Facing global operating losses of more than $1 billion, Ricoh – the Japanese printing giant with American operations in Malvern – is transforming its business to become a key player in digital office space, writes Michelle Caffrey for the Philadelphia Business Journal.

To implement its “Ignite” strategy, Ricoh named Joji Tokunga as its new CEO for the Americas and laid off thousands of employees last year, enabling the company to leverage its strengths.

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Now, Ricoh is focusing on services and equipment that include virtual self-service holograms that welcome visitors, interactive whiteboards, and digital rights management. The challenge, however, is to shift consumer perception away from thinking of Ricoh as simply a print company.

“We might have 10 or 12 or 15 things we can provide them, and they only know us for half a dozen,” said Glenn Laverty, Ricoh’s Senior Vice President of Marketing.

Read more about Ricoh in the Philadelphia Business Journal here.

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