Fuji Xerox will launch 14 new printing products aimed at the small office/home office (SOHO) market in the next nine months, based on a product strategy that will operate exclusively through the channel.
The move is a first for the company, which is better known in the corporate market.
"I would describe Xerox as a dormant brand, but that is about to change," said Fuji Xerox Australia's indirect channels general manager, Forest McGregor. "Xerox is perceived as being at the corporate high-end position, but our business is not solely in the domain of large corporations.
"We would like to be a major player in office and personal printer products. We understand how to print products - it is our heritage."
The strategy is part of the SOHO printing alliance between Xerox, Sharp and Fuji Xerox.
Fuji Xerox will launch its first inkjet printer next month and expects to release its multifunction inkjet printers, featuring copying, faxing and scanning capabilities, in July.
McGregor said resellers would be a key element in the company's drive into the SOHO market.
"We have an absolute commitment to exclusive channel operations and to provide resellers with greater profit margins than any other brand."
McGregor said the company would be competitive despite not having played in the market before, because it would provide functionality with Xerox technologies.
"Multifunction products are the biggest single growth area. What we see as our organisation's value-add is [our ability] to combine functionality with the core capabilities of our company."
Fuji Xerox's new range of inkjet printers will be able to print in both directions, allowing a speed comparable to lower-end laser printers. Users will also be able to replace colours individually, reducing the relative cost.