01732 759725 26 How can we change that conversation within the channel organisation?” This says Smith is where the power of the collective comes into play. “It is about combining the entire ecosystem together and applying that to the things that customers really want to talk about, where their real challenges are. What can we do with the devices? How can we better manage the fleet? How can we help the users? What can we do with the documents? “We then take those conversations and within our group, we work with each of you as individual organisations to help you put together your own unique offerings. They’re going to be tangible and relevant for your customers and help to generate new revenue streams,” he explained. Security presents opportunity Smith said that security remains a top priority for every organisation, asking how many partners are offering customers a proactive device security service. Within most MPS contracts firmware updates, password management and port/protocol configuration are not become increasingly difficult. “What can we do to try and move away from that conversation? It starts with taking a closer look at the portfolio,” he said. He noted that whether partners are looking at boxes with a red badge (Xerox) or boxes with a green badge (Lexmark), there is the hardware portfolio. On the solutions side, there is workflow, content or document management offerings, yet most of the conversation resolves around print management, typically products like PaperCut or YSoft. In terms of fleet management tools, partners are familiar with Xerox’s XSM or XDA, and partners that deliver their own service may use tools such as FM Audit or PrintFleet. Smith said: “If we look at that typical portfolio, are we really offering any differentiation to the customer, or are we finding actually we’re going to be price‑driven, because the only thing that’s particularly different is going to be the colour of the badge on the hardware.” Shifting the conversation beyond print He pointed out that when asked about print-related challenges, customers will say spend, service delivery and reporting. But when asked about their business challenges, the answers will shift dramatically. They will talk about workforce shortages, data protection, regulatory compliance and sustainability. “Whether they talk about one of these things or all of these things, one thing for sure is that no one talks about print unless we specifically ask. So, are we having the right conversation? At the channel forum, Xerox set out its goal to move its channel beyond a transactional, hardware-centric model and towards one built around adding value through a more consultative sales approach to software and services. Setting the scene, Nemec highlighted how print resellers’ share of a customer’s tech budget has shrunk post-pandemic, as customers buy fewer machines and print fewer pages. He pointed out that IT resellers often take on print, but print resellers rarely expand into IT. “We need to change that,” he said, outlining the path from managed print to broader digital services. “Our goal is to bring digital and IT services to the channel and we have the team to support you.” Data was positioned as the digital house foundation underpinning Xerox’s digital offerings. Nemec explained how partners are moving more contracts under XPPS to benefit from access to data from both Xerox and non-Xerox devices, simplified communication, improved service delivery efficiency, reduced waste, lower costs and the creation of new opportunities. Smith acknowledged that for many partners in the print and document solutions space, competing on price has Petr Nemec, Software and Services Leader and Rob Smith, Software and Services BDM at Xerox EMEA, explored the growth opportunities for partners through software and solutions at the Xerox Western Europe Channel Forum Leveraging the power of the collective SOFTWARE & SOLUTIONS Rob Smith
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