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Xerox aims at HP printers
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September 29, 1997: 8:24 a.m. ET
Document specialist unveils new line of cheaper digital network printers
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NEW YORK (CNNfn) - Document specialist Xerox Corp. is taking aim at Hewlett Packard with a new line of digital network laser printers aimed for small and medium-size businesses.
Xerox will mark the rollout with an aggressive advertising campaign that also will spotlight Rick Thoman, Xerox's new president and former IBM Corp. executive.
By targeting the small and medium-size business niche, Xerox will need to impress information systems managers, who traditionally make office equipment decisions. In addition, the company also will have to make a splash in the office superstore markets, where Hewlett Packard traditionally has been strong.
The DocuPrint N32 network laser printer, capable of printing 32 pages per minute, hits store shelves at $2,900, about $500 less than models from Hewlett Packard's laser jet line.
Xerox says its new WorkSet technology, which will be standard in the new printer line, will give it a leg up on HP. The company said the new technology will allow printing of multiple document sets and automatic collating and stapling, all while leaving the printer free to handle new jobs.
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