Fujitsu Siemens talks up responsibility

Fujitsu Siemens Computers (FSC) has responded to its own customer research with the launch of a new branding campaign based upon the concept of responsibility.

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By  Matthew Wade Published  June 12, 2004

Fujitsu Siemens Computers (FSC) has responded to its own customer research with the launch of a new branding campaign based upon the concept of responsibility. The firm is aiming its new promotion at the twin market segments of large enterprises and Small and Medium Enterprises (SMEs) after its research found that the most important criteria for both types of customers was whether or not a vendor took a responsible approach to their IT requirements. "Fujitsu Siemens Computers has worked hard over the past three years to live up to the image of an innovative and responsible global IT vendor, not only through our products but also through our approach to customers," said Sheila Bibi, marketing operations manager, Fujitsu Siemens Computers. "Creating quality products based on customer needs has been our forte. Our new campaign highlights this customer-centric philosophy by celebrating the sense of responsibility that forms the core of all that we do. We are positive this campaign will strengthen the trust that our customers in the MENA region have placed in us." Users in the region can expect to see FSC promotions over the coming months featuring tag lines such as "Flexibility is based on instinct, or a sense of responsibility" (to showcase the convertible Lifebook T tablet PC), "Intelligent systems work without lead, but not without responsibility" (to promote the Scenic E green PC) and "Mobility, instinct or responsibility?" (to highlight the company’s Stylistic Tablet PCs). FSC claims its new branding campaign is meant to speak to its customers on their terms. According to Bibi, it is also designed "to promote the strong company image of being a responsible IT vendor. We continue with our customer promise: We make sure." As well as being designed to stimulate SME interest in its products, FSC’s new promotional push will, it claims, help address the solutions customers need, thereby providing additional business for channel partners. The primary research that FSC conducted and which subsequently inspired its new campaign was completed in March this year and involved surveying approximately 600 IT decision makers from IT Manager to CIO level across France, Germany, Italy, Spain, Sweden and UK. Earlier this month Fujitsu Siemens Computers (FSC) announced a profit of US$76 million for the 2003-2004 fiscal year, representing an 8% increase over the previous year. In the Middle East and Africa (MEA) market, FSC recorded a growth of 77%. The key growth areas were mobility and servers, with the mobility sector growing by 80% and servers by 147%, mainly in the markets of Kuwait, Qatar, Bahrain, Oman and the Levant.

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