Executive Interview vol.2
Corporate Social Responsibility as an Extension of Business
Kazuhiko Oigawa (Executive Officer, General Manager, Public Sector)
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Microsoft Japan has been engaged in Corporate Citizenship initiative. What are the programs’ purposes, and what kinds of activities are being undertaken?
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Microsoft Japan has a corporate mission that says "To enable people and businesses throughout the world to realize their full potential." In order to achieve this mission by the power of software, Microsoft has not only provided platforms and technologies, but also been engaged in a variety of activities as part of its Corporate Citizenship initiative.
Through the power of software, we commit for the potential of people: to help physically-challenged people participate in social activities, help students receive a richer education, and help seniors thrive, just to name a few. For the potential of businesses, we commit to support Japanese industries in becoming vital and energetic again through the power of software. Microsoft Innovation Center is one such activity.
Today, it is very important for Japan to have new and energetic companies and business models emerge. New businesses generate new employment, which, in turn, would lead to economic development.
Some people in regional areas have serious concerns about the gap between local economies and those of metropolitan area other than a decline in future economic growth. At the global level, on the other hand, there are plenty of countries with energetic manpower and regions. Our goal in these various activities, including through Microsoft Innovation Center, is to help jump-start local economy utilizing the power of software. For that purpose, Microsoft has been engaged in a variety of activities, working together with partners such as Government, Academia, NPOs, and Businesses in Japan.
What do you think about the current IT industry in Japan?
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Today's business environment in Japan might be, as it is said, a tough one. I believe, however, Japanese IT industry has much more potential for the future.
So far, people have thought hardware vendors and system integrators represent Japanese IT industry. Japanese hardware products have a high reputation around the world. On the other hand, the reality of the current trend is that attention is now shifting to the importance of the application layer.
As Microsoft aggressively promotes cloud computing, Japan has a great opportunities in the coming era to distribute the applications that enrich businesses and people's lives by efficient use of the latest platforms and technologies.
Microsoft wants to provide the latest platforms and technologies, as well as participate in activities to help the domestic IT industry generate new applications from innovative ideas and distribute such products to the world market.
What is Microsoft's role in Japanese IT industry?
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What Microsoft provides are platforms and technologies. On top of it, for the Japanese market, we need the applications and services adjusted to Japanese unique social structure and business practices. Applications and services receiving acclaim in the Japanese market have a wide variety of potential, and can later be rolled out to the world market.
This kind of approach, not only from the viewpoint of corporate social responsibility, but also good business, is what is expected in Japan.
The paradigm shift through IT is still in progress. Today, when the infrastructure has come this far, I think we can say we are in the era of demand for effective use of IT in the real sense.
For example, Microsoft proposes, as a medical solution, a vision called the Connected Health Platform (CHP). Now, patients connected to their medical facilities through various devices to share information and receive appropriate medical treatment is no longer just a science fiction: it is really possible with today's technology. In this way, I think the role of Microsoft and Microsoft Innovation Center is to accelerate innovation by supporting the industry's power to create applications based on currently available platforms and technologies that enrich businesses and people's lives.
What support does the IT industry need?
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There are a lot of things needed to support the industry, like technologies, facilities, licenses, and human resources. I think, however, the most important thing is communication.
As a company that provides the platforms and technologies, and as a corporate citizen, Microsoft has lots of things that we need to communicate. Among the platforms and technologies that Microsoft provides, there are a lot of great hints for those planning to start a business using IT and those who want to improve their current business environments. In order to provide valuable information to those who need it from the vast amount of information available, closer communication is needed.
The importance of such communication is greater in local regions. When the number of public projects is decreasing and financial stability is in doubt, the move to generate business using IT would function as a breakthrough to jump-start local economies. In addition, the market for such businesses using the latest platforms and technologies is wide open to the national and world markets other than local markets. In order to accelerate innovation, there should not be a geographical inequality in terms of information.
What is your advice for making effective use of Microsoft's support activities?
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In our experience in communicating with and supporting a number of local governments, educational institutions, and companies, we recognize two essential elements: motivation and passion. Microsoft's support programs can be maximized when they are used by companies that truly believe in their success and local governments that fully support such companies.
Their passion often motivates Microsoft employees, too. We are even more willing to provide more aggressive support to companies and local governments with outstanding ideas and strong passion.
I firmly believe that Japan should be proud of the world-class quality and potential of its workforce and organizational power. What we need now are self-confidence, motivation, and passion. Japan will truly fly high when we make our technical skills known to the world and when the world understands them. Microsoft really would like to give a hand to make it happen.
What have been the results of Microsoft's support activities, and how they would change in the future?
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I think we need more time and effort to see the real fruit of Microsoft Innovation Center's activities, but we are gradually seeing results in our activities so far.
First, we were successful in helping a number of unique companies enter the market through our various programs. Partly because Microsoft worked with these companies, they were trusted and received market attention. In addition, I think many people, including local governments, realized that IT is an effective means to jump-start the local economy.
Japan has many globally recognized hardware vendors and a lot of excellent system integrators. In the software industry, on the other hand, the possibility exists for more companies to emerge and become widely known. Microsoft expects that companies that develop innovative applications would distribute information to the world through our platforms and technologies as well as our Corporate Citizenship programs.
What the companies that joined our programs most appreciated, and what is most expected, is the marketing effect.
We have often seen companies that worry about sales channels and marketing despite the fact that they have products that could be brought to the world market. As globalization continues, platforms should be more or less standardized. If Japan can roll out unique applications and services globally using the standard platforms, I am sure that Japan can achieve great success in the global market because our products reflect the Japanese people's attention to detail and manufacturing skills.