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Akio Morita — septuagenarian Sony chief who plays with toys
TOKYO. Sept 30: Akio Morita, the head of consumer electronics giant Sony Corp, like* nothing better than to take home new toys and play with them over the weekend, reports AP.
Those "toys" include things like the Data Discman. a CD player for books: a camcqrder: and a "geostationary positioning device" that gives one's location anywhere In the world
Nearly half a century after Morita reinvented the radio and made Sony a household name, the snowy-haired, outspoken executive Is still foscl naled by new products and Ideas
If you go through life convinced that your way is always best, all the new Ideas in the world will pass you by." he wrote in hl* 1986 autobiography. 'Made in Japan."
The 72-year-old Morita is especially critical of his compatriots.
The Japanese. he said, must give up their highly successful, though rigid, business style or Msk losing the foreign markets that have enriched them.
Moritas suggestion that Japanese corporations start paying employees more. Improve shareholders' benefits and lengthen product cycles— in short, start acting like Western companies — has drawn scoffs from bureau) rats and kudos from some of his colleagues
Despite Morita's high profile. Sony Is so secretive that 1t's difficult to determine whether he's bringing such changes even to his own company.
Boris Petersik. electronics analysts at Barclays de Zoete Wedd Securities, says Moritas campaign for a less ominous Japan may be yet another savvy business strategy
Still, he said Japanese businesses need to team up
with foreign firms to stay on the cutting edge of technology. ■These guys have to open up more. It's their only chance."
The eldest son in a wealthy family that brewed sake, or rice wine, for 15 generations. Morita was groomed from childhood to take over his family's business.
But his love for electrical engineering — he grew up with the latest technology of the 20s and 30s in his home— proved too strong.
In 1946. just after World War II. he pooled 500 dollar, with engineer Masaru Ibuka and founded Sony In the third floor of a bombed-out Tokyo department store
The company's first product. an electric rice cooker, was a follure. But four years later it got Its big break.
Sony bought the rights to an American Inventions called the transistor and used it In ways its originators never imagine —
in radips. Sony won a reputation for Innovation with radios so small they fit in one's pockets.
In the 1960s. Sony transformed video tape recorders, also an American Invention, from huge machines run with vacuum tubes to compact transistorised models. When it adapted those machines for home use a decade later, it helped create the VCR.
In the 1980s. Sony shrunk its audio tape recorders, attached earphones, and wired the world for sound with the Walkman.
Today, its light weight camcorders make video taping easy and tiny Watchman VCRs allow for movie watching, on the run.
Sony was one of the first Japanese firms to successfully tackle world markets, with two-thirds of Its sales and much of its production now overseas
Sony began manufacturing In the United States In the 1970s. long before the 1980s wave of Investment there.
The 1987 buy out of CBS Records and bold acquisition of Columbia Pictures in 1989 left it well stocked with the software that analysts say 1t needs to keep its edge in electronic' entertainment.
As entrepreneurs. Morita and Ibuka made up their own rule* as they competed with business families that once dominated the economy.
Despite his country's phenomenal formality. Morita has little patience with pretension. "I do not like to have my man agers think they are a special breed of people elected by God to lead stupid people to do miraculous things "
Sony Is now the top pick of Japanese college graduates.
Tanned and energetic. Morita battles a permanent case of trans Pacific jettag with
weekly tennis in the summer and skiing in the winter. He topk up water skiing just eight years ago.
"The only thing I cannot beat Is a bad cold." he said Jokingly
An Inveterate salesman, Morita handed out sales brochures and showed off at a recent news briefing a 800 dollar "Scoopman" digital recorder with audio tapes the size of a postage stamp.
Morita seems addicted to the role of gadfly
He has long harangued American executives for taking fat salaries and air-conditioned offices while workers sweated In the factories
He caused a stir in 1989 by co authoring The Japan That Can Say ’No" with conservative politician Shintaro Ishihara. Morita warned that the United States must revitalize Its electronics industry by investing more In research and
development.
But Morita also Is disarmingly ready to confess his own mistakes: The beta-max videotape format that no other company uses and a decision not to get Into the personal computer market, among them.
He has turned dally business over to other Sony executives. but keeps in touch by taking new products home.
"Basically. 1 like new products". Morita recently told a visiting group of American high school student*.
"He LOVES new products", a member of his staff whispered.
Each year. Morita invites several dozen American students to Japan to experience the country for themselves
Even optimistic, he recently counseled them on hls own philosophy "For a venture business, all you need Is your brain.