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PC in line with the times

You two are at the headwaters of the creative process. Can you two describe your views on VAIO?

Ito: VAIO has always been developed to become a computer that reflects the times. This applies not just to VAIO but probably to all Sony products. In retrospect, we always tried to grasp the essence of the particular era and what was ahead of us, and presented a new concept for PCs. This is true for mobile PCs launched after 1997 like VAIO note 505, VAIO C1, VAIO GT, VAIO U, and VAIO UX. We make VAIO with the mindset that it is a PC that can provide surprises, inspirations, and joy of ownership.

What kind of times are we in now?

Ito: The world of computing has spread beyond PCs. Cell phones and smartphones can be connected to networks. E-mails and net surfing can be enjoyed anywhere. This is a completely different situation from 10 years ago. Everybody carries cell phones today. So we had to start from the scratch and think of a mobile PC that people want to carry around along with cell phones.

Takuma: Let's look at it from another angle. PCs are indispensable in our times. So if the PCs are more exciting, our lives should become more fun. I believe VAIO has been just that and always be. This is why I am always looking for things that can be offered with VAIO. Consequently, I hope when people look at VAIO, touch it and use it, they feel the excitement.

What are you doing specifically when you say you are looking for things you can offer with VAIO?

Takuma: I love computers. I love using them or just trying out many prototypes. Thinking of the beautiful exterior is one thing, but I get totally carried away when I think about how to use them. I get so happy when projects like VAIO P start. When I am out in the city in a café or when I am on a trip relaxing, I keep thinking "if its shape were like this, it can do this and that" and just expand my ideas. So, there's no distinction between work and play. For me, work hours are not just the time I spend in the office - I keep thinking about these things even during my private time.

People that liked creating small gadgets gathered here

Like Mr.Ito said, it seems to me that VAIO always had been the forerunner in the field of mobile PCs with models such as VAIO C1 and VAIO UX. Given that kind of background, what is the essence of VAIO P?

Suzuki: I have strong feelings toward "small gadgets". I once worked on "VAIO UX", so being in charge of "small VAIO" has a special meaning for me. This is not just for VAIO, but I believe Sony itself has it in its genes, or spirit, to create small gadgets. People who are desperate to make things smaller somehow gather here. It seems to be their nature to see this "impossible to downsize" challenge, and somehow try to overcome it, including the design.

Hanazuka: I think it is true that since VAIO note 505, we keep trying to make the models smaller, thinner and lighter. People at Sony all want to make the products smaller.

Kawakami: The hurdles were set high for VAIO P in the first place. Initially, I didn't think that all the parts could fit into this size, but as I listened to the designers and saw the mockups, the feeling that I wanted to make this a reality welled up in me. Then I began to feel I cannot mess up the project because of me. The challenge for me was containing all the circuitry inside, while not compromising the design. In addition, I could not give away the usability and specs either.

It is amazing to see your spirit, how you come up with an optimal solution rather than making an either-or choice when you hit a wall. What keeps you trying to make it smaller instead of just giving up?

Hanazuka: Things are not always easy, but somehow we make it through by thinking about the people who would be using it. It makes us happy when the product becomes available to many more users.

Suzuki: VAIO was the smallest PC and it always seemed to be the only one making far-fetched attempts. But I guess that was also its edge. Now the mobile PC market is so lively, it actually feels more comfortable knowing that we can compete with the technology of making things smaller which we excel at. Up until recently, maybe the only option was VAIO UX but now the market environment is completely different. VAIO P is one answer from us saying "here is what it would look like when we make things small". I know there are mobile PCs with similar specs from our competitors, but we feel lucky in a way being able to throw in a product that is differentiated in its mobile features (thinness, lightness, battery life). When we look at mobile equipment in general, cell phones and smartphones' connectivity to the internet has definitely improved, and PCs are no longer the only choice. We want to deliver a full-spec experience to those young people who have used the Internet only through cell phones. VAIO P is the culmination of such a desire.

Emanating VAIO Uniqueness

The entry barrier to the PC market is low because of the frequent technological innovations and the advancement of the horizontal division of labor. What are some of the things you keep in mind given VAIO had established a special position in this kind of competitive environment?

Ito: That is a matter of how much passion we can put into the product. I believe our work is like giving birth to a new life. We went through so much debate to decide on even the smallest details, and I believe that has given a character to VAIO like no other.

Suzuki: We work believing that when we developers embed our passion into a product, even the customers we don't know in person can feel the enthusiasm oozing out of the product. We house our passion into the stylish mockup that designers create. We have to put our souls into it, otherwise the product somehow becomes flat.

Kawakami: Physical appearance is important for sure. Otherwise we don't get turned on, or motivated.

Ono: I also believe the creators' passion will definitely be felt. If you are conservative, that is what they will feel, and if you put your heart into it to create something great no matter how hard, your passion seems to get across. This may sound like an old-fashioned mentality, but I think that kind of feeling plays a big part in making the impossible possible and moving people beyond reason. VAIO was created with that kind of spirit. Personally, I wanted to make something that I can show off, something that makes you grin knowing that it's in your bag. Otherwise, I didn't think we'd ever get to the level where people would be proud to buy something with the VAIO logo on it and be happy.