Xerox at ECS 2025: A Bold Bet on A4, AI, and the Dealer Channel

​

By Celeste Dame, 2/5/20250 

Xerox took the stage at ECS 2025 with a message that was both bold and familiar. The company, long synonymous with print, declared its intent to redefine itself as a data and workflow powerhouse. It wasn’t the first time Xerox promised transformation, but this time the message carried weight. The stakes are higher, the competition more aggressive, and the expectations from dealers and customers more pressing.

One of the biggest headlines came with the announcement of Xerox’s intent to acquire Lexmark, a move that signals a full-scale assault on the A4 market. A4 is the only segment of print that’s still growing, and right now HP dominates it. Xerox, by bringing Lexmark under its umbrella, is making it clear that it sees A4 as its best path forward. The deal, if completed, will not just strengthen Xerox’s market position but also expand its reach into Asia-Pacific and other territories where Lexmark has a strong foothold. More importantly, it shifts Lexmark back into American ownership, a point Xerox seemed eager to highlight.

read the rest, here.