Sony Q&A: Now that 4K’s a done deal, what’s the next big thing? TO: <laughs> Yeah. I used to work in China and the US. I’m just two years old in the US market. I think that the US has a... the American market seems to have a bit of a different dynamism. There are lots of IT companies, software companies like Apple, Google, Facebook, taking software elements in the customer usage is getting increased in the US market, as compared to like Japan. [In the Japanese market,] people love to have a very nice, mechanical, well crafted... craftsmanship type of product, which is very much different.
The biggest challenge from the Japanese company perspective might be, how we understand the customer in the US, so we can really reflect that customer insight onto the development of a product, or even sensor technologies, and so on. So without knowing the customer, and just developing technology, it doesn’t make any sense. Knowing the customer is the biggest challenge. It’s very much software driven, compared to other Asian countries. That’s my take.
[Ed. Note: This is very interesting. We've been aware in the past how much the Japanese market is driven by product aesthetics, which include small form factors, and what might even be called "cuteness" in American parlance. Okuda-san articulates the difference in the American market as being about "software". Perhaps another way of expressing that is that the American psyche is more concerned about what a product can do and how it does it, than how it looks and feels when using it. It's not a clear dividing line, of course, because user interfaces have very strong aesthetic elements, and Americans care very much about the feel, fit, and finish of products. It's hard to describe exactly, but having spent some time in Japan, I have a strong sense of just how differently the Japanese view products, compared to Americans. I really can't articulate it, but Okuda-san's explanation resonates with my own experience.]