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Xerox takes quality printing to common man

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CIOL Bureau
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GURGAON, INDIA: In a first for Indian customers, Xerox announced the launch of its HI Q LED printer range.

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Speaking about this new technology, Princy Bhatnagar, director—Office Business, Xerox India said, “With HI Q LED technology we have taken affordability to a new level. Cost has been brought down significantly. The second biggest expenditure for our customers, after running cost of machines, is their electricity bills. With this technology we offer our customers 66 percent savings on their power bill. Through such initiatives we are bringing high quality printing to the common man.”

And while the company is propagating the new range and all its qualities they are not stopping there. It has also gone ahead and embarked on a 14-city event that tells its partners and their customers 'see it to believe it.

During the event, Xerox identified 40 of its focused partners and their customers and engaged with them.

The key identified markets included Bengaluru, Kochi, Ahmedabad, Chennai, Mumbai, Hyderabad, Chandigarh, Pune, Kolkata, New Delhi, Indore, Bhubaneswar, Lucknow and Jaipur. Xerox WorkCenter 7425/ 7428/ 7435 are available in the price range of Rs 4 to 6 lakh, plus accessories and other software.

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Speaking about the recently concluded 14-city event, Bhatnagar explained that the cities had been decided about based on a study they had conducted. Through the study they were able to identify the hubs where color requirement was high. Not stopping at just the 14 cities, Xerox is now following it up with roadshows that are covering the smaller cities in the regions.

“Color is a show-and-tell. The best thing to do with color is to go and get a print and see the result and compare it with others in the market,” pointed out Bhatnagar.

Explaining why Xerox decided on LED technology, Bhatnagar said, “LED consumes less power and offers more glow, that's why we often see it being used for outdoor advertising activities. One of the issues with LED was that there was no way of controlling the intensity of the light. We have corrected this portion and now the HI Q chip controls the intensity of light used while printing. The other advantage is that with LED there are no moving parts. With all these features, we believe that the new products will set a benchmark in the market in terms of power savings and design.”

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Not only does the new range offer cost savings, it is also green. As awareness about green increases in India, it may just be the right time to introduce such products in the market.

“Awareness has just about started in green IT and total cost of ownership (TCO). But more so with TCO. CIOs are now being paid to save money. That transformation in thought process is now happening in enterprise, SMB and even government sectors,” he elucidated.

But despite the awareness level going up, there are still many enterprising people who find ways to do business in this area. These people form the unorganized sector and everything said and done, they are an issue for the organized sector.

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But Bhatnagar brushed off this segment nonchalently saying, “We have observed that if affordability and quality are reasonable than customers will not have any reason to shift or look at another option. We have brought our customers costs down by 20 percent at a time when cost have gone up by 20 percent. As for the unorganized sector, we would rather partner them than go against them.”

So does the announcement signal a new focus area for Xerox? Bhatnagar shared that Xerox plays in four printing technology spaces—solid ink, laser, flash fuse and LED, and going forward they will continue to focus on all four. “We believe that one size does not fit all. We are seeing a huge demand for our printing solutions in all segments. Our focus is on value proposition for customers and we will continue to rollout more products on all four platforms,” stated Bhatnagar.

Touching upon the need to have an energy policy for IT products, and to ensure that a product is used only up till its lifecycle, Bhatnagar said, “It will be beneficial for us as it will kill the reconditioned market. India is a dumping ground for reconditioned units and that's where an energy policy can come into play.”