Xerox believes that a great opportunity lies in India where it has started increasing its presence. The US-based printer and copier maker is strengthening its channel presence in sales and service so that it is able to cater to customer requirements. It has also done price adjustments in its products and introduced new solution offerings that deliver more value for customers. “India is a huge, growing market and it stands out with its sheer size and positive growth statistics,” says Ashraf ElArman, managing director, Xerox India. “The government clearly understands the power of technology as reflected in flagship initiatives like Digital India. We will play an active part in accelerating this plan for the government via digitisation,” he tells Sudhir Chowdhary. Excerpts:
In a cut-throat market, how does Xerox differentiate itself from competition?
Xerox has been at the helm of innovation since inception. We are continuously innovating and bringing in new premium quality products and solutions across segments at various price points to the market and helping our customers constantly improve and to do their business, better. Xerox now offers the widest portfolio of products in office business, graphic communications and global document outsourcing (GDO) services, well suited for the SMBs, mid and large enterprises. In 2015, Xerox was named as the worldwide MPS market leader for the 6th consecutive year by Quocirca, and as a leader in the IDC market scape US managed workflow service vendor assessment.
Our customer service network is best-in-class and uses the latest technology for proactive services. Our customer strategy has always been on investment protection by helping our customers to manage their technology refresh lifecycles and enabling them to respond better to their changing business environments. For e.g., the Xerox ConnectKey software transforms a multifunction device from basic hardware that adds minimal value to an integral player the information ecosystem of our customer’s organisation. It improves convenience by freeing people up to work the way they want to—from mobile devices, using cloud storage solutions like DropBox or Google Drive. And at the device level, you can customise the user interface to put buttons where you want and start customised workflows right on the home screen.
We have partnered with McAfee to provide new levels of security out of the box for every ConnectKey enabled MFP. Lastly, ConnectKey puts an emphasis on controlling costs by enforcing less expensive printing methods, reducing energy consumption and by providing accounting reports for visibility or even recouping costs.
How has the last year been for Xerox India?
FY15 proved to be a good year for Xerox India. We were able to drive critical areas of strategic focus, thanks to the plans put in place by the company a few years ago to re-capture the Indian market. We are focussed on delivering superior value to our customers— be it in delivering innovative solutions around productivity, security, convenience and cost control or by extending the reach of our best-in-class service network.
From the technology business perspective, our strategy has always been on customer investment protection by helping our customers to manage their technology refresh lifecycles that, in turn, helps them to meet their business objectives. Further, we have extended our portfolio into the inkjet space and will soon be launching two new presses in India.
What are the key verticals you see as your growth engines in the country?
Digital printing is certainly one of the key verticals where we are growing. As per the IDC report for Q4 2015, Xerox India is No.1 in terms of activity with 33.7% market share in the production classification. We have launched a slew of products and solutions which cater to the multiple needs of our customers and we are sure, we will further grow this year and maintain our technology leadership.
In our office business segment, we have a strong portfolio of products, and are further looking to strengthening our proposition in this space in the coming months. I am especially excited about Xerox’s solutions offering and an ever-evolving Xerox ConnectKey technology ecosystem. The ConnectKey Technology ecosystem is a combination of hardware and a common set of software solutions and apps developed by Xerox, and by our partners, to help simplify and improve the way our customers work and impacting their business productivity.
Another significant growth engine is our document management services. Xerox is making ‘The paperless office’ a reality—which has been both a dream and a myth for over 30 years. With Xerox document transaction processing services, customers can streamline business and document management processes to drive growth, reduce costs and provide a sustainable competitive advantage to corporates and SMEs.
What are the key priorities for India market in 2016?
India is a huge as well as growing market. Compared with the rest of the world, India stands out with its sheer size and positive growth statistics. We believe that a great opportunity lies in the region where we have started increasing our presence. We are looking at strengthening our channel presence in sales and service. At the heart of this is a capable channel and upgrading the skillsets of our channel ecosystem is a top agenda for 2016.
In order to stay competitive, we have done price adjustments in our products and introduced new solution offerings that deliver more value for our customers. We now have a vast range of solutions that cater to all kinds of customers. Further, in the digital printing segment, we have launched multiple products ranging from the entry level to the high end and we are definitely looking to go out aggressively in the market and sell this proposition.
We also have a strong presence in the enterprise space through our document management services—document transaction processing services as well as managed print services. This is also a key priority for us in 2016.
Government has announced major plans to adopt technology with its Smart Cities, Digital India and other e-governance initiatives. How could Xerox partner with the government in this initiative?
Digital India is certainly is a transformative idea. The government clearly understands the power of technology as reflected in the larger flagship initiatives like Digital India. As a company, we will play an active part in accelerating this plan for the government via digitisation. Digital transformation is not just replacing analogue processes with digital processes through the use of digital technology, but is able to provide a significant value-add as well. Processes are optimised through intelligent information capture, streamlined by removing time-consuming steps, and even rendered obsolete when replaced with a new, simpler way of doing things (for example, mobile eForms capability).
This trend is likely to be ushered by efficient workflow automation that aims at helping unite personal and business workflows, increasing knowledge worker efficiency, and structured business process effectiveness. Xerox is constantly educating enterprises and making them realise the productivity enhancement through optimised document workflow.
I believe Digital India programme will touch millions of lives through its various aspects including better healthcare, financial inclusion, better governance and better education. This, in turn, will create new job and exciting job opportunities in the software, hardware and services industries.