xerox book in time
TRANSCRIPT
XEROX: BOOK IN TIME
MARKETING MANAGEMENT PRESENTATION Roji Jacob Alex #23
Our company. Our capabilities. Our commitment.
FACTS1. Headquarters: 45 Glover Avenue, Norwalk, Connecticut
2. History: Founded in 1906 as the Haloid Company; named Haloid Xerox in 1958 and Xerox Corporation in 1961; acquired Affiliated Computer Services in 2010.
3. Stock: XRX (NYSE)
4. Employees: 136,000 in 160 countries
5. CEO: Ursula M. Burns
6. 2009 Revenue*: $22 billion company
7. world’s leading enterprise for business process and document management
They…
•Succeed through satisfied customers.
•Deliver quality and excellence in all they do.
•Require premium return on assets.
•Use technology to develop market leadership.
•Value their employees.
•Behave responsibly as a corporate citizen.
Xerox’s core values
Who Xerox serve. Schools, small businesses, government agencies, commercial printers and Fortune 1000 companies –Xerox span all types and sizes of organizations. Besides online and over thephone, they reach and serve their customers through their globalsales force, independent agents, dealers, value-added resellersand systems integrators.
160 countriesThey extend their global reach through wholly-owned subsidiaries of regional office technology dealers, as well as more than 6,500 authorized sales agents and concessionaires and about 10,000 technology resellers.
66,500 customer-facing employeesThey have more than 8,000 sales professionals, 46,000 employees directly serving their clients through on-site operations or off-site delivery centres, and 12,500 technical-service employees. They are allied with IT and business partners that integrate their systems and services into their customer solutions.
TechnologyThe innovation that they bring to document systems, software and integrated solutions is unparalleled in the industry and is built into broad portfolio of technology, for businesses of any size, in any industry, anywhere around the worldServices Document outsourcing
What they offer. They provide the industry’s broadest portfolio of document technology, services and software; and the most diverse array of business process and IT outsourcing support.
What they take on for their customers. They’re behind the scenesmanaging the essential processes that businesses count on tobe successful.
Business process outsourcing Information technology outsourcing
• Lean Six SigmaThey run their business with a disciplined approach to productivity and efficiency – and they help their customers do the same. Applied in both manufacturing and non-manufacturing environments, Lean Six Sigma is an analytical, fact-based approach to managing projects and processes that is centered on a set of industry-recognized tools. It’s about discipline, infrastructure, and substance, not form, so it builds value and produces tangible results. Because of its positive outcomes, they now incorporate it into their work with customers, helping customers to yield both increased efficiency and improved effectiveness.
• Research and developmentInnovation keeps them in the forefront of the industry. Four percent of Xerox’s revenue is dedicated to R&D and engineering.Four R&D centers in the U.S., Canada and Europe focus on colour science, computing, digital imaging, work practices, electromechanical systems, novel materials and other disciplines.Xerox holds more than 9,400 active U.S. patents.•Environmental sustainability
What helps guide them. Their unwavering commitment to excellence, innovation and sustainability defines their future and ensures their success.
•In 1980s, Xerox was a stand alone, black and white analog copier company
•By 1998, it was transformed into a networked, color, digital company with revenues of US$19.4 billion
•BIT system could produce in 1998, one 300 page book for US$ 7, such economies was possible only when lot size exceeds 1000 in normal printing.
Case Study- Book in Time
Xerox had in 1998, 4 business groups Office Documents- Sales of US$ 10 billion Deals with
black and white digital and light lens copiers and colour copiers/ printers to offices
Production Systems- Sales of US$ 5 billion. Deals with large production publishing & printing systems.
Channels Group- Sales of US$ 1.4 billion
Documents Services Group- US$ 3 billion
Case Study- Book in Time
Xerox’s Group of research laboratories, especially PARC (Palo Alto Research Center) was highly reputed for its breakthrough inventions.
Xerox sold Graphical User Interface (GUI), which it developed to Apple Computers, which made Apple computers a success. This is an example of Xerox’s failure to capitalize on R&D success to Commercialization. In 1970s & 80s Xerox licensed out several inventions for little return.
The change in policy in 1990s, led to several projects, BIT was one of the dozen projects so identified.
Case Study- Book in Time
BOOK INDUSTRY OVERVIEW
In 1997- Worldwide
Book Market- US$ 92 Billion
Printing Expense- US$ 20 Billion
No. of books printed- 8.5 Billion
Growth rate- 5% per year
68% Paperback, 32% hard cover
69% Non fictional 31% Fictional
- In US
Book Market- US$ 21 Billion
No. of books printed- 2.4 Billion
Case Study- Book in Time
T H E X E R O X S O L U T I O N
Market Research by Xerox revealed the following
53% of books were selected by subject, only 22%
due to author’s reputation
Publisher name was simply not a factor in the customer’s reason for purchase of a particular book.
55% of books were planned purchases and 45% were bought on impulse
81% of books were bought for oneself, whereas 19% were purchased as a gift
Case Study- Book in Time
Case Study- Book in Time
Distribution Channel Analysis
27%
14%
9%
50%
Publisher toGen Retailers
Publisher toConsumers
Wholesaler toGen Retailers
To Otherchannels
Other Channels include Publisher sales to colleges, schools, libraries, export etc
Case Study- Book in Time
World’s leading Book Publishers
Simon & Schuster- Published under imprints Macmillan, Prentice hall & Scribner
Pearson- Published under imprints Penguin & Ladybird.
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%
Bertelsmann,Germany
Warner Books,US
Simon &Schuster
Pearson
Readers Digest
Random House
Case Study- Book in Time
World’s leading Printing Companies
Industry fragmented with 40,000 printing presses in US alone.
Top 25 accounted for 25% of industry volume. Next 500 accounted for another 25%, and the rest for the remaining 50%
Large % of all print jobs were accomplished by offset printing.
Xerox served a complementary market, mainly office printing of documents.
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1000
2000
3000
4000
5000
6000
7000
In Million $
RR Donnelley& sons
Hallmark
Quebecor
Moore CorpLtd
Deluxe Corp
World ColourPress
Ingram- Largest Wholesaler
100 million books in 1997
Service- 24 to 48 hours delivery to Retailers
Received orders electronically
Logistics backbone of Internet retailer Amazon.com
Wholesalers
US Book Industry Analysis
Authors
Publishers
Size: $23.1B (40,000)Profit margin:8% to 15%
PrintersSize: $20B (40,000)(Printer:$10BOther raw materials: $1~5M)
End Customer
RetailerSize: $4B (*1)Net margin: 3~5%
Wholesaler
Size: $7B (*2)Net margin: 1~2%
Size: Profit : 0~% of publisher’s profit. Or 10~15% of retail selling price
Value Chain for a $25 Book
Authors Printers Publishers Wholesalers Retailers End-Customers
$25
$17.5
$12.5
$4.5
$2.5
If a book price is $25:Authors: Fee is 1) out of publisher’s profit, or 2) 10%~15% of $25 ($2.5~$3.75)Printers: Publishers: Profit: 8%~15% ($2 ~ $3.75)Wholesalers: Retailers: Customers: Value chainSale price: $25Total margin (48%): $12---------------------------------------Publisher’s price: $13====================Manufacturing costs (20%): $2.6Author’s royalty (20%): $2.6Overhead costs (30%): $3.9Book return (25%, $13-2.6-2.6-3.9-0.65): $3.25Best margin for publ. (5%): $0.65Manufacturing costs (of 300 page)Film: $1,000 ($800~1200)Plates: $1,500Labor: $1,000Total: $3,500 (to $5,000)
Challenge Increase selection of book titles without adding to physical
storage.Enable efficient production of books ordered in quantities of
one or two at a time.The Xerox Solution: Introducing a new Xerox Digital Books solution, to
economically print books one-at-a-time, just-in-time. An entire book—including binding and cover—can be
produced within 48 hours, allowing many more book titles to be “in stock” without carrying physical inventory.
The Results: Positive responses from publishers, retailers, and customers. For the first time in history, supply and demand can now be
balanced in the publishing industry.
Who can leverage the Xerox: Book In Time technology?Small publishers can leverage the technology
by taking chances on new booksUniversities and schools can create
coursework that is relevant based on current events due to quick turnaround time
Small companies can create their own documents which provides them security if the documents are confidential
Estimate Demand of Book in TimeU.S. Book Market- 2.4 billion books sold68% in Paperback format and 69% Non-
fictionXerox could penetrate a smaller portion of
trade market and a majority of textbook market segments
Some of the books were out of print due to low demand worldwide
If Xerox could capture the mid market publishers, the demand could be in thousands of printers which would translate into billions in sales
Where does Amazon fit?Amazon provides a resource for small publishers
to distribute books to a large audience via the e-retailer
Amazon was the first company to let customers review books and it created an online community where people could research books
The biggest cost saving: shipping costs and excessive print costs. Because the publisher can release prints in limited quantity for titles where the demand might be unexpected
Other cost saving drivers : Inventory fees-virtual shelf replace physical retail space Marketing fees of best display at retailers Customer needs analysis: reflect true customer demands
Where does Amazon Fit?
Authors Printers Publishers Wholesalers Amazon.com End-Customers
$25
$17.5
$12.5
$4.5
$2.5
Normal price
$18Amazon Price
Case Study- Book in Time World’s leading Book Publishers (2009)
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In Billion US$
Pearson
Reed Elsevier
ThomsonReuters
Wolters Kluwer
Bertelsmann
Hachette Livre
Mc Graw Hill
Book-In-Time, developed at Xerox, dramatically reduced the cost of printing "one" book. Combined with the possibilities of digital content storage and transmittal, the new technology has vast opportunities. .
Book-In-Time solution provided by Xerox is one of the most efficient solutions for publishing companies running on demand for short-run books. Many publishers were reluctant in publishing low demand books because of the increased cost, however BIT can allow the supplier to match the supply with the demand without sacrificing any cost.
BIT creates value in the distribution chain in two distinct cost saving ways.
First because BIT is a just in time system where publishers can customize the number of book runs they would like to establish. This added flexibility will help reduce the cost of inventory and returned books. .
CONCLUSION
What is the old name of Xerox India?
When was the first photocopier introduced?
One Major Publisher in Europe who uses the BIT technology?
Questions
Modi Xerox ( Joint venture formed between Dr Bhupendra Kumar Modi & Rank Xerox ( European Subsidiary) in 1983)
The company came to prominence in 1959 with the introduction of the Xerox 914, the first plain paper photocopier using the process of Electro-photography, (later changed to xerography) developed by Chester Carlson. The 914 was so popular that by the end of 1961, Xerox had almost $60 million in revenue. By 1965, revenues leaped to over $500 million.
Libri- Founded in 1928, Georg Lingenbrink Gmbh & Co. (Libri), is a privately owned book wholesaler based in Hamburg, Germany that serves 40 percent of the German wholesale book market. Libri carries more than 300,000 titles from 600 publishing houses and self-published authors. As a producer of books, Libri fulfills orders to nearly 3,000 bookstores and on-line booksellers, like Amazon.com. For every retail order received before 6 p.m., Libri guarantees delivery to bookstores anywhere in Germany before opening hours of the following day.
Answer
Thank You
For a Book In Time set up to operate, Xerox uses two Xerox DocuImage scanners, Xerox DigiPath production software, and OneVision PostScript preflight/imposition software. Personal computers and Macintoshes are used in the mastering department, which are manned by three pre-press technicians. The production area has a manager and two operators with a Xerox 6135, a Xerox 6180 digital printer, a DocuColor 40 printer for covers, a GBC laminator, a Horizon perfect binder and a Polar 66 guillotine trimmer. The system is run by the Xerox DocuXenter production management Software
The facilities for a BIT