Sony and KarstadtQuelle demonstrate interactive TV shopping application with MHP Technology at CeBIT 2002

BERLIN / ESSEN, March 8 (PROTEXT/PRNewswire) - Sony andKarstadtQuelle today announced news of an innovativeinteractive TV shopping application based on the Multimedia HomePlatform (MHP) standard. This new TV shopping experience is thefirst MHP application resulting from the co-operation between aconsumer electronics manufacturer and a retail company. Itrepresents a product of a strategic partnership between SonyNetServices GmbH and KarstadtQuelle New Media AG. Presentingarticles of KarstadtQuelle's mail order company NeckermannVersand AG, the CeBIT showcase demonstrates how easily future TVviewers can order products by remote control. They scroll throughthe items, put their chosen articles in a shopping basket andthereby place an order for the goods, which are delivered bypost. The application will be presented at CeBIT, Hanover, on theSony booth (Hall 2, Booth C02) from 13 to 20 March 2002,alongside Sony's integrated digital TVs (iDTV).Rapidly becoming the de facto standard in interactive TV (iTV),MHP is supported by over 300 members of the global DVB (DigitalVideo Broadcasting) Group in some 37 countries. "We are pleasedthat KarstadtQuelle and Sony are leading the way for involvementin MHP by the retail sector. This will expand the potentialapplications of interactive television," commented Prof. Dr.Ulrich Reimers from the Institute of Communications Technologyat the Technical University of Braunschweig, the founding memberand head of the MHP Implementers Group.A major player in online shopping, KarstadtQuelle regards thisopen standard based operating system as an ideal platform torealise the massive potential of this new interactive retailchannel. In particular, it enables retailers to create specificchannels to market a broad range of products. "We see tremendouspotential to bring added value to the TV viewing experience,"commented Christian Seifert, member of the board ofKarstadtQuelle New Media. "In selecting Sony NetServices as ourpartner, we have available market leading development anddeployment resources, from the new generation of iDTV to thesophisticated broadcast technology required to provide thisservice." KarstadtQuelle was also the first retailcompany worldwide to take part in the MHP initiative whenKarstadtQuelle New Media became a member of the MHP ImplementersGroup in October 2001."MHP is an open, robust and progressive standard that willbenefit the establishment of iTV in Europe," commented AndreasRiegler, General Manager at Sony NetServices. "Our MHPdevelopment initiative encompasses a new generation of iDTV, thebroadcast backbone required to bring these new interactiveservices into the home and to create a robust return path to thebroadcaster, and the development of advanced software. In thelatter case, we have teamed up with KarstadtQuelle to createsomething totally new, which will benefit shoppers throughoutEurope. We look forward to working together with KarstadtQuelleand pushing back the boundaries of this exciting newtechnology." The development of the MHP software application bySonyNetServices also underscores Sony's entire value chain withregards to MHP, which also includes the hardware products in theform of iDTVs and the Open Datacast Platform (Media Station) bySony Broadcast & Professional Europe. About KarstadtQuelle:KarstadtQuelle AG, based in Essen, is Europe's largest departmentstore and mail order group. With a staff of around 112,500people, the Group turned over more than 15,9 billion Euro in thebusiness year 2001. The Group's business areas include over-the-counter retail trade, mail order, services inclusive tourism andreal estate. With 46 shopping and marketing portalsKarstadtQuelle is one of Europe's leading internet retailers andachieved online demand worth 814 million Euro in 2001.KarstadtQuelle New Media AG, founded in 2000, is the Group'sstrategic e-business unit for B2C shopping portals, B2B marketplaces, TV commerce, streaming media as well as new services andco-operates closely with the corresponding operational units ofthe Group. Neckermann Versand AG, Frankfurt, is part ofKarstadtQuelle's mail order sector which is market leader inGermany with a turnover of 7,7 billion Euro in 2001. For moreinformation, please visit www.karstadtquelle.com, www.kqnm.comand www.neckermann.de. About Sony NetServices:Sony NetServices was founded in April 2000 as a joint venturebetween Sony DADC and Sony Europe, to become a European softwarehouse for B2B and B2C applications, and is active in the iDTV, e-commerce and mobile solutions area. Sony NetServices' futuretechnology resources and know-how offer their clientsprofessional and reliable advice, conceptualisation, realisationand operations in the areas of interactive business andcommunication solutions. 100 employees in Salzburg, Berlin andBrussels, make Sony NetServices an important supplier of Internetand software solutions.www.sonynetservices.com About Multimedia Home Platform (MHP):The DVB Multimedia Home Platform MHP is a new, interactivestandard for digital TV and multimedia transmission. MHP as auniversal standard revolutionises the market for digitaltelevision and enables the convergence of media around the world.MHP unites the advantages of digital television (improved pictureand sound quality) and the interactivity of Internet. Theplatform offers all participants a universal, open interface forthe development of multimedia value added services for digital TVprogrammes and services. MHP enables the development of an open,horizontal market for digital television. This has advantages forall participants. In the first place for the consumers, who canuse all multimedia and interactive applications with just an MHP-suitable set top box or TV sets with integrated MHP box (iDTV=integrated Digital TV).The MHP standard was published in February 2000. The completionfor Internet access followed in July 2001. MHP completes thestandards of the DVB Consortium (DVB = Digital VideoBroadcasting) and meanwhile is supported by more than 300 DVBmembers in 37 countries. The member organisations and companiescome from all areas of service and programme providers,telecommunication, information technology and consumerelectronics. Involved in the launching of MHP in the market arethe MHP Implementers Group and the MHP MarCom Group in co-operation with the DVB Consortium.Sony EuropeSylvia ShinCorporate Communications EuropePhone +49 30 2575 5156sylvia.shin@eu.sony.comKarstadtQuelle AGMechthild HexamerKonzernkommunikationPhone +49 201 727 9667mechthild.hexamer@karstadtquelle.com

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