Fujitsu 2013 Annual Report Download - page 23

Fujitsu faces an increasingly challenging business environment in PCs and mobile phones.
Going forward, what are your business strategies and the issues you foresee?
We will switch to profitability-focused strategies in the mobile phone businesses. Leveraging user-
interface technology together with the creation of ICT services in the cloud era, we aim to work with our
customers to generate new businesses based on ubiquitous devices.
Q.6
A.6
We very clearly recognize that the outlook for the PC and mobile
phone businesses is severe.
PC Business Initiatives
In the PC business, we saw profitability deteriorate in fiscal 2012
after adopting a volume-driven sales strategy in European
emerging markets. Thereafter, we changed course to a
profitability-focused sales strategy, and were able to eliminate
most of the losses in the second half of the year. In Japan, too,
we are switching to a profitability-focused business model by
avoiding price-based competition in consumer products and
further narrowing down our lineup. Now we will focus on
expanding sales based on a value-added product strategy that
includes the “My Cloud” service for consumers packaged as a
set with other offerings.
Mobile Phone Business Initiatives
In the mobile phone business, sales volume has been declining
due to intensified competition with global players. In this envi-
ronment, Fujitsu was unable to achieve its initial earnings
target for this business in fiscal 2012 due to quality issues and
higher component costs following the yen’s depreciation.
Looking ahead, Fujitsu will work to address the dual priorities of
cost and quality by narrowing down its lineup to strong-selling
models, while concentrating development resources, mainly
through platform integration.
The PC and mobile phone markets have seen tremendous
upheaval. While demand for conventional PCs has stagnated
due to market penetration of smartphones and tablet PCs, a
wide array of services for mobile devices is now being launched.
In step with these developments, we have transferred around
100 employees from conventional PC development and market-
ing to the growing fields of mobile services and next-generation
device development.
Fujitsu has up until now worked to develop ubiquitous
solutions, primarily ICT services for corporate customers. Looking
ahead, we intend to expand these services for consumers.
Bringing ICT services to consumers are PCs and mobile phones.
Leveraging this kind of user-interface technology for the cre-
ation of ICT services in the cloud era, we aim to work with our
customers to generate new businesses based on the foundation
of ubiquitous devices.
They also need to be borderless and have global capabilities.
Fujitsu believes that the introduction of cloud computing will
enable information to be used in sophisticated ways by people
who are active on the frontlines of business and in social
infrastructure system fields. Guided by the concept of “On-
demand Everything,” Fujitsu has rapidly integrated and pro-
vided cloud services that fulfill customers’ objectives, while
responding flexibly to their needs.
In response to the diversifying cloud-related needs of
customers, Fujitsu has strengthened its product lineup consid-
erably. We have done so by systematically reorganizing our
cloud products and services under the Fujitsu Cloud Initiative.
Fujitsu’s strengths in cloud services lie in its ability to provide
an expansive range of services. These range from cloud ser-
vices that can be easily introduced to services that can be
deployed globally. Fujitsu has 100 cloud specialists and 2,000
cloud integrators who can select the optimal combination of
cloud services for customers, provided from robust datacenters
and service bases around the world.
Sales related to the cloud business in Japan have grown
steadily, from about ¥100.0 billion in fiscal 2011 to about
¥150.0 billion in fiscal 2012. We are projecting even further
growth for fiscal 2013, with a sales target of ¥300.0 billion. By
continuing to launch competitive new products, we hope to
achieve this target.
Big Data Initiatives
In the new field of big data, Fujitsu is proposing systems that
generate new value from data within and outside companies
to continuously support innovation among its customers and
society. We aim to help customers make sophisticated use of big
data to achieve such goals as refining marketing activities,
optimizing supply chains, and enhancing products and
services. To do so, we have systematically restructured our
cutting-edge services and products under the Fujitsu Big
Data Initiative. We have also opened the Big Data Initiative
Center. Here, we provide one-stop support for customers
seeking to use big data. With a support team of 800 people,
we provide assistance ranging from advising customers on big
data utilization to creating new value through hypotheses-
driven proposals, analyzing and interpreting data, and har-
nessing leading-edge technology and sophisticated
data-analysis capabilities.
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FUJITSU LIMITED ANNUAL REPORT 2013
MANAGEMENT