Renowned for its expertise in imaging and printing technologies, Fujifilm is venturing into a territory where it is still little known in Europe: the office automation market. With the launch of the Apeos range of multifunction printers, the company aims to position itself as a new player capable of meeting the needs of changing office environments. These models, available in A3 and A4 formats, incorporate advanced features such as optimized media management, mobile connectivity and intelligent scanning tools, responding to companies' growing demands for flexibility and efficiency.
An office history with Xerox
Fujifilm and Xerox share a common history that has shaped the printing industry for decades. Their partnership began in 1962 with the creation of the Fuji Xerox joint venture, aimed at exploiting the respective strengths of the two companies: Fujifilm's technological expertise and Xerox's dominant position in the copier market. This collaboration will enable Fuji Xerox to become a major player, particularly in Asia-Pacific, where it dominates the A3 multifunction printer market. Fuji Xerox has established itself as the Asian arm of Xerox, manufacturing machines and supplying technologies that are also used under the Xerox brand in other regions.
In 2018, Fujifilm attempted to acquire full control of Xerox, then in financial difficulty. The deal, valued at $6.1 billion, aimed to fully merge the two entities to strengthen their competitiveness in the face of growing competition. However, the deal was blocked by Xerox shareholders, who considered the offer insufficient and forced the project to break off.
Despite this setback, Fujifilm did not give up. In 2019, the company buys out Xerox's remaining shares in Fuji Xerox to become the sole owner of the joint venture. This acquisition marks a decisive turning point: Fujifilm renames Fuji Xerox to Fujifilm Business Innovation in 2021, thus asserting its independence and its ambition to position itself as a world leader in printing and document management, without the shadow of Xerox.
Fujifilm Business Innovation arrives in France in a mature market
The French market is dominated by companies with strong historical roots and well-established brand recognition. For example, an estimated 150,000 A3 printers are sold each year in mature markets, while the more compact A4 printers dominate in number thanks to their adoption by small and medium-sized businesses. However, paper printing volumes have fallen by 20-30% over the past five years in industrialized countries, a trend accentuated by the digitization of workflows. Companies are now looking for more diversified solutions, incorporating features such as document management and cloud integration
To stand out from the crowd, Fujifilm relies on several complementary levers. The brand relies on differentiating technologies by focusing on key aspects such as security, mobile connectivity and energy performance, in order to meet the needs of businesses looking for versatile and eco-responsible solutions. At the same time, its indirect distribution strategy, combined with strong partnerships with local resellers, enables it to capitalize on already established networks while guaranteeing optimum service quality. Finally, Fujifilm adopts a premium competitive positioning, targeting companies ready to invest in equipment that combines durability, reliability and innovation.
A strategic turning point for Fujifilm
This strategic shift is also in line with a strategy of diversification to offset the slowdown in certain traditional segments. The decision to target the office market reflects a long-term vision, focused on complementary growth drivers.
This strategy paves the way for further opportunities, particularly in related sectors such as collaborative solutions and document workflow management. Fujifilm is not just adding a new range to its portfolio, but redefining its mission as a key player in the work environments of the future.
