Rebranding has its benefits but also many challenges. It can allow for freedom to change the company's outlook. However, a lot of work is required to re-establish the company in an industry.

Fujifilm Business Innovation rebranded from Fuji Xerox in April last year, announcing it would not be renewing its technology agreement with Xerox. Mutsuki Tomono, President, Fujifilm Business Innovation APAC shares with us the evolution of the company since then, and how understanding the market, developing partnerships and being innovative has allowed his company to continue to tackle the global market.