The release of the CCD-V8 caused a stir among other consumer electronics makers. JVC, anxious to defend the VHS system, responded quickly by developing the C-cassette. Based on the VHS standard, the C-cassette was approximately one-quarter the size of a VHS cassette tape. Shortly thereafter, JVC released the VHS-C camcorder and launched a campaign to enlist the support of other consumer electronics manufacturers for this system.
Some concerned voices were heard at Sony, saying that the rival product was even smaller than the 8mm system. There was still some room for improvement in order to make the Sony camcorder even smaller, and Morio visited electronics stores to obtain the opinions of sales people. Their response was that, although a smaller-sized camcorder was more attractive to customers, the design of the current models had many problems. The awkward shape made carrying inconvenient, and there was a number of annoying problems, such as the lens and viewfinder caps, which often fell off.
The contest with the VHS-C camp to make a smaller and lighter camcorder continued to intensify. Through trial and error, Morio worked to reduce the size and weight of the camcorder without sacrificing picture quality. Development expenses mounted over a three-year period, and the product became unprofitable. Despite extensive efforts by makers to differentiate their products, the designs of the models being marketed were similar. Morio decided that going back to the drawing board was necessary to reconsider the concept behind the 8mm-video system and Sony's original dreams for these video products.
Their first step was to hold an in-house competition among designers to create the  most desirable 8mm camcorder. Many usable designs were submitted, and Sony used these designs as a starting point for Project 88, which commenced at the end of 1986. The new project team's target was to create an 80,000 yen camcorder by August 8, 1988.
A team of eight engineers was assembled under Morio. They set about refining and enhancing the design of the 8mm camcorder, initially focusing on removal of the protruding microphone and lens. The design lessons that had been learned in previous projects were scrapped. The team adopted a totally new approach in its quest to create an 8mm camcorder that would gain the attention of consumers around the world.
Morio and his team wanted to create a model small enough that it could easily be used with one hand. However, picture quality would not be compromised. Previously, Sony had released a model called the CCD-M8, which had few functions and a lower price. Although it had a sleek design and was reasonably priced, this model did not sell well. At that time, camcorders were still expensive, and Sony made a serious error in removing the playback function from the CCD-M8. Sony had a long and proven track record of first determining the size of a product and then fitting in the necessary technology. Expertise was solicited from all areas of the company in an effort to optimize the design of the new 8mm camcorder.
After completing the first mock-up of this camcorder, Morio walked around Sony's head office and plants asking employees for comments on the design. The load/eject device for the videocassette tape was now actually controlled by the operator's hand while shooting. Although Morio encountered some initial opposition to this design, which seemed contrary to common sense, gradually people in Sony gave their support.
Another problem causing a major headache for the project team was how to eliminate the microphone extension. If a highly sensitive hi-fi microphone was built into the body of the camcorder, it would pick up the noise made by the unit's other parts. The Audio Technology Center found a solution to this problem. The answer was to use two microphones, one to nullify the internal noise and the other to record sound.
Next, a new and smaller 6X zoom lens was designed and placed beside the body of the camcorder. Reducing the size of the lens was a considerable achievement, and in the process, the F number (aperture ratio)--which determines the amount of light that enters the lens--became lower, resulting in a darker image. Ochi's team once again came to the rescue, solving this problem by doubling the light sensitivity of the CCD.
Achieving the targets required a company wide concerted effort. Great contributions were made by the many people involved in the design of the product, procurement of materials and production process. All this lead to achieving the most desirable 8mm camcorder.
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