Xerox targets Double-Digit Growth in 2009

How is the Office Printer business market growing?
The printer market is growing at a very fast pace. From our perspective, the printer market is growing for Xerox. We will continue to grow in this industry in the year 2009 as well. We have a strategy that we have been working around in the year 2007-08, and accordingly had a fantastic growth last year as well in terms of unit placement, which is an area of strength.

What is your market share?
We are targeting double-digit growth. In the Value space, it would be around Rs.15 crore. We are looking at retaining our current customers and acquire another top 10-15 business houses. How was the last year for you? If we look at Value business, where we handle close-to 400 key accounts in six major metros – Delhi, Mumbai, Chennai, Hyderabad, Bangalore and Pune, we have grown 22 per cent over last year. We have very aggressive plans for the year 2009, and we are still confident of growing double digit in the current financial year.

What are your major plans for the year 2009?
We will definitely increase our presence in the year 2009. We will increase the size of our market compared to 2008. We will be going with different solutions to the customer. We have defined solutions; we have knowledge of the business processes today as an organization, where we can help other organizations effectively do their activities, to effectively use their assets and to improve on business processes at a lower cost. There are a couple of things which we are going to do. You will find far more of Xerox in the media, far more activities in terms of branding, there would be a creative engagement of System Integrators (SIs), Network Management Organizations, and Value Added Resellers (VARs). We will be going together to the customers with these partners to provide our solutions. We will increase our face time with the customer in the year 2009. We will focus more on selling solutions rather than boxes and adding value to the customers’ business process and at the same time reducing cost.

What are the growth drivers for you?
The key growth drivers for us are BFSI, Manufacturing, Automobile, Infrastructure, oil & gas, PSUs and Telecom. We are also working with various government ministries.

What is your channel strategy for 2009?
Channel engagement is going to be definitely No. 1 priority in the year 2009. As far as value business is concerned, we have close-to 58 System Integrators, Network Management Organizations, and Value Added Resellers. And, we are going to increase the base. When we talk about “volume”, we have partners who actually push volumes, but when we talk “value” these people actually add value to the boxes and then sell it to the customers.

We are looking to add top 10–15 SIs, VARs and Network Management partners. They are a very important key component in the IT sector today.

How do your partners add value to the products?
Our partners set up the entire network for the customers. They give them the solutions, rather than just selling a box, to improve their business efficiency. They help them in workflow efficiency, device management, uptime management and reducing the cost for them. It is the solution which is sold to the customer followed by the box.

What is your USP?
We are going to the market not as an organization which is offering boxes, but as an organization which is offering end-to-end solutions. It could be right from creating a document, a business process workflow, asset management, optimization, supply chain management. We are also offering services like imaging and archiving. Our devices are very intelligent. We have close-to 100 products which we are offering to the industry today, which are far more productive and cost efficient when it comes to post sales.