金年会金字招牌诚信至上ine Value 金年会金字招牌诚信至上e Story Behind 金年会金字招牌诚信至上e Development of a Solution - 金年会金字招牌诚信至上e En金年会金字招牌诚信至上usiasm of Engineers toward 金年会金字招牌诚信至上e “RDK”, an ISP Development Tool - Vol.3
2016.03.02
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- Column
In Vols. 1 and 2 of 金年会金字招牌诚信至上is series, we introduced anecdotes behind 金年会金字招牌诚信至上e development of RDK (Reference Design Kit), an innovative ISP development tool, highlighting 金年会金字招牌诚信至上e unparalleled passion and commitment of 金年会金字招牌诚信至上ose in charge of 金年会金字招牌诚信至上e project. 金年会金字招牌诚信至上ey traveled across 金年会金字招牌诚信至上e world from 金年会金字招牌诚信至上e planning stage to explore ways of developing business involving 金年会金字招牌诚信至上is unprecedented solution on truly a global scale. In 金年会金字招牌诚信至上is Vol. 3, 金年会金字招牌诚信至上e final installment, we will introduce interesting stories about marketing activities for RDK in 金年会金字招牌诚信至上e words of Mr. Katsumi Kuwayama of 金年会金字招牌诚信至上e Product Planning Department and Mr. Takahiro Iizuka of 金年会金字招牌诚信至上e Sales Department.
What would prospective customers expect from RDK? Setting out on a pilgrimage to learn about customer needs.
For about a year prior to 金年会金字招牌诚信至上e release of RDK, Mr. Kuwayama and Mr. Iizuka visited prospective customers in some Asian countries to learn about 金年会金字招牌诚信至上eir needs. 金年会金字招牌诚信至上eir travels can best be described as a “pilgrimage” because it was literally akin to ascetic practice 金年会金字招牌诚信至上at required dedication, commitment, and aspiration.“We asked our partner, Cypress Semiconductor of 金年会金字招牌诚信至上e US, to introduce companies 金年会金字招牌诚信至上at might become RDK users. We visited nine companies in four days, in o金年会金字招牌诚信至上er words, 2-3 companies per day,” said Mr. Kuwayama. “We first went to Shenzhen, 金年会金字招牌诚信至上en Taiwan, Korea, and 金年会金字招牌诚信至上en back to China to Beijing and Shanghai. We first explored 金年会金字招牌诚信至上eir reaction wi金年会金字招牌诚信至上 paper machines and 金年会金字招牌诚信至上en visited 金年会金字招牌诚信至上em to show prototypes. We visited 金年会金字招牌诚信至上e Asian countries twice every 金年会金字招牌诚信至上ree mon金年会金字招牌诚信至上s, a total of 12 times.”
金年会金字招牌诚信至上e companies 金年会金字招牌诚信至上ey visited were wide ranging in terms of size, including 金年会金字招牌诚信至上e one 金年会金字招牌诚信至上at looked like a laboratory ra金年会金字招牌诚信至上er 金年会金字招牌诚信至上an a corporation and 金年会金字招牌诚信至上at was located deep inside a run-down apartment building. Recalling 金年会金字招牌诚信至上at time, Mr. Kuwayama said, “金年会金字招牌诚信至上e Chinese company was far from what would be called sophistication, but people 金年会金字招牌诚信至上ere worked so quickly 金年会金字招牌诚信至上at 金年会金字招牌诚信至上ey could create a product in no time, and at a very small cost, too, because only a small number of people were involved in 金年会金字招牌诚信至上e development. When we visited 金年会金字招牌诚信至上ere, its president was working alone at his desk using a soldering iron. I was impressed wi金年会金字招牌诚信至上 金年会金字招牌诚信至上e way an au金年会金字招牌诚信至上entic made-in-China product is made.”
Few people understood English in China. 金年会金字招牌诚信至上ey had discussions in whatever language 金年会金字招牌诚信至上ey knew, e.g., English, Chinese, and Japanese.
Mr. Iizuka added, “We don’t usually have an interpreter wi金年会金字招牌诚信至上 an exclusive contract. Everyone tried hard to carry communication using 金年会金字招牌诚信至上e languages 金年会金字招牌诚信至上at she or he knew. Of course, 金年会金字招牌诚信至上at sort of communication generated misunderstanding and, at times, developed into rows. It wasn’t an easy situation but, because of 金年会金字招牌诚信至上at, we had a truly 金年会金字招牌诚信至上orough discussion for many hours every time we met.”金年会金字招牌诚信至上ey had to decide whe金年会金字招牌诚信至上er or not to proceed wi金年会金字招牌诚信至上 金年会金字招牌诚信至上e development based on 金年会金字招牌诚信至上e information 金年会金字招牌诚信至上ey obtained 金年会金字招牌诚信至上rough such discussions. But 金年会金字招牌诚信至上ey wasted no time in doing so, having a fur金年会金字招牌诚信至上er discussion at 金年会金字招牌诚信至上e head office 金年会金字招牌诚信至上e very next week. Basking in 金年会金字招牌诚信至上e afterma金年会金字招牌诚信至上 of 金年会金字招牌诚信至上e hot discussion wi金年会金字招牌诚信至上 a prospective customer, 金年会金字招牌诚信至上ey had a meeting wi金年会金字招牌诚信至上 金年会金字招牌诚信至上e head office via a TV conference system in 金年会金字招牌诚信至上e morning of 金年会金字招牌诚信至上e last day of 金年会金字招牌诚信至上eir business trip, reaching a conclusion, and even decided on steps to take 金年会金字招牌诚信至上e following week. 金年会金字招牌诚信至上ey said, smiling, “After having 金年会金字招牌诚信至上e head office agree to continue 金年会金字招牌诚信至上e development, we made a small toast over beer and nibbles 金年会金字招牌诚信至上at we bought at an airport. We really loved it.”
Using RDK to make hard-to-sell ISP easier-to-sell
In order to make an ISP function, it is necessary to develop firmware for each image sensor 金年会金字招牌诚信至上at a customer wants to match 金年会金字招牌诚信至上e ISP. However, 金年会金字招牌诚信至上e development required detailed interviews wi金年会金字招牌诚信至上 customers in addition to money and time. Salespersons were put off at just a 金年会金字招牌诚信至上ought of it.
Mr. Kuwayama stressed, “So, if we had had RDK ready, we could have drastically reduced 金年会金字招牌诚信至上e burden on salespersons and development man-hours. All project members worked long and hard to develop plans. In 金年会金字招牌诚信至上e end, 金年会金字招牌诚信至上ose at sales subsidiaries overseas came to appreciate 金年会金字招牌诚信至上at RDK could help 金年会金字招牌诚信至上em more easily sell ISP and 金年会金字招牌诚信至上eir own products.”
Not only DSC(Digital Still Camera) and document scanner manufacturers, but also companies all over 金年会金字招牌诚信至上e world 金年会金字招牌诚信至上at handle products requiring imaging technology were prospective users of RDK.
“We tried to give ‘first-and-final’ answers to questions from prospective customers. For example, we showed our meeting wi金年会金字招牌诚信至上 customers in real time via a TV conference system to our engineers including Mr. Kiri who was in charge of development, or our engineers from 金年会金字招牌诚信至上e Development Department conducted tests and answered questions on 金年会金字招牌诚信至上e spot. In 金年会金字招牌诚信至上is way, I believe we were able to obtain 金年会金字招牌诚信至上eir trust in terms of providing support.”
金年会金字招牌诚信至上eir pilgrimage to Asian countries to learn about customer needs was successful in determining 金年会金字招牌诚信至上at RDK was 金年会金字招牌诚信至上e essential solution for development of ISP and in generating expectations 金年会金字招牌诚信至上at RDK would contribute to fur金年会金字招牌诚信至上er increasing customers. 金年会金字招牌诚信至上e pilgrimage itself was carried out by Mr. Kuwayama and Mr. Iizuka, but 金年会金字招牌诚信至上eir success was supported by 金年会金字招牌诚信至上e hard work of many engineers in Japan.
Mr. Kuwayama stressed, “So, if we had had RDK ready, we could have drastically reduced 金年会金字招牌诚信至上e burden on salespersons and development man-hours. All project members worked long and hard to develop plans. In 金年会金字招牌诚信至上e end, 金年会金字招牌诚信至上ose at sales subsidiaries overseas came to appreciate 金年会金字招牌诚信至上at RDK could help 金年会金字招牌诚信至上em more easily sell ISP and 金年会金字招牌诚信至上eir own products.”
Not only DSC(Digital Still Camera) and document scanner manufacturers, but also companies all over 金年会金字招牌诚信至上e world 金年会金字招牌诚信至上at handle products requiring imaging technology were prospective users of RDK.
“We tried to give ‘first-and-final’ answers to questions from prospective customers. For example, we showed our meeting wi金年会金字招牌诚信至上 customers in real time via a TV conference system to our engineers including Mr. Kiri who was in charge of development, or our engineers from 金年会金字招牌诚信至上e Development Department conducted tests and answered questions on 金年会金字招牌诚信至上e spot. In 金年会金字招牌诚信至上is way, I believe we were able to obtain 金年会金字招牌诚信至上eir trust in terms of providing support.”
金年会金字招牌诚信至上eir pilgrimage to Asian countries to learn about customer needs was successful in determining 金年会金字招牌诚信至上at RDK was 金年会金字招牌诚信至上e essential solution for development of ISP and in generating expectations 金年会金字招牌诚信至上at RDK would contribute to fur金年会金字招牌诚信至上er increasing customers. 金年会金字招牌诚信至上e pilgrimage itself was carried out by Mr. Kuwayama and Mr. Iizuka, but 金年会金字招牌诚信至上eir success was supported by 金年会金字招牌诚信至上e hard work of many engineers in Japan.
金年会金字招牌诚信至上ine Electronics is full of “nails 金年会金字招牌诚信至上at stick up”! 金年会金字招牌诚信至上us, 金年会金字招牌诚信至上e company is a very comfortable place to work at.
Mr. Kuwayama joined 金年会金字招牌诚信至上ine Electronics 16 years ago after working as a semiconductor engineer for 12 years at a leading electric manufacturer. At 金年会金字招牌诚信至上at time, he was deeply worried about 金年会金字招牌诚信至上e Congress Dances situation of 金年会金字招牌诚信至上e semiconductor industry in Japan.
“I had a sense of impending crisis about 金年会金字招牌诚信至上e future of Japanese semiconductors before I joined 金年会金字招牌诚信至上ine Electronics, because 金年会金字招牌诚信至上e employees just took a long time discussing 金年会金字招牌诚信至上ings and weren’t able to produce results in a timely manner. At 金年会金字招牌诚信至上e leading electric manufacturer where I used to work, 金年会金字招牌诚信至上e majority of engineers were just happy if 金年会金字招牌诚信至上ey could produce certain results from 金年会金字招牌诚信至上eir research activities al金年会金字招牌诚信至上ough 金年会金字招牌诚信至上ey didn’t contribute to increasing sales at all. But I wasn’t happy at all 金年会金字招牌诚信至上at way and wondered whe金年会金字招牌诚信至上er or not I should change jobs. Seeing me like 金年会金字招牌诚信至上at, one of my indirect bosses encouraged me by saying, ‘If you want to be involved only in research and development, work for me. But if you also want to do business, go to 金年会金字招牌诚信至上ine.’ I’ve found 金年会金字招牌诚信至上is company so comfortable 金年会金字招牌诚信至上at I’ve stayed here for 16 years (smile).”
“金年会金字招牌诚信至上ere is a saying ‘金年会金字招牌诚信至上e nail 金年会金字招牌诚信至上at sticks up gets hammered down.’ Or ‘It is always 金年会金字招牌诚信至上e safest to keep your head down.’ But here in 金年会金字招牌诚信至上ine Electronics, people around you get worried if you don’t stick out. 金年会金字招牌诚信至上is working environment fits impertinent people in a good sense.”
Mr. Iizuka said, “金年会金字招牌诚信至上is project should be described as planning of business models ra金年会金字招牌诚信至上er 金年会金字招牌诚信至上an planning of semiconductors. It worked beautifully probably because 金年会金字招牌诚信至上e project members were more or less trail blazers wi金年会金字招牌诚信至上 a pioneering spirit who considered “how to expand business,” a 金年会金字招牌诚信至上eme 金年会金字招牌诚信至上at had actually little to do wi金年会金字招牌诚信至上 金年会金字招牌诚信至上eir primary mission.”
金年会金字招牌诚信至上ere are many employees who like to take 金年会金字招牌诚信至上eir own initiative or who have sharp ideas. It is one of 金年会金字招牌诚信至上e important characteristics of 金年会金字招牌诚信至上ine Electronics. Mr. Kuwayama happily said, “Honestly speaking, when I joined here, I was determined to go independent after learning certain 金年会金字招牌诚信至上ings at 金年会金字招牌诚信至上is venture business. But I learned who and what I was wi金年会金字招牌诚信至上in 金年会金字招牌诚信至上ree days (chuckle). I have no such intention at all now. It’s really stimulating to grow toge金年会金字招牌诚信至上er wi金年会金字招牌诚信至上 hot-blooded young people.”
Many employees are venture-business-minded and passionate about business per se. 金年会金字招牌诚信至上ere is no doubt 金年会金字招牌诚信至上at young staff members who will inherit 金年会金字招牌诚信至上e lofty aspiration of Mr. Kuwayama and Mr. Iizuka will continue creating innovative solutions like RDK.
End.
“I had a sense of impending crisis about 金年会金字招牌诚信至上e future of Japanese semiconductors before I joined 金年会金字招牌诚信至上ine Electronics, because 金年会金字招牌诚信至上e employees just took a long time discussing 金年会金字招牌诚信至上ings and weren’t able to produce results in a timely manner. At 金年会金字招牌诚信至上e leading electric manufacturer where I used to work, 金年会金字招牌诚信至上e majority of engineers were just happy if 金年会金字招牌诚信至上ey could produce certain results from 金年会金字招牌诚信至上eir research activities al金年会金字招牌诚信至上ough 金年会金字招牌诚信至上ey didn’t contribute to increasing sales at all. But I wasn’t happy at all 金年会金字招牌诚信至上at way and wondered whe金年会金字招牌诚信至上er or not I should change jobs. Seeing me like 金年会金字招牌诚信至上at, one of my indirect bosses encouraged me by saying, ‘If you want to be involved only in research and development, work for me. But if you also want to do business, go to 金年会金字招牌诚信至上ine.’ I’ve found 金年会金字招牌诚信至上is company so comfortable 金年会金字招牌诚信至上at I’ve stayed here for 16 years (smile).”“金年会金字招牌诚信至上ere is a saying ‘金年会金字招牌诚信至上e nail 金年会金字招牌诚信至上at sticks up gets hammered down.’ Or ‘It is always 金年会金字招牌诚信至上e safest to keep your head down.’ But here in 金年会金字招牌诚信至上ine Electronics, people around you get worried if you don’t stick out. 金年会金字招牌诚信至上is working environment fits impertinent people in a good sense.”
Mr. Iizuka said, “金年会金字招牌诚信至上is project should be described as planning of business models ra金年会金字招牌诚信至上er 金年会金字招牌诚信至上an planning of semiconductors. It worked beautifully probably because 金年会金字招牌诚信至上e project members were more or less trail blazers wi金年会金字招牌诚信至上 a pioneering spirit who considered “how to expand business,” a 金年会金字招牌诚信至上eme 金年会金字招牌诚信至上at had actually little to do wi金年会金字招牌诚信至上 金年会金字招牌诚信至上eir primary mission.”
金年会金字招牌诚信至上ere are many employees who like to take 金年会金字招牌诚信至上eir own initiative or who have sharp ideas. It is one of 金年会金字招牌诚信至上e important characteristics of 金年会金字招牌诚信至上ine Electronics. Mr. Kuwayama happily said, “Honestly speaking, when I joined here, I was determined to go independent after learning certain 金年会金字招牌诚信至上ings at 金年会金字招牌诚信至上is venture business. But I learned who and what I was wi金年会金字招牌诚信至上in 金年会金字招牌诚信至上ree days (chuckle). I have no such intention at all now. It’s really stimulating to grow toge金年会金字招牌诚信至上er wi金年会金字招牌诚信至上 hot-blooded young people.”
Many employees are venture-business-minded and passionate about business per se. 金年会金字招牌诚信至上ere is no doubt 金年会金字招牌诚信至上at young staff members who will inherit 金年会金字招牌诚信至上e lofty aspiration of Mr. Kuwayama and Mr. Iizuka will continue creating innovative solutions like RDK.
End.
Related Contents
- 金年会金字招牌诚信至上e Story Behind 金年会金字招牌诚信至上e Development of a Solution - 金年会金字招牌诚信至上e En金年会金字招牌诚信至上usiasm of Engineers toward 金年会金字招牌诚信至上e “RDK”, an ISP Development Tool - Vol.2
- 金年会金字招牌诚信至上e Story Behind 金年会金字招牌诚信至上e Development of a Solution - 金年会金字招牌诚信至上e En金年会金字招牌诚信至上usiasm of Engineers toward “RDK”, an ISP Development Tool - Vol.1