Fujifilm wants to increase global sales by 10% and sees Europe as a growth market.
In the post-divorce era, Fujifilm and Xerox are looking for market growth. Fujifilm Business Innovation is now targeting selected European countries to sell large commercial printers in Germany, Spain, Italy and Portugal next month utilising the Fujifilm Holdings’ sales networks.
In November 2019, Xerox sold its Fujifilm stake for $2.3 billion and brought to an end a 57-year partnership. The Recycler reported. The brand licensing agreement whereby Fuji Xerox covered the Asia-Pacific markets, and Xerox sold products in the U.S., Europe, and other markets ended in March this year, leaving both companies to expand in any market.
As part of the “divorce” deal, Fujifilm Business Innovation continues to supply Xerox with office equipment under a production agreement due for renewal in 2024.
Our take on this is that the A4 printer space is already busy, unlike the larger A3 MFP segment. The challenge for Fujifilm is to grow its sales in new markets without losing Xerox, which remains a key customer. Meanwhile, if the rumour mill is to be believed, “some Xerox dealers have recently started selling Pantum devices.” The unanswered question is this Xerox’s new direction of travel?
