Fujifilm Targets Xerox, Brings Printer Program to Europe. Is US Next?

By Andy Slawetsky – Some US dealers are looking for options and they may soon have one if Fujifilm’s latest move is any indication of what’s to come.

Recently, the Nikkei reported that Fujifilm will soon begin selling their copiers, MFPs and printers in Europe. This is a new market for Fujifilm who previously avoided selling in Europe and North America under an agreement with then-partner Xerox.

Xerox had also abstained from selling in Asia, Australia and other markets as part of this arrangement.

After an agreement between Xerox and Fujifilm to combine Xerox into Fuji Xerox fell apart in 2018, the two companies both threatened to move into each other’s formerly exclusive territory – Fujifilm would sell in Xerox’s markets and Xerox would in return, sell in Fujifilm’s markets. It looks like Fujifilm just made good on their threat.

Entering the European and US markets gives Fujifilm access to a potential customer base they’ve never had before, more than doubling their current market opportunities.

As they’ve been manufacturing the hardware Xerox has been selling for years, customers in these markets should already be familiar with the brand, although they may not yet realize that at first.

To date, we have not seen any indication that Xerox will be moving into Asian markets, but this would be an expected reaction.

Will Xerox respond to this move by their former (and current) partner? More on this story as it unfolds.

SOURCE Industry Analysts Inc.

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