Fujitsu’s European subsidiary has changed its name: from now on, it will operate as Fsas Technologies. But what does the rebranding signify? What’s changing, and what’s staying the same? We discussed these questions with Ladislav Orenic, the company’s regional head.
◼︎ Fsas Technologies
– According to the official communication, nothing much has changed—Fsas Technologies continues the work of Fujitsu Platform Business. Why was the rebranding necessary, then?
– It’s true that from the outside, things might appear unchanged apart from the name. But internally, we are not the same. We’ve become a dedicated entity within the Fujitsu Group, which gives us stronger focus, more agile innovation, and quicker decision-making—even in smaller things like issuing a press release. At the same time, we still have the full strength of Fujitsu behind us and continue to embrace the same core values.
– Why the name Fsas Technologies? Fujitsu is a well-known brand, and arguably easier to pronounce…
– I’m not so sure about that—there are regions where even “Fujitsu” is hard to pronounce. The Fsas brand itself isn’t new; it’s been part of Fujitsu for years in Japan, originally focused on maintenance services. Today, Fsas stands as an independent brand associated with quality, stability, and technical excellence. We added “Technologies” here in Europe to clearly signal our focus: technological and infrastructure solutions, especially hardware and software systems linked to data centers.
– Will the portfolio change? Are there any offerings being phased out?
– On the contrary, we’re expanding. We’ll offer certain solutions in countries where they haven’t been available before. The main focus will be on servers and storage systems, and on services closely tied to them. One example is private GPT—a generative AI solution that provides customers with powerful capabilities without compromising their data. Beyond that, AI will be embedded in every element of our offering.
We’re placing a strong emphasis on hybrid infrastructure and hybrid cloud, where on-premises and cloud systems work together. Our PRIMEFLEX system is being developed specifically for that. Reliable data storage and management have always been central to our strategy, and our ETERNUS CS solutions continue to lead in that domain.
As more companies transition to SAP S/4HANA, we’ll maintain strong focus on SAP infrastructure solutions and consulting services.
– The company has been experimenting with quantum computing for some time. Where do you stand on that front now?
– We already have quantum computers, but they’re mostly used in scientific institutions for research rather than solving business problems. Enterprises will only start investing once the return on investment is clear, and that will take a few more years, in my opinion. In the meantime, it’s worth exploring our Digital Annealer—a quantum-inspired simulation tool that solves complex optimization tasks at unprecedented speed, in fields like logistics, portfolio management, and pharmaceutical research.
– With data centers and AI in focus, energy efficiency must be a priority. What are you doing in that area?
– Sustainability is in the DNA of our company. We keep it in mind during every product development. That’s why our systems can run at higher-than-usual temperatures, and we’re also experimenting with more efficient liquid cooling methods. In 2028, Fujitsu will launch a new processor called Monaka, which will deliver double the performance per watt compared to current solutions. That’s a significant leap forward for energy efficiency and sustainability, especially for data centers handling HPC and AI workloads.
And we’re not stopping at our own products—we also provide customers with tools to calculate the environmental and financial impact of their investments.
