Exclusive Q&A: Fujifilm’s Vision for the Future of Print

By Ashley Roberts

In this exclusive Q&A conducted during FUJIFILM North America Corp., Graphic Communication Division's recent Digital Disruption Reveal, Printing Impressions speaks with Hidetoshi "Toshi" Kino, senior managing director of print-on-demand solutions, and Yuji Oki, general manager, about the division's evolving strategy, vision, and mission. As it expands in the U.S. and beyond, Kino and Oki discuss new product launches, digital disruption, and how Fujifilm continues to innovate and add value for customers in a rapidly changing industry.

From left, Yuji Oki and Toshi Kino, stand with the Revoria Press EC2100S at the Fujifilm Digital Disruption Reveal.

Printing Impressions (PI): Can you talk about overall strategy, vision, and mission of the division moving forward?

Hidetoshi "Toshi" Kino: We'd like to expand — especially in the United States — how we make value for the customer and for print buyers. We decided to have this event because we launched the new production family, the FUJIFILM Revoria Press EC2100 Series and SC285 Series. The reason behind that is that we really need to add more value for the customer and to bring about more smiles. It's vital that we explain to the customer more deeply how to achieve that goal.

PI: Is it the first time you've done something like this event?

Kino: Yes, especially for the new production line. We had an event like this, but this is the first time doing a "Digital Disruption Reveal." We wanted to switch it up, so we rebranded it.

PI: You're returning to Japan, can you talk about that?

Kino: Currently, I'm in charge of the I'm the general manager of the Fujifilm North America Graphic Communication Division. The industry has changed a little bit because digitalization happened and we have a lot of toner business. We already sell the toner presses in Asia, Japan, and Australia, but Fujifilm is trying to expand more in the U.S. and European markets, as well as globally. I already understand the U.S. and European markets, so I'm returning to Japan to expand the print-on-demand business — especially in the new markets of the United States, Europe, and globally.

We are trying to expand special color to the market. We are trying to expand more value. We are trying to expand the value for the customer, the big buyer, and the industry. It's very important to have value. But it is tough expanding because the customer already has the product. That's why the our team launched the Aspire program to expand in the business.

PI: Toshi, is there anything else you would like to share?

Kino: Fujifilm is the backbone of the printing industry. ... I like to say we understand the whole print portfolio.

PI: Yuji, you will be stepping into Toshi's previous role as general manager in the U.S. Can you talk about that?

Yuji Oki: I'm taking charge of the whole Graphic Communication Division, so from the digital solution product to the analog product, including the CTP plate industry. I'm very excited to join the U.S. market now. Before I come to the U.S., I worked in China for six years in the Graphic Communication Division. In the Chinese market, our team is making the effort to show our value to the customer and the market through our products and solutions.

PI: How are you going to approach your role in the U.S. versus how you approached your in China?

Oki: The U.S. market is the biggest market in the world for the printing industry, so there is a lot of opportunity for us to move forward with our business partners and customers. Particularly in the U.S. markets, digitalization is growing faster than other market. I think it's a very good opportunity and good timing for us to launch a variety of our digital solutions to this market.

PI: Can you talk about your vision for the division and mission?

Oki: My mission is to focus more on our digital solutions and the products. To expand our value and our power in the market. We would like to suggest our products more to the U.S. market and develop products and solutions based on the market and the customers' needs — such as short run, more SKUs, and agility and stability for production. We really would like to support customers to meet their demands and needs, and redirect support and help customers customer differentiate from the competition. We can we can grow together.