1. TEAM #5 Taylor Kucera Cassandra Pastore Nicole Coumou Kara McDonald Pavel Lubov

2. About Publishing Industry: Industry is changing from paper to electronic format.

3. About Us: Leading manufacturer of audio, video, communications and information technology products for the consumer and professional markets, making Sony one of the most widespread entertainment companies in the world.

4. Our Mission: Provide our customers with a variety of innovative products, content and services world-wide. Pursue the dreams of our customers. Adapt unique products to individual needs of varying demographics by bringing to our customers advanced technology at economic value.

5. Our Vision: Generate the largest market share by becoming the leading provider of the electronic book industry. Partner-up with diverse publishers. Provide customers with intellectual content at affordable prices. Offer customers resourceful and sophisticated technology useful for everyday life.

6. Goals: Focus on electronics, entertainment and financial services sectors. Represent a wide range of business. Remain globally unique. Aim to emotionally touch and enthuse customers.

7. Four Strategic Priorities: Consistent profitability in our core hardware business. Innovative hardware, software and services. New customers and geographies. Environmentally conscious products and processes.

8. About the Sony E-reader: Touch screen E-ink display Pictures, audio, drawing pad Make notes, highlight documents Lacks: wireless connection, text to talk feature, back lighting

9. E-reader Market:

10. Winning to Us: Our target is to reach a 40% market share within the e-reader industry.

11. Competition: Amazon, Kindle Samsung, Edge Barnes & Noble, Nook

12. Generic Strategies: Scope of Arenas BROAD: NARROW: ECONOMIC LOGIC Low-Cost Leadership Differentiation Cost Leadership: PUBLISHERS Differentiation: APPLE I - PAD Integrated Position Edge e-reader Stuck in the Middle Net book Focused Cost Leadership: Focused Differentiation: SONY E-READERAMAZON KINDLE

13. VRINE

14. PESTEL

15. Five-Forces Degree of Rivalry HIGH Supplier Power Low - Medium Threat of New Entrant (and Entry Barriers) HIGH Threat of Substitutes Medium - HIGH Buyer Power Low - Medium Complements - Computers

16. Profit Pool

18. Why we will be successful: Simplicity of product Existing alliances ( raw material providers, publishers ) Brand loyalty Price differentiation

19. Conclusion: Establish alliances with publishers. Stick with simple and easy to use device. Add additional features. ( online book store, wireless feature)