HP Unleashes Print 2.0
HP Unleashes Print 2.0
Setpember 3, 2007: It’s hard not to pay attention when someone is telling you about the future right next to Ground Zero in New York City, which is exactly where Hewlett Packard (HP) launched its new Print 2.0 strategy and suite of products.
Traditionally HP have focused on the combined aspects of print and printing, however this latest announcement sees HP taking aim at the “entire print ecosystem” said Joshi Vyomesh, Executive Vice President of HP’s Print & Imaging group. Beginning from the moment the idea of producing and printing something is created, the aim is to have customers enjoy the “HP experience” from producing an item for printing to actually holding it in your hand. This will see the incorporation of every aspect of the printing process from conception to development having HP focused brands and products targeted at them.
Whilst it seems ambitious for a company to target the entire ecosystem, HP is introducing “Print 2.0” which will focus on web based printing and how it collaborates with traditional printing. With a strengthening of the company’s existing printing lines as well as exploration into other segments of the market, HP hopes to be able to synergise its printing products to boost the tier two products such as its digital camera offerings with its tier one products such as its desktop printers and toners.
To strengthen the focus on the entire print ecosystem as well as the surge into Print 2.0, HP is now offering a certification system and an expanded level of partnerships. As well as seeing its printing empire expand, this will mean the latest suite of products and services will be pushed by the vast network of partners as well as HP themselves.
Having seen the range of products in action in New York it’s obvious that HP has the suite of offerings and partnerships capable of delivering what it aims too, the problem is getting the message across to the consumers. To combat this, HP is investing $US 300 million in a global marketing campaign which is sure to get it off to a solid start. The focus on the ecosystem experience will mean customers will associate HP with everything printing so long as the advertising campaign is a success.
In the age of the 2.0’s, it’s easy to be sidetracked by the number and not realise what it actually represents for the market. In Print 2.0’s case, it means customers will be able to have a greatly increased usability of printing services online and will be able to access features online that have traditionally been locked to traditional printing services. An example of this is HP’s launch of online photo books, where consumers are now able to print off pictures of themselves and their favourite stars into a customised photo book and have it delivered to your door without ever contacting a printing service.
HP is focusing on the customers themselves by asking “What do you have to say?” and then providing the means to do it. Once the campaign kicks in and consumers embrace the newly launched suite of products and services, the future of printing will definitely have a very HP feel to it.