Leader Talk

A Global MEMS Manufacturer Is a New Group Member Opening Up a New Market by Combining Tradition with Innovation

A new company having various technologies for improving automotive safety has joined Murata as the Group strengthens its commitment toward developing the market for in-vehicle equipment. As a supplier of various sensors with a focus on MEMS technology, Murata Electronics Oy, enjoys a high share of the world market. Murata Electronics Oy has become much needed reinforcement to the Murata Group at an optimal timing.

Tomy RUNNE
General Manager MEMS Sensors Product Engineering Department Murata (China) Investment Co., Ltd.

Runne joined the former VTI Technologies Oy in 1998 and was appointed to a customer service position. He was responsible for Asia-Pacific area sales from 2000 to 2004 and managed sales in Japan and South Korea while staying in Japan between 2004 and 2012. Since 2013 he has been staying in China with the responsibility for the development of Asian regional business. Runne loves swimming and running.

At the former VTI Technologies Oy, I had been responsible for its business with Japanese and South Korean automakers and Tier 1 suppliers. I spearhead the development of the Chinese market and other markets from Shanghai. Murata Electronics Oy has a rich experience in helping ensure safety by supplying its components to the promising automotive industry. What can we do to have customers understand our leadership in emerging markets where demand is expected to increase rapidly? We face the new challenge of winning over customers with our short technology-intensive value chain.

New Growth Strategies with a Focus on MEMS Technology

Murata Electronics Oy's core products include accelerometers, gyro sensors, and inclinometers, all of which are used to perform a broad range of vehicle control functions. Based in Finland, the former VTI Technologies Oy, founded in 1991, joined the Murata Group in January 2012. It boasts over 20 years of experience in the development, production, and marketing of various silicon-based MEMS sensors. The company's unique 3D MEMS technology is highly regarded by customers in the markets for automotive, industrial, and medical equipment. Products incorporating this technology are used to measure acceleration, inclination, impact, vibration, pressure, etc. I hope that VTI's business focus on the automotive market will combine with Murata's development and marketing power to ensure sustainable growth. In their efforts to reduce the weight of their vehicles for better fuel efficiency, automakers now need to minimize the number of components in a vehicle. Murata's material design technology, developing components right from the material design phase, and packaging technology will meet this need. I am convinced that combining VTI technologies with Murata's unique technologies will bring our customers multiple benefits. I hope to serve as a bridge here in various ways.

MEMS Products Find Use in Vehicle Safety Systems Such as ESC and TPMS

Our technology is utilized in a broad range of automotive fields. For example, Electronic Stability Control (ESC) detects skidding during sudden steering operations or while driving on slippery surfaces, and automatically maintains the correct vehicle position. As a component of this system, we design and produce accelerometers that decide in tenths of a second whether in bends, the vehicle shows an understeer tendency (front wheels skidding to the outside) or an oversteer tendency (rear wheels skidding to the inside) . Pressure sensors are used to measure air pressures in tires for vehicles and aircrafts. Here, sensor modules in tires and a receiver in the vehicle's interior are used to inform the driver of tire pressures while in motion. In the automotive market, the use of tire pressure monitoring system (TPMS) was mandated in North America in 2007. Since November 2012, it has also been a legal requirement to incorporate this system in new vehicles sold in Europe. Japanese and Chinese authorities have begun studying the possibility of mandating the use of this technology in vehicles. These developments are expected to increase the market size for our products. In the future, pressure sensors are also expected to find use under more demanding conditions such as those for engine injection pressure and hydraulic pressure.

MEMS (Micro Electro Mechanical Systems)

MEMS refers to micro electro mechanical systems and technology for producing such systems. It can also refer to devices that integrate sensors, actuators, and electronic circuits on single substrates made of silicon, glass or resin.
MEMS systems have 3D micro-structures formed using semiconductor process technology. Murata has successfully achieved mass-production of MEMS gyro sensors. Gyro sensors are inertia force sensors that measure angular velocity of rotation, and are used for image stabilization in camcorders and digital still cameras and for improving the location accuracy of car navigation systems.

Many companies are now interested in the market for in-vehicle equipment. Their participation will be a new source of growth for automotive technology.

Connectivity Is the Key Technology for the Future The Watchwords Will Be "Safety" and "Pleasure"

In addition to expanding their current uses, our future products will be more oriented towards the safety and comfort of vehicle occupants. We aim to use our sensing technology to provide man-to-machine and man-to-man connectivity solutions. We are interested not only in automotive engineering, but also in man-to-car interaction because it is a person who buys a car. For example, a future safety system will transmit signals to other vehicles while the vehicle negotiates bends. If the vehicle is likely to collide with an oncoming vehicle, the system will automatically increase braking pressure or tighten up the seatbelts. In addition, automatic emergency call technology will be put into practical use soon. By contrast, we will also work on prevention of driver drowsiness and drunk driving from the perspective of active (preventive) safety. We not only aim to work on the control of the vehicle alone, but on sensing technology that addresses human beings as well. Considering the long product lifecycle in the automotive industry, it will take at least five years to complete such technology. The basic principle is to reduce the number of road accidents and accident fatalities. "Safety" and "pleasure" will be the watchwords here.

China Is the Main Target for In-Vehicle Applications Newcomers Will Make the Automotive Market More Exciting

Since January 2013, I have been assigned to a position in Shanghai, working on developing new markets in Asian countries other than Japan and South Korea. China is our most promising market for in-vehicle applications. We understand that there are an increasing number of local automakers and Tier 1 suppliers operating in the country. Adoption of our products will need some catalyst. The market will be more exciting, for example, if the country moves in the direction of mandating the use of vehicle control systems such as anti-lock braking systems (ABS) , suspension sensors, and anti-theft systems. Even today, companies other than traditional automakers also develop and produce automobiles. The automotive industry is coming to a major turning point. The market for in-vehicle equipment attracts enthusiastic attention, with many new players participating from other industries including electronics. Murata is also aiming to expand its business for in-vehicle applications. New ideas from new players will give inspirations to the traditional automotive industry. It will encourage us to look at automobiles from many different perspectives. It will be exciting if different people are involved in creating new vehicles. I would like to make use of my experience as a marketer of in-vehicle sensors to ensure "connectivity" between Murata and the in-vehicle equipment market.

Murata Electronics Oy

The company's core products include accelerometers, inclinometers, and gyro sensors for automotive, medical, and industrial equipment, as well as consumer electronic products. These sensors find use in a broad range of products that help improve safety and comfort. Acclaimed silicon MEMS capacitive measuring sensors are produced using 3D MEMS technology. Murata Electronics Europe B.V., a wholly-owned Murata subsidiary, bought out the former VTI Technologies Oy on January 30, 2012 and renamed it Murata Electronics Oy on May 25, 2012. The new Group member allows Murata to add a new group of MEMS sensor products to its traditional lineup, strengthening and expanding its business in the fast-growing market for MEMS sensors.

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