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Toshihisa Iida No Longer Fujifilm Electronic Imaging Division General Manager and Becomes new CEO of Fujifilm EU


Today I have a bit of mixed feelings, sad and happy at the same time.

Let me explain.

Fujifilm manager Toshihisa Iida is arguably the most representative face of the Fujiflm X/GFX series.

As general manager for Fujifilm electronic imaging products, he was the guy, who stood on the stage to introduce the most important new Fujifilm X/GFX gear, he lead the Fujifilm X summits, and his interviews were always the ones we read with the biggest care, as he was the guy, who, at the end of the day, had to take the final decision in which direction the Fujifilm X/GFX series should go.

For us Fujifilm lovers he was definitely a point of reference and one of those high ranked Japanese Fujifilm managers we loved most for his dedication, vision and passion for photography and the X/GFX series.

You’ll get an intimate looks into his life and work in this brilliant documentary.

And now the news.

Toshihisa Iida has just been promoted, and he is now the new President and Managing Director at Fujifilm Europe.

And while I am happy that such a competent person gets a step higher into his career, I am also a bit sad that he is now no longer dedicated to Fujifilm’s camera/lens development only.

In fact, in his new role as Fujifilm EU CEO, he will take care of Fuji’s medical systems, photo imaging, instax, electronic imaging, optical devices, graphic systems, recording media, industrial products, document solutions and more.

It goes without saying, that when you are in charge of the development, production, distribution, marketing, customer service and more for a total of 55 companies in 43 countries and 4.500 employees, than the time to dedicate to the Fujifilm X/GFX series will be limited.

Well, I guess I can speak for all of you, when I wish Toshihisa Iida (who is a FujiRumors “lover” ;) ) all the best for his new professional chapter.

The new electronic imaging general manager is Mark Yamamoto, who will also take up a new assignment as a Board Director for FUJIFILM Holdings Corporation in Tokyo, hence he’ll have a dual role within Fujifilm.

We wish Mark Yamamoto all the best, and may his guidance through this “mirrorless war” be as wise and illuminated as the one of Toshihisa Iida.

Press Release

New President and Managing Director for Fujifilm in Europe

Toshihisa “Toshi” Iida appointed new President and Managing Director of Fujifilm in Europe as Masato “Mark” Yamamoto departs to take up a Board Director position at FUJIFILM Holdings Corporation, Tokyo, Japan.

Effective 1st September, Toshihisa “Toshi” Iida has taken up the position of President and Managing Director for FUJIFILM Europe GmbH, Düsseldorf, Germany, and FUJIFILM Europe B.V., Tilburg, Netherlands.

Toshi will be responsible for a wealth of businesses across the region, where Fujifilm operate 55 group companies in 43 countries, employing 4,500 people engaged in research and development, manufacturing, sales, marketing and service. Based in Düsseldorf, Germany, he will be responsible for all business divisions including Medical Systems, Photo Imaging and instax, Electronic Imaging, Optical Devices, Graphic Systems, Recording Media and Industrial Products, as well as new ventures that utilise a number of highly versatile core technologies originally developed from within Fujifilm’s photo film business. These include regenerative medicine, cell culture media and membrane technologies.

Born in 1967, Toshi joined Fujifilm in 1991 after graduating from Keio University and started his career with the International Marketing Division in the consumer film business. After progressing through various positions, his first overseas assignment was in Europe for Fujifilm UK between 1997 and 2005.

After returning to Japan in 2005, Toshi has had a long and prosperous career within the Electronic Imaging division and was appointed head of the division as well as the Optical Device division in 2016. He has been responsible for the growth and establishment of the renowned X Series brand, as well as the successful launch of GFX 100, Fujifilm’s mirrorless digital camera system launched in 2019, that has achieved the highest level of image quality in the world of professional photography.

Commenting on his appointment as President and Managing Director for FUJIFILM Europe GmbH and FUJIFILM Europe B.V, Toshi said:

I’m very happy to join the European Fujifilm family. In these challenging times the role of the company is changing rapidly. Through this coronavirus pandemic, we have swiftly responded to new and dramatic needs from our customers and society, such as providing to healthcare organizations, medical devices and software solutions, powered by artificial intelligence, that support the workflow of those working on the front line and aim to save lives. In addition, at our Fujifilm Diosynth Biotechnologies sites in Denmark and the United Kingdom, we are putting in major efforts by working with our partners to accelerate the manufacture of potential future therapies and vaccines.

In our legacy businesses such as consumer photography, photo printing, optical devices and commercial printing, we have also exploited the unlimited potential of digital technologies to be anytime connected with our consumers, and we have started new ways of interacting with our European brand enthusiasts from X Series, GFX and FUJINON to instax – successfully launching new products.

Knowing how to quickly grasp the needs of society and respond promptly with creativity and passion is the mission I want to undertake in Fujifilm Europe with the collaboration of the entire organization. As I look to the future, I am confident that we are in a very good position to grow, particularly in Healthcare and Life Sciences. I am very proud to take on this task now at an important moment for Fujifilm – and the people of Europe – it is a fantastic opportunity.

Toshi succeeds Mark Yamamoto who was appointed Managing Director of Fujifilm in Europe in May 2018, who will now take up a new assignment as a Board Director for FUJIFILM Holdings Corporation in Tokyo, Japan. He will also become the General Manager of Optical Device & Electronic Imaging Products Division.

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Toshi Iida – “married with Fujifilm” (just click, starts at the right point)

via Fujifilm UK