FUJIFILM Business Innovation Australia Unveils New Chapter with Rebrand

FUJIFILM Business Innovation (BI) Australia (formerly Fuji Xerox Australia) has been charting a bold new course with a strategic transformation designed to meet the evolving needs of modern businesses. Recognising the increasing complexity of the digital landscape, the company has repositioned itself to deliver a comprehensive suite of integrated business services that extend far beyond its traditional legacy in document solutions, graphics, and printing.

As part of the transformation, sub-brands FUJIFILM CodeBlue Australia and FUJIFILM Upstream Solutions will be rebranded to be known as ‘FUJIFILM IT Services’ and ‘FUJIFILM Process Automation’ respectively, in line with the streamlined and client-centric focus of the transformation.

This strategic transformation is followed by a history of key acquisitions, including Upstream Solutions (2010), CodeBlue Australia (2020), and the global acquisition of MicroChannel (2023). This has collectively strengthened the company’s digital capabilities and the integration of these assets has reinforced deeper collaboration across all Fujifilm Group entities in Australia, including FUJIFILM Australia, FUJIFILM MicroChannel, and FUJIFILM Data Management Solutions.

The driver of this transformation has been a renewed focus on client needs. By integrating consulting and advisory expertise, managed IT services, process automation, and advanced communication solutions, FUJIFILM BI Australia has been empowering organisations to simplify operations, enhance efficiency, and stay ahead in a digital-first world.

This strategic shift not only redefines the company’s role in digital transformation but also seeks to ensure that clients receive an end-to-end solution designed with the view to future-proof their operations.

Chief Customer Officer Stephen Sims explained: “In Australia, FUJIFILM BI Australia is leading a global movement. Our evolution is not just a rebrand—it’s a commitment to helping our clients simplify, integrate, and future-proof their operations. We endeavour to enable businesses to work smarter, faster, and more seamlessly than ever before.”

Managing Director Yasuyuki Matsumoto added: “This marks a new era for FUJIFILM BI Australia. By combining our consulting expertise, technology, and managed services, we aim to provide an integrated approach to digital transformation. Our clients demand a trusted partner to navigate complex challenges, and we believe we are uniquely positioned to deliver real impact.”

To showcase this new strategic direction, FUJIFILM BI Australia will roll out its national Go-To-Market campaign, ‘Work Happily Ever After’, starting Monday 10th March 2025. This dynamic marketing initiative will span mass out-of-home media and customer journey touchpoints, marking a bold statement that underscores the company’s commitment to redefining business in a digital-first world.