Productivity, Speed Still Dominate

If you're looking into purchasing a new copier, read what the experts have to say about the growth of current technology.

No longer seen as a just another piece of machinery to rest your coffee cup on or congregate next to with your co-workers, today's copiers are lean, mean, reliable machines that provide quality service.

Not that the office gossip isn't still relevant, to some, but the productive and qualitative nature of copiers rules in 1998.

It's a great time to buy a copier, experts say. Current technology has provided machines with quality, faster job turnaround and lower costs per page that enable in-plants to make a wise investment. With so many models to choose from, in-plant managers come out on top, while manufacturers try to woo them with great deals.

But know your applications before plunging in, warns Jeff Smith, director of consumer services for Buyers Laboratory, a Hackensack, N.J.-based consumer advocate for office equipment.

"Buyers should take a step back and calmly evaluate their situation before jumping into something that may not be appropriate for their environment," Smith advises. Buyer's Laboratory helps end-users make informed decisions about purchasing equipment.

He says a lot of printers feel bullied into purchasing digital gear because it's seen as the latest trend, and if you miss out, you're lost in the sauce, so to speak. In other words, you don't have to go to digital to provide the best for your shop. (see sidebar: Dying A Slow Death?)

"Analog copiers are perfected devices and their effectiveness is at a very high level," Smith says.

However, Smith doesn't rule out digital copiers altogether.

Through testing, Buyers Laboratory has found that the Xerox DocuTech is the best choice if an in-plant decides to go digital. The speed and efficiency make it a wise choice for smaller print shops.

"People feel that reliability is low when it comes to current copier technology," Smith notes. Buyers Laboratory feels that reliability is good as long as copiers are used properly, with the correct paper, proper training, a stable copier environment and proper contract protections. Copiers are better today than 10 or 15 years ago, Smith says, as long as they're used correctly.

But What About Color?

Though black and white is still the dominant format, color is edging it's way into a vital place in copiers. IPG survey data reveals that color copiers are present in nearly 40 percent of in-plants, while more than 20 percent have highlight color copiers. But despite the benefits of digital color, the cost will keep some in-plants out of the game.

Joe McGrath, vice president and general manager of production color systems at Xerox, believes that color is in tremendous demand in in-plants and says his company can help shops bring it in.

There is a slight cost advantage but there's always room if cost is a high priority, says McGrath. "As long as in-plants understand, believe in and can take advantage of digital applications, then it's worth the additional expense."

McGrath says in-plants that didn't have this capability before are starting to in-source the color work instead of outsourcing it to quick printers.

"In 1996, the DocuColor 40 allowed a new lower cost per impression," states McGrath. "In the past, the charge was $1 a page with quick printers. Now, it's down to 20 to 25 cents a page, and in the end, the end-users save money.

"We work with printers to drive costs down, allowing them to do a wider range of services," he continues.

A recent Xerox survey of in-plant printers revealed that color copiers are used mostly for presentations, newsletters, bids and proposals and other marketing pieces. McGrath urges managers to befriend their marketing departments and let them know what their shops are capable of.

But why would a print shop need to invest in a digital color copier when it could just use a trusty offset press?

"The best offset work exceeds the best xerographic work, but the gap gets smaller each year," says McGrath. "There have been dramatic improvements in digital printing/copying with software and digital science in the front end." Plus, he adds, "Many end-users find the high gloss of a digitally produced piece attractive, while printers think it's a flaw."

Networking Opportunities

Networking is another benefit of digital printing gear. Being able to network 40 people to a single output device can save money and time. Managing a job electronically gives the operator control. But even in today's electronic age, networking is an expensive option, especially with digital copiers making a significant, yet small headway.

Dominic Pontrelli, Lanier's western regional vice-president for facilities management and former marketing director of copying systems, says the key issue for the acceptance of digital copiers is being able to manage all devices in one local environment.

"Providing the industry with accepted network utility software is critical to a networked environment," he says. "The trend right now is very heavily for digital. There are very bullish forecasts for growth rates."

Pontrelli believes that even though analog copier applications will remain in the new millennium, depending on the market, digital placements will multiply.

Tony Levi, director of national product support at Mita, says that many of the technical problems of copiers are operator-induced due to lack of training.

"Sometimes, the wrong toner cartridge is put in or a lower grade of paper is used and the results can be less than appealing," he says.

Levi agrees with McGrath that the quality differences for color digital copiers compared to offset presses are minute.

"For inter-media and shorter-run jobs, it's cheaper to do it on the copier," he says. "Also, it's not difficult to use, and it's [almost impossible] to tell the difference between the quality."

However, Smith, of Buyer's Laboratory, contends that you can't compare the two.

"Offset presses are much better in quality and I don't see...digital copiers taking over," he says.

One reason, he points out, is the lack of consistency in color copies.

"There's a color drift problem where quality could drift from day-to-day or job-to-job," he warns.

Dying A Slow Death?

You're looking for a new copier and you can't decide whether to go analog or digital. You've looked at your primary applications, run lengths and equipment features, and now you're looking into cost. Can you afford to get a digital model? Soon, according to some vendors, price may not matter. Tony Levi, of Mita, says the price gap between digital and analog is declining, and in the near future the price will be about the same.

Some of the benefits digital has over analog, he says, are: unlimited copy sets; network capabilities; a single output device; and at 600 dpi, every copy is an original.

But analog still rules in reliability and image quality, vendors say. Analog copiers are workhorses, sometimes producing more than 1 million impressions in a month. Meanwhile, since digital copiers are more expensive, monthly volumes must top 1 million for the machine to pay for itself.

"As long as analog remains more cost-effective, this application will still be around in the future," says Dominic Pontrelli, of Lanier.