After the first CD player was launched, Tsurushima and his associates who headed the Engineering Development Department zeroed on building up a more compact CD player. The main aspect of the CD player was that it was made up of a fewer parts and required lesser power in order to be run.
The team of experts worked thoroughly to develop Sony CDP -101 CD player. The device was made up of a one-chip LSI circuit and they also worked upon reducing the size of the optical pick up device, apart from the thickness. The Audio Division that worked under the leadership of Idei went ahead with the project that helped in reducing the cost of the CD player. The project was undertaken under the title, “CD CD Project”, or the “Compact Disc Cost down Project.” This project was especially designed in order to meet a price target, which ranged in between 50,000- 60,000 yen. Hence, the price of the semi-conductors and the Optical Device were required to be slashed down. After approaching several members of the division which noted the development of the components, the team of experts was extended with a lot of help to manufacture the compact parts in a much cheaper manner.
By 1983, Sony received the technology by which a CD player deck can be worked upon. The device stood at its one-tenth size from the one that existed in market. A very well worked upon CD system resulted, due to the superior research and development
quality that was put after the product development. By 1983, the CD Market noted a number of other companies stepping in the domain. Around a thousand CD titles were available in the market and the Sony CDP-101 CD Player was selling well in the market, towards the end of the year. Among the group of enthusiasts who bought the Sony CDP-101 CD Player were the lovers of the classical and the jazz music. By this time, all that they had in store were the LP records. The CD market got saturated and the poor state of the CD market, seemed not to improve. By this time the Sony executives noted that something more is required to build up on the decaying market of CDs. It is by this time that the Sony D-50 CD player was introduced in the market. The series of the Sony D-50 had similar operations as that of the Sony CDP-101 CD Player. This market stunt resulted in the growth of Sony’s business in audio device under the effective leadership of Nobuo Kanoi. His beliefs were widely referred to as the Kanoi Theory that were adopted by the staff members at Sony and implemented into practice.
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