Xerox "Invented Here" Being Digital Proposal_Allen Kay

“Invented here.
Iconic Branding
allen@allenSkay.com
917-699-2602
”

Objective: Get Xerox
on the digital radar.

Knee-jerk reaction:
think digital,think Xerox

Xerox®
is a trademark of Xerox Corporation and other copyright copy.Think digital, think Xerox. Then visit xerox.com
We were digital when
BillGates was in diapers.
Slight exaggeration.
He was more like ten, and going into sixth
grade when we got into computers.
Not long after getting a taste of digiteria,
Xerox created the Palo Alto Research Center
(PARC), breeding ground for the best and
brightest in the industry.
PARC was the birthplace of most of the
technologies that are digitizing the world.
No exaggeration.
Windows. The Mac. Invention of “icons,”
Ethernet, workstations, LANS (local area
networks), WANS (wide area networks),
“gateways” connecting networks, WYSIWYG
and digital printing were all brainchildren of
the brains at PARC.
Even the mouse was born there.
3-D and real-time broadcasting on the
Net are two of today’s pet projects.
A complete range of digital products,
from digital copiers to industrial-strength
digital printing systems, is what we’ve done
for you lately.
So when you’re considering digital
equipment, keep this in mind. Most of what’s
out there was invented here.

Xerox ® is a trademark of Xerox Corporation and other copyright copy.
Xerox introduced the Digital Copier (DC™
)
back when most people thought software was a
clever new name for cotton undergarments, and
hardware was brackets and hinges.
This posed a bit of a problem.
What do you do with a copier that prints
directly from a personal computer when nobody’s
using personal computers?
We decided that even though very few
companies were working with them, we’d keep
working on them—making our DC™
machines
faster, more reliable, and less expensive.
We also took that time to develop a complete
family of Xerox quality Digital Copiers and
printers, waiting for the day the world would say,
“we’re ready.”
That day has come.
And we’re ready again. With the most advanced
range of Digital Copiers and industrial-strength
digital printers available.
But that shouldn’t come as a surprise. We did
have a lot of time to perfect them.
Think digital, think Xerox. Then visit xerox.com
Ourdigital copier was
ready in1977.
The world wasn’t.

We did windows.
Long before there was Windows there were
windows. Invented by Xerox at their Palo Alto
Research Center (PARC).
The world’s first windows were opened on
the Xerox desktop computer—the first one to
merge words, numbers and graphics. (Until
then, desktop computers were either word
processors or glorified calculators.)
The windows technology created at PARC
was later adopted by Apple then adapted by
Microsoft.
In the meantime, at Xerox we stuck to
our digital knitting and concentrated on digital
printing, becoming the leader in industrial-
strength digital duplicators and creating the
first Digital Copier (DC™
).
Today, a Xerox Color DC can print
anything that’s on your computer screen
exactly as it appears, including Internet pages.
(3-D and real-time broadcasting are what our
Internet scientists have been pioneering.)
Other little known digifacts: Ethernet,
the fax machine, laser printing, icons and
the touch screen were also invented here.
It’s kind of ironic. When it comes to so
many digital products, Xerox is the originator.
The others are the copier companies.
The Xerox desktop computer, circa 1978.

Invented here.
Necessity isn’t always the mother of invention.
Quite often it’s us.
Truth be known, most of the digital
viewing, transporting and printing technologies were
born here. At the Xerox Palo Alto Research Center
(PARC).
The world’s ﬁrst windows were opened here
on the Xerox desktop computer.
Digital laser printing, icons and the touch
screen came to life here, too.
On the communication side, PARC is where
Ethernet, LANS, WANS and gateways came into
existence.
Xerox also pioneered digital readers and
voice recognition. Our Internet scientists broke
ground in 3-D and real-time broadcasting.
In terms of digital printing, we have the
broadest, most advanced line of Digital Copiers
(DC™
) and best-selling industrial-strength digital
printers that work tongue and groove with
mainframe computers.
Getting digital equipment from Xerox could
have an emotional kick, too. Imagine being able to
buy a lightbulb from Thomas Edison, a stereo from
Marconi, or an SST from the Wright Brothers.
Xerox®
is a trademark of Xerox Corporation and other copyright copy.
PARC
Palo Alto
Research Center

The Xerox Palo Alto Research Center (PARC)
didn’t only give birth to most of today’s digital
technology, it was also the breeding ground for most
of the legends in the industry.
These are some of today’s geniuses creating in
their footsteps.
Mark Weiser. PARC’s Chief Technologist.
Responsible for 3-D user interface, described as the
next computer revolution. Nike Air Jordan. Size 10.
Carole McCorkle. Joined PARC in 1993 as
Principle Scientist. Earned four PhDs. Invented RSVP,
system that enables multimedia trafﬁc on the Internet.
Reebok Cross-Trainer. Size 71
/2.
John Lawville. Attended Harvard. MIT. Stanford.
Never graduated. Created MBone, experimental means
of turning the Internet into a real-time, multi-point
broadcast system. Sandals. Custom made.
John J. Carlyle. Started his career at PARC.
Left to become Chief Information Scientist at NASA.
Returned to PARC after two years. Missed the
action. Converse All-Star. Size 12.
Jim Henrikson. Graduated MIT at age 15.
Holds the patent on IPv6, an advanced Internet
protocol. Worked at PARC even before graduating.
(Summer intern.) Goes barefoot.
Lisa Lyddel. Daughter of Dave Lyddel, PARC
alumnus. Lisa, a Stanford fellow, arrived at PARC
on a quest to speed digital printing. Succeeded.
Hush Puppies. Size 7.
6
5
4
3
2
1
Xerox®
Future wizards will
have to ﬁll these shoes.
1 2
3 4
5 6

By day, he’s Mark Weiser, Chief Technologist at
the Xerox Palo Alto Research Center (PARC).
By night, he’s Mark Weiser, the drummer, for
the group Severe Tire Damage, the ﬁrst band to
appear live on the Internet.
Day or night, Mark Weiser has the same vision
of the future.
Coming to PARC in 1987 as Principle Scientist,
he learned that, “Xerox has some of the most
innovative products in the industry. It’s my job to
see that Xerox PARC continues to contribute to
that innovation into the 21st century.”
While Mark headed PARC’s Computer Science
Library, the lab created technologies at the core
of the next-generation Internet. IPv6, an advanced
protocol. RSVP, which enables multimedia trafﬁc.
And the MBone, experimental technology that turns
the Internet into a real-time broadcast system.
PARC scientists also invented the multi function
computer, the windows interface, digital laser
printing, and the local area network.
Industry analysts describe PARC’s work in 3-D
as the start of the next computer revolution.
“The Internet Age has barely begun,” says Mark.
“It’s not done until everything is on the Web.”
And the beat goes on.
Xerox®
He drums to the beat of
a different march.

We planted the seed.
This is dummy copy, not to be read, only
to represent the amount of copy the ad will
use. Loren ipsum dolor si ningun epsol tempe
solce el moron und fa wem di ugne sol il.
Tempo doce il ﬁnke sobby. Remo a dol igse
quix. Dene, so foller coke il some libre. Fobre
tol im a dilmce.
Loren ipsum dolor si ningun epsol tempe
tol im a dilmce.
Remo a dol igse quix. Dene, so foller coke il
some libre. Fobre tol im a dilmce.
tol im a dilmce.
tol im a dilmce. Isdol igse quix.
Dene, so foller coke il some libre. Fobre tol
im a dilmce. Siempre, dolce vita, babe.

tol im a dilmce.
tol im a dilmce.
tol im a dilmce.
One of our lesser
known inventions.
Xerox ® is a trademark of Xerox Corporation and other copyright copy.Think digital, think Xerox. Then visit xerox.com

As originally
introduced by us.
tol im a dilmce.
tol im a dilmce.
tol im a dilmce.

We taught machines
how to listen.
tol im a dilmce.
tol im a dilmce.
tol im a dilmce.

Quick,who
invented Ethernet?
Ethernet.
Compliments
of a friend.
tol im a dilmce.
tol im a dilmce.
tol im a dilmce.

Dr. John E. Warnock
CEO & Chairman, Adobe
Fujio Mitarai,
President, Canon Incorporated
Bill Gates,
CEO & Chairman, Microsoft
Eckhard Pfeiffer,
President & CEO, Compaq
Lewis E. Platt,
Chairman, President & CEO,
Hewlett-Packard
Andy Grove,
Intel
Dr. Eric Schmidt,
Chairman & CEO,
Novell, Inc.
Scott McNealy,
Chairman, President & CEO,
Sun Microsystems
Steve Jobs,
CEO & Founder, Apple Computer
Our family tree.
tol im a dilmce.
tol im a dilmce.
tol im a dilmce.
tol im a dilmce. Isdol igse quix. Dene, so foller
coke il some libre. Fobre tol im a dilmce.

"People who have influenced
technology marketing most."
Allee KIY, ,ulnuo,
Korll', Kifl PlrillffS
Brochcr Oominic, ,he: monk fo
Xerox's avnrd-wi.nntns advcrtls
ing d:mn..s LO lhc ']OS. Is ta dMsic •n
the tann.,Js ofhlglMtt.h :rclvcriising
Ailc.n K.iy � the nun bd,Il'd the
monk.
The orrpn!ll Brecher ()l)mh,lc
TV $p0t (um .1in:d in 191-6) �
Mmed One of me So 8J'Qtdt TV
cornmcmmls byAdl.'Cl't'lmlgAgt.and
the ovc:dJ Q:lnpiUgD, whim��a
v.tnn sJow to photocopier :idver·
c.i.sing, ii naw in die Clio Hall of
Fame. The camp.algn Included
t,gm wmmcrc:.u.i mb r:an umll
1gB1. Dunns th.it period. the
Brothi::r .Dominic�er took on
a life of his own.
At tirn�. •lfle monk dwactcr
:iau.dl)' m;i_dc Xerox S3les alts
himself." Mr. K:1v rcc.&lls, 1hcrc
was one FP111111,,! coo :accoum: XcrolC
w.is ,l')'ing 10 cr
adc. and they
TECHNOLOGY MARKETING
Execsabyteahead ofpack
key players
Allen Kuy
tculdn'r get in. Jrtdc &git. who•
pbycd &he monk, w1cl. 'Let me:
ukc :a c:r:tdc :u ft.' He walked rnt01
chc du.irman's office in his monlc:
robe ..• !md the prospcaJ be-·
�c :i Xc�x client. 8rother
�mlnic opcnt.d chc aocouru.''
1k 50"YCilT"Oicl Mr.�. now·
ch:umun and dlrcaor ornmt�c
pl.tnnfog at Korey, K:ay &t
Pilrtr1ers, New York� worked� illl
o1n dir«1or/wnccr a.c McC.ann·
Erichon upon grndu:iling from
Art Center College in lm Angele,
in the btc: rg6os.
He <kvclopcd the DfQUll:=r
Oomintc Qmp;tign ,5 cr�nve di·
r«eor on the Xaox ac:count 21
Nccdlmm H11rpcr k Steen. New
Tol'k.
Ask«! h.is philosophy of high·
rtth ad-vcrtl:sing, Mr. Kny uys,
�Always kttp people in mind.
AJwJ1yJ remember wh:i, bendic
the tedlnology p�ffl, bca,uc
tlm'3 wlaar people :arc intc:n:stcd
II'. Vhat it it ssn·, import.,nc
vha:1 lt docs is. Think of wh:rc
you're doing 1n tc:mu ofrksh and
blood. By n.aturc. m:acltiniz .-n::
cotd. W:mn d,crn �•"
Thi: �b.gc; for ;u:lvm:ising
profc:s,ioo:au, he :1dc:b, ls «> c.tk-c il
t�hnolagy produc:r :md ·•mnmrc
It Imo huin;u 1erms."
I just happened to bethere.

Xerox "Invented Here" Being Digital Proposal_Allen Kay

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