Casio focuses on the experience that people
really want to have with its products. This ensures
that the company’s product planning is always
fresh, as developers even think outside the box of
Casio’s existing technologies. A good example of
this was the development of a new digital camera
with a high-speed image processing engine that
enables users to press the shutter button at very
short intervals. The idea for this new camera came
from a frustrating experience that Casio developer
Nobuyoshi Nishizaka had one day. He missed the
initial moments of his child’s first solo bike ride,
because his high-speed continuous shooting
camera was busy processing images taken an
instant before and was not ready for the shutter
to be pressed again. He himself had been part of
the team that developed the advanced continuous
shooting function, but Nishizaka realized the
camera could not quite capture certain truly
unexpected, now-or-never photo opportunities.
Up to that point, the development approach had
been to create high-speed continuous shooting
that could capture virtually anything. Clearly, it
was time to expand the concept. So he went back
to the drawing board, aiming to create a camera
that anyone can easily use to capture the truly
spontaneous, memorable moments of life. This
flexibility to think beyond even successful existing
ideas—the freedom to consider what is really
needed—is the key to innovation at Casio.
G