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