Fujitsu's intent to focus on the consumer market was made clear yesterday in the swish trappings of the de de ce showroom in Darlinghurst, Sydney.
Olympic swimmer Geoff Huegill opened the event, where Fujitsu focused on how its products would be used in every day living, moving model and laptops from the living room, to the lounge room, to the bedroom to emphasise that technology has become a part of every day life.
Kenichi Kimura, lead designer at Fujitsu then walked us through Fujitsu's design philosophy, the desire to innovate and showed us some fascinating concept PCs that never made it to market.
Fujitsu's use of celebrity Olympic swimmer Geoff Huegill (pictured here) under the roof of the stylish de de ce indicated a desire to move away from traditional business roots and into the more fashionable consumer market.
Kenichi Kimura, one of Fujitsu's chief designers for more than 10 years. Kimura described that when designing notebooks, he aimed to create unique design combined with ease of use. Kimura called this the "quest for usability".
The first of the design concepts that never surfaced for public consumption. Fujitsu developed a CD case sized, touchscreen ultra-mobile PC, however they felt the software wasn't quite up to scratch. The base could be rotated at 45 degrees to the top to reveal navigation buttons.
Detachable electronic "card" displays. These could be used in museums, zoos, restaurants, or other situations where patrons need to access information. Fujitsu has also been exploring store based information displays and handheld units that interact with these.