Distributors might know Electronic Data Systems (EDS) from a commercial it launched during the Super Bowl in January 2000. Evoking old Western movies, the Emmy-nominated ad depicted men on horseback, herding a stampede of yowling cats. EDS, a Plano, Texas-based information technology firm, used the ad to draw an analogy between herding cats and the company's ability to help corporate clients align their scattered technologies.
Founded by Ross Perot in 1962, EDS broke new ground by providing computer operations management to other companies. Today, it's one of the leading IT providers worldwide. Known for blending technology with teamwork, EDS offers services such as database management, web hosting and computer-based system integration. Though the firm focuses on high-tech solutions, "electronic media has not replaced the need for paper completely," says Stacy Raley, a procurement analyst in EDS' global purchasing department.
EDS purchases a variety of printed products, including cut sheets, roll-fed paper, stationery, business cards, traditional forms and marketing collateral. The company's in-house capabilities include black-and-white and color reproductions. EDS owns several Xerox machines, including
This marketing project for Electronic Data Systems, Plano,
Texas, required fast turnaround, attention to detail and global
distribution.
the DocuTech 6100 digital print-on-demand press, the DocuTech 40 color laser printer and the DocuColor 12 copier/printer. In return, Xerox purchases EDS' computer services, maintaining a mutual sales relationship likely to continue, Raley says.
EDS' global purchasing department handles most of the company's outsourcing. Raley oversees procurement of printed products and often works in tandem with senior procurement analyst Dave Thomas. EDS' highest-volume paper-based project consists of variable-printed statements, which the company uses to bill its clients for their telecommunication services.
Raley outsources most projects to a major direct-seller that offers limited distributing services. "If they can't handle a project through their own print capability, they manage it through outside sources," Raley says. The direct-seller meets with EDS at least weekly so they can update each other on problems and opportunities. The two companies have a 10-year contract.
EDS once sent a project to a different print provider, with poor results. The firm misprinted information on an EDS financial report. Pressed for time, EDS turned to its preferred direct-seller. The direct-seller printed corrections and inserted them into the reports. When asked whether this experience might discourage her from switching print providers, Raley says it only shows that the direct-seller is the right fit for EDS. "It solidifies that we made the right decision and they have the capability to walk the job through from beginning to end," she says. "They're our resource for all stages of production."
According to Thomas, the direct-seller truly delivered value when it created CD marketing tools for EDS' prospective clients. The project was completed in two months. "It was a sizable accomplishment," Thomas says. Along with fast turnaround, the provider added value to the sale by closely tailoring the project to EDS' corporate branding and identity standards, he says. The direct-seller also managed worldwide distribution, which proved critical to the marketing program's success, Thomas says.
Raley and Thomas predict that most of EDS' future printed projects will stem from the needs of its core business units and customers. As for their own goals, Raley and Thomas plan to improve their administrative efforts. EDS gradually has centralized its operations in the past few years, and the two buyers hope to expand their abilities to help all facets of the company.
—Rita Tiefert
