Its focus will be the launch of the DocuColor iGen3. Three machines will be running at the show printing books, financial reports and personalised booklets.

Printers buying the iGen3 will get a consultant to help develop applications, with sales and marketing paid for by Xerox for two months.

Sales will begin in the fourth quarter. In the first year Xerox hopes to sell 300-400 machines.

It will also announce new resellers to target commercial printers.

"There are lots of commercial printers who dont want to deal with Xerox," said senior vice president graphic arts Europe Valentine Govaerts. "There are companies that sell to commercial printers we can use."

It is talking to firms including Creo, KBA and KPG. KPG already sells the DocuColor 12 and 2060 following its acquisition of Imation.

The war of words with Heidelberg launched in the run up to Drupa has been dropped. "Heidelberg versus Xerox is a non-discussion as far as Im concerned," said Govaerts. "We havent got the arrogance to say were better, thats up to the customers."

Story by Barney Cox