Fujifilm has invested heavily in growing its team and partner network and building a partner programme from the ground up to drive UK market penetration in 2025. Michelle Ryder caught up with Gary Organ, Head of Device Technology at Fujifilm UK&I for an update.
When Fujifilm launched its Apeos multifunction printer range in the UK in April 2024, Organ was very clear on the company’s goal to adopt a channel-first go-to-market strategy. In an interview with PrintIT Reseller he said: “We’re a new business and we’re building it from the ground
up. That comes with obviously, some challenges around us developing the speed in which we onboard partners over time. But we’ve got the funding and the resources to do all that.
It’s just a case of making sure we do it in the right way.”
Fast-forward a little over 12 months and the company has made significant in-roads in delivering on this strategy. It has been actively recruiting new channel partners. At the time of writing, it has onboarded 17 new resellers and is in advanced discussions with a further nineteen potential partners.
To date, Fujifilm has partnered with companies including Baytek Office Solutions, Principal, BDM Technologies, Technodocs, Phoenix Business Systems (PBS) Group, MFD Solutions, KRL Group, Managed Technology, Copybox Document Solutions, Workplace Print and Data, Document Solutions and A1 Digital Solutions.
The signings give Fujifilm a strong presence across the UK and with the appointment of Aberdeen-based A1 Digital Solutions, a footprint in Scotland too.
Positive feedback
“The positive feedback we’re receiving from new partners shows the appeal of Fujifilm’s technology and our approach to partnerships,” Organ said. “We have got good coverage UK-wide, we’re looking to expand our reach in the northwest and in East Anglia and are currently in discussion with some potential partners at the moment.”
Speaking about what it is that is attracting resellers to partner with Fujifilm, Organ says there are a number of reasons, not least of which is sustainability. The Apeos series incorporates energy-efficient technologies like IH fusing and LED printheads, in addition to smart power saving features, that significantly reduce power consumption.
The use of recycled plastic, and flame-resistant bio-based plastics in the manufacturing process, further reduces the environmental impact of these devices.
In addition, the use of Super EA-Eco toner lowers the fusing temperature by between 30°C to 35°C, compared with conventional EA toner, further contributing to energy savings
“Quality, both of product and output is another key factor, as is robustness,” Organ explained, adding: “Apeos MFPs are designed to withstand the rigors of constant day-to-day office use and stand out for their advanced security features. The devices are also easy to service and affordable to run, all of that is resonating with the partners we talk to.”
He continued: “There’s also the fact that we work directly with almost every software vendor including PaperCut, MyQ, YSoft, Vasion and Tungsten Automation, we also work with Elatec and their card readers. So, there aren’t many environments where the customer has already got software that we can’t walk into. We’re not trying to elongate the sales process by shoehorning in a specific software, so it’s easy for a partner to propose Fujifilm as an alternative.”
Expanding the team
To support its growing partner network, Fujifilm has expanded its UK sales and support team. Key appointments include regional channel account managers, specifically covering the north and south regions, offering personalised support for channel partners. The company has also recruited sales support specialists to help partners create and implement effective sales and marketing strategies to boost their business.
“We have also recruited on the technical side. We now have technical development specialists in post who manage all of the technical training for our partners. They provide support to partner service teams, offering technical training, 2nd line support and onsite assistance. We have a resource in the south and have just recruited a second person to cover the north,” Organ said. The company also plans to appoint two additional channel account managers later this year.
Thriive partner programme
In collaboration with Fujifilm’s wider European team, the UK operation has also refreshed its partner programme which is called Thriive. The programme categorises partners into three key categories – office, light production, and production. This helps customers quickly find the best-suited partner for their requirements.
Partners can achieve either premier, elite or ultimate status and benefit from a comprehensive suite of resources, including a dedicated partner portal, marketing and sales resources, market development funds, campaign support targeting key customer priorities like sustainability, security, efficiency, and quality, and showroom promotion opportunities to showcase Fujifilm’s Apeos MFPs to clients.
“What we’re doing now is developing the theme so it flows through everything that we do, ensuring that Thriive is a principle that we follow, rather than just being a basic programme. I think the key difference with us is that our partner programme hasn’t grown organically, this is a completely new build,” Organ stated. Fujifilm will continue enhancing this programme throughout 2025 to offer even greater benefits.
Closing the loop
In October last year, Fujifilm announced the establishment of its Circular Manufacturing Center at FUJIFILM Manufacturing Europe B.V., in the Netherlands, to promote resource circulation in Europe.
In the Circular Manufacturing Center, FUJIFILM Manufacturing Europe B.V. will collect the used toner cartridges from printers sold in Europe. Those toner cartridges will be disassembled, cleaned and inspected after collection, and
then remanufactured as new toner cartridges for shipping within the European region. In the future, FUJIFILM Business Innovation plans to expand these remanufacturing processes to other products, such as remanufactured multifunction printers and spare parts for production printers.
Fujifilm was a founding participant of Close the Loop’s multi-vendor print consumable take back programme, Circular Planet. “We are working with WBM, the UK partner for Circular Planet, who provide free collection and recycling services for genuine OEM branded printer consumables,” Organ explained.
“70% of the collected goods will go to the Netherlands, and the remainder will be managed by WBM at their facility, which means 100% will be recycled. The Circular Manufacturing Center
will remanufacture the used toner cartridges, and these will be brought back to market with true, genuine OEM toner for re-use.”
He continued: “We’ve launched this to all our partners, and they are ready to get going with it. They see it as a really valuable asset, we’ve got a really strong sustainability story now, which is helping us to attract partners.”
A comprehensive offering
Built on decades of print and imaging expertise, the Apeos range is designed for the modern workplace – boasting high quality output, superior security features, remote/mobile printing capabilities and exceptional sustainability credentials.
Fujifilm entered the UK market last year with a range of A3 colour multifunction printers and has since expanded its offering with the addition of three new series of mono A4 and A3 devices. The mono devices are built to the same design specifications as the colour A3 MFP models.
The company now offers a comprehensive range of colour and mono printing solutions, from entry-level office printers to high- end production devices, meaning that whatever a business’s size and production needs, it has a solution.
The range expansion, in combination with the success of the colour devices, underline Fujifilm’s commitment to providing a full range of technology solutions for the modern workplace.
Fujifilm will continue to introduce new products and services to ensure ongoing innovation and growth opportunities for channel partners.
“Our strategic investments in team expansion and programme enhancements demonstrate our commitment to building a strong and successful UK channel. We are confident that these initiatives will drive significant growth and solidify our position as a leading provider of multifunction printers in the UK,” Organ concluded.
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