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Panasonic: A Case Study on Constant Change and Reinvention of a World Brand

• First Online: 30 January 2016

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• Uli Mathies 2  

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Panasonic’s nearly one hunderd-year history can be divided into several phases. The constant factor in Panasonic’s history was—and is—change. And this may also contain the simple answer to the question about Panasonic’s secret of success: the ability to transform as required by an ever-changing environment, the willingness to keep developing, and the openness to learn and take risks have been engrained in the company’s collective memory. Giving up is not an option, and the only way out is the way forward. Therefore it can be boldly concluded that Panasonic as a corporation will still exist 50 years from now, and maybe even a 100 years from now. The company may look differently, produce different products or services, and market them in a completely different way, but chances are high that Panasonic will still be a major player in the domestic and global markets.

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Mathies, U. (2016). Panasonic: A Case Study on Constant Change and Reinvention of a World Brand. In: Segers, R. (eds) Multinational Management. Springer, Cham. https://doi.org/10.1007/978-3-319-23012-2_10

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Embry-Riddle Aeronautical University

• Case Studies

Section Title

Founded in 1925, Embry-Riddle Aeronautical University is known as the world’s largest and most respected university specializing in aviation and aerospace. As such, it attracts students of the highest caliber: those who are tech-savvy, curious and determined to succeed. That’s why when Embry-Riddle designed a new, state-of-the-art student union building, it knew it had to support the advanced technology that its students were interested in and accustomed to engaging with. After breaking ground in the Fall of 2016, the school embarked on its most ambitious and expensive project yet to meet this need. “Embry-Riddle had an existing relationship with Panasonic having deployed its projector solutions in other areas of our campus previously,” said Rob Davidson, A/V project coordinator at Embry-Riddle’s Daytona Beach Campus. “Given the reliability, quality and level of service that Panasonic provided, it was the obvious choice for the robust display needs of our new student union.” “Technical support and partnerships, before, during and after the sale are of paramount importance to us,” according to Tony Petro, A/V Support Specialist for the Daytona Beach Campus. “From concept to deployment and testing, Panasonic provided both remote and onsite support as well as onsite training and the software tools necessary to keep our display systems operating at their peak. On a campus this size, a key factor in A/V support is consistency. By partnering with Panasonic not only for our student union display needs but also in our 140+ classrooms, Panasonic provides the consistency and reliability we need to deliver an exceptional experience for our students, faculty and staff.”

In partnership with Mediatech, Inc., an A/V consultancy that services and installs all new technology on the Embry-Riddle campus, the school deployed over 100 Panasonic display solutions in the student union, including one 3x3 video wall in the Student Gallery, 27 55-inch digital signage displays in group study spaces and hallways, one 90-inch 4K professional display in a training room and 12 projectors in the event center including 10 1-Chip DLP™ Fixed Installation laser projectors and two 3-Chip DLP™ Large Venue laser projectors. The student union building was designed for the students, and naturally, administrators want students to feel empowered to come up with new uses for the A/V technology in addition to the more traditional applications in conference rooms, group study spaces and communal areas to share information, inform students’ studies and help them relax in between classes. This kind of innovative spirit is intrinsic to the university’s approach to student learning. As part of the building’s construction, Embry-Riddle designed an event center that can be configured into multiple different options depending on the need, from one large room to six independent rooms and various other configurations in-between. Because of the flexibility provided by the space and abundance of projectors within it, the event center can be used for meetings, conferences or even concerts. With the PT-RZ970U and PT-RZ575U 1-Chip DLP™ Fixed Installation laser projectors, users can expect high brightness and excellent image quality during any event hosted at the student union. The two PT-RZ12KU 3-Chip DLP™ Large Venue laser projectors also offer 12,000 lumens and 120Hz high frame rate for superb and sharp motion pictures, enabling any large event to have superior projection capabilities.

Technical support and partnerships, before, during and after the sale are of paramount importance to us.From concept to deployment and testing, Panasonic provided both remote and onsite support as well as onsite training and the software tools necessary to keep our display systems operating at their peak. On a campus this size, a key factor in A/V support is consistency. By partnering with Panasonic not only for our student union display needs but also in our 140+ classrooms, Panasonic provides the consistency and reliability we need to deliver an exceptional experience for our students, faculty and staff. Tony Petro A/V Support Specialist, ERAU - Daytona Beach Campus

Although Panasonic’s solutions are for the students, Embry-Riddle also wanted to ensure they are easily manageable and serviceable to reduce tickets into IT support. For example, video walls are often difficult to install, taking between 24 and 36 hours on average for one the size of Embry-Riddle’s. Yet the Mediatech team was able to install the 3x3 TH-55VF1 solution in only 10 hours thanks to Panasonic’s Magnetic Video Wall Mounting Kit (TY-VK55LV2) and Auto Display Adjustment software (TY-VUK10). The mounting kit interconnects using magnets, eliminating the need for manual surface and bezel adjustment upfront, and preventing panel shifting overtime. Auto Display Adjustment software uses an externally connected camera to automatically calibrate video walls, adjusting the colors and brightness levels of multiple displays, typically in just minutes. Finally, the TH-55VF1’s built-in Digital Link technology simplifies installation by transmitting video, audio and control signals over one inexpensive CAT6 cable rather than three separate cables. These features combined minimize both labor and installation costs as well as potential points of failure.

“Sometimes the simplest task can lead to hours of research during an installation, but with the responsiveness of Panasonic’s team and how easily the displays can be mounted and calibrated, we were able to save on time and cost,” said Mauricio Barrientos, project manager at Mediatech. Despite the robust video wall solution provided by Panasonic, Embry-Riddle’s staff nevertheless received calibration training on how to color balance and troubleshoot the displays, helping them effectively mitigate potential issues. Barrientos said of the display manufacturer, known for its mission-critical approach to product development and servicing: “Panasonic is truly a partner, not just for our team, but for Embry-Riddle as well.” “When we began this project, our main goal was to match the cutting-edge technology our students interact with across Embry-Riddle’s campus. But with the deployment of Panasonic’s professional displays and laser projectors, we’re future-proofing our school for today’s students and tomorrow’s,” said Davidson. “We’re already looking into using Panasonic’s one-of-a-kind LinkRay technology in the future, and with students as creative as ours, the possibilities are endless.” With an influential alumni network that consists of multiple astronauts and pilots, students know that from their classes to the hands-on technology deployed throughout the campus, the sky’s the limit.

Case Studies: Es Con Field Hokkaido

Kairos-based video production system for an unprecedented ballpark.

― Mr. Takafumi Morino, Executive Officer and General Manager Entertainment Management Division, Business Supervisory Headquarters Fighters Sports & Entertainment Co., Ltd.

• A highly advanced video production system that links with various systems was sought to deliver all-encompassing entertainment at the world's most advanced baseball stadium.
• The KAIROS IT/IP platform was adopted as the core of a comprehensive production system for exceptional content synchronizing video, lighting and sound.

Revolutionary Baseball Stadium

Es Con Field Hokkaido opened its doors in March 2023 as a state-of-the-art ballpark equipped with two of the world's largest screens integrated with the KAIROS video production system to enthrall fans with stunning video, lighting and sound. Built in Japan for the Hokkaido Nippon-Ham Fighters baseball team, the movable-dome stadium's concourse encircles the interior to offer views of the field from anywhere. This is also the world's first ballpark where people can view games from an on-site hotel or even from hot springs and saunas!

System Overview

Highly advanced entertainment system.

To take full advantage of massive 86-meter wide screens, content had to be created that was not limited to 16:9. The choice was obvious: Panasonic's KAIROS IT/IP platform was adopted to enable video with diverse aspect ratios and resolutions to be intuitively layered. What's more, approx. 600 digital-signage displays were installed in the ballpark for immersive real-time viewing experiences throughout the stadium. The systems are integrated via a central management system (S-CMS)*, together with lighting and sound, for highly efficient operation.

* Available only in Japan

Dynamic Production Thanks to KAIROS' Amazing Flexibility

KAIROS is a revolutionary live switcher that utilizes CPUs and GPUs for video processing to achieve a multilayered approach that places no restrictions on MEs or keys. In addition, KAIROS handles video with diverse aspect ratios for both input and output that are impossible to achieve with conventional live switchers.

According to Mr. Takafumi Morino, head of entertainment management for the ballclub's parent company: “We wanted something new that people could experience only at our ballpark/stadium, so we set scalability and flexibility as the themes for our entertainment system. We knew that we had to constantly deliver new experiences involving the best and newest technology. The idea was for fans not only to enjoy the team's success, but also to be thrilled by memorable entertainment experiences throughout each game, and every time they come back. When I first saw KAIROS, I was truly impressed by its flexibility and design concept of unrestricted aspect ratio. In addition, I sensed that it had the potential to keep pace with the expected evolution of Es Con Field. In the past, complicated switchers could only be operated by technicians, but KAIROS is an amazingly intuitive system that entertainment producers can operate without restraint to achieve artistic expressiveness.”

Control room and KAIROS control panel (center)

Dynamic production integrating large-screen video, light and sound

KAIROS instantly transmits video to the large screen and every digital-signage display in the ballpark.

Seamless Integration with Proprietary Systems

Mr. Shoji Kumamoto, representative director of SITE4D Inc., said, "Together with Fighters Sports & Entertainment, we developed a proprietary system as the core of our real-time video production, integrating a sports coder, CG equipment and more, which we named ‘Metaball’. We also created a macro system to automatically activate KAIROS from Metaball via the KAIROS control protocol. Our goal is to provide live spectator experiences throughout Es Con Field. For example, if there is a home run or big play, the large screens and approx. 600 digital-signage displays simultaneously switch to the action. Of course, such action is unpredictable, so our CG team follows the game from a window in the control room, rather than via monitor, and then uses the KAIROS control protocol to send, for example, a 'home run' command from Metaball, after which KAIROS instantly displays the scene throughout the stadium. In the case of a conventional switcher, multiple people would have to operate the system simultaneously to capture and project the action. But thanks to KAIROS' high-level system integration, we can achieve real-time production with a single operator."

AK-UC4000 4K studio camera for high-definition video

AJ-CX4000 camera recorder for shooting interviews, etc.

AW-UE80K PTZ camera behind the backstop for views from the players' perspective

AW-HR140 outdoor PTZ cameras in three locations, including home bullpen and ceiling

Rack in the control room

Low-latency Connection with Hundreds of Digital-signage Displays

A CATV solution based on head-end technology controls approx. 600 digital-signage displays to display game and video entertainment together with light and sound, plus ads and other information. Multi-channel distribution is possible with less than a half-second delay. Live video is delivered to all digital-signage displays in the concourse, restaurants, hot tubs, etc., almost instantaneously when the crowd cheers.

Mr. Morino said, “Sitting in the seats to watch a game is one thing, but since Es Con Field is designed for enjoying games from practically anywhere, we installed approx. 600 digital-signage displays throughout the ballpark. Low-latency delivery was critical, so we adopted Panasonic's digital signage system to display content with less than a half-second delay. The result is that everyone can share the experience together, at practically the exact same moment.”

Digital-signage displays arranged along concourse for uninterrupted viewing even when walking

Extra-large 25-multi-screen video wall in the "foodhall by Nipponham" restaurant

In the hot springs facility, games can be watch via digital-signage displays or even via a window while soaking in a bath!

Lounge with digital-signage displays and projector, with the feel of a premium viewing space

On-site hotel room where viewing is possible directly (far-end window) or via a monitor

Rooftop deck outfitted with robust Outdoor LCD display

Interview room with large 9-multi-screen video wall

Extra-large 98-inch monitor at employee entrance

Integrated Management for Extra Efficient Operation

Approx. 600 digital-signage displays can be simultaneously turned on and off with ease via the integrated management system (S-CMS)* using a touch panel in the control room. The system also tracks the status of all digital-signage displays and sends alerts in the event of any problem. The S-CMS is linked to KAIROS as well as large-screen, lighting and sound systems for smoothly integrated production. According to Mr. Morino, "Linkage to all systems via the S-CMS has greatly streamlined our operations and reduced our staffing needs. But we are always striving to create new ballpark experiences, so rather than worry about cutting staffer, we focus on utilizing our comprehensive system to take on new challenges."

Central management system (S-CMS) for integrated management of video, lighting and sound systems as well as approx. 600 digital-signage displays throughout the ballpark

Screen for monitoring status of all systems

In the Customer’s Own Words

Co-creating an unrivaled ballpark.

"I was very impressed by the strength of Panasonic's hardware and software, including KAIROS. Above all, I think the most important thing was the Panasonic team's enthusiasm to work with us on co-creating something new. We look forward to our continuing collaboration with Panasonic to provide customers with exciting new experiences that maintain Es Con Field's status as an unprecedented ballpark."

Mr. Takafumi Morino

Executive Officer and General Manager Entertainment Management Division, Business Supervisory Headquarters

Fighters Sports & Entertainment Co., Ltd.

Unforgettable Stadium Experiences

"This project has been a unified team effort with Panasonic spanning a long period of time. At Panasonic's facility, for example, they built an exact replica of the control room planned at Es Con Field to help us envision the finished system. The baseball season is now under way, but I look forward to further KAIROS upgrades that will allow us to evolve together with Panasonic in our pursuit of ballpark experiences that leave fans with memories for a lifetime."

Mr. Shoji Kumamoto

Representative Director

SITE4D Inc.

Note: Job title at time of implementation

System overview

First Ballpark of its Kind

Es Con Field Hokkaido is surrounded by the Hokkaido Ballpark F Village, a comprehensive development encompassing glamping facilities, an athletic park and condominiums. A sports facility unlike anything ever seen before was born under the concept of a co-creative space embracing residents and other visitors.

• Location: F Village, Kitahiroshima, Hokkaido
• URL: https://www.hkdballpark.com/

Es Con Field Hokkaido, the nucleus of Hokkaido Ballpark F Village

Equipment Installed

Sustainable Smart Town Provides Better Lifestyles as the Entire Town

(This article is as of September 2021)

In Fujisawa City, Kanagawa Prefecture, the Fujisawa Sustainable Smart Town (Fujisawa SST) is designed for sustainability with an eye to what the world will look like 100 years from now. Situated on an expansive 19-hectare plot of land, the town, when completed, will comprise more than 1,000 houses, together with wellness, welfare, and educational facilities, as well as commercial facilities and meeting places. These are all supported by five smart services created on the basis of actual lifestyles of the town's residents: energy, security, mobility, wellness, and community. Panasonic’s solutions, which leverage our technologies and overall capabilities in cooperation with our partner companies, local governments, and other organizations, are bringing to better lifestyles that are eco-friendly and smart.

Contributions to Sustainable Development Goals (SDGs)

Goal 11: sustainable cities and communities.

We carry forward the sustainably evolving urban development through the concept and process based on actual lifestyles, with the goal of bringing energy to life over the next 100 years onward.

Goal 17: Partnerships for the goals

The project will continue to generate new initiatives that will lead to solutions for issues of the community through cooperation among partner companies, Fujisawa City, universities, and residents of the community.

Beginning with Utilization of a Former Plant Site, Contributing to the Community and Expanding Business through Sustainable Urban Development

The initial concept for a Sustainable Smart Town (SST) goes back more than ten years. As business currents continued to take production to many sites outside of Japan, the use of former plant sites throughout the country was beginning to become an issue. Some of Panasonic's younger employees wondered if there wasn’t a better way to leverage the sites to lead to development for the community and business, instead of simply selling them. This idea prompted further discussion during their study sessions that led to an urban development proposal to Fujisawa City.

Behind this idea was our founder’s philosophy that we should contribute to the development of society and invigorate local communities through our business activities, and based on his philosophy, we wanted to continue to give back to the community that had given us a home for so long, even if we were no longer able to maintain a plant there. Urban development is one field in which Panasonic can take on new challenges by creating solutions that leverage our technologies and overall capabilities, leading to experience and knowledge that can be shared with society at large. These efforts also provide an arena for co-creation with all kinds of different partners.

To achieve urban development that extended beyond the experimentation and testing phases, Panasonic decided to aim for a sustainable smart town, placing an emphasis on sustainability and letting the implementation of smart technologies and systems follow that goal.

Urban Development Based on Actual Lifestyle as Only Panasonic Can Provide: A Participatory Model for Sustainable Towns

Conventional smart city designs start with smart infrastructure from which the town designs and spaces are based. This way of doing things has often proven unsustainable. As a manufacturer of home electronics, Panasonic has a history of creating electronics and appliances based on their value in the context of a customer's lifestyle. This approach based on actual lifestyles begins with asking what smart life will look like 10, 20, and even 100 years from now. From there, we start thinking about how to build the spaces, infrastructure, and services that will help make that vision a reality. Panasonic is unique in our ability to offer this type of urban development based on actual lifestyles that focuses on sustainability.

To make a town truly sustainable, we need to involve its residents in building a community. With the participation of partner companies that implement advanced initiatives, innovation through co-creation among industry, government and education along with residents will be generated. One example of such an initiative is the Fujisawa SST Town Parent Project, which involves cooperation between 18 different businesses, universities, local government agencies, and local resident organizations. The town's development is moving forward with cooperation from a variety of different partners, and, when validating new services and technologies, residents will be able to participate in monitoring and will have opportunities for exchanging opinions during town meetings.

Eco-friendly and Smart Lifestyles Supported by Five Smart Services

Launched in 2011, the project began with setting a series of numerical targets and guidelines for the entire town. We started out with environmental and energy-related targets, deciding to reduce CO2 emissions by 70%, reduce water consumption by 30%, and have renewable energy usage account for at least 30% of total energy as some of our key targets. We also set a safety and security target of establishing lifelines that would last for three days in the face of disasters.

This approach to urban development is made possible by five smart services provided by Panasonic: energy, security, mobility, wellness, and community. Fujisawa SST has generated a wide variety of initiatives that are leading to solutions to challenges of the community through these services.

All detached homes are equipped with solar power generation systems and storage batteries to manage energy use for efficiency. Self-creation and self-consumption of energy make it possible to ensure that lifelines will last for at least three days during disasters.

We have created safety and security objectives and guidelines, with the goal of building a self-sufficient and cooperative town, to be used for disaster response during emergencies and crime prevention in non-emergencies. We have also implemented a system for push notifications to smart TVs to deliver disaster- or emergency-related information to residents.

In light of the shift from ownership to use in society and the growth of the sharing economy, we have also implemented shared services, including electric vehicles and electric bicycles. Panasonic is a home appliance manufacturer, but housing and automotive fields are also strategic business areas for us, meaning we can really show off our strengths in mobility-focused urban development.

We have also deployed the first secondary town-wide delivery service in Japan. All packages from all carriers are handled by Yamato Transport once they reach the town. Through Panasonic’s Information technologies, residents can specify delivery times and locations using smartphones and smart TVs, as well as receive notifications. Through initiatives like this, we are working on solving issues for transport companies, and society at large, by reducing re-deliveries, reducing costs, and reducing CO2 emissions, while also addressing labor shortages.

We are developing a comprehensive wellness center that combines elderly care facilities, assisted residences for the elderly, nursery centers, after-school day-care centers and cram schools all in one facility. This will create more opportunities for intergenerational interactions, leading to better emotional development for children.

Care facilities feature smart air conditioning services that use Panasonic technologies. Using sensors that detect movement makes it possible to not only manage factors like temperature and humidity, but also provide for safe and secure nursing services by tracking life rhythms, including, for example, patients’ sleep habits.

We are also working on building a system that will match healthy seniors that lack opportunities to make a contribution with others who need assistance in senior care facilities, which often face shortages of workers.

We maintain a portal site that connects residents with Fujisawa SST. Residents can use smart devices like their smartphones and smart TVs to get information on local events, information on disaster prevention, energy usage for each household, mobility sharing service reservations, and more. This system also allows residents to broadcast their own opinions and participate in the urban development.

Sustainable Smart Towns Are Attracting Attention, But What Do They Really Do for the Community and Business?

Fujisawa SST has been the subject of much attention, both from within Japan and around the world since it first opened in 2014. More than 25,000 people have already taken the tours for business stakeholders, and recently, one in four visitors has been from outside Japan. The reason for this turnout is a general growing interest in sustainable urban development and the Sustainable Development Goals (SDGs). Panasonic's work in this area predates the SDGs, and this project alone contributes to the achievement of eight of the 17 goals included in the SDGs. Goals 11 (Sustainable cities and communities) and 17 (Partnerships for the goals) are the two that are most especially relevant to our work on this project. Our efforts with Fujisawa SST have been met with high praise, including the selection of Kanagawa Prefecture as both SDGs Future Cities (one of 29) by the Cabinet Office and as a Local Government SDGs Model Project (one of 10) which is in particular a pioneering case, in 2018.

Fujisawa SST has also served as a test case for a broad range of technologies and initiatives, including housing, facility, and B2B solutions. Three key factors enable us to work cooperatively and consult with many different businesses and local government organizations: 1.) living spaces and mobility, essential elements for towns, are one of our strategic areas of business; 2.) we have the technology and ingenuity, beyond lifestyle needs, by developing B2B co-creation in a broad range of business fields; and 3.) the strong philosophy of our founder form the backbone of this project.

Toward a New Future: Sustainable Smart Towns Across the Country and the World

Fujisawa SST is currently 70% operational and is planned for completion in 2022. One critical element in thinking about the future in urban development planning is to backcast from 2030. To do so, predicting changes in the town’s population and striking a balance are key concepts. The ideal is to have a community with multiple generations living together, as well as movement throughout the city. If there are only long-term residents in the community, population dynamics will stagnate. We are also considering creating a variety of spaces in different styles that include shared housing and social spaces where younger people can live, work, and visit. We use town data to create demographic maps that predict future population distributions in the town to create services. We hope that our efforts to use data and our technological experience for urban development will lead to expansion in this exciting business field.

We believe that SDGs need to be achieved so that no one may be left behind, through the full participation of everyone. We want each and everyone to understand that the SDGs are not mere goals, are not something of the far-off future, and are not solely the problems of some far-off place. Instead, we want all people to ask themselves what they can and should do now for the future, and then to go do it. This project has helped us to understand first-hand just how crucial this is.

Tsunashima in Yokohama City is now running as the second SST project, and a third urban development is planned for Osaka. Panasonic is not the only company that is faced with dealing with former plant sites and idle lands. We have had a growing number of inquiries from many other companies and local government organizations, and we are beginning to start to provide them with proposals based on our experience and know-how. I hope to continue to work on urban development projects that are based, first and foremost, on actual lifestyles in the future, all the while remaining aware of sustainability and SDGs, and working together with various kinds of partners, both in Japan and around the world.

The SST project started with a small study group more than ten years ago, but the initial motivation behind it remains unchanged and has shaped the project as it is today. I hope that those who work on this project after me will continue to make ongoing contributions toward the achievement of the SDGs through SST.

Case studies

Next-generation robotics developed with our partners.

Here are some remarkable examples of the robotic technology we have developed in collaboration with our customers and technological partners. We aim to create new value by combining Panasonic Group’s own technology with the technology of our partners.

WHILL NEXT 【partner company × Panasonic Group】

WHILL,Inc., a manufacturer of next-generation personal mobility devices, collaborated with Panasonic to develop this safe and comfortable robotic device for carrying people, which combines Panasonic Group’s safety and autonomous mobility technology with the high drivability and advanced design of WHILL’s next generation personal mobility devices. In the future, we aim to create robotic devices that can carry not only people, but also things, as well as to enhance convenience by developing robotic technology that works in coordination with social infrastructure.

Tomato harvesting robot 【customer × Panasonic Group】

To solve labor shortages at the point of production on plantations, we collaborated with a plantation to develop robots that can replace people who do difficult farmwork using Panasonic Group’s robotic technology. In the future, we aim to develop a one-stop solution that can handle all aspects of harvesting tomatoes, including determining when to harvest, picking and the full remainder of the process.

Resyone, a robot that helps users get out of bed 【customer × Panasonic Group】

Transferring patients from a bed to a wheelchair is a great burden on nursing staff. In order to solve this problem, we collaborated with nursing facilities to develop a groundbreaking new concept using Panasonic Group’s robotic technology that integrates the bed and wheelchair into one unit. Our robot makes it easier for patients who require intensive nursing to rise from bed and reduces the burden on nursing staff.

Project introduction

Wrs 2018 future convenience store challenge project 【university × panasonic group】.

A team consisting of Ritsumeikan University, the Nara Institute of Science and Technology and Panasonic Group worked together to develop high-performance robotics combining Panasonic Group’s robotic technology with cutting edge robotic technology based on academic research.

Profiles of the robotics engineers

Research Associate Professor, Emergent Systems Laboratory, College of Information Science and Engineering, Department of Information Science and Engineering, Ritsumeikan University Dr. Gustavo Garcia

Research Assistant Professor, Emergent Systems Laboratory, College of Information Science and Engineering, Department of Information Science and Engineering, Ritsumeikan University Dr. Lotfi El Hafi

Principal Engineer, Robotics Promotion Office, Manufacturing Innovation Division, Panasonic Holdings Corporation Masaki Yamamoto

BattleKart augmented reality brought to life by Panasonic projectors

Panasonic VMZ Series LCD laser projectors are chosen for their lens zoom, shift capabilities, and high brightness in a reliable and lightweight compact chassis

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Client: BattleKart, the video gaming, augmented reality and electric go-karting experience

Product(s) supplied: PT-VMZ51S PT-VMZ61 PT-VMZ71

To deliver a fast-paced interactive karting and gaming experience in exhibition buildings with high ceilings.

The Panasonic VMZ Series LCD laser projectors delivering vivid high brightness images in a compact, lightweight unit.

"The Panasonic projectors have helped us to create the excitement and fun of BattleKart in a number of locations where it would have been difficult with other projectors. They are my go to choice for BattleKart in an exhibition hall environment."

To combine the speed and excitement of karting with laser tag was the vision of Sébastien Millecam while still a student. Today he has turned his dream into the successful  BattleKart franchise with up to 25 sites up projected to be up and running by the end of the year. 

BattleKart brings together video gaming, augmented reality and electric go-karting to provide an exciting gaming experience. A series of different games are offered with circuits projected onto the track and players in their electric go-karts racing around the games area interacting with the scenery, bonuses and other players. 

Incredibly successful, franchises are already operational in Belgium, Germany and France with new openings planned, including regions such as the Middle East and Austria. Panasonic projectors are used in franchises based in exhibition buildings, where ceiling heights are high and range from 10m to 17m tall. 

Ideal for exhibition halls

It was these taller buildings where Sébastien, founder and CEO of BattleKart, first saw the value of the Panasonic projectors. “Panasonic was the only manufacturer to offer a zoom lens of 1.09, along with great lens shift functionality and high brightness,” said Sébastien. “This made installing the projectors much easier in these tall buildings and the high brightness delivered great visuals – even from a higher level on the ceilings.”

BattleKart has used Panasonic’s VMZ Series of projectors in many of its locations. The current range has the world’s smallest and lightest LCD laser projectors in their class. This combination of high brightness in a lightweight, compact and reliable chassis, as well as optimal throw ratio and good lens shift capabilities was an important consideration in their decision, according to Sébastien. 

Just one person to service

“You need a scissor lift to install, maintain and replace these projectors,” he explained. “For us it is important that each site can be maintained by just one person and the weight and reliability of the projectors is very important. We have found very few problems with the Panasonic projectors. They offer better high brightness and lens shift functionality in a lightweight and reliable design at a very competitive price. All these factors are important factors in our final decision on the choice of projectors we use.”

In a typical environment, the Panasonic projector’s reusable ECO Filter doesn’t require replacement for 20,000 hours. This equates to roughly 10 years’ service assuming 40 hours of projection per working week. If it’s necessary to maintain the filter before then, it can be washed and reused up to two times, reducing waste and parts inventories. Power consumption in the latest Series is also reduced by 20% from previous models, helping to reduce costs and improve sustainability.

Advanced visual and safety systems

The number of projectors and sensors used in each BattleKart facility varies depending on the size and height of the location. But typically between 30 and 60 Panasonic projectors are used per deployment. The facility also has a unique sensor system that tracks the location of the karts 200 times per second as they move around the track – enabling an advanced anti-collision system. As a result, BattleKart is fast and fun but importantly incredibly safe. 

“The Panasonic projectors have helped us to create the excitement and fun of BattleKart in a number of locations where it would have been difficult with other projectors,” concluded Sébastien. “They are my go to choice for BattleKart in an exhibition hall environment.”

Read more insights…

Panasonic connect expands av solution suite at infocomm 2024 to power dynamic visual experiences.

New solutions support streamlined workflows to deliver engaging experiences across entertainment, museum, worship, corporate, and education settings.

The Museum of Contemporary Art (MCA) brightens up functions spaces with Panasonic projection

The MCA's two main function rooms, the Harbourside Room and the Quayside Room, have both been updated with the latest projection and audio technology. Both spaces presented the same challenges, in particular being able to provide bright, clear video without being compromised by the ambient light from the large, windowed areas leading out to entertainment balcony areas.

Panasonic Gears Up To Play a Pivotal Role Supporting the Olympic and Paralympic Games Paris 2024

As a Worldwide Olympic Partner in the Audio / TV / Video equipment category, Panasonic will contribute to efficient and sustainable event management at Paris 2024.

New MZ882 Series, a milestone in reducing the carbon footprint of new products

The MZ882 Series sets a new benchmark for visual quality in education and workspaces while placing a strong emphasis on sustainability and cost performance.

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• Asia-Pacific

Corporate Case Study:

Not just an electronics company.

Panasonic to most, sells TVs, household electronic products and most else in that general category. What their partners and most of the public don’t fully understand are their extensive range of innovations into areas like Smart Cities beyond televisions and fans. 

The Panasonic team in APAC were looking to build a consistent boilerplate template to help align various departments that were telling very different stories to external stakeholders.

In fact, Panasonic was growing to be more than simply an electronics company. They were venturing into spaces like building smart cities and numerous other initiatives beyond just television sets and fans.

Their new outward-facing presentation story needed to reflect that. The template that would be used within teams had to have clear guidelines to ensure consistent graphic and conceptual representation of the brand.

Their business development teams wanted a new presentation to help them forge new partnerships and win more business as well.

SERVICE RENDERED

Presentation Design

Story Consulting

Template Design

Template Guidelines

“the team has been exceptional in helping us create an impactful presentation from scratch “.

Cathy Liu, Brand Management, Panasonic APAC

ACTION PLAN

We created a comprehensive template and story structure for the Panasonic business development teams that started from the ground up.

We first conducted in-depth research into the industry and Panasonic’s new offerings to the market-at-large. This set the foundation of information to be used later in the story development portion.

Using data from our research, we put together a new story boilerplate to sequence the existing meat of their brand story into a logical flow that reduced visual clutter and enhanced their value proposition.

Next, we created a visual theme that would accurately reflect Panasonic’s new direction as a company as well as showcase their various capabilities. These needed to adhere to existing brand guidelines.

Using the theme and the story created prior, we married both to produce their final presentation output in an attractive, editable format to be used by different teams with varying key messages.

Lastly, we put together an extensive set of layouts for their presentation template along with comprehensive guidelines to instruct internal stakeholders on its usage best practices.

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Japan wants its hardworking citizens to try a 4-day workweek

Japan is a nation so hardworking its language has a term for literally working oneself to death

TOKYO -- Japan, a nation so hardworking its language has a term for literally working oneself to death, is trying to address a worrisome labor shortage by coaxing more people and companies to adopt four-day workweeks .

The Japanese government first expressed support for a shorter working week in 2021, after lawmakers endorsed the idea. The concept has been slow to catch on, however; about 8% of companies in Japan allow employees to take three or more days off per week, while 7% give their workers the legally mandated one day off, according to the Ministry of Health, Labor and Welfare.

Hoping to produce more takers, especially among small and medium-sized businesses, the government launched a “work style reform” campaign that promotes shorter hours and other flexible arrangements along with overtime limits and paid annual leave. The labor ministry recently started offering free consulting, grants and a growing library of success stories as further motivation.

“By realizing a society in which workers can choose from a variety of working styles based on their circumstances, we aim to create a virtuous cycle of growth and distribution and enable each and every worker to have a better outlook for the future,” states a ministry website about the “hatarakikata kaikaku” campaign, which translates to “innovating how we work.”

The department overseeing the new support services for businesses says only three companies have come forward so far to request advice on making changes, relevant regulations and available subsidies, illustrating the challenges the initiative faces.

Perhaps more telling: of the 63,000 Panasonic Holdings Corp . employees who are eligible for four-day schedules at the electronics maker and its group companies in Japan, only 150 employees have opted to take them, according to Yohei Mori, who oversees the initiative at one Panasonic company.

The government's official backing of a better work-life balance represents a marked change in Japan, a country whose reputed culture of workaholic stoicism often got credited for the national recovery and stellar economic growth after World War II.

Conformist pressures to sacrifice for one's company are intense. Citizens typically take vacations at the same time of year as their colleagues — during the Bon holidays in the summer and around New Year’s — so co-workers can't accuse them of being neglectful or uncaring.

Long hours are the norm. Although 85% of employers report giving their workers two days off a week and there are legal restrictions on overtime hours, which are negotiated with labor unions and detailed in contracts. But some Japanese do “service overtime,” meaning it’s unreported and performed without compensation.

A recent government white paper on “karoshi,” the Japanese term that in English means "death from overwork, said Japan has at least 54 such fatalities a year, including from heart attacks.

Japan’s “serious, conscientious and hard-working” people tend to value their relationships with their colleagues and form a bond with their companies, and Japanese TV shows and manga comics often focus on the workplace, said Tim Craig, the author of a book called “Cool Japan: Case Studies from Japan’s Cultural and Creative Industries.”

“Work is a big deal here. It’s not just a way to make money, although it is that, too,” said Craig, who previously taught at Doshisha Business School and founded editing and translation firm BlueSky Academic Services.

Some officials consider changing that mindset as crucial to maintaining a viable workforce amid Japan's nosediving birth rate . At the current rate, which is partly attributed to the country's job-focused culture, the working age population is expected to decline 40% to 45 million people in 2065, from the current 74 million, according to government data.

Proponents of the three-days-off model say it encourages people raising children, those caring for older relatives, retirees living on pensions and others looking for flexibility or additional income to remain in the workforce for longer.

Akiko Yokohama, who works at Spelldata, a small Tokyo-based technology company that allows employees to work a four-day schedule, takes Wednesdays off along with Saturdays and Sundays. The extra day off allows her to get her hair done, attend other appointments or go shopping.

“It’s hard when you aren’t feeling well to keep going for five days in a row. The rest allows you to recover or go see the doctor. Emotionally, it’s less stressful,” Yokohama said.

Her husband, a real estate broker, also gets Wednesdays off but works weekends, which is common in his industry. Yokohama said that allows the couple to go on midweek family outings with their elementary-school age child.

Fast Retailing Co., the Japanese company that owns Uniqlo , Theory, J Brand and other clothing brands, pharmaceutical company Shionogi & Co., and electronics companies Ricoh Co. and Hitachi also began offering a four-day workweek in recent years.

The trend even has gained traction in the notoriously consuming finance industry. Brokerage SMBC Nikko Securities Inc. started letting workers put in four days a week in 2020. Banking giant Mizuho Financial Group offers a three-day schedule option.

Critics of the government's push say that in practice, people put on four-day schedules often end up working just as hard for less pay.

But there are signs of change.

A annual Gallup survey that measures employee engagement ranked Japan as having among the least engaged workers of all nationalities surveyed; in the most recent survey, only 6% of the Japanese respondents described themselves as engaged at work compared to the global average of 23%.

That means relatively few Japanese workers felt highly involved in their workplace and enthusiastic about their work, while most were putting in their hours without investing passion or energy.

Kanako Ogino, president of Tokyo-based NS Group, thinks offering flexible hours is a must for filling jobs in the service industry, where women comprise most of the work force. The company, which operates karaoke venues and hotels, offers 30 different scheduling patterns, including a four-day workweek, but also taking long periods off in between work.

To ensure none of the NS Group's workers feel penalized for choosing an alternative schedule, Ogino asks each of her 4,000 employees twice a year how they want to work. Asserting individual needs can be frowned upon in Japan, where you are expected to sacrifice for the common good.

“The view in Japan was: You are cool the more hours you work, putting in free overtime,” Ogino said with a laugh. “But there is no dream in such a life.”

Yuri Kageyama is on X: https://x.com/yurikageyama

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• i Light Marina Bay 2014
• Country & Region

• - Portrait mode capability enables projection onto long, vertical screens.
• - Geometry Manager Pro software enables easy installation on complex surfaces.
• - High brightness and high picture quality ensure bright and vibrant large-screen projection.
• - A wide lineup of optional lenses allow various projection distances.
• - The 12-amp power supply does not require a special power source or adaptor.
• - Easy projector setup and handling due to the compact and lightweight body.

i Light Marina Bay 2014, Asia's first and only sustainable light art festival, marked its 3rd anniversary with over 20 art installations around the waterfront. On the facade of the iconic ArtScience Museum, a large-scale projection by local artists emerged using Panasonic flagship projectors.

As Asia’s only sustainable light art festival, "i Light Marina Bay 2014" showcases innovative content, the intelligent use of lighting as well as an international line-up of creative talents. The festival this year featured 28 innovative and environmentally sustainable light art installations from around the world. The Marina Bay waterfront was transformed into a magical space of light and color for the public to celebrate both public spaces and creativity.

ArtScience Museum, one of the attractions at Marina Bay Sands; an integrated resort in Singapore, houses the key installations of the festival. The video installation “Celebration of Life” by Singaporean artist Justin Lee emerged on the iconic architecture of the museum.

The facade of the ArtScience Museum has a unique shape fashioned after lotus petals. Marina Bay, which lies directly in front of the facade, somewhat limited the space for projector installation. The use of Panasonic PT-DZ21K 3-Chip DLP™ projectors ensured high brightness and high picture quality, while also enabling a host of creative capabilities. Panasonic’s Geometry Manager Pro software produced large 3D projection mapping with high image quality on complex surfaces. And portrait mode capability enabled projection onto long, vertical screens with a minimal number of projectors. The wide range of available lenses allowed the PT-DZ21K to project over a variety of distances.

Portrait mode capability enabled projection onto long, vertical screens with a minimal number of projectors.

Using the ET-D75LE30 enabled long-distance projection across the Marina Bay.

For the entire festival duration, audiences were fascinated by the breathtaking night scenes of Marina Bay. Panasonic projectors supported the installations of local artists with high levels of picture quality and performance, dazzling viewers with the "i Light Marina Bay 2014" prime exhibition.

3D mapping video in vibrant, eye-catching colors lit up Marina Bay each night.

This article was based on a source by Panasonic News Portal. Panasonic Projectors Add Dynamism to the i Light Marina Bay 2014 Light Festival http://news.panasonic.net/archives/2014/0318_26443.html