Mr. Vivek Chandel says," Xerox over the years has evolved as the world's leading enterprise for business process and document management. Our focus on services has produced good results for us"
Q1. Xerox Inc has been a key provider of printers, multifunction systems, photo copiers, digital production printing presses, and related consulting services and supplies. Walk us through your journey.
Xerox over the years has evolved as the world's leading enterprise for business process and document management. Our focus on services has produced good results for us. Xerox is now a $22.5 billion company, with nearly 50 percent of Xerox global revenue coming from its services businesses. In line with our corporate vision, Xerox India focused on providing end-to-end document management services to our customers throughout India. At the same time, Xerox has strengthened its technology and channels business. We strengthened our portfolio across entry level single function and high end multi-function devices across A4 and A3 segments for both color and mono. We also strengthened our leadership in Graphic arts and digital imaging solutions that targets the photo printing, packaging and book publishing industry.
During 2011, Xerox India also expanded channel base with focus on top 200 cities. Xerox India conducted nationwide upcountry roadshows and showcased a new range of the flagship - Xerox Phaser and Workcenter devices that got overwhelming response from partners and customers across the country. We also introduced the 'Authorized Service Partner Certification Program'in the A3 space focused at developing the channel and equipping them with the skills and capabilities to deliver outstanding customer service experience and complements it with a revenue sharing model for the partners. . A first time initiative by Xerox India, the ASP Program is a strong platform for continuous development of the channel partner network in the country.
Xerox has invested in partnerships with the Indian print industry since a long time, and our efforts to educate the industry have started to pay off with accelerated adoption of digital printing technology. We participated in various events of the industry including IPEX and PAMEX and we got a fantastic response to our offerings. At Xerox, our strategy is always to make it easy for print service providers to drive profitable revenues through the power of digital printing and to introduce them to our recently launched line of innovative digital presses and solutions.
Q2. What is the USP of Xerox products that would help them to excel the competition?
We compete against other vendors who offer printing services in the market in laser printing (single function/MFD), (b/w, color), digital printing and in document management space. Our focus has been the growing SMB segment in the country and we have an increasing market share in Enterprise- Corporate and Government sector with a range of solutions customized for their requirements.
As part of the "Go to Market" strategy for 2012 we have a two pronged approach. While we at Xerox India will continue to strengthen our technology and channels portfolio, we will also accelerate our services business with focus on the fast growing verticals of Banking, Insurance and Telecom.
Xerox is a pioneer in Document Management Services (DMS), offering an integrated range of products and solutions as well as consulting services to optimize office document management services, improve productivity, reduce the output costs and create value by making smarter connections between people processes and technology. We offer a suite of services for managing document output and infrastructure assets to help organizations deliver measurable efficiencies, reduce costs and improve productivity. Xerox Office Services offerings in India include Office Document Assessment, Device Management, Asset Management, Asset Optimization, Supply Management, Break-Fix Management and Help Desk. Our ability to analyze and foresee the market trend and therefore strengthen the Document Management Services portfolio will certainly provide us the edge in the industry.
Q3. Which all market verticals do your products cater to?
We have in-house end-to-end capabilities to transform and optimize business process and document management value-chain. This is a key differentiator that Xerox brings to large enterprises in India. While several players offer compartmentalized solutions in these domains, but capability to streamline the entire value chain is something that is unique to Xerox. Sectors like Banking, Financial Services, Insurance, Telecom, Retail, Consumer Goods and IT/ITES look very promising for our services growth. As the only player in the market that has the capability to streamline the entire value chain for its customers, we are well positioned to participate and gain the leading share of this growth.
Q4. How will you distinguish Indian market from the rest of the world? Do you find India as a potential market for Xerox?
India is a significant market for Xerox. We are pleased with the progress of Xerox India. We are committed to the Indian market. In India, Xerox is leading in various segments in the document management industry and we are also a leader in the digital printing industry here. We have also ushered many revolutions - a copier revolution followed by transition into b/w printing and to color printing and now offer solutions in the document management space. With our recent announcement around the Xerox Research Center in Bangalore and acquisition of ACS that has a significant presence in India, we are committed to bring a significant growth opportunity for emerging markets.
Q5. How Xerox is motivating its channel partners? What are your strategies for 2012?
During 2011, Xerox India expanded channel base with focus on top 200 cities. Xerox India conducted nationwide upcountry roadshows and showcased a new range of the flagship - Xerox Phaser and Workcenter devices that got overwhelming response from partners and customers across the country. We also introduced the 'Authorized Service Partner Certification Program' in the A3 space focussed at developing the channel and equipping them with the skills and capabilities to deliver outstanding customer service experience and complements it with a revenue sharing model for the partners. Furthermore, Xerox India also realigned its distribution strategy. Distributors earlier had a limited role of managing logistics and providing credit support to partners across the country with the partners being the face of the company to its customers. Post the restructuring Xerox has equipped distributors to engage Xerox existing set of partners as well as use their own I.T partner network across the country to expand the partner base. Xerox India is also bullish on the A4 segment and the new distribution system would enhance the volume and supplies business of Xerox India to newer heights moving ahead. In 2012, we will continue to strengthen our presence in the top 200 cities and increase our engagement with our partners and customers to maximize their benefits in terms of better returns.