Given the short amount of time allocated for the project and to expedite the approval of the article by its global headquarters in Japan, Fujitsu Hong Kong wanted all the content to come directly from information derived from its company web site. The company made it clear that they want all the text to be taken verbatim from the web site. With only a brief outline as a guide, I was given free rein to find and select the information I deemed relevant and piece them together to make a cohesive and concise brand story.
As source materials, I used press releases, company profiles, technical documents, annual reports, product brochures and various other documents.
To commemorate the 75th anniversary of its foundation, Fujitsu has created a new brand promise as a pledge to its customers: "shaping tomorrow with you"."shaping tomorrow" reflects Fujitsu's desire to contribute to the success of its customers and to society by harnessing the power of information and communications technologies. "with you" conveys Fujitsu's customer-centric approach to business, inherent in its corporate philosophy, the FUJITSU Way. "shaping tomorrow with you", therefore, communicates Fujitsu's commitment to working with customers to bring about a prosperous future.
Significance of Brand Promise
A brand promise expresses the value a company delivers to its customers. The Fujitsu Group’s new brand promise, “shaping tomorrow with you”, articulates the importance Fujitsu places on working with its customers to contribute to their success, building long-term partnerships, and harnessing the power of information and communications technology to enable people to expand their possibilities.
One Fujitsu Strategy
Business today is increasingly fast, competitive and global, and that requires ever-greater adaptability and efficiency from a company’s IT department so as to keep cost, quality and speed in step with the needs of a global business.
“Business has become borderless. The world has become increasingly flat as more of our customers expand their business globally. Our mission must be to support the global strategies of those companies as a trusted partner. At the same time, this represents a tremendous opportunity for us. To expand on a global scale with our expertise in delivering quality, technology, and solutions, and to expand globally the bonds of trust with our customers that we have built up over many years, the entire Fujitsu Group must work together as one team,” said Masami Yamamoto, President, Fujitsu Limited.
Think Global, Act Local
Fujitsu has traditionally operated with an “Act Local” mindset, where the focus was on the specific market environments and local customer needs, and business was conducted differently in each region. This approach is extremely effective for engaging with local customers, and is an important mindset in its own right. However, this approach alone is not sufficient to continue to support growth globally. To survive in a global IT industry, the Group has also added the “Think Global” element to achieve a shared way of thinking around the globe.
Fujitsu now places a dual focus on services and products as drivers for growth, providing globally standardized products while offering sales, services and marketing support close to its customers and tailored to local needs.
The Road Ahead
Fujitsu has unified its personal computer line-up into two global product series including the LIFEBOOK notebook PC series and ESPRIMO desktop PC series which standardizes its global support structure to ensure that its PC customers receive the same high level of support and service around the world.
In tandem with the product line-up unification, Fujitsu has refreshed the product logos to reflect the attributes that underlie all of Fujitsu’s award-winning PC products: Human-Centric, Innovation, Reliability and Green.
Human-Centric
Fujitsu places the “human” in the centre of its processes. By adopting a human-centered approach, Fujitsu aims to enhance human experiences and bring comforts to lives.
Users’ typing experience is of utmost importance as Fujitsu firmly believes that the stroke on a keyboard could make a huge difference to their computing experience. Built with the users’ convenience in mind, Fujitsu designs its keyboards ergonomically; featuring keys with a concave top for easy typing, wide key for typing without a sense of inconvenience and a convex shaped keyboard for easy blind typing.
Fujitsu has also developed the Scroll Wheel, a unique one-finger dual scroll function that allows document zoom in/out and page up/down. This innovative feature offers convenient and fast scrolling for web pages or lengthy documents.
The Raku-Raku PC* is a perfect example of Fujitsu’s human-centric design philosophy. With the concept of “easy to use”, “simple” and “secure”, the Raku-Raku PC is designed to target Japanese customers such as seniors and first time computer users. Users can easily boot their intended application just by clicking what they want to do on the “Raku-Raku Menu”, which allows starting with one click of a button. Commonly used functions such as the Internet and email are easily accessible via a special menu and a pre-installed Internet search software supports users who struggle with character input by enabling them to progress through a search by clicking the mouse. In addition, the letters on the keyboard are enlarged for easier viewing. Vowels and often-used letters are also colour-coded for easy identification.
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| Raku-Raku PC 3 Series |
Innovation
To ensure that Fujitsu’s computing products provide true efficiency and effectiveness for its customers, the Fujitsu Design team carefully calibrate every single item that goes into each product. Every innovation is tested to assess its usability and reliability before it is, or is not, integrated into the product.
Proving its leadership in innovation, Fujitsu has developed the world’s first PC with three types of 3D functions. The ESPRIMO FH550/3AM* is an all-in-one entertainment desktop PC and is the world’s first model to be integrated with three types of 3D functions: 3D contents viewing, conversion from 2D to 3D, and 3D contents creation.
Over the years, Fujitsu has not only dominated the notebook computer market, but also the related technological advancements. Fujitsu is proud of its tradition of introducing new technologies into its notebook PCs. Fujitsu has been responsible for most of the “giant steps” the industry has taken. In the coming months, Fujitsu will introduce more advanced features to its range of LIFEBOOK notebook PCs such as:
- Touch Zone
This is a second screen that allows users to handle/change the movie/image on the big screen with just a slide of a finger. This feature can be found in LIFEBOOK NH900. - 3-way 5 Speakers
Featuring in LIFEBOOK NH900, high realistic and theatre-like surround sound is achieved where users can enjoy movie and music with five speakers, including tweeter and subwoofer. - Scroll Wheel
Unique one-finger dual scroll function is featured in LIFEBOOK MH380, SH760 and SH560. This feature allows fast zoom in/out and page up/down which users can view website easily and conveniently. This human-centric feature offers convenient scrolling for web pages or lengthy documents. - Resistive Type Multi-touch Display
Multi-touch functions in LIFEBOOK UH900, enables two-finger output that features handwriting recognition capability. - LIFEBOOK Lock
Fujitsu’s original security feature that allows users particularly today’s busy executives to set a password to secure their notebooks from unauthorised use. It is not possible to power on the PC until the button is pushed as set. There are 800,000 kinds of combination for setting the number code. It’s available in corporate models such as LIFEBOOK TH700.
Reliability
Fujitsu has built its foundation and reputation by manufacturing most of its PCs in Japan — renowned worldwide for their quality — which guarantees customers top-level reliability. It takes a unique approach to product development which addresses the concerns of customers who are frustrated with reliability issues when using notebook PCs. Fujitsu combines innovative designs, world-class manufacturing, and rigorous testing to drive higher quality and increased reliability.
Technology improving reliability — Many Fujitsu notebooks come with a Spill-resistant Keyboard, providing users with a complete peace of mind from accidental spills. There’s also the dual system of protection that Fujitsu builds around hard drives, which helps reduce vibrations, minimize errors, and extend drive life. Some models come with intelligent 3D Shock Sensor technology that protects the hard drive from accidental bumps, vibrations, and drops that could otherwise destroy valuable data.
Service commitment - In April 2001, Fujitsu launched its Qfinity program with the goal of providing a wide range of world-class services that enhance the customer experience.
The name Qfinity combines the “Q” of quality with the “finity” of infinity, and thus expresses the idea of pursuing quality to infinity. The Qfinity program follows the Plan, Do, Check, Act (PDCA) cycle not only in the exhaustive pursuit of functionality and enhanced reliability, but also in improving quality in many aspects of work, including customer response, product delivery, and costs.
In order to achieve the highest stability and quality while fulfilling the various certifications, Fujitsu LIFEBOOK and Tablet PCs are tested and evaluated in the company’s own certified test centres. Quality tests include:
Green
Fujitsu recognizes that the environment is a vitally important business issue and takes its corporate citizenship responsibilities seriously. This includes providing more environmentally-friendly products and services and extends to the ongoing pursuit of green activities in every area of its operations. Fujitsu observes all environmental regulations in its business operations and actively pursues environmental protection activities on its own initiative.
Developing plant-based plastics - Fujitsu has developed a new plant-based plastic with better heat resistance, and has incorporated it into its notebook computer model where it forms 70% of the notebook’s case. Based on corn and caster oil plant bean to PC housing, Fujitsu helps save oil resources and reduce greenhouse gas emission.
In addition to plant-based plastics, Fujitsu is incorporating other advanced environmentally-friendly materials to its LIFEBOOK, such as:
Promoting product recycling - Fujitsu recognizes the responsibility of manufacturers to process end-of-life IT products appropriately, and it began the recycling of business IT products in Japan in 1995, well before the legal requirements for such recycling were enacted.
Using this as an opportunity, Fujitsu has worked proactively to construct recycling systems for end-of-life IT products outside Japan as well. As of fiscal year 2007, Fujitsu has constructed its own recycling systems in Europe, North America (the US and Canada) and Asia (Singapore, Hong Kong, the Philippines and Australia).
Fujitsu has committed to the promotion of a cleaner environment and complies with the European Union’s Restriction of Hazardous Substances directive (RoHS) across its products. In addition, Fujitsu has established a set of commitments that goes beyond RoHS requirements, thus allowing it to stay keenly focused on its customers’ health and well-being as well as to embrace a healthier environment for all. By adopting a green factory concept and being committed to the cause of energy-efficient computing, Fujitsu also fights to sustain the Earth as a sponsor and a member of the Climate Savers Computing Initiative.
The Infinity Mark
Fujitsu is a name trusted by customers worldwide to deliver quality, reliability and affordability. The central Infinity circles of the Fujitsu’s Infinity Mark, symbolizing “earth” and “sun”, represent the ever-evolving technology and the infinite possibilities of Fujitsu and its customers.
A Quick History of Fujitsu PC
The company’s strong history of quality, service excellence and innovation dates back to 1981 when it introduced its first personal computers. That was followed by the FM TOWNS with image processing capabilities in 1989.
In October 1993, Fujitsu changed direction and introduced its first IBM PC/AT-compatible computer. The release of the FMV series in 1995, pre-installed with all the necessary software, was a turning point for Fujitsu’s personal computer business. With the FMV, Fujitsu aimed to become a major player in the personal computer market.
Thus, Fujitsu ventured beyond the business-use computers into the personal computer market. Strong profits from the semiconductor division at the time propelled Fujitsu to make this jump.
Fujitsu PC Milestones
Awards Received
Over the years, Fujitsu has garnered numerous awards from internationally acclaimed publications. This has led to the further explore the sphere of avant-garde PCs, to meet the expectations of users of which they have not yet realized they actually have.
Some of the awards Fujitsu have received for its notebook PCs include:
A LIFEBOOK for Every Need
Customers can choose from a wide selection of LIFEBOOK models, ranging from the all-round LIFEBOOK A Series to the ultra-portable LIFEBOOK P Series for frequent travellers, and the superior lightweight LIFEBOOK S Series.
Over the last 20 years Fujitsu has consistently used the LIFEBOOK to showcase groundbreaking first-to-market features, such as the first notebook with embedded 3G/UMTS technology, the first modular notebook, and the first use of eco-friendly system parts made from plant-based materials. Across the entire LIFEBOOK line-up, customers can expect industry-leading reliability, state-of-the-art connectivity and the highest security, even including Advanced Theft Protection to make sure that data stays secure.
* ESPRIMO FH550/3AM and Raku Raku PC is solely sold in Japan only.
Technology improving reliability — Many Fujitsu notebooks come with a Spill-resistant Keyboard, providing users with a complete peace of mind from accidental spills. There’s also the dual system of protection that Fujitsu builds around hard drives, which helps reduce vibrations, minimize errors, and extend drive life. Some models come with intelligent 3D Shock Sensor technology that protects the hard drive from accidental bumps, vibrations, and drops that could otherwise destroy valuable data.
Service commitment - In April 2001, Fujitsu launched its Qfinity program with the goal of providing a wide range of world-class services that enhance the customer experience.
The name Qfinity combines the “Q” of quality with the “finity” of infinity, and thus expresses the idea of pursuing quality to infinity. The Qfinity program follows the Plan, Do, Check, Act (PDCA) cycle not only in the exhaustive pursuit of functionality and enhanced reliability, but also in improving quality in many aspects of work, including customer response, product delivery, and costs.
In order to achieve the highest stability and quality while fulfilling the various certifications, Fujitsu LIFEBOOK and Tablet PCs are tested and evaluated in the company’s own certified test centres. Quality tests include:
- Drop test — ensures notebooks are durable and can withstand impact from accidental falls.
- Shock test — ensures notebooks can withstand shock impact while maintaining functionality.
- Vibration test — ensures notebooks are resistant and enduring even if subjected to rigorous vibrations.
- Concentrated pressure test on LCD cover — ensures screens do not crack or break easily under moderate pressure.
- Open-and-shut test — hinges are tested to exceed a lifespan of opening and closing.
- Repeated pressure test — a specified load is repeatedly imposed on. notebooks to make sure that all keyboard parts are unaffected by the loads
- Connector tension test — durability of connector ports is tested on respective interfaces such as AC adaptor, USB, PS/2 and PC card. Testing involves repeated insertion and removal, and pulling of cables with considerable force.
Green
Fujitsu recognizes that the environment is a vitally important business issue and takes its corporate citizenship responsibilities seriously. This includes providing more environmentally-friendly products and services and extends to the ongoing pursuit of green activities in every area of its operations. Fujitsu observes all environmental regulations in its business operations and actively pursues environmental protection activities on its own initiative.
Developing plant-based plastics - Fujitsu has developed a new plant-based plastic with better heat resistance, and has incorporated it into its notebook computer model where it forms 70% of the notebook’s case. Based on corn and caster oil plant bean to PC housing, Fujitsu helps save oil resources and reduce greenhouse gas emission.
In addition to plant-based plastics, Fujitsu is incorporating other advanced environmentally-friendly materials to its LIFEBOOK, such as:
- Magnesium alloy (the first in the world)
- Halogen-free plastic
- Recyclable painting
- Chrome-free copper plate
- Recycled plastic
- Mercury-free and energy-efficient back-light LED that allows for brilliant viewing and enables longer battery life. Without using mercury and low power consumption, the back-light LED contributes to environment conservation
- ECO Button (shift to power saving mode), a one-touch button that shifts the PC into power saving mode.
Promoting product recycling - Fujitsu recognizes the responsibility of manufacturers to process end-of-life IT products appropriately, and it began the recycling of business IT products in Japan in 1995, well before the legal requirements for such recycling were enacted.
Using this as an opportunity, Fujitsu has worked proactively to construct recycling systems for end-of-life IT products outside Japan as well. As of fiscal year 2007, Fujitsu has constructed its own recycling systems in Europe, North America (the US and Canada) and Asia (Singapore, Hong Kong, the Philippines and Australia).
Fujitsu has committed to the promotion of a cleaner environment and complies with the European Union’s Restriction of Hazardous Substances directive (RoHS) across its products. In addition, Fujitsu has established a set of commitments that goes beyond RoHS requirements, thus allowing it to stay keenly focused on its customers’ health and well-being as well as to embrace a healthier environment for all. By adopting a green factory concept and being committed to the cause of energy-efficient computing, Fujitsu also fights to sustain the Earth as a sponsor and a member of the Climate Savers Computing Initiative.
The Infinity Mark
A Quick History of Fujitsu PC
The company’s strong history of quality, service excellence and innovation dates back to 1981 when it introduced its first personal computers. That was followed by the FM TOWNS with image processing capabilities in 1989.
In October 1993, Fujitsu changed direction and introduced its first IBM PC/AT-compatible computer. The release of the FMV series in 1995, pre-installed with all the necessary software, was a turning point for Fujitsu’s personal computer business. With the FMV, Fujitsu aimed to become a major player in the personal computer market.
Thus, Fujitsu ventured beyond the business-use computers into the personal computer market. Strong profits from the semiconductor division at the time propelled Fujitsu to make this jump.
Fujitsu PC Milestones
- 1981 – Introduced Fujitsu’s first personal computer, FM-8, and its first business-use personal computer, FACOM9450
- 1984 – FACOM K series led small business computer market
- 1989 – Unveiled FM-TOWNS 32-bit “hyper-media” personal computer
- 1993 – Introduced FMV Series of personal computers supporting Microsoft Windows
- 1995 – Released FMV-BIBLO, B5-size software preinstalled notebook computer
- 1999 – Announced Fujitsu Siemens Computers, a joint venture with Germany-based Siemens AG
- 2001 – Released FMV-BIBLO LOOX, world’s first mobile computer offering built-in 64Kbps wireless data transmission
- 2002 – Announced expansion of global alliance with Microsoft and pioneered the use of energy-efficient, biodegradable plastic in notebook computers
- 2006 – Delivered castor oil-based biodegradable plastic
Awards Received
Over the years, Fujitsu has garnered numerous awards from internationally acclaimed publications. This has led to the further explore the sphere of avant-garde PCs, to meet the expectations of users of which they have not yet realized they actually have.
Some of the awards Fujitsu have received for its notebook PCs include:
- Good Design Award 2009: Fujitsu Notebook PC FMV-BIBLO R Series (LIFEBOOK P8110)
- Good Design Award 2009: Fujitsu Tablet PC STYLISTIC TB15/B
- IF Award 2007: Ultra-mobile PC concept
- Good Design Award 2006/IF Award 2007/Red Dot Design Award 2007: LIFEBOOK Q Series
- Good Design Award 2006/IF Award 2007: LIFEBOOK P Series
- Good Design Award 2006,2007: LIFEBOOK S Series
- Good Design Award 2007/IF Award 2007: LIFEBOOK T Series
A LIFEBOOK for Every Need
Customers can choose from a wide selection of LIFEBOOK models, ranging from the all-round LIFEBOOK A Series to the ultra-portable LIFEBOOK P Series for frequent travellers, and the superior lightweight LIFEBOOK S Series.
Over the last 20 years Fujitsu has consistently used the LIFEBOOK to showcase groundbreaking first-to-market features, such as the first notebook with embedded 3G/UMTS technology, the first modular notebook, and the first use of eco-friendly system parts made from plant-based materials. Across the entire LIFEBOOK line-up, customers can expect industry-leading reliability, state-of-the-art connectivity and the highest security, even including Advanced Theft Protection to make sure that data stays secure.
- LIFEBOOK S Series
Exude style, quality and excellence with the LIFEBOOK S Series. Among the thinnest and lightest notebooks in the world, they are both lightweight and powerful. The LIFEBOOK S Series is also a stylish mobile companion that offers affordable high performance with a host of user-friendly features that go beyond good looks - LIFEBOOK U Series
Revolutionize the way you work, play and entertain with the LIFEBOOK U Series. Delivering robust computing capabilities anywhere you go, take the leap into ultra mobility with the LIFEBOOK U Series. - LIFEBOOK T Series
Whether you’re working while on-the-go or jotting down important meeting highlights, have the flexibility whenever you want it. Usable as a Tablet PC or notebook, the LIFEBOOK T Series offers the ultimate in flexibility and power. - LIFEBOOK P Series
The LIFEBOOK P Series’ light and elegant design makes it particularly appealing to those who want to travel with light and stylish notebooks. - LIFEBOOK M Series
Targeted at young professionals for leisure and productivity, the LIFEBOOK M Series embraces style and function completely. This range is thoughtfully crafted to meet your needs: always on-the-go and always the best to answer user-friendliness and technological capabilities. - LIFEBOOK L Series
The LIFEBOOK L Series is the stylish companion ideally suited to make any Generation Y-er outclass and outperform his or her peers. It’s a trustworthy solution that caters to your daily essential usage without being hard on your pockets. - LIFEBOOK E Series
The LIFEBOOK E Series offers you the extensive features of a secure notebook with excellent performance. Equipped with crystal clear display screens plus the capability for high graphics performance, this range is truly top of the line. - LIFEBOOK A Series
The LIFEBOOK A Series is a value-priced yet full-featured notebook for the consumer as well as the business user. From powerful processing technology to a comprehensive connectivity suite, it’s a truly well-equipped system that would not overwork your budget.
* ESPRIMO FH550/3AM and Raku Raku PC is solely sold in Japan only.
