In a new interview, Darren Cassidy, Xerox’s President of the U.S. Channels unit, reveals the company’s channel strategy and his predictions for 2018.
Speaking to Channel Partners, Cassidy explained that the SMB market “is highly lucrative and rapidly growing”, and because 75 percent of office technology sales to SMBs are made via indirect channels Xerox is “thoughtfully and aggressively expanding its partner program”. Simultaneously, the OEM is “transforming the way we work with our mono-brand channel”.
In 2017, Xerox signed “several dozen high-potential channel partners” from around the world and “began moving tens of thousands of direct accounts to our partners to help Xerox capture a larger share of the SMB market.”
When it comes to his channel predictions for 2018, Cassidy revealed that “MPS will be a great opportunity in 2018 for dealers who put a strategic focus on targeting the underpenetrated SMB market.” Additionally, another “strong opportunity” in the new year lies “in meeting client needs for more device integration to streamline workflows unique to their businesses.”
An increasing number of channel partners will have to address this need “by building applications for their customers’ multifunction printers”, which Cassidy describes as an “emerging trend” which is set to “grow exponentially” in 2018.
Xerox also views colour production printing “as an area of continued growth”.
When asked what “major trends” had impacted in the industry in 2017, Cassidy responded that “Technology adoption has enabled completely new ways to interface with customers, mostly online or mobile.” He explained that “a strong presence online” and on social media is “more important than ever.” This trend is “a major challenge for the channel”, so as a result, Xerox supports its partners’ digital requirements “with programs ranging from demand generation to website syndication to social-media advice and implementation.”
As for his goal for Xerox in 2018, Cassidy said it is about “profitable growth”, with the OEM making “big investments in products and technology”, among them 29 new A3 and A4 devices.
He concluded by saying that “Partners who make the effort to become more relevant to their customers and more market-specific, and who leverage MPS and make their online presence a priority, will be well positioned to prosper and grow in 2018”.
