Xerox rebrands channel

Office unit to operate 100 per cent channel strategy

Xerox's Office unit is to operate a 100 per cent channel strategy from today, and the firm plans to launch a branding campaign to simplify its channel.

Following the merger of its Office Printer Business and the Office Systems Group in April, the firm said its channel had become confusing.

Its ConneXion branding programme is designed to bring its channel under one umbrella. There will be three types of accredited partner: Business Partner, Enterprise Partner and Global Partner. The programme is to begin in 2003.

Ashley Ford, European channels director at Xerox Office Europe, said: "Xerox had too many types of accreditations so we wanted to make it easier."

The firm will try to move some of its partners up the value chain to sell higher-margin multi-function printers.

Xerox will also today launch its Extreme product-focused campaign for demand generation, reseller rebates, incentives and road shows.

Alex Ward, printer business manager at Midwich, said he had already seen incremental business being passed on to resellers. "Now Xerox has the evangelistic job of raising awareness in the channel," he said.