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Xerox has a new promotional video called “A World Made Simpler…by Xerox.”

Xerox uses document imagery throughout the video, as if wanting to remind us of its rich heritage in the copy machine business. But the video is absolutely not about documents. It touts the company’s shift into being a service provider that creates systems for paying for the bus, monitoring traffic, setting up call centers and helping your doctor access your health data.

I was left wondering what Xerox does. When a company wants to be known less for making things and more for what it provides, it becomes harder to define.

More importantly, the evolving Xerox brand has major implications for Rochester, its technology center. It could mean fewer jobs and lower-wage jobs. In a quote that resonates, Ursula Burns told the Democrat and Chronicle recently:

While Rochester will remain the headquarters and primary hub of Xerox’s technology business, Burns said, “The thing that made Xerox ‘Xerox’ in Rochester, which was the maker of technology, will not be the exclamation point after that.”

2 Responses to The New Xerox

  1. April 26, 2012 at 1:59 pm jeanne responds:

    “The thing that made Xerox ‘Xerox’ in Rochester, which was the maker of technology, will not be the exclamation point after that.”

    I don’t understand that sentence. Exclamation point? Truly, for me the exclamation point goes after a sentence like: Antonio Perez and Ursula Burns are of similar ilk!

  2. April 26, 2012 at 9:15 pm Todd Scheske responds:

    They are a transforming company in order to be a surviving company. There is likely almost no margins left in copiers and it is not only old technology but a technology that is utilized less as things go more paperless. So they either develop something new or change their model to do something that they can make money at. I don’t htink they are supporting R&D anymore so…

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