? Telecommunication segment since 1985 without e-mail, IP and Broadband service ? Fiber optic business ? Silica glass optical fiber ? Passive and active optical parts and modules ? Fiber cables, Under sea ocean cable ? Low price fiber in commercial ? One tenth (100yen/m to 10yen/m) ? FTTH (fiber to the home)
? First importation of US fiber to Japan ? Regulation, COCOM (present import/export regulation) ? New product explanation (product code & tariff/duty) ? On-site inspection > Business flow
? Order entry and acknowledgement (contract) ? Custom clearance ? Delivery (system creation) ? Quality assurance (management)
現財務省・実行関税率表(2008年4月版)
Communication Image and Reality
? Customers in Japan ? Customer head office ? Customer manufacturing plant ? Local office in Tokyo ? Head Office in USA ? Sales, Marketing, and Application Engineering Div. ? Engineering Testing Center ? Research laboratories ? Manufacturing plant including testing laboratory
Technical Marketing
Supply Chain / Telecom Industry
Market contacts & interaction in all layers
? Service / NTT, KDD, ← Daini Den Den ? System suppliers / NEC, Fujitsu, Oki ? Optical Transponder ? Optical measurement equipment suppliers ? Optical active devices, laser & receiver ? Optical passive components, coupler, connector, filter, ion-exchanged or chemical vapor deposition planar wave-guide ? Fiber cable, fiber splicer, cable deployment (under ground conduit, aerial pole, in case under sea)
Organization & Interaction
Business Flow
Technical marketing / New business development
? Customer liaison ? mother company ? Project management ? Customer development ? Finalization to meet with customer requirements ? Finalization of product/service specifications ? Quality support, ISO-9000 ? Industry relationship, standard activity ? ITU-T, IEC, JIS ? Optical fiber standard committee in OITDA, Japan Product Specifications ? Not only describing product but also condensed contract document including all the information of supplier, users, and public. ? Assuring service and quality ? In case quality failure, required immediate response ? Specification feature includes standards for specified articles ? Describing standard body ? Numeric number in specification comes from statistical analysis in manufacturing process capability ? Cost competitiveness vs. process yields
Overview of Product and Service Specifications
Product Specifications
Contract and NDA
? A letter of Intent / Executive manager level ? Memorandum ? Supply, purchase, joint development contract including non-disclosure agreement ? 相手が知らないうちに、秘守義務のある情報を提供しないこと。提供するときは、明記 する。 ? これまでは、相手に提供した情報を第3者へ開示しないことに固守していた。 ? Following up agreement ? Periodic review meeting, any action items, and termination
Application Engineering Supports
? Beyond customer interaction ? International standard activity ? Quality audit; Materials procurement in manufacturing ? Bench marking*; Test measurement apparatus (superior Japanese measurement companies) for manufacturing process ? Intelligence work; Competitive information / Intellectual properties information / patents / support lawyer office
? Communication/Meeting: ? Business negotiation and presentation skill for surviving in global market ? Mutual understanding in multi-culture community ? Leadership ? Technical documentation of traditional work flow process ? Record and document management ? Lessons on key words cited today ? Market needs, interaction with public and industry sectors, import/export regulation, product specification, standards, quality management, benchmarking, intelligence works, contracts etc. ? Robert C. Camp, 1989 “ Benchmarking: The Search for Industry Best Practices That Lead to Superior Performance”