South Africa Edition 2

of the existing portfolios. This was no start-up
company; it was a meeting of brands to create
one entity, with a comprehensive portfolio that
could strengthen the market presence of the
parent brands.
The brand and the company had to blend
German and Japanese influences; as the respective
strengths of the partners emerged, the new
product portfolio rapidly gained market approval.
The new brand enjoyed strategic alliances with
leading players like Microsoft and Intel.
Leveraging the strengths, innovation and
global reach of the brand, the South African
operation has more than met the needs of its three
target sectors for the last seven years.
THE PRODUCT
Fujitsu Siemens Computers constantly strives
to enhance user experience, and dedicates vast
research and development resources to ergonomics
and aesthetics. Products are designed to deliver
the best possible results in their class, while fitting
in with their designated environment. Consumer
products, such as the Digital Home Products range,
are sqarely aimed at improving user experience.
RECENT DEVELOPMENTS
In the field of PDAs, Fujitsu Siemens’ Pocket
LOOX T830 is one of the most versatile mobile
computing devices and was the first mobile phone
to incorporate GPS Navigation.
The company sells a broad range of notebooks
and the newest models are setting trends with
increased mobility options, like onboard UMTS
and built-in Conf Cameras which are ideal for
VoIP conferencing.
PROMOTION
Highly focused print media campaigns with strong
PR and media relations campaigns underpin
Fujitsu Siemens Computers’ occasional use of
outdoor advertising and a targeted TV sponsorship
of Supergolf. Co-operative advertising with Makro
includes focused brochure inserts into certain
publications and Internet advertising.
The Makro relationship also provides Fujitsu
Siemens Computers with opportunities in
Makro’s promotional calendar. Certain “fixeddate”
promotional times like Back-to-School and
Christmas allow for specific offerings for Makro
customers.
Targeted print advertisements and brochure
insert campaigns have proved extremely
successful for the brand and have contributed to
a high-level of sell-through of Fujitsu Siemens
Computers products.
The company’s website expressly targets and
assists its reseller community. The site advises of
upcoming training programmes and announces
special offers. It is a subscription site restricted
to registered resellers, who receive regular
promotional e-mails from Fujitsu Siemens
Computers.
BRAND VALUES
The essential qualities that define the Fujitsu
Siemens Computers brand are quality, leadership,
reliability, innovation, value and security. The
promise this brand makes to customers is quality
and reliability in the manufacture and selection
of components; as well as value. Though not the
cheapest, product quality and leading design and
technology offers customers a combination that
they find hard to match elsewhere.
Fujitsu Siemens Computers has a strong ethos
of corporate responsibility. From design and
manufacturing, to interaction with customers and
suppliers, this sense of responsibility guides dayto-day
business. The company sees this as a core
strength, setting it apart from competitors. It is
committed to being a company that delivers on the
promise of “IT - with a sense of responsibility”.
Socially and environmentally this sense of
responsibility has never had more significance.
As a leading IT provider employing over 11,000
people in operations across Europe, Middle East
and Africa - and so responsible for a sizeable
social and environmental impact - the company
understands the importance of living up to its
responsibilities.
Fujitsu Siemens Computers accepts those
responsibilities, understands the long-term
effects it has on society and the environment, and
develops goals in partnership with stakeholders
to manage the impact. This is not required of
Fujitsu Siemens Computers; it is simply the way
this company does business.
This is reflected in the “We make sure”
promise that accompanies the brand logo on
all material. “We make sure” is included in all
advertising and communication messages as a
commitment that reminds customers and staff
that Fujitsu Siemens Computers is unswervingly
committed to excellence.
Fujitsu Siemens Computers controls the
entire production and manufacturing process
behind its products, and manufactures certain
key components itself, thus ensuring product
quality. Substantial investment in research
and development delivers on customers’
expectations.
THINGS YOU DIDN’T KNOW ABOUT
FUJITSU SIEMENS COMPUTERS
Fujitsu Siemens Computers has a strong
sense of social responsibility, sponsoring
several arts and culture programmes in
South Africa
The company is a member of two
consortia in the NEPAD E-Learning
initiative aimed at increasing school
access to technology across Africa, and
is also a key technology sponsor of the
Buffalo City Campus
Fujitsu Siemens Computers is independent
of its parent companies, with its own
reporting structure