners, consultants and advisors:


ATG (Art Technology Group, Nasdaq: ARTG) is a leading provider of online customer relationship management and electronic commerce products and services. ATG offers an integrated suite of Java™ application server-based products and services, as well as related application development, integration and support services. The ATG Dynamo® e-Business Platform enables Global 2000 enterprises, as well as new businesses using the Internet as their primary business channel, to understand, manage and build their online customer relationships and to more effectively market, sell and support their products and services over the Internet.

With its network of more than 225 solution partners, ATG has delivered e-business solutions to over 530 companies worldwide including 3M, Aetna Services, Inc., American Airlines, Blockbuster, BMG Direct, ChipCenter, Eastman Kodak, HSBC, Herman Miller, J. Crew, Sun Microsystems, and Target. The company is headquartered in Cambridge, Massachusetts with additional locations throughout North America, Europe, Asia and Australia.

NOTE: Dynamo, ATG and Art Technology Group are registered trademarks of Art Technology Group, Inc.

Digital Island

Digital Island (NASDAQ: ISLD), is the leading provider of managed Internet infrastructure for enterprises that need to give their customers a great Web experience in order to drive e-Business transactions. The company integrates managed hosting, content delivery and network services to bypass Internet congestion and guarantee fast and relevant interactions. Digital Island is headquartered in San Francisco, and its global e-Business delivery network reaches 33 countries.

Digital Island's global e-Business Delivery Network enables the fast, reliable, and relevant Web experiences customers demand. Whether business must deliver secure data transmissions, streaming media, frequent updates, or mission-critical applications, Digital Island's integrated services securely deliver content to the customer, providing a guaranteed, fast, and relevant customer experience, every time.

Electron Economy

Electron Economy™ ( provides innovative supply chain technology solutions that intelligently manage the flow of funds, goods and information across enterprises, exchanges and trading networks. It has combined advanced Internet technology and world-class supply chain expertise to pioneer the software platform, InternetTONE™. An open, extensible platform, InternetTONE enables intelligent communication, execution and anticipation across supply chains to drive operating efficiency, profitability and customer satisfaction.

Electron Economy combines InternetTONE with a broad range of value-added services to enable efficient supply chain execution. Specifically, its E-Fulfillment solution enables enterprises to effectively implement and manage a world-class e-commerce operation, including trading partners, business processes, transactions, and exceptions.

Organic, Inc.

Organic, Inc., (NASDAQ: OGNC), an international Internet professional services firm, is committed to leading global 1000 clients to make measured, constant and lasting improvements in their businesses' performance. Ultimately focusing on the customer, Organic provides services to develop every aspect of the client's online business. The company's services include strategic consulting and research, site design, software engineering and technical program management, online marketing services including media buying and management, and customer service and fulfillment consulting and transaction management. Organic integrates strategy, creativity and technology to deliver full-scale experience-based solutions to meet customers' needs.

Organic recognizes that understanding and meeting customers' needs are key elements to the long-term success of a client's business. Organic offers customer acquisition and retention services, which enable it to not only build online businesses, but also to attract customers and help clients keep them. Organic supports clients in marketing and building their brands, as well as growing their businesses to meet customer needs and build customer loyalty. In today's competitive marketplace, interacting with customers to build strong relationships results in satisfied customers and maximizes investments.

Founded in 1993 and headquartered in San Francisco, Organic has a history as an industry leader and innovator, having developed the Apache server, a widely used Web server software, and Accrue Software, Inc., a leading provider of e-business analytic software, which Organic incubated and spun-off. Organic has offices in the U.S., Canada, Asia, Europe and Latin America. The company's clients include DaimlerChrysler, Federated Department Stores, Inc., British Telecommunication, plc, Tommy Hilfiger, Washington Mutual, General Electric Financial Assurance Holdings, Inc. and Target Corp.


The Management Consulting Services practice of PricewaterhouseCoopers helps clients maximize their business performance by integrating strategic change, process improvements and technology solutions. Through a worldwide network of skills and resources, consultants manage complex projects with global capabilities and local knowledge, from strategy through implementation. PricewaterhouseCoopers ( is the world's largest professional services organization. Drawing on the knowledge and skills of more than 150,000 people in 150 countries, we help our clients solve complex business problems and measurably enhance their ability to build value, manage risk and improve performance in an Internet-enabled world.

Sun Microsystems

Since its inception in 1982, a singular vision -- The Network Is The Computer™ -- has propelled Sun Microsystems, Inc. (NASDAQ: SUNW), to its position as a leading provider of industrial-strength hardware, software and services that power the Internet and allow companies worldwide to dot-com their businesses. With $17.6 billion in annual revenues, Sun can be found in more than 170 countries and on the World Wide Web at

NOTE: Sun, Sun Microsystems, the Sun logo, Solaris, Java, and The Network Is The Computer are trademarks or registered trademarks of Sun Microsystems, Inc. in the United States and other countries.

Headquartered in Foster City, Calif., (America) Inc. is a Delaware corporation and a sister company of Sony Computer Entertainment America Inc.

Sony Computer Entertainment America Inc. continues to redefine the entertainment lifestyle with its PlayStation® game console and the PlayStation®2 computer entertainment system. The PlayStation 2 computer entertainment system is set to revolutionize the home entertainment market, offering the most compelling interactive content and the capability to be used as a network terminal in the coming broadband era.

Recognized as the undisputed industry leader, Sony Computer Entertainment America Inc. markets the PlayStation game console and develops, publishes, markets and distributes software for the PlayStation game console and the upcoming PlayStation 2 computer entertainment system for the North American market. Based in Foster City, Calif., Sony Computer Entertainment America Inc. serves as headquarters for all North American operations and is a wholly-owned subsidiary of Sony Computer Entertainment Inc.


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SOURCE: Sony Computer Entertainment America Inc.

Contact: Molly Smith, 650-655-6044, or,
or Stephanie Iwamasa, 650-655-6083, or,
both of Sony Computer Entertainment Inc.