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others are expanding their portfolio to include Fujifilm.” Matthew adds that while Fujifilm are looking to onboard more partners, the company is looking for those that fit certain criteria. “We always look at coverage,” he explains. “Which segments of the market do they have strength in? Which geographic areas do they cover? Of course, we also want to make sure that they have got the right competence from a selling and a service basis. We’re conscious of making sure that when we bring partners on board, we give them the strategic ability to go at a market that they’re strong in.” But bringing a partner on board is a necessarily quite lengthy process. “It is a journey that we go on with them,” says Matthew. “The educational process to embed Fujifilm in their business, including such things as selling methodology, can take some months, but we get to a point where they’re excited to come on board with Fujifilm and we’re excited to have them as a partner. “It takes time, and while we might want it to be a quicker process, we also want to ensure we are meeting the partner’s needs and expectations too. It is a balance.” Matthew adds that the partner acquisition process is going well and is where it needs to be for Fujifilm to continue to grow in the coming months and years. Getting partners on board has been crucial to help raise awareness of Fujifilm the brand and what the range of printers can offer to customers. “It’s making sure that customers understand what Fujifilm’s values are as a company, by helping our partners to make sure that that message is getting out there.” This has also been achieved with things like Fujifilm’s ‘Discover the Difference’ campaign, which has included videos and marketing materials, as well as having a large presence at industry events such as drupa last year. “drupa was a big moment
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The educational process to embed Fujifilm in their business, including such things as selling methodology, can take some months, but we get to a point where they're excited to come on board with Fujifilm and we're excited to have them as a partner.
from a production print perspective, it made a lot of impact for us,” says Matthew.
Innovation at heart Getting brand awareness is important. Fujifilm is established in other parts of the world – especially the Asia-Pacific region – but not so much in the UK. However, for Fujifilm to really make an impact in the UK and European markets, the printers must be of high quality and show innovation. “At the heart of Fujifilm has always been innovation,” says Matthew. “And this continues with the devices we have launched.” He points to recent product launches, such as the Revoria EC2100S and SC285S presses, which have a speciality toner station in addition to the CMYK toners, which means they can print five colours in one pass. “We are really pushing the boundaries of what we can do,” says Matthew. “You see that in everything Fujifilm does, and I think that is creating a lot of excitement in the market.” This is translating into sales too. “We are starting to see a lot more traction in the office space because of the way the portfolio has evolved in recent months,” says Matthew. Breadth of range As mentioned, the range was added to recently with the launch of three
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