Leaders' Ambitions

Murata Will Win the Market for EMI Suppression/Inductor Components with New Technologies and Reduced Costs

The primary issue for noise suppression components is, as their name suggests, the level of noise suppression they provide. In order to meet increasing performance expectations, we aim to continuously develop these products. Inductors can be grouped into two categories: power inductors and RF (Radio Frequency) inductors. The segment for power inductors shows a clear trend: development of products for power lines that pass larger currents. RF inductors are required to deliver high Q values (quality coefficients). On the cutting edge of technology, we can clearly see the paths to follow. Along these paths, we must vie against our rivals in terms of technology and win the development race.

Cost is another key consideration in component manufacturing. Nowadays, the scale of the market for EMI suppression/inductor products is being expanded by their use in smartphones and tablet computers. Greater demand translates into more competition. If we fail to win the race, we will lose our market. Not only that, but the same thing could happen in the cutting-edge fields we have managed to develop successfully. The EMI Filter Division has diverse fronts of competition.

Three Processes No Longer Suffice , We Must Seek New Processes

The EMI Filter Division has three kinds of production processes: winding, film, and monolithic. Having these three proprietary processes is one of Murata’s greatest advantages. But I no longer believe that suffices. The choice of production process depends on a combination of marketing and material technology considerations. We will offer various combinations in this regard to meet customer requirements. We aim to expand our portfolio of processes and technologies and strengthen our ability to offer optimal combinations to fulfill stringent requirements.

In the EMI Filter Division, we develop measures on a case-by-case basis to match them with the circuit designed by the customer. It is unpredictable what kinds of circuits the customer will design. Circuit designs and IC structures vary from customer to customer. Murata practices a business approach named ESI (Early Stage Involvement): we try to get deeply involved in customer product operations right from the product development phase so we can make optimal proposals on a continual basis. Technical marketing is indispensable in the EMI suppression/inductor business, where success depends on access to accurate information on development trends.

When it comes to material technology, the partnership with Toko, Inc. is a major milestone. Toko is the pioneer in developing a metal-based magnetic material and boasts great expertise in processing technology. As we develop our relationship further, we will be able to make great achievements especially in the field of power inductors.

Function-Based Roadmaps Help Create New Ideas for Technical Development

In addition to the three traditional processes, we can use a process of forming the wiring by plating. It is also possible that coil engineers work on combinations with capacitors to create ideal coils and capacitors. We do not need to stick to the three processes. We aim to develop all of them further and combine them to create amalgams and produce new synergy.

We have recently replaced our internal technological roadmaps. Previously we have a map for each of the three processes. This approach has been replaced by a new application/function-oriented principle. The new roadmap for power inductors, for example, allows us to develop new collaborations. Customers are not particular about the processes and materials we use. They will be happy if our components can be used for their purposes while meeting their functional requirements. As a matter of fact, the winding process is the responsibility of another section. But the introduction of the new function-oriented roadmaps facilitates cross-organizational interactions. For instance, people are now discussing what will happen if a new material is used for the core of the winding type. Flexible thinking forms the basis for the successful development of technology. If we have a broad range of ideas, we will more likely be able to make proposals that better suit customer needs.

Molding Ideas into Shapes Makes Future Markets Visible

The EMI Filter Division focuses on three categories of markets: the commodity market for components used mainly in mobile devices; markets for in-vehicle systems and industrial electrical equipment, and new markets; and future markets. In the commodity markets, we emphasize general-purpose components. As I said earlier, here we must have outstanding technologies that help us survive the competition to cut costs. Customers in the markets for in-vehicle systems and industrial electrical equipment attach importance to customization. Here we need new manufacturing technologies to achieve components suitable for large current circuits and improving component reliability.

Future markets represent the third category where we will place an increasing emphasis from now on. In April 2013, we started out by identifying new promising technologies. Three cross-organizational teams have been discussing what kinds of needs will arise in the future. Each team developed and submitted two ideas. These have been narrowed down to two candidates by a vote between department heads. We are now ready to develop prototypes for both ideas. We will also be discussing further issues and creating different ideas: What kinds of components will be needed as communication devices become wearable? What will be done for the noise suppression of hearing aids, which will see growing demand with the aging of population? When we complete prototypes, we will ask our customers to try them out. They would reject some specific functions and let us know about further possible applications. Developing new markets for EMI Filter Division products starts by bringing our prototypes to customers.

Supplying the Right Component for Each Application, Customer Is Top Priority in All Operations of the EMI Filter Division

To ensure that customers are supplied with optimal products, the EMI Filter Division has the Application Development Section. When a customer has any problem, we make a point of using an evaluation board to propose the best possible component for its solution. Suppose the customer is trying to suppress noise with no knowledge of where it is coming from or how. Murata conducts an in-depth investigation of the noise using one of its anechoic chambers. If the results show existing components can be used, we will use them. Otherwise we will propose customized products. I am convinced that the customer is top priority in all operations of the EMI Filter Division.

Application Development

Application development refers to an approach of designing components from the customer’s perspective and creating ideal products for use in customer circuits. Focusing on application development, Murata EMI suppression/inductor components have been successful by combining the approach with continual pursuit of infinite possibilities (material development) and making use of the three processes established for other component groups of the company. But now there emerge new fields where we cannot compete with this practice of horizontal development alone. While understanding the external technological trends, we therefore always aim to establish new, innovative technologies. Some of these new technologies allow us to form high precision coils, form coils with lower resistance, or achieve higher efficiency. By fusing these technologies with our existing core technologies, Murata will meet the expectations of customers in a more intelligent manner.
Note: The sidebar above is based on technical information available the inductor production section of the Murata website.