INTERVIEW 51 PRINTITRESELLER.UK 29 While Fujifilm is a new OEM brand in the UK printer market, it’s a name that is synonymous with decades of print and imaging expertise. Fujifilm technology powers millions of office printers across the globe, but up until now its branded devices have only been available in the Asia Pacific region. The company is entering the UK (and Europe) with a comprehensive range of A3 models with speeds ranging from 20ppm through to 70ppm, a 35ppm and 45ppm A4 desktop MFP offering and the Apeos Pro device which currently sits within the graphic communications division, but which will also be repositioned as a high-end office device suited for CRDs and manned mailrooms. “One of the key messages we’re really keen to communicate is that this launch is very much an expansion into new markets for Fujifilm, it’s a brand that’s been around for decades, so whilst new to the UK, we’re certainly not new to the market,” Organ explained. “Our focus is really on four key areas – quality, reliability of product, sustainability and security,” he continued. “All devices have the same interface and user experience and offer what we believe is a class leading print resolution of 1200 x 2400 dpi.” Fujifilm partners with Aurora Market disruption Aurora is the first UK dealer to adopt the brand. Moffitt said the conversation began three years in January 2021. “I felt at that time if this should come to fruition, it would be really disruptive and I'm a big believer if there's going to be some market disruption, be a part of it. If you're part of that market disruption you get that first mover, first adopter, kind of advantage,” he explained. “The other factor is of course; you just don't want to be part of market disruption for the sake of market disruption. It's also got to be mutually beneficial. Fujifilm has great technology, there's no two ways about it. We’ve had our engineers break machines down and build them back together again and they’ve come back and said this is quite good kit. So, if you’re going to disrupt the market, then be with someone who you believe in, and who has great technology. Fujifilm is already a market leader in Asia Pacific, it’s got a heritage. It's got the credibility. We like that and importantly, I think the culture and the values of Fujifilm, their drive to success and their ambition links to ours.” As a launch partner, Aurora provides Fujifilm with powerful market reach. The Aurora has become the first UK-based supplier of the new Apeos branded MFPs from Fujifilm. Michelle Ryder spoke to Andy Moffitt, CEO at Aurora and Gary Organ, Head of DT (Device Technology) UK at Fujifilm, about the OEM’s entry into the UK and the new partnership company has nationwide coverage, has invested heavily in the enterprise and public sector spaces and opened three new offices in the past eight months. Moffitt continued: “Fujifilm is the right partner for us, and I'd like to think that we're the right partner for them. It’s early days and I do recognise we're a launch partner and that at some point continued... Gary Organ
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