Panasonic Australia launches business unit

By Stuart Finlayson

Panasonic, a company most readily associated with consumer electronic products, has sought to change that perception through the creation of a new business unit dedicated to the corporate sector – Panasonic Business Systems Australia (PBSA).

The creation of the unit represents a major strategic shift in the way that Panasonic takes its business products to market. Previously, the company would market its business products individually with little cohesion between its various product offerings.

Now, in response to customer demand, Panasonic has a team in place whose sole focus will be on the company's business customers, with product integration and bundling to figure prominently in the company's new direction.

"Business customers found it difficult to embrace the products because of the way the company was structured," said Brendan Trewortha, director of the PBSA. "The PBSA will now give us a unified approach, with easier customer access to technologies, and integrated solutions that are more customer and market focused."

Panasonic unveiled a series of new products in conjunction with the PBSA launch, including printers, photocopiers, MFDs, projectors and plasma screens.

Additionally, it also announced that from November, its business customers will – for the first time – have access to a credit facility directly from the company. Panasonic Business Finance will offer terms on any technology set or solution from PBSA costing more than $2,500.

The new business unit will also focus on building partnerships. Telstra is already onboard as a PBSA partner, with the telecommunications giant offering Panasonic's business phone systems in conjunction with its business connect service.

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