If you can’t beat ’em, join ’em. Executives in Germany and Japan obviously concluded around the same time towards the end of 1990s that what sleepy Siemens needed most was a shot in the arm of Japanese inventiveness, and the thing Fujitsu needed most was a hefty slug of German reliability.
Strangely this was Siemens’ second stab at silicon synergy building. In the early 1990s it had already embarked on a joint venture with Nixdorf. As Europe’s 4th biggest computer giant, and a specialist in banking and point-of-sales systems, Nixdorf was the ideal stepping stone for Siemens into the difficult area of computing. Basically, Siemens was too sluggish to get anywhere by itself – a common disease with bludgeoning businesses.
So Siemens Nixdorf became Fujitsu Siemens. I think it’s a nice alliance. We could do without the waffly Solution Alliance Partner (what do I care?), but in terms of BtB co-branding, it makes a symbiotic mix out of sushi and bratwurst that whets the appetite of any IT executive looking for the best of both worlds.