This topic is covered two different ways:
1) Downloadable, printable PDF:
Sony Blu-ray Player IP Control Guide
2) Web Article
This tutorial applies to all models of Sony Blu-ray players that are IP controllable.
Import the device codes by searching the builder for Type=Blu Ray + Vendor=Sony. Device is called "SONY Blu-Ray IP Control"
Before any of the command would work, you have to use FREE Sony Media Remote app to register with the BD player. This has to be done with EVERY device on which you will be using iRule to control the BD player.
In the app create a HTTP GATEWAY with port 50001 for BDP-Sx70, BDP-Sx90, BDP-Sx100 and port 52323 for BDP-Sx80 and method=POST
Attach the device from the builder to this Gateway.
All Sony BD players prior to 2012/13 models (BDP-S590, BDP-S790, BDP-S5100) do not have Power On nor Allow Wake-On-Lan function.
For BDP-S590, S790, S5100, to enable the device to be able to turn on via Wake-On-Lan packet you need to go to NETWORK SETTINGS of the BD Player and set the option for REMOTE START (Page 33 of the manual http://www.docs.sony.com/release/BDPS590_BX59.pdf)