Project Accounts

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PROJECT ACCOUNTS   Developing the DECT Cordless Telephone D-3280 Mission was to expand sales and shares in the US market for 2011 Manager, Engineering Headquarters Hiroyuki Kinoshita Joined company in 1994

We must win the race against time while satisfying functional requirements.

The market won't get ahead of us. But it won't wait for us,either.

What is the background for development of the D-3280 series?

Actually, Uniden had released the predecessor model to the D-3280 to the US market in 2004. However, at the time, this product did not perform well in terms of sales as people failed to appreciate the convenience it offered. We went through the bitter experience of a complete pull out from that market. Fast forward several years. Competitors that saw the advantage of this product released their own versions and by the time we knew it, they were quickly increasing their share of the market with a full line of these phones. Rather than watching some other company sweep up the market in an area that was to be our forte, we decided to launch a short-term development project.

What was the time limit for that project?

Launch sales in March 2011. This meant that we had to be mass-producing in January 2011. It was truly like walking a tightrope considering that we began developing this model in April 2010.

High level of skill in embedded software gave us the strength to forge ahead.

So, what is the key feature of the D-3280 series?

A communication function called Bluetooth. Bluetooth enables the handset of the cordless phone to receive a call placed to your mobile phone. This is convenient, for instance, when you want to charge your mobile phone, and it allows you to talk where the mobile phone has poor reception.

How is it functionally superior to other competitive products?

Usually, no more than two mobile phones can be connected to the base station. However, this model can connect up to four mobile phones. To achieve this, we had to process more functions compared to other competitors' models with limited CPU capability. The D-3280 series was also our first model to have touch keys. This is where we demonstrated Uniden's legendary skills at developing a circuit optimized to fit the restrictions imposed by the PCB and chassis without compromising its performance. THEY PROVIDED THE KNOCK-OUT PUNCH THAT HELPED us add value without compromising delivery.

It's also a new venture in seeing if mobile phones can coexist with landline phones.

How is it actually being used?

For instance, in the US, calling from a mobile phone is often cheaper than a landline phone. A recent usage pattern that takes advantage of this is the use of the handset to talk while using the mobile phone line. To support this usage pattern, support for two mobile phones is not enough. It actually highlighted the need for the ability to support four mobile phones.

So this time, the product matched market needs?

Yes. You could also say that our reentry to the market with this value-added Bluetooth model was brought on by the popularity of mobile phones in the US and the maturity of their usage. It may also introduce us to new possibilities worth pursuing as we search for a solution that allows landline and mobile phones to coexist. In any case, the fact remains that the key lies in the ability to increase the speed of development so that we can deliver products demanded by the market in a timely manner.

Bluetooth:
A radio communication device capable of sending and receiving data up to 50ft.

Hiroyuki Kinoshita

PROFILE

Hiroyuki Kinoshita Manager, Engineering Headquarters
Joined company in 1994

Carrying out the mission of raising sales and expanding share of the 2011 US market by developing the D-3280 series, the second generation DECT cordless telephones.

  • Uniden America
  • Uniden Australia