Frank D. Steenburgh is senior vice president and general manager of Xerox Corporation's DocuColor iGen3™ Digital Production Press Marketing Operations. He was named to the position in October 2001. He was appointed a corporate officer in May 1998.

Steenburgh is responsible for bringing to market the DocuColor iGen3, a next-generation graphic arts product that will expand market opportunities for Xerox.

Steenburgh joined Xerox in 1973 and was promoted to increasingly responsible sales and marketing management positions. As a senior vice president in charge of company's worldwide Graphic Arts Industry Business and in earlier positions, he became expert in the graphic arts marketplace. He was most recently senior vice president and general manager for Xerox's e-Services Business, a new business operation.

Steenburgh received a bachelor's degree in mechanical engineering from General Motors Institute in 1965 and a master's degree in business administration from Rensselaer Polytechnic Institute in 1967.

In 2000, Steenburgh received the Power of Communications award from the Association of Graphic Communications and the Print-on-Demand Pioneer award from Cygnus Business Media. He has authored graphic arts articles and promoted educational programs in digital printing technology. Steenburgh is a member of the board of directors of the National Technical Institute for the Deaf Foundation.

Steenburgh was born Jan. 23, 1943 in Johnstown, N.Y.

QUESTION: Frank, it’s only been a few months since Xerox announced it would start taking orders for the DocuColor iGen3 Digital Production Press in early April at IPEX and On-Demand. What has the market reception been like? Has any particular type of company expressed the most interest?

Steenburgh: The reception has been better than we expected. We’ve been having in-plant and commercial print customers from around the world at the Xerox Color Center for Excellence nearly every day for iGen3 demonstrations. They are impressed with the technology and most are looking forward to its availability.


QUESTION: How many of the presses will be at IPEX and will any be in operation during the show?

Steenburgh: We will have three DocuColor iGen3 Digital Production Presses at IPEX demonstrating full system capabilities, including variable information and complete workflows for both Xerox DocuSP and Spire Creo controllers. There will be a variety of customer applications running on the iGen3 presses, including a variable information application just for IPEX.


QUESTION: Tell us about the service support network and rough "roll-out" plan for the iGen3.

Steenburgh: Our goal in 2002 is to roll out the iGen3 gradually, ensuring the complete satisfaction of all our customers. Mainly, we will focus our resources on building volume in the first customer installations.

There will be a Xerox SmartPress Production Consultant placed at each of the early installations for two months to aid the customer in understanding how to best integrate the DocuColor iGen3 into their workflow and build digital printing volume.


QUESTION: Obviously companies will need special training to run the iGen3. Please describe the training program and after-sale effort to help these printers move impressions onto these machines.

Steenburgh: For a product such as the iGen3, special care was given to determine how training would be undertaken and how we can help customers build volume. We decided a SmartPress Production Consultant would be the most effective way to get the customer up to speed on the machine. This certified trainer will be with our customers when the iGen3 is installed and will conduct on-site, real-time training to provide expert knowledge on the presses workflow and applications.

The formal iGen3 operator training is a three-week process. The first week is spent in Rochester at the Xerox Training Center where the customer develops a familiarity with the system. For week two, the training continues at the customer location on the installed system. At this time, the SmartPress Consultant familiarizes the customer with the production features and capabilities. Week three training focuses on maintenance and how to optimize image and uptime. Throughout this program, we are establishing a partnership between Xerox and the iGen3 customer to ensure their utmost satisfaction and success.

Additionally, we offer the worldwide Marketing Partnership Program (MPP). This program provides on site instructor-led training for Graphic Arts firms looking for dedicated levels of support. Introductory courses in digital print sales provide the basic building blocks of consultative selling and vertical/horizontal application selling. Advanced courses focus on selling skills for value-add digital print products, such as variable and personalized print.


QUESTION: Xerox has designed, produced and sold toner-based color printers in the past. What makes the new DocuColor iGen3, stand out from those previous machines?

Steenburgh: The DocuColor iGen3 stands out from past printers in that we are providing new economics through advanced technology. What differentiates the iGen3 from other machines is economics, image quality and productivity. It uses a new dry ink to produce image quality that has the look and feel of offset. iGen3 presents outstanding flexibility and color predictability, with an emphasis on reliability and productivity. It provides almost 50 percent greater productivity than the competition at an unprecedented value and is unparalleled with respect to the business opportunity it will offer customers.


QUESTION: What is the cost per page for the iGen3? What does that cost include?

Steenburgh: We have previously indicated a price of 5 cents per page for service plus consumables. We will provide specifics on price at IPEX and On-Demand.


QUESTION: Reportedly, the iGen3 will have the most success when placed within mid to large commercial print firms, a market that Xerox does not have much penetration. How will you approach these printers?