Interview with Sharp, Softbank Fall / Winter Model Developer

Sharp will introduce five terminals, the smartphones "101SH", "102SH", "103SH" and "104SH", and the feature phone "105SH" to Softbank's 2011 winter model and 2012 spring model.

The smartphone will be the terminal of the company's smartphone brand "AQUOS PHONE", including a high-spec model equipped with a high-definition HD liquid crystal, a terminal equipped with the latest OS Android 4.0, a terminal targeting women, a compact waterproof terminal and 4 models. Aligned. Furthermore, with the introduction of new terminals for the popular PANTONE mobile phone, the lineup of feature phones meets a wide range of needs.

This time, focusing on the "101SH" and "102SH" that are on sale, the features and particular points of these five terminals will be discussed by Mr. Takayuki Hayashi, General Manager, Product Planning Department, Personal Communication Division 2, Sharp Communication Systems Business Headquarters. We asked Mr. Harusuke Naito and Mr. Shuta Yoshida.

――First of all, could you tell us about "101SH"?

Mr. Yoshida The "101SH" is a smartphone equipped with a numeric keypad on a sliding body. This is the second version of "Smartphone" that allows you to easily switch from a feature phone, and I think many people feel that "I want a smartphone, but I'm worried about its usability." increase. The first "007SH" of "Smart Aquos" was a foldable type, but this time it is a slide type. The slide type is a popular shape that is compact and easy to use.

One of the concepts is a compact body, which fits comfortably in the hands of women. Not to mention full touch, it is easy to use even if you put out the key, you can operate it with one hand, and you can use it easily while walking.

Mr. Hayashi Even in Softbank's autumn / winter model lineup, it is classified as "for Girls" for young women. In addition to the ease of key input, it is compact and has a rounded back, making it easy to hold.

――Are there any particular points you are particular about, especially for women?

Mr. Yoshida I think there are many women who always want to keep their mobile phones at hand. With "101SH", you can "immediately respond" to phone calls and emails. When you receive a call, you can start the call by simply sliding the body, and you can quickly enter and reply to emails using the numeric keypad.

In addition, it is a terminal that provides the same ease of use as conventional feature phones for those who feel the height of hurdles in smartphones. Since you can operate with hard keys, you can end the application with the end key, and you can also send emails with key operations. In addition to browsers and emails, infrared communication can also be activated with hard keys, so I think it is convenient for young women who often use infrared communication.

There are four body colors available: vivid pink, turquoise, white, and navy black. We have a variety of unique and fashionable colors, but we are also particular about changing the default wallpaper color for each color. In addition, the background color of the launcher screen that displays the app list is also different for each color.

――I think that many people who are thinking about switching from feature phones are worried about battery life. Is there any ingenuity regarding battery life?

Mr. Yoshida Regarding battery life, we are taking a software approach rather than simply increasing the capacity of the battery. This is a function that is installed not only in the "101SH" but also in the subsequent AQUOS PHONE, but it also has an "eco-technique" function that automatically suppresses battery consumption. You can use the "Waza-ari mode" that makes full use of Sharp's unique power saving function, and you can obtain a high power saving effect by the energy saving standby function that restricts the operation of some applications when the screen is turned off. In the case of "101SH", when set to "Waza-ari mode", the continuous standby time was about 1.3 times longer than usual during actual use.

The energy-saving function has been installed in the past, but in the "eco-technique setting", you can use the energy-saving mode properly according to the usage scene, you can easily switch the mode with the widget, and the mode automatically depends on the time and battery level. The point is that you can switch between.

It also supports "Outdoor View", which makes it easier to see the screen even outdoors on a sunny day, but this function does not eliminate the difficulty of seeing by increasing the brightness of the backlight, but by adjusting the contrast. Improves visibility. The backlight does not consume too much battery, which also saves power.

-The CPU is Qualcomm's "MSM8255", which is the same as the "007SH". Is there any improvement in performance?

Mr. Yoshida Yes. A typical example is a picture app that displays the pictures taken, but with the maintenance this time, the startup and display switching have become faster and smoother operation has become possible. The feeling of waiting and the feeling of sluggishness has almost disappeared. We are enhancing performance in terms of how such apps look.

Mr. Hayashi We are also pursuing screen touch followability, and the touch panel operation is smoother. We have been dealing with touch panels since we were feature phones, but we are accumulating know-how steadily through smartphones, so I think we can continue to evolve in the future.

――As a terminal, it is compact and waterproof, and it also supports 1Seg, Osaifu-Keitai, infrared communication and Japanese specifications. What was the hardest part?

Mr. Yoshida The most difficult thing was the compact size. If you try to install all the Japanese specifications, the terminal tends to be large. However, considering the transfer from the feature phone, the size is important, so I did not give up on that point and realized this size.

-Regarding the shape, "007SH" was a foldable type, but this time it is a slide type. Will terminals equipped with a numeric keypad be slide-type in the future?

Mr. Hayashi Regarding the shape, we have not decided that it must be like this. We will respond to your needs, and I think there are various options such as full touch, foldable, and sliding.

――Next, please tell us about "102SH".

Mr. Naito The "102SH" is a high-spec smartphone equipped with a 4.5-inch high-definition HD LCD and a dial core CPU, and also compatible with Softbank's ULTRA SPEED. Even in this AQUOS PHONE lineup, it is positioned as a flagship model, and it is a terminal that is doing what is called the "royal road of smartphones". It also supports Japanese specifications such as 1Seg, Osaifu-Keitai, and infrared communication, and waterproofing, but the target is assumed to be users with high information sensitivity and high IT literacy.

The best feature is that the screen is bigger and cleaner. In addition to the 4.5-inch display, the resolution is 1280 x 720 dots and HD size, which is as high as 329 ppi. Furthermore, the color reproducibility is improved by supporting full color 16.77 million colors. Since it is a large screen, it is possible to browse like a PC.

Also, when the screen becomes large, it becomes easier to see from the outside, so some people may be concerned about peeping, but the "color veil view" of the peeping prevention function has also improved. In addition to improving the effect of preventing peeping from the surroundings, it is easier to see from the front.

――Can you tell us more about the dual-core CPU?

Mr. Naito The CPU is equipped with Texas Instruments' 1GHz dual-core "OMAP4430". Since simultaneous processing is possible with dual cores, even if multiple apps are running with multitasking, you can operate them quickly and comfortably.

――I think this is the first time for your company to adopt "OMAP4430", but is there any reason for adopting it?

Mr. Hayashi "102SH" supports ULTRA SPEED with a maximum downlink speed of 21Mbps. We have adopted "OMAP4430" as a CPU that is compatible with HSPA +, which is the communication method of ULTRA SPEED.

Mr. Naito With two approaches, the processing speed of the dual-core CPU and the communication speed of ULTRA SPEED, the "102SH" realizes speedy and comfortable operability. ULTRA SPEED has a maximum downlink speed of 21 Mbps, so you can comfortably stream videos and download files. Wi-Fi can only be used in specific places such as indoors, but ULTRA SPEED has the advantage that it can be used anywhere within the corresponding area.

――Will your support for ULTRA SPEED continue to be an appealing point?

Mr. Hayashi Yes. Support for high-speed communication is progressing in each carrier, so I think it will be a sufficient appeal point. Only these "102SH" and "104SH" are compatible with ULTRA SPEED in this lineup. I feel that the demands of users for communication speed are increasing, so I would like to continue to actively respond to them.

――The camera is equipped with a 12.1 megapixel CMOS camera.

Mr. Naito Yes. 12.1 million pixels is the best-selling resolution even for compact digital cameras. Of course, when you display the picture you took on the terminal, you can see it beautifully even if you print it if it has 12.1 million pixels. In addition, since it is equipped with a back-illuminated CMOS sensor, it is possible to take bright pictures even in dimly lit places, and it is possible to express pictures more beautifully in combination with the image processing engine "ProPix".

In addition, this time it is equipped with optical image stabilization. In the past, image stabilization was performed by software, but with optical image stabilization, all effective pixels can be used, so it has the characteristic of suppressing blurring and leaving more beautiful pictures.

――The previous model "006SH" was a twin camera, but this time it's not a twin camera. Is there a reason?

Mr. Hayashi The "006SH" was equipped with a twin camera that supports 3D shooting, and received various responses. However, this time, I didn't dare to use a twin camera because of the emphasis on ease of shooting such as optical image stabilization and back-illuminated CMOS sensor. However, since it supports 3D display on the display, it is possible to enjoy 3D content.

――I think there are many users who use smartphones in conjunction with PCs and TVs. Is there any improvement in the function of linking with PC or TV?

Mr. Naito In "Smart Familink", which can share content with AQUOS and AQUOS Blu-ray, the plus alpha part has been improved to make it easier to use. First of all, it is possible to upload the video taken with "102SH" to AQUOS Blu-ray and save it as a backup. You can also transfer the broadcast wave from the AQUOS Blu-ray tuner to the "102SH" and watch the program on your device. The feature is that you can enjoy it with beautiful image quality compared to 1Seg, and in addition to terrestrial broadcasting, you can also watch BS and CS on the terminal.

For linking with a PC, the linked software has been renewed from the conventional "BeatJam" to "MediaJet". Previously, you had to download the software from the website, but MediaJet can be started by simply connecting it to your PC with a USB cable. In the past, the synchronization method was only USB connection, but it is possible to synchronize with Wi-Fi. In addition to automatic synchronization using a PC as the mother ship, the software is equipped with a still image editing function, so you can immediately edit the photos taken with the "102SH" on your PC.

――What makes you different from other companies' products?

Mr. Naito I think the most important point is a large screen, high-definition LCD, and a high-performance camera. After differentiating in terms of such specifications, we would like to make repeated improvements in the software part to differentiate ourselves from other companies' products.

In addition to the spec features I introduced, it is a terminal that does not compromise even if it has a battery. The "eco-technique" function introduced in "101SH" is also installed, and if you use the "waza-ari mode", the continuous standby time during actual use will be about 1.6 times longer than usual.

――It will be released a little later, but could you briefly tell us about the "103SH", "104SH" and "105SH"? First of all, please start from "103SH".

Mr. Hayashi The "103SH" is a slim and lightweight smartphone equipped with a 4-inch QHD LCD. It is compatible with Japanese specifications such as 1Seg, Osaifu-Keitai, infrared communication, and waterproofing, and I think that it can approach a wide range of users with a terminal that can be used easily without having to stretch your shoulders.

The characteristic of the software is the structure of the menu on the launcher screen. The icons are not arranged in a row, but are grouped by purpose, making it easier to find the icons. The apps installed later can be sorted by the user, and the group can be customized.

In addition, there are many applications that can be used with 8 megapixel cameras, and it also supports the "Color Veil View" and "Smart Familink" introduced in "102SH".

――Compared to the previous model "009SH", is it an improvement that is thinner and lighter in response to waterproofing?

Mr. Hayashi Yes, that's right. In addition, the CPU has changed from 1GHz to 1.4GHz, improving the agility of operation. In addition, although the battery capacity has increased, the power consumption is modest, and the "eco-technical setting" is also installed, making it a compact and long-lasting terminal.

――Next, could you tell us about "104SH"?

Mr. Hayashi "104SH" is a smartphone equipped with the latest Android OS 4.0 (Ice Cream Sandwich). At the time of the announcement, it was said that it would be equipped with the "next platform", but it will be Android 4.0. This terminal omits the specifications for Japan. This is because we prioritized development speed with the development goal of promptly sending out the latest terminals to advanced users.

The CPU is equipped with a 1.5GHz dual-core "OMAP4460". We have set the best specifications so that advanced users can use it comfortably. It also supports ULTRA SPEED.

-The hardware design is equipped with a hard key on the front like a conventional Android terminal, but the reference model of Android 4.0 etc. does not have a hard key. Is there a change in the design?

Mr. Hayashi There is no change in the hardware design, and the design will be equipped with hard keys. The software keys displayed on the Android 4.0 screen can be hidden from the screen or can be operated with hard keys. This time, because we want you to use the screen as large as possible, it is an easy-to-understand terminal that can be operated with hard keys without displaying the software key.

――Is the UI of the app such as email and phone book the same as the conventional AQUOS PHONE?

Mr. Hayashi Yes. The UI and functions of the main apps will be the successor to the conventional device.

――Finally, please tell us about the "105SH".

Mr. Hayashi The "105SH" is a new model of the popular PANTONE mobile phone. This will be the only feature phone in SoftBank's fall / winter model. The difference from the previous model is that it supports GSM, which is a communication method, and strengthens support for international roaming services. It is a terminal that you can use with confidence even overseas.

In addition, although there are eight body colors in total, orange has been added as a new color. The design has changed a little, but basically it follows the previous model and has a compact body with a round shape that makes it easy to hold.

――Will feature phones continue to be introduced in the future?

Mr. Hayashi Yes. Smartphones can do various things such as apps and browsers, but feature phones are used for phone and email, and their usage is clearly different. There is still strong demand for feature phones, and we would like to continue to release terminals such as the "105SH" in the future.

--Thank you for today.