Khaleej Times reported on its interview with Xerox’s Dan Smith, Head of Integrated Marketing for the Middle East and Africa (MEA) region of the OEM’s Developing Markets Operations.
Smith stated that the company believes the printing industry in the MEA is “very much alive and growing”, and that it is a “key market” for the OEM.
Referencing IDC data noting that shipments of printers are “predicted to grow six to eight% of the next two years”, Smith believes that “amidst technological advancements and the advent of the so-called ‘paperless office’ […] printed material is still growing in the [MEA]”. He also added that the “pronouncements of the early 1990s relating to the paperless office and their link to the death of printing” have not “become a reality”.
Smith also highlights Smithers Pira’s prediction that the MEA region’s total printing revenues will grow by 7,2% to $26-billion (€20,6-billion) in 2018, and stated that “not only therefore are the two distinct markets for print [office and commercial] evolving, but they are growing”, with trends affecting growth “about mobility and the ease for users of accessing data and print facilities”, and MPS “also driving overall organisational behaviour”.
Other trends Smith pointed out are “the simple but continuing adoption of colour printing in the office and the need to control costs of that”, in contrast to the SOHO market, where “further adoption of multifunction devices is happening at the cost of single function”, and security remains a “key concern” in printing; whilst digital print for packaging “means huge growth in personalised packaging along with increasing revenues from marketing print and short-run digital applications”.
Smith added of the OEM’s presence in the MEA: “Xerox is always looking at the region and its opportunity to grow. We currently see a lot of great opportunities across the Gulf and wider regions, as various countries look to invest in infrastructure, education and training. Xerox will always look at staffing levels and our ability to serve the market place and our partners. If this requires investment, then we will make the appropriate spend.”