We previously published an overview of PRINTING United, but after reviewing our discussions with various manufacturers, we realized that covering the entire event in one article wasn’t feasible. Instead, we’ve decided to focus on a single manufacturer and follow up with an overview of our meetings with Sharp, Ricoh, Konica Minolta, and Kyocera.
Xerox and its relationship with Fujifilm emerged as a key topic, prompting us to focus this piece on their responses. We spoke with Xerox executives, including Sean Hickey, president of U.S. production; Terry Antinora, head of product and engineering; and John Bruno, president and COO. Their insights are presented collectively, allowing for a more cohesive dialogue.
Xerox and Fujifilm
The most pressing question concerned Xerox’s relationship with Fujifilm. Their response has been consistent over the past two years: “We are their largest customer, so why wouldn’t they want to continue a long-standing relationship?”
Editor’s note: Xerox has also trained more Subject Matter Experts (SMEs) working for dealers than any other manufacturer, many of whom specialize in products made by Fujifilm.
Xerox’s primary product introduction was the PrimeLink C9200 Series Production Color Press—an entry-level device offering production capabilities with reduced size and cost compared to Xerox’s higher-end presses. The series includes three models: the C9265, C9275, and C9281. This compact, entry-level ecosystem is an appealing option for dealers, especially those seeking a lower-cost solution or new to the production print space.
Xerox described the PrimeLink series as a compact, entry level system for addressing lower volumes, supported by an AI-based break-fix tool and dealer training. They also expressed optimism about their inkjet future, an approach gaining traction as Kyocera demonstrates inkjet’s value for in-plants.
Xerox emphasized dealer training and a strategic focus on consolidating its efforts to maximize placements. New products are expected to officially launch in November, with deliveries likely in early 2025.
When asked whether Xerox is open to broadening its product line by partnering with other manufacturers, the response was an emphatic yes—especially with Fuji now selling directly in the U.S. and strengthening its distribution network, including partnerships with Sharp for production and Katun for A3 products.
Xerox Dealer Support
For our dealer audience, a key concern is whether Xerox is fully committed to supporting production print growth in the channel. We posed three questions to Richard Schaublin, VP of Xerox’s dealer program, and Matt Raab, director of global portfolio marketing.
What does Xerox offer in terms of sales and service training for dealers entering the light production space? According to Xerox, they provide comprehensive support for new dealerships. Sales coverage is handled by a dedicated account team, combining both field-based and remote support.
Xerox dealers have two teams to support them:
Sales Account Team: This is the dealer’s primary support team. It comprises an in-field Regional Channel Leader (RCL) and a virtual Partner Manager (PM). The RCL and PM ensure that the dealership knows the many product sales resources available to optimize their ability to learn about and sell the Xerox portfolio of products effectively. The Xerox partner portal is the gateway to all Xerox sales and training resources, and the RCL/PM team will guide dealers through this portal to quickly find product presentations, videos, and other selling resources.
Production Support Team: This team focuses on supporting dealers in selling production products. It consists of an in-field Production Solution Executive (PSE) and a Virtual Production Solution Specialist (VPSS). This provides dealers with pre-sales support, product training, and assistance to differentiate Xerox products from the competition and close business. These resources are subject matter experts in production print.
Xerox offers a range of sales and training resources to support its dealers. Through the Learning Xerox platform, dealers can access the same online training materials as Xerox employees, covering topics from entry-level product features to advanced production techniques like Fiery, color theory, and workflow setup. Dealers can also book Live Streaming Demos hosted by Xerox’s Digital Sales team, where they collaborate with a Subject Matter Expert (SME) to create personalized, interactive virtual demos. With a product lineup that includes PrimeLink, Versant, and Iridesse, these virtual demos have an impressive 80% close rate.
Additionally, Xerox provides marketing support through the Digital Marketing Automation Center (DMAC), a free toolset for tracking campaign intelligence, measuring ROI, and integrating with systems like HubSpot and Salesforce. The Xerox Authorized Service Program (ASP) enables dealers to certify their technicians, offering specialized training in light production and other areas to ensure comprehensive service capabilities.
PRINTING United Observations
We asked the Xerox team for their thoughts on PRINTING United, particularly whether it helped them share their message effectively and how dealer attendance compared to previous years.
They were thrilled with this year’s event. Xerox’s offerings resonated well with clients and partners, and many dealers visited their booth for live demos and to connect with the sales team. The Xerox production ecosystem showcased how its solutions can enhance efficiency, flexibility, and productivity while lowering costs—key factors for helping print service providers succeed. The event also allowed Xerox to position itself against rising competition in 2025.
These responses highlight what dealers new to production print need: education, guidance, and a knowledgeable team ready to address production-related questions. Xerox has the answers, but dealers need to ask the right ones.
