Toshiba B-to-B Unit Tries to Shed Its Printer and Copier Image
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Toshiba is launching a global print and digital push to show that its largest b-to-b unit provides more than just printers and copiers.
Using the slogan “Together Information,” Toshiba America Business Solutions [TABS] is marketing itself as a technology and service provider that can help with a variety of document and data management needs.
“We’re a very diversified electronics and overall technology company and the lack of homogeny on the product side and image side is a bit of a detriment [for buyers]; no one really knows all of who we are and what we do,” said Bill Melo, TABS general manager and CMO. “Toshiba is comprised of 72 owned companies in the U.S. We are a name that’s known, but in TABS’s case, we grew out of a historic base of manufacturing copiers, printers and office products to manage documents. We have since evolved to help customers manage content of all sorts, from scanning to storage of all data, not just paper.”
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