Brand change reflects corporate strategic direction and ongoing commitment to innovation.
AUCKLAND – FUJIFILM Business Innovation New Zealand Limited (formerly known as ‘Fuji Xerox New Zealand’) today announced
it has changed its company name as part of a region-wide rebranding initiative following the name change of its parent
company, Fuji Xerox Co., Ltd., to FUJIFILM Business Innovation Corp. The move follows Fuji Xerox’s decision to end its
Technology Agreement with Xerox Corporation on the agreement’s expiration date of March 31, 2021, which provided for
brand licenses, technology and sales territories. The name change takes place with immediate effect.
As FUJIFILM Business Innovation, the company will continue to offer its core printing and document technologies and
services, in addition to an expanding portfolio of enterprise software solutions, collaborative displays, managed print
room services and IT services.
While the company will continue to sell existing products under the Fuji Xerox brand, it will also commence sales and
marketing activities of new products under the Fujifilm brand.
“This is one of the most important and exciting changes in our company’s history,” said Peter Thomas, Managing Director
of FUJIFILM Business Innovation New Zealand. “Fujifilm has more than 80 years of global track record in innovation and
new technologies, and we’re delighted to now share its full name and showcase our greater alignment with the wider group
of companies.”
FUJIFILM Business Innovation is one of more than 300 subsidiaries in the FUJIFILM Holdings portfolio, including leaders
in diverse fields such as healthcare, biotechnology, imaging, and photography. Over the years Fujifilm’s considerable
research and intellectual property has yielded an array of new applications for its technologies, such as using
microporous photographic film technology to create yeast filters used in brewing beer, or creating lightweight sensors from the company’s Fujinon lens technology designed especially for outer space and carried aboard satellites.
In New Zealand, the company expects to leverage this legacy of continual innovation across the wider Fujifilm group to
bring new value to its customers.
“The innovation component of our new brand is exciting and will be wide-ranging. It encompasses the types of products
and services we will be able to offer, through to the way we operate with a sustainable mindset and focus,” Peter Thomas
said. “The brand change will enable us to collaborate more strongly with the other Fujifilm companies and deliver new
opportunities and solutions for our customers.”
There are no immediate changes to the company structure, and all Fuji Xerox-branded products, solutions and services
will continue to be available and serviced as normal in New Zealand.
About FUJIFILM Business Innovation
FUJIFILM Business Innovation is committed offering innovation to businesses globally to help maximize their
organizational strengths. We have pioneered numerous technologies and accumulated expertise since being established as
Fuji Xerox in Tokyo in 1962 to build an environment that encourages creativity by effectively adopting information and
knowledge. As a USD$9 billion enterprise with approximately 40,000 employees globally, our portfolio includes R, manufacturing and sales of world-class multifunction printers, production printers and IT solutions, as well as
business process outsourcing services.
On April 1, 2021, FUJIFILM Business Innovation changed its name from Fuji Xerox to a name that embodies its commitment
to continue as a company that always pursues business innovation. FUJIFILM Business Innovation New Zealand is an
affiliate of the global company FUJIFILM Business Innovation and is responsible for business activities in the local
market.