South India becomes favourite destination for Xerox

– showcases Xerox 770 digital colour press in Chennai

At one of the print shows held in Chennai immediately after drupa, a regular exhibitor Xerox India continued making its effective presence. The strategy behind it and what products were shown have been explained by Pankaj Kalra (PK), associate director & head, graphic communications business, Xerox India Limited to D Ramalingam (DR) of P&P.

DR: Participating immediately after the largest print event drupa, here in down South at a small fair, any reasons behind it?

PK: Well, as you know we regularly exhibit here and this time it happened just after drupa. Our strategy is to continue showcasing our products in South. First time when we were here, visitors from rural South were amazed that Xerox has so many products other than known to them. Gaining knowledge, they began buying our solutions increasingly and Xerox presence started growing in this region. It made South our favourite destination in the country as people here are ready to assimilate knowledge and adopt technology. Purpose of our participation in this show is not only to demonstrate our products but spread awareness about the strengths of our technologies. With this, we do sell our products here during/after the show comfortably.

DR: Last time, it was POD, photo books, pre-owned machines and Xerox Color 1000 Press. What’s this time on display?

PK: We have brought in our latest offering Xerox 770 digital colour press, a smaller and cost effective solution ensuring outstanding performance and giving value to print. Various finishing operations can be configured to it like sort and collate, staple, normal fold, Z-fold, Tri-fold, A3 Z-fold, square fold, face-to-face trim hole punch booklet, etc. Automated duplexing of job can be done upto 300 gsm stock. It is equipped with automatic colour quality suite featuring inline spectrophotometer, auto calibration and advanced profiling. Besides, we have roped in Megabound lamination equipments so that the user may get to know a quality lamination closely, may be as an in-house option.

DR: The system of charge per print by the users would continue?

PK: A pertinent question. It is welcomed by the users, especially the low bend ones as digital printer may not know his cost based on just per hour calculations. When we charge on per print basis, he has a figure to work with. He can add his margin and charge his client. For high end ones, we do not adopt that. There ink consumption varies from job to job and investors in that bracket work out their cost and charge accordingly.

DR: Has side by side the pre-owned machines’ concept catching on?

PK: Definitely. This is another choice for one who wants to opt digital print but cannot invest on a brand new machine. When you see our pre-owned ones, you cannot differentiate it from the new one. Additional advantage remain is that pre-owned machine owners get the same service as for the brand new machines.

DR: Advantage Xerox is your pet slogan?

PK: Why not! The range of products we offer can never be matched by our competitors. The proprietary software, customer care, servicing, training, choice between old and new, the awareness and opportunity to upgrade we offer are the users’ assets.

DR: Is training restricted to customers’ place or you take them to your dedicated training centre?

PK: Mostly it becomes sufficient to provide training at customers’ place. We have technicians, sales & marketing and business development wings, and they frequently visit the users for educating them. For some advanced training, we do take users to our dedicated training centre in Bengaluru. In this regard, our ‘road map’ would be strengthening our training and business development wings, for keeping our users smiling.

DR: One final question. Landa Nanotechnology is at the threshold. Your reaction to it?

PK: We shall get brazen to it. Already we have developed our own proprietary inkjet toner for our 770. Nano can be the next step. The inkjet droplet and making it nano could be possible. Landa was making the ink not absorbed by the stock, leave it to the smallest particle, allowing it to dry. Still it has to be fine tuned by him. Nevertheless it was a good marketing by Landa at drupa. We shall be ready for the challenge for sure!