A future where cars, homes, cities, and the world itself, understand human needs.

Continuing from last time, we interview Kana Nakano and Toshitaka Kamiya.
This time, we cover bio-signals and the new company, Dentsu ScienceJam Inc.

Combining Technology with Creativity and Design

──After necomimi launched, what's next?

Kamiya: The brainwave sensor used in necomimi could only measure "concentration" and "relaxation." While searching for a different logic, I happened to find a press release from Keio University announcing the development of a "simple brainwave measurement device." I went to speak with Professor Yasue Mitsukura of Keio University, who was conducting that research. She knew about necomimi, and we decided to collaborate on a project together.

──Earlier, you mentioned necomimi measures "concentration" and "relaxation." What can Professor Mitsukura's algorithm detect?

Nakano: "Interest," "Affection," "Sleepiness," "Stress," and "Concentration." It's different from what we used in necomimi, but we also verified that Professor Mitsukura's algorithm works on a custom-made headset we had NeuroSky develop.

Kamiya: From there , products like a music recommendation engine combined with headphones were born.

──So going forward, you'll be creating products using this new algorithm.

Kamiya: That's right . To create products and services, a company called Dentsu ScienceJam Inc. was established. At Dentsu ScienceJam Inc., we aim to bring Japanese scientists and cutting-edge technologies to the world and monetize them. We find cutting-edge technologies, combine them with creativity and design, generate buzz, and turn them into businesses. This approach of combining creativity and design to launch products is what we believe makes us unique.

Nakano: Previously, there was this notion that "if it connects to the internet, it's technology." But we've moved beyond that stage. New technologies are emerging, like credit cards or mobile phones taking on different forms. As communicators, I believe advertising agencies should also be involved in seeking out the seeds of such technologies and transforming them by combining ideas and concepts.

Kamiya: At Dentsu ScienceJam Inc. , we start by adding creativity to existing Japanese technology and bringing it to market. Japan's technology was amazing in the past, but now some areas are more advanced overseas. We want to revitalize Japanese technology once again.

──How does Japan's neurotechnology stack up globally?

Nakano: Medical technology is advanced, but there's a lack of thinking like NeuroSky's approach to creating simple sensors. It's too serious, or rather, too focused on precision.

Kamiya: There's a lot of good technology , but it's constrained by systems and regulations, making practical implementation take time. By getting involved, we want to jumpfrog that process.

First, we'll build buzz while branding Professor Mitsukura's algorithm.

──Regarding Dentsu ScienceJam Inc.'s business domain, how do you envision the market?

Kamiya: We don't have any competitors right now, and we're at the stage of creating the market itself. First, we'll build momentum by branding Professor Mitsukura's algorithm and generating buzz, then move towards securing projects. There's also interest in using brainwaves for campaigns, so we want to intensify efforts to provide clients with new value.

Nakano: Also, if anyone has a situation like, "We have this technology but don't know where to apply it," we'd love to hear about it. Personally, I find joy in figuring out how to make that technology truly come alive, so I'd be thrilled to discuss such opportunities.

Kamiya: Ideally, we'd start getting inquiries like, " We have this idea, but..."

──Does that mean topics beyond brainwaves too?

Nakano: Yes, exactly. We're not limited. We're generally interested in bio-signal systems. Beyond brainwaves, there are things like ECG (electrocardiogram) and EMG (electromyography).

Kamiya: Product development using biosignals has accelerated in recent years. For instance, heart rate sensors are used by sports equipment manufacturers, mobile phone makers, and automotive companies. Fingerprint authentication is another example. If you need a breakthrough in such technical fields, we've accumulated expertise in biosignals and would be happy to consult and assist.

Nakano: Beyond biosignals, we also want to explore services and devices from various technologies. Nanobots might be a stretch, but things like haptic feedback... or 3D scanning...

Kamiya: There's an overlap with the advertising world . Just as you consider how to advertise a product, we can propose how to bring specialized technology closer to consumer goods and integrate it into expanding services.

 

We're entering an era where the distance between the human interior and the external world is shrinking.

──Would communication be the central theme?

Kamiya: Yes , communication will indeed be a theme.

Nakano: While necomimi focused on person-to-person communication, the scope will expand to include machine-to-person, content-to-person, and machine-to-machine interactions. We're exploring the concept of communication with homes, cities, and the world. By measuring human bio-signals, the barrier between humans and the outside world becomes increasingly thin. Essentially, the world itself begins to gauge us.

Kamiya: It will take time , but I believe that's the direction we're heading. It won't just be biological signals; GPS and various other technologies will be integrated. For example, research into why fish schools don't collide could lead to cars avoiding collisions. Or, when you get home, the air conditioner might turn on automatically based on your biological signals. Things will sense and respond without requiring human effort.

Nakano: Like if you're irritable while driving, the accelerator becomes harder to press.

──So it will start anticipating things.

Nakano: Portable smart devices have brought people closer together and reduced the distance between people and the world. Now, I believe we're entering an era where devices that measure such information will bridge the gap between the human interior and the external world.