Fuji Xerox recently held a small get-together for the local press, including the illustrious HWM publication (just one toot of the horn…). I fully expected some kind of product intro or new company initiative, so I was not prepared for the bombshells Fuji Xerox had in store for us. Xerox has always gone its own way, not following other’s leads – as I soon found out.

                                              Fuji Xerox making its presence known at Trinoma Mall.

Fuji Xerox Printers is a relatively new company that’s making major inroads into the SoHo and corporate printing products in recent years. Having experienced first hand Fuji Xerox’s minimal presence in the retail field working in sales, my main memory of Fuji Xerox was naturally of the photocopying machines scattered across campuses and sari-sari stores. Just like Colgate (for toothpaste) and Fridge (for refrigerators), Xerox became the name synonymous to copying and the machines used to do it by its sheer dominance of this market.

                                             Open for (more) business!

At the same time, this bit of trivia prevented our general consciousness to register Xerox’s presence in other, relevant fields, such as the very heavily contested printing and scanning market. Things only got more interesting when Fuji Xerox formed Fuji Xerox Printers in 2000 with their acquisition of Tektronix Color Printing Division.

                                               The press kit numbered a total of 800pcs worldwide - chronicling Xerox's 30 years from 1977.

After experiencing first hand Xerox’s limited sales reach during my years as a retail sales professional, I could say that SoHo and home consumer presence was not all that it could be – although sales initiatives and promotional material was present, I did not feel that Xerox had the market presence required to challenge the printing equipment giants toe-to-toe. The event opened up my eyes, and then some. In addition to marking Xerox’s invention of the first laser printer in 1977, Xerox also announced numerous promos, contests and sales targets.

                                             The "Customer First"program is part of Xerox's drive.

Aside from showing off a goodly number copiers, printers and technological demonstrations, Xerox got down to the fact that even if their printing division only started up during 2000 with their acquisition of Tektronic Colour Printing Division, the company’s actual heritage can be traced all the way back to 1938. Through the years, many innovations passed through their research labs into the wild, rarely being attributed back to their company. Examples include the first “virtual pointing device” (i.e. the mouse), Ethernet or Local Area Network used to interconnect office appliances and workstations, and of course, the invention of the laser printer during 1977.

                                             Xerox has come a long way.

The reiteration of these achievements, especially of the first laser printer, serves to give a proper backdrop for Fuji Xerox’s re-commitment to getting to more customers through their “Customer First” program and their continuing drive for innovations. After all the “I didn’t know that” exclamations, we are left with quiet expectation, something that whispers “So what’s next?” – fortunately, it is obvious that Xerox aims to leverage this huge amount of experience to take their rightful place as laser printer experts, and they went as far as practically proclaiming a million units per year sold by the year 2010, based on current sales numbers.

In general, the event was a trip to nostalgia lane, and a preview of where Xerox intends to go in the Asia Pacific Region. The “Welcome to My World Exhibit” from November 15 to 18 showcases this timeline to the public, and in addition to this Xerox launched a microsite to promote the whole event. Fuji Xerox definitely does not simply copy, innovation is in their blood, and they will continue to innovate for their advancement. It’s going to be a busy time for Fuji Xerox Printers, and after seeing how far they’ve come, it is no exaggeration to say that I await with great anticipation how far they will go.