Sony Founded On Friendship, Ambition
With the introduction of the resulting "G-Type" tape recorder, Japan's first tape recorder, in 1950, the Totsuko group began to learn the marketing lessons still influencing Sony's current campaigns for products such as MiniDisc and Memory Stick: seeking innovative product niches and patiently cultivating markets.
The G-Type recorder found a market in Japan's judicial system, as a replacement for stenographers, and in music schools, where Norio Ohga, a music school student, impressed Ibuka with his suggested changes to the recorder specifications. (Ohga is now Sony Corp.'s chairman and representative director.)
A year later, Totsuko introduced a tape recorder designed for home use, which increased school orders. Company representatives began lecturing at schools in Japan on "how an audio/visual education should be offered." Working closely in class rooms, they learned more about the teachers' needs and possible tape recorder applications.