PRINTITRESELLER.UK 29 INTERVIEW Fujifilm enhances channel strategy 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.” 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 continued... Gary Organ
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