Printerland and Xerox Sign £10m Alliance Plan

Printer VAR (value added reseller) Printerland and Xerox are planning to obtain £10m ($15.174 million USD) of Xerox revenues this year by selling more consumables and managed print services (MPS) to existing customers, according to CRN.

With Xerox sales of £6m ($9.11 million USD) last year, Cheshire-based Printerland claims to be Xerox’s largest European dealer. But Managing Director James Kight revealed its consumables attachment rate was lagging behind the industry standard. According to Kight, the industry-standard consumables attachment ratio of 3:1 means a firm selling £5m of print hardware in Year One is supposed to sell £15m of consumables in the following year. Printerland’s current attachment ratio with Xerox stands at 1.6:1 and increasing this only modestly to 2:1 will make the £10m target in 2015 reasonable.

The two companies have jointly developed a Printerland ordering app which enables customers to order consumables directly from their printer or smartphone.

Now, in the new strategic alliance, Xerox and Printerland will cooperate more closely in marketing activities and MPS with the VAR’s rollout of new print management software.

Kight stated, “I have staff reporting directly into Xerox as well so this is a strategic partnership. Rather than it just being the usual ‘you go out and sell our kit and consumables’, this is a massive step up and very strategic from a top level for Xerox.”

Andy Muskett, General Manager of Technology at Xerox’s European Reseller and Supplies Group, said, “We are really excited for 2015 and beyond with Printerland. Our joint objectives are now totally aligned to take our relationship to the next level.”

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