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TEDxSeeds-Jun_Yamada-12/12/09

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Good afternoon everyone. I'm Yamada from QUALCOMM Japan. Have you ever heard of the name "QUALCOMM"? If so, please raise your hand. (Raising hands)Thank you. At first, let me introduce myself and QUALCOMM. Then I want to talk about what I do at the company. Having been introduced, QUALCOMM is a company that develops mobile and telecommunication technologies. Because the company doesn't produce a final product, it is not so visible to end users. However, if you would check your mobile, somewhere you may find "3G CDMA" signage on it. Almost all mobiles which are developed over the last ten years have this signage. It means the mobiles run with the next generation technology called CDMA. QUALCOMM developed this technology. QUALCOMM was established in 1985 and has been in business almost 25 years. It's a bit too old to be called a venture company any more. The company was found by seven researchers who were experts in telecommunication technology. At the birth of the business, they had nothing to sell, but just telecommunication knowledge and passion to create a new business by it. They also had another thing. That was their commitment to quality. So the name QUALCOMM came from that commitment, "quality communication". It means the company engages in developing a telecommunication technology and wants to make innovation by enhancing it to the highest quality. Let me explain about what kind of "commitment to quality" the company has. A mobile uses electrical wave for communication. Electrical wave is invisible but it is a finite resource like land. If someone uses an electrical wave here, rest of us cannot use it within an area the wave covers. Nonetheless if I try to poach the wave, it causes interference and the wave becomes useless. Within a service area, a wave must be monopolized during a communication period. A wave is limited in space. If you want to accommodate multiple waves in one space, it is like accommodating as many people as possible in a limited physical land. Let me put this in architecture. To secure large space, we have to build a high-rise building to increase the number of residents in a limited land. Because of the constraint, we have to use state-of-the-art architectural technology. If the building has only one story, it cannot accommodate many residents. In other wards, we focused on how to build a high-rise building in such a narrow land. Furthermore, we focused on providing high speed communication performance for each resident in the building. It enables users to use a larger amount of data. For example, lots of people enjoy the high speed network communication through iPhone and Web today. If many residents want to enjoy them more, we need to fertilize the land to satisfy their needs. The company pursued commitment to quality, developed innovative technology and sold it in 1990s. In short, as a result of that, the technology based on our commitment to quality was recognized in market. Now the majority of mobiles run with the technology, which is called 3G, the 3rd Generation. It is spread all over the world. Eight hundred million people and almost all carriers in the world employ it. In Japan, the technology has been employed in the last ten years and number of the users now is over one hundred million. When I was a child, I was crazy about a ham radio. I enjoyed it all day all night. You may find child age as a nerd really. Because of this character, the company which developed such technology interested me so much that I had to quit my job in a big manufacturer and start working in QUALCOMM in 1998. Today mobile phone has become quite common all over the world thankfully. Now let me explain the positioning of Japanese mobile manufacturers. The entire market size is about 1.1 billion mobiles per year. Japanese manufacturers occupy only 5% of them. This market may be the only high-tech area where Japanese companies cannot show their presence. For us, like QUALCOMM, this situation is quite embarrassing or difficult to understand because Japan introduced the mobile technology in an early stage but our mobile manufacturers don't have ANY presence in the world. Many people from various levels make a point that Japan needs to change this situation. Then you think, here is a problem, but WHAT is the problem? It may be one issue that Japanese makers cannot increase mobile sales in a world level but I don't think it is a key issue. Whether a product makes big sales or not, strongly depends on luck and fate. I believe the essential issue here is that Japanese manufacturer don't have any commitment on it. I had many discussions over this issue with the head office in US and other nations' staff. Their question is usually the same. "Then what kind of commitment does Japanese have?" "If we find and express their commitment, we can apply it to other products." "So what is your commitment?", is what they all say. This problem was quite difficult. Recently, I found an answer and that is "Toilet" What do you think about toilets in foreign countries? Japanese toilet is like this. At first, there is a door. After you enter the room, toilet seat makes preparation for your defecation. In addition, smart toilet has functions of perfuming and making noise. When a shy person put a bottom, the toilet perfumes aroma and makes a noise to mask his/her action. Furthermore, you can change an angle of washer nose and water jet velocity. Astonishingly, some washers can control the size of water drop. At first, the water pressure is weak to prepare yourself for higher water pressure. The system uses ink-jet technology to control the size and spout of water drop. Washer controller seems like it's a bit too difficult for many foreign people Some people even say that they don't like using Japanese toilet. Japanese toilets, moreover, have color variation. I told my colleague that Japanese toilet is full of state-of-the-art technology so compare it with just a simple toilet in other countries. We even commit full effort and this much technology to increase comfort in that few minutes in toilet. They even assume those who have a pile and one might even hope that the symptom will be alleviated by using it. I proudly explain my colleague that this is the Japanese commitment to quality. They said "Ok, we understand it. But what is the link between toilet and mobile?" I have yet to find an answer to this question. However, I really want to have a commitment for mobile quality. For example, mobile for elderly people called "RAKURAKU phone" or so called, "senior phone" is quite well made. These phones has been quite popular in recent Japan, so many of you may know. However, there is no such category outside Japan, such as "senior phone". Foreigners doesn’t understand why Japan has such market. But this is the issue I want to focus on. Everyone will become senior or challenged person someday. Everyone. There are three major categories in physical challenge. That is visible disorder, perception disorder and hearing disorder. I want to focus on hearing disorder. Let me explain my commitment. People who have aural disorder use hearing aid. It cost between 150 thousand to 500 thousand yen. Furthermore, users feel embarrassment and they tend to hold back to chatting. The instrument must be dug into ears so it is too small to change battery. I believe there will be some solutions for this problem. One answer is small and cool ear accessory type instrument. It is a combination of microphone and speaker. It might be disposable and the cost will be 500 yen. There is a wireless connection between equipment and mobile phone so the mobile provide signal processing. Personal settings and data management features can be provided as a service. If I can make it into practical use, the senior mobile phone will evolve into a powerful tool for challenged people, I believe. That is an example of the commitment of quality. By using mobile, people can communicate regardless of their physical distance and it provide access to cyber space from anywhere. In other words, the value of mobile was removing some existing our constraints. In a future, I believe that there is much more much more value, which mobile can provide. As I mentioned before, the service for a auditory disorder is one example. Or say create a system in which if we shake hands, through that action we can pass along our information through mobile. In short, the value mobile can provide is to create a connection and communication between people. Today, mobile created connection over distance, but I am not satisfied. I am looking at a future where mobiles are used as a more cheerful and useful communication tool even when close together. Even if we stay in close physically, we cannot have sufficient communication. This is a big issue and this is what I want to persue. Anyway, if I bring this up in my company, my colleagues would just assume that their CEO has gone nuts. and probably will have a hard time understanding my idea. So instead of my company, I chose here to have this talk. It will be great if you have any thoughts on how to make my idea into practical use. That is the end of my presentation. Thank you very much.

Video Details

Duration: 16 minutes and 39 seconds
Country: United States
Language: English
Genre: None
Views: 276
Posted by: translators on Mar 3, 2010

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