Fujitsu 2011 Annual Report Download - page 5

Striving to Develop the World’s Most User-Friendly Smartphone
I’m involved in smartphone product development. We are setting Fujitsu apart in the market by
putting technology honed over the years in models like Raku-Raku Phone to use in smartphones.
Because smartphones are so intimately connected to people’s lives, the approach we emphasize is
to make them human centric and easy to use. In addition to improving their basic functionality, we
work to make our smartphones versatile enough to adapt to the usage environment and the indi-
vidual characteristics and behavior of the user. More specifically, our focus has been on three points:
visibility enhancement, to make “point and shoot” moments happen smoothly and with stunning
clarity; stress-free, intuitive operability; and making it easy for anyone to hear during voice calls
anytime and anywhere. We concentrated, for example, on having volume and sound quality adjust
automatically during calls in places with lots of background noise or while moving to make calls
easier to hear. Another unique Fujitsu advantage is handset models that are waterproof, yet feature
stylish exterior design. The most compelling aspect of my job is having to respond in
a timely fashion to the blazingly fast pace of market changes, while at the same time
being a catalyst for those very same changes. Our aim is to develop the most user-
friendly smartphones in the world, not only looking at functionality, but with an eye
toward exterior beauty and design as well.
Striving to Take Society a Step Forward by Mining Diverse Data
for Information of Real Value to People
There are many forms that the “Human Centric Intelligent Society” could potentially take. One that I’m hoping for is a society that delivers the services
and information that people need in a timely manner while they are on the go. Achieving this requires knowing a person’s location and surrounding
environment in real-time, then formulating and providing information of value as a service to that person in consideration of their circumstances.
We opted to turn our attention to the position data aspect of this issue, which led to the development of a new service called SPATIOWL.
SPATIOWL is a cloud computing environment for achieving real-time services tailored to a person’s location. Positioning is determined by gathering
data on the position of people and vehicles, as well as information on the local surroundings collected via sensors. Fujitsu uses this environment to
generate traffic information in real-time based on a vehicle’s location. Corporate and group customers can also leverage the environment provided by
SPATIOWL and information generated by Fujitsu to develop information provision services suited to people’s movements. This information could also be
useful in urban planning proposals and the delivery of new services to local residents. These are just a few examples of the unique service development
and new value creation potential that position data utilization can offer.
We are constantly in search of new business models and technologies that will enable previously unimagined services. There is no tried-and-true
map for getting there, which leaves developers with an extremely challenging mission. With that said, I’m determined to give my best to moving a step
closer to a society that people find more enjoyable.
Next-generation supercomputer system*
shows promise in delivering synergies
with the cloud computing business
The range of fields for the application of ICT has
broadened, ushering in a dramatic increase in unprec-
edented services. This trend will likely open up a vast
new scope of applications for supercomputers capable
of high-speed processing of large-scale, complex
calculations. Applying CPU (central processing unit)
technology developed for supercomputers to other
areas will allow Fujitsu to enhance the competitive-
ness of servers, storage and other offerings, and is
expected to yield synergies with the massive data
processing demands of the cloud computing business.
Datacenters: Leveraging cloud
infrastructure to create new businesses
Cloud computing* technology is the key to advancing
ICT utilization in new fields. Fujitsu datacenters use ICT
to generate new businesses by funneling massive
volumes of diverse real-world data into cloud plat-
forms, then by performing analysis of this data make
it more visually intuitive. Moreover the results that
emerge can be leveraged in the real world.
Ken Hayashida
Director
Mobile Phone Product Marketing Dept. I
Marketing Div.
Mobile Phones Unit
* For more on supercomputers, see “The Story Behind the Shipment
of the Next-Generation Supercomputer System” on p. 061
* See pp. 028–029 for an introduction to employees support-
ing the cloud computing business.
New machine room at the Fujitsu
Tatebayashi System Center
DOCOMO smartphone F12C—water-resistant,
compact, easy to use and packed with features
MANAGEMENT
003FUJITSU LIMITED ANNUAL REPORT 2011