Technology dictates the Market Date:   Wednesday , January 30, 2013 Incorporated in 1997 and headquartered in Gurgaon, Canon India Pvt. Ltd. is a subsidiary of Canon Inc.(NYSE:CAJ). With a total market cap of $43.69 billion, Canon today has offices spread across 10 cities in India with an employee strength of 1100. Differentiation and profitability go hand in hand in the augmentation of print business, document management and the photography business. Differentiation of offerings, making propositions exclusive, relevant and eloquent for the customer culminates in the increase in market shares and breeds profits. The determination of the differentiator is crucial in any business. In this current scenario, technology has more impact as compared to brand names. As more people use technology its returns will increase and value will expand. It can lead economies towards unexpected directions. For instance, Apple’s ascension in Indian markets overtaking Nokia; Samsung’s Galaxy note becoming a popular mobile phone amongst the crowd in India was because Nokia were torpid to adapt to the changes in technology. Managed Print Services accommodates more than just Printing Printing and document management has undergone a metamorphosis with the amelioration of technology. The forth coming leaps in the same are Managed Print Services and Managed Document Services. Managed Print Services (MPS) involve administering hardcopy device fleets which is copiers, printers, multifunction devices and fax machines in a unified fashion. Though this can be done internally, the term is typically associated with outsourcing the fleet to an external vendor. The main areas of dominance of MPS are management of information with consolidated billing, proactive maintenance of the equipment fleet and ongoing optimization of the environment throughout the contract life. The process of installation of the new managed print services begins with experts visiting the organization and studying about the company’s existing printing architecture. If the examination leads to the conclusion that the companies printing ways are unorganized with security woes and paper count issues, then the experts offer the solutions by planning the required printing architecture, for the company. Then the organizations are briefed about the following features of MPS. MPS are facilitated by key software applications that fall into one of four categories: -Print Management software to manage the volume and nature of print and authenticate users. -Device management software to monitor and manage the print devices in an environment. -Discovery and design software to analyze and plan for the change required in implementing a MPS -Scan routing software to route scans to various destinations including fax servers, network folders, email or workflows. Many of these applications help organizations to make printing convenient, cost-effective and confidential. Managed Document Services (MDS) is closely associated with MPS where vendors consider the service to be wider than simply print. These are the concepts that are blooming in different parts of the world but are alien to the Indian industry. Soon in India, organizations are going to comprehend that it is a better form of document management. Technology matters The brand no more matters. Rather the impact of technology has altered the fate of big players in the photography industry. The advent of digital photography in 1998 caused the fall of the noble film, companies like Kodak, Konica Minolta, Fujifilm and a few others faced the heat because other companies acclimatized themselves with the new technology. The technology that is evolving has brought photography into a very new different realm. From a time when photography meant capturing, printing and showing to the digital photography era where storing pictures on a storage devices was made possible to the new generation of social networking, photography went through another new configuration. Now photography means capturing, uploading and sharing. Full high definition videos, low-light photography and high frames per second and many other functions that the cameras posses in the current day have amplified the indulgence of the crowd and made sure that you look at cameras as a different device each year. Adapt to New Changes The biggest challenge in managing workforce and processes is changing and killing the ineffective processes. If the organizations are smart to kill old processes and bring in new ones, then those organizations will survive. To create that new domain and create a revenue stream out of it even in uncertain situations is the new challenge. Moreover the demands these days are not very predictive. There is always a gap between your budget and what you desire and what ultimately ends up. For instance, if there is a huge gap, there is a big challenge of your cost structure sometimes becoming too high because it was a planned budget. Companies should work towards growth at definitely more than 30 percent in bad times and in good times it should be 50 percent. For this to be achieved, work in particular dimensions is required. Firstly India needs to have a growth across geographies of 5000 towns in vertical segments of education, healthcare, banking, pharma and construction. However, it’s a huge challenge to set the penetration into these towns and then to make sure that the service capability is of high quality. Moving the needle with regards to these elements and also in terms of the service capability and aspirations, companies are definitely bound to confront growth and positive results.