transitioning from a product-driven company to one whose revenues were more dependent on the delivery of business
services.
With annual sales of about $6.5 billion, ACS handles paper-based tasks such as billing and claims processing for
governments and private companies. With about one-fourth of ACS’s revenue derived from the healthcare and
government sectors through long-term contracts, the acquisition gives Xerox a greater penetration into markets which
should benefit from the 2009 government stimulus spending and 2010 healthcare legislation. More than two-thirds of
ACS’s revenue comes from the operation of client back office operations such as accounting, human resources, claims
management, and other business management outsourcing services, with the rest coming from providing technology
consulting services. ACS would also triple Xerox’s service revenues to $10 billion.
Xerox hopes to increases its overall revenue by bundling its document management services with ACS’s client back
office operations. Only 20 percent of the two firms’ customers overlap. This allows for significant cross-selling of each
firm’s products and services to the other firm’s customers. Xerox is also betting that it can apply its globally recognized
brand and worldwide sales presence to expand ACS internationally.
A perceived lack of synergies between the two firms, Xerox’s rising debt levels, and the firm’s struggling printer
business fueled concerns about the long–term viability of the merger, sending Xerox’s share price tumbling by almost
10 percent on the news of the transaction. With about $1 billion in cash at closing in early 2010, Xerox needed to
borrow about $3 billion. Standard & Poor’s credit rating agency downgraded Xerox’s credit rating to triple-B-minus,
one notch above junk.
Integration is Xerox’s major challenge. The two firms’ revenue mixes are very different, as are their customer bases,
with government customers often requiring substantially greater effort to close sales than Xerox’s traditional
commercial customers. Xerox intends to operate ACS as a standalone business, which will postpone the integration of
its operations consisting of 54,000 employees with ACS’s 74,000. If Xerox intends to realize significant incremental
revenues by selling ACS services to current Xerox customers, some degree of integration of the sales and marketing
organizations would seem to be necessary.
It is hardly a foregone conclusion that customers will buy ACS services simply because ACS sales representatives
gain access to current Xerox customers. Presumably, additional incentives are needed, such as some packaging of Xerox
hardware with ACS’s IT services. However, this may require significant price discounting at a time when printer and
copier profit margins already are under substantial pressure.
Customers are likely to continue, at least in the near term, to view Xerox, Dell, and HP more as product than service
companies. The sale of services will require significant spending to rebrand these companies so that they will be
increasingly viewed as service vendors. The continued dependence of all three firms on the sale of hardware may retard
their ability to sell packages of hardware and IT services to customers. With hardware prices under continued pressure,
customers may be more inclined to continue to buy hardware and IT services from separate vendors to pit one vendor
against another. Moreover, with all three firms targeting the healthcare and government markets, pressure on profit
margins could increase for all three firms. The success of IBM’s services strategy could suggest that pure IT service
companies are likely to perform better in the long run than those that continue to have a significant presence in both the
production and sale of hardware as well as IT services.
Discussion Questions:
1. Discuss the advantages and disadvantages of Xerox’s intention to operate ACS as a standalone business.
As an investment banker supporting Xerox, would you have argued in support of integrating ACS
immediately, at a later date, or to keep the two businesses separate indefinitely? Explain your answer.