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Xerox
The history of Xerox (through 2013) in 75 seconds.
00:05
Chester Carlson stood in his kitchen.
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With a grease pencil he wrote on a glass plate the numbers 10, 22, 38 and it was a climactic moment.
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His discovery is called xerography.
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Effort has been made by Xerox to take this imaging system, a physical kind of photography,
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and make it one of the great industries of the world.
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The Xerox 9-14 copier.
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Possibly the most successful single product of all time.
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Xerox 4000 can turn out 45 copies.
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Alto the world's first desktop computer.
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And here, a laser magnetic hard copy that you can read.
00:38
Sensing wires in the roadbed linked to a Xerox computer detect problems.
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The Xerox telecopier
00:42
The 620 memory
00:44
9200 Duplicating System
00:45
Xerox 80-10 Star Informations Systems
00:48
The ball on the bottom
00:49
On my desktop I have a document
00:50
Together by the local area network
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Well it's the latest thing since the copying machine called DocuTech.
00:57
Xerox acquiring Affiliated Computer Services
00:59
Bringing together two companies to create essentially a new service offering
01:04
Xerox analytics put mountains of ticket data to work
01:07
Doctors virtually monitor all their patients
01:08
Rolling out these documents services
01:10
Let us remember 75 years of Xerox breakthroughs that simplify how work gets done and then
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let's marvel at what could happen in the next 75.
How Xerography and Digital Printing
Changed the U.S. Mail
Have you noticed more people sending personalized holiday cards each December, using family photos printed not on photographic paper, but on heavy card stock, like those produced by major greeting card companies?
These cards and the range of other photoproducts that can be ordered online today with a few keystrokes and photo uploads are a good example of what xerographic printing and mail has meant for entrepreneurs. Once xerographic digital press image quality rose to the level of rivaling photographic prints, entrepreneurs created a new market for photo greeting cards, calendars, books and other photoproducts that is projected to generate a worldwide retail value of $10 billion1 by 2018.
Photoproducts are one of many innovations that digital printing technologies have brought to the production of items distributed through the U.S. Mail. Here’s a timeline listing some of the bigger breakthroughs.
1937—Chester Carlson makes the first xerographic image.
1959—Xerox introduces the first automatic plain-paper copier, using xerographic technology. The Xerox 914 and subsequent models provided a convenient, cost-competitive alternative to commercial printing for producing multiple copies for mass mailings, to carbon paper for duplicating personal correspondence, and to routing originals when sharing mail.
1969—Gary Starkweather of Xerox invents the laser printer.
1977—Xerox introduces its first laser printer, the 9700, designed for printing from mainframe computers at speeds as fast as 2 pages per second. It replaces slower, lower quality line printers that use continuous pin-fed paper to produce statements, invoices and reports and introduces many of the capabilities that enable the high degree of automation in modern print and mail shops.
1990—Xerox introduces the DocuTech 135 Publishing System—the first laser printer capable of rivaling the quality of traditional offset printing of text and images. With the DocuTech, a new set of graphically sophisticated documents, including books, manuals and marketing materials, became eligible for printing on demand, with orders fulfilled from electronic repositories rather than warehouses, saving time and money.
2000—Color digital presses, introduced in the mid 1990s, begin to achieve the quality and consistency necessary to complement and compete with traditional commercial printing. Again, a new range of printed pieces requiring high-quality color become eligible for print and fulfillment on demand, including just about every type of marketing document. Increasingly, print orders are placed on the Web for automated fulfillment on digital presses. Wider adoption of personalization—varying text and images in a long print run to make the content relevant to each individual recipient—begins to increase the business effectiveness of direct mail.
Mid-2000s—In 2005, the number of camera images shot digitally surpassed film for the first time—about the same time that the image quality from digital color presses began closely rivaling that of photographic prints. Entrepreneurs begin applying the online-ordering-for-automated-print-and-fulfillment business model to photoproducts, and a new industry was borne for automated production of greeting cards, photo books, calendars and posters from personal photos.
2010—Inkjet print technology gains traction as a digital printing alternative to xerography for print and mail facilities, offering higher capacity, lower production costs and ever improving image quality. It once again expands the range of printed documents that benefit from the automated, personalized, print-on-demand processes that digital printing brings to print and fulfillment. Its promise is so compelling that production color inkjet print is projected to account for 57 percent of the total production digital color page volume by 2019, taking over volume leadership from xerography, according to InfoTrends2.
An Automated Print and Mail Line in Action
Ever wonder what happens after you press the “send” button for your print-and-mail order? In this video, the team at SendOutCards shows the step-by-step process for creating greeting cards and inserting them in envelopes or matching them with the right gift boxes based upon orders placed on its Web site.
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Hi, I'm Steve Diamond, Director of Production for SendOutCards, and this is my world.
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I've been asked today to take you on a little tour of the production facility and how the cards get created and sent out today.
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This is command central.
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All the cards that get pulled at midnight every night are sent here.
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We take and divide those cards out, create them, print them out to our six iGen printers
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and track them through the system.
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We have custom written software for tracking the cards as well as for printing the cards
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and making sure that every one goes out for the rest of the day.
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But instead of sitting here and talking about it, let's just go ahead and see how this starts.
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Okay, so this is the Xerox iGen4.
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After the software works all of its magic the cards come over here and get printed.
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The Xerox iGens are the biggest printers in digital presses in the market today.
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And we can print through each printer 80 cards a minute which means, in an hour, I can print
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28,000 and in a day we can print about 700,000 cards.
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Cards all come out on the paper.
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It's 14 x 20 inches, print four cards on a single sheet.
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Postcards, we can fit nine on the sheet.
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After this the cards are taken over to the UV coater.
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We'll go over here.
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This is the UV coater.
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This piece of equipment applies a UV film onto the cards.
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It protects it from damage from the sun as well as potential damage for our equipment,
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and it goes through, gives it a nice shine.
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Every single card that gets printed goes through this process and protects it.
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After it gets done here it's gonna cut down and creased and ready to process.
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Let's go see how that goes.
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Okay, so now the cards have been printed and coated.
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This is where the cards are cut down from the sheet of four that I showed you, down to a single set.
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Chad here is doing a good job of cutting them down.
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And, could I have a set of these really quick?
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Go down to a single set of cards now that are ready to go over and be QAed.
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Okay, so all the cards have been printed, coated, and cut and creased.
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We're now here at one of the most important steps at SendOutCards.
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A lot of people don't know but all the cards here are actually checked by hand for quality
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and mistakes by the user.
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If you look down the line, you've got a bunch of people checking.
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Now what they're checking for is for imperfections in the print quality, the cut, the score.
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You'll notice Judith put one into a bin.
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All of the bins are labeled for different reasons.
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Some for user error.
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Some again for cut and crease.
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All these cards will be reprinted at the end of the day, or the customer will be contacted
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if it's something that needs to be adjusted on their end.
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So now that the cards have been checked, let's go ahead and go over to my favorite part and
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let's watch them get put into and envelope.
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Okay, so this is the SendOutCards card inserter.
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This is the only one like it in the world.
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SendOutCards actually worked with an engineering firm back east to develop it.
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It's capable of running a thousand cards per hour including sealing, stuffing, stamping,
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and varifying.
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We'll have a second one delivered here in a few months so we'll be able to process 16,000
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cards per hour, inserted and out the door.
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Let's go ahead and take a walk through of how the system works.
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You see the cards here are now being fed from the table with a vacuum onto a table.
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It's then folded.
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You'll notice that the fold doesn't have any abrupt things crushing into the card which
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is typical of other machines.
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It's then taken, placed onto a track and inserted it a blank, white envelope.
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The envelope is then sealed as soon as the card is put into it.
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There's no chance of a card and envelope of being mismatched.
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It's then turned over and presented to an address printer that's also doing verification
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by a two-dimensional barcode to make sure that card is the right card.
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So this is a system that's actually printing the address and verifying the card that we
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just were speaking about.
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You look up on the screen here, you'll notice that there's a two-dimensional barcode being
03:40
scanned on every single envelope.
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It matches the barcode on every single envelope, or every single card that's going into the envelope.
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After it goes through here, it's getting a stamp that covers up that two-dimensional barcode.
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If for some reason it doesn't verify it can't guarantee the right card is in the right envelope
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it will divert it into this bin and remove it from production.
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It will then figure out what happened and if it needs to be reprocessed.
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After that you're given a final product, ready to go out in the mail to the post office.
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All cards leave within 24 business hours.
04:16
Welcome to the gifting department.
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So we just saw a card get printed, coated, cut, and creased.
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When it adds a gift to it, it actually comes next door and it gets put into a clear envelope.
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This envelope and then matched up with the card, the proper gift, boxed, and shipped
04:30
right here in our warehouse.
04:32
Let's go see how that gets done.
04:35
So after the cards are put into the envelope, we go ahead and build boxes for them.
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You'll see Jen here putting the gifts into the boxes and putting the protective packaging
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around them to make sure they don't get damaged in shipping.
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After that they're sent down the conveyor and matched with the proper card
04:51
and prepped for shipping for the final check and printing a label.
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So we get down here you'll see Lisa, actually checking, putting the right cards in with
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the right gifts, getting them ready to pass over to the shipping line.
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So Carl now has the right gift in the box matched with the correct card, scans the card,
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prints out the label.
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Says that this package is supposed to go to via UPS.
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He's then going to put it out with the carrier and send it out today.
05:17
Thanks for coming onto our tour at SendOutCards production facility.
05:20
I hope to see you on a tour soon.
05:22
Thanks. Bye
Ever wonder what happens after you press the “send” button for your print-and-mail order? In this video, the team at SendOutCards shows the step-by-step process for creating greeting cards and inserting them in envelopes or matching them with the right gift boxes based upon orders placed on its Web site.
A PARC Vision Shaped Modern Print and Mail Centers
PARC, a Xerox company, is located in Palo Alto, California
PARC, a Xerox company, is widely recognized for having envisioned the modern office through its many technology innovations in the early 1970s. These include the first personal computer, the first graphical user interface and the invention of the Ethernet networking protocol. Yet the one PARC (Palo Alto Research Center) technology around which Xerox built a successful business at the time was applied not to transforming the office but to print and mail centers.
The technology: laser printing. Xerox’s first laser printer, the 9700, was introduced in 1977 and connected directly to mainframe computers in corporate data centers and independent service bureaus to output a remarkable two, cut-sheet pages per second (120 per minute).
The 9700 had critical advantages over the line printers that were then the dominant means of printing mainframe output in the form of statements, invoices, checks and internal reports. Line printer shortcomings included low image quality, a small number of available fonts, an inability to print images or line art, and a cumbersome work process. Most used pin-fed, perforated continuous form paper that required the edges to be torn off and the individual sheets to be bursted and then collated.
Dover was one of the early laser printers developed at PARC in the 1970s.
The 9700 improved upon line printers with business-correspondence quality printing (300 dots per inch) and the capability to print most any fonts and graphics, expanding the range of documents that could be printed to include, for example, insurance policies. For the first time, policies and other documents could be stored on computers, rather than in warehouses, and printed in always-current form, in response to orders, saving time and money.
Furthermore, the 9700 introduced a streamlined production process. On the front end, the printer could produce an electronic monochrome form as well as its contents in a single, time-saving pass, eliminating the need to load pre-printed form stock or stationery for each job—though pre-printed stock could be loaded, for example, to introduce color. And on the back end, collated, cut-sheet pages were delivered all ready to be inserted into envelopes for mailing. These critical breakthroughs are prime enablers of the highly automated print and mail centers of today, some of which require no human intervention from the releasing of a print job to the insertion of a finished mail piece into the mail stream.
Still, a question remains. PARC was established in 1970 with the specific mission of envisioning the office of the future. So why did the laser printer’s inventor, Gary Starkweather, develop a printer better suited to centralized computer center deployment than to the office?
“Xerox was in the high volume computer copier business,” Starkweather explained in an oral history interview with the Computer History Museum. “That’s where all the money was perceived to be. Therefore, they had these little small machines, but the small machines were considered Pee Wee profits compared to the big devices.”
Indeed, the digital printing industry that the Xerox 9700 helped to spawn today generates more than $120 billion in global annual revenues3, while vastly improving the way business mail is produced—and fueling a very successful, ongoing decades-long business for Xerox.
Building a Photo Publishing Business
ifolor worked with Xerox to develop one of Europe’s leading photo
publishing businesses. This video describes how they did it.
00:14
It's a land recognized around the world for excellence
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but in seemingly conflicting ways.
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Technology and natural beauty, science and artistry,
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perhaps more than anywhere on earth,
00:28
in Switzerland they exist side by side
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and come together in one place,
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to remarkable results.
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In 2004, Photocolor which became ifolor in 2007,
00:43
took a look at the photo marketplace and saw opportunity.
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Since it's early days as a silver halide photo finisher
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ifolor's customers have been interested in quality,
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the beauty of the images capturing their surroundings,
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their families, and the moments of their lives.
01:01
At the time there was only one way to achieve that quality
01:06
but a change was around the corner.
01:09
Driven by customers who wanted to turn their images into keepsakes
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in small quantities and with exquisite quality,
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and by companies who listen to them,
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thanks to Xerox and iGen3 technology,
01:22
digital imaging was changing the photo finishing marketplace
01:25
with revolutionary technology.
01:28
And in keeping with the long history of not only their company
01:31
but their culture as well,
01:33
ifolor used that innovation to achieve new levels of quality.
01:38
The first time we have recognized in 2004 that the digital printing industries
01:44
coming up with new technology who was able to print pictures in a quite good quality.
01:51
And that was so interesting for us especially
01:55
in comparison to decrease in volumes.
01:58
We needed a partner which would be strong and reliable
02:02
and would allow us to fulfill our customers' needs
02:06
which are quality, foremost quality, than a competative price,
02:10
as well as a very short delivery time.
02:13
So we have made a comparison between these three or four companies
02:17
and in the end we've recognized that iGen3
02:20
was at that time covering our requirements as best.
02:26
The years since have shown that it was the right choice,
02:29
the only choice, to delight their customers,
02:32
produce more jobs, reduce costs,
02:34
and grow their business.
02:37
The presence of iGen3 had an immediate impact
02:40
and capitalized on the change in the marketplace.
02:43
As customers began to want their photographs less as 4 x 6 prints
02:47
and more as photo keepsakes,
02:49
the high-value jobs that can create a whole new way of doing business.
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We were able to launch new products like photobooks,
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like calendars, like cards, and so on.
03:01
And that was great.
03:02
So we were able to fulfill the requirements
03:05
from the customer side in the best way.
03:16
But for innovation to be truly innovative,
03:20
for quality to remain on the forefront of quality,
03:24
they cannot stand still and they haven't.
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iGen3 became iGen4,
03:30
and quality that impressed ifolor's customers around Europe
03:33
took a leap forward with dramatic innovations
03:35
and color consistency, repeatability, and workflow.
03:39
The legendary iGen productivity and reliability
03:43
prove themselves through the peak demands
03:45
when failure is simply not an option.
03:48
In the latest innovation took the quality of iGen4's photo output
03:52
to unprecedented levels.
03:54
iGen4's matt dry ink looks virtually indistinguishable
03:58
from offset and rival silver halide processing
04:01
when producing consumer images.
04:02
It allows ifolor to produce high value jobs
04:06
with astounding quality
04:07
combined with other iGen4 image innovations
04:10
enhanced flesh tones and blue skies print better than ever
04:14
and open a world of opportunity in printing consumer photos.
04:18
Matt dry ink and iGen4 provide a smoother picture
04:21
that is so important in showing emotions
04:23
and there's no shortage of those
04:25
in a land beautiful as the land of the Alps.
04:31
Matt dry ink has increase the quality quite good.
04:34
That means especially the smoothness,
04:38
the homogeneity was much better than before.
04:40
And especially when you have blue skies behind,
04:43
it's much better than before.
04:45
That's why we decided for dry ink.
04:47
Figures are important for us, of our customers clear,
04:50
the reliability is important,
04:52
the maintenance is important, on the machine,
04:54
a lot of other things.
04:56
But in the end, and to be focused on the customer use,
05:00
only three things are important.
05:02
Firstly quality,
05:04
secondly quality,
05:06
and thirdly, one more quality.
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That's only what the customer is looking for.
05:12
The quality and the technical reliablility of those machines are very high.
05:17
This enables again to focus on our customers,
05:20
leaving the technical stuff for the company that masters it, Xerox.
05:33
Together the productivity and reliability of iGen4
05:37
and the quality and precision of matt dry ink,
05:40
have given customers the quality and the unique products that they are looking for
05:44
and put ifolor and a unique position in the market place.
05:48
One where customers are willing to pay a premium for the photo keepsakes
05:52
because they know they will display premium quality.
05:55
Consumers might not pinpoint why,
05:57
but they have seen that their digital images
05:59
and the keepsakes to create from them
06:02
are more true-to-life like the mountains and moments
06:05
that surround them.
Boosting the Value of Business Mail in the Digital Age
A few years ago, an Internet information company seeking to boost response rates and drive traffic to its Web site was somewhat reluctant to use printed direct mail. After generating so-so results in numerous online channels, however, a direct mail test produced the highest response rates and the most stickiness of any medium they used — even for the coveted, new-media generation of 18 to 35 year olds.
The moral: “Sometimes you find a role for print in the areas you least expect it,” said Matthew J. Downey, vice president, Anderson Direct & Digital, agency to the Internet information company.
Indeed, print and mail have been finding many new and unexpected roles in the evolving landscape of digital business communications. And the new contributions of print derive almost exclusively from digital printing. That makes sense, because ultimately, digital printers output directly from the same data that fuels digital communications, permitting them to more easily integrate and interact with digital communications systems. Consequently, digital color production printing volumes are expected to continue growing—from about 182 billion impressions in 2014 to 336 billion in 2019 in the United States4—while overall print volume is in decline.
Here are some of the key ways businesses are finding value in digital printing today, and what that means for consumers.
Personalization—Digital printing is unique among print technologies for permitting content, both text and images, to be varied from page to page in a long print run. Businesses use this capability to make their offers more relevant to individual recipients—car dealers, for example, might target a customer who’s lease is expiring for a special new car offer. The technique has been shown to boost response rates and sales for businesses, and among individual direct marketing media, print pieces generally deliver the highest response rates. For example, direct mail’s response rate among existing customers is a healthy 3.4 percent—nearly 30 times more than email’s 0.12% percent, according to the Direct Marketing Association (DMA). For consumers, these techniques mean that direct mail is evermore likely to make offers that are close to what you are actually looking for.
Complementing digital media in multi-media campaigns—Modern marketing campaigns use a mean of three media, according to market research and strategic consulting firm InfoTrends. Studies have shown that the use of multiple media boosts response rates over single-media campaigns, and that print can play a valuable complementary role in this mix. Print is often used to introduce consumers to new electronic content, for example. Studies show that many consumers prefer to browse printed catalogs and make purchases online, and that most consumers prefer direct mail to marketing emails. And advertisements are generally perceived as more credible in print than online. Consequently, consumers can expect more campaigns to use a wider range of media, including print.
Interactive print—QR codes, augmented reality and near-field communications can link printed pieces to electronic communications with a simple scan of a smartphone. These techniques make it easier for consumers to discover new content, get more information or make purchases, while advancing the communications goals of the sender.
A less hurried alternative to digital—Consumers are so bombarded with marketing messages in the hyperactive online world that print and mail can offer a more relaxed alternative. Some businesses are using print to stand out, as well as to complement digital media. As a result, consumers should expect to receive offers in the mail well into the future.
A State-of-the-Art Print-and-Mail Operation
Faces the Digital Future
If a savvy industry veteran were permitted to build a print-and-mail facility from scratch today, what would it look like? How would the operation account for ongoing shifts in consumer preferences for receiving digital communications versus paper formats? How would management plan and build for the future? Industry veteran Craig Hall, recently had this opportunity. As the managing director of Document & Information Services for U.K. business process outsourcing leader Capita, Hall had a mandate to bring some big volumes of its outsourced transactional print back in house. In this video, he describes his vision.
A virtual tour of the Capita printing plant
00:00
Capita is the largest business processing outsourcing company in the UK.
00:04
A customer base incredibly diverse from life and pensions,
00:07
financial services, through to parking, ticketing,
00:10
and annual council, tax billing, etc.
00:15
Capita reviewed the marketplace as we have a traditional mailing facility
00:19
in the sense of pre-printed letterheads, monopersonalization, and envelopes.
00:23
And what we're finding ourselves,
00:24
is in a very changing market.
00:27
In that world where volumes are declining,
00:29
data segmentation is increasing, run lengths are getting shorter,
00:33
and you're spending your entire time doing
00:34
machine make readies and getting very low productivity.
00:37
Also the world is changing.
00:38
How we all communicate with each other is changing drastically.
00:41
We all use our mobile phones every day.
00:43
The drive to channel shift,
00:45
receiving stuff via email, and SMS,
00:47
is having an impact.
00:48
So what Capita decided to do was
00:50
review the whole marketplace and decide
00:52
how can we become more efficient
00:53
manufacturing in this environment as it changes.
00:59
I think what Capita has created here
01:00
is the first true white paper factory in the UK.
01:03
So it gives you that ability
01:04
to personalize in full color not only
01:06
the primary document but also the outer envelope,
01:09
and also to personalize the BRE, the business response envelope.
01:13
So that you can put a 2D barcode on it
01:15
and actually you can physically know what
01:17
is in that envelope coming back in before you ever even open it.
01:20
By being able to personalize the outer envelope
01:22
you can get increased response rate,
01:23
much but a targeting, and you can target very specific customers.
01:26
So for example if your are a utility and you're a hosepipe ban,
01:30
we could put on the outer envelope for very specific addresses or post codes,
01:34
there was a hosepipe ban coming up in your area.
01:36
So by doing everything with white paper
01:38
in this white paper factory environment,
01:40
effectively you're getting rid of all your stock
01:42
so there is no requirement to hold
01:44
envelopes or buy stationery.
01:46
Your time to market is obviously substantially reduced.
01:48
You can change your brand just by doing it
01:50
all digitally sort of at a moment's notice.
01:52
So by not having not any of those up front costs
01:54
you're obviously going to save money.
01:59
What Capita was looking for was strategic partners,
02:01
people that we could trust to deliver this service.
02:03
With Xerox we found not only was it the Xerox services
02:07
and we're going to get delivered
02:08
but also through their strategic partners
02:09
and actually being accountable for the entire solution
02:12
rather than just the Xerox element.
02:14
You buy from people at the end the day
02:16
and you want people whom you trust,
02:17
who can deliver that solution for you.
02:20
Also when you're making this type of investment
02:22
it's significantly larger than anything you've probably done
02:24
in the past and the modern world.
02:26
So you want a roadmap for the future.
02:28
You want to know that that technology you've just purchased
02:30
effectively is future proof.
02:34
Print is obviously just one of the channels
02:36
to market that we're able to offer our customers.
02:38
Obviously what we wish to give is their customers channel choice,
02:41
that could be email, SMS.
02:43
It may even present itself into a web portal
02:45
or back into a customer service environment.
02:48
It's embracing things like augmented reality,
02:50
blending the physical to the digital agenda.
02:53
Actually, the document now that you've sent out as
02:54
a piece of print can drive this digital channel shift.
02:58
And you can drive the whole thing as an interactive experience.
03:01
So do I think we'll be continuing to invest in this technology?
03:04
Yes, we will.
03:05
The reality of it is highly likely that
03:07
I'll be buying more of this equipment?
03:09
Yes.
About Xerox
Xerox is helping change the way the world works. By applying our expertise in imaging, business process, analytics, automation and user-centric insights, we engineer the flow of work to provide greater productivity, efficiency and personalization. We conduct business in 180 countries, and our more than 140,000 employees create meaningful innovations and provide business process services, printing equipment, software and solutions that make a real difference for our clients – and their customers.
Our digital production printing systems have played central roles in automating print and mail facilities since 1977, when we introduced our first product based upon our invention of laser printing. Today our wide range of xerographic and inkjet production printers help these facilities automate production and distribution of a wide range of high-quality printed products, including statements, invoices, catalogs, direct mail, books and photo products, such as greeting cards, calendars and memory books.
Sources:
- 1. Smithers Pira (2015) and Xerox Analysis
- 2. Global Production Printing & Copying Market Forecast: 2014-2019, InfoTrends.
- 3. Smithers Pira (accessed April 18, 2019)
- 4. InfoTrends’ U.S. Production Printing & Copying Market Forecasts, 2014-2019
