FXA to pick up Fujifilm brand from April 2021

Fuji Xerox Australia has confirmed it will be changing its name to Fujifilm Business Innovation Australia from April next year with all other Fuji Xerox affiliates and sales companies in the Asia Pacific region including Japan to also do so.

The announcement finalises the process that began at the end of last year when Fujifilm bought out Xerox Corporation’s 25 per cent stake in Fuji Xerox with a Technology Agreement between the two companies to expire on March 31, 2021.

Fujifilm’s purchase of Xerox’s share of Fuji Xerox also ended a 57-year-old joint venture that was formed to serve the Asia Pacific markets.

Fuji Xerox has a substantial footprint in the Australia and Asia Pacific markets with a strong government and corporate customer base.

Fuji Xerox Australia managing director Takayuki Togo said: “We are very pleased to announce our new company name which signifies another positive step towards our customer promise of delivering leading innovation in document-related solutions, services and technologies.

“The synergies that will be created by collaborating closer with the global Fujifilm Group will ensure that we continue to deliver outstanding products and services to help Australian customers in their successful business transformation journey both now and well into the future.”

The new name represents Fuji Xerox’s commitment as part of the Fujifilm Group to to promote “Value from Innovation” as its corporate slogan.

Fuji Xerox has issued a statement saying it and Xerox Corporation had a history of benefiting from the shared use of technologies each company independently developed.

“Fuji Xerox has thrived in the speed and level of product development and have been establishing its own technologies for many years. As such, Fuji Xerox is well positioned to continue developing and manufacturing its original products using its own, unique technologies after the expiration of the Technology Agreement with Xerox Corporation,” the company said.

“Fuji Xerox will also provide services and maintenances including managed print services to customers in full performance of current agreements with them, without regard to the expiration of the Technology Agreement with Xerox Corporation.

“With affluent know-how accumulated to date and trust earned from customers, Fuji Xerox aims to foster innovation with the other companies in the Fujifilm Group by accelerating the market introduction of solutions and services that build on technologies related to the cloud, artificial intelligence, and the Internet of Things.

“Additionally, Fuji Xerox will work swiftly to strengthen its document and adjacent businesses as well as to expand into new business areas, and to bring about business innovations by supporting the use and sharing of knowledge that will enable office workers to further increase their productivity and efficiency.”

The announcement also comes as Fuji Xerox Australia continues to fight a case in the federal court brought by the Australian Competition and Consumer Commission (ACCC).

The ACCC has alleged that nine of FXA’s standard small business contracts contained 173 unfair contract terms.

It also claims there are 31 different terms which are unfair, including automatic renewal terms, excessive exit fees and unilateral price increases.

Fuji Xerox Australia responded immediately saying it will be defending itself in the action, adding it was disappointed the ACCC had taken this course of action given it had been working with the commission to address its concerns.

The action however gained the support of the Australian Small Business and Family Enterprise Ombudsman Kate Carnell who said her office had received a number of complaints about Fuji Xerox and other companies in the printing industry more broadly.


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