Fujitsu is reorganising to a more globalised structure across EMEIA (Europe, Middle East, India and Africa) and admitted that its set-up is "cumbersome" in attracting enterprise business.
Duncan Tait (pictured), head of EMEIA at Fujitsu, said the Japanese giant is going to base itself around new divisions rather than geographies.
"You have been used to seeing us before as a company structured in Europe, very much geographically," he said. "We have the Nordics, the UK and Ireland, central Europe with Germany and WEEMEIA, which is western Europe, eastern Europe, the Middle East, India and Africa.
"To make the breakthrough to be more of a global organisation, we are creating four businesses that will cut across all our geographic reach."
These four businesses are; the products business, which will be run by Michael Keegan; the managed infrastructure business, under Conway Kosi; the business and application services business; and the enterprise platform business.
This new structure will see these divisions run across EMEIA, and aim to make Fujitsu more industry-orientated.
"As we become less geographically focused and more business focused in EMEIA, it gives us the ability to accelerate and to serve the $160bn (£105.14bn) market which is Europe's top 100 companies," said Tait.
"Our previous structure made it a little bit cumbersome for Fujitsu to address that market. But now with a more global, more services and more digital organisation, it gives us the ability to go after that very large market. So we end up with an organisation that is much more aligned to the market and much faster to the market."
Tait went on to say that the enterprise is an area that has not been fully exploited by Fujitsu, but with this new structure it will hopefully address this.
"Let's be clear, the big money is in the companies and the big economies," he said. "One of the reasons Fujitsu globalises, is it gives us the ability to take on that very large market which for us is largely untapped. IBM has an 11 per cent market share, I think. Every one per cent we gain with Europe's top 100 companies is another $1.6bn. So the way we are structuring our organisation, the way we are investing, is about gaining market share."
He added that Fujitsu is not going to move away from the SMB market, and this area will increasingly be served by the channel.
"But the way we are moving the whole company globally, gives us the ability to target this much bigger market," he said.
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