Fujifilm Business Innovation’s ‘beyond the box’ strategy

Printing and document hardware will remain a core platform of the newly launched Fujifilm Business Innovation Australia, but a philosophy of selling services ‘beyond the box’ is a key strategic direction the company is taking.

In an interview with Sprinter, held at the company’s offices at Macquarie Park in Sydney, Fujifilm Business Innovation Australia’s Chief Sales Officer, Tony O’Connor, discussed the sales strategy and how it will help customers.

“There are companies out there in their digital transformation journey and our role is to help them accelerate this process, and to assist with knowledge transfer and to help them manage their data better,” O’Connor said.

“Fujifilm is a brand that is synonymous with change and innovation, so we are fortunate to be able to leverage that name in the marketplace moving forward. We ourselves are also undergoing a transformation with how we go to market and what we sell in the market.”

O’Connor said the company’s strong heritage in product knowledge and intellectual property will be layered with a series of solutions and value-added services aimed at helping customers accelerate their own digital transformation.

This will include areas such as workflow automation and accounts payable solutions.

We spend a lot of time understanding their business problems and you cannot do that just with a device – you need an integrated approach,” he said.

“We have a very strong group of organisations that provide added value to help them solve almost every business problem, and everything is focused around being connected and secure and we understand how customers want to buy hardware, software and services to help manage their businesses more effectively.

“We have a deep and broad access to the market using our own sales force who are supported by 33 dealers and a strong network of agents, from tier 1 and tier 2 and government and also small to medium business customers as well.”

O’Connor predicts that in 12 months Fujifilm Business Innovation Australia will be recognised for solving business problems for customers.

“How do we help them navigate those hurdles and provide more service to their customers and how do we help their business to become more predictable, more efficient and more productive?” he asked.

“The only way we can do that is by providing a solution beyond the box and value added services such as CodeBlue, managing IT, telephony and hosting.”

Adding layers

“I would like to say to our customers that the incomparable quality of our products, services and IP as Fuji Xerox will continue – we have taken an opportunity to add greater layers of value and innovation now that we can leverage the full capabilities of Fujifilm Business Innovation in the marketplace,” O’Connor said.

About Tony O’Connor

Tony became Chief Sales Officer of Fuji Xerox Australia in October 2018. Tony leads all sales channels in Australia including direct sales, agent and dealer channels. Tony’s remit also includes the solutions business which focuses on delivering holistic solutions to our customers.

Tony has extensive business and industry experience including his extensive Asia Pacific experience developing Vendor Financial Services businesses for Fortune 500 companies.

Tony has extensive experience in Technology Services and Financial Services working in Fortune 500 companies where his focus has been on leading large cross-functional teams across APAC in the development & delivery of innovative solutions designed to help customers achieve their business objectives.   Tony has held the following roles previously:

  • HP:  Leadership & sales transformation Asia Pacific / Japan 
  • Philips: Head of APAC for newly established BU to deliver holistic solutions to Healthcare and Lighting customers
  • DELL: established Financial Services JV business in APAC 
  • GE: developed new solutions & financing business unit across Asia Pacific /Japan

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