The Birth of Fujifilm Business Innovation
In November 2019, Fuji Xerox, a joint-venture between Fujifilm Holdings and Xerox Corporation, announced a rebranding decision that raised eyebrows in the industry. After over 57 years of operation, the company would change its name to Fujifilm Business Innovation, with the change becoming official in April 2021.
But why the rebranding and what does it mean for customers? This article delves into the motivations behind the move and the potential impact on clients.
The Forces Behind the Change
At the heart of the rebranding was Xerox’s decision to sell its ownership in the joint-venture to Fujifilm for $2.3 billion. This move followed years of back-and-forth legal battles between Xerox and Fujifilm, which threatened to destabilize the collaboration. The new structure would see Fujifilm wholly owning the company and taking on its management, giving them greater control over the direction of the business.
Renaming the company was an opportunity for Fujifilm to align its imaging and technology expertise under one brand and serve as a key driver of growth for the business. By taking the ‘Fujifilm’ name, the company symbolized its commitment to innovation and expansion beyond its traditional printing and document management solutions.
What Does the Change Mean for Customers?
Despite the rebranding, customers can rest assured that Fujifilm Business Innovation will continue to serve them with the same quality products and services that the company is known for. The name change does not affect any existing contracts or solutions provided by the company.
Moreover, the move allows the company to leverage Fujifilm’s technological advancements and expertise in industries such as healthcare, biotechnology, and advanced materials to offer customers a more comprehensive range of solutions that go beyond the realm of document management.
Furthermore, the rebranding decision signals the company’s intention to evolve and adapt to the changing business landscape. With the prevalence of remote work and digitalization, customers can expect Fujifilm Business Innovation to be at the forefront of providing solutions that cater to their evolving needs.
Conclusion
The decision to change the name of Fuji Xerox to Fujifilm Business Innovation comes at a time when the company is seeking to expand and redefine itself as a leader in the document management and imaging solutions business. With greater control over the joint-venture, Fujifilm can better align its technological capabilities and expertise under one name, paving the way for innovation and growth.
Customers should not worry about the impact of the rebranding on their existing solutions or contracts, as the name change does not affect the quality of products and services offered. With a renewed focus on evolution and adaptation, Fujifilm Business Innovation is well poised to cater to the needs of customers in the ever-changing business landscape.
