Sony (Open Planet Ideas)

Notice to creative minds:

Sony and the WWF would like to hear your ideas on how technology can help us preserve our planet's resources

Contribute to Open Planet Project Ideas and participate in all stages of the process, the birth of the concept to validation


· Sony and WWF invites creative minds worldwide to participate in the Open Planet Project Ideas

• The principle challenge is this: based on six key issues, participants are invited to rethink the use of Sony technologies to optimize the management of limited resources of our planet

· Participants have until 29 November to join the Open Planet Ideas and contribute to the evolution of ideas

Open community · The Planet Ideas and the expert panel, comprising members from Sony and WWF, who will select the final idea will be realized

· The R & D team of Sony, in partnership with WWF is committed to developing the idea until the final stage of proof of concept

• For more information, visit www.openplanetideas.com

Sony and WWF invites designers, inventors and creative minds to participate in the second stage of the project and Open Planet Ideas to share their ideas about how technology might help Sony to optimize the management of the planet's resources. The panel of experts and the community will select the most promising concepts. Once selected the winning idea, those who have contributed work with these experts and develop the concept to validation in order to demonstrate its feasibility.

Planet Open Ideas is a real collaborative project: the ideas are developed and enriched by the community and everyone can participate and contribute. The involvement of each can take many forms: support the ideas of others, participate in their improvement work or a completely new concept.

At the first stage of the project, more than 300 «inspirations» were published as comments, videos and pictures. After studying and analyzing these "inspirations", the panel of experts composed of representatives from Sony and WWF found that the management of resources, including the creation of a healthy and sustainable future for our planet, was one major concerns of the community. Based on these findings, the expert panel identified six key themes for the second phase of the project Planet Open Ideas:

Ø Doing more with less: how can technology help us optimize the use of our resources?

Ø Take positive action: how can technology bridge the gap between our actions and their impact?

Ø Zero waste: how can technology make our waste more useful?

Ø A more sound: how technology can help us to design products, services and infrastructure including production, use and disposal have a minimal impact on the environment?

Ø Recycling revised and corrected: how can technology help us improve our techniques for recycling?

Ø Changing behavior: how can technology help us lead a lifestyle more resource-efficient, option not only correct but also desirable?

The public can answer these questions until November 29 2010, proposing and improving innovative ideas that illustrate how Sony technologies can address these critical issues.



Jean-Paul Jeanrenaud, Director of Corporate Relations at WWF International, said: «Planet Open Ideas is an exciting project which aims to leverage the creativity of citizens worldwide. We are very excited about these concepts, developed and enriched by the community, perhaps lead to new ways to use technology that will enable us to meet the challenge One Planet Living.»

For his part, Emily Nicoll, General Manager of Communications at Sony Europe Environment, added: «We are delighted and impressed by the number of breaths that participants have sent in the first stage of the project. We now wait to listen to ideas from the community about how our technology can be rethought in order to address the issues identified. We believe that technology has an important role to play in solving these critical environmental issues.»

Open Ideas Planet was developed by Sony and WWF in collaboration with IDEO, a global agency design consultancy. The initiative aims to encourage social and environmental improvement through the collective power of «community».

For more information, visit www.openplanetideas.com