Executive Q&A: Todd Zimmerman, Division President, Fujifilm North America, Graphic Systems Division

IA: Tell us a little about your company, the segment of the market it serves, and what you consider to be your "core" users.

FUJIFILM North America Corporation, Graphic Systems Division serves the diverse needs of five major segments of the printing industry: commercial, newspaper, sign & display, label & packaging, and Industrial. Our core users vary by business segment, ranging from an offset printer using our Superia plate making system, to a sign-and-display house outputting wide-format on a Fujifilm Acuity or an Inca Onset press. Other core users include packaging shops that use our high-quality Flenex plates and flexo inks, or an industrial shop utilizing Fujifilm’s legacy screen ink solutions, as well as new advancements in production inkjet systems utilizing Fujifilm Inkjet Technology.

IA: How did you get involved with the company? What is your previous background?

I started in the graphic-arts industry as a high-school teacher, followed by a relatively long tenure with Kodak in a variety of roles, in both North America and Europe. I joined Fujifilm about 10 years ago, and enjoyed the opportunity to lead the National Accounts and North America sales organizations before moving into my current position.

IA: What do you consider your greatest achievement in this market?

From a Fujifilm perspective, it would be the visionary strategy our corporate CEO, Shigetaka Komori, put in place almost 15 years ago to truly reinvent a global organization that was founded and fueled primarily by ‘analog’ products ranging from consumer photographic film to x-ray films and graphic-arts consumables. Our “Second Foundation,” as he coined it, has positioned us as an innovative technology leader in a wide variety of disciplines.

From a personal perspective, it’s been the visionary work with my leadership team to balance the service needs of our long-term customers in the mature segments of the graphic-communications business with the ever-changing opportunities within new and growing sectors.

IA: If there was anything you could change, either about your career in regards to the print industry, your company, or the market as a whole, what would it be and why?

If I could change one aspect of the print industry it’s that we all need to do a much better job of connecting tangible ROI to the printed products we produce, so that retailers, brand owners, and corporate clients give us credit for the value we deliver. A common theme for me, whether it's talking with our sales teams, meeting with customers or participating on industry association boards, is that we all have to be more vocal about the tremendous positive value our industry delivers.

IA: What do you consider the greatest challenge to be for the industry right now? Why?

Attracting talent. It’s particularly difficult to attract talent when the industry is viewed as not thriving or growing. If we allow consumers to view print as a commodity, and not articulate the true value of our medium, bringing younger individuals into the industry will continue to be a challenge. Our future depends on recruiting the best and the brightest. Fujifilm has an active intern program, and provides funding for scholarship programs to college students seeking a career in our industry.

IA: What do you consider the greatest asset to be for the industry right now? Why?

For me, the greatest untapped asset is the tacit knowledge of the sales, production, and leadership teams within our industry. These individuals know how to solve client’s problems and optimize production methodologies. If we can find a way to connect this amazing collection of knowledge with the next generation of participants coming into the industry, then we have a unique opportunity to reposition print as a powerful, relevant, and cost-effective component of any marketer’s overall brand-communication strategy.

IA: What have been the biggest changes to the way we communicate with one another in the past few years? How would you recommend this industry take advantage of that?

Obviously the biggest change is the use of digital media. As someone who entered the workforce before the advent of mobile phones, it’s sometimes difficult for me to remember life before digital. Digital technology allows us to be constantly connected, to respond more quickly, and to communicate with larger groups much more efficiently. Attention spans are shorter, which has led to the explosion of video content. The ability to cost-effectively produce and distribute videos – whether it's a high-production value add, a customer testimonial, or a simple tutorial showing how to properly maintain a piece of equipment. Our customers and prospects have come to expect much more of our messaging to include a video component.

IA: Looking ahead, what major innovations or technologies do you believe will shape the future of the industry? Why?

Digital print production clearly isn't a new development, although there are several sectors where the adoption of toner-based and inkjet output is in its early stages – sheetfed commercial and packaging most notably. Fujifilm made a massive commitment and investment into inkjet technologies in the early 2000s, which we branded as Fujifilm Inkjet Technology (FIT) at drupa 2016. FIT is comprised of Inkjet Printheads, Functional Fluids (Inks), and Optimization Software to deliver integrated solutions to a myriad of printing and decorating applications. The ability to customize, regionalize and even personalize almost any conceivable surface is the future of our industry – it’s our opportunity to keep print relevant and valuable in an increasingly digital world.

IA: What is the biggest piece of advice you would give to printers and others involved in this industry?

Don’t be shy about promoting the value of print. If I had a dollar for every article I’ve read about the imminent death of the printing industry, I would probably be a millionaire at this point. While there is no denying that there are segments which have moved from mature to decline, there are also many which are healthy, and yes, actually growing, such as packaging and industrial applications.

IA: Is there anything else you would like to share with our readers?

It’s up to all of us to keep print alive and well. If we continue to think innovatively about print applications, and push to further developments to integrate online media with print, we will ensure the long-term sustainability of our industry.