Revolutionizing Digital Document Management Through Education and Accessibility

In the interview with Adrian Cafferkey, Regional Head for Middle East & Africa at PFU, he discusses with the Integrator their innovative offerings, market accessibility, partnerships, distribution model, and market presence in the region.

Could you elaborate on your company and the innovative technology you’re introducing, which seems promising for streamlining tasks and improving efficiency?

Our product portfolio comprises three distinct segments. Firstly, we offer an imaging capture solution consisting of 34 different scanners along with our PaperStream Capture Pro application. Secondly, we’ve introduced a premium projector AV range into the GCC market. Thirdly, we provide office applications including monitors and 360-degree cameras for meeting devices.

How does PFU’s two-tier distribution model in the Middle East and Africa benefit end-users in sectors like finance, banking, and government?

In the Middle East and Africa, we employ a two-tier distribution model. We partner with authorized distributors in the GCC and Africa, who then distribute our imaging capture solutions to end-users through a network of reseller partners. These end-users span various sectors, including finance, banking, and predominantly government departments that are adopting compliance measures for document management.

Are these products already accessible in the UAE market?

We have a warehouse facility in Jebel Ali that enables our partners to promptly access stock as needed, whether for tender demands or regular business needs. Additionally, we conduct frequent seminars throughout the GCC and Africa, akin to our ICC (Imaging Channel Capture) days, where we invite our reseller network. During these sessions, we provide knowledge transfer on our scanners, software, projectors, and 360-degree cameras, empowering our partners to identify sales opportunities in the market.

What are the strategic benefits of PFU Global’s acquisition by Ricoh, and how does this new ownership structure enhance PFU’s role in the imaging capture segment and distribution network?

Ricoh’s decision to invest in our organization stems from two main reasons: firstly, our position as the global leader in the imaging capture segment, holding a 29% market share in the Middle East and Africa; and secondly, our extensive distribution network, which Ricoh sees as a valuable asset. Now, as a subsidiary of Ricoh, we serve as an additional arm to their business.

How does PFU ensure its products cater to various budgetary needs, and what role do the imaging partner program and regional seminars play in educating partners and end-users?

We offer premium Japanese products known for their efficiency and quality. Our product range caters to various budgetary needs, providing both cost-effective options and premium offerings. We actively engage with our partners to educate them about the features and benefits of our products, demonstrating the value they offer. We have an imaging partner program through which resellers can access information, pricing, sales, and marketing promotions. This program serves as a communication tool between us and our partners. We conduct regular seminars across different regions, including West Africa, East Africa, South Africa, and the GCC, where we showcase our products and services to both partners and end-users, highlighting their capabilities and importance to us. Our products have been widely adopted by numerous government departments throughout the UAE, demonstrating our strong presence and successful deployment in the region.