Creating a temperature business driven by awareness of heat's impact on the body and environment

REON POCKET originated in 2019 from Sony's new business creation program (now Sony Acceleration Platform). Itoh, who also developed the device, was originally a camera engineer. He worked with technology to cool heat generated by cameras, a function essential for improving image quality. Itoh conceived the idea for REON POCKET in 2017 during a business trip to Shanghai. "While it was extremely hot outside, I felt cold indoors because of the strong air conditioning. This experience showed me the negative effects of temperature differences on the body and the environmental impact of excessive cooling. That was when I came up with the idea of directly cooling people using the technology we developed for cameras." Upon returning to Japan, Itoh immediately began building a prototype and applied for the Sony Acceleration Platform audition. After a crowdfunding campaign, sales of the original product began in 2020. "We launch new versions of the product every year, and fortunately, they continue to sell out. Given that the business has reached a certain scale, we recognized the need to accelerate new services for corporate clients in a highly agile manner, so we decided to establish STTI and spin off from Sony," Itoh explains.

STTI currently handles two other businesses in addition to REON POCKET: REON WIZ and REON BIZ (links only available in Japanese). REON WIZ is a connected service primarily aimed at meeting the needs of menopausal generation. It supports individuals who experience sudden hot flashes and heat by offering them personalized temperature control via a dedicated device and app.

REON BIZ is a temperature solution and IoT cloud service for corporations. It involves installing tags equipped with various sensors in offices, warehouses, and other facilities to visualize facility temperatures and people flow. The service then optimizes temperature by linking with air conditioning systems.

REON POCKET PRO: A high-end model designed for expanding into the global and corporate markets

After the release of the first REON POCKET model for the general public in 2020, numbered series were launched: REON POCKET 2, REON POCKET 3, and so on. This year, the company released its first high-end model, REON POCKET PRO. This model features an increased cooling area, improved heat absorption performance, and longer operating time compared to previous models. It was also improved to be easier to use with just button operations on the device itself, without needing a smartphone app.

Itoh explains the reason for developing this high-end model: to accelerate expansion into the global and corporate markets.

"When we launched REON POCKET 5 in the UK in April 2024, we observed a preference for larger sizes in the European markets. Furthermore, countries with more severe heat than Japan, such as those in the Middle East, require stronger cooling. Additionally, warehouse operations, where corporate use is most in demand, require long operating hours without requiring smartphone control. We believed that a performance-focused model, even if larger in size, was necessary for overseas and corporate use."

Despite its higher price in accordance with improved performance, REON POCKET PRO has shown a very strong start in Japan, receiving 15,000 orders in approximately two days after its launch, leading to temporary shortages.

"Sales of REON POCKET 5 increased in June as the weather started to get hot, but REON POCKET PRO had a surprisingly quick initial uptake. I believe that public sensitivity to heat is increasing every year, and there's a stronger demand for heat countermeasures, even if it means spending money," Itoh observes.

Leveraging Sony's sales bases for expansion in 22 countries and regions

"Heat is a common global challenge, not just in Japan. So, we were already thinking about global expansion since starting development of the first version."

True to Itoh's intentions, REON POCKET has consistently been manufactured to global quality standards since its first generation. Following its entry into Hong Kong with REON POCKET 3 in 2022, the product has seen a steady increase in sales outlets, primarily Sony Stores in various countries. The latest model, REON POCKET PRO, is planned for release in 22 countries and regions. Sales are particularly strong in countries and regions with high temperatures and humidity, well-developed public transportation, and a common practice of walking outdoors, such as South Korea, Taiwan, and Hong Kong.

Itoh reveals that cooperation from Sony's sales companies contributed to this rapid overseas expansion. The sales companies understand the varying product awareness and purchasing behavior in different countries and regions, such as the power of influencers in Southeast Asia and the significant impact of traditional media in Europe. Furthermore, users who frequently use public transportation, a key demographic for REON POCKET, also align with Sony's headphone user base. Itoh proudly states, "The ability for local sales companies to plan REON POCKET's PR based on the conditions of each country and the expertise and data amassed while promoting other Sony products is a strength particularly unique to Sony."

Even after STTI's spin-off, collaboration with Sony continues. This includes exchanging information on the latest technologies with Sony engineers and providing devices developed for REON POCKET to other Sony businesses.

Providing temperature comfort while embracing diversity

STTI aims to expand the REON POCKET business into the global and corporate markets. Itoh identifies "diversity" as a key factor in achieving this goal. In Japan, REON POCKET is primarily used by businesspersons when commuting, and it has gained recognition for its small, lightweight, and inconspicuous design. However, in regions like Southeast Asia, some users prefer to showcase the latest gadgets, necessitating a response tailored to diverse needs for expanded sales in overseas and corporate markets. Itoh expresses his enthusiasm: "While evolving the core technology of REON POCKET to be even more robust, we want to develop products and services that adapt to various body types and uses."

Furthermore, with increased business agility after STTI's launch, Itoh emphasizes his focus on REON BIZ, the corporate service. "We are also accelerating collaborations with other companies to strengthen REON BIZ services. In the future, we will develop a service for comprehensive facility management, not only visualizing the temperature environment of facilities but also integrating with air conditioning equipment and lighting."

As the scale of facilities is overwhelmingly larger in markets outside Japan, STTI is considering going forward with the global expansion of REON BIZ.

Just as Sony created a culture of "portable music" with the Walkman, REON POCKET has the potential to create the culture of "portable temperature" worldwide - Itoh's dream and STTI's ongoing commitment.

"We want to apply the latest technology to provide people with temperature comfort while also reducing environmental impact. STTI will continue to expand its business with a core focus on temperature, aiming to build a better world for the next 100 or 200 years or more."