Ricohs strategic shift- from selling products to selling the program.docVIP

 PAGE \* MERGEFORMAT 11 Ricoh’s strategic shift: from selling products to selling the program Ricoh Executive Director Hideko Kunii rushing day in three places: in Tokyo, the Ricoh R amp;amp; D headquarters ‘Omori cause’, based in Yokohama, the ‘Shin-Yokohama cause’ (The Institute brings together a sales force of Ricoh office systems ), and Hideko Kunii in Tokyo its Director in the Institute of Software. 20 years ago, Hideko Kunii from the United States to join a computer software development company to the Ricoh, Ricoh Software Research Center as director of research and development to become the central figure of Ricoh copiers. With the development of information society, the network has become an important part of life, and therefore, in the design and development of copiers, software experts, it plays an important an important role. ‘Copier copier to sell only be regarded as the era has ended. ‘Hideko Kunii said. Ricoh practiced in the past, ‘to the lowest cost of production performance of the best copiers, and to a strong sales force to market’ strategy has long been obsolete. Right now, in Japan copier industry, the phenomenon of polarization became increasingly obvious that its important dividing line is to see if it can use digital products for the user’s information systems program, and thus enhance the marketing capacity. This is just look at each company’s annual operating results will be clear. Japan’s three major copier manufacturers, only their domestic sectors to compare office equipment, Fuji Xerox and Canon, although sales increased, but sales of the reduction of profits, only Ricoh has maintained ‘income gain’, 7 consecutive years of record annual refresh Chuang. Link net profit last year off than the previous year into two, 640 billion yen. Ricoh’s’ a unique show ‘no coincidence that the company as early as four years ago, began to quietly changing its business strategy, from simply selling products to the use of products to provide cust