Branding change reflects global strategic direction and ongoing commitment to innovation.
SYDNEY – FUJIFILM Business Innovation Australia Pty Ltd (formerly known as Fuji Xerox Australia) today announced it has changed its company name as part of a region-wide rebranding initiative following the name change of its parent company, Fuji Xerox Co., Ltd., to FUJIFILM Business Innovation Corp. 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. 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.
From today onwards, FUJIFILM Business Innovation Australia will start sales and marketing of Fujifilm-branded products and services. Products under the Fuji Xerox brand will continue to be sold for a set period of time after the company name change.
"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."
"This is an exciting time in our proud history of delivering leading innovation in document-related solutions, services and technologies to Australian customers," said Takayuki Togo, Managing Director FUJIFILM Business Innovation Australia. "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."
This 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.
FUJIFILM Holdings has more than 300 subsidiaries around the globe bringing cutting edge solutions to a broad range of global industries by leveraging its depth of knowledge and fundamental technologies developed in its relentless pursuit of innovation. Its proprietary core technologies contribute to the various fields including healthcare, graphic systems, highly functional materials, optical devices, digital imaging and document products.
In the medical field, FUJIFILM Business Innovation's natural language processing technology together with Fujifilm's image processing technology jointly developed a solution that helps professionals generate diagnostic medical reports, an increasingly important solution that is expected to enhance throughput in healthcare.
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.
FUJIFILM Business Innovation Australia expects to leverage the focus on continual innovation across the wider Fujifilm group to bring new value to its customers.
Said Mr Sugiyama: "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."
