Grow three times faster than the market

    An article a couple of months ago was published in the BelGazeta weekly. And don't ask why post it here. Just suddenly for some reason I remembered about her
    . Last week, Xerox held a press conference on the results of its work in 2006. and forecasts for 2007 The global brand, whose name has become synonymous with replicating equipment, was represented by the Director General of Xerox Eurasia International Group Vladimir Pavlenko and the head of the Belarusian representative office Alexander Shvets.

    REFERENCE “BelGazeta”. In 2006 the total turnover of the corporation amounted to $ 15.9 billion, of which $ 12 million falls on Belarus. The Xerox Eurasia International Group, which includes Belarus, is the most successful in the corporation in all respects. Since 2001 The company's turnover grew almost 4 times. In 2006 Xerox presence in the Belarusian market increased by 67% compared to the previous year.

    BelGazeta correspondent spoke with Vladimir Pavlenko about the vision of a global brand on the state of affairs in the Belarusian office equipment market in the context of global trends.

    - In Belarus last year, as well as the year before last, was very successful. Last year, we grew by almost 70%, which by all standards is an absolutely outstanding result. Moreover, this growth was not from scratch: we have always been leaders here. For example, last year we implemented a project to deliver our products to the National Library. Visitors can print books, booklets and other products on our machines. This year the task is to consolidate success so that it does not look like a one-time action. According to IDC, the market for peripherals as a whole will grow by 17-18%. Our task, as a company growing faster than the market, is to be above this bar.

    - Which models became the leaders in sales last year?

    - The launch of the devices codenamed “Olympia” was very successful. They quickly gained popularity in the digital commercial printing market everywhere, including Belarus. In general, everything that is sold in developed IT markets is also being successfully implemented in Belarus, for example, the Phaser 3117 personal laser printer and the 3119 MFP. Last year we sold about 7 thousand copies of the latest model. For comparison: in Ukraine we sold at 4 thousand per month, in Russia - at 10 thousand. But the markets of the countries mentioned are incommensurable!
    - How fast is the Belarusian digital printing market growing?

    - By itself, the IT market is growing in developing countries approximately the same - 15-20%. The commercial printing market is growing faster than in other IT industries. The Belarusian market is very promising for us, which is proved by our growth rate. Our aggressive policy allows us to grow 3 times faster than the market. The print boom in Russia was huge, spontaneous, lasted two or three years, but had already passed. In Belarus, everything is just beginning. As, however, in Ukraine.
    “Xerox has products for both home and office.” In what direction will you develop further?

    - And in one, and in another. Although our company has always been a leader in business offers, we would like to be a prominent, successful player in all sectors. Although in the home segment we are not N1 and do not plan to take 1st place.

    - There are two concepts for the future workflow: it can be fully electronic and mixed. How do you think, will someday clerical work refuse printing in general?

    - Of all the countries of the former USSR, Estonia is the most advanced in electronic document management. Nevertheless, the fleet of powerful printing machines has tripled over the past two years. In this small country with a population of two million, everything is completely computerized. Nevertheless, these are the results ... Another example is Japan. Two years ago, one of the local banks, which is the operator of the Visa payment system, purchased from Xerox 24 top-end devices about $ 1 million per unit. They print credit card statements, which, it would seem, no one is printing, because everything is transmitted electronically. Printing goes into personalization: each client receives an advertising booklet addressed personally to him. And the information presented there concerns him personally.

    - In 2006 Xerox has received more than two hundred awards at various world and national competitions. What place among them is the Belarusian title of “socially responsible brand” of the national competition “Brand of the Year”?

    - We really value this award. We are not going to make PR out of it, it just corresponds to our corporate values. This is recognition of Xerox as one of the best employers who cares very well for its staff, recognition of Xerox as one of the participants in social programs implemented in Belarus. It is our corporate value to be a socially responsible company, corporate citizen.

    - At a press conference it was talked about deliveries of company products to the presidential administration. Among the priorities of Xerox - cooperation with the state?

    - In all countries where Xerox operates, he is one of the main suppliers of equipment for authorities. You don’t have to go far for examples: this is the State Duma of the Russian Federation, the presidential administration, the Verkhovna Rada of Ukraine, almost all state bodies of Kazakhstan, etc. We have always and everywhere been “the supplier of His Majesty’s court” and are very proud of this. It is prestigious and profitable. Indeed, if the tractor is the main product at MTZ, then in bureaucratic organizations the main output product is paper with printed signs. Actually, we supply implements for the production of these products.

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