Sir Howard Stringer, Sony Chairman and CEO, Presents 'The CES Seven,' Imperatives for Creating the Ultimate User Experience, at 2009 Consumer Electronics Show

Sir Howard Stringer, chairman and chief executive officer of Sony Corporation, delivered the opening keynote address today at the 2009 International Consumer Electronics Show at the Venetian Hotel's Palazzo Ballroom in Las Vegas.

Mr. Stringer addressed the current financial crisis, and said "the consumer electronics industry will prevail because, despite the difficult economics, everyone is still innovating."

He introduced the "CES Seven," a set of universal imperatives for creating the best user experience in the networked age and a strategic roadmap for future success: Embracing the fusion of industries as today's reality; adopting a service-enhanced philosophy from the initial design of products to the retail level; developing devices that are multi-functional, a fundamental feature that will be at the heart of product development for at least the next decade; supporting open technologies because consumers expect services to work with any device; advancing the new shared experience; creating new value chains by offering "must-have" products that drive related purchases; and going green because consumers want big screens and big sounds, but a small carbon footprint.

Mr. Stringer also talked about Sony's unique position as a company strategically positioned in the areas of hardware, software, network services and entertainment content and as a leader in the technologies of tomorrow, including television, Blu-ray, digital cinema, 3D and wireless devices.

He unveiled the VAIO® P Series Lifestyle PC, a device that fits into a jacket pocket that has built-in GPS and can be used anywhere in the U.S. with no Internet connection required.

Mr. Stringer announced the WiFi Cyber-shot® camera, the newest in the Cyber-shot line. With the touch of a button, the camera sends photos directly to any Web site without the need for wires or docks. The WiFi Cyber-shot, which is available now, can also send photos to a networked BRAVIA® television.

Sony also introduced its flexible OLED prototype--a television so thin it can actually bend. In the future, the technology might allow people to own a screen that could fold as easily as a magazine that displayed content in color and dynamically updated itself daily.

Sony Group Executive and Sony Computer Entertainment President Kaz Hirai talked about the company's aggressive efforts to bring the interactive element of PlayStation to networked content and services, specifically via PS3® and PlayStation® Network. He highlighted the Sony video delivery service, with its portable content, and the recent release of PlayStation® Home, a digital town square where people come together online and can play, shop, hang out and watch movies together.

Sony showcased its 3D technology, including 4K projectors and HD cameras, with 3D video of last week's FedEx Orange Bowl. Keynote attendees were invited to watch the Sony-sponsored live 3D broadcast of the FedEx BCS National Championship Game that evening in Las Vegas.

Mr. Stringer was joined during the presentation by Tom Hanks, star of Sony Pictures Entertainment's highly anticipated "Angels and Demons" release; John Lasseter, Chief Creative Officer at Pixar and Walt Disney Animation Studios, who detailed the success and creative benefits of Blu-ray technology; Jeffrey Katzenberg, chief executive officer of Dreamworks Animation and a strong proponent of 3D cinema; Dr. Mehmet C. Oz, MD, who discussed his highly anticipated new series, "Dr. Oz" to be co-produced by Harpo Productions and Sony Pictures Television (SPT) and distributed by SPT; and Reggie Jackson, who talked about Sony technology being used in the new Yankee Stadium.

The presentation concluded with a live performance by Usher, a Sony Music Entertainment artist.

For more information on Sony's announcements at CES and the text of Mr. Stringer's address, go to sony.com/news. For more on Sony's activities at CES, go to sony.com/ces.

Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and on-line businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Sony recorded consolidated annual sales of approximately $88 billion for the fiscal year ended March 31, 2008. Sony Global Web Site: http://www.sony.net/.

First Call Analyst:
FCMN Contact:

SOURCE: Sony Electronics Inc.

CONTACT: Sandra Genelius of Sony Corporation of America,
+1-212-833-6975, Sandra_genelius@sonyusa.com, or Rick Clancy of Sony
Electronics, +1-858-942-2905, Rick.Clancy@am.sony.com

Web Site: http://www.sony.com/news