Fujifilm PH President: Learn to Adapt to Change

How do you stay relevant in this day and age of innovation?

The question in itself is hard already, but imagine finding the answer to digitization if your brand thrives in tech that lost its steam with the turn of the century.

Fujifilm PH President: Learn to Adapt to Change
Fujifilm President Tomoyuki Fukura with the new Fujifilm X-T3. Peter Paul Duran
Beginning in 1934 as Japan's pioneering photographic film maker, Fujifilm enjoyed the success that came with film technology. Then the digital renaissance not far back gained traction. 

In truth, the Fujifilm group faced a rapid reduction of the market demand for its main products, photographic film due to digitization. 

How did they combat this? They didn't, they simply adapted to the trend of the times. 

"Unless we (do not) adapt to change, we cannot survive," said Fujifilm Philippines President Tomoyuki Fukura.

"We really need to see what the customer wants (to stay competitive)," he added when the amiable exec met with members of the press at their PH headquarters in Ortigas to take the company and its various innovative products closer to the public. 

Fujifilm PH President: Learn to Adapt to Change
Fukura in Fujifilm PH's HQ in Ortigas where a collection of the company's latest models are open for visitors to test out. Peter Paul Duran
That's why, says Tom, as he is fondly called by colleagues, is the reason they are initiating these kinds of engagements to present Fujifilm as not only an imaging company, but a company that can offer more. Way more.

After overcoming such a drastic change in the operating environment with the emergence of digital camera technology- a period they regard as their “Second Foundation,” the company applied its core photographic technologies to a diverse range of business fields.

"Yes, (we even) have cosmetic products," said Fukura as surprisingly, the Japanese manufacturing company which sold film when it started, now has diversified into imaging solutions; healthcare and materials; and document solutions.

"A lot of people (across Asia) are now enjoying our skincare products (like Astalift)," he said as the skincare products actually compliment their line of mirrorless camera capabilities. "If you look good naturally, the camera will capture natural beauty," he quipped. 

"You know right now, the medical business is one of the fastest growing and the sector that almost has the biggest revenue for our company already," added the 41-year-old executive who is now based in the country with his family as he enters his third year with Fujifilm Philippines. 

Fujifilm formally set up a company here in the Philippines in 2012. 

Speaking of their mirrorless cameras, which have gained somewhat of a cult following among enthusiast to professional photographers by word of mouth, the Tokyo native says they remain bullish in this niche market. 

Fujifilm PH President: Learn to Adapt to Change

Pictured above and below is Fukura with the iconic Instax brand of Fujifilm.

Fujifilm PH President: Learn to Adapt to Change

Known as well for their Instax series, Fujifilm notably, did not invest heavily on the DSLR market, but still remains one of the top imaging manufacturers. 

And this is a testament to their thrust in utilizing leading-edge proprietary technologies to create unprecedented values, and as a leading company that boldly challenges new frontiers. 

Fujifilm, everyone. Where everybody embodies adaptability in a changing market.

Topics: Fujifilm , Japan , Tomoyuki Fukura , Photography
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