Home' New Zealand Printer Magazine : December 2013 Contents 13
FUJI XEROX celebrates 50
years in New Zealand next
year, a couple of years after
its parent company marked
its own half century.
corporate vice president
and the man in charge of
Asia Pacifc for Fuji Xerox, values the
relationships the company has built
in Aotearoa. He says, "I have learned
a lot from New Zealand. Although
it is a small country, it has many
opportunities for sustainable growth."
He believes that, in business, the
customer should take centre stage. He
says, "I have talked many times with the
managing director of Fuji Xerox New
Zealand, Neil Whittaker, and I see that
the Fuji Xerox people there are always
thinking of the customer."
The company's operations in the
region include China, Korea, Taiwan,
Philippines, Vietnam, Thailand,
Malaysia, Singapore, Australia, New
Zealand, Hong Kong and it recently
opened an offce in Myanmar. It wants
to help all of its markets to focus on
their customers. He says, "In many
markets, for example South East Asia,
the focus is price-centric. We need to
train the customer to not only be price-
centric but to provide some value for the
customer for them to survive."
FUJI XEROX sees its markets as global
and local. Honda says, "The global
commercial print market for sheet fed
is basically shrinking. But the digital
print market is overall still growing. We
have to work out how to convince Asian
printers of the importance of digital
printing. They are still thinking offset
"Of course, our strategy is totally
different for mature markets like New
Zealand, where we see growth in digital.
It is important for digital technology to
approach offset print in quality so we
are providing software for that. I think
the customers accept these solutions
but we are trying to catch up to offset
quality. The strengths of digital printing
are that the customer doesn't need
inventory and can take advantage of
print on demand."
"We are providing end to end
solutions; freefow solutions. That has
been around for quite a long time. The
software is improving. It is fexible
and also, as you know, XMPie is also
becoming more popular not only in New
He says the company has no
interest in providing technology for
the sake of technology. He says, "We
must provide solutions based on
customer requirement. Some customers
don't want an end to end solution.
Transpromo-type solutions and one
to one marketing can help clients rid
themselves of unnecessary marketing
Smart ideas help business thrive
FUJI XEROX sees the Asia Pacifc as an
area of positive growth and continues
to dominate the markets in the region.
Although it has its headquarters in
Japan, its business growth engine
remains its overseas operations. In
2012, the sales in the Asia Pacifc
region, including China made up 43 per
cent of its revenue.
This year, the company has
released a slew of innovations aimed
at supporting its clients, which
include Cloud solutions such as its
SkyDesk Media Switch that links paper
documents to multimedia; a scan
translation service; an audio guide
service; colour MFPs as well as new
digital production technology.
Honda says, "Skydesk is basically a
crm solution. We are providing cross
media marketing solutions focusing
on the information technology. We
also need paper printing to help our
customers who need to add value to
their markets. They need to sur vive but
not in a price war."
"We are proud of our technology.
For example, our iGen and the inkjet
web 1400. The innovations on these
machines are in response to our
customers' demands. We are also
responding to the demand in the
packaging printing market and we can
mix that with things like variable data
capabilities. We have confdence there
is a big opportunity to develop these
"We are also affected by social
media. For example, web to print can
use social media. Customers access
social media every day but they still
want hard copy print and photographs.
So we must look for opportunities to
expand and increase our exposure
to social media, which we can use to
expand our market. Our clients can
develop new customers by using social
media. We need to synchronise that."
Sustainability matters to Fuji
Xerox. Honda says, "Be good to the
environment. We have focused on this
for a long time. In the production side
of the business, we are moving into the
next phase. We are now providing more
solutions to customers where we use
less energy. The overall delivery cost
and also support and maintenance cost
can be reduced.
"Of course, paper solutions are
important but we have had to become
a partner who understands our clients'
issues such as their workfow and their
processes. In this way, we can support
their communications in effciently
creating values. We are committed
to propose and deliver solutions and
services that will solve their issues.
“If we are to enjoy another 50 years,
we need to listen to our customers'
Honda helps drive
Fuji Xerox forward
New Zealand Printer editor Bruce Craig recently spoke with
Fuji Xerox corporate vice president Masashi Honda
Masashi Honda values the Fuji Xerox
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