Fujifilm Business Innovation (BI) Australia (formerly Fuji Xerox Australia) has rebranded its sub-brands Fujifilm CodeBlue Australia and Fujifilm Upstream Solutions as Fujifilm IT Services and Fujifilm Process Automation respectively, in line with its streamlined and client-centric focus.
This move comes as the company has been charting a “bold new course with a strategic transformation designed to meet the evolving needs of modern businesses”.
Recognising the increasing complexity of the digital landscape, the company has repositioned itself to deliver a comprehensive suite of integrated business services that extend beyond its traditional legacy in document solutions, graphics, and printing.
The company confirmed that its stronger focus on IT services does not mean it is exiting print and graphics, but strengthening its other capabilities to support the increasingly complex digital transformation requirements of customers across Australia.
This strategic transformation is also followed by a history of key acquisitions, including Upstream Solutions (2010), CodeBlue Australia (2020), and the global acquisition of MicroChannel (2023).
The company said these acquisitions have collectively strengthened its digital capabilities and the integration of these assets has reinforced deeper collaboration across all Fujifilm Group entities in Australia, including Fujifilm Australia, FUJIFILM MicroChannel, and Fujifilm Data Management Solutions.
Fuhifilm BI Australia chief customer officer Stephen Sims said this strategic shift not only redefines the company’s role in digital transformation but also seeks to ensure that clients receive an end-to-end solution designed with the view to future-proof their operations.
“In Australia, Fujifilm BI Australia is leading a global movement. Our evolution is not just a rebrand – it’s a commitment to helping our clients simplify, integrate, and future-proof their operations. We endeavour to enable businesses to work smarter, faster, and more seamlessly than ever before,” Sims said.
Fujifilm BI managing director Yasuyuki Matsumoto added, “This marks a new era for Fujifilm BI Australia. By combining our consulting expertise, technology, and managed services, we aim to provide an integrated approach to digital transformation. Our clients demand a trusted partner to navigate complex challenges, and we believe we are uniquely positioned to deliver real impact”.
The company also recently announced the local Fujifilm Graphics Systems (FFAU) and Fujifilm BI Australia sales teams will soon merge, creating a single, go-to-market sales team.
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