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Focus on fusion as Fuji Xerox launches Australian epicenter

Wednesday, 30 August 2006
By Print 21 Online Article
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The inauguration of the epicenter in Sydney gives the local industry a world leading facility for the development of digital printing and graphic communications. The high-tech centre is at the Australian Technology Park, located amid the heavy industry relics of the old railway sheds. It houses millions of dollars of digital printing equipment and boasts the latest in communication technology and customer facilities.

The launch of the epicenter, the last of four throughout the region, underlines the switch from mass production printing to mass customisation and the collaboration between equipment suppliers and printers in the development of these graphic communication markets.

The opening of the epicenter attracted support not only from the Federal Government but also from Fuji Xerox regional executives (l to r) Andy Lambert, managing director of Fuji Xerox Australia, Kenji Watanabe, vice-president of Fuji Xerox’s International Business group and Abby Abhyankar, vice president Fuji Xerox Production Services Business Group, with Helen Coonan, Federal Minister for Communications, Information Technology and the Arts

The underlying dynamic of technology convergence was recognized by Minister Coonan at the opening last Thursday that saw over 150 industry types attend the glittering event. “This new epicenter will be used to showcase and promote the exciting potential of new digital print technologies through collaborative applications development, customised technical advice and a range of other tailored services for clients,” she said.

“Collaborative, customised and tailored [print] are not buzz words, because these ‘niche’ markets are really becoming the rule rather than the exception. I know that the market for graphic communications products today is more competitive than ever,” she said. “We can expect digital and communications technologies to continue to converge.

Andy Lambert, managing director of Fuji Xerox Australia, emphasised the importance the epicenter will play in the region. “The epicenters are designed to communicate Fuji Xerox’s leading edge digital print capabilities, expertise, quality and eligibility as well as demonstrating our successes and heritage throughout the four epicenters [Tokyo, Shanghai, Singapore and Sydney], which will serve sixteen countries in the region,” he said.

The focus of the Australian epicenter is on knowledge transfer. It is designed around a number of solution-based zones – digital prepress, production systems and business partners. According to Chard Pearce, marketing manager and the man responsible for the operation of the epicenter, the site’s role is collaborative as well as demonstrative. “The emphasis is on fusion, which is not only the way Fuji Xerox applies toner to a page, but is also about how we work together at the epicenter with our customers. We’ve got facilities where our business partners can develop their projects using state of the art technology.”

The epicenters have been designed by strategic brand consultants, Landor Associates, and feature an initial immersion zone that allows visitors to absorb the high-technology philosophy of the place.

“The epicenters touch on so many areas of design, from identity and print to furniture and physical environment, that a driving idea needed to underpin the design and bring focus, impact and consistency to each touch point,” said Mike Standiford, Landor’s creative director. “We used the idea of fusion to bring it all together – fusion not only reflects the process of xerography, but also sums up the unique combination of art and science that embodies the philosophy of Fuji Xerox.”

The Sydney epicenter also houses the company’ regional service organization, which was awarded a prestigious Support Services Practice certificate after a rigorous audit of its performance. Comprising five levels of service, the technical support group handles regional queries with personnel speaking a wide variety of languages and dialects including Bahasa Indonesian and Mandarin.

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