The KiShin iPhone might boast a more powerful chip than the original iPhone 1 from Shin's past, but he understood that a powerful chip wasn't without its drawbacks.
The main concern was the battery life; the increased processing power of the chip meant that it consumed more energy, leading to shorter battery life.
As a result, Shin directed his research team to focus on making the iPhone 1's chip more energy-efficient. They delved into optimizing the chip's architecture, seeking ways to reduce power consumption without compromising performance. This involved fine-tuning the balance between processing power and energy usage, ensuring that the phone could offer advanced features while still maintaining a reasonable battery lifespan.
---
In the competitive landscape of the cellular phone industry, KiShin's phones were the butt of the joke in commercials, whether in Japan or the USA. Motorola, Suzuki, and Tora companies didn't hold back, poking fun at the KiShin Mobile (KM) while promoting their own products.
In a typical commercial from Motorola, a sleek, sophisticated user would flaunt their latest phone, only to be approached by someone holding a bulky in the world's 2002 standard and seemingly an outdated device. "Is that the new KM?" the Motorola user would ask, barely hiding a smirk. "Oh, I remember when phones used to look like that!" The screen would then flash to the sleek Motorola device with the tagline: "Step into the future, not the past."
Suzuki's approach was more direct. They staged a side-by-side comparison. On one side, there was a vibrant, modern Suzuki phone displaying vivid colors and sleek design. On the other, a dull, clunky KM phone. "Why settle for less when you can have the best?" the voiceover would suggest, highlighting the stark contrast between innovation and obsolescence.
Tora's commercials were the most mocking, featuring a comedy skit where characters would struggle to use the KM, exaggerating its size and sluggishness, only to switch to a Tora phone, showing an immediate improvement in their happiness and productivity. "Don't let a phone slow you down," the punchline would read, clearly digging at KiShin's offerings.
"KM? (KiShin Mobile), what a dreadful name!"
"At first, they had some decent phones, real trendsetters. But after '99, KiShin just couldn't keep up with the rest of the cell phone market. The way things are going, I wouldn't be surprised if they drop out of the mobile race altogether."
"I'm not so sure about that. KiShin is still turning a profit from their mobile division, so I doubt they're going anywhere anytime soon."
"Maybe, but honestly, KiShin would be better off sticking to what they know best – video games."
"Yeah, I agree. They really should stick to gaming."
---
Shin, as the chairman of KiShin, was well aware of the tactics used by Japanese companies to undermine his products. They exaggerated the size and old-fashioned design of KiShin's phone models in their ads, making their own products seem superior by comparison.
Perhaps KiShin's years of silence in the mobile industry, refraining from responding to the taunts and mockery in competitors' commercials, had emboldened these rival companies to continue ridiculing KiShin's mobile market presence.
During an evening at home, while Shin was relaxing with his family, munching on snacks and watching TV, commercials for Motorola, Suzuki, and Tora phones would occasionally interrupt their viewing. These ads didn't miss a beat in poking fun at KiShin's phones, a constant reminder of the competitive pressure facing his company.
As they watched the TV, Shinichi couldn't help but chuckle teasingly, "Hehe, I can't believe the mighty KiShin is losing..." He made sure his father, Shin, heard the jab, prompting laughter from Mira, Shin's wife.
Shin remained calm, offering a smile before responding, "Hmph. Just wait three months. The tables will turn in the mobile market with KiShin's new offerings..."
Shinichi, unable to resist another dig, snickered, "Ehh, sounds like someone's bragging."
Unable to stay serious any longer, Shin playfully ruffled Shinichi's hair, chiding, "Brat, you're getting a bit too cheeky."
Seeing that Shinichi wasn't backing down, Shin then proceeded to tickle him, sending Shinichi into fits of laughter and finally making him wave the white flag in surrender.
As Shin continued to tickle Shinichi, Mira watched them with a serious expression. She was fully aware of the 'offerings' Shin referred to, and there was no doubt in her mind: it was the iPhone.
From Mira's point of view, such a product launch could redefine the market entirely. An iPhone release would not just be innovative; it would be revolutionary, drastically altering the landscape of the mobile industry.
Mira harbored genuine concern for Shin's family business, Suzuki. The introduction of the iPhone signified more than just a new gadget; it symbolized the end of an era for traditional phones with keypads and small screens. She understood that the industry will then have no choice to embrace the large, touchscreen displays, rendering physical keypads obsolete.
The iPhone's impact would be profound. It would set new standards for what consumers expect from their mobile devices, influencing design, functionality, and user interface. Traditional phone manufacturers would find themselves at a crossroads: adapt quickly to this new touchscreen paradigm or face potential decline. The shift would not just affect the visual and tactile aspects of phones but also usher in a new wave of applications and services designed for touch interfaces, significantly changing how people interact with their devices.