Over 35 years ago, Thai Fuji Xerox began operations as a joint venture -- with a staff of 10 committed to providing Xerox brand machines to the Thai market. Today, the company employs 1,200 people and a network that covers all of Thailand.

Tsukao Okubo, president of Thai Fuji Xerox, says the strength of his company’s network lies in the local knowledge available in the market: “After sales service is of primary importance to us. Our main objective is to install the equipment, then educate our customers in order to change or improve their working process in order for them to create documents efficiently. In effect, our business really starts after we’ve installed the machines.” “Once we provide these solutions to companies, the direct result is that they become more competitive,” he continues. “So it is of utmost importance to train our people to develop a keen understanding of our customer’s needs. It’s not enough that our people know our equipment -- they also have to understand how our customers use them.”

Tsukao Okubo, president of Thai Fuji Xerox

Since his arrival in 1996, Okubo has been both a catalyst of innovation and a witness of change. In that time the company has evolved from merely being an equipment supplier to providing solutions, from being focus oriented to being systems oriented and from serving a price-oriented market to servicing today’s benefits-oriented business environment. Okubo has also seen Thailand emerge from the Asian crisis and enjoy the current growth being seen throughout the business world.

“Throughout our long history, we’ve proven time and again to our customers how much we value our responsibility to providing good service,” he states. “We have a loyal customer base because they recognize the quality of our service and maintenance.”

A directive from Fuji Xerox’s global headquarters has recently made other Fuji Xerox companies worldwide change their names. However, Okubo intends to keep the Thai Fuji Xerox name alive as it reflects the close relationship between the company and the country;

“Our marketing and management style is Thai and our responsibility is to the people of Thailand,” explains the company’s enthusiastic president. “I refused to change the name out of respect and appreciation for the Thai people, as they are the ones who make our business.”

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