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Xerox gets pragmatic

By Warwick Ashford, ITWeb London correspondent
Johannesburg, 11 Sept 2006

In the constantly changing IT landscape with a large number of competitors attacking a highly attractive global printing market, Xerox has adopted a strategy of matching technology and services to market needs, says CEO and chairman Anne Mulcahy.

"Information technology companies are facing new challenges all the time and none can afford to rest on their laurels," she told attendees of a printing industry analyst briefing in New York last week.

Mulcahy said greater demand for personalisation, document management and information were three major market trends leading the development of Xerox products and services in all markets. She also emphasised the need for localisation in developing markets instead of a one-size-fits-all approach.

"A localised approach is much better for developing markets in Africa, Latin America and Asia because each of these markets has very particular and different needs," she said.

In a media briefing, Mulcahy highlighted the importance of developing markets for Xerox and told journalists these markets were growing at almost double the rate of markets in the developed world.

Major source of revenue

While currently accounting for around only 12% of total revenue, Mulcahy said the printing market in developing countries was growing at almost double the rate of other markets and was expected to become a major source of revenue in future.

Elaborating on market demand for personalisation, Mulcahy said it was a key driver for the rapid communications business.

"Mass markets are disintegrating as consumers increasingly expect information to be personal and relevant," she said.

According to Mulcahy, the high degree of personalisation enabled by digitisation will have an impact on all aspects of marketing and it is only a matter of time before applications, products and services supporting this trend become mainstream.

Smarter document management is another important play for Xerox, said Mucahy, because it is emerging as an important element of IT as the emphasis switches from technology to information.

"We are evolving away from a technology-heavy focus, to making information more easily accessible through using technology to make documents smart containers, able to act independently to deliver information efficiently and appropriately according to where and how they are accessed," she explained.

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