Sony introduces a unique and exclusive experience between the consumer and the brand. This is done by creating a “test-drive” using online products, in real time, by employing a multi-platform site with the user experience fully in mind. A highly trained team of over 20 employees, 12 hours a day, 7 days a week, will support the user live on camera, voice call and/or also messenger. All details of Sony Xperia products were addressed at demonstrations, such as the slow motion and waterproof camera. An app for Tablets was produced exclusively for the attendee’s with the relevant information about the devices and the profile of the users who previously accessed the Sony Guru. The information gained from this app was fed into a BI and an analytical system that was specially created to support this platform in order to improve the service and therefore future products of Sony Xperia.