Xerox Re-Embraces the Office

Xerox is fine-tuning its vast array of digital copiers and multifunction printers under a new branding umbrella.

NEW YORK—Xerox Corp. this morning fine-tuned its vast array of digital copiers and multifunction printers under a new branding umbrella, expanded its office services and released a handful of new products, all in an effort to better serve the office customer.

To a customer-packed auditorium at the Marriott Marquis in Times Square here, Xerox officials spoke at length about the significance not only of technology, but the relationship between technology and users and a re-engineering of the process of utilizing that technology.

Embracing both issues will help businesses around the globe better manage their technologies, improve productivity, reduce cost and ultimately grow the bottom line.

"Our heritage has been in the office, but today we really talked about broadening the way we serve the office," said Xerox Chairman and CEO Anne Mulcahy.

"Its an artful integration of people, process and technology," Xerox Office Group President James Miller added.

Author and President of Hammer and Company, Michael Hammer echoed these sentiments. In an on-stage "conversation" with Mulcahy and EDVenture Holdings Chair and industry luminary Esther Dyson, Hammer said there are two keys to success: People can only benefit from technology if they change the process; and the process can only be changed when employees buy into it.

On the product front, Xerox unveiled a three-tiered branding strategy for its digital products: the CopyCentre line of digital copiers; the WorkCentre line of inexpensive multifunction printers (MFPs); and the WorkCentre Pro line of advanced MFPs.