Sony and Thinker Inc. Collaborate with Mars Snackfood U.S. to Roll Out FeliCa-Based...

Sony and Thinker Inc. Collaborate with Mars Snackfood U.S. to Roll Out
FeliCa-Based Digital Signage Applications

LAS VEGAS, March 30 /PRNewswire/ -- SHOWEST #1905 -- Sony Electronics and
Thinker Inc., an authorized FeliCa technology deployment channel partner,
today announced that Mars Snackfood U.S. has joined the two companies in the
development and implementation of a FeliCa-based digital signage and delivery
portal solution for trade shows.

"Thinker's iACCESS(R) interactive touchscreen digital media portals with
intelligent navigation technology combined with Sony FeliCa's contactless
transactional capabilities can encapsulate disperse technologies and offer an
integral real time user experience, while seamlessly delivering a record of
that experience to the relevant distributor," said Tim Lindner, director of
strategic business development for Sony FeliCa America.

"By leveraging FeliCa technology in a trade show digital signage application,
we are able to enrich the user experience with client centric multiple
migration paths to data of interest presented in a visually dynamic way," said
Denise Mraz, president of Thinker Inc. "Our EventACCESS(R) connects any
registration and lead retrieval to FeliCa-enabled digital signage, messaging
and reporting, and phase II will extend to the complete product offering and
in several languages."

"A typical trade show scenario included us explaining, showing, making a lot
of notes, taking surveys, sorting leads and mailing tons of literature with
follow up sales calls," explained Vinnie Rinaldo, customer events director for
Mars Snackfood U.S. "The MarsAllACCESS digital application will provide a
comfortable level of immersion for trade show attendees to shop and consider
information in a non-intrusive manner, and our personnel can now focus on
relationship building."

About Sony FeliCa
The Sony-developed FeliCa microchip provides a fast, convenient and secure all
in-one solution platform for multiple applications, including electronic
pre-paid transactions, access, interactive signage, and membership or loyalty
rewards systems.

The chip combines processing, storage and communication functions, and can be
implemented in a variety of form factors like cards, key chains and mobile
phones. Deployed in Asia for more than ten years, FeliCa technology has
formed the basis for transportation access and merchant communities where
customers can easily and rapidly purchase goods and services. More
information about FeliCa technology is available at
www.sony.net/Products/felica. System integrators and application developers
can obtain more information about the FeliCa channel program by calling (845)
405-6872.

About Thinker Inc.
Based in Las Vegas, Thinker Inc. is an end-to-end network provider of
intuitive, intelligent navigation, combining a database with real-time
business logic to streamline way-finding and provide internationalized content
delivery within a digital portal both onsite and online. Additional
information for Thinker Inc. can be found at www.iaccessusa.com.

About Mars Snackfood U.S.
Mars Snackfood U.S. is the United States snack operations of Mars North
America. With more than $7 billion in annual sales in the United States, Mars
North America includes food, snack and pet care segments, which are a symbol
of excellence for quality brands. Headquartered in Mount Olive, N.J., Mars
North America employs more than 12,000 associates in the United States, with
54 facilities nationwide. Mars Snackfood U.S., headquartered in Hackettstown,
N.J., includes some of the world's favorite brands such as DOVE(R) Brand
Chocolate, M&M'S(R) Brand, MILKY WAY(R) Brand, SNICKERS(R) Brand, 3
MUSKETEERS(R) Brand, TWIX(R) Brand and more. Additional popular brands in the
petcare and food segments for Mars North America include UNCLE BEN'S(R) Brand,
PEDIGREE(R) Brand Food for Dogs, and WHISKAS(R) Brand Food for Cats. Please
visit www.mars.com.

SOURCE Sony Electronics Inc.

Keita Sanekata of Sony Electronics Inc., +1-858-942-5725,
keita.sanekata@am.sony.com