01732 759725 36 “Regaining and retaining our A3 leadership is critical, and we’re going to lean heavily on our internal capabilities as we move forward. We’ll expand the line with new speed points in both colour and mono. This expansion will take us to 11 models across our internally developed A3 product line.” Versatility and simplicity He continued: “We introduced an A3 product line built around a single set of finishing options, uncommon in this industry, where most vendors offer multiple sets. We did this deliberately for versatility, so partners could limit capital investment in inventory and options. Every A3 device uses the same options, and that won’t change. Versatility and simplicity are a core part of our strategy. “As we unify the legacies of both companies, you’ll see continued evolution in the user interface, some look-and-feel changes, but our focus remains on ease-of-use architecture. We always design around three priorities – ease for the user, for the installer, and for the servicer. Those priorities will continue to guide this product line.” A4 colour expansion Vice President A4 Product Offerings Alan Clark said the combined Xerox-Lexmark business now holds fourth place in the A4 colour market, one that is growing by 6% and accounts for more than three leading singular cloud offering which will combine the best features and functions from both. That’s how we’re approaching everything.” White pointed out that Xerox would continue to focus on transparency and partner engagement as the integration progresses. He said the company will continue to share roadmaps across workplace/office print, production print and wraparound services, adding that it works on two to five year visions of every category at a detailed product and offering level. “Keep selling, keep executing, and we’ll keep you informed on what’s happening, how it’s happening, and when it’s happening,” he said. Expanded A3 lineup Looking ahead, White described this as an exciting year and confirmed that Xerox will be driving advancements across all aspects of the ecosystem – A4, A3, software, services and applications, in 2026 and beyond. He highlighted that the Lexmark 9-Series A3 platform, first announced in 2024 has now been extended across the global Xerox channel. “As we brought the two companies together, Xerox introduced opportunities and speed points in segments legacy Lexmark hadn’t originally envisioned for this product line. So, we will be expanding the line, this is step one in a multi-step journey. Chris White, Senior Vice President, Office Products and Print Services framed the integration as an effort to give the combined business greater control over its own direction, while reassuring partners that continuity remains central to the strategy. “We’re bringing two companies together and two distinct product portfolios that were more similar than maybe you realised,” he explained. “There will be product differentiation and separation between those who are in business solutions dealer programs and our classic and transactional product line, that will continue moving forward.” White said the process builds on work already familiar to some legacy Lexmark partners, who have been involved in giving product feedback in recent years. “Some of you, as advisory members, spent time in Lexington in front of engineers, in front of product developers, giving feedback on how we should innovate, how we should differentiate, and you saw a lot of that come out into the product line,” he said, adding: “That’s what you all should expect to continue to see going forward.” On branding, he said partners will begin to see a new logo across hardware, software and other offerings, but the shift will happen gradually, the shift to a unified logo is mapped from mid-2026 through to the end of 2029. “There will no longer be an independent Lexmark- or Xeroxbranded product line, those product lines will merge with each platform launch,” he said. Best-of-both approach Beyond hardware, White said Xerox is also taking a best-of-both approach to software, applications and services, combining the strongest capabilities from each side. He cited cloud platforms as an example, noting that both companies have industry- leading platforms. “Going forward we will have an industryAt the Xerox Western Europe Channel Forum, the company shared details of how it is aligning Lexmark- and Xerox‑branded product portfolios, plans to create one unified brand and confirmed its continued focus on transparency and partner engagement Xerox sets out product strategy NEWS FEATURE Alan Clark
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