“There is a major shift by successful print service providers in their engagement with their customers”

Chris Govier, general manager, Xerox Emirates, points out that PSPs no longer sell print as a ‘commodity’ but instead as a part of a broader value proposition such as personalized marketing campaigns, books-on-demand printing or a seamless automated workflow for order to print to distribution for their end customers.

What are your top priorities and goals for Xerox Emirates in 2017?

The year 2017 promises to be an exciting year and our key priority remains to deliver better value to our customers enabling them to be future ready with our leading technology and solutions. We intend to grow our market share and equity in the UAE market. 

We have recently announced some development programs for our partners as it is important focus area for us to grow our current channel network and enable stronger channel partners. We are expanding our offerings by opening of new categories such as scanners, Xerox Supplies and Xerox Paper.

We are strengthening our go-to-market strategy and enhancing our coverage to focus on the rapidly growing industry verticals. In addition, Xerox Emirates is adding significant elements to our production value proposition by launching several new digital cut sheet and inkjet presses in 2017.

What’s your new perspective on the market in your current position? How is it similar or different to your previous roles at Xerox?

Technology is evolving at a rapid pace and the key for the region is how quickly it adapts to these new technologies. In this dynamic market, it is important we help our customers understand this rapid evolution and help them integrate it into their everyday business.

The UAE is a dynamic hub with a vision that provides seamless connectivity for business worldwide and Xerox Emirates is very well positioned to deliver smart solutions that will further drive the country’s business ecosystem.

Our superb customer value proposition with a passionate and experienced team continues to help us maintain our market leadership & achieve our goals.

In my previous position as the general manager of the Middle East Region, my role was to deliver a robust, profitable and consistent business performance for Xerox across the region through close engagement with our JVs and partners in the region.

As the general manager of Xerox Emirates, I am directly responsible for the UAE organization, and my objective is to uphold and strengthen our ideology of “Customer First, Today & Tomorrow” andwork towards the development of our employees and partners.

What are the businesses trends driving demand for Xerox’s services in this region?

Short run packaging requirements, packaging mock-ups and similar extra heavy weight stocks are driving the need for our iGen5 digital press with the ability to print upto 610 microns. Direct mail, personalized & dynamic transaction statements andbooks on demand are some of the key applications that are driving the need for print service providers to evaluate our range of digital cuts sheet and web inkjet presses.

Similarly, the ability to print using Metallic Pantone ® Gold & Metallic Pantone ® Silver in a single pass on the Xerox Color Press CP1000i presses enables creative agencies and designers to offer exciting and unique new ways to print and attract customer attention.

Short run lengths, quick turnaround, on-demand printing and personalized printing remain the key trends that continue to drive the need for Xerox digital production solutions.

How does Xerox stay relevant to its customers and new businesses?

Xerox is constantly innovating to help customers improve their production work flows. We enable greater productivity and reduce costs to help grow our customer’s business. There is a major shift by successful print service providers in their engagement with their customers; they no longer sell print as a ‘commodity’ but instead as a part of a broader value proposition such as personalized marketing campaigns, books-on-demand printing or a seamless automated workflowfor order to print to distribution for their end customers.

Printing presses now offer end-to-end solutions to their customers and rely on Xerox technology and solutions to grow their business. Xerox’s advanced digital printing technology and services enable customers towards the right printing applications to boost their profits. Print service providers in the UAE have complete confidence in the reliability of our presses and our benchmark post-sales service support infrastructure which is critical for business success.

Xerox’s value proposition is further enhanced by our ability to offer business development consultancy to our customers. Xerox Emirates has on a retainer the services of XL, an external business development organization dedicated to work with our customers to evaluate new opportunities to grow digital print, expand & differentiate their offerings in an extremely competitive printing environment.