AMONG photography enthusiasts in the Philippines, the brand “Fuji,” or more formally, “Fujifilm,” has stood out for years as a reliable camera in capturing images, and committing them into permanence, by using its films and papers.
While this market positioning has been impressive, Fujifilm Philippines President Tomoyuki Fukura is very much upbeat in presenting the wide range of products the company has been actually providing, for some quite time, to a wide range of markets: from individuals to industries.
It has been three years since Fukura took over the highest post of Fujifilm’s local unit (more than 15 with Fujifilm Corp. organization), championing its brand promise of “enhancing the quality of life for people worldwide”—at least in this side of the world.
In his interview with Envoys&Expats, Fukura expounded on the various offerings of Fujifilm and a brand promise that are making lasting imprints to a world where images are imperative and integral.
ENVOYS&EXPATS: What do you want Filipinos to know about Fujifilm?
Fukura: We are an 84-year-old Japanese company. Since the time of our establishment and until now, we have embraced “change.” We have survived uncertain times, due to continuous investments in research and development.
Another “C” that we have banked upon is “continuity,” which was also a key to the Fujifilm’s survival. Along with that, we have been diversifying our product portfolio, not only in traditional photo imaging, but also in health care, graphics and office products. In imaging, here in the Philippines, we carry almost all Fujifilm items.
Third is “consistency,” which our corporate logo embodies. Traditional photography is our primary business. There was a time when people cannot see the quality of the photo, until they develop the actual picture. If there’s a failure in the product, they cannot bring back the “shooting moment.”
That is why quality is important for us. We have to consistently provide the same quality; otherwise, our customers won’t be satisfied. That’s the nature of our products, and one of the DNAs of our company.
In the last five years, we have continued our growth trajectory: a 46-percent year-over-year increase in terms of revenue.
What would be the strongest suit of Fujifilm? What has been the hallmark of the brand in the Philippines?
Our products’ level of quality is unmatched. I believe we have satisfied customers who recommend our offerings to friends or family members. With our business partners in various industries, we have built a good reputation with them that has positively impacted our bottom line.
At Fujifilm Philippines, we prioritize service and technical support by creating quite a number of networks for customers after purchasing our products. In addition to our sales and service teams deployed in Metro Manila, Cebu City and Davao City, we have more than 70 brand promoters in shops for Instax and digital cameras.
Our touchpoints are not only at the moments of sales and purchase, but also during workshops, shooting events, customer interviews, symposia and trade shows, among others. We have these engagements because it is important for us to understand how our customers use our product, how they see their value, and what we need to do more
For us, sales and purchases do not mark the end of the relationship with our customers, but rather, just the beginning. Customer satisfaction and minimal downtime with our products are very important for us. We have in our office a repair center for our major and core products. With our cameras, our commitment is to have them repaired within three days.
Aside from those, we are working on our corporate social responsibility in the form of tree planting, or school visits to provide school items. During those times, we provide fun moments with the kids or children by letting them take photos via Instax or our digital cameras. That’s what we are: We like to reach out to the community.
In your opinion, what gives Fujifilm an edge against other players or its competitors?
In terms of our products, across all business segments, one of the key differentiating points (of advantage) is image quality. It is apparent not only in our digital cameras, but also with our instant photography products, in the medical field for endoscopy, ultrasound and films for x-ray. For the graphic industry, Fujifilm has consumables for offset printing to produce newspapers, magazines and the like.
New business is, likewise, coming up, mainly through inkjets to create point-of-purchase materials, outdoor banners, or even packaging.
For digital cameras, that’s the fastest-growing area for us. But in terms of mirrorless cameras, I think, based on our survey, we are No. 1 in the Philippines.
On imaging, we are at parity with our competitors. For medical equipment, we don’t have specific numbers, but what I can say is we are the fastest growing in terms of sales in that segment. And top management is into more investments in that area.
Speaking of digital cameras, the brand is a top-of-mind choice by those who are beginning to go into seriously photography. Is that consistent with your marketing strategy?
We actually have two business divisions for cameras: one is digital, which covers mirrorless models; the other is photo imaging, where our brand Instax belongs.
When we try to promote the digital camera, we also want to promote the beauty of the prints; because once we a nice shot, then the prints become better. And again, printing is one of our traditional businesses—our original, in fact. So we want to communicate the value of the prints together with the digital camera, as well.
Many people in the market are now comparing the quality of a [high-end] smartphone to a digital camera in getting the best possible picture. The strong points, or features, of a digital camera, are in its sensors. If you would like to take a shot of the stars in the sky, I think it’s difficult to get a nice one with a smartphone.
Having said that, what’s your outlook and plans for the Philippines in Fujifilm’s purview? What is your managerial approach in a company with a lot of potential in its sector?
Before we set up Fujifilm here through our parent company six years ago, we were simply partnering with a distributor. But we saw the Philippine market continuing to grow, that’s why we established our own company here. Along with our own corporate growth, going forward, Fujifilm expects further market growth.
We will continue to invest, not only in Metro Manila, but see expansions and promotional campaigns in other key cities, especially in malls in provincial areas.
Internally, my management team has very open communication lines. I don’t want to just instruct or communicate one way. I ask our employees: “What do you want to do?” Or, “Why do you think that way?” Then I like to help them. In so doing, many of the people can have more ownership of the business, and make them feel it.
I think that (mentality) will heavily contribute to the growth of our business. That’s how I want to manage the company.
Belonging to and leading an imaging company, what other activities do you engage in outside work?
I am into sports. Once a year, I do the triathlon. It’s pretty tough, but it’s also an opportunity for me to check (my physical and) medical condition. I think I need to practice. (Laughter)
It gives me satisfaction and pleasure to reach the finish line. I think it’s important to have a very healthy mindset, and even in business: setting a goal and making an effort every day. By achieving that goal, I can feel a high sense of achievement.
We’re almost certain you’re into photography, given that you work for an imaging company. If you were to shoot a signature image, what would you like to capture?
I actually consider myself as an amateur. But what I like most are sunsets, especially those on weekends in the resorts of Cebu and Bohol, with my family. Of course, they are captured on Fujifilm cameras, and then uploaded on Instagram.
With a report from Beatrix Malesido
Image credits: Jimbo Albano, Dan Cruz