Vipin Tuteja, executive director, Xerox India, shares SMB strategies and challenges

Small and medium business (SMB) sector is one of the strong focus areas for Xerox India. The company has developed an aggressive SMB strategy to tap the segment and expand to a larger group of audience.

In an exclusive interaction with Infotech Lead, Vipin Tuteja, executive director, Technology, Channels & International Business, Xerox India, recently shared the company’s strategies in the SMB sector as well as the challenges in the market. Our interaction follows:

Vipin Tuteja, Xerox India

What are your SMB offerings?

Xerox is focused on the SMB segment and the company is bullish about strengthening its position in this segment. According to research, 90% SMBs are based in the top 200 Tier II and Tier III cities and hence it becomes very essential to tap these cities. As a result, Xerox has developed an aggressive Go-to-Market strategy for tapping this segment and reaching out to a larger group of audience. “We have already covered the top 200 cities through our channel partners and are constantly expanding our base.”

Talking about the printing requirements of small and medium businesses, they are very different to large enterprises. They are looking for high quality printers at affordable price points to address their needs and our new range of printers are especially designed keeping that in mind. Streamlined performance, ease of use and compact design make our printers attractive for the SMB segment. We recently launched products in A3 and A4 categories – Workcentre 5019/5021 in the A3 category and Phaser 3040 and Workcentre 3045 in the A4 category for the SMB market.

What are your strategies in SMB space?

Our strategies have always been aligned to the needs and demands of our customers. SMBs thrive on factors like competitive pricing and high quality outputs for selecting a right printer. The critical factor here would be total cost of ownership such as subsequent running and supplies cost. Therefore, the best choice is to select a device which can create professional-looking documents in house, without busting the budgets.

While buying decisions primarily revolve around Total Cost of Ownership (TCO) and the value a printer offers, reliability/serviceability of the machine is the biggest ask put forward by small organizations while buying a printer. A service support enables an organization to achieve key business objectives, solve critical problems and develop capabilities to target future opportunities. Service support provides the competitive advantage that is crucial for any organization ability to target strategic growth opportunities.

As also mentioned earlier, we are continuously developing products and solutions for the SMB market and are well poised to meet the needs and demands for our customers in the space.

What are the main concerns of SMBs?

The SMB market has a lot of potential and is a huge development especially in India. The SMB segment needs cost effective solutions and devices to maximize their growth and profit opportunities without compromising on the quality. Furthermore, SMBs prefer good after sales services and quick resolution of their queries and problems. Xerox has catered to this need efficiently and works very closely with the customers.

We understand these challenges and are well positioned to address these challenges and deliver accordingly.

What are your new strategies?

We continue to innovate and introduce products and solutions for SMB market segment. We will continue to grow with a range of newly launched products and further strengthen our leadership position in this segment.

Our strategies are completely based upon the needs and demands of our customers. Our ability to capture market transitions and provide product and solutions to customers that caters to their demands of today and tomorrow, has helped us retain our leadership in the domain. We are constantly upgrading and updating ourselves according to the market and have always set the benchmark in the industry. We make sure innovation is always at the heart of Xerox.

Rajani Baburajan

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