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Fujitsu: Quantum computing fast campaign
How Fujitsu used rapid research to reveal how businesses are preparing for quantum computing
For years, quantum computing has appeared to be a technology of the future. But as advances bring practical applications closer, businesses are beginning to ask not whether it will have an impact, but when and how they should prepare.
For Fujitsu, which is investing heavily in quantum computing research and development, this presented an opportunity. Interest among businesses was growing, but there was still limited understanding of what organisations needed to do to prepare for its adoption.
The challenge: A fast campaign with depth
Fujitsu had already established itself as a leading voice in quantum computing among technical and academic audiences in Asia. The opportunity was to extend its reach internationally and engage a broader business audience.
To do so, Fujitsu needed a clearer understanding of how senior decision-makers viewed quantum computing. This meant looking beyond the technology itself to understand the strategic questions facing large enterprises, and how Fujitsu’s expertise could help address them.
Speed was also crucial factor in the campaign. Quantum computing is a rapidly evolving field and Fujitsu wanted to take fresh findings into the market while the conversation was still developing to ensure immediate relevance and authority.
We wanted something that could bridge a technology story into something that reflected business sentiment.
David Gentle Head of Strategic Marketing Programmes, Fujitsu
The solution: Finding the tensions that mattered
Our role was to help Fujitsu connect its technical expertise with the strategic priorities of large enterprises and identify where new research could add value to the discussion.
Rather than attempt to cover every aspect of a complex and highly technical subject, we worked with Fujitsu to focus on the questions that would provide the clearest picture of business readiness.
The resulting report, Quantum computing’s growing presence in the corporate world, provided fresh evidence of how businesses were approaching the technology. It also revealed a striking gap between belief and action: while confidence in quantum computing’s potential was widespread, relatively few organisations were taking steps to prepare.
of businesses expect quantum computing to benefit their organisation at some point
are still taking a “wait and see” approach to building their readiness
The survey of 300 senior decision-makers also identified a smaller group of businesses taking a more proactive approach. These ‘fast movers’ were further ahead in areas such as cyber security preparation, talent development, external partnerships and identifying practical applications. More than half were already seeing value from their investment in quantum computing.
These findings gave Fujitsu a new perspective to bring to the discussion. Rather than focusing solely on quantum computing’s potential, Fujitsu could examine the gap between expectations and preparedness, highlighting what businesses taking early action were doing differently and the benefits they were beginning to see.
Despite the complexity of the subject and the depth of the research, the campaign launched in just three months. This allowed Fujitsu to bring fresh evidence to market while the debate around quantum computing’s business applications was still developing.
We’ve always found FT Longitude to be more than just a good partner. They bring real intellectual depth to the relationship
David Gentle Head of Strategic Marketing Programmes, Fujitsu
Influence and impact
The research provided Fujitsu with a set of credible, current proof points that strengthened their wider marketing activities, including events and industry presentations.
The quantum campaign also showed the value of faster research alongside larger, in-depth studies. While larger studies provide detailed insight, regular snapshots help organisations keep pace with changing views on fast-moving issues.
As quantum computing continues to develop, Fujitsu has a timely evidence base for connecting its technical authority with the questions businesses are asking, and a more agile model for keeping that conversation current as the technology evolves.
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