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Xerox Decided to Not Exhibit at Drupa 2024
Trade Show Because They No Longer Make Production Printers.
In the wake of Drupa 2024, the absence of Xerox was palpable. The company, once synonymous with innovation in production printing, had chosen to step back from the event, signaling a strategic shift in focus.
The Echoes of Xerox’s Departure The halls of Drupa, which had once buzzed with the hum of Xerox machines, now whispered of change. The iGen series, a testament to Xerox’s legacy, stood silent, overshadowed by the relentless march of progress. The Baltoro® HF Inkjet Press, poised to be the heir apparent, found its journey cut short, its promise unfulfilled for now.
Fuji’s Calculated Advance In contrast, Fuji’s presence expanded, their machinery filling the void with a vitality that spoke of seizing the moment. The retreat of Xerox’s CF inkjet series, once a competitor to Fuji’s impika, marked a turning point, leaving the market open for the taking.
A New Chapter Unfolding? Xerox’s decision to bypass Drupa may well be the prologue to a new story—one where digital innovation eclipses the need for traditional print hardware. This move could either be a strategic pivot towards a digital-centric future or a quiet bow from the stage of print production, only time will tell.
Reflections on a Shifting Industry Xerox’s strategic withdrawal from Drupa 2024 has cast a spotlight on the evolving print industry. The company’s storied history with the event now gives way to a future where digital solutions may reign supreme. As the industry adapts to the digital age, Xerox’s silence this time around is a testament to the adage: evolve or become a vestige of a bygone era. The industry watches as Xerox charts its course, potentially heralding a new dawn for digital solutions in an industry at the crossroads of past traditions vs. future innovations.
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