Pursuit of Value
Perfecting the Art of Electronics
By "perfecting the art of electronics," Alps Electric is committed to developing new value that contributes to the prosperity of society, and brings convenience to people's lives. Electrical and electronic equipment have become an indispensable part of our lives. These devices are increasingly becoming high-performance, multi-functional and compact, and are dependent upon the even smaller electronic components inside them, which carry out a variety of highly specific functions. Alps' electronic components are incorporated into all kinds of products, including automobiles, home appliances, cellular phones, PCs, printers, and game consoles. In this way, our electronic components contribute to making people’s lives safer, more convenient, and comfortable.
Developing Products to Meet Customers' Needs
Our Contactsheet™ is found within cell-phone keypads, which are now a part of our everyday lives. Cell-phones are used everywhere and anywhere, even in dusty and rainy areas, which are extreme conditions for keypad contacts. Customers mount our sheets to circuit boards within their cell-phones, which is a process that we cannot supervise, and where dust may find its way into the keypad structure. So as a solution to dust contamination, we developed a new sheet structure. The innovative structure reduces the probability of dust particles causing contact failure through a unique three dimple design. Additionally, it has a two-sheet structure that links air ducts between domes and totally prevents external air from entering the interior. Our commitment to providing such a reliable product has allowed an approximate 30% of the world's market share in keypad sheets.
The various functions—cameras and one-segment TV for instance—of the cell-phone depend on stored battery power for their operation. However, as cell-phone battery is limited, Alps Electric was inspired to develop a Contactsheet™ with an illuminated guide function that relies on only two to four light-emitting diodes (LED), compared to the regular twelve. It is generating quite a buzz in the industry as it provides the same as, if not better illumination capability than our contemporary twelve-LED Contactsheet™.
Contactsheet™ with an illuminated guide function
Project 5,
Business Development Headquarters
Hirofumi Fukui
Alps Electric continues to develop both magnetic sensor technology and mounting technology of high accuracy and density. We are now unifying these two technologies in our quest to develop geomagnetic sensor technology. The concepts for development are taking shape through discussions between our Sales and Marketing personnel and engineers. This team decided that the key attributes for appeal of a geomagnetic sensor have to be, “easy to assemble” and “easy to use.” To realize the sensor, we created a unique design method, allowing the geomagnetic detector to give correct readings even when tilted. Another attribute of the design method is that it makes calibration of the sensor easier. Alps Electric's unique technologies will continue to lead the way in developing products which satisfy customers.
The Voice of the Customer Creates New Value
Before we can create new value, we must first listen to what the customer requires. And of course we must be precise in knowing exactly what resources are available to us and the needs that go with that challenge. As part of our commitment to understanding customer wants, we exhibit our products at CEATEC JAPAN, a major electronic components exhibition.
For the 2007 exhibition we coined the term “SENSORING™” and used it as our exhibition theme - directing our efforts towards provision and expansion of new value to customers through our sensor businesses. Alps Electric showcased more than 150 products and technologies including our latest cutting-edge releases such as new “aF Order Capacitance Detection Technology.” Exhibition figures show that more than 200,000 people visited CEATEC JAPAN last year, and we received many valuable comments and opinions from many of them. As we learned from potential customers, they in turn learned about our core technologies and products. We intend to use the perspectives and information we gathered as we continue to develop new products and create new value into the future.
Left: Alps' exhibition booth staff explaining about the Bluetooth™ Module
Center: Demonstration exhibit that allows visitors a hands-on experience of aF Order Capacitance Detection Technology
Right: Presentation on aF Order Capacitance Detection Technology
Sales & Marketing
Headquarters,
Alps Electric Headquarters
Takashi Sogo
Alps Electric Sales & Marketing Headquarters have developed a system that allows Sales and Marketing personnel to propose business ideas born out of daily interactions with their customers, and work on product development programs with divisions. If a proposal is on new technology or requires collaboration between a number of divisions, the responsibility on setting the course of action falls onto the Marketing Committee (MC). The MC is the decision-making body for business and sales strategy within the Sales & Marketing HQ. The total number of proposals from Sales and Marketing for fiscal 2007 is projected to reach our goal of 1,000. Alps Electric will continue to create new business across divisions, branches, and national boundaries.
