Xerox to increase focus on channels

Xerox Modicorp Ltd is all set to appoint around six distributors in the
coming months, depending on the market potentials in some regions. "We will
identify cer-tain regions, like Rajasthan, where we feel that we need a
distributor and then appoint one for that region," said Anand Rahalkar,
Channel Dire-ctor, Xerox Modicorp Ltd.

This step is a part of the strategy to increase their volumes in color and
MFDs in the channel segment. Accor-ding to Xerox, office and chan-nels have been
recognized as the key growth area for the year 2004. At present, it has 22
dis-tributors and 450 resellers, who primarily focus on desktop printers, faxes,
small copiers and MFDs.

It also announced ‘Go to Market’ strategy for India aimed at extending
the com-pany’s leadership position in the Indian document manage-ment market.
The company will roll out a partner-led sales and service model to strengthen
its channel presence, build loyalty amongst sales and channel partners and
further improve its customer service network across India.

Xerox also has plans to launch 20 products in the com-ing 12 months. To begin
with, it had launched six new produ-cts yesterday. In the laser printer segment,
it launched Phaser 3120 and 3130 priced at Rs 16,500 and Rs 19,990 respe-ctively.
In MFDs, it had launc-hed PE-16 and M15i priced at Rs 40,000 and Rs 65,000. In
the work group printer category, it launched the high-end laser printer, Phaser
3450 with prices starting from Rs 60,000 and finally, it unveiled its first
entry-level color laser printer–Phaser 6250–for Rs 2 lakh. 

Gennady German, Marketing Director of the company added, "With the
launch of an addi-tional 20 new products, over the next 12 months, Xerox
Modicorp will now have over 100 products available in the country, spanning
across all segments–small office, home office and commercial segments."

Xerox also outlined its five-point strategy for the coming year–to increase
focus on marketing and brand building, emphasis on partner led model for reward
performance, ‘Power of one’ strategy to promote ‘one’ Xerox in India,
enhanced focus on office and channels and widen its product portfolio to reach
over to multiple audience.

Marcus Child, MD of the company talked about seeking new business of
printing, digitize the office, drive color everywhere and servers and large
enterprises as the main imperatives for 2004.

DQW News Bureau

New Delhi