Fujitsu outlines go-to-market changes

man putting top section of puzzle triangle that has outline of persons head on each piece

Fujitsu has revealed further details of its organisation-wide overhaul as it looks to adopt a more global approach to its go-to-market strategy.

The changes, which were first laid out to analysts by Fujitsu president Tatsuya Tanaka at the end of October, will see the vendor target the top 100 enterprises in Europe, while leaving its channel partners to its midmarket business.

Speaking today at the Fujitsu Forum 2015 in Munich, the vendor’s EVP and head of EMEAIA, Duncan Tait, said: “We will continue to serve that market, increasingly by our distribution and channel partners in our product business. But to be very clear…in a global world the big money is in the big companies. As Fujitsu globalises, it gives us the ability to take on that very large market, which for us is largely untapped today.”

He added: “The way we’re moving the whole company globally gives us the ability to target this bigger market.”

Traditionally geograpically-structured, Fujistu’s four business units – Products, Managed Infrastructure Services, Business and Application Services and Enterprise Platform Servces – will now operate across all geographies.

“This, we believe, will give us the ability to react with speed, with one operating model for how we go to market,” said Tait, who revelead that Fujitsu has been working with its Workers’ Council since April on the changes.

Digital and industry focused

The vendor also said it will focus on services and digitisation as part of its plans, with Tait stating that the biggest challenge facing organisations today is how to manage digital transformation.

“You have to be able to interract with your customers in a radically different way; you have to build digital into your products and the way your internal organisation works, and you have to do it in a balanced way and with confidence in an ever more uncertain world.”

In addition, the exec said the firm would also be more industry-focused, citing government, transportation, retail and financial services as target markets.

Tait added that Fujitsu isn’t ruling out further acquisition of software companies to deploy into specific verticals. (One recent example of this is Fujitsu’s acquisiton of UK-based smart ticketing firm ACT, which enables the vendor to pursue transportation providers.)

Elsewhere, the vendor unveiled MetaArc, its new Digital Business Platform that Tait says will be Fujitsu’s “global answer to how we address this balance question our customers are facing.”

“We expect this platform to enable us to take significant market share of private hybrid IT,” said Tait, adding the platform will be deployed globally.

Christine Horton

Christine has been a tech journalist for over 20 years, 10 of which she spent exclusively covering the IT Channel. From 2006-2009 she worked as the editor of Channel Business, before moving on to ChannelPro where she was editor and, latterly, senior editor.

Since 2016, she has been a freelance writer, editor, and copywriter and continues to cover the channel in addition to broader IT themes. Additionally, she provides media training explaining what the channel is and why it’s important to businesses.