tomorrow’s paper trade secrets - xerox · • they’re fitted with ultrachrome k3 ink...

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

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

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

GE

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

“

”

1603_ENG_p2-3_conts_GA 8/6/06 12:40

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

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

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

IPEX 2006 special report... IPEX 2006 special report... IPEX 2006 special report... IPEX 2006 special report... IPEX 2006

1603_ENG_p6-9_IPEX 8/6/06 10:08

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


“

”

XEROXMAGAZINE 7

Xerox_Iss3_07 22/5/06 10:09 am

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.

”

“

”


1603_ENG_p6-9_IPEX 31/5/06 10:25

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

XEROXMAGAZINE 9IPEX 2006 special report... IPEX 2006 special report... IPEX 2006 special report... IPEX 2006 special report... IPEX 2006

1603_ENG_p6-9_IPEX 31/5/06 10:25

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

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

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

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

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

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Xerox_Iss3_14 22/5/06 11:02 am

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

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

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

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

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

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

�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

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

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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

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

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

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

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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

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.

All non-Xerox brands and product names are trademarks or registered trademarks of their respective companies.

Printed using the Xerox iGen3 on Colotech plus Silk 120gsm and 210gsm

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data will be collected on our systems. Star letter: 1. To enter, you must write your query letter and send to Xerox Magazine, Xerox Europe Ltd, Riverview, Oxford Road, Uxbridge, Middlesex UB8 1HS, or email [email protected]. 2. The

star letter will be selected by the Editor-in-Chief and another independent adjudicator. 3. The selection will be judged on the basis that it is the most relevant, interesting and topical for that edition. 4. There is one prize which includes a

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prizes of the mini-book You’re Getting Old.

XM

7/E

NG

/GA

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

1603_ENG_p28_BackC_GA 1/6/06 09:25