Xerox sets sights on becoming industry leader
Under new leadership, the Xerox graphic communications division has discovered a new confidence and determination to be at the forefront of the industry.
Jeff Jacobson has introduced new thinking to Xerox.
XEROX HAS FOUND A NEW DETERMINATION TO BE a major player in the printing industry according to Mike Holyoake, UK & Ireland general manager in its Graphic Communications Operations business. And it is less about shifting tin that growing the number of pages that are printed on Xerox devices.
Allied with this is a willingness to partner with software and finishing systems providers he explains, naming GMC as a perfect example as a company with technology in web to print that Xerox lacked. “We want to partner with best of breed manufacturers as a means of braking into new markets and markets which are growing,” he says.
THE CHANGE IN DIRECTION HAS BEEN BUILDING SINCE the start of the year and the appointment of former Presstek CEO Jeff Jacobson to head the Xerox division. As well as new thinking he has brought in Andrew Copley and Dave Whigfield, both of whom like Jacobson have a Kodak background. “Jeff has been good for us,” says Holyoake. “He has come in to change our thinking and to set the strategies and direction we are following. We want to establish ourselves as a major player in this market place.”
That said, Xerox sees three key opportunities: packaging, photo products and books. In the latter area the company has just announced two Nuvera engines, the 157 EA Production System and 314 EA Perfecting Production System. The latter offers a dual engine system which, as with Océ’s cut sheet machines, prints both sides of the sheet simultaneously. Both are pitched at the short run book market. “The market for short run books is on the increase, it’s a realisable opportunity for us,” he explains.
SHORT RUN PACKAGING IS LESS CLEARLY DEFINED, involving promotional items, pharmaceutical and limited run, not jobs for major retailers says Holyoake. There is a link to ArjoWiggins to partner on substrates in this area. Xerox has lagged behind HP in the photo market, but is iGen products, particularly the 660mm print length on the EXP version of the iGen 150, is an attractive proposition. There is also greater penetration in the direct to consumer greetings card space he adds.
In the continuous feed market, Xerox is engaged in a number of projects, Holyoake says without explaining further. In Europe a tie up with Impika to provide a drop on demand inkjet engine at a lower price point than CiPress is providing successful and Xerox will also have access to new technology being developed by the French manufacturer.
HOWEVER, FOR XEROX TO TAKE ADVANTAGE OF THE OPPORTUNITIES in the areas it describes, it will need to have made deep cultural changes. “We have taken a lot of bureaucracy and decision making out of the business to give us the speed and agility to respond to market changes,” he continues. That is down to Jacobson’s direct style of management.
And it is starting to pay off with new types of customer starting to consider Xerox as a supplier Holyoake claims. “Three or four years ago some of these customers would not have touched Xerox, and we would not have considered ourselves to be a major player in this market. The products offer quality and productivity, we are looking to help customers maximise their investment through driving a greater level of annuity revenue for us and we believe we have the credibility.”
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