Masami Eiri is introduced as the project director on Protocol Seven (the next-generation Internet protocol in the series' time-frame) for major computer company Tachibana General Laboratories. He had secretly included code of his very own creation to give himself absolute control of the Wired through the wireless system described above. He then "uploaded" his own brain, conscience, consciousness, memory, feelings, emotions – his very self – into the Wired and "died" a few days after, leaving only his physical, living body behind. These details are unveiled around the middle of the series, but this is the point where the story of "Serial Experiments Lain" begins. Masami later explains that Lain is the artifact by which the wall between the virtual and material worlds is to fall, and that he needs her to get to the Wired and "abandon the flesh", as he did, to achieve his plan. The series sees him trying to convince her through interventions, using the promise of unconditional love, romantic seduction and charm, and even, when all else fails, threats and force.