The Nidec Sankyo Corporation handles a wide range of products from robots
to micro stepping motors. The Nidec Sankyo Corporation's products hold
a share in the aggressive world market by providing products quickly to
customers from the first contact of the sales team to the delivery of the
product. JMAG, simulation technology for electromechanical design, supports
the speed as well as the development and design of their products. Kiyoshi
Miyazaki, Vice President of the Research & Development Headquarters,
Tsuneo Sato, Assistant Manager of Research & Development, and Toshifumi
Tsuruta, Assistant Manager of Research & Development, discuss their
strategies for gaining a larger share of the world market, the merits of
implementing JMAG, and the ways they utilize JMAG analyses.
Securing a Share of the Dynamic Motor Market
- Could you outline your revenue for us?
Mr. Miyazaki Our company handles a wide range of products with a keyword of motion.
Within that scope, we are focused on actuators. We work with a lot of electromagnetic
systems such as the design, development, and manufacturing of very tiny
actuators that move camera lenses. Magnetic simulations play a crucial
role in supporting this product development.
Currently, the fluctuations in the market are intense and a lot is changing,
but the ratio of our entire revenue is roughly 30% of products related
to system devices and 70% parts and units. We are quickly gaining a larger
share for lens actuators of digital cameras and cell phones, and we are
proud to hold 60% of the market share for actuators utilized in video camera
lenses. When we decide to expand the range of our products, we don't aim
for a small portion of the market share, we aim for the top.
- What is the trick to gaining a larger share of the market?
Mr. Miyazaki When a customer comes to us about something they need, we provide a product
that exceeds their expectations faster than our competitors can. We receive
80% to 90% of our custome's orders by aiming to meet their demands more
quickly than our competitors.
We also maintain our market share by striving to be the best in our area
of expertise. The entire Nidec Sankyo Corporation is especially focused
on themes for all of our products. One is energy conservation. Energy conservation
and ecology, such as liquid crystals and solar energy, are fundamental
to all our products, even our white goods and utilities. Second is miniaturization.
We focus on smaller and lighter products that can generate added-value.
Reducing the amount of materials used for a product is related to energy
conservation, which in turn increases the value of our products. Third
is half the price. We reduce the current price of the product by half.
These three themes are incorporated in all our new markets and products
to help us meet the needs of our customers.
1. Implementing JMAG 
