OKI standardizes brand, focuses on non-Japanese market

Thursday, November 16, 2006

TOKYO--As part of its 125th anniversary, Japanese electronics manufacturer Oki Electric Industry has standardized its brand name worldwide to OKI. The company, which mostly operates in the North American security market as one of three manufacturers of iris recognition devices, also introduced a new brand statement: "Open up your dreams."
The rebranding is part of a push to make the company more globally focused, said United States-based public relations specialist Naomi Takeuchi. "If you look at our sales ratio by region," she said, "we are 70 percent in Japan, 30 percent overseas, which is mostly Europe and North America. We want that to be 50/50 by 2010."
Takeuchi said OKI does manufacture video surveillance systems, but they are not currently targeting North America for sales. Instead, its telecom systems, semiconductor solutions business, and iris recognition products will be pitched toward North America. She said integrators working with the government and airports would be ideal candidates for partnerships like the one that led to OKI's supplying the Frankfurt airport with iris readers earlier this year.