“Our goal is to optimise customers’ business processes across all work environments” – Kentaro Iwai, Fujifilm Middle East

CNME Editor Mark Forker managed to secure an exclusive interview with Kentaro Iwai, Division Manager, Device Technology Division at Fujifilm Middle East, to learn more about their strategy for growth in the UAE marketplace, the impact digitalization has had on the global printing industry, the importance of its partnership with MPS Company – and ultimately what differentiates the Japanese company from its competitors.

Kentaro Iwai has enjoyed a distinguished professional career and is revered as a prominent thought leader in the global printing industry.

His journey began in 2003 with Fuji Xerox in the Sales Division in Nagoya, Japan. Over the years, Iwai has demonstrated exceptional sales and business development skills, drove growth and expanding market presence across multiple regions.

He has successfully led sales initiatives in China, Thailand, the Philippines, and Japan, forging strong relationships with key stakeholders.

His strategic vision and ability to navigate complex markets have made him instrumental in capturing new opportunities and enhancing the company’s competitive edge.

In 2023, he brought his extensive experience and expertise to the Fujifilm Middle East FZE Device Technology Division in Dubai, UAE, where he continues to contribute to the company’s success.

In a candid discussion with CNME, Iwai covered a few different subjects, but our conversation began with Iwai outlining the impact of its Apeos MFP series in the early success the Japanese multinational conglomerate has enjoyed in the UAE.

“The successful implementation of Fujifilm’s Apeos MFP series in the UAE market can be attributed to several key factors The Apeos series is LED technology, which is designed to reduce environmental impact, aligning with the region’s sustainability goals and features the Super-EA Eco toner with low-temperature fusing performance. Additionally, our innovative hardware and solutions provide enhanced convenience for enterprises with fewer clicks. By leveraging automated workflows and AI (Artificial Intelligence), data can be analyzed, interpreted and acted upon to work faster. Our intelligent office printing solutions continuously analyze data and information, providing full visibility into costs and access across the organization. In the UAE, Fujifilm has positioned the Apeos series as a leading solution in the region’s printing industry,” said Iwai.

Iwai outlined that Fujifilm’s short-term goals for the thriving UAE market is to simply ‘empower’ its customers with the ability to optimize their business process across multiple work environments.

“Our primary goal is to optimize customers’ business processes across all work environments. By implementing workflows that enable effective information and knowledge sharing, we empower customers to leverage their organizational strengths further. Over the years, FUJIFILM Business Innovation Corp. has earned a strong reputation in the Asia Pacific region for providing high-quality hardware solutions with secure and easy operation, software that enhances users’ workflows to accelerate digital transformation and reliable maintenance support to minimize downtime. We hold a 25% market share in this region for A3 color MFPs and printers, producing over 1 million units annually and achieving a No.1 market share for A3 color MFPs with a 93% customer satisfaction rate,” said Iwai.

Iwai declared that the company wants to build long-term lasting relationships in the UAE and become a permanent fixture in the printing sector across the UAE.

“Our long-term goals for the UAE are aligned with market demand & our historic achievements and we are confident in achieving them through strategic alliances with local partners like GCG, leveraging their strengths to expand our market reach,” said Iwai.

Like most industry verticals in the UAE, the market dynamics are constantly evolving and with that comes the need for businesses to have the ability to adapt in order to stay relevant to the needs of their customers.

Iwai explained what he believes are the primary factors in ensuring that Fujifilm stays ahead of the curve.

Of course, the UAE market is known for its rapid growth and dynamic nature. Fujifilm stays ahead in this competitive and ever-evolving market by offering solutions perfect for competitive enterprises and supporting hybrid and flexible work arrangements. We offer advanced features, high security levels and easy operability, helping businesses meet the needs of a modern workplace. Through our Managed Print Services, we offer customers high value-added services and AI technology to adapt to rapid growth. We dramatically improve productivity by optimizing work styles and create innovative customer experiences by offering sustainability as a service thereby helping customers grow alongside the ever-evolving market,” said Iwai.

Iwai then highlighted the significance of Fujifilm’s strategic partnership agreement with MPS Company, trusting they are the perfect partner to help them grow their brand across the UAE.

“MPS has an in-depth understanding of the regional market dynamics, customer preferences and local business culture. This expertise has been invaluable in tailoring our product’s positioning and marketing strategy to better align with the unique characteristics of the market. Their insights have allowed us to fine-tune our approach, ensuring that our products resonate well with the local audience. Furthermore, MPS’s established relationships with key decision-makers across various industries have been instrumental in facilitating crucial introductions and endorsements. These connections have not only opened doors for us but have also played a significant role in winning critical deals and expanding our customer base in the region,” said Iwai.

Iwai also heaped praise on the sales team at MPS for enabling the company to have had such a positive early reception in the UAE market.

“The strong on-field sales team at MPS has been proactive in reaching out to potential clients, conducting face-to-face meetings, and providing personalized demonstrations of the Apeos Series. Their efforts have significantly contributed to the increasing momentum of our brand visibility. Customers have been able to experience firsthand the advanced technology and modern features of our printing solutions, leading to a positive reception in the market. We have received fantastic feedback from the market, which is a testament to the effectiveness of our collaboration with MPS. Their ability to provide ongoing insights and adapt our strategies has been crucial in establishing our brand as a leading player in the UAE. As we continue to grow, we rely on MPS to help us stay ahead of the curve and maintain our position as one of the winning brands in the region,” said Iwai.

The charismatic Iwai concluded a fascinating interview by stressing how he believed Fujifilm were perfectly positioned to capitalize on new opportunities emerging within the printing industry as a result of seismic digital transformation.

“The printing industry in the UAE, like elsewhere, is experiencing a significant shift towards digital transformation, is driven by cutting down repetitive tasks, high-quality outputs and cost effectiveness. With growing awareness of environmental issues, there is an increasing emphasis on sustainability within the printing industry. Businesses and consumers are looking for eco-friendly printing solutions that reduce waste and minimize the environmental footprint. This includes the use of recyclable materials, eco-friendly inks and energy-efficient printing processes. Fujifilm is well-positioned to lead in this changing landscape through its investment in advanced technologies, commitment to sustainability, focus on personalization and strong regional presence. By staying at the forefront of innovation and understanding the evolving needs of the market, Fujifilm is poised to drive growth and success in the UAE’s printing industry,” said Iwai.