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HP Unveils New Consumer Strategy
Aug 12, 2003
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HP announced Monday a strategy that extends its current offerings in imaging, printing and home computing into the fast-growing digital photography and entertainment markets. The company says its goal is to "radically simplify technology to help people enjoy more."

As part of its strategy, and in direct response to complex proprietary systems that have led the consumer electronics landscape for years, HP has unveiled more than 100 consumer products that the company believes bring digital photos, music, and video to life in new and simplified ways.

"Today marks a new beginning for consumers who have been turned off by complicated technology," said Carly Fiorina, HP chairman and CEO. "HP is using its unparalleled consumer knowledge and technical inventiveness to cut through the complexity and make technology a positive ingredient in people's lives -- a way to connect, discover, entertain and get more things done.

"Our vision is simple: placeā€¦the consumer, at the center of the digital experience by making technology that is simple, fun to use, and works better together."

HP kicked off the initiative, which will also include services and retail concepts, by announcing the following offerings:

  • An extensive digital photography line, which includes a consumer eight-ink photo printer (a first for the industry, according to HP) with studio-grade photo paper and a new low cost, glossy everyday photo paper.
  • What the company calls "groundbreaking" digital home entertainment devices that consumers can use to manage, store, and enjoy music, video, photos, and other digital content throughout the home and beyond;
  • HP Total Care, a comprehensive consumer support and services program, that includes 24x7 toll-free phone support in multiple languages and same-day local PC repair.
  • Retail experience centers that have been developed with Microsoft Corp. and key U.S. retailers, including Circuit City, J&R ComputerWorld, Micro Center, and CompUSA. According to HP, the centers will offer real-world scenarios and demonstrations to help customers select the best equipment to meet their digital entertainment, digital photography and home office productivity needs. Set up in dedicated physical spaces, the centers will be staffed with specially trained sales representatives to guide, educate, excite and sell to customers. Stores also will host customer workshops, teaching consumers how to improve their digital lifestyles.

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