Sony Entertainment robot AIBO makes debut in European retail

BERLIN August 5 (PROTEXT/PRNewswire) - Sony Europe has todayannounced plans to make its AIBO entertainment robot availablethrough a wide network of retail stores in Europe. Until thissummer, AIBO was available for purchase only via a dedicatedwebsite and telephone sales channel.

"The decision to broaden AIBO's availability follows thecompany's high profile television and print advertising campaignwhere AIBO (silver ERS-210) appeared as its mascot," said NicolasBabin, Director of Sony Entertainment Robot Europe. "Inparticular, our TV advertising campaign featuring variousSony products gave many people the first chance to experience themascot AIBO. They liked what they saw so much that we have beenoverwhelmed with requests to purchase our entertainment robotthroughout Europe," he added.

By making AIBO available within selected retail storesthroughout Europe, consumers will have a chance to touch and feelthis advanced robotic companion. This way, the AIBO concept thatcentres on artificial intelligence, interactivity and fun willbecome more accessible to a larger European audience.AIBO enters the European 'league'

Following the first TV commercial that was aired during thetime of the World Cup, AIBO was released on the UK market on 1July 2002 via numerous retail outlets. Already representingSony's largest European AIBO market, the strong response from UKconsumers has encouraged Sony to make AIBO similarly available inother parts of Europe. An independent survey has shown that thetypical profile of an AIBO owner is a male between 25 and 45years old, who enjoys using technologically advanced products.Retail launches are planned in France and the Netherlands duringSeptember. Another priority market for Sony is Eastern Europe,with the Czech Republic slated for a launch from October 1st.Through these channels, users can purchase the ERS-210 (silver)and the ERS-220 (futuristic design) models. Alongside thehardware, the stores will stock an extensive range of programs,including AIBO Life, AIBO Explorer, AIBO Navigator and AIBOMessenger.

"The TV and print advertising campaign has captured thepublic's imagination and we need to provide closer contact tosatisfy public curiosity of this advanced Sony entertainmentworld," explained Babin. "Shortly, consumers can experience AIBOin conjunction with other exciting Sony products for themselves.We believe they will experience AIBO, and start a long termrelationship based on intelligent interaction, entertainment andfun."AIBO Club

With the enthusiastic reaction from the public, Sony hasannounced plans to establish an AIBO Club from October 1st.Accessed via the website www.eu.aibo.com, the AIBO Club willcreate a close link between AIBO's developers and the increasingnumber of owners and AIBO fans throughout Europe. The AIBO Clubwill serve as a central portal to any AIBO related content inEurope and provide additional brand experience supported byproduct videos, flash animations, pictures and screen savers.After the AIBO customers will have registered to the AIBO Club,they will be able to immediately join the AIBO discussion forumas well as have exclusive access to value added information bySony such as free downloads of AIBO programmes and software on aMemory Stick, download of AIBO logos and ring tones on mobilephones, as well as videos or pictures.About Sony Europe:

Sony manufactures audio, video, communications andinformation technology products for the global consumer andprofessional markets. With its music, pictures, game and onlinebusinesses, Sony is uniquely positioned to become a leadingpersonal broadband entertainment company in the 21st century. InEurope Sony recorded consolidated annual sales of EUR 14.76billion (yen 1,609 billion) for the fiscal year ended March 31,2002, based on an average market exchange rate for the sameperiod of yen 109 to the euro. Sony Europe, headquartered at theSony Center am Potsdamer Platz in Berlin, is responsible for thecompany's European electronics business and registeredconsolidated sales of EUR 9.36 billion* for the fiscal year endedMarch 31, 2002. Entertainment Robot Europe is an European Sonybusiness group which is responsible for marketing and sales ofthe entertainment robots AIBO.

For more information on Sony Europe, please visithttp://www.sony-europe.com

For more information on AIBO, please visit:http://www.eu.aibo.com(* Figures for the cellular phone business from October 1, 2001are excluded from Sony Europe's consolidated sales.)

Contact:

Sylvia Shin Corporate Communications Europe

Sony Europe GmbH tel: +49 30 2575 5156,

fax: +49 30 2575 5174

email: sylvia.shin@eu.sony.com

www.sony-europe.com/presscenter

In addition, for any queries about Sony in your respectivecountry, please contact your local Sony PR office corporatecommunications europe.

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