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Xerox logs on to innovation to strengthen market

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CIOL Bureau
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BANGALORE, INDIA: The India digital printing industry is on a high growth mode despite the worsening economic conditions. As printing houses are increasingly shifting to digital printing a more complex and competitive printing environment has taken shape posing new challenges to the vendors.

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Vipin Tuteja, executive director, Production Systems Group, Integrated Marketing  SAO Xerox India, talks about the market conditions and the strategies of Xerox India in this interview with CIOL. Excerpts:

CIOL: Has the digital printing industry been able to maintain the growth rate seen over the past decade? Where does Xerox stand in the Indian market ?

Vipin Tuteja, Executive Director, Production Systems Group, Xerox India

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Vipin Tuteja: Xerox India calculates that the Indian digital printing market will grow from US$504 million in 2006 to as much as US $2.5 billion by 2012. So whereas the print industry is going at about 12.2 per cent, digital print is going almost at about 25 per cent, so the growth is enormous.

According to a report by Pira International, the worldwide digital print market is set to be worth EURO 124.8 billion by 2015. The report predicts that from 2005 to 2015, more digital reproduction devices will be sold than any other technology. These numbers clearly illustrate how huge the digital printing opportunity is and the type of market we operate in is growing by the day. In the Indian printing market, change is happening rapidly and technological advancements are taking significant leaps to keep up with the booming marketplace.

CIOL: With most enterprises cutting down on IT investment, how do you see the market for digital printing applications do in 2009 - 2010 ?

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VT: India is an attractive market for printing industry which is forecast to show strong economic growth going forward. Digital printing has seen paradigm shift in the printing world, making the impossible, possible. Today’s commercial printing environment is more complex and competitive than ever before. Customers are increasingly demanding faster turnarounds, shorter run lengths, and personalized color documents.

The economic turbulence has not impacted us much, and our commitment towards expanding the market for digital printing by introducing some of the world-class digital presses and cutting-edge technologies, software solutions and applications have yielded great results.

CIOL: What about the new tools/innovations to help printers reduce cost and turnaround time?

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VT : Nowadays, commercial print providers are seeing the value in adding digital printing to their traditional offset printing businesses which is continually blurring the line between the two. The ability to cost-effectively produce short runs of traditional jobs and create new applications that incorporate personalization and variable-data printing, coupled with the high-quality results, makes digital printing a very attractive option.

A major technological innovation is Xerox iGen3. This is a flagship product of Xerox in the high-end digital printing space that has changed the face of the digital printing industry across the globe.

The InfraredMark Specialty Imaging Font is a new security technology that prints variable text that cannot be read under normal light, but can be read when exposed to infra-red light. And New Search Technology, an exciting new type of search technology, is another innovation.

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CIOL: What will be the driving force of Xerox in the coming years ?

VT: The three mega trends Personalization, Collaboration and Digitization will continue to be our driving forces in our business. The digital world of today and tomorrow will continue to drive these mega trends and Xerox will continue to build on its legacy of innovation. When we do all that, these mega trends turn into MEGA WINS for our customers, our partners and our stakeholders.

In 2009, we will continue to innovate and build our brand. Further, Xerox will consistently build its inventions into business by embedding them in superior Xerox products and solutions, using them as the foundation of new businesses, or licensing or selling them to other entities.

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