Approaching the 'Past' and 'Future' of Fujitsu's Company-wide Transformation! The DX Project 'Fujitra' Series Begins!

Hello, this is the Fujitsu Corporate Communications note editorial department!
In October 2020, Fujitsu launched 'Fujitra,' a company-wide transformation project, and has been advancing various changes including products, services, business models, as well as operational processes, organizational structures, and corporate culture.
We are now starting a series called 'Fujitra Expedition Team,' which will introduce practical examples, the background of these initiatives, and new projects within 'Fujitra.' Expedition members will share the various transformations they have pioneered through 'Fujitra' activities, along with stories of their struggles and behind-the-scenes secrets!

1. What is 'Fujitra' in the first place? ~ Fujitsu's own transformation 'Fujitra' ~

'Fujitra' is an abbreviation and nickname for 'Fujitsu Transformation.' It was launched in October 2020 with the goal of shifting from an 'IT company to a DX company.' For Fujitsu to become a company that supports the DX of our customers and society, Fujitsu itself must transform. By demonstrating that transformation to our customers and society and becoming a reference, we can contribute to society. The 'Fujitra' project started with this philosophy.

'Fujitra' has three key pillars: 'Management Leadership,' 'The Frontline is the Protagonist: Everyone Participates,' and 'Culture Transformation.' We are promoting activities as a self-transformation project where management and the frontlines are united, with the entire company and all employees participating. The ultimate goal is defined as 'Fujitra dissolving' because we will continue to drive transformation even without Fujitra!

While DX is generally imagined as the digitalization of business operations, 'Fujitra' promotes DX through four pillars: transformation of people, organization, and culture (EX) centered on our Purpose; transformation of operations (OX); transformation of management (MX); and transformation of business (CX).

To approach the ideal state of the Purpose Fujitsu upholds—'to make the world more sustainable by building trust in society through innovation'—we view transformation from multiple perspectives and continue to practice it through trial and error.

Also, from the very beginning of 'Fujitra,' we have defined the culture and behavioral styles we want to achieve as a statement and have been conducting our activities accordingly.

It consists of nine items, ranging from words that can be called Fujitsu's own DNA, such as the 8th President Daisuke Kobayashi's 'Let's just try it,' to the state 'Fujitra' aims for, such as 'With Purpose in our hearts' and 'The best experience.'

A representative example of 'Everyone participates' is 'Fujitsu Uvance,' a new business model launched by Fujitsu in 2021 to realize our Purpose. Its name was decided and promoted through a global employee vote using our internal social media. 'Uvance' is a coined word combining 'Universal' and 'Advance' to move everything in a sustainable direction.

Such company-wide initiatives are also part of 'Fujitra's' activities, realized through the integration of management leadership, frontline participation, culture transformation, and business transformation.

2. The 'Past' and 'Future' of 'Fujitra's' transformation

Four years after the launch of 'Fujitra,' about 150 transformation themes have been born. For these transformation themes, we use a 3-month cycle, conducting steering committees with executives, exchanges and dialogues between DX promoters in each organization, and company-wide events. Based on various opinions, we continue to add and update themes through repeated trial and error.
From these activities, we have turned the practical knowledge of successful themes into explicit knowledge as frameworks and expanded them horizontally to various organizations. Now, they are also being deployed outside the company, and cases where customers are practicing them have emerged. I would like to introduce the details in future series.

Also, the use of internal social media mentioned earlier was positioned as a platform for transformation, but at the start of the project in 2020, the usage rate was low, and it was like a ghost town. However, with active participation from management, it is now used so extensively that over 80% of employees are active users, and more than 10,000 communities have been created.

We have been working on various activities like this, but measuring and evaluating the intangible concept of 'transformation' has been a challenge since the inception of 'Fujitra'.

At Fujitsu, we incorporate non-financial indicators into the core of our business activities and promote initiatives to achieve them alongside financial goals. In addition to customer Net Promoter Score (NPS) and employee engagement, we have been measuring DX maturity by setting DX promotion indicators as one of our non-financial indicators.

3. What is 'Purpose Carving' that accelerated Fujitra?

The key to promoting 'Fujitra' initiatives was a unique Fujitsu dialogue program called 'Purpose Carving.' 'Purpose Carving' aims to make the Purpose and philosophy 'personal' by finding the intersection between an individual's purpose and the company's purpose, using it as a driving force for transformation. It is truly a program to 'carve out' an individual's purpose. Currently, more than 70,000 employees globally have practiced it, and it was selected for the Corporate HR Department Excellence Award at the Japan HR Department's 'HR Award 2022' (sponsored by the 'HR Award' Steering Committee, supported by the Ministry of Health, Labour and Welfare).

Concept movie of 'Purpose Carving'

Such 'Purpose Carving' has now developed from an internal Fujitsu initiative into a program offered to external parties. With the desire to contribute to creating opportunities to change organizations and teams, we have held 'Purpose Carving Experience Sessions' where people from outside the company can actually experience it, and more than 20 companies have participated so far.

Also, 'Purpose Carving' is currently moving into a phase of searching for the core of one's next actions and decision-making from one's own purpose, and new initiatives have started. I would like to introduce the details in the upcoming Fujitra Expedition Team series.

How did you find the first installment of the Fujitra Expedition Team's series, where we introduced an overview of Fujitra? Moving forward, the expedition team intends to delve into the core of Fujitsu's transformation. Please stay tuned!

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*Updated on December 11, 2024.