Xerox, the name synonymous with photocopier, is my choice for the letter X, for today’s #AtoZChallenge, for the theme ‘Brands that people identify with’.
Founded in 1906 in Rochester, US as The Haloid Photographic Company, which originally manufactured photographic paper and equipment, the company was renamed as Haloid Xerox in 1958 and then Xerox Corporation in 1961 after its first plain paper photocopier Xerox 914, which sold in the millions.
Replacing the carbon paper
The photocopier Xerox 914, which took twenty years to develop, was initially rejected by the manufacturers, who thought carbon paper was good enough for making copies. Soon after, it was introduced in government offices and businesses, thereby radically changing the way people were used to working.
“Once the Xerox copier was invented, diplomacy died” – U. N. ambassador Andrew Young.
Besides the photocopier, Xerox also invented the mouse, graphical user interface (GUI) and desktop computing, products that were commercialized by Apple, and by Microsoft.
Work Made Simple by Xerox
The name Xerox is so popular that almost every photocopier is referred to as Xerox, even if it happens to be a Cannon. But that is NOT just what Xerox does!
Though we all know that Xerox is a copier-printer business, few of us would know that Xerox is also a leader in providing business services. In fact you might be surprised to know that more than half of Xerox’s revenue comes from business services.
Made Simple by Xerox campaign draws attention to the fact that they’re helping businesses around the world simplify the way work gets done.
Changing Perception with Content
Xerox’s transformation from a printer and copier manufacturer to a leader in business services is apparent from its content marketing and communication services.
Xerox differs in its approach to content creation from other content marketing companies. The content published by Xerox is not about its products and services, nor a direct sales pitch, but is more of a utility for readers that offer value and insights.
Xerox’s digital magazine Real business offers insights, practical solutions and new ideas” in areas such as customer care, healthcare, human resource services, and transportation.
In some of the content programs, Xerox focuses on a very specialized audience — healthcare administrators and operators, and limits the breadth of its content, to cater to its smaller, niche segment of readers and effectively engage and influence them.
From producing printed electronic chips for packaged goods in Smart Grocery stores, to developing clinical surveillance platform, for tracking and taking preventive action for potential infections or other complications in hospitals, to automated technology for traffic management, Xerox has broadened its business to deliver best-in-class expertise and services.
In parallel, Xerox, which continues to be a top global brand, is working at changing people’s perception about its brand from its documents business to business services.
“Sustainable development is a proven catalyst for Xerox innovation.” – Anne M. Mulcahy
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