The following appears on quocirca.com by Louella Fernandes
Louella.Fernandes@quocirca.com
As the business world embraces new ways of working, Xerox is also evolving its breadth and depth of services and shifting legacy perceptions of its brand.
The print industry is challenged with remaining relevant in today’s era of mobility, the cloud and Big Data. Vendors are clamouring for higher ground, shifting from hardware to 
software and services with the goal of steady revenue, higher profits and deeper customer relationships. Whilst many printer and copier vendors are pursuing a services led model (an approach successfully pioneered by IBM), the stakes have probably been the highest for Xerox which has been working hard to reinvent itself as a services company.
Brand heritage
Xerox, founded in 1906, has a brand steeped in heritage, transforming the office environment with the first commercial copier machine in 1959. Xerox’s dominance of this market meant it reached the peak of brand presence, its name becoming a verb for photocopying. Today, the Xerox brand is under significant transformation as it shifts legacy perceptions, with hardware now representing less than half of its business. After acquiring Affiliated Computer Services in 2010, Xerox shifted from “the document company” to one that now generates more than half its revenue from 
business services, such as managed print services (MPS), operating call centres, processing insurance claims and handling automated toll payments. This has helped it expand its business process services (BPS) and IT services (ITS) footprint whilst reinforcing its leading presence in the MPS market.
