Fuji Xerox becomes Fujifilm Business Innovation

Fuji Xerox Australia has officially changed its name to Fujifilm Business Innovation Australia Pty Ltd following the name change of parent company Fuji Xerox Co., Ltd. to Fujifilm Business Innovation Corp. “This is an exciting time in our proud history,” said Takayuki Togo, managing director Fujifilm Business Innovation Australia.

The rebranding was announced in January 2020, two months after US-based Xerox agreed to sell its 25% stake in joint venture Fuji Xerox for $2.3 billion – after billionaire Xerox investors Carl Icahn and Darwin Deason blocked a proposed $6 billion merger deal between the two companies. As part of the deal, Fujifilm agreed to drop a $1 billion lawsuit against Xerox over the failed merger.

               “Exciting changes”:
Ken Sugiyama, corporate vice president 
         Fujifilm Business Innovation

“The move follows Fuji Xerox’s decision to end its Technology Agreement with Xerox Corporation on the agreement’s expiration date of March 31, 2021,” said a Fujifilm media release. “The Technology Agreement provided for brand licenses, technology and sales territories. As Fujifilm Business Innovation, the company will continue to offer its core printing and document technologies and services, and an expanding portfolio of enterprise software solutions, managed print services, creative, print, mail services and IT services.”

Fujifilm Business Innovation Australia will now sell Fujifilm-branded products and services. Products under the Fuji Xerox brand will continue to be sold for a “set period of time.”

“This is one of the most important and exciting changes in our company’s history,” said Ken Sugiyama, corporate vice president, Fujifilm Business Innovation, responsible for Australia/New Zealand regional operations as well as managing director of CSG Limited. “Fujifilm has more than 80 years of global track record in innovation, and we’re delighted to now share its brand and showcase our greater alignment with the wider group of companies.”

      ‘The next step in our evolution’:
    Takayuki Togo, managing director
  Fujifilm Business Innovation Australia

Takayuki Togo, managing director Fujifilm Business Innovation Australia said: “This is an exciting time in our proud history of delivering leading innovation in document-related solutions, services and technologies to Australian customers. With our commitment to provide market leading print technology, this rebrand signifies the next step in our continuous evolution as we advance and innovate together with the other companies in the Fujifilm Group.”

The change will help “accelerate the market introduction of solutions and services that build on technologies related to the cloud, artificial intelligence, and the Internet of Things,” said the press release.

“In the commercial printing field, by combining the marketability, technologies and product capabilities of Fujifilm and Fujifilm Business Innovation, the companies offer customers one-stop solutions. All current products, solutions and services will continue to be available and serviced as normal in Australia.”

Sugiyama added: “The innovation component of our new brand is exciting and will be wide-ranging. It encompasses the types of products and services we will be able to offer, through to the way we operate with a sustainable mindset and focus. We are looking forward to collaborating more closely with the other Fujifilm companies to create strong synergies which will result in better and more efficient outcomes for our customers.”

FUJIFILM Holdings has more than 300 subsidiaries around the globe in various fields including healthcare, graphic systems, functional materials, optical devices, digital imaging and document products.

https://fujifilm.com/fbau – Australian website

https://fujifilm.com/fbglobal – Global website