Fujitsu 2009 Annual Report Download - page 16

A.3 We aim to go beyond simply providing IT solutions to customers. We aim to utilize IT to contribute
to the success of our customers’ entire businesses.
Q.3 Tell us a little more about what you mean by thinking from the
perspective of your customers’ customers.
Fujitsu aims to help customers succeed in their busi-
nesses, not simply supply IT to them. This is what we
mean by the perspective of our customers’ customers.
In order to contribute to our customers’ businesses, we
must think from the perspective of their customers.
One initiative in this area is the Field Innovation
concept proposed by Fujitsu. In order to improve
business, we have to make improvements not just in
terms of IT but also with a view to the people and
processes involved. Field Innovation brings specific
business issues into focus and implements reforms
that consist not only of IT solutions but also consider
the way people work, their skills, and business pro-
cesses. We are currently training Field Innovators able
to promote this approach together with customers.
In-house personnel with extensive experience in vari-
ous business fields are being selected for the program.
Approximately 150 managers were trained in the first
phase of the program, which started in October 2007,
and some 170 managers were trained in the second
phase that began in October 2008.
The 150 or so Field Innovators trained in the first
phase of the program completed trial projects in-
house and at customer sites. Full-fledged activities for
customers have commenced as of April 2009. Field
Innovators are responsible for making improvements
together with the customer based on a firsthand
understanding of the customer’s situation. At the same
A.2 We will continue to transform Fujitsu through our focus on the customers’ customers, globalization,
and sustainability.
Q.2 One year has passed since you were appointed president of Fujitsu.
As president, how are you reforming the company and what direction are
you setting for management over the medium term?
Fujitsu has been conducting management from a
customer-centric perspective. Since taking over from
former President Hiroaki Kurokawa one year ago, I
have promoted reforms aimed at new targets while
continuing in the direction he set. The reforms are
focused on three areas: thinking about our customers’
customers, globalization, and ensuring that we con-
tribute to the creation of a sustainable environment.
Customer-centric management will always be an
important part of the agenda at Fujitsu. However, first
and foremost, customer-centric management involves
widening our field of view from customer IT to the
customer’s entire business. This primarily means think-
ing from the perspective of our customers’ customers.
As for globalization, we have abandoned our
traditional Japan-centric approach and adopted a
global perspective to doing business. Our slogan in
this regard is “Think Global, Act Local,” which means to
translate the global perspective into local action in
each region. We have already started major reforms
focused on this. (Refer to the feature on page 22–25
for more information.)
In the third area of transformation, sustainability,
we are committed to making environmental contribu-
tions to preserve the Earth for generations to come. IT
has the power to improve environmental efficiency
throughout society. We are committed to reducing the
impact of environmental activities on the environment
by leveraging this potential. Sustainable management
is certainly a major issue for companies going forward.
Fujitsu will harness the power of IT to reduce the
environmental impact of its own activities as well as
that of its customers and society at large.
A Conversation With the President
014 ANNUAL REPORT 2009
FUJITSU LIMITED