BERLIN--(MARKET WIRE)--Aug 28, 2008 -- IFA Berlin

-- Unique dancing portable audio player with neodymium stereo speakers for superb audio quality

-- Supports wireless music streaming via Bluetooth

Source: Sony Europe
Sony 'Rolly' makes its way to Europe ·  Sony Europe ·  Sony Style Europe

-- Up to five hours of continuous music playback

-- Automatically create or customise choreography routines at the touch of a button with Rolly Choreographer software

Following unprecedented interest, Sony has announced that "Rolly" (SEP-30BT) will be available in selected European outlets this October. "Rolly" is Sony's unique palm-sized music entertainment player which spins and dances to the rhythm of music.

Fusing Sony's innovations in artificial intelligence and portable audio technology, "Rolly" combines superb sound quality with motion capabilities, providing a truly unique entertainment experience.

The motion is achieved through six moving parts made up of wheels, arms and shoulders, that work in unison with two rings of light capable of emitting over 700 different colours. A digital amp and two 180-degree horizontally opposed stereo speakers with neodymium magnets allow listeners to enjoy superb audio quality from anywhere in the room from the compact unit.

"Sony has always captivated its customers by creating products that merge technologies and push the boundaries of innovation and we are encouraged to see the amount of interest evoked by "Rolly," said Andreas Ditter, President, Audio Marketing Europe. "Rolly" is a fantastic example of this convergence, providing listeners with a truly unique audio-visual experience made possible through Sony's motion and audio technology."

With 2GB of built-in flash memory, "Rolly" is able to store approximately 520 four minute songs encoded in 128kbps MP3. It's also compatible with DRM free AAC formats. With a single full charge "Rolly" will provide up to five hours of music playback, and last up to four hours when motion is combined. "Rolly" also contains Bluetooth technology which opens up a host of connectivity options, allowing users to stream music from Bluetooth devices such as home computers and mobile phones.

Unlike other music players on the market, with "Rolly" the controls are motion activated, meaning users can change track or the volume simply by turning its wheels or go into shuffle mode by shaking the unit gently. To choreograph its dance moves, "Rolly" comes with its own software called Rolly Choreographer that analyses music and automatically creates routines. Users can also add their own creative twist by coming up with their own routines. Once these have been created, the software provides a visual preview of how "Rolly" will dance.

"Rolly" will ship in Europe with three pre-choreographed tracks: "The Pretender" by the Foo Fighters, "Girlfriend" by Avril Lavigne and "Acceptable In The 80's" by Calvin Harris. In addition, two demo tracks are included that show how motion can be integrated into the listening experience.

"Rolly" will be available in both black and white colour options from selected stores across Europe from October 2008.

"Rolly" and the "Rolly" (logo) are trademarks of Sony Corporation.

NOTES TO EDITORS

Key technical specifications

 
Dimensions           (Approx.): 4 1/8 x 2 9/16 x 2 9/16" (104 x 65 x 65mm)

Weight               (Approx.): 11 oz (300g) (the battery included)

Speaker dimensions   20mm (diameter)

Battery type         Lithium Ion battery 1560mAh

Battery charging     USB based charging

Power handling       Only music: approx. 5 hours. Music and motion: approx.
capacity             4 hours

Bluetooth Receive    A2DP (Audio Streaming); AVRCP (Operate music in the
function             Mobile Phone & PC Play/Stop/Volume+/-); SPP (Serial
                     Port Profile)

Operating system     Rolly Choreographer Ver.1.0; Windows Vista Home
compatibility        Basic/Home Premium/Business/Ultimate; Windows XP Home
                     Edition/Professional (with SP2); Media Centre Edition
                     2004&2005 (with SP2)

USB port             Hi-speed 2.0

Memory type          2GB built-in flash memory

Supported audio      MP3, AAC (DRM free)
formats

Frequency range      MP3: 32 to 320kbps variable bit rate compliant; AAC:
                     16 to 320kbps variable bit rate compliant

Speaker output       1.2W x 1.2W

Colour options       White, Black

Environmental Info

Sony is engaged in a constant review of its manufacturing, operational and business practices to ensure that its products are developed in an environmentally responsible way. This approach can broadly be divided into three areas:

Environmental Information: 3Ps

Product: Extended user documentation is provided electronically on the hard disk drive to reduce paper use.

Process: Highly efficient parts applied in the amplifier, motor driver, LED driver, and power supply.

Planet: Sony is determined to lead the way as a responsible manufacturer. As a company we are focussing on three key areas of investment:

1. Reducing CO2 gas emissions

2. Increasing the percentage of renewable energy used in our manufacturing facilities

3. Minimising the resources used by our factories in manufacturing

About Sony:

Sony manufactures audio, video, communications and information technology products for the global consumer and professional markets. With its music, pictures, game and online businesses, Sony is uniquely positioned to be one of the world's leading digital entertainment brands. Sony recorded consolidated global annual sales of EUR 55.44 billion (yen 8,871 billion) for the fiscal year ended March 31, 2008, based on an average market exchange rate for the same period of yen 160.0 to the EUR. It employs approximately 180,500 people worldwide.

In Europe, the Sony Group recorded consolidated annual sales of EUR 12.73 billion (yen 2,328 billion) for the fiscal year ended March 31, 2008. Sony Europe, headquartered at the Sony Center am Potsdamer Platz in Berlin, is responsible for the company's European electronics business and registered consolidated sales of EUR 9.55 billion for the same period.

For more information on Sony Europe, please visit http://www.sony-europe.com and www.sony.eu/presscentre

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