Technology Company Xerox Re-Enters Mid-Volume Inkjet Market

Xerox Holdings Corporation (NASDAQ: XRX) announced its strategic re-entry into the expanding mid-volume inkjet market with the introduction of the Xerox® IJP900 Inkjet Press. The announcement on September 16, 2025, sparked a notable positive reaction in the company's stock, which saw an initial surge in early trading.

The IJP900 Inkjet Press Unveiled

The IJP900 Inkjet Press is designed to address the evolving demands of print service providers and in-plant operators by offering a cost-effective and powerful color printing solution. The press focuses on profitable applications such as transactional printing and direct mail. Key features include high-speed output of up to 150 pages per minute (A4) and business-quality color at 600 x 600 dpi, with capabilities up to 600 x 1200 dpi. It supports a wide range of media flexibility, handling substrates from 52–360 gsm. The IJP900 integrates into the Xerox end-to-end production print ecosystem, leveraging Xerox® FreeFlow® workflow automation, XMPie® personalized communications, and AI-assisted workflows. This strategic pivot marks Xerox's return to a market segment it had previously exited, leveraging a partnership with Kyocera Document Solutions for hardware expertise. The IJP900 is currently available in North America, with plans for broader global availability.

Market Reacts to Strategic Pivot

Following the announcement, Xerox (XRX) shares experienced an initial jump of 1.6% in the morning session, ultimately closing up 8.72% from the previous close. This move signals a bullish short-term market sentiment, indicating that investors view Xerox's re-entry into the mid-volume inkjet market as a meaningful strategic development. However, it is important to contextualize this movement. Xerox shares have demonstrated considerable volatility, experiencing 36 moves greater than 5% over the past year. Despite the day's advance, the stock, trading at $3.72 per share, remains significantly below its 52-week high of $11.07 from October 2024, representing a 66.4% decline from that peak. Year-to-date, Xerox is down 54.9%.

Broader Industry Context and Company Strategy

Xerox's re-entry is timed with the rapid expansion of the mid-volume inkjet market. This segment offers substantial opportunities for growth, particularly in areas requiring high-speed, high-quality color output for specialized applications. The company's strategic direction has also been bolstered by its acquisition of Lexmark International, Inc. in July 2025. This $1.5 billion transaction expanded Xerox's global footprint and strengthened its service capabilities, positioning it among the top five in every major print segment and as a market leader in managed print services. The synergy between the Lexmark acquisition and the IJP900 launch suggests a concerted effort by Xerox to reinforce its core business and capture new revenue streams within the printing industry.

Expert Perspectives

Terry Antinora, senior vice president and head of product and engineering at Xerox, highlighted the opportune timing of this market re-entry:

"The mid-volume inkjet market is expanding quickly, creating a clear opportunity for Xerox to re-enter with strength. Clients are looking for smarter, more accessible solutions, and the IJP900 delivers by combining robust inkjet technology with our proven strengths in workflow, automation, and service."

This sentiment underscores the company's confidence in the IJP900's ability to meet market demands and leverage Xerox's established expertise.

Outlook and Future Considerations

The long-term impact of the IJP900 will largely depend on its successful adoption by print service providers and its ability to generate substantial revenue. The press is scheduled to make its public debut at PRINTING United in Orlando, Florida, from October 22–24, 2025, where live demonstrations will be available. Investors will monitor subsequent earnings reports for indications of market penetration and financial contribution from this new product line. While today's stock movement reflects immediate positive sentiment, sustained growth will require effective execution in a competitive market. Historical performance also serves as a cautionary note; a $1,000 investment in Xerox five years ago would now be valued at $196.87, emphasizing the need for consistent strategic success.