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5
AN INTERVIEW WITH THE PRESIDENT
study at home as well as students in remote locations who wish to receive serious
music instruction.
왘Development of New Network-Enabled Equipment
We plan to develop musical instruments and equipment that can be used in con-
junction with digital networks. Here too, we seek to achieve synergies by syn-
chronizing our efforts in instrument development with our efforts to strengthen
a variety of network-related business lines.
왘Strengthening of Subsidiaries in Preparation for the New Content Business
Additional funding will be invested in Yamaha Music Media Corporation in
Japan, and a new organization called Yamaha Music InterActive Corporation
in New York has been formed. We will give priority to content development,
including publications and software development.
MUSIC 쎻
eTAINMENT
Is there a catchphrase to serve as a common platform for all the new business models that comprise the
core of the Digital Media Business Strategy?
ITO: Yes there is, Music 쎻eTainment. Let me explain this new term. It stands for
e-commerce and e-business as well as entertainment and education.
In other words, YAMAHA is entering the brave new world of cutting-edge business projects. Could you
describe some of the common goals that YAMAHA as a whole is trying to achieve?
ITO: I believe that it is most crucial to improve the image of the YAMAHA brand. We
must add “sparkle” to it. This will be accomplished by increasing synergies on
every level of the entire organization, across subsidiaries and affiliates as well as
business and merchandise groups. This process will be supported by the creation
of new values to be associated with our name.
We must begin by reconditioning the fundamental ground of our business.
We must make it fertile so as to nurture genuine talent and professionalism. In
this way, I hope we will be able to cultivate new qualitative characteristics that
can be classified as distinctively YAMAHA.
To this purpose, I ask each one of our staff to be forward-looking and outgo-
ing. As a start, I ask them to act on their own initiative and strive to serve as role
models. Our mission is to add luster to the YAMAHA brand and make it a cre-
ative force for many more years to come.
We are experiencing a period of change that requires us to continuously renew
ourselves. One way of doing this is to listen to our customers and the market-
place, whose voices and opinions are valued very highly and reflected in our
decision making.