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October 16, 2007

Analysis

Productivity and Quality Innovations Expand the Reach of the Xerox DocuColor 8000AP Authors Steve Adoniou Jim Hamilton Justin Searles

Abstract Announced on May 17, Xerox’s DocuColor 8000AP is an 80-ppm color printer with multiple advantages over the DocuColor 8000, which it replaces. Key to the product’s improvements is its ability to run all approved substrates at rated speed. The device also has an improved duty cycle, and an upcoming version will incorporate an in-line

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spectrophotometer. The DocuColor 8000AP began shipping on August

On Demand Printing & Publishing Consulting Service

1st as scheduled. This analysis provides additional details on this device and the strategic importance of this announcement.

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Xerox Ships DocuColor 8000AP

October 2007

Table of Contents Introduction ................................................................................................................................. 2 About the DocuColor 8000AP.................................................................................................... 2 Additional Feeding and Finishing Options.............................................................................................. 5

Analysis and Implications.......................................................................................................... 7 Conclusion ................................................................................................................................ 10

Introduction Announced on May 17, Xerox’s DocuColor 8000AP is an 80-ppm color printer that replaces the DocuColor 8000. Improvements over the DocuColor 8000 include its ability to run all approved substrates at rated speed, an improved duty cycle, and an in-line spectrophotometer that will be available soon. Xerox began taking orders on August 1st and is now shipping the 8000AP. It sells for the same list price as the DocuColor 8000 ($300,000 including the print engine and choice of Creo, EFI, or Xerox server). The announcement is significant on two levels. First, it presents an important improvement to the DocuColor printer line that InfoTrends believes may foreshadow an underlying Xerox strategy shift at the high end of its production color market offerings. Second, it serves as a competitive response to Canon’s announcement of the imagePRESS C7000VP, and as such, positions the DocuColor line more effectively against other vendors’ offerings.

About the DocuColor 8000AP To develop a next-generation version of the DocuColor 8000 that was capable of printing at 80 four-color 8.5”x11” impressions per minute on all certified media, Xerox assembled a team of DocuColor engineers and members of the iGen3 development team. Using Lean Six Sigma1 tools, the team worked on design solutions. The resulting product, the DocuColor 8000AP, uses improved fuser, software, and paper transport technologies to overcome the issue of speed slowdowns associated with printing on heavier substrates. The DocuColor 8000AP can print on stocks up to 300 gsm (grams per square meter) and can handle specialty media such as Xerox-approved synthetics, polyesters, cards, magnets, client cards, pearlized papers, t-shirt transfers, window cling, and labels. At Graph Expo, Xerox demonstrated the DocuColor 8000AP running specialty packaging applications on pre-perforated stock.

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Lean Six Sigma, as Xerox has implemented it, combines two process simplification and improvement methodologies (Lean and Six Sigma). Lean Six Sigma can be used to examine and re-work a range of business processes, or, in this case, to examine a product issue. Xerox uses Lean Six Sigma extensively. Many Xerox employees are trained “black belt” experts in the process. www.infotrends.com

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Xerox Ships DocuColor 8000AP

October 2007

Key components of the DocuColor 8000AP include: •

Fuser Technology: The DocuColor 8000AP uses a new dual transfer fuser system with two heat rollers, a customer replaceable fuser web, and fuser belt to ensure proper fusing at rated speed for all certified stocks up to 300 gsm. The fuser belt holds the sheet against the first heat roller while the second heat roller elevates and maintains the fuser temperature. The inclusion of a customer replaceable fuser web eliminates the need to contact a service technician. Xerox has added two additional fuser belt fans which, combined with a thinner fuser material, allow the sheet to cool quickly for faster fuse time. Figure 1: Xerox DocuColor 8000AP Dual Transfer Fuser System (left) and Fuser Belt Fan Detail (right) •Two New Fuser Belt Fans

Source: Xerox Corporation •

Productivity Modes: The DocuColor 8000AP has three built-in productivity settings (Single Paper Weight, Mixed Paper Weight, and All Weights Rated Speed; see Figure 2), compared to only two for the DocuColor 8000. The Single Paper Weight setting optimizes the machine speed for a single paper weight (whether or not the paper comes from one or more paper trays). The next setting, Mixed Paper Weight, controls the machine speed for use on jobs running different weight papers from multiple trays. The last setting, All Weights Rated Speed, is new on the DocuColor 8000AP. When this setting is used, the DocuColor 8000AP runs all paper weights up to 300 gsm at the rated speed of 80 lettersize (8.5”x11”) pages per minute. Xerox also offers the ability to produce a matte-like finish on heavier substrates using the All Weights Mode.

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Xerox Ships DocuColor 8000AP

October 2007

Figure 2: Xerox DocuColor 8000AP Productivity Setting Screen Capture

Source: Xerox Corporation •

Rated Speed Duplex Printing: Although the internal duplexing system has not changed, one key advantage of the DocuColor 8000AP (now that it is capable of running all stocks at rated speed) is that it also duplexes at rated speed. There is no slow-down for 2-sided printing. Xerox attributes this to the product’s “race track” duplexing system (see Figure 3). Auto duplexing is currently possible on stocks up to 300 gsm. Figure 3: Cross-Section of the Xerox DocuColor 8000AP Showing the Duplex Path

Source: Xerox Corporation •

Optional color control and software offering: Xerox will offer an in-line spectrophotometer for the DocuColor 8000 AP beginning in the fourth quarter of 2007. The spectrophotometer will enable closed loop color control and automation of color calibration, further enhancing the productivity of the device. Utilizing the in-line spectrophotometer, the 8000AP is capable of calibrating itself at a pre-scheduled time set by the operator. The software returns the system to its specified standard,

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Xerox Ships DocuColor 8000AP

October 2007

automatically adjusts the sensor which sets white balance, has a Pantone coated stock table, and has a spot color tool to correct spot color patches to match. This capability was demonstrated at Graph Expo. The color control and calibration software will run on the FreeFlow Print Server. The pricing for this optional package, including the in-line spectrophotometer and the software, starts at $14,000. Figure 4: Xerox DocuColor 8000AP

Additional Feeding and Finishing Options The DocuColor 8000AP comes standard with two 2000-sheet paper trays and a 250-sheet output tray. Additional options are listed below (pricing is shown in Table 1): •

Second Feeder Module: The Second Feeder Module adds two trays, both with a 2000-sheet capacity (24 lb. or 90 gsm). The feeder supports media ranging from 7.2” x 7.2” to 12.6” x 19.2”. The addition of the Second Feeder Module allows the DocuColor 8000AP to run jobs with up to four different media types, increasing the user’s ability to run mixed media. All stocks can be fed from all trays.

High Capacity Stacker: With the use of Xerox’s optional High Capacity Stacker, users can run up to 3,500 sheets without emptying the device. The High Capacity Stacker has a built-in 250-sheet top tray and is able to support a range of media sizes from 7.2” x 8.0” to 12.6” x 19.2”.

Stacker Stapler: Xerox’s Stacker Stapler can offset and staple print jobs. It is capable of single or dual stapling of up to 50 sheets. Acceptable media sizes range from 7.2” x 8.0” to 12.6” x 19.2”. The Stacker Stapler also includes a 250-sheet top tray.

ColorWorks 8000 Booklet Maker: The ColorWorks 8000 Booklet Maker was designed exclusively for in-line operation with DocuColor devices and is capable of stitching and three-knife/three-sided trimming up to 20 sheets (which folded produce 80 page booklets). The ColorWorks 8000 is also capable of storing up to fifteen job set-up profiles. Xerox partner Standard Finishing is the maker of the ColorWorks 8000.

Document Binder 120D: The Xerox Document Binder 120D, by Bindomatic, is an inline finishing solution that thermally binds 8.5”x11” documents. Capable of perfect binding up to 120 pages, the DB120-D can add custom wrap-around covers using its two 150-sheets trays. The DB120-D supports five standard cover sizes and runs at the DocuColor 8000AP’s 80 ppm rated speed.

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Xerox Ships DocuColor 8000AP

October 2007

Figure 5: Document Binder 120D

•

Fusion Punch: The Fusion Punch is an inline solution that is able to offset and punch up to 2,500 sheets. It is capable of handling a wide variety of substrates from 60 gsm-200 gsm (16 lb. bond to 110 lb. index). The Fusion Punch has quick-change punch dies to accommodate the requirements of different jobs. The Fusion Punch is made by Xerox partner GBC. Table 1: Xerox DocuColor 8000AP Pricing and Options Summary Item

Price

Description

DocuColor 8000AP

$300,000

Includes print engine and choice of 2 Creo, EFI, and Xerox server

Second Feeder Module

$10,000

Two additional 2,000-sheet trays

High Capacity Stacker

$15,500

Additional 3,500-sheet stacking capacity

Stacker/Stapler

$12,500

Single or dual stapling with offset capability

FreeFlow Scanner 665E

$21,000

600 dpi color scanner

ColorWorks 8000 Booklet Maker

$65,500

Can stitch and trim up to 20-sheets (for 80-page booklets)

Document Binder 120D

$31,150

Perfect binder

Fusion Punch

$77,825

Hole punch unit

Xerox also offers a productivity kit for DocuColor 8000 units placed after May 17, 2007 that enables the device to run all stocks at rated speed. This kit has a list price of $30,000.

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The server offerings for the DocuColor 8000AP are the Xerox FreeFlow Print Server 6.0, the Xerox CX8000AP Color Server powered by Creo, and the Xerox EX8000AP Color Server powered by EFI Fiery. www.infotrends.com

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Xerox Ships DocuColor 8000AP

October 2007

Analysis and Implications The announcement of the DocuColor 8000AP marks a continuation of Xerox’s strategy to maintain its leadership in the 60+ ppm production color printer category. InfoTrends’ 2006-2011 U.S. Print-OnDemand Market Forecast reports that Xerox led the 2006 market in unit placements for 24+ ppm production color printing devices with a 53% market share (Figure 4); Xerox placed more than half of the total of 2,553 units placed in this category. Starting with the introduction of the DocuColor 2045 and 2060 in 1999, Xerox has built a legacy of leading this category with its broad portfolio of products. Figure 6: U.S. Production Process Color 2006 Market Share (printers only)

Océ 3%

Kodak 5%

Other 2%

HP Indigo 12%

Xerox 53%

RISO 25%

InfoTrends forecasts that the 60+ ppm color printer segment will continue to grow in terms of unit placements at a CAGR of 31% from 2006 to 2011. 2007 will be the first year that Canon will offer a printer-based product in this segment, and the firm will progressively begin to take some share. Nevertheless, Xerox is poised to maintain a strong position in this segment with its broad portfolio. Xerox has used rated speed printing as a key differentiator between the DocuColor printer and iGen3 product lines. At 80 pages per minute and with a list price of $300,000, the DocuColor 8000AP sits well below the iGen3 90 and 110 in terms of speed and price (90 ppm/$ 499,000 and 110 ppm/$580,000). The duty cycle and substrate range of the DocuColor 8000AP are two additional differentiating factors, but others also come into play, such as anticipated average monthly print volume, quality level, format, and finishing options. For example, the iGen3 has an in-line UV coater that is not offered on the DocuColor 8000AP.

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Xerox Ships DocuColor 8000AP

October 2007

Figure 7: Rated Speed Comparison between the DocuColor 8000, DocuColor 8000AP, iGen3 90, and iGen3 110 iGen3 110 120

iGen3 90

Speed (8.5"x11"ppm)

DocuColor 8000AP DocuColor 8000

100

80

60

40

20

0 0

20

40

60

80

100

120

140

160

180

200

220

240

260

280

300

320

340

360

380

400

Paper weight (gsm)

Note: The DocuColor 8000AP in the Table is shown under “All Weights Rated Speed Mode.” A DocuColor 8000AP running in Single Weight Mode would be identical in speed to the DocuColor 8000. Table 2: Xerox Production Color Product Comparison DocuColor 8000

8000AP

iGen3 90

iGen3 110

Speed (A4/letter)

80

80

90

110

Rated speed printing for supported substrates

No

Yes

Yes

Yes

Price

$300,000

$300,000

$499,000

$580,000

Duty cycle

1,200,000

1,500,000

2,000,000

3,000,000

Anticipated average monthly print volume range

100,000 to 400,000

100,000 to 400,000

175,000 to 1,000,000

250,000 to 2,000,000

Substrate range

60–300 gsm

60–300 gsm

60–350 gsm

60–350 gsm

Maximum format size

12.6” x19.2“

12.6” x19.2”

14.33” x 22.5”

14.33 x 22.5“

Spatial resolution

2400 x 2400 dpi

2400 x 2400 dpi

600 x 4,800 dpi

600 x 4,800 dpi

Bit depth

1 bit

1 bit

8 bit

8 bit

Prior to the release of the DocuColor 8000AP, the closest competitor to the Xerox DocuColor 8000 in terms of speed, price, and capabilities was the Canon imagePRESS C7000VP. One primary differentiator that the imagePRESS C7000VP had over the DocuColor 8000 was the ability to run all stocks at rated speed. The DocuColor 8000AP’s rated speed printing capability helps to deflect one key competitive shortcoming of the DocuColor 8000 compared to the imagePRESS C7000VP (see Table 4). Prospective buyers will make their selections based on front-end offerings, workflow, productivity, running cost, perceived quality, and feeding & finishing options.

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Xerox Ships DocuColor 8000AP

October 2007

Table 3: Xerox DocuColor 8000AP vs. Canon imagePRESS C7000VP Xerox DocuColor 8000AP

Canon imagePRESS C7000VP

List Price

$300,000

$280,0003

Rated speed printing for supported substrates

Yes

Yes

Speed (simplex/duplex) (A4/letter)

80 ppm/80ppm (Duplex speed is at engine rated speed)

70 ppm/64 ppm

Paper size (maximum)

12.6” x 19.2” (320 x 487.7 mm)

13” x 19.2” (330 x 487.7 mm)

Print size (maximum)

12.4” x 18.9” (315 x 480 mm)

12.7" x 19" (323 x 482.7 mm)

Spatial resolution

2400 x 2400 dpi

1200 x 1200 dpi

Bit depth

1 bit

Multi-bit

Duty cycle

1,500,000

500,000 to 600,000

Anticipated average monthly print volume range

100,000 to 400,000

50,000 to 300,000

Substrate range (gsm)

60 to 300

64 to 300

The quality and productivity improvements inherent in the DocuColor 8000AP represent important advantages, but these devices are also supported by other Xerox differentiators. Like all Xerox production printers, the DocuColor 8000AP integrates within existing workflows with a choice of three print servers. It also benefits from the Xerox FreeFlow Digital Workflow Collection, leveraging Xerox’s research and technology innovation along with over 100 Xerox Business Partner technologies. These tools help users connect with customers (i.e FreeFlow Web Services powered by Press-sense), reduce costs through automation (i.e. FreeFlow Process Manager), and enable new applications with tools such as Xerox FreeFlow VI Suite, XMPie, and several others. In addition, Xerox supports its customers with its Profit Accelerator collection of tools and resources that help customers get started in digital printing and grow their business. This brings us to the issue of what makes a device productive and worth owning. Speed is one piece of this, but as we have seen, the speed of a device is not always constant, depending primarily on the substrate type and its weight or coating. True productivity builds off of a number of variables including workflow, the front-end system, the print engine, and finishing capability. Xerox offers a full suite of offerings to address each of these factors, with options ranging from entry-level to more advanced requirements.

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This price for the imagePRESS C7000VP includes the print engine, additional feed unit, stacker, saddle finisher, and imagePRESS Server A3000. An entry-level configuration of the C7000VP with an embedded controller and fewer options is available for around $220,000. www.infotrends.com

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Xerox Ships DocuColor 8000AP

October 2007

Conclusion Vendors like to use the term “digital color press” to describe their most productive color devices. In part this is for marketing purposes because of the qualities associated with the term “press” (i.e., big, powerful, solid, and reliable). InfoTrends prefers to use the term production color printer instead, because there are some other qualities of this class of products that are not press-like at all (for example, the ability to print a different image on each page and the ability to cost-effectively manufacture short runs). When end users make a purchase decision on a production color printer, productivity is a key factor, no matter whether you call it a press or a printer. Xerox’s decision to bring rated speed printing to the DocuColor 8000AP is significant in that it elevates the product, positions it better competitively versus Canon’s imagePRESS C7000VP, and gives some indication of the importance that Xerox is placing on productivity in its development plans. This new product introduction represents Xerox’s continued strategy of steadily improving speed, productivity, image quality, as well as providing business development tools for its customers.

This material is prepared specifically for clients of InfoTrends, Inc. The opinions expressed represent our interpretation and analysis of information generally available to the public or released by responsible individuals in the subject companies. We believe that the sources of information on which our material is based are reliable and we have applied our best professional judgment to the data obtained.

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