Xerox Corporation (US)


Selected Xerox advertising

Xerox invented the photocopier, and for a while the company's name was synonymous with its creation in a similar way to Hoover or Biro. But during the late 1990s rival technology companies including Hewlett Packard and Canon discovered newer and cheaper methods for document imaging, substantially undercutting Xerox's position in the overall market. The group's biggest mistake, arguably, was to relinquish the results of its pioneering research into personal computing systems in the 1970s to other companies, notably Apple. It was Xerox, for example, which originally invented not only the graphical user interface, later introduced commercially by Apple, but also the mouse and ethernet network technology. By early 2000, the business was close to collapse, until a new management team was installed to turn Xerox around. It fought back by relinquishing the low-end small office/home office market to focus on the middle-ground of enterprise office machines, and especially high-end mass-production imaging systems. It also successfully followed IBM's lead to establish a substantial business outsourcing and technology services division. Since the 1960s, the group has operated in Asia through Fuji Xerox, a joint venture controlled by FujiFilm of Japan. Xerox revenues for 2015 were $19bn. Ursula Burns is CEO. In Jan 2017, the outsourcing business was spun off as Conduent, leaving Xerox focused solely on the core document technology business. The Xerox business was founded in 1938 when patent attorney Chester Carlson developed a method for duplicating documents mechanically "to make office work a little less tedious". The process was acquired by what was then the Haloid Photographic Company, who launched it commercially in 1946, and later adopted the Xerox name. Adbrands no longer profiles this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Who are the competitors of Xerox? See IT Sector index for other companies

Capsule checked 17th May 2016


Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 5th Jan 2017: Ads Of The Week: "Brother Dominic 2017". Xerox has resurrected the character of "Brother Dominic", a brand mascot who first appeared in its advertising in a lauded Super Bowl spot of 1976. Y&R New York has developed this update of the original concept, introducing the character into the modern digital world. The spot also marks Xerox's relaunch as a document services specialist following the spin-off this week of its outsourcing division as separate company Conduent. (A note of caution: we'd actually forgotten the original spot when we first saw this version. A quick revisit - see the 1976 ad on our Facebook page - shows that Y&R owe considerable credit to original agency Needham, Harper & Steers and creative director Allen Kay.)

Adbrands Weekly Update 4th Feb 2016: Technology and office equipment group Xerox plans to split itself in two, effectively unpicking its 2010 acquisition of business services specialist ACS. It mirrors the similar split between hardware and services executed late last year by HP. A key mover in the decision has been activist investor Carl Icahn, who will end up with three seats on the board of the newly created services company. Services currently account for a little over half of Xerox's $20bn annual revenues, and that business is expected to grow faster than the group's traditional copier division.


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