01732 759725 36 At the same time, we’re adding value to those channel partners, who in turn, can add value to their customers. MR: We’ve spoken before about how Xerox has built on its print legacy and though acquisition, expanded its capabilities in IT and digital services. You have an advanced offering spanning AI-driven workflow automation, cloud-based solutions, and cybersecurity, presumably this makes you an attractive vendor to MSPs and IT service providers as well as traditional MPS providers? AM: Yes, we’d absolutely like to think so. There is a convergence going on in the marketplace that’s quite clear. The print market continues to operate in the manner in which it has previously been accustomed to, but we also see that there are large numbers of dealers that have converged into forms of IT services and potentially digital services as well. So, we want to broaden our portfolio, to reach a wider audience of channel partners and MSPs, IT VARs and solution providers are absolutely key to our success in the future. MR: There are, I’m sure, many strategic benefits to the Lexmark acquisition. One in particular that stands out for me is the fact that Lexmark is a manufacturer. It owns its own technology end-to-end, which will help strengthen Xerox’s overall offering, particularly in A4. AM: Yes, one of the strategic imperatives around the actual acquisition was taking back control of manufacturing our own products. And like you said, particularly A4. We know that the marketplace for A4 is greater than it is for A3. We’re certainly seeing with the evolution of an expansion of the hybrid workplace, that actually Our intention, strategically, is to create an organisation fit for purpose, for the future of not just the print industry, but also the IT services industry. So, we have been focusing on ensuring that the integration gives us an expansive portfolio around print, it also gives us an expansive portfolio around managed print services and other additional services that the Lexmark organisation bring to Xerox partners and Xerox to Lexmark partners. And also at the same time, not just from a technology and services capability, but culturally, the two organisations really do look like they’re the perfect fit and the perfect match. MR: As part of Xerox’s Reinvention journey, you announced a shift towards a more channel-centric model, in what areas in particular do you see opportunity for channel growth? AM: I think the first thing is to understand why do we want to move to a much more channel-centric role? There are clearly some efficiencies and commercial benefits in terms of doing so, but actually, we know the market has shifted significantly over time. Xerox is more than 100 years old. We’ve seen huge amounts of changes in the industry, and this is no different, really, as we continue to try to reinvent ourselves. So really, the intention is to give ourselves the ability to reach a much wider audience. So, we want to be an organisation that has print and IT services capabilities that can be delivered not just to corporate large, enterprise type customers, but also small and medium and mid-market size organisations, and therefore we need help and support to be able to reach that wider audience. Hence, moving to a more channelcentric model. Michelle Ryder (MR): How is the integration of Xerox and Lexmark progressing, and what strategic benefits are emerging from the combined operations? Andy Muskett (AM): Things are progressing well. But the important thing really is to understand why we wanted to acquire an organisation like Lexmark. We were looking for an organisation that could bring us significant benefits as we went through our Reinvention strategy that you and I have spoken about before, and it was the perfect fit for us. In this exclusive interview with PrintIT Reseller, Andy Muskett, Director of Channel at Xerox, talks about the acquisition of Lexmark and how the integration of the two businesses is progressing. He explains how Xerox’s Reinvention is driving a more channel-centric model, highlights some of the key benefits emerging from the combined operations, and how a comprehensive portfolio across print, IT, and digital services, will benefit channel partners. Here’s an excerpt of the conversation One-to-one with Andy Muskett ONE-TO-ONE Andy Muskett
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