Xerox to reach customers through new channels

- HP has already announced it will not exhibit at Ipex 2014

 

- Strategic change to ‘bring even greater focus to customers’

 

Digital print specialist Xerox has announced that it will not exhibit at Ipex 2014 as it looks at new ways to reach its customers.

 

This will primarily focus on moving away from international tradeshows, although Drupa, in 2016, and this year’s Hunkeler Innovationdays in Switzerland, are still in Xerox’s diary.  

 

Xerox follows fellow digital print specialist HP in pulling out of the next Ipex, which will take place at ExCeL, London in spring 2014. Heidelberg and Agfa have also confirmed their decision not to attend Ipex 2014, while Landa continues to review its plans.

 

Jeff Jacobson, president of the global graphic communications business at Xerox, said: ‘In times of change and transformation, one is given the unique opportunity to look at things differently – to step out of the comfort zone and take a different look at how things get done.

 

‘With the marketing landscape changing as fast as the graphic communications industry, we are re-evaluating how best to reach customers and prospects, and have decided not to participate in Ipex 2014.

 

‘As an anchor exhibitor for many years, this decision was not an easy one. But we listened to what our customers were saying around the globe and their direction to us was very clear.

 

‘They wanted to connect with us in different ways, with regional and personal engagements.’

 

Jacobson outlined a number of ways Xerox will now look to reach customers, including through its Premier Partners Global Network, Real Business! Live one-day seminars, thought leadership forums and webinars on business development and other topics.

 

Other tools Xerox plans to utilize include virtual and on-site events, presented face to face and in multi-media on the internet, and social media, including LinkedIn, Twitter, Facebook and blogs.

 

Jacobson added: ‘We believe this focus, combined with our current marketing resources, will bring even greater value to our customers.

 

‘While change is inevitable – and that means we’ll be doing things differently – our commitment remains the same. We’re dedicated to helping graphic communications professionals grow their business and prosper.’

 

HP signalled a similar intent when it announced it would not exhibit at Ipex 2014, with Ronen Zioni, HP’s market development director for graphics solutions in the EMEA region, saying: ‘We’ve decided to move resources into more focused areas that address application- or country-specific needs.

 

‘These present better opportunities to engage and develop deeper relationships with our customers, as well as allowing us to target specific vertical markets.

 

‘Secondly, we want to put more resources into our customers’ business development through programs such as Dscoop.

 

‘We want to put a focus on customer business development, and supporting Dscoop is a strategic decision for HP.’

 

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