Page 16 - Print 21 Magazine Jan-Feb 2019

Digital Profile
Big shoes to fill
Stepping up to take the helm of EFI, new CEO Bill Muir has a hard act to follow. Guy Gecht was top gun for most of the company’s 30-year history, taking over from founder Efi Arazi, building the technology brand into
a near-billion dollar business. Now it’s a brand new day, with unlimited opportunities and challenges in equal measure. Print21 editor
EFI is in an interesting position. From its beginnings 30 years ago with the genius of Efi Arazi, through the growth years with Guy Gecht
who took it tantalisingly close to his $1bn a year sales target, its current position is in an ultra competitive inkjet market, a dominant player in MIS, and with its Fiery revenue not likely to grow. There will be no lack of focus on the existing markets though; the company released its 38th and 39th wide format inkjet systems in the portfolio late last year, a new Fiery operating at its highest ever speed has just come out, and a new Productivity Suite, version 7 is also now available. At the same time Muir sees growth coming from new areas.
“I am looking at textiles and packaging in particular. I can
see there are really good logical opportunities in these markets, both of which are a significant size. EFI is developing innovative solutions in the sector,” he said.
Acquisitions are not off the table either, although a larger company merger is unlikely. “Any company will have to fit a criteria that includes adding to our capabilities and being
a bolt-on. I will be spending time making sure the businesses EFI
has acquired in recent years are completely integrated. I want the knowledge and expertise leveraged to maximum effect across the group.”
As an industry outsider used to working with large corporations Muir realises he doesn’t know everything.
“I am humbled to be working with printers who are in second, third or fourth generation family businesses. I promise to focus on ensuring EFI continues to provide them with the means to meet their customer’s evolving needs in a changing world.
“My responsibility as CEO is to keep the innovation engine at EFI moving strongly. Then those print businesses – and I appreciate that most are
small businesses, although of course we have some very large businesses as customers too – can rely on EFI as a technology partner that will deliver, enabling them to grow their businesses from a solid platform.
“The stakes are high. We can inspire the world with spectacular imagery. I want to fuel the future.” And with that Muir was off, a serious man with a serious mission. 21
Wayne Robinson caught up with the new guy in Las Vegas.
They came to the Wynn Hotel in Las Vegas to get a handle on the future, not only of the graphic arts industry itself but also of the iconic EFI brand. This was the industry’s
first real chance to get the measure of Bill Muir, the new CEO, who is taking over at a challenging time. For most
of the company’s history EFI lived off the streams of gold from the Fiery
rip, the default colour server for much of the industry. In recent years it has expanded into MIS, software and inkjet technology. It is now at a crossroads, and there’s a new man at the wheel.
In his opening address to the faithful and the sceptical in the massive conference room he pledged to continue EFI’s drive to enable printers to exploit the myriad opportunities
he sees emerging in the modern era. “My aim at EFI is to provide print businesses with innovation, which they can successfully execute.”
He was speaking on the eve of
his 100th day in the job, as only
the company’s third CEO in its 30 year existence, following founder
Efi Arazi, and long time leader Guy Gecht, who stepped down in October after a 17 year stint at the top.
At the time former CEO Gecht said, “Bill is going to take EFI to the next level. His experience and track record included scaling multi-billion dollar businesses, driving execution and setting the firm’s strategic direction. This background prepares him to be the next CEO of EFI.”
No pressure then. Muir joins at
a time when EFI is marked with a sliding stock price, and figures that
in the last quarter did not meet expectations. This is in an industry that some, particularly in the financial sector, believe has had its day.
At the Connect event, Muir came across as a humble suit. He would barely be noticed lining up in the breakfast queue. No room service in the presidential suite for him; he came and sat down at tables with printers
and developers, eager to hear their views, experiences, and situations.
I was one of only three journalists at Connect to get a one-on-one interview with him. Stepping tentatively into the discussion he said that part of the reason he took the job was because he was impressed with the managerial courage the company had shown. He was referring to the decision to get into inkjet when the business was built on the Fiery rip, and on its recent investment decisions. The inkjet decision was, of course, vindicated, it now accounts for some 60 per cent of the company’s revenue, Fiery around 25 per cent, and software 15 per cent.
“The opportunity to become CEO was somewhat appealing,” he said.
He says he is not looking at the figures per se, but wants to create a company that customers and employees are proud to work with, a company where people are valued, dignity is embraced, and potential is realised.
“I want EFI to have a culture that motivates people to be their best.”
He wants it to be customer obsessed, listening, engaging, and servicing the market.
“We need to offer an exceptional customer experience. I believe that if you look after culture and customers then the capital will take care of itself.”
Innovate and execute:
New EFI CEO Bill Muir (right) with Print21 editor Wayne Robinson at Connect
16 Print21 JANUARY/FEBRUARY 2019