Xerox to target SMEs

Troubled copier and printing vendor revamps business from products to branding

Troubled copier and printing vendor Xerox is revamping its business, from branding to products, pricing and routes to market, in a bid to take a larger slice of the $52bn (£32bn) office documents market.

"Continuing with business as usual will not make things happen," said Anne Mulcahy, Xerox chief executive.

Mulcahy said she intends to broaden the scope of the firm, which was known previously for its higher-end products, and target the SME market.

"We cannot address the SME market with just technology. Our marketing and distribution channel are highly important," she said.

From next month, Xerox will give its channel a wider range of products to sell. It announced 21 new products including multifunction devices, copiers, printers, faxes and new services/asset management tools.

Sandy Fitzpatrick, senior analyst at Canalys.com, said: "Xerox has lived in the corporate market for years.

Now it needs to prove it can compete against companies that have taken the low-end market."