Xerox has invested more in the show than ever before and hopes that this time it gets its message right to the 70,000 visitors it expects to attend its hall.

In 1995 we were very far away from understanding business and even in 2000 we still didnt understand it very well, said Xerox European president Armando Zagalo de Lima.

Business development will cover three areas: operations, sales and marketing, and management.

This strategy is built to avoid this industrys tendency to sell and forget said Xerox Europe senior vice president of graphic arts general manager, Production Systems Group, Valantin Govaerts.

This will include service, training, and how to get the best out of Xerox products. The whole package will also provide assistance and feedback on business development and marketing strategy.

Our customers dont buy our machines to enjoy technology, they do it to make profit, said Zagalo de Lima.

Content management and fulfilment has been identified by the firm as areas where products can win business. For every pound spent on print, we have identified that 6 is spent on these other areas.

Xeroxs focus on these areas includes incorporating tools to add them into its FreeFlow range of products, which gets its first big viewing at the show.

FreeFlow is an umbrella brand for Xerox and its partners, including products from Creo and EFI. All are based on open standards including JDF and PPML workflows.

Xeroxs stand will be developed into five business areas. These are commercial printing, book publishing, service bureaux, quick print, and creative services, all of which will feature demonstrations from Xerox customers.

by Barney Cox