by Patricia Ames
Andrew Copley is president of Graphic Communications Solutions at Xerox Technology, and an expert in graphic communications, in-plant and production print environments. With more than years in the graphic communications industry, he started his career in the UK as a field sales representative and progressed through sales management, marketing leadership, strategic planning and operations positions into senior general management roles. Today he is responsible for the worldwide strategy, operations, product development, marketing, sales and support of the Xerox High-End Technology portfolio.
I was pleased to have the opportunity to connect with Andrew as a result of the Print 17 conference in Chicago. Xerox had a number of announcements at the event and I wanted to get a bit more perspective from Andrew himself.
At Print 17, Xerox talked a lot about reinventing print “at the intersection of physical and digital.” What do you mean by that?
Xerox has always focused on innovating the way the world communicates, connects and works. That means delivering breakthrough experiences that allow people to move freely between their physical and digital worlds.
There was a lot of interest shown at the show around the iGen5 production inkjet printer from Xerox. What is one thing that you think is innovative about the features of the iGen5?
The Xerox iGen 5 delivers unprecedented productivity, automation, quality and flexibility all within one platform. The Press is the most available and productive digital press platform available today and offers a number of enhanced and valuable capabilities. The recent excitement about the iGen 5 has been driven by the addition of the white dry ink option to the fifth print station. This delivers brightness and opacity achievable in a single pass and can be printed under or over CMYK. It has been optimized for high-value applications such as direct mail, invitations, postcards, greeting cards, folding cartons and retail signage.
One of the keys to taking advantage of the intersection of physical and digital is through techniques enabled by XMPie. Can you describe some of the advantage XMPie brings to the table?
Our industry is changing. Now all media touchpoints, both digital and physical, play together in unison. Being able to create and manage those experiences helps print providers to get more jobs and hence do more with print. In these days of digital disruption, print-based communication must be seamlessly integrated with digital-media communications because people are living and interacting with multiple media types. XMPie software creates both print and digital media communications that are highly relevant and creatively compelling, optimized for the latest web, email, and mobile technology. All those touchpoints are driven from a common foundation and composition engine. This means that customers create and automate multichannel customer experiences that guarantee a consistent synergistic view over time and across all touch points.
Despite the increasing digitization of business today it seems that print communications is making a comeback. Do you agree?
Absolutely. According to a recent InfoTrends study, digital print enhancement volume alone is predicted to grow at a 27 percent CAGR from 2015 to 2020, reaching 25 billion pages by 2020. In addition, print buyers have indicated that they are willing to pay a premium over CMYK for digital print enhancements. With the fifth print station on the iGen 5, that enables printing with white, orange, green, blue, and clear dry Inks, along with third-party finishing capabilities. Xerox is making it a priority to be part of the “print communications comeback” and market opportunity by offering a multitude of digital print enhancements in-line and offline.
At Print 17 I heard people referring to the company as “The New Xerox.” Is this the new Xerox?
Exactly. We have renewed our company to be the greatest pioneer of digital printing, to continue transforming and leading this industry. And with the product announcements that we’ve made in the high-end production market, I am confident that we are addressing our industry’s biggest opportunities and giving our customers new ways to be innovative, profitable, and to grow.