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Article Excerpt
Excerpted from the March 2002 issue of VMS3.info (http://vms3.info)
Summary:
Xerox, "The Document Company," is in a "Now or Never" transition from a technology solutions provider to a business solutions provider.
Though Xerox is "The Document Company" it does not come to the customer's mind during the usual document rendering process-only when something goes wrong. To increase value, Xerox must make itself a participant through the entire document life-cycle process.
A strategy to build the Xerox "brand" around the role of a networked business document follows the value of the process, not the document image. Xerox interactions with customers should include more business analysis and workflow tools. When customers think of an enterprise document, they should think of Xerox.
The core strategy issue is that Xerox's inventive prowess did not kept pace with the changing role of the document in the networked economy. Xerox's strategy to ascend to a leader as a technology and business solutions provider must include an analysis of its core competencies, documents, and the role of documents in 21st century business.
Known by many as a "copier" company, Xerox must focus on intelligent document routing and management within extended enterprise environments. Xerox's business models must provide a range of enterprise solutions that extend to the "transactive" and "intelligent document", central to current and future business process.
In deploying an initial strategy of standalone document imaging and rendering devices, Xerox built an incredible brand for performance and reliability. As a technology company, Xerox continued to invest in valuable research and development, but failed to capitalize on internetworking technology built around documents and peripheral devices. Xerox moved forwards with networking capability for peripheral devices, including digital management tools for managing and optimizing document rendering across an enterprise.
However, Xerox needs to extend value to participants beyond their customer's employees to the...
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