Xerox touts business savvy print solutions

With strong branding at the Computer & Communication Systems stand, Xerox is keen to spread its message that printing pays in the business space.

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By  Simon Duddy Published  September 25, 2005

Xerox, which is exhibiting at partner Computer & Communication Systems’ stand, is emphasising more than printers at this year’s show. Although print technology is central to the vendor's offering, Xerox is keen to show the lengths it will go to in order to integrate its products into business solutions for its wide range of customers. “We are not just about technology. Our key focus is helping companies to harness technology to make their business more productive,” says Ben Gale, general manager of sales and marketing Middle East & Africa at Xerox. “A great example of this is colour printing, which can be used to help companies retain customers and makes sales, for example, by having colour in its brochures,” he adds. The firm is also emphasising the importance of total cost of ownership and in particular the relative merits of toner or solid ink laser printer technology over inkjets. Laser printers are more expensive to acquire but Xerox says they pay for themselves within a year on the money saved on consumables when compared with inkjets. “We are also introducing great cost savings in vertical markets. We see hospitals using our colour lasers to print MRI and CRT scans. This process used to be done on film, which required specialised equipment and staff and was time consuming and expensive. Now prints can be produced in seconds at a fraction of the price,” says Gale. Xerox sees three key areas for businesses — technology, people and processes. The firm says it has the technology area covered with its long history of innovation, with the company inventing laser printing, Ethernet and the graphical user interface (GUI). People and processes are the two key value-adds for Xerox and its methodology centres on taking out wastage. Its effort in healthcare is one great example, with the vendor holding the view that doctors should be treating people rather than chasing scans. Even with its emphasis on total solutions, Xerox is continuing to innovate in terms of technology, most notably with its solid ink technology. This is an alternative to toner in the laser market and carries a number of advantages. “Solid ink has won awards and brings good benefits to the business,” says Gale. “The quality is exceptional, it has a very good gloss finish, very rich colours, it’s mess-free, it’s fast to warm up, environmentally friendly and the sticks just drop into printer, making it easy to install,” he enthuses. Xerox says its colour printing story is the strongest in the market, with a broad colour capable office range which is among the most comprehensive in the industry and serves every segment of the business. Xerox sees colour as a persuasive force and says it has evolved from a ‘nice to have’ addition to the office, to a central part of office operations and business decisions.

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