tomorrow’s paper trade secrets - xerox · • they’re fitted with ultrachrome k3 ink...
TRANSCRIPT
DocuColor
TOMORROW’S PAPERSubstrates designed for the digital age
JULY 2006
Perfect handling, striking quality
Discover the new
InsideIPEX 06The all-access report
XEROXMAGAZINE
How to...• Benefit from leasing
• Keep machines at their peak
• Make personalisation pay
TRADE SECRETSLessons on marketingto the ageing customer
iiiii603_ENG_p1_CoverGA 26/6/06 16:39 Page 1
Now, this issue is brimming with insider advice,
exclusive interviews, and new product information.
But we’re always looking to improve. So, to help us
better understand what you want from the magazine,
we’ve sent you a reader survey, too, and would be
grateful if you could answer the questions and return it
to us. The writer of one reply – chosen at random – will
win a brilliant Palm Tungsten T5 personal organiser!
I probably don’t need to tell you that IPEX 2006, the print
event of the year, proved a great success at Birmingham’s
NEC. At Xerox, we unveiled several new technologies and
hopefully inspired some cracking business ideas. Turn to
page six for an exclusive report on the exhibition.
Elsewhere, we unveil the latest addition to the Xerox range, the
DocuColor 5000 (page 18), designed for the most demanding
jobs. We’re confident it’ll help enhance your print business.
We’ve also interviewed the marketing guru Simon Silvester.
Author of the book You’re Getting Old, Simon outlines his
thoughts on how to advertise digital print to an ageing society
(page 23). Meanwhile, Xerox expert, Jagdish Mistry, explains
how paper is being designed for the digital age (page 14).
For more details on the products in this issue, visit
www.xerox.com/magazine You can also post a query
to our experts or suggest a great case study for a future
issue – we’re always on the lookout for inspiring stories –
by emailing [email protected]
Enjoy your read.
WELCOME...to the latest Xerox Magazine
Anthony Hyde
Editor-in-chief
InformationKeeping you up to date with
the digital print world
STOPPRESS
All the latest from Xerox,
including a new iGen3, an
environment-friendly print
philosophy and the PIXI Awards
IPEX 2006
Exclusive interviews and insider
reports from the event of the
year in the digital print world
WHY LEASING MAKES SENSE
You don’t need to buy new
hardware – here’s how leasing
might suit your business needs
04
06
26
IN THIS ISSUE…
14
Xerox_Iss3_02 22/5/06 9:16 am Page 2
InspirationBright ideas on how to
improve your business
THE TROUBLE WITH
SUDDEN SUCCESS
How Xerox keeps FG Wilson’s
finances firmly in the black
WORDS FROM THE WISE
Don’t know how to keep your
machines in peak condition?
Our specialist can help
TAP INTO THE GREY MARKET
The world is getting older but
print firms mostly market to
the young – an expert explains
how to update your marketing
InnovationTroubleshooting, expert
opinions and new technology
THE FUTURE OF PAPER
Substrates guru, Jagdish Mistry,
explains how Xerox produces
paper designed for the digital age
DISCOVER THE DOCUCOLOR 5000
For their new machine, Xerox
have taken the best features
from the most popular digital
printers – and improved them
INBOX
You provide the questions – our
specialists deliver the answers
10 14
18
21
XEROXMAGAZINE 03
Des King is afreelance journalistwho specialises indigital technology.He outlines thevalue of digitalprint to advertisingagencies (page 22)
The editor ofPrint & PaperMonthly, MarkRushton profilesthe stunning newDocuColor 5000digital printer(page 18)
Marketing guruand authorSimon Silvester applies hisgroundbreakingideas to thedigital printindustry (page 23)
Contributors
Pascal Frappaz,a key man onXerox’s customersupport team inFrance, offers hisinsider advice onmaintaining yourprinter (page 13)
GE
TTY;
GR
UN
DY
&N
OR
TH
ED
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13
236
26
23
The technology to beinnovative with print hasbeen around for 10 years.What needs to change ishow businesses considercustomers’ needs Anne Mulcahy, Xerox chief executive
“
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1603_ENG_p2-3_conts_GA 8/6/06 12:40 Page 3
CHECK OUT: WWW.XEROX.COM/ENVIRONMENT
A new law will transform printing materialand we have the lowdown: Name: The European Union’s Restriction of Hazardous
Substances (RoHS) directive. Date: Comes into force
on 1 July 2006. Aim: To limit the use of materials in
electronic devices that can harm the environment.
Try pronouncing them: Cadmium, hexavalent chromium,
polybrominated biphenyls and polybrominated diphenyl
ethers. Planning ahead: Xerox has virtually eliminated
these substances from all of its products covered by the
directive. Green thinking: By recycling parts, Xerox
prevents 65 million kilograms of waste from being dumped
in landfills annually. Sound practice: Xerox sources paper only
from companies committed to sound environmental practices.
IT’S THE END OFWASTE AS WE KNOW IT
04 XEROXMAGAZINE
12%
PRINT ON DEMAND
IS GROWING BY
EACH YEAR. HAVEYOU GOT THE RIGHT
EQUIPMENT?
GE
TTY;
PU
NC
HS
TO
CK
/DIG
ITA
L V
ISIO
N but can’t quite justify it...?We have the answer. The iGen3 90 offers many of the benefits of
the original iGen3 platform – notably the excellent image quality and
extra-large sheet size – but costs less. It runs at 90 pages per minute
and is optimised for booklets, transactional documents and variable data.
Plus, it’s flexible enough to deal with a range of substrates, and is built
to work with Xerox FreeFlow.
So, need an iGen3
SOURCE: INFOTRENDS
STOPPRESSWHAT’S NEW IN DIGITAL PRINT – FROM XEROX AND BEYOND
Xerox_Iss3_04 22/5/06 10:01 am Page 4
Attracting over 200
entries from 27
countries – double
last year’s number
of entrants – the
Printing Innovation
with Xerox Imaging
Awards were a brilliant
success this year. The judges, experts
from across Europe, said the standard
was “the highest we’ve ever seen”.
For photos and full results, see
www.xerox.com/magazine
Here are the highlights...
��� WINNERS ���
Germany’s Druck-Werk
GmbH won the black
and white and highlight
colour category with their Black and
White Magazine, which the judges
described as “striking and powerful”;
Italy’s Italpaghe Toscana SRL scooped
the book publishing award with their
innovative Friends Book concept;
Bhavash Graphics from India stormed
the transactional printing prize with
inspired mailers for telecoms and
toothpaste. The prestigious best overall of
show prize, meanwhile, was lifted by the
winner of the marketing communications
category, Holland’s
Thieme Print4U – the
hairdressers’ promotional
pack having been
judged “amazingly
effective”.
XEROXMAGAZINE 05
FREEFLOW,THE SEQUEL:BACK... ANDBETTER THAN EVERHmm, okay, what is it?
FreeFlow Web Services 5.0, the
new version of Xerox’s web-to-
print management software.
So what’s new about it?
Web Services is being co-
developed with Press-sense, the
creators of iWay web-to-print
software, to combine the qualities
of Press-sense’s flagship product,
iWay Prime.
Why the upgrade?
Previous versions of Web Services
took care of in-plant printing, while
the commercial sector has
generally used iWay. This new
release can do both!
What if I now have Xerox
web-to-print software?
There are practical
improvements over
previous versions like better
inventory control and job-ticket
support, plus upgrades to iWay.
Is it complicated?
Not really, but Xerox is offering
training to help customers adapt.
It should only take a couple of
days to move your data and
configure it. There shouldn’t be
much training either as FreeFlow
Web Services
is a friendly and
easy-to-use program.
WHAT’S SOGOODABOUT…
NEW TECHNOLOGY ALERT!
…the Xerox 7800 and the 9800
by Epson?
• both are wide-format printers designed
to meet the needs of imaging
professionals.
• they’re fitted with UltraChrome K3 ink
technology. This provides unmatched
image quality through its innovative use
of three different black inks, which
ensure consistency and accuracy in
monochrome and colour.
• their images are produced with
a resolution of 2,880 x 1,440 dpi.
• the variable-sized droplet technology
is perfect for large-format fine-art
printing.
…the Xerox 7400 and the 9400
by Epson?
• they provide customers with
a good return on outlay
and reduced costs.
• they use Micro
Piezo and Ultra
Micro Dot
technology, and
can handle A4
up to B0+,
and print on
board up to
1.5 mm thick.
• they’re ideal for architectural designs,
2D/3D CAD drawings, and GIS maps.
PIXIAwards
@ IPEX 2006
xerox_p05 2/6/06 1:08 pm Page 5
IPEX 2006 was the most successful
staging yet of one of the biggest
events in the print calendar. The week-
long print industry spectacular attracted
1,200 exhibitors to the National
Exhibition Centre in Birmingham.
More than 55,000 print enthusiasts
visited the event and, confirming the
international reputation of a show held
every four years, 40% of them travelled
from outside the UK.
Xerox played an important role in this
success, attracting more than 30,000
visitors to its area, which dominated
one wing of the exhibition centre.
To properly demonstrate the potential
of digital print, Xerox installed 70 pieces
of equipment, 60 workflow stations and
deployed 250 staff. This required a lot
of space. So, to make its section easy
to navigate, Xerox divided the hardware
and workflow solutions into four areas:
unified offset and digital, print on
demand, book printing and profit
through personalisation.
Xerox also ran a series of talks
by industry experts in its
ProfitAccelerator Theatre. Adobe’s Harry
Miller, globe-trotting consultant Chris
Jordan, Roger Gimbel of RP Gimbel
and Associates and leading print expert
Andrew Tribute all attracted full-house
audiences at the show with their takes
on the industry’s burning issues –
including hot digital applications, new
Adobe applications and making money
in digital print.
Xerox introduced more of print’s big
names to IPEX 06 at the open forum on
the opening day. A heavyweight panel
including Xerox’s chief executive, Anne
Mulcahy; Heidelberg chief executive,
Bernhard Schreider; Polestar chief
executive, Barry Hibbert; and the
business affairs editor of The Economist,
Edward Carr.
There was a whole lot more to see,
test and experience too. With the PIXI
2006 Award-winners on display
exclusively at the Xerox stand, and a host
of demonstrations in personalisation,
book printing and other essential know-
hows, Xerox’s area was right at the heart
of the action.
Over the next four pages, we’ll take
you through the forum with two of its
main participants (opposite), share some
of the inspirational business techniques
revealed by Xerox’s key speakers
(overleaf), witness the key moments in
pictures and live quotes, and even meet
some visitors.
It’s the next best thing to being there...
The world’s print industry descended on Birmingham for IPEX 2006– and we were there to file this exclusive report on the event
Photography: Phil Ashdon
The greatest show on Ea
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1603_ENG_p6-9_IPEX 8/6/06 10:08 Page 6
The Xerox-sponsored forum, chaired by JeremyPaxman, put print’s big-hitters face-to-face. We talked to him and Xerox CEO Anne Mulcahy
LESSONS IN PRINTING
Providing the perfect start to IPEX
2006, the Xerox-sponsored forum
on the event’s first day brought
together four industry leaders
– and one television personality – to
discuss the print industry. The panel
included Xerox CEO Anne Mulcahy;
Heidelberg CEO Bernard Schreider;
Polestar Group CEO Barry Hibbert; and
business affairs editor of The
Economist, Edward Carr. Jeremy
Paxman chaired the talk. Topics included
digital print revenue streams, whether
offset and digital print can co-exist, and the
benefits of personalisation. Afterwards,
we interviewed Paxman and Mulcahy.
What brings you to IPEX?
JP: “I was just interested in finding out
more about the industry. Print is so
important – especially digital print. There
was a lot of talk about the paperless office
10 years ago but it proved to be nonsense.
I can’t see my desk for all the paper on it!”
Everyone talks about the potential of
personalisation but not everyone knows
how to exploit it. What do you suggest?
AM: “It’s all about database management.
To segment effectively, you must
understand your customer. Retailers
understand this. They have built up a clear
profile of all their different customers and
targeted them specifically in their
marketing. Other industries, like print,
are only catching on now. You can be as
creative as you want but you’ve got to
have the data. With it, you can improve
your client communications immeasurably.”
Do you think personalisation is as
powerful a tool for large corporations as
it is for small print businesses?
AM: “Yes, absolutely. It’s key to improving
communications with your customer.
As the end-user becomes more
demanding, so a large corporation has
to adapt how it communicates to them: and
that’s where digital print comes in.”
What types of large businesses
particularly benefit from digital print?
AM: “I’ve seen it work for travel
companies, financial services with
investment clients, private health firms,
advertising agencies... any company that’s
prepared to be imaginative in its approach
to client communications. The technology
to be innovative with print has been around
for 10 years. What needs to change is how
businesses consider customers’ needs.”
What is the fastest growing aspect of
the digital print market?
AM: Colour printing, without a doubt. It is
growing at over 20% a year. Eventually,
all communications could be in colour.
What do you think of the exciting
technology on show here?
JP: “Put it this way, last week my 10-year-
old son asked me to set up an email
account for him. I spent an evening trying
but I’m afraid the task defeated me.
Of course, he then did it himself. When
I asked him how he said, ‘Because I’m
smart and you’re old, Daddy.’”
w on Earth
You mustunderstand your
customer. Retailersunderstand this.They built up a clearprofile of all theirdifferent customersand targeted themspecifically. Print is only catching onnow...
Xerox CEO Anne Mulcahy, talkingexclusively to Xerox Magazine
IPEX 2006 special report... IPEX 2006 special report... IPEX 2006 special report... IPEX 2006 special report... IPEX 2006
“
”
XEROXMAGAZINE 7
Xerox_Iss3_07 22/5/06 10:09 am Page 7
Currently, 5% of our business is digitalprint. In three years’ time, it will be 10%:
we are going to see more specialist printing.There are big opportunities to be had inpersonalisation and direct marketing
Barry Hibbert, CEO of UK print firm, The Polestar Group. Hibbert was speaking at the Xerox-sponsored forum at IPEX.
“
To represent Xerox on the track is anhonour. It is a much bigger brand than
Ducati but they share the common valuesof technology and elite performance so we work well together
Ducati superbike director, Paolo Ciabatti
“
”
There are distribution costsassociated with printing. I work
for a magazine that gets distributed allover the world. If you could print thatlocally – as digital print could enable –that would be very attractive
Edward Carr, business affairs editor of The Economist speaking at the Xerox-sponsored forum at IPEX.
”
“
”
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1603_ENG_p6-9_IPEX 31/5/06 10:25 Page 8
Jan McHale“I work for a print business. We’re considering
the new iGen3 90. And now I’ve seen the
full-scale machine in action, I’m hooked
– not sure the budget will stretch that far,
but we’ll be looking into it for sure!”
THE SOUND OF POPULAR SUCCESSXerox’s arena at IPEX 2006 was asmash – but don’t take our wordfor it. We asked a few of those wemet there to tell you themselves...
Aaron Booth and Suppapac Ketkceaw“I’m the technical director for a firm that
works on broadcast images for television
and film. I don’t use Xerox machinery
myself yet, but the people I commission
do, and visiting the stall has given me a
better understanding of their equipment.”
Hiren Mehta “I run a company called Print-N-Pack that
prints labels. We have yet to try digital
print but I’ve seen there’s so much
potential there for us now. I’ll need
another day here before I can actually
buy one, though!”
Greg Dwyer “I’m the manager of an offset and digital print
business called Craftsman Press. We’re
upgrading to a DocuColor 6060 Digital
Colour Press. We’ve already ordered it but
I flew over so I could get a feel of it before
it arrives to the shop.”
Viraj Peudharkar
“I am here on behalf of my dad, who runs a
print business. He wanted to know more
about digital print. I was impressed by the
Xerox machines, particularly those that
perform flexigraphic printing.”
FOUR WAYS TOGET PERSONALIt’s the topic on everyone’s lips – sostay ahead with these innovative ideasfor digital print and personalisation
that Paul Ratcliffe, director ofMarketing Stuff, delivered in his talkat Xerox’s ProfitAccelerator Theatre
1Plant tags“Perfect for the iGen3. Personalise them on
PVC, making them heat resistant, flexible and easyto cut out.”
2Hotel door cards“Another product suited to the iGen3. The real
key to personalisation is investigating areas ofprint that you would not normally consider. Everykey card in a hotel has to be different.”
3Golf course maps“Personalise for different courses and print
on plastic to stay rain-proof so golfers can carrythem during a round.”
4Calendar“Use a stock photograph each month but
personalise by adding the user’s name. Forexample, if you want to use a picture of a beachfor a summer month, photograph it with eachletter of the alphabet drawn in the sand. Then,you can personalise it with any name you like.”
Andrew Tribute
Chris Jordan
Roger Gimbel
A highlight of IPEX, the ProfitAccelerator
Theatre featured a series of talks from
print experts on innovative business
ideas and important new technology.
Roger Gimbel, president of the print
consultancy RP Gimbel & Associates,
delivered his ideas on how to make
money from digital print; while the
independent consultant, Chris Jordan,
analysed a series of case studies where
companies had successfully introduced
personalised printing to their business.
Meanwhile, Andrew Tribute, a highly
regarded writer on the print industry
and managing partner of Attributes
Associates, suggested ways to grow
revenue with digital as a complement to
offset; and Adobe’s worldwide business
manager, Harry Miller, travelled from
America to discuss his company’s
most exciting new applications.
Free speeches: how expertshelped the visitors’ business
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1603_ENG_p6-9_IPEX 31/5/06 10:25 Page 9
10 XEROXMAGAZINE
The trouble with
sudden successXerox helped Northern Ireland’s FG Wilson stay in front as aworld-leader in its field by implementing some unique – andfar-reaching – document management solutions. By Robert Dineen
-----------------------CASE NOTE: FG WILSON-----------------------The growing NorthernIrish company FG Wilson’srunaway success presentedthem with a problem:having to export to 180countries meant theirspiralling documentworkload had become aserious challenge. So,they called Xerox in...
1603_ENG_p10-12_WILSON 1/6/06 09:19 Page 10
XEROXMAGAZINE 11
Even when business is good,
there are problems. Just ask the
men and women at FG Wilson,
who were exporting so many
diesel and gas-powered generators from
their Northern Ireland plant that their
document processes became too complex
to manage efficiently.
In part, this subsidiary of the fabled
engineering giant Caterpillar was a victim
of its own success.
From its base in Larne, a picturesque
port town 25 miles north of Belfast, it had
built a customer base that covered more
than 180 countries and had to produce a
manual pack in myriad languages. By law,
that included each language in the
European Union but it also meant catering
for the Middle and Far East, Africa and
South America.
Under the olddocument
management system,we had to employadditional personneland increase stock tocope with our growth.Now we don’t...
”
a business process that was first applied
by Motorola in the 1980s. Successfully
adapted by many corporations since, it
involves five essential steps: define,
measure, analyse, improve, control.
FG Wilson asked several document
management providers to analyze and then
design a solution but only Xerox Global
Services – the Xerox unit that manages
a business’s document-intensive processes
– provided one that allowed the Northern
Irish company to keep the printing
in-house. It was also the most flexible and
cost-effective answer, winning Xerox the
chance to show what they could do.
“Having our manual production handled
off-site did not suit our needs,” says John
Stewart. “Now we can change things
in an instant.”
Streamlining time
Xerox created a ‘Just In Time’ system
that increased the flexibility of the
production and allowed FG Wilson to
output personalised material on a wider
range of formats, including CD-Rom and
the web as well as digital print.
In a solution tailored specifically for FG
Wilson’s unique situation, Xerox installed
just two DocuTech 6135 digital printers,
running them on a Sun Microsystems’
Blade server. The DT6135’s capabilities are
perfect for the high-volume production of
black and white manuals. It has automatic
two-sided printing and sports internal
features that include stitching, binding,
booklet-making and cover insertion,
among others. It is easy to use, with
operator settings enabled by the push of
a few buttons and, if you add a FreeFlow
Makeready System, it can scan
documents and receive electronic
documents concurrently. Crucially, it
enabled FG Wilson to print on demand.
Xerox also redesigned the manual pack
so that it would reduce the margin for
error by accessing the details of a
customer’s order directly from their SAP
software system. The system uses less
manpower, too, with five personnel
employed full-time at FG Wilson’s plant
to run the department.
The joint project team worked on the first
five stages over a six-month period before
FG Wilson ran a six-month assessment
– the final stage in the Six Sigma project.
By then, the number of manuals that
FG Wilson needed to produce in a week
As anyone who produces a high volume
of printed materials will appreciate, that
created a formidable workload. To further
complicate the situation, customers often
requested new manuals – when theirs had
been damaged or mislaid, or a second
archive copy was required. And as the
client base continued to grow, the job
became increasingly difficult to manage.
A system in need of change
As it stood, FG Wilson had a complex
document production system. For one
pack, it would often outsource the printing
to as many as 17 different offset suppliers.
A dedicated in-house team of 10 staff
would then collate that material and send
it to the customer. Not only was this
method costly and time-consuming, but by
having so many people involved, it also
involved too high a margin for error.
Time and again the wrong pack was
shipped abroad; or it was the correct one
but printed in the wrong language; often
there were vital documents missing.
“There was a quality issue we needed
to address to maintain our high levels of
customer service,” says John Stewart, Six
Sigma Project Manager on the team that
reviewed FG Wilson’s document
management. “We had a lot of inventory
we needed to eliminate – we had one
person spending one and a half days of
the week just ordering new books from
our suppliers. It was very expensive.”
To review the process, the company
created a tailored Six Sigma project.
Six Sigma is a method of improving
“
1603_ENG_p10-12_WILSON 1/6/06 09:19 Page 11
12 XEROXMAGAZINE
had doubled from “around 600-700” to
more than 1,200. Thanks to the new Xerox
process, they coped... with ease.
“Under the old system we would
have had to employ additional personnel
and increase stock to cope with the
growth,” says John Stewart, “so the
document management project is
integral to the company’s progress.”
The benefits were
startling. Taking into
account staff redeployment
and the reduction of the
cost of inventory and
materials, FG Wilson
calculated that the new
system saved them £250,000
in its first year – 60% more
than the Northern Irish
company had forecast.
“The project has also further
improved customer service
because delivery of complete
manual packs is now
guaranteed to be timely and
their content is controlled by
the SAP-based Bill of Material,
eliminating the quality issues
of the old system,” says
John Stewart.
What began as a family firm in
a textile mill in 1966 now employs more
than 2,500 staff at a 700,000 sq ft
factory, producing 50,000 generators a
year and generating profits that allow it to
boost the local economy and play a vital
role in the community, where it runs
education programmes and supports
local charities.
And while the success is down to FG
Wilson, it’s fair to say that Xerox can
be proud of its role in helping this
forward-looking flagship company sustain
its lead – now, and for a long time to come.
321Before• Outsourced printing to 17 suppliers
• Employed 10 in-house staff on the
process – and were planning to expand
the team
• Received and processed customers’
order details manually – customers often
received incorrect or outdated documents.
Solution• Xerox Global Services carries out
analysis and makes recommendations
• Five dedicated staff to run all
processes
• All printing done in-house.
Benefit• All printing is carried out much
more swiftly
• Costs cut dramatically
• Documents managed automatically
– and systematically
• Customer always receives manuals
that are in the correct languages and
are customised to suit their needs.
Cutting through:
FG Wilson invests in
process reengineering
on an ongoing basis
Lowdown: The tec
hnology
Xerox installed
two DocuTech
6135s. Here are
its features:
• Prints up to 1
35 ppm
• Simplex or dup
lex printing
• Laser raster o
utput at
600 dpi
• ImageSense Tec
hnology
• Online stitchi
ng/binding
• Stock weights:
60gsm bond
to 200gsm index
• Stock sizes: 2
03mm x 254mm
to 363 x 432mm
• Right and left
side
stitching/bindin
g
• Optional two o
r three-tray
interposers.
The results
FG Wilson calcul
ate that the new
system saved the
m £250,000 in
its first year –
a 60% increase
on the amount th
ey’d expected.
With these solut
ions in place,
the future looks
like this...
International fl
agship projects
FG Wilson contin
ues to lead the
field in generat
ors, powering a
large number of
diverse global
businesses, incl
uding the new
Bangkok Mass Tra
nsit System.
The bottom line
The company prod
uces and exports
more than 50,000
generators per
annum to over 18
0 countries and
sits comfortably
within the UK's
Top 100 exporter
s.
GE
TTY
1603_ENG_p10-12_WILSON 24/5/06 10:10 Page 12
6YOUR PRINT
HARDWARE IS
SENSITIVE TO
ITS WORKING
ENVIRONMENT
Not everybody
realises the
importance of a printer’s
environment. It’s vital that it’s
stored and housed in the
correct conditions. To ensure
its longevity, keep it in a cool
room – dry, clean of dust, and
always away from smoke. Your
Xerox representative will be
pleased to help you find the
best place for your machines.
7REMEMBER
THE PITFALLS
THAT CREEP
IN THROUGH
EVERYDAY
USAGE
Even in the best
print rooms, you might see
certain bad practices creeping
in. Never lean or place heavy
objects on a printer; avoid
leaving the glass exposed...
and don’t hit the machine when
it doesn’t respond immediately!
Put up a troubleshooting guide
– with the Xerox phone number.
3RUNNING ON
LOW SUPPLIES
CAN DAMAGE
YOUR MACHINE
In the same way
as a car low on
oil damages its
engine, a printer that’s run while
low on consumables is at risk of
severely damaging its inner parts.
Before any print job, ensure that
all the machines’ supplies are
replenished: fuser oil, toners, etc.
4CONTROL YOUR
COLOUR
Every printer
has a colour
calibration device.
Check and amend
this on a daily
basis to ensure consistently
high-quality colour reproduction.
5CLEAN THE
SCANNER WITH
EVERY JOB
The scanner is a
sensitive device.
To ensure it works
accurately, its
glass must be cleaned frequently
with the right, specifically
designed fluid for your machine.
1EDUCATE YOUR
TEAM ON THE
SUBSTRATE TYPES
YOU USE
As the feature on
paper in this issue
shows, the most
essential resource for any
print business cannot be
underestimated. It’s worth
educating staff, or visiting teams
you might be working with, in
the precise kinds of paper you
use. Above all, stick to the
substrate specifications outlined
in the printer’s manual –
experimenting can mean paper
jams, poor image quality, or
worse, damaging the machine.
2STORE YOUR
MATERIALS
CAREFULLY
This particularly
applies to your
paper supplies,
which will
deteriorate fast in a humid
environment. All print-related
consumables must be stored in a
cool, dry room. We find that
many reported equipment faults
are caused by damaged or
deteriorating stock.
THE EXPERT:
PASCAL FRAPPAZ
As the support service
manager for Xerox
production in France,
Pascal Frappaz runs
the team that
responds to printer-
problem calls from
across his country.
Put simply, nobody
knows how to get
– and keep – a printer
up and running and
producing top results
better than him.
A print expert with 15
years of experience,
he began his career
with Xerox subsidiary
Servitique. There, he
worked in computer
maintenance before
switching to customer
support in 1996.
Words from the wise
Seven secretsof peakperformanceEven the best printing machines deteriorate... but thereare ways of prolonging top performance. Xerox supportservice manager Pascal Frappaz reveals how to keepgetting the best from your printer for longer
Xerox_Iss3_13 22/5/06 10:43 am Page 13
Our media engineers work closelywith digital hardware engineers inthe development of new papers“
”
Xerox doesn’t only produce innovative digitalhardware – it creates fantastic papers designedfor these machines, too. Jagdish Mistry, theXerox paper guru, tells Susan Wright about
his groundbreaking work
14 XEROXMAGAZINEGE
TTY
Xerox_Iss3_14 22/5/06 11:02 am Page 14
Hi, Jagdish.So, what does your job
involve? “I’m the colour applications specialist
for Xerox Europe. An important part of my role is
producing new paper for the digital era.” How do you dothat? “Basically, by ensuring our media engineers work closely
with hardware engineers in developing new products.” What arethe main benefits for the customer? “You can expect to
gain optimum image quality, toner adhesion and superior productivity on
digital colour equipment.” Do you have a wide range ofthese papers? “Yes, print businesses are becoming more and more
demanding, so we have expanded our product range dramatically over
the last few years. We offer different weights, sizes and coatings. In
fact, we boast the widest portfolio of digital colour papers, with our
Colotech+ range covering uncoated, gloss, silk and SuperGloss.”
Could you give an example? “Well, we have
pioneered the development of carbonless paper for digital
printing. Previously, carbonless papers would
damage digital hardware, but our product
now runs almost �
XEROXMAGAZINE 15
i1603_ENG_p14-17_paper 31/5/06 10:53 Page 15
contamination-free on all Xerox
monochrome printers and can be used in
more demanding colour devices like the DocuColor
8000, 7000 and 5000.” Does all this new paperharm the environment? “You’d be surprised. We
have one of the widest ranges of recycled papers in the market.”
Do you produce materials other than paper? “Yes,
we find our customers are requiring an increasing variety of new
substrates. So, we have a special advanced range of media products
suited to digital technology. These include plastics, labels and folders.”
Could you give examples? “We have a very popular durable
product called DuraDocument Paper, which looks and feels like paper,
but has the strength of plastic (we have a durable paper, too – in
a range called Premium NeverTear). We also have many types
of adhesive label products, including coated paper labels and
synthetic plastic labels. Then we have some exciting products
like Window GraphiX, which enables you to display
graphics on windows.” Do you work withspecialised printers in mind?
“No, the iGen3 has opened up
the kind of
1.
Monitoring the
supply
Once new paper arrives
from a mill, it is carefully
examined to ensure it meets
fixed standards of pulp
consistency and quality.
Behind
the scenesXerox creates new papers at
its two Xerox Media Technology
Centres in Webster, New York
State, and Welwyn Garden City,
Hertfordshire, England. To
eliminate all error, they
divide their research
into four areas:
16 XEROXMAGAZINE
i1603_ENG_p14-17_paper 31/5/06 10:53 Page 16
complex printing work that
once was done only by specialised printers
to all types of companies. So, we produce papers
for all kinds of customers.” Has the iGen3influenced your work? “Absolutely. iGen3’s ability to
run varying sizes has brought about an increase in demand for
heavier weight applications. To meet this demand, we have
expanded our size range in all weights and recently launched Colotech+
350gsm.” Will these papers make a customer a lotmore competitive? “Absolutely, our paper is 100 per cent
guaranteed to run in our equipment, so it’s reliable. Plus, it will increase
uptime and productivity. Imagine the alternative. If you run an offset
paper through some digital printers, the job could take longer and the
quality of the finished product could be comprised.” What newsubstrates can we look forward to? “Well, this year,
we plan to introduce magnetic substrates for digital hardware,
which can be used with packaging applications, credit
cards, translucent films and window clings. Our
overall aim is to add value to both the office
and commercial print
environments.” �
4.
Simulating the
workplace
You can never wholly match
workplace conditions in a
laboratory, so Xerox runs all of
its new papers on specially
adapted machines that
simulate an office or print
shop environment.
3.
Fitting the
machine
As a new part for a
machine is developed –
where appropriate –
engineers test it to ensure
it is suited to new types
of paper.
2.
Testing the
materials
Every paper is then trialled
under the harshest conditions
to ensure it’s durable. That
means it’s scorched, soaked,
stretched, and squeezed.
And all at varying
temperatures and
humidities.
XEROXMAGAZINE 17
i1603_ENG_p14-17_paper 31/5/06 10:53 Page 17
18 XEROXMAGAZINE
Imagine a printer that combined the most important
qualities of the DocuColor 8000 along with every
machine in the DocuColor range – including the
hugely popular 6060.
It could run on heavy, oversized and coated
substrates, and adapt easily to stocks as heavy as
300gsm – without dipping below a speed of 33ppm.
It could print swiftly on both sides of paper and
produce photographs at a crystal-clear resolution of
2,400 x 2,400dpi, while its 32-beam VCSEL technology
would deliver brilliant sweeps of colour.
Imagine how this printer would enhance your
business or update your print department. With it in your
armoury, you could be confident you’ll answer a client’s
most complex needs, or that your print room is
running more efficiently than it ever has in the past.
Intrigued? Then check out the DocuColor 5000. It’s
probably Xerox’s most versatile colour-output device yet.
“The DocuColor 5000 will address the needs of even
the most demanding customers,” says Alan Clarke,
Xerox’s European Product Manager.
“We have harnessed the knowledge gained from
existing devices, from the DocuColor 250 to the
DocuColor 8000, enhanced it and applied it to the 5000.
We have improved in all the important areas, which
means image quality, speed when printing on heavy,
oversized, coated and speciality papers, and adaptable
and easy-to-use workflows.”
DiscoverDocuColor
By enhancing the most popular features of the bestdigital printers, Xerox has produced its most flexiblecolour-output device yet. By Mark RushtonIllustration: David Newton
the new
i1603_ENG_p18-20_DC5000_GA 20/6/06 09:33 Page 18
XEROXMAGAZINE 19
SIX APPEAL: WHY THE DOCUCOLOR 5000OUTSHINES ITS RIVALS
1HANDLES WELL
Prints easily on a full range
of speciality papers – including
coated and oversized – and can
do so on duplex jobs
2KEEPS IT CLEAR
Crystal-clear print resolution
of 2,400 x 2,400dpi
3LIKES THE HEAVIES
Prints perfectly on heavier stocks – as
heavy as 300gsm – at a speed of 33ppm.
Can also print on both sides of the sheet
at up to 220gsm
4GUARANTEES CONSISTENCY
Fitted with benchmark 32-beam VCSEL
technology that ensures unrivalled
resolution and colour consistency
5UPGRADES EASILY
Good range of optional extras in both
front-end and finishing products,
including scanning, RIPs, stacking
and stitching
6STAYS SECURE
Improved front-to-back registration,
making it far easier for the printer
to back up tight-fit jobs
The DocuColor 5000 runs onheavy, oversized and coatedsubstrates with crystal-clearresolution“
”
Xerox_Iss 3_p19_GA 18/5/06 8:31 am Page 19
20 XEROXMAGAZINE
Perfectly suited to printing catalogues, brochures,
manuals, presentations, reports – in fact, any documents
that use variable data – the DocuColor 5000 will fall into
the production print bracket of the Xerox output range,
which includes everywhere from a commercial printer
or quick printer to corporate reprographic departments.
The DocuColor 5000 was developed with one overriding
criterion: to allow a print operation to say yes to many
more jobs – which is why it was designed to ensure that
the increased speed and flexibility did not affect its quality.
“This is not just another new product,” Clarke says.
“We’ve taken the quality that has been achieved on the
6060 and increased the production speed in key areas.
“The DocuColor 5000 will maintain a full-rated speed
of 50 pages per minute on all media stocks from 60gsm
up to 220gsm. It will also print on heavier stocks – as
heavy as 300gsm – at a speed of 33ppm. And it can
print on both sides of a sheet up to 220gsm. We’ve
eliminated any problems we had in the past with difficult
or heavy media. It will run a maximum sheet size of 320
x 488mm – that’s over SRA3 – from all trays. Two trays
come as standard. Each holds up to 2,000 sheets, and
there is an option to add a secondary feeder module,
which will increase capacity by a further 4,000 sheets.”
The improvements on features in previous machines
do not end there. The 5000 has the ability to load toner
on the run; packs two black toner cartridges that are
guaranteed to improve productivity; and uses Customer
Replaceable Units that keep downtime to a minimum.
The front-to-back registration has been enhanced, too,
making it easier for the printer to back up tight-fit jobs.
Xerox has also produced scanners and a choice
of three great RIPs designed to fit the 5000. The
former includes the FreeFlow Scanner 665, which
provides 600 x 600dpi optical resolution and colour
output, and allows you to scan to print and to PDF.
The RIPs comprise FreeFlow DocuSP, Creo and EFI.
Convinced? You should be. As anyone who works
with a DocuColor machine will know, the range is a
guarantee of quality. And that quality just got better. �
For more information on the
DocuColor 5000, speak to
your local Xerox supplier
or visit the Xerox website
at www.xerox.com/magazine
WANT DETAILS?
The DocuColor 5000 makes it even
easier for digital print machines
to handle offset transfer jobs.
Although it’s geared to handle
complicated variable data jobs,
it can just as easily deal with work
that would usually be directed to
heavy metal offset presses. This is
mainly because it has the ability to
handle diverse stocks, something
that offset presses had down to
perfection. Add this to its speed,
small footprint and stunning colour
quality and you have an excellent
tool to fire up your sales people…
as well as your customers!
BENEFITS OF THEDOCUCOLOR 5000
The DocuColor5000 adaptseasily to stocksas heavy as300gsm withoutdipping below aspeed of 33ppm
“
”
i1603_ENG_p18-20_DC5000_GA 20/6/06 09:33 Page 20
�I would like to return a used drum cartridge toXerox. However, when Ibought it, there was norelevant documentationincluded. Is it OK to send it on its own – I want toensure it gets recycled?Sylvie Tenet-Tupy, Stains, FranceThere are several ways youcan return Xerox sparesand consumables,depending on the product.Each method will ensurethe material is recycledthrough the Xerox GreenWorld Alliance, a projectset up to encouragecustomers to recycle ordispose of supplies so thatit minimizes any adverseimpact on the environment.As part of the programme,
many cartridges, tonersand other consumableshave labels or stickersinserted in their deliverybox, so customers canreturn them free of charge.You can also downloadprepaid return labels fromthe websitewww.xerox.com/gwa
For example, in somecountries Xerox hasorganised an ‘ecobox’scheme, which allowscustomers with an ecoboxto store used cartridgeson their premises forcollection by Xerox. Ifyou’re unable to use thesemethods, Xerox’s customerservice engineers can helpreturn your consumableson their next visit. Ask yourXerox supplier for details.
DON’T FORGET – the Xerox website www.xerox.com has full profiles and specifications on
all the machines talked about in Xerox Magazine – as well as easy-to-use financing and
troubleshooting sections, and links to a whole world of digital print ideas. Why not drop by?
My business is growing, and I’m looking to digitiseand store more documents. What are my options?Marga Julien, Madrid It depends on the volume of documents that need tobe stored; what kind they are; how often they need tobe accessed; and what regulatory requirements maybe associated with them. Xerox delivers a range ofdocument capture and storage services, from captureand presentment (where we capture and index, thenprovide the digital documents back to the client, ie: forHR records), to capture and information managementfor key business processes like those used by creditcard and billing operations. Just call your Xeroxrepresentative to arrange a detailed discussion.
I’ve used a XeroxDocuColor printer for thepast five years and nowwant to upgrade. First,though, I want to researchall the available options.Can you help?Edward Rekkers, Eindhoven, HollandIt’s hard to suggest aspecific upgrade withoutknowing your particularmachine. However, youshould consider some-thing from Xerox’s rangeof multifunction systems –such as the DocuColor 250– or one of its commercialprint machines, such asthe DocuColor 8000 or theiGen3 Digital Production
Press (for more details,visit www.xerox.com). The best way to researchyour options is to speak toyour Xerox representative,who’ll be pleased to workwith you in assessing yourneeds and advising ontailor-made solutions.Finally, before you make a decision, run tests on a variety of machines tosee which best suits yourneeds. Aside from obviousissues such as budget,efficiency and customersatisfaction, key factors to consider are whether it allows you to enter new markets or to offeradded-value services.
NO MORE PAPER MOUNTAINS
STAR LETTERRECYCLING GETS EVEN EASIER
This rugged, track-readylimited-edition Ducati gear isspecially tailoredto be hard-wearingand to look good– just what TeamDucati need onthe track. We’vegot a full set ofthe exclusivegear to give awayto the writerof next issue’sStar Letter!Write to us (including your name,email address and telephonenumber) at Xerox Magazine, XeroxEurope Ltd, Riverview, Oxford Road,Uxbridge, Middlesex UB8 1HS,England by 1 October 2006. Or email us at [email protected], terms and conditions are onthe back of this issue.
*
TAILOR-MADE UPGRADES
INBOXEMAIL US AT [email protected] WIN! Cool Ducati bike gear
XEROXMAGAZINE 21
Xerox_Iss3_21 22/5/06 11:17 am Page 21
For the chance to win thelimited edition Ducati gear(previewed overleaf), senda question to Xerox’s experts.Email [email protected] orpost to Xerox Magazine, XeroxEurope Ltd, Riverview, OxfordRoad, Uxbridge, Middlesex UB81HS, United Kingdom. TheDeadline is 1 October 2006.
QI’ve heard a lot of talk recentlyabout a product called EAtoner. What exactly is it?
Emulsion Aggregation (EA) toner has
been developed to give Xerox users
improved output from their printers.
Q How does it work?EA is based on a method pioneered by
Xerox scientists that chemically ‘grows’
toner under controlled conditions,
creating the optimum shape, size and
colour of particle and ensuring the best
possible print. Almost all other toners
are ‘ground’, which prevents control
over the size and shape of the toner
particles. EA has been developed in
the four process colours: cyan, yellow,
magenta and black.
Q What are the benefits?It produces sharper text and images,
enhanced fine details and smooth
transitions. Plus, it is more cost-
effective, since EA supplies use less
toner than conventional cartridges.
Q Sounds impressive. Any otherreason why I should consider it?EA toner has been designed to have
minimum impact on the environment,
too. It takes less energy to produce
and requires less energy of the printer
than a conventional toner. Because you
use less of it, it also causes less waste.
ASK THE EXPERT
Des King says:
The good news
is that they’re
more aware
than I suspect
you imagine.
And that’s not
just awareness of the digital
sector – they’ll be familiar with
all aspects of print.
In the past, advertising agencies
had a limited number of media
with which to target consumers,
and TV was king. However,
increasing media proliferation
(broadcasting deregulation, the
internet and so on) has radically
altered consumer habits: agencies
are now far more inclined to
adopt a media-neutral approach
when planning a client campaign.
And print is very much on their
agenda – not least in targeting
an individual customer, using
information such as his or her
age, interests or location. So, in
both direct marketing and in-store
point-of-sale literature, there is
now increasingly serious potential
for personalisation.
Xerox research in the US has
found that up to 80 per cent of
all print jobs are influenced by an
agency’s input, so the decision to
extend your client base into this
field makes sense. Perhaps the
most important thing to bear in
mind is that you will need to meet
the requirements of the different
teams within the agency.
The creatives will be focussed
on graphic representation,
whereas account handlers are
likely to be more results-oriented.
The production department, of
course, will look to develop an
understanding of the technology
being used.
Each team, however, will look
for a printer who offers them a
proposition with a can-do attitude
and makes it a priority to deliver
fast results. For in this age of the
short-term contract, advertising
and design agencies face
increasing pressure to deliver
a cost-effective product quickly.
ONE-MINUTE CLINIC
We normally service clients who understand whaton-demand print can offer, but would like to extendour customer base by targeting advertising agenciesand design studios. How aware are they of digitalprint technology? Gerd Scholz, Bremen, Germany
WRITE AND WIN!
INBOXEMAIL US AT [email protected]
PU
NC
HS
TO
CK
/BR
AN
D X
Is your business branching out into new markets? Have you had an enlighteningexperience working directly with agencies? Send an email to us [email protected] and your feedback could appear in the next issue.
22 XEROXMAGAZINE
i1603_ENG_p21-22_Inbox Expert 31/5/06 10:48 Page 22
Tapping
grey marketinto the
Simon Silvester has written a short book that
everyone attempting to market their business
today should read. It’s called You’re Getting
Old, but you shouldn’t let the confrontational
title put you off. Because the problem it addresses is a
crucial one. And it’s one that could just see your
business sink or swim.
When markets changeThe world’s population, Silvester explains, is
gradually ageing. Statistics show that the baby boom
generation of the 1940s and 1950s has grown up
and now outnumbers the young. In 1960s Europe,
3.5 per cent of adults were aged 20. Today that figure
is 2 per cent and is decreasing fast. By 2020 in
Germany, for example, it will be a worrying 1.3 per cent.
This presents a dilemma. In the past, companies
targeted the young and banked on ensnaring their
business for life. Thirty years ago, if you attracted
the youthful 3.5 per cent of the population every year
for three years, you had in excess of 10 per cent of
Marketing guru Simon Silvester has seen an alarmingtrend among businesses: they’re missing out byfailing in their marketing aimed at older customers.Luckily, he has the solutions. By Robert Dineen
The ageing of Europe is notjust a crisis for governments,but for businesses too –large and small“
”
�
Xerox_Iss3_23 22/5/06 11:25 am Page 23
the population in your pocket. Appeal to 2 per cent
of the population for three consecutive years today,
however, and, well, it doesn’t look quite as good.
So a company that works with new technology –
such as digital print – must run a different tactic. It
must, as Silvester argues, learn to market to older, as
well as younger, people. And that is not easy.
A new breed of old customer“Even if an older person’s level of technological
understanding is good, they fear they will be written
off as technophobes because of their grey hair,“
Silvester says, when we meet in his office in Euston,
north London. “And because digital print will be new
to many older customers, they will need a lot of
reassurance and support when you deal with them.”
Better, too, to avoid discussing the technology that
you will use for the job. “Rather than wowing them
with how you’re going to do the job, you should focus
on how you’re going to do the end product. Talk about
the perfect print quality, for instance, rather than the
1,200dpi printing – otherwise you might scare them.”
It is also important to focus on the quality of digital
print because an older customer is likely to be more
demanding. While young adults are prepared to take
risks – they often look to do so – the more mature
want to know only that they are spending wisely.
“An older person’s investment horizon is a lot shorter.
If they waste money, they have less time to
recuperate it so want to ensure they invest it correctly.
“So, for example, rather than discussing typefaces
for a golden wedding invitation, quickly compose one
on a screen and, maybe, ask them to contribute in the
design. That way, they will feel in control.”
Keep it simpleThere is an art to selling the quality of a product. Offer
too much choice and you will put off a customer,
particularly if they are intimidated by a new product.
“I’m always struck that Virgin only has one pension
plan, which it makes it easier to buy into,” says
Silvester. “Rather than reel off 500 undifferentiated
options to older customers, which will throw them into
a tizz, offer them six good ones.”
What about those older customers who are
comfortable with new technology? Many of them will
have climbed to the top of their profession and will
need to embrace new ideas to stay there. How do
you sell a digital process, say, to a senior manager who
has the authority to invest in a company’s print run?
“A lot of marketing is about keeping in touch,” he
says. “You just need to do so effectively. I’m on the
mailing list of a lot of printers and – this is bad –
there’s a tendency to write a 10-paragraph letter and
just send it. So you get what looks like junk mail. It
would be better to demonstrate, say, the power of
personalised printing. Rather than say how great what
you do is, show them what you can do. Send them
personalised office mouse mats, for example.”
An older customer’sinvestment horizon is shorter.If they waste money, they haveless time to recuperate it. So they need to know they’respending it wisely
“
”
24 XEROXMAGAZINE
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XEROXMAGAZINE 25
Can the cans
When dealing with older customers, there may be a
need for increased subtlety, too. For age brings with it
physical limitations that can impact on how a person
shops. Here, Silvester uses the example of canned
goods. About 8 per cent of the European adult
population is in its 70s or 80s and will not buy cans
because of the difficulty they have opening them.
Yet supermarkets, oblivious to this demographic shift,
continue to line their shelves with tinned products.
“You need to recognise an older customer’s needs.
For a printer, the ideal would be to offer a home
delivery service. They may not, for example, be able
to carry a big pile of cards out of your shop. And if you
don’t deliver, be sure to offer to carry them!”
You’re Getting Old is designed to help the reader
improve their business, but its thesis has more
profound implications. Europe’s economy has grown
swiftly over the past two centuries because its young
population was prepared to embrace new ideas and
technologies. As the average age of its entire
population increases so the collective interest in
innovation declines, particularly if companies still make
it a priority to sell to the young.
“The ageing of Europe is not just a crisis for
governments,” says Silvester, “but for businesses,
too – large and small.” But it needn’t be hard to adapt.
Whether you sell stationery or sashimi, you need to
target the older consumer. And now you know how.
Got a view on this topic? Tell us! We’ve got 10 copies
of Silvester’s essential book to give away for the
best letters we receive. Email [email protected]
THIS MAN KNOWS
HOW YOU THINK
Simon Silvester is one of Britain’s leading
marketing thinkers. The executive planning
director with global advertising agency
Young & Rubicam, he has worked on
several of the world’s biggest accounts,
including Coca-Cola, Microsoft,
Deutsche Bank, NEC and Lufthansa.
He won WPP’s Atticus Grand Prix award
for You’re Getting Old, a groundbreaking
mini-book on how companies must adapt
their marketing strategies in ageing
societies. He has also published several
other acclaimed mini-books, including
There Are Seven Kinds Of People In The
World and Spam, Spam, Spam, Spam.
IN FIVE...
HOW TO SELL
TO AN OLDER
CUSTOMER
Think customer benefits, and be clear
about what’s in it for them. When you
first discuss your service, steer clear of
jargon. Focus on the end product rather
than the technology – techie talk will
only scare them off.�
�
Older customers are likely to have been
senior in their organisation too.They
see a lot of sales pitches and
approaches.Target them intelligently –
don’t just send round-robin approaches.
�If a technology is new to them, they’ll
probably need some reassurance, and
you’ll need to give demonstrations or
provide samples to win their trust.
Be clever about the extras you offer. If
you’re running a business printing for
the public, don’t put barriers up – make
it easy for them to use you. Offer home
or business delivery; give unhurried
consultations... and never patronise.
Older customers will have different
business goals and different investment
horizons: they are less susceptible to
the idea that they’ll have to plough in a
great deal of money over a long period.
They want results.
�
�
�
�
WIN! One of 10 books
i1603_ENG_p23-25_simon 24/5/06 10:00 Page 25
77
26 XEROXMAGAZINE
FREE UP YOUR
FINANCES
By leasing, instead of
buying with cash, you’ll
be freeing up a sizeable
chunk of the working
capital that your business
needs for other outgoings.
The only extra work
involved is budgeting
for equipment
month-by-month.
why leasingmakes
reasons
You don’t have to buy digitalprint hardware to benefitfrom it. Leasing offers manymore advantages than you might have realised. By Viveka Alvestrand
BENEFIT FROM THE LATEST TECHNOLOGY
Xerox is constantly developing new digital print technology, so even the best
hardware is improved upon. When you lease, obsolescence is made… well,
obsolete. If an improved, updated or upgraded version of your equipment
reaches the market, you can upgrade simply and conveniently, and at minimal
cost. You can also see if specific equipment works for you – and if it doesn’t,
you can change it at little cost to your business.
77sense
GR
UN
DY
& N
OR
TH
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Xerox_Iss 3_p26 18/5/06 8:25 am Page 26
SIMPLIFY YOUR CASH FLOW
When you lease you can combine the cost of equipment,
servicing and software in one simple, periodic payment.
Not only that, you can also customise the length, terms and
payment schedule of your lease to match your cashflow.
Leasing:a brief history
� There is evidence that
leasing took place in
Babylon and ancient Egypt
from as early as 2000 BC.
� The first written lease
regulations were
published in the Justinian
Code of the Byzantine
Empire, which dates from
550 AD. The code
distinguishes between
operating leases and
financial leases.
� In modern times, the
leasing phenomenon first
appeared in Europe in the
19th century, when leasing
contracts were signed in
Britain for railway wagons.
AVOID CAPITAL BUDGET
CONSTRAINTS
If you buy hardware outright, the money is normally
taken from the company’s capital investment budget.
However, a lease is classified as an operating expense,
making it easier for you to get sign-off, and leaving your
capital budget free should you later wish to purchase. Simple!
To find out more about how to lease thelatest Xerox technology – and how tobenefit from other financing options –contact your Xerox sales representativeor visit www.xerox.com/magazine
GOT A QUESTION?
AVOID PAYING BIG
LOAN DEPOSITS
If you take out a bank loan to buy an
expensive piece of hardware, you will
need to put down a hefty deposit, usually
10-25% of the purchase. With a lease, you
finance 100% of the machine’s value – so this
is a kind of loan that requires no deposit.
POTENTIALLY PAY LESS TAX
You may be able to classify your monthly leasing payments as an operating
expense – it depends on your business – and this could mean substantial tax
savings over the average five-year ownership cycle. Talk to your accountant or tax
advisor to find out exactly what tax benefits leasing could give to your business.
XEROXMAGAZINE 27
PRIORITISE
YOUR CREDIT
NEEDS MORE
EFFICIENTLY
By leasing, you will avoid
using up your available credit
lines. Keeping credit lines free for
those outgoings that cannot be paid on a
rental basis, and allowing for unexpected
outgoings and new investment opportunities,
is one of the key ways of keeping your
business reactive to changes in the market.
77
Xerox_Iss 3_p27 18/5/06 8:25 am Page 27
There’s a new way to look at things.Xerox Europe Limited, Riverview, Oxford Road, Uxbridge, Middlesex UB8 1HS, United Kingdom. www.xerox.com © Xerox 2006
2006 Xerox Corporation. XEROX©, DocuColor©, DocuTech©, NuveraTM, iGen3©, DocuPrint© and FreeFlowTM are trademarks of XEROX CORPORATION.
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Our cover photograph shows a washerinside the DocuColor 5000. It’s in X-rayand extreme close-up... because Xeroxlikes to look at things differently.Photograph: Nick Veasey
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