The Business Year

Ronald Souto

ECUADOR - Telecoms & IT

Down Every Channel

Country General Manager, Xerox


Ronald Souto was born in Houston, Texas. He studied computer studies at Webster University in Vienna, Austria. He has been involved with Xerox for over 25 years, since he began his career at Xerox Brazil, where he helped in the creation of Xerox Global Services for Brazil and other Latin-American countries. Before arriving in Ecuador in January 2015 as General Manager, Souto was the Customer Operations Director for Xerox Latin America.

"The transition from a technology into a service company cannot happen overnight."

In April, Xerox showcased systems and business solutions to create efficient business management. What new services and products is the company presenting to the market?

At the beginning of the year we launched a system for our service providers to manage their machines and provide technical customer service online. For our channel partners, at the end of last year we launched what we call the Xerox Partner Print Service. We are expanding that through our channels so they can provide the same level of service that we provide directly, meaning that instead of the customer having the Xerox channel, they will use Xerox infrastructure to provide the service. Through this system, when the customer has a problem, they call a 1800 number, which puts them through to a Xerox Center, whereupon we provide customer support. With that, we guarantee that the service level is the same as if they had hired Xerox directly. There are two things happening in 2Q2015; one concerns how we can help to change the culture toward printing less through introducing the print awareness game, which has an icon of a flower that loses petals whenever you print. The idea is that you cannot allow the flower to die, and you can compete with people who have the same profile as you. We are also focused on enabling printing wirelessly from mobile devices and tablets. Our other main project is called digital alternatives. One of the big issues for customers is incompatibility when sharing documents between PCs and Macs or other devices. With digital alternatives, people are able to share a document in Word and make comments regardless of whether they are viewing it on a PC, tablet, or an iPad. We are also educating customers on content management. Many people believe that once they purchase software they have a solution, but I believe that you have to have a strategy as well. So in June we are bringing in experts from abroad to educate consumers on content management strategies and how to use that strategy to achieve corporate goals.

Ecuadorian companies now have to adapt their processes to the new electronic invoicing system, which has opened a new market of consulting and system provision in the country. What opportunities does Xerox see in this market?

We already use electronic invoicing, so of course we are aligned to that. Yet while many customers are shifting toward this practice, providers are not taking advantage of using this electronic invoice for broader communication with the customer. This is a powerful tool that beyond simply delivering data enables such activities as cross selling. Regarding communication, the level of internet usage in Ecuador is at around 56%, which presents the potential for the communication of all branding and so forth online, where our customers can be supported in the delivery of personalized communication through all channels, enabling 100% effective communication with the target audience.

What is your medium-term outlook for Xerox within the industry?

Xerox has transformed itself over the past few years, and if you look at the results of the first quarter, 56% of revenues derive from services and 44% from technology. On the service-side we have Xerox healthcare systems, Xerox transportation, and Xerox government, which confirms our evolution into diverse areas of the market.

“The transition from a technology into a service company cannot happen overnight.”

What are the main challenges that Xerox Ecuador stands to face?

The transition from a technology into a service company cannot happen overnight. We need to put in place the entire infrastructure. We know that each country has its owns laws with regard to sending images and information abroad and that means that the infrastructure needs to be aligned with the legal requirements of the country—implementing this will be the challenge. We have wonderful healthcare systems in the West that have yet to be seen in Ecuador. And as for the changes required in order to reverse that situation, I believe that this is the greatest question that Xerox Ecuador must address.

© The Business Year – May 2015



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