Xerox Retires the ACS Handle: A Texas Name Rides Into the Sunset
By Christa Carone, CMO, Xerox Corporation
At Xerox, we tend to walk the walk. 
If you do business with us, you likely hear us talk about how we can simplify your business. We aim to make our clients’ lives easier by streamlining things they do behind the scenes – like processing credit card applications and insurance claims, converting paper files to digital, managing payment systems, staffing call centers, printing millions of documents and handling millions of transactions (even those E-Z Pass ones). And lots more.
We simply strive to make business life easier.
A couple of years ago, we acquired Affiliated Computer Services, or ACS, to broaden our business. While we were talking to our clients about transforming their operations, we didn’t hesitate to take the bold step to transform ours by deepening our expertise in the business process and information technology services world.
Headquartered in Dallas, ACS was this big company with a quiet presence. We turned up the volume. During our transformation, we learned that the Xerox brand, known around the world, is a great asset for ACS. We increasingly see the value of going to market as one Xerox, one voice, demonstrating to clients that our services-led, technology-driven strategy offers value through the very strength of our brand.
So, we took another step today. We’re retiring the ACS name. It won’t happen overnight but it also won’t happen over too much time. We’re moving on it.
It will now be simpler for our clients to refer to us and to understand what we can do for their business. It will be simpler for them to understand that we provide business process outsourcing services. It will be simpler for them to understand that we offer information technology outsourcing services. And it will be very easy for them to understand that we also do document management.
Because now, we’re simply known as Xerox.
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44 Responses to “Xerox Retires the ACS Handle: A Texas Name Rides Into the Sunset”
Comment 1
Michael Albor on Jan 25, 2012Cheers! Finally! Congratulations for this Bold achievement!
Comment 2
Gunnar Biering on Jan 25, 2012it couldn’t happen fast enough. thank you – thank you – thank you.
Comment 3
Himanshu Mishra on Jan 25, 2012A very welcome move. I am sure ACS folks will be able to leverage and contribute to the very strong brand equity that Xerox holds.
Comment 4
Mahesh on Jan 26, 2012That’s great news.
Comment 5
CONNIE on Jan 26, 2012WISHING YOU A WARM WELCOME
Comment 6
Shyju on Jan 26, 2012Welcome to the most expected.
Comment 7
Christa on Jan 26, 2012Many thanks for all the great comments. Of course, with the most simple of plans, there is lots of complexity behind the scenes. We’re working through that now — and thrilled to bring the power of the Xerox brand to the breadth of our business. Christa
Comment 8
Vignesh on Jan 27, 2012Its a great news for ACSers.I am confused about the exceptions in the brand name transition for asia pacific
Comment 9
Robert Patterson on Jan 27, 2012As an ACSer I am glad this happening now instead of 2015 as originally expected. It will be so much simplier when communicating with our clients. Thank you for moving the time table up.
Comment 10
Christa on Jan 27, 2012Vignesh, thank you for your comment. In the Asia Pacific region we are working with our partner Fuji Xerox to identify opportunities to effectively position our Services Business in that part of the world and, at this point in time, we do not want to create any confusion with our existing Technology Business there.
Comment 11
Deepak on Jan 28, 2012Christa : ACS in India will be now as Xerox?
Comment 12
Vijay on Jan 31, 2012Christa, nice to see progress on the rebranding effort. What does this entail to employees in India? Will email addresses change to the Xerox domain?
Comment 13
Muralidhar on Jan 31, 2012This is a great news and does ACS in India will be changed to Xerox?
Comment 14
Mike Williams on Jan 31, 2012This is a Quantum achievement for Xerox through this acquisition of ACS. What about the name that the Off Shore Partners are currently using i,e ACS- A Xerox Company? Will this name now be history?
Comment 15
Soji on Jan 31, 2012Excellent business decision. There will be more clients wanting to do business.
Comment 16
Christa on Jan 31, 2012Thanks for all the feedback- we are very excited about retiring the ACS brand in many areas of our services business, including India. Going forward we’ll lead with Xerox as the brand that represents the world’s largest enterprise for business process and document management. Employees stay tuned for more detailed communications and direction on next steps.
Comment 17
Kannan Omanakuttan on Feb 01, 2012Great News….
Comment 18
Amit on Feb 02, 2012Christa : in many email i see , In ASIA Pacific , ACS will be as “ACS , a Xerox Company”. So in INDIA , ACS will be XEROX or ACS , a XEROX Company. Please share.
Comment 19
worldclock on Feb 07, 2012Xerox Retires the ACS Handle | Real Business at Xerox – just great!
Comment 20
Onoja on Feb 08, 2012This is really a bold step. Xerox is a brand that is known and respected world wide. Keep on keeping on!
Comment 21
Vignesh Kamath on Feb 10, 2012Thanks Christa. Xerox is probably the most popular household name in India and all of us at ACS India are overwhelmed and excited about changing the name to Xerox.
Comment 22
Steve on Feb 13, 2012ACSers will now join the rest of us Xeroids.
Welcome
Comment 23
Brad on Feb 14, 2012The building in the photo is my home office in Lexington, Kentucky!!
Comment 24
Tom on Feb 19, 2012When will we be seeing the name change in the Dallas corporate building? I’m really excited.
The Xerox brand brings great opportunity.
Comment 25
sagar on Feb 20, 2012how about ACS india ? will be it be xerox too
Comment 26
srestha banerjee on Feb 24, 2012awesome company! doing a really good job. providing services,and opportunities to millions around the world:) really lookin forward to join as a fresher!!!!
Comment 27
Jorge Thomaz on Feb 27, 2012Awesome News !!
Good Luck and Good Business to all of us !!
Cheers from Brazil !!
Comment 28
aren agopian on Feb 28, 2012Way to go Xerox!
Nice job, mates.
Comment 29
Prakash Shiraguppi on Mar 01, 2012“XEROX” a name itself Rocks, i m too glad and proud to be a XEROX employee….
Good luck all !!!
Comment 30
Akshay B on Mar 06, 2012Congratulations on this milestone!
Comment 31
Emilio Gonçalves on Mar 09, 2012This is very good news ! One brand, one voice.
Comment 32
Jerome on May 31, 2012I am excited about the changes. When do we get our new sign in Alamogordo?
Comment 33
Anonymous on Jan 11, 2013I thought when Xerox took over ACS that things would get better. Xerox had a reputation for caring for it’s employees and everyone was really happy with the company change but it seems we were all mistaken. Xerox left the same ACS management in charge and they just continue to screw their employees over and over again. ACS cut salaries to make us look better to Xerox for the sale and then Xerox just let them continue to mess with us. No raises in 4 years! No cost of living increase! Promises were made that they now state they didn’t say!
Comment 34
Christa Carone on Jan 14, 2013Anonymous – You’re right, Xerox has a strong culture and cares deeply about its 140,000 employees. Transformation takes time and a little bit of luck. Our management team is working hard to advance the business in what has been one of the world’s most challenging economic environments. We will continue to work hard for our employees, clients and investors and we are committed to a stronger Xerox. We hope you stay for the journey.
Comment 35
Hermionie on Feb 07, 2013Will the ACS name be retired in Jamaica? I heard something like that but I see both names on the building in Montego Bay. This is very confusing.
Comment 36
Christa Carone on Feb 07, 2013Hello Hermionie – Yes, we have retired the ACS brand on a global basis. In due time, the building signage will change as part of the brand transition.
Comment 37
Amit on May 03, 2013Hello Christa : Will the ACS name be retired in INDIA?
Comment 38
Christa Carone, Xerox on May 03, 2013Hi Amit – Yes…The ACS name has been retired on a global basis. We are now in the process of transitioning the signage on buildings and across workplaces.
Comment 39
Amit on May 03, 2013But Christa , as of now we are signage like “ACS, a Xerox company”. Please advice.
Comment 40
Nitin Sharma on May 03, 2013That’s great News.
Comment 41
Nitin Sharma on May 03, 2013Good Evening Christa, as of now we are signage as “ACS, a Xerox Company”. Please share your valuable comments.
Comment 42
Nitin Sharma on May 03, 2013Hi Christa : How much time it will take to be Xerox in INDIA. As of now , we are ACS , a Xerox company.
Comment 43
Christa Carone, Xerox on May 03, 2013Hello Amit and Nitin,
As you can imagine, transitioning the signage on all of our buildings around the world is quite an undertaking. In due time, you will see the building signage in India change from ACS, A Xerox Company, to simply, Xerox.
Comment 44
Nitin Sharma on May 07, 2013So Christa , How much duration it will take to reflect with full Xerox in INDIA.
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