Guest Speak of the Month-Balaji Rajagopalan

Balaji Rajagopalan Executive Director, Technology, Channels & International Distributor Operations, Xerox India You have been in the industry for more than 30 years now. How, according to you, has the customer buying decisions changed? In the past, we have seen a lot of things getting printed and distributed, which we call it “print and distribute”. But now the trend is that of distributing electronically and distributing locally. The customer buying behaviour and the product lifetime are very short. It is important today for printing element to get associated with the changing trend in customer purchasing very smartly. With it opens a whole lot of options of variability, creativity and customization. How has the competitive landscape changed in all these years? The competitive landscape in one way actually builds in you a sense of competition, besides bringing in awareness in the marketplace which, I think, is a good thing as long as it is a healthy one. The competition will exist and everyone will aggressively look forward to getting their own share of the pie. Even today, Xerox has got 30% market share when it comes to production space and almost 60% of our customers are repeat purchasers. This is a clear indication of the quality of service we provide to customers. You head the Technology & Channels business at Xerox. Could you throw some light on its functions? Xerox solutions are unparalleled in the industry and the broad array of document devices that combine printing, copying, faxing and scanning are for any workplace and for any office, large or small. The technology & channels business is all about innovation in document printing devices and is an exciting and critical part of the total Xerox business. For production print environments, Xerox offers the industry’s widest portfolio of digital cut sheet & inkjet presses. There are solutions for short-run book publishing, on-demand documents, transactional applications, cross-media customized campaigns and more. How is Xerox gearing up for the digitalization campaign? Xerox is present in the software, enterprise, Cloud and printing space and we are excited to see ourselves present in every aspect possible in different value chains. For instance, we play a big role in Aadhaar Card printing. We are looking forward to it and there are already discussions going on both from our end and from the partners.