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SATO Taps Noriyasu Yamada to Lead Product Planning as CPO


Tokyo, October 8, 2014 – SATO, a leader in barcode printing, labeling, and EPC/RFID solutions, announced today the appointment of Mr. Noriyasu Yamada to the position of Chief Product Planning Officer (CPO). As CPO, Mr. Yamada will lead a dedicated team focused on market analysis, product development and mid to long-term strategy planning that aims to deliver innovative products and fully connect SATO’s ecosystem of hardware, supplies, applications and services to deliver value to customers.

Mr. Yamada brings a wealth of experience to this newly created position, having spent 23 years with Sony Corporation prior to joining SATO. During his career with Sony, he played a key role in product planning and branding for Sony’s television group, bringing multiple hit products to market in the late 1990s. He later spent a number of years leading the company’s consumer marketing in Australia, helping Sony to achieve and maintain the top market share for its consumer audiovisual products in the country. Following his time overseas, Mr. Yamada returned to Japan to handle marketing and product planning for video security products and video conferencing solutions, holding senior positions where he was responsible for business model development, managing P&L and forging strategic alliances.

“I am very pleased to have Noriyasu join the SATO team, and I am looking forward to seeing how he will help us shape the future,” said Kaz Matsuyama, President and CEO of SATO Holdings Corporation. “As CPO, he will take full ownership of the product commercialization process, and be in a unique position to drive change and directly impact the way that SATO approaches the market, helping us to reach our goal of becoming the leader in the Auto-ID solutions industry worldwide.”

“With its top market share in Japan, advanced technologies and solid product lineup, SATO is well positioned to achieve further success on the global stage,” said Mr. Yamada. “I am excited about this opportunity to lead a talented and diverse team, and I am proud to be a part of the future of SATO.”

About SATO

SATO (TOKYO:6287) bridges the last inch of the last mile for customers by integrating Auto-ID technologies and revolutionary materials to tag and track items, ensuring inventory visibility for improved user experience and business results. Engineering solutions that unleash the power of IoT, SATO provides value to customers in the form of accuracy, sustainability, labor and resource savings, reassurance and emotional connections. For the fiscal year ended March 31, 2017, it reported revenues of JPY 106,302 million (US $980 million*). More information about SATO can be found at or on linkedin and twitter.

*Conversion is based on an average exchange rate of 1 US Dollar = 108.34 Japanese Yen

Media Inquiries - SATO Holdings

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