Fujifilm rebrands to boost digital services in Australia

FUJIFILM Business Innovation Australia is undergoing a strategic rebranding phase to enhance its digital transformation services, which are tailored to modern business demands.

The newly rebranded FUJIFILM IT Services and FUJIFILM Process Automation platforms are part of this transformation, reflecting a streamlined and client-focused approach. This follows years of significant acquisitions, including the assimilation of Upstream Solutions in 2010, CodeBlue Australia in 2020, and a global acquisition of MicroChannel in 2023, which have consolidated Fujifilm's digital capabilities and promoted collaboration amongst its Australian entities, including FUJIFILM Australia and FUJIFILM Data Management Solutions.

The transformation signifies a shift from Fujifilm's traditional roots in document solutions, graphics, and printing, entering a new realm of integrated business services.

Stephen Sims, Chief Customer Officer at FUJIFILM BI Australia, articulated the magnitude of this transformation: "In Australia, FUJIFILM BI Australia is leading a global movement. Our evolution is not just a rebrand—it's a commitment to helping our clients simplify, integrate, and future-proof their operations. We endeavour to enable businesses to work smarter, faster, and more seamlessly than ever before."

This change intends to provide businesses with an end-to-end digital transformation solution, addressing client needs through consulting and advisory, managed IT services, process automation, and communication solutions. The company aims to empower organisations to streamline operations and boost efficiency in the digital landscape.

Yasuyuki Matsumoto, Managing Director of FUJIFILM BI Australia, said, "This marks a new era for FUJIFILM BI Australia. By combining our consulting expertise, technology, and managed services, we aim to provide an integrated approach to digital transformation. Our clients demand a trusted partner to navigate complex challenges, and we believe we are uniquely positioned to deliver real impact." 

To commemorate this pivotal development, FUJIFILM BI Australia is unveiling its national Go-To-Market campaign titled 'Work Happily Ever After'. This campaign is set to launch on 10 March 2025 and will make a significant presence through mass out-of-home media across Australia. It will illustrate the company's dedication to transforming business operations in the digital-first context.

The campaign and rebranding efforts signify a commitment to innovation and adaptation. FUJIFILM BI Australia aims to support Australian businesses in efficiently navigating the increasingly complex digital landscape while maintaining a legacy of excellence, thereby promising comprehensive support for modern business needs.