Technology has gone from a sector with clearly defined products and services to one that continually renews itself by creating new markets. Jon Chung, marketing director at Fuji Xerox (Hong Kong), has witnessed that change and gives his advice on succeeding as a marketeer in the industry.
What technology trends have shaped the way Fuji Xerox (Hong Kong) operates over the last few years?
In the past, technology was used primarily for developing better products for customers to generate new revenue streams for their businesses. Nowadays, however, we are seeing more companies using technology to improve internal business operations for maximising efficiency and minimising costs. For example, real-time energy control and monitoring systems can help a company set up energy usage rules and guidelines and thus help save energy costs.
There is also more awareness of the fact that, although technology is improving the world, it can be harmful to the environment – for example, if we don’t take careful precautions in the management of e-waste. Even before the government put forward recommendations for e-waste regulation for discussion in the Legislative Council, Fuji Xerox (Hong Kong) had already been recycling all parts of our printing products to ensure zero-landfill. Since 2004, we have recycled 12,000 tonnes of printers.
What effects are these trends having on marketing careers in this sector in Hong Kong?
Corporations understand that running a sustainable, eco-friendly business is becoming a requirement for gaining consumers’ trust. Therefore, designing products that are environmentally friendly as well as building the company’s brand image in this regard are very important. Marketing professionals should be constantly on top of environmental news and find ways to stay ahead of competitors.
What are the current recruitment challenges for firms like Fuji Xerox (Hong Kong) when looking for marketing talent?
As we have a diverse product and service portfolio – from hardware such as commercial and desktop printers to software and services such as document management solutions, human resources systems and energy-tracking systems – we need to look for marketing professionals who are quick adapters and fast learners. We must always react quickly to the market.
For example, the government recently launched the Technology Voucher Programme to support SMEs in using technological services and solutions. In five days our team created a brochure from scratch on the programme and how we can help companies apply for it. We also built a webpage in ten days.
Has Fuji Xerox made any changes to its recruitment strategy recently?
Our recruitment strategy has always been the same. We look for passionate, creative and collaborative individuals. Our current staff is around 900-strong and we are always looking forward to more new faces joining.
What separates a great marketing professional in your sector from just a good one?
A great marketing professional is passionate about their work and distinguishes themselves by cultivating a real interest. If someone is passionate about their role in marketing, they are more likely to excel and achieve their company’s goals.
Can you outline the path your career took to get to your current role?
I started as a sales manager at an IT company. After I joined Fuji Xerox (Hong Kong), I rotated between the product and marketing departments every one to three years. By rotating in different roles, I acquired a better understanding of clients’ needs and thus improved my ability to develop products and services that suit them. Job rotation is central to our company’s success.
Are there any formal qualifications you would recommend marketing professionals in your industry acquire?
No qualifications are required as long as they are enthusiastic about IT products and services. Previous experience in the technology sector is preferred but not a must.
How easy is it for marketers from other sectors to move into the technology industry?
A marketer’s skill set is transferable, but I would recommend those who are interested in entering the technology sector to consider whether they can adapt to this ever-evolving and dynamic sector where you need to constantly learn about the industry. They can start by familiarising themselves with industry jargon such as ICT (information and communications technology), IoT (the internet of things) and M2M (machine to machine).
What is the hardest part of your job? And the most rewarding?
I have to keep up with industry movements and react quickly before our competitors do. This is challenging, yet exciting. I have been working at Fuji Xerox (Hong Kong) for over 10 years. Throughout this journey, I have had the interesting opportunity to witness this company expand from a hardware manufacturer to an integrated ICT solutions provider with a wide range of office products and service offerings.
Is a good work-life balance possible in your line of work? Do you have any tips on how to achieve this?
As a senior executive, work plays an important part in my life, but a professional should know how to keep work and life equally balanced. As a husband and father of a newborn baby, I want to take care of my family after work and have a family trip with them every year. So when I’m not at work, I trust my team to work independently and only work on their mobiles as needed. At the same time, I enjoy a lot of activities such as golfing and hiking, which relieve stress.
This article appeared in the Classified Post print edition as Adapting and updating.
