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    Clear copy
    Fuji Xerox reinvents itself to stay relevant in the digital age.
     
    By Rizal Raoul Reyes
     

    James Henderson, the Asia-Pacific managing director for printer channel operations of Fuji Xerox Co. Ltd., is fascinated with working with the company as it continues to develop products for today’s consumers.

    Fuji Xerox, the inventor of photocopying, has successfully developed a niche that Filipinos use “Xerox” as a catch-all word when referring to the reproduction of documents or information.

    But what happens to the company in the so-called digital age?

    Henderson enthusiastically told reporters in a recent media roundtable that Fuji Xerox is still going to be a pervasive element since people will continue to disseminate a huge volume of information whether for personal or business.

    “That was what we envisioned. Anything that contains information and require transmission either through the virtual world or physical world, the Fuji and Xerox combination will have a heavy participation on it,” says Henderson.

    Fuji Xerox, Henderson points out, has dynamically innovated itself to be a relevant entity in the Internet age by being able to transfer electronic data.

    “Anything that requires documentation, Fuji Xerox is trying to expand upon those areas,” says Henderson.

    He points out that Fuji Xerox has perhaps become even more relevant given the pervasiveness of the Internet and the explosion of information available to people.

    “Back to the days when there was no electronic transmission of data, if you want to share the information you have to copy the document and share it around physically,” says Henderson.

    “But as the electronic medium became involved in sharing information, printing of information required significantly increased,” adds Henderson.

    Henderson believes this trend will persist for the next five years because the current generation has a lot of information available never experienced before.

    “Electronic image documentation is rapidly expanding because the amount of information today is dramatically expanding and the other factor is that people are requiring more,” says Henderson.

    As a proof, Henderson reports that Fuji Xerox has quadrupled its sales of laser printers and multifunction printer (MFP) units. For fiscal year 2006, Fuji Xerox posted year-on-year growth for color single function units and monochrome single function units at 29 percent and 18 percent respectively, while multifunction (color and monochrome) units experienced “phenomenal” growth of 361 percent for the same period.

    Henderson credits the success to the value the company brings to its customers in terms of product quality, pre- and postsales efficiency, and the strengthening of its channels presence across Asia-Pacific.

    “In fiscal year 2006, we launched more products than ever, for the consumer, SOHO [small office, home office market] to the graphic arts markets and the customers’ response has been nothing but fantastic. With the support from our channel partners, our innovative and reliable products and services were easily available in each market,” he says.

    “We have also seen an increase over the last couple of years in the popularity of printers that can do a wide range of functions, such as photo-copying, sending faxes and sending photocopied documents back to e-mail addresses.

    “People want copies in soft and hard documents, so this is the reason why printers that can send documents via e-mail are becoming more appealing. This is happening to all organizations.”

    Research think-tank International Data Corp. in its Asia-Pacific quarterly report notes that the total MFP market grew 28 percent over the previous year, totaling 8.1 million units in 2006. Laser MFP shipments recorded a 46-percent increase over 2005, with over 2 million units sold in 2006. The color MFP market segment constitutes 5 percent of the overall laser MFP shipments in 2006 and is expected to reach 9 percent by 2011.

    Henderson also notes that there is a growing trend for companies starting from the corporate type to the SOHO group, to shift to color printers.

    Over the last the two years, Henderson says both corporate and SOHO prefer colored printer because they are easy to plug and play. He says technological developments also played a key vital role because this enabled the development of colors costing below $10.00.

    “The Internet explosion is fueling the growth and we’re finding printing numbers increase. What Fuji Xerox has observed is that printing images continue to grow,” says Henderson.

    Furthermore, Henderson says people become more excited to print documents coming from the Internet because they love to see the documents. Having the material mostly in color, people naturally chose to get color printer rather than black and white for better visuals and presentation.

    “The younger generation wants to see it in color. Actually, it’s like a television set. You prefer color rather than  black and white because the first provides clearer images,” says Henderson.

    Fuji Xerox invented the color printer when it launched the 6500 full-color copy machine in 1975.

    In the future, Henderson believes that the speed of printers will also increase dramatically. He also predicts prices to fall for more multifunctional and color printers. He also said that these printers would get smaller but with greater capabilities.

     

    **** 

    Green copy 

    Fuji Xerox uses the ISO14001 as the foundation for a company-wide environmental management. The company promotes energy conservation in all locations, including sales locations and headquarters, in addition to our production facilities.

    Fuji Xerox promotes energy-saving activities based on ISO14001 measures. In its head office, Fuji Xerox aims to achieve zero emission through a resource recycling system for paper among other means. Furthermore, the company will teach this know-how to other affiliates.

    Fuji Xerox also advocates recycling. Under their integrated recycling system, “used products are not waste, but valuable resources.”

    The system is composed of three concepts, with the main concept being a “closed-loop system. Under the system, used materials are effectively recycled back as resources, and are supported by the concept of “inverse manufacturing.”

    According to the company’s web site, the goal is to create products that will have minimum environmental impacts, under the premise that parts are to be reused, and the concept of “zero emissions,” where parts that cannot be reused are separated and recycled, and are comprehensively used as new materials again.

    “Products that are placed on the market are collected. After they are collected, they are used up completely. To cut back on inputs of new resources, parts are reused in a closed loop,” it said.

    Aside from implementing “environmental impact assessment,” Fuji Xerox continues to develop products that will have minimal environmental impacts.

    The company has also developed technology—a first in the industry—capable of providing recycled plastic chip materials the same quality of new chips.

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