Xerox CEO Steve Bandrowczak discusses the company's reinvention from a copier company to an IT services provider. The episode highlights their focus on workflow optimization, data management, and the surprising use of AR for printer maintenance. Ecommerce operators can learn about leveraging legacy strengths while adopting new technologies and strategies for business transformation.
Key takeaways
Xerox is leveraging augmented reality (AR) to enhance customer service for printer maintenance, offering a model for other businesses to integrate high-tech solutions into existing service offerings.
The company’s strategic shift to IT services, workflow optimization, and data management demonstrates how legacy businesses can identify and pivot towards new revenue streams in the digital age.
Xerox is actively working on engaging younger generations (Gen Z) with their brand, offering insights into how established companies can market themselves to new, digitally native demographics.
The discussion around PARC (Palo Alto Research Center) underscores the continued importance of internal R&D for driving innovation and adapting to market changes.
Xerox uses printer sales and servicing as an entry point for broader IT service relationships, highlighting a practical strategy for customer acquisition and upselling in B2B contexts.
Intro:
Steve Bandrowczak, the CEO of Xerox, an iconic company that got started all the way back in 1906 as a manufacturer of photo paper and is, of course, best known for pioneering the copy machine. Here in 2023, Xerox has moved well beyond paper. It now works with companies large and small to provide IT services: it optimizes workflows, manages data, automates parts of businesses, and yes, still fixes the printers.
Steve insists there’s still a lot in the world to print, and selling and servicing printers continues to be where Xerox begins its relationships with most customers. And fixing printers is getting high tech: Steve is excited about his new AR app that walks you through getting the copy machine working again so you don’t have to wait for a technician to come fix it. We also talked about the future of Xerox’s legendary Palo Alto Research Center, or PARC, whether Xerox wants more consolidation, and we even spitball some ideas about how to get Gen Z excited about printers. Links:
John Visentin, Xerox C.E.O., Dies at 59
Xerox Ousts CEO In Deal With Icahn
Carl Icahn Makes Case for Xerox-HP Union
Xerox abandons $35 billion hostile bid for HP
Apple Lisa: the ‘OK’ Computer
About PARC, a Xerox Company Transcript:
https://www.theverge.com/e/23394156 Credits:
Decoder is a production of The Verge and part of the Vox Media Podcast Network.
It was produced by Creighton DeSimone and Hadley Robinson and it was edited by Jackson Bierfeldt. The Decoder music is by Breakmaster Cylinder. Our Editorial Director is Brooke Minters and our Executive Director is Eleanor Donovan.
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What does this episode say about founder & leadership?
Xerox is leveraging augmented reality (AR) to enhance customer service for printer maintenance, offering a model for other businesses to integrate high-tech solutions into existing service offerings.
What does this episode say about ai & automation?
The company’s strategic shift to IT services, workflow optimization, and data management demonstrates how legacy businesses can identify and pivot towards new revenue streams in the digital age.
What does this episode say about brand & content?
Xerox is actively working on engaging younger generations (Gen Z) with their brand, offering insights into how established companies can market themselves to new, digitally native demographics.
What does this episode say about founder & leadership?
The discussion around PARC (Palo Alto Research Center) underscores the continued importance of internal R&D for driving innovation and adapting to market changes.
What does this episode say about founder & leadership?
Xerox uses printer sales and servicing as an entry point for broader IT service relationships, highlighting a practical strategy for customer acquisition and upselling in B2B contexts.
