At its recent partner event, Fujifilm Business Innovation reinforced its commitment to the European market and shared its vision for how its experience in transforming markets can drive partner success.
Fujifilm entered the European print market in 2021 following the termination of its global technology agreement with Xerox, introducing its proprietary production device, the Revoria PC1120. It followed this in 2024 with the Apeos line of mono and colour multifunction MFPs, which are already strongly positioned in the Asia-Pacific region. Since then, it has built a European network of 100 print-on-demand (POD)-focused partners, as well as 68 device technology (DT) partners focused on office print products and services. A large number of these partners joined the event in Vienna to learn about the company’s strategic plans and product roadmap.
Drawing on Market Disruption Experience
President and CEO Mr Naoki Hama opened the programme, his presence indicating the priority the company places on growing its presence and partner revenues in Europe.
Fujifilm’s historic experience of responding to market disruption was a leading theme. When digitalisation rapidly eroded the colour film market from 2000, the company successfully pivoted to new markets and adjacent technologies that drew on its core IP, changing its business portfolio mix significantly to adapt to changing circumstances. Its sales grew by 2.3 from 2000 to 2025 thanks to a laser focus on pursuing growing markets where it has relevant technology and can field a competitive offering.
As AI creates similar disruption, Fujifilm believes it has the transformation experience to help others, adopting the slogan: ‘We’ve transformed our business to help you transform yours.’
The company’s Business Innovation unit is targeting 10% real-term growth by 2030. This might sound modest, but should be viewed against the complexity of a shrinking, consolidating market.
Over the past five years, the Business Innovation unit’s graphic communications and office solutions divisions have remained stable, while its business solutions division has seen some growth – and this is the area it expects to form the core of future growth. Strengthening its foundations to expand in new markets, such as Europe, is a key pillar of its strategy.
