SONY Electronics Goes Mobile: A Case Study

1. SONY Electronics Goes Mobile: A Case Study Robert Sullivan Manager Talent & Organizational Development Robert Sullivan, 503, Sony Electronics Goes Mobile

2. In this session you will learn: • What sparked the initiative for Sony Electronics to go mobile with training for field teams • The criteria used to select the pilot group, content, and mobile learning strategies • The importance of a well-designed and intuitive interface and user experience for learners • Obstacles and roadblocks faced and overcome leading to next steps and lessons learned • How to embed mobile learning into key learning initiatives to encompass formal, informal, social, and game-enabled learning Robert Sullivan, 503, Sony Electronics Goes Mobile

3. What I want to share: Why? The journey How we did it Obstacles, hurdles, and lessons learned Next steps Robert Sullivan, 503, Sony Electronics Goes Mobile

4. Pace of Change in Consumer Electronics

5. Sales Development Strategy Talent & Organizational Development

6. The Journey to Mobile Joined T&OD with focus on Learning Strategy Organizational restructuring Go Live! April 2012 2011 - 2012 October 8, 2012 2010 October 2011- February 2012 April 2012 – October 2012 • Contract approval • IT Security • Content development Vendor selection process Learning Analysis: Mobile needed and wanted

7. Who participated in the pilot? • Geographically dispersed • Technologically savvy • Issued both a Sony tablet & Smartphone • 50% of this population hired in June 2012 110 Retail Sales Supervisors 15 • Manage & coach teams of 11 to 18 RSSs Zone Vice Presidents • T&OD • Sell Out Operations • Product Training 15 Corporate

8. How did we do it?

9. Content types and function Learn about Sony Understand customer demographic info Explore competency definitions Determine where instructor-led training is happening Onboarding & Ongoing Build product knowledge View key job skills Test their knowledge with the Shopfront Game

10. How long did it take? 2013 2012 Legal IT Security Content Dev Single Sign On Implementation Automated Employee Feed

11. The Solution: Cellcast Sony Learning To Go

18. What worked? • Business owned content – starred in videos, provided photos & answers for game, shared training calendars & photos, etc. • Leadership support – SVP promoted pilot with direct reports, encouraged registration & exploration • Initial Participation -- 70% of participants downloaded and used the app in first 30 days • Vendor Relationship

19. Just because you build it… …and it’s really cool… …doesn’t mean they will come.

20. 5 Things We Learned Ensure there is a clear need for mobile Pre-launch: benchmark the data or behaviors you are trying to impact Measure, measure, and continue to measure – 30, 60, 90 days – Are you moving the needle? Pilot with a small group or intact team Clarify use to prevent confusion with other technology/information sources

21. Where do we go from here? • Pilot 2.0 – Retail Stores, Service and Support • Integrate Mobile with LMS (potentially even replace it) • FY14 – launch mobile to greater Sony Electronics population

22. Robert Sullivan • Manager, Talent & Organizational Development • Sony Electronics • San Diego, CA • robb.sullivan@am.sony.com