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Details shared about Fuji Xerox rebrand

November 5, 2020

Fuji Xerox said it is strengthening synergies within the Fujifilm Group to create growth globally and rebrands Asia Pacific operations to Fujifilm from April 2021.

Fuji Xerox announced that its Asia Pacific operations will change to the Fujifilm brand with the changing of Fuji Xerox Co., Ltd. corporate name to FUJIFILM Business Innovation Corp. in April 2021.

This change comes after the company’s decision to end the Technology Agreement with Xerox Corporation on the agreement’s expiration date, 31 March 2021. The Technology Agreement provided for technology/brand licenses and sales territories applicable to each company.

Fuji Xerox and Xerox Corporation have a history of benefiting from the shared use of technologies each company independently developed. Fuji Xerox has thrived in the speed and level of product development and have been establishing its own technologies for many years. As such, Fuji Xerox is well positioned to continue developing and manufacturing its original products using its own, unique technologies after the expiration of the Technology Agreement with Xerox Corporation, Fuji Xerox explained.

Fuji Xerox added it will also provide services and maintenances including managed print services to customers in full performance of current agreements with them, without regard to the expiration of the Technology Agreement with Xerox Corporation.

On 1 April 2021, the sales departments in Japan and all 31 domestic sales subsidiaries plus Fuji Xerox InterField will integrate as one, to establish a new company, FUJIFILM Business Innovation Japan Corp.

Fuji Xerox said: “The new corporate name represents Fuji Xerox’s commitment as part of the Fujifilm Group – which promotes “Value from Innovation” as its corporate slogan – to expand into a wide range of business areas going forward and to always continue delivering business innovations.”

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