The Hindu Business Line : Xerox has much more to offer than photo copiers

XEROX has become synonymous with photocopying, However, Xerox wants to change the perception; it is not just a photocopying company but also an information technology-savvy firm.

The company has started a series of initiatives to create a demand and awareness of the Xerox brand. This includes launching a range of IT products, implementing a two-tier distribution model for IT products and organising road shows on Xerox's IT offerings, said Mr Natesh Mani, Executive Director, New Office Group, Xerox India.

Not many people knew that the $15.7-billion Xerox was one of the first companies to develop a personal computer, a mouse and an Ethernet. "However, people still perceive that we are only into photocopying. We want to change this perception," he said.

This year Xerox will launch 35 new products such as mono printers, colour printers and colour multifunction printers in India. "We will give stiff competition to large IT peripheral manufacturers," he told Business Line.

According to Mr Mani, this year Xerox India will focus on low-end printers. Last year, the company's share in the 2.30-lakh printer business was 1.5 per cent. "We want to be number two in the next two years in printers," he said. Low-end multi-function printers, which include scanners and photocopiers, are the fastest growing segment among printers, he said. He declined to give any financial details.

In India, Xerox has three business groups — new office, production systems and global services. The new office group caters to requirements of large- and mid-size enterprises with analog copiers, digital copiers, colour copier-printers and engineering printers. It also markets range of IT products, including printers. This group constitutes around 70 per cent of Xerox India's revenue, which was $104 million in 2004 and $98 million the year before, said Mr Mani.

The production systems group caters to publishing, transaction printing and enterprise-wide printing, and it constitutes 18 per cent of the company's revenue.

The global services provide clients end-to-end document solutions, and it contributes 12 per cent of the company's revenue. This segment is growing fast, he said.

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