What should Kyocera Mita's multifunction products be like?
The answer to this question, which we reached after repeated discussions is: "We should make products that are as useful as possible to customers," which is the original goal of MONOZUKURI. Every Kyocera Mita employee is constantly pursuing "what the customer wants most" and "quality that warrants customer satisfaction."
Kyocera Mita's multifunctional products are equipped with numerous functions necessary for office document production and management. Such functions are recognized by the customer only if the customer finds them useful.
TASKalfa stands for MFPs that are the most ("alpha") useful for improving the efficiency of all "tasks" related to office documents. The sound of the brand name "TASKalfa" is suggestive of "Tasukaruwa," a Japanese term meaning helpful (mostly used by women or in the Osaka dialect,) evoking the image of a user-conscious MFP.
TASKalfa does not stand only for the products themselves. It is also a motto embraced by Kyocera Mita employees who are committed to improving the quality of everything Kyocera Mita provides to customers, including their sales methods and maintenance services.
To develop a new brand of multifunctional products, members selected from all relevant sections including the research & development, quality control, and sales departments had repeated discussions on the form of the multifunctional product Kyocera Mita should produce.
The conclusion reached in the discussions was to "make a multifunctional product that is much more useful to customers," which was set as the basic direction of the new brand development. Although this seems to be a simple and commonsense attitude for a manufacturer to adopt, to pursue this direction requires cumulative efforts by all company members to make improvements and implement new attempts. The birth of the new brand provided the company members with a good opportunity to start an activity to review their work from the customer-oriented viewpoint.
To promote sharing of the brand concept, the Brand Start Book was issued and distributed throughout the Company. Though our activities have just started, various new attempts have been emerging in various departments.
Participants / Engineering Div.: Chisato Hatakeyama, Naoki Yamane, Kazuhisa Edahiro, Koji Minamino, Tsukasa Sugiyama Business Strategy Division: Yuki Shibahara, Takayoshi Furukawa, Takuya Akiyama
* Offshore development: To outsource system development or operation to an overseas enterprise or subsidiary