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.
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.”