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When our managed print services (MPS) customers buy from us today, they are in effect buying into a road map wherein we can commit to streamlining many of their business and personal processes. This can mean scanning content, obviously, but it can also mean simply not having to print content. This maybe sounds quite 'generic' for the industry - we all know the trends behind organisations moving towards greater digitisation - but in fact Xerox has a very specific strategy around digital transformation.

Research clearly shows that implementing digital transformation technologies has a very clear impact: in a bank branch network for example, it will impact productivity and cost reduction, as well as helping with compliance and regulation. All of these components are directly linked to the benefits of digital transformation.

DT: So do your customers and prospects already understand the potential benefits when you speak to them, or is there still an element of educating/informing about the technologies and their applications?
OV: Interestingly, it appears to us that the organisations that can achieve the most benefit are the ones who can manage to simplify their business, and that is all about removing paper from the process. You might still have paper at the 'entrance', i.e. the capture stage, but once it has been scanned and the data digitised, there should - ideally - be no more paper in the process. This is what makes a business function simpler and more efficient.

So then, we are looking for businesses who already understand this basic fact: then we can propose solutions that can help them achieve that simplification. One of our marketing taglines at present is 'Simple at work' and this is what we mean by that - and we find it resonates with our customers.

DT: It sounds as thought the sales model has to change as much as the technology - moving toward a more consultancy-based approach?
OV: Of course all of our customers will say 'Yes, we want to have more digital interaction with our customers, our partners, our employees.' The question is, how? At Xerox we don't sell consulting for its own sake - we sell consulting to enable profit. We are more of a 'blue collar' consulting operation than many; we consult, and then we implement. We don't stop at the theoretical level, we work with our customers to build this digital road map and to genuinely enable their digital transformation process.

DT: Can you expand a little on what the Xerox Scanners connection can 'bring to the party'?
OV: Compared to five or even ten years ago, we are seeing projects getting smaller, and customers are getting more reactive and requiring faster returns. So with Xerox Scanners, for example, we are able to implement a project very quickly, compared to a larger project that could take many months to become productive. Again, if you implement something simple, then you will see the results much more quickly. Our customers are seeing the need, perhaps, for a better balance between having a broader strategy and actually getting things implemented. And we are able to help them a great deal in that dimension.

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