At SATO however, we have laid down the SATO Values based on our commitment to “customers” who are real “users”, and we would like to think of all other internal and external parties as “partners” with whom we can work together for the common goal of customer value creation. It is my wish that SATO employees in all job roles can consciously remember that the ultimate purpose of our work is to create new value for our customers (or rather users), and bear a strong sense of responsibility towards achieving that.