Fuji Xerox celebrates 30 years, goes greener and updates logo

Alex Zaharov-Reutt
Tuesday, 22 April 2008 11:51

Opinion and Analysis

Last week, Fuji Xerox celebrated the 30th year of the laser printer with several new models, including colour lasers, LED and Phaser ‘solid ink’ printers. Although there are some consumer models, most are aimed at business and enterprise, with new ‘green’ models aimed at separating Fuji Xerox from the rest of the printing pack.

Fuji Xerox as a company has been around for 45 years, and it’s amazing to think of all the technological developments that happened in that time.

Of course, Fuji is also known for the invention of Ethernet and the graphical user interface, among other things, but we’ve also seen the entire modern computer revolution happen in the time that the laser printer was first born.

In today’s world, environmental concerns are at the forefront, and even if some poor souls think that global warming is just bunkum, the move towards sustainability, energy savings and lower costs is a good thing for all – after all, why waste resources unnecessarily?

Aiming to really make its mark in the ultra competitive printer market, Fuji Xerox has changed its logo from the ‘digital X’ most would know well, into a more rounder, softer, warmer, friendlier red and white logo that you can see at Fuji Xerox’s home page, a logo that is being progressively rolled out over the next 18 months, while also importantly qualifying for the new Environmental Choice Australia Mark (ECAM) which no other printer company can yet claim to also qualify for.

Fuji Xerox says the Australian market is worth AUD $300m, and that you need to really stand out to get your voice heard, which the ECAM just one way of doing it, following ’10 years’ of existing ‘green activity’ from Fuji Xerox.

21 of Fuji Xerox’s single and multi-function products available in Australia now qualify for the ECAM label, administered by Good Environmental Choice Australia Limited, a not for profit organisation which operates Australia’s only Type 1 Life Cycle Analysis based eco-labelling scheme, based on the ISO 14024 international standard for third party environmental labelling.

When asked if competitors also qualify for environmental labels, Fuji Xerox indicated that while some may qualify for local, Australian marks, they do not qualify for the ECAM label which has internationally recognised standards that are very stringent and look at the entire life cycle, not just specific elements of the printing chain.

Fuji Xerox explain that “Only companies who have ISO 14001 certification and demonstrated their good environmental practices are eligible to apply for the ISO 14024 certification product certification.  ECAM certified printers are assessed based on a product’s total environmental load which takes into account the energy efficiency through a product’s life cycle, whether hazardous substances are emitted or disposed off in the production, operation and the end of its life.”

Given that this sounds pretty prestigious, competitors can be certain Fuji Xerox will push it for all its worth in winning big contracts, especially as it is true, and environmental concerns are an important part of today’s tendering processes.

Adrian Johnson, General Manager, Australia and New Zealand of Fuji Xerox Printers said, “Fuji Xerox Printers has continuously pioneered advances in printing from inventing the world’s first laser printer to producing environmentally friendly printing solutions. As the first and only printer vendor in Australia to offer a full range of eco-certified solutions across all market sectors, we are demonstrating our commitment towards helping businesses play their part in protecting the environment and reducing resource use.”

“Fuji Xerox Printers products have complied with eco-certification requirements in Japan and Canada and we are proud to be awarded with the Environmental Choice Australia Mark across such a wide range of our printers.  Businesses who are concerned about sustainability and meeting their obligations towards protecting the environment can now rely on Fuji Xerox Printers as their preferred solutions provider for Environmental Choice Australia Mark certified products.”

So, what else is Fuji Xerox doing to improve its environmental footprint – and that of its printing customers? Please read onto page 2.