Simon Lane told ProPrint that it was important for a company of Fuji Xerox’s stature to assess the state of the industry and its future.

“One of the things we’re anxious to do is be seen as a thought leader,” he said.

“It’s not good enough to say you have to change – you also have to demonstrate how.”

Lane has been promoted to the new role of chief marketing officer after four years as national manager of graphic communications.

Fuji Xerox’s increasing transformation into a services business made it essential to consolidate its “diverse marketing and communications initiatives”, according to managing director Nick Kugenthiran.

Lane said he would play the role of “brand shaman” by embracing Fuji Xerox’s values, particularly close customer contact.

He described the industry as an “increasingly competitive” environment that was forcing competitors to fight harder to make profits on expensive technical solutions.

“It’s clear there are a lot of pressures being brought to bear in the market,” he said.

“When you’re the market leader you have to fight hard to retain that position.”

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