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Aug 1, 2007 12:00 AM
It's not just about digital printing machines. That's the message Xerox (Rochester, NY) will stress at Graph Expo in booth 1219.
“We're going to continue a theme that we've had for awhile on building applications that make digital printing easy to apply,” says Ursula Burns, president of Xerox Corp. “We're trying to give our customers end-to-end solutions in a box, such as the Book Factory. It's not only the hardware, it's the software and workflow support that allow this solution to stand up.”
Burns adds that there are three essential ingredients to succeed in what Xerox terms “the new business of print”: the right business model, workflow and technology.
On the business model front, says Burns, Xerox offers a variety of business building tools, with its service and support structure also playing a key role. “We have business development tools and a lot of resources to help our customers build new business, grow existing businesses and profitably integrate the two.”
Xerox FreeFlow Suite addresses the workflow question. “We show our customers how to simplify their work processes…to make their business infrastructure as streamlined as possible,” says Burns. She notes, “FreeFlow is as open as possible” to accommodate shops with both offset and digital equipment from a variety of vendors.
Burns adds that Xerox's technology sets it apart: “We have the deepest product offering in both color and monochrome.”
At Graph Expo, Xerox will showcase applications such as books and manuals, transpromo, collateral on demand and direct mail. Burns says Xerox is pleased with its color and monochrome market position. “The iGen3 is an amazing success story: 70 iGen3s are printing more than million images per month and 180 customers have bought more than one.”
Burns went on to say the newest Nuveras, the EA and a 288-page tandem model, “are taking the market by storm.”
She added, “The strongest side of the story for Xerox — and it’s very important to [repeat this] — is we’re there with the right business model, the right workflow and the right technology. But it isn’t any one of those individual things. You can’t take only the right business model or workflow. You need all three. The great thing about Xerox is we have the best of all three individual [components] and we’re definitely the best at integrating them together.”
While most AMERICAN PRINTER readers are familiar with Xerox’s graphic arts efforts, Burns notes that the company has a leading position in the production/office space and is beefing up it small and midsize business presence through its recent acquisition of Global Imaging.
As president of Xerox Corp., Burns is second in command to Anne M. Mulcahy, the company’s chairman and CEO. Burns, a 27-year Xerox veteran, was named to this position in April 2007. She also is a member of the Xerox board of directors, elected in April 2007.
Burns, who joined Xerox in 1980 as a mechanical engineering summer intern, says challenges in her new position include some areas such as human resources, benefit structures and legal concerns that, “I previously had the luxury of not being involved in. Besides that, the learning curve is essentially the same, and because of the way our leadership team is structured, we actually manage as a team.”
Burns is responsible for the company's global research, development, engineering, marketing and manufacturing of Xerox technology, supplies and related services. She also oversees Global Accounts, Information Management, Corporate Strategy, Human Resources and Ethics, and Marketing Operations.
In 2006, Burns was named to Forbes magazine’s list of 50 most powerful women in business. Burns, the recipient of many other accolades, says she appreciates the honor but strives to keep things in perspective. “Many people are not on that list who are fairly impressive. Lists are flattering for a minute — not one thing gets harder or easier because you are on them.”
According to a the latest Xerox press release, visitors to Xerox’s Graph Expo booth (No. 1219) can explore eight “Conversation Stations” and engage Xerox experts in discussion about the hottest industry trends and the tools and resources Xerox offers to meet the specific needs of each individual print provider. The stations will highlight the most profitable print jobs that digital print makes possible, including collaterals by request, direct-mail pieces, transactional documents that integrate promotional messages or short-run digital books —including photo books. In addition, Xerox experts will offer advice and identify resources to help print providers plan their digital businesses or unify shops with offset and digital systems.
The booth will feature the flagship Xerox iGen3 110 Digital Production Press, the new DocuColor 8000AP Digital Press, Xerox Nuvera 288 Digital Perfecting System, Xerox Nuvera EA Digital Production System and Xerox 495 Continuous Feed Duplex Printer along with new light production and wide-format product offerings. Also on display will be enhancements to Xerox’s FreeFlow Digital Workflow Collection, which helps print providers improve efficiency and simplify the production process, and the ProfitAccelerator Digital Business Resources portfolio, which help them secure new business opportunities.