Xerox working on the smart document

NEW YORK: Xerox Corporation, the $15.7-bn company that gave the world the computer mouse, graphic user interface and the ethernet, is now trying to make dumb documents smarter.

It believes that documents can be imbedded with intelligence to send them to the people who really need to know what’s in them. Xerox is partnering with Microsoft and Adobe to develop this technology, called intelligent redaction, which is likely to be available in the market soon.

The idea is to help companies deal with sensitive information by hiding or exposing information or data in a document (say a loan application, insurance policy or a new design concept) based on who is accessing the document. The document appears different to different people as the software ensures who all have the permission to see varying sub-sections.

Says Anne Mulcachy, chairman and CEO, Xerox Corporation, “The new world of IT is made of a big ‘I’ and a little ‘t’. More focus must be placed on what really matters — information. Documents are containers in which information is presented for human processing.

Technologies like intelligent redaction make documents smarter and help us achieve that goal.” That apart, Xerox is trying hard to gain a better foothold in emerging markets, including India, by introducing sub-$1,000 products. By providing multi-functional devices at affordable costs, Xerox Corp hopes to get 9-11% market share in emerging economies.

It is targeting the developing market with five sub-$1,000 products that include the smallest colour laser desktop at under $300 and an entry level network printer at under $500.

Says Kaz Herchold, senior vice president, developing market operations group, Xerox, “About 70% of the business in developing markets comes from sub-$1,000 products. The market needs a big brand alternative and Xerox with its affordably priced products meets the developing market requirements.”

When asked about Xerox strategy, Angele Boyd, analyst, IDC told ET, “The market is commoditised. Xerox is impressive in what they have done in the last few years. With focus on colour and affordable products, Xerox has been innovative in targeting the right market segments.”

Adds Jeffrey A Smith, president, ProBuyers (a digital copier consultant), “Companies are trying hard to offer valued added services with multi-functional devices. But the point is whether customers really use all the features.”

On India, the company has earmarked Rs 17 crore towards brand building and product market initiatives. Xerox Corporation owns 88.29% in Xerox India or just over 40m of the Xerox India shares. The public owns the remaining 10.71%, of which 7% is held by Modi Rubber. Xerox, however, has approval to purchase 100% of Xerox India’s equity.

Says a Xerox Corporation spokesperson, “Xerox’s objective is to do just that. Though we are not, at this time, launching another buyback of the privately owned shares. For now, we are using our capital to invest in other areas of the business.”