Intentions Hid behind Sony's Super Compact USB Memory, 'Our First Attempt to Use USB for Packaged Media'

Dec 7, 2006 19:13 Hiroki Yomogita, Nikkei Electronics

"USB memory will also be used for packaged media in the near future. This product is a first step toward that goal. . . ."

Sony Corp. has developed the "Pocket Bit Mini" super compact USB memory device and started sales in Japan in December 2006. Achieving the industry's smallest class dimensions, Sony now intends to extend the use of USB memory from a "tool" to a "packaged medium."

Use with Mobile Products in View

A company spokesperson, who was engaged in the development, explained the background of this compact USB memory device development as follows: "Today, the USB memory market has grown by a two-digit percentage, with its use extending to scenes beyond the office environment, which has been the key field thus far. To meet this trend and broaden the layer of targeted users, we embarked on the new product development. As a realization of our concept, we have created this super compact product. Its capacity is smaller than that of the Memory Stick Duo" (Akira Hosokawa, Business Promotion Section, Memory Device Department, Disc & Memory Device Division, Chemical Device Business Group, Core Component Business Unit, Sony).

Sony said size reduction in audio players and similar products also triggered its development of this compact memory device. "Amid the rapid advancement of size reduction in the Walkman, viewer terminals and other compact products, we judged that USB memory could be applied for such products only if it were smaller. In addition, given the growing capacity of flash memory, technical circumstances were about to mature for us to realize a small-size, large-capacity USB memory device" (Takeshi Funabashi, Deputy General Manager, Memory Device Department, Disc & Memory Device Division, Chemical Device Business Group, Core Component Business Unit, Sony). Not only as a tool for the PC, but USB memory is expected for more use as supplemental memory of mobile products.

Only 0603 Components Enable Size Reduction

To make the product durable enough despite its compactness, Sony reportedly employed technologies it has never used before. "First of all, we used a lot of 0603-size components including the condenser. This is the first time we ever used so many 0603 components in our Pocket Bit series products. Using a high-integration controller IC we developed this year, we succeeded in greatly reducing the number of components as well. Some part of the substrate more likely to crack or break with repetition of insert and ejection for over thousands of times, but we have lowered the breakage risk by optimizing the configuration of components" (Funabashi). The product features an elaborated design, which, for example, sets structure like a bank between the four electrodes (contact plates) at the connection part to prevent false contact, and mounts the contact plates themselves as independent components.

Sony said it also packed its persistence in the appearance design. "Our design concept was a product characterized by a 'typical appearance of memory media." Its image is not a 'luxurious stationary (tool),' which is always carried with and used, but something like CD and DVD packaged media, which everyone has about 10 or more. Coloring, for example, should be more attractive than only gray, in which most existing products are released. After considering value as memory media, half-transparent, vivid colors came to our mind. We chose the pop color variation in view of women users. The color of the substrate shows through the half-transparent body. So we chose package colors that look pretty in combination with the substrate's color. The line, where the plastic materials of the outer package are sealed, is set on the slim sides so it does not show much. In this way, we made every effort here and there not to ruin the product's pop look" (Michio Deguchi, Senior Designer, Network Product Group, Product Design Department, Sony Digital Design Corporation). The device has a label space on its back, which is also set in view of its application for packaged media. Sony said it comprehensively explored the shape of a plastic carrier case so it can allow users to safely take out the device without breaking it.

The product has already been launched on the overseas market and reportedly shown favorable sales. To pursuit the product's position as a sort of packaged media, "We are currently exploring possibility of marketing it in a form packed with music, video and other contents" (Funabashi). Following the reduced size, Sony seems to consider displaying another concept of USB memory devices next time.

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