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It is important to note, however, that the solution provided by Xerox actually fits on a very specific niche, operating most efficiently only for run lengths of 1,000 and below. This would mean increased competition on the over 1,000 segment, with less competitiveness for Xerox.
The second option is much riskier and it involves entering the book production business. On the other hand, its potential is practically unlimited. The market for on-demand, short-run books is a market that exceeds the lifecycle of a normal book, providing numerous opportunities. Additionally, the book market itself is enormous: 50,000 new titles and 1.5 million repeat titles a year is a figure worth to be taken into consideration.
The main disadvantage in such an option is the fact that the competitors have already gained (1) a significant operating experience and (2) a strong position on the market. The first 12 publishers account for 85% of overall U.S. book publishing market, so Xerox would find it difficult to find the best niche into which to fit an entire publishing...
In my opinion, the best action for Xerox at the given time is a joint version of the two options it has at hand. On one hand, it can sell the equipment to the interested buyers from the value chain, which will probably consist into a profitable action that will have the capacity to later finance an entrance into the publishing market. This seems a prudent approach that will be able to benefit from the competitive advantage that the solution provides.
Further more, a joint venture or the acquisition of a publishing company seems appropriate if Xerox decides to enter the publishing market. This way, it will be able to create a positive synergy by bringing together the company's equipment and solutions and the know-how and experience of human resources from the publishing company, people that will smooth the entrance in the market.
The on-demand market has the potential to grow into the future as well, with more and more books being included into this segment. This needs to be taken into consideration when taking a…
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