It’s official: Fuji Xerox Australia now Fujifilm Business Innovation Australia

Fujifilm Business Innovation Australia Pty Ltd (formerly known as Fuji Xerox Australia) has now formally changed its name as part of a region-wide rebranding initiative.

The significant move follows the name change of its parent company, Fuji Xerox Co., Ltd., to Fujifilm Business Innovation Corp and Fuji Xerox’s decision to end its technology agreement with Xerox Corporation on the agreement’s expiration date of March 31.

The company advised that the technology agreement provided for brand licenses, technology and sales territories.

As Fujifilm Business Innovation, the company will continue to offer 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 on, 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,” Fujifilm Business Innovation corporate vice-president Ken Sugiyama said.

Fujifilm Business Innovation corporate vice-president Ken Sugiyama

Sugiyama is responsible for the Australia and New Zealand regional operations and also serves as the 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,” he said.

Fujifilm Business Innovation Australia managing director Takayuki Togo

Fujifilm Business Innovation Australia managing director Takayuki Togo 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.”

This change will also help accelerate the market introduction of solutions and services that build on technologies related to the cloud, artificial intelligence, and the Internet of Things, according to the company.

Fujifilm Holdings has more than 300 subsidiaries around the globe, bringing solutions to a broad range of global industries by leveraging its depth of knowledge and fundamental technologies developed in its 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 commercial printing field by combining the marketability, technologies and product capabilities of Fujifilm and Fujifilm Business Innovation, the companies aim to 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.

“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,” Sugiyama added.

Fujifilm Business Innovation Australia chief sales officer Tony O’Connor

Fujifilm Business Innovation Australia chief sales officer Tony O’Connor said, “We are a leading player in digital print solutions in the Australian market. Our strategy of services and solutions will enable us to maintain a leading position to print businesses.”

Comment below to have your say on this story.

If you have a news story or tip-off, get in touch at  

Sign up to the Sprinter newsletter

Leave a comment:

Your email address will not be published. All fields are required


Subscribe To Our Newsletter

Join our mailing list to receive the latest news and updates from our team.