METROPOLIS | CLASSIFIEDS | PERSONALS | JOBS
LIFE IN JAPAN
Randy McGraw

Randy McGrawOccupation:
Marketing Manager for DirecTV
Time in Japan:
6 months



Where are you from?
The States.

What brought you to Japan?
DirecTV. The business, multi-channel digital broadcasting, is in its infancy here and a few of us in certain functional areas were sent to lend insight into how to tackle common problems of subscriber acquisition faced in the business.

What did you find most different about working for the same company in Japan as opposed to the US?
The availability and sophistication of multi-channel programming is vastly different here. Programmers need to address the consumer' viewing preferences and that varies by market. Japanese consumers have a more international flavor to their television than the mass market in the US. People here are more cosmopolitan and like movies and entertainment from all over the world. So the Japanese market's programming acquisition strategy has to be a lot different. But the end game in both markets is that movies and sports drive the business. I have been more amazed at the similarities than the differences actually. On a personal level, I don't think my story will be any different from the typical encounters that the new gaijin with limited language skills has in the Japanese business environment. At first I was regarded with a bit of suspicion. People were probably thinking, "What is this gaijin going to do and what could he possibly tell us about Japan? He can't even speak Japanese!" But what constitutes a good business decision is the same everywhere. The difference is in the delivery of the message.

What kind of marketing strategy do you have for the Japanese market?
It's like a stool with three legs. First you need a solid consumer proposition, a consumer offer. Next, you need a good promotion and advertising plan behind that. The last leg is a solid distribution strategy that compensates and rewards your selling partners downstream. Most of the Japanese market is still in the dark as to what the real value of a multi-channel service is. But with recent new promotions we have more than doubled our weekly sales and, not surprisingly, our market share as well.

What do you foresee for TV channels in Japan in the future?
Pay TV will become part of a broader array of services that will exist in the "digital space" of a fully networked home. There's going to be an explosive growth in multi-channel paid television, Internet type services and e-commerce. The future of multi-channel television is bright, but it has to be looked at in a broader context of Internet, e-commerce and data delivery services. Strap yourselves in - things are going to move quickly!

What's your favorite thing about Japan?
It depends on what day it is. On some days I might say washoku - Japanese cuisine is extraordinary. But the next day I might find a plate of natto in front of me and my opinion will change. Overall it's the feeling of wonder and curiosity and sense of adventure that no matter what street corner I turn, something's going to happen to me that just rocks my world and changes my whole perspective of things, and that may humble me and make me feel like a child.

What's the weirdest thing that you've seen here?
I don't understand young girls' fashion - the darkened skin, too-high shoes, white lipstick and the white teased out hair. They look like tanned ghosts.

Do you have any advice for other newcomers to Japan?
Get as much up to speed as you can on the language before you come. Don't spend your evenings in your home. If you're coming just for a business trip, don't eat at the hotel. Get out and do stuff. If you insert yourself into the mix, it's almost guaranteed that something interesting is going to happen.

Randy McGraw spoke to Maki Nibayashi.


Do you know an interesting person in Tokyo? If so, email us at maki@tokyoclassified.com

LIFE IN JAPAN:
360: Gustavo Marchesi
Professional tango dancer
355: Alec McAulay
Filmmaker
352/3: Mary Frenzel
Professional singer / songwriter, bandleader & voice instructor
350: Kate Smurthwaite
Bond analyst and aspiring novelist
349: Tim Spangler
Recreational Equipment, Inc.
348: Robin Rozzell
Tribal Nation Security
347: Marco Invernizzi
Bonsai artist
346: Charles E McJilton
Advocate
345: Chris Chavez
Dancer/Singer
344: Donna Burke
Singer and narrator
343: Dennis Sun
Artist, freelance graphic design and illustrator
342: Martin Hope Berry
Natural food shop owner
341: Donald James Berry
Technical Adviser
340: Amy Jorrisch
Tokyo International Players
339: Anthony Al-Jamie Ph.D.
Education consultant and journalist
338: Joel Silverstein
President of Outback Steakhouse Japan
337: Neal Dauber
Termite and Pest Control Operator
336: Marcus Spurrell
CEO of No Mass Media, Internet Co.
335: Stefan Fanselow
Flight Instructor
334: Colleen Lanki
Theater Artist
333: Ben Leibson
Scuba Diver
332: Bernard Yu
Executive Director of TELL
331: Hayden "Hay-chan" Majajas
Informations Systems Manager
330: Alistair McLachlan
BootsMC Finance manager
329: Ronald Lee Davis
Missionary / Teacher
328: Ed Durbrow
Musician
327: Isabelle Maranda
Marketing Coordinator
326: Brian Marcus
Food & Beverage Director at Tokyo American Club
325: David Baran
Managing Partner, Compass Partners
324: Murali Kupusami
Furla Tea & Coffee Owner/Model
323: Angela Jones
Fire Dancer
322: Tim Tsang
Coordinator for International Relations (CIR)
321: Chris Monnier
Drummer
320: David Snyder
President of Rising Crane Sports Consultants, Inc.
319: Juliet Hindell
BBC's Tokyo Correspondent
318: Sid Lloyd
Football team captain
317: Niels Frederik Walther
Chef for the Danish Ambassador
316: Jonathan Katz
Jazz musician and composer
315: Yoichi Hayase
President, True Travel, K.K.
314: Ira Bolden
Program Manager
313: Benjamin Gurnsey
Corporate Communications at Sony Computer
312: Dr Jonna D. Douglass, PhD
Clinical Psychologist and Family Therapist
311: Roy Kilner
Izakaya Manager
310: Neil Day
Senior Software Research Engineer
309: Stuart Ablett
Sakaya Operator
308: Maggie Tai Tucker
Animal Trainer
307: Carmine Cozzoline
Restaurant Owner/Chef
306: Alison Noonan
Cellist
305: Kevin Meyerson
Rainbow Japan Inc. President
304: Randy McGraw
DirecTV Marketing Manager
303: Roy Ron
Researcher
302: Antonio Plozay-Liberatore
Economist/TV Talent
300: Miguel Angel
Bartender

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Issues 250-299

Issues 150-199
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